Tm102 Group 3 and 8 Macro

Pillars of Sustainable Tourism
(1&2) and
Business Market Crisis Recovery
(Step 1 to 4)
Pillar 1: Tourism Policy and Governance
– This is the central pillar to which all others relate

because a clear policy, effectively implemented by
governance structures that embrace a range of
stakeholder interests, is essential for developing
sustainable tourism.
Three Sub-pillars of Tourism Policy and Governance:
1. The position of tourism in development policies and programs – it is the

level of recognition by government and international agencies of the
importance of tourism for the sustainable development of a country, reflected in
overarching development policies programs.
2. Tourism policy and regulatory framework – it is the presence of well
formed, agreed, and implemented policies, strategies, and plans that provide
direction for the development and management of sustainable tourism,
supported by necessary legislation and regulations.
3. Tourism governance and institutional setup – it refers to the structures in
place to oversee the development, management, and coordination of tourism,
implement policies, and take action, with a focus on multi-stakeholder
collaboration including public-private partnerships.
Pillar 2: Economic Performance, Investment, and
Competitiveness
– Tourism is a major contributor to world trade, accounting for 5% of
direct global Gross Domestic Product (GDP) and over 30% of the
world’s exports of services. For many developing countries have
consistently one of the main sources of foreign exchange income.
However, for those countries that are dependent on this level of
trade to be able to maintain and build on their position and for
other countries to be able to expand tourism in their economies, the
conditions must be right for on going investment and business
growth, while ensuring that these meet the principles of sustainable
tourism.
– The World Economic Forum compares the competitiveness of destination
countries in travel and tourism using a set of 79 variables on a yearly
basis. These variables span a wide spectrum of factors from the policy
and regulatory environment to the accessibility of safety of a country, its
infrastructure, and its natural and cultural resources. The resulting index
provides a valuable insight for developing countries in considering,
monitoring, and comparing their tourism competitiveness against each
other against developed economies.
*The World Economic Forum is an independent international organization
committed to improving the state of the world by engaging business,
political, academic and other leaders of society to shape global, regional
and industry agendas.
Four Sub-pillars of Economic Performance, Investment, and
Competitiveness:
1. Measuring Tourism and its contribution to the Economy – it pertains

to the availability of the tourism data and the need for improvement on
how it is collected, together with the use of established process for
understanding the economic value of sector through supply and demand
side measures and the use of national accounts.
2. Trade, Investment, and the Business Environment – it refers to the
context for stimulating trade and investment through the inclusion of
tourism in international negotiations and agreements. Factors for
assessment also include levels of investment, an understanding of
barriers growth, and the provision of a business environment conducive
to the needs of the tourism sector.
3. Brand, Marketing, and Product Positioning – it is the clarity of a
county’s destination brand and the coherence and execution of its
marketing plan, backed up by a set of products that are able to deliver
the quality and diversity needed by identified target markets.
4. Resilience and Risk Management – it refers to the attention paid
to avoiding and managing shocks to the tourism sector from internal
and external sources, so strengthening its reliability as a source of
income and prosperity.
Business Market Crisis
Recovery
Step 1: Create Prime Messages
 Identify your prime messages, such as:

* Our tour programs are open for business.
* Tourists are welcomed and wanted.
 Incentives for coming on board. Value adding in preference to deep
discounting.
 Solidarity messages especially for the stalwart market.
 Principals needs to form a working alliance to spread the benefit of
returning tourist to the business in the destination.
Step 2: Set out the Facts
Inform the public of the facts of the situation, such as:
 Wholesome products to the destination are operating.
 Explain what clients/visitors can do.
 Outline restrictions and limitations.
 Benefits of visiting the area now.
 Outline improvements, enhancements, and changes.
Step 3: Develop Complementary Alliances with
Principals
Create affiliations, such as:
 Joint arrangements with hoteliers, resorts, restaurants, attractions,
and air links.
 Joint or club advertising and promotion.
 Value-added arrangements in concerts between complementary
principals.#
 Joint ventures between tourist and authority.
Step 4: Restore Confidence in Source Markets
Restore trust from the market by:

 Conducting travel agents and travel writers’ familiarization trips.
 Choosing opinion leaders.
 Seeking eyewitness testimonials from opinion leaders in source market.
 Using Google images and YouTube videos to show the situation in real
time.
 Ensuring travel industry stakeholders are fully briefed.
 Demonstrating flexibility to travelers who cancel or postpone because of
concerns.
 Ensuring representatives in source market are fully briefed.

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Pillars of Sustainable Tourism

– This is the central pillar to which all others relate

1. The position of tourism in development policies and programs – it is the

1. Measuring Tourism and its contribution to the Economy – it pertains

 Identify your prime messages, such as:

Restore trust from the market by:

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