UNWTO Affiliate Members Programme WORK PLAN 2013

Transcription

1 UNWTO Affiliate Members Programme WORK PLAN 2013 Madrid, 1 February 2013

2 Foreword A draft Work Plan 2013 was presented to the Board of Affiliate Members on the occasion of the Extraordinary Meeting held in Istanbul, Turkey, on November 16, 2012, in order to receive their initial impressions and comments. The draft Work Plan was sent the week after to the members of the Board for them to submit their comments and suggestions. These have been incorporated into this Work Plan proposal, which was presented on February 1, during the 34th Board Meeting held in Madrid. The Work Plan presented in this document coherently continues the activities carried out over the past year, following the general recommendations in the Organization s Programme of Work, some of them extending into The more Members that participate in a project, the better its outcome will be and the greater its facility to contribute to the core objectives of the Organization. Members are therefore encouraged to take an active role in developing the Programme of Work and to participate in the projects proposed therein. 1

3 Index I. Strategic Objectives 03 II. The Plan at a Glance 06 III. Areas of Work 07 IV. Regional Reports 14 V. Areas of Collaboration through External Support 15 VI. Communication Management Plan. 18 VII. Costs in Support of the A.M. Activities VIII. Knowledge Network.. 20 IX. Calendar for Board Meetings, Elections, Fairs and Regional Meetings

4 I. Strategic objectives This Work Plan reflects the continuity of the cooperative work between the Secretariat of the Affiliate Members and the Regional and Operative Programmes of UNWTO. It aims to further enhance the collaboration between the Organization and the Affiliate Members, as well among Affiliate Members. The objective is that of providing, simultaneously, both a regional focus and a global perspective in any potential areas which can contribute to increasing competitiveness, raising sustainability, making tourism a priority in national policy decisions, increasing cooperation between the public and private sectors and fostering competitive and responsible business models and practices. The public-private partnership, the aim of coupling theory with practice, the principles of the organization, the Code of Ethics, and the UNWTO s General Programme of Work establish the framework to carry out this plan. The Work Plan is created with two main ideas in mind; retaining existing members by meeting their expectations, and gaining new members by highlighting the benefits of membership. To reach these goals, the strategy focuses on: The UNWTO Affiliate Members Programme acting as a THINK TANK. Raising awareness of the importance of tourism, because of its high global economic contribution and its potential to influence important social and environmental issues. To succeed, this strategy requires a pragmatic approach with a commitment to effective communication through the appropriate channels. To this end, we propose the adoption of a new modus operandi which relies on the UNWTO Affiliate Members Prototypes. 3

5 UNWTO Affiliate Members Prototypes A prototype is a new model that applies the existing knowledge among the Affiliate Members. Based on an existing A.M. report, it approaches the matter at hand in a practical way through an iterative process of trial and error. It relies on collaborative input from diverse Affiliate Members (academia, private sector and destinations). It is implemented in a physical location chosen to suit the interest shown by a particular destination and the criteria set by the participants. The conclusions are summarized in a Best Practice Case Study whose recommendations can be applied in other locations. Areas of Work Areas of increasing strategic importance have been targeted. City Tourism and Youth and Educational Tourism, for example, have already been identified as such, with reports already existing. Others are new segments for investigation. Mobiles Apps, in particular, will be analysed in relation to each of the other areas. For each topic, Prototypes, preliminary reports, specific studies or seminars, will follow as appropriate. The Main Areas: 1. City Tourism 2. Sport and Adventure Tourism 3. Tourism and Mega Events 4. Seasonality 5. Youth Travel 6. Mobile Apps 4

6 Regional Reports 2013: Americas Areas of collaboration through external support: The Affiliate Members Programme will also collaborate externally with other UNWTO Operative Programmes in two important areas which will generate research projects and/or publications: Intelligent Taxation, Aid-for-Trade and Connectivity 1. Intelligent Taxation In collaboration with the Risk and Crisis Management Programme. 2. Aid-for-Trade In collaboration with the Institutional and Corporate Relations Programme. 3- Connectivity In collaboration with other UNWTO programmes. For the operational implementation and management of the Work Plan 2013, the Affiliate Members Programme will have a team of 2 people working on the projects with support from external collaboration on specific technical subjects, under the guidance of the Director of Affiliate Members. F0r the first time, this plan includes the proposed activities of the Knowledge Network, as a consequence of its inclusion within the Affiliate Members Programme as discussed during the last plenary meeting in Istanbul. 5

