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The New Era of Faith Tourism (Arabian Travel Market Presentation)

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An introduction to the modern-day religious travel and hospitality industry. Presented by Kevin J. Wright, WRTA president, at the Arabian Travel Market.

An introduction to the modern-day religious travel and hospitality industry. Presented by Kevin J. Wright, WRTA president, at the Arabian Travel Market.

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  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?11
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?11
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?11
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?14
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?14
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?14
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?14
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18
  • Shout out to me what comes to mind?What destinations?What types of travel?Who goes?18

The New Era of Faith Tourism (Arabian Travel Market Presentation) The New Era of Faith Tourism (Arabian Travel Market Presentation) Presentation Transcript

  • The New Era of Religious Tourism Presentation at Kevin J. Wright the Arabian Travel President - WRTA Market, May 2009 World Religious Travel Association Dubai, UAE
  • Religious Tourism… One of the great stories of the travel industry (and possible the greatest).
  • Religious Tourism is all around us – And has been since the beginning of travel.
  • Religious tourism carries special significance throughout The Middle East.
  • Opportunities also abound throughout the world.
  • To summarize… Religious Tourism is a key cornerstone of the travel industry...and it should be a key cornerstone of your organization.
  • Only 1 Point to Remember… Every organization should have a Religious Travel Department ….or at least a Religious Travel Market outreach/strategy.
  • 4-Steps to your new Religious Travel Dept. (or Outreach Campaign) •Who should have a Religious Travel Department? •Why have a Religious Travel Department? •What is the “New Era” of Religious Tourism? •How can your organization successfully implement a Religious Travel Department effectively & immediately?
  • Let’s begin….
  • 1. Who should have a Religious Travel Department? Answer: Every sector of the travel industry. Wholesalers Destinations Hotels/Resorts Tour Operators DMOs Lodging facilities Ground operators Tourist boards Convention centers Receptive operators Attractions Cruises/River boats Incoming operators Museums Water transportation Safari operators National parks Motorcoach operators Travel agents Nature reserves Airlines/Airports Leisure travel Suppliers Air service companies Adventure travel Retailers Train/rail service Active travel Insurance companies Car hire/rental cars Event services Online travel Restaurants Restaurants Publishing Associations (travel/trade)
  • Who is involved in (and can service) the Religious Travel & Hospitality Marketplace? Destinations/DMOs Travel wholesalers Religious Travel & Travel agents Hospitality Marketplace Transportation Hotels/lodging Attractions Suppliers Any other sector of the travel industry
  • Examples and Stories….
  • 2. Why have a Religious Travel Department? Religious travel and hospitality…  is a permanent market (not temporary).  is in a period of extensive growth.  buyer motives (reasons for purchasing) are different.  buyers travel for a variety of purposes (multi-dimensional marketplace).  buyers travel in groups (the market comes in large numbers).
  • Religious Tourism #’s from around the globe Trips taken by religious groups 600 million Global religious travelers 300 million Religious tourism in Saudi Arabia USD $7 billion Religious tourism in Palestine 95% of tourism revenues Religious tourism in Italy USD $4.5 billion Attendees at religious conventions, meetings, events in North America 15 million
  • 3. What is the “New Era” of Religious Tourism? Top 5 Myths and Facts of the Marketplace… (The facts are your “revenue generators” - and will change the way you do business with the Religious Market)
  • Myth and Fact #1 Religious tourism….  MYTH: Comprises only (religious) tour operators.  FACT: Comprises every sector and supplier of the travel industry.
  • Myth and Fact #2 Religious tourism….  MYTH: Comprises only one form of travel interest (pilgrimage).  FACT: Comprises a wide variety of travel and events.
  • Religious Tourism today comprises the following… 1. Travel to a religious destination (Religious pilgrimage). 6.Travel to a religious gathering (Religious meetings, events, conventions). 8.Travel for leisure purposes by a religious group (cruise, sightseeing, group touring, entertainment, adventure, safari, visits to attractions, and more).
  • Myth and Fact #3 Religious tourism….  MYTH: Comprises only the “older” population.  FACT: Comprises all age groups.
  • Myth and Fact #4 Religious tourism….  MYTH: Comprises only “budget” travel/events.  FACT: Comprises a desire for quality travel products and event services.
  • Myth and Fact #5 Religious tourism….  MYTH: Comprises an insignificant amount of travelers, revenues, and business.  FACT: 1. Comprises a very important and significant amount of travelers, revenues, and business for the global industry 2. Also serves as a key cornerstone of business for those organizations who cater to the market.
  • Religious Tourism has gone from niche to MASS MARKET
  • Examples and Stories….
  • 4. How can your organization successfully implement a Religious Travel Department (or Religious Travel Market Outreach) – effectively & quickly?
  • Your 5-Step Building Plan… Research and learn about the Religious Market – and its opportunities. Put together a Business Plan (about the Religious Market) including product, sales, marketing, public relations, and operations. Make a company decision to sell to the Religious Market. Designate/dedicate staff (or department) to the Religious Market. Execute and implement the Business Plan.
  • What should your Religious Market Business Plan include? •How to cater to the multi-dimensional travel interests/needs of the Religious Market. •How to cater to all age groups within the Religious Market. 3. How to emphasize and highlight the Quality of your products and services. •How to budget for “x” amount of new revenues through the Religious Market.
  • Your Religious Market Business Plan Should Also Include… •PRODUCT: Why type of product and service experience will you provide religious travelers/event attendees? •MARKETING: How will you market to religious travelers and event attendees? •SALES: What type of sales program and initiatives will you launch in order to develop and expand your religious market clientele? •PUBLIC RELATIONS: Why type of public relations and promotional campaign will your organization adopt towards the Religious Market? •ADVERTISING: How and where will you advertise to attract the Religious Market?
  • Examples and Stories….
  • Let’s circle back to the beginning of my visit with you…
  • Only 1 Point to Implement… Every organization should have a Religious Travel Department ….or at least a Religious Travel Market outreach/strategy.
  • By doing so, what can you expect in return?  New revenues  New (and expanded) clientele base  New “pillar” for your organization structure
  • Opportunities Moving Forward…
  • World Religious Travel Expo 2009 The Most Important Meeting and Event in Religious Travel and Hospitality 600+ attendees from 30 countries November 14-16, 2009 Reno, Nevada (USA) www.WRTAexpo.com
  • World Religious Travel Association Shaping a New Era of Leaders in Religious Travel and Hospitality www.WRTAreligioustravel.com www.WRTAexpo.com