Aviation and Tourism. Building a Visitor Economy
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Aviation and Tourism: The head and heart of the visitor economy Presentation to the PATA Aviation Group Board meeting @World Routes 9 th October 2013, Las Vegas Carolyn Childs Director
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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.
Transcript of Aviation and Tourism. Building a Visitor Economy
Aviation and Tourism: The head and heart of the visitor economy
Presentation to the PATA Aviation Group Board meeting
@World Routes9th October 2013, Las Vegas
Carolyn ChildsDirector
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
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A joint history of growth globallyWorld tourism arrivals and some aviation changes
As quoted in The Geography of Transport Systems © 1998-2013, Dr. Jean-Paul Rodrigue, Dept. of Global Studies & Geography ,
APEX fares
EU deregulation
747 1st commercial flight
747-400 launch
Air Asia launched
A380 1st commercial flight
Australia signs first ADS agreement with China
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
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
Aviation growth supports tourism – which supports jobs
ACI estimates that every 1 million passengers transiting an airport brings 1,000 jobs to an
economyIn 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
As supplied by PATA
Win Win: LCC’s as game changers for the visitor economy
LCC’s Create New Destinations & Economies
As supplied by PATA
40% of world tourism arrivals in 2007 arrived by air
Compared to 35% five years earlier
LCC’s build visitors to destinations
London to Alghero (Italy) London to Biarritz (France)London to Dinard (France)
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
Win Win can be win win win as LCC’s do not automatically displace scheduled flights
Source: Global Report on Aviation – Responding to the needs of new tourism markets and destinations, UNWTO 2012
Mix of traffic at Porto Airport
LCCs can encourage independent travel
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
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
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
The most monetisable asset on the planet?
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Emotional engagement
Necessary for decision-making Drives advocacy The key measure
of ‘value’
Emotional engagement drives tourism growthCase study: The creation of the APEX fare
16Corn Flakes package and logo © Kelloggs
The launch of the APEX fare, the
gamechanger of its day
Availability of new services fulfills dreams …
17Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
… and drives engagement
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice Springs, 2008
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!
Look at what we do in a new way
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http://www.youtube.com/watch?feature=player_detailpage&v=PMScPVO4rLw#t=17
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