Aviation and Tourism. Building a Visitor Economy

909 views
754 views

Published on

Carolyn Childs presented this at the World Routes conference in Las Vegas 2013. It shows the impact on the ground at a local level that the impact aviation can have on a tourism economy. It can have a fundamental impact on stimulating local economies at many levels.

Published in: Travel, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
909
On SlideShare
0
From Embeds
0
Number of Embeds
59
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Aviation and Tourism. Building a Visitor Economy

  1. 1. Aviation and Tourism: The head and heart of the visitor economy Presentation to the PATA Aviation Group Board meeting @World Routes 9th October 2013, Las Vegas Carolyn Childs Director
  2. 2. Flightplan • A history of growing together • Aviation impact on the visitor economy (1) – SOME REALLY BIG NUMBERS • Win Win: LCC’s as game changers for the visitor economy • Aviation impact on the visitor economy (2) – WIIFM? • Leveraging the world’s most monetisable asset 2
  3. 3. A joint history of growth globally World tourism arrivals and some aviation changes A380 1st commercial flight Air Asia launched EU deregulation 747-400 launch APEX fares 747 1st commercial flight As quoted in The Geography of Transport Systems © 1998-2013, Dr. Jean-Paul Rodrigue, Dept. of Global Studies & Geography , Australia signs first ADS agreement with China
  4. 4. A joint history of growth where we work together well Quoted in © Global Report on Aviation - Responding to the needs of new tourism markets and destinations, UNWTO 2012
  5. 5. Aviation impact on the visitor economy (1) SOME REALLY BIG NUMBERS Sources: Oxford Economics, WTTC, ATAG -The economic and social benefits of air transport 2008
  6. 6. Aviation growth supports tourism – which supports jobs ACI estimates that every 1 million passengers transiting an airport brings 1,000 jobs to an economy In Europe, the average jobs gain to a sub-region is 1500 Sources: Oxford Economics, WTTC, ATAG -The economic and social benefits of air transport 2008, ACI in Global Report on Aviation – Responding to the needs of new tourism markets and destinations, UNWTO 2012
  7. 7. Win Win: LCC’s as game changers for the visitor economy As supplied by PATA
  8. 8. LCC’s Create New Destinations & Economies 40% of world tourism arrivals in 2007 arrived by air Compared to 35% five years earlier As supplied by PATA
  9. 9. LCC’s build visitors to destinations London to Dinard (France) London to Biarritz (France) London to Alghero (Italy)
  10. 10. This new growth creates dispersal – widening the benefits of tourism across regions © Global Report on Aviation - Responding to the needs of new tourism markets and destinations, UNWTO 2012
  11. 11. Win Win can be win win win as LCC’s do not automatically displace scheduled flights Mix of traffic at Porto Airport Source: Global Report on Aviation – Responding to the needs of new tourism markets and destinations, UNWTO 2012
  12. 12. LCCs can encourage independent travel Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
  13. 13. Although LCC passengers spend less overall, revenue can end up in places that spreads the benefits more widely in the economy Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
  14. 14. Aviation impact on the visitor economy (2) – WIIFM? The benefits of tourism flow into the wider economy – including places that build knowledge, innovation and wider social capital Estimated impact of incremental tourism expenditure in South Western WA if Busselton Airport upgraded Reproduced with kind permission of the City of Busselton and Tourism Western Australia
  15. 15. The most monetisable asset on the planet? Emotional engagement Necessary for decision-making Drives advocacy The key measure of ‘value’ 15
  16. 16. Emotional engagement drives tourism growth Case study: The creation of the APEX fare The launch of the APEX fare, the gamechanger of its day Corn Flakes package and logo © Kelloggs 16
  17. 17. Availability of new services fulfills dreams … Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008 17
  18. 18. … and drives engagement Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
  19. 19. A new vision statement for the visitor economy To connect people and places to themselves and to each other in order to make the world a more enriching* place * Pun intended!
  20. 20. Look at what we do in a new way http://www.youtube.com/watch?feature=player_detailpage& v=PMScPVO4rLw#t=17 20
  21. 21. Thanks for listening! If you have questions please contact us carolyn@mytravelresearch.com www.mytravelresearch.com TravelResearch0 MyTravelResearch.com Please note that the data contained in this proposal has been prepared for the specific purpose of addressing the items for the proposed R&D between MyTravelResearch.com Pty Ltd and PATA aviation group board members. It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead author. MyTravelResearch.com accepts no responsibility for unauthorised use of this data by a third party. 21

×