“setting the scene: the global context”world tourism organization sustainable development of...

World Tourism OrganizationSUSTAINABLE DEVELOPMENT OF TOURISM

Luigi CabriniDirector, Sustainable Development of TourismWorld Tourism Organization (UNWTO)

4th International Tourism Fair 4th International Tourism Fair -- CROTOURCROTOURSustainable Destination ManagementSustainable Destination ManagementZagreb, Croatia 25 March 2011

““Setting the scene: the global contextSetting the scene: the global context””


ContentsContents

◘ International Tourism Outlook ◘Destination Management◘ Indicators and Observatories◘Global Initiatives

International Tourism OutlookInternational Tourism Outlook


2010: Multi2010: Multi--speed recoveryspeed recoveryInternational tourist arrivals, 1995-2010*

528561

586602

626

675 675695 684

755

795

839

894913

877

935

400

500

600

700

800

900

1000

1995 2000 2005 2010*

mill

ion

Source: World Tourism Organization


2010: Multi2010: Multi--speed recoveryspeed recovery

+2.1% -4.0% +6.7%

International Tourist Arrivals, monthly evolutionWorld (% change)


-15

-10

-5

0

5

10

15

2008 2009 2010*

+2.1% -4.0% +6.7%


2010: Multi2010: Multi--speed recoveryspeed recovery

International Tourist Arrivals (% change over same period of the previous year)

-5-3

-10

-4 -3

1

-2-3

-6

-3

-7

-2

3 4

-6

5 42

14 12

6

108

4

810

6 7

14

-0.1

-15

-10

-5

0

5

10

15

Northern

Europe

Western

Europe

Central/

Eastern

Europe

Souther

n/Medi

ter. Eu.

North-East

AsiaSout

h-East

AsiaOcea

niaSout

h Asia

North Americ

aCarib

bean

Central

America

South A

merica

North Afric

aSub-

Saharan

Africa

Middle E

ast

09*/08 2010*



Confidence confirmedConfidence confirmed

UNWTO Panel of Tourism Experts

Better

Equal

Worse25

50

75

100

125

150

175

T1 T2'03

T3 T1 T2'04

T3 T1 T2'05

T3 T1 T2'06

T3 T1 T2'07

T3 T1 T2'08

T3 T1 T2'09

T3 T1 T2'10

T3 T1 T2'11

T3

Prospects

Evaluation



Forecast 2011: 4% to 5%

chan

ge(%

)

Outlook 2011Outlook 2011

International Tourist Arrivals

8,0

-0,1

3,0

-1,6

10,3

5,4 5,56,6

-4,0

2,1

6,7

-6

-4

-2

0

2

4

6

8

10

12

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* 2011*



2010 Forecast 2011

World +6.7% 4% to 5%

Europe +3.2% 2% to 4%

Asia and the Pacific +12.6% 7% to 9%

Americas +7.7% 4% to 6%

Africa +6.4% 4% to 7%

Middle East +13.9% 7% to 10%

International Tourism 2011 International Tourism 2011 ––ForecastForecast



1.0 bn

877 mn

1.6 bn

534 mn

Source: UNWTO

935 mn

Actual Trend vs. Tourism 2020 Vision Forecast Actual Trend vs. Tourism 2020 Vision Forecast -- WorldWorldInternational Tourist Arrivals

0

200

400600

800

1,000

1,200

1,400

1,600

1995 2000 2005 2010 2015 2020

millio

n

Tourism 2020 Vision forecastActual 1995-2010*


International tourist arrivals and receipts and market share (%)International Tourist Arrivals (ITA), 2010*

935 millionInternational Tourism Receipts (ITR), 2009*

US$ 852 billion

AmericasITA: 151 million (16%)ITR: US$ 165 billion (19%)

AfricaITA: 49 million (5%)ITR: US$ 29 billion (3%)

EuropeITA: 472 million (50%)ITR: US$ 413 billion (49%)

Middle EastITA: 60 million (6%)ITR: US$ 41 bn (5%)

Asia and the PacificITA: 204 million (22%)ITR: US$ 204 billion (24%)

International TourismInternational Tourism


Growth driven by emerging economiesGrowth driven by emerging economiesInternational tourist arrivals by country of destination

0

10

20

30

40

50

60

70

80

90

100

1980 1985 1990 1995 2000 2005 2010*

shar

e (%

)

advanced economiesemerging economies



3.3 2.6

2.00.2 0.5 0.9

5.4 5.3

7.9

1.6 1.5

8.1

10.9

15.1

11.3

1.5

4.9

8.1

10.6

3.2

8.98.1

1.3 -2.1-4.8

-6

-4

-2

0

2

4

6

8

10

12

14

16

Wor

ldM

edite

rrane

anPo

rtuga

lSp

ainAn

dorra

Fran

ce Italy

Malt

aSl

oven

iaCr

oatia

Bosn

ia &

Her

zgFY

R M

aced

onia

Gree

ceBu

lgaria

Turk

eyCy

prus

Syria

Leba

non

Israe

lPa

lestin

eJo

rdan

Egyp

tTu

nisia

Alge

riaM

oroc

co

Aver

age

grow

th ra

te (%

)International tourism around the MediterraneanInternational tourism around the Mediterranean

