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.
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!
Visa‘s latest Global Travel Intentions Study 2013has revealed that global cross-border tourism is thriving and travelers intend to increase budgets for their next trip by an average of 5% – with some holidaymakers even suggesting that they would more than double what they spent on their previous trip.
Visa’s regular barometer of travel trends indicates budgets are no longer among the top three reasons behind why travelers choose their next holiday destination. The pull of attractions, scenery and rich culture are instead stronger reasons for travel.
According to the Study, which surveyed 12,631 travelers from 25 countries, the average global travel budget of US$2,390 per trip is set to increase to US$2,501. Top spenders abroad in the past were the Saudi Arabians, spending an average of US$6,666 per trip, while Australian (US$4,118) and Chinese travelers (US$3,824) were not far behind. Future travel budget increases are especially high amongst Asian markets with a predicted increase of 46 percent – travelers from Singapore, Thailand and Hong Kong all plan to at least double the budget of their last trip in the future.
United States remains the top choice destination
Attractions, Scenery, and Culture were cited as the key drivers for a future trip regardless of destination. This desire to explore new horizons was evidenced by the latest UNWTO World Tourism Barometer, which revealed that international tourist arrivals grew by four percent in 2012 to reach 1.035 billion.
Visa’s Study revealed the United States ranked as the most popular destination choice for global travelers, both for trips taken in the past two years (17 percent) and for intended travel in 2013 (10 percent).
Other top destinations in 2011 and 2012 included the United Kingdom (UK) (12 percent), France (12 percent) and China, Singapore, Thailand and Hong Kong (all 10 percent). Looking ahead, regional travel is set to increase, especially in reflection of the growing popularity and economic strength of Asia Pacific (APAC). 31 percent of global travel is expected to be to Asia, and new APAC destinations such as Australia (four percent) and Korea (three percent) are making it on to the latest list of most preferred destinations for future travel.
Travelers also ranked Japan (five percent) and Australia (four percent) alongside the UK (five percent) as the top four intended destinations for future trips abroad.
The Rise of the Asian Giant
The increasing popularity of APAC is partially driven from within the region. Among travelers across the four global regions (APAC; the Americas; Middle East and Africa; Europe), respondents from APAC indicated strong intention (77 percent) to travel more in the future – with residents from nine of the region’s markets stating a higher intention to travel than the global average. Much of this increased travel is expected to take place within the region, where 80 percent of Asian travelers have chosen to take trips in the last two years.
APAC travelers are also spending more during their trip – those traveling within the region spent an average of US$273 per day, higher than both the global average (US$239) and any other region.
“The Asian markets have experienced a huge boom in tourism over the past few years due to the continued strength of their economies and the implementation of policies that promote cooperation and coordination in cross-border tourism. The ease of travel within the region, coupled with a rising middle class, has seen a growing demand for travel among the population and we expect this trend to continue into 2013 and beyond,” said Martin Craigs, Chief Executive Officer, Pacific Asia Travel Association (PATA).
Increasing Ease of Travel
An increasing ease and availability of travel options is fuelling the tourism boom. This is particularly prominent in the airline industry where 85 percent of travelers prefer to fly to their destinations despite a preference for shorter distances. Of this figure, most (71 percent) chose to fly economy class while, perhaps surprisingly, only 16 percent chose budget airlines.
A Profile of Today’s Global Traveler
The results of the study paint a picture of today’s global traveler. They are seasoned travelers, with 79 percent travelling in the past two years, taking 1-2 trips per year. 80 percent plan their holidays in advance, taking an average of 10 weeks to organize the trip. Spending time with family and friends was cited as the most popular (38 percent) reason for a holiday. These trips are more likely to be organized independently (42 percent) and will last an average of 10 nights. They choose hotels of four stars and above (39 percent) with 69 percent choosing to take a trip with family members.
The devastation in Japan will have long-term consequences. But research suggests crises often have a short-term impact on travel
The world has looked on in horror at the accumulating disasters in Japan and a death toll that must surely rise over coming days, weeks and – if there is a nuclear disaster – years.
Japan is no stranger to catastrophe, of course, or to recovery from it. This is a country that has survived not one but two nuclear attacks. The capacity of its people to deal with disaster is astonishing.
The UK outbound travel market will be largely untouched, albeit none of us can be untouched by the scale of the suffering. The disaster will have unpredictable consequences for the world economy. The shutdown of Japanese industry may trigger both a fall in the oil price and lay-offs at manufacturing plants dependent on imported parts from Japan. The markets fell immediately amid forecasts of a renewed downturn.
