“Tourism is no longer the privilege of a few to become everyone’s right,” Carlos Vogeler, Regional Director for the Americas of the World Tourism Organization (WTO) said at a conference on Updated international tourism, given in the Plaza America Convention Center in Varadero resort.
World tourism now accounts for nine percent of the Gross Domestic Product (GDP), one in 12 jobs, six percent of international trade and eight percent of the exports from the least developed countries, according to the World Tourism Organization.
In 2012 occurred an increase of four percent, both on arrival (1, 037 billion people) and revenue (1, 075 billion dollars), Vogeler said.
It is noteworthy that America was the world’s fastest growing continent in revenue in 2012, because it grew faster than the international average with a total income of U.S. $ 215 million, and 7 million arrivals. Only the hotel industry in the Pacific presented a 66, 5 per cent occupancy and average daily rate (ADR) of $ 176, as released by the OMT.
Major emitting countries worldwide last year were in the following order: China, Germany and the U.S., and the outlook for growth this year worldwide is estimated to be four per cent, same as the Americas, predicted the specialist in the industry.
2030: What will happen?
In the coming decades is forecast a significant growth potential in the tourism sector. “An average increase from 2010 to 2030 with 43 million tourists per year will occur.
In 2030 they will reach the mark of 1.8 billion arrivals, and specifically the Caribbean will have 30 million international tourists, therefore future looks promising, “according to Vogeler.
He added that “both mature and emerging destinations will need to adapt their conditions regarding a new business environment, infrastructure, facilitation of travel and Marketing Strategies and Human Resources.”
The International Civil Aviation Organization (ICAO ) will jump from 30 million annual aircraft operations to 60 million in 2030 , hence the air transport will continue to increase its market share , albeit more slowly. It is estimated that Asia Pacific region will be the largest emitter growth.
It was learned that some of the factors that determine the evolution of tourism will be the behavior of the world economy, changing demographics and consumption patterns, technology and sustainable development.
Vogeler proposed three major challenges for tourism development before the end of his lecture. They involve the air interconnectivity, the tax burden on travel and travel facilitation process including visa and border crossings.
Regarding air interconnectivity and taxes, he said they need to maximize synergies between air transport and tourism, and commented on the need to cooperate in implementing the concept of Essential Sightseeing for Tourism Development (ETDR) and the modernization of the regulatory framework for air transport.
He explained that they must respect the rules to protect tourists and stakeholders of the tourism industry, to reduce emissions of greenhouse gases and pay special attention to air transport for tourism development in the long haul destinations.
He noted that the World Tourism Organization recognizes that taxes are a fundamental and legitimate tool for governments and is concerned by the proliferation of taxes affecting the air transport and tourism.
The second challenge is visa facilitation which is a factor that should be more open in certain countries. “Between 2010 and 2012, 43 locations facilitated the process of obtaining visas for citizens from over 20 countries through positive changes in visa policies,” Carlos Vogeler said. He added that two-thirds of the world population will need to apply for visa before starting a journey. The destinations of Southeast Asia, East Africa and the Caribbean stand out as being the most open locations, while Central Africa and North America are the most restrictive.
However, even though the world population has been affected by the visa policy, Vogeler highlighted the potential of the Americas, which have large assets to boost tourism development.
Cuba in 2030
Cuba is inserted into the global tourism landscape with great potential to become one of the top destinations in the Caribbean 2030.
But this aspiration is based on tourist attributes of Cuba, with a broad cultural and historical heritage and natural beauty. The island currently has 14 National Parks, 10 sites declared Cultural Heritage of Humanity, and 257 National Monuments.
Another virtue which guarantees it to be positioned among the top destinations is public safety: it is one of the safest countries in the world with a hospitable people.
According to Carlos Marrero, Minister of Tourism, Cuba in 2013 will experince a similar flow of travelers than in 2012, which reached the 2,838,607 of visitor arrivals. The country has a 4.5 arrivals growth, similar to the average for the region and the world.
To achieve keeping the preference of the visitors, the island is in a process of improvement and development of tourism with new and better products.
“From the strengths and best attributes they should design the product, promote it, market it and refine our promotion and advertising maximizing resources. Showing us just as we are, 100% Cuban, 100% authentic, “Marrero said.
It is also necessary to prioritize the investments and maintenance associated with comfort and quality in order to sustain the category. Therefore, the process of renewal and improvement of existing hotel facilities continues.
One might mention that the development strategy of the Cuban Tourism for 2020 is 85,592 rooms. The main facilities are Cayo Santa Maria and Las Brujas, Cayo Coco and Guillermo, Cayo Romano Paredón Grande, Cayo Cruz, Guajaba and Sabinal.
José Manuel Bisbé, commercial director of the Ministry of Tourism of Cuba (MINTUR) recently commented that “despite difficulties in the middle of this year, the winter season (November 1, 2013 to April 30, 2014), holds better results and even more revenue.
Cuban tourism so far this winter, already reached a growth of six percent in receiving visitors and builds air operations from Italy, Poland, Germany, Venezuela, and strong impulse to cruises, Bisbé said.
Diversify markets; develop investments with foreign capital as a quarry of business opportunities, and increase the quality and communication and promotion actions, will make of Cuba one of the most attractive tourist destinations by 2030.
