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Indian travelers expected to spend $136 billion by 2021

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The Indian traveler has come of age, spending approximately $94 billion in 2018, on around 2 billion domestic and international trips, helping the Indian travel and tourism industry achieve unprecedented scale.

The momentum is expected to continue and the industry will grow at a 13 percent CAGR to $136 billion by 2021, according to a report, ‘How Does India Travel’. The report outlines how India spends on travel, the influence of online channels in their purchase journey and potential growth opportunities for travel businesses till 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorised each against their online research behavior:

Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.

Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.

Experience-oriented traveler: Around 70 percent of their bookings were done online and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.

Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.

Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

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How does India travel? Let us count the 94 billion ways

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Bain & Company and Google India are together launching a report on “How Does India Travel.” According to the report, the Indian traveler has come of age, spending approximately $94 billion in 2018 on around 2 billion domestic and international trips. This has helped the Indian travel and tourism industry achieve unprecedented scale, and the momentum is expected to continue with the industry growing at a 13 percent CAGR to $136 billion by 2021, according to a report.

Fueled by digital, Indian travelers are expected to spend an additional $24 billion on online travel bookings over the next 3 years. The report outlines how India spends on travel, the influence of online channels in their purchase journey, and potential growth opportunities for travel businesses until 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing.  The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travelers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalized marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorized each against their online research behavior:

  • Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.
  • Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.
  • Experience-oriented traveler: Around 70 percent of their bookings were done online. and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.
  • Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.
  • Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

However, challenges remain in meeting the expectations of these travelers. Customers perceive online channels geared towards premium cohorts (frequent flyer and experience-oriented traveler), while mass cohorts, with $55 billion in spending, remain underpenetrated. There are about 160 million non-transacting active Internet users in India with only 5 percent of online travelers from Tier-2 or Tier-3 cities. There is a significant (20 percent) difference between the booking rates of premium cohorts and mass cohorts, the latter being also dissatisfied with online channels (~33 percent satisfied) vs. premium cohorts (~42 percent). The second challenge is in penetrating existing users who exhibit a marked distrust in use of online channels to make bookings, especially around payment and pricing terms and booking experience compared with offline channels. Consequently, their online usage drops between the research (>86 percent online influence) and booking phases (~40 percent offline bookings).

How travel businesses need to adapt to the needs of online consumers

The report cites five major shifts that marketers need to make to market to the online travelers – First, alleviate consumer concerns by improving the booking and payment experience to build a trusted brand and increase adoption. Second, they need to address the negative customer perception issues by mass customization to drive higher share in the segment. They also need to utilize consumer technology to penetrate mass segments (standardize, enable sharing), reach non-transactors (build offline presence), and create new user access.  Moreover, they need to find innovative and frugal ways to package the experience to increase both adoption and retention.  Finally, they need to create a robust digital backend to adapt to customer needs across the purchase journey.

“The contribution of travel and tourism’s spend in India has reached developed market levels, from 6.7percent of GDP in 2013 to 9.4 percent in 2018. This growth, combined with a rapidly growing internet user base and adoption of online bookings will lead to $24 billion in incremental revenues through online channels by 2021. In order to benefit from this trend, businesses need to actively increase new user adoption and increase penetration in the existing user base across the purchase journey.” Joydeep Bhattacharya, partner Bain & Company said.

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Viking and China Merchants Group to build cruise line for Chinese cruise market

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Viking Cruises and China Merchants Shekou, representing China Merchants Group, announced they have signed a memorandum of understanding to form a joint venture focused on building a cruise line with worldwide cruise offerings for the Chinese cruise market.

This will be a wide-ranging partnership covering from product development to sales and marketing. Further, China Merchants Group’s shipbuilding subsidiaries will partner with the joint venture to design and build new ocean cruise ships dedicated to the Chinese market.

“China is a dynamic outbound tourism market, and we are pleased to be partnering with China Merchants Group in this joint venture to drive the development of the cruise industry – we see Viking’s way of cruising less as a trip and more as a lifestyle,” said Torstein Hagen, Chairman of Viking. “For more than 20 years, we have led the industry in developing a fleet of ships and a range of cruise itineraries that we believe provide guests with the most comfortable and enriching way to explore the world. Our partnership with China Merchants Group will allow us to bring this Viking travel lifestyle to more Chinese travelers more quickly, satisfying the Chinese market’s unmet demand for a greater choice of sophisticated travel.”

