Category: Business trends

Trends from other businesses influencing or applicable to the tourism industry

Business trendsMarketing 3.0storytellingStrategyTourism marketing

Tourism Marketing with Instagram

Instagram is nothing new – it’s long been one of our favorite social media platforms – but it still lags behind other tourism marketing tools. Don’t neglect this simple app that offers huge potential. Photos are a big part of travel marketing, and this humble app specializes in nothing else so there is no reason it shouldn’t be part of your tourism marketing plan.

But where should you get started? Luckily, Instagram is a very straightforward platform. Here are a few tourism players who are doing great things on Instagram, and some quick lessons we can learn from their success.

Highlight User-Generated Content

Why does Australia always make our lists of the best of the best? Because they are terrific tourism marketers. But don’t be fooled – you don’t have to have a huge budget like Australia to see results. In fact, Australia’s Instagram success does not come from employing hoards of photographers. Instead, Australia came up with an innovative way to crowd source their photos. Their entire social media strategy is aimed at enabling fans to build upon their platforms, like Instagram. They essentially turned their fans into marketers. Now, they receive 900 photo submissions each day and choose the best 4-5 photos to share with their 600,000+ Instagram followers.

Pay Attention to Hashtags

If you feel a little overwhelmed, step back and focus on doing one thing really well. Instagram has a variety of common hashtags that encourage sharing among users. The most popular one, by far, is #tbt or #throwbackthursday where users post older photos on Thursday. Within the tourism world, nobody does #tbt better than Delta. In fact, most of their Instagram content is throwback photos from the earlier days of the airline. Your photos don’t have to be new and shiny. It can be a great marketing tool to reflect on the nostalgia of a different time – especially since so many people have vivid travel memories. It also inadvertently emphasizes the long tradition of your brand and highlights innovation over time.

Throwback Thursday isn’t the only hashtag around either. Read here for a list of other great daily hashtags, and don’t forget to pay attention to current trends. Specific hashtags pop up all the time to celebrate events, holidays, and other happenings.

Don’t Neglect Other Aspects of Your Brand

Yes, gorgeous travel photos are an easy sell on Instagram, but don’t neglect to highlight other aspects of your brand. Everything can’t be photos of sunsets or beaches! And those won’t necessarily help your brand or destination stand out in the crowd. Virgin America has found creative ways to highlight other aspects of the traveler experience. Their Instagram feed is full of passengers and cabin crew doing everything but taking themselves too seriously. Their photos help display the mood of the airline by emphasizing people and candid moments over scenery and posed shots. They always look like they are having fun, which is a huge feat for a company that deals in an area of travel most people consider to be a pain.

Virgin also runs some great contests, like this social media one from 2013. They offered 15 minutes of free in-flight wifi for Twitter, Instagram & Vine and encouraged passengers to use these social media platforms & a specific Virgin American hashtag to enter to win airline points. The easier you make it for users to interact with your social media (free wifi!), the more results you’ll see.

Educate Your Audience

Instagram isn’t just about gathering likes and follows. Like all social media platforms, the ultimate goal is to grow your audience and generate more customers. Sharing beautiful images is a great way to showcase your destination and inspire future visitors, but it’s also important to help nudge them down your sales funnel. You want them to go from aspiring traveler to actual traveler.

One way you can help this process is by focusing on educating your audiences with key pieces of information. This will also help set your destination apart. I know this is a huge need in tourism marketing because I had to look outside the travel world for a good example.

NASA’s Goddard Space Center does an outstanding job of marrying their breathtaking images with equally intriguing information. Each photo helps inform the viewer with interesting facts, tidbits and stories. You can do the same thing with your travel-minded audience. Rather than share a photo of a lake with only its name and location, mention a unique fact about it. Maybe it’s great for fishing or swimming. Maybe it hosts an annual festival. Maybe it’s a hidden gem that most visitors would be surprised to learn is easily accessed from a nearby hub city.

You should still try to be concise, but by adding one extra sentence, you can help move your traveler from the dreaming to planning stage of travel.

This article has been reposted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Business trendsInnovationstorytellingTourism marketingTourism trends

Inspiration for Mixed Reality projects

This article has been written by Robert Pratten, CEO of Conducttr and expert on Transmedia storytelling.