7 II. The Plan at a Glance 6

8 III. Areas of Work 1. City Tourism OBJECTIVES The Istanbul Declaration on City Tourism requires action to: Raise awareness of the economic and social impact of city tourism on national economies. Integrate urban tourism as a key pillar of governments policies. Establish effective and renewed instruments for partnerships between all stakeholders involved with tourism in order to ensure the sharing of information, initiatives and knowledge to benefit the destination, tourists and local residents. Highlight the importance of human capital and consequently invest in professional training- Favour measures to encourage, foster and recognize sustainable local policies and initiatives that can serve as models and guides for all international tourism actors. Implement innovative strategies to provide the city with new and more specialized products with high added value, addressing niche markets and upgrading the quality of their services. Advance towards the concept of Smart Cities, urban destinations that prioritize strategies and actions that include sustainable policies and innovative technological developments as integral elements. The objective of this area of work is to apply the above requirements in a practical way, obtain an answer to the introductory questions listed in the Global Report on City Tourism, and offer guidelines to new ways of designing competitive products and effective communication. THE WAY FORWARD 1. Analysis of key topics of city tourism while applying the conclusions and recommendations derived from the Global Report on City Tourism and the Istanbul Declaration on governance and planning, promotion and marketing, product, economic impact, visitors experience, tangible and intangible heritage, responsible urban tourism, human resources and innovation. Designing a prototype in collaboration with a city, the private sector and the universities. Host city: Madrid 7

9 In collaboration with Madrid Convention and Visitors Bureau, Spanish Secretariat of State for Tourism, Microsoft, Segittur, Chic Outlet, Mapfre, Everis, Instituto de Biomecánica de Valencia and other A.M. interested in the project. Explanation of the model: March 2013 Presentation of the Prototype: Seminar on City Tourism, Moscow, September 2013 Conclusions and recommendations: Report in Cities 2013 Project: Definition of common methodology in the Tourism Observatories for measuring the economic impact of tourism on cities. IN COLLABORATION WITH THE FOLLOWING UNWTO PROGRAMMES Ethics & Social Dimension of Tourism Regional Programme for Europe Knowledge Network Destination Management Sustainable Development of Tourism 8

10 2. Sport and Adventure Tourism OBJECTIVES To raise awareness on the importance of this fast growing segment (high-spending visitors) and its potential to become a key driver for certain destinations. THE WAY FORWARD 1. Research areas: Adventure Tourism Activities. AM Report with ATTA 2. Design of a Prototype on Sport Tourism. Host destination: Kozuf Ski Resort Presentation of the Prototype: Seminar on Sport Tourism, Skopje, FYROM, 2014 IN COLLABORATION WITH THE FOLLOWING UNWTO PROGRAMMES Regional Programme for Europe Knowledge Network Sustainable Development of Tourism Tourism Trends and Marketing Strategies Destination Management Themis Foundation 9

11 3. Tourism and Mega Events OBJECTIVES To indicate Affiliate Members, Destinations and Member States the opportunities and challenges in tourism from hosting mega events. THE WAY FORWARD AM Report on Tourism and Mega Events In collaboration with cities which have experience in this field, such as Shanghai, Madrid, Barcelona, Singapore, Sao Paulo, ondon and Montreal. IN COLLABORATION WITH THE FOLLOWING UNWTO PROGRAMMES Regional Programmes Sustainable Development of Tourism Destination Management 10

12 4. Seasonality OBJECTIVES This area of work aims to approach successful ways for overcoming seasonality, which is a major problem for many destinations in the world. Research areas: Nature Tourism, Cultural Tourism, Shopping Tourism, Language Tourism and Meetings Industry. THE WAY FORWARD AM Report on Meetings Industry with ICCA AM Report on Shopping Tourism, with Chic Outlet, WTTC and European Cities Marketing Design of a Prototype on Seasonality: Host destination: Punta del Este In collaboration with Destino Punta del Este, Intendencia de Maldonado, Chic Outlet, Mapfre, Everis and other A.M. interested in the project. IN COLLABORATION WITH THE FOLLOWING UNWTO PROGRAMMES Ethics and Social Dimension of Tourism Regional Programme for Europe Regional Programme for the Americas Tourism Trends and Marketing Strategies Knowledge Network Destination Management Sustainable Development of Tourism Special Field Programme Themis Foundation 11

