Hotel & Tourism SMARTreport #43

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Hotel & Tourism

SMARTreport #43

2019 Summer Edition 7

7

RESPONDING AND ADAPTING

TO RAPID GROWTH AND TRANSITION

Second annual Xianghu Dialogue of WTA to plot ongoing

roadmap for industry

The World Tourism Alliance (WTA) is

planning its second annual Xianghu

Dialogue in Hangzhou, China on

Sept. 18-21, 2019.

This year's Dialogue will focus on "Today's

Travel & Tourism Industry: Responding

& Adapting to Rapid Growth and

Transition." Important topics include

global travel & tourism developments

and trends; destination marketing and

big data, technology advancement &

industries innovation and many more

relevant issues and challenges facing the

industry will be addressed in collaboration

with the UNWT), World Bank, European

Tourism Commission, Global Tourism

Economic Forum and the Pacific Asia Travel

Association.

Founded in September 2017, WTA is still a

very young organisation, but its Secretary

General, Shijun Liu says its DNA is truly

global: “The world tourism industry has

expanded exponentially in keeping with

the rapid developments in technology and

high-efficiency distribution channels. The

Internet of Things (IoT) has turned the

tourism industry into an economic force,

facilitating the marketing of travel products

and offers between travel providers/

suppliers and travellers across the world in

real time,” states Mr Liu, adding, “This has

resulted, among others, in a surge in the

number of incremental travellers in Asia

Pacific compared to the more established

and conventional regions.”

China has become the world’s number one

source of outbound travellers, significantly

contributing to the growth of international

tourism revenue. More importantly,

Chinese travellers have become the

most sought-after market segment by

destinations throughout the world. Chinaready

programmes that cater exclusively to

Chinese travellers have been adopted by

tourism offices, hotels, shopping outlets,

museums and entertainment centres.

Chinese-language websites, brochures

and signage are ubiquitous in emerging,

established and conventional destinations.

This signifies the importance of the

Chinese outbound tourism.

So, who are the members of WTA today

and which organisations are they looking

at to further develop?

“The WTA membership covers the whole

travel and industrial chain”, says Mr Liu.

“We are proud that our mission, message

and vision resonate with several companies

and organisations throughout the world

as evidenced by the rapid growth in the

number and geographical diversity of our

members in only a short time.”

As of March 2019, WTA’s membership

roster has grown to 182 from 38 countries

and regions, a sizable increase from 89

members at the time of its establishment

in 2017. Several of their members are

influential and respected companies

and organizations, including Australian

Federation of Travel Agents, Beijing

Tourism Group, Changi Airport, China

National Travel Service Group, Club Med,

TUI, US Travel Association, just to name a

few

WTA Xianghu

Dialogue 2018

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