More tourists shop till they drop, says UNWTO

SHOPPING tourism has emerged as a growing component of the travel experience, either as a prime motivation or as one of the major activities undertaken by tourists at their destinations. UNWTO’s recently released Global Report on Shopping Tourism  analyses the latest trends in shopping tourism, providing insight into key success factors for destinations aiming to develop this segment.

UNWTO’s Global Report on Shopping Tourism offers a series of practical guidelines and principles for all destinations interested in developing shopping tourism. The report includes a wide range of case studies by UNWTO Affiliate Members and other tourism stakeholders from around the world.

As part of the UNWTO Cities project, the report explores the economic impact of shopping tourism and provides an overview of strategies and priorities employed by tourism stakeholders in order to foster sustainable growth and differentiation of the tourism offer in destinations.

The report is the eighth volume of the UNWTO Affiliate Member Reports, which address critical areas for the tourism sector against the backdrop of public-private collaboration and partnerships.

As an internationally traded service, inbound tourism has become one of the world’s major trade categories. Globally, the sector provides one in every 11 jobs and for many developing countries it is one of the main sources of foreign exchange income, creating much needed employment and opportunities for development.

Despite occasional shocks, international tourist arrivals have shown virtually uninterrupted growth over the past 60 years, to reach approximately 1.087 billion international arrivals in 2013. The greatest barriers to the continued development of the shopping tourism industry are those which affect the tourism sector as a whole. Some specific areas that destinations should consider as essential to the continued development of the shopping tourism industry, according to findings from the report, are:

1. Accessibility: good air connectivity, efficient tourist visa regime

2. Infrastructure: dependable and efficient local transport links, parking facilities, energy supplies to businesses

3. Safety: political and social stability, security against terrorist attack, violence and petty crime

4. Cleanliness, attractive location: provision and maintenance of shopping areas, street furniture etc

5. Marketing and destination promotion: effective research, planning and execution of marketing programmes

6. Connect the tourism value chain: bring other tourism partners to the table (accommodation, transport, visitor attractions)

7. Research and development: carry out research on visitor profiles, consumer trends, market behaviour; engage with all stakeholders and share information

8. Regulation: maintain an open and flexible approach to business trading hours and taxation; ensure rigorous implementation of trading standards legislation

9. Training and education: join in training and education programmes to produce a well-trained, motivated and innovative workforce.