阿根廷旅游竞争力（英文版）.pdf

Argentinas Travel and Tourism CompetitivenessThe Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismMarch 2020World Economic Forum91-93 route de la CapiteCH-1223 Cologny/GenevaSwitzerlandTel.: +41 (0)22 869 1212Fax: +41 (0)22 786 2744Email: contactweforumweforum 2019 World Economic Forum. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, including photocopying and recording, or by any information storage and retrieval system.3Argentinas Travel and Tourism Competitiveness: The Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismExecutive summaryArgentinas tourism landscapeThe global contextEmbracing the Fourth Industrial RevolutionInfrastructure: The peak and the pitLeveraging cultural and natural assets and trends in sustainable tourismEnabling environmentA new profile of touristTourism opportunities in ArgentinaNation brandingA tailored and thoughtful approach to attracting the right touristsExamples of successful national positioningThe important role of cities in the future of travel and tourismA new approach to measuring readiness for tourism growthWhere does Buenos Aires fit in?Policy readiness: How to support a sustainable pace of tourism growthFurther considerationsConclusionAdvancing digital integration and digital strategyDeveloping destination branding and inclusive policy-makingLeveraging natural assets and trends in sustainable tourismContributorsEndnotes45555679101010101111111215161616161718Contents4 Argentinas Travel and Tourism Competitiveness: The Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismExecutive summaryThe travel and tourism industry is a resilient creator of wealth, responsible for 10.4% of global gross domestic product and 10% of jobs in 2018.1Despite global geopolitical stress and economic uncertainty, international arrivals grew from 25 million in the 1950s to 1.4 billion in 2018.2In Argentina, 6 million international visitors are expected in 2019, one of the highest totals in the region but still relatively low considering the countrys great potential.3Argentina ranks high globally in the size of domestic and foreign markets to which its firms have access,4which in turn demonstrates the potential to boost the returns on the capital invested to encourage travel and tourism. Greater focus on improving infrastructure, developing a strong digital strategy, increasing nation branding and sustainably leveraging its natural assets are recommended to enhance the sector in the country.Argentinas vast size makes air travel one of its key assets. Government and industry have invested heavily in its air infrastructure by improving airport terminals, generating new flight routes, promoting competition among airlines and addressing the needs of new tourist profiles, such as millennials or late baby boomers. Further efforts are needed to improve ground transportation to increase the countrys competitive edge among similar destinations, as tourists appreciate seamless trips between transportation modes. Removing travel barriers, such as visa bureaucracy and unnecessary taxes, will also help improve the travellers experience.The technologies of the Fourth Industrial Revolution are transforming how tourism is managed and consumed. Research indicates that tourism spend is larger in countries with better readiness in information and communications technology (ICT). While Argentina has an excellent ICT network and mobile data coverage, it now needs to continually improve the digital application of business-to-business and business-to-consumer transactions to create greater efficiencies and redefine the role of intermediaries in providing a better customer experience. ICT also allows for more detailed understanding of tourists needs and preferences, which can be addressed by cross-selling products and services that were not efficiently linked in the past. This creates a huge opportunity to generate additional wealth and manage tourism flows. At the same time, it reinforces the need for authorities to prioritize educating the workforce in digital field needs.ICT is strongly linked to nation branding as a means of highlighting a countrys positioning to targeted travellers. Argentinas branding encompasses not only the travel and tourism sector, but also the entire country. Its positioning needs to be aligned with the countrys core values, natural resources and cultural heritage. Once this is defined, a targeted advertising campaign for different market segments can be a highly effective tool to drive brand recognition and competitiveness.When it comes to nature, Argentina presents an incomparable frame where geographical and climatic elements live in continuous contrast. Evidence suggests a direct correlation between good environmental practices and the amount of tourism receipts; therefore, policy-makers should focus on environmental sustainability and on embracing the latest trends in sustainable tourism while being fully aligned with local community needs.5Argentinas Travel and Tourism Competitiveness: The Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismThe global contextThe travel and tourism industry is a proven engine of economic growth: it creates jobs and promotes development, not only in infrastructure but also in open trade and cultural integration. The industry is relatively resilient to global geopolitical and economic uncertainty and has consistently outperformed the global economy for the last eight years. In 2018, the travel and tourism industry contributed 10.4% of global gross domestic product (GDP) and accounted for 10% of jobs worldwide.5Considering that about 6% of the worlds active population is out of work, the travel and tourism sector can play a key role in generating employment, especially when every job in the core tourism industry creates about 1.5 additional or indirect jobs in the tourism-related economy. Yet tourisms role as an employment booster is often underestimated when formulating and implementing policy.6Embracing the Fourth Industrial RevolutionThe number of unique mobile phone users worldwide is estimated at 4.9 billion, of which 2.7 billion are active on social media.11Digital platforms are changing the way products and services are delivered, as better understanding of users preferences and behaviours are leading to greater customization. Research proves that information and communications technology (ICT) readiness and the total value of tourism receipts are correlated.12ICT reduces transaction costs and speeds up the exchange of information and ideas, enabling travellers and locals to connect without the need for intermediaries. With regard to ICT adoption, Argentina is ranked 64th out of 140 in the World Economic Forum Travel 19 works have concluded and 11 are ongoing. National routes have increased from 92 in 2015 to 139 today, of which 47 do not connect via Buenos Aires, and international routes have grown from 91 in 2015 to 153 currently, of which 55 do not transit through Buenos Aires. Aerolineas Argentinas, the national carrier, is more punctual and has more routes, passengers and aircraft. Thanks to more efficient management and cost control, the current airline governmental subsidy is $14 per ticket compared to $132 previously.Bringing new airlines to increase competition could have translated into more complex operations. But Aeropuertos Argentina 