Tourist Department Organises Seminar On Tourism Marketing And Statistics
By Amin Hosni

Bandar Seri Begawan - Brunei Tourism Department with the support of the World Tourism Organisation (UNWTO) is hosting a three-day seminar on Tourism Marketing and Statistics for relevant government agencies as well as members from the private sector.

The event is held from March 17 to 19 at the Dewan Setia Pahlawan Multipurpose Hall, Ministry of Industry and Primary Resources.

The seminar is one of the first human resource development programmes to be coordinated together with the UNTWO since Brunei Darussalam became a new member of the World Tourism Organisation in November 23 last year during the 17th General Assembly of the UNTWO at Cartagena de Indias, Columbia.

The two expert speakers representing the UNTWO are Dr Sandra Carvao, UNWTO's Market Intelligence Deputy Chief and Dr Stanley Fleetwood, a Tourism Statistics Expert from Australia.

At yesterday's opening ceremony, Nordin Ahmad, Acting Deputy Director of Tourism Development Department, in his welcoming speech said that measurement of the tourism activity has historically been a weak point for Brunei, and it is only recently that, through a Tourism Satellite Account exercise and the manual tabulation of disembarkation cards collected at the airport, as well as through measurable market intelligence sources, Brunei has a clear view of where it stands as an industry in relation to the country's economy as well as in comparison with regional and worldwide destinations.

"We are also aware that at present we face impediments on the way to realise some of the objectives set in our plans, but none that are insurmountable through our own efforts, those of the industry or through the general willingness of society and polity to see the tourism sector become a significant contributor to Brunei's economy.

"We have plans identifying the ideal target market segments for Brunei, and we have crafted promotional messages that we believe are appealing to such segments, on which we count to realise our vision of a destination visited by upmarket, respectful, experience and tranquillity seeking tourists who spend generously while having a minimal impact on the country's social fabric and natural environment," added Nordin.

Based on arrivals of where tourists go, Sandra Carvao stated that the Americas receive 142 million tourists, Europe 480 million, Africa 44 million, Middle East 46 million and Asia/Pacific 185 million in 2006.

In her overview of World Tourism Trends, she said that the 2006 International

Tourism Receipts was US$733 billion globally, basically US$2.4 billion a day, with Europe generating 51 per cent, Asia/ Pacific 20 per cent, America 21 per cent, Middle East four per cent and Africa three per cent.

The international tourist arrival by purpose for 2006 states that 51 per cent were of leisure, recreational and holidays, 16 percent business and professional, while the rest were visiting friends and relatives and others.

France created the most of international tourist arrival with 76 million in 2006 while USA generated the most in international tourism receipts with US$82 billion in 2006. Arrivals grew from 800 to 900 million in just two years with Asia and the Pacific consolidating its position as the second most visited region.

The main objectives of the seminar are to create a better understanding of the specific data collection needs of the tourism industry for the stakeholders in charge of compiling data and to share information on the best practice or methods used for data collection and analysis techniques of the information obtained. It is also meant to create a better understanding of the importance of marketing, the current methods and the best marketing practices around the world, the emerging and future trends and the kind of marketing and promotion that will be needed to address those trends.

The Brunei Tourism Development Department also hopes that through this seminar, the related government personnel and stakeholders will come out better prepared to market the destination as well as the products and services offered.

The seminar today and tomorrow will cover topics on Tourism Market Intelligence and Promotion and Marketing Consultation. -- Courtesy of Borneo Bulletin

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