UN Tourism and Macao University of Tourism Drive Digital Transformation in Asia-Pacific’s Meetings and Events Industry

• Asia and the Pacific
• 22 Nov 2024

UN Tourism brought together business leaders, academics and civil service players to reimagine the future of the meetings and events industry, with a special focus on the opportunities offered through innovation.

Held in collaboration with the Macao University of Tourism (UTM) and sponsored by MGM, the 16th edition of the Training Programme highlighted the "Transformative Power of Technology in Meetings and Events Industry". Focused on equipping participants with practical, impactful knowledge on advanced technologies, the programme aimed to accelerate digital transformation while promoting environmentally sustainable practices.

Embracing Digital Transformation

This four-day training programme was attended by the responsible officials from the UN Tourism Member States in the Asia and the Pacific region. It provided actionable insights on implementing emerging technologies, including Artificial Intelligence (AI), to enhance operational efficiency, marketing, and service quality within the Meetings and Events industry. Experts from academia and the private sector shared methods for optimising resource management and engaging audiences with technology-driven solutions.

Advancing Capacity Building and Sustainability Practice

While stressing the need for digital skills has become vital for informed decision-making, effective storytelling, and destination promotion, the programme highlighted the importance of combining AI with human insight. Digital transformation is central to improving client experiences and operational efficiency, while also driving sustainable practices across the industry. By effective use of technology, the sector can address environmental challenges such as energy consumption, waste, and carbon emissions, working towards a greener future.

Following three days of in-depth presentations and discussions at MGM Cotai, an iconic venue in Macao’s MICE sector, participants had a technical tour through Macao’s historic centre, showcasing destination presentation strategies on the final day.

About the UTM-UN Tourism Training Programme

Launched in 2016, the UTM-UN Tourism Training Programme has since held various editions, each addressing unique themes within the MICE sector to foster adaptation and sustainable development. UTM is the first institution accredited by the UN Tourism.TedQual Certification System for tourism education.

Transformative Power of Technology in Meetings and Events Industry

UN Tourism and UTM

Transformative Power of Technology in Meetings and Events Industry

UN Tourism and UTM

Transformative Power of Technology in Meetings and Events Industry

UN Tourism and UTM

Transformative Power of Technology in Meetings and Events Industry

UN Tourism and UTM

RELATED LINKS

• Download the News Release in PDF
• UN Tourism.TedQual
• UN Tourism Artificial Intelligence Challenge

UN Tourism and China strengthen ties as leaders chart new course for Global Tourism Economy Forum

• Asia and the Pacific
• 2 Dec 2024

UN Tourism and China’s Ministry of Culture and Tourism have further strengthened their strategic partnership as they work together to champion the sector’s role as a driver of international cooperation and development.

In the Chinese capital, UN Tourism Secretary-General Pololikashvili met with China's Minister of Culture and Tourism Sun Yeli to advance critical priorities across the global tourism agenda. These include positioning tourism within international development cooperation to promoting tourism education.

Additionally, the bilateral meeting also focused on advancing the sector’s key role in rural development. The UN Tourism leadership acknowledged that the Chinese government actively participates in the Best Tourism Villages initiative by UN Tourism. In 2024, a further 7 villages were selected as the Best Tourism Villages, taking the total in China to 15. This makes China the country with the most villages given this recognition by UN Tourism.

UN Tourism also recognized China’s decision to extend the visa-free policy for citizens of 38 countries until the end of 2025 and to strongly promote the measures for the convenient payment services for foreign visitors. This policy is anticipated to further promote the development of Chinese inbound tourism.

Advancing the Global Tourism Economy Forum

The official visit coincided with the Global Tourism Economy Forum (GTEF) Council Preparatory Meeting, held to chart a strategic roadmap for the Forum's future. Since its establishment in Macao SAR in 2012, the Global Tourism Economy Forum has been a vital bridge connecting tourism stakeholders from China and around the world, fostering dialogue between policymakers, industry leaders, and entrepreneurs to advance sustainable tourism development.