Over the years, we’ve been experimenting with the possibilities of combining storytelling and mixed reality elements. Here are some projects, tutorials or videos that show how Conducttr blends the digital with the physical.

voice assistants

Voice assistants

Create an Alexa skill that will trigger Conducttr and request information

How to create your Alexa Skill

virtual reality

Virtual reality

“Meet Lucy” is a VR experience that adapts the story depending on the prior interaction with characters in social media

Learn more about “Meet Lucy”

buttons

Buttons

Create physical triggers for any project using AWS buttons, that identify single, double and long clicks

Set up your AWS button

lighting

Lighting

Home automation can be used creatively for storytelling. Philips Hue is just an example on how lights can enhance your project.

See how Conducttr controls Philips Hue

sockets

Sockets

Connect your story to the physical space having Conducttr control SMS or Wifi sockets.

See SMS sockets in action

bluetooth beacons

Bluetooth beacons

Beacons detect the position of certain devices and trigger contents for your story

See how beacons are used in military training

Arduino

Arduino

Raspberry Pi and Arduino can communicate with the Conducttr engine using our Open API.

See how an Scalextric is moved by online conversation

NFCtags

NFC tags

Stickers with NFC tag can convert any object in the digital space into triggers for your story.

Get inspired with NFC cards used for wargaming
Make your book or comic interactive through NFC scanning

location based

Location-based

Your story can move forward when your audience is located in a specific place. Trigger using matchwords, QR codes or NFC tags.

Learn how to build a scavenger hunt

phone numbers

Phone numbers

Integrate SMS and real phone calls into your story, to personalize the story to the individual

Try a branching video story using SMS and calls
Experience a survival game on SMS

for everything else API

For everything else… API

Wearables, DIY projects and integration with other platforms can be achieved by Conducttr API methods and actions.

This article has been reposted with permission from http://www.tstoryteller.com/inspiration-for-mixed-reality-projects

Business trendsCo-creationCollaborative cultureEnvironmental sustainabilityInnovation

Envisioning Alternate Reality Games for marketing destinations

Unlike Augmented Reality Games, Alternate Reality Games (ARG) are not mobile based but transmedia based and much cheaper to create. ARG cannot be explicitly a marketing product, but rather a marketing strategy, which turns into an experience itself and could be indirectly considered as a marketing product, so long as they are usually free although sometimes they end up involving some business too. They stand out by offering best practices in collaborative learning and problem solving, having been object of attention by scholars, private and public organizations for that reason. ARG design requires many different skills, and there are actually several profiles matching that role, such as storytellers, web designers, and puzzle creators, to shortlist the main ones.

ARG deny the difference between the real and the game world. Actually, the game takes place for those who discover that something is going on in the real world beyond the obvious, by identifying some codified information and decodifying it to figure the clues to start playing. Another unique feature of ARG is that there is no other marketing than word of mouth from players, who look for other players to help them in tackling the game’s challenges. These games rely on knowledge sharing among players to solve the challenges and use the internet as a platform for sharing knowledge, although the game uses all types of media to provide the information to the players. The game works like an interactive networked narrative using the real world as the game board and many different media channels to deliver clues and the story that is eventually co-created by the organizers and the players.

The games are driven by a story that takes place in real time and is developed through the contribution and reaction of the players. The story characters are controlled by the game designers –unlike computer games, where characters are controlled by artificial intelligence- and interact with players, solving plot-based challenges and puzzles through collaboration by analyzing the story and coordinating real-life and online activities. Players discover the story researching just as archeologists would, as the story is split into pieces throughout the media channels to challenge players in connecting those story pieces to make a coherent narrative. The game uses players’ real live as the platform, players not being required to build a character other than themselves. The game designers control most of the story but leave some room for contribution to the players, who end up being co-creators of the story to some extent. Furthermore, so long as the game evolves demanding more complex challenges, players need to recruit new co-players with specific skills or expertise. ARG have become a genre of gaming themselves, not just a one-time occurrence, as it appeared to be at first.

ARG are usually free to play, using various kinds of revenue sources such as supporting products or marketing deals with existing products. In the case of tourism, the price to pay would be that associated to visiting the destination, without discarding other sources such as marketing deals with brands that want to be associated with the destination brand to target players as potential customers. Actually, after the first successful ARG had appeared, many corporations started regarding such games as a potential marketing strategy to promote their business as an innovative and fan-friendly strategy. So far, the major trends regarding the funding strategy for large-scale ARGs are the development of game-branded products and also fees for participation in the game.

