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.

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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.

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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 3rd 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

In Partnerships We Trust- Collaborative Destination Marketing

September, can also be considered as the month of fresh beginnings, and during the last few days we have seen the launch of quite a few exciting destination marketing initiatives. This week we have chosen to focus on the most recent collaboration and tourism partnerships at a destination level, this time especially focusing on examples of tight market segmentation profiling such as in the cases of France and Holland.

Also, in the spirit of the month, we are excited to invite you to check out our revamped website, where you can also find this and all the other blog posts gathered per category on the dedicated Blog section.

Europe’s New Campaign

Highlighting the diversity Europe offers to tourists, the European Union has just launched a new campaign promising a lifetime experience of the continent’s rich cultural heritage and stunning natural beauty to visitors  from India, Brazil, Russia, China, Chile and Argentina.

The Europe – whenever you’re ready campaign, which runs from this September to December 2013, is designed to remind tourists from these target markets to discover the old continent.

Thematic packages and itineraries, covering all four corners of the EU, are showcased, including pan-EU and regional tours on religious, cultural heritage and gastronomic themes—like wine and olive oil routes—and tailored packages incorporating historic and natural UNESCO sites according to Antonio Tajani, European Commission Vice-President, responsible for Industry and Entrepreneurship.

The campaign, which is financed by the European Commission, would be organised in partnership with the European Travel Commission (ETC) — the umbrella organisation for national tourism boards in Europe.

It also aims to add value to promotional activities of member states and the European tourism industry.

Well known travel writers, journalists and bloggers would be part of the campaign which would showcase the wide variety of unique opportunities that Europe offers to international tourists.

Morewww.visiteurope.com, Europe.whenever.youre.ready, ec.europa.eu

France Asks “What’s Your Vineyard Style?”

Atout France–the France Tourism Development Agency is putting French vineyards in the spotlight through a huge online campaign in partnership with its Wine Tourism Promotion Club, which encompasses 17 wine regions. Other campaign partners include the French Ministry of Agriculture and VBT, a tour operator offering walking and biking tours.

For this campaign, Atout France is highlighting seven of France’s major wine regions: Champagne, Burgundy, Aquitaine, Rhone Valley, Alsace, Macon and Midi-Pyrenees. Participants are able to take the quiz “What’s Your Vineyard Style?” to form their ideal vacation itinerary based on their “character”, by choosing between preferences like cities or countryside and Beef Bourguignon or Salmon Tartare.

After completing the quiz, each person will be matched to a particular wine region based on their answers. Participants also have access to special deals, itineraries and trip ideas based on their matching wine region.

Approximately 7 million people will be reached through this online campaign, including subscribers of The New York Times, the Travel Channel, Smithsonian Magazine, Fodor’s and Atout France’s consumer newsletter.

More infous.franceguide.com, heraldonline.

“Faces of Holland” & Orbitz

The Netherlands Board of Tourism & Conventions (NBTC) and  Orbitz  just announced a joint marketing partnership to launch NBTC’s new leisure marketing campaign, “Faces of Holland.” The campaign encourages travelers to learn and explore the fascinating stories behind Holland’s most recognizable icons, like canals, bicycles, windmills, tulips and Dutch Masters such as Rembrandt and Vermeer.

Throughout the campaign, NBTC and Orbitz Worldwide will work together to leverage new cross-platform media programs that will increase awareness of Holland as a leisure destination and drive online travel bookings amongst target audiences.

A wide range of strategic marketing efforts are to be employed, including retargeted online ads, while in addition to the icons of Holland, major upcoming events are also to be highlighted throughout the campaign.

NBTC has launched a “Faces of Holland” website which includes original videos and specific itinerary suggestions to help travelers meet all the “Faces of Holland”.

More infowww.holland.com

Tourism Campaigns & User Generated Content! Share more!

European Travel Commission’s ‘I Wish I Were There’ Social Media Contest

The European Travel Commission launched a social media contest entitled, “I Wish I Were There.” Hosted on the ETC’s official Facebook page, the contest will encourage fans to superimpose images of themselves in their dream European destination and post the new photos to the Facebook page to be automatically entered to win a trip for two to Europe.

