Welcome
 The major challenges facing the travel and tourism industry continue, with fears over the impact of the ongoing economic downturn, compounded by the spread of the new H1N1 virus. In this issue, we take a look at the steps being taken by the World Tourism Organization to support its members through this period of uncertainty and offer a ten-point plan to help ensure your destination is fully prepared.
DMOs need to be strategic in their outlook and plan for the years beyond these particular crises. There are ongoing challenges to be addressed, of course, not least climate change and environmental degradation; there are also major opportunities, including, for example, innovations in IT and product development, and the anticipated long-term growth in the BRIC economies. Please let us know how your destination is realising the opportunities and addressing the challenges. We would like to showcase the most interesting examples in Destination World.
Roger Carter
Managing Editor
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"Place as Product" Cultural tourism is a fast-growing and lucrative segment of the global travel industry but how can a destination maximise its potential? TEAM Associate, Steven Thorne, argues the case for taking a place-based approach to cultural tourism. |
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Tourism and Climate Change: There's no escaping it now - we are all caught up in the realities of climate change. Steve Farrant, Director at the International Tourism Partnership, takes a fresh look at where tourism fits within the broader climate change debate.
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The Swine Flu Pandemic: The recent arrival of Swine Flu means that, once again, tourism professionals are facing a threat that may greatly impact their industry. Peter Tarlow offers a ten point plan for tackling tourism's latest challenge. |
Research and Reports - What's New?
Three new releases from industry analysts, PhoCusWright:
PhoCusWright closely monitors developing trends in consumer behaviour to predict the impact they will have on the travel industry. The Consumer Travel Report, published earlier this month, provides market intelligence for travel suppliers and intermediaries.
It has been released in two parts: Part One reveals the behaviours of the US traveller including trip frequency, duration and spend. Part Two relates traveller behaviour to psychographic attitudes and values. Both parts are available online at a cost of USD 1,295 and 995 respectively.
We all know that being green is good for the environment, but is it good for business? The travel industry is one of the primary arenas for the green revolution and all travel verticals including hotel, air, car rental and cruise are being affected.
A new report, Going Green: The Business Impact of Environmental Awareness on Travel, covers topics vital to the travel industry and is available online.
The online leisure / unmanaged business travel market in the United States is projected to decline 3 percent to USD 93 billion this year, according to recent research by PhoCusWright.
The US Online Travel Overview: Update 2009-2010 report, which represents more than one third of the total travel marketplace, reveals that the online leisure / unmanaged business travel market is now more or less mature and far more susceptible to broader swings in the economy and the total travel marketplace.
According to the report, while online travel will decline in 2009, it will still far outperform the broader travel market and return to positive growth much sooner. With the recession in full swing and leisure and corporate travellers alike pulling back, the total US travel market will decline 11 percent in 2009 to approximately USD 241 billion.
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 Mindful of the inevitable impact of the economic downturn on business and consumer confidence, as well as on demand for travel and tourism, the European Travel Commission ( ETC) is now monitoring trends affecting tourism demand on a more frequent basis. The first in a series of quarterly reports, European Tourism 2009: Trends and Prospects, has now been published.
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Half of all travellers are frustrated by poor websites, according to a new survey carried out by eDigitalResarch on behalf of Frommers Unlimited.
The survey, of more than 1,200 people, found that half had encountered confusing sites with hard-to-find information, insufficient pictures and a general lack of useful material. A third of travellers said they were frustrated by a lack of response to e-mail enquiries and sites which weren't bookable online.
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The evolution of the mobile phone from a personal communication tool to an information and social hub will open up a range of possibilities for the travel industry, according to a new report from EyeForTravel. Mobile Technology in Travel Report: The Introduction is available online from the EyeForTravel website free of charge to members.
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 During the years 2002 - 2007, bednight volumes in European city destinations increased by 25.6 percent, outperforming the growth rates of European nationwide tourism which increased by just 7 percent during the same period.
