WTTC shares travel trends

The movers and shakers of the tourism industry showed the world they are a ‘force for good’ at the World Travel and Tourism Council’s (WTTC) 2014 Global Summit staged over two days in Sanya, on the Chinese island of Hainan.

WTTC works to raise awareness of travel and tourism as one of the world’s largest industries, employing 255 million people and generating over 9 per cent of world GDP and its 14th global summit under the theme ‘changing world, new perspectives’ attracted acclaimed business leaders, academics, politicians, environmentalists, journalists and correspondents amongst its speakers.

WTTC president and chief executive David Scowsill said: 'Travel and tourism is already one of the largest industries on the planet.Last year, a billion people crossed international boundaries. That will almost double in 15 years’ time to 1.8 billion by 2030.'

He said: 'According to our own data, our sector will create 26 million more jobs over the next 10 years. Without the right people to fill these jobs we will not be sustainable, not as businesses, not as destinations and not as guardians of our planet.

'We have been warned of the danger of more localised conflicts around the world. We have grappled with the enormous challenge of climate change and sustainability that we will all have to face.

'As I see it, there is a vacuum in global leadership,' he added. 'National governments and global institutions are increasingly struggling to tackle many of the issues we discussed.

'The messages for us all are clear: Firstly, as an industry, we must all demonstrate that we can be trusted with leadership and accountability.

'We need to operate to the highest standards to prove that we are a force for good and not a force for destruction as many critics fear we may become.

'We must embrace our belief in ‘tourism for tomorrow’. Our standards of ethics and sustainability must be of the
 highest order.'

WTTC, he said, would continue its ‘great work’ with The United Nations World Tourism Organisation (UNWTO), the United Nations agency responsible for the promotion of responsible, sustainable and universally-accessible tourism, as well as elevating its cause amongst governments at a national level, wherever and whenever the opportunity arises, as it ‘steps up’ to play its part.

'Governments do not always recognise our contribution at the table,' Scowsill said. 'But we have earned the right to lead and to be heard at the highest levels.

'We need to work in true partnership – with governments when they listen – and with our local communities and
 stakeholders.

Scowsill also highlighted the need to invest in the right people and harness innovation at the accompanying WTTC Tourism for Tomorrow Awards, which celebrates the companies and individuals in the industry fully engaged in the communities that host them with holistic business models which combine ‘people, planet and profit’.

'We must also engage with our staff, our customers and our consumers. We have a unique contribution to make, representing the private sector of this global phenomenon.'

WTTC also highlighted the growing influence of China in global travel and tourism. Jumeirah Group, the Dubai-based international luxury hotel chain and part of Dubai Holding, for example, has set firm foundations in China. In addition to Jumeirah Himalayas Hotel Shanghai, it has a strong development pipeline featuring Jumeirah Clearwater Bay Resort, Sanya (300 keys), Jumeirah Guangzhou (207 keys), Jumeirah Hangzhou (226 keys), Jumeirah Macau (250 keys) and Jumeirah Thousand Island Lake Resort, Qiandaohu (152 keys).

Also, Christopher Nassetta, president and CEO of Hilton Worldwide, said in a business report in the broadsheet national newspaper China Daily. 'China certainly should be in the top two (out of Hilton’s worldwide markets) within the next five years.'

The United States-based group had 43 hotels in five brands in China, and two new brands could be introduced into the country by the end of this year.

Marriott International has 67 hotels and 111 properties under construction or planned in China, with ‘quite a few’ located in what are considered ‘second and third tier’ cities, and Intercontinental Hotel Group, with 208 hotels in the Greater China region, plans to almost double the number over the next five years.

Marriott is also coming up with ‘Chinese-ready hotels’ in cities which attract many Chinese tourists, providing them with ‘familiar food’ and Mandarin-speaking staff to better cater for their needs.

To ensure that Chinese guests face no language barrier, Burj Al Arab Jumeirah has a dedicated telephone line offering access to a Chinese-speaker at any time of the day or night whenever Chinese guests may require assistance with making restaurant reservations, or arranging activities.

Approaching the end of the 2014 event in Sanya, Scowsill paid tribute to its generous Chinese hosts for making it such an ‘exceptional’ WTTC summit.

He concluded: 'Over the past two days we have come together to address some profound challenges in China. Somewhere that is perhaps the most exciting country on earth? But one that is unarguably the powerhouse of the global economy.'

By Stan Szecowka