Newly published findings from the World Economic Forum identify key action areas Argentina can pursue to enhance its tourism economy. While Argentina is a top South American tourist destination, ranking third in the region, it has opportunities to really thrive through advancing some key strategies. These include cultivating nation branding with tourism assets at its core, improving travel infrastructure, increasing digital integration and ICT infrastructure, and leveraging its natural and cultural heritage to attract tourism.
Argentina’s Travel and Tourism Competitiveness study, finds particular opportunity for Argentina to develop its natural tourism sector. In 2018, the country ranked in the global top 10 of World Heritage natural sites of the United Nations Educational, Scientific and Cultural Organization, and in the top 20 for the number of known species. Despite its high natural tourism ranking, it only ranks 50th in tourism competitiveness globally, according to the 2019 Travel and Tourism Competitiveness Report from the World Economic Forum. This country analysis offers recommendations on how Argentina can unlock this under developed sector.
Argentina can leverage its relatively high-scoring natural resources to enhance its tourism. Global trends towards sustainable tourism options present an enormous opportunity for Argentina to design a holistic tourism offering that appeals to this growing market.
“If Argentina can demonstrate care for and sustainable development of
its natural and cultural wonders, it could see a rise in visitor numbers and
spend. This should be balanced by managing carrying capacity, so that an
increase in travellers does not have a negative effect on the environment and
the conservation of heritage assets.” said Lauren Uppink, Head of Aviation,
Travel and Tourism Industries at the World Economic Forum. A special focus on
policies and business practices that preserve environmental sustainability
would signal to the international community that Argentina is determined to
preserve its natural resources. This would entice a steady flow of loyal
tourists searching for experiences in extraordinary locations.”
The report highlights other recommendations for enhancing Argentina’s tourism including:
Advancing digital integration and digital strategy:
Underlying ICT infrastructure and broad ICT adoption are imperative for growth of the travel and tourism sector. They not only serve to increase tourism receipts, but also allow a detailed understanding of travellers’ needs to a degree never seen before, providing enhanced segmented marketing opportunities.
Improving Argentina’s ICT can enable the improvement and tailoring of traveller experiences while saving costs for both businesses and travellers through better management of transactions and intermediary practices.
Developing destination branding and inclusive policy-making:
To improve its tourism, Argentina must define and promote its top tourism draws. Argentina’s brand should be guided by national values, cultural heritage and its rich nature in discovering its unique proposition. The brand positioning for travel and tourism is firmly linked to the international brand of Argentina as a country, underlining why alignment between the travel and tourism body and other governmental organizations is necessary.
For city destinations, Buenos Aires, like many other cities around the world, may not be giving enough weight to travel and tourism as a core subject of its urban development. Argentina should lean into growing interest in city specific tourism as a key component of its national tourism brand.
Travellers to Argentina already benefit from tourism infrastructure that is above average for South America. Between 2015 and 2019, Argentina saw an increase in national air routes from 92 to 139 and international routes jumped from 91 to 153.
Despite its improvement in airport infrastructure, Argentina’s ground infrastructure is relatively poor which hurts its tourism competitiveness. Improving ground infrastructure throughout the country will improve its appeal to tourists who are looking for greater ease of access once in the country.
“Infrastructure is a core pillar in growing the travel and tourism industry” said Martin Eurnekian, CEO of Corporacion America Airports and President of Aeropuertos Argentina 2000. Better airports are crucial to provide safer services and enhance users’ experiences. Our focus is on fostering tourism in the country and the commercial aviation sector. This sector should generate jobs and develop so that it may contribute to our country’s growth. The challenge is to articulate the efforts and the interests of the different stakeholders in the industry, from both the public and the private sector, to attain sustainable development in our business.”
The travel and tourism industry is a proven engine of economic growth. These interventions can help Argentina improve its travel competitiveness in the region and globally. Inclusive and sustainably policymaking is critical for a country’s long-term tourism competitiveness.
Africa’s Tourism Leaders Identify Investments as Key to Sustainable Recovery
The African Members of the World Tourism Organization (UNWTO) have met in Cabo Verde to strengthen their cooperation and advance plans for recovery and sustainable growth.
The 64th meeting of the UNWTO Regional Commission for Africa (CAF) saw 23 countries represented on the island of Sal, with 21 Ministers of Tourism joining five Ambassadors for the high-level event. Opening the Commission meeting, the President of Cabo Verde Jorge Carlos Fonseca offered a warm welcome to UNWTO’s leadership and to all delegates. The President was joined by Cabo Verde’s Minister of Tourism and Transport, Carlos Jorge Duarte Santos, and Prime Minister Dr. Ulisses Correia e Silva in reaffirming support of the highest political level for tourism and recognition of the sector as a driver of recovery and sustainable development.
Chaired by Christine Kaseba Sata, Ambassador of Zambia to Spain and Permanent Representative to UNWTO, delegates addressed the biggest challenges standing in the way of the sector’s safe restart across the continent. Special emphasis was placed on the importance of speeding up vaccine rollouts across the continent, as well as addressing security issues that continue to have an impact on how global travellers perceive Africa as a safe tourism destination. Also on the agenda was the current level of connectivity between destinations, with improved air links the harmonization of travel protocols identified as an effective means for boosting regional tourism.
Tourism’s restart ‘essential’
Secretary-General Zurab Pololikashvili welcomed delegates to the Commission meeting, providing an overview of UNWTO’s work during the ongoing crisis and how this is driven by the stated priorities of its African Member States. He said. “The continent is united in its determination to use the power of tourism to drive development and opportunity for all. And with coordination and targeted investments, African tourism can finally fulfil its unique potential.”
