Asia-Pacific Newsletter I 2013, Issue 31

Transcription

1 Asia-Pacific Newsletter I 2013, Issue 31 The 25th Joint Meeting of the UNWTO Commission for East Asia and the Pacific and the UNWTO Commission for South Asia 1st UNWTO Regional Conference on Tourism Partnerships: Future Tourism for Asia and the Pacific UNWTO Initiatives Hotel Energy Solutions (HES) Special Report The Chinese Outbound Market

2 Contents Publishers Taleb Rifai, Ph.D Secretary-General of the UNWTO Inwon Choue, Ph.D President of Kyung Hee University, Republic of Korea Editor-in-Chief Chulwon Kim, Ph.D Senior Editors Daekwan Kim, Ph.D William Cannon Hunter, Ph.D Heyryon Lee, Ph.D Brett Bouchard Assistant Editors Miran Hwang Yumi Tamaki Jiyeon Park Yeonhee Kwak Dongin Kim Yujin Seo Designing/Printing Co. Good Idea Good People The publication of this Newsletter is specially funded by the Ministry of Culture, Sports and Tourism of the Republic of Korea

3 UNWTO Asia Pacific Newsletter 2013, Issue UNWTO World Tourism Barometer 08 The 25th Joint Meeting of the UNWTO Commission for East Asia and the Pacific and the UNWTO Commission for South Asia 14 UNWTO Conference on Sustainable Tourism Development 16 UNWTO and PATA Begin New Era of Cooperation 18 1st UNWTO Regional Conference on Tourism Partnerships: Future Tourism for Asia and the Pacific 22 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy 32 Interview Participants for the 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy 38 UNWTO Initiatives Hotel Energy Solutions (HES) 42 Event Preview The 20th Session of the UNWTO General Assembly 44 Special Report The Chinese Outbound Market 46 Sustainable Tourism Development Success Stories Biodiversity and Wetland Tourism 48 Destination Report Myanmar-An Emerging Tourism Destination 50 Focus on Tourism Policy Global Observatory of Sustainable Tourism (GOST) 53 News from Member State Philippine Department of Tourism Receives USD 7.1 million Grants from ADB, CIDA 54 Conferences and Meetings 56 Asia Pacific News Brief

4 UNWTO World Tourism Barometer International tourism receipts recorded a 4% growth in real terms in 2012, reaching a total of USD 1,075 billion, while international tourist arrivals amounted to 1,035 million, following a similar increase of 4%. As Chinese outbound market showed an impressive increase, China ranked the first place in tourism source market in terms of expenditure. Following the overwhelming China, Germany and the US were placed as the second and the third largest. Overview of the International Tourism Trends International tourism receipts grew 4% in 2012 International tourism receipts reached an estimated USD 1075 billion (EUR 837 billion) in 2012, growing 4% in real terms (adjusted for exchange rate fluctuations and inflation) over 2011 results. World: Inbound Tourism International Tourist Arrivals, 2012 Asia and the Pacific, 234 mm, 23% Europe, 534 mm, 52% Source: World Tourism Organization (UNWTO) Americas, 163 mm, 16% Africa, 53 mm, 5% Middle East, 52 mm, 5% (million) By region, the Americas saw the highest increase (+7%) followed by Asia and the Pacific (+6%) and Africa (+5%). Europe recorded a 2% growth in earnings with mixed results at the subregional level, and the Middle East saw a 2% drop due to the continuing political turbulence in the region. World: Inbound Tourism International Tourism Receipts (billion) In absolute terms, Europe recorded USD 457 billion in tourism earnings, equivalent to 43% of worldwide tourism receipts, the largest share by region. Destinations in Asia and the Pacific (USD 323 billion) accounted for 30% of international tourism receipts and the Americas (USD 215 billion) for 20%. In the Middle East, total tourism receipts reached USD 47 billion (4%), and in Africa USD 34 billion (3%) USD EUR ,042 1, World: Inbound Tourism International Tourism Receipts, 2012 Asia and the Pacific, 234 bn, 30% Americas, 215 bn, 20% Africa, 34 bn, 3% (USD billion) Source: World Tourism Organization (UNWTO) Europe, 457 bn, 43% Source: World Tourism Organization (UNWTO) Middle East, 47 bn, 4% 4

5 UNWTO Asia Pacific Newsletter 2013, Issue 31 Equivalent growth rate in both receipts and arrivals According to revised data, international tourist arrivals (overnight visitors) grew 4% in 2012 to 1,035 million worldwide, equivalent to 39 million more tourists. This figure equals the increase in tourism receipts which also grew 4% (in real terms), reflecting a strong correlation between both indicators. By UNWTO Region, the Asia and the Pacific (+7%) saw the highest relative growth, followed by Africa (+6%) and the Americas (+4%) while at the sub-regional level, South East Asia and North Africa recorded the largest increase in arrivals (both +9%), followed by Central and Eastern Europe (+7%). Emerging economies (+4.3%) performed slightly better than advanced economies (+3.7%) in terms of tourist arrivals. International Tourist Arrivals and Receipts (local currencies, constant prices) International Tourist Arrivals International Tourism Receipts (% change 2012/2011) destinations are present on both charts despite showing marked differences in terms of the type of tourists they attract, as well as their average length of stay and their spending per trip and per night. It should be noted that changes in the ranking of international tourism receipts not only reflect relative performance, but also (to a considerable extent) exchange rate fluctuations of the local currencies against the US dollar. Only minor changes in the top 10 by arrivals and receipts Two changes took place in the top 10 ranking by international tourist arrivals in Germany moved up one place to 7th (with arrivals 30 million overnight visitors) and the Russian Federation entered the top 10 at number 9, climbing three positions (with 26 million). In the top 10 ranking by tourism receipts, Macao and Hong Kong (China Special Administrative Regions) both moved up one place, to 6th (USD 38 billion in 2011, 2012 data not yet reported) and 9th (USD 32 billion) respectively. World and Regions: Inbound Tourism International Tourist Arrivals (million) -6 World Europe Asia and the Pacific -5.4 Americas Africa Midde East 80 France Source: World Tourism Organization (UNWTO) 70 International Tourist Arrivals (% change) Advanced economies Emerging economies /07 09/08 10/09 11/10 12/11 13/12 Source: World Tourism Organization (UNWTO) World s Top Tourism Destinations 2012 Ranked according to the two key tourism indicators - international tourist arrivals and international tourism receipts - it is interesting to note that seven of the top Source: World Tourism Organization (UNWTO) United States China Spain Italy Turkey Germany United Kingdom Russian Federation Malaysia 5

6 Strong growth in Asian destinations Further down the ranking, a number of important Asian destinations recorded a growth in tourism receipts in 2012, especially Thailand (11th) which saw a 25% increase (in local currency at current prices) in earnings to USD 30 billion and India (16th) which recorded a 22% growth reaching USD 18 billion. Japan climbed back to 20th place (from 28th) on the back of a 33% growth, in a major rebound after the drop in receipts in The Republic of Korea also moved up one place to 21st in the ranking following a 14% growth, and Taiwan (pr. of China) climbed two spots to 25th with a 6% growth in earnings. up two places to 5th with USD 43 billion in the back of an impressive 30% growth. Other changes in the top 10 include Japan s climb to 8th from 9th and Australia s rise to 9th from 10th, both recording an expenditure of close to USD 28 billion. World and Regions: Outbound Tourism International Tourism Expenditure China (USD billion) Germany United States * Please note that these rankings reflect data reported by countries and territories to end of April. The order may vary as data for many countries and territories at this stage is preliminary, and therefore subject to revisions. World s Top Spenders on Outbound Tourism in 2012 China - the new number one tourism source market in the world United Kingdom Russian Federation France Canada Japan Australia Italy Chinese travelers spent a record USD 102 billion on international tourism in 2012, a 40% jump from 2011 when it amounted to USD 73 billion. This virtually exponential growth experienced over the last decades resulted in China achieving the positions of 1st tourism source market in the world in terms of expenditure in Boosted by an appreciating currency, rising disposable incomes and a relaxation of restrictions on foreign travel, Chinese tourism spending has increased almost eightfold in 12 years, from USD 13 billion in 2000 to USD 102 billion in 2012, equivalent to an average growth rate of 19% per year. Subsequently, Germany and the United States are now 2nd and 3rd in the ranking, with expenditure of USD 83.8 billion and USD 83.7 billion respectively, both recording a 6% increase over The United Kingdom held on to fourth place with USD 52 billion, while the Russian Federation moved Source: World Tourism Organization (UNWTO) Emerging markets continue to drive growth In addition to China, some other emerging markets have also increased their share of world s top 10 source markets by expenditure, the Russian Federation saw an increase of 30% in 2012 (after a 23% increase in 2011), to USD 43 billion, bringing it from 7th to 5th place in the ranking of international tourism spending. This contrasts with more moderate pace of growth in 2012 of Brazil (12th) and India (23rd), the other two BRIC countries, which despite also seeing exceptional growth in recent years, seem to have slowed down. Brazil recorded a 5% increase in 2012 following a 51% and 30% increase in 2010 and 2011, while India posted a 3% increase following a 6% and a 33% increase respectively. 6

7 UNWTO Asia Pacific Newsletter 2013, Issue 31 Advanced economy source markets remain strong Although the highest growth rates in expenditure abroad came from emerging economy source markets, usually growing at a slower pace, also posted positive results. In addition to Germany and the United States, Canada (+7%) saw the strongest increase among the advanced economies in the top 10. International Tourist Arrivals : Monthly Evolution World * (million) On the other hand, France (-9%) and Italy (-1%) were the only source markets in the top 10 to record a decline in international tourism spending Source: World Tourism Organization (UNWTO) Inbound Tourism: Short-Term Trends 2013 Slightly slower pace of growth in the first months of 2013 International Tourist Arrivals : Monthly Evolution Advanced economies & Emerging economies (% change) A total of 100 countries have so far reported data on international tourist arrivals for one or more months of Of these, a total of 73 reported increases in arrivals; of which, 20 saw double-digit increases, while the remaining 27 reported declines in arrivals. Based on this sample of destinations, international tourist arrivals in January and February are estimated to have grown 3.6% compared to the same period last year. In the first months of 2013 a total of 137 million international tourist arrivals were recorded worldwide, about 5 million more than the same period in According to forecasts published in the January 2013 edition of the UNWTO World Tourism Barometer, international tourist arrivals are expected to increase 3% to 4% in Demand remained healthy in both advanced (+3.2%) and emerging economy destinations (+3.9%), despite economic constraints in many of the source markets of Europe and North America. The region of Asia and the Pacific and the Middle East saw the highest growth, both recording a 5% increase in arrivals * Source: World Tourism Organization (UNWTO) Advanced economies Emerging economies International Tourist Arrivals : World (% change) /95 97/96 98/97 99/98 00/99 01/00 02/ Long term average Source: World Tourism Organization (UNWTO) /02 04/03 05/04 06/05 07/06 08/ /08 10/09 11/10 12*/11 Forecast 2013 The UNWTO World Tourism Barometer is periodically updated and for further information, please refer to the following website: unwto.org/en/barometer 7

8 The 25th Joint Meeting of the UNWTO Commission for East Asia and the Pacific and the UNWTO Commission for South Asia Hyderabad, India, 12 April 2013 Representatives of the 25th Joint Commission Meeting Taj Falaknuma Palace, Venue of the 25th Joint Commission Meeting (From left, Taj Falaknuma Palace, Conference Hall, Press Conference) 8

9 UNWTO Asia Pacific Newsletter 2013, Issue 31 The 25th Joint Meeting of the UNWTO Commission for East Asia and the Pacific and the UNWTO Commission for South Asia was held in Hyderabad, India on 13 April The event was co-chaired by India and Malaysia, and followed the provisional agenda established in advance of the Joint Meeting. Chairman, Dr. K. Chiranjeevi, Minister of State for Tourism (Independent Charge), Government of India, extended a warm welcome to members and others present at the meeting where he highlighted the Asia and Pacific Region's success in leading growth in global tourism. Communication of the Chairman of the Joint Meeting Co-Chairman, Dato Dr. Ong Hong Peng, Secretary General, Ministry of Tourism, Malaysia, spoke next commending the UNWTO for upstaging sustainable tourism development as a priority area and setting the Global Sustainable Tourism Criteria as guiding principles. He later suggested that measures should be taken to improve accessibility with a view to increasing inbound and outbound tourists flows and to boost domestic tourism. After Communication of the two commissions, Dr. Taleb Rifai, Secretary-General of the UNWTO made his Preliminary Remarks announcing that international tourism made history in 2012 with the number of tourists who travelled around the world crossing the one billionth threshold for the first time to register 1,035 million tourists, and shared that despite the on-going economic challenges, global tourism growth is expected to keep growing in His remarks covered four subjects: 1) An update on international tourism in 2012 and prospects for 2013; 2) The importance of mainstreaming tourism in the global agenda; 3) The implementation of the Organization s programs of work ; 4) An overview of administrative and financial matters. Communication of the Co-Chairman of the Joint Meeting Preliminary Remarks of the Secretary-General 9