“China Merchants Group treasures this cooperation with Viking. This is a full scale, multi-dimensional cooperation that covers all three main business sectors of China Merchants group,” said Gangfeng Fu, president of China Merchants Group. “Viking has gained tremendous experience in cruise operations and branding strategies during its 20 years of rapid growth. We sincerely hope that the alliance of the two powerful brands will create synergies and innovative business models that will lead the cooperation into a market-leading cruise brand.

Viking operates a current fleet of 78 vessels, offering scenic cruising on rivers and oceans around the world. China has been a part of Viking’s destination portfolio since 2003, and since setting up local operations in China in 2016, the company has seen strong momentum in its European river cruise product tailored for Chinese-speaking guests.

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19 more hotels with 3000 rooms to be added to Marriott Hotels in Middle East and Africa

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Marriott International expects to add 19 new properties and more than 3,000 rooms to its  Middle East and Africa portfolio in 2019.  Underpinning a strong demand for its diverse brands, the new additions are in line with the company’s expansion plans to add more than 100 new properties and nearly 26,000 rooms across the region by the end of 2023.  Marriott estimates its development pipeline through 2023 represents up to $8 billion of investment from property owners and is expected to generate over 20,000 new jobs across the region.

“Our growth across the Middle East and Africa is fuelled by a strong demand for our diverse range of well-established brands, each offering different attributes that cater to this region’s ever changing and evolving marketplace,” said Jerome Briet, Chief Development Officer, Middle East & Africa, Marriott International. “This region continues to present us with opportunities to further grow and enhance our portfolio across new and established markets.  While the majority of our growth will be through new-builds, we are seeing an increasing number of conversion opportunities, especially in the luxury space.”

Year-to-date, the company has opened five new properties in the region and is expected to add 14 more – bringing its portfolio across the Middle East and Africa to nearly 270 properties and over 60,000 rooms – by the end of the year.

Unwavering Demand for Luxury Brands that offer Unrivalled Experiences

The company is poised to expand its luxury footprint in the region by more than 70 percent by the end of 2023, with more than 25 luxury properties under development.   The company expects to grow its luxury portfolio in 2019 with seven anticipated openings across four brands:

  • With the recent opening of W Dubai – The Palm and the anticipated openings of W Muscat and W Yas Island, W Hotels should double its portfolio in the region.
  • St. Regis anticipates debuting in Jordan and Egypt with the openings of The St. Regis Amman and The St. Regis Cairo.
  • The iconic North Island is expected to of world-renowned hotels and resorts.
  • JW Marriott anticipates marking its entry into Oman with the opening of the JW Marriott Muscat Convention Center.

Substantial Growth across Premium Brands

The growth of Marriott’s premium brands remains steady across the region with more than 30 hotels expected to be added to the portfolio by the end of 2023. By the end of 2019, the company expects to have added four new hotels under its premium portfolio for the region:

  • The Autograph Collection anticipates marking its debut in Kenya with the addition of Sankara Nairobi.
  • Marriott Hotels and Marriott Executive Apartments strengthened its presence in Saudi Arabia with the recent openings in the Diplomatic Quarter of Riyadh.  Marriott Executive Apartments is also expected to open a new property in Madinah later this year.
  • Marriott Hotels is also planning to open its second property in Algeria, in the capital city of Algiers

In addition to the openings in 2019, Marriott is also focused on the transformation journey of Sheraton Hotels & Resorts, the company’s most global brand.  In the region, Sheraton Jeddah Hotel and Sheraton Grand Hotel, Dubai are currently undergoing renovations that represent the brand’s vision for the future.

Regional Demand for Select-Service Hotels Continues to Fuel Growth

Currently representing over 40 percent of the company’s development pipeline through 2023, select-serve brands continue their rapid growth trajectory across the Middle East and Africa.  Building on the momentum from 2018 – with ten properties added across the region, including four Aloft hotels in the UAE – the company expects to add seven new properties by the end of this year:

  • Four Points by Sheraton anticipates expanding its portfolio with a total of four openings in 2019.The brand recently opened properties in in Sharjah (UAE) and Setif (Algeria) and is on-track to open two more properties this year including, Four Points by Sheraton Dar es Salaam New Africa in Tanzania and Four Points by Sheraton Lahore in Pakistan.
  • Residence Inn by Marriott expects to make its debut in Algeria with the opening of Residence Inn by Marriott Algiers
  • Protea Hotels by Marriott plans to expand the brand in Uganda with the opening of Protea Hotel by Marriott Naguru Skyz.
  • Element Hotels is set to launch its first property in Africa with the opening of Element Dar es Salaam in Tanzania.

