It’s often said that airlines fly to destinations rather than airports. It is also true that airlines want to know who will fill the seats when they begin service to a new destination. It therefore makes sense for a key stakeholder – tourism authorities (TAs) – to be included in that discussion. With their expert knowledge of local attractions, hotels, facilities, infrastructure and upcoming improvement works, TAs have much they can bring to the table.
Though it may seem inconceivable now, historically the relationship between TAs and airports was considerably weaker than it is today. Communication was kept to a minimum, even though the interests of the two parties are aligned. Thankfully, there has been a fundamental shift to recognise tourism’s vital contribution to air services development, with examples of joint ventures between TAs, airports and airlines multiplying dramatically over the past decade.
World Routes has not only mirrored this trend but has also played an active part in developing it. It annually welcomes upwards of 300 tourism representatives and has engendered increasing numbers of tourism delegates attending the regional events held across the Americas, Africa, Europe, Asia and the Silk Road.
“One of the key strengths of Routes is that we are at the heart of the community,” explains Ged Brown, Head of future hosting for Routes. “We understand the industry at a very deep level and are therefore better able to reflect market changes and needs.”
Routes has seen tourism participation across its entire portfolio of events rise 300% in 2013, with 70% of all airline delegates strongly indicating that TA involvement in their meetings was beneficial. Over recent years, Routes has forged a number of key relationships with the likes of the United Nations World Tourism Organisation (UNWTO), the World Travel and Tourism Council and Pacific Asia Travel Association, all contributing to create a stronger platform to engage with tourism players the world over.
Alongside tourism becoming a part of Routes’ core focus, a greater number of TAs and convention and visitor bureaus are expressing a strong interest in hosting future events. Last year’s World Routes, for example, was held in Las Vegas and was co-hosted by the Las Vegas Convention and Visitors Authority (LVCVA) and McCarran International Airport. Located in the US for the first time, the event was a huge success with more than 2,700 airline, airport, tourism, supplier and consultant delegates in attendance.
The successful relationship between the LVCVA and their partners, McCarran Airport, explains Brown, is a perfect example of how working hand-in-hand can benefit all parties. “The LVCVA conducts the economic impact research for potential new air services,” he says. “As a result of attending World Routes several years ago, a new British Airways flight to Las Vegas was secured that the LVCVA estimated, in non-gambling revenue, to be worth US$90 million a year.”
The 2013 event also played host to the inaugural World Tourism Strategy Summit, a natural evolution of having numerous ministers of transport and senior tourism executives in regular attendance.
The impact of air services on tourism goes even further. Cruise operators are beginning to proactively engage with routes development. Two cruise lines attended World Routes 2013, Royal Caribbean and Princess Cruises, and the president of the Cruise Lines International Association, Christine Duffy, delivered a keynote speech and moderated a session discussing the links between cruise and aviation.
UBM is furthering cruise networking capabilities through its cruise events. Cruise Shipping Miami 2014, for example, will attract some 9000 exhibitors and 11,000 delegates. With TAs and CVBs considered established partners for Routes and cruise operators heading in that direction, the next logical step is to engage with more tour operators, says Brown.>
The popularity of travel websites may have diminished the impact of high street travel agents but tour operators still play a significant role, especially larger companies that are vertically integrated and own hotel properties. “If a tour operator could fill 50 seats on a potential new route, it could definitely add to the case when the airport proposes that route to an airline,” says Brown.
“We’ve only really scratched the surface when it comes to engaging with tour operators, so that’s what we’re looking to address moving forward in 2014 and beyond.”
World Routes 2014 will replicate the success of last year’s Tourism Summit. The Summit will once again provide opportunities for tourism authorities and operators to openly discuss their plans for the future, including potential destination choices,
areas of growth and infrastructure developments.
There are numerous examples of authorities and operators realising the benefits that a greater involvement can bring. Attending just one event as a delegate has led to many experiencing the next as an exhibitor and from there several have become interested in hosting an event.
With UNTWO predicting global tourists to almost double within the next 15 years, all signs point to a future where even stronger bonds will be formed between the golden triangle of airports, airlines and tourism authorities.
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