Curiously, beyond the games created for fun only purposes, the so called “Serious ARG” have also emerged, consisting of the same structure and functioning way but with a real-world problem as a driving challenge instead of a fictional one. The first one –World Without Oil– was centered about the vision of a world with shortage of oil, and others such as Tomorrow Calling tackle many environmental issues. This type of ARG approaches the idea –ingrained in the Vision of Tourism 3.0- of open innovation for tackling the social and environmental challenges, so long as ARGs are focused on collaborative problem solving, leveraging the collective intelligence, knowledge and imagination to design innovative solutions. The “Serious ARG” approach works as a marketing strategy to attract and engage contributors through the shape of a game.

So far, the ARG phenomenon has already reached millions of players in more than 177 countries, who participate both online and in live events in the streets. There is even an award at IndieCade for games that have a social message, shift the social perception of games as a medium, represent a new play paradigm, expand the audience or influence culture.

Moreover, there have been organized some ARG directly related to the tourism industry. In 2008, the American Art Museum organised an ARG called Ghosts of a Chance encouraging players to find new ways to engage with their art collection, attracting more than 6000 participants over six weeks. At the same year, McDonald’s and the International Olympic Committee launched an ARG to promote the Summer Olympics of Beijing, facilitating the participation of players from different countries running the game in 6 languages, and encouraging players to share information and interact with fellow co-players overseas. They used a sport celebrity as Game Master to promote the game and promised to donate US$ 100,000 to charity at the end of the game on behalf of players.

Prototypes such as those presented for Augmented Reality Games could be useful for Alternate Reality Games, namely the “Worldwide ARG tournament calendar”, the “Film story or local legend based game”, and mostly the “Collaborative challenge based game”, without discarding other options. Rather, inspiration should come from the “Serious ARGs” focused on tackling real-world challenges.

The ARG can therefore become a good strategy to find and engage new targets, neutralize tourism demand seasonality and also create long lasting positive impacts both for the visitors –through the life-changing experience provided by the game itself- and for the destination, so long as the game challenge is related to some of the social or environmental concerns of the destination stakeholders.

Business trendsCo-creationEnvironmental sustainabilityMarketing 3.0storytelling

Envisioning Augmented Reality Games in destinations

Following up with the previous article on Augmented reality (AR), where many key ideas were introduced, this one is to envision further storyliving and gaming experiences based on Augmented Reality.

Creating an Augmented Reality gaming experience is quite a daunting task, so long as the digital content overlays the real world, a suitable scenario is needed to match with the game and its digital content. So, ideally, the game has to be based to some extent on the tangible or intangible (stories, traditions, etc.) heritage of the destination to make it meaningful and effective as a marketing strategy. The game can work as a tool to educate players in the destination history as well as to move them to take action in contributing to some of the local challenges.

For tourism destinations 3.0, the challenge of destination based Augmented Reality games is not only to draw the attention of many visitors, but also to offer them a life-changing edutainment experience that allows them to develop new skills on collaborative problem-solving, conflict resolution, critical thinking, negotiation, mindfulness, etc. Ideally, the game should be designed for many participants to play at the same time in order to make them interact and develop some of these skills.

Further, other relevant features to be considered in such games would be many constraints related to the social and environmental concerns and challenges, to raise awareness and address them to some extent, also awaking the players’ human spirit and turning it into a life-changing experience.

Let’s envision some prototypes:

  1. Worldwide AR game tournament calendar: Imagine a game that is going on globally and so takes place in several destinations sequentially, as it happens with many professional sports tournament calendar, so to attract gamers to each of the destinations participating in the game.
  2. Film story or local legend based AR game: Imagine gamers playing the characters of a film or series broadcasted in a destination, or from a local legend where they can create their own story collaboratively based on the same characters or adding some new ones, in the same scenario.
  3. Videogame based AR game: Imagine using a popular videogame to create an AR game attracting many of its fan players to the destination to play their own character or some of the existing characters in the physical scenario of the destination. This is compatible with Type 1.
  4. Collaborative challenge based AR game: Imagine an AR game to turn a collaborative challenge -such as an environmental or social challenge- into a game to further engage many players and make them become contributors. Making things fun helps both attracting and engaging unusual contributors.