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Tourism for Tomorrow Awards: WTTC makes the 2019 announcement

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The World Travel & Tourism Council (WTTC) is delighted to announce the 2019 leaders in sustainable tourism at the Tourism for Tomorrow Awards ceremony. The Awards, now in their 15th year, took place at a special ceremony during the WTTC Global Summit in Seville, Spain, to celebrate inspirational, world-changing tourism initiatives from around the globe.

The 2019 WTTC Tourism for Tomorrow Award Winners are highly commended and recognized for business practices of the highest standards that balance the needs of ‘people, planet and profits’ within the Travel & Tourism sector. Our 2019 Winners promote inclusive growth and illustrate a strong commitment to supporting change and transformation in business practices and consumer behavior towards a more environmentally conscious sector.

The Winners of the 2019 Tourism for Tomorrow Awards are:

  • Climate Action Award – Bucuti & Tara Beach Resort, Aruba
  • Investing in People Award – Lemon Tree Hotels Limited, India
  • Destination Stewardship Award – St. Kitts Sustainable Destination Council, St. Kitts and Nevis
  • Social Impact Award – Awamaki, Peru
  • Changemakers Award – SEE Turtles, USA

The Awards are judged by a panel of independent experts, led by Prof. Graham Miller, Executive Dean, Professor of Sustainability in Business, University of Surrey.  The panel included academics, business leaders, NGO and governmental representatives who narrowed down the list of 183 applications to just fifteen finalists. The three-stage judging process included a thorough review of all applications, followed by on-site evaluations of the Finalists and their initiative.

The Winner of each category was determined by the WTTC Tourism for Tomorrow Awards 2019 Winners’ Selection Committee, chaired by Fiona Jeffery OBE, Founder & Chairman, Just a Drop, and composed of Wolfgang M. Neumann, Non-Executive Director and Strategic Advisory, Global Hospitality, Travel & Tourism Sector; John Spengler, Akira Yamaguchi Professor of Environmental Health and Human Habitation, Harvard T.H. Chan School of Public Health; and Louise Twining-Ward, Senior Private Sector Specialist, Global Tourism Team, World Bank.

WTTC represents the global private sector of Travel & Tourism. Its Global Summit is the most important event in the sector worldwide each year.

Gloria Guevara, President & CEO, WTTC, commented: ‘The finalists in this year’s Tourism for Tomorrow Awards showcase the many ways in which our industry is dedicated to sustainable growth. In 2018, the Travel & Tourism sector contributed 10.4% of global GDP and supported 319 million jobs across the world. It is therefore essential that we continue to grow in the most sustainable and responsible way possible. The new award categories for this year are aligned with WTTC strategic priorities and illustrate that all members of this industry play a key role in driving the sector forward to a more responsible future. I congratulate them all on their fantastic accomplishments and leadership.’

 Fiona Jeffery, OBE, Chair, WTTC Tourism for Tomorrow Awards, said: ‘The aim of the WTTC Tourism for Tomorrow Awards is to showcase some of the most exceptional examples of sustainable tourism practices in the world, and inspire and encourage our industry to make a positive impact for both current and future generations. Over 15 years, we have seen the industry make great strides towards achieving these goals and we can see positive change happening. Our recent survey results show that 67% of travellers would consider a travel company’s sustainability agenda when booking a trip, whilst 48% of travellers would now pay more money to travel sustainably. Whilst there is still more to be done, we must harness the momentum for change to protect the product that sustains our very own industry.’

Jeff Rutledge, President and CEO, AIG Travel, Headline Sponsor of the Awards, stated: ‘From socially-inclusive employment initiatives to establishing one of the first rewilding projects in the Philippines, this year’s WTTC Tourism for Tomorrow Awards finalists have proved to be an incredibly diverse group of changemakers from around the world. They have demonstrated that, regardless of the size or purpose of business, all members of the Travel & Tourism industry can afford to make sustainability a priority, and become part of our collective journey towards a greener future.’