The Preparatory Meeting, brought together leaders from GTEF's long-standing Partners and Supporting Units including UN Tourism, World Travel & Tourism Council (WTTC), Pacific Asia Travel Association (PATA), European Travel Commission (ETC), World Tourism Alliance (WTA), World Tourism Cities Federation (WTCF), the International Mountain Tourism Alliance (IMTA), the China Chamber of Tourism, and the Macao Government Tourism Office (MGTO). UN Tourism's participation reflects its continued commitment to GTEF, a partnership that began with the Forum's establishment in 2012 and was strengthened in 2023 to expand GTEF’s global reach and influence.

Building on GTEF's decade-long legacy of fostering meaningful dialogue in the global tourism economy, participants laid the groundwork for the GTEF Council, which will serve as the Forum's permanent governing body for strategic leadership and decision-making. The GTEF Council aims to establish a strategic vision to position GTEF as the 'Davos of Tourism,' creating a dynamic platform where public and private stakeholders converge to shape the industry's future. Through this enhanced governance framework, GTEF will strengthen its role as a catalyst for innovation and cross-sector collaboration in global tourism.

Related Links

• UN Tourism Regional Department for Asia and the Pacific

Luxury Travel the Focus at UN Tourism Executive Training Programme for Asia and the Pacific

• Asia and the Pacific
• 31 Oct 2024

UN Tourism welcomed high-level officials from the National Tourism Administrations of 20 Asia-Pacific countries to redefine luxury tourism and explore common paths to growing the sector.

Organized in collaboration with the Ministry of Tourism, Creative Industry and Performing Arts, Sarawak with the sponsorship of the Ministry of Culture, Sports and Tourism of the Republic of Korea, the 18th UN Tourism Asia-Pacific Executive Training Programme on Tourism Policy and Strategy (Kuching, Malaysia, 28-31 October 2024) focused on luxury tourism growth across the region, taking into consideration the level of socioeconomic development, available natural and human resources and sustainability advancement and planning of each country.

Setting the scene for the training, the UN Tourism Forum on Luxury Tourism Market started with a keynote presentation from the UN Tourism Consultant, Angeline Tang, followed by a panel discussion gathering high-level representatives from the public, private and academic sectors involved in luxury tourism and in tourism development policies at the national, regional or global level.  

Investments and marketing to grow luxury tourism

The executive training programme featured 4 interactive sessions, each focused on a key theme to build up a comprehensive approach of successful luxury tourism development strategies in the post-pandemic era. These included a deep dive into destination management strategies and marketing and promotion targeting luxury tourism; the core importance of personalized customer experience and service excellence; and investment guidelines for luxury tourism development.

Across the three days, experts presented and shared experiences on destination management, marketing promotion, customer experience and investment strategies in luxury tourism. The participants took this opportunity to highlight their respective countries' key assets and arising opportunities, as well as their administrations' efforts to tackle the challenges for the implementation of successful luxury tourism policy and strategies.  

In particular, Member States agreed that each destination should rely on its own assets to develop a unique luxury tourism brand identity, by using digital marketing and AI and date insights.

Meaningful and exclusive experiences

The discussions between participants, speakers and UN Tourism Consultant also underscored the importance of human resources in luxury tourism, especially as human connection and interventions were recognised as essentials for luxury travellers.  Mere opulence on luxury tourism is not enough: meaningful experiences including exclusive, personalize and sustainable aspects arranged in every steps of the luxury traveller journey are essential.

At the same time, policymakers would need to adopt a long-term strategic approach that identifies investment opportunities and enhances tourism capacities, positioning themselves as enablers. Investment in luxury tourism means strong brand equity and diverse revenue streams, especially when incorporating sustainable investment practices and quality tourism standards that help ensure long term environmental and cultural preservation.  

Related links

• Download News Release on PDF
• The 18th UN Tourism Asia/Pacific Executive Training Programme on Tourism Policy and Strategy