10 Progress Report on the Implementation of Program of Work Mr. Xu Jing, Director of UNWTO's Regional Programme for Asia and the Pacific Mr. Tadaaki Asanuma, Chief of the UNWTO Regional Support Office for Asia and the Pacific Mr. Zoltán Somogyi, Executive Director for Member Relations and Services, UNWTO Overview on the year 2012 and Prospects for 2013 International tourism in Asia and the Pacific in 2012 (+7%) was up by 15 million arrivals in 2012, reaching a total 233 million international tourists. South-East Asia (+9%) was the best performing sub-region much due to the implementation of policies that foster intraregional cooperation and coordination in tourism. Growth was also strong in North-East Asia (+6%), as Japanese inbound and outbound tourism recovered. Arrivals increased by 4% in South Asia, a slowdown in growth when compared to the 2012 results (+12%) while picking up stronger in Oceania (+4% as compared to a 1% increase in 2011). The UNWTO forecasts international tourist arrivals to increase by 3% to 4% in 2013, much in line with its long-term forecast Tourism Towards 2030: +3.8% a year on average between 2010 and This outlook is confirmed by the UNWTO Confidence Index included in the January issue of the UNWTO World Tourism Barometer. Compiled among over 300 experts worldwide, the Index shows that prospects for 2013 are similar to the evaluation of 2012 (124 points for 2013 against 122 for 2012). In Asia and the Pacific, the UNWTO forecasts a growth in international tourist arrivals between 5% and 6% in 2013, the highest among world regions and much in line with the long-term forecast for 2030 in the region: +5.7% between 2010 and Mainstreaming Tourism in the Global Agenda The Open Letter for Tourism campaign has advanced substantially during In the UNWTO/WTTC Global Leaders for Tourism campaign, out of the 49 countries that have endorsed it, 11 are from Asia-Pacific region (including Brunei, China, India, Indonesia, Malaysia, Myanmar, Mongolia, Philippines, Republic of Korea, Thailand and Vietnam). The following categories of travel facilitation, intelligent taxation and air connectivity in the Organization s program of work have been identified as key policy issues to be addressed during a) Travel Facilitation: The issue was the theme of the 2012 UNWTO/WTM Ministers Summit in London and object of a dedicated debate at the 94th session of the Executive Council, which mandated the tariat 10

11 UNWTO Asia Pacific Newsletter 2013, Issue 31 Tourism Performance in the region Mr. Victor Wee, Chairman of Tourism Malaysia Mr. Ki-Hong Kim, Director-General, Ministry of Culture, Sports and Tourism, Republic of Korea Ms. Elizabeth Anne Powell, Permanent Secretary, Ministry of Public Enterprises and Tourism, Fiji to maintain visa facilitation as a priority in the work of the Secretariat and advance it through advocacy at the highest political level and the identification and dissemination of case studies and to advance it in close cooperation with other international and regional organizations. According to the UNWTO's latest report on visa facilitation, the Asia-Pacific region is the most open region in the world as far as visa policies are concerned. The UNWTO has embarked on a study on APEC economies in collaboration with WTTC to analyze the global economic impact of visas on tourist flows. b) Taxation: The Secretariat continues to advocate intelligent taxation, raising awareness of the need to evaluate the economic impact of the raise or introduction of new taxes on travel and tourism. In this regard, a pilot project on a possible econometric model to assess the impact of changes in fiscal policies in tourism is under way. c) Connectivity: The UNWTO Secretary-General addressed the Member States of the International Civil Aviation Authority (ICAO) at ICAO s Sixth Worldwide Air Transport Conference (18 March 2013) highlighting issues such as the need to review the current legislative framework, taxation, climate change and consumer protection, and appealing for increased cooperation between aviation and tourism both at national and international levels. The Secretary-General concluded his remarks with a briefing on the Program of Work and an update on Myanmar's re-joining of the UNWTO. With regard to the progress report on the implementation of program of work for , there was a presentation on the activities carried out by the UNWTO Regional Support Office for Asia and the Pacific (RSO). Chief Mr. Tadaaki Asanuma of the UNWTO RSO announced the main purpose of the Maritime Silk Road Project is to add value to the overall Silk Road tourism initiative for joint destination promotion. This was followed by reports on the Global Code for Tourism and World Committee on Tourism Ethics and on the draft UNWTO convention on the protection of tourists and tourism services. Implementation of the Code of Ethics: The UNWTO Secretariat has recently made efforts to reach out to tourism companies and associates in order to enhance the implementation of the Global Code of Ethics for 11

12 Tourism and raise awareness about social responsibility towards the industry. The UNWTO formulated a Private Sector Commitment to the Global Code of Ethics for Tourism in September With their signature, enterprises pledge to adhere to the Code s provisions, disseminate the document among their clients and providers, and report on actions undertaken in this regard to the World Committee on Tourism Ethics. The UNWTO informed the initiation of the process of nomination and selection of the new members of the World Committee on Tourism Ethics (WCTE) for the period In succession, there were discussions on tourism performance in the region, visa facilitation and taxation in which all member states and the affiliate members in the region participated. The survey on Member States priorities of the program of work for was reported. It was conducted to reach the two main strategic objectives of the Organization: Sustainability/Ethics and Competitiveness/ Quality. The response rate in the region was 80% as compared to around 60% of all Member States who answered the survey. Representatives from Zimbabwe made a presentation for its preparations for and the invitation to attend the 20th of the UNWTO General Assembly scheduled to be held in Zimbabwe and Zambia from August Additionally, there was a presentation of the candidature for Cambodia to be host of the 21st session of the UNWTO General Assembly in While the brief intervention of the Regional Vice- Presidents (DiscoveryMICE of Malaysia and Korea Tourism Organization of Republic of Korea) of the Affiliate members, the Commissions appreciated the Affiliate members for their support and active involvement in the activities of the region. The Commissions were further informed of the recent Memorandum of Understanding between the Institute for Tourism Studies of Macao and the UNWTO for collaboration in training of member states officials. For the next CAP-CSA Joint Meeting, Philippine offered to host the 26th Joint Meeting of the UNWTO Commission for East Asia and the Pacific and the UNWTO Commissions for South Asia on its territory in Brief Presentation of Zimbabwe on the 20th Session of the General Assembly Cambodia's Candidacy for the 21st Session of the UNWTO General Assembly 12

13 UNWTO Asia Pacific Newsletter 2013, Issue 31 (from left) Dr. Taleb Rifai, Secretary-General of UNWTO, Mr. Khon Thong, Minister, Ministry of Tourism of Cambodia, Mr. Martin Craigs, CEO of PATA MOU between the Institute for Tourism Studies of Macao and the UNWTO Press conference Brief intervention of the Regional Vice-President of the Affiliate members (Mr. Deok Soo Ahn, Director of the Korea Tourism Organization) Attendees at the Meeting Participants of the 25th Joint Commission Meeting Attendees in session 13

14 UNWTO Conference on Sustainable Tourism Development Hyderabad, India, 12 April 2013 Hosted by the Ministry of Tourism, Government of India, in collaboration with the Government of Andhra Pradesh, the UNWTO Conference on Sustainable Tourism Development was held in conjunction with the 25th Joint Commission Meeting of the UNWTO. At the conference, heads of national tourism organizations and chief executives of a number of private sector organizations and associations shared a broad diversity of plans, policies and projects that set the scene for the discussion on how sustainable growth through tourism can be best sustained (designed to ensure that both quantity and quality of the tourism experience remain on par). The session was opened by Indian Tourism Minister of State Dr. K. Chiranjeevi. The Chief Guest was the Chief Minister of Andhra Pradesh Mr. Nallari Kiran Kumar Reddy. In his Opening Remarks at the meeting, UNWTO Secretary-General Dr. Taleb Rifai said that while global visitor arrivals had hit record highs in more than one billion international arrivals and 5.5 billion domestic visitors, such growth did not have to be a zero-sum game. He also noted that growth and sustainability are part of the same equation and that more growth must mean more preservation. Secretary- General emphasized that more growth should never be allowed to damage culture, economies and the fabrics of communities and that the sector must utilize its knowledge base to continually improve the sector and ensure it is developed sustainably. In his opening comments, Indian Tourism Minister of State Dr. K. Chiranjeevi said the need of the hour is not tourism growth alone but development of tourism in sustainable manner. Minister said that the South Asian Region has rich and varied tourism products to attract visitors from the world over - with heritage and culture dating back to thousands of years, architectural and natural marvels, an unmatched biodiversity and a display of almost all the world religions. Minister Chiranjeevi also said that intra-regional and inter-regional cooperation holds the key to the growth of the sector and that the tourism industry, with its established contributions towards economic growth, employment generation and social integration, will have to be made sustainable for drawing the benefits over a longer period of time. 14

15 UNWTO Asia Pacific Newsletter 2013, Issue 31 Another point addressed by the Minister was the importance of the issue of sustainability being communicated throughout the industry. For example, policy makers should establish effective communication channels to sensitize the masses and implied stakeholders. Local governments, local communities and youth, he noted, can be an instrument and the force to take forward the agenda of sustainability. The Keynote Session, moderated by Ms. Anita Mendiratta, CNN TASK, invited three lecturers stressing out the importance of sustainable tourism. The first presentation was delivered by Dr. Harold Goodwin, UNWTO Consultant and Professor of Responsible Tourism Management, ICRETH, Leeds Metropolitan University. Dr. Goodwin gave his presentation on A Global Review on Sustainable Tourism Development with Particular Reference to the UNWTO s Indicators for Sustainable Tourism Development. This was followed by Mr. Hans Carl Jacobsen, UNWTO Consultant in Tourism Planning, and his presentation titled From Quantity to Quality - A Regional Overview of Sustainable Practices. The session was closed by Mr. Anand Kumar, Joint Secretary, Ministry of Tourism, Government of India who conveyed his message on Tourism Sustainability Criteria for India - A Case Study and introduced India s sustainable tourism initiatives. During the Sustainable Criteria for Tourism session, presentations were made by country representatives such as Bangladesh, Bhutan, Cambodia, China, Lao People s Democratic Republic, and Malaysia. Speakers for the session included senior executives of the Pacific Asia Travel Association (PATA), EATOF (East Asia Inter- Regional Tourism Forum) and Japan Association of Travel Agents (JATA). In addition to the meetings, various events were organized to give the visiting delegates a glimpse of the rich culture and cuisine of the country. These included dinners and cultural programs at the Taramati Baradari, Golconda Fort, Shilparamam and Ramoji Film City as well as a tour to the Buddhist Heritage sites at Nagarjuna Sagar and Nagarjuna Konda. The event provided a great opportunity for the State of Andhra Pradesh and particularly the city of Hyderabad to showcase its varied attractions and facilities to the international tourism fraternity. (from left) Mr. Kiran Kumar Reddy, Chief Minister of Andhra Pradesh, Dr. K. Chiranjeevi, Indian Tourism Minister of State, Dr. Taleb Rifai, Secretary-General of the UNWTO Keynote Speech by Mr. Anand Kumar, Joint Secretary, Ministry of Tourism Government of India Attendees in session Sound and Light Show and Dinner at Golconda Fort 15

16 UNWTO and PATA Begin New Era of Cooperation Bangkok, Thailand, 26 April 2013 Long-term associates the UNWTO and the Pacific Asia Travel Association (PATA) have embarked on a new era of collaboration following the signing of a Strategic Partnership Agreement in Bangkok on 26 April The Agreement, signed by UNWTO Secretary- General Taleb Rifai and PATA CEO Martin Craigs on the occasion of the 62nd PATA Annual Summit marked a commitment between the two organizations to collaborate and work together even more closely towards achieving common objectives. These objectives, as noted in the Agreement, include advancing economic diversification and cultural and environmental preservation through tourism, advocating the United Nations Millennium Development Goals (MDGs) through the promotion of sustainable tourism development and providing leadership in the sector through global standard-setting, joint research and market intelligence. Secretary-General Dr. Taleb Rifai said that the UNWTO is proud to further deepen its relationship with PATA, a leading voice of tourism in the Asia Pacific Region, noting that this partnership would aid the continued growth of tourism in the region and help to spread its socio-economic benefits across what he described as one of the most dynamic regions in the world. Indeed, the solidification of the strong partnership between the two organizations comes at a key point in time: As Secretary-General Taleb Rifai noted, the global center of gravity is increasingly shifting toward the Pacific Ocean and the collaboration between the UNWTO and major organizations in the Asia Pacific Region, such as PATA, symbolizes this trend. PATA CEO, Mr. Martin Craigs, highlighted the correlation of the missions of the two organizations stating; I am delighted to initiate the new Strategic Partnership with UNWTO, he said. [ ] PATA s balanced businesses embracing the Complete Visitor Economy are closely aligned to UNWTO s vital global mission. The UNWTO/PATA relationship spans 32 years and includes a track record of successful joint activities. Perhaps the most notable of these is the annual UNWTO/PATA Forum on Tourism Trends and Outlook, launched in 2007 in collaboration with the Hong Kong Polytechnic University and held every year in Guilin, China. This forum provides a platform for 16

