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Alps adria jan2014

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Trends in tourism.Impacts on the Alps-Adria Region
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THE ALPS – ADRIA TOURISM SPIRIT AND SMART TOURISM From Sustain…agility, Bipolarity, Stock up on life, Flex Living and the Proximity Locus to Wellpitals, Eco-fit Resorts, Dreamscapes and Hol-Life Retreats Professor Luiz Moutinho Foundation Chair of Marketing University of Glasgow, Scotland.
  • 1. THE ALPS ADRIA TOURISM SPIRIT ANDSMART TOURISMFrom Sustainagility, Bipolarity, Stock up on life,Flex Living and the Proximity Locus to Wellpitals,Eco-fit Resorts, Dreamscapes and Hol-LifeRetreatsProfessor Luiz MoutinhoFoundation Chair of MarketingUniversity of Glasgow,Scotland.

2. TOURISM TRENDS 10 general trends in tourismTrend 1: Changing demographyTrend 2: Mega trend HealthTrend 3: Increasing Awareness & EducationTrend 4: Less leisure timeTrend 5: Increasing travel experienceTrend 6: Changing lifestylesTrend 7: New information technologyTrend 8: Changing transport behaviourTrend 9: Rising importance of sustainabilityTrend 10: Increasing importance on safety and security 3. TRENDS IN LUXURYA bipolar luxury marketFollowing a post-crisis period during which there was someoverlap between certain elements of luxury and the massmarket, we are now seeing differentiation of ultra-luxury fromaffordable luxury. While supply was geared for a while towardsthe middle classes, there is now a re-direction to meet theresilient demand by the super-wealthy. 4. CHINAAnother important trend is the increasing demand from the BRICcountries, especially from China. By 2020, we expect to see 100million outbound tourists from China. The Chinese market isconsidered the key driver of global luxury, with an estimated 250million Chinese now able to afford luxury products. (Interestingly, TheWall Street Journal recently reported that the number of millionairehouseholds in the world grew by 12.2% in 2010 to 12.5 million. TheU.S. continues to lead the world in millionaires, with 5.2 millionmillionaire households, followed by Japan with 1.5 million millionairehouseholds, China with 1.1 million and the U.K. with 570,000. Globalwealth reportedly grew by US$9 trillion, or 8%, to $121.8 trillion lastyear, slowing from the pace set in 2009 when markets snapped back10%.) 5. SMART TOURISMEurope 2020 Strategy Customer/Market InnovationCustomer / MarketInnovation Product InnovationResource Innovation Process Innovation 6. EU POLICY Respecting Natural Assets for Economic Potential Transforming Local Products into Touristic Assets. Locoover Local. Locazens. Locavores. Preserving the Natural Integrity 7. ALPS ADRIA area as a tourism destinationAlps Adriatic SpiritAlps Adriatic a global brandTo maintain Europes leading position amongst tourist destinationsand that tourism is also leading industry in Europe, comprising 5.2%of the workforce and in general more than 5% of the GDP, andmoreover app. 1.8 million small and medium enterprises areintegrated in the tourism industry.Europe has 52% of the global market with 535 million foreign touristsin the year 2012. 8. How can we continuously improve the competitiveness ofEuropean tourism?The following are indispensible: Product expansion Improvement of quality Increase of professional know-how Improvement and better use of existing tourist infrastructure Planned measures Further increase of information on a European level Support of sustainable and responsible tourism More intensive promotion of Europe in third country markets Development of innovative projects in the tourism industry 9. We live in a time of up-to-date, ever changing technology,which affects all areas of human life and creates a complexnetwork between economy and media that requires constantinterdisciplinary cooperation and adaptation.A key factor is cultural openness throughout the Alps-Adriaticarea. The guest no longer sees a blocked border, but rather across-border cultural zone and interplay between variousinfluences of the last centuries. 10. TRAVEL AND TOURISM IN AUSTRIAMore frequent travel but shorter holidaysOne strong trend in Austria was the move towards shorterholidays, either spent in a domestic destination or comprising along week-end city trip. Mini-weeks (3 day getaways) grew inpopularity at the expense of longer skiing trips. Another popularshort trip option was to visit one of the many spa and wellnessresorts for respite or treatment. 11. Record year for MICEIn 2012, Austria strengthened its position as one of the leadingMICE venues in Europe. In 2012, Vienna was confirmed, for theseventh time in a row, as the number one conference city by theInternational Congress and Convention Association (ICCA).Austrians warm to staycationRising interest in local cuisine and healthy lifestyles boosteddomestic tourism, as many Austrian cherish regionally grown,and increasingly organic products. 12. Record year for city tourismIn 2012, travel and tourism in Austria profited from a pronounced trendfor city travel, which produced record numbers of visitors to its majorcities.The internet is expected to shape growth within travel andtourism.Key economics risks for Austria still loom on the horizon. Whiletraditional retailing formats are set to register only moderate valuesales growth, it seems clear that internet retailing is expected tocontinue to grown strongly to support the overall performance of traveland tourism. As such, travel and tourism is projected to post positiveconstant value growth. 