Welcome
 ...and a Happy New Year to all Destination World readers.
Although the travel and tourism industry faced major challenges last year, many experts are optimistic that the coming twelve months will see recovery taking hold and significant growth in certain markets.
Our aim at Destination World is to help you achieve great things for your destination in 2010 by providing you with the news, data and insight to make your jobs that little bit easier. In this issue, we take a look at how China's online travel market is expected to see substantial growth, driving recovery from recession; and at the response of global tourism leaders to the recent climate change negotiations in Copenhagen.
Roger Carter
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Religious and Pilgrimage Tourism: Religion and faith are major businesses and have long impacted the tourism industry. Regular Destination World contributor, Dr Peter Tarlow, offers some essential tips to help tourism professionals benefit from this growing trend.
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Climate Change: We asked Geoffrey Lipman, Director, Greenearth.travel and Advisor to the Secretary-General of the World Tourism Organization to share his thoughts on last month's Copenhagen Summit and what it means for the travel and tourism industy.
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Research and Reports - What's New?
 A new World Tourism Barometer has just been released by UNWTO, the World Tourism Organization. The Barometer is published three times a year and is aimed at monitoring the short-term evolution of tourism and providing the sector with relevant and timely information.
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A new report on the Impact of the Financial and Economic Crisis on European Travel Behaviour 2010 will be published next month by analysts, IPK International.
The report looks at whether the 2009 decline in tourism will continue or whether the markets will recover in 2010, plus it takes a look at how the industry's marketing efforts can react to the changes in travel behaviour over the coming months. The report can be ordered online at a cost of EURO 9500.
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What will tourism look like in 2023? Sustainable development charity, Forum for the Future, has developed a number of scenarios designed to help the industry identify and explore key uncertainties ahead. They present four different, but equally possible, futures for the UK's tourism industry in 2023.
 The scenarios were developed with the help of more than 100 industry experts focusing on two key variables: whether the economy, politics, technology and energy costs combine to encourage of restrict overseas travel; and whether the appeal of overseas destinations and consumers' sensitivity to the environmental impacts of travel makes tourism more or less attractive. The full report can be downloaded free of charge (7.2mb, PDF).
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A new range of sustainable tourism reports will soon be available from TravelMole. They include:
- Sustainable Tourism Report GBP 250 (to be published 31st January) covering a year of major global developments in perspective
- Sustainable Tourism Ministers' Guide GBP 100 covering 2009/2010
- Sustainable Tourism Marketing Guide GBP 100 (to be published 7th February)
- Tourism and Carbon Market Guide GBP 100 - understand, leverage and monetise sustainable initiatives.
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 Despite the downturn, online travel is the one of the few areas where there is clear growth. Over the last seven years, online travel buyers have increased their spend by 40 percent and EyeForTravel predicts this will continue to grow by a further 15.6 percent by 2012. These findings, and more, are available in the new European Online Travel Report which can be bought online at a cost of GBP 795. An executive summary can be downloaded free of charge.
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A new edition of the PhoCusWright US Online Travel Overview provides a comprehensive and detailed analysis of the US travel industry with a focus on online distribution and marketing. The report provides market sizing and growth forecasts through to 2011 and reviews a complete range of travel sectors. The report costs USD 2,495 and can be bought online.
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PhoCusWright's European Online Travel Overview offers valuable insight into the state of the European travel market and the latest trends and developments. It can be bought online at a cost of USD 2,250.
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Ever since the invention of the wheel and the innovation of the Wright Brothers, travel and technology have gone hand in hand. Smart travel companies stay ahead of the game and are constantly looking for new technologies that will alter the way consumers search, shop and buy travel. The PhoCusWright Consumer Technology Survey presents information about how US travellers are using and adopting technology to improve their travel experience. The report (in five parts) can be bought online from the PhoCusWright website for USD 995.
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The 2009 World Travel Market Global Trends report, launched by Euromonitor International, reveals seven future trends which will provide insight into how the industry, despite the current economic uncertainty, can entice the next generation of travellers.
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The European Travel Commission ( ETC) has just published its fourth quarterly report on European Tourism 2009 - Trends and Prospects which includes statistics from across the region.
