The High-Yield Tourism Podcast
Hosted by Gary Bowerman and Dr. Jens Thraenhart, the High-Yield Tourism Podcast discusses the complex, fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.
In conversation with global thought-leaders, we address the hottest topics in high-yield tourism. Expert insights and astute analysis unlocks best practices for engagement, and actionable guidance for tourism marketers.
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EPISODE 19
Making Accessible & Inclusive Tourism More Meaningful
Yock Song Law
Ludus Lab
Making Travel Accessible for Everyone: A Journey into Inclusive Tourism
Discover how Yock Song Law is transforming accessible travel in Singapore through his innovative startup, Ludus Lab. He shares his inspiring journey from the Singapore Tourism Board to becoming a champion for inclusive tourism, motivated by personal experiences and a vision to make travel accessible for all.
This episode delves into the untapped potential of the accessible tourism market, which impacts over a billion people worldwide. Yock Song discusses essential aspects of inclusive travel, including the need for specialized guide training and practical considerations such as proper bed heights and shower facilities in hotels. He also emphasizes Singapore’s progressive approach to accessibility infrastructure and the positive feedback from international travelers.
Key Highlights:
- The multiplier effect of accessible tourism, as travelers often book in groups
- Singapore’s initiatives to enhance accessibility infrastructure
- Challenges faced by travelers with disabilities
- The need for global certification standards
- Success stories of inclusive tourism practices
Are you ready to explore how the tourism industry is evolving to become more inclusive? Listen to this eye-opening episode that challenges our understanding of accessible travel and uncovers the vast potential of this growing market.
Guest:
Yock Song Law
Ludus Lab
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EPISODE 18
High-Yield Tourism vs. High-Value Tourism: What Are The DIfferences - And Why Do They Matter?
Redefining Tourism: The High-Yield vs. High-Value Debate
Join Gary Bowerman and Dr. Jens Traenhart as they engage in a compelling discussion about the misconceptions surrounding high-yield versus high-value tourism. Dr Traenhart cautions against the “high-value trap,” which conflates luxury with genuine value. He advocates for a shift toward sustainable growth and meaningful travel experiences. This episode is essential listening for anyone invested in the future of tourism, including industry professionals and passionate travelers alike.
They discuss how post-pandemic tourism can evolve by prioritizing community well-being over simply attracting affluent tourists. In places like Japan, they examine the complex economic and social impacts of tourism. Through insightful application of the SOAR model, they present strategies to enhance local benefits and consumer satisfaction by creating immersive, passion-driven experiences.
Discover how strategic adaptability and a thorough understanding of local dynamics can redefine tourism practices in today’s world. This episode makes a compelling case for rethinking tourism strategies, moving beyond traditional financial metrics to adopt a more holistic approach that benefits both tourists and local communities. Tune in to this thought-provoking episode to explore the evolving landscape of tourism and learn how to implement effective strategies for sustainable growth.
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EPISODE 17
The Future of High-yield Tourism is Showcased at the Expo 2025 Osaka
Exploring Expo 2025: Sustainability, Culture, and the Future of Tourism
Discover how Expo 2025 in Osaka is transforming the way countries showcase their culture and technological achievements to the world. Dr. Jens Traenhart shares fascinating insights from this global exhibition, where sustainability meets innovation in unexpected ways. From Pakistan’s stunning pavilion made of Himalayan pink salt to Australia’s immersive “Chasing the Sun” experience, countries are finding creative methods to captivate visitors and share their unique stories.
The discussion explores the intriguing “popularity paradox” at international expos and offers practical tips for visitors to enhance their experience. Learn how digital innovation is revolutionizing tourism engagement, with examples such as Canada’s augmented reality (AR) installations and how young travelers are using AI tools to explore new destinations.
The conversation also delves into the rising trend of digital nomadism and its impact on global tourism, particularly in post-COVID Japan. Despite challenges such as extreme heat and sustainability concerns, Expo 2025 demonstrates how countries can effectively blend cultural heritage with modern technology to create compelling visitor experiences.s.
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EPISODE 16
Turning Around Indonesia's Underperforming International Tourism Marketing
Nur Wulan T
Bali’s Tourism Renaissance: Challenges and Opportunities Post-Pandemic
Explore the transformation of Indonesia’s tourism landscape in this insightful discussion on issues such as soaring domestic airfares, overcrowded destinations, and the pursuit of sustainable solutions. Bali-based expert Nur Wulan T shares critical insights on how Indonesia can better cater to both domestic and international travelers while preserving its natural treasures.
Key Highlights:
- The essential role of domestic tourism in Indonesia’s economic recovery.
- Challenges posed by high flight prices are affecting family travel connectivity.
- There is growing pressure on Bali’s southern infrastructure due to over 6 million international visitors.
