| Special Features |
The ultimate challenge...
Balancing tourism marketing and security needs
Just a few years ago, tourism security practices were often kept low-key to avoid any negative impact on visitor perceptions.
Now, in an ever more dangerous world, tourists are demanding to know what security precautions are being taken and how their safety is being considered. Tourism security specialist, Dr Peter Tarlow, offers a fascinating insight into how attitudes have changed.
Creating the Memorable Experience:
Turning a Transaction into a Relationship
As tourism and hospitality professionals, we are in the experience business. Our success is shaped by the relationships we establish, the expectations we meet, the senses we touch, and the behaviours and emotions we manage.
Hospitality specialist, and regular DMO World contributor, John R. Hendrie, is joined this issue by organisational behaviour specialist, Brecca Loh, to debate the most effective ways of creating a memorable experience for our visitors and guests.
Bali:
Showing resilience after October bombing
Bali is by far Indonesia's most important destination, accounting for nearly a third of Indonesia's 5.3 million inbound visitor arrivals. Yet last year's bomb attacks, aimed specifically at tourists, hit the industry hard.
Our special report takes an in-depth look at how Bali has been affected by the terrorist attack and identifies some of the challenges that lie ahead.
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| Key Articles |
The PATA Conference:
Changing Lifestyles – New Opportunities
The final Pacific Asia Travel Association (PATA) Annual Conference brought together tourism decision-makers from both inside and outside the Asia Pacific region. In all, 1,100 delegates from 40 countries attended a mix of plenary sessions, workshops and networking events.
In his keynote presentation on the conference theme 'Changing Lifestyles - New Opportunities', Mr Ho Kwon Ping, Executive Chairman, Banyan Tree Group, reviewed strategic market issues, starting with the impact of the original Baby Boomers and the population growth of Generations X and Y. There was a strong focus on the original Baby Boomers and the population growth of Generations X and Y... How do they differ? What opportunities do they bring? Did you know that, every day, 8,000 Americans and 8,500 Japanese are celebrating their 60th birthday?
In parallel, the world's two largest countries have booming middle classes and aspirations to travel. Will there be room for them in a world of natural resources that we are 'loving to death'? How will the world cope when the BRIC (Brazil, Russia, India and China) countries are fully able to exercise their travel aspirations? Can we call them aspirations any more, or is travel today essentially a basic human need? Developing the overall conference theme of 'Changing Lifestyles – New Opportunities', there were sessions focussing on new and niche markets – health tourism, gay and lesbian travel, backpackers and the emerging trend of 'flash-packers', gap year tourism, film tourism and adventure tourism.
Customers in these niche segments historically were called 'early adopters'. Yet, in today's world of wireless internet access they are the 'instant proponents'. The speed at which niche market travellers can communicate to others moves niche to normal more quickly, and the instant feedback they give to suppliers and destinations themselves re-shapes the offering almost overnight.
PATA intends to replace its annual conference with a shorter two-day annual summit, the first of which will be in 2008. In the meantime, summaries of key speeches and conference sessions can be viewed on the PATA website. Copies of full presentations are available to members only.
PATA provides its members with superb opportunities to access a large community of tourism interests in Asia Pacific; it also provides excellent market research and intelligence. Membership represents good value for money and is recommended. Further information about membership is available from Nooch Homrossukhon or on the PATA website.
Asia Pacific Region:
Life after the Tsunami
Recent research carried out by VISA International on travellers' perceptions of the Asia Pacific region, reveals a number of key factors: A misunderstanding of which countries were directly affected by the tsunami, a fear of returning to tsunami damaged beaches and confusion about whether the affected countries are now open for business.
Many of the region's countries have called on the travel and tourism industry to do more to ensure that members of their frontline staff have an up-to-date knowledge of the region and offer accurate and helpful advice to travellers.
Tourism professionals can access information on the World Tourism Organization (UNWTO) website. UNWTO has been active in offering support to affected countries and in working to ensure a higher level of preparedness in the future. Up-to-date information at an individual destination level is also available on the PATA website.
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| Research and Reports – What's New? |
A new study by research specialists, Compete, suggests that consumer's travel planning preferences vary dramatically across the generations. The report, Online Travel Comes of Age, analyses travellers' behaviour in seven different generational segments and highlights the differences in researching and booking travel online.
Each generation was benchmarked in the number and type of travel sites used, agency versus supplier preferences, booking decisions, and brand preferences. The study examined traveller behaviour across more than 1,000 online travel destinations.
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Despite the rapid growth of travel supplier websites in the US, online travellers still prefer to use online travel agencies rather than buying direct, according to the latest consumer survey results from PhoCusWright Inc.
