Tourism environment changes and their impact on NTO operations: The perspective of stakeholders

THE CHANGING TOURISM ENVIRONMENTAND ITS IMPACT ON THE WORK OF NTOs: THE CHANGING TOURISM ENVIRONMENTAND ITS IMPACT ON THE WORK OF NTOs: Summary reports on primary research relating to theevolution of NTOs, past, present and future A report produced forthe European Travel Commission Brussels, July 2021ETC Market Intelligence Report Copyright © 2021 European Travel Commission THE CHANGING TOURISM ENVIRONMENT AND ITS IMPACT ON THE WORK OF All rights reserved. The contents of this report may be quoted, provided the source is given accuratelyand clearly. Distribution or reproduction in full is permitted for own or internal use only. While weencourage distribution via publicly accessible websites, this should be done via a link to ETC'scorporate website (www.etc-corporate.org), referring visitors to the Research/Trends Watch section. The designations employed and the presentation of material in this publication do not imply the Data sources: Please see details provided in the Preface. Published by the European Travel CommissionRue du Marché aux Herbes, 61,1000 Brussels, Belgium Website:www.etc-corporate.org Email:info@visiteurope.com This report was compiled and edited by:TEAM Tourism Consulting ISBN: 978-92-95107-49-6Cover image copyright: Joseph Barrientos TABLE OF CONTENTS PREFACE.................................................................................................................................... 1INTRODUCTION.......................................................................................................................... 3SECTION 1: SUMMARY OF KEY THEMES FROM THE INTERVIEWS............................................ 3SECTION 2: THE IMPACT OF THE CHANGING TOURISM ENVIRONMENT ONTHE DEVELOPMENT OF NTOs 2010-2040................................................................................. 131. INTRODUCTION................................................................................................................ 222. STATUS OF ORGANISATION ............................................................................................ 223. FUNDING .......................................................................................................................... 234. SIZE OF ORGANISATION, IN TERMS OF STAFFING ....................................................... 285. ACTIVITIES UNDERTAKEN............................................................................................... 286. DIGITAL TRANSFORMATION ........................................................................................... 337. PRODUCT OR DESTINATION INNOVATION PROJECTS ................................................. 358. MEASURING SUCCESS .................................................................................................... 379. COVID-19 PANDEMIC IMPACT ON STRATEGIC OBJECTIVES........................................ 3910. OPERATIONAL ACTIVITIES WITH KPIs OR MEASURES OF COST- EFFECTIVENESS . 40 ANNEX 1 – LIST OF INTERVIEWEES ......................................................................................... 42 ANNEX 2 – EXAMPLES OF OPERATIONAL KPIs COLLECTED BY ETC MEMBERS .................... 43 PREFACE As part of the programme of work undertaken in preparing the report on the ChangingTourism Environment and its Impact on the Work of NTOs1, two substantial pieces of original Interviews with key stakeholders: Nineteen interviews were undertaken between November2020 and January 2021. Fifteen were by video conference meeting, lasting 45-60 mins, andfour by written submissions. Seventeen of the nineteen completed interviews were with CEOs.Ten (including three written submissions) were with ETC member NTOs; three with non- Analysis of data relating to NTO profiles and activities, using two primary sources: ETC's 'internal' surveys of its NTO members. These were undertaken in 2012, 2015, 2017,2019 and 2020, with some comparative growth rates available for data going back to 2009.The numbers of NTOs responding varied: 26 in 2012, 30 in 2015, 27 in 2017, 27 in 2019 and An online survey was undertaken in November 2020 and January 2021. 22 NTOs respondedto this survey. The survey covered a wider range of subjects, including level and sourcesoffunding,strategic partners and stakeholders,activities,digital transformation, This supplementary report comes in two parts, the first relating to the interviews with keystakeholders, the second to the analysis of NTO data. REPORT ON INTERVIEWS WITH KEY INTRODUCTION Section 1summarises the nineteen interviews according to key themes and topics. Section 2 places these themes and topics into a chronology of past, present and future,aligned to changes in the environment, in line with the stakeholder interview brief. It alsodraws conclusions about the priorities and building blocks for a future European National SECTION 1: SUMMARY OF KEY THEMES FROM THE Strategy and direction Long-term strategy and consistency of strategy a