COMCEC Tourism Outlook-2019
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infrastructural damage, the time of the year, as well as the scale and tone of media coverage are
the factors that affect the scale of their impact of such crises on tourism. In contrast to popular
opinion, terrorism does not have the most enduring impact, however political turmoil has a
much more gradual impact, often lasts for a long time and is difficult to judge when it is over. To
be successful, it is clear that crisis management strategies and tools are becoming a necessity for
all tourism stakeholders. Five-point crisis communications plan should cover clear information,
consistency, openness and accessibility and sympathy for victims. Governments and authorities
should also ensure clear and effective communications (ITB, 2015).
Among supply side trends, tourism is strongly influenced by the progress of the technological
revolution. The Internet has already changed the way tourists search, book and experience their
travel. The whole industry has to adopt new technology trends and reshape the way they
provide services. 75% of international travelers use online information sources to plan their
trip. As displayed on figure 3.2 around 30% of these ‘online’ international travelers actively use
social media when researching about their trip (ITB, 2015) besides the official web sites of
destinations and service providers.
Figure 3.2 Internet Information Sources
Source: ITB World Travel Trends Report 2015-2016
International travelers focus on the most relevant social media for travel information rather
than the biggest social media platforms. Review sites, travel blogs and travel forums are used
much more intensively than generic social networks.
Loyalty within tourism sector is expected to decline in future. There will be less complicated
sign-up forms. Physical loyalty cards and loyalty programs now have to be integrated into the
tourist experience. These programs are expected to customize tourist services rather than
offering only discounts and upgrades.
Health and healthy lifestyle will become increasingly important in tourists’ decision making and
tourism sector will offer products and services according to traveler’s health and healthy
lifestyle needs.
35%
35%
30%
25%
20%
16%
10%
7%
4%
2%
33%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Website of Country /Destination
Website of Accommodation/Hotel
Social Media
Website of Fligtht/Train etc.
Reservation/Booking Websites
Website of Tour Operators
Website for Price Comparison
Official Websites of Embassies
Articles in Internet Magazines
Sites with Official Tests of Institutes
Others