Seminar on Tourism Marketing Trends, Challenges and Opportunities - PowerPoint PPT Presentation

Loading...

PPT – Seminar on Tourism Marketing Trends, Challenges and Opportunities PowerPoint presentation | free to download - id: 24f699-ZDc1Z



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Seminar on Tourism Marketing Trends, Challenges and Opportunities

Description:

... Bosnia Hz, Serbia, Montenegro, TFYROM, Slovenia, Israel, Iceland, Latvia, ... change over same period of the previous year (local currencies, current prices) ... – PowerPoint PPT presentation

Number of Views:295
Avg rating:3.0/5.0
Slides: 78
Provided by: world90
Learn more at: http://www.tourism.lt
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Seminar on Tourism Marketing Trends, Challenges and Opportunities


1
Seminar on Tourism Marketing Trends, Challenges
and Opportunities Vilnius, Lithuania, 27-28
February 2008
2
How are consumers changing?
How is marketing changing?
How is tourism marketing changing?
3
Tourism Market Trends The World in 2007 and
Outlook for 2008
Seminar on Tourism Marketing Trends, Challenges
and Opportunities Vilnius, Lithuania, 27-28
February 2008
Sandra Carvão Deputy Chief of Market Trends,
Competitiveness and Trade in Tourism Services,
UNWTO scarvao_at_unwto.org
4
Tourism some concepts
  • Activities of persons travelling to and staying
    in places outside their usual environment for not
    more than one consecutive year for leisure,
    business and other purposes
  • Forms and indicators
  • visitors same-day visitors and tourists
  • international and domestic
  • all purposes except paid work in the destination

5
The millions traveling abroad
6
The millions travelling abroad
898 million
6.5 a year
25 million
7
Where are they going ?
Europe 480 million 54
Asia / Pacific 185 million 21
Americas 142 million 15
Africa 44 million 5
Middle East 46 million 5
8
Increased competition emerging destinations
Top destinations
9
What do they generate?
International Tourism Receipts, 2006 US 733
billion
US 2.4 billion a day
10
Where do they come from?
11
The importance of the domestic market
Domestic overnights 3.6 bn in 2005 (63)
International overnights 2.1 bn in 2005 (37)
12
2007 above expectations
13
UNWTO World Tourism Barometer
  • Objective monitoring short-term evolution of
    worldwide tourism
  • Frequency 3 times a year (January, June,
    October)
  • Permanent elements
  • Short term tourism data
  • In focus
  • UNWTO Panel of Tourism Experts
  • Economic data relevant for tourism

14
Arrivals grow from 800 to 900 million in two years
  • 2007 898 million international tourist arrivals
  • 6 or 52 million more as compared to 2006