- Development of five super-priority destinations, including Lake Toba and Labuan Bajo.
- Opportunities in Muslim-friendly tourism and the need for improved services.
This conversation highlights how Indonesia stands at a crossroads between explosive tourism growth and sustainable development, drawing valuable lessons from regional success stories such as Japan and Malaysia.
Tune in to this crucial episode to understand the future of tourism in one of Asia’s most vibrant destinations and discover why balanced development may be the key to Indonesia’s tourism success.
Guest:
Nur Wulan T
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EPISODE 15
Exploring the Future of Stargazing & Dark Sky Tourism
Megan Eaves
"Nightfaring"
Discover the Magic of Dark Sky Tourism: Where Stars Meet Wildlife
Embark on a captivating journey into the world of dark sky tourism with travel journalist Megan Eaves. Drawing inspiration from her childhood spent under the starlit skies of the southwestern United States, Megan has dedicated her career to exploring nocturnal adventures. After moving from London’s light-polluted environment to working with Dark Sky International, she shares her vision for inclusive nighttime experiences that celebrate both celestial wonders and nocturnal wildlife.
Discover how the pandemic ignited a global increase in astrotourism, with destinations like New Zealand and Utah leading the way in responsible dark sky practices. This discussion highlights the important distinction between dark sky tourism and traditional astrotourism, showcasing innovative experiences such as nocturnal wildlife safaris in the UK.
Megan’s upcoming book, “Nightfaring,” promises to explore humanity’s relationship with darkness in an increasingly illuminated world. From the Northern Lights to remote dark sky sanctuaries, learn how these celestial experiences are connecting people worldwide while promoting conservation efforts.
Are you ready to explore the night sky in a new light? Tune in to discover how you can be part of this growing movement to protect and celebrate our nocturnal heritage.
Guest:
Megan Eaves
"Nightfaring"
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EPISODE 14
It's Time to Rethink Digital Nomadism & Global Mobility
Miloš Pelucha
Co-founder of Destinova
Digital Nomadism: Reshaping Global Tourism and Local Economies
Discover how digital nomads are revolutionizing travel patterns and transforming destinations worldwide, as revealed by Miloš Pelucha, co-founder of Destinova, fresh from the Bansko Nomad Fest. Drawing from a decade of nomadic experience, Milos distinguishes between true digital nomads and temporary remote workers, highlighting crucial differences that tourism stakeholders must understand.
The episode explores fascinating contrasts in how different regions perceive digital nomads – from European skepticism to Asian enthusiasm. Learn about groundbreaking initiatives like Thailand’s DTV visa and the vibrant community-building at events like the Bansko Nomad Fest, dubbed the “Glastonbury for nomads.”
Key insights include:
- Digital nomads’ significant economic impact, especially during off-peak seasons
- The evolution of nomad-friendly visa policies worldwide
- Challenges in bridging the gap between tourism authorities and nomadic communities
- Emerging opportunities in unexpected destinations like Armenia
Ready to understand how digital nomadism is reshaping the future of travel and local economies? Tune in to this eye-opening episode that challenges conventional tourism perspectives.
Guest:
Miloš Pelucha
Co-founder of Destinova
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EPISODE 13
The Challenges of Marketing Authentic Experiences in Tourism
The Authenticity Paradox in Modern Tourism
Dive into a fascinating exploration of what “authentic” really means in today’s tourism landscape. Can a manufactured experience like Disneyland be considered authentic? Dr. Jens Traenhart and Gary Bowerman challenge conventional wisdom about authenticity in travel, warning against the dangers of staged traditions and their impact on cultural preservation.
The discussion reveals how tourism marketing often struggles with balancing genuine cultural experiences against commercial interests. Key insights include:
- The subjective nature of authenticity in travel
- Risks of over-commercializing local traditions
- Importance of meaningful human connections
- Role of technology in modern tourism experiences
- Strategies for maintaining cultural integrity
The conversation extends to major events like the Vancouver Olympics and FIFA 2034, examining how these gatherings can either enhance or diminish a destination’s authentic appeal.
Ready to challenge your understanding of what makes a travel experience genuine? Listen to this thought-provoking episode that redefines authenticity in modern tourism and explores how destinations can create meaningful connections while preserving their cultural heritage.
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EPISODE 12
The Challenges of Tourism Market Segmentation in a Competitive Global Landscape
High-Yield Tourism: Beyond Luxury to Strategic Segmentation
Discover why the future of tourism isn’t just about attracting wealthy travelers, but rather finding the perfect match between destinations and visitors. In this compelling episode, Gary Bowerman and Dr. Jens Traenhart challenge the common misconception that high-yield tourism equals luxury tourism.
