Tourism Challenges and Marketing Strategies

This assignment delves into the multifaceted challenges facing the tourism industry, focusing on security issues stemming from terrorism and the impact of economic crises. It further examines the crucial role of marketing in promoting responsible tourism by highlighting safety measures, attractive packages, and eco-tourism initiatives. The document emphasizes the importance of addressing these challenges to ensure a sustainable and thriving travel sector.

Tourist Destination

TABLE OF CONTENTS
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INTRODUCTION
Tourist destinations are different places where travellers visit for enjoying exhibited
natural and cultural value (Prince, 2015). Present report is based on the scenario where London
and Paris along with India are selected. This unit is going to represent UK and worldwide
destinations along with their cultural, social and physical features along with the issues which
affect the popularity of these destinations. In context to this, present report explores the
destination’s statistics. Furthermore, report also justifies the figures in order to determine
destination’s trend and define the growth of tourism. In this regard, present report is based on
Paris and India which are one of the best and popular tourist destinations all over the world. In
addition to this, three issues that affect the popularity of designated Paris with another
destination are compared in context to India.
TASK 1
1.1
London, UK
Number of visitors: 40 million in 2015.
Income generation: Pound 52 billion.
Overnight visitors increased by 4.1%
UK is one of the world's leading destinations all over the world. Apart from that, it is one
of the biggest tourists generating country. It is considered as the world's 8th biggest tourist
destination (Carballo Fuentes and et.al., 2015). London is covered as one of the top 5 tourist
destinations in UK. In the year 2010, for different purposes, number of visitor visited in UK is 68
million. In 2009, number of people visited UK was 68.1 million. In 2014, tourists visited in UK
from other countries were 354.4 million. United Kingdom had an average International tourism
along with number of arrivals of 27.8 (millions of) in the last 10 years.
On the basis of income generation, London stands at 6th position among some top cities.
On the basis of income generated through tourism industry, it stands after USA, France, Spain,
China and Germany. In London, total revenue generated from tourism industry is approx. $30.4
billion. With the United Kingdom's International tourism, number of arrivals in London had a
positive growth of 31.3 (%) in the last 10 years (International tourism, receipts (current US$),
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2016). Income generated is much lower than other top countries in the world. The top nation
generates revenue of more than 52 billion GBP in a year through tourism activities.
India
Number of visitors: 68 million in 2015.
Income generation: Rupee 50 billion.
Overnight visitors increased by 5.2%
India is the other leading tourist destination all over the world. It was the most visited
country by foreign tourists during the year 2011. Number of foreign tourist arrival in India
during April 2013 amounted to 540580. Compared to 2011, total foreign tourists arrival in 2012
to India was 447581 (International tourism, number of arrivals, 2016).
In the recent years, tourism in India is rapidly growing. According to world’s tour and
tourism council, it has been calculated that New Delhi is one of the most prominent tourist
destination in the world. In 2015, income generated in Delhi tourism was 68 million. At an
average, with annual rate of 7.5is predicted to grow (Oppewal, Huybers and Crouch, 2015).
According to the travel and tourism competitiveness report 2015, it has been found that Delhi
ranks at 52nd position overall. In terms of price competitiveness of India’s tourism sector, it ranks
at the 8th position (Shabina, 2015). Apart from that, it has been estimated that income from
tourism sector will grow to 98 billion in 2020.
1.2
To determine the tourism destination trends and predict future trend, trend of tourism in
UK as well as India is analysed. From the figures, it has been understood that in the entire
economy, UK is a big source of income generation and one of the popular destinations.
Increase in World tourism industry:
The diagram below shows that there is huge number of increase is shown from 1995-
2014. it has been estimated that in the future, there will be a boom for the chosen country. Hence,
this diagram shows interest of people in visiting the countries with their personal purposes.
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Illustration 1: Trend pattern of world tourism
(Source: World Tourism Organization, 2014)
London
Table 1: London is top visited tourist destination in recent time
Rank City 2009 2010
1 London 14210 14705
2 Edinburg 1323 1314
3 Manchester 799 812
4 Birmingham 710 739
5 Glasgow 624 550
London has topped the ranking for highest number of tourists, because of high number of
tourist attraction. Most of the tourists visited in London and the most popular places are The
London eye, British museum, the Tower of London, etc. Due to several attractions, it is
considered at 1nd position in England (Recent data of tourist arrivals in UK, 2016). The effective
growth and development of the city has helped in enhancing different tourism in the nation.
Culture, adventure, medical, business and education tourism are some of the leading aspects of
the region.
Delhi
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Table 2: Rank for cities in UK for number of tourist visited.
Rank City % of total foreign arrived
in India
1 Maharashtra 24.70%
2 Tamil nadu 17.30%
3 Delhi 11.10%
4 Uttar pradesh 9.70%
5 Rajasthan 6.90%
From the data, it has been analysed that this is one of the top leading tourist destinations.