17 UNWTO Asia Pacific Newsletter 2013, Issue 31 government, industry and academic stakeholders to come together and analyze both current trends in the travel sector and future directions for the industry. This year, the UNWTO and PATA have embarked on a new collaboration project, sparked by a noted lack of coordination between the tourism and aviation sectors. A frequently debated topic, particularly in the wake of ever-increasing tourist numbers who travel the world predominantly by air, this joint study seeks accomplish the following objectives: to examine the interlinkages between the two sectors; to analyze key trends, challenges and opportunities; and to evaluate practical applications and future policy initiatives to foster the sustainable development of both sectors. It is envisaged that this project will not only analyze the current and future status of the cooperation between tourism and aviation, but also highlight best practice case studies of harmonized policies, strategies and marketing programmes between the tourism and aviation sectors at national, regional and city levels. During his closing address at the PATA Annual Summit shortly before signing the Strategic Partnership Agreement, Secretary-General Taleb Rifai noted the value of partnerships, particularly in bringing about positive change. He said that global challenges require strong collaboration, and that for the tourism sector to be seen as a positive agent for change, past mistakes should be acknowledged, future challenges considered and efforts be made to work together to bring positive changes through tourism to the communities and ecosystems of this varied planet. Global international tourism, which in 2012 reached a new milestone of over 1 billion international tourists, can be a strong driver of economic growth, social progress, job creation, poverty alleviation and environmental preservation, if managed effectively. According to UNWTO forecasts, by the year billion tourists will be crossing international borders, and the number of domestic travellers will be significantly higher. This growth brings both challenges and opportunities, with Secretary-General Rifai noting that the sector is now faced with a crucial and unique opportunity to advance tourism s contribution toward fairer and more sustainable growth. Secretary-General Rifai also said that with collaborative, planned and well-managed teamwork, tourism can be the sector which leads the way in a new era of more sustainable growth and development. Secretary-General reiterated that on this journey, partnerships are key, and that no matter whether it is the accommodation, communication or logistics industry, the public or private sector or academia and practice, the only way to advance tourism is to work together. Such partnerships can result in joint advocacy as well as projects covering joint areas of interest. Secretary-General Rifai noted that as the UNWTO looks toward the next decade of travel and tourism development, the strong partnership already existing between the UNWTO and PATA will help to align priorities and spur the sector forward. The Strategic Partnership Agreement will effectively link the work of the two organizations for the next decade - which undoubtedly will mark a key period for the development of the sector both globally and in the rapidly changing Asia Pacific Region. Speech by Dr. Taleb Rifai, UNWTO Secretary- General The Strategic Partnership Agreement between UNWTO and PATA (left) PATA CEO, Mr. Martin Craigs (right) Secretary-General of UNWTO, Dr. Taleb Rifai Volunteers celebrating the Agreement 17

18 1st UNWTO Regional Conference on Tourism Partnerships: Future Tourism for Asia and the Pacific Seoul, Republic of Korea, 1-2 June 2013 Moderator and Speakers of Session 2 Opening Remarks, Secretary-General of the UNWTO, Dr. Taleb Rifai The inaugural UNWTO Regional Conference on Tourism Partnerships was held from 1-2 June at the COEX InterContinental Hotel in Seoul. The event was jointly held by the UNWTO and Korea Tourism Organization (KTO) with support from the Ministry of Culture, Sports and Tourism. Nearly 180 people attended the event, including representatives from affiliate member organizations of the two tourism bodies, members of tourism agencies and experts in the Republic of Korea, to discuss the future of tourism in the Asia and the Pacific Region. The main objective of this conference was to join the efforts of both the public and private sectors and create a platform in which each can all engage and share experiences on how to use ethical and sustainable development strategies to advance tourism in the context of a technology-driven world. The conference held great significance as it not only provides an opportunity for industry leaders in the region to learn from each other s valuable experiences but also the commitment to the Global Code of Ethics for Tourism. 18

19 UNWTO Asia Pacific Newsletter 2013, Issue 31 The Global Code of Ethics for Tourism was signed by the attendees for the first time in Asia with participation from the private sector. Represented in the signing ceremony were leading companies in the Republic of Korea including Korean Air, Asiana Airlines, Lotte Hotel and Hana Tour, domestic tourism organizations such as the Korea Tourism Association, Korea Association of Travel Agents and Korea MICE Association, and major Asian tourism companies including Sanctuary Resorts. The Global Code of Ethics for Tourism emphasizes the importance of sustainable but beneficial tourism development. Also, lowering the possibility of negative impacts on environment, cultural heritage and community is another intention of the Code. Opening and Welcome Remarks were given first by Dr. Taleb Rifai, Secretary-General the UNWTO who congratulated the host city, Seoul, on joining the sustainable and ethical movement led by the global tourism sector. Following remarks was delivered by Mr. Yoo Jinryong, Minister of Culture, Sports and Tourism of the Republic of Korea. Minister Yoo said that it is time for Korea and other countries in the Asia and the Pacific Region to participate in building foundation for ethical and fair tourism and this conference provided the first step toward that movement. Final remarks were made by Mr. Charm Lee, CEO of the Korea Tourism Organization. Mr. Lee introduced how Korea s tourism has differed in recent few years and suggested what Korea should focus in order to maintain current status in tourism industry. The conference was divided into three sessions with three main topics. The first session dealt with the keynote theme - Future Tourism for Asia and the Pacific. The session was moderated by Ms. Jihae Yoo, Arirang TV anchor and had Secretary-General Taleb Rifai, Mr. David Scowsill, President and CEO of WTTC and Mr. Charm Lee, CEO of Korea Tourism Organization as speakers. The speakers conveyed brief ideas on how tourism can be responsible, sustainable and competitive by giving out their examples. Introduction of the Global Code of Ethics for Tourism Signing Ceremony of the Private Sector Commitment to the Global Code of Ethics for Tourism Keynote Session on Future Tourism for Asia and the Pacific 19

20 Following the momentum of the signing of the Global Code of Ethics for Tourism, the second session focused on industry practices of Responsible Tourism. Moderated by Dr. Bruce Prideaux, Professor at James Cook University, speakers were all from the industry sector. Mr. Rashidi Bin Hashbullah Deputy Secretary General of Ministry of Tourism and Culture of Malaysia, Ms. Youngsin Lim, Co-representative of Imagine Peace, Mr. Andrew Jones, Guardian of Sanctuary Resorts, and Mr. Mark Watson, Executive Director of Tourism Concern Organization gave their presentation on session theme. During this session, each company s or country s examples and endeavors on how to make tourism more responsible were introduced. Especially this session suited well with the Global Code of Ethics for Tourism which was signed earlier in the conference. The final session was on Smart Tourism, which focused on current practices of technology integration in tourism. The session was moderated by Dr. Chulwon Kim, Dean of Graduate School of Tourism of Kyung Hee University. Mr. Giljun Ko, Vice-Chairman of UNCEFACT PDA Travel and Tourism, Dr. Chulmo Koo, Professor at Kyung Hee University, Mr. Joel Fisher, Director of TripAdvisor, Dr. Zheng Xiang, Professor at Virginia Tech University, and Mr. Jinkook Kim, Executive Director of Hana Tour delivered their presentation. During this session, cutting-edge applications which can be used during travel were introduced. Also how developments in smart tourism may be used to build new innovative and competitive tourism experiences within a framework that promotes private and public sector partnerships and long-term sustainability was discussed. Subsequently, the meeting of UNWTO Affiliate Members was held in the evening and the Affiliate Members in the Asia and the Pacific Region were gathered. With the Introductory Remarks given by Secretary-General Taleb Rifai and Mr. Charm Lee, CEO of the Korea Tourism Organization, discussion among the members was followed. Presentation on the findings of the Regional Conference was delivered by Dr. Bruce Prideaux from James Cook University and Mr. Lee Choon Loong from DISCOVERYMICE expressed his opinion as well. Ms. Yolanda Perdomo, Director of UNWTO Affiliate Members Programme introduced the projects and Work Plan of 2013 and focused mostly on City Tourism. As UNWTO acknowledged the importance of City Tourism, the Conference regarding that issue was initially held last year and will be held as well this year. In addition, another crucial Work Plan, Knowledge Network was brought in by Knowledge Network Coordinator, Ms. Eunji Tae. During this session, the benefits of joining the Network were explained and Affiliate Members shared their ideas on how the members can contribute to strengthening the Knowledge Network in the region. During the conference, an Memorandum of Understanding (MOU) between the Ministry of Culture, Sports and Tourism of Republic of Korea and the UNWTO was signed. For the object of pursuing the transformation of the ST-EP Foundation into an independent international organization, Minister Yoo Jinryong, Secretary-General Taleb Rifai, and Chairperson of the ST-EP Foundation Amb. Dho Young-shim were presented. Conference in Session 20

21 UNWTO Asia Pacific Newsletter 2013, Issue 31 Greetings by Mr. Yoo Jinryong, Minister of Culture, Sports and Tourism of Republic of Korea Opening Remarks by Dr. Taleb Rifai, Secretary-General of the UNWTO Venue of the Conference Welcoming Remarks by Mr. Charm Lee, CEO of the Korea Tourism Organization Keynote Speech by Mr. David Scowsill, President and CEO of WTTC Session 2 on Responsible Tourism Speaker of Session 2, Mark Watson, Executive Director of Tourism Concern Organization Speaker of Session 2, Mr. Andrew Jones, Guardian of Sanctuary Resorts Signing Ceremony of the MOU between the Ministry of Culture, Sports and Tourism of Republic of Korea and the UNWTO Speaker of Session 3, Dr. Zheng Xiang, Professor at Virginia Tech Session 3 on Smart Tourism Summary and Closing by Dr. Chulwon Kim, Dean of Graduate School of Tourism of Kyung Hee University The Meeting of UNWTO Affiliate Members 21

22 7th Asia/Pacific Executive Training Program on Tourism Policy and Strategy Busan, Republic of Korea, 3-6 June 2013 Overview The 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy was held in Busan, Republic of Korea on 3-6 June 2013.This program was co-organized by the UNWTO and the Ministry of Culture, Sports and Tourism of the Republic of Korea, and with the support of the Korea Tourism Organization. The main agenda of this year's training program was to provide an opportunity for tourism industry executives to share knowledge and experiences in successful policy making and implementation to assist the regional member states with improving governance and increasing the effectiveness of their tourism branding. In this year s meeting, three main topics were discussed during sessions: Branding and Communications in Tourism; Media and Tourism Promotion; and Smart Tourism as a Tool of Destination Promotion. At the opening ceremony, Mr. Taleb Rifai, UNWTO Secretary-General, said that government representatives at the highest level are acknowledging the importance of the tourism sector in the Asia and the Pacific Region. He added The tourism sector is one of the leading sectors which brought substantial growth and economic benefits despite on-going economic challenges in some parts of the world. We should also promote sustainability and responsibility in tourism. Discussing present and future strategic planning is the key to achieve our objectives. Also, at the opening ceremony, there was a welcome remark made by Jonghae Kim, Vice Mayor of the Busan Metropolitan city. In his speech he said it is great to host a very meaningful event in Busan, since tourism is one of our main leading industries. I hope this training program will be an opportunity to share and exchange knowledge for the further tourism development. 22

23 UNWTO Asia Pacific Newsletter 2013, Issue 31 Representing gratitude for visiting Busan Performance during Welcome Dinner Participants in Welcome Dinner This year, high-level ministry representatives, and officials from 21 countries gave country-specific presentations, demonstrating activities of how they brand and communicate in the region to promote and support tourism. Sessions aimed to boost creative actions in regional tourism branding and how to use media and social network systems effectively to promote tourism sector that in turn must adapt to changing priorities and concerns at the national and destination levels. The 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy also emphasized sharing and connecting with member states' governments in the tourism sector. After talking about the sessions subject and country presentations, delegates were casually split into groups for more intimate discussions. Through the group discussion, member state representatives were able to share and build a closer network with other participants that encouraged them to be more pro-active than in other meetings. Attendees at the Welcome Dinner Main Speakers during the Program Opening Address by Dr. Taleb Rifai, Secretary-General, UNWTO Congratulatory Remarks by Mr. Hyunjae Cho, Vice Minister, Ministry of Culture, Sports and Tourism, Republic of Korea Welcome Remarks by Mr. Jonghae Kim, Vice Mayor, Busan Metropolitan City 23