13. Tourism Austria and EuropeCostal and mountain tourism are the segments that are mostvulnerable to climate change. A forecast of international touristarrivals in Europe for 2030 expects an average annual growth of2.4% between 2005 and 2015 and 2.3% between 2015 and2030.The direct contribution of the tourism industry to Austrian GDP is4.9%, with indirect effects it increase to 15.4%. For Austria, anaverage annual growth rate of international tourist arrivals isexpected of 1.5% between 2005 and 2015 and 1.0% between2015 and 2030. 14. VulnerabilitiesThere are four broad categories of climate change impacts that willaffect tourism destinations, their competitiveness and sustainability. Direct climate impacts Indirect environmental change impacts. Changes in water availability,biodiversity loss, reduced landscape aesthetic, altered agricultural production(e.g., wine tourism), and coastal erosion. Impacts of mitigation policies on tourist mobility. Policies that seek toreduce GHG emissions will lead to an increase in transport costs and mayfoster environmental attitudes that lead tourists to change their travelpatterns. Indirect societal change impacts. Climate change is thought to pose a riskto future economic growth and to the political stability of some nations. 15. Due to changing conditions, the overall number of lifts in the Alps isslightly decreasing and in areas at low altitudes ski-resorts are alreadyclosed or will be closed in the near future.It is estimated that the snowline, as well as the line of natural snow-reliability,will rise by 150 m with 1C warming. On the basis, climatechange could result in a 150 m, 300 m and 600 m increase in thealtitude of natural snow reliability for 1, 2 and 4C of warming.A 2C warming with no precipitation change would reduce theseasonal snow cover at a Swiss Alpine site by 50 days/yr, and with a50% increase in precipitation by 30 days. 16. Due to the expected negative effects on winter tourism, theAustrian tourism industry will be one of the overall losers fromclimate change.At the moment, there is reliable snow at altitudes above about1,200 metres. This critical boundary could increase to 1,500m by 2030. 17. The AlpsUnder present climate conditions, 609 out of the 666 (or 91%) Alpineski areas in Austria, France, Germany, Italy and Switzerland can beconsidered as naturally snow-reliable. The number of naturally snow-reliableareas would drop to 500 under 1C, to 404 under 2C and to202 under a 4C warming of climate.In Austria, demographic changes will have a higher impact on skiingtourism than climate change in the first half of the twenty-first century,while change could be the more dominant driving force towards the endof the century. Demographic changes include population declines insource countries, and a trend to ageing populations. 18. Adaptation Strategies in generalClimate change is slowly entering into decision-making of arange of tourism stakeholders (e.g. investors, insurancecompanies, tourism enterprises, governments, and tourists);studies that have examined the climate change risk appraisal oflocal officials and operators have consistently found relativelylow levels of concern and little evidence of long-term strategicplanning in anticipation of future changes in climate. 19. Adaptation Strategies AustriaClimate change is already affecting the strategies and plans ofthe winter sport resorts today. Artificial snow-making remainsthe dominant adaptation strategy. Ski season simulations showthat snowmaking technology can maintain snow-reliableconditions in Austria until the 2040s to the 2050s, but by theend of the century the required production in snow volume isprojected to increase by up to 330%. 20. It is more likely that demand for skiing tourism may declineseriously in the upcoming decades than that current demandcould be maintained or even increased. Thus, current trends onthe supply side e.g. further extensions of ski areas andincreases in transport or accommodation capacity, might not befinancially viable. 21. The Future of Winter TourismNot even one third of those who travel abroad each year, do soin the winter. Of those only 12% go for a vacation in the snow.Nevertheless Austria remains one of the most popular winterholiday destinations in Europe.Four scenarios were developed for the future of winter tourismin Austria. Heaven and Hell: This scenario is based on the anticipatedfuture income gap. There will be a first class tourism segmenton the one hand with all-inclusive low price packages on theother. 22. Good Bye Snow! These are affordable only by high end clients.The need for a snow experience slowly fades in peoples minds.Instead artificial snow in huge ski domes with typical Austrianfeatures provides the only substitute. Ecological Winter Breaks: An increase in so called eco-taxes.High fuel prices lead to a preference for holidays in theneighbour countries rather than in far away places. Austria'sgeographically central position and its advanced position inecologically sound tourism is well matched to existing demand. Ski, Snow & More: Clients like to mix skiing with extra featuressuch as show and concert events. 