Consumer survey
The usual lines about the British desire for a break and “the resilience of travel” appear out of place in such circumstances, but they do capture an essential truth about attitudes to holidays.
By chance, research analyst TNS examined precisely this issue for Travel Weekly in a consumer survey in early February. The study followed the overthrow of the government in Tunisia but was conducted while Egypt remained in turmoil.
More than half (55%) of adults said they would be deterred by a terrorist attack from booking a destination, 44% by civil unrest or riots, 37% by a natural disaster, and 28% by government collapse.
However, almost nine out of 10 (87%) of the more than 1,600 people surveyed had never changed, postponed or cancelled a holiday because of concerns about safety or security.
One in 20 had cancelled a holiday, one in 25 had changed a destination and the same proportion had postponed a trip.
To put these concerns in context, holidaymakers’ two biggest worries were falling ill overseas and losing their passport.
Concerns fade
Presented with a list of destinations and asked whether they would consider visiting in the next three months, 62% said they would avoid Egypt and 33% Tunisia.
However, this was at the height of the protests in Cairo’s Tahrir Square. By last week, the Egyptian tourism ministry was sufficiently confident in recovery to launch a campaign to woo tourists back.
At the same time, the survey found only 8% would avoid Thailand, where there was serious social unrest last May, and 7% Mexico, where an outbreak of swine flu dominated the world’s media in April 2009.
The Minister of Transportation and Communications said the new campaign could help the nation develop its tourism sector and reach 10 million visitors
The Tourism Bureau of Taiwan has launched its new global campaign slogan — “Taiwan — The Heart of Asia” — as well as a new theme song, setting the tone for tourism campaign strategies in the years to come. The bureau had been using “Taiwan, Touch Your Heart” as its global campaign motto since 2000.
Aside from the slogan, the new campaign also features a heart containing some of the crucial elements of Taiwan, including food, culture, festive events and biodiversity.
All of the bureau’s campaign materials published in the future will feature the new campaign logos, the bureau said.
Minister of Transportation and Communications Mao Chi-kuo (毛治國) said the nation reached a major milestone last year by having more than 5 million tourists visit the nation.
“Considering the exponential growth, I believe that the introduction of the new tourism campaign slogan could lead us toward the 10-million mark within three to five years,” he said.
“When you have only 2 million tourists, you are a peripheral market. But when you have 10 million, you become a core market,” he said, adding that the new logo not only shows the nation’s determination, but also its faith in reaching the goal of having 10 million tourists come to visit.
“The international tourists we are talking about here are not those crossing the borders and buying a bottle of water at a 7-Eleven store, like those in Hong Kong or Singapore,” he added. “We are talking about a solid number of people who come to travel in Taiwan.”
Tourism Bureau Director–General Janice Lai (賴瑟珍) said the bureau spent about two years developing the new logo.
“Over the past 10 years, many have been impressed by the old logo,” Lai said. “But we felt the need to find a new brand as we are repositioning ourselves in the market.”
Lai said the bureau first -gathered opinions from government representatives, academics and the tourism industry. It then entrusted a UK-based branding firm Winkreative with the task of executing the actual design work.
To create a sense of continuity, Lai said the new logo keeps the concept of a human heart, which should be where everything begins.
With increasing profits from tourism, Vietnam decides to seize the opportunity to maximize its potential. At the beginning of February, the country introduced its new logo “Vietnam, a Different Orient”.
For several years, Vietnam has been gradually increasing in popularity and with its booming economy, growing middle class and constantly improving standard of services, its profile as a bright new Asian destination has brought its rewards. The current logo “Vietnam – the hidden charm” may have done its best and right now, local authorities were looking for a striking rebrand which would open up the window of opportunity as wide as ever.
Vietnam has become an unusually appealing destination and tourism numbers are on a constant increase. What local tourism officials need right now, is to secure a steady growth and perhaps appeal to a more diverse traveler base. As local middle class grows in power and wealth, it is likely the domestic tourism branch will grow in power, too. However, major focus of Vietnamese Tourist Administration remains on raising the number of foreign visits to Vietnam by 10 – 15% before 2015, luring some 12 million.
The International Air Transport Association estimates by 2014, Vietnam will be in the top three fastest growing markets in terms of international passengers. The increase in domestic passengers is likely to be even more significant. Simply said, the future outlooks are very positive, indeed.