For more information on the Tourism for Tomorrow Awards and all the Winners, please visithttp://wttc.org/t4tawards

Full list of Winners and Finalists:

Climate Action Award, for organisations undertaking significant and measurable work to reduce the scale and impact of climate change:

  • WINNER: Bucati & Tara Beaach Resort
  • FINALIST: The Brando, Tetiaroa Private Island, French Polynesia
  • FINALIST: Tourism Holdings Limited, New Zealand

Investing in People Award, for organisations demonstrating leadership in becoming an exciting, attractive, and equitable employer in the sector:

  • WINNER: Lemon Tree Hotels Limited, India
  • FINALIST: Reserva do Ibitipoca, Brazil
  • FINALIST: Shanga by Elewana Collection, Tanzania 

Destination Stewardship Award, for organisations helping a place to thrive and bring forward its unique identity for the benefit of its residents and tourists: 

  • WINNER: St. Kitts Sustainable Destination Council, St. Kitts and Nevis
  • FINALIST: Grupo Rio da Prata, Jardim and Bonito, Brazil
  • FINALIST: Masungi Georeserve, Philippines

Social Impact Award, for organisations working to improve the people and places where they operate:

  • WINNER: Awamaki, Peru
  • FINALIST: Intrepid Group, Australia
  • FINALIST: Nikoi Island, Indonesia

Changemakers Award, this year focused on organisations fighting the illegal wildlife trade through sustainable tourism: 

  • WINNER: SEE Turtles, USA
  • FINALIST: Kelompok Peduli Lingkungan Belitung (KPLB), Indonesia
  • FINALIST: The Cardamom Tented Camp, Cambodia

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Marriott has a 2020 vision when it comes to expansion in Asia

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From the 15th Hotel Investment Conference – South Asia, Marriott International  today announced its continued expansion plans in Asia-Pacific with its 2020 vision — an aggressive target to have 1000 hotels open by the end of 2020. This vision also could create up to 50,000 more job opportunities for the region. In 2019 alone, the company expects to add close to 100 new hotels or close to 20,000 rooms in the region, with several brand debuts in Australia, Hong Kong, The Philippines, Nepal and India. Marriott International’s portfolio in Asia Pacific currently encompasses over 710 properties in 23 countries and territories, operating under 23 of the company’s 30 global brands.

“The breadth and depth of Marriott International’s footprint means that we are able to offer travelers opportunities to experience more destinations, brands and experiences, especially through Marriott BonvoyTM, our industry-leading travel program,” said Craig S. Smith, President and Managing Director, Marriott International Asia Pacific.

“As important as our size is our commitment to deliver seamless and quality experiences for our guests at on-brand properties. Today’s traveler demands authentic, personalized and transformative experiences, whether for work or for pleasure, as a way of broadening their individual horizons and achieving a deeper understanding of the world. As the world’s leading hospitality company, it is in our DNA to strive to be part of our guests’ favorite moments and memories. We are dedicated to Marriott International remaining Asia Pacific’s favorite travel company.”

China, India and Southeast Asia as Marriott International’s Growth Drivers in the Region

Marriott International is well positioned to capitalize on global travel trends in China, India, and Indonesia, three of the world’s four most populated nations.

China continues to be the strongest growth driver for Marriott International in Asia Pacific, with more than 300 hotels in the pipeline. This accounts for more than 50 percent of the company’s pipeline in Asia Pacific. This year alone, Marriott International targets to open more than 30 hotels in China, including the first JW Marriott Marquis Hotel in China, the 515-room JW Marriott Marquis Hotel Shanghai Pudong featuring 6 food and beverage outlets; and the first Renaissance Hotel in the Fujian province with the planned opening of Renaissance Xiamen Resort & Spa in the fourth quarter of 2019. Outside of mainland China, the St. Regis brand is set to debut with the opening of St. Regis Hong Kong located in the historic Wanchai district.