15
52 million international arrivals more
Europe 19 million (38)
Asia and the Pacific 17 million (33)
Middle East 5 million (11)
Africa 3 million (6)
Americas 6 million (12)
16
2007 growth rates by region
17
World, Growth of Gross Domestic Product
(GDP) Longest period of sustained growth for 25
years
Source International Monetary Fund (IMF)
18
Advanced economies, GDP growth However, strength
is not coming from advanced economies
Source International Monetary Fund (IMF)
19
Emerging market and developing economies, GDP
growth Growth driven by emerging market and
developing economies
Source International Monetary Fund (IMF)
20
Europe 480 mn, 4
?
Turkey (18), Greece (10), Portugal (10),
Italy (7), Switzerland (7), Croatia (8),
Bosnia Hz, Serbia, Montenegro, TFYROM, Slovenia,
Israel, Iceland, Latvia, Lithuania, Romania
21
Asia and the Pacific 185 mn, 10
?
Japan (14), Macao (China) (21), China (10),
Cambodia (19), Indonesia (15), Malaysia
(20), Vietnam (16), India (13), Maldives
(12), Laos, Nepal, Bhutan, Samoa
22
Americas 142 mn, 5
?
USA (10), Chile (12), Argentina (11),
Anguilla, Aruba, Bonaire, Cayman, Curaçao,
Grenada, Guatemala, Honduras, Nicaragua, El
Salvador, Panama, Colombia, Ecuador, Peru,
Venezuela
23
Africa 44 mn, 8 Middle East 46 mn, 13
?
Morocco (14), Kenya (13), South Africa (8),
Ghana, Mauritius, Mozambique, Seychelles, Egypt
(20), Syria (31), Palestine
24
Who is spending the most?
51
25
Outbound Tourism
International Tourism Expenditure, change over
same period of the previous year (local
currencies, current prices) Of the first 50
spenders, 44 have data available for at least the
first half of 2007, of which 30 (two thirds) have
done better than in 2006
26
Forecast 2008 International Tourism
27
UNWTO Tourism 2020 Vision
28
UNWTO Tourism 2020 Vision
Series of 7 Reports - Global Forecast and
Profiles of Market Segments - 6 regional volumes
29
International Tourist Arrivals, 1950-2020 Current
situation and forecasts UNWTO Tourism 2020 Vision
30
Forecasts by Receiving Region International
Tourist Arrivals, 1995-2020
Average annual growth rate ()
Market share ()
Base Year
Forecasts
1995
2010
2020
1995-2020
(million)
1995
2020
100
100
World
565
1006
1561
4.1
3.6
5.0
Africa
20
47
77
5.5
19.3
18.1
Americas
110
190
282
3.8
14.4
25.4
East Asia and the Pacific
81
195
397
6.5
59.8
45.9
Europe
336
527
717
3.1
6.7
2.2
4.4
Middle East
14
36
69
0.7
1.2
South Asia
4
11
19
6.2
31
Worlds Top Inbound Countries 2020.
Growth rate ()
Total arrivals (million)
Country
  • 1 China
  • 2 France
  • 3 United States
  • 4 Spain
  • 5 HK (China)
  • UK
  • Italy
  • 8 Mexico
  • 9 Russian Fed.
  • 10 Czech Rep.

130 106 102 74 57 54 52 49 48 44
7.8 2.3 3.5 2.6 7.1 2.1 3.4 3.6 6.8 4.0
32
Actual trend vs. Tourism 2020 Vision
forecast World
1.6 bn
1.0 bn
898 mn
536 mn
33
Actual trend vs. Tourism 2020 Vision
forecast Europe
717 mn
527 mn
480 mn
311 mn
34
Lithuania in the global market
35
International Tourism in the Baltic States
  • International Tourist Arrivals 2005
  • 5.7 million 12 vs. 4 in Central Eastern
    Europe
  • 6 market share in the subregion
  • annual average growth 1995-2006 11 vs 4 in
    the subregion
  • International Tourism Receipts 2005
  • 2 billion
  • 7 market share in the subregion
  • Receipts per arrival
  • Estonia 610
  • Latvia 173
  • Lithuania 244

36
International Tourism in the Baltic States 2006
37
Baltic destinations above average growth
Lithuania 11.6/year
CentralEastern Europe 3.9/year
Estonia 12.5/year
Latvia 10/year
38
International Tourism in the Baltic States
1995-2006
266
235
185
39
International Tourism in the Baltic States
1995-2005
40
International Tourismin selected destinations,
2007
VF Visitors at frontiers TCE Tourist arrivals
at all accommodation units NHS Nights in hotel
and similar establishment NCE Nights in all
accommodation units.
41
10 Global Market Trends
42
10 Global Market Travel Trends
Adventure Travel World Summit Whistler, Canada
4 October 2007
43
Economy (1)
  • GDP growth
  • exchange rates fluctuations
  • high oil prices
  • interest rates
  • emerging market driving growth

44
Demographic Changes (2)
  • aging population (senior wealth/well
    being/active)
  • change in composition of families (singles/one
    parent/ grandparents, etc)
  • immigration/emigration (increased travel for VFR
    facilitated by lower transport costs)

45
Increase concern on safety and security (3)
  • terrorism
  • health scares
  • natural disasters
  • travel advisories
  • visa regulations vs. easier border control
  • tourism resilience
  • crisis management (sos.travel)

46
Public/private partnerships (4)
  • product development
  • marketing
  • sales
  • destination
  • management
  • stakeholders
  • outside the industry

47
Emerging source markets (5)
  • India, China and Russia
  • strong potential
  • limited part of the pop. traveling
  • growing middle class
  • strong economic growth
  • market diversification

