The tourism industry did not come into world prominence until the
inauguration of transcontinental jet travel. This was introduced in
1958 and gave birth to world tourism as we know it today. Because
tourism is a new business, most legislators who approve government
budgets do not fully understand it as it cannot be measured in
material terms as can be done with industries such as oil, steel
and cargo. This has resulted in shoestring budgets for departments
of tourism. The invisible export, tourism, quickly grew to become
the world's largest industry creating jobs, and facilitating
exports worldwide. High international tourism arrivals have become
synonymous with prosperity. However, due to its invisible nature,
tourism has escaped the eyes of most legislators throughout the
world. Those few countries that have recognized the importance of
tourism and budget accordingly, have reaped the benefit to fuel
their economy. This opportunity is available for any destination
and the rewards are limitless. This book was written to place the
world spotlight upon tourism and to become a manual for any
destination wishing to grow their economy. An increase in
international arrivals is the shortest route to prosperity. The
content of this book begins with a look at world conditions for
tourism following 9/11 and discusses tourism versus terrorism. From
there we stress the importance of a healthy tourism budget with
emphasis on exactly what world leaders need to know to understand
the importance of funding the growth of the international visitor
count. To reach the lucrative U.S. travel market one must
understand how their travel industry is structured. Our book
describes this and how travel packages are created and marketed
within there. In order to attain sustained tourism your destination
must be tourist friendly. What a tourist friendly destination
should look like is explained fully, together with many suggestions
to build repeat visitors. We have filled many chapters in the field
of marketing tourism. Insights are provided for the use of icons
and marquee names to promote your destination plus a complete
chapter with general marketing ideas to dramatically increase your
arrivals. Another chapter is dedicated to methods on the proper
utilization of the Internet with information on optimizing search
engines to access your web site. The chapter on maximizing results
from your attendance at travel industry trade shows will show you
how to build relationships which will produce rich rewards. Trade
shows are not a vacation but a hands on marketing experience.
Methods of further increasing your international arrivals are found
in our chapter on recognizing and marketing niche groups.
General
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