PPT15036 - Travel and Tourism: Analysis of UNWTO, DCMS, Visit Agencies

This report provides an analysis of the travel and tourism sector, focusing on the roles and responsibilities of key organizations such as the United Nations World Tourism Organization (UNWTO), the Department of Culture Media and Sports (DCMS), Visit Britain, and Visit Scotland. It examines how these organizations contribute to the development and maintenance of tourism activities, including sustainable tourism practices and policy implementation. The report also delves into tourism policy and planning, highlighting the importance of systematic goal setting and infrastructure development for attracting tourists and ensuring the long-term growth of the tourism industry in various regions, with a focus on Scotland and the UK.

Running head: ANALYSIS OF TRAVEL AND TOURISM
ANALYSIS OF TRAVEL AND TOURISM
Name of the Student
Name of the University
Author Note

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ANALYSIS OF TRAVEL AND TOURISM
Table of Contents
Introduction....................................................................................................................2
Discussion based on travel and tourism.........................................................................2
Task 1.........................................................................................................................2
Task 2.........................................................................................................................5
Task 3.........................................................................................................................7
Conclusion......................................................................................................................9
References....................................................................................................................10

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Introduction
The tourism and travel based activities of an area are generally organised by the
different organizations which operate in the countries. The organizations which are
responsible for the proper maintenance of different travel based activities that are conducted
by the citizens and the tourists will be analysed in the report. The concepts and the issues that
are related to the ways by which tourism is planned will also play an important role in the
analysis travel and tourism. The different approaches that are used for planning different
tours are also important for the purpose of deciding the ways by which the travel plans are
developed. The development of tourism emerging countries will be analysed in the report
(Malek and Costa 2015).
Discussion based on travel and tourism
Task 1
 United Nation World Tourism Organization (UNWTO) – Tourism is
considered to be a social phenomenon which has experienced high rates of
growth in the recent years. The diversification of different economies has
made tourism one of the fastest growing sectors of the world. The growth that
has been experienced in the number of new tourist spots have also made
tourism a major socio-economic driver. The business volumes of tourism have
also been able to surpass the total business that is gained by the food products
or the oil exports. The growth of this sector thereby goes hand in hand with the
increase of competition and the diversification based activities. The global
spread of tourism based activities in the developed countries have provided
huge employment opportunities in the related sectors (Www2.unwto.org.
2018). UNWTO plays an important role in providing assistance to the
destinations so that they are able to acquire a sustainable position in the
industry. The UNWTO is an UN based agency that operates in the tourism
sector. The developing countries are able to benefit in a huge manner from the
sustainable tourism based activities. The UNWTO also aims at providing
adequate information about the growth that has been experienced in the arrival
of tourists in various destinations. The organization also provides a proper
forecast related to the growth that can occur in the arrivals of international
tourists in different areas in the future. UNWTO provides long term as well as

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short term forecasts which help in calculating the number of tourists who can
visit different areas in the future (Www2.unwto.org. 2018).
 Department of Culture Media and Sports – The Department of Culture,
media and sports is a major department of the government of UK which has
the responsibility for sports and culture in the country. The major
responsibility of the department is based on the factors like internet and
broadcasting. The department also has the responsibility for the leisure,
tourism and the creative industries as well. The origins of DCMS has come
from the Department of National Heritage or DNH. The Department of
National Heritage was renamed as the DCMS in the year 1997. The 2012
Olympics which was hosted by London was organised with the successful
coordination of this department. DCMS is responsible for the formation of
policies related to various areas which include, Broadcasting, the Arts,
International ICT policy and the Internet, broadband and telecommunications,
civil society, creative industries, architecture and design, digital economy,
cultural property, galleries and museums, sports, tourism and Olympics. The
other major responsibilities that have been taken by this department are based
on the listing of the historic buildings, the licensing based activities of the
cultural goods and the management of government art collection ("Department
For Digital, Culture, Media & Sport - GOV.UK". Gov.Uk, 2018).
 Visit Britain – Visit Britain is a national agency which operates in the tourism
sector for the purpose marketing and developing the economy of Britain. The
agency is mainly known for working with the UK Trade & Investment
department along with the travel operators and the airlines sector. Visit Britain
is a public body which helps in controlling the tourism activities in Scotland,
London, Wales and England. The agency was created in the year 2003 with
the aim of marketing Britain to rest of the world. This department was thereby
formed with the collaboration between English Tourism Council and the
British Tourist Authority (VisitBritain. 2018). The agency has a unique role in
the development of tourism services of England. This also helps in raising the
profile in the entire world for the purpose of increasing the value and the
volume of tourism based exports from England. This agency helps the country
more number of visitors towards the country and the increasing their spending
as well. Visit Britain also aims at providing valuable advice to the government

