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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Published Episodes

Episode 6

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.
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Episode 5

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.
 
 
 
 
 
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Episode 4

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

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

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

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?

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High-Yield Tourism

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