(Post) Pandemic Trends in Tourism – Opportunities for Tourist Guides
The tourism industry globally is undergoing profound changes. Statistics of the United Nations World Tourism Organisation (UNWTO) show that international arrivals are down by 70% on the previous year. While the recovery has started, we should not expect a return to what we knew and did before. New trends are emerging, and tourist guides need to be ready to make the most of those.
Health Protocols – the Pre-requisite to Recovery
At the recent UNWTO Affiliate meeting speakers highlighted the importance of regaining consumers’ trust through clear Health Protocols.
If you haven’t already done so, apply for the industry standard ‘We’re Good to Go’. According to a recent TNI Consumer Sentiment Survey 30% of respondents are aware of the ‘Good to Go’ kitemark and 83% say it offers at least a little confidence. In addition to ‘Good to Go’ make sure you are aware of, follow and advertise the latest local regulations and guidance.
Know and follow the health protocols of your partners, e.g. coach company, visitor attractions, restaurant, hotel etc. Follow the health protocols for Northern Ireland Tourist Guides
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Trends and Opportunities for Tourist Guides
1. The domestic market is key to tourism recovery.
The September 2020 Consumer Sentiment Survey shows that 67% of the NI-residents, who took part in the survey, are fairly or very confident to travel after April 2021. The ROI remains a strong competitor. A strong domestic market is good news for English-speaking guides. Walking and activities in the open air are high on the travellers’ agenda.
2. Rural locations are more attractive than cities.
People reflect on their life and health and have developed a greater awareness and appreciation of nature. They want to be ‘off grid’. This is an opportunity for Tourist Guides specialising in wildlife tourism, foraging and Geo-tourism (see Marble Arch Caves Global Geopark). Visiting gardens is also popular as are visits to castles and stately homes. Tourist Guides could explore partnerships with these attractions.
3. ‘Hyper-local, deeper Travel’
The Wanderlust Travel Magazine speaks of ‘hyper-local deeper travel’, referring not only to the domestic market, but also to longer stays and experience-based tourism. Tourist guides might want to develop experience-based products around music, food and drink, genealogy, the great outdoors and others. The more you personalise the higher the potential to charge a premium price. You might have heard of slow food – now there’s talk of slow tourism.
4. Make Tourism as force for good.
Suddenly people are more aware that their actions have consequences. They support local shops, restaurants and facilities. Why not also local Tourist Guides? Why not partner with a local charity or cause to benefit your local community. This trend is open-ended. Think Voluntourism, clean ups and sustainable tourism in general. The World Travel and Tourism Council has adopted the slogan: Travel is not just life changing. Travel is world changing, too.
We are #TogetherInTravel creating #AWorldofDifference | World Travel & Tourism Council (WTTC)
5. Spend time with family and friends (pod travel)
People want to socialise and spend quality-time with family and friends. This has led to ‘pod travel’, affecting how people travel, where they stay overnight and what activities they engage in. People avoid public transport and opt for self-drive or hiring driver guides. Camping, glamping, eco lodges, treehouses and other novel pod-type accommodation have seen a rise in demand. This is where Tourist Guides might want to offer their experience-based activities (see point 3).
6. An online presence has become essential.
During the pandemic cyberspace has become the travel agents and tourist information centre. This is where Tourist Guides need to have a presence. People have developed an appetite for virtual tours, sofa safaris and live feeds. How long this appetite will remain is uncertain, but engaging with visitors online is a good opportunity for Tourist Guides to grow and maintain their client base.
7. Trends in Business Practices
In times of uncertainty people are booking last minute and tend to book directly with businesses. They are looking for free cancellation and are reluctant to pay deposits. Direct marketing is problematic – therefore provide inspiration rather than marketing. Tourist Guides do well in mirroring local campaigns, e.g. Embrace A Giant Spirit.
8. Remote working and relocating
Business Tourism has collapsed as people have discovered the benefits of virtual meetings and working from home. On the flipside this has led to a desire to relocate to a safe, comfortable, less urban location. People combine holidays with the search for a new home and test before they move. Is there scope for Tourist Guides to provide services for those looking to relocate and to find a way to meet with the local community?
9. Lastly, the bucket list dream continues … get on that list
If you want to know more about consumer behaviour read the
regular reader survey’s of the Wanderlust Travel Magazine Travel in a Covid-19 world: Reader Survey November 2020 | Wanderlust or visit our Consumer Sentiment Survey September 2020