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ATREVIA to work with UNWTO to boost tourism in Africa

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The Ubuntu: Africa Invites You To Live campaign, developed by ATREVIA, a global Communication and Strategic Positioning company, won the Inspiration Africa Branding Challenge  organized  by  the World Tourism Organization (UNWTO) in collaboration with CNN International.  Its proposal was selected from more than 200 entries received.

The international call invited agencies, creative firms and entrepreneurs to present an innovative and original brand strategy with the aim of positioning the diversity of Africa and its destinations in the minds of travellers in the post-COVID era. The challenge was to highlight the continent’s strengths, thus fostering a positive image and enhancing the efforts of individual countries and organizations to boost the sustainable growth of the region with tourism as a driver of development.

“It is certainly very rewarding to have been chosen to take on a project as special as this. We are excited to be, in some way, ambassadors of such a spectacular region as Africa, with its infinite possibilities that often escape general knowledge. It’s time to rediscover destinations and maximize the use of innovation and digital technology for a mission as important as revitalizing tourism. This approach has guided the work of a fantastic team that has shown, once again,  that by integrating talent and multi-disciplinary knowledge, it is possible to overcome  the  challenges of communication,” said Núria Vilanova,  president  and founder of the consultancy. “At ATREVIA we feel proud and privileged to have the opportunity to contribute to the knowledge and development of such an important sector for the African continent.”

“We need solutions that restore confidence in travel to ensure that the many benefits of tourism are widely enjoyed. Africa’s potential for tourism is undeniable, as is the potential of tourism to drive inclusive development across the continent. If the restart of tourism is managed in a responsible and coordinated manner, harnessing the power of innovation, entrepreneurship and communication, this sector will be able to transform the lives of millions of people and help protect and preserve Africa’s rich cultural and natural heritage and diversity,” said UNWTO Secretary-General Zurab Pololikashvili.

Ubuntu: Africa Invites You To Live was createdthrough the development of a territorial brand methodology that aims to distil all the attributes of a continent as extensive and plural as Africa within a unified concept that is adaptable to different tourism products and different audiences. A 360-degree campaign will be centred on the notion of “Ubuntu”, a traditional term describing people’s loyalty and their relationships, and will include the creation of Africa’s first emotion map: a digital innovation that helps measure the emotions and feelings generated by travellers visiting the continent. Through social listening and Big Data, comments on experiences are collected and positive feelings discovered in each country are extracted.

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Tourism

Harnessing the Power of Culture and Creativity in Tourism Recovery

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The shared values and close ties between tourism and culture stakeholders means both sectors can work together to ensure inclusive access to heritage, as countries around the world recover from the pandemic. In recognition of this mutually reinforcing relationship, the World Tourism Organization (UNWTO) and UNESCO have collaborated to produce a set of new guidelines focusing on the responsible restart of cultural tourism.

UNWTO invited the UN Educational, Scientific and Cultural Organization (UNESCO) to contribute to the UNWTO Inclusive Recovery Guide, Issue 2: Cultural Tourism. This is the second set of guidelines relating to the socio-cultural impacts of COVID-19 issued by UNWTO and will continue to be revised, as the situation evolves.

Make cultural tourism relevant in the recovery

The publication draws on the insights and expertise of the two UN agencies to analyse the impact of the pandemic on their respective sectors. This includes how lost revenues are severely impacting communities, heritage sites, cultural events, spaces and institutions, while also weakening destinations’ competitiveness and market differentiation. The guidelines on cultural tourism also stress the need for support from policymakers to ensure the relevance of culture in the emergency and contingency planning within tourism destinations.

Cooperation for a better future

Alongside the new guidelines, UNWTO is urging the cultural tourism sector to create participatory governance structures, bringing together artists, creators, tourism and culture professionals, the private sector and local communities, for an open dialogue, data exchange and real-time solutions. The document also advocates for better urban–rural connections so as to ensure the benefits of both culture and tourism are enjoyed as widely as possible.

As a result of the pandemic, 90% of countries introduced total or partial closures of their World Heritage sites. In many cases, sites of special significance to humanity were closed to the public for the first time in decades. At the same time, the pandemic highlighted the relevance of both tourism and culture. The sudden fall in tourist arrivals has been felt across the globe, while millions of people have turned to virtual cultural experiences for comfort and inspiration.

The release of the guidelines comes within the context of the International Year of Creative Economy for Sustainable Development 2021, a UN initiative designed to recognize how different manifestations of culture, including cultural tourism, can contribute to advancing the Sustainable Development Goals (SDGs).

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Tourism

Statistics to Guide Restart of Tourism in the Caribbean

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From the need for enhanced political engagement to developing relevant expertise, the World Tourism Organization, jointly with the Caribbean Tourism Organization, have united their Members in the Caribbean to address the key challenges they face in making effective use of statistics to drive the restart of their tourism sectors.