The conversation reveals critical insights into:
- Strategic market segmentation in post-pandemic tourism
- Adapting to evolving consumer preferences
- Targeting the right travelers for maximum economic benefit
- Understanding destination-specific value propositions
- Leveraging local assets effectively
A fascinating discussion emerges around the “dichotomy of trends,” where modern travelers simultaneously seek personalized experiences while following global patterns. The experts delve into niche markets, from stargazing enthusiasts to halal travelers, demonstrating how understanding micro-trends can revolutionize tourism strategies.
Ready to transform your understanding of tourism economics and destination management? Listen to this episode to learn how destinations can optimize their tourism approach for enhanced economic benefits and sustainable growth. Your perspective on high-yield tourism will never be the same.
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EPISODE 11
A New Era of High-Yield Tourism in Thailand
Chattan Kunjara
Former Deputy Governor of the Tourism Authority of Thailand
Thailand’s Tourism Revolution: From Mass Market to High-Value Experiences
Discover how Thailand is reimagining its tourism strategy through the innovative “5Fs” concept – food, fashion, festivals, fight (Muay Thai), and film. Former Deputy Governor of TAT, Khun Chattan Kunjara, reveals how the country is moving away from mass tourism towards a more sustainable, high-yield approach.
The pandemic served as a catalyst for change, pushing Thailand to collaborate more closely with local stakeholders and carefully curate its tourism offerings. Rather than simply chasing visitor numbers, the focus has shifted to attracting travelers who deeply appreciate Thai culture and contribute more significantly to the local economy.
The strategy involves:
- Targeting high-spending travelers
- Promoting secondary cities and provinces
- Developing sustainable tourism practices
- Diversifying source markets, including Israel, Kazakhstan, and Saudi Arabia
- Leveraging Thailand’s soft power through the 5Fs framework
Ready to explore how Thailand is transforming its tourism landscape? Tune in to hear the full story of how this beloved destination is crafting a more sustainable and enriching future for both visitors and locals alike.
Guest:
Chattan Kunjara
Former Deputy Governor of the Tourism Authority of Thailand
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EPISODE 10
Rethinking High-Yield Tourism for Muslim Travellers
Fazal Bahardeen
Founder and CEO of CrescentRating
Discover how Muslim tourism is revolutionizing the global travel industry, with projections showing a remarkable increase from 100 million Muslim international travelers in 2010 to 230 million by 2028.
Fazal Bahardeen, founder and CEO of CrescentRating, shares insights on how destinations worldwide are adapting to serve this influential market segment.
Key highlights:
- The evolution of Muslim-friendly travel services over 17 years
- Growing independence of Muslim female travelers, especially Gen Z
- Emergence of “Umrah Plus” experiences in Saudi Arabia
- Adaptation of non-Muslim destinations like Hong Kong and Spain
- Rise of multi-generational family travel trends
The landscape of global tourism is being reshaped by Muslim travelers seeking authentic experiences while maintaining their faith-based needs. From halal dining options to prayer facilities, destinations are transforming their offerings to welcome this lucrative market segment.
Tune in to this episode to understand how the Muslim travel market is reshaping global tourism and learn about the exciting opportunities it presents for destinations worldwide.
Guest:
Fazal Bahardeen
Founder and CEO of CrescentRating
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EPISODE 9
Building High-Yield Tourism into Australia's Visitor Economy Diversification Strategy
Samantha Palmer
FIPAA, AusTrade
Discover how Australia is reimagining its visitor economy in a post-pandemic world, with fascinating insights from Austrade’s Samantha Palmer.
From the unexpected silver lining of Australians rediscovering their own backyard during COVID-19 to the strategic focus on emerging Asian markets, this episode unpacks the evolution of Australia’s tourism landscape.
Key highlights:
- The shift from traditional tourism to a broader “visitor economy” perspective
- Growing importance of Asian markets, particularly Vietnam’s strong recovery
- Integration of Indigenous tourism experiences as a unique differentiator
- Innovative use of mobile data and research to understand visitor patterns
- Sustainable tourism initiatives aligned with net-zero emissions goals
- Focus on diverse international student markets and business travelers
Join us for an illuminating conversation about how Australia is not just rebuilding its tourism sector but transforming it for a more sustainable and inclusive future. Whether you’re in the tourism industry or simply curious about Australia’s evolving visitor economy, this episode offers valuable insights into one of the country’s most vital economic sectors.
Guest:
Samantha Palmer
FIPAA, AusTrade
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EPISODE 8
Is High-Yield Tourism Luxury Tourism in Disguise
into High-Yield Tourism
Is High-Yield Tourism luxury tourism in disguise? It’s a question we get asked quite often.
It’s a question we get asked quite often. To answer it effectively, we need to look more closely at the changing economics of tourism in the post-pandemic era.
