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.
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
New report on single-use plastic products aims to advance sustainability in travel and tourism
The World Travel & Tourism Council (WTTC) and the United Nations Environment Programme (UNEP), launch a major new report today, addressing the complex issue of single-use plastic products within Travel & Tourism.
‘Rethinking Single-Use Plastic Products in Travel & Tourism’ launches as countries around the world begin to reopen, and the Travel & Tourism sector starts to show signs of recovery from the COVID-19 pandemic which has been devastating.
The report is a first step to mapping single-use plastic products across the Travel & Tourism value chain, identifying hotspots for environmental leakages, and providing practical and strategic recommendations for businesses and policymakers.
It is intended to help stakeholders take collective steps towards coordinated actions and policies that drive a shift towards reduce and reuse models, in line with circularity principles, as well as current and future waste infrastructures.
The report’s recommendations include redefining unnecessary single-use plastic products in the context of one’s own business; giving contractual preference to suppliers of reusable products; proactively planning procedures that avoid a return to single-use plastic products in the event of disease outbreaks; supporting research and innovation in product design and service models that decrease the use of plastic items, and revising policies and quality standards with waste reduction, and circularity in mind.
Virginia Messina, Senior Vice President and Acting CEO, WTTC said: “WTTC is proud to release this important high-level report for the sector, focusing on sustainability and reducing waste from single-use plastic products in Travel & Tourism.
“The COVID-19 pandemic has accelerated the sustainability agenda with businesses and policymakers now putting an even stronger focus on it. As a growing priority, businesses are expected to continue to reduce single-use plastic products waste for the future and drive circularity to protect not only our people, but importantly, our planet.
“It is also becoming clear that consumers are making more conscious choices, and increasingly supporting businesses with sustainability front of mind.”
Single-use plastic products can be a threat to the environment and human health and without deliberate effort across the sector, Travel & Tourism can and will contribute significantly to the issue.
The COVID-19 pandemic has had both negative and positive impacts on single-use plastics pollution.
The demand for single-use plastics items has increased with safety being a high concern among tourists and take-away services being on the rise. According to the Thailand Environment Institute, plastic waste has increased from 1,500 tons to a staggering 6,300 tons per day, owing to soaring home deliveries of food.
However, the pandemic has also catalysed consumer demand for green tourism experiences around the world, with a 2019 global study finding 82% of respondents are aware of plastic waste and are already taking practical actions to tackle pollution.
The report recognises that global solutions are required to address corporate concerns about the use of single-use plastic products. It aims to support informed decision making based on the potential impacts of trade-offs and of unintended burden shifting when considering the transition to sustainable alternatives.
Sheila Aggarwal-Khan, Director of the Economy Division, UNEP said:
“Travel & Tourism has a key role to play in addressing the triple planetary crises of climate change, biodiversity loss and pollution, as well as making circularity in the use of plastics a reality.
The advent of COVID-19 and consequent proliferation of single-use plastic products has added urgency to the crises. With this report, we hope to encourage stakeholders in this industry to come together to address this multifaceted challenge. Only by doing so, can we ensure meaningful and durable change.”
With around 90 percent of ocean plastic derived from land-based sources and the annual damage of plastics to marine ecosystems amounting to US$13 billion per year, proactively addressing the challenge of plastics within the Travel & Tourism sector is key.
UNWTO and Greece to Collaborate on Maritime Tourism Research Centre
UNWTO is to collaborate with the Greek Ministry of Tourism in establishing a first research station dedicated to measuring the sustainable development of coastal and maritime tourism across the Mediterranean.
The new monitoring centre will be based at the University of the Aegean in Greece. From here, experts will capture and collate measurement data and analysis relating to the environmental, economic, and social impact of tourism.
UNWTO Secretary-General Zurab Pololikashvili said: “Coastal and Maritime tourism is one of the most important economic drivers within the Mediterranean basin. This new research centre can provide key data to guide the restart and future development of the sector, ensuring it fulfils its potential to provide opportunity for coastal communities and to protect and celebrate natural and cultural heritage.”
The United Nations specialized agency and the Ministry of Tourism confirmed their collaboration on the initiative during the UNWTO High-Level Conference on Coastal and Maritime Tourism, held in Athens and co-hosted by Cruise Lines International Association (CLIA) and Celebrity Cruises.
The Tourism Minister of Greece Harry Theoharis said: “I express my immense gratitude for UNWTO’s support in this endeavour. The Research Center will soon become a reference point for the study and protection of our coasts and seas.”
Pierfrancesco Vago, Global Chairman of CLIA and Executive Chairman of MSC Cruises added: “CLIA is pleased to support the UNWTO research and monitoring centre on sustainability and coastal maritime tourism in the Mediterranean. As part of the cruise industry’s commitment to responsible travel, we are pursuing carbon neutral cruising in Europe by 2050, and we work closely with cruise destinations and coastal communities to support economic growth in a sustainable manner.
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