OUT NOW: STEPPING OUT OF THE CROWD

Encouraging visitors to leave crowded hotspots and go in search of more enriching experiences has never been more important for destinations looking to capitalise on the rising tide of visitors from Asia’s emerging outbound markets. This is especially the case in Europe, where local residents in some of the continent’s most popular tourist hotspots have already started calling for restrictions on visitor numbers and outright bans in some neighborhoods.

While better visitor management is clearly needed in some cities, we believe that not all solutions to this dilemma have to involve clamp-downs, restrictions, bans and penalties. Just as forward-looking cities are learning to integrate the sharing economy into their tourism ecosystem (something we’ve talked a lot about recently in countries such as Portugal and Croatia), they are also finding creative ways to spread visitor spending further away from the city centre, or even to surrounding towns and villages.

This is something that we make clear in the report ‘Stepping Out of the Crowd, Where the Next Generation of Asian Travellers is Headed and How to Win a Place on their Travel Itinerary’.

This comprehensive 150-page report draws on unique consumer research carried out among Asian Millennials, as well as expert opinion, case studies from leading travel brands and data from PATA’s own forecasts on cross-border travel. It also gives practical recommendations on where to start when putting a dispersal strategy in place.

Main features of the report:

• Unique consumer research from Millennials in 13 outbound markets across Asia on their attitudes towards trip planning, city visits and going ‘off the beaten track’.
• Data from the PATA five year forecast to show how international arrival arrivals will affect APAC destinations in the coming years
• Expert opinion from 14 market-leading tourism organisations, travel brands and influencers on how to set out an effective dispersal strategy.
• Recommendations to public and private sector organisations on how to create more effective and rewarding products that encourage dispersal for Asian Millennial travellers.

How to get the report:
Full report – PATA Store (free for PATA members, US$100 for non-members)
Executive Summary (free download)
PATA press release

Video & Case Study

TOPOSOPHY makes the best of what every place has to offer

As a destination marketing and management agency whose long-term commitment is to help destinations to ‘make the best of what every place has to offer’, TOPOSOPHY is delighted to have been part of such a groundbreaking project. We believe in smart planning that understands market dynamics, combined with innovative marketing that makes use of creative technological solutions. We also know that ‘hidden gems’ are what can put your place on the map. So if you’re interested to learn more about how to make the best of what your place has to offer, just drop us an email or come and meet us at our forthcoming events. We’d be pleased to talk with you!

Click here to watch the case study video 

MEXICAN TOURISM UNCOVERED

To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the second of this ‘‘Uncovered’’ series of reports, experts at TOPOSOPHY lift the lid on tourism trends in Mexico and make an honest, frank assessment of the top priorities for government and business in the country today.

Domestic and international tourism in Mexico is continuously growing. The tourism industry growth continues to ride higher than the average national GDP growth and investment in the tourism sector is pouring into the country as the main source market, the United States, recovers from the global financial crisis.

Nevertheless image remains the main concern as incidents relating to organised crime continue to affect parts of the country and Mexican citizens have mobilized to demand more security as mid-term elections approach (Summer 2015). As this report will explain, the media often reports a distorted view of the reality of daily life in Mexico. Furthermore, Mexicans’ views of their own country can often be subject to an inferiority complex or over-influenced by current events.

Discover TOPOSOPHY’s take on the current state of Mexican Tourism in this candid report that aims to provide an external view and an independent perspective on how a tourism industry with high potential can deliver for the country in the future.

DESTINATION MARKETING TRENDS TO WATCH IN 2015

Here at TOPOSOPHY we believe that you can only take the best decisions when you can see the bigger picture – so we’re starting the New Year with in-depth analysis of the biggest trends emerging in global tourism and
marketing.

Will the Apple Watch break new ground where other tech wearables have failed to do so?

Will this be the year when we see Airbnb take the leap and merge with a major online travel agent?

Will we ever reach ‘peak selfie’?

Will DMOs take more initiatives in community and economic development?

Discover our top 15 travel trends for 2015…

Want to know more about TOPOSOPHY? Find out here.

Sharing Economy & Tourism

More and more destinations around the globe gradually become aware of the influence that the growing start-ups of the sharing economy have upon them. We refer to a fascinating thematic area, which involves so many different issues such as the changing perceptions of new demographic groups about the nature and quality of travel-related services, the reaction of destination authorities according to the cultural and political context of each place, the regulations that could contribute to the establishment of a level playing field for all stakeholders involved, and several others.