Although it does not incorporate Augmented reality, Geocaching  is a good example to showcase what a multiplayer mobile phone based game can be. Foursquare is an example to showcase collaborative contribution through the mobile phone related to tourism destinations, although it is not a game nor it has AR.

At present, Augmented reality is mainly based on the mobile screen showing the view of its camera and displaying the related digital content, but in the near future it will merge with alternate reality as long as the wearable technology becomes more widespread. This will allow enhanced versions of the games, more complex and also more immersive for the player.

Business trendsMarketing 3.0storytellingStrategyTourism marketing

How Pokemon Go can inspire tourism experiences: envisioning augmented reality in destinations (I)

As many of you already know Pokemon Go is one of the most popular Augmented reality games, where a fiction world with many kinds of monsters overlays the real world through the smartphone screen. No matter how unreal do the monsters appear to be, game players end up behaving as if they were real, as fiction and reality merge in their minds.

Somehow, the augmented reality game creates a new reality overlaying the real that gets players to act in the way the game wants them to. It is therefore interesting to imagine how this game could be reframed or just how this technology could be used to move players to take action on a more meaningful purpose such as contribution to a social or environmental challenge. So long as we make sense of the world through stories, creating or using an existing story and developing an Augmented reality game to let the individuals become an active part of the story may turn out to be a truly powerful tourism experience.

Moreover, so long as the story and the game are focused on a mission related to social or environmental concerns, they end up being a very creative and effective way to move people to take action in favor of such concerns. As we have read in previous articles, stories that have a message and inspire contribution are like intangible gold, and Augmented reality games can make them even more powerful to create the desired impact.

Stories can be leveraged from legends, novels, films, history and may serve as a framework to create a gaming experience, especially for the younger generations who are keener on digital game playing, as a conveyor to learn history or sciences of the environment, for instance. In the case of theme parks, amusement parks, zoos, and other themed leisure and entertainment attractions, Augmented reality games should rather be inspired by videogames with characters related to the theme.

Needless to say, such games should be limited to car free areas, so long as the players usually lose sight of the “physical reality” and so become unaware of the real dangers, namely vehicles. In the first case, related to historical or environmental heritage, the game ground could be a monumental area, an old town, a preserved area (natural park) or even a museum.

The upcoming articles are to bring more insights about Augmented reality, Alternate reality and Mixed reality as drivers for destination experiences.

Business trendsIntelligenceMarketing 3.0Tourism marketingTourism trends

Destination Marketing For Millennials

It may be the year of the horse in the Chinese Zodiac, but in the travel industry, 2014 should probably be marked as the year of the local. Mass travel is out, and local, personalized experiences are in. Destination campaigns that emphasize local travel like ‘Visit Philadelphia’ and ‘London and Beyond‘ have already been wildly successful.

Who is driving this trend in travel? Millennials, of course – those who were born in the early 1980s – 2000s. Is your tourism business ready for the Millennials? Let’s start by looking at a few key features of this generation, as reported in this extensive study about Millennial travelers, & some ways tourism marketers can reach this key demographic.

marketing for millenials

Are you familiar with the next generation of travelers?

They are tech savvy. This almost goes without saying. Having grown up in a digital age, Millennials are now heavily tech-dependent. They consume information on a rapid and almost constant basis. In terms of travel, this means they book trips faster and, in turn, often share their own travel experiences in real time.

They are good citizens. Nearly half of Millennials show more interest in destinations that offer volunteering opportunities. Moreover, compared with the people over 30 years old, Millennials are more willing to engage in sustainable practices and care more about environmental issues.

They like to learn. Travel isn’t just about fun with this generation. Millennials are attracted to authentic destinations where they have the opportunity to learn something new. They also prefer hands-on, interactive experiences.

They are spontaneous. Many airlines and hotels have begun offering last-minute online travel deals targeted at digitally savvy Millennial travelers. A host of apps like Jetsetter and NextFlight have emerged to help travelers find a flight or a hotel on a whim.

They rely on word-of-mouth recommendations. 8 out of 10 travelers say they are likely to trust the recommendations of a family member or friend via social media when it comes to travel. However, more and more recent studies tend to report that travelers trust reviews from peer reviews and strangers more than those from friends or colleagues.

What does this mean for your business or destination?

