New Report Shows Value of IP to the Tourism Sector

• All Regions
• 6 May 2021

A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favorable ecosystem for innovation, entrepreneurship and investment in the sector.

The publication, entitled “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialized and that the benefits are shared by all.

In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”

Contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges

“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they added.

The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.

Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.

To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.

Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector’s growth  in these challenging times.

Related links

• Download the news release in PDF
• Boosting Tourism Development through Intellectual Property
• Intellectual Property and Tourism

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UNWTO, IE University, Sommet Education partner to accelerate Online Education

• All Regions
• 5 May 2021

The World Tourism Organization, in keeping with its firm commitment to democratizing online education; IE University, with more than 20 years’ experience in online training, and Sommet Education, global leader in higher education in hotel management and culinary arts are partnering to accelerate on-line education in the Hospitality sector. The worldwide group thus becomes Academic Partner of the Tourism Online Academy, incorporating courses on various expertise of tourism management and hospitality. The first course available from Sommet Education will be "Excellence in Spa Operations", and new courses focused on hotel management will be included in the following months.

The support of private academic institutions is essential to guarantee the development of accessible and quality education for all

The Tourism Online Academy, a virtual platform launched by the UNWTO and IE University in 2019, has already attracted around 10.000 registered users. Throughout 2021, more prestigious universities from around the world are set to join this platform.

In the words of the Secretary-General of the UNWTO, Zurab Pololikashvili, “the support of private academic institutions is essential to guarantee the development of accessible and quality education for all”.

Sommet Education is also part of the UNWTO’s Online Education Committee, made up of 19 members from both the public and private sectors, which was created in the framework of the 112th session of the Executive Council held in Georgia in September 2020. Co-chaired by Member States Portugal and the Kingdom of Saudi Arabia, the committee’s main objective is to provide the Secretary-General and the Executive Council with advice and recommendations on education, which has been established as one of the fundamental priorities of the Organization.

Sommet Education thus reaffirms its support to the UNWTO after the successful joint launch of the Hospitality Challenge in June 2020. More than 600 applications were received from all regions of the world. Sommet Education provided 30 scholarships covering the expenses of different higher education programs in its world-renowned institutions, aiming at supporting and promoting the projects and capabilities of the selected professionals, start-ups, and entrepreneurs. Among the winners, the three most innovative business projects will additionally receive seed funding to support their initial development. These projects will be funded by Eurazeo, a leading global investment group whose portfolio of companies includes Sommet Education, thus offering the winning projects even greater chances of success. “Innovation, entrepreneurship and education are the fundamental pillars on which to build the recovery of the tourism industry. Sommet Education has proven to be an essential partner for our Organization” said Natalia Bayona, Director of Innovation, Education and Investments at UNWTO.

“We welcome Sommet Education as part of the “Tourism Online Academy”. Together with Sommet Education who is joining this initiative, we will fulfil the mission of the platform which is to provide high quality online education to develop talent and strengthen the tourism industry's contribution to sustainability” highlighted Juan José Güemes, Chairman of the Entrepreneurship and Innovation Center at IE University.

“Lifelong learning and constant building of one’s skillset is now an imperative and will definitely contribute to the rebound of the Hospitality industry. I am happy and proud that Sommet Education and its partners will enable more people to access to relevant content so they can further develop their competencies”said Benoît-Etienne Domenget, Sommet Education CEO.

Related links

• Download the news release in PDF
• About IE
• About Sommet Education

G20 Ministers Welcome UNWTO Recommendations for Tourism’s ‘Green Transformation’

• All Regions
• 4 May 2021

UNWTO has served as tourism’s global voice as the Tourism Ministers of the G20 nations met to devise a way forward for an inclusive, resilient, and sustainable recovery for the sector.

Upon assuming Presidency of the G20, Italy has drawn on UNWTO data to highlight the impact the pandemic has had on tourist numbers globally and how this translates into lost jobs and revenues, as well as lost opportunities for social development.

Addressing the meeting, UNWTO Secretary-General Zurab Pololikashvili, stressed the continued need for coordination at the very highest level, in order to advance “common, harmonized criteria for the easing of travel restrictions, and for increased investment in systems that support safe travel, including testing on departure and on arrival.”

Common, harmonized criteria for the easing of travel restrictions, and for increased investment in systems that support safe travel, including testing on departure and on arrival

With the crisis far from over, the Secretary-General welcomed the G20 Rome Guidelines for the Future of Tourism and called for “schemes aimed at supporting the survival of tourism jobs and businesses to be sustained and, wherever possible, expanded, especially as millions of livelihoods continue to be at risk”.