The new research report, The PhoCusWright Consumer Travel Trends Survey Eighth Edition, reveals that online buyers have formed clear allegiances to certain types of websites when purchasing different leisure travel components and that channel usage varies depending on the type of traveller, the destination, and the products being purchased.
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Data from the 2005 World Travel Monitor is now available, providing information on tourist consumption trends across 54 countries and more than 200 destination countries / regions worldwide. The report, by IPK International, enables benchmarking between types of product, analysis at market segment level and cross-referencing with the Generation Forecast Study 2010 - 2020.
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An in-depth review of the e-readiness of specific countries around the world has been compiled by the Economist Intelligence Unit (EIU). The study suggests that the gap between developed and developing nations is beginning to close, with over 1 billion internet users and 2 billion mobile phone users worldwide.
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A useful series of articles on how travellers are increasingly using the internet to plan and book travel has been compiled by the Canadian Tourism Commission (CTC). The articles appear within the April, May and June editions of the CTC's online magazine, Tourism, and reference other standard publications, such as the Travel Industry Association of America (TIA) study, The Travellers' Use of the Internet, and Online Travel Overview by PhoCus Wright.
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Destination Marketing Association International (DMAI), formerly the IACVB, has produced a detailed profile of convention and visitor bureaux from a survey of more than 200 CVBs.
The 300 page 2005 CVB Organizational and Financial Profile contains useful breakdowns by budget size and community profile data, available both as an aggregate and as individual CVB responses. It is also available as an electronic searchable file. A summary of data is available from the DMAI website.
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The International Congress and Convention Association (ICCA) has compiled new city and country rankings, based on meetings organised by international associations which take place on a regular basis and which rotate between a minimum of three countries.
A summary list is available on the ICCA website. Meanwhile, the ICCA is now compiling the full statistics report for 1996 - 2005 which will be published on the 20th June. The reports will be freely available online to ICCA members and will be on sale to non-members.
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A new study on spa travel has been compiled by the Canadian Tourism Commission (CTC), in collaboration with the International SPA Association (ISPA).
The 84 page study, Identifying the Spa-Traveller: A Look at US and Canadian Consumer Attitudes and Motivators for Spa Vacations, explores the unique characteristics of the spa-traveller, including their desire for indulgence and their enjoyment of other factors such as culture, history and cuisine. The full study is available online from the CTC.
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A survey by USDM.net suggests that online travellers are influenced by visits to official destination websites. The report, which includes feedback from nearly 55,000 survey participants, indicates that the 11 sample destination websites had conversion rates of more than 40%.
'The volume of people that visit these official destination websites and the billions of dollars they reported spending in these markets indicate the importance these destination marketing organisations (DMOs) can have in delivering information to potential visitors,' said Leah Woolford, CEO of USDM.net.
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More British holidaymakers will change their holiday plans because of the World Cup than any other nation, according to a new holiday trends survey by Europ Assistance. The report also revealed that the British are more included to travel abroad than other Europeans and have a greater appetite for discovering new cultures. A summary of the survey results is available on the EA website.
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| Destination Brand Watch |
If you've ever looked for a method of calculating the financial value of your destination's brand, then your search may soon be over. The Anholt Nation Brands Index, the first analytical ranking of the world's nation brands, has added a new dimension to its quarterly report. For the first time, a financial valuation of 32 of the listed brands has been included, giving a unique perspective on the contribution a brand makes to the nation's economy.
The valuations of each country brand are calculated using a 'royalty relief' approach which estimates how much a country would have to pay to licence its brand from a third party.
The valuations range from a massive US$18 trillion for the USA through to US$43 billion for Poland. Many of these figures represent a value to the economy of their country well in excess of GDP, just as the brand values of corporations often exceed their tangible assets. More information, and a copy of the free report, is available from the NBI website.
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Orbitz, a leading online travel company, has published the seventh edition of The Orbitz Insider Index. The index provides details of the top ten US and international city destinations along with data on departure trends and future air bookings.
Orlando, Seattle and Las Vegas take the first three places in the USA destination index, with Rome (Italy), London (UK) and Cancun (Mexico) leading the way in the international listings. for more information visit the Orbitz website.
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A new brand has been launched by South Africa's Northern Cape Tourism Authority (NCTA) in an effort to refresh its tourism efforts.
Sharron Lewis, CEO of NCTA, said: 'The new logo is fresh, it's alive, it's different. It epitomises what the Northern Cape is all about. It sends you on a journey of discovery - and what you discover is real rather than fake.'