Many Asian countries have made tourism their priority and it comes as no surprise Vietnam joins in with a new campaign and logo. Especially recent weeks have been fantastic for local tourism as the country welcomed thousands of visitors who wished to experience the Lunar New Year festival. However, Vietnam is only at the beginning of its four–year campaign to get a firm grip of the Asian Tourism market.
Adore Cambodia! Tourism Campaign Launched in the Heart of the Kingdom of Wonders
A thriving tourism community aims to attract thousands of gay and lesbian travelers to Siem Reap, Cambodia, home to more than 40 gay-owned and gay-friendly businesses, in 2011-2012.
Cambodian tourism businesses have launched a colorful, global campaign, Adore Cambodia!, to let GLBT travelers know they are especially welcome in the Kingdom of Wonders.
With the spread of ultra-cheap flights from regional hubs like Malaysia, Singapore and Vietnam, gay and lesbian tourists have discovered a quiet haven of tolerance, culture and world heritage that is actively reaching out to the economically powerful GLBT niche travel market.
“Siem Reap is remarkable because major players in the hospitality and service industries are comfortable extending a genuine welcome specifically to GLBT visitors,” explains John Goss, director of Utopia-Asia.com which lists more than 70 gay-owned and gay-friendly businesses around Cambodia. “These include Travel and Leisure’s #1 hotel in Cambodia, dozens of gay-run boutique accommodations, trend-setting restaurants, and fashion and design innovators that are part of a hip, emerging contemporary arts movement dubbed Cambodia Cool.”
Siem Reap also boasts Cambodia’s first men-only leisure complex combining an uber-stylish hotel, spa, and gym designed by one of the country’s leading architects. The New York Times even stood up and took notice recently, proclaiming Siem Reap to be a “gay haven” in 2010.
“Mutual respect between people is deeply a part of Khmer culture. Gays and lesbians are included as long as cultural traditions are respected,” explains openly gay business owner, Sopheara. “More and more Cambodians, in all strata of society, are living an open gay life. But you won’t find provocative displays of sexuality here, as you might in some other countries. Cambodia is refreshingly free and easy for gays wanting to blend in with our live-and-let-live lifestyle.”
The Adore Cambodia! logo design is based on the Cambodian national flower, the Rumbdul, depicted in the six colors of the internationally recognized “gay rainbow.”
The findings in the ITB World Travel Trends Report were based on the assessments of 60 tourism experts from 30 countries, on a special IPK International trend analysis undertaken in leading source markets, and on core data supplied by the World Travel Monitor, recognised as the largest ongoing survey of global travel trends in some 60 source countries.
Key Trends
Air Travel
The first decline in arrivals and receipts since 2003
Turnaround confirmed by monthly trends
Africa is the sole region to buck the general trend
Flat is the new growth
Premium travel has been the hardest hit …resulting in declining yields and continuing airline losses
Airlines Capacity cuts have been widespread …… but forecasts confirm the industry’s resilience
Airfares are set to rise in the short term …… but technological advances will generate longer-term efficiencies
Accommodation
Hotels slash prices to remain competitive
Signs of improvement are still very patchy
Local conditions are also expected to play a significant role in determining which types of hotel accommodation, in terms of design and functionality, are being conceived and planned for hotel guests of tomorrow.
corporate travellers losing further share of the market …… but spending on business travel remains strong
Markets
Longhaul destinations such as Europe are being hit hardest as Japanese, Chinese, Indians and Thais also choose to stay home or travel within Asia.
Travel demand for 2010 is likely to pick up, but spending is likely to lag at around 2005-2006 levels.
Prospects for 2010 will be greatly determined by any return of consumer confidence in Japan and China.
Main drivers of growth
Confidence levels are still relatively weak
Unemployment remains a major concern
Structural changes in the travel & tourism market …… due to changes in demographics and lifestyles
Unpredictable Consumers’ reaction in times of crisis
Strategies and responses to the downturn
Crisis reveals underlying structural weaknesses
New research, and new ways of using research
Changing the marketing message as well as the medium
Partnership is key
Business cycles are always with us
The report concludes, “There are currently too many uncertainties to be able to predict with any real confidence the likely trends in terms of travel and tourism demand from the world’s leading source regions. “For the time being, pending developments over the next few months, the best ‘guesstimates’ suggest that neither Europe nor North America will do better than achieve a flat year in terms of growth, unless the economic recovery is much stronger in the USA than currently expected. “But Asia Pacific should see at least a modest increase in outbound trip volume – mainly for intra-regional destinations – a trend also forecast for South America and the Middle East.”Download the full report at ITB World Travel Trends Report 2009-2010
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