The World Travel & Tourism Council (WTTC) second Americas Summit, which will once again unite Travel & Tourism leaders from across the whole region, bringing together top representatives from the public and private sectors, NGOs and the media in a unique networking and discussion forum. Building on the success of the first Americas Summit in Riviera Maya in 2012, this Summit in Lima, Peru will attract an audience of private and public sector tourism leaders from across South America, Central America, The Caribbean, and North America.
Travel & Tourism plays a very important role in economies across the Americas. Regionally, the industry generates US$269 billion in exports, contributes 8.5% of GDP and supports 1 in 11 jobs. The agenda of the Americas Summit will focus not only on the traditional intra-regional flows of business in the Americas – but also on the robust recovery of the inbound market, fuelled by the growth of BRIC nations. Speakers will include Chief Executives from regional and global hotel companies, airlines, tour operators and online travel agencies; regional and G20 Ministers of Tourism; high level representatives from the NGO sector and opinion-formers from academia and the media.
Presentations of best practice from inside and outside the region will be combined with lively debates around future trends and current policies. The profound words of President Bill Clinton at an earlier WTTC Summit resonate through our industry: “At a time of continued economic uncertainty and geopolitical instability somewhere in the world, Travel & Tourism has emerged as not only an engine of job creation and economic prosperity but also as a force for good – bringing peace and understanding to the world”.
Attendance at The Americas Summit is complimentary and by invitation only, and is intended exclusively for those holding the most senior positions in Travel & Tourism in the public and private sector, and for related media. The World Travel & Tourism Council is grateful to the Ministry of Foreign Trade and Tourism of the Republic of Peru for hosting the Americas Summit 2014 in the wonderful location of Lima, Peru.
Americas Summit Programme
Travel & Tourism in the Americas is at a critical moment – be it in the recovering economies of the north, the mature but struggling Travel & Tourism destinations in the Caribbean or the excitement of the emerging markets in the south. In particular in Latin America, financial stability, a growing middle class and its rich and diverse natural and cultural resources have contributed to steady growth of the sector. A strong internal market, economic recovery in the USA and Europe, and the growth of new markets in Asia now offer massive opportunities.
The key question is – how can the combined strengths of the sector come together now to leverage more sustainable growth for the region? While some destinations prosper, others struggle. How can collaboration solve problems that market forces alone can’t address? How can competitiveness be strengthened through collaboration? How can the Americas keep up with growing destinations in Asia?
Over the course of a day and a half, through a series of keynotes, panel sessions and interviews, the most pressing questions facing Travel & Tourism in the Americas today will be addressed. Participants will identify what needs to be done now to ensure the long term sustainable future of the sector.
Travelling Towards 2024: The future of Travel & Tourism in the Americas
Travel & Tourism in the Americas is on the rise. But what will it look like in ten years’ time? Where will growth be focused? Which sectors and regions will be the winners and losers and why? What are the common challenges across the region? Which are the new markets to exploit? What are the risks posed by climate change, political instability and economic mismanagement? How is the relationship between the USA and Latin America evolving?
Government and business: partnership and progress
Governments and tourism ministers come and go, but the issues stay the same. How can countries break the cycle and foster real partnership between the public and private sectors? The USA and Mexico have already implemented frameworks for improving collaboration and cross-government co-operation; can these models be replicated elsewhere? What has been critical to the success of these initiatives? Is a sustainable future possible without public-private sector collaboration?
Financing the future: Strategies for investment
Future success will need strategic investment. Where is investment needed most and where will it come from? What are the bottlenecks in infrastructure and finance that are holding back growth? How can foreign and domestic direct investment be increased and what is slowing it down? How can countries channel investment into Travel & Tourism? What is the role of high profile cultural or sporting events to catalyze investment? What is being done to encourage green growth and innovation?
Open Skies: Dream or Reality?
Many countries in the region are still heavily restrictive in their aviation policies. Will governments ever change their attitude? How can airlines be more efficient in their operations despite policy challenges? To what extent can the private sector really get involved with airport development? What are the models already in existence?
Digital Travellers: The Now Generation
Digital travellers represent the Now Generation. They are tech savvy and heavy internet, mobile and social users. Always connected, digital travellers use a variety of platforms to research, plan, book and share their travel experiences. Instantaneous real time access to information and flexibility of service is the expectation. How can tourism businesses provide products and services to this expanding Digital Traveller market? In the ever evolving field of technology how can businesses in the Travel and Tourism sector not only keep up but actually stay ahead of their demands? What opportunities does the digital journey offer to businesses that truly understand these trends and don’t just react to these new customer trends, but anticipate them?
Appreciating the asset: the value of cultural heritage
The definition of cultural heritage is evolving from the legacy of sites and curios to a wider and more complex definition embracing language, peoples and cuisine. What does not change, however, is the importance of cultural heritage to the economic, social and spiritual growth of a country. How does cultural heritage contribute to visitor exports? Is it really understood for the asset that it is? How does cultural heritage contribute to a distinct and competitive tourism product? How can our industry best champion ways to promote protect and develop the asset of cultural heritage, for the good of the destination and its visitors, past, present and future?
Sustainable tourism: leading by example
From the Amazon rainforest to Machu Picchu, the snow peaks of the Rockies to the beaches of the Caribbean, the future of the environment and the communities who inhabit it are vital to Travel & Tourism’s success. What is the business case for sustainability? What are the examples to be replicated? How can sustainability be better monitored and communicated? Is enough being done to preserve biodiversity, address climate change and manage water resources? Are communities and young people fully engaged in tourism development? What are the innovations that will be game changers?
Source & Photos: World Travel & Tourism Council: wttc.org
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