In fact, About-tourism has been monitoring this trend for quite some time and today we are ready to announce the conduct of a research concerning the influence of the sharing economy in tourism and hospitality industry in Europe. Our key objectives are to explore what trends and factors have led to the emergence and expansion of this new phenomenon in the field of tourism as well as to emphasize on those opportunities and challenges international destinations are facing in trying to integrate such activities into the economic and social fabric of their areas.

Accordingly, we are excited to invite members of the start-up community in the field of tourism along with tourism industry leaders and destination authority officials to provide their valuable insight through the online questionnaires of About-tourism. This integration of viewpoints will allow our research team to expand the scope of research and made valid statements about current trends and future prospects.

We estimate that it takes approximately 15-20 minutes to complete the survey, so if you feel you can to contribute to this project please click on the link below that corresponds to your group of stakeholders, or cut and paste the respective URL into your browser to access the questionnaire.

1st Questionnaire – Sharing-Economy Start-Ups:

https://www.surveymonkey.com/s/startupssurvey

2nd Questionnaire – Tourism Industry Associations & Private Sector Leaders:

https://www.surveymonkey.com/s/tourismindustrysurvey

3rd Questionnaire – Destination Authorities:

https://www.surveymonkey.com/s/destinationauthorities

Your input is very important to us and will be kept confidential. Furthermore, we will send you a report of the main findings and conclusions after completion of the project hoping to stimulate a vivid debate about ongoing development in Europe and elsewhere. Stay tuned!

We’re Hiring!

@boutourism is an international, boutique destination development & marketing consultancy offering specific solutions & implementation support in every stage of the destination’s development, management and marketing process. Our elite team of destination experts and tourism professionals combines extensive experience as practitioners, managing operations, with many years of consultancy experience working for DMOs and related organisations around the world.

By recently becoming a business unit of the ATCOM group, @bout tourism can also provide integrated marketing solutions, ranging from Marketing strategy and planning to Web Design and development and a full suite of Digital Marketing services, for Destinations, Tourism Associations, OTAs and Travel/Hospitality Organizations around the world.

We are now looking for an Integrated Marketing Manager to play a key role in the expansion of the company  in new markets and new services. The Integrated marketing manager should have experience in destination & travel marketing, be acquainted with digital marketing and social media and have a passion to grow at an international level.

 Desired Skills and Experience

Corporate Development

• Assist in strategic planning, implementation and delivery of the corporate marketing plan that complements the overall corporate strategic direction and brand.
• Build new and maintain corporate relationships with key international and national industry players.
• Liaise and network with a range of stakeholders including clients, colleagues, associates and partner organizations;
• Locate/propose potential business deals by contacting potential partners;
• Handle corporate communication with company associates, partners and clients, according to needs.
• Monitor competitor activity.

Campaign Management

• Manage the development and implementation of integrated marketing programs for the @boutourism clients.
• Develop e-tourism platforms, including websites, and constructing business databases by liaising with Web Designers,  developers and UX experts
• Work with all travel/tourism-related clients to explore and identify ways to integrate offline and online media into business strategies and marketing campaigns.
• Develop online content for clients’ social and digital platforms, including messaging, posts and other editorial content.
• Manage the production of online/offline marketing materials
• Manage marketing budgets & evaluate marketing campaigns;

Events & Workshops

• Run training courses to encourage networking and economic growth in the tourism industry.
• Set up and attend tourism fairs and travel trade workshops.
• Organize and attend events such as conferences, seminars, receptions and exhibitions;

Desired skills

• Bachelor/Masters Degree in Tourism or Marketing
• 3-5 years in Tourism/Destination Marketing ideally working with Digital media
• Ability to multi-task
• Proactive mindset
• Ability to work with international clients on various projects

Please apply via linked @ http://linkd.in/WHac3q

Tourism on the Rise Globally

International tourism continues to grow above expectations, supporting economic growth in both advanced and emerging economies. International tourism generated US $1.4 trillion in 2013 while tourism arrivals at an international level also grew by 5% reaching 1087 million last year. Growth in international tourists last year was equal to growth in income generated by over one billion tourists that traveled the world in 2013, for business, leisure, visiting friends and relatives or other purposes.

