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Mr. GEOFFREY LIPMAN
Special Advisor to Secretary General WTO
Some years ago Alvin Toffler described “Future Shock” – the challenge for people
and institutions to cope with the accelerating pace of change.
Even Mr. Toffler did not foresee the helter skelter geopolitical, social, economic and
cross cultural trauma of the new millennium – and its post 9/11 intensification.
Nor could he fully anticipate the incredible magnification effect of 24 on 7 global
multimedia. Reverberated every hour on the hour. Increasingly available in real
time on personal wireless devices. And the 24hr News services with so much airtime
to fill and so connected topically & commercially to our sector.
What he did predict however is those who recognize and adapt to the phenomena
will prosper. And those who ignore it will die.
To paraphrase Mark Twain, despite the fragility of Tourism to these mega trends,
the rumor of our demise is rather premature.
Au contraire, the good news is that as a socio-economic phenomenon Tourism is
adapting, surviving and over the long term growing dynamically. Simply because
borders are opening, transport is becoming more available to more places and more
people, have more disposable income & want to use it to travel.
I don’t want to play down the seriousness of the short term slow downs in the
figures of the past 3 years, the capital squeeze on the overextended airline sector,
or the severe impact that security will have on costs and on congestion.
But the long term trends are incredibly positive, even with adjusted growth rates,
this industry will double over the next two to three decades – in some regions much
faster. It just won’t be a smooth ride – because we are so connected to central
politico-commercial activity. We have to adapt to the “Future Shock Syndrome”
This is not just important for those of us living in the Tourism Goldfish bowl but it’s
great news for the countries who understand that Tourism is an industry that
punches above its economic weight. That it stimulates other sectors of the economy
(as we saw so graphically during the Mad cow and sars outbreaks). And that,
properly managed – ie sustainably – it has all sorts of social benefits that other
sectors can’t deliver on.
The other piece of good news is that WTO itself is also adapting rapidly to provide
the leadership that the sector needs in these trying times. And in doing so, is
establishing a policy framework aligned to evolving global decision-making
structures.
The Secretary General has stressed the importance of our becoming the UN Tourism
Agency – and it must be said that this is only a result of his vision and
perseverance. Let me add one dimension – the UN itself is rapidly becoming the
accepted focal point for good global governance and under the leadership of Koffi
Annan is continuously adapting itself for that task – as for example with its new
Panel on security and development.
No sector of the economy is better positioned to help build peace and development.
- Every peace agreement includes tourism exchange as one of its first components
– take Iran’s offer to help rebuild Iraq by sending tourists or India and Pakistan
restarting relations through air service.
As for security – writing in the World Economic Forum’s Davos Agenda the
Finance Minister of Afghanistan says “ For Thailand it was really Tourism that
provided a sustainable answer to drug cultivation. For us we must first look at
security, but then in the medium term its ecotourism”
Few people know that WTO has quietly been driving tourism activity to help build
post conflict futures in East Timor, SriLanka, Rwanda and even DPR Korea. - And when it comes to development, Tourism is the best option for the world’s
poorest countries. It’s a universal export in the services sector, where the global
economy is expanding and where they have so few alternatives. It’s already the
primary source of foreign exchange in most poor countries – particularly in Africa
where the need is so great.
It’s an area where they have comparative opportunity in natural resources,
culture, and tradition to tap the ecotourism boom. It breeds SME’s &
entrepreneurs, activates infrastructure and spreads jobs around the country,
invigorating rural & depressed areas.
And look at the prospects for the large developing countries such as China, India,
South Africa & Brazil. Countries who will be massive two way tourism traders over
the next decade.
WTO is passionate about its commitment to poverty alleviation, embodied in our
strategy of “Liberalization with a Human Face”.
A strategy which responds to the new global Agenda manifest in the Millennium
Development Goals which seek to halve poverty in the world’s poorest countries by
2015. To the Summits of Doha on Trade, Monterrey on Debt Relief, and
Johannesburg on sustainability. And also to the spirit of the Global fora of Davos on
economics, Mumbai on social issues & Barcelona on culture.
Under this strategy, we are linking our Global Code of Ethics to the Millennium
Development Goals. Integrating strategies on fair trade, poverty alleviation &
sustainable development; prioritizing the interests of the world’s poorest nations with
Africa at the fore
In the past two years, WTO has diligently pursued this work. Supporting community
initiatives, working with development agencies & banks, helping countries place
tourism at the core of their Poverty Reduction Strategy Papers and putting in place a
new mechanism called ST-EP (Sustainable Tourism – Eliminating Poverty) to bring
new funds, research & projects into play.
Leading the WSSD Johannesburg implementation strategy for tourism to create a
framework of indicators & best practice models.
Highlighting fair trade & development benefits in our work with the other WTO, and
initiating export training programmes with the International Trade Centre & UNCTAD.
We have advanced a proposal for expanding air service to what we call Essential
Tourism Development Routes, modeled on US and EU practices and now under joint
study with ICAO. Because you must have adequate competitively priced air service
to get tourism off the ground
And we have launched a dedicated Africa Programme, linked to NEPAD, to give new
resources and increased investment in tourism development.
Our Assembly gave a ringing endorsement to the further intensification of these
efforts within the UN family, convinced that tourism – which links people, builds
livelihoods, supports communities and provides services exports for poor countries –
is well placed to assist in meeting the major challenges facing the world today –
peace, poverty, sustainability and fair trade.
We live in a world, where uncertainty is certain. Where complex issues are becoming
more complicated. Where Summitry is providing a sea change in globalization. And
where the spot-light of the media is strong and tough. As it should be.
During CNN’s travel forum in London the question was raised as to whether the
media was being objective in its coverage. I think it’s the wrong question. The issue
is are we being realistic in our understanding of what we can expect.
We can either bleat & frankly not change anything. Or we can get on with our job,
diligently & openly in the belief that if your strategy is right you will ultimately shine
in the media spotlight. In WTO we believe our “Liberalizing with a Human Face”
strategy is right for our sector and right for our times.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
