旅游环境的变化及其对NTO工作的影响

THE CHANGING TOURISM ENVIRONMENTAND ITS IMPACT ON THE WORK OF NTOs THE CHANGING TOURISMENVIRONMENT AND ITS IMPACT ONTHE WORK OF NTOs A report produced forthe European Travel Commissionby TEAM Tourism Consulting Copyright © 2021 European Travel Commission THE CHANGING TOURISM ENVIRONMENT AND ITS IMPACT ON THE WORK OF NTOS 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 theexpression of any opinions whatsoever on the part of the Executive Unit of the European TravelCommission. 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: 978-92-95107-50-2Cover image copyright: Philipp KnapeImage source: unsplash.com TABLE OF CONTENTS FOREWORD...............................................................................................................................................iACKNOWLEDGMENTS..............................................................................................................................ii1. EXECUTIVE SUMMARY.........................................................................................................................12. INTRODUCTION....................................................................................................................................63.THE WORK PROGRAMME.....................................................................................................................84. THE EVOLUTION OF NTOs, PAST AND PRESENT...............................................................................115. VISION & STRATEGY FOR THE FUTURE OF EUROPE’S NTOs............................................................496. STRATEGIC PRIORITIES.....................................................................................................................547. POTENTIAL ACTIONS FOR NTOs – CRITICAL SUCCESS FACTORS....................................................78 Annex 1: Case Studies............................................................................................................................90Annex 2: Supplementary information on certain critical success factors..........................................105Annex 3: Key desk research reference sources..................................................................................114Annex 4: List of figures........................................................................................................................117Annex 5: List of acronyms....................................................................................................................119 FOREWORD Prior to the unprecedented closure of international borders worldwide in 2020, globaleconomic growth, evolving consumer demand, technological advancements and improvedtravel opportunities saw tourism become one of the fastest-growing industries over the pastfew decades. However, despite its vital role in the development of many countries, often thepositive economic, social and environmental impacts of tourism are counter-balanced, tosome extent, by unplanned growth in visitor numbers and impacts on the environment.1 In response to the accelerating demand for tourism, the rapidly changing environment and insearchof long-term success,National Tourism Organisations(NTOs)have startedchallenging their traditional roles and are striving to reinvent themselves and the tourism intheir destinations. Forward-looking approaches have been designed to ensure tourismdevelopment that is economically, socially and environmentally sustainable. To capture this critical moment of tourism transition, the European Travel Commission (ETC)has prepared this comprehensive report, which reveals the connection between the changingtourism environment and the evolving work of NTOs. The study investigates the differentperiodsof development of European NTOs and provides forward-looking insights andrecommendations for achieving sustainable tourism development. The report also aims tounderstand the impact that COVID-19 had on NTOs and learn lessons from the crisis to buildfuture resilience for the tourism industry. ETC is convinced that this report will be of particular use to national, regional and city tourismorganisations and the various stakeholders involved in the tourism value chain. Luís Araújo President, European Travel Commission (ETC). ACKNOWLEDGMENTS This report was prepared by Dr Roger Carter, Garry White and Gaëlle