Among the 25 largest international tourism earners, receipts saw double-digit growth in ten destinations: the United States (+11 percent), Macao (China, +10 percent), the United Kingdom (+18 percent), Thailand (+28 percent), Hong Kong (China, +21 percent), Turkey (+13 percent), India (+13 percent), Japan (+23 percent), Greece (+15 percent) and Taiwan (+12 percent), according to UNWTO World Tourism Barometer.

U.S.

The U.S. specifically is on track to exceed the tourism goal of 100 Million Visitors by 2021, as unveiled in the nation’s first-ever National Travel and Tourism Strategy (NTTS) by President Obama in May 2012.

Two years later, the United States is on pace to not only meet its goal, but to exceed it, according to the U.S. Travel Association, which last month published an NTTS progress report showing that in the past two years the nation has achieved a 5.5% annual growth rate in international travel and tourism. Given the president’s target, the United States should have added 6.2 million new international visitors in the last two years; instead, it’s added 7.1 million.

Despite a slow but steady economic recovery, it wasn’t until last year that Americans picked up the pace of their leisure travel, according to a new consumer travel report from PhoCusWright.

It’s “U.S. Consumer Travel Report Sixth Edition” found that consumers have finally moved on from the recession. 65% of consumers took at least one leisure trip in 2013, compared to 63% in 2010, 62% in 2011 and 61% in 2012. In the pre-recession year of 2008, some 70% of consumers took leisure trips.

The two market segments that registered the biggest spikes in travel were families with children under age 18 and travel parties of two adults, couples or otherwise. Family travel grew to 36% last year, up from 31% in 2012, while travel by two adults rose from 53% to 57% last year, according to the same report.

Europe

In Europe, the world’s most visited region, international tourist arrivals grew by 6% led by above-average results in Central and Eastern Europe (+7%) and Southern and Mediterranean Europe (+6%). This growth exceeds the initial forecast for 2013 and is double the average growth rate of international tourism in Europe since 2000 (+2.7% a year between 2000 and 2012) according to the UNWTO.

 

Considering the most important markets for Europe, the European Travel Commission’s ETC latest report ‘European Tourism Portfolio Analysis’,  reports  5.4% growth in foreign visitor arrivals to Europe in 2013, a positive result on top of 4 years of sustained growth.

Traditional European markets remain the key source of international travel, but some emerging markets have recently become important as well.

As to the growth forecast for the next 3 years, Europe is expected to reach a 3.8% annual growth in foreign visitor arrivals.

The UK, Germany & USA are expected to retain lead positions, accounting for a total of 27% of European travel demand. Russia is forecast to make the 3^rd largest contribution to total growth in the next 3 years, while China is less likely to emerge as a big player as an origin market for Europe.

Sources: ETC, UNWTO Tourism Barometer, PhoCusWright

Big Data & the Travel Industry

Big data has the potential to transform how travel companies deliver services to travellers, according to the latest study by Amadeus.

Big data is arguably the biggest opportunity in a generation for travel businesses to embrace the changing structure of data and maximize its use. It offers the potential for a vast shift for all travel companies, empowering them to enhance both the business and experience of travel. As with any generational shift in technology, however, the opportunities arrive hand-in-hand with the potential for significant disruption, which naturally bring many challenges – competitive and creative – for the travel industry to consider.

Amadeus Big Data Report

“At the Big Data Crossroads: turning towards a smarter travel experience”, an independent study just published by Amadeus, explores the impact of large volume, unstructured data known as big data on the global travel industry.

The study finds that travel companies are at a crucial big data crossroads: big data has a vital role to play in delivering a more efficient and tailored travel experience with benefits to both travel companies and travelers alike. However, its potential is still confined to early adopters in the travel sector, and it calls for more widespread consideration across the industry about how new approaches to big data can yield significant opportunities.

http://www.amadeus.com

Here is an overview of the major points:

Big data offers significant benefits for all travel companies
The benefits of big data for travel providers and travelers are explored, including:
• Better decision support
• New products and services
• Better customer relationships
• Cheaper, faster data processing

http://www.amadeus.com

Big data in the travel industry is currently being driven by early adopters

The diverse ways in which big data is being used by early adopters in the travel industry are investigated, with a focus on:
• Optimizing revenue management
• Customizing travel distribution
• Transforming corporate travel
• Enhancing internal operations
• Boosting financial performance