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of Britain with respect to the policies that are designed to increase the
international competitiveness of UK. The Tourism Action Plan of the UK
Government has been able to help the country to compete with the important
tourism destinations which can help in attracting more international visitors to
the country. This agency also helps in the arrangement of staycations for the
visitors (VisitBritain. 2018).
 Visit Scotland – Visit Scotland which was previously known as national
tourism agency of Scotland is an executive public body which is not
departmental in nature. The agency operates along with Visit Britain which is
known to be an organization which works in a similar manner. One of the
most important task that is done by the organization is related to the ways by
which tourists can be attracted towards Scotland. This is done with the help of
advertisements and promotional campaigns as well. The organization aims at
working with tourism industry in Scotland for the purpose of maintaining the
standards that are based on attracting the visitors and the providing them with
appropriate accommodation. The agency works with its partners in the
industry on the partnership based agreements that are made based on tourism
activities ("Visitscotland - Scotland's National Tourist
Organisation". Visitscotland.Com, 2018). An important aspect of the work that
is done by Visit Scotland is based on the management of the network of
websites which feature holiday activity based themes and the travel interests.
The major responsibility that has been taken by Visit Scotland is based on the
ways by which the economic benefits of the tourism industry of Scotland is
taken care. The tourism is therefore at the heart of different activities that are
performed by the agency in the industry. The organization also performs
important marketing activities that related to the ways by which the
international visitors are attracted towards the tourist spots in Scotland. The
agency runs many diverse types of events where the visitors, the businesses
and the members of the tourism industry are invited in a whole hearted
manner. The marketing activities that are performed by this organization is
based presenting Scotland as an attractive tourist destination. The quality
assurance based activities are related to the maintenance of the standards of
the tourism business with respect to the expectations of customers. The
visitors are also provided with adequate amount of information that helps to

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know more about the areas which can further help in making their stay in the
country enjoyable. The agency works with the partners in a dedicated manner
for the purpose of increasing the growth of visitor economy ("Visitscotland -
Scotland's National Tourist Organisation". Visitscotland.Com, 2018). The
organization thereby provides consultation based services related to the
different tourism based topics which can help the tourists to plan their visit in
a more efficient manner.
Task 2
Tourism policy – A tourism can be defined as a set of rules, regulations, directives
and guidelines and promotion based strategies and objectives which provide a framework
based on the individual and collective decisions which directly affect the long-tern
development of tourism. The tourism is thereby helpful in the identification of the key sector
of economic growth which can lead to the long term development. The tourism policy
thereby helps in providing development to the industry. The policies are based on principles
of the sustainability are related with the international best practices that helps in ensuring the
competitiveness of national tourism industry within the global and regional scenario (Malek
and Costa 2015).
The tourism policy plays an important role in promoting the sustainable practices
related to tourism industry with the joint collaboration with the other agencies that operate in
this industry. The major objective related to the implementation of tourism policy is based on
the guarantee that is provided based on effective standardisation of the practices and
processes with tourism industry. The standardisation also fosters consensus and uniformity
relayed to the quality of the products. The appropriate use of human and environmental
resources is thereby based on the result of the implementation of the tourism policies. This is
based on the application and the enforcement of various tourism based policies which are
made for the regions where the activities take place (Walters, Burns and Stettler 2015). The
tourism policies are thereby different in the different countries or areas. The tourism policy
also helps in the successful involvement of the local communities in different tourism
activities. The opportunities are created with the help of tourism agencies for improving the
local businesses and also preserving the culture of local areas. Another major advantage that
is provided by the sustainable tourism policy is based on the ways by which growth is
facilitated and the involvement of government is increased. The policies are also important

