SEASONALITY IN TOURIST

DESTINATIONS: ISSUES, RESPONSES, AND MITIGATION

Professor Richard Butler,’ University of Strathclyde,

Glasgow, Scotland.

Introduction Definition Characteristics Causes of seasonality Constraints Issues Alternatives Actions Key Questions Punta Del Este

“Seasonality is a temporal imbalance in the phenomenon of tourism, which may be expressed in terms of dimensions of such elements as numbers of visitors, expenditure of visitors, traffic on highways and other forms of transportation, employment, and admissions to attractions” Butler 2001:5

“If Bornholm can be used as a typical example of a tourist destination in a peripheral region in Northern Europe all evidence is against any serious attempt to promote a resort as an off-season destination…..The major recommendation is to accept seasonality as a fact – not as a problem.” Lundtorp, Rassing and Wanhill 2001 p. 103

POSITIVE IMPACTS: Off-season allows recuperation of natural elements (wildlife, vegetation etc.) Off-season allows for a rest period for local communities. Off-season allows for maintenance and improvement of facilities. Off-season may aid employment plurality essential in marginal areas.

CAUSES OF SEASONALITY General acceptance that there are two basic causes: Natural Institutional

“NATURAL” CAUSES Relate to regular temporal variations in natural phenomena, particularly climate and the “true” seasons of the year. Variables include: temperature, rainfall, snowfall, sunlight, daylight.

INSTITUTIONAL CAUSES These are caused by human actions and policies, and may be traditional (cultural habits or legislated, or both. They tend to vary more widely and be less consistent than “natural” causes in their influence. They often reflect religious, cultural, ethnic and social factors.

INSTITUTIONAL CAUSES Religious Holidays (Holy Days) School Holidays Industrial Holidays Social/Fashion Sporting Inertia/Tradition

RESPONSES Supply side interventions Demand side interventions

ISSUES Need for integration with other stakeholders in a destination Changing behaviour of potential visitors Lack of universal agreement over measures “Rest” period ecological needs Repair/regeneration opportunities

ALTERNATIVES Maintain and extend market year round Create a new opportunity for the same market at different time Create a new opportunity for a new market at different time Make the destination unique at a different time to attract a new market Become a trend setter/market leader at a new time

KEY QUESTIONS What will create new demand? Are there appropriate resources? What is present that could be modified? Who would be agents of change? What is existing competition? What are constraints on the market? What is compatible with the current market and image?