E-Tourism: The way forward http://etourism.unctad.org - Unctad XI

E-Tourism: The way forward http://etourism.unctad.orgDamascus 28 April 2004

Presentation outline• What is UNCTAD ?• Tourism for Developing Countries• ICT4D (new challenges, new opportunities)• ICT for Tourism, Tourism for Development,E-tourism for all ( The UNCTAD initiative)Damascus 28 April 2004

http://www.unctad.orgDamascus 28 April 2004

Support from International organisations(ICT)PolicyUNCTADILOUNESCOWIPOITUWCOUNCITRALWTO/OMCWorld BankUPUIBSISOUNECEITCUNCTADStandardsRegulationInfrastructureApplicationsDamascus 28 April 2004

LEGAL ASPECTS OF TRADETRADE FACILITATIONHUMAN RESOURCES DEVELOPMENTMARITIME REVIEWCAPACITY BUILDINGCUSTOMSTRANSITTRANSPORTCARGO TRACKINGS.I.T.ETRAINFORTRADEE-TOURISMPARA 166TRADE POINTSE-COMMERCEE-COMMERCE REPORTE-GOVERNMENTDamascus 28 April 2004

ICT application: E-tourismE• To help destinations to become more autonomous• To respond to the increasing demand of Internet users• To promote national and regional growth and developmentDamascus 28 April 2004

Developing Countries (DC)Key Facts• Concrete and quantified growing tradingopportunities• Pillar of Economic Development of DC.• Among the top 5 sources of foreign currency, for79 D.C including for 31 over 49 (LDCs(LDCs).• Top foreign currency in 38 DC (13 LDCs).• In some countries up to 83 % of GDP (Maldives)• Highest employer in more the 50 % of DCDamascus 28 April 2004

Is the socio-economic sustainability ofInternational Tourism assured underhyper-competitive conditions?Yes, if and only if international tourism brings babout social, environmental and economicdividendsDamascus 28 April 2004

Is the socio-economic sustainability ofInternational Tourism assured underhyper-competitive conditions ?Yes, if and only if tourism revenues• Are allocated evenly and equitably;• Increase over time; and• Allow for the sustainable use of all destinationresources required for tourism.Is it the case ?Damascus 28 April 2004

“Leakages” in International Tourism• Internal Leakages: import component, royaltypayments.• External Leakages: control of inflows andoutflows by vertically integrated operators.• Invisible Leakages: tax evasion, non-sustainable use of destination resources.Damascus 28 April 2004

ICT: e-tourismeDamascus 28 April 2004

drives newNew technology drivesnew demandand a new business environment• 90 per cent of Internet users in the USA are looking forinformation on e-tourism eportals• 66 per cent of American citizens trust that e-tourism eportals aredelivering better quality services than traditional travel agents• 32 per cent of the travellers living in the USA organise their travel tusing the Internet (+28 per cent over one year)Source: Yesawich, Pepperdine &Brwon/Yankelovich(www.ypb.com), 2003• 34 per cent of French citizens that travelled during the past yearbooked over the Internet; 47 per cent among them booked amonth in advance.Source: lastminute.com/TNS/SOFRES), 2004Consumers are empowered by information, search globally for productsmeeting their needs and tend to buy on price (transparency=> Kelkoo)Damascus 28 April 2004

New technologies => new opportunitiesNational and Regional PortalsDamascus 28 April 2004

The UNCTAD E-tourism EinitiativeDemandSupplyDamascus 28 April 2004

Challenges to raise•Toshare the project among all stakeholders•HighHigh level and continuous politicalcommitment•Minimum of « common vision » to start with•ResultsResults should prove viability of initiative•Marketingproject vs IT project• Internet vs traditional marketing (multi(multi-channel)•Not Not integrate ROI from beginningDamascus 28 April 2004

A multi-layer layer approachInformation & Communication TechnologiesGlobal/International levelDestination Management Organizations/GovernmentsIntermediairies/ Distribution channelsServices/FacilitiesSuperstructures/Airports/HospitalsInfrastructureServices/FacilitiesE-business pratices & modelsSource: University of SurreyDamascus 28 April 2004

Towards the autonomy of destinations:expected benefits• Increase levels of freedom• Increase market share• Acces to new customers (languages)• Capacity building and integration of local communauties• Brand development• Better features• Building confidence• Costs reductionDamascus 28 April 2004

ON-LINEMARKETINGMICRO-MARKETINGADVANTAGESMailings, Cultural guide, Information distribution policyMACRO-MARKETINGInformation is a :Direct (presence on the Internet)Indirect (partners, sponsors, logos)RESOURCEBRANDComparative advantageUnderstand lookerswishesTo be known beforecompetitionDamascus 28 April 2004

Strategic partnershipsDamascus 28 April 2004

A possible solution : co-opetitionopetitionPARTNERSHIPSDifferent ownershipDifferent design and lookDifferent alliancesDifferent aimsX egosFEAODBC1+1=3Damascus 28 April 2004

A possible solution: co-opetition• Co-strategy• Economy ofscale/cost-sharingsharing• Tools standardization,interfaces, statistics• Sharing of travellers’sdata• Traffic transfert• Training, pedagogicalmaterial, experts• Co-advertismentPartnershipsA BGCFDE1+1=3Damascus 28 April 2004

Tourisme fluvial sur le SénégalGrands Parcs animaliersLa Route du selDamascus 28 April 2004

Thank youE-mail:jean-francoisfrancois.baylocq@unctad.orgetourismportal@unctadunctad.orgwww.unctad.orgtourism.unctad.orgetourism.unctad.orgDamascus 28 April 2004

E-Tourism: The way forward http://etourism.unctad.orgDamascus 28 April 2004