Challenges need to be overcome so the industry can realize the potential of big data

The study acknowledges the technical and operational challenges associated with big data adoption in the industry, namely:
• Creating an integrated data source
• Working in a hybrid technological environment
• Overcoming the data skills shortage (an issue in all industries adopting big data)
• Maintaining competitive advantage

Finally, here is a series of recommendations for travel companies preparing to embrace big data:

• Research big data
• Strategize about big data 
• Don’t just explore big data technology – look at the changes you will need to make to business and operational    processes too
• Start assembling big data skills 
• Work with partners

Find the Full Report here

View this and all the latest Tourism & Travel Trends and Developments in Trendspotting 2013.

European Tourism 2013: Trends & Prospects

“As 2012 was a strong year for tourism, Europe’s modest upward trend confirms the health of its tourism sector against overall economic turmoil,” according to  the European Travel Commission.

The UN World Tourism Organization expects world tourism to grow on average between 3% and 4% this year. According to the UNWTO 2013 World Tourism Barometer, growth is forecast in all world regions, with Europe (+2% to +3%) and the Americas (+3% to +4%) growing at a more moderate pace than Asia and the Pacific (+5% to +6%), Africa (+4% to +6%) and the Middle East (+0% to +5%).

European Tourism 2013 – Trends & Prospects (Q1/2013)

Appetite for tourism is expected to remain through 2013

The modest upward trend in individual destinations is reinforced by key indicators from the aviation and accommodation industries.

Air transport statistics indicate that tourism demand remains robust from long-haul markets, with travel on European routes growing at a slightly faster rate moving into 2013. Occupancy in European hotels has also been higher than a year earlier, with growth apparent in all sub-regions.

For the remaining months of 2013, European destinations’ performance will largely depend on the economic performance of intra-European markets. The multi-speed economic recovery in Europe may exacerbate recent changes in travel patterns. Travel from some large Southern and Western European markets (e.g. Italy, Spain and the Netherlands) slowed down during the first months of 2013. As further low cost options are sought, demand for domestic travel in these markets may rise at the expense of international travel. On the other end, emerging markets will continue to grow in relative importance, with Russia being on the front line. Some developed markets that performed weakly in recent years may also gain importance as they release pent-up demand (e.g. France and UK).

http://www.visiteurope.com

The most attractive prospects for Europe come from long-haul markets

The European Travel Commission expects that long-haul markets will initially drive growth in 2013. Key indicators suggest further growth in travel from the US, where consumer spending has remained remarkably strong despite the threat of imminent spending cuts. Japan’s economic outlook also seems more positive, bolstered by monetary stimulus and record monetary easing. On the downside, a fall in the yen may hamper international travel.

Among the rapidly emerging markets, Chinese tourism is expected to continue soaring in most European destinations, though moving from a low base. Indian tourism demand has remained weaker compared to China in early 2013, but overall continued growth in demand is expected for this year.

European tourism growth shines light amid economic gloom

Considering the industries evident strength in 2012 while facing economic headwinds, tourism has the potential to play a key role as a tool for economic development and job creation; in Europe and worldwide.

According to the European Travel Commission, growth-supporting actions should be taken to maximize tourism contribution to weak economies, especially in Europe’s peripheral areas.

“In the immediate future, marketing and promoting Europe in overseas destinations will facilitate the rising demand for international travel, however, easing visa requirements and reducing taxation would help the industry contribute even more to broader economic development in the medium term,” according to the executive director of the European Travel Commission, Eduardo Santander.

Full Report here.

Check out the latest Tourism & Travel Trends worldwide in TrendSpotting 2013.

International Tourism Trends 2013

UNWTO has just published the latest World Tourism Barometer, showing that international tourist arrivals grew by 4% in 2012 to reach 1.035 billion, a record number.

Emerging economies (+4.1%) regained the lead over advanced economies (+3.6%), with Asia and the Pacific showing the strongest results. Growth is expected to continue in 2013 only slightly below the 2012 level (+3% to +4%).

With an additional 39 million international tourists, up from 996 million in 2011, international tourist arrivals surpassed 1 billion (1.035 billion) for the first time in history in 2012. Demand held well throughout the year, with a stronger than expected fourth quarter.

By region, Asia and the Pacific (+7%) was the best performer, while by sub-region South-East Asia, North Africa (both at +9%) and Central and Eastern Europe (+8%) topped the ranking.