With its recent 100th Marriott International hotel milestone celebrated in 2018, India continues to be the company’s second fastest growth engine in Asia Pacific with more than 50 properties in the pipeline. Marriott expects to reach more than 30,000 rooms open in India by end 2023. Given India’s robust economy and rising middle class, the country continues to present exciting growth opportunities, leveraging strong demand for Marriott’s select-service brands and growing demand for its upper upscale and luxury portfolios. The company expects to debut the Tribute Portfolio brand in India, with the opening of Port Muziris, Kochi, a Tribute Portfolio Hotel slated for the second quarter of 2019.

At the recent ASEAN (Association of Southeast Asian Nations) Tourism Forum, the ASEAN National Tourism Organizations revealed their collective efforts to marketing initiatives to inspire travel to Southeast Asia. Marriot International is poised to welcome these travelers, with over 140 signed hotels in its Southeast Asia pipeline, with Indonesia leading growth, meeting the growing demands of travel and tourism. In the Philippines, the company expects to more than triple its hotel portfolio by 2023. Sheraton, Marriott International’s most global brand, recently debuted in the country with the opening of Sheraton Manila Hotel. 

Marriott International continues its growth momentum in the Pacific region, with 50 hotels anticipated to be open by 2020. Australia should see several brand debuts in coming years, including The Luxury Collection and The Ritz-Carlton. The Tasman, a Luxury Collection Hotel, expects to open in Hobart in late 2019, and the 205-room The Ritz-Carlton Perth is slated to open in June 2019.  Element Hotels, Marriott International’s eco-conscious brand, is expected to debut in Australia with the opening of Element Melbourne Richmond in Q3 this year.

Marriott International Eyes New Destinations in Asia Pacific with Marriott BonvoyTM

Earlier this year, Marriott introduced Marriott BonvoyTM  — Marriott International’s travel program replacing Marriott Rewards®, The Ritz-Carlton Rewards®, and Starwood Preferred Guest®(SPG).  With Marriott BonvoyTM, travelers can experience the company’s newly introduced Asia Pacific website featuring rich experiential and user-generated content and offering inspiration for the next adventure in Asia Pacific. The company continues to focus on bringing new hotels to unchartered destinations sought out by our guests, with Marriott International’s first foray into Myanmar planned for 2020 with the opening of Sheraton Yangon Hotel.

As the Company Expands, Culture Remains a Bedrock For Success

Marriott International’s Asia Pacific vision could create up to approximately 50,000 new job opportunities in Asia Pacificby the end of 2020. Travel and tourism provide opportunities for experienced people or those new to the hospitality industry.  Research by the World Travel and Tourism Council (WTTC) highlighted that 1 in 5 new jobs created globally are attributable to travel and tourism.

As the company continues to grow, this also means that there is an increased opportunity for our associates to develop their careers and thereby improve their livelihoods. This is another way that Marriott International takes care of its associates. With a culture that empowers associates to live their best lives — putting people first has been the company’s core value since Marriott was founded more than 90 years ago. Marriott has built its business on taking care of its associates, who in turn take care of our guests. The company believes that creating a diverse and inclusive environment strengthens culture and community and drives competitiveness. Marriott International has won Aon Hewitt’s best employer for five consecutive years in Asia Pacific.

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Ontario tourism sector set for Rural Tourism Symposium

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Tourism industry professionals from across Ontario will gather at Lang Pioneer Village in Keene this April for the second annual Rural Tourism Symposium. The one-day conference, with the theme “Redefining Success”, takes place 8:30 a.m. to 5 p.m. on Thursday, April 11, at the Peterborough County Agriculture Heritage Building at Lang Pioneer Village.

More than three million visitors visit Peterborough & the Kawarthas every year, including rural destinations such as Stoney Lake. Peterborough & the Kawarthas Economic Development is hosting tourism industry professionals from across Ontario on April 11, 2019 for the second annual Rural Tourism Symposium in Keene.

Hosted by Peterborough & the Kawarthas Economic Development (PKED) in partnership with Chatham-Kent Tourism, the event is also supported by Grey County Tourism, Simcoe County Tourism, Headwaters Tourism, Kawartha Lakes Tourism, and Kawarthas-Northumberland (Regional Tourism Organization 8).

There’s no question that tourism is an important economic driver in Ontario, particularly for rural communities. According to PKED’s director of tourism and communications Tracie Bertrand, Peterborough & the Kawarthas alone draws around three million visitors every year who contribute approximately $300 million to the local economy.