The brand development process began with a range of workshops and surveys to gather input from residents and tourism stakeholders. A new creative tourism logo and strap line for the province grew out of the attributes identified by this research, highlighting blue skies, mountains, the local quiver tree, and the red and white sands of the Kalahari. The brand slogan and essence is: As real as the people who choose to explore it.
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| Dates for Your Diary |
| EyeForTravel's Travel Distribution Summit Europe 2006 will be held in London, UK, on 5th – 6th June. More information is available on the EFT website.
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AIME 2006, the 14th AsiaPacific Incentives and Meetings Expo, is scheduled for 6th – 7th June in Melbourne, Australia.
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City Break Expo 2006 is a new leisure event focussing on an increasingly profitable market sector. The event will be held 12th - 14th June in Helsinki, Finland, in conjunction with the annual conference of the European Cities Tourism.
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São Paulo, Brazil is the venue for this year's LACIME, a Latin American and Caribbean trade event for the international meetings and incentive industries. The exhibition will be held between the 20th and 22nd June.
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The Beijing International Travel Expo 2006 is expected to attract in excess of 10,000 trade professionals from more than 60 countries. The event will be held from the 22nd – 24th June in Beijing, China. More information is available from the Beijing Municipal Bureau of Tourism.
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Cultural Tourism is the subject of America's longest running interdisciplinary seminar series in the arts, the Annual Professional Arts Management Institute Programme. This year's event, the 44th, will be held in Chicago, USA, from the 23rd to the 25th June.
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The 2006 World Youth Student Tourism Conference is a trade fair and conference devoted exclusively to youth and student travel. It is organised by the Federation of International Youth Travel Organisations (FIYTO) and the International Student Travel Confederation (ISTC) and takes place during October (9-14) in Melbourne, Australia.
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Looking ahead to a couple of other major events on the travel and tourism calendar... The World Travel Market 2006 will be held between the 6th and 9th November in London. More information is available on the WTM website. And the dates for the ITB Berlin 2007 are March 7th - 11th 2007. More details are available on the ITB website.
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The rapidly changing world of new and emerging technologies will be under scrutiny at ENTER 2007, the 14th International Conference on Information Technology and Travel and Tourism, held in Ljubljana, Slovenia, from the 24th to 26th January 2007. The event will focus on Innovation in Destination Competitiveness, providing best practice examples from destination management organisations all over Europe. |
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| In This Edition...
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RESEARCH AND REPORTS
DESTINATION BRAND WATCH
DATES FOR YOUR DIARY
PATA conference update
Life after the tsunami
Caribbean plans for worst
Mexico signs up with WHA
Montréal's multi-$ campaign
Africa's new tourism drive
Australia's new strategy
Rural tourism course offer
World's biggest hotel complex
New travel cards launched
Copenhagen scoops award
.travel deadline extended
VB's new search engine
Impact of new technology
Online bookings grow
UK campaign targets US
Online overtaking offline
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| International News |
Caribbean:
Disaster response plans
The recent impact of natural disasters such as hurricanes and floods on the Caribbean tourism industry has prompted the organisers of last month's Annual Caribbean Conference on Sustainable Tourism Development to focus on disaster management and preparedness.
The Caribbean Tourism Organization (CTO) teamed up with the Caribbean Disaster Emergency Response Agency (CDERA) to lead the way in developing an effective response plan.
Mexico:
Joins World Heritage Alliance
Mexico has become the first national tourism organisation to sign up to the World Heritage Alliance (WHA). Together with the WHA's founding partners, Expedia Inc. and the United Nations Foundation (UNF), Mexico aims to help educate travellers and the travel industry about the importance of responsible tourism and World Heritage conservation and encourage community-based sustainable tourism development in and around World Heritage sites.
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Montréal:
Multi-million dollar campaign
Montréal is to invest CAN$23 million over the coming year to promote tourism and business travel to the Canadian and North American markets, as well as new targets such as Mexico and Europe, in particular France and the UK.
Charles Lapointe, president and CEO of Tourisme Montréal, described the investment as an essential move: 'This investment will better equip Montréal to face increasingly fierce competition and counter the drop in the number of American tourists that Canada has experienced since the early 2000s, a decrease that may continue with the advent of an obligatory passport.'
Africa:
Increases market share
International tourist arrivals to Africa grew by 10% last year, nearly twice as fast as the world average, but the region still represents only a 4% share of international tourism, according to ministers at the 44th Africa Regional Commission meeting of the World Tourism Organization (UNWT0).
Ministers responded to these figures with a call for three critical changes to stimulate tourism growth in the region: An increase in flights, an easing of visa requirements and improvements to the human and financing capacities needed to provide high quality tourism services.

