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Reflection and Resolve as Tourism Looks to the Future

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Across Europe, the responsible restart of tourism is now underway. But even as growing numbers of tourists cross borders and businesses open up again, this is no time for complacency . 

Just as we stressed at the beginning of this crisis: words of support are not enough for tourism to recover. Concrete actions are needed. 

For UNWTO, this means supporting Member States and the wider tourism sector as it adapts and transitions towards a more resilient and sustainable future. 

The visit of a UNWTO delegation to the Canary Islands allowed us to do just this. 

Through inviting members of the media, private sector leaders and political leaders to join us for this official visit, UNWTO was able to show that tourism’s return can be managed safely and responsibly. It is possible to prioritise health while at the same time safeguarding jobs and promoting economic recovery! 

At the same time, the innovation running through our sector means that the restart of tourism can help get the global community back on track as we work together to fulfil the 2030 Agenda for Sustainable Development. 

The UNWTO Sustainable Development Goals Startup Competition, which was launched this week, will identify new ideas with the power and potential to reimagine tourism and enhance the sector’s positive impact on people and planet. I urge all entrepreneurs and innovators to step up and take part. Only through embracing the new can we emerge from this crisis stronger, more resilient and better prepared for the challenges that lie ahead, including addressing inequality and climate action. 

Zurab Pololikashvili, Secretary-General, World Tourism Organization

As we look to the future, however, we must also pause to reflect on the terrible human cost of the pandemic. This week, I was honoured to join His Majesty King Felipe VI, alongside the Prime Minister Pedro Sánchez and guests including the Director-General of the World Health Organization Dr. Tedros Adhanom Ghebreyesus, the President of the European Commission Ursula von der Leyen, and Jens Stoltenberg, Secretary-General of NATO, as well as other national and international political leaders at a special event to commemorate all those who have lost their lives to COVID-19 in Spain. 

The presence of such high-level figures from within and also from outside of Spain was testament to the international solidarity that has characterised our response to this pandemic. It also represented an opportunity for us all to express our appreciation to the health workers who worked – and continue to work – on the frontline of this public health emergency. 

Throughout this crisis, our host country has shown great resolve. It now carries that spirit into a determination to grow back and recover. 

UNWTO offers our full support to Spain, as we do to every other Member State, and will continue to work closely with the government to ensure tourism fulfils its unique potential as a tool for economic recovery and social cohesion.

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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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Tourism

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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