The World Tourism Organization (UNWTO), in association with Globalia, the leading tourism group in Spain and Latin America, has selected the finalists of the 2nd Global Tourism Startup Competition, an initiative that the two entities have been working on since 2018 when its first edition was held.
In the competition’s first two editions, Wakalua, the global tourism innovation hub powered by Globalia, in collaboration with the World Tourism Organization, has received proposals of nearly 5,000 startups from 150 countries. The countries with the highest number of projects submitted have been Spain, followed by India, the United States, Portugal, Nigeria and Colombia.
The second edition features startups in a more mature stage, with 10% having had more than EUR 500,000 in turnover in 2018. The finalists will present their projects at the Wakalua headquarters in Madrid. Seven will win awards in their respective categories.
Building on the success of the inaugural competition, this new edition continues to identify new companies that will lead the sector’s transformation. The aim and common denominator is to achieve a sustainable and profitable future through technology and innovation. This initiative is supported by partners such as Turismo de Portugal, Telefónica, Amadeus, Intu Costa del Sol, IE Africa Center and Distrito Digital Valencia, among others.
These partners will participate actively in the final decision and in the subsequent promotion, financing rounds and implementation of the pilot projects with the winners:
This annual competition is one of the flagship projects of Wakalua, the tourism innovation hub powered by Globalia in collaboration with the World Tourism Organization. Wakalua will host the winning startups for further development, providing support in order to establish links with leading companies in the sector. Innovation consulting firm Barrabés.biz is also a partner making this project possible.
Deep Tech, rethinking location and geolocation: With the backing of Amadeus, the aim in this category is to select the best startup that simplifies trips for customers or suppliers using location systems. Solutions that combine location data with artificial intelligence can be used to identify tourism regions, associate them with nearby airports, optimize, and offer opinion mining, among others.
Smart Mobility: In partnership with Telefónica, this category features projects that improve the quality of travel and that facilitate the mobility of users using any transport system. The objective is to reduce economic, environmental and time costs.
Smart Destinations: With the collaboration of Distrito Digital Valencia, solutions will be identified to improve the sustainability and profitability of destinations from the economic, environmental and socio-cultural perspectives by leveraging technology to help foster innovation and accessibility in an increasingly globalized world.
Disruptive Hospitality: Intu Costa del Sol will analyse companies that contribute to optimizing the total experience of travellers by combining the best solutions in the world of retail, shopping centres, food, leisure and hotels, so that, through personalized services and digital connectivity, every trip can be as efficient and effective as possible.
Rural Development: Globalia will place special emphasis on rural areas with the objective of transferring knowledge and innovation, and improving their viability and competitiveness. With the overall objective of promoting a shift towards an increasingly low-carbon economy, this category also seeks out companies devoted to risk management and animal welfare, as well as the restoration, preservation and improvement of ecosystems.
Innovative tourism solutions: Turismo de Portugal will present an award for the best innovation project outside the above categories.
Special award for sustainability: In addition, the UNWTO and Globalia will present a special sustainability award with the aim of giving more visibility to projects that are committed to more efficient and sustainable tourism.
Lastly, the IE Africa Center will recognize 2 projects in terms of social impact in Africa, awarding them with the Social Innovation Retreat scholarship, Sun Cycles Namibia and Enjoy Agriculture Senegal, presenting their initiatives. The winner of the Travel Tech 4 Good accelerator, in collaboration with the Tui Care Foundation and Enpact, Halla Travel, will also present its startup.
Finalists by category:
New Report Shows Value of IP to the Tourism Sector
A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favorable ecosystem for innovation, entrepreneurship and investment in the sector.
The publication, entitled “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialized and that the benefits are shared by all.
In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”
“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they added.
The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.
Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.
To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.
Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector’s growth in these challenging times.
UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel
The World Tourism Organization (UNWTO) and the International Air Transport Association (IATA) announce a Destination Tracker in preparation for the restart of international travel. It is the result of both organizations joining efforts to boost confidence and accelerate recovery of the tourism sector when borders reopen. The UNWTO-IATA Destination Tracker is a new free online tool for governments to provide information on COVID-19 requirements for travel and the measures in place at the destination.
The tool is available through the websites of both organizations and will provide information on:
- COVID-19 Indicators including infection rates, positivity rates, and vaccination roll out by destination/country.
- Air Travel Regulations, including test and quarantine requirements, provided by IATA’s Timatic solution.
- Destination Measures, including general health and safety requirements such as use of masks, transit through a country, curfew, or regulations related to restaurants and attractions, provided by national tourism organizations.
The Destination Tracker will fulfil a key need by providing clarity on COVID-19 measures affecting tourism. The situation for travelers is complex with UNWTO data showing that one in three destinations remains closed to tourists. Moreover, restrictions and in-country measures are continuously being revised.
Governments can use the Destination Tracker to post COVID-19 travel information so that potential travelers will know what to expect at their destination. When fully populated with updated destination information, travel stakeholders including Destination Management Organizations (DMOs) and travel agencies, will be able to obtain the latest destination information, enabling travelers to make informed decisions when borders reopen and travel resumes. The development of the Tracker framework is now complete. Up-to-date information on COVID-19 indicators and air travel regulations is available and systematically updated. Destination information is being progressively uploaded, expanded and updated with official sources as the COVID-19 situation evolves.
UNWTO Secretary-General Zurab Pololikashvili says: “UNWTO is pleased to reinforce its partnership with IATA, a UNWTO Affiliate Member, to provide this important tool. Travelers and companies will be able to check requirements in place for air travel, as well as what measures will be in place at the visited destination. We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector.”
“It has been more than a year since the freedom to travel was lost as COVID-19 measures saw borders close. When governments have the confidence to re-open borders people will be eager to travel. And they will need accurate information to guide them. With the support of national tourism organizations, the UNWTO-IATA Destination Tracker will help travelers and travel companies obtain the latest information for travel planning,” said Willie Walsh, IATA’s Director-General.
The UNWTO-IATA Destination Tracker builds on the existing partnership between the two parties. In October 2020, UNWTO and IATA signed a Memorandum of Understanding to work together to restore confidence in international air travel. The agreement will also see the two agencies partner to foster innovation to drive the restart of tourism, promote greater public-private collaboration in the field of aviation and the tourism sector in general, and advance progress already made towards achieving greater sustainability and resilience.
UNWTO and Facebook: Leverage Digital Marketing to Restart Tourism
The World Tourism Organization (UNWTO) and Facebook have partnered to help global destinations make use of the power of digital marketing as they look to welcome tourists back safely.
Over the past year, the United Nations specialized agency for tourism has been supporting its Member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing can help destinations gain a competitive advantage in the challenging months ahead.
Three sessions, one each in English, Spanish and French, welcomed participants from 30 countries. The sessions focused on Facebook and Instagram Communication Insights and Best Practices, with participants also given an overview of digital tools and tips for communicating with their target audiences, including through Messenger and WhatsApp. Alongside this, the sessions highlighted the importance of metrics and other key tools in measuring the success of digital marketing campaigns, and role of advertising and creativity in reaching new audiences.
Sandra Carvao, UNWTO Chief, Market Intelligence and Competitiveness, says: “We are very happy to have Facebook on board with us to bring the fundamentals and best cases of digital marketing to our Members. Our partnership will help destinations be better prepared for a new market framework and allow them to use data and digital marketing to reach new audiences and restart their tourism sectors.
Nicolai Gerard, Facebook EMEA Government Politics & NonProfit Marketing Solution Director says: “We are very pleased to work with UNWTO to help global destinations take advantage of all the benefits that digital solutions and tools can offered. In the times we are living, it is key for the travel industry to implement digital marketing strategies to accelerate the road to recovery. With this partnership, we believe that travel destinations will gain the necessary tools and skills that will allow them to use all the services available through our family of apps”.
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