This presentation discusses the close relationship between aviation and tourism, which have experienced joint growth globally. It notes some large numbers that demonstrate aviation's significant economic impact on the visitor economy, including supporting over 50 million jobs. Low-cost carriers in particular have been game changers by making destinations more accessible and creating new tourism markets. While LCC passengers may spend less, the revenue from their visits spreads more widely in local economies. The presentation argues that emotional engagement with places through travel is the key measure of value and driver of tourism growth. It promotes a new vision of using aviation to connect people in a way that enriches the world.

1. Aviation and Tourism:
The head and heart of the visitor economy
Presentation to the
PATA Aviation Group Board meeting
@World Routes
9th October 2013, Las Vegas
Carolyn Childs
Director

2. Flightplan
•
A history of growing together
•
Aviation impact on the visitor economy (1) – SOME REALLY BIG NUMBERS
•
Win Win: LCC’s as game changers for the visitor economy
•
Aviation impact on the visitor economy (2) – WIIFM?
•
Leveraging the world’s most monetisable asset
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3. A joint history of growth globally
World tourism arrivals and some aviation changes
A380 1st commercial flight
Air Asia launched
EU deregulation
747-400 launch
APEX fares
747 1st commercial
flight
As quoted in The Geography of Transport Systems © 1998-2013, Dr. Jean-Paul Rodrigue, Dept. of Global
Studies & Geography ,
Australia signs first ADS
agreement with China

4. A joint history of growth where we work
together well
Quoted in © Global Report on Aviation - Responding to the needs of new
tourism markets and destinations, UNWTO 2012

5. Aviation impact on the visitor economy
(1) SOME REALLY BIG NUMBERS
Sources: Oxford Economics, WTTC, ATAG -The economic and social benefits of air transport 2008

6. Aviation growth supports tourism – which
supports jobs
ACI estimates that every 1
million passengers transiting an
airport brings 1,000 jobs to an
economy
In Europe, the average jobs gain
to a sub-region is 1500
Sources: Oxford Economics, WTTC, ATAG -The economic and social benefits of air transport 2008, ACI in Global Report on
Aviation – Responding to the needs of new tourism markets and destinations, UNWTO 2012

7. Win Win: LCC’s as game changers for the visitor
economy
As supplied by PATA

8. LCC’s Create New Destinations & Economies
40% of world tourism arrivals in 2007
arrived by air
Compared to 35% five years earlier
As supplied by PATA

9. LCC’s build visitors to destinations
London to Dinard (France)
London to Biarritz (France)
London to Alghero (Italy)

10. This new growth creates dispersal – widening the
benefits of tourism across regions
© Global Report on Aviation - Responding to the needs of new tourism markets
and destinations, UNWTO 2012

11. Win Win can be win win win as LCC’s do not
automatically displace scheduled flights
Mix of traffic at Porto Airport
Source: Global Report on Aviation – Responding to the needs of new tourism markets and destinations, UNWTO 2012

12. LCCs can encourage independent travel
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice
Springs, 2008

13. Although LCC passengers spend less overall, revenue can end up
in places that spreads the benefits more widely in the economy
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice
Springs, 2008

14. Aviation impact on the visitor economy (2) – WIIFM?
The benefits of tourism flow into the wider economy – including places that build
knowledge, innovation and wider social capital
Estimated impact
of incremental
tourism
expenditure in
South Western
WA if Busselton
Airport upgraded
Reproduced with kind permission of the City of Busselton and Tourism Western Australia

15. The most monetisable asset on the planet?
Emotional engagement
Necessary for
decision-making
Drives advocacy
The key measure
of ‘value’
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16. Emotional engagement drives tourism growth
Case study: The creation of the APEX fare
The launch of the
APEX fare, the
gamechanger of
its day
Corn Flakes package and logo © Kelloggs
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17. Availability of new services fulfills dreams …
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice
Springs, 2008
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18. … and drives engagement
Source: Tourism Research Australia, Tourism Northern Territory, Destination Visitor Survey – Impact of LCC’s on Alice
Springs, 2008

19. A new vision statement for the visitor economy
To connect people and places to
themselves and to each other in order to
make the world a more enriching*
place
* Pun intended!

20. Look at what we do in a new way
http://www.youtube.com/watch?feature=player_detailpage&
v=PMScPVO4rLw#t=17
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21. Thanks for listening!
If you have questions please contact us
carolyn@mytravelresearch.com
www.mytravelresearch.com
TravelResearch0
MyTravelResearch.com
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addressing the items for the proposed R&D between MyTravelResearch.com Pty Ltd and PATA aviation
group board members.
It may not be suitable for other applications. The use of this data for any other purpose should be discussed
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third party.
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