23. The Summer ChallengeFor the Europeans, vacations in the countryside or in themountains account for about 6% of all holiday travel.The Real AustriaThe development of such a market is supported by a strongdemand for authenticity or experience and for natural products.Nature however is in relatively short supply and people arewilling to pay a high price for last surrender-spots of authenticnature in Good Old Europe. 24. Mountain Experience Lonely Mountain Sea or Lake: The high water-quality of Austrian lakes Stock up on Life: Austria is a leading wellness resortdestination. Flex Living: The city as a virtual reality show, whereeverything happens just in time. Technology supports andenables the new fast-and-flexible lifestyle of the future citytourist-with-no-time. 25. A New Vision of LivingThe main goal for people in the new millennium is to preventillness and to avoid the need for recovery. It is not enoughanymore to reach a significant age. Fitness of the mind andoverall well-being in terms of the overall quality of ones healthis a crucial personal goal. 26. What Does this Mean for the Future?Services provided must follow a holistic approach. This maymeans considering new wave treatments. The touristexperience will be based around facilities such as well-beingoases, competence centres or hotels as well as multi-optionhealth resorts.The City Escape scenario for city tourism, societies requiresthe availability of individualised hotels and above all 24 hourservice in retail and gastronomy. 27. The Experience City. Tourist competence is a key issue.Handicrafts and trade have to be recreated in a historic settingwhile addressing the new needs of the time. Beside, thecreation of new niche products price optimisation will be veryimportant.In the case of Real Austria Demand for Real Nature,Austrias authentic creditability must be established orincreased . Local and regional service cards combined withcontinuous service chains and a variety of events with regionalidentity can match tourists need for flexibility. 28. Responding to New Social DriversEssential social drivers such individualisation, flexibility and theaging of society will fundamentally change social relations.Patchwork-families, single households, serial partnerships andjobs will replace traditional structures and change how peopleholiday, with whom and when. So called flex-jobs and projectorientated engagements will replace traditional full time jobs.The average age of retirement will be 70. All of this will affectsthe new customer in the ageing Europe of 2015. 29. One out of four customers will be above 60 and seniors will beamong the most affluent clients.The middle class will slowly disappear and the in the hyperflexible, digital, networked economy, hybrid products will bedesigned. Discount will meet the premium class and the gapbetween those with lots of time and little money and the oneswith no time and lots of money will get bigger.Products and services will melt together. Product diversity will becrucial. 30. SLOVENIA TRSEWhen the small ones join together, they become great. Strengthening of the Alpe-Adria trademark Possibility of connections among tourist service providers in theAlps-Adriatic region and thus also an opportunity for jointpromotion of the region within it and outside of it Segmented offer by destinations, which facilitates thepresentations of offers of macro as well as micro destinationsSlovenian tourism the industry accounts for 12.3% of the GDP.1.6 million tourists. 10% growth rate. 31. Tourist TribesThe Traveller tribe The holiday tribe The excursion tribe The active tribe will 32. The Proximity Locus Contextual Proximity Local Proximity Physical Proximity Digital ProximitySharing Local Knowledge 33. Green Tourism TrendsHow can we align a desire to see the world alongside aconscience that calls for the education in our everyday carbonemissions?1. Trend: Travel for a reasonThe arrival of budget airlines a few years ago changed tourismfor many people into a rush from destination to destination, andinto ticking off a checklist of specific experiences and sites. 34. So the question should be Why do you want to go? of Howwould you like to spend your holidays? Today there isincreasing emphasis on what you want, expect and need fromholidays and how you can give back to the destination andpeople who live there for your experience.At this time why and how will become much more important.Travel in the future will therefore have a greater, moreprofound meaning and not just for us, but also fordestinations and the people who live there.This kind of travel will be calledProfound Travel. 35. Today we are seeking authenticity and real experiences. Increasingly it willinvolve a respect to the local identity, its special features, things that make adestination different and special. This could be the aroma of fresh spices inKerala in India or blueberries in a Slovenian forest.2. Trend: Local Travel in the future will be geo-local. This means that people will travel muchcloser to their home. Tourism will no longer be controlled by Westerners. In the future the majority of hotels will obtain their products, materials, servicesand employees from the direct vicinity. We will see a new type of hotel, the so-called10 kilometre hotel, which will purchase or obtain all its resources withina radius of 10km. Moreover consumption will be measured for each guest, andbills will show separate accounts for the use of electricity, water and similarresources. Those whose consumption is less than average will get discounts. 36. 