The post-pandemic inbound tourism bounce-back
Tourism represents a major economic pillar for economies across Central and Eastern Europe, Middle East and Africa (CEMEA). For oil-exporting countries in particular, it is a key aspect of their economic diversification plans.
Global tourism suffered its worst year on record in 2020, with international arrivals dropping 74% and destinations worldwide welcoming one billion fewer international arrivals compared to 2019.1 However, as the world starts to get the pandemic under control, the demand for travel has survived and inbound demand for tourism is starting to pick up once again.
Governments and their respective Ministries for Tourism across CEMEA have already begun work to attract inbound visitors and address the challenges presented by the pandemic. Plans include a range of initiatives to support the tourism industry in their countries, from offering loans to tourism enterprises and launching new types of visit visas to ensuring COVID-19 safe practices and running marketing campaigns.
Visa is ready to help the industry recover, our access to market data on inbound tourism for every country in CEMEA means that we can provide insights to help governments make data-driven decisions to improve their strategic plans.
So, how can Visa help you capture inbound tourism?
We capitalize on the world’s largest payment database, VisaNet, which gives us unparalleled behavioral insights and powers our data-driven solutions. Through our broad database, we can track a visitor’s journey from pre-arrival to departure and develop valuable insights.
In this white paper, Visa Consulting & Analytics presents four key ways that Visa can support the strategy and success of Ministries for Tourism to attract inbound visitors.
1. Inbound Tourism Insight Reports
Reports allow you to keep up to date with what is happening in your tourism market so Tourism Boards can strategize your tourism agenda more accurately. Our dashboards allow you to benchmark your tourism economy with other competitive tourism locations within CEMEA or globally so that your Tourism Board can benefit from insights on the country’s competitive standing.
2. Strategic Planning
Analyzing ‘source market international spend’ against other travel corridors and identifying corridors where your key target groups are travelling, helps Tourism Boards interpret our insights and use them to develop targeted and tactical campaigns to grow their tourism economy.
3. Tactical Planning
Align your partnerships and messaging to your target visitor’s needs, seasonality patterns and travel plans, so Tourist Boards can make tactical moves to increase tourism numbers and visitor spend.
4. Visitor Segmentation
By creating transactional personas for the entire travel journey, Vistor Segmentation allows Tourism Boards to plan more granular tactical actions towards the top corridors.
For more insights please read our full opinion paper here. To find out how we can help you address any of the ideas discussed, please get in touch with our Visa Consulting and Analytics team.
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1 https://www.unwto.org/news/2020-worst-year-in-tourism-history-with-1-billion-fewer-international-arrivals
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