Destination Brand Watch
 There are tens of thousands of destinations (from cities to museums to attractions to resorts), all fighting to get the consumer's attention but it's a strong and clearly articulated brand position that separates the wheat from the chaff in this crowded category.
That's the message in the latest Wanderlust Report which offers insight into how to use the internet, social networks, direct marketing and mass media to attract more visitors. The report also highlights key steps to defining a unique position for your destination and twelve questions to ask about travel brand positioning.
Dates for Your Diary
Some key events for tourism destination professionals taking place over the next few months:
The 12th International Tourism Symposium will be held in Switzerland from the 1st to 3rd February. This year's event aims to challenge the recession and examine ways in which it can be considered an opportunity for the tourism industry.
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James Gilmore, co-author of The Experience Economy and Authenticity: What Customers Want will provide the keynote address at the Second Annual Geotourism Summit which takes place on the 2nd February in Washington, DC, USA. The summit will also feature 10 award-winning case study presentations, how-to panels, networking opportunities and useful tips for leaders and practitioners engaged in geotourism, sustainable development and destination stewardship.
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PATA, the Pacific Asia Travel Association, and DMIC, Digital Marketing Inner Circle, are staging a social media event - Leveraging Social Media for Engaging Consumers - which will take place on the 4th February in Beijing, China. Register online.
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 The international e-tourism conference, ENTER 2010, will take place in Lugano, Switzerland, from the 10th to 12th February. Promoted by IFITT, the International Federation of IT in Travel and Tourism), the event offers a unique forum for academics, industry, destination managers, marketers and government representatives to explore the future of ICT in tourism via a series of presentations, workshops and networking opportunities.
This year's keynote speakers include the Online Marketing Manager of Switzerland Tourism, the Vice President, Product Strategy, of Expedia Worldwide and Google's Travel Industry Leader in Central and Eastern Europe, Middle East and Africa.
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Routes America, to be held in Peru from the 14th to 16th February, is a network planning event for all of the Americas - a 'one stop shop' for air services to, from and within the Americas.
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Amsterdam, in the Netherlands, is the venue for the European Hospitality Technology Educational Conference ( EHTEC) which takes place from the 14th to 16th February. The conference aims to provide an informative programme and networking opportunities for hospitality professionals.
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International Confex, one of the UK's leading events for event organisers, takes place in London from the 23rd to 25th February. The event brings together venues, destinations and event support services, both in the UK and globally.
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 Tourism, Sport and Mega-events play a powerful role in stimulating the tourism economy, and 2010 is set to be a year of exceptional sport and cultural events around the world. The World Tourism Organisation ( UNWTO) will be staging its inaugural Summit on Tourism, Sport and Mega-events, in Johannesburg, South Africa, from the 24th to 26th February. The summit will bring together the world's leading experts, and create a groundbreaking platform for best practice and knowledge sharing towards mega-events excellence.
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IFT 2010, the 32nd IFT International Tourism Fair will be held in Serbia from the 24th to 28th February.
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AIME, the Asia-Pacific Incentives and Meetings Expo, is now in its 18th year and aims to showcase the best Australian, Asia-Pacific and international destinations, products and services. The expo will be held on the 2nd and 3rd March in Melbourne, Australia.
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INVTUR 2010 takes place from the 10th to 13th March in Portugal. The focus of this year's event will be tourism research - state of the art and future perspectives.
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 One of the world's leading travel trade shows, ITB Berlin, takes place from the 10th to 14th March. Each year, the event attracts a whole range of exhibitors, including destinations, tour operators, booking system suppliers, carriers and hotels.
Among the events held as part of ITB Berlin will be the PhoCusWright@ITB conference where high-profile speakers and analysts will discuss key trends and travel technology.
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EyeForTravel's Social Media Strategies for Travel USA 2010 will take place in San Francisco on the 24th and 25th March. The event aims to move beyond the 'should we take social media seriously?' debate and provide practical advice on how to drive real return from social media initiatives.
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This year's Travel Distribution Summit Asia, scheduled for the 28th and 29th April, will take place in Singapore. Since its inception in 2004, the summit has been one of the biggest meeting places for distribution and online travel executives in Asia, focusing on online marketing, social media, revenue management and mobile technologies.
