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Support Tourism Recovery: Words Alone Will Not Save Jobs

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The Global Tourism Crisis Committee has united behind the World Tourism Organization’s rallying cry for governments to “go beyond words” and begin taking decisive action to safeguard the millions of jobs under threat as a result of the COVID-19 pandemic.

The Crisis Committee was convened by the World Tourism Organization (UNWTO) in response to COVID-19. With tourism among the worst affected of all major economic sectors, the United Nations specialized agency for tourism also warns of the social and development toll the economic impact might have.

UNWTO is taking the lead in ensuring governments do all they can to safeguard livelihoods and shield the most vulnerable members of society.

UNWTO Echoes Wider Call for Action Not Words

In the third meeting of the Committee, UNWTO urged members to increase pressure on world leaders to rethink tax policies and employment policies relating to tourism and to help make sure businesses survive to help drive wider recovery efforts.

This call to action comes as decision makers come under mounting pressure to take concrete steps to help combat COVID-19. Drawing up financial and economic responses has been the central focus of the Spring Meetings of the International Monetary Fund and the World Bank this week, while the European Commission has been enhancing political cooperation within the European Union. The Tourism Crisis Committee meeting was also held against the backdrop of the Saudi Presidency of the G20 calling on governments, private organisations and philanthropists to contribute a collective US$8 billion to address the existing financing gap and properly address the pandemic.

UNWTO Secretary-General Zurab Pololikashvili said: “This crisis has shown the strength of solidarity across borders. But nice words and gestures will not protect jobs or help the many millions of people whose lives are dependent on a thriving tourism sector. Governments have an opportunity to recognize tourism’s unique ability to not only provide employment but to drive equality and inclusivity. Our sector has proven its ability to bounce back and help societies recover. We ask that tourism is now given the right support to once again lead recovery efforts.”

Looking Beyond a Locked Down World

The call to action comes as UNWTO reports on the extent to which COVID-19 has brought global tourism to a standstill. The UNWTO “Travel Restrictions” report notes that 96% of all worldwide destinations have introduced full or partial restrictions since the end of January. Secretary-General Pololikashvili has also called on governments to lift such restrictions as soon as it is safe to do so in order that societies are once again able to benefit from the social and economic benefits tourism can bring.
Looking ahead, the Global Tourism Crisis Committee is working on a Recovery Plan for the sector. This will be centred around open borders and enhanced connectivity while also working to raise consumer and investor confidence.

To help countries get back to growth, UNWTO will soon be launching a new Recovery Technical Assistance Package. This will enable its Member States to build capacity and better market and promote their tourism sector in the challenging months ahead.

Tourism Speaking as One

UNWTO formed the Global Tourism Crisis Committee to join every part of the tourism sector as well as leading international institutions together to create a united response in order to mitigate the impact of COVID-19 and prepare tourism for recovery. From within the UN system, the Committee includes representatives from WHO (World Health Organization), ICAO (the International Civil Aviation Organization) and the IMO (International Maritime Organization). Joining them are the Chairs of the UNWTO Executive Council and its Regional Commissions. The meeting also saw an increase in the number of countries actively involved in the Committee. Present this time were representatives from Kenya, Zambia, Senegal, Jamaica, Brazil, Chile, Malaysia, Maldives, China, Greece, Croatia, Spain, the United Arab Emirates and Saudi Arabia.

The private sector was represented by members including IATA (the International Air Transport Association), ACI (the Airports Council International), CLIA (Cruises Lines International Association), WTTC (the World Travel & Tourism Council). Also taking part were representatives from the IFC (International Finance Corporation) and IFEMA, whose Director Ana Larrañaga is also Chair of the Board of UNWTO Affiliate Members. This third meeting benefitted from inputs from the ILO (International Labour Organization) and the OECD, emphasizing the enhanced importance placed on tourism as international organizations respond to COVID-19.

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Tourism

New Report Shows Value of IP to the Tourism Sector

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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.

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UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel

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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.

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UNWTO and Facebook: Leverage Digital Marketing to Restart Tourism

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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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