Sharing sector expertise, analysis and intelligence

Tourism Insights, the home of cutting edge research and conclusions on key topical subjects for the leisure and tourism industry, brings a warming set of articles in this month’s update ranging from British beer to post-Olympic Barcelona. Tapping into seasonal and year-round issues, this month’s Tourism Insights also continues on from last months examination of the contemporary phenomenon of so-called ‘Pop-Ups’. The new articles are:

1. Barcelona Before and After the ’92 Olympic Games

2. Beer & Tourism: A Relationship Worth Fostering

3. Creative Tourism Providing a Competitive Edge

4. The New Normal and its Effect on Tourism

5. Pop-Ups Part 2: In the Mainstream

BARCELONA BEFORE AND AFTER THE ’92 OLYMPIC GAMES

As London limbers up for the 2012 Olympic Games, Iris Hillier and Rafael Isún set out the way in which Barcelona’s success as a tourist destination has only come about in recent times – in fact since the city hosted the Olympic Games in 1992. However it has not been all plain sailing. This article discusses the key factors associated with transforming Barcelona from a tourism backwater to the twelfth most popular city destination in the world, and the fifth most popular in Europe, in less than 20 years. It briefly illustrates significant events in Barcelona’s history, discusses urban regeneration and development and explains how the city overcame difficulties after the Games, particularly in terms of the over-supply of accommodation. This is a timely and fascinating article about the impact of significant sports or cultural events upon any city.

BEER & TOURISM: A RELATIONSHIP WORTH FOSTERING

Tourism consultant Alison Caffyn looks at the potential offered by Beers and linked events and promotions for boosting local tourism. Beers across the country are recognised traditional products which are part of the UK’s heritage. There are also many exciting and interesting new beers crafted by enthusiastic new businesses. In this article she sets out how these ought to be an easy sell to visitors to interest them in going to pubs visiting breweries and tasting quality beers, and wonders why beer appears to be overlooked by so many tourism organisations and operators. This is an extremely good-news article for an industry that has been badly affected by a rise in pub-closures and highlights a key and very British product and business with a huge tourism up-side

CREATIVE TOURISM PROVIDING A COMPETITIVE EDGE

Tourism that offers visitors a creative pursuit (including arts, crafts and cookery workshops), high quality accommodation, and the opportunity to connect with local people in a distinctive destination represents a growing part of the industry. From celebrity-chefs master classes to learning a traditional craft, there is a huge wealth of diversity within the sector. Catriona Campbell sets out how even at a time of economic downturn many people still feel that a holiday is fundamental. A break that combines the opportunity to learn a new skill and take home a unique souvenir, a change of scene in high-quality accommodation in a distinctive location, and the sharing of an experience with people with a common interest, can provide a competitive edge for many destinations.

THE ‘NEW NORMAL’ AND ITS EFFECT ON TOURISM

One of the themes that run through much of the commentary of the current economic downturn is the suggestion that the world has changed in some fundamental ways and that this will be reflected in consumer behaviour. Those who subscribe to this hypothesis argue that businesses need to plan for a different world – a ‘New Normal’. In this article Mary Lynch, former Chief Executive of the English Tourism Council, explores the idea of the ‘New Normal’ in relation to travel and tourism and highlights the challenge for the industry of meeting travelers’ hunger for new experiences and a desire to share these with friends and family.

POP-UPS. PART 2: IN THE MAINSTREAM

Sue Cambie discusses pop-ups, ‘the blink and you’ll miss them’ phenomenon of temporary businesses and their value to the visitor economy. Following on from Pop-ups. Part 1: Creating Micro Tourism, which examined their history and the use of social media marketing to promote guerrilla-style pop-ups, Part Two explores similar themes in the mainstream and discussed public funding, planning issues and working in partnerships. An examination of pop-ups in Camden gives an interesting insight into pop-ups in practice.

Tourism Insights is a subscription service written by industry professionals, which aims to monitor developments in the UK tourism market, analysing and interpreting trends. Tourism Insights is essential reading for anyone serious about tourism. Online access also gives a complete archive of previously published material relevant to private and public sector professionals.

Articles are available online monthly and in a quarterly print journal to subscribers, but individual articles can be bought on a case-by-case basis

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