13 5. Youth Travel 2013 OBJECTIVE Creation of standard definitions and criteria for measurement of the Youth Travel Industry and promotion of educational tourism as a facilitator of youth mobility. THE WAY FORWARD 1. Creation of a working group to seek a standard terminology while establishing the necessary mechanisms to understand the profile, characteristics and interests of young travellers. With the collaboration of WYSE Travel Confederation, StudentMarketing and other interested organizations and companies. 2. Based on the Affiliate Members publication (The Power of Youth Travel) and the growing interest and support from Member States (the issue was successfully introduced during the last Executive Council as the San Diego Declaration) and from the European Commission (Europe 2020 Strategy and its implications on youth), and given the opportunity of the next Forum in Vienna of the United Nations Alliance of Civilizations, we propose to develop a set of recommendations for Member States and the private sector in order to support Youth Tourism. WITH THE COLLABORATION OF THE FOLLOWING UNWTO PROGRAMMES Tourism Trends and Marketing Strategies Regional Programme for Europe 12

14 6. MOBILE APPS (Mobile Travel) OBJECTIVES Research on a key-trend in technology: Mobile Apps. How to get ready for a mobile-only world. This subject will be analysed in relation to each of the other areas in the Work Plan. THE WAY FORWARD Mobile-approach to be applied to all the other areas while designing the prototypes: WITH THE COLLABORATION OF THE FOLLOWING UNWTO PROGRAMMES Communications Programme 13

15 IV. Regional Reports Americas 2013 DESCRIPTION Publication to be prepared by the UNWTO Affiliate Members Programme, in cooperation with the Regional Programme for the Americas and the Tourism Trends and Marketing Strategies Programme bringing together the experiences and opinions of the Affiliate Members in this region. It will also include updated statistical information. OBJECTIVES The objective of this report is to build a better understanding of the tourism industry from the point of view of the non-governmental sector. This document presents a non-governmental vision on the most relevant key issues indicated by the Regional Programme for the Americas and the Affiliate Members of the region analyzing the impact, opportunities, obstacles and challenges currently faced by the tourism sector in the region. COMMENTS The Regional Reports is a series of regional publications focusing on the current state of the tourism sector according to the Affiliate Members in a particular region. This series started in 2011 with a focus on the Latin America and Asia-Pacific regions, with a sequence in 2012 for Europe. WITH THE COLLABORATION OF THE FOLLOWING UNWTO PROGRAMMES Tourism Trends and Marketing Strategies Regional Programme for the Americas 14

16 V. Areas of collaboration through external support 1. Intelligent Taxation 2013 OBJECTIVES The core message of the study will be twofold, namely sending a positive and constructive message and highlighting the negative implications where taxation is applied without considering the (international) implications. Research document. Country case study: Jordan. UNWTO PROJECT DEVELOPER Risk and Crisis Management Programme 15

17 2. Global Review of Aid-for-Trade: Connecting to value chain OBJECTIVES The main objective of this undertaking is to draw conclusions on the measures that governments, development partners and the private sector can take to help remove constraints to connecting to value chains. Findings will be drawn from a survey that examines the barriers that companies in developing countries face in entering, establishing or moving up value chains. It also analyses the same issues from the perspective of lead firms in value chains. Responses will influence on going support to help developing, and in particular least-developed countries (LDCs) to connect to global trade. Approximately US$45 billion was mobilized in 2010 to help developing countries build productive capacity and trade-related infrastructure (Aid-for-Trade). The conclusions will help ensure that this support is targeted effectively. The joint study should be presented in 2013 at the 4th Global Review of Aid-for-Trade. World Trade Organization (WTO) / Organisation for Economic Co-operation and Development (OECD) led initiative. UNWTO PROJECT DEVELOPER Institutional & Corporate Relations Programme 16

18 3. Connectivity OBJECTIVES The main objective of the study will be the understanding of the challenges for connectivity, including all major means of transportation. The conclusions will help to draw recommendations for governments and the private sector. UNWTO PROJECT DEVELOPER Various UNWTO programmes. 17

19 VI. Communication Management Plan 2013 DESCRIPTION Web: Analysis, Messaging and Content Development Audiovisual Analysis for Affiliate Members Social Media Strategy: MKOL Bloggers Platma Blog Social Networks Presentations and Infographics Prototypes: Model On/Off To identify and prioritize key media To build engagement model To communicate the model To activate social networks Conclusions and recommendations: Sharing findings OBJECTIVES Communication Objectives: The UNWTO Affiliate Members Programme acting as a Think Tank Raising awareness of the importance of tourism to the social, cultural and financial development 18

20 VII. Costs in support of A.M. activities 2013 DESCRIPTION Office Costs External Collaboration Travel Expenses 19

21 VIII. Knowledge Network DESCRIPTION The UNWTO Knowledge Network Program (KN) is an inclusive community of Knowledge within the UNWTO Affiliate Members Programme (AM) where knowledge generators, policy makers and practitioners proactively participate in sharing, interacting and accessing of relevant resources to be able to stimulate the creation, dissemination and application of knowledge in tourism. 20