There is high number of tourist attraction places in India. One of the famous states is Delhi
(Rodríguez-Molina, Frías-Jamilena and Castañeda-García, 2015). The popular tourist places are
India Gate, Red Fort, Qutub Minar, Jantar Mantar, Akshar Dham etc. With the popular places, it
is considered at 1st place in India.
Due to some common factors, future tourism in Delhi and London is considered to boom.
 Presence of online promotional media plays a major role in the tourism sector. Site like
visitbritain.com promotes Britain as a major conference destination (International
tourism, number of arrivals. 2016International tourism, receipts (Muqbil, 2003). As
compared to the spending made by holiday maker, business visitors spend £200 per trip.
Other than this, it is also found that 72% people of UK are going to spend their holidays
in other places (Chon, 2015).
 Government of UK now focuses on developing the coastal resort with a motive to
enhance domestic and international in the country. To enhance the number of tourist in the country, Several Eco tourism organizations are
promoted in UK as Eco tourism place (Moreno, Jabreel and Huertas, 2015). People
shows more interest in visiting the places that are more adventures and has most unique
visiting places.
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TASK 2
2.1
The cultural, social and physical features of leading destination are different in various
aspects. To facilitate the understanding of this feature leading destination of world, that is UK
and India can be studied. The description of which is as follows:
Cultural Features:
The country is best known for its long history and permeating culture. In contemporary
society, it is dwelled of rich cultural heritage and has become a significant culture centre. There
are large number of cultural and heritage city in England. The country is recognized for its
museum such as British Museum, National History etc. these all are major part of culture
diversity (Hultman and et.al., 2015). They further represent the rich Roman history, and depict
the art and architect and especially Romanesque art, contemporary art, etc. Furthermore, Paris is
one of the attractive destinations all over the world, hence, large number are visited in this city.
Likewise, those travellers who are interest in cultural tourism, visited impelling places,
museums, church, old Cambridge university etc.
Social Features:
The social life in UK is another important feature which relates to taste, preference,
attitude, language, education level etc. of individuals residing in the nation. The people of UK
are of very frank nature and grab the attention of tourists, in addition they greet tourists in
informal manner. The people comes to Mexico do not fell strangers and the people of Mexico
have the ability to mingle with tourist, that’s why people often enjoy here (Kuilis and et.al.,
2015). Apart from that, the nightlife of UK and famous cities like, London, Manchester and
New Castle are outstanding. Furthermore, in the city there are many nightclubs, pubs and resorts
that provide the best quality leisure service.
Physical Features:
The physical features of UK is attractively built. To assure comfort and convenience of
international as well as domestic customers, government of UK also emphasis on strong physical
features. In this respect, there are proper infrastructure like, connectivity to roadways, metro
trains, airways etc. to leading destination (Navickas and Malakauskaite, 2015). At the cited
destination a diverse landscape of mountains, deserts and beautiful beaches, great architecture,
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contemporary art, university like, Oxford, Cambridge can be found which have been witnessed
as the major attraction area
2.2
Cultural Features:
India is a cultural country, as per the detailed study it has been recognized that, the
country is rich in culture, arts and entertainment. The culture of country is represented in its
music, dance, languages, religions, food and architecture and different religion are followed by
the people of India like Buddhism, Jainism, Christianity, Sikhism, Muslim and Hindu etc.
(Wood, 2016).
Social Features:
It is old saying in India, “ Atithi devo bhava” which means guest are like God. It has been
noticed that the Indian people are very friendly by nature and provides great level of assistance to
the travellers. There is diversified food in each and every state that can be tasted by travellers.
Physical Features:
India is vast country with wide range of geographical landscape. The country is
surrounded by Himalayas mountains, in south area by ocean. Taj Mahal and many more
monuments provide effective consideration of physical aspects (Zhang and et.al., 2014). It also
provides physical presence to the destination and boosts success level of tourism sector.
Table 3: Similarities of UK and India
Similarities UK India
Places North Norfolk, York Minster,
Town of London, Windsor
Castle and Lake District, these
are the top 5 destinations in
London
There are various beaches in
south India, such as Kerela,
fort like Jaipur, Udaipur,
temples like Puri, Orrisa.
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Cost of traveling Compared to other country cost
is high
Cost of is very low that
attracts more customers.
Whether Maximum travellers attracted by
Winter season (Avraham,
2015).
Different seasons are
attracted by the visitors.
Table 4: Dissimilarities of UK and India
Differences UK India
Travelling People do not travel by trains in
UK
As compared to other
transportation mediums,
People prefer train more.
Cost of traveling Living cost and traveling is high
in UK
It covers low cost leisure
activities for tourists.
