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Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.

“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

Travel News | eTurboNews

U.S. Travel honors its 2019 Travel Champions

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The U.S. Travel Association on Wednesday announced the recipients of the sixth annual Distinguished Travel Champion Award: Sen. Catherine Cortez Masto (D-NV), Chairman Peter DeFazio (D-OR), Sen. Rob Portman (D-OH), Rep. Tom Rice (R-SC) and Acting Under Secretary of State for Economic Growth, Energy, and the Environment Manisha Singh
Each is being honored for his or her exceptional leadership in advancing and protecting policies that strengthen travel to and within the United States.

U.S. Travel will present the awards today at U.S. Travel’s Destination Capitol Hill—the travel and tourism industry’s premier legislative fly-in event dedicated to educating policymakers about the power of travel and showcasing the industry as one of America’s most vital economic sectors.

“We always say that travel is neither a red or blue issue,” said U.S. Travel President and CEO Roger Dow. “This year’s Distinguished Travel Champions have a deep understanding of travel’s contributions to the American economy, and have consistently reached across the aisle to advance sensible policies that grow travel, enhance security and trade, and keep our economy moving.

“Our winners’ dedication to securing Brand USA’s long-term reauthorization, overhauling America’s infrastructure systems, preserving our national parks, rebranding and expanding the Visa Waiver Program, and upholding our nation’s Open Skies aviation agreements strengthen travel’s role as job creator and economic engine.”

Sen. Catherine Cortez Masto (D-NV)

Since entering Congress just two years ago, Cortez Masto has quickly become an advocate for the travel industry and a top congressional champion of Brand USA. Her tireless work and dedication to ensuring the reauthorization of Brand USA, a program crucial to the United States’ travel promotion and planning, is invaluable.

Said Cortez Masto: “I’m honored to receive the 2019 Distinguished Travel Champion Award. I say it all the time, Nevada is the gold standard for tourism and hospitality. We draw tourists to the Las Vegas Valley and from the pristine waters of Lake Tahoe to the scenic peaks of the Ruby Mountains. I’m so proud to support our $60 billion tourism economy and the jobs it supports in Nevada. As Senator, I’ll continue to fight for policies like Brand USA and those to increase efficient travel that strengthen our tourism industry for years to come.”

Chairman Peter DeFazio (D-OR)

DeFazio’s commitment to overhauling infrastructure systems within our country is crucial to increasing connectivity and facilitating travel growth across America. He has also undertaken laudable efforts to end the practice of diverting “9/11” security fees to other programs unrelated to air travel security.

DeFazio’s dedication to his home state’s $11.8 billion travel and tourism industry is commendable, as is his work to ensure local travel leaders have a voice in the state’s transportation planning.

Said DeFazio: “I am proud to be this year’s recipient of the U.S. Travel Association’s Distinguished Travel Champion Award. Travel and tourism promote economic prosperity, create jobs, and strengthen our national security through improved international relations. As Chairman of the Transportation and Infrastructure Committee, I am working hard to modernize our nation’s airports, increase federal investment in infrastructure, and ensure we remain on the cutting edge of innovation as it relates to transportation. All of these improvements will help encourage increased travel and tourism.”

Sen. Rob Portman (R-OH):

Portman’s leadership on national parks issues, as well as many other important fiscal issues facing the country, is vital to the preservation of our public lands and the continued growth of the American economy.

Portman led efforts to pass the Restore Our Parks Act and to establish a dedicated source of funding for the $12 billion deferred maintenance backlog that will help ensure the viability of our parks for generations to come. Our national parks are some of the biggest draws for domestic and international travelers, and countless “gateway” communities across the country rely on well-maintained parks and robust visitation.

“It is an honor to receive the U.S. Travel Association’s 2019 Distinguished Travel Champion Award,” said Portman. “If we want our national parks to be here for generations of travelers to come we must address the nearly $12 billion backlog in long-delayed maintenance projects at the National Park Service. I’ve seen this maintenance backlog firsthand at national park sites in Ohio, and it underscores why we must pass my bipartisan Restore Our Parks Act to ensure that that the National Park Service has the resources to continue preserving American treasures. I look forward to working to get this legislation across the finish line.”

Rep. Tom Rice (R-SC):

Rice’s co-sponsorship of the JOLT Act and commitment to strengthening and expanding the Visa Waiver Program is crucial to enhancing U.S. security and economic competitiveness.