These findings, and more, are revealed in the European Cities Marketing European Cities Visitors Report 2008 / 2009. The report is available from ECM at a cost of 590 EURO for ECM members and 950 EURO for non-affiliated associations.
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Ireland's first Ecotourism Handbook has been produced by Fáilte Ireland and Greenbox. The handbook, which aims to support tourism businesses to operate in a green environment, provides information on the ecotourism market, how to certify and market a green business, and how to attract 'green' funding.
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Online marketing experts, Epsilon, have produced a new report on e-mail branding. Flying High: Measuring the Value of Email Marketing for the Travel Industry can be downloaded from the Epsilon website free of charge.
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Two new publications from PATA, the Pacific Asia Travel Association:
 A review of the issues and trends that have impacted on the hospitality market in the People's Republic of China has been published by PATA. The 5 page report, Thirty Years in the Making: The Development of China's Hotel Industry Since 1978, appears in Issues and Trends (volume 13, issue 4) and is available via the PATA website ( subscription required).
PATA has also released the latest Asia Pacific Tourism Forecasts (2009 - 2011). The annual forecasts have become the bedrock for future planning by thousands of travel and tourism operators, airlines, hotels, national and regional tourism organisations and academic institutions. Copies are available from the PATA website, priced at USD 750 (members) or USD 1,500 (non-members).
Key Article
Global Tourism:
Responds to Global Economic Downturn and Flu Threat
International tourism demand has slowed further due to the impact of the global economic recession, according to the World Tourism Organization (UNWTO). Over the coming year, UNWTO expects international tourism to decline between 2 and 3 percent.
 However, in response to the situation, UNWTO has increased its efforts to provide its members with the necessary support on a consistent basis in order to endure these challenging times. This response includes:
- Resilience: the Tourism Resilience Committee (TRC) provides a framework for better market analysis, collaboration on responses and medium-term policymaking.
- Stimulus: UNWTO urges governments to put tourism at the core of their stimulus packages - jobs and trade are engendered through a strong tourism sector, as well as business and consumer confidence in travel which can play a big part in economic recovery.
- Green Economy: tourism must be placed at the forefront of the transformation towards the Green Economy; contributing with carbon-clean operations, jobs in environmental management and energy-efficient constructions.
Historically, tourism has demonstrated remarkable resilience and has emerged from past crises stronger and healthier. UNWTO analysts warn, though, that the full impact of the current economic situation will be hard to predict.
Many countries are already developing stimulus measures within their fiscal and monetary packages to mitigate the effects of the crisis on tourism, realising that the sector can be a key driver of economic recovery. Some destinations are reducing taxes and improving travel facilitation, recognising that it is now crucial to remove all obstacles to tourism, especially taxation and over regulation. Others have developed financial systems to support tourism enterprises, maintain/increase employment in the sector and develop infrastructure. UNWTO is encouraging others to follow suit.
Secretary-General ad interim Taleb Rifai commented: 'One of the major challenges amidst the current crisis is the imperative of not losing sight of the longer-term challenges of poverty alleviation, employment and climate change.'
 Adding to the consumer and business uncertainty and the loss of confidence, the potential Influenza A (H1N1) pandemic has created an increasing degree of confusion around the issue of whether it is safe to travel.
Currently, the extent of the spread, sustainability and the complete health implications of the virus are uncertain. UNWTO has formed a dedicated Risk and Crisis Management Section (RCM), established influenza contacts in every member state, launched regional simulation exercises, created the Tourism Emergency Response Network (TERN) with some 20 peak industry organisations and launched sos.travel as a portal for emergency information for the industry and travellers.
For more information on the H1N1 virus, read Peter Tarlow's article on Swine Flu in this issue of Destination World.
Destination Brand Watch
Unlocking the secret of your destination's competitive identity is the focus of the ETC / UNWTO Joint International Seminar on Tourism Destination Branding, due to take place in Sweden from the 18th to 20th June.