I Wish I Were There” is the first of three exciting social media contests that are slated to take place on the European Travel Commission’s social networks over the course of the year as part of a new creative campaign to promote Europe as a tourism destination to the U.S. consumer. The “Follow Your Dreams: Visit Europe” campaign aims to educate travelers on the compelling tourism offerings available within Europe with an emphasis on history, culture and gastronomy.

The top five photos will be selected by the greatest number of “Likes” obtained by Visit Europe Facebook fans and entered for online voting to determine the Grand Prize Winner, who will be awarded a dream European vacation to their destination of choice from a selection of three European travel destinations – Austria, Croatia or Poland. The national tourism organizations of each country will be offering sponsored inclusive of hotel stays, ground transportation and cultural activities for the winner and one guest.

ETC’s web portal www.visiteurope.com along with its dynamic social networks offers travelers activities, tools and tips to help consumers organize their journey to Europe and encourages travelers to share their own experiences and read others while accessing photos, videos and social networks.

Sourcewww.visiteurope.comhttp://www.prnewswire.com

The “My Sarajevo Photo” project

A dynamic new web site and ongoing photo competition launched in Sarajevo this month will be uniting citizens, visitors and the tourism industry in a scheme aimed at creating a database of high-quality photos for promoting Sarajevo as a tourism destination.

Branding Sarajevo required strong promotional materials with top-notch photographs, and the new web site www.mojaslikasarajeva.net will provide the BiH tourism industry with a free database of at least 2,500 high-quality photos capturing different aspects of life in Sarajevo.

The “My Sarajevo Photo” project represents one of the activities defined in the cooperation agreement between the City of Sarajevo and the USAID-Sida FIRMA Project that was signed in January 2011. “‘My Sarajevo Photo’ is a project with which Sarajevo Navigator, in cooperation with the City of Sarajevo, starts working on the branding of Sarajevo as a tourism destination,” said Nedim Lipa of Sarajevo Navigator at a press conference on July 7.

“With this project, we aim to present an image of Sarajevo as seen through the eyes of its citizens as well as its visitors,” he said, while also thanking the USAID-Sida FIRMA Project for its support.

At the heart of this project is an ongoing public web competition for the best photo of Sarajevo. The photos will be published on the website, which is connected with the social network Facebook, where people can rate and comment on them. All the photos will be stored in a database with view and search options, while the latest submissions and those with the most Facebook votes will be more prominently placed on the web site.

“We expect this activity to contribute to tourists’ decisions to visit the city, while building a sense of pride and belonging among its citizens. The people of Bosnia and Herzegovina as well as tourists will be able to participate in the monthly competition for the best photo of Sarajevo, and the photos will then be available for use by tourism stakeholders,” said David King, Chief of Party of the USAID-Sida FIRMA Project, at the press conference.

Sourcemojaslikasarajeva.net/bawww.emg.rs

My Story Is Written in Albuquerque

A new promotion by the city of Albuquerque and the Albuquerque Convention & Visitors Bureau encourages “Burqueños” to tell their stories about the city — and possibly win a trip for friends or family to visit the Duke City.

So far there are 24 stories among the entries and the idea is to grow the ranks of local ambassadors, said Dale Lockett, president and CEO of the ACVB.

“The goal of this campaign is to capture the stories and different viewpoints about why we love calling this city home, which are many of the same reasons people visit,” Lockett said. “Hearing stories from our residents will help us showcase the vast array of experiences that are available in our city — to locals and visitors alike.”

Albuquerque residents are invited to write their own stories and submit a photo at the site, MyABQstory.com. They are also encouraged to click on a link to send family and friends a virtual Albuquerque Visitors Guide.

The site features a Flickr photostream of Albuquerque pictures that people can use with their entries. They can also post their own photo. There is also a link to ACVB’s YouTube channel. The Facebook and Twitter options let contestants share their stories more widely. The site also offers lists of things to do, including some that are free or cost less than $10.

Sourcewww.bizjournals.comwww.itsatrip.org