From 25^th-28^th June, the 6^th UNWTO Asia/Pacific Executive Training Programme on Tourism Policy and Strategy was held in Paro, Bhutan, attracting a record number of participants.

Through a series of lectures, group discussions, debates and presentations, 26 international participants from 20 UNWTO Member States along with nine local attendees were provided a forum for learning and knowledge-sharing in tourism management practices, policy formation and strategy development.

The training programme was specifically designed to support tourism policy makers and managers in the Asia Pacific region, and to strengthen effective and responsive policies and strategies that in turn must adapt to changing priorities and concerns at national and destination levels.

The programme was also designed to deepen participants´ understanding of tourism´s role as a contributor to socio-economic development (particularly in terms of poverty reduction and private sector participation), best ways to manage rapid tourism growth to ensure its sustainability, and ways to optimize the benefits of regional and sub-regional cooperation in the development of international tourism.

Though participant countries each face unique opportunities and challenges in terms of tourism policy and strategy development and application, the importance of adopting rigorous evidence-based systems and indicators for sustainable tourism development and operations at the national, destination and site levels was noted by many participants. The possibility of developing National Observatories of Sustainable Tourism such as those already established in China was discussed, with a recommendation that a Global Observatories of Sustainable Tourism (GOST) Network could be established in order to share learning and good practice in sustainable tourism monitoring.

Interesting Links

• Article: Bhutan to Host High-Level Tourism Policy Training Programme  (Read article)
• Sustainable Tourism Observatories in China: (Read more...)

UNWTO and Mongolia have planned closer collaboration in the future following the Secretary-General´s visit to the country and the holding of a workshop on tourism marketing in the capital, Ulaanbaatar in July.

The July visit was the first trip to Mongolia by UNWTO Secretary-General Taleb Rifai, who during his stay presented the UNWTO/WTTC Open Letter to Mongolia´s President, Mr. Elbegdorj Tsahia. This letter forms part of the UNWTO/WTTC Global Leaders for Tourism Campaign, and makes President Tsahia the 35^th Head of State (and the 10^th in the Asia Pacific Region) to receive the letter, which highlights the importance and potential of tourism as a strong contributor to national economies.

Mongolia, strongly reliant on its mining sector thanks to the country´s extensive deposits of gold, oil, copper and coal, is looking to diversify its economy through the development of its tourism industry.

The UNWTO workshop, run by UNWTO consultant and Chairman of Tourism Malaysia Dr. Victor Wee, analyzed the tourism potential of Mongolia and presented global market trends and successful case studies of tourism policies and strategies to aid Mongolian tourism marketing professionals to formulate further marketing policies. The workshop also outlined global tourism trends more broadly, including statistics, evaluation, main factors for tourism growth, consumer behavior and effective tourism policies and strategies.

¨Tourism in Mongolia has tremendous potential for development, particularly in view of the increasing trend among well-travelled tourists to visit exotic destinations that few people have gone to, ¨ said Dr. Wee. However, he noted, while Mongolia´s targets of doubling visitor arrivals to the country to 1 million by 2015 or achieving a growth rate of over 20% per annum for the next three to four years may be within reach, a key challenge remains ensuring that tourism continues to thrive and above all, develop sustainably.

Interesting Links:

• UNWTO Press Release: Mongolia Looks to Tourism to Diversify its Economy (Read article)

The President of Mongolia, Elbegdorj Tsakhia, has pinpointed tourism as a means to diversify the Mongolian economy and outlined plans to increase international tourist arrivals to the country (Ulan Bator, Mongolia, 23 July 2012).

“Not only should we focus on our mining industry, which is booming, we should also diversify our country’s economy through sectors such as tourism,” said President Tsakhia.

The President further expressed his intention to boost tourism related infrastructure, raise public awareness of the importance of tourism and build “a dedicated and stronger administration for the sector”.     

President Tsakhia made the remarks at a meeting with UNWTO Secretary-General, Taleb Rifai, who applauded the President’s recognition of tourism’s contribution to economic growth, job creation and development.

“Tourism is the oil that never runs out,” said Mr. Rifai. “While other economic sectors generate short and medium-term gains, tourism, when sustainably planned and managed, has proven to stimulate economies over the long-term.”

“By placing sustainable tourism higher in its national agenda, Mongolia looks set to continue benefiting from the income generated by visitors for years to come,” he added.

On the occasion of his visit, Mr. Rifai presented President Tsakhia with an Open Letter from UNWTO and the World Travel & Tourism Council (WTTC) on the importance of tourism to global growth and development. The Letter calls on Heads of State and Government to prioritize the sector higher in national policies in order to maximize its full potential.

