The British travel industry will be gathering in Magalluf for the annual ABTA convention from 6-8 October and the travel association has said that one of the main topics on the agenda is going to be working with destinations to address the future of tourism.
According to Mark Tanzer, Chief Executive of ABTA: “Tourism is a force for good. One that has the potential to create and support jobs and businesses in destinations, preserving heritage and cementing important cultural ties. A successful tourism model is one where destinations are both great places to visit and great places to live.”
Tanzer told the Bulletin that he is extremely excited about returning to Mallorca and in particular Calvia.
“It’s been very encouraging and pleasing to hear the messages coming out of Magalluf that the years of hard work and investment in new properties and the general environment are paying off. Issues like antisocial behaviour appear to have been dealt with, family tourism has returned, the resort’s old stereotype has been buried and that has created many new reasons for people to head to Magalluf and Calvia in general. The old presumptions of what people are going to find in Magalluf have gone and that bodes very well for the future of tourism in the area and that is very much what this year’s convention is all about,” he explained.
“As opposed to focusing on the current situation of the industry, this year’s theme is ‘Reasons to be Cheerful’ because we are going to use this important convention to look at and discuss the future of the tourist industry and the challenges we face. Calvia is going to provide the platform for the UK travel industry to draw up a road map as we move forward in a world in which many things are changing - from the technology we use, such as artificial intelligence, to changing travel habits and new and emerging travel experiences people want.
“Travel, as we know, is not without its challenges. Global conflict, climate challenges and political dynamics have been in the news over the past year and have the potential to make the outlook for travel feel bleak.
“However, it’s important to focus on how we can create positives amid the backdrop of some of these challenges. There is a motivational and leadership aspect to finding the bright side of things to help people through challenging times – all of which we look to bring to the convention.
“Beyond the joy of celebrating travel itself, the convention is also one of the best opportunities to make meaningful connections. It brings together senior leaders - including members of the ABTA board, innovators, experts and partners from across the industry – all under one roof. Their perspectives, experience, and vision add real depth to the conversations, and their presence reflects the importance of the convention as a space where ideas can influence strategy and shape the future of our industry,” he said.
Obviously one of the topics on the agenda is the matter of “over tourism”.
“The phrase ‘over tourism’ is used a lot. Often unintentionally simplifying what is a series of complex and varying issues. While there are common themes, such as access to affordable housing, the specific concerns vary from place to place. We are doing a lot of work behind the scenes on this matter, looking at the role ABTA and the wider tourism industry can play in developing a tourism model that works for residents and holidaymakers alike.
“But there is no magic bullet. We need to strike a balance between the needs of the destination and the visitors and the local community and its residents. This is a challenge the industry faces in destinations across the world, not just in Mallorca.
“Tourism is vital for the local economy, all the way down the supply chain. It’s a massive creator of jobs and family security, but other factors have to be taken into account, such as the well-being of the local community and residents who live in destinations all year round and have to go about their daily lives. It’s a bit like a three-legged stool. We can’t have it all our way so it’s about finding that sweet spot, if you like.
“The travel industry in the UK is extremely aware of its responsibilities in helping to find that balance and create sustainable tourism models, especially with regard to the future.
“And one of the best ways to do this is to have an honest dialogue between all sectors of the industry. We need to be aware of the concerns people have and that it’s not all fun and games. It’s not simply about filling up the peak season summer months, we need to be pushing more for shoulder season tourism, the months of April and May, September and October. And I’m pleased to see that UK bookings for destinations like Mallorca during those months this year were and are strong.
“Furthermore, we need to try and dampen down the rhetoric about over tourism, we need to understand the grass roots of the problem and see where we as an industry can help.
“And some of the steps being taken can improve things for local residents without impairing the visitors’ enjoyment.
“Yes, people in the UK are aware of the protests, but this year there were far fewer than last and I can honestly say that, as far as we’ve seen, they have not had an impact on bookings.
“What we have found is that more and more Britons are increasingly aware of the issues and are keen to show their support for the local economy and are being more responsible when on holiday. Rising costs of living are hitting everybody so it’s something we are all aware of, at home during our daily lives and then when we go on holiday. That has translated into a change in holiday behaviour in resorts such as Magalluf. Visitors have seen the great effort which has been made to provide visitors with a better quality experience and they appreciate and respect that,” Tanzer said.
However, he was also keen to stress that tourism success should not be based on international airport arrivals. “It’s not a numbers game. It’s about value for money and time people spend in resort.
“Like I said, more Britons are travelling out of the peak season period and that is for numerous reasons which we will be discussing at the convention. It could be their budgets, the weather, wanting to travel when destinations are less crowded or looking for experiences which are not available or suitable during the summer months, such as golf and cycling.
“On one of the flights I took down to Mallorca this year I was surrounded by cyclists. I think I was the only non-cyclist on the plane and it made me feel like I should take up cycling. This is a growth market which has huge potential and is becoming increasingly important to low-season tourism,” he said.
“So, simply laying on more and more flights to destinations like Mallorca is not the sustainable answer because people will jump on planes presuming they will find somewhere to stay on arrival. Fly and find, if you like, and this is one of the reasons for the protests we’ve seen about the lack of and price of housing, for example.
“Package holidays provide a market control. The industry knows the number of beds available and can work within that, but when the private market opens up, such as rentals, then - as we’ve seen - is when the situation can get out of control and can spark a backlash.
“But there are lots of bright lights along the road ahead and Calvia is a perfect example of that. It has shown that it is aware of the social impact of tourism as well as the benefits it brings while making the necessary changes to reach a balance. The big question is what kind of a return does a destination want from tourism, and Calvia is a good example of finding the answers and acting on them.
“It’s not all about price, it’s about value for money and if people enjoy that or get a little bit more, then they will return, as the Britons always have and will to Mallorca,” he stressed.