On the Road Again

WE ALL BENEFIT FROM A STRONG TOURISM SEASON

If it feels like every other post in your feed these days is a vacation pic, that may not be an accident. This year there has been an unprecedented amount of resources invested in the Tourism industry across the world in order to jumpstart travel and get the businesses that depend on tourism dollars rolling again.

Here in Canada, yesterday kicked off our official Tourism Week, which is a federally-funded celebration of the people and places that make up the Canadian travel industry. To make it as easy as possible for everyone to participate, the Tourism Industry Association of Canada has created an info page that includes the hashtag, downloadable resources, and even a video message from Prime Minister Trudeau.

Why do we care so much about tourism?

Aside from the fact that we could probably all use some time away right now, the tourism industry has a more significant impact on our economy and businesses than it often gets credit for. For example, did you know that tourism-related businesses contribute over 10% to global GDP? In 2020 that number was cut in half, costing the global economy almost $5 Trillion.

62 million jobs were lost during the pandemic, and while travel has rebounded to near all-time highs, only 18.2 million of those jobs have been recovered.

Also, consider how a thriving tourism industry impacts your local marketplace. Service providers purchase materials, buy services, bring new money into the economy, and raise the profile of the region. The rising tide that floats all boats cliché applies perfectly here, so in all of our best interests, let's take a look at what's new & trending in tourism marketing this year.

TOURISM TRENDS FOR SUMMER 2022

PET-FRIENDLY TRAVEL

Over the pandemic, more than 23 million new people across North America became pet owners, and a recent poll by Hilton Hotels shows that 55% of people with pets plan to travel with them this year.

Search engines dedicated to pet-friendly destinations have sprung up to help people find businesses that are happy to host their furry friends:

• PETSWELCOME
• BRINGFIDO

TAKE IT OUTSIDE

In 2020-21 many of us headed to wide open spaces, for obvious reasons. The trend doesn't seem like it's going anywhere (as reported by Morning Brew):

• Campspot, a platform for reserving campsites, has 49% more advance bookings for this summer compared to last year, and has seen a 6X jump in new campers.
• 33% more people are shopping on Amazon for camping tents this year compared to 2019, and demand for other outdoor gear (lanterns, backpacks, camp stoves) has also risen by double digits, per data analytics company Pattern.
• Glamping is also holding onto its pandemic popularity: Getaway, which rents tiny, posh cabins you’ve definitely seen on Instagram, had its most guests ever in Q1 2022.

TRY SOMETHING NEW

Now that we're re-exploring the world, many of us are venturing beyond the walls of the resort to broaden our experiences. A few specific examples include (as reported by Condé Nast Traveller):

• Cosmonaut training camps (Orlando & Miami)
• Hallucinogenic healing (Vancouver, Costa Rica, Jamaica)
• Adventure hiking (Bhutan, Montana)
• Extreme expeditions (Botswana, Venezuela)

Written by Conner Galway, Junction Consulting