The seminar will provide a unique preview of the latest ETC and UNWTO Handbook on Tourism Destination Branding written for tourism destination professionals at all levels. The event will also present strategic and practical advice gathered from leading branding experts, with many examples of best practice.
Dates for Your Diary
Some key events for tourism destination professionals taking place over the next few weeks:
There's just time to catch the tail end of a series of seminars taking place across East Africa. The two-day training seminars, which focus on helping the tourism sector understand and leverage online opportunities, are taking place in Tanzania (1st and 2nd June) and Kenya (4th and 5th June). Other African regional conferences and events are planned for later in the year. For more information, visit the eTourism Africa website.
 Organiser, Damian Cook, CEO of eTourism Africa, commented: 'Online sales have been one of the few sectors to experience growth despite the global recession. Travel is now the number one selling commodity online and is generating over USD 110 billion annually in sales. However, very little African tourism is sold online and finding and booking African destinations on the web can be a challenge. It is hoped that with more education and awareness, the tourism sector in the region will harness and implement online marketing tools.'
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The EyeForTravel Online Marketing Strategies for Travel USA 2009 event aims to help the industry increase its return on investment at a time when budgets are under pressure and travellers are spending less. The conference takes place in Miami, USA, from the 3rd to 4th June.
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The World Travel Market is expanding its portfolio of events with the launch of a new WTM Vision Conference. The half-day event will be held in London, UK, on Thursday 4th June.
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The 4th Latin American and European Tourism, Art and Culture Fair, EUROAL 2009, will take place in Spain between the 4th and 6th June.
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The PhoCusWright Analyst Forum is a half-day event which focuses on three key themes: The impact of destination marketing on consumer travel choices; understanding generational differences in travel; and the importance of vacation rentals. The forum will be held in New York, USA, on the 9th June.
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The Travel Weekly Virtual Tradeshow will be held on the 9th and 10th June from 11 am to 6 pm EST and includes two full days of education, relationship building and new product offerings.
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City Break 2009 is a travel trade event dedicated to the growth of the city break market. The expo takes place on the 15th and 16th June in Gothenburg, Sweden.
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 Running back-to-back with the City Break Expo is the European Cities Marketing ( ECM) Annual Conference, which is scheduled for the 17th to 20th June in Gothenburg, Sweden. The theme of this year's conference is Events and Meetings in the City.
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A one-day event, to be held in London, UK, on the 17th June, offers delegates the chance to find out more about the future of digital marketing from expert practitioners and leading thinkers. The Future of Digital Marketing 2009 is organised by Econsultancy.
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The 8th Meeting of the World Committee on Tourism Ethics will be held from the 17th to 20th June in Gothenburg, Sweden.
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Stockholm, Sweden, is the venue for the ETC / UNWTO Joint International Seminar on Tourism Destination Branding. The event, which aims to help delegates unlock the secrets of their destination's competitive identity, will take place from the 18th to 20th June.
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After the Global Economic Crisis: Rebuilding Economies, Regenerating Growth is the focus of the 6th ASEAN Leadership Forum which will be held in Bangkok on the 19th June.
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The Hospitality Sales and Marketing Association International ( HSMAI) will be holding a Revenue Management and Internet Marketing Strategy Conference in California, USA, on the 25th June.
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New Paradigms and Resilience for Sustainable and Responsible Tourism in Developing Countries is the focus of the World Ecotourism Conference 2009. The event is scheduled for the 15th to 17th July in Vientiane Lao PDR.
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 Tourism Australia, Tourism Queensland and Gold Coast Tourism are staging the seventh National Conference on Tourism Futures from the 17th to 19th August.
This year's conference takes a forward perspective on the industry, looking out over a ten year timeframe and examining opportunities and issues for the future. The 2009 conference theme is 'Redefining the Future' and will examine the 'over the horizon' trends and opportunities that are reshaping the future of Australian tourism.
