How does WTTC works behind the scenes to move global tourism forward

Fifteen years ago when Jim Robinson Chairman of American Express, Colin Marshall, then chairman of British Airways, Frank Olson, chairman of Hertz and other senior travel industry executives got together, they all agreed that the fault in the lack of recognition for the scope and importance of travel and toursim rested on them. Thus World Travel & Tourism Council (WTTC) was created by this industry power group, who’s members are limited to 100 travel industry executives and innovators.

In an interview with Jean-Claude Baumgarten, President of WTTC, he said: “Prospects are good. We want to come out with good ideas, and convince governments around the globe that travel and tourism is one of the top global industries, so that government puts more money, action and emphasis on the sector. 

“WTTC founders felt that headcount and expenditure statistics relied by everyone to gauge tourism needed to be expanded and comparative analysis and projections provided so one can understand the impact tourism dollars has on the country and their regions total economy, job creation, investments, etc.,” Jean-Claude added. 

The resulting Tourism Satellite Accounting system was subsequently endorsed by the United Nations and World Tourism Organization and is now globally accepted and referenced.

Job creation in developing counties has been a major focus for WTTC since Jean-Claude became president seven years ago.  India was selected as the first country WTTC was to tackled. 

Jean-Claude said: “Working closely with P. R.S. Oberoi, chairman of the Oberoi Hotel Group, WTTC educated and made the case to Indian government leaders at all levels that a slight increase in international tourism could generate 25 million jobs.  The WTTC India Initiative then lobbied for increased government tourism investments, decreased tourism taxes, new air policy, etc.” 

Some of the noticible early successes have included increased government and private industry investments and new tourism policies. 

“Look at the boom in low cost Indian carriers,” Jean-Claude added.

The successful practices and skills gained with the India Initiative has led WTTC to formalize and expand the program to other countries and regions. 

“We look and make indepth studies and make recommendations to the heads of government, not just the minister of tourism, but senior heads of state and their senior and influencial cabinet members,” said Jean-Claude. 

WTTC does not just rely on passive reports.  “Every month we go to a country, hold press conferences, host a luncheon with senior industry and government leaders to create awareness of the importance of tourism to them,” continued Jean-Claude.

Romania, Lagos, Croatia, China, Portugal, Greece are a few destinations which have expressed their interest for a special report to be carried out on their countries.  These reports are funded by WTTC, which in is funded by its 100 members, who pay a yearly $33,000 membership fee, plus provide additional financial support on a project-by-project basis. 

In addition to the financial support, the senior exectives who are members of WTTC contribute their time to WTTC events. Seventy five of the 100 members were in attendance at the Washington DC Summit, participating in various panel discussions, influencing others and learning themselves.

Born in Strasbourg, Jean-Claude Baumgarten had been with Air France between 1970-1998, holding regional manager positions in Japan and later in S.E. Asia.  In 1986, Mr Baumgarten became Vice President and General Manager and in 1990 he was appointed Vice President for the Americas and Asia. 

In November 1993 Jean-Claude was promoted to Executive Vice President of Commercial Operations and Member of the Executive and Strategic Committee.  He also represented the company on the Board of Governors of IATA and the Executive Committee of the UEA.  In February 1996 he became Executive Vice President of Corporate, International & Industrial Affairs.  From December 1997 until July 1998, prior to leaving Air France, Jean-Claude held the position of advisor to the Chairman.

In October 1999 he was appointed President of the World Travel & Tourism Council.

Mr Jean-Claude Baumgarten is both an Officier de l’ordre National du Merite and a Chevalier des Arts et Lettres.  He is advisor in Foreign Trade to both the French Government and the Chairman of the Tourism Commission.

Report by Charles Kao