Rice’s efforts to support towns and cities in his district devastated by Hurricane Florence, including tourism-dependent communities such as Myrtle Beach, have been critical.

“I am honored to receive the U.S. Travel Association’s 2019 Distinguished Travel Champion Award,” said Rice. “I will continue to advocate for policies that will support American jobs, strengthen national security, and grow South Carolina’s tourism economy.”

Acting Under Secretary of State for Economic Growth, Energy, and the Environment Manisha Singh:

Singh has undertaken crucial efforts to uphold our country’s vital Open Skies aviation agreements, increase financial transparency and protect the interests of all U.S. aviation stakeholders. She has worked hard to elevate the travel industry as an essential export and economic driver.

Said Singh: “I’m honored to receive U.S. Travel’s 2019 Distinguished Travel Champion Award. The U.S. State Department is pleased to support the U.S. travel industry and American jobs by negotiating and helping to enforce Open Skies aviation agreements that bring flights, travel, and business to the United States from around the world.”

Travel News | eTurboNews

Destinations need new resources to tackle the “invisible burden” of tourism

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A report published today by the Travel Foundation, Cornell University’s Centre for Sustainable Global Enterprise and EplerWood International describes how destinations must uncover and account for tourism’s hidden costs, referred to as the “invisible burden,” to protect and manage vital destination assets worldwide. Failing to do so puts ecosystems, cultural wonders, and community life at increasing risk, and places the tourism industry on a weak foundation that could crack under its own weight.

The range of costs not currently accounted for include those needed to:

  • upgrade infrastructure beyond resident needs, to meet tourism demand;
  • manage and protect public spaces, monuments, the environment and natural habitats;
  • mitigate exposure to climate change risks; and
  • address the needs of locals affected by rising real estate prices, driven by the demand from tourism.

Either residents are left to pay these costs, or they are simply not paid, increasingly leading to environmental crises, spoiled tourism assets, and growing dissatisfaction among local residents. Destination authorities urgently need access to new resources, systems and expertise to ensure that, as tourism grows, the true costs of every new visitor are fully covered.

Amid increasing concern about “overtourism” and calls from within the travel industry for improved destination management, the report, Destinations at Risk: The Invisible Burden of Tourism, was commissioned by the Travel Foundation to better understand the challenges and constraints that national and municipal authorities face. It provides a thorough review of the risks that destinations face and the solutions urgently needed, including:

  • New local accounting systems that capture the full range of costs stemming from the growth of tourism, in place of an incomplete set of economic impact measures.
  • New skills and cross sector collaboration, underpinned by data and technology, to achieve effective spatial planning, manage demand for public utilities and services, and evaluate the availability of vital, local resources.
  • New valuation and financing mechanisms to redress debilitating underinvestment in infrastructure and local asset management and enable the transition to low-carbon destination economies.

Principal report author, Megan Epler Wood, said: “The Earth’s greatest treasures are cracking under the weight of the soaring tourism economy.  New data-driven systems to identify the cost of managing tourism’s most valued assets are required to stem a growing crisis in global tourism management.  With the right leadership, finance and analysis in place, a whole new generation of tourism professionals can move forward and erase the invisible burden while benefiting millions around the globe.”

Salli Felton, CEO of the Travel Foundation, said: “The invisible burden goes a long way to explain why we are now witnessing destinations failing to cope with tourism growth, despite the economic benefits it brings. It’s not enough to call on governments and municipalities to manage tourism better, if they don’t have access to the right skills and resources to do so. Destination managers need support to develop new skills and new ways of working that will enable them to move beyond tourism marketing.”

Dr Mark Milstein, co-author of the report, said: “This is a challenge of investing for the long-term health of a critical global economic sector. Future success will require collaboration among business, government, and civil society so that destinations are managed as the valuable, yet vulnerable, assets that they are.”

The authors conclude that some destinations are more vulnerable to the invisible burden and should be prioritised. For instance:

  1. Where there is a high risk of climate change impacts (which would disproportionately affect a visitor economy) – for instance, island states.
  2. Where the rise of the global middle class is driving tourism growth at unsustainable levels – for instance, in Southern and Southeast Asia.
  3. Where there is a high percentage of economic dependence on tourism – for instance, in the Caribbean.
  4. Where the ability of local government to manage tourism growth is low, in terms of budgets and human capital – a problem that has been found in both advanced and emerging economies.