2000, which manages the countrys 35 airports, has taken measures to improve efficiency and simplify and decrease bureaucracy for example by eliminating a 14% tax levied on international flights. The focus still remains on increasing passenger and airline capacity, which can lead to growth in employment and to a flourishing tourism sector.improving, although greater effort is required as research shows that tourists want to move quickly and seamlessly and will not hesitate to choose alternative destinations when access is difficult. Nevertheless, the investment in airports clearly signals the strong perception that greater prioritization is benefiting the industry.Argentina is the eighth-largest country in the world by land area, with impressive natural and cultural heritage assets. The investment in air travel infrastructure has led to greater access to direct flights. This allows travellers to avoid connections through Buenos Aires, making it easier for them to explore the countrys varied offerings.7Argentinas Travel and Tourism Competitiveness: The Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismGastronomy tourism is also becoming a cultural trend worldwide. In 2019, the World Tourism Organization, in collaboration with the Basque Culinary Center, published Guidelines for the Development of Gastronomy Tourism. Argentinas rich industries of winemaking and food (especially meat), combined with its impressive natural landscapes, can be part of its nation branding. Similar successful approaches have been taken in South Africa and Australia.Enabling environmentArgentina has improved its travel and tourism performance over the past few years. Travel and trade have benefitted from greater international openness and price competitiveness. In particular, performance in The Travel 41% of passengers reach El Palomar by public transport, with rail connection to the Retiro terminal in the heart of the city. Since its opening in February 2018, more than 1 million passengers have travelled through El Palomar, making it the countrys fifth-most-travelled airport.The World Economic Forum Global Competitiveness Report 2018 defines the Product Market parameter as “the extent to which a country provides an even playing field for companies to participate in its markets. It is measured in terms of extent of market power, openness to foreign firms and the degree of market distortions.” Argentina ranks 120th out of 140 countries analysed, indicating ample room for improvement.10 Argentinas Travel and Tourism Competitiveness: The Case for Promoting and Preserving Cultural, Natural and Heritage Assets in TourismNation brandingThe Anholt Ipsos Nation Brands Index (NBI) measured the reputation of 50 countries annually between 2008 and 2017 on six dimensions: exports, governance, investment and immigration, tourism, people, and culture and heritage.26Argentina has been ranked consistently in the middle of the Index, with average performance on all six dimensions (with a more positive score on culture and heritage balanced by a more negative score on exports). There is also little variation in how people view Argentina across the 20 panel countries where surveys were conducted (on six continents). Minor exceptions are neighbouring Brazilians, who are somewhat more positive than others, and respondents from the United Kingdom, who are somewhat more judgemental. The slightly positive correlation between relative familiarity and relative favourability towards Argentina is encouraging; it indicates that foreign publics who know more about Argentina evaluate the country more mildly. This points to an open road to improving Argentinas reputation. At the same time, these general results are neither good nor bad. Yet, considering the countrys relative size and presence, and the positive correlation between relative familiarity and relative favourability, Argentina deserves and has access to a better reputation. This is not just a challenge for its tourism economy, but also a challenge for the nation. On the one hand, a better reputation would strengthen not only the tourism economy but also the countrys exports, FDI, ability to attract talent, soft power and diplomatic influence, as well as the international respect for Argentinians more generally. On the other hand, a countrys reputation cannot be changed through destination marketing alone; it requires a concerted effort at the highest level, involving public- and private-sector actors and civil society representatives, and down to the lowest level. The travel and tourism community should be a key stakeholder in this larger initiative.A tailored and thoughtful approach to attracting the right touristsArgentina would do well to look beyond the usual logo, slogan, visual design and advertising campaign to improve its reputation and tourism economy. A large-scale, mass-media, mass-market tourism advertising campaign is almost always ineffective and inefficient in nation branding. As research has repeatedly shown, it is ineffective as a tool and fails to change a countrys reputation. It will likely bring in more tourists, but in doing so such a campaign is usually inefficient; tourism marketing budgets tend to have a greater effect if their funds are spent on well-targeted content marketing initiatives.Mass campaigns also allow minimal control over which types of tourists they attract. With the global discussion on overtourism, it is increasingly evident that destinations must avoid the trap of simply pushing for more visitors; they need to be thoughtful and design strategies that advance specific types of tourism that countries want to attract. The interplay between strategic nation branding, focusing on the national values Argentina seeks to share with the world, and tourism marketing, which focuses on how the country can serve value-matched tourism markets, can provide valuable solutions.Several measures are needed to improve Argentinas reputation. The country must define its purpose the role it wants to play in the world based on a shared sense of national identity, belonging and virtue. Argentina undoubtedly has the assets, history and variety of natural and cultural resources to distil its purpose, from which it can formulate its national positioning strategy. Positioning in this context is not specific to the tourism offering, but constitutes a far-reaching strategy that aims to influence international perceptions more generally. Argentina is far too big and diverse to claim that the tourism economy can determine its global reputation. Yet, the countrys tourism potential and competitiveness can play a major role, as a driving force and vehicle to implement a national strategy. It is by building unique experiences that reputations change. It is action policies, investments, projects, infrastructure and events that consistently reinforce this intended positioning. It is not about words, logos or slogans; instead, with global access to mainstream and social media, positioning can be achieved through imaginative initiatives that reflect Argentinas seriousness about the role it wants to play. Such initiatives demonstrate objectively that Argentina has the imagination and leadership to do extraordinary things that generate buzz based on the countrys positioning. Everyone, including most essentially the travel and tourism co