Destination Competitiveness in South Asia

25/10/09, Dina Kupryushina on consumer market trends and destination competitiveness

Tourism is undergoing through extremely difficult conditions as the international economy continue to deteriorate and Asia and the Pacific, being attractive and lucrative tourism regions in the world, are also strongly crushed with the impact of the global slowdown. As it was concluded by almost 100 experts from 25 countries participating for the second UNWTO conference on Tourism Trends and Outlook in Guilin , if tourism is promoted properly it can overcome the economic slowdown and difficulties and also to some extent can resolve the financial crisis of some countries. This paper discusses various elements of sustainable tourism in case of destination competitiveness with respect to South Asia and the concept of sustainability mixed with destination competitiveness is new to tourism world but it would definitely help to resolve black clouds of tourism crisis. This paper will also highlight the strategies and competitiveness development methods thereby recognizing the pattern of growth in tourism industry.

Destination Competitiveness-in case of South Asia

To develop competitiveness with regard to destination can be defined as the mixing of the individual products and experiences that would result a total experience of area visited. In the case of South Asia, the experiences and opportunities can be explained in terms of various areas of travel and tourism. Some developing countries despite of having advantages of travel destination for travelers are not able to receive attention from the global travel community, as such there is a need to draw strategic tourism planning and implement it effectively. Tourism industry in South Asia still lacks the key situational factors prevailing in much destination competitiveness. A few of key strategic gaps and challenges are highlighted below. Treating surrounding communities like a threat, lack of strategies and actions, narrowed and short time strategies has restricted tourism industry to grow.  Coordinated efforts, continuous support and coaching, sufficient financial support is crucial for improving attraction to destinations of South Asia countries.

In order to enhance destination competitiveness we have to understand various factors in a long-term period.  Support activities such as infrastructure, human resources, capacity, policies etc need to be combined with key drivers factors such as inputs (i.e. business model, cooperation, investments, resources), sustainable process (i.e. build image, competency, development, service delivery), operations (i.e. brand management, core competencies, expansion, positioning). Destination marketing is one of the important tools and helps highlight the service difference from competitors.  Sustainable service includes such features as services experiences, hospitality, accommodation, entertainment and it’s must be made to ensure quality of service approach to visitor satisfaction, moreover, innovation of services can create “value-competitive advantages”.

Ways for tourism competitiveness

Recognizing a pattern of development through tourism researchers contributing in competitiveness enhancement. Stimulation programs seek to create jobs and reignite growth. Tourism has more capacity for job creation and economic regeneration than virtually any other sector. Involving a diverse range of stakeholders in tourism destination development and planning. Value of ecotourism will give poor countries an advantage because of their nature, culture, and very lack of intensive development. The research is significant of understanding competitiveness variables to destinations in case of South Asian countries.

Sources:

• Article “Sustainable Tourism: A Case of Destination Competitiveness in South Asia” by Viju Mathew. South Asian Journal of Tourism and Heritage (2009) vol. 2, No.1
• Article “Asia Pacific Tourism Witnesses Improving Trends”, by Pacific Asia Travel Association (PATA)