The Travel & Tourism Competitiveness Report 2013

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1.6: Competiveness, Jobs, and Green Growth Figure 2: A model for stakeholder engagement Travelism demand Note: PPP = public-private partnership. Capacity building and green jobs Infrastructure, technology, and communications Brand marketing and e-distribution Economic growth, better livelihoods, and decent work The development of the green growth roadmap for tourism should enhance the long-term competitiveness of destinations and the supporting industries. It must be compatible with national travel, transport, tourism, and trade strategies as well as carbon commitments. It must ensure that socioeconomic growth is inclusive and provides decent jobs. Ultimately, it must bring about new demand and empower communities in the context of a broader balance sheet of societal well-being, including quality of life and environmental sustainability. In this context, carrying capacity and lifecycle analysis were pivotal. Overall, a green growth roadmap must deliver sustainable mobility, lifestyles, and communities. The report and underlying research framework have been specifically developed to serve as a readily adaptable model green growth 2050 roadmap for Travel & Tourism (travelism) for any country, city, or community with a likeminded vision for green growth and travelism. It helps those who use the framework to: • respond effectively to a rapidly moving marketplace in very uncertain times; 74 | The Travel & Tourism Competitiveness Report 2013 Policy reforms, PPPs, finance, investment & innovation Gross national happiness Competitive advantage 2050 GREEN GROWTH VISION Sustainable destinations Sustainable lifestyles Low carbon and climate resilience Sustainable mobility Natural resources and waste management Product and destination management Empowered communities • engage travelism in a transformation to a lowcarbon, resource-efficient future; • thoroughly assess trends to improve competitiveness and the overall visitor economy; • handle increasing numbers of visitors and their impacts more sustainably; • integrate travelism into overall community development, focusing on local livelihoods; • engage local stakeholders and industry employees in the transformation; • access global education and training programs for capacity building in the sector; • consider new and traditional sources of funding to help with implementation; and • routinely review progress and adjust to both planned and unplanned changes. The framework allows any country, city, or community to consider these elements through an intensive scoping and visioning program that engages © 2013 World Economic Forum
Figure 3: The structure of green growth roadmap strategies for Bali Note: GHG = greenhouse gas. Growing visitor economy stakeholders at the core. It also provides a framework for integrating the evolution of global and national policy with local implementation (Figure 4). We are building and refining a number of new tools to support this process. Our toolkit includes a coordinated resident and visitor survey model; a scenario design and decision option model; a structured stakeholder visioning framework; a strategy evaluation program; and the implementation of a cluster systems approach (Figure 5) that specifically uses Internet-based crowdpacting techniques to fully engage potential investors, including visitors themselves; 11 and an annual course correction analysis. 12 Continuing GETS-led research In a third interrelated action, we will continue to push the envelope forward in all these areas of green growth 2050 roadmapping by adding experience-based input from continuing studies and projects. However, our central and immediate research focus is on the green economy tourism system (GETS) modeling program. GETS has GREEN GROWTH 2050 ROADMAP Improved livelihoods Products and markets Infrastructure and investment Coherent policies 1. Enhance product 2. Quality marketing 3. Build human capacity Integrated planning Effective institutions 4. Manage waste 5. Manage water 6. Conserve biodiveristy OBJECTIVES Better environment STRATEGIES FOUNDATION Community engagement 7. Reduce GHG emissions 8. Build resilience 9. Upgrade infrastructure Reduced carbon 1.6: Competiveness, Jobs, and Green Growth Authentic Bali Training Leadership Research Technology COMMUNITY-BASED SUSTAINABLE DEVELOPMENT © 2013 World Economic Forum Climate and environment Community and jobs 10. Manage transport 11. Improve land use planning 12. Strengthen financing Cultural prominence Investment the capacity to give communities a comprehensive and better decision-making framework, and hence provide an incentive for evaluating the green growth and travelism options. The GETS model tests green growth and travelism options by integrating large and diverse datasets. It is designed to work in settings characterized by complexity and uncertainty, where limited data availability and an absence of existing frameworks hinder development of targeted, effective strategies. GETS presents an approach for a decision-support system to assist destinations address challenges and opportunities in periods of rapid change while integrating its core requirement of low-carbon transformation. It incorporates the benchmark principles of sustainable tourism, destination management, competitiveness, and system dynamics. A key design factor of the GETS model is the capacity to support decision making for tourism destinations of varying sizes (from small locations within a country to transnational regions) and varying economic structures (from regions exclusively reliant on tourism to The Travel & Tourism Competitiveness Report 2013 | 75
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Insight Report The Travel & Tourism
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About the Authors John Kester John
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