Reimaging the destination to attract the COVID - era traveler
‘This pandemic might be an era, not a crisis that simply fades’.
The tourism industry underwent a revolution during the past 70 years. In 1950 there were 25 million international tourists. In 2019, 1.5 billion international tourist arrivals were recorded in the world - 4% more than in the previous year. According to UNWTO, tourism had been growing for the 10th year in a row. Then came COVID-19 and the global crisis it caused radically changed the tourism industry.
Amongst several questions, some answers for which is somewhat known, (namely; the countries hardest hit by the pandemic) - which of them will recover swiftly is to be seen. For countries whose economy is reliant on tourism and tourism-related services and suppliers, a fast and robust recovery… based on proper response planning and efficient execution is vital.
According to the World Bank Group; globally, the countries that most depend on travel and tourism are the small island countries (by GDP in 2019). There are 16 small island countries with more than 30% of their GDP from travel and tourism. These include some countries in the Caribbean, the Maldives, Seychelles, Macao and Fiji. There are 76 countries (including Sri Lanka) with more than 10% of their GDP from travel and tourism; 19 of these are low and lower-middle income countries. In terms of employment, the patterns are similar. In 79 countries, more than 10% of employment is attributed to tourism; 17 of these are low or lower-income countries.
In responding to the havoc caused by the pandemic, governments have employed a range of instruments to not only support operators in the travel and tourism sector but to also hasten the industry’s supply-side recovery. Recovery though, will not be homogeneous as different parts of the world fight to control the spread of the virus on different timelines. However, ‘uncertainty’ which is a constant, particular on the demand-side, creates a complex situation.
‘Tourism Economics’ latest forecast indicates domestic travel will reach 82% of 2019 levels in 2021 and surpass 2019 levels in 2022. However, international travel is expected to recover at a slower rate and will only return to 2019 levels by 2024.
In this scenario, the international marketplace is where many battles to get a piece of the small cake will be waged. Countries that have in their armory, big marketing budgets will command a larger ‘share of mind’, whilst countries with less money will have to fight hard to attract traveler attention. A marketing win is a battle won, but it does not mean the war is over.
Frank Cuypers in his article ‘Reimaging Tourism’ says “There is no such thing as a tourism reputation. What matters is the reputation of your whole place – tourism included. It is crucial, especially now, to be open and transparent about reputation. A strong reputation comes down to the old business wisdom of “walking your talk.” The days of luring potential visitors by promising an idealized, shiny and sunny version of your destination are over. Our word-of-mouth economy punishes those who over-promise and under-deliver.”
Travel consumers will need to feel they can trust the messages and advice of tourist destinations and government agencies. For example, telling travelers “We are open now and waiting to welcome you” and then make their entry / exit journey at the airport a nightmare will have serious consequences. Nothing kills Marketing performance faster than poor execution.
Remember, today it is social media that collects every comment, gesture, report, behaviour and purchase people make online.
More on this subject next week!
Shafeek Wahab – Editor, Hotelier Sri Lanka, Consultant, Trainer, Ex-Hotelier.
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