48
vs. traditional markets
  • slower growth
  • growth due to
  • Increased participation of the pop gt decrease
    cost
  • Increased nr. of trips, but shorter stays

1990
2005
2020 ?
49
Transport (7)
  • liberalization air travel
  • LCC expansion
  • decreased cost of air travel
  • increase long haul air capacity
  • long-haul forecast to grow faster (5.4 vs.
    3.8)
  • waiting for the A380
  • pressure due to climate change

50
Increase conscience on sustainable tourism (8)
  • socio-environmental conscience vs. need to
    travel
  • the 3 Es entertainment, experience and
    education
  • voluntourism
  • climate change impact on destinations
  • poverty alleviation

51
Continued incorporation of new technologies (9)
  • all mighty technology
  • ICT in all parts of the process
  • the power to the consumer / Web 2.0
  • flexibility
  • increased competition
  • new players in the market access from local
    providers

52
More fickle and less loyal customer (10)
  • from producers to consumers (from a sellers to a
    buyers market)
  • mature and experienced that know what they want
    and what they can get
  • looking for flexibility
  • more fickle and less loyal

53
www.unwto.org
54
(No Transcript)
55
Thank you very much for your attention!
World Tourism Organization
www.UNWTO.org
emailscarvao_at_unwto.org
56
Highlights 2007
  • 2007 continuation of sustained growth rate of
    past years
  • No major negative factors or disruptions / No
    large events
  • Expanded air capacity coupled with high load
    factors
  • Hotel occupation and RevPAR up
  • Results confirm resilience regarding external
    factors such as turbulence in financial markets,
    increasing interest rates, tighter credit
    conditions, rising fuel prices and security and
    health issues
  • Tourism growth supported by strong world economy
    since 2004 in the longest period of sustained
    growth for more than two decades
  • Economic and tourism growth driven by emerging
    market and developing countries
  • Climate change has definitively entered the agenda

57
Europe
  • Highlights 2007
  • Continuation of the economic pick-up of 2006
  • German outbound market stronger than in previous
    years
  • Wet summer in the North / strong results for
    Mediterranean destinations
  • Strong euro
  • Romania and Bulgaria entered EU
  • LCC keep expanding, even to and from mature
    destinations
  • UK annus horribilis
  • Prospects 2008
  • Extension of Schengen area with 9 of the new EU
    members and Switzerland
  • Extension of euro to 15 countries
  • Early snow for ski resorts
  • European football championship in Austria and
    Switzerland / Zaragoza World Expo
  • Open sky policy with US / Further airline
    concentration

58
Asia and the Pacific
  • Highlights 2007
  • Continuation of economic strength (over 7 since
    2004)
  • Favourable exchange rates
  • Further LCC expansion
  • No overall impact of political tension in
    Thailand, Sri Lanka, Myanmar and Pakistan
  • Japan is taking off as a destination
  • Mekong continues to grow quite above average
  • Prospects 2008
  • China will showcase itself to the world in the
    Beijing Olympics
  • Continued economic dynamism not expected to be
    affected seriously by an eventual slowdown in the
    developed world
  • Avian flu still a concern, but not hitting the
    headlines up to the moment

59
Americas
  • Highlights 2007
  • US inbound market finally rebounds
  • Central and South American destinations share in
    emerging market upturn
  • Increased regional cooperation and integration in
    Central and South America
  • Western Hemisphere Travel Initiative (WHTI)
    creates uncertainty and impacts Caribbean results
  • Lower dollar (1 euro 1.5 USD,1 CAD 1 USD,1 GBP
    2 USD) stimulates inbound and slows outbound to
    non-dollar areas, ie above all Canada affected by
    unfavourable exchange rate
  • US outbound still strong in spite of credit
    crunch
  • Prospects 2008
  • Presidential elections will keep US occupied
  • Uncertainty about US economy
  • Dollar still expected to weaken further
  • WHTI continues to influence travel

60
Africa and the Middle East
  • Highlights 2007
  • Oil money stimulates tourism investment and
    demand, in particular in Gulf countries
  • High priority given to tourism in many MENA
    destinations
  • This time Africa is also profiting from strong
    world economy through commodity prices and
    investment
  • Mediterranean destinations are successfully
    tapping traditional and emerging European source
    markets as well as the Middle East market
  • Prospects 2008
  • Ghana hosts African Cup of Nations in January
  • South Africa is already getting attention from
    the run up to the FIFA World Cup
  • Kenya has been doing very well in past years, but
    might face temporary setback
  • Air liberalisation (i.e. Morocco, Egypt) will
    further stimulate tourism
  • Sarkozy effect in Egypt and Jordan?