24 Session 1: Branding and Communication in Tourism Mr. Peter Semone, Anchor Consultant and Chief Technical Adviser of the Lao National Institute of Tourism and Hospitality Mr. Peter Semone was the speaker and session moderator for the first session, the anchor consultant and chief technical adviser of the Lao National Institute of Tourism and Hospitality. Mr. Semone opened the session by introducing that competitiveness and technology are converging and placing increasing pressure on tourism leaders to continuously evaluate, monitor and re-invent their approaches to the branding and communications of their destinations. It is essential in today s operating environment that public sector tourism executives possess a fundamental understanding of conventional, modern media and information technology. Only with this foundation will they be able to convey the powerful messages that are required to capture the consumer s attention and inspire them to visit their destination. Branding and communication is an art form, which many destination marketing organizations (DMOs) have mastered. Yet many others have yet to refine their skills in this area and allow them to reap the full benefits of tourism. Establishing a sense of place which makes a destination distinctive and memorable involves celebrating the products, culture and heritage, nurturing and building environment, and presenting the public realm in a way that reflects the true spirit of the place. To gain success, it is imperative to create country images that are naturally formed and identified. Mr. Semone provided some examples from the private sector of iconic corporate brands that transcend those of their competitors and are easily identified as brand leaders in their respective field. Mr. Semone mentioned an interesting case from the hotel industry. While there are distinctive brands, the actual products (hotel rooms) are very difficult to differentiate from one property to another. Hotel brands are recognizably different; however, the rooms of those brands are indistinguishable. In an increasingly competitive business environment, organizations like these may be challenged to create greater differentiation in products. He also emphasized innovation in tourism. He gave an example of minibars that most of hotel rooms have. Many people do not use it because it is expensive and they can get the same item at a much cheaper price down the street. Also, when customers check out, discrepancies with minibar use can cause arguments which leads to negative impressions and time wasting. Despite these problems, expensive minibars are still common place in most hotel rooms, which leads which he sees as not being creative or solutions oriented. 24

25 UNWTO Asia Pacific Newsletter 2013, Issue 31 The ultimate aim of a destination brand is to ensure that traveler's experience of the destination is a positive one which encourages them to buy a holiday and return home as an advocate for the destination. Branding is identifying the image of the DNA of a destination. Following Mr. Semone s presentation were individual country presentations which provided a chance to share examples of respective branding strategy initiatives. After the presentations, delegates were divided into small groups for more discussion about destination branding and the following below were points to be considered: How has your destination brand evolved? Has your destination brand changed over the years and if so, why and how? In what ways does your destination brand reflect the DNA of your country? Do the various stakeholders in your destination promote the destination brand in a concerted manner? How do you think the traveling public perceives your destination? What sort of resourcing is available to promote your brand? Is your brand communicated internally and if so, how? What is the respective role of the public and private sectors? Presentation Slides from Session 1 25

26 Session 2: Media and Tourism Promotion Mr. Duncan Morris, Vice President, Research & Market Development, Turner International Asia Pacific Ltd. Mr. Duncan Morris, Vice President of Research & Market Development at Turner International Asia and Pacific Ltd., was the moderator for the second session. Mr. Morris started by addressing the advertising challenges and stated that it is increasingly more difficult to deliver salient, differentiated and effective tourism promotion advertising campaigns. He said that it is harder now than in the past for a tourism destination to achieve a desired share of voice within the media, owing to the number of destinations advertising at any given time, and the multiple messages that even an individual destination needs to convey. For example, he mentioned that the need to market simultaneously, not only to the mass market, but also to special interest groups, businesses as well as leisure travelers, etc. Mr. Duncan added that without accurate and meaningful measurement of media delivery and ad campaign effectiveness, there is a far greater risk of wasteful and ineffective communication. National tourism organizations, media companies and agencies would be well advised to work in close partnership, ensuring that accountability and return of investment (ROI) are key consideration both in terms of media planning and ad campaign results. Media plays a critical role in destination advertising. While destination advertising is the message, media is the amplifier of the message. It enables the advertising to achieve its end-goals of increasing brand awareness, bringing the brand message to life through relevant media, forging strong, meaningful, and emotional connections with travelers, and targeting markets and consumers offering high growth potential. With such a significant role to play, it is advisable to spend as much effort on decision making on media platforms, channels, titles, and sites as on the campaign creative. It is important to bear in mind that media platforms are simply tools, not strategies, and that each platform should be considered and used based on its specific role in the communications mix, and its desired impact within the greater communications strategy. In the case of the Republic of Korea, the famous K-pop singer PSY was the representative for Wiki-Korea, who introduces Korean culture and attractions. Other countries such as China and Pakistan showed their future plans to develop tourism awareness using the media. Group discussion was held in consideration of the following below preparatory questions: 26

27 UNWTO Asia Pacific Newsletter 2013, Issue 31 What traditional media channels does your destination use to promote tourism to your country? Do you find that there is sufficient return on investment for the money spent on tourism promotion through traditional media? What are the pros and cons of using local/national media versus pan-regional/ international media for your tourism promotion campaigns? When determining the target audience of your promo campaigns, how wide should you cast the net? How do you balance the mass reach offered by some media against the targeted reach offered by others? Should the emphasis be on quantity or quality? Besides arrivals numbers or related statistics, how do you evaluate the effectiveness of your campaigns? How well do standard metrics (ratings, reach, page views, clicks etc.) serve you? What other types of effectiveness research do you conduct, or would like to conduct? Do you take advertising environment into account when making your media choices, i.e. the types of advertisements and media content your campaign creative will be adjacent to? These are challenging times for tourism advertising and for media companies, as both face increased competition and fragmentation/diversification. Given the complex media world, tourism organizations should focus as much on media selection and implementation as on ad creative development. Media brand choice is no less critical. Key considerations should be given to audience delivery, ad environment, creative excellence and accountability. Finding the right media partner should yield benefits in all these areas. However, one cannot evaluate ad effectiveness and media choices in quantifiable terms only. Ultimately, the goal should be to create a multiplatform communications partnership, in-sync with brand positioning, and creates the possibility to build relationships with audiences. Presentation Slides from Session 2 27

28 Session 3: Smart Tourism as a Tool of Destination Promotion Dr. Chulwon Kim, Dean, College of Hotel and Tourism Management, Kyung Hee University On the last day's session, Dr. Chulwon Kim, Dean of Graduate School of Tourism at Kyung Hee University, talked about smart tourism as a tool of destination promotion. The following are what Dr. Kim mentioned in his presentation: As the Web 2.0 era (which allows users to interact with each other through a two-way communication device) has evolved, internet users have enforced their influence on the online environment by creating their own contents via social media. Social media has rapidly come into wide use in every aspect of human society. Tourism is no exception to the prevalence of social media which plays a crucial role in decision making for tourists in the planning stage in terms of information search. However, under the current situation of the spread of information technologies and devices, social media research, especially within the areas of tourism and hospitality industry, has recently begun to focus on this. Due to its information-intensive nature, it is vital to understand that the tourism industry is easily impacted by changes in technologies and consumer behavior along with distribution and accessibility of travel-related information. It would appear that while social media is more widely distributed in online tourism domain, there is a huge gap of understanding role of social media between reality and empirical research in the context of online tourism information search. Taking an exploratory approach, this presentation analyzed the online domain contents and confirmed the concept of social media in the context of online tourism search by categorizing social media and non-social media websites in the context of online tourism research. Further, the second step of the case analysis later defined the types of social media for promoting tourism destination among data categorized as social media websites. Social media can be conceptualized as a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation a ange of user generated content. Moreover, while there is no formal categorization of different types of social media, the presentation defined these six types of social media defined these blogs, social networking sites, virtual world, collaborative projects, content community sites, and sites dedicated for feedback. As social media has become a global phenomenon, researchers have noticed the need to investigate tourists behavior while they are using social media. According to World Travel Market 2012 Industry Report, by 2015, 9 out of 10 customers will have a mobile subscription. 29% of travelers have used mobile applications to find flight deals. 30% have used mobile apps to find hotel deals. 85% of leisure travelers use their smartphones while abroad. 72% post vacation photos on a social network while still on 28

29 UNWTO Asia Pacific Newsletter 2013, Issue 31 vacation. 46% check in to a location while on vacation. This active use of social media has a huge influence on travel bookings and post-vacation reviews. One of the cases utilizing smart tourism for destination promotion is Visit Korea 2.0 which is the Korea Tourism Organization (KTO) s smartphone application. This application contains expanded travel content and information on the tourist attractions, restaurants, accommodations, and shops in the Republic of Korea. It coordinates with navigation system and provides user-friendly features such as linking information to social networking services. In Fiji's country presentation, the promotion of tourism utilizing social media was introduced. Fiji had several Facebook pages divided by continents. In this way, they are able to focus promoting tourism considering different cultures and values that showed it was very effective to attract tourists. One of the successful cases using social media to promote tourism is the Philippines. The public sector of Philippines is engaged in promoting promote tourism through the world that led Filipinos putting support as much as the public. There was a destination photo contest submitted by citizen and brought attention by using their traditional aspect to introduce noticeable tour attraction sites. These activities were posted in the social media and was utilized as the channel to spread It s more fun in the Philippines through the world. With sharing successful cases of destination promotion by using social media and advanced technology, participants got into groups for more specific discussion. Groups were discussing and developing ideas of how to set directions using social media to promote tourism by considering the questions below: What types of social media does your destination utilize for promotion? How effective are social media channels versus traditional media channels in attracting tourists to your destination? What sort of information technology do you use to service tourists while visiting your destination? Are there any special applications which function as a tour guide for travelers at tourist attractions? How does your country prospect information technology for destination promotion? What are the obstacles and challenges for taking advantage of social media in your tourism destination? 29

30 Presentation Slides from Session 3 Conclusion The 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy ended in a success providing an open forum not only to share experiences and information, but also to self-evaluate, encourage and give advice to other member states during sessions and group discussions. Especially, in this year s conference, new attempts of discussion led delegates to be more pro-active during the program. The atmosphere of openness fostered a peer consultant-like environment provided a great opportunity for creative exchange and insights to broaden and strengthen tourism policy-making and strategic planning at the regional, subregional and national levels. 30

31 UNWTO Asia Pacific Newsletter 2013, Issue 31 Participants during the Program Country Presentation by the Republic of Korea Country Presentation by Macao Country Presentation by the Philippines Program in Session Small Group Discussion Awarding of Certificates during the Closing Ceremony Mr. Harry Hwang, Deputy Director of Regional Programme for Asia and the Pacific, UNWTO during the Closing Ceremony The Certificates for Completion of the Program 31

32 Interview Participants of the 7th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy Ms. Noriko Kawai, Deputy Director, International Tourism Promotion Division, Japan Tourism Agency Mr. Kabir Akhtaruz Zaman Khan, Chief Executive Officer, Bangladesh Tourism Board Mr. Damcho Rinzin, Head, Promotion, Brand and Communication Division, Tourism Council of Bhutan Ms. Ratna Suranti, Director, Indonesia Tourism Branding, Ministry of Tourism and Creative Economy Ms. Zarina Md Yusuf, Principal Assistant Secretary Strategic Planning and International Affairs Division, Ministry of Tourism of Malaysia 32

33 UNWTO Asia Pacific Newsletter 2013, Issue 31 Since 2006, the UNWTO has convened the Asia/Pacific Executive Training Program on Tourism Policy and Strategy organized and financed by Ministry of Culture, Sports and Tourism of Republic of Korea. This high level executive training program provides a platform for policy makers to get together for exchanging ideas on current tourism issues. This year s program, entitled Tourism Branding and Communications, was held in Busan, Republic of Korea on 3-6 June and high level participants from the Asia and Pacific Region joined this program. During the program, the newsletter team had a chance to talk with the participants regarding the program. Please share your thoughts and experiences on this Executive Training Program I am very thankful to the UNWTO and the Korean Government and their contribution in supporting tourism growth in the Asia and the Pacific Region. The program provided a good opportunity to share ideas with expertise from other countries. Overlooking Japan s on-going policies in an objective perspective was especially beneficial. experience at a higher level and it was interesting to have experts from difference destinations sharing their experiences because the participating destinations had different levels of marketing experience or the scale of marketing activities differed which made it interesting to learn from each other. The program increased my awareness of the importance of the role of the private sector. Since government budgets are, to a certain extent, limited, developing high quality tourism products requires new ideas and ways of integrating the capabilities of both the private and public sector. The program has inspired me to seek creative solutions to overcome existing challenges The conference provided a fantastic environment to share knowledge of practices which I can later research as to how they can successfully be adopted in my home country. For instance, I learned that social media could overcome marketing budget restrictions and that a limited budget is not a problem if we think out of the box. The program was well organized and its topics blended well with current tourism issues. The overall venue and hospitality were top notch. I would like to give special thanks to the Government of the Republic of Korea for the opportunity to participate in this program. The program enabled me to gain from the shared experiences of Asia Pacific countries. They all differ in capabilities regarding the tourism sector. This is much needed in the future as well. This was my first time and I think next year s program is essential too. The program allowed opportunity for the sharing of knowledge and What was your motivation to attend the training program and what expectations did you have? It was first time for Japan to participate in this training program. Japan is working hard on tourism branding like other countries within the region. Since making unique identity and promoting properly are crucial, I wanted to share ideas with neighboring countries and examine how Japan is doing from the perspective of professionals outside the country 33