3. Trend: Alternative TransportWith the growing cost of flying, travel will follow the slow food trend.We will be increasingly aware of the value of slow travel, by usingtrains, boats and bicycles. With the rising cost of fuel (if this continues)cheap flights will not be with us for much longer. Travel by train will besimpler and the global reservation system will be created.New websites will enable travellers to select a flight from those airlinesthat for certain itineraries generate less emissions. We will see thegrowth of more environment-friendly biofuels, and in the cruiseindustry we will see a lot of new ideas that will reduce the carbonfootprint, such as adding sails to large cruise ships, or a return toairships for shorter trips. 37. 4. Trend: Changing climate conditions and planning the futureThe traditional migration from northern to southern Europe in thesummer months will be threatened by temperatures that will be too hotfor the majority of tourists. Extreme weather phenomena will becomemore frequent, which will reduce the tourist season in manydestinations, such as in the Caribbean. Tourism ministers will becomewiser in planning a few years ago they were still setting targets fordoubling tourist numbers, and believed that this would bring in morecash. Now they will be aware that this is not necessarily the right wayto increase the benefit and income from tourism. Smart destinationswill not just pursue an increase in tourist numbers. The sharing ofexperiences by consumers and travellers, and this will promote thedemocratisation of travel. Both travellers and local people will havegreater incentives to share their experiences. 38. 5. Trend: Labelling holidays and travelIn the past few decades we have witnessed how the foodindustry introduced numerous brands and labels such as fairtrade, organic, locally made and we will see a similar conceptin the tourism and travel industry. The holistic approach toresponsible tourism will include the labelling of holidaysdepending on how they impact the local community and itsculture and environment. 39. Summary: Seeking Utopia In the future, the tourism and travel industry will acquire asustainable and responsible orientation, with emphasis onpreserving identity and culture, and will recognise what isunique and will preserve what is different. We will fly less and will fall back in love with what is closer tohome. We will have no more personal, in-depth relationship with thedestinations we visit. We will better understand our individual and internalmotivations to travel. 40. Trends in Tourism: Green SleepingThe demand for green holidays is on the increase and so in theEuropean Union eco tourism is becoming ever more important. Oneof the main priorities is eco-friendly accommodation in rural areas.One of the most important trends is holidaying in rural areas.The future of rural tourism in Europe, Slovenia included, lies in self-initiativeof the communities to attract investors and meet theincreasing demands for rural-based holidays. This drive to grow will,of course, need to respect the intrinsic values of each territory, soall policies and supports must be based on achieving sustainabledevelopment.A bright green eco future seems to await the rural areas in Slovenia. 41. The Vision of Slovene TourismSlovenias vision should differ from the visions or large andestablished tourist destinations due to Slovenias relative smallnessand stillun-discovered character. One the increase will be thatsegment of people who in choosing the destination will primarily beguided by the search for authenticity and connection with their (self-)image.Vision:Slovenia will become a developed tourist destination with diversifiedand quality tourism focused on shorter holidays. Furthermore,Slovenia will also become a desired destination for longer vacationswith its attractive and diversified integrated tourism products. 42. In Slovenia, all European elements can be found, andtherefore everyone feels at home. Because of its centralposition in Europe, it is an ideal starting point for visiting allmajor European sites of interest.Values: Hospitality and well-being Protection of natural and cultural heritage Healthy and active life mysteriousness 43. ObjectivesIn this strategic period, six basic objectives are going to be set.Three quantitative objectives: Increase in tourism volume Increase in tourist expenditure Improvement of recognisabilityIncrease in tourism Volume: For the number of tourists: 60% For the overnight stays: 4% For tourist receipts: 8% 44. Improvement of recognisability: Slovenia are not interestedin recognisability of the total population, but within targetgroups (in terms of demography, geography and/ormotives). The recognisability of Slovenia within these targetgroups must reach at least 50%.Three qualitative objectives: Decentralisation Deseasonalisation Promotion of changes 45. Decentralisation: They key competitive advantage of Sloveniais it delivery within a relatively small space. Therefore, it isnecessary to design up to ten basic thematic tourism productsDeseasonalisation: Slovene tourism should be designed so asto create motives for the arrival of tourist out of high season.Deseaonalisation (annual and weekly) will also contribute to astable an sustainable development of destinations and to ahigher quality of services, a better annual utilisation of touristcapacities, improved working conditions, a better attitude tothe local population towards tourism, etc. 46. Promotion of changes:On the charts of top-performing tourist destinations,Slovenia ranks poorly. The Slovenian tourist offer shouldbecome: Connected Of high quality Specialised Innovative Become and remain authentic, and be based on knowledgeand information. 