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TRAVDEX, a PhoCusWright trade show, will be held from May 5th to 7th in Atlanta, USA. Exhibitors at TRAVDEX showcase and demonstrate technology-based products, solutions and services to empower travellers, suppliers and intermediaries to connect.
Interviews
Some recent interviews on TravelMole.tv include:
An interview with Tricia Barnet of Tourism Concern and Baroness Kennedy about human rights in tourism and the launch of the new report, Putting Tourism to Rights.
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Fiona Jeffery, Chairman of the World Travel Market and Founder and Chairman of the charity, Just a Drop, talks to Valere Tjolle of Travel Mole TV about the journey that the travel industry is on to reach full sustainability.
Key Article
Climate Change:
The impact of COP-15 on the travel and tourism industry
After much hype and expectation, the outcome of last month's United Nation's Climate Change Conference in Copenhagen left many disappointed. Only 27 of the 192 countries taking part reached sufficient agreement to sign an accord committing to actions that will limit global warming.
 Tourism is a key part of the climate change debate. Criticised by some for being a major contributor to greenhouse gas emissions, the travel and tourism industry also faces a fight for survival if, or when, the promised effects of rising sea levels, melting snow and desertification materialise.
However, the industry has often acted ahead of regulation to adopt and disseminate standards and best practices on greenhouse gas mitigation and adaptation. In a show of commitment to combating climate change, the World Tourism Organization ( UNWTO) and the World Travel and Tourism Council ( WTTC) jointly hosted an event during the COP-15 negotiations last month, presenting delegates with perspectives from the travel and tourism industry.
The event highlighted innovations from the private and public sector around the world and presented examples of the industry's proactive approach to the reduction of carbon emissions.
 Jean-Claude Baumgarten, WTTC President and CEO, said: 'Public and private sector partnership in this issue is essential. The travel and tourism industry urges global leaders in the wake of the Copenhagen Agreement to actively engage the private sector in translating the internationally agreed framework into transparent, supportive and progressive national and regional policies. The travel and tourism private sector has always sought a deeper working relationship with governments, and the Copenhagen Agreement will provide an excellent opportunity to further develop this relationship.'
Read our special feature on the Copenhagen Summit by Geoffrey Lipman, Director, Greenearth.travel and Advisor to the Secretary General at the World Tourism Organization..
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International News
International Tourism:
Positive outlook for 2010
International tourism is on track for a rebound after an exceptionally challenging 2009, according the World Tourism Organization ( UNWTO).
Growth returned to international tourism in the last quarter of 2009 contributing to better than expected full year results and prospects have also improved with arrivals now forecast to grow between 3 and 4 percent in 2010. This outlook is confirmed by the remarkable rise of the UNWTO Panel of Experts' Confidence Index.
'The global economic crisis aggravated by the uncertainty around the A(H1N1) pandemic turned 2009 into one of the toughest years for the tourism sector', said UNWTO Secretary-General, Taleb Rifai. 'However, the results of recent months suggest that recovery is underway, and even somewhat earlier and at a stronger pace than initially expected', he added.
Meetings Industry:
Showing signs of recovery
Nearly two-thirds of the industry believe that the economy is starting to recover, according to a recent survey carried out by the Meetings Industry Association ( MIA). The findings, which are part of an ongoing series on the actual impact of the credit crunch, also reveal that the greatest challenges over the coming months will be increasing yield and achieving value for money for clients.
Travel Industry:
Career centre launches
The Destination Marketing Association International ( DMAI) has launched a new interactive career centre with a focus on destination marketing industry companies.
Dan Fenton, DMAI Board Chair, said: 'DMAI's new Career Center is a direct response to a critical need, enabling employers in the destination marketing industry to attract first-rate talent with a minimum expenditure of time and resources. DMAI's new Social Responsibility Committee will also focus on how to attract and recruit a diverse group of future leaders for our industry.'
Industry Accreditation:
Programme reaches milestone
The Destination Marketing Accreditation Program ( DMAP) has reached a major milestone with more than 100 destination marketing organisations (DMOs) now accredited. Developed by Destination Marketing Association International ( DMAI), this industry-wide accreditation programme is designed to recognise DMOs that meet or exceed industry standards.
Diana Lawson, board chair, said: 'These DMOs have demonstrated exceptional leadership in destination marketing. Their accreditation underscores their dedication and commitment to providing outstanding destination marketing services in accordance with international standards and benchmarks in this field.'
e-Business News
China:
Travel boom continues
The rapid growth of China's travel market may have been slowed by the global recession but recovery is expected to be quick and substantial, according to research published recently in the Emerging Online Travel Marketplace in China study by PhoCusWright.
Growth of 5 percent is projected for 2010 and, by 2011, the total Chinese market opportunity is expected to be more than USD 65 billion. 'There is more than enough opportunity out there for everyone. Companies that are wading through flooded Western markets should not lose site of the opportunities in Asia,' said Ram Badrinathan, PhoCusWright's general manager, Asia Pacific.
Online Travel:
Predictions for 2010
Online travel in Europe will account for more than one-third of the total European travel market, according to analysts at PhoCusWright. But, as larger markets, such as the UK which has over 40 percent online penetration, reach maturity, emerging markets like Poland offer the most promising opportunities for growth.
These predictions and others can be found in PhoCusWright's European Online Travel Overview plus individual market reports for France, Germany, Italy, Scandinavia, Spain and the UK.
Social Media:
Top predictions for 2010
Analysts at eMarketer suggest that, in the coming year, social ad networks will expand, audiences will move from DVDs to digital streams and downloads as TVs with direct internet connectivity go on sale, and online search that includes real-time content in results will become commonplace. These, and other predictions for 2010, are available on the eMarketer website.
Souteast Asia:
Online marketing campaign
A new website, launched earlier this month, will be the focus of an online marketing campaign throughout Southeast Asia. SoutheastAsia.org has been developed through the ASEAN Tourism Association ( ASEANTA) and the Bangkok-based ASEAN Competitiveness Enhancement Project (ACE).
The website has meta-search functionality and will integrate data from other sites. As well as providing travellers with options to plan and book multiple destination trips around the region, the site also has a special travel trade section. Much of the content will be themed as part of a new strategy to showcase the varied travel options available throughout the ten member countries of ASEANTA. User generated content is also a key focus of the site.
Best Website:
World Travel Awards
VisitBritain, Britain's national tourism agency, has been awarded the accolade of World's Leading Tourism Authority Website at the recent World Travel Awards which are voted for by travel agents worldwide.
Already three times winner of World's Leading Tourism Authority Internet Site, this international tourism website publishes 57 sites in 41 countries, translated into 21 languages and has an estimated 17 million visitors per year.
A new-look VisitBritain website will launch in April this year and will aim to attract over 20 million visits. VisitBritain's chief executive, Sandie Dawe, said: 'We have no intention of resting on our laurels and the VisitBritain team is already working on the launch of an even better site so that we can be back on the winner's podium next year.'
Travel Industry:
Online spending grows
Almost nine out of ten travel companies are planning to increase or maintain online spending, according to a new global survey by Frommer's Unlimited. More than half of those surveyed said they planned to increase budgets and just over a third plan to maintain online budgets. A full copy of the report is available from the Frommer's website.
Frommer's Unlimited General Manager Joel Brandon Bravo said: 'We were interested to see the increased focus on content such as multilingual, destination and unique content as well as social media marketing.'
Other key trends include a continued shift away from traditional online advertising and an increased investment in search engine optimisation. Mobile phone delivery, audio and video are still ranked as lowest priorities for the year ahead but were identified as top future initiatives.
FIlm Locations:
New iPhone app available
VisitBritain, Britain's national tourism agency, has launched a free British film location app for iPhone and iPod Touch users. The app allows users to discover and photograph the most iconic British film locations as well as showing the most famous film scenes on Google maps and search by film title.
VisitBritain's research indicates that 40 percent of potential visitors would be very likely to visit places they have seen in films or on TV. Justin Reid, Head of Online, VisitBritain, said: '2010 is going to be a massive year for film tourism to Britain and we are making sure our digital campaigning is at the forefront of these events.'
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