High-yield tourism focuses on optimising source markets and segments - but is this compatible with destination capacity building? To kickstart Season 2 of the High-Yield Tourism Podcast, Gary and Jens discuss the challenges of effectively segmenting tourism markets in Asia, Africa, the Middle East & Europe. As competition to attract tourists intensifies, modern travellers want both customized experiences while displaying fragmented preferences. This means that high-yield tourism strategies should start from a consumer demand perspective rather than a destination campaign theme, slogan or tagline. But market segmentation also requires a deep understanding of national or regional assets to target the right customers at the right times with the right products and services. Easier said than done!

We take you behind the scenes of Thailand’s post-Covid tourism turnaround with a leading architect of its travel strategy revamp.

Find out how the Muslim travel market is growing and diversifying, and becoming increasingly influential in global tourism.

Find out how Australia is rethinking tourism with the help of high-level data insights and travel industry expertise.

How do destinations build resilience in their tourism sectors, and where is the intrinsic value in modern tourism?

Find out how Nepal is redefining tourism by focusing on Lifetime Experiences in this stunning mountain kingdom.

Find out about Travel Alberta’s bold 10-year tourism strategy focused on product development, indigenous experiences, and workforce sustainability.

What is the role of cultural stewardship in the new tourism strategies of Zanzibar and Cape Town?

Gary and Jens reflect on their trip to Cebu, the Philippines, to attend the 1st UN Tourism Forum on Gastronomy Tourism for Asia Pacific. The event formed part of the annual UN Tourism Commission Meeting for East Asia & the Pacific and South Asia. It brought together official delegations from across the region to discuss the future of culinary tourism in the context of post-pandemic re-growth and social-evonomic development. A closing Call to Action identified 12 key factors to consider. 

Gary and Jens have been travelling around Asia, Europe and the Middle East over the past month speaking at travel conferences and in the media to discuss high-yield tourism strategies. In episode 3, we review how tourism leaders gathered at events in Shanghai, Guangzhou, Macao, Dubai, Barcelona & Kathmandu are confronting the challenges of high-volume tourism. The issue is gaining urgency as the northern hemisphere summer season threatens to break historic records. 

The potential of high-yield tourism in Asian markets, including Thailand, Singapore, China, Japan, South Korea, Mongolia and Saudi Arabia.

Can High-Yield Tourism marketing confront the new challenges facing visitor economies?