Post on 21-Jan-2016
Multi-Country Destination Development
A Strategy to Stimulate Long Haul Travel to Community Tourism Destinations in the Americas
Dr. Don Hawkins Eisenhower Professor of Tourism Policy
Organization of American StatesTwenty-Third Inter-American Congress of Ministers & High
Level Authorities of Tourism, Lima, Peru. Sept. 4, 2015
Slide presentation in English
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/informe_introductorio_de_base_sp_final.pdf
Full report in Spanish
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/00_dhawkins_multi_country_haiti_slides_4-30-2015.pdf
multi-country destination trip
A single trip that
includes visitation to
destinations shared
by two or more
countries that offer
and promote a joint
tourism product or
route requiring air,
land or water
connectivity
Collecting places• Enumerating the
destinations visited & community uniqueness
Variety and Novelty Seeking• Diversified experiences
Numerosity• Create a higher perceived
value in the consumer’s mind before, during and after the trip
Economic Motive• Consumer satisfaction –
value for money paid
Lower Perceived Risk• Reducing the uncertainty
risk especially in group travels
Multiple-Country Trip Motivation: Travelers’ Perspective
Cumulative Attraction• The presence of
compatibility between a given set of attractions can create a synergy that makes the attraction power of the combination larger than the sum of its parts.
Special Interest Appeal• A combination of
thematically similar destinations can be the center of attention for special interest tourists looking for a variety of different experiences in their field of interest.
Complementarity• Different destinations can
combine their resources to become complementary attractions and gain an additional competitive advantage as a group.
Joint Marketing• Regional marketing
cooperation with neighboring countries can offer economies of scale and boost competitiveness e.g. Yachting OECS.
Multi-Country Travel: Destination Perspective
Qhapaq Nan(Andean Road System)
La Ruta Maya Slave Routes
Spanish Gold Routes
Forts of the Caribbean Routes
Tourism Route Examples
Jesuit Route
Jesuit Route
Tourism Route Development
Constraints Lessons Learned Development assistance agencies
are country focused and lack mechanisms for effective regional cooperation & community engagement
The major challenge in planning and
establishing transnational cultural heritage routes is to ensure an effective and sustainable mechanism for international cooperation
Planning and management need to be harmonized and well-coordinated; the complete story of the route should be interpreted at all points of tourism interest, even if the visitor travels to only one part of the route.
Community inclusiveness and benefit sharing through enterprise development and job creation need to be included as essential elements in route planning and implementation
Benchmarks that might be adapted to the Americas region is the European Institute of Cultural Routes in Luxembourg & the UNWTO Silk Road
Successful water and land route development requires that attention be given to regional cooperation for infrastructure investment
Recommendation
The Global Travel Association Coalition (GTAC) in 2015 recommended the following policies to stimulate multi-country destination development:
1. Expand transparent visa processes, visa waiver programmes, regional visa agreements, trusted traveler programmes & seamless travel procedures at borders
2. Use new technologies to improve travel efficiency and security. 3. Advance air, rail, sea and road connectivity 4. Stimulate government and private sector co-operation 5. Strengthen public/private partnerships to assure legislative and
funding needs for improvements and expansion of infrastructure
It is recommended that the Organization of American States, possibly in cooperation with the UNWTO Regional Commission for the Americas, bring together tourism stakeholders from the public and private sector to determine the challenges and opportunities in advancing regional tourism integration in the Americas with priority given to multi- country route development that directly benefits local communities
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