From 10-11th September, 2014, over 400 business and government leaders, media and influencers gathered in Lima, Peru to discuss the challenges they face and to find the opportunities for growing Travel & Tourism across the Americas.
The 2nd WTTC Americas Summit provided delegates with examples not only of the challenges themselves, but also the positive outcomes of the challenges.
Overall, the sessions and discussions made clear that the challenges would only be overcome through dialogue, openness and a willingness to cooperate with others. Clear messages from the Summit included:
• Direction, coming top-down from a government leader helps to focus priorities and set goals for countries to follow.
• Combining the efforts of business and government to solve policy issues can generate effective outcomes.
• Within the Americas, Travel & Tourism infrastructure lags behind much of the world and investment requires facilitating partnerships, easing regulatory burdens and increasing transparency.
• Preserving a destination’s cultural heritage and authenticity also requires investment. Success relies on a responsible interdependence between all stakeholders.
• The 18-30 generation is the fastest growing traveller segment. This “Next Gen” expects instant digital connectivity and a seamless experience on their travels as well as personalisation and truth from the companies they book with.
• The ever-growing digitisation of our world means that more decisions will be data-, rather than opinion-driven in future.