22 AREA OF WORK I: New Membership Development Step I: Integration of Knowledge Network within Affiliate Members Programme 1. Highlight the benefit of joining the UNWTO Affiliate Members Programme and provide a first-hand insight of the benefits of Affiliate Membership invitation period until the Executive Council Meeting in early Integration of current Knowledge Network Members and TedQual Institutions into the Affiliate Members Programme Step II: Knowledge Network Activities within the UNWTO Statutory Meetings - Establish proactive Knowledge Network linkages within UNWTO Programme of Work, and Provide ongoing capability for UNWTO regional and operating programmes to address priority needs UNWTO Seminar supported by Knowledge Network - In the framework of the Executive Council, May, Belgrade, Serbia UNWTO Knowledge Network Symposium - In the framework of the General Assembly, August, Victoria Falls An agenda item related to the Knowledge Network within the commission meetings agenda: Interaction with UNWTO PoW and regional priorities Step III: New Member Development - 1 KN member per 1 MS Catalyze Networking Opportunities: on/off line (forums, symposiums & seminars) - UNWTO Affiliate Members Regional Meeting, 1 June, Seoul, ROK Identifying Candidates: Referral Program (MS, AM, KN, TQ) - Communication Plan for Promotion/Marketing 21

23 AREA OF WORK II: Value Proposition - Strengthen dissemination and application of knowledge Action I: UNWTO Awards for Excellence and Innovation in Tourism 2013 UNWTO Awards is a set of annual international awards in a number of categories in recognition of outstanding achievements by leaders in the tourism sector and tourism initiatives that have made a significant contribution to the advancement of tourism, in line with the UNWTO Global Code of Ethics for Tourism and the United Nations Millennium Development Goals (MDGs). Period of Call for Application: 6 ~ 8 months Awards Ceremony: 2013 General Assembly Action II: Research Issue Paper Series - Research Issue Paper Series based on the cases of the 2012 UNWTO Awards candidates in partnership with KN members and the operational programmes I: Tourism Competitiveness: Consumer Satisfaction In collaboration with Affiliate Members Programme Destination Management Programme Tourism Trends & Marketing Strategies Programme II: Sustainable Tourism in Action In collaboration with Sustainable Development of Tourism Programme Ethics & Social Dimension of Tourism Programme III: Knowledge Management in Tourism In collaboration with Programme & Coordination Publication and e-library Technical Cooperation & Services Action III: UNWTO K-Focus: quarterly e-magazine In collaboration with Affiliate Members Programme Communication Programme Action IV: Development of communication and networking tool (on-going) UNWTO Group Other social media (UNWTO Facebook & Linkedin Network) Mobile Application 22

24 IX. Calendar for Board Meetings, Elections, Fairs and Regional Meetings 2013 DESCRIPTION 34th Board Meeting of the Affiliate Members Madrid, February 1, 2013 Presentation of the Work Plan 2013 Electoral Calendar International Conference on Current Challenges and Issues for African Tourism Solutions to Ensure Competitiveness, on the occasion of the 54th CAF meeting to be held from 24 to 26 April 2013 Tunisia, April 26, A.M. Conference on public-private partnership In collaboration with the Regional Programme for Africa Sponsored by the Tunisian Government Regional event in collaboration with the Regional Programme for Asia Pacific Korea, June 1, 2013 UNWTO/KTO Forum for Future Tourism Organized by Korea Tourism Organization Sponsored by the Ministry of Culture, Sports and Tourism, Republic of Korea A.M. Regional event in the framework of a Seminar series on Tourism beyond the Frontiers Brazil, June 13-15, 2013 An international seminar about the issues related to transnational and frontier tourism. It will generate a document with conclusions and recommendations that will be distributed to the world organizations as well as governments and will serve as a guide for the development of tourism policies on this theme. Organized and hosted by A.M. from Brazil 23

25 Plenary of the Committee of Affiliate Members on the occasion of the XX General Assembly - Victoria Falls, August 2013 (exact date t.b.c.) Election of the members of the Board. A.M. event on City Tourism - Moscow, September 2013 (exact dates t.b.c.) Presentation of the Prototype on City Tourism Hosted and sponsored by the Committee for Tourism of the Moscow City Government 35th Board Meeting of the Affiliate Members London, WTM, November 2013 (exact dates t.b.c.) Election of the new Chairman of the Board of the Affiliate Members 24