47. Strategies Basic StrategyIn order to successfully compete in the new, global and growingmarket, tourist activity (whether at the international, national,regional or even local level) has to be integrated into Symbolicnetworks (at the international, national, regional or local level)and to cooperate in the network of organisational with others insuch a way as to jointly optimise the overall touristservices/offer/ITP.Networking represents the future. We will only be successful iswe are linked into networks. The global market will intensify thenetwork relationships as a basis for maintaining and expandinginfluence and position on global markets. 48. Marketing and Promotion PolicyIn drawing up the promotion and marketing policy of Slovene tourism,the following facts have been taken into account: Poor recognisability (of Slovenia as a country and destination)beyond the neighbouring regions. A small number of tourism brands enjoy better recognition than thedestination of Slovenia itself. Low acceptability due to ignorance and stereotypes stemming fromSlovenias location in Eastern Europe and the Balkans.Furthermore, there is still a tendency to confuse Slovenia withSlovakia. Consequently, low expectations in terms of quality tourism. Consequently, expectations for lower prices. 49. Slovenia has no national symbols recognised abroad, suchas towns, natural, cultural and other attractions, brands,national dishes or drinks. In terms of investments in marketing, Slovenia cannot competewith the investments of major tourist destinations. Slovenia will have to reach a national consensus on nationaland destination symbols to be focused on in terms ofpromotion. Initially, a maximum of 3 internationallyrecognisable national (and not only regional) symbolsshould be developed, while the rest should be introducedgradually.Common Promotion.. 50. Strategy of Slovenian TourismIn 2016, tourism in Slovenia will be entirely based onsustainable development and Slovenia will be a developedtourist destination with a modern, diverse and top-quality touristoffer, based on innovative and quality integral tourist productsand high value-added services aimed to satisfy tourists.The working name of the new Development Strategy forSlovenian Tourism is 2012 2016 Partnership for theSustainable Development of Slovenian Tourism. 51. Tourism in Slovenia, to a large extent, still representsunexploited possibilities in terms of its economic and socialdevelopment and recognisability in the world. In terms of relativevolume of tourist capacity and number of tourism operators inSlovenia, as well as tourism traffic and employment in tourism(in view of Slovenias natural attractions), Slovenia still lagsbehind other comparable countries and regions in Europe.These can only be realised with the valorisation of Sloveniasnatural and unique assets. 52. Travel and Tourism in SloveniaIncoming tourist receipts grows slower than arrivals.Lower prices driven by competition and many special offersand discounts offered by Slovenian tourist operators have ledto significantly lower growth of income receipts than arrivalsgrowth. It does not mean that Slovenia has become a cheapertourism destination, but tourists are not willing to pay likebefore the recession and they are trying to find cheapertourism products within the same segments as during the pre-crisisperiod. 53. Online SalesAlthough the online channel still makes a minority of alltransaction value, it is becoming an increasingly importantmodel of payment. This became especially important duringthe economic crisis when both tourists and tourism operatorswere trying to avoid intermediaries because of higher prices.Most Slovenian tourism operators sell their services throughthe well-designed and updated websites, so tourist with lowerbudgets can easily find special offers and last-minutearrangements. 54. CroatiaArrivals stimulated by promotional activities and destinationrepositioning. 2012 showed positive trends for arrivals, with anincrease in visitors from almost all markets. Arrival numbers areexpected to grow.Accommodation structure continues to lag behind markettrends. It seems Croatia still has not found the best formula toconsolidate its enormous private accommodation sector. Thishighly fragmented market has no price consensus or regulationsand accumulates low revenue. Now non-traditional markets havefound their way to Croatia. The majority of new arrivals arosefrom China and Brazil rapidly increasing arrival trends. 55. Domestic travel levels indicate slow economic recovery.Croatia is still experiencing post-recession recovery influencesthrough relative high unemployment levels and low purchasingpower.All tourism sectors showing good future prospects. Withthe current economic perspectives, including Croatias EUsuccession in 2013, the travel and tourism industry is expectedto be the driving force for the countrys future development withpositive trends seen in almost all tourism sectors, Croatia acountry once labelled only as a transitional country with unclearfuture prospects shows good tendencies for futuredevelopment of its tourism sector. 56. Strategic Principles: