News 07.11.18
Poon Tip: ‘Firms must change focus’
Abra Dunsby
G Adventures founder Bruce Poon Tip has urged travel firms to change their business models and fulfil their potential to “transform lives”, using travel as “a force for good”. Speaking on the WTM Global
Stage (AS1350) yesterday, Poon Tip said he believed tourism, which he said was set to become a $10 trillion industry in 10 years’ time, “could be the greatest form of wealth distribution the world has ever seen”, and that going on holiday “can be a way of giving something back”. Poon Tip was critical of companies who sell travellers the “creature comforts” offered by “bigger is better” cruise ships and all-inclusive holidays located in some of the poorest countries, stating: “This is so far away from the experience of what travel should be; if you can’t leave without feeling like you’ve left home, stay at home.”
He added that all-inclusive hotels bring little to local economies and push value for money over experiences for guests.
Though 75% of travellers globally
now choose to stay in an all-inclusive hotel, Poon Tip dubbed all-inclusive “an unsustainable model”, and said he hoped there would be a “tipping point where people match
JORDAN PARTNERSHIP
Infl uencers ‘a vital tool’
James Chapple
Social media influencers have become a vital marketing tool for Jordan (ME140, ME150), portraying a “natural, authentic and unique” picture of the burgeoning destination. Jordan invited 700 high-profile influencers to the country last year and a further 500 this year, managing director of the Jordan Tourism Board Dr Abed Al Razzaq
12 07.11.2018 The city of Petra
Issam Arabiyat told TTG@WTM. “We don’t pay them, we just invite them for a week and show them what the country has to offer,” said Arabiyat. “We have a suggested
G Adventures founder Bruce Poon Tip at the WTM Global Stage
their values with how they travel.” The founder of the adventure travel company said change was inevitable, with people beginning to live more responsibly and sustainably at home.
He added that selling experiences would bring more fulfilment to travel companies and their clients. “Seeing other cultures leads to a greater appreciation of who we are,” he said. Poon Tip advised firms to change their brand positioning and business models to reflect this upsurge in responsible living, to become social enterprises because “people buy from people, not brands”. “Travel is an industry that is
particularly suited to driving change, since those who work in travel are passionate about their jobs,” said Poon Tip.
G Adventures recently conducted a travel agent survey that demonstrates this passion. Of those questioned, 71% were “purpose-driven”, meaning they wanted to change the world through travel.
Poon Tip concluded by stressing that by harnessing the passion and happiness found in those who work in travel, the entire industry could “be part of the solution”, contributing to a movement that drives social change.
itinerary – Petra, the Dead Sea, and so on. They share local, authentic experiences of our country. They get across the right message about the country, its history and culture. It helps put Jordan on the worldwide tourism map. It gets us out there on YouTube, on Instagram and on blogs. It gives people an insight into the country through their eyes. “We obviously can’t dictate what to say, we don’t give them press releases or anything. It’s very natural and organic.”
Arabiyat said these efforts were paying dividends, with EU visitor numbers for the nine months to September (inclusive) up 26% year-on-year, Asia 18-19% and Arab
NORTH CAROLINA
‘We’re open for business’
Pippa Jacks
North Carolina (NA450) is “wide open” for tourism again following Hurricane Florence, the tourist board has stressed.
The hurricane – the wettest tropical cyclone ever recorded in the Carolinas – caused damage primarily through flooding when it hit in September.
Heidi Walters, director of partner industry relations at Visit North Carolina, said all attractions and infrastructure had since reopened. “A few hotels have taken the opportunity to renovate, but other than that we are wide open for business,” she said.
The tourist board suspended its autumn campaign in the immediate wake of the hurricane, but has since ramped up its activity, especially for the domestic market, Walters said. “Our shoulder season arrivals were impacted, but we don’t think there will be much difference in the long-term,” she reported.
New products in the state include the Mustang Owner’s Museum, which opens in April 2019 on the 55th anniversary of the first Mustang car being introduced.
The Wright Brothers National Memorial has also recently reopened following extensive renovation. Many hotels are in the pipeline for the state, including 7,700 rooms to be added in the city of Charlotte alone by 2022.
markets 22%. Overall tourist numbers are up 14%. He said: “Petra is already fully booked for March next year.”
The country has invested heavily in two key regions – some $16 billion in Aqaba and $6 billion in Amman. Arabiyat said that over the next three years, Jordan would add about 7,000 to 8,000 hotel rooms in Aqaba and 6,000 to 7,000 in Amman. New flights have also contributed to growth, said Arabiyat. “We have an open skies policy,” he added. “We have incentive schemes for airlines looking to fly to Aqaba and Amman. We assist them with marketing support. We want to keep building routes with these companies.”
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