34 Since this year s theme was challenging, I decided to participate in the program. Since Bangladesh is trying to enhance its global campaign, I focused on how other countries are working on promoting their countries internationally. It was a great opportunity to share experiences with other member countries. Bhutan s renewed brand has been well received by both tourists and other stakeholders. Pertaining to the ongoing importance in brand promotions, I was excited to learn from different champions of tourism Brand communicators like India and Malaysia. Additionablly, it was also beneficial to interact and hear successful examples from experts in the industry. Numerous challenges remain for tourism branding at the national and international level campaign. My main goal for attending the program was to learn from the shared experiences of other countries. Our government and director general in my division caught the importance and prospective outcomes that the program provided. How might this year s main theme influence future tourism policy or strategy development in your country? Sharing the best practices with other countries and knowing the specific topic were an effective approach. In particular, what I have learned from this program will be helpful for budgetary planning. Also, this program offered great assistance for how to create a media choice plan. For international promotions, it is vital to decide which platform is suitable for us to attract more international tourists. After going back, we can work on fixing survey or research team for systematic process and choose proper media platform. Training was useful for me and Bangladesh in short-term and long-term planning. For example, representatives from Sri Lanka said that they receive little budget from government side. So they depend on online and website and private sector to promote international campaign. Through this example, we can follow and work with Public Private Partnership (PPP). My expectations were to learn strategies and practices being introduced by other countries which the tourism industry in Malaysia could take into consideration for its tourism planning. I was impressed with examples of how the Philippines promotes tourism through the social media, and make tourism promotion advertisement with the world rising K-pop star Psy to attract young tourists to the Republic of Korea. There were some interesting ideas learned by sharing experiences with member countries. These examples will be useful in supplementing existing tourism strategies, especially tourism marketing and branding. This year s theme will play an important role in influencing future tourism policy and strategy because we know what has worked and what has not worked, and of course why it has not worked. 34

35 UNWTO Asia Pacific Newsletter 2013, Issue 31 I learned more about the following points: the importance of choosing the proper consultant ; how to establish branding guidelines ; and how implement and manage the marketing campaign. Currently, I m working on a project and the contents that we ve gone through during the executive training program will help me to benchmark and incorporate strategies. In particular, how to adapt to changing trends in tourism policies. This annual Executive Training program aims to provide a platform for policy makers to exchange ideas on current tourism issues. In order to further achieve its primary goal, what should this program offer? Sometimes, for Asian destinations, it is difficult to accept long term tourists from countries far away. We should all find a way to cooperate within our region in order to appeal to distant markets such as Europe and America. Eventually, not only each country s policy and its formation process need time to talk and co-work to draw greater attention from long distance destinations. The tourism industry in the Asia and the Pacific Region, in general, is comprehensive and dynamic sector. Therefore, linking tourism with other economic sectors such as trade is necessary. This kind of program can be extended to region and sub-region. We should all be aware that each nation is not in competition, rather we should cooperate. Firstly, I would like to thank the Ministry of Culture, Sports and Tourism of Republic of Korea for their support and making such an event possible. I would also like to thank our colleagues from the UNWTO and the City of Busan for their hard work and support in making our stay in Busan happy and productive. As the program is geared toward influencing tourism policy and strategy, if possible, I think it should consider moving participants out of the training rooms and into the real field where participants can involve more actively, and more importantly be able to learn first hand. I think there should be more time focused towards the main speakers (moderators). We need to know what challenges we have and how we can solve those and eventually what we want to achieve through presentations led by the speakers. The program should offer further sharing of experience among participants. Answers and policies should be shared so that we can listen to diverse opinions and get advice to decisions in each country. What would you recommend as the main theme for next year s Executive Training Program? 35

36 - Public Private Partnership (PPP) It is very hard to find funding from domestic private sector, since the private sector expects a quick and visible benefit/profit from certain campaign. We cannot always accurately forecast a return rate or payback period of a particular campaign. Because of this, it is sometimes difficult to maintain a good relationship with the private sector. - Tourism Product Development I would like to see more information pertaining to the process of how respective countries can further develop their tourism product, creating facilities, linking infrastructures and accommodation and improving facilities. This is important way to keep rural area with heritages. Since each country has unique destinations, improving facilities is needed. I personally think that this is the main challenge for Asia Pacific Regions. There will be endless positive impacts on Asia and the Pacific Region if different kinds of destinations collaborate, especially on marketing and advertising. So may be the next year s theme could be on collaborative or cooperative marketing and communication planning where similar and/or neighboring destinations can work together to market and advertise thus sharing resources and knowledge. I think branding in the tourism sector is important, however, if I had to suggest an alternate topic, I would like to mention the public-private sector partnership in tourism industry. We cannot ignore its importance. When public and private sector work together, each nation can enhance their competitiveness and I think both public and private sector can achieve what they want to achieve. So this theme should be introduced in this kind of program. I would like to recommend hospitality service and education to be the main theme of the next executive training program. I would like to share practical know-how of how to deliver hospitality services to customers in both small-medium sized enterprises and large organizations. 36

37 Coordination in Destination Management and Social Dimensions of Tourism Information Resources & Archives Education and Training Ethics Information and Communications Institutional and Corporate Relations Knowledge Network Market Trends Risk and Crisis Managemen Statutory meetings Statistics and Touris sm Satellite Account Sustainable Development of Tourism Silk Road Te echnical Cooperation Consulting Unit on Tourism and Biodiversity Tourism and Poverty Alleviation Hotel Energy Solutions Protect Children Tourcom Coordination in Destination Management Education and Training Ethics and Social Tourism Information and Communications Archives Institutional and Corporate Relations Dimensions o Information Resources & Knowledge Network UNWTO Initiatives he UNWTO, through the promotion of tourism and its many benefits, is committed to support the achievement Tof the United Nations Millennium Development Goals (MDGs) including: eradicating extreme poverty and hunger; achieving universal primary education; promoting gender equality and empowering women; reducing child mortality rates; improving maternal health; combating HIV/AIDS, malaria, and other diseases; ensuring environmental sustainability; and developing a global partnership for development. With this aim, the UNWTO is in control of various programs, projects and activities in over 100 countries. For example, education and training, ethics and social dimensions of tourism, information and communications, institutional and corporate relations, knowledge network, market trends, risk and crisis management, the Silk Road Project; and related technical cooperation initiatives. In this section, existing UNWTO worldwide programs, projects and activities will be highlighted. Further to this, an overview of specific case studies in the Asia and the Pacific Region will be shared. Institutional and Corporate Relations Knowledge Network Marke Trends Risk and Crisis Management Statutory meetings Statistics and Tourism Satellite Account Sustainable Development of Tourism Silk Road Technical Cooperation Consulting Unit on Tourism and Biodiversity Hotel Energy Solutions Protect Children Tourism and Poverty Alleviation Tourcom Coordination in Destination Management Education and Training Ethics and Social Dimensions of Tourism Information and Communications Information Resources & Archives Institutional and Corporate Relations Knowledge Network Market Trends Risk and Crisis Management Statutory meetings Statistics and Tourism Satellite Account Sustainable Development of Tourism Silk Road Technica

38 UNWTO Initiatives Hotel Energy Solutions (HES) Introduction As the seriousness of climate change is continuously mentioned in diverse areas, the UNWTO has been working to raise awareness on the relevant issue in the tourism sector. Climate change is already having a significant impact on tourist destinations while energy consumption within the tourism industry contributes to global warming. A recently issued report commissioned by the European Commission warned that tourism receipts in Europe may decrease by EUR 5 billion per year by 2080 due to the consequences of global warming. Tourism activities, mainly transportation and accommodation, generate 5% of the total greenhouse gas emissions. The challenge ahead therefore lies in adapting the tourism destinations to changing environmental impacts and at the same time to transform tourism into a greener industry. In tourism industry, the hotel sector is one of the largest drivers of employment and economic revenue; however, it is also one of the most energy-intensive. Therefore, Hotel Energy Solutions (HES), a UNWTOinitiated project made possible by the support of Intelligent Energy Europe, was implemented in close partnership with UN Environment Programme (UNEP), International Hotel and Restaurant Association (IH&RA), European Renewable Energy Council (EREC) and the French Environment and Energy Management Agency (ADEME). The project was created as a response to climate imperative in line with EU targets and the UNWTO Davos Declaration Process Thus, this project focuses on reducing hotels operational costs while increasing their competitiveness, acting on customer demand, staff motivation and sustainability, the project also seeks to contribute in alleviating the tourism industry s impact on climate change. The specific goals of HES are to increase energy efficiency by 20% and the use of renewable energies by 10% in Small and Medium Enterprise hotels (SMEs) across the 27 European Union Member States, thus demonstrating that economic growth and the environment can, and should go hand in hand. The objectives of HES project are the following: 1) to develop and disseminate tools or materials to change SME hotels management actions and investment decisions in their use of energy; 2) to promote exchanges or know-how and experience between SME hotels as energy users, and suppliers and manufacturers of Energy Efficiency (EE)/ Renewable Energy (RE) technologies, and other key actors; 3) to raise awareness of SME hotel managers, decision-makers and staff and consumers in relation to energy use and efficiency; and 4) to stimulate the establishment of networks with commitment to disseminate and promote EE/RE to SME hotels. 38

39 UNWTO Asia Pacific Newsletter 2013, Issue 31 Specific Activities 1) HES e-toolkit HES bridges the existent gap between available EE/ RE technologies and their actual use in SMEs in the accommodation sector. In response to the challenge of climate change, HES provides an innovative online mitigation toolkit: the HES e-toolkit to help hotels reduce their carbon footprint and operations costs, thus increasing business profits. The easy-to-use and free of charge e-toolkit provides hoteliers with a report assessing their current energy use, and recommends appropriate renewable energy and energy efficiency technologies. It further suggests what savings on operating expenses hotels can expect from green investments through a Return on Investments Calculator. The HES e-toolkit offers the best solutions to enhance and optimize energy performance, calculate the necessary initial investment and the return on that investment, and finally, it compares the results with similar properties. After installation, energy consumption and hotel energy bills decrease, which makes a positive contribution to the environment and increases profits. The HES e-toolkit, which was tested at some pilot destinations, was presented on 20 January 2011 during the second annual Hotel Energy Solutions Conference. The conference was held at FITUR 2011, the International Tourism Trade Fair in Madrid. It offered the possibility to meet with EE and RE technology providers at FITUR Green, an integrated part of the Hotel Energy Solutions objective, to build a better understanding between hoteliers and energy technology providers and manufacturers. 2) Energy School Energy School enables the learning basics on energy and technologies. There are great opportunities for the hotel sector to save on operational costs. About 40% of the energy used by hotels is electricity, and 60% comes from natural gas and oil fuels. 3/4 of this energy is used for: space heating, hot water production, air conditioning and ventilation and lighting. These are all uses where energy efficiency can be increased dramatically, and where renewable energies can also be easily harnessed by use of simple, proven technologies. HES help the sector achieve this and show that energy efficiency also enables cost reductions and enhanced competitiveness. Figure 1. Summary of the Toolkit Process and Reports Energy Related Report 6 Steps: Energy Solutions Report Input Return on Investment Calculator ROI Carbon Footprint Report 39

40 The HES Pilot Destination 1) Urban: Bonn, Germany Bonn is Germany s United Nations City, where UN agencies have concentrated their efforts toward sustainable development worldwide. There are 17 UN agencies in Bonn and more than 850 UN employees. The biggest UN agency is the Climate Secretariat, followed by the Desertification Secretariat and the UN Volunteers Program. Other units deal with water, threatened species and natural disasters. The UNWTO runs a consultancy unit for tourism and biodiversity in the city. The UN is the heart of a dense cluster of organizations dedicated to sustainability, including federal ministries; science, research and business organizations; the media and some 150 NGOs, such as the Forest Stewardship Council and the Fair trade Labelling organizations International. In 2011, 25 hotels in Bonn tested the new HES tool, contributing with their experience gained from Sustainable Bonn. Mayor Nimptsch, who met UNWTO Secretary-General Taleb Rifai in Bonn in March 2010, considered the testing a milestone and expected that HES unveiled further potential for energy efficiency and renewable energies in Bonn. Also in his capacity as Vice Chair of the World Mayors Council on Climate Change (WMCCC), he welcomed the UNWTO s initiative to support small and mediumsized hotels and destinations in their endeavors towards sustainable energy management. It is clear that Bonn is committed to sustainability and thus has become a platform for international debates and cooperative efforts, with a huge part of the Bonn conference-tourism business being sustainability driven. The needs of these conferences and their delegates cannot be met by non-sustainable services if they want to demonstrate their sustainability integrity. Hence, the project Sustainable Bonn began to address the conference-tourism sector in It supports sustainable practices in Bonn s hotel, restaurant and catering businesses. While reluctant at first, the ten pilot hotels for Sustainable Bonn soon found that their sustainability strategies brought sustainable and financial benefit as well as the opportunity to invest savings in social responsibility and fair purchasing practices. From 2006 to 2010, 49 hotels, caterers and event locations successfully participated in Sustainable Bonn in such diverse sustainability areas as energy efficiency and renewable energies, water and waste management, mobility and fair and sustainable purchasing. 40

