The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJan 2018
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Over-tourism may be the buzz word of 2017 but it marks a watershed moment where there is a growing realisation in the travel industry that visitor numbers at all costs is no longer a sustainable strategy. Starting from the smart city template, destinations are adapting to challenges such as over-capacity and are harnessing the power of technology to this end. This report looks at some of the solutions including dispersal and mobility that are being used to spread the value of travel and tourism.
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There is a growing realisation that it is no longer acceptable to pursue tourism growth at any cost. The recent backlash points to what happens when tourism negatively impacts the local community and environment.
Following COP21 and the signing of the Paris Climate Agreement, the role of smart cities has gained in importance, and tourism has been earmarked as a key way to achieve the Sustainable Development Goals.
Barcelona, along with Venice, serve as warnings to what happens when demand grows excessively and in an unsustainable manner, and that it is important to be watchful and take pre-emptive measures to avoid reaching tipping point.
One major strategy is aiming to disperse visitors away from the standard tourist circuits, encouraging exploration to help spread visitor spending more evenly.
Governments also need to take a joined up approach to tourism development, combining several government industries, as well as the private sector, as seen in cities such as Singapore and Vienna.
The travel industry needs to accept that over-capacity is not sustainable, and needs to take proactive measures to reduce the dependency on high volume, low spending visitors – otherwise punitive taxation and bans may be a future reality.
Bringing the visitor into the equation, along with ensuring the local community has a voice, will be key to future success. Nurturing and incentivising good travel behaviour will become the standard for the visitor experience, enhanced by the “feel good” factor from taking part in a socially responsible activity.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.