“Part of our region’s competitive edge is that we offer the best of vibrant city, complemented by rolling hills of farmland and famed Ontario cottage country,” Bertrand says. “There are more than a thousand tourism businesses located in our region, ranging from retail to restaurants and from accommodations to attractions.”

But the April 11 symposium is not just limited to Peterborough & the Kawarthas: it’s been specifically designed to raise the profile of tourism in rural Ontario, and will attract rural tourism stakeholders, destination marketing organizations, and tourism businesses from across the province.

“We’re hoping this event sparks conversation and builds momentum for rural tourism in the province of Ontario,” Bertrand explains. “Industry professionals, both locally and from away, will gain insight from our expert speakers to leverage efforts at the provincial and national level, capitalize on opportunities, and create partnerships for success.”

The symposium begins with a keynote presentation entitled “Leverage Your Reach with Destination Ontario” by Lisa LaVecchia, president and CEO of Destination Ontario.

Legally known as the Ontario Tourism Marketing Partnership Corporation, Destination Ontario is an agency of the Government of Ontario that markets the province as a preferred four-season tourist destination in a globally competitive tourism market. Under LaVecchia’s leadership, Destination Ontario has produced innovative and award-winning brand campaigns, including the ‘Epic Is ON’ campaign for the Pan Am/Parapan Am Games and the ‘Where Am I?’ campaign.

The symposium also includes:

A presentation by Beth Potter, president and CEO of the Tourism Industry Association of Ontario, entitled “Stronger Together. Presenting a United Front for Rural Tourism” on how tourism industry professionals can collaborate with the association to achieve success.

An “Agritourism Farm Table Chat” led by the Culinary Tourism Alliance’s director of food tourism innovation Trevor Benson who, along with special guests, will discuss how to build bridges between the agriculture and tourism industries.

A presentation by Jewel Cunningham, director of Ontario Waterways with Parks Canada, called “Partnering for Success”. Cunningham will describe how partnerships can create exceptional visitor experiences and powerful economic impact in even the smallest of communities.

A presentation entitled “Showcasing Rural Ontario to National & International Visitors” by David Robinson of Destination Canada (formerly the Canadian Tourism Commission), a federal crown corporation that helps the Canadian tourism industry reach international markets. Robinson will explain how Canada measures up as a competitive hot spot for international travelers.

Finally, the symposium is also a stop on Canada’s national series of Tourism Town Halls, a partnership between the Tourism Industry Association of Canada, Destination Canada, and local industry partners. The Tourism Town Halls provide an opportunity for small and medium-sized tourism businesses across Canada to better understand efforts being made on national tourism issues.

“This tourism town hall will be especially important given the announcement of last week’s federal budget and the importance it placed on tourism as a high-growth sector,” Bertrand says.

The Tourism Town Hall includes a panel discussion with representatives from Destination Canada, the Indigenous Tourism Association of Canada, Tourism Industry Association of Ontario, and Peterborough & the Kawarthas Tourism, moderated by Michele Harris, director of economic and community development with the Municipality of Grey Highlands.

Reducing the negative impact on the environment is an important element of tourism, particularly in rural destinations, so sustainability is a focus of this year’s symposium. Rather than having print materials available at the symposium, information will be delivered digitally through a downloadable app. Waste, especially food waste, will be limited throughout the day and attendees will be encouraged to bring reusable water bottles and their own notepads or devices for making notes.

“We are excited to welcome tourism stakeholders from across the province and show them how we are redefining success in tourism in our communities,” Bertrand says. “We are equally excited to have our tourism operators come out and celebrate what makes our industry unique, right here in our own backyard at the Agriculture Heritage Building at Lang Pioneer Village.”

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PATA: Indian tourism to Asia Pacific will increase by 5.4 million in next 4 years

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India is set to generate an incremental increase of 5.4 million visitor arrivals between 2018 and 2023, according to a latest report by PATA’s Asia Pacific Visitor Forecasts 2019-2023.

Of the 210 million additional foreign arrivals into Asia Pacific generated between 2018 and 2023, 73.7 percent will come from Asian origin markets.