41 UNWTO Asia Pacific Newsletter 2013, Issue 31 2) Coastal: Palma, Spain Palma, as a coastal destination, was selected for the pilot destination of the HES project and tested the Beta version of the HES e-toolkit and received training from leading European agencies. Since the 2nd International Conference on Climate Change and Tourism, which took place in October 2007 in Davos, Switzerland, the conclusions of that conference were brought together in a document, the Davos Declaration. The Palma City Council Municipal Tourism Institute used the Declaration as an inspiration and reference for the creation of this project, with the cooperation and support of the UNWTO. In 2008, Palma City Council s Municipal Tourism Institute (Instituto Municipal de Turismo, IMTUR) launched the Palma Responsible Tourism project. The project s main objectives are the promotion of the municipality as a destination which is responsible and committed to sustainability, raising awareness among residents and tourists, and disseminating the environmental best practices of businesses in Palma. For further information regarding this UNWTO s initiative, please visit the website: Palma City Council, working through the Municipal Tourism Institute in collaboration with private businesses of the sector, wishes to promote an image of this destination which is more firmly linked with different segments of the tourism market and which demonstrates a capacity for investing in projects that respect the environment, improving its competitiveness and positioning Palma as a differentiated tourist destination with added value in quality and excellence. A total of 22 hotels in the municipality of Palma have already signed up to HES, and benefited free of charge from specialized training in energy efficiency and renewable energies. Thanks to HES, these hotels achieved a reduction in their operating costs, increased their competiveness, and eventually helped to reduce the impact of the sector on climate change, promoting sustainability. Source: Energy Efficiency and Renewable Energy Applications in the Hotel Sector, Hotel Energy Solutions Fitur 2011: Hotel Energy Solutions Hotel Energy Solutions: Fostering innovation to fight climate change - Public Report, Hotel Energy Solutions For further information, please visit 41

42 Event Preview The 20th Session of the UNWTO General Assembly To be held in the co-host Nations Zambia & Zimbabwe, August 2013 Welcome to Two Countries One Destination The Republic of Zambia and the Republic of Zimbabwe welcome you to its prestigious event on the co-hosting of the 20th UNWTO General Assembly to be held in Livingstone and Victoria falls Towns respectively from 24th to 29th August, The two host towns are located around one of the seven natural wonders of the world The mighty Victoria Falls. The two countries are located in the Southern African region, which is one of the most beautiful, exotic, diverse and unique destinations in the world. Zambia and Zimbabwe, with its varied tapestry of landscapes, has something for every traveler, be it business, Conferences, adventure, wildlife, culture or cuisine. Wherever you decide to visit, you will encounter the warmth and spirit of the African people.

43 Special Report Tourism has experienced continuous growth associated with many industries like aviation technology, service and entertainment. In such a dynamically changing world, people also became more aware that a variety of economic and social phenomenon occurs in tourism industry. This Special Report will provide the noteworthy feature of trends and issues in tourism including concepts, theories and share examples to help readers to understand the changes in tourism industry. Sustainable Tourism Development Success Stories Sustainable tourism should make optimal use of environmental resources, respect the sociocultural authenticity of host communities and provide viable, long-term socio-economic benefits to all. Sustainability is at the heart of the UNWTO s mandate and all of its activities. This section aims at understanding the major sustainability issues in the Asia and the Pacific by describing practical examples and comprehensive case studies to provide a wide range of experience at the organization, destination, national and regional levels rather than thoretical or prescriptive discussion. Destination Report Tourist destinations and their respective features play a tremendous role in conveying experiences to effectively target tourists. In particular, tourism marketers make various efforts to raise awareness of their tourist attractions and bring positive ripple effect. In Destination Report, forms of tourism, cultural experiences, major tourist attractions, tourism resources, and the special characteristics of tourism will be highlighted and shared at the country, region, and city level of UNWTO Asia and the Pacific Region member countries. Destinations where UNWTO events have been hosted and also scheduled to be held are introduced. Focus on Tourism Policy Affected by circumstances including economy crisis, social problems, population growth and climate change, tourism policy has been newly adopted or modified in the global tourism industry. However, each nation adopts and conducts policies in many different ways. In this section, detailed information on tourism policy and case studies on the current status of respective policies in the Asia and the Pacific Region will be introduced. The articles in this section will result in the understanding of current policy trends in the global tourism industry. We look forward to receiving your input regarding related practices and trends in your country and welcome your contribution. Please contact us via ap_news29@daum.net

44 Special Report 15 The Chinese Outbound Market Overview Despite recent economic downturn in several regions, the international tourism industry has reported consistent gains in both arrival volume and tourism receipts. Emerging economies, particularly in Asia, have been the main drivers of this recovery, a reflection of a broader global shift that will shape the years ahead. Throughout the past decade China has become the fastest-growing tourism source market in the world. Due to its rapid urbanization, rising disposable incomes and the relaxation of restrictions on foreign travel, the volume of international trips by Chinese travelers has grown from 10 million in 2000 to 83 million in 2012, equivalent to an average growth of 19% a year in that period. In 1995, the UNWTO predicted that China would generate 100 million arrivals worldwide annually by 2020 (UNWTO, Tourism 2020 Vision). In the view of recent trends, it is on course to reach that target in or before Expenditure by Chinese tourists traveling abroad has increased almost eightfold since In 2012, Chinese travelers spent a record USD 102 billion in international tourism, boosted by an appreciating Chinese currency. With the fast growth in the past decade, China has become the largest spender in international tourism globally, surpassing the United States (2nd) and top spender Germany in Outbound Travel from China, Chinese outbound travellers (million) Expenditure (USD billion) Source: Compiled by UNWTO, based on CNTA data China is also a large destination itself. With 58 million international tourist arrivals in 2012, China is the world s third largest destination after France and the United States. Domestic tourism is also important, with an estimated 70% of Chinese citizens travelling within the country every year, making together some 3 billion trips. Evolution of International Tourism Expenditure by Top Country Spenders, USD billion Source: World Tourism Organization (UNWTO). Russian Federation France Canada Australia Japan Italy Main Drivers of Travel Growth The Chinese government s loosening control of outbound travel has been a major factor driving demand for international travel over the past decades. A number of other positive factors have already proliferated both business and leisure travel and forecasted well for continued growth in demand. Chinese citizens have increased leisure time, and disposable income is growing. Data from the National Bureau of Statistics shows that household savings in China exceeded CNY 30.3 trillion in Foreign exchange controls have also been relaxed and more Chinese travel agencies are being permitted to operate outbound tours. Taking holidays is still a relatively recent phenomenon in China and is limited to urban populations with growing China Germany United States of Americca United Kingdom 44

45 UNWTO Asia Pacific Newsletter 2013, Issue 31 disposable income. Detailed statistics on geographical sources are scarce, but it is clear that the main tourism-generating areas in China are the three most economically developed regions of Beijing, Shanghai and Guangdong Province. The number of outbound tourists from Shanghai reached 858,600 in 2009, a 16.4% increase from 2008 (176,000 travelled to Hong Kong or Macao). The same year, 654,000 Chinese citizens travelled from Beijing, and as many as 32.8 million from Guangdong. While outbound tourism remains limited to a comparative small segment of the population, the absolute trip volume constitutes a weighty number indeed. The Three Major Economic Regions in China Purpose of Trip The share of business or official government travel has declined sharply over the past decade - from 46% in 2000 to 10% in as restrictions on outbound leisure travel, and especially group travel, have eased. Private, or leisure trips, meanwhile, have increased from 54% to 90% of total trip volume over the ten years. Despite the drop in share, the absolute volume of public (business/official) trips and organized technical tours continues to grow. According to the Shanghai Business International Travel Service, expanded Chinese contact with foreign countries is certain to boost demand for this type of travel further. Visa applications for business travelers are also being streamlined, while the amount of money that can be taken out of the country has been raised from USD 2,000 (or equivalent in CNY) to USD 5,000. These measures can be expected to further fuel demand. In addition to Approved Destination Status-facilitated leisure travel, other trending markets such as business, MICE, and FIT travel hold incredible growth potential - for example, executives, officials, entrepreneurs, and professionals who combine work and leisure travel. Incentive travel for Chinese workers and business partners also remains a young but potentially powerful segment of the business travel market. Forecast of the Chinese Outbound Tourism As a share of China s population, international travel volume is still very modest, although it has grown rapidly over the past 15 years - from around 0.2% in the early 1990s to nearly 1% in 2000 and to 5% in In addition, socio - economic forecasts argue well for continued growth in travel and tourism demand. Annual GDP growth rates are expected to continue at close to double digits for the foreseeable future, and disposable income for many sectors of the population is growing rapidly. This is being boosted by the appreciating Yuan, rising levels of education and more effective vocational training. Meanwhile, China s ballooning middle-class is seeking new ways to spend their money as they gain greater purchasing power. Idealized as a means to greater selfrealization, travel has become integral to the Chinese middle-class lifestyle. Share of World Regions in Chinese Outbound Travel including Hong Kong(China) and Macao(China) 50% 45% 40% 35% 25% 20% 20% 15% 10% 5% 0% 38.9% 29.7% 15.4% 10.5% 4.9% 0.4% Source: UNWTO, based on national sources 40.3% Hong Kong (China) 28.1% Macao (China) 22.9% Other Asia 4.4% Europe 2.7% Americas 1.4% Africa Source: The Chinese Outbound Travel Market with Special Insight into the Image of Europe as a Destination, UNWTO and the European Travel Commission

46 Sustainable Tourism Development Success Stories 16 Biodiversity and Wetland Tourism Biodiversity - the diversity of plant and animal species in a region - is a vital aspect for tourism. Destinations based on the witnessing and experience of nature and the ecosystem is a dominant attraction and source of income for the tourism sector. Examples of the close relationship between biodiversity and tourism are evident at famous mountains, coasts, rivers and forests which have become major attractions for tourists around the world. Biodiversity plays different roles in different types of tourism. All tourism - even in city centers - rely on natural resources for supplies of food, clean water and other ecosystem services that ultimately depend on biodiversity. For most other types of tourism, biodiversity contributes significantly to the attractiveness and quality of destinations, and therefore to their competitiveness: for example, coastal water quality and natural vegetation are both ecosystem services that contribute to destination attractiveness. Also, biodiversity is a direct attraction at the heart of naturebased tourism products - such as wildlife watching, scuba diving or tourism in protected areas. However, biodiversity is under pressure worldwide and has suffered severe losses people developed land and natural resources for economic profit, and these development has become more intensive. Loss of biodiversity is now recognized as a major problem internationally. Healthy ecosystems carry out Wetland Tourism significant functions that support life on earth. Loss of these ecosystems and of the species they contain destroys their support functions. Clearance of land for tourism developments has contributed to these losses, particularly in coastal and mountain areas. Inappropriately sited development has damaged natural coastal defenses, making coastal areas more prone to damage. Luckily, the tourism sector in both private and public sector are already acting to reduce negative impact on biodiversity and to support conservation. These efforts include setting up guidelines for protection and promoting sustainability in the ecosystem. Among several types of biodiversity features, this special report will focus on one of its element water. Wetlands are a recognizable part of the global tourism experience and are also to be a significant part of the expansion in demand for sustainable tourism. The article will contain the suggested direction for the proper use of wetlands which these efforts can lead to sustainable tourism. Managing Wetland Tourism Sustainable Tourism, like any commercial activity, must be managed as a business if it is to be successful, whether it is run by private, public or voluntary sector organizations. Destinations need to make sure that they continue to attract tourists through marketing, design and development of high quality experiences, maintenance of standards, and innovation in the tourism products they offer. However, attraction sites also need to consider sustainability in their managing plan to achieve both essential goals: to conserve the ecosystem and focus on the long-term planning. Wetland management plans and their implementation are essential for the conservation and wise use of wetlands and are designed to ensure that wetlands maintain their ecological character and continue to 46