Rebuilding trust in travel
In Cabo Verde, UNWTO Members were brought up-to-date on the development of the International Code for the Protection of Tourists, a landmark code aimed at helping restore confidence in travel. Members were also presented with an overview of the UNWTO General Programme of Work & Budget for the Period 2022-2023. Additionally, signalling a shared determination to keep moving forward even in challenging times, Members also held elections for key positions within UNWTO decision-making bodies ahead of the 24th General Assembly.
Running in parallel with the Commission meeting, UNWTO hosted capacity building workshops on innovation, digital marketing and investment These workshops were held ahead of the second edition of the UNWTO Global Tourism Investment Forum, opened by Prime Minister Dr. Ulisses Correia e Silva and featuring the participation of investors from Spain, Germany, Switzerland and the USA as well as public and private sector leaders from across Africa. Backing up the workshop on marketing, UNWTO also launched its new Brand Africa publication. Produced with key African Tourism Partners, the publication aims at helping destinations use effective branding to diversify and attract visitors.
Also in Cabo Verde, tourism leader celebrated the signing and approval of the UNWTO Declaration on the Future of Mobility and Sustainable Transportation, a commitment aimed at the better understanding of how investments can help make the sector greener while also encouraging greater cooperation between tourism authorities and transport providers. Concluding the Regional Commission meeting, UNWTO signed a Memorandum of Understanding (MoU) with the Government of Cabo Verde. The aim of the MoU is to enhance cooperation between UNWTO and the Ministry of Tourism to strengthen the country’s branding, boost tourism education initiatives, and support research into the socio-economic impact of the sustainable development of tourism across Cabo Verde.
Green Hotel Investments to #RestartTourism
Destination Capital (DC) has signed a collaborative arrangement with the World Tourism Organization (UNWTO) of the United Nations to support the rejuvenation of the hotel industry. The arrangement supports the relationship DC has with the International Finance Corporation (IFC) to promote investment in green and sustainable tourism accommodation and to stimulate re-employment, particularly in the wake of the COVID-19 pandemic.
The collaboration between UNWTO and Destination Capital is based on DC’s adoption of best practices aimed at reducing carbon emissions and operating hotels in a manner consistent with IFC’s environmental and social criteria. Against this backdrop, DC acquires and repositions freehold hotels of 150-250 rooms in Thailand and across South-East Asia with the aim of implementing sustainable water and energy systems. It also works to promote gender equality at every level of the hospitality sector, another of UNWTO’s core priorities and in line with Sustainable Development Goal number 5.
While governments and destinations around the world are working on vaccination programs to accelerate the restart of the tourism, UNWTO is working with the private sector to encourage employers to play their part in the recovery of local communities through job creation and training programs. UNWTO data shows that international tourism arrivals fell by 1 billion in 2020, with the crisis carrying over into 2021. Worldwide, this has placed as many as 120 million tourism jobs directly at risk. Moreover, Asia and the Pacific has been the worst-affected of all global regions, and young workers and women are among the hardest hit by the downturn in tourism employment.
In line with the 2030 Agenda for Sustainable Development, DC recognizes the hotel industry not only has a responsibility to re-hire and re-train hotel staff. It is also increasingly under pressure to reduce its carbon footprint and mitigate the impact of energy and water consumption as well as food waste and environmental degradation. DC is committed to retrofitting its hotels to be compliant as ‘green hotel’s as per the Excellence in Design for Greater Efficiencies (EDGE) standards established by IFC.
About Destination Capital
Destination Capital is a private equity real estate investment company based in Bangkok Thailand which focuses on acquiring, renovating and repositioning hotel assets such that they are EDGE compliant and follow a rigorous sustainability protocol in order to unlock value for our capital partners. Rigorous asset manage programs are in place to yield higher values upon exit while pursuing a “Triple Bottom Line” strategy: Planet, People, Profit.
Promoting ‘Brand Africa’ to Realize the Continent’s Tourism Potential
UNWTO’s African Member States will work together to establish a new narrative for tourism across the continent. To better realize tourism’s potential to drive recovery, UNWTO and its Members will also work with the African Union and the private sector to promote the continent to new global audiences through positive, people-centred storytelling and effective branding.
With tourism recognized as an essential pillar of sustainable and inclusive development for the continent, UNWTO welcomed high-level delegates to the first Regional Conference on Strengthening Brand Africa. The conference featured the participation of the political leadership of host country Namibia, alongside public and private sector leaders from across the continent.
UNWTO Secretary-General Zurab Pololikashvili welcomed the common determination to rethink as well as restart tourism. “African destinations must take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneur spirit, and its rich gastronomy”, he said.
Windhoek Pledge puts people first
On the back of a series of workshops and a Ministerial Think Tank, UNWTO’s African Member States unanimously endorsed the Windhoek Pledge on Advocating Brand Africa. Under the terms of the Windhoek Pledge, Members will engage both public and private sector stakeholders as well as local communities to build a new, inspiring narrative for tourism across the continent. They will identify positive, human-centred stories, and through strengthened partnerships with the media, showcase them to the world, reaching new and diverse tourism source markets.
Over the coming weeks, UNWTO will work with all signatories to create a common roadmap towards establishing Brand Africa. This will include establishing common values and goals and identifying funding needs and opportunities as well as providing branding toolkits for destinations, including guidelines and recommendations and training and capacity building in market intelligence, digital marketing and data management.
Bilateral meetings show support for tourism
Alongside the conference, UNWTO Secretary-General Zurab Pololikashvili, held high-level talks on the restart of tourism with President of Namibia Hage Geingob, as well as with the country’s Deputy Prime Minister Netumbo Nandi-Ndaitwah and with the African Union Commissioner for Trade and Industry Albert Muchanga
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