W O R L D T R A V E L M A R K E T 2 0 1 6

How can emerging destinations make

an impact in a crowded marketplace?

Case Studies from around the World

9th November 2016

DOES YOUR DESTINATION NEED TO…?

Attract visitors

Attract investors

Apply for funding

Report the economic impact of tourism

Make well informed planning decisions

Target its marketing budget more effectively

DOES YOUR DESTINATION NEED TO…?

Do you have data to answer these questions?

Is this data easy to access and share?

TRACKING TOURISM…

Tourist

Arrivals

Cruise

VisitorsHotel

Nights

Attraction

Visits

Visitor

Profiles

Expenditure

WeatherExchange

Rates

INTERNET CHANGED EVERYTHING…

THREE DESTINATIONS…

Falkland Islands

Lesotho

South Pacific Islands

SOUTH PACIFIC ISLANDS

15 COUNTRIES INTERACT WITH THE SYSTEM

6,621

5,604

8,4699,102

10,391

12,048

14,362

12,65812,064

13,253

9,440

11,120

12,34312,949

14,47213,956

14,832

16,223

18,060

16,46316,927

17,561

15,681

14,364

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

CookIslands FrenchPolynesia

Cook Islands

French Polynesia

FALKLAND ISLANDS

RAPID MARKET ANALYSIS

11.8

6.9

8.8

12.1

13.1

12.1

0

2

4

6

8

10

12

14

UK Argen na USA France Australia Germany

Nights

71.4

82.2

78.980.0

70.0

83.7

60.0

65.0

70.0

75.0

80.0

85.0

UK Argen na USA France Australia Germany

Male(%)

32.1

91.1

69.9

41.5

61.7

79.6

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

UK Argen na USA France Australia Germany

LAN(%)

75.3 74.4 72.9

66.2

80.0

67.3

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

UK Argen na USA France Australia Germany

45+(%)

LESOTHO

“The price of light is less than the cost of darkness”Arthur C. Nielsen