Average growth rate 2000 Average growth rate 2000 -- 20102010



0

1

2

3

4

5

6

7

8

9

10

1990 1995 2000 2005 2010*

mill

ion

International Tourist Arrivals (mn)International Tourism Receipts (euro bn)

CroatiaCroatiaInternational tourist, 1992 – 2009*


0

1

2

3

4

5

6

7

8

9

10

1980 1985 1990 1995 2000 2005 2010*

mill

ion

Yugoslav SFRCroatiaSloveniaSerbia & MontenegroMontenegroSerbiaBosnia & HerzgF.Yug.Rp.Macedonia

Former YugoslaviaFormer YugoslaviaInternational tourist arrivals, 1980-2010*


Travel & Tourism Competitiveness Index Travel & Tourism Competitiveness Index -- CROATIACROATIA

Rank (out of 139)

2011 Index 34

T&T regulatory framework 42

Policy rules and regulations 77

Environmental sustainability 46

Safety and security 33

Health and hygiene 32

Ground transport infrastructure 54

Prioritization of Travel & Tourism 72

T&T business environment and infrastructure 36

Air transport infrastructure 66

Tourism infrastructure 4

Rank (out of 139)

ICT infrastructure 35

Price competitiveness in the T&T industry 101

T&T human, cultural, and natural resources 43

Human resources 83

Education and training 73

Availability of qualified labor 91

Affinity for Travel & Tourism 20

Natural resources 75

Cultural resources 31

World Economic Forum:World Economic Forum:


ContentsContents

◘ International Tourism Outlook ◘Destination Management◘ Indicators and Observatories◘Global Initiatives

Destination ManagementDestination Management


A local tourism destination is a physical space in which a visitor spends at least one overnight.

It includes tourism products such as support services and attractions, and tourism resources within one day's return travel time.

It has physical and administrative boundaries defining its management, images and perceptions defining its market competitiveness.

Local tourism destinations incorporate various stakeholders often including a host community, and can nest and network to form larger destinations.

Destinations could be on any scale, from a whole country, a region, or island, to a village, town or city, or a self- contained centre.

Tourism Destination Tourism Destination


• Destination management is the co - ordinated management of all the elements that make up a destination (attractions, amenities, access, marketing and pricing).

• Destination management takes a strategic approach to link-up these sometimes very separate entities for the better management of the destination.

• Joined up management can help to avoid duplication of effort with regards to promotion, visitor services, training, business support and identify any management gaps that are not being addressed.

Destination ManagementDestination Management


Natural and/or man made resources available in the destination:

• Physical resources• Historical and cultural resources• Capital resources, economies of scale• Technology and knowledge resources• Size of the local economy• Infrastructure and superstructure• Human resources, etc

Ability of the destination to use or mobilize these resources over the

long term.

A competitive destination is the one that combines the comparative supply, able to meet the visitor’s expectations, with a positive / responsible contribution to its tourism development and the well-being of their residents.

Destination Management and CompetitivenessDestination Management and Competitiveness

COMPARATIVE ADVANTAGES

Sustainable Tourism Context

COMPETITIVE ADVANTAGES


COMPETITIVENESSResource Deployment

Ability to compete effectively and profitably in the marketplace

(economic capacity and business skills)

• organization management• strategic planning• product development and innovation• promotion and marketing (positioning,

branding, etc)• financial management• information management• operations management• human resources management

SUSTAINABILITYResource Stewardship

Ability to maintain the quality of its physical, social, cultural, economic and

environmental resources(capacity for environmental management

through the tourism supply chain)

– air quality – water quality– waste – wildlife – flora/fauna– habitat – resident/local community management– biodiversity management– visitor management

Major Parameters of Destination ManagementMajor Parameters of Destination Management


1. Economic Viability2. Local Prosperity3. Employment Quality4. Social Equity5. Visitor Fulfillment6. Local Control7. Community Wellbeing8. Cultural Richness9. Physical Integrity10. Biological Diversity11. Resource Efficiency12. Environmental Purity

12 Aims of sustainable tourism at Destinations12 Aims of sustainable tourism at Destinations


1. Vision and leadership for a sustainable and competitive tourism

2. Knowledge and understanding of the needs of target markets and the “new tourist”

3. Positioning and differentiating the destination and image management

4. Improvement of collecting reliable data and competent analysis of the data

5. Improvement of the competitiveness of the destination, providing “through the chain”, positive visitor experience

6. Product innovation and management

7. Capitalizing on the opportunities provided by new technologies

8. Greater professionalism in service levels and overall HR management

9. Synergy between all the stakeholders in creating the destination vision

10. Public-private sector partnership in the key areas of management and marketing

11. Continuously adapting to the dynamically changing macro, competitive and market environments

Keys For SuccessKeys For Success


ContentsContents

◘ International Tourism Outlook ◘Destination Management◘Observatories◘Global Initiatives