People People in UK are closed in
nature (Bruwer, Gross and Lee,
2016).
People are friendly and
always ready to help others.
TASK 3
3.1
Here, by using variety of highly updated technology UK presents its tourist services in a
unique manner. On the other hand, because of its cultural diversity, appeal of tourist destination
of India is very different. In India, visitors like to spend much of their time by gaining
knowledge regarding ancient beauty (Laws, 2011). Hence, their focus is laid on natural beauty as
well as cultural & heritage. Compared to India, UK also has such kind of cultural and heritage
beauty. However, for keeping its wonderful history for longer India sheds light on generating
employment and reviving its natural beauty.
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On the other hand, the focus of UK is to increase visitor base and high rate of return from
the sector to GDP. For this purpose, marketing of tourist services is done with proper integration
from several sectors like hotel, travel agency and many others. Political conditions of UK are
much good rather than North Korea. There is less political issues in getting visa and all the
things. This will attract people to visit UK (CabiPratt, 2010). Furthermore, in context of travel
and tourism marketing aspect of India specially focuses upon cultural and heritage beauty
whereas UK considers all the aspects. Economic condition of the country allows them to make
improvement in their tourism destinations. In addition to this, economy of UK is known ads the
fastest growing industry in world. So these things will differ from the developing nation.
However, UK travel have single aim to give full comfortable package to the visitors, without
emphasize on pricing strategy.
3.2
Different characteristic are there which are attracting people towards the countries. UK is
famous for its cultural background apart from that it is also famous for their rules and
regulations. Some major characteristics are explained below which are affecting it appeals:
Climate of the country that have a major important thing which is affecting appeal
(IImpact of climate change on UK, 2013).. The country also have much attractive places such as
lake District, Tower of London, York Minster, Big Ben etc. Therefore, different characteristics
of the country plays a major role in attracting people. This will make the place different from
others and hence, attract the traveller. As they are having different kind of rules as well as variety
of food, this will be liable by people of other countries (Prince, 2015).
TASK 4
4.1
There are different issues that may affect the popularity of UK destination. Such as: Global Warming: The rapid changes in environmental changes and global warming
affects the travel and tourism industry and tourist destinations. Due to green house gases,
there is rise in the average surface temperature of Earth. With an increase in the global
warming, this result in loss of biodiversity (Carballo Fuentes and et.al., 2015).
Furthermore, this affect the temperature of UK and many other countries. Furthermore,
with an increase in the global warming,the historical monuments' and ancient building are
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also affected. On the other hand, due to increase in the flow of Arctic, there is more risk
of heavy flood. This result in fall in tourism appeal, hence, to overcome with this issue it
is necessary to reduce the carbon emission and harmful gases along with this, government
have to promote sustainable tourism. Security Issue: There is an increase in security concern among the individuals, the reason
is due to increase in the incidents of terrorism. In most of the tourist destination, attract
by the tourist has been increased. This result in fall in the number of tourism. In recent
years, the number of terrorist has been increased, with these people of UK prevent to visit
for holidays (Oppewal, Huybers and Crouch, 2015). To increase the number of tourister it
is necessary for the government to ensure safety of tourist by increasing security of
country. To prevent terrorist and other antisocial elements from entering the country, the
security on airports must be increased.
 Economic Crisis: Economic downturn, recession are the major issues that have a
negative impact on the tourism of the country. In addition to this, costly holiday package,
political instability and economic crisis are some typical issues which affect popularity of
tourist destinations. The number of local as wells as international visitors, are fall down
because of unfavorable economic condition (Rodríguez-Molina, Frías-Jamilena and
Castañeda-García, 2015). Costly packages, prevent tourister from traveling. For example,
fall in the disposable income of people in UK may result in prevent the people to take
holiday packages. Therefore, there will be gradual decrease in number of visitors, due to
these issues.
4.2
Being responsible tourism, it is very important for the tour and tourism industry to market
its products and services. Here, to provide safe environment effective strategies can be applied
for visitors by accessing good quality of services related to holiday package. As now-a-days
safety is the major issues in selecting tour package, company should develop that kind of tour
packages which help people to feel more safe (Chon, 2015). Other than this, they should also
provide safety to their visitors in context of giving more comfortable environment. At this
juncture,for Eco-tourism focus is laid on business scheme through which families, couple and
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individual visitors gain good experience. It is also very important to preserve natural beauty to
strengthen travel and tourism sector of nation like forest, wild animals and other related aspects.
CONCLUSION
The aforementioned report concludes to get detail information related to packages,
marketing of travel and tourism is very important. As this help people in taking quick decision.
Furthermore, in context to tourists who are planning to visit a particular destination, cultural,
physical and social features of any location are very important. For providing safe environment
issues affecting popularity of destination must be analysed by tourist visitors.
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REFERENCES
Books and Journals
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