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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 

Double-digit growth for Asia and the Pacific in 2010

February 21, 2011, Bangkok: The Pacific Asia Travel Association (PATA) today released preliminary tourism arrival statistics for Asia and the Pacific[1] for calendar year 2010, showing a gain of 11% year-on-year. Compared to the corresponding month in 2009, the number of international arrivals in December 2010 was seven per cent higher.

South Asia reported the strongest sub-regional arrivals growth for the year with an aggregate gain of 14% reaching an inbound volume count of just over 8.4-million. India, which captures 70% of the total foreign arrivals to the sub-region, posted a strong nine per cent increase to set a new record of 5.6-million foreign inbound visits for the year. Sri Lanka (+46%), the Maldives (+21%) and Nepal (+19%) also each set new records in terms of visitor volumes on even stronger growth performances last year.

International arrivals to Southeast Asia were 12% higher for 2010 as compared to a year earlier, reaching a volume count of more than 72-million. All destinations in the sub-region set new arrivals records, with growth in traffic to Vietnam (+35%), Singapore (+20%), the Philippines (+17%) and Thailand (+12%) being particularly impressive.

Northeast Asia posted full-year arrivals growth of 11%, reaching a foreign inbound volume of more than 218-million. The strong full-year performances were driven by solid results from Chinese Taipei (+27%), Japan (+27%), Hong Kong (+22%), Mongolia (+20%) and Korea (ROK) (+13%), with all of these setting new records. Macau posted a strong 2010 year-end result (+15%) but is still a little behind the inbound count of 27-million set in 2007[2].

Growth in the total international visitor inbound count for China was a more modest six per cent in 2010, however, this translates to an additional 7.3-million additional international arrivals over the 2009 count. Growth in foreign arrivals to China – that is excluding arrivals from Hong Kong, Macau and Chinese Taipei – was a more robust 19% for the year, reaching a volume of more than 26.1-million arrivals, again, another record.

The Pacific recorded an increase in foreign arrivals of five per cent for calendar year 2010. Australia and New Zealand, with record arrivals of 5.9-million and 2.5-million respectively, reported full-year growth of five per cent and three per cent respectively for the year. Growth was particularly strong for a number of the smaller Pacific destinations – albeit off a much smaller numeric base – namely Niue (+33%), Papua New Guinea (+19%) and Palau (+19%).

Said Kris Lim, Director, Strategic Intelligence Centre, PATA: “For the travel and tourism industry in Asia and the Pacific, 2010 has been a very strong year. The results for Asia are particularly impressive, with all three sub-regions recording double-digit growth in arrivals, underpinned by the recovery in the key regional source markets of Japan and Korea (ROK); the continued expansion of the China and India outbound markets; the continually expanding low-cost carrier (LCC) network in Southeast Asia and a number of global events that took place in Asia such as the Shanghai World Expo in China and the Commonwealth Games in India.

“The economic outlook for 2011 remains broadly positive but growth in GDP and trade worldwide is expected to moderate, following a robust recovery last year. The USA and Europe remain relatively weak, which means the bulk of the inbound growth for Asia Pacific could be intra-regional going forward,” added Lim.

Detailed results can be viewed on the PATA website at: http://www.pata.org/press/double-digit-growth-for-asia-and-the-pacific-in-20101

For more news like that visit www.ced.travel

PATA partners with World Centre of Excellence for Destinations

The Pacific Asia Travel Association (PATA) has partnered with the World Centre of Excellence for Destinations ( CED ) to help our member destinations achieve sustainable tourism practices and reach their maximum tourism competitiveness potential.

PATA has always encouraged and propagated the concept of sustainable tourism to its member destinations. Increasingly, people are travelling beyond geographical boundaries and cultural barriers. In order for our planet to flourish, the need of the hour is for all of us travel industry professionals to balance environmental considerations with the economic impetus that tourism brings in its wake.

PATA is therefore exceedingly pleased to announce with CED a very special offer that will allow our members to evaluate their destinations using CED ‘s System of Measures for Excellence in Destinations (SMED) program. SMED provides a series of tools allowing destinations to enhance their competitiveness and substantial development of tourism, thereby optimising the social and economic benefits to the local community.

The SMED allows partner destinations to build further upon their metiers and identify the key issues that require to be addressed. In today’s fiercely competitive global tourism market, such information can give destinations a much-needed competitive fillip. The Association is further pleased to state that this initiative is being offered at a very special rate for PATA members’.

The SMED focuses on short as well as long-term goals and takes between six-eight months to implement.  The evaluations are done either by academics holding doctoral degrees, or tourism professionals with recognised expertise. Care is taken to ensure their credentials are carefully matched with the destination’s unique characteristics and requirements.