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Michael Nowlis, Consultant and Director for the Tourism Control Intelligence emphasized the following global megatrends revolutionizing the tourism industry at the dawn of the third millennium. The B U Z Z words “EXPERIENTIAL TREND IN A SLOW LANE” “Travel is the one social and cultural phenomenon that can overcome the “fear of the other’,” suggests Louis D’ Amore, founder of the International Institution of Peace through Tourism, who describes tourism as the first “peace industry.” “Tourism and peace are inseparable. The forces unleashed by tourism are so powerful that they can change apparently irreversible situations and bring about reconciliation where none was considered possible.” Secretary-General Franceao Frangialli World Tourism Organization THE MAIN TENDENCIES The cruise industry will experience explosive growth. An older, better-educated population in Europe and North America will increasingly seek ecotourism and cultural travel products. “ Slow cities” and slow food” trends will expand from Italy to much of Europe and soon Asia/Oceania. Non- residents will pay significantly higher entry fees to tourist attractions than those paid by locals (Venice, Petra, Bath, etc). Prayer rooms and compasses will be installed on most passenger aircraft serving the Islamic world. Antarctica will become an ecotourism destination complete with hotels, restaurants and full service tours. Shopping, from mega-malls to folk craft centers, will increasingly become a critical feature for tourism destinations. Airlines, travel agents and tour operators will ally themselves with financial institutions to offer consumer travel loans China will be the first country to receive 100 million international arrivals in a 12-month period, sometime around 2018 – France will follow within 2-3 years. PRODUCTS & SERVICES TRENDS Hotel meeting and dining area will be designed less formally in an attempt to attract the casual business traveler. Hotel and restaurant facilities will be designed for an aging population with lower rise steps, more handrails and wider doors. Travel guidebooks will become highly specialized and issued more frequently consulted – primarily on the web. The distinction between business and leisure hotels will erode as business clients seek fitness and entertainment activities and vacation guests demand advanced telecommunications IT. “ 100% Satisfaction Guaranteed” will replace “Let the Buyer Beware.” Growth in demand for home food delivery will outpace all other food service segments. Rise of Healthcare Facilities An aging population and growing infatuation with healthful living will bring a wave of European holistic spas and „health-tels‟ to North America and Asia. Luxury resorts that once shunned children will welcome them with an expanded array of activities and tailored dining options. INVESTMENT CHALLENGES & FINANCE Airlines will continue to rack up significant losses as they struggle to deal with security requirements, an onslaught of no-frills carriers and brutal competition from „open skies‟ agreements. By the end of the decade, a score of management companies will control the world inventory of branded hotel rooms. HUMAN RESOURCES Critical shortages of Hospitality skilled staff. The introduction of new technologies in the upscale tourism industry will not replace the human element in service delivery – to the contrary, it will gain importance. Tourism and hotel management schools will move out of the classroom and out of the library, onto the web and into the field. SAFETY & SECURITY • Consumers will systematically consult travel health sites before checking ticket or room availability. • Crime and terrorism will render some traditional tourist destinations unsellable. • Guest room safes will be enlarged to accommodate standard laptop computers. Hectic 10-city, 10-day package tour is a thing of the past. Travel will be closer to home – not to overlook what‟s in your doorstep Nature of trips: smaller in scope and more off-the-beaten-path RURAL TOURISM RURAL TOURISM is when rural culture is a key component of the product we offer WTO, Belgrade 2002 Some activities considered part of the concept of rural tourism: • Climbing • Eco-tourism • Agri-tourism • Riding • Adventure tourism • Educational travel • Sport and Health Tourism RURAL TOURISM is estimated to be growing at an annual rate of around six (6) percent, higher above the growth rate for all tourism products Every country, region, city and leisure spot competes with the tourism-generating markets to have a larger share. Why? The expenditure of the tourists circulates at all three levels of the economy: 1. National 2. Regional 3. Local As rural tourism becomes established as an economic activity, marketing strategies concentrate on increasing the volume of visitors. Vlaipur, 2001 Marketing Trends for 2008 and Beyond Fletcher Knight US Marketing Consultant and Bob Lindike, 2007 Marketing Trends for 2008 and Beyond • The New Luxury: Expertise vs. Prestige • The Weight Management Gap • Beyond Green to Transparent • The rise of the Male Influencer • Beautiful Food • Purity and Safety • The Sound of Products • Authenticity: Brand Soul • Ads in the great outdoors • Information and Communication Technology • Focus on the experience • Marketing as a service Hail to the Chief The chief marketing officer will rise in stature as a C-suite player, not only serving as chief brand architect and marketing discipline integrator, but also as the enterprise‟s business system innovator organizational teacher/motivator and, most importantly, chief revenue builder. Unconventional Outreach Marketing will increasingly be unconventional – tapping into social networking, word-of- mouth, local events and more. With the use of the Internet, mobile and other new media forms, combined with the innovative use of traditional media, marketers will find ways to reach and engage reluctant consumers and customers “ Key to marketing your destination is to learn to Differentiate and Coordinate.” Rich Dyess Publisher Adventure Travel Business Marketing strategies must be consistent with local goals and be sensitive to sustaining a community‟s character and tradition (Malasag Eco-Village). Promotion of Rural Tourism Belgrade 2002 Branding By Developing a brand name or “identify”, rural tourism destination can help position themselves in an increasingly competitive market. Branding a country/province for tourists requires vision, honesty and citizens who love themselves. No one should expect to shape a national/provincial brand without taking into account the people who live in the area and the places that haven‟t quite succeeded are those that don‟t quite love themselves. Tour Operator A Tour Operator can be used to promote rural locations. For new entrants, they offer the advantage of knowing the tourism marketplace, and can present a “one-stop-shop” approach to marketing. Co-operative Marketing Given high costs of marketing, combined with the need to offer the consumer a full range of accommodation with activities, a cooperative approach to marketing is recommended for rural tourism. This type of co-operative marketing activity could be led by the local rural tourism organization on behalf of its members. Direct Marketing 1. PRINT MEDIA 2. THE INTERNET 3. TV/RADIO/FILM Effective Marketing Plan “Make your plan, then work your plan” is the mantra of nearly every successful business person. • An inventory of your products attributes, as well as those of the market sectors you are planning to teach; • Realistic budget parameters; • Ambitious, but achievable goal-setting; • Well-defined strategic positioning; • Carefully-chosen marketing tactics that are selected for their ability to achieve your goals, while remaining within your budget. VISITORS WANTED A New Marketing Campaign GREECE: “Greece Invites People To Explore your Senses” Intercontinental asks: “Are you living an International Life” Special Projects 2006 Designed by China National Tourism Administration “China Rural Tourism Year” Uganda prefers to advertise the fact that it is “gifted by nature”, not plagued by the past. Good Governance is more likely to boost tourism than any clever ad campaign. Perhaps the best way to turn your province into an attractive rural destination for visitors is to make it a place you’d like to visit yourself. CHINDIA There lies a sleeping giant. Let him sleep! For when he wakes, he will shake the world.” Napoleon Bonaparte If China is the workshop of the world and India is the global office, why can’t the Philippines be the vacation site.
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