Italy’s Minister of Tourism, Massimo Garavaglia, outlined the G20’s priorities, including safe mobility, supporting tourism jobs and businesses, building resilience against future shocks, and advancing the green transformation of the sector. Furthermore, the Tourism Ministers recalled that the current crisis represents an opportunity to rethink and restart tourism, with an emphasis on guiding the sector towards greater sustainability.

Rethinking tourism

In addition to ensuring the safe restart of international travel and supporting jobs and businesses, the G20 Tourism Ministers committed to taking action in driving the digital transformation of the sector, with particular reference to ensuring everyone has fair access to the opportunities that will come from greater innovation, and in promoting more investment in green tourism infrastructure.

The new UNWTO Recommendations for the Transition to a Green Travel and Tourism Economy, developed in partnership with the G20 Tourism Working Group, were identified as a key resource for advancing progress in the policy area of “Green Transformation” of the world’s leading economies. The Recommendations present the main lines of action and showcase frontrunning initiatives of tourism businesses and destinations leading the way in achieving greater sustainability while also outlining steps that can help tourism recover from the worst crisis in its history safely and responsibly.

UNWTO will continue to work with the Italian G20 Presidency as well as the previous and forthcoming presidencies, Saudi Arabia, and Indonesia, in advancing the contribution of tourism to the G20 objectives.

Related Links

• Download the news release in PDF
• UNWTO Recommendations for the Transition to a Green Travel and Tourism Economy
• 2021 G20 Tourism Ministers Meeting: Supporting the recovery of travel and tourism
• The One Planet Sustainable Tourism Programme
• AlUla Framework for Inclusive Development Through Tourism
• From Vision to Action: One Planet Vision for a Responsible Recovery of the Tourism Sector

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UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel

• All Regions
• 23 Apr 2021

The World Tourism Organization (UNWTO) and the International Air Transport Association (IATA) announce a Destination Tracker in preparation for the restart of international travel. It is the result of both organizations joining efforts to boost confidence and accelerate recovery of the tourism sector when borders reopen. The UNWTO-IATA Destination Tracker is a new free online tool for governments to provide information on COVID-19 requirements for travel and the measures in place at the destination.

The tool is available through the websites of both organizations and will provide information on: 

• COVID-19 Indicators including infection rates, positivity rates, and vaccination roll out by destination/country.
• Air Travel Regulations, including test and quarantine requirements, provided by IATA’s Timatic solution.
• Destination Measures, including general health and safety requirements such as use of masks, transit through a country, curfew, or regulations related to restaurants and attractions, provided by national tourism organizations.  

The Destination Tracker will fulfil a key need by providing clarity on COVID-19 measures affecting tourism. The situation for travelers is complex with UNWTO data showing that one in three destinations remains closed to tourists. Moreover, restrictions and in-country measures are continuously being revised. 

We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector

Governments can use the Destination Tracker to post COVID-19 travel information so that potential travelers will know what to expect at their destination. When fully populated with updated destination information, travel stakeholders including Destination Management Organizations (DMOs) and travel agencies, will be able to obtain the latest destination information, enabling travelers to make informed decisions when borders reopen and travel resumes. The development of the Tracker framework is now complete. Up-to-date information on COVID-19 indicators and air travel regulations is available and systematically updated. Destination information is being progressively uploaded, expanded and updated with official sources as the COVID-19 situation evolves.

UNWTO Secretary-General Zurab Pololikashvili says: “UNWTO is pleased to reinforce its partnership with IATA, a UNWTO Affiliate Member, to provide this important tool. Travelers and companies will be able to check requirements in place for air travel, as well as what measures will be in place at the visited destination. We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector.”

“It has been more than a year since the freedom to travel was lost as COVID-19 measures saw borders close. When governments have the confidence to re-open borders people will be eager to travel. And they will need accurate information to guide them. With the support of national tourism organizations, the UNWTO-IATA Destination Tracker will help travelers and travel companies obtain the latest information for travel planning,” said Willie Walsh, IATA’s Director-General.

The UNWTO-IATA Destination Tracker builds on the existing partnership between the two parties. In October 2020, UNWTO and IATA signed a Memorandum of Understanding to work together to restore confidence in international air travel. The agreement will also see the two agencies partner to foster innovation to drive the restart of tourism, promote greater public-private collaboration in the field of aviation and the tourism sector in general, and advance progress already made towards achieving greater sustainability and resilience.

Related Links

• Download the news release in PDF
• IATA destination tracker
• UNWTO: UNWTO-IATA Destination Tracker Dashboard page