The strongest Asian generators of additional visitor arrivals between 2018 and 2023 will be led by China and Hong Kong SAR with respective increases of 49.2 million and 30.8 million. These markets will be supported by Korea (ROK), Malaysia and India. The Asian Average Annual Growth Rate for tourism receipts between 2018 and 2023 is expected to be around 9.1 per cent, with Northeast and Southeast Asia showing even stronger average growth.

“The growth momentum of Asia Pacific as both a receiver and a generator of international visitors – not just into Asia Pacific but globally – and the receipts that they both receive and generate, is set to continue to at least 2023,” said Dr Mario Hardy, CEO, PATA. “As is always the case, growth in international arrivals across Asia Pacific and indeed globally, is often unequal, with subtle changes and shifts occurring as travellers tune into new experiences and the destinations that offer them,” he said.

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St. Kitts & Nevis records double-digit growth for first two months of 2019

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Demand for St. Kitts & Nevis as a premier destination for travelers continues to rise, with air arrivals for the first two months of this year posting a year-to-date increase of 15.3% system-wide as compared to the same period in 2018. Results are even better from North America, the destination’s largest source market, registering a year-to-date increase in air arrivals of 19.3% for January and February 2019 as compared to the same months in 2018. This continues the growth of airlift from major gateways in 2018, which increased over 2017 by 9.3% system-wide and reached a total of 153,364 air passenger arrivals for the full year, the highest number ever recorded in the destination’s history.

“I am extremely pleased to see such strong increases in air passenger arrivals to our Federation for 2018 continuing into peak season 2019,” said the Hon. Lindsay F.P. Grant, Minister of Tourism for St. Kitts & Nevis. “These numbers are a clear indication that we are gaining momentum towards reaching our goal of 150,000 stayover visitors in the next few years.”

“We redoubled our marketing efforts in the fourth quarter of last year specifically to support our additional peak season air service and these numbers demonstrate that we have achieved very successful results,” added Racquel Brown, CEO of the St. Kitts Tourism Authority. “With the milestone airlift arrivals recorded for 2018 and performance last year in the months of March and June nearing 30% growth over the same months in 2017, the significant growth measured so far in 2019 signals a rising demand for St. Kitts as a highly desirable travel destination, particularly from North America and for key events such as St. Kitts Music Festival. We will continue to employ this successful marketing formula as we strive to reach our goal of 150,000 stayover guests by 2021 from our primary source markets of the US, Canada, UK and the Caribbean.”

St. Kitts’ marketing strategy maintains a particular focus on reaching individuals who are a match with the geo-demographic lifestyle data of its target visitors in key gateway markets to support airlift year-round as well as marquee island events including St. Kitts Music Festival. In the fourth quarter of 2018, additional digital, print and spot TV advertising combined with public relations to communicate special offers and raise brand awareness in and around select North American cities comprised a coordinated campaign to grow arrivals for peak season 2018-2019. The Ministry of Tourism and the St. Kitts Tourism Authority also work closely with airlines to systematically build out air bridges to/from identified target gateways to grow service in a sustainable manner while making the island increasingly easy to reach via air.

St. Kitts & Nevis welcomed non-stop Saturday flights from Minneapolis that started December 22, 2018 and operate through April 20, 2019. In addition, from Newark Liberty International Airport in New Jersey, the destination receives Wednesday non-stop flights that started January 9, 2019 and operate through March 6, 2019 to complement existing non-stop Saturday flights. Looking ahead to the summer, new non-stop Saturday flights from Dallas starting May 25, 2019 and operating through August 17, 2019 open up a new gateway with easy connections from Houston and the western states of the US.

About St. Kitts:

Intoxicating natural beauty, sunny skies, warm waters, and sandy beaches combine to make St. Kitts one of the most seductive spots in the Caribbean. Located in the northern Leeward Islands, it offers a diverse tourism product developed from the destination’s natural beauty, cultural heritage and rich history. The island’s stunning variety of tourism attractions include hiking through the tropical rainforest, riding the scenic railway that connects the island’s former sugar plantations, visiting the Caribelle Batik factory, and touring Brimstone Hill Fortress National Park, which is an UNESCO World Heritage Site. Among the more traditional vacation pastimes available are water sports including catamaran cruises, golf, shopping, tennis, dining, gaming at St. Kitts’ exclusive casino or simply relaxing on the beach.

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