the trends of tunisian tourism : strategic positioning of tunisia in mediterranean destinations
TRANSCRIPT
Florence UniversityLaurea Magistrale in Design of Sustainable Tourism Systems
Scuola di Economia e Management
SEMINARIOThe trends of Tunisian tourism
Strategic positioning of Tunisia in Mediterranean destinations
Kacem MoezExpert In Tourism
OUTLINE
1. The Major Trends of Mediterranean Tourism
2. Basic frame of data trends of Tunisian Tourism
3. SWOT Anlysis of Tunisian Tourism
4. The new strategy of Tunisian Tourism
Introduction
Part 1:The major Trends on Mediterranean Tourism
Main drivers for Tourism
POPULATION &GDP GROWTH
ICT & MARKETING
CLIMATE CHANGE ACCELERATION
FDI & COOPERATION
MAIN DRIVERS
MedPro
Innovative policies
• Intraregional and domestic tourism by enhancing open sky agreements and introducing new low cost transportation companies
Source: UNWTO
Recent studies of travel preferences which look very evolutionary and have to be updates frequently (every 2 years)
Source: UNWTO
Arrivals Trends growth
International Tourist Arrivals
(Million)
2013 2020 2030 Growth Annual average
(20-30)
Southern EU-MED 201.4 (18.5%)
219 264 1.9%
North African 19.6 (1.8%)
31 46 4%
world 1087 1360 1809 2.9%
Source: UNWTO
Maritim Tourism
• 3.3 million cruise passengers in 2013 (more than 10% annual growth from 2005 to 2013)
• the second world cruising zone after the Caribbean
• Product that is not strongly impacted by crisis or landscapes pollution
• High value added due to important receipt/ passenger
Religious Tourism
• accounts for 15 to 20% of international tourist arrivals in the Mediterranean area;
• It is not only visitors or pilgrims from Europe or other long haul destinations, but also intraregional travelers;
• Creating pilgrimage routes and religious inspired itineraries
• Communicate better about religious monuments (e-brochure, advertising…)
Wellness Tourism
The wellness tourism economy is all expenditures made by tourists who seek to improve or maintain their well-being during or as a result of their trip. It includes 2 types of expenditures: International Wellness Tourism Revenues
All revenues earned by a country from inbound wellness tourists, with an overnight stay.
Domestic Wellness Tourism ExpendituresAll expenditures in a country made by wellness tourists who are traveling within their own country of residence, with an overnight stay.
Wellness: Why is important for government, people and Business??
• Woldwide obesity has nerly doubled since 1980
• Over half of the global business population has experienced an appreciable rise in workplace stress in recent years
• Between 2000 and 2050, the proportion of the world’s population over 60 years will double
Promising use of e-tourism tools
service E-tourism Tools (Pc+Smartphone+
Tablet)
TraditionalTools
Travel pack 69.8% 30.2%
Cruise 61.9% 38.1%
Hotels 64.7% 35.3%
Car rental 65.1% 34.9%
Train 65.9% 34.1%
Bus 64.3% 35.7%
Source: Eyefortravel – report 2013
Use of Social Media
80% of e-tourists read the reviews and 67% of them were influenced by these reviews;About 18% of e-tourists are equipped of smartphone and tehy are using for travel serachs, reviews posts and reservationDevelopping the possibility of buying a tourism service directly from facebook (exp: Air France)
Increasing Speed of Uptake of Technology
35 years for radio to reach 50 million 13 years for television to reach 50 million 5 years for internet to reach 50 million 1 year for ipods to reach 50 million 6 months for facebook to reach 100 million
Part 2: Basic frame of data trends of Tunisian Tourism
General Data (2013)
Accomodation capacity 240 249
Global Tourists Arrivals 6 268 582
Global overnights 30 001 358
Occupation rate 46,1%
Hotel length of stay (average ) 6.5
Tourism Revenues (Million Euros) 1388.534
Tourism Investments (Million Euros) 128.362
Source: Tourisme en chiffres 2013-ONTT
International Tourist Arrivals
2010 2013 2014 (forecasts)
2013 #2010 2013#2014
International6 902 749 6 268 582 5 700 000 -9,2% - 9%
European 3 814 402 2 896 743 2 400 000 -24,1% -17.14%
North African 2 927 968 3 240 064 3 500 000 10,7% 8%
Middle East 38 280 35 501 35 000 -7,3 % -1.4%
Americains 36 203 23 601 20 000 -34,8 % -15.25%
Source: Tourisme en chiffres 2013-ONTT
International Tourists Arrivals
International Tourism Revenues
Part 3: SWOT ANALYSIS
WEAKNESSES
• Average length of stay: Tunisia 6.3 days ; Morocco 7.6 days;
• Receipt/tourist: 230 euros (lowest average in MED)• Tunisian Tourism is still highly dependent on tour
operators of European countries• Tourism development projects have been
increasingly shaped by coastal resort complexes and all-inclusive package tours
• Problem of seasonality : occupancy rate is 46%
Golf
STRENGTHS • Landscape diversified and rich in natural
resources• Welcoming and peaceful population• Existance of strong assets regarding hotels
(847 hotels dispatched on 11 zones)• Skilled labor and new tourism strategy • Strong experience in the sector started since
the 60s
OPPORTUNITIES• The acceptance of a democratic constitution,
significantly improved the country’s international image and could augur well for the future of the tourism sector viewed as a key priority by all the Tunisians
• Progress of the process of signature of the open sky with the EU
• Difficulties for some rival destinations such as Egypt, Greece
• Products responding perfectly to the needs of a large population over 60 years (this population will double until from 2000 to 2050)
THREATS
• Sliding of the Dinar in comparison with the foreign currency ($ , Euro)
• Problem of chronic and excessive debts for hotelkeepers
• The increase of the dependence into European TO
• The obstinacy of travel limitations to some of Tunisian regions
Part 4: The new strategy of Tunisian Tourism
Branding
• Review of the criteria of prioritization and distribution of the marketing budgets by market and by channel
• Implementation of a strategy of the domestic tourism
• Strengthening of the regional communication• Adopt the ICT for Branding Tunisian
destination
Benefits of ICTs for Tourism in Tunisia
E-marketing can be used as a low-cost tool.ICT can help Tunisia sell directly to the world market, which will boost the Tourism based economy of the country.ICT can also be used as a better solution for Destination Management programmes.Travellers forum can be used as a means to increase the Tourism Inflow.
Diversification of Tourism offer
• Development of Golf, cultural and sahra Products• New market studies to know the evolution of the
consumers needs• Implementing alternative offers: standards for
motels & campings, assisting the innovative projects• Review of the actual division of touristic regions and
updating the definition of couples (product/region)
Modernization of the tourist sector
• A better governance of the tourism which allows to move closer the professionals to the institutional
• Look for reliable sources for a long-term financing of the sector
• The creation of institution which plan and regulate the tourist activity (National council of tourism, Monitoring observatory …)
Quality and Training
• Better Quality of the reception• Better quality of the environment • Better quality of services• Better quality of transport• Creation of a national quality label• Ameliorate the Training programs and
institutions
THANK YOU Grazie
Kacem Moez