The travel and tourism industry is becoming a strategic sector for the economies of many countries and the numbers speak for themselves. According to a recent study commissioned by the World Travel and Tourism Council, travel and tourism contributed to 9.5% of global GDP, 1 in 11 of the world’s total jobs, 4.4% of total investment, and 5.4% of the world’s exports. Tourism is also an important generator of employment and 1.4 million additional jobs were generated directly by the sector and in total, 4.7 million new jobs were created as a result of tourism activity during 2013.
It’s obvious that national and regional governments have a growing interest in making their tourism sector robust and attractive enough to attract the growing number of tourists to their destination.
What does this mean for Amadeus? First of all, Amadeus’ business position clearly benefits from a growing flow of international and regional tourism. Therefore it is in our interest to support any public and private industry efforts that foster the mobility of tourists, a critical factor to ensure the sustainability of the tourism sector.
And, most importantly, what are we doing about this? On the Industry Affairs side of things, we are actively cooperating with public and trade industry stakeholders to make the travel and tourism sector far more sustainable and competitive in three ways;
- Advocacy before governments and public stakeholders. We are working with the World Travel & Tourism Council (WTTC) and the United Nations World Travel Organization (UNWTO) to raise awareness about the strategic importance of this sector. We also advocate governments and other relevant private stakeholders about key industry issues that affect sustainability such as the facilitation of visas, policies to promote competition, the digitalization of the sector and shaping the way tourism will look like in the future.
- Partnering with selected relevant public and trade industry tourism stakeholders. As an example, Amadeus partnered with the European Travel Commission* in their mandate from the European Commission to promote European tourism destinations with relevant projects and activities in three areas where our assets are very valuable: technology, research and education. A flagship project of this successful partnership has been the development of the VisitEurope mobile app – which helps the ETC promote Europe as a tourism destination through new digital channels that target strategic growth markets.
- Supporting national government efforts in their tourism projects. Technology and industry knowledge are two important assets that are also allowing us to engage in a collaborative way with some governments to make their tourism activity much more sustainable and competitive. Some public tourism entities are monitoring, tracking, and predicting tourism flows via our Travel Intelligence solutions and others are using our Advertising tools to better market their services.
By shaping the future of travel, we are actively contributing to make the tourism sector more sustainable and competitive, thus helping national governments and regional authorities achieve their objectives. In this respect, our ambition in Industry Affairs is to make Amadeus a key enabler of the growth of tourism with our public and trade industry partners.
*European Travel Commission is the entity that represents the interests of National Tourism Organization of Member States at European Union level.