Mr. David Scowsill, President & CEO, WTTC, said: "Mongolia has a rich culture, offering a unique and powerful experience to travellers. Mongolia has truly arisen as a destination and I am delighted that the country's leadership fully recognises the importance of Travel & Tourism as a vehicle for job creation and sustainable economic growth.  In 2011, the industry directly employed 34,500 jobs (3% of total employment) and sustained, both directly and indirectly, 9% of GDP in Mongolia.  Long term growth forecasts are extremely positive with Travel & Tourism's contribution to the country's GDP set to rise by 6% per annum over the next ten years.  With government support this figure could be boosted even further and today's acceptance of the Open Letter by President Tsakhia sends a strong signal of support to the Travel & Tourism industry, both within Mongolia and internationally."

Contacts:

Principal Media Officer: Marcelo Risi

Tel: (+34) 91 567 81 60

WTTC Media Relations Manager: Anja Eckervogt

Tel: (+44) 20 7481 6484

www.WTTC.org

UNWTO pledged its support for sustainable tourism development in Iran at the 8^th Shiraz International Tourism Fair held in Iran´s Fars Province from 4^th to 7^th July, amidst strong growth in tourism worldwide.

UNWTO´s Deputy Regional Director for Asia and the Pacific, Harry Hwang, visited Iran to attend the 8^th International Tourism Fair, and delivered a congratulatory message from Secretary-General Taleb Rifai to delegates.

¨This Fair takes place at a key moment for tourism, with latest figures showing strong growth in the sector, ¨ said Mr. Rifai in his letter. ¨The Shiraz International Tourism Fair, bringing together numerous countries and important players from the private sector, plays an important role in drawing attention to Iran´s many tourism attractions and setting out strategies for future growth.¨

The Secretary-General´s message came at a time in which almost half of the 982 million international tourists travelling the world are visiting emerging economies. This has been a growing trend over recent years, as more countries have opened up their borders to international tourists and new destinations have emerged.

Iran, a UNWTO Member since 1975, is one of the oldest ancient civilizations in the world. The country has been actively involved in UNWTO´s Silk Road Programme, which promotes the development of responsible, sustainable and accessible tourism throughout the countries on the Silk Road, since 1993. In 2000/2001 UNWTO, aided by a team of consultants, the Government of Iran and UNDP developed a Tourism Master Plan for Iran.

¨Over the past years, Iran, through the Iranian Cultural Heritage, Handicrafts and Tourism Organization, has been working closely with UNWTO to sustainably develop its growing tourism sector, ¨ Mr. Rifai stated in his letter for the Tourism Fair. ¨UNWTO is strongly committed to supporting […] ICHTO in ensuring sustainable tourism development in your beautiful country, Iran.¨

In attendance at the International Tourism Fair were the Deputy President of the Islamic Republic of Iran Mr. Moussavi, the Director of Iranian Cultural Heritage and Tourism Organization (ICHTO) Mr. Hussain Sadeq Abedin, the Governor of Fars Province, ambassadors to Iran from 30 countries and Iranian tourism officials.

Value is better than volume – this was the message given to government and tourism industry officials at UNWTO´s recent Workshops on Strategic Directions for Myanmar´s Tourism, held in Yangon and Nay Pyi Taw on the  3^rd and 4^th July.

Myanmar, a country which has only recently opened its doors to international visitors, is commonly reported to be the next ¨in¨ destination in Asia and the Pacific – and rightly so, according to UNWTO Consultant Mr. Hans Carl Jacobsen, who ran the workshops along with UNWTO Regional Director for Asia and the Pacific, Mr. Xu Jing.

¨This world class destination is spectacular, and as yet many of its rich tourism resources remain untouched, ¨ said Mr. Jacobsen. ¨Myanmar has a lot to offer to tourists. However, the country should go for a value-based strategy, not a volume-based strategy. The world already knows about Myanmar – the media has provided plenty of free promotion. The challenge now is to manage the influx of tourists in a way that ensures that the benefits of increased tourism flow down to the people – which among other things will help to combat poverty – and assist the country in conserving its natural and cultural resources for future generations. ¨

In 2011, Myanmar welcomed 391,000 international tourists, an increase of almost 26% from the previous year. At current UNWTO projections, the Asia Pacific Region will welcome more international tourists than any other region in the world over the next eighteen years, with numbers expected to increase by 331 million in two decades, from 204 million in 2010 to 535 million in 2030.

Myanmar, with continued focus on travel facilitation led by the introduction of visas on arrival, an ease on travel restrictions and kiosks selling the local currency at official exchange rates, will be well placed to benefit from this tourism growth in Asia and the Pacific – if the country´s tourism development is planned and managed responsibly.

¨Sometimes, less is more, ¨ noted Mr. Xu Jing. ¨Yangon, for example, has many beautiful old buildings that could be restored instead of destroyed for new development. Myanmar should focus on its unique strengths and ensure its infrastructure is improved to match future demand.¨

This visit was the second visit of UNWTO to Myanmar this year. In May, UNWTO Secretary-General Mr. Taleb Rifai travelled to Myanmar to deliver the UNWTO/WTTC Open Letter to President U Thein Sein and hold discussions with tourism industry officials. In June, Myanmar became the 155^th Member State of UNWTO.