61
Outlook 2008
  • Difficult to assess economic situation at this
    moment
  • Economic growth prospects still decent (2008
    worldwide 4.1)
  • On the downside volatile financial markets,
    aftermath of the credit crunch, high oil prices,
    inflationary pressures, agflation (rise of food
    prices), slowing growth particularly in the USA
  • Confidence overall still high, but has started to
    weaken
  • A new generation of aircraft is coming into
    service first A380 last October and 787 is
    expected next year, 2007 saw record number of
    orders for new aircraft at both Airbus and Boeing
    with Asia and Middle East among major buyers
  • Climate change in focus (carbon offsetting,
    technological innovation, taxes, eco marketing,
    etc.)
  • Caution, but no panic

62
Where were we right?
  • overall world forecast, both direction and volume
    (aag 4.1)
  • strong growth for emerging destinations and
    source markets
  • strong growth for Asia and the Pacific and for
    Africa
  • more moderate growth for Europe
  • increase of share of Asia and the Pacific, the
    Middle East and Africa, and decrease of Europe
    and the Americas
  • emergence of China as a major inbound and
    outbound market
  • demography aging population, increased VFR,
    changing households
  • change from service to experience

63
Where have we missed ?
  • underestimation of the potential of the Middle
    East
  • overestimation of the growth of North America
  • various country estimates
  • overestimation of interregional growth
  • underestimation of the impact of new
    technologies, in particular of the internet, in
    terms of
  • information, promotion and marketing
  • distribution, sales, pricing, management and
    service
  • more transparency and power to consumer
  • explosion of low cost airlines in Europe, Asia
    and the Middle East
  • unexpected events not catered for
  • border facilitation (/-)
  • socio-environmental awareness (/-)

64
International Tourist Arrivals by region of
destination
Market Share () - 1995
Market Share () - 2006
Europe Asia and the Pacific Americas Africa Middle
East
65
Actual trend vs. Tourism 2020 Vision
forecast Worlds Top destinations 2020
66
Actual trend vs. Tourism 2020 Vision
forecast Rising stars (destinations gt 5 mn)
67
Actual trend vs. Tourism 2020 Vision
forecast Outbound tourism
(2006, mn)
68
Actual trend vs. Tourism 2020 Vision
forecast Outbound tourism
(2006, mn)
69
Tourism 2020 Vision Conclusions
  • strong resilience and capacity of recovery
    against adverse conditions (economic downturns,
    terrorism, health threats, natural disasters,
    etc.)
  • strong underlying demand, with still huge
    potential for growth
  • both from increase of participation and increased
    frequency more often but shorter stays
  • from current travellers but above all from new
    emerging middle classes
  • sizable populations in developing countries
    currently still only take part in international
    tourism very limitedly
  • many emerging economies show rapid economic
    growth resulting in increasing disposable
    incomes, a relative big share of this increase
    will be spent on tourism (domestic as well as
    international)

70
this of the stock market is very bad for the
neck!
71
Participation in Outbound TourismArrivals
generated per 100 population per year
72
International tourism volume and receiptsgrowth
in receipts close to growth in arrivals
Asian financial and economic crisis expenditure
grew slower
11S, SARS, economic downturn receipts more
affected
?
73
10 Global Market Travel Trends
  • Economy
  • Demographic Changes
  • Increased concern for safety and security
  • Increased public/private partnerships
  • Emerging source markets
  • Increasing competition new destinations
  • Transport
  • Increase conscience regarding sustainable
    development
  • Continued incorporation of new technologies
  • More fickle and less loyal customer

74
And the winner is
50
47
75
International tourism Emerging destinations tend
to grow faster and did so in 2007
76
The heartbeat of international tourism
Source World Tourism Organization
77
International Tourist Arrivals by Month July and
August exceeded 100 mn
About PowerShow.com