“2012 saw continued economic volatility around the globe, particularly in the Eurozone. Yet international tourism managed to stay on course” said UNWTO Secretary-General, Taleb Rifai. “The sector has shown its capacity to adjust to the changing market conditions and, although at a slightly more modest rate, is expected to continue expanding in 2013. Tourism is thus one of the pillars that should be supported by governments around the world as part of the solution to stimulating economic growth,” he added.

UNWTO forecasts international tourist arrivals to increase by 3% to 4% in 2013, much in line with its long term forecast for 2030: +3.8% a year on average between 2010 and 2020. This outlook is confirmed by the UNWTO Confidence Index. Compiled among over 300 experts worldwide, the Index shows that prospects for 2013 are similar to the evaluation of last year (124 points for 2013 against 122 for 2012).

By region, prospects for 2013 are stronger for Asia and the Pacific (+5% to +6%), followed by Africa (+4% to +6%), the Americas (+3% to +4%), Europe (+2% to +3%) and the Middle East (0% to +5%).

Emerging economies regain the lead

In 2012, growth was stronger in emerging economies (+4.1%) as compared to advanced economies (+3.6%), a trend which has marked the sector for many years now.

International tourist arrivals to Europe, the most visited region in the world, were up by 3%; a very positive result in view of the economic situation, and following a strong 2011 (+6%). Total arrivals reached 535 million, 17 million more than in 2011. By sub-region, Central and Eastern Europe destinations (+8%) experienced the best results, followed by Western Europe (+3%). Destinations in Southern Mediterranean Europe (+2%) consolidated their excellent performance of 2011 and returned in 2012 to their normal growth rates.

Asia and the Pacific (+7%) was up by 15 million arrivals in 2012, reaching a total 233 million international tourists. South-East Asia (+9%) was the best performing sub-region much due to the implementation of policies that foster intraregional cooperation and coordination in tourism. Growth was also strong in North-East Asia (+6%), as Japanese inbound and outbound tourism recovered, while it was comparatively weaker in South Asia (+4%) and in Oceania (+4%).

The Americas (+4%) saw an increase of 6 million arrivals, reaching 162 million in total. Leading the growth were destinations in Central America (+6%), while South America, up by 4%, showed some slowdown as compared to the double-digit growth of 2010 and 2011. The Caribbean (+4%), on the other hand, is performing above the previous two years, while North America (+3%) consolidated its 2011 growth.

Africa (+6%) recovered well from its setback in 2011 when arrivals declined by 1% due largely to the negative results of North Africa. Arrivals reached a new record (52 million) due to the rebound in North Africa (+9% as compared to a 9% decline in 2011) and to the continued growth of Sub-Saharan destinations (+5%). Results in the Middle East(-5%) improved after a 7% decline in 2011, yet the region recorded an estimated 3 million international tourist arrivals less in 2012 in spite of the clear recovery in Egypt.

Receipts confirm positive trend in arrivals

Available data on international tourism receipts and expenditure for 2012 covering at least the first nine months of the year confirm the positive trend in arrivals.

Among the top ten tourist destinations, receipts were up significantly in Hong Kong (China) (+16%), the USA (+10%), the UK (+6%) and Germany (+5%). At the same time, a significant number of destinations around the world saw receipts from international tourism increase by 15% or more – Japan (+37%), India and South Africa (both +22%), Sweden and the Republic of Korea (both +19%), Thailand (+18%) and Poland (+16%).

Traditional source markets show renewed dynamism 

Although the highest growth rates in expenditure abroad among the ten top markets came from emerging economies – China (+42%) and Russia (+31%) – important traditional source markets, showed particularly good results. In Europe, and despite economic pressures, expenditure on international tourism by Germany held well at +3%, while the UK (+5%) returned to growth after two flat years. In the Americas, both the USA and Canada grew at 7%. On the other hand, France (-7%) and Italy (-2%) registered declines in travel expenditure.

Smaller markets with significant growth were Venezuela (+31%), Poland (+19%), Philippines (+17%), Malaysia (+15%), Saudi Arabia (+14%), Belgium (+13%), Norway and Argentina (both +12%), Switzerland and Indonesia (both +10%).

More info: UNWTO

More Trends? Check out the latest Tourism & Travel Trends in TrendSpotting 2013!