(22 April 2022, 11:53 +07)
JLL and the World Travel & Tourism Council
(WTTC) have published a new report which looks at what makes a
city better prepared for travel and tourism growth.
The report – Destination 2030: Global cities’
readiness for sustainable tourism growth – was released during
WTTC’s 21st Global Summit in Manila, Philippines.
Prior to the pandemic, the travel and tourism sector
had been outpacing the global economy for almost a decade, with an
annual average growth of 4.3% compared to 2.9% through 2019, and a
contribution of nearly USD 9.2 trillion to the global economy in
the same year.
Victoria Harbour, Hong Kong. Picture by Steven Howard of TravelNewsAsia.com
After the damaging disruption caused by the
ongoing global COVID19
pandemic, the global travel and tourism industry is finally seeing
signs of recovery. As the sector continues to evolve, the halt to
international travel not only provided new challenges, but also
the opportunity for policy makers, destination leaders and
stakeholders to enhance the sector’s readiness.
The Destination 2030 report addresses what makes a city ready for sustainable
travel and tourism.
63 global cities were measured and categorised into one
of five levels of “readiness” while providing attainable solutions
to promote sustainable growth in tourism activity in each
destination.
“Travel
and tourism plays an incredibly important role in a city’s
economy, not only boosting GDP, but also creating jobs and
improving the livelihoods of those who rely on our sector,” said
Julia Simpson, WTTC President & CEO. “We are delighted to continue our partnership with
JLL building on our initial report launched in 2019 with a special
focus on sustainability. For a city to truly thrive and for travel
and tourism to develop in a sustainable manner, stakeholders need to
understand how prepared the city is for the expected growth in
tourism and the resulting challenges and opportunities that lay
ahead.”
According to the report, the
“readiness” levels range on a scale from emerging to
established-market tourism hubs with varying levels of
infrastructure. It goes on explain the current opportunities and
challenges faced by cities and offers recommendations for building
and maintaining tourism activity.
“The notion of ‘readiness’ has a ripple effect
throughout the hospitality and tourism industry,” said Gilda
Perez-Alvarado, Global CEO, JLL Hotels & Hospitality. “The
progression and planning that a country, region or destination
achieves will impact the financial health of the industries that
make up the tourism industry. This includes property values, tax
generation and workforce development.”
Although the five typologies will require
different approaches to development, no one typology is better
than another, and all will demand proactiveness in strategic
planning and implementation at the destination level:
– Dawning Developers: such as New Delhi and
Riyadh, are cities with emerging tourism infrastructure, slower
tourism growth and lower visitor concentration. Such destinations
often have a clean slate in planning long term tourism development
with many opportunities ahead.
– Emerging Performers: such as Dubrovnik and
Buenos Aires, are cities that are experiencing growing tourism
momentum, enabled by emerging tourism infrastructure, and
providing tremendous opportunities for strategic development.
However, destinations in this category may experience pressures
and challenges such as overcrowding.
– Balanced Dynamics: such as Auckland and
Vancouver, are cities that have established tourism infrastructure
and potential for further travel and tourism growth, across both
leisure and business segments, whilst balancing scale and
concentration.
– Mature Performers: such as Miami, Berlin and
Hong Kong, are cities with a strong leisure and/or business travel
dynamics and an established tourism infrastructure. As these
destinations look to further drive travel and tourism growth, they
will need to proactively consider potential pressures as well as
opportunities for diversification to avoid strains linked to
visitor volumes.
– Managing Momentum: such as Amsterdam, London
and Las Vegas, are cities with a historical high growth momentum,
supported by an established tourism infrastructure. Destinations
within this typology are more likely than ‘Mature Performers’ to
have already reached the stage of feeling the pressures of
balancing scale and concentration as they continue to benefit from
travel and tourism.
The readiness categories were determined by
analysing data on 79 indicators within eight pillars. In addition
to the six pillars included in the previous report – scale,
concentration, leisure, business, urban readiness, and policy
prioritisation – two new pillars were added: environmental
readiness, and safety and security.
“The collective research that has produced the
readiness index underscores the importance and breadth of
engagement that is needed from the tourism industry,” said Dan
Fenton, Director of Global Tourism and Destination Development
Services, JLL Hotels & Hospitality. “Our industry must take a
leadership role in virtually all indicators that make up the
index.”
The full 54-page report can be downloaded (20.5MB)
in .pdf format
here.
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