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New Tourism

In 2003 WTTC published the report ‘Blueprint for tourism’ on the concept of New Tourism. Countries with little corporation between the public authorities and the private tourism sector can still learnt from the report.

New Tourism is a mature response to a more complex world. Global consciousness of the importance of tourism has triggered a fresh look at the opportunities it represents. New Tourism is a new sense of coherent partnership between the private sector and public authorities. It is geared to delivering commercially successful products – but in a way that ensures benefits for everyone. New Tourism looks beyond short-term considerations. It focuses on benefits not only for people who travel, but also for people in the communities they visit, and for their respective natural, social and cultural environments.

WTTC’s latest projection for the industry is that a quarter of a billion people will work in Travel & Tourism worldwide by the end of the decade, with the prospect of sustainable growth in to the future. This projection is supported by WTTC’s latest economic research that indicates consistent growth, at 4.6% pa, over the coming decade.

In order to meet the challenges ahead and achieve the vision, the Blueprint establishes three fundamental conditions:
– Governments must recognize Travel & Tourism as a top priority
– Business must balance economics with people, culture and environment
– All parties must share the pursuit of long-term growth and prosperity

Governments must recognize Travel & Tourism as a top priority To meet the first condition, governments must:
– Elevate Travel & Tourism as an issue to the top level of policy making
– Create a competitive business environment
– Ensure that quality statistics and data feed into policy and decision-making
– Invest in developing the appropriate human capital
– Liberalise trade, transport, communications and investment
– Build confidence in safety and security
– Promote product diversification that spreads demand
– Plan for sustainable tourism growth, in keeping with cultures and character
– Invest in new technology, such as satellite navigation systems

Business must balance economics with people, culture and environment To meet the second condition, the industry must:
– Expand markets while protecting natural resources, local heritage and lifestyles
– Develop people to narrow the gap between the ‘haves’ and ‘have-nots’
– Provide traditional tourism products sensitively
– Reduce seasonality and increase yields with imaginative new products
– Improve quality, value and choice
– Agree and implement quality standards at all levels
– Transfer skills and best practice throughout the industry
– Increase the sophistication of information, to make better business decisions
– Communicate more broadly and more effectively

All parties must share the pursuit of long-term growth and prosperity To meet the third condition, all the main stakeholders must:
– Ally best practice in tourism with government policy
– Prepare sustainable master plans for entire destinations
– Create locally driven processes for continuous stakeholder consultation
– Restructure national tourism boards
– Set environmental policy goals that can be met
– Develop and deploy skills effectively
– Collaborate on information requirements
– Collaborate on security
– Develop confidence on all sides

This article is written by Majbritt Thomsen, administrator on ‘Views On Tourism’.

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Posted in Cooperation and network, Policy.


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