MCRB and FFI began a week of multistakeholder workshops on sustainable tourism in Tanintharyi with a two day discussion focussed on Myeik District at the J&J Hotel on 15/16 May attended by around 60 local people involved in the tourism industry, and international and Myanmar tourism experts. Read more: http://www.myanmar-responsiblebusiness.org/news/tanintharyi-tourism-workshops.html

1. The UK’s European university
The Market for Island & Coastal
Tourism
Dr Mark Hampton
University of Kent, UK

2. Introduction
• Most tourism is at the coast or in islands!
• Huge & growing demand both from
international visitors AND domestic
tourists as countries develop
• For western countries (source markets) of
Europe, North America, Australia
• ‘Normal working life’ – urbanised, industrial,
routine – the beach, the coast, islands seen
as ‘paradise’ especially tropical coasts
• Palm trees, white sand beaches, slower
pace of life etc very strong pull factor
• Islands fascinate people (TV, movies,
literature: desert islands/Survivor/Robinson
Crusoe etc)

3. • Leading SE Asian destinations (Bali,
Indonesia; Pattaya, Thailand & Penang,
Malaysia); long history as beach resorts
• Bali from 1920s, Pattaya & Penang 1960s
• Other tropical destinations (Hawaii, USA;
Bahamas; Acapulco, Mexico) had tourists
for over 90 years!
• In SE Asia many existing & newer
destinations: tough competition!

4. • International tourism expanding: more than
1.1 billion international tourists in 2015,
especially Asia Pacific.
• For South-East Asia region tourism still
growing
• Demand side: from all segments (long-haul
international; regional & domestic tourism)
• Demographics: all types (high end luxury –
mid market - low budget)
• All main types of tourist: independent
travellers/backpackers; package holidays &
all-inclusives, MICE (Meetings, Incentives,
Conferences, Exhibitions), high end etc

5. UNWTO Tourism actual trend & forecast: 1950-2030 Source: UNWTO, 2013

6. Tourism Demand
SE Asia (2015):
• 104.6 million int.
tourist arrivals (49
million in 2010)
• US$108 billion tourist
spend (UNWTO data)
• Large volumes eg:
Malaysia 25.7 million,
Thailand 29.8 million
• Strong growth eg:
Cambodia, Laos,
Philippines, Myanmar
Arrivals 2010 2014 2015
Cambodia 2.5 million 4.5 million 4.8 million
Laos 1.6 million 3.2 million 3.5 million
Philippines 3.5 million 4.8 million 5.3 million
Myanmar 0.79
million
3.08
million
4.6 million

7. • Main int. segments: long-haul international & regional
tourism. Different characteristics & varied impacts
• If aiming for long-haul international which tourists are
you aiming for?
• Upmarket conventional tourism? competitors: Bali,
Seychelles, Caribbean islands
• Mass tourism? In ASEAN many competitors: Thailand
(Pattaya, Phuket); Indonesia (Bali); Malaysia (Langkawi,
Penang); Vietnam (Da Nang etc)
• Globally competing with Hawaii, Mexico, most Caribbean
islands, Kenya, Mauritius, Goa, Sri Lanka etc…

8. • If wanting regional tourists (ASEAN, China,
South Korea)
• For wealthy segment: demand for luxury
accommodation & catering etc
• lower end (group tours, mass market)
problem with low spend/low margins for high
volumes
• For all regional tourists: tough competition in
ASEAN, well-established coastal resorts (+
cities)
• Regional tourists different demands: shopping
(branded/designer goods, air con shopping
malls etc) & gambling; typically NOT beach
tourism
• Activities: some boat trips, some active
leisure (snorkelling etc) but limited demand
generally compared with Western tourists

9. • Myanmar’s long coastline with potential
e.g. Tanintharyi, Rakhine south of Ngapali
beach etc.
Tourism industry looks for:
• beaches/islands with healthy
environment e.g. little pollution or litter,
clean seawater
• white sand beaches + vegetation (ideally
palm but other trees acceptable)
• Easy air access either int. airport for
direct flights or domestic airport with
good connections to main arrival hub e.g.
Yangon
• New/emerging destinations tourism has
trends & fashions, places can be sold as
‘unspoilt’, upcoming, fashionable

10. 6 trends in island & coastal tourism
1. Activity-based on water (diving, snorkelling,
kayaking, sailing, kite-surfing, dolphin/turtle-
watching)
On land: hiking, mountain bikes, bird-watching,
cooking classes, batik making
2. Niche & specialities: battlefield tourism including
wreck dives, train spotting
3. Volunteer tourism (especially nature conservation)
4. Rise of ‘all-inclusive’ holidays & cruise ships
5. Authentic/sense of place rather than generic
tropical destination: local foods, handicrafts, culture
6. Well-informed visitors (social media, TripAdvisor)
BUT increasingly demanding
• Increasing competition (not just SE Asia BUT globally
from other tropical destinations

11. For all types key issues for planning
sustainable coastal tourism:
• linkages to local economy & the supply
chain?
• economic leakages (of profits)?
• employment possibilities for local people?
• Local ownership & participation in tourism?
• How to manage seasonality?
• Question: which type of tourism brings
maximum economic benefits for local
communities & minimises costs?
• Evidence from many countries – main driver
is small-scale & locally-owned tourism
(independent travellers, backpackers)
• Key role of effective planning &
implementation (next talk)

12. Contact Dr Mark Hampton
email: m.hampton@kent.ac.uk