47 UNWTO Asia Pacific Newsletter 2013, Issue 31 Overall Scenary of Wetland Puong Lake in Ba Be Tay Girls Boating on Ba Be Lake provide key ecosystem services. Management plans provide the starting point and framework for the management of tourism and recreation in balance with other ecosystem services and conservation objectives. Accordingly, the challenge for wetland managers is as follows: to manage all types of tourism that may affect wetland sites, whether directly or indirectly to maximize the benefits that tourism may be able to contribute to wise use and wetland conservation to minimize adverse environmental effects to direct tourism away from the most fragile and sensitive sites One of the objectives of sustainable tourism in and around wetlands is to generate economic benefits for local communities; such benefits encourage support for wetland protection and in some cases can play a vital role in reversing economic decline. Many communities have strong livelihood and cultural links to wetlands, which have helped to protect and influence their ecological character over millennia. Local communities also play an important part of the tourism experience, as well as providing accommodation, restaurants and other services. The communities around Ba Be Lake (Vietnam) offer home-stays to tourists, and their local traditions and festivals provide added attractions. Lake-related tourism around Ba Be offers substantial alternative employment opportunities to local people through the provision of boat rides, homestay facilities, restaurants and guide services. It also helps to conserve and develop indigenous culture through art performances, traditional festivals, and handicraft production. The economic benefits for local communities can be considerable. Tourism and the income it generates are helping to raise awareness amongst tourism businesses, local communities and authorities of the value of conservation of the Ba Be National Park. In other destinations, park authorities are running a program to help local tourism businesses. One Step Forward to Sustainable Tourism in Wetlands There are number of ways in which wetland tourism can be enormously beneficial for both national and local governments and the communities living in and around wetlands and for the wetlands. Unless it is well-planned and well-managed, tourism can have very harmful impacts on the people involved, the ecosystem services that wetlands provide for them, the wildlife, and the natural beauty of the place. Given the crucial importance of sustainability in tourist development and operations, there are examples of the successful incorporation of clear, realistic plans and objectives, the involvement of a broad range of stakeholders in decision making, the synergies that can be achieved through collaboration amongst wetland managers, local communities and businesspeople, and the tourism industry. The natural, historic and cultural characteristics of any destination are key resources for tourism. The success of tourism depends on protecting and enhancing those resources, and minimizing, or ideally avoiding any adverse impact on them from tourism activities as well as from other sectors. This includes measures to control pollution and the generation of waste, such as solid wastes and sewage, and to promote the sustainable use of energy and water and the conservation of biodiversity. Source: Tourism and Biodiversity - Achieving Common Goals Towards Sustainability, UNWTO

48 Destination Report 36 Myanmar-An Emerging Tourism Destination The Union of Myanmar, because of its strategic geographical situation, with a total land area of 676,577 square-miles and a population of over 60 million, is rich in both natural and cultural resources and heritage. Myanmar has vast cultivable land, lush forests, navigable river systems, a long coastline, and boast a wealth of minerals and gems, as well as oil and gas reserves. With its rich cultural heritage and civilization, Myanmar is a culture-based tourism destination. Myanmar s unspoiled natural beauty associated with different types of flora and fauna, the panoramic view of the snow-capped mountain ranges in the North and the leg-rowers in the Inlay Lake, the wildlife sanctuaries and hill resorts create potential for a unique and experiential tourist destination. Myanmar is a year round tourist destination for international travelers to experience its richness of abundant cultural and natural heritage, genuine hospitality and spiritual values. At the same time, Myanmar is becoming an attractive destination for foreign investment in different sectors of the economy. Currently, the majority of international visitors frequently visit one or more of Myanmar s six key destinations: Yangon; Bagan; Inlay Lake; Mandalay; Kyaiktiyo; and Ngapali Beach. Yangon, the commercial city, is the main gateway to Myanmar in which the Shwedagon Pagoda, believed to have been built 2600 years ago which is also one of the wonders of the world is located, Mandalay, the ancient capital of Myanmar, Bagan, one of the richest archaeological sites in Southeast Asia, Inlay, a beautiful highland lake, 900 meters above sea-level, inhabited by unique leg-rowers (In-thar), Kyaikhtiyo Pagoda, the mystical pagoda stands on a gold gilded boulder, precariously perched on the edge of the hill over 1100m above sea-level, in Kyaikhto township and Ngapali Beach, the most famous beach in Myanmar because of its natural and unspoiled beauty up to this day are the magnificent destinations to attract international visitors. In the light of policy changes in Myanmar, since 2011 the new government has undertaken political, social and economic reforms and as a result, the international 48

49 UNWTO Asia Pacific Newsletter 2013, Issue 31 Kyauikhteyo pagoda Boat running race in inlay lake community has made significant changes in their respective policies towards Myanmar with the EU and US lifting numerous sanctions against the country. In order to offer favorable investment opportunities and environment for potential investors, the government enacted a new foreign Investment Law creating greater investment incentives and flexibility. One example is the Hoang Anh Gia Lai Group from Vietnam which was the first investor to build an international standard hotel in Yangon. For air connectivity between Myanmar and international community, there are 23 international airlines flying to Myanmar including Korean Air, Air India, EVA Air, Condor Air, Dragon Air, Asiana Airlines, All Nippon Airways, Malaysia Airlines and Singapore Airlines. Myanmar s main target markets for tourism are Asia, Western Europe and North America. Visitor visas can be acquired on arrival or by linking to the website of the Ministry of Immigration and Population with the recommendation of the respective organizations and tour companies. Visas are also granted cruise liner and chartered flight tourists and to packaged tour groups from places where there are no Myanmar representation. Due to its strong tourism resources and democratic reforms, Myanmar has experienced remarkable growth in international visitor arrivals which was over 1 million in In addition, Myanmar is proud to host to the 2013 World Economic Forum (WEF) which was held on 5-7 June 2013 at the Myanmar International Convention Centre in Nay Pyi Taw, Myanmar. The event attracted the participation of the President of the Union of Myanmar, U Thein Sein, and national government representatives together with international leaders, national tourism leaders, and business leaders from the both public and private sectors. Another milestone to be set this year is Myanmar s hosting of the 27th SEA Games from December. It is a great sports event which will be celebrated in Myanmar after 44 years of its celebration of the SEA Games. These significant events and enormous tourism potentials of Myanmar will elevate the recognition and standing of Myanmar as an international tourist destination. For more information, please visit Shwedagon night view 49

50 Focus on Tourism Policy 14 Global Observatory of Sustainable Tourism (GOST) Kanas, Xinjiang Huangshan, Anhui Chengdu, Sichuan w Yangshuo, Guangxi Zhangjiajie, Hunan The UN focuses on several keywords to boost its effort to tackle and manage the global economic, social and environmental challenges and sustainability is one of those. Especially, the UN acknowledged the role of tourism in sustainable development as well as poverty eradication by adopting three resolutions on sustainable tourism by consensus at its 65th General Assembly in The resolutions further welcomed the efforts and work of the UNWTO in this area. Also in accordance with this movement, the UN Environment Programme (UNEP) recently adopted 10-Year Framework of Programmes on Sustainable Consumption and Production Patterns (10YFP) during the Rio+20 Conference in This framework is expected to support capacity building and provide technical and financial assistance to developing countries while 50

51 UNWTO Asia Pacific Newsletter 2013, Issue 31 enabling their economic and social development. So the trend toward conformation of sustainability as a key performance indicator for progress on development has been a major issue around the world and in the tourism sector. And resultantly, the UNWTO and other international organizations are working in hand to encourage the world to join this trend. First launched in 2004, the Global Observatory of Sustainable Tourism (GOST) is based on the UNWTO s methodology for sustainable tourism indicators. The intended function of which is to strengthen institutional capacities for information management and monitoring in support of decision and policy making. This is achieved by enabling the establishment of a network of observatories at all levels, through the use of a systematic application of monitoring and evaluation by referring to sustainable tourism indicators and information management techniques, as key tools for the formulation and implementation of sustainable tourism policies, strategies, plans and management processes. The main objectives of GOST are to 1) provide methodological references on how to monitor and measure environmental and socio-economic impacts of tourism, and progress with policies and plans, 2) build capacities of tourism organizations at the different levels to regularly and systematically analyze sustainable tourism policy trends and impacts, 3) identify and disseminate good practices and advances in monitoring techniques, 4) allow the sharing of information and comparison between regions, countries and destinations, 5) enhance coordination between tourism stakeholders and 6) create a network of research and training institutions and experts as knowledge centers to support the establishment and operation of observatories. Under the GOST program, the UNWTO is establishing a network of multi-level observatories around the world. In February 2013, the very first European Sustainable Tourism Observatory auspices was opened on the Aegean Islands, the main archipelago of Greece, which monitors the environmental, social and economic impacts of tourism in the archipelago and serves as a model to expand the concept to a national level. Info Flow: Bottom-up Local (Destination) Management of indicators Comparison with other destinations Information on specific / local issues and regular reporting Enhance cooperation of local stakeholder Figure 1. Objectives of GOST Global Framework Networking Methods Capacity building Regional Monitoring Regional exchange Support member countries / destinations National Policy guidance National coordination and reporting Support of destinations Cooperation with other countries Info Flow: Top-down G O S T There currently exist five observatories in the Asia and the Pacific Region; all are located in China in Yangshuo, Huangshan, Zhangjiajie, Chengdu and Kanas, and managed by the Monitoring Center based at Sun Yat- Sen University (SYSU). In September 2010, during the celebrations of World Tourism Day in Guangzhou, China, the UNWTO and the Sun Yat-Sen University agreed to collaborate on the establishment of a Monitoring Centre for UNWTO Sustainable Tourism Observatories. This cooperation is consistent with the UNWTO s commitment to continuing and broadening its collaboration with SYSU on developing existing and future sustainable tourism observatories in China. While SYSU publishes and communicates monitoring reports and other relevant research outcomes, the UNWTO provides technical assistance and guidance for the Monitoring Centre and its activities. 51

52 Both parties are dedicated to promoting the Monitoring Centre as a platform for networking and knowledge exchange on sustainable tourism in the region. In addition, the most recently operated observatory in Zhangjiajie is located in China s first National Park which is also a UNESCO World Heritage site. According to Secretary-General Taleb Rifai, Zhangjiajie's tourism authorities are well aware of the importance of their work to the local economy, and even more importantly, of the need to manage its growth. Therefore, Zhangjiajie observatory is a vital tool for doing this, by providing tourism organizations with the information they need to move forward in a sustainable way. These observatories around the world form a network among themselves in assisting policy makers to ensure sustainable tourism growth. They gather and report data on the environmental, social and economic impacts of tourism in the area. The UNWTO, as a founding member and permanent member of the Board of the Council, of the Global Sustainable Tourism Council (GSTC), is playing a pivotal role and established in 2010 as a body for the dissemination and application of the Global Sustainable Tourism Criteria. The Criteria are a set of 37 voluntary standards representing the minimum requirements tourism businesses should aspire to reach in order to protect and sustain natural and cultural resources while ensuring tourism meets its potential as a tool for poverty alleviation. Developed as part of an initiative led by the UNWTO, the UNEP, the UN Foundation and the Rainforest Alliance in 2008, they cover four concrete objectives: 1) maximizing tourism s benefits to local communities, 2) reducing negative effects on cultural heritage, 3) reducing harm to local environments and 4) planning for sustainability. The GSTC is currently working on an accreditation process. In 2010, an Accreditation Manual was under development, to give recognition to credible standards used by certification programs, national standardization bodies, hotel chains and tour operators. The imperative of a fair and balanced growth and increased consumer awareness has contributed to the rise of environmentally-aware tourism. More visitors can mean further employment and income opportunities and more funds for conservation. In fact, many areas of natural beauty and diversity are preserved and protected thanks to funds from the tourism sector. Sustainable tourism development, including the potential of the sector to facilitate intercultural understanding and tolerance, requires the engagement and respect of all relevant stakeholders, in particular of local communities, as well as strong political leadership to ensure wide participation and consensus building. Sustainable tourism should maintain a high level of tourist satisfaction and ensure a meaningful experience to travelers, raising their awareness about sustainability issues and promoting sustainable tourism practices. Source: Global Observatory on Sustainable Tourism (GOST) at sdt.unwto.org/es/node/29974 First European Sustainable Tourism Observatory under UNWTO auspices opens in Greece at UNWTO Annual Report: A year of recovery, UNWTO UNWTO opens two new Sustainable Tourism Observatories in China at UNWTO and China open third observatory for sustainable tourism development at 19/unwto-and-china-open-third-observatory-sustainable-tourismdevelopment 52