Australia:
New strategy to meet growing demand
International visitor arrivals to Australia are forecast to increase significantly in the next 10 years, from 5.5 million tourists in 2005 to 9.1 million by 2014, according to the recently launched National Tourism Investment Strategy (NTIS).
Independent research for the strategy suggests that AUS$ 86 billion investment is needed over the next 10 years, particularly in accommodation and attractions, for the industry to meet these increases in demand.
Rural Tourism:
Interactive course on offer
Training for rural tourism firms is to be boosted with a new interactive course. Setting up the three year pilot project, which was initiated by Norton Radstock College in the UK, has involved colleges, tourism support agencies and private sector businesses in Spain, Italy, Bulgaria and the UK. The course, which is likely to run from September 2006, is aimed at business owners or managers and employees in rural tourism activities such as agro-tourism.
Dubai:
US$ 27 billion hotel investment
Bawadi, a new development in Dubai, will provide the largest concentration of leading hotels in the world, according to developers, Tatweer, a part of the government-owned Dubai Holding. Nearly 30,000 rooms, many of them themed, will be created, along with shopping malls, restaurants and convention centres, and over 100 live entertainment venues.
Travel Cards:
New launches announced
Plans to launch a BritainCard in South East Asia have been announced by VisitBritain, the UK's national tourism agency. The Tourism Promotion Organization (TPO) for Asia-Pacific cities has also released proposals for a new card which will be available to travellers in cities such as Busan in South Korea and Bangkok in Thailand. Both cards will highlight free activities and offer discounts to travellers.
Copenhagen:
Scoops CVB Award
Copenhagen's official convention bureau, Wonderful Copenhagen, has been voted Best Overseas Convention Bureau at the Meetings & Incentive Travel Industry Awards. Runners-up were the Monaco Government Tourist Office and the Vienna Convention Bureau. A full list of awards is available online.
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| E-Business News |
.travel:
Deadline xtended
Tralliance Corporation, the .travel registry, earlier this month announced an agreement with the World Tourism Organization (UNWTO) to continue the extension of the .travel 'place name priority right' to 31st December 2006.
Governments have already been given the sole right to their specific country names in the .travel industry-specific Internet space. However, names of cities, towns, heritage sites, sacred sites and national parks must be claimed and registered by their respective government authorities. The deadline had been previously extended to 30th April 2006.
VisitBritain:
Chooses TRAVELfusion
VisitBritain, Britain's national tourism agency, has chosen TRAVELfusion to power its flight search engine. The impartial flight search engine offers web users access to over 500 airlines sourced through multiple websites including major scheduled carriers, low cost airlines and leading online travel agents. Users simply click on the operator's icon and are automatically linked to the airline website to make the booking. The aim of the service is to help international travellers source and book flights when planning their trips to Britain.
New Technology:
Impact on travel industry
Developments in new technologies are set to change the travel industry in ways that cannot yet be imagined, according to a keynote speaker at the recent PATA conference. Ho Kwon Ping, Executive Chairman for the Banyan Tree Group, said: 'The velocity of information transfer, the death of distance and the ability to reach out to consumers all over the globe - all consequences of digital convergence - is empowering everyone in the travel industry.'
Traditional travel agents are facing an increasing battle against online competitors, with online bookings growing year on year. Recent figures from internet tracking company, Hitwise, reveal that travel websites account for nearly 5% of all internet visitors, a steady increase of 10% from the same period in 2005.
Online Booking:
Fierce competition for market share
The online battle continues, with Yahoo's recently upgraded travel search service being seen as a direct attempt at increasing its market share. Data released by Forrester Research suggests that internet companies such as Yahoo and AOL control just 20% of the US market for online travel, with more than three-quarters claimed by specialist internet agents such as Travelocity and Expedia.
VisitBritain:
Interactive campaign targets US
An innovative campaign has been launched in the US in an effort to raise awareness of the Britain brand. Visitors to the 'Create Your Own Britain' campaign website can watch online videos, test their knowledge of different regions and take part in a word game by creating fun sentences about the country which they can then forward to friends.
More than .75 million people visited the campaign site last year and this year's US launch is expected to further consolidate the promotion.
Internet:
Replacing phone and print
Initial data from the Travel Industry Association of America (TIA) reveals that last year, for the first time, more trips were booked online than by any other method. In 2005, 35% of all resident US travellers using a common carrier, such as plane, bus, train or ship, made their booking online, an increase of 25 percent from the year before. The next most common method was by phone, but this method was down 16 percent from 2004.
Online brochures are also leading to a dramatic reduction in the number of requests for printed versions, accordingly to one internet firm. Online Travel Brochures suggests that demand for the traditional format has fallen in some cases by up to 90%.
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