All of this is great news for sustainable and community-based destinations. And it’s a call to action for all destinations to begin focusing on more authentic experiences. Here are some things every destination can do to help reach this desirable group of travelers:

Involve Locals. By far the best brand ambassadors of any destination are the people who live there, work there, and just love being there. Collaboration with local residents in destination marketing yields enormous results. Millennialls flock to this type of information because it’s authentic, insider information that stands out in a sea of mundane reviews. Millennials want to travel like locals, and there is no better way to do that than by connecting them with the local people of a destination.

Facilitate Relationship Building. All travelers want to feel special and welcome. It’s no different with Millennials. By making them feel welcome before they even touch down in a destination, you’ll already be establishing a positive experience. Visit a Swede is one great example of this relational marketing. The website aims to connect visitors with a local Swede before they even arrive in country. It’s takes the idea of involving locals to a whole new level – by promoting them as tour guides, coffee buddies, dinner hosts, and so much more. Bewelcome has also opened up channels of communication between the locals and the visitors.

Emphasize Authenticity. The last takeaway is the most encouraging: focus more on authenticity. The best part is that this is also the easiest lesson! Instead of focusing on what your destination lacks, you should find ways to celebrate what it has. You might be surprised by the response to some honest marketing that highlights the unique or quirky about your destination. Not every desirable destination has to have sunshine and beaches. Millennials are open to learning & relish new opportunities so don’t be afraid to embrace the off-the-beaten places within your destination.

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Business trendsIntelligenceMarketing 3.0StrategyTourism marketing

Key Takeaways from #SoMeT13US, the Social Media Tourism Symposium

When I moved to Huntsville, Alabama, as a surly teenager in the mid-90s, I never thought I’d be returning 17 years later to attend a professional conference on social media and tourism. Mainly because there was no such thing as social media then and I was largely consumed by door slamming, journal writing, and comic books. And, to be honest, I thought Huntsville was a drag.

Things have changed. Huntsville’s CVB proved that Rocket City USA has legitimate tourism cred and serious social media chops.

The Social Media Tourism Symposium, referred to as #SoMeT in both Twitter and spoken parlance (soh-mee-tee), is an annual conference hosted by Think! Social Media that brings together the best and brightest tourism marketers. Each year, the conference’s location is crowd sourced online. The perspective attendees vote in a bracket-style competition for which destination is best suited to host the pack of social media nerds and tourism geeks. Huntsville triumphed over much larger and more convention-y places like Indianapolis, Cleveland, and St. Pete’s.

Huntsville’s process to win #SoMeT13US became a case study used throughout #SoMeT13US to highlight new trends at the intersection of social media and tourism. It was really inspiring. Here are a couple themes that emerged from #SoMeT13US and Huntsville’s selection as host that were especially relevant.

1. The DMO is dead. All hail the DMO.

Destination marketing alone is not enough. Comprehensive destination management is what’s needed. Hey this sounds familiar! (I’m looking at you DMAI).

As Fred Ranger of Tourisme Montreal put it, “destination marketing has been about brand expression. Destination management is focused on the brand experience.” The visitor’s online experience during their dreaming and planning phase is just as important as their offline experience when they arrive – and the DMO/CVB has a critical role to play. In Huntsville’s quest to land #SoMeT13US they blasted their social networks with calls-to-action. But it was their offline work that pushed them over the finish line: they deployed street teams to educate and engage locals and visitors and posted signs in highly-trafficked areas. The campaign might have been born on Facebook and Twitter, but it lived and thrived with real-life people-to-people contact. This took work and planning and investment and it wasn’t easy, but it was successful.

2. Less Volume, Better Engagement

We’ve come to a beautiful time as social media marketers where we can focus on quality not quantity.

I presented a case study of our work in Namibia where we realized very quickly that our destination was highly specialized and creating a huge online community was not in the cards. And that was okay. Because, the people that are attracted to Namibia are the super-enthusiastic people that are social media dreams. The online community growth has started to slow, but the level of engagement continues to get deeper and deeper. We’re able to get to know our community and give them the kind of content that they’re looking for – the kind of content they want to own and share with their networks. We also know that these folks are the ones who return time and time again to Namibia and try to get their friends to come along. We can use our social platforms to communicate directly to the dune hikers, the rhino lovers, the extreme photographers. We’re not trying to create campaigns for Johnny McCarnivalCruise or Sarah O’AllInclusive. We want to speak directly to Namibia’s biggest fans and give them every possible reason to book a trip.

