20200314-世经论坛-Argentina_s_Travel_and_Tourism_Competitiveness__The_Case_for_Promoting_and_Preserving_Cultural,_Natural_and_Heritage_Assets_in_Tourism_19页_6mb

Argentina's Travel and Tourism Competitiveness Summary

Core Content

The document outlines Argentina's potential in the travel and tourism industry, emphasizing the need for strategic improvements in infrastructure, digital strategy, nation branding, and environmental sustainability. It highlights the global significance of the tourism sector, which contributes significantly to GDP and employment worldwide, and stresses the importance of aligning national branding with cultural and natural assets to enhance competitiveness and attract more tourists.

Main Points

• Tourism's Economic Impact:
  The travel and tourism industry is a resilient economic driver, contributing 10.4% of global GDP and 10% of global jobs in 2018. In Argentina, the sector contributed 10% to national GDP and 9.4% of total employment in 2018. International visitors spent $4.8 billion, representing 6.4% of total exports.

• Global Trends:
  International arrivals have grown from 25 million in the 1950s to 1.4 billion in 2018, and are projected to reach 1.8 billion by 2030. Air travel is expected to double every 15 years since the 1980s, with 7.2 billion projected to travel by plane by 2035.

• Argentina's Tourism Landscape:
  Argentina is expected to welcome 6 million international tourists in 2019, one of the highest in the region. However, it still has significant room for growth. The country ranks 34th in market size globally, indicating a strong potential for expanding tourism.

• Infrastructure Development:
  Argentina has made substantial investments in air infrastructure, particularly through Aeropuertos Argentina 2000, which has improved 35 airports and expanded flight routes. However, ground transportation remains a challenge and needs improvement to match the quality of air services.

• Digital Transformation:
  The Fourth Industrial Revolution is reshaping tourism through digital platforms and ICT readiness. Argentina ranks 64th in ICT readiness for tourism, slightly better than South America's regional average. Enhancing digital applications in business transactions is crucial for improving efficiency and customer experience.

• Sustainable Tourism:
  Argentina has a rich natural and cultural heritage, including being in the global top 10 for World Heritage natural sites. Environmental sustainability is essential for maintaining tourism appeal and preserving natural and cultural assets. The document suggests integrating eco-friendly practices and experiences into tourism offerings.

• New Tourist Profiles:
  Millennials and older baby boomers are becoming key demographics in tourism. These groups value digital experiences, affordable travel, and meaningful interactions. Argentina must adapt its strategies to attract these segments effectively.

• Nation Branding and Reputation:
  Argentina's reputation is measured by the Anholt Ipsos Nation Brands Index (NBI), where it consistently ranks in the middle. Improving its reputation requires a strategic and thoughtful approach, focusing on cultural and natural assets, and involving all stakeholders in branding initiatives.

• Role of Cities:
  Cities are becoming increasingly important in the tourism sector. The Destination 2030 report indicates that nearly half of international tourists visit cities. Cities need to be ready for tourism growth by developing appropriate infrastructure and policies.

• Policy and Readiness:
  Argentina's policy readiness is a key factor in supporting sustainable tourism growth. The country has improved in some areas, such as reducing ticket taxes and airport charges, but still needs to address visa requirements, legal inefficiencies, and economic challenges like inflation and budget deficits.

Key Recommendations

• Infrastructure: Improve ground transportation to complement existing air infrastructure and provide seamless travel experiences.
• Digital Strategy: Enhance the digital application of business transactions and invest in ICT readiness to increase efficiency and customer satisfaction.
• Nation Branding: Develop a targeted and thoughtful branding strategy that aligns with Argentina's cultural and natural assets.
• Sustainability: Emphasize environmental sustainability, particularly in protecting natural habitats and promoting eco-friendly tourism.
• Policy Reform: Implement policies that support a competitive and sustainable tourism environment, including reducing visa barriers and improving the legal and regulatory framework.
• Stakeholder Collaboration: Encourage collaboration between public and private sectors, along with academic institutions, to design and implement educational and strategic initiatives for the tourism industry.

Conclusion

Argentina has significant potential to grow its tourism industry by leveraging its natural and cultural assets, improving infrastructure, and embracing digital technologies. A strong, strategic approach to nation branding and policy readiness is essential to ensure sustainable and inclusive tourism growth. The country must also address existing barriers, such as visa requirements and high costs, to fully capitalize on its tourism opportunities and enhance its global reputation.