Building global tourismgovernance

Javier Blanco HerranzExecutive Director of Affiliate Members32nd Annual Hotel Conference. CYPRUS HOTEL ASSOCIATION. Thursday 25 February 2010. Nicosia

Presentation outline

1. Current situation of world tourism

2. New context for tourism

3. Tourism governance

4. UNWTO responses

2009 International tourism resultsand prospects for 2010

2009: -4 % One of the toughest years

International Tourist Arrivals, World

6

10 10

0

9

31

0

-3-1

-3 -3

-8

-10

-13

-2

-11

-8

-3 -2-1

1 2 2

-15

-10

-5

0

5

10

15

Jan Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.

Chan

ge (%

)

+2%

+6% -1% -10%

Source: World Tourism Organization (UNWTO)

20092008

Easter (March)

Easter (April)

-4%

-7% +2%-2%

Return to growth at the end of 2009

International Tourism: Only Africa grows

International Tourist Arrivals

21

3 4

18

-4-6

-2

-5

5

-6

0

-10

-5

0

5

10

15

20

World Europe Asia and thePacific

Americas Africa Middle East

Chan

ge (%

)

20082009*

Forecasts for 2010

UNWTO Panel of Tourism Experts

Source: World Tourism Organization (UNWTO) ©

17%

48%

13%

21%

2%0%7%

32%

55%

7%

0%

10%

20%

30%

40%

50%

60%

[0] Much worse [50] Worse [100] Equal [150] Better [200] MuchbetterEvaluation 2009 Prospects 2010

UNWTO Panel of Tourism Experts: Regaining confidence

7,9

0,0

2,9

-1,5

10,1

5,3 5,66,4

2,0

-4,3-6

-4

-2

0

2

4

6

8

10

12

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009* 2010*

Forecast 2010: 3% to 4%

International Tourism: Return to growth in 2010

Ch

ang

e

(%)

Source: World Tourism Organization (UNWTO)

2009Forecast

2010

World -4% 3% to 4%

Europe -6% 1% to 3%

Asia and the Pacific

-2% 5% to 7%

Americas -5% 2% to 4%

Africa +5% 4% to 7%

Middle East -6% 5% to 9%

International Tourism 2009 – full year forecast

Source: World Tourism Organization (UNWTO)

Moderate confidence in growth

1

2 A year to establish strategies for success

2010: Growth and transformation

Increased customer decision power1

2 Information management• Use of technology: increased competitiveness / productivity (cost reduction)

New context:

Customers have changed, so businesses must change too

Success factors:

1. Sharing knowledge

2. Public-private sector cooperation

3. Sustainability

What is governance?

A system of values, policies, processes and behaviours…

…to manage economic, social and political issues…

…between governments and society…

…at many different levels…

…orientated toward a common good.

Governance in tourismWhy?

1

2

3

UN Millenium Development Goals

Ethical tourism,

Social cohesion and reducing inequalities

4 Contributing to growth.

What’s the “golden formula”? Integrate the best values with the best management

Tourism governance

How?

Through

public-private cooperation

Conditions for public–private cooperation

1

2

Will and capability to find common ground among diverse interests

Quality institutions that ensure:• Leadership• Basic regulations• Participation• Pragmatism• Evaluation

…restoring confidence

UNWTO

The role of

…Central position to lead and manage the challenges of tourism globalization…

…especially in uncertain times….

Networks:Civil societyOther organizationsPrivate sectorUNWTOStates

Global tourism governance

UNWTO response to the economic crisis: “Roadmap for Recovery”

1

2

A product of public-private cooperation with a wide consensus

Support and stimulus for the global economy and the tourism sector

How is it implemented?

1

2

At supranational level

At national level

The UNWTO Affiliate Members:Globalized and advanced organizations 403 members accross 5 continents.

• CYPRUS HOTEL ASSOCIATION• HIGHER HOTEL INSTITUTE

We’re not able to predict exactly what the global tourism landscape will look like after the crisis, but things will change, the process of change has started and the future won’t be the same.