The 2020 edition of World Tourism Day will celebrate the unique role that tourism plays in providing opportunities outside of big cities and preserving cultural and natural heritage all around the world.
Celebrated on 27 September with the theme of “Tourism and Rural Development”, this year’s international day of observation comes at a critical moment, as countries around the world look to tourism to drive recovery, including in rural communities where the sector is a leading employer and economic pillar.
The 2020 edition also comes as governments look to the sector to drive recovery from the effects of the pandemic and with the enhanced recognition of tourism at the highest United Nations level. This was most notably illustrated with the recent release of a landmark Policy Brief on tourism from UN Secretary-General Antonio Guterres in which he explained that “for rural communities, indigenous peoples and many other historically marginalized populations, tourism has been a vehicle for integration, empowerment and generating income.”
Historic International Cooperation
For the first time in the 40-year history of World Tourism Day, the official celebration will not be hosted by a single Member State of the United Nations specialized agency. Instead, nations from the Mercosur bloc (Argentina, Brazil, Paraguay and Uruguay, with Chile joining with observer status) will serve as joint hosts. This co-hosting agreement exemplifies the spirit of international solidarity that runs through tourism and which UNWTO has recognized as essential for recovery.
UNWTO Secretary-General Zurab Pololikashvili said: “All around the world, tourism empowers rural communities, providing jobs and opportunity, most notably for women and youth. Tourism also enables rural communities to hold onto their unique cultural heritage and traditions, and the sector is vital for safeguarding habitat and endangered species. This World Tourism Day is a chance to recognize the role tourism plays outside of major cities and its ability to build a better future for all.”
Rural areas hit hard by COVID-10
For countless rural communities around the world, tourism is a leading provider of employment and opportunities. In many places, it is one of the few viable economic sectors. Moreover, development through tourism can also keep rural communities alive. It is estimated that by 2050, 68% of the world population will live in urban areas, while 80% of those currently living in ‘extreme poverty’ live outside of towns and cities.
The situation is particularly hard for youth: young people in rural communities are three times more likely to be unemployed than older adults. Tourism is a lifeline, offering young people a chance to earn a living without having to migrate either within their home countries or abroad.
World Tourism Day 2020 will once again be celebrated by UNWTO’s Member States in all global regions as well as by cities and other destinations and by private sector organizations and individual tourists. It comes as communities in rural areas also struggle with the impacts of the COVID-19 pandemic. These communities are usually much less-prepared to deal with the short and longer-term impacts of the crisis. This is due to a number of factors, including their aging populations, lower income levels and the continuing ‘digital divide’. Tourism offers a solution to all of these challenges.
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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