Indicators and ObservatoriesIndicators and Observatories


• Extensive review of international experiences

• Involvement of 62 experts from 20 countries

• Focus on local destinations, also coveringapplications at regional, national and businesslevels

• A recommended procedure for indicatorsdevelopment

• A categorized list of common issues andindicators

• Destination-specific applications

• The role of indicators in tourism policy and planning

• Ample range of case studies

UNWTO Guide on IndicatorsUNWTO Guide on Indicators


Yangshuo, Guangxi

Huangshan, Anhui

Zhangjiajie,Hunan

UNWTO observatories initiativesUNWTO observatories initiatives


• Beautiful town located south of Guilin on the bank of the Li River

Yangshuo

• Li River cruise from Guilin to Yangshuo is the main attraction of any trip to northeastern Guangxi Province.

• Thousands of visitors take the water route to witness the scenic beauty of the karst limestone landscape straddling the Li River.

• Scenery along the Li River is one of China's top tourist destinations

Observatory: YangshuoObservatory: Yangshuo


Focus on:

• Tourism and community.

• Degree of tourist satisfaction.

• Health and safety.

• Economic benefits from tourism.

• Tourism related to resources and environment protection.

• Tourism related to transport planning and management.


Survey, analysis and monitoring indicatorsSurvey, analysis and monitoring indicators


▪ Need for more protective measures for natural resources and environmental protection.

▪ Need for more controlled measures for development regarding transport planning.

▪ Noise and air pollution.

▪ Water pollution.

▪ Land-use: demand on land for tourism increased but construction land is rigidly restricted; difficult to satisfy tourism development needs.

▪ Need for management of water environment and improvement of water quality.

▪ Population and traffic congestion.


Major issues identifiedMajor issues identified


ContentsContents

◘ International Tourism Outlook ◘Destination Management◘ Indicators and Observatories◘Global InitiativesGlobal InitiativesGlobal Initiatives


Monday, March 28, 2011 / ©2008 STSC 30

• A coalition of 76 organizations working together to foster increased understanding of sustainable tourism practices and the adoption of universal sustainable tourism principles.

• The Global Sustainable Tourism Criteria are a set of common guidelines created with the input of experts, groups and companies from around the planet, defining sustainable tourism in a way that is actionable, measurable and credible. They set a minimum standard of sustainability for tourism businesses across the globe.

Global Sustainable Tourism Criteria (GSTC)Global Sustainable Tourism Criteria (GSTC)


37 criteria, 4 pillars

Social & Economic Cultural Environmental

SustainabilityManagement

Bruno Maia/Naturezafotos.org Bruno Maia/Naturezafotos.org

Global Sustainable Tourism Criteria (GSTC)Global Sustainable Tourism Criteria (GSTC)


Established in August 2010.UNWTO, UNEP and the UN Foundation are PermanentMembers of the Council.

www.gstcouncil.org

The main objectives are• Management of the Global Sustainable Tourism Criteria• Setting standards for destinations and other tourism

sub-sectors not contemplated by the current criteria • Developing market access strategies for sustainable

products • Building the accreditation program • Supporting more sustainable destinations

Global Global SustainableSustainable TourismTourism CouncilCouncil

http://www.gstcouncil.org/


Global Partnership for Sustainable Tourism Global Partnership for Sustainable Tourism


The International Task Force on Sustainable Tourism Development (ITF-STD),2006-2010:• membership of 18 countries and 25 organizations, chaired by France• six biennial meetings in France, Costa Rica, Morocco• helped support nearly 40 projects between 2006 and 2009• developed policy recommendations for tourism stakeholders, 2009• recommended evolution into international sustainable development

partnership, 2009

TRANSITION to the GLOBAL PARTNERSHIP FOR SUSTAINABLE TOURISM

The Partnership builds upon the fourThe Partnership builds upon the four--year success story of year success story of the ITFthe ITF--STD within the Marrakech ProcessSTD within the Marrakech Process


4 Main activities4 Main activities


7 Thematic areas7 Thematic areas


• The Partnership adopts a « local » approach relying on a global framework while ensuring the development of adapted projects, policy recommendations and tools at National, Regional and Municipalitylevels.

• A communication reference platform; the Partnership provides lessons learnt by local tourism stakeholders in sustainable planning, management, development and marketing of tourism destinations.

• The Partnership offers sustainable destinations opportunity to exercise a leadership role internationally, to showcase sustainable destination management, therefore offering strong exposure on global market.

A unique valueA unique value--added for added for Sustainable Destination managementSustainable Destination management


www.unwto.org/sdt

Thank you!Thank you!

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