Closer scrutiny reveals that labels like ‘mass’ and ‘luxury’ tourism simply don’t work anymore.
On Episode 8 of the High-Yield Tourism Podcast, Dr. Jens Thraenhart and Gary Bowerman discuss various ways that destinations can segment more effectively, and build bridges between different inbound segments, demographics and niche interests. We also ask and answer…
- Where is the intrinsic value in modern tourism?
- What is ‘organic pushback’?
- And how do destinations calculate their own natural ceiling for volume-driven tourism?
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EPISODE 7
Building High-Yield Tourism into Lifetime Experiences in Nepal
Raj Gyawali
Founder, socialtours
Episode 7 explores high-yield tourism in Nepal, featuring sustainable tourism expert Raj Gyawali.
He highlights the importance of connecting with local communities, offering unique experiences, and ensuring financial transparency. Raj emphasizes branding Nepal as a destination for ‘lifetime experiences’ and leveraging its diverse culture to create distinctive tourism products. The discussion addresses seasonality challenges and suggests storytelling as a solution. Raj also sees potential in spiritual tourism, showcasing the resilience and spirituality of Nepali people. The conversation outlines strategies to transform Nepal’s tourism into a high-yield, sustainable model.
Guest:
Raj Gyawali
Founder, socialtours
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EPISODE 6
Developing High-Yield Tourism in Canada's 'Wild Side'
John Mamela
CCO of Travel Alberta
In Episode 6 of the High Yield Tourism Podcast, Gary and Jens interview John Mamela, CCO of Travel Alberta.
They discuss Alberta’s evolution from a marketing-focused organization to a destination management entity, aiming to diversify the economy through tourism. Mammella highlights the province’s rich natural beauty, cultural heritage, and strategic goals to enhance both demand and supply in the tourism sector.
Guest:
John Mamela
CCO of Travel Alberta
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EPISODE 5
Rethinking Culture, Heritage & Diversity
in High-Yield Tourism
Hafsa H. Mbamba
CEO of the Zanzibar Commission for Tourism
Enver Duminy
CEO of Cape Town Tourism
What is the role of cultural stewardship in new tourism strategies?
What is the role of cultural stewardship in new tourism strategies? This week, Gary welcomes Hafsa H. Mbamba, CEO of the Zanzibar Commission for Tourism, and Enver Duminy, CEO of Cape Town Tourism, to discuss how cultural heritage is being reframed to support market diversification. We explore strategies and practices that empower local communities, preserve cultural heritage, and ensure that tourism delivers positive outcomes for both visitors and local populations.
Guests:
Hafsa H. Mbamba
CEO of the Zanzibar Commission for Tourism
Enver Duminy
CEO of Cape Town Tourism
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EPISODE 4
Leveraging Local Gastronomy Trends
into High-Yield Tourism
Gary and Jens reflect on their trip to Cebu, the Philippines, to attend the 1st UN Tourism Forum on Gastronomy Tourism for Asia Pacific.
The event formed part of the annual UN Tourism Commission Meeting for East Asia & the Pacific and South Asia. It brought together official delegations from across the region to discuss the future of culinary tourism in the context of post-pandemic re-growth and social-evonomic development. A closing Call to Action identified 12 key factors to consider.
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EPISODE 3
Managing High-Volume Tourism
is Becoming a Priority Worldwide
Gary and Jens have been travelling around Asia, Europe and the Middle East over the past month speaking at travel conferences and in the media to discuss high-yield tourism strategies.
In episode 3, we review how tourism leaders gathered at events in Shanghai, Guangzhou, Macao, Dubai, Barcelona & Kathmandu are confronting the challenges of high-volume tourism. The issue is gaining urgency as the northern hemisphere summer season threatens to break historic records.
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EPISODE 2
Applying High-Yield Tourism in Dynamic Asian Markets
How can High-Yield Tourism be applied in dynamic Asian tourism markets? On Episode 2 of the High-Yield Tourism Podcast, Gary Bowerman and Dr Jens Thraenhart discuss targeting high-value visitors within Asia’s dynamic post-pandemic re-growth context.
The journey takes us from Thailand and Singapore to China, Japan and South Korea and Mongolia and Saudi Arabia.
Travellers across the region are living out their lifestyle passions when they travel. Destinations and tourism brands are seeking to respond – often with political leaders playing a central role. But visitor numbers are rising fast once again bringing new challenges.
Plus, does backpacking in Asia – which is the spiritual home of this genre of travel – fit the high-yield model?
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EPISODE 1
What is High-Yield Tourism - and Why Does it Matter?
In the rush to recover from the pandemic, many destinations have sought to match pre-Covid arrivals.
A backlash is developing. Public sentiment against mass tourism is hardening in many places. Can High-Yield Tourism marketing help confront and mitigate the new challenges facing visitor economies?