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Travel Foundation CEO explaining destination opportunities
Travel Foundation about to research best impact tourism market segments
Recently the Travel Foundation together with TUI commissioned a report by PWC into the impact of tourism in destinations.
The ground-breaking report opened a window into tourism activity – specifically across 6 resort hotels in Cyprus. The report analyzed the impact of 60,000 tourists. It was thought to be the most comprehensive impact assessment ever undertaken for tourism operation within a holiday destination.
And it is of invaluable assistance to destination managers and destination communities on understanding just what practical benefits tourism may have for them.
The Travel Foundation is now preparing to go one step further…
Obviously all destinations want tourism that provides maximum value for minimum cost (environmentally, socially, culturally, economically).
But at the moment have to rely far too much on guesswork and assumptions when considering what kind of tourism they want.
Ideally the "value" that tourism brings should reflect the priorities of a destination. Some types of tourism will be better at generating employment, other types might be better at raising tax revenue, some might contribute more to the local economy, etc. It’s likely that a mix of segments will provide the optimal result for a destination.
Obviously it is beneficial to understand what benefits (and disadvantages) tourism has in a destination, but just what sort of tourists could provide the highest benefits?
In a target-market world, it will be beneficial for a destination to understand which specific tourism market could provide their own gold mine of quality tourists.
So, this year the Travel Foundation is to measure and compare the positive and negative impacts (costs and benefits) of different tourism market segments/types on a destination, and to explore what an optimal mix might look like.
They hope to do this across two different destinations. The destinations have not, as yet been confirmed – and we understand that the Travel Foundation is currently assessing potential destination partners.
Download the PWC/TUI/Travel Foundation report HERE: http://www.thetravelfoundation.org.uk/projects/destinations/cyprus/measuring_tourisms_impact
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