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Finally, a look ahead to some key World Tourism Organization ( UNWTO) events:
Interviews
Some recent interviews on TravelMole.tv include:
Dr Murray Simpson of Oxford University Centre for Environment, a noted authority on tourism and climate change, describes his team's mission to make the Caribbean Carbon Neutral in this interview.
Valere Tjolle, editor of VISION on Sustainable Tourism, talks to TravelMole.tv about the challenges that 2009 presents and the benefits that can be gained from sustainability.
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International News
Tourism:
G20 Summit response
In response to the challenges posed by the global economic crisis, highlighted at the recent G20 meeting in the UK, the World Tourism Organization ( UNWTO) has stressed that tourism and travel can play an integral role in any stimulus package and the shift towards a green economy.
'Tourism and travel mean jobs, infrastructure, trade and development. These are the issues that world leaders are emphasising in co-ordinated recovery actions. What we need is recognition of the value of travel in this mix and most importantly its capacity to generate jobs', said UNWTO Secretary-General ad interim, Taleb Rifai.
At the same time UNWTO stressed the fact that the tourism and travel sector can be a leader in the transformation to a new green economy and encourage investment in green infrastructure - airports, high speed rail, roads and ports.
UNWTO Assistant Secretary-General, Geoffrey Lipman, said: 'The industry is increasingly committed to climate response. Our carbon emissions at some 5 percent of the total are significant but manageable, with adaptation and new technology. Poor countries, which need more visitors for their development agenda, will also need special financial support to help them make the changes necessary to become climate neutral. Investment in Green Tourism - climate-proofing hotels, clean biofuels for transport and widespread education / training programmes will pay massive dividends and send positive signals to consumers around the world.'
Sustainable Tourism:
Global tourism certification
Sustainable Travel International ( STI), has launched an updated version of its Sustainable Tourism Eco-Certification Program.
'STEP 2.0 is applicable to tourism businesses of all sizes, including newcomers to sustainability, those wanting to improve their existing approach, and even businesses that have long-standing green programmes,' said Brian Mullis, president of STI. 'Our new certification programme, which has taken seven years to develop, is differentiated from other programmes because it is user-friendly, educational in nature, and is practical as a measurement and management tool.'
The programme has been developed in consultation with industry stakeholders is also aligned with minimum baseline Global Sustainable Tourism Criteria ( GSTC).
VisitBritain:
New prepaid cashcard
In partnership with CorporatePay, national tourism organisation, VisitBritain, has launched a new VisitBritain Prepaid Cashcard which is designed to allow tourists and business travellers visiting the UK with an alternative means to bringing currency into the country. The cards will be available for purchase via the VisitBritain online shop.
Gay Tourism:
New York campaign
A new marketing campaign, aimed at attracting more gay and lesbian tourists, was launched by New York last month. A key focus of the Rainbow Pilgrimage campaign will come in June when the 40th anniversary of the Stonewall riots in Manhattan, considered to be the start of the modern gay liberation movement, will be commemorated. The campaign is costing nearly USD 200,000.
e-Business News
Online Travel 2009:
Top technology trends
With 2009 in full swing, analysts at PhoCusWright have taken a fresh look at the technologies and innovations that have the potential to drive change in the travel, tourism and hospitality industry this year.
Bob Offutt, senior technology analyst, said: 'Innovation is at the very heart of the travel industry and these ten technology trends will reshape the way consumers search, shop and buy travel.'
The trends have been carefully selected from a plethora of global business and technology initiatives, with each trend is weighed for its business value and potential to change the face of travel.
Webby Awards:
Best industry websites
Tourism Montréal's website has taken top prize in the tourism category of the annual Webby Awards, with Tourism Australia's consumer site winning in the People's Voice category. VisitSweden was another of the five finalists.
Hailed as the 'internet's highest honour' by the New York Times, The Webby Awards recognise excellence on the internet. Almost 10,000 entries from over 60 countries were received this year.