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for the purpose of maintaining the status of the regions as a major tourism destination in the
world (Dredge and Tazim 2015).
Tourism planning can be defined as the dynamic process by which the goals are
determined in a systematic manner with respect to the alternative courses of action which can
be used to achieve these goals. The implementation of the chosen objectives is also based on
the planning process of tourism. The information base is related to the initiation process of
tourism planning programme. The survey of different tourist attractions is the first part of the
tourism planning process. The planning thereby requires a full study of the different tourist
attractions that are possessed by a country. The tourist attractions need to be developed in a
progressive manner throughout the entire country which will be helpful in spreading tourism
in a wide manner. The attractions and areas which are selected with the help of a plan will be
developed for the purpose of attracting the tourists (Nunkoo and Gursoy 2016).
The development of all the attractions at the same time can prove to quite difficult,
however, the competing areas need to be embarked upon in an effective manner so that the
number of visitors in the area can be justified. The tourists are looking for new types of
experiences and areas to visit which can be capitalised by the tourism based process. The
demands are estimated for the national as well as foreign tourists as a part of the entire
tourism planning. The seasonal factors are also provided special importance in the tourism
planning process. Market study is thereby an important part of the entire conceptual planning
of tourism activities. The estimation of basic infrastructure that is required for the
management of tourists in different spots is based on the ways by which the tourism planning
is made (Franzidis and Yau 2018). Financial planning is also a part of the tourism plans that
are made by the various countries. The choice of different locations and techniques that are
used for attracting tourists is related to the investment opportunities provided by these areas.
The development of tourism sector is the major aim of tourism planning process that is made
by the different departments. The human resource planning is a significant part of tourism
planning as tourism is mainly based on the services that are provided to the tourists. The
planning of human resources therefore plays an important part in the tourism plans (Sharpley
and David 2015).
The tourism management process involves management of different activities which
include studying the destination of tour, planning the tour process, providing
accommodations. This also involves different marketing related efforts which help in

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attracting tourists for traveling to some destinations. The major difference between and travel
and tourism is that tourism involves travelling with a specific purpose or objective. The three
major elements of the tourism management process are, tourists, geographical elements and
the tourism industry.
 The tourists play an important role in the tourism management system.
Tourism is totally based on the experience that is gained by human or the
tourists. The tourists thereby become the most important part of the entire
tourism management process (Camilleri 2014).
 The geographical elements are the second part of tourism management
process. The three types of geographical locations that form the geographical
elements are, traveller-generating region, tourist destination region and transit
route region. The traveller generating region forms that part of the process
where the tourists are motivated or stimulated to make travel plans to the
particular areas. The tourist destination region is the area where the tourists
look for information and further make the departure to areas which have been
decided (Hajli and Lin 2014).
 The third and most important part of the tourism management model is the
tourism industry. This industry comprises of a variety of organizations and
businesses which provide tourism products and services. The travel agents and
the tour operators are an important part of the travel and tourism industry. The
tourism management process is thereby based on the integration of these three
parts which will help in the proper operations of this sector. The proper
coordination of these components is important for the appropriate
management of tourism activities (Camilleri 2014).
Task 3
The demands based on tourism has increased after the second World War era. The
boom that has been provided to the industry after the world war has increased the interest of
the developing countries. The tourism industry has thereby become highly growing in nature
in the recent years. The article that is considered is based on the Turkish tourism industry and
the developments that have been made in the past few years. The situation of the Turkish
economy after the World War was mainly based on the debts and low rate of exports as well.
The government of the country has also started providing intense levels of support to the
tourism industry and activities based on tourism as well. The most important part of the