53 UNWTO Asia Pacific Newsletter 2013, Issue 31 News from Member State Philippine Department of Tourism Receives USD 7.1 million Grants from ADB, CIDA The Department of Tourism (DOT) has received USD 7.1 million technical assistance grant intended to help boost industry competitiveness from 2013 to 2016 from the Government of Canada, through the Canadian International Development Agency (CIDA), with the Asian Development Bank (ADB) as the administering agency. The launch of the ABD-CIDA Technical Assistance on Improving Competitiveness in Tourism was held on 10 April 2013 at the Bayleaf Hotel in Intramuros, Manila. Among the projects proposed under the grant are skills training programs for the private sector, local government units, civil society, and DOT agencies. Also included is the pilot implementation of the new system of accreditation and the development of standards for service quality. The technical assistance will be piloted in Cebu, Bohol, Palawan, and Davao. The ADB-CIDA program is envisioned to create more employment opportunities and advancement for the local workforce, as well as provide local government units with better capacity to improve their regulations in attracting more investments and tourism activities. The technical assistance comes on the heels of the World Economic Forum recognizing the Philippines as the most improved country in its 2013 Travel and Tourism Competitiveness Index. The Philippines is up 12 spots from 94th in 2011 to 82nd in 2012 out of 139 countries. The index measures the factors and policies that contribute to the attractiveness to develop the travel and tourism sector in different countries. While we continue to receive recognitions from global organizations and publications, the challenge for all of us in the tourism sector is to ensure that the promise of FUN is complemented on the ground with competitive physical and social infrastructure: from our products to the cost of doing business and human resources. This gesture of the Government of Canada and the ADB is recognition of the role of tourism as a key driver of economic development in the country. Tourism Secretary Ramon R. Jimenez Jr. said. Secretary Jimenez added that the ADB-CIDA technical assistance is in line with the strategic directions of the National Tourism Development Plan to improve tourism institutional governance and human resource capacities. The technical assistance will result in three key outputs over a four-year period: a) regulatory review b) service standards improvement and c) skills development. This comes at an opportune time when we need to scale up the development of tourism towards our bid of 10 million international visitor arrivals and 56.1 million domestic travelers by We should be ready to improve the tourism plant and enhance the quality of our services to ensure higher visitor satisfaction levels, which will trigger word-of-mouth marketing. Through this undertaking, the Philippines will be more competitive with the rest of the destinations in the Asia- Pacific, Secretary Jimenez concluded. 53

54 Conferences and Meetings Month Date Conferences and Meetings Venue 1-3 6th UNWTO International Meeting on Silk Road Tourism Dunhuang, China August September The 20th Session of the UNWTO General Assembly Victoria Falls, Zambia/Zimbabwe 29-1 Sep China Guangdong International Tourism Industry Expo (CITE) 2013 Guangzhou, China 2-4 China Incentive, Business Travel & Meetings Exhibition (CIBTM) 2013 Beijing, China 6-9 The 16th Busan International Travel Fair (BITF) Busan, Republic of Korea WTTC East Asia Summit Seoul, Republic of Korea International Travel Expo - HCMC Ho Chi Minh, Viet Nam JATA "TABIHAKU Travel Showcase 2013 Tokyo, Japan PATA Travel Mart 2013 Chengdu, China Global Tourism Economy Forum Macau, China World Youth & Student Travel Conference (WYSTC) 2013 Sydney, Australia Brunei International Travel Fair (BITTE) TBA, Brunei Darussalam 27 World Tourism Day Tourism and Water: Protecting our Common Future Maldives 1-3 August, Dunhuang, China August, Victoria Falls, Zambia/Zimbabwe 6th UNWTO International Meeting on Silk Road Tourism The 20th Session of the UNWTO General Assembly On 1-3 August 2013, Dunhuang (Gansu, China) will host the 6th International Meeting on Silk Road Tourism, an event jointly organized by UNWTO, China National Tourism Administration (CNTA) and Gansu Province of China. The Meeting is also organized in collaboration with the China Chamber of Tourism, the members of which are the major tourism operational and investment companies throughout China. The 20th Session of the UNWTO General Assembly will be held in Zimbabwe and Zambia on August, The General Assembly s Ordinary Sessions hosted every two years, are attended by delegates of both the UNWTO s Full and Associate Members, as well as representatives from the Business Council. For further information the respective host countries, venues, social programs, accommodations and tours, please visit the UNWTO website ( or the joint Zambia/Zimbabwe Secretariat website ( unwtoga2013.org). The destination video highlighting the international delegates and this year s venue is available at 54

55 UNWTO Asia Pacific Newsletter 2013, Issue September Seoul, Republic of Korea September Chengdu, China September Seoul, Republic of Korea WTTC East Asia Summit The World Travel and Tourism Council (WTTC) is holding its regional Asia Summit in the Republic of Korea from September, in recognition of the recent acceleration of Travel & Tourism in the region and the industry s positive impact on global GDP and employment. The event, hosted by both public and leading private sector organizations in the Republic of Korea brings together leaders in the Travel and Tourism sector from around the world to engage in a lively debate on current issues and future trends under the theme Staying Ahead of Tomorrow. More information can be found at PATA Travel Mart 2013 PATA Travel Mart 2013 is a signature event and a premier travel trade show in the Asia Pacific Region. The city of Chengdu will be the proud host of the event featured at the Century City New International Convention and Exhibition Center from September. The Mart offers a dynamic program and remarkable platform to showcase travel products and services from throughout the Asia Pacific Region. PATA Travel Mart brings together hundreds of international buyers and sellers in one marketplace. More information can be found at Global Tourism Economy Forum The Global Tourism Economy Forum 2013 will be held on September, 2013 at the Macau Tower Convention and Entertainment Centre, Macau SAR. The annual Global Tourism Economy Forum was established to drive a new chapter in the tourism industries across the world with a China focus. Conceived by the China Chamber of Tourism, hosted by the Macau SAR Government and coordinated by the Global Tourism Economy Research Centre, the Forum is an interactive discussion platform designed to capture a macro view of the interplay between tourism and other major economies, and the momentum that each builds upon the growth of the other. For more info, please visit 55

56 Asia Pacific News Brief Visit Malaysia Year 2014 Logo The Promotion Video about "Awa Dance" Food & Wine Tourism in Australia The LITTLE BIG Project Poster Seoul stopovers under 72 hours are visa-free effective 1 May 2013 Launch of Visit Malaysia Year 2014 Campaign The Visit Japan Project s 10th Anniversary of the DISCOVER the SPIRIT of JAPAN Campaign International travelers in transit at Incheon International Airport with a layover of 72 hours or less can tour Korea without a standard issued entry visa commencing 1 May The system began its trial period in October 2012 and has proven beneficial. Foreign nationals taking connecting flights at Incheon International Airport are eligible for an official entry permit to the country when they sign up for the Transit Tourism Program designated by the Ministry of Culture, Sports and Tourism, Republic of Korea. As a precautionary measure, immigration assistants will accompany transit passengers throughout the entire stopover period, helping them through immigration procedures safely while they enjoy sightseeing during their scheduled layover. There is a fee of 10,000 won for participating in the assistance service. [ The hosting of Visit Malaysia Year 2014 as well as the designating of 2013 as a preparatory year (VMY campaign promotional year) is timely as a means to boost arrivals in order to meet the Malaysia s 2020 international visitor goals. The 2014 campaign is endeavoring to receive 28.8 million in foreign tourist arrivals during the period. The theme of VMY 2014 is Celebrating 1Malaysia Truly Asia. The focus of the campaign for VMY 2014 is: We are the host. The Ministry of Tourism and Tourism Malaysia are wasting no time in making early preparations to woo the targeted 28.8 million tourists for They are kicking off in a big way through the hosting of several tourism carnivals to create awareness and to solicit strong support from both the public and private sectors alike. The launch of VMY 2014 promotional campaign on 19 January, 2013 was aimed to put all Malaysians in the state of readiness, to be part of and to take on the role as host for the Visit Malaysia Year initiative. [ With the Visit Japan Project marking its 10th anniversary in April, the Japan Tourism Agency and JNTO undertake a radical change in its overseas promotions. They have renewed their promotional videos, website and guidebooks to place the people of Japan at the forefront. The Primary Video, translated in upwards of 17 languages, will be based on the theme of DISCOVER the SPIRIT of JAPAN and will introduce the Awa Dance, a festival known as one of the world s best, comparable to the Carnival in Rio. It will represent the pleasant and passionate Japanese people. The newly created 56

57 UNWTO Asia Pacific Newsletter 2013, Issue 31 website, will feature a total of over 160 videos. It aims to aid individual tourists, a category of tourists that we expect to increase, discover a yet Undiscovered Japan. The initiative aims to have numerous individuals and organizations create and distribute videos on travel experiences in Japan. As the first activity, they have partnered with eyeka of France to hold a contest for Videos on Japan created by foreign creative artists and others. [ Tourism Australia puts food and wine on the marketing menu The Tourism Authority of Thailand (TAT) has launched a global digital marketing campaign to promote Voluntourism Australia s quality food and wine experiences are to play a much more central role in Tourism Australia s future international marketing activities, it was revealed at the Australian Tourism Exchange (ATE) in Tourism Australia confirmed that the national tourism organisation plans to include a greater focus on Australia s culinary and wine offering in its current There is nothing like Australia global campaign. Recent research also showed that highlighting the country s best food and wine tourism experiences increased consumer motivation to travel to Australia by 30 per cent. Tourism Australia s new food and wine strategy is still under development but is likely to emphasise the wide range of food experiences available to visitors to Australia, from deep sea fishing to cheese making, from wine tasting to shucking fresh oysters and from attending a food and wine festival to dining on five star food overlooking Sydney Harbour. Tourism Australia expects to involve international food journalists and bloggers, and local chefs and wine makers - all profiling Australia s leading food and wine experiences. [ Called The LITTLE Big Project, the campaign is designed to tap into a growing industry trend known as Volunteer Tourism, or Voluntourism, which is now very popular with youth travelers and many retirees who are still fit and active, with time on their hands. The mission of The LITTLE BIG Project is to help others, but it is also a competition: one overseas visitor and one Thai will team up for two weeks to work on anything from helping Save the Elephants at a nature park in Chiang Mai, to a community development project for Hill Tribe Children etc. They will also have the chance to share their philanthropy efforts with a world-wide audience by making blog posts, uploading photos and videos, and sharing their experiences through social media. The TAT believes this project will provide people seeking an alternative vacation experience a life-changing adventure. Voluntourism gives this niche market that opportunity. The goal is to more closely connect these tourists to the Thai people at the local, community level, which will bond them much more intimately to the country s culture than would traditional tour packages. [ 57

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59 UNWTO Member States in Asia and the Pacific South Asia Afghanistan Bangladesh Bhutan India Iran, Islamic Republic of Maldives Nepal Pakistan urism.gov.pk Sri Lanka East Asia & the Pacific Australia Brunei Darussalam Cambodia China Democratic People s Republic of Korea Fiji Indonesia Japan Lao People s Democratic Republic Malaysia Mongolia Myanmar Papua New Guinea Philippines Republic of Korea Thailand Timor-Leste Vanuatu Viet Nam Associate Members Hong Kong, China Macao, China UNWTO Affiliate Members in Asia and the Pacific South Asia Biman Bangladesh Airlines Gardeshgaran Tour Operator (GATO) Indian Hotels Co. Ltd. - The Taj Group of Hotels Institute of Training, Research and Operational Consultancy for Tourism (INSTROCT) Iran Air "The Airline of the Islamic Republic of Iran" Iran Culture Heritage and Tourism Investment Company - SEMEGA Kerala Institute of Tourism and Travel Studies Marcopolo Tourism Development Company (PJS) Pacific Area Travel Writers Association Pakistan Tourism Development Corporation Tourism & Recreational Centers Co. (TRCO) Stark Communications Private Ltd. East Asia & the Pacific Australian Tourism Export Council Busan Convention & Visitors Bureau China International Travel Service - CITS CQ University Australia DISCOVERY MICE Guilin Institute of Tourism Gyeonggi Tourism Organization (GTO) Hong Kong Tourism Board (HKTB) Instituto de Formação Turistica (IFT) - Institute for Tourism Studies James Cook University - School of Business (Tourism Program) Japan Association of Travel Agents (JATA) Japan National Tourism Organization (JNTO) Japan Travel Bureau Foundation Jeju Tourism Organization (JTO) Korea Culture & Tourism Institute (KCTI) Korea Tourism Organization Kyung Hee University Lincoln University Macao University of Science and Technology, Faculty of International Tourism Pacific Asia Travel Association (PATA) Shanghai Institute of Tourism - Shanghai Normal University The Chinese University of Hong Kong, School of Hotel and Tourism Management, Faculty of Business Administration The Hong Kong Polytechnic University, School of Hotel and Tourism Management (HTM) Tourism Promotion Organization for Asian-Pacific Cities (TPO) TTF Australia Tourism and Transport Forum University of Queensland University of Technology Sydney, School of Leisure, Sport and Tourism Victoria Tourism Industry Council Victoria University - Centre for Tourism and Services Research

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