Tourism Strategy | SW Associates, LLC

Oxford, UK-based IEWY News just reported that Scotland has seen “a six per cent increase in domestic visitors in the first six months of 2011, compared to the same period in 2010, and a 13 per cent increase in expenditure. VisitScotland also reported its ‘Surprise Yourself’ campaign generated an additional £89.9 million to Scotland’s economy since its launch in March – making it VisitScotland’s most successful domestic campaign to date.”

13 percent increase in expenditure from a six percent increase in domestic visitors is an impressive ratio, especially given the economic downturn in the UK and Western Europe.

Enterprise Scotland and VisitScotland are aiming to increase expenditures by 50% over 2006 by 2015.

In March 2006 the Scottish Executive published Scottish Tourism: The Next Decade – a Framework for Change (commonly referred to as the Tourism Framework for Change) – a copy of which can be accessed here TFFC Strategy document. Halfway through the 10 year plan, implementation is proving to be successful. For tourism strategists and planners, this strategy is worth reviewing.

One of the main keys to their success has been close cooperation with the private sector and other stakeholders through the following implementation groups:

Scottish Tourism Implementation Groups - Recipe for Success!

UK Market – 41% Increase in 2011

Rwanda Tourism Fact Sheet for the World Travel Market 2011

Rwanda is actively working to sustainably grow its tourism sector and the efforts are succeeding. UK tourist arrivals are steadily increasing helped, no doubt, by the 12 exhibitors on the Rwanda Stand and the RDB.

HIGHLIGHTS

Annual average increase of 7% 2007-2010 in British visitors to Rwanda.
January-August 2011, a huge increase of 41%.
Total is still modest, but the fast growth shows great market potential:

Last year, 4,783 came for Leisure, 2,758 for business.
UK accounts for 12% of total non-African leisure visitors, which #2 after the USA (8,763).

Almost 70 million British travel abroad every year, so the market potential for Rwanda is very much untapped.
The British are the 4^th biggest spenders on international tourism after Germany, USA and China.
British bookings to Rwanda via TripAdvisor increased 600% in 2011.

For more Rwandan tourism statistics, click here.

Rwanda and especially the Rwanda Development Board’s Tourism Department are actively working to grow the country’s tourism sector in a sustainable way and the efforts are succeeding and being recognized by the World Economic Forum’s Tourism Competitiveness Index. International tourist arrivals and receipts are increasing along with international air access, new and upgraded parks and trails.

HIGHLIGHTS

World Economic Forum’s Tourism Competitiveness Rankings for Rwanda:
- #1 on Sustainability of T&T Industry Development
- #2 on ease of hiring labor
- #3 on time to start a business
- #4 on attitude of population toward foreign visitors
- #5 on CO2 emissions
- #8 on Environmental Sustainability

And, notably…

Second safest country on terrorism risk
Sixth safest country on business costs of crime and violence

WEF Rankings – Rwanda is one of the world’s Safest, most Tourist-friendly, most Environment-friendly, and most Business-friendly countries! Not every WEF ranking was as high. There are categories in which Rwanda ranked lower, i.e. 120th on ICT and 112th on education and training, so there is certainly additional work to be done, which seems to be recognized by the RDB. To see a summary of the Rwanda results: Download

Rwanda received almost 600,000 international visitors from January-August 2011 – 28% increase over same period in 2010. These visitors spent more than US$165 mn, an increase of 33%.

Visitors from Europe and the Americas increased by 33% and 27% respectively.

Increases from the UK (40%), Germany (48%), Belgium (18%), The Netherlands (10%), France (21%) and Italy (40%)!
Visitors from Australia increased 57%! Click here for more results.

Other highlights
- Parc de Volcanoes Gorilla tracking continues to be a top attraction for visitors.
- Launch of the Congo to Nile Trail
- Nyungwe National Park prepares for visitors
  - Only canopy walk in East Africa.
  - World class bird watching and chimp tracking
  - World class eco-lodge – Nyungwe Forest Lodge
Gishwati Forest, a biodiversity reserve, to become new destination, possibly a national park.
RwandaAir expands service with addition of two Boeing 737-800NG, the first in Africa.
Turkish Airlines to begin service to Rwanda in 2012 as part of expansion into Africa.
British bookings for Rwanda via TripAdvisor expand 600%!

Rwanda will be exhibiting at the World Travel Market in London, November 7th-10th. If you are planning to attend, stop by the stand in the North Hall of the Excel Center at AF440.

For more details during WTM, please contact Philibert Ndandali, Senior Promotion Officer, Rwanda Development Board (contact details above) or Scott Wayne, Advisor, tel +1-202-236-9394, email: scottwayne@gmail.com. Mrs. Rica Rwigamba, Head of Tourism and Conservation, Rwanda Development Board, will be available for meetings and interviews during WTM.

Egypt’s Ahram News just reported that the Ministry of Tourism is planning to emphasize and promote green tourism, particularly around Sharm el Sheikh. “Music” to this author’s ears – 23 years ago I was finishing the second edition of Lonely Planet’s Egypt and Sudan guide and had just gone scuba diving at Sharm and other [...]

New Tourism Strategy Coming for Northern Territory, Australia

The Government of the Northern Territory in Australia has just launched the development of a new tourism strategy for the State. The new Five Year Tourism Strategic Plan is expected to be implemented starting in early 2013. According to the Government, the strategic plan will: • Articulate our vision for where the Northern Territory should [...]

The Japanese has proposed (emphasis on proposed!) an interesting marketing strategy to attract visitors back to the country — give away 10,000 tickets to prospective tourists. The story has gone viral. Major media such as Time Magazine, The Guardian, USA Today, Wall Street Journal and many others have circulated the story. When clicking to the Japan [...]

Canada Launches New Federal Tourism Strategy

Canada has launched a new approach to developing tourism all across the country. The Government intends to implement a whole-of-government approach to enhance the federal government’s role as an effective partner with industry and other levels of government in support of an internationally competitive tourism sector. Guiding Principles Under a new whole-of-government approach, federal departments and agencies will be [...]

Yesterday, the European Commission and European Travel Commission announced that they had signed a landmark agreement at the European Tourism Forum in Cracow, Poland to promote “Destination Europe.” Antonio Tajani, Vice-President of the European Commission (EC) and Petra Hedorfer, President of the European Travel Commission (ETC), have signed a historic Joint Declaration between the two [...]

Thailand – Joint public-private consultative committee for the tourism industry established to double tourism revenue. Thai tourism authorities have seen tremendous tourism success led by government authorities often in coordination with businesses. So, it is useful to watch what they do on tourism investment, marketing and promotion and how they do it. According to the [...]

As in many countries, Gambia has established a Tourism Board to focus on marketing the country internationally. It is increasingly common to separate a country’s tourism marketing from other tourism development activities. According to AllAfrica.com, “The minister of Tourism and Culture, Aja Fatou Mass Jobe-Njie Monday inaugurated the new board of directors of the Gambia [...]

SW Associates, LLC

Successful Domestic Tourism Strategy – Scotland 2011

UK Visitors to Rwanda – 41% Increase in 2011

Rwanda – #1 in Sustainable Tourism says World Economic Forum

Egypt’s Ministry of Tourism establishes Green Tourism Department

New Tourism Strategy Coming for Northern Territory, Australia

Japan Giving Away 10,000 Air Tickets to Woo Travelers Back?

Canada Launches New Federal Tourism Strategy

Landmark Agreement: European Commission and European Travel Commission to Promote “Destination Europe”

Thai Govt Looks for Closer Private Sector Cooperation to Double Tourism Revenue

Gambia Establishes Tourism Board

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