Recommendations for global tourism recovery


The report emphasises the importance of taking a global coordinated approach to recovery: enhancing the current seamless travel experience, embracing the integration of new technologies and enacting global protocols for health and hygiene to rebuild the confidence of travellers.

It highlights the need for public and private sectors to work together to rebuild traveller confidence and build the sector's resilience.

The report identifies four macro-trends that are expected to lead the way through recovery and beyond:

  • Demand evolution
  • Health and hygiene
  • Innovation and digitization
  • Sustainability

92% of consumers trust personal recommendations on health and hygiene, and 69% cite cleanliness as a critical component of a travel brand's crisis response. It predicts travellers will continue to pay heightened attention to health and hygiene even after there is a COVID-19 vaccine.

The report stresses that there is an urgent need for destination readiness, as consumers priorities evolve, along with the need to adopt new protocols for health and safety measures to keep up with the demand evolution.

It also identifies that there has been a rapid shift towards digitisation, with people increasingly feeling comfortable with a touchless travel experience. 45% of travellers are ready to move from paper passports to a digital identity.

Recommendations on how tourism can ensure a more seamless recovery include:

  • Border openings and repatriation: a harmonised approach to remove travel restrictions, with a previous risk assessment in place, as well as standardised contact testing and tracing requirements at departure.
  • Define common health and safety standards: the public and private sectors should jointly agree on the implementation of health and safety standards across industries within tourism.
  • Incentivise travel: introduction of consumer incentives for travel spending, starting with domestic travellers and expanding to regional and international as quickly as possible.
  • Promote tourism starting with domestic and regional travel: to capitalise on the initial recovery, governments, tourism boards and organisations should direct their early marketing and promotional efforts to incentivise domestic and regional travel. They should also prepare and provide early marketing and promotional incentives to stimulate the earliest possible regrowth and recovery of internal travel and tourism.
  • Extend digital infrastructure to rural destinations: investment in digital infrastructure of emerging destinations and remote areas will be critical, as well as enhancing digital skills within local communities.
  • Integrate digital identities: accelerating the adoption of digital identities and solutions will be key to maximise accuracy for health and safety protections, while reducing bias in border control and expediting the movement of passengers.

Although the above logic may also apply to medical and health tourism, sadly there is no mention of medical tourism, or even health and wellbeing tourism in the report.

Unless medical travel organisations or collaborations of businesses in this sector speak up, there is a serious risk of them being forgotten or marginalised in country recovery plans.



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