Episode 4: High Yield Tourism Podcast
Impressions from the UN Tourism Commission Meetings for Asia and the Pacific, and the 1st Regional Asia Gastronomy Tourism Forum in, Cebu / Philippines
With:
Gary
Bowerman
Dr Jens
Thraenhart
Listen to it now on your favourite podcast channels:
Summary
The 4th High-Yield Tourism Podcast, hosted by Mr GaryBowerman and Dr Jens Thraenhart, focus on their recent attendance at the UN Tourism Gastronomy Tourism Forum for Asia and the Pacific and the annual UN Tourism Commission meetings for East Asia and the Pacific and South Asia, held in Cebu, Philippines. The key topics covered include The inaugural Gastronomy Tourism Forum, which aimed to promote food tourism as a driver for sustainable development and high-yield tourism in the region. Statistics highlighting the importance of food tourism for travellers were presented, and the event featured celebrity chefs showcasing local cuisines from across the Philippines. The UN Tourism Commission meetings, where Philippine President Ferdinand Marcos Jr. delivered a keynote speech emphasising the government’s vision to position tourism as a pillar of the national economy and drive socio-economic development through improved connectivity, investment, and job creation.Discussions around the challenges faced by the region in terms of human capital development and, the need for capacity building and training in the tourism and hospitality sectors to deliver high-quality experiences and attract high-yield travellers. The introduction of a ‘Cebu Call to action’ on gastronomy tourism, which outlined 12 points to foster sustainable development through food tourism, including governance mechanisms, cross-sector cooperation, support for small businesses and local producers, and the promotion of culinary identities. The launch of the first quarterly’ High-Yield Tourism Asia Trends’ report received positive responses from delegates. It sparked discussions about attracting high-yield travellers through targeted marketing strategies and experience development. Overall, the event highlighted the region’s efforts to leverage food tourism as a driver for sustainable economic growth while addressing challenges related to human capital, capacity building, and attracting high-value travellers through targeted strategies and product development.
Gastronomy Tourism Forum
The hosts discuss their impressions of the inaugural Gastronomy Tourism Forum, organised by the UN World Tourism Organization (UNWTO), now known as UN Tourism. The forum aimed to promote food tourism as a driver for sustainable development and high-yield tourism in the region. Statistics highlighting the importance of food tourism for travellers were presented, and the event featured celebrity chefs showcasing local cuisines from across the Philippines. The hosts commend the UNWTO for linking the forum with the annual commission meetings, making the event more relevant and focused on the region.
UN Tourism Commission Meetings
The hosts discussed the UN Tourism Commission meetings attended by tourism ministers and officials from various countries in the region. President of the Philippines, HE Ferdinand Marcos Jr., delivered the keynote speech, emphasising the government’s vision to position tourism as a pillar of the national economy and drive socio-economic development through improved connectivity, investment, and job creation. The meetings also addressed challenges related to human capital development and the need for capacity building and training in the tourism and hospitality sectors to deliver high-quality experiences and attract high-yield travellers.
Cebu Call to Action and High-Yield Tourism Trends Report
The hosts mention the ‘Cebu Call to Action’ on gastronomy tourism, which outlined 12 points to foster sustainable development through food tourism, including governance mechanisms, cross-sector cooperation, support for small businesses and local producers, and promoting culinary identities. They also discuss launching a ‘High-Yield Tourism Asia Trends’ report, which received positive responses from delegates and sparked discussions around attracting high-yield travellers through targeted marketing strategies and experience development.
Future Outlook and Challenges
The hosts discuss the future outlook and challenges for the region’s tourism industry. They highlight the need for segmenting and understanding changing traveller patterns and preferences as competition to attract tourists intensifies. They also mention the potential impact of discussions around responsible travel and sustainability on long-haul tourism. The hosts emphasise the importance of attracting high-yield travellers through targeted strategies and product development while also addressing service delivery and training issues.
Key Highlights
Develop marketing toolkits and 'tourism playbooks' to provide public and private organisations with actionable information to attract high-yield travellers and harness economic benefits.
Conduct research and analysis on specific source markets and segments for high-yield travellers, such as Singapore and China.
Collaborate with partners in source markets to assist with activations and implementations of the 'tourism playbooks'.
Introduce guest interviews and insights from various stakeholders in the travel sphere on the podcast to explore the changing landscape of yield-driven tourism further.
Continue producing the quarterly 'High-Yield Tourism Asia Trends' report to track trends and developments related to high-yield tourism in the Asia-Pacific region, focusing on best practices by public and private sector organisations.
High-Yield Tourism
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Singapore 049422
Email: hello@highyieldtourism.com