The Times:
Best travel websites listed
Once again, The Times newspaper has published a list of the top 100 travel websites. Categories include best websites for booking flights, holiday inspiration, travel blogs and communities, holiday bargains, specialist travel, as well as the best transport sites. The complete list is available online.
Google Mapping:
Aids online booking
A new online travel portal, Travelwhere, is providing an enhanced visual flight search and online booking service, thanks to the Google mapping system.
The site provides interactive functionality enabling consumers to search for, find, book and plan their ideal holiday. The system's BrochureRack and BrochureMaps service also offers operators a new way to distribute brochure content.
FlightMaps combine geographical airport routes displayed alongside a flight search functionality which checks availability and prices. The initial system offers around 140 routes from 31 European airports but plans are in place to increase this number soon. A white label version of the FlightMaps feature will also be made available.
Online Video Viewing:
YouTube extends lead
YouTube.com has surpassed 100 million US viewers for the first time, according to online analysts, comScore. The findings reveal that US internet users viewed 14.8 billion online videos during January this year - more than 101 videos per viewer.
Google sites grew to 102 million online video viewers during the month, with Fox Interactive ranking second with 62.1 million viewers, followed by Yahoo! sites (41.9 million) and Microsoft sites (30.0 million). Further findings can be viewed online.
Canadian Tourism:
Online video contest
On the heels of its successful campaign to produce TV spots showing real tourists in Canada, CTC-Mexico, the Canadian Tourism Commission's Mexico office, is now aiming to produce its own video spots for an ad campaign later this year.
CTC-Mexico has launched a video contest to 16,000 consumers, plus another 1,500 in the travel industry. Details are on CTC-Mexico website and in the Spanish language version of Pure Canada, a CTC travel magazine. Mexicans who have been to Canada can submit videos through the website. 'We want to show Mexicans sharing their enthusiasm, using Mexican expressions,' says Jorge Morfin Stoopen, CTC-Mexico managing director. 'We hope if people see other Mexicans enjoying Canadian experiences, they'll have more of a connection with the country, and will want to explore it themselves.'
Tourism Australia:
Targets social media
One of the world's most influential bloggers, The Sartorialist, visited Australia last month as part of a new Tourism Australia initiative to target social media opinion leaders. The Satorialist, aka Scott Schuman, is rated by Time Magazine as one of the world's top 100 design influencers, and his New York based blog site currently receives in excess of 36 million visits per annum. Tourism Australia is aiming to work with these key influencers to drive the desire in others to travel to Australia through positive word of mouth commentary. Tourism Australia Managing Director Geoff Buckley said the addition of the Visiting Opinion Leaders Programme to existing public relations activities provided new ways to reach consumers in the rapidly changing communications landscape.
He said: 'In addition to traditional advertising there are so many more ways to reach consumers today, particularly in the digital environment. We know that the consumers we target - Experience Seekers - are very active in the digital space which is a key reason why we are targeting digital opinion leaders who have a vast audience and influential voice.'
VisitBritain:
Links up with Google
Millions of internet users are now able to get a close-up look at Britain, thanks to a new partnership between national tourism agency, VisitBritain, and the search engine, Google. Google's Street View was launched in the UK in March and now features 25 cities and towns. VisitBritain has worked with Google to create a visual guide (called a maplet) directly in Street View. The maplet links to Visit Britain's global website, visitbritain.com, where users can explore some of its 1,000 destination guides. Each guide further inspires potential visitors or helps them plan their trip. Mike Bedingfield, director of Britain Marketing, says: 'The internet is an incredibly rich resource for raising awareness of destinations, driving travel to and around Britain. Street View is a real opportunity for us to showcase our destinations to millions worldwide.
Meetings Industry:
New green portal launched
In a first for the global meetings industry, the Green Meeting Industry Council ( GMIC) has announced the launch of a Green Meetings Portal, an online knowledge centre that aims to bring together knowledge and breaking news from multiple face-to-face meetings on a single website.
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