Mack Collier thinks you should probably be more like Taylor Swift. Or Johnny Cash. Or Lady Gaga. Basically, any kind of “rock star” – because they understand the importance of developing real connection with their fans. Incentives for the “superfans” doubles down on engagement and creates newsworthy opportunities to re-connect with casual participants.

Fred Ranger also spoke about how typical ROI should be replaced with RQE – return on the quality of engagement. Reporting on the number of Facebook fans, Twitter followers, are good… but are you actually creating brand interest and  attracting visitors to your destination? Measuring this is easier said then done, but it’s getting better. And if social media wants to start justifying the same kind of cash that traditional tourism marketing is pulling – then we need to think about conversions.

3. If Content is King, then… this Metaphor is Hard. Be Smart with Your Content.

So, how dow we create conversions? My delicate vocabulary sensibilities were assaulted when Tom Martin threw “propinquity” at me all willy-nilly. If you consult your SAT vocabulary flash cards, you’ll be reminded that propinquity means proximity and similarity. As tourism marketers, we can get lost in inspiration. The idea is that your main content piece – be it a video or blog post – should be complimented with actionable, related content. Someone is really digging a post on your new bike trails? Give them a call-to-action to book a bike tour.

This idea isn’t new: think the popup boxes on YouTube or Amazon’s “You Might Also Like” feature. This inbound marketing strategy is an important component of successful tourism websites and new flexible website designs means there’s no excuse to turn your destination site into an opportunity for sales.

Inbound marketing is content driven. Many of us create content calendars that include hundreds of individual posts – all with an active shelf life of a couple of days. We come up with ideas and then distribute them. Tom waves his finger at us. Tsk Tsk.  “Every content piece should be re-purposed at least three times.” Invert your content creation strategy: think first about all the places the content live (affinity blogs, media placements, newsletters) and then build your content from the ground up. Once the main piece has been create, disassemble and distribute.

4. This isn’t Easy.

Peppered throughout the successes, were plenty of stories of failures. Sometimes ideas that are hammered out in a conference room, that seem perfectly logical, fall flat. Social media is people driven and people – jeez – they can be fickle. Platforms can change on a dime (I’m looking at you Foursquare badges), what you ask your community to do can be two clicks too onerous, and sometimes – something more shiny pops up somewhere else. Playing it safe doesn’t work – it’s important to take risks and try something new.

As two novice spacemen from MMGY remind us, “Proceed and Be Bold.”

Check this video in Youtube    https://youtu.be/K9ZPHrnoBXc

Article reposted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Business trendsIntelligenceMarketing 3.0SustainabilityTourism trends

The Economic Impact of Tourism Development

What’s the world’s number one export? No, it’s not oil, food, or electronics.

It’s tourism

Tourism is of tremendous economic importance worldwide. As mentioned above, tourism is a huge sector of both goods and service exports- 6% of goods ($1.4 trillion USD) and 29% of services. Tourism jobs also represent one in eleven jobs globally, and the industry comprises 9% of global GDP, according to the World Tourism Organization (UNWTO). The World Travel and Tourism Council (WTTC) finds that tourism generates 4.4% of total investment globally.

why tourism matters

In numerous economic sectors; including accommodations, food and beverage, retail, recreation, entertainment, and transportation; tourism has both direct and indirect effects on production, jobs, wages, and taxes (according to Tourism Economics). By increasing the tourism in a region, economic development and growth can be spurred. More tourists mean more demand, more jobs, and more revenue, including tax revenue for local and national governments.

According to the U.S. Travel Association, tourism in the U.S. alone generated $2.1 trillion USD in economic impact with $887.9 billion in direct spending and an additional $1.2 in industries indirectly affected. This accounts to $28,154 spent per second in the U.S. by domestic and international travelers. The tourism industry is one of the top employers in the U.S. supporting 14.9 million jobs and generating $209.5 billion in wages for employees directly in the travel industry.

While tourism and travel are clearly important globally, they are critical industries for much of the developing world. Tourism is the leading export in over half of least developed countries (LDCs). Some of the most unique tourist attractions, such as indigenous culture and nature reserves, are located in rural areas- where poverty is often greatest. In this, tourism offers the potential to create jobs where they are most needed and to reduce migration to urban areas.