The analysis draws upon academic literature, case studies, expert interviews and media reports, and provides a wealth of examples of the invisible burden.  Cases are drawn from Thailand, Mexico, and the Maldives, as well as Europe, Africa, and Latin America. The report also gives insights into types of data-driven systems, such as GIS mapping tools and the Smart Cities concept, which can address growth issues and facilitate new forms of investment.

The free report is available at invisibleburden.org.

Travel News | eTurboNews

Africa Tourism is hot: WTTC and the African Tourism Board are on it

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Africa Tourism is hot right now. Overlooked in the past, the tourism potential of the African continent is now becoming visible.

The first African Tourism Board (ATB) is about to be launched in Cape Town during the upcoming World Travel Market Africa in South Africa on April 11 with a list of impressive speakers, ministers, private industry leaders, and stakeholders attending.

A week before the ATB launch in Cape Town on April 11, the World Travel and Tourism Council (WTTC) is getting ready for their annual summit in Seville, Spain. With a price tag of $4,000 for a delegate to attend the summit, WTTC is catering to the hundred largest companies in the travel and tourism industry.

Keynote speaker at the summit is none other than former US President Barack Obama who is getting paid an enormous amount of money to share his views on tourism with WTTC CEO Gloria Guevara.

In Cape Town at the African Tourism Board launch, former UNWTO Secretary General Dr. Taleb Rifai is paying his own way, and so are a number of tourism celebrities and stakeholders from both larger and smaller entities. They want to show their excitement and support for the new African Tourism Board and the potential Africa has for new tourism developments. It’s free to attend the African Tourism Board launch event.

In the last 7 days, the news on tourism growth and potential for African destinations couldn’t have been better and must have come as a surprise for many.

WTTC issued one press release after another on their research reports for Africa. eTN received such releases not only from WTTC but also from ministers, embassies, and tourism boards showing their pride and maybe their surprise and encouragement.

African Tourism Board interim Chairman Juergen Steinmetz, who is also CEO of the eTN Corporation, owner of eTurboNews, which is a media partner for WTTC, applauded Gloria Guevara, CEO of WTTC, for putting Africa in the spotlight for the world’s largest travel and tourism companies.

To attend the WTTC summit, click here; to attend the ATB launch, click here.
Anyone attending both events should indicate this on the African Tourism Board launch registration to receive additional extensive visibility.

Travel News | eTurboNews

Global Tourism Industry Mourns the Loss of Peter Wong

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Tourism Icon Peter Wong died on 11 March 2019, at Queen Mary Hospital in Pok Fu Lam, HongKong.

Peter Wong was Executive Chairman of the China Chamber of Tourism, Vice Chairman of the Global Tourism Economy Forum, and Chairman of several private sector companies including M.K. Corporation Ltd., Culture Resources Development Co Ltd, Silk Road Hotel Management Co Ltd, and Silk Road Travel Management Ltd. Since 1993, he participated as a member of the United Nations multi-agencies Silk Road Project.

Peter was politically active serving on the National People’s Congress as a representative from Hong Kong from 1993 until his death.  Peter Wong was a graduate of the University of California at Berkeley and a recipient of the Young Industrialist Award of Hong Kong.

During the UNWTO 22nd General Assembly in Chengdu, China, Peter said: “Tourism is increasingly an important economic pillar for all countries and beyond this, we are now moving into an era of universal values which our industry is in the forefront of championing – like poverty alleviation and environmental protection; and we are an industry that more than any other is dedicated to propagating a message of peace and harmony.”

The founder of the International Institute for Peace Through Tourism(IIPT)  Louis D’Amore told eTurboNews: “Peter’s passing was much too soon and will be felt throughout the industry. He continually spoke of the ’PHD‘ role of tourism – a role of Peace, Harmony and Development. And so his philosophy and concept of tourism were totally consistent with the philosophy and goals of IIPT.

Together with Peter as Executive Chairman of the China Chamber of Tourism, we launched the IIPT Global Peace Parks project with the dedication of Sun River National Park, Pu’er China as an IIPT International Peace Park (see photo left and below). We will certainly miss Peter’s collaboration on future projects.”

Peter traveled to Beijing on 2 March 2019 to attend the annual meeting of the NPC, only to return to Hong Kong two days later to treat an illness.

Travel News | eTurboNews