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analysis in the article that has been provided in this case is related to the defects that have
been detected in the tourism planning with reference to the developing countries. The concept
based on the development of tourism planning is based on the ways by which the activities of
the sector can be planned in an effective manner (Tosun and Dallen 2001).
The recent developments that have been experienced in the mass tourism activities
have been a major part of the tourism planning concept. The tourism planning is therefore not
only dependent on the tourists and the economic positions, it is also related to the areas based
on which the plans are made. Tourism planning is thereby dependent on the ways by which
tourism development activities are performed in the organizations. The approaches that were
made based on planning in Turkey had faced many shortcomings. The various factors that are
related to the development of tourism in Turkey has faced obstacles as it is a developing
country. The improper public administration based practices have been one of the major
reasons behind the shortcomings which had taken place in the planning process. The entire
process was highly centralised in nature and this has affected successful implementation of
these plans. The central government of the country therefore has a major role in the efforts
that are made based on tourism development. The process of planning is highly rigid in
nature which has been able to affect the speed of implementation (Tosun and Dallen 2001).
A body has been formed for this purpose named the State Planning Organization or
SPO for the purpose of preparing the plan and getting it approved from the Prime Minister of
the country. The sole authority of taking decisions based on the plan was thereby provided to
the Central Government which further reduced the flexibility of the entire process. The
problems which are faced by a local body thereby cannot be solved easily by the Central
Government and the process becomes quite time consuming in nature. The plans that have
been prepared lack high levels of integration. The sectoral planning based activities have
been provided much more importance in this case. The issues that are faced due to the
contemporary approaches have not been addressed in an effective manner. The community
based approach of tourism planning is also lacking in this case. The development of
communities which exist in these areas have not been given importance by the plans that are
made by the Turkish government (Tosun and Dallen 2001). The major goal in this case is to
gain the foreign investments in an effective manner with the help of the plans of tourism. The
entire planning process in this case is highly supply oriented in nature. The importance has
been mainly provided to the creation of resources for tourism department. This has further
reduced the need for the actual development of destinations which are favourable for the

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tourists. The marketing based activities have not been considered in a serious manner by the
plans based on tourism that have been made in turkey. The lack of proper marketing activities
has led to the lack of proper development of the sector.
Conclusion
The analysis is based on the critical study of different tourism planning approaches
that have been made in Turkey. The discussion has been able to depict the planning
approaches have not been quite effective in nature for developing the tourism sector of the
country. The tourism planning approaches have not been successful and effective in
improving the tourism based activities in Turkey. The most important part of the discussion is
further based on the ways by which the highly centralised nature of the planning has been the
most important reason behind the lack of profits.

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References
"Department For Digital, Culture, Media & Sport - GOV.UK". Gov.Uk, 2018,
https://www.gov.uk/government/organisations/department-for-digital-culture-media-sport.
Accessed 27 July 2018.
"Visitscotland - Scotland's National Tourist Organisation". Visitscotland.Com, 2018,
https://www.visitscotland.com/. Accessed 27 July 2018.
Camilleri, M., 2014. Advancing the sustainable tourism agenda through strategic CSR
perspectives. Tourism Planning & Development, 11(1), pp.42-56.
Dredge, D. and Jamal, T., 2015. Progress in tourism planning and policy: A post-structural
perspective on knowledge production. Tourism Management, 51, pp.285-297.
Franzidis, A. and Yau, M., 2018. Exploring the Differences in a Community’s Perception of
Tourists and Tourism Development. Tourism Planning & Development, 15(4), pp.382-397.
Hajli, M.N. and Lin, X., 2014. Developing tourism education through social media. Tourism
Planning & Development, 11(4), pp.405-414.
Malek, A. and Costa, C., 2015. Integrating communities into tourism planning through social
innovation. Tourism Planning & Development, 12(3), pp.281-299.
Nunkoo, R. and Gursoy, D., 2016. Rethinking the role of power and trust in tourism
planning. Journal of Hospitality Marketing & Management, 25(4), pp.512-522.
Sharpley, R. and Telfer, D.J., 2015. Tourism and development in the developing world.
Routledge.
Tosun, C. and Timothy, D.J., 2001. Shortcomings in planning approaches to tourism
development in developing countries: the case of Turkey. International Journal of
Contemporary Hospitality Management, 13(7), pp.352-359.
VisitBritain. 2018. VisitBritain. [online] Available at: https://www.visitbritain.com/in/en
[Accessed 27 Jul. 2018].
Walters, G., Burns, P. and Stettler, J., 2015. Fostering Collaboration between Academia and
the Tourism Sector. Tourism Planning & Development, 12(4), pp.489-494.

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Www2.unwto.org. 2018. World Tourism Organization UNWTO | Specialized agency of the
United Nations. [online] Available at: http://www2.unwto.org/ [Accessed 27 Jul. 2018].