In 1950, there were 25 million international tourists. This number has skyrocketed since, climbing to 1087 million last year. The UNWTO predicts that this number will only continue to climb with an anticipated 3.3% annual increase from 2010 to 2030, to reach 1.8 billion in 2030. Of these, the UNWTO expects that tourist arrivals in emerging destinations will increase at twice the rate of destinations in advanced countries, 4.4% growth per year as compared to 2.2% per year. The greatest demand comes from China with 2013 travel spending equaling USD $129 billion- and this market is expected to continue growing.

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Measuring%20Tourism%20Impacts

Business trendsMarketing 3.0storytellingTourism marketingTourism trends

What is Pervasive Entertainment?

Pervasive entertainment is entertainment untethered and unencumbered by time, location and reality. For those who like equations, here’s one:

Pervasive entertainment = ubiquitous media + participatory experience + real world + good storytelling

Pervasive entertainment may start with single-media – fictional story in a book or a true story in a TV documentary – yet will then spiral outwards to encompass more media platforms, more audience participation and more touchpoints (touchpoint = online and real world places where audiences come in contact with the entertainment).

Pervasive entertainment becomes a living, breathing entertainment experience that continues without you – evolving, morphing, refining, improving, growing – even when you’re not watching. But the story has you hooked. The evolution of the experience has you hooked.

You know that if you turn on your mobile device they’ll be another piece of content to grip you further; to drive you deeper. Soon you’ll become addicted; crazy for another fix: a tweet, an email, a video, a puzzle, a PDF, a link, a blog comment…

…and when the content doesn’t arrive you’ll create it yourself. You’ll feed someone else’s addiction.

Pervasive entertainment blurs the line between real-world and fictional world; between work time and play time; between author-directed plot and audience-improvised role-play.

Pervasive entertainment is transmedia storytelling evolved

This blog post is from http://www.tstoryteller.com/what-is-pervasive-entertainment

Business trendsCollaborative business modelsCollaborative cultureEnvironmental sustainabilityMarketing 3.0

Why Do We Need Public–Private Partnerships in Sustainable Tourism?

What is a Public Private Partnership and Why Is It Important?

In sustainable tourism development projects, there are inherently multiple goals in which an array of parties maintains interest. From tour operators to local governments and communities, these stakeholders all have expected outcomes for tourism development. In order to properly represent these interests and create mutually beneficial outcomes, public–private partnerships are essential to a great tourism strategy. The most important piece of this puzzle is maintaining strong relationships and a clear understanding of divergent yet symbiotic objectives.

It is convenient to maintain strong relationships with a wide range of actors in the tourism sector, which is vital to the negotiation of these partnerships. These partnerships leverage financial and technical expertise and promotional benefits from private and government partners in exchange for improvement in stakeholder relations, marketing, and improved product and service delivery. Increased sales revenue and jobs, improved visitor experiences, alternative incomes for local communities, decreased levels of conservation threats in areas of high biodiversity, diversified production and increased production for small farms, and overall improvement of sustainability of destinations have all been marked results of these arrangements.

Public–Private Partnerships in Geotourism Programs

At the onset of each program, a destination Geotourism Stewardship Council is organized, made up of a variety of stakeholders, including communities, non profits, businesses, and governments representing the interests of the natural, cultural, scenic, and historic features of the destination. This group then works with the consultants to develop the regional tourism strategy, defining the vision, goals, timeline, and objectives of the project. The Stewardship Council also plays a key role in implementing the strategy by meeting regularly to generate local nominations, review the information and materials created, and utilize the products established to sustain and promote the destination.

Public–Private Partnerships in Conservation

Another area of tourism that benefits from strategic public–private partnerships is conservation. In areas of high and rare biodiversity, there can be built partnerships between a number of public and private stakeholders, including protected area authorities, government bodies, conservation NGOs, the local tourism private sector, and communities living around the area. Generally categorized as Protected Area Alliances, these groups, similar to the Geotourism Stewardship Councils, play a key role in the development of the tourism strategy as well as its implementation. The alliances continue after the initial implementation of the program, allowing the community to continue supporting and sustaining the protected area. Through these partnerships, multiple goals and interests can be achieved, such as increased protection for the environment, increased revenue for the tourism sector, and increased economic opportunities for the local governments and communities.

Public–private partnerships are essential to sustainable tourism development, as they allow stakeholders across the globe to participate in the development of tourism strategy, communicate and achieve their goals and interests, and successfully implement tourism programs, all while collaborating to achieve a common goal.

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