Travel & Tourism is one of the most dynamic economic sectors in the world, representing 10.4% of global GDP, 1 in 10 jobs on the planet (319 million) and 6.5% of global exports in 2018. What’s more, between 1950 and 2018, international travel grew by 5,500% to reach 1.4 billion international arrivals. This growth is not expected to waiver over the coming years, with the rapidly expanding middle classes in emerging and developing economies as the leading driver.
Given its forecasted growth and its ability to drive job creation, reduce poverty, foster regional integration and connect people across the world; Travel & Tourism is in a unique position to make a difference, providing opportunities for developing and emerging nations to move up the value chain. Yet, despite the sector’s ability to be a force for good, best practices across Travel & Tourism are not readily available for both the public and private sector, often compelling governments to unnecessarily reinvent the wheel.
In this context, the World Travel & Tourism Council is embarking on a journey to compile quantifiable best practices across Travel & Tourism to equip the sector with a wealth of insights that will in turn enable, both the public and private sector, to learn from the successful experiences of other countries as they develop, review and implement Travel & Tourism related policies. This initiative will be an ongoing effort on the basis of desk research and interviews with government, integrating quantifiable success stories as they become available in this online repository.
In this initial phase, WTTC began exploring policies relating to travel facilitation & security, the prioritisation of the sector & brand and planning for a sustainable & inclusive future. However, going forward this initiative will expand to explore policies relating to infrastructure, workforce, technology, regulation, innovation & entrepreneurship as well as resilience and planning for crisis.
Securing & Facilitating Travel
With international travel forecasted to maintain its growth and reach 1.8 billion international arrivals by 2030, compared to 1.4 billion in 2018; the implementation of policies which secure and facilitate the movement of legitimate travellers is key. While significant progress has been made, the sector not only aims to incrementally enhance the security and experience of its passengers, but also to transform the future of cross-border travel. This section highlights pioneering best practices of nations to ensure secure and seamless travel.
Prioritising the Sector
The Travel & Tourism sector is growing globally, both in terms of international arrivals and tourism expenditure, yet nations are still competing for a bigger slice of the pie. While countries around the world are increasingly working to implement enabling Travel & Tourism policies; successful marketing and branding strategies are often needed to complement these and inspire travellers by showcasing the unique value proposition of a destination. This section highlights countries which have taken unique approaches as they designed campaigns to market and brand their destinations.
Planning for Sustainable & Inclusive Growth
Given the growing importance of the preservation of natural resources to the Travel & Tourism sector, sustainable tourism has moved out of the margins and into the mainstream of travel policy and practice. As consumers demand more responsible trips, both the public and private sectors have responded with wildlife protection programs, the installation of public green zones, and policies to spread tourists across sites and seasons. The following section hones in on those nations that are excelling in managing sustainable and inclusive growth to ensure that destinations are enriched, and not harmed, by Travel & Tourism.