Emerging outbound markets
Below you will find a selection of my publications which have focussed on destination marketing and development.
For even more information you can see my take on:
Stepping Out of the Crowd: Where the Next Generation of Asian Travellers is Heading, and How to Win a Place on their Travel Itinerary
Released by the Pacific Asia Travel Association (PATA) in 2016, this report looks at Asian Millennials’ travel attitudes towards exploring destinations and going ‘off the beaten track’. Given that the rise in global tourism is set to be driven by young travellers, especially from countries in the Asia-Pacific region, how will the world’s most popular destinations cope with the rising tide of tourists, and how can destinations still ensure they give travellers the high-quality experience they expect?
The second of the Pacific Asia Travel Association’s series of reports focussing on young travellers, Stepping Out of the Crowd provides valuable insights through unique research, expert case studies and contributions from NTOs around Asia. Furthermore, it pushes the debate forward on how the tourism sector can help enthusiastic young travellers to explore further in order to ease pressure on already-crowded visitor attractions.
Prepared by Toposophy for PATA and supported by Visa Worldwide
Released by the Pacific Asia Travel Association (PATA) in 2014, this report explains how and why it is predominantly young people who are fuelling the growth of outbound travel from Asia, looking to explore the world beyond their country’s borders.
For three months in early 2014 I was assisted in compiling the report by a talented team at PATA Headquarters in Bangkok. Research of this kind is extremely rare, with scant coverage of this region which is undergoing a tourism boom. It was great to learn first-hand about the shape that youth travel growth is taking, through online surveys and focus groups.
What’s in the report:
- Why youth travel does not always mean ‘budget travel’ in Asia
- What the leap to mobile technology will mean for travel providers across the region
- How low-cost carriers have capitalised so successfully on the youth market across the region
- Why the most sophisticated tourism boards look to attract students as well as leisure travellers
- Who exerts the biggest influence on young Asians’ travel decisions
- Why it is important to start reaching the next generation of your brand’s consumers today
Find out how to obtain the full report
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