Over the course of two days, a regional virtual workshop analysed the importance of tourism data for supporting the sector in the present and helping tourism to restart in the Caribbean in a timely and sustainable manner. The workshop brought together around 130 participants from 23 States, including the leaders of National Tourism Administrations, National Statistical Offices, Central Banks and Migration authorities. The high-level status of participants ensures that they will in turn spread UNWTO’s technical expertise within their own countries, empowering more tourism professionals with knowledge of how best to analyse and use data to guide decisions.  

Through the sessions, the Caribbean tourism community got a better understanding of the fundamentals of tourism statistics. They were also given an overview of UNWTO’s Tourism Satellite Account (TSA) data, as well as guidance on how this can be used to guide decision-making. 

Welcoming UNWTO’s technical assistance, Neil Walters, Acting Secretary General of the Caribbean Tourism Organization said: “We recognize the importance of data and statistics in the development of COVID-19 recovery programs and comprehensive sustainable tourism strategies. We thank the UNWTO for supporting our efforts at capacity building in tourism statistics analysis and reporting in the Caribbean.”

The workshop also emphasized the relevance of tourism statistics, both for informing the sector’s response to the COVID-19 pandemic but also, looking ahead, for its role in guiding sustainable development across the Caribbean region. As with every other global region, the crisis has hit the Caribbean hard. According to the latest UNWTO data, Caribbean destinations experienced a 67% fall in international tourist arrivals in 2020 compared to the previous year. Given the reliance of many destinations on the sector, this has placed large numbers of livelihoods and businesses at risk and makes the timely restart of tourism vital.

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Tourism

2020: Worst Year in Tourism History with 1 Billion Fewer International Arrivals

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Global tourism suffered its worst year on record in 2020, with international arrivals dropping by 74% according to the latest data from the World Tourism Organization (UNWTO). Destinations worldwide welcomed 1 billion fewer international arrivals in 2020 than in the previous year, due to an unprecedented fall in demand and widespread travel restrictions. This compares with the 4% decline recorded during the 2009 global economic crisis.

According to the latest UNWTO World Tourism Barometer, the collapse in international travel represents an estimated loss of USD 1.3 trillion in export revenues – more than 11 times the loss recorded during the 2009 global economic crisis. The crisis has put between 100 and 120 million direct tourism jobs at risk, many of them in small and medium-sized enterprises.  

Due to the evolving nature of the pandemic, many countries are now reintroducing stricter travel restrictions. These include mandatory testing, quarantines and in some cases a complete closure of borders, all weighing on the resumption of international travel. At the same time, the gradual rollout of a COVID-19 vaccine is expected to help restore consumer confidence, contribute to the easing travel restrictions and slowly normalize travel during the year ahead.

UNWTO Secretary-General Zurab Pololikashvili said: “While much has been made in making safe international travel a possibility, we are aware that the crisis is far from over. The harmonization, coordination and digitalization of COVID-19 travel-related risk reduction measures, including testing, tracing and vaccination certificates, are essential foundations to promote safe travel and prepare for the recovery of tourism once conditions allow.”

Recovery outlook remains cautious

The latest UNWTO Panel of Experts survey shows a mixed outlook for 2021. Almost half of respondents (45%) envisaged better prospects for 2021 compared to last year, while 25% expect a similar performance and 30% foresee a worsening of results in 2021.

The overall prospects of a rebound in 2021 seem to have worsened. 50% of respondents now expect a rebound to occur only in 2022 as compared to 21% in October 2020. The remaining half of respondents still see a potential rebound in 2021, though below the expectations shown in the October 2020 survey (79% expected recovery in 2021).  As and when tourism does restart, the UNWTO Panel of Experts foresee growing demand for open-air and nature-based tourism activities, with domestic tourism and ‘slow travel’ experiences gaining increasing interest. 

Looking further ahead, most experts do not to see a return to pre-pandemic levels happening before 2023. In fact, 43% of respondents point to 2023, while 41% expect a return to 2019 levels will only happen in 2024 or later. UNWTO’s extended scenarios for 2021-2024 indicate that it could take two-and-a-half to four years for international tourism to return to 2019 levels.

All world regions affected

Asia and the Pacific (-84%) – the first region to suffer the impact of the pandemic and the one with the highest level of travel restrictions currently in place – recorded the largest decrease in arrivals in 2020 (300 million fewer). The Middle East and Africa both recorded a 75% decline.

Europe recorded a 70% decrease in arrivals, despite a small and short-lived revival in the summer of 2020. The region suffered the largest drop in absolute terms, with over 500 million fewer international tourists in 2020. The Americas saw a 69% decrease in international arrivals, following somewhat better results in the last quarter of the year.

A full overview of the latest global, regional and sub-regional data can be found at the UNWTO World Tourism Barometer and the UNWTO Tourism Recovery Tracker.

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