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The Tourism Industry and Poverty Reduction – General Overview 2 821257035 789221 9 ISBN 978-92-2-125703-5 ISBN Toolkit on Poverty Reduction through Tourism in Rural Areas Toolkit on Poverty Reduction through Tourism in Rural Areas Copyright © International Labour Organization 2011 First published 2011 Publications of the International Labour Office enjoy copyright under Protocol 2 of the Universal Copyright Convention. Nevertheless, short excerpts from them may be reproduced without authorization, on condition that the source is indicated. For rights of reproduction or translation, application should be made to ILO Publications (Rights and Permissions), International Labour Office, CH-1211 Geneva 22, Switzerland, or by email: [email protected]. The International Labour Office welcomes such applications. Libraries, institutions and other users registered with reproduction rights organizations may make copies in accordance with the licences issued to them for this purpose. Visit www.ifrro.org to find the reproduction rights organization in your country. ILO Toolkit on Poverty Reduction through Tourism ISBN 978-92-2-125707-3 (print) - ISBN 978-92-2-125708-0 (web pdf) Geneva, 2011 Also available in French: ISBN 978-92-2-225707-2 (print) - ISBN 978-92-2-225708-9 (web pdf) Geneva, 2011 Also available in Spanish: ISBN 978-92-2-325703-3 (print) - ISBN 978-92-2-325704-0 (web pdf) Geneva, 2011 Cataloguing in Publication Data The designations employed in ILO publications, which are in conformity with United Nations practice, and the presentation of material therein do not imply the expression of any opinion whatsoever on the part of the International Labour Office concerning the legal status of any country, area or territory or of its authorities, or concerning the delimitation of its frontiers. The responsibility for opinions expressed in signed articles, studies and other contributions rests solely with their authors, and publication does not constitute an endorsement by the International Labour Office of the opinions expressed in them. Reference to names of firms and commercial products and processes does not imply their endorsement by the International Labour Office, and any failure to mention a particular firm, commercial product or process is not a sign of disapproval. ILO publications and electronic products can be obtained through major booksellers or ILO local offices in many countries, or direct from ILO Publications, International Labour Office, CH-1211 Geneva 22, Switzerland. Catalogues or lists of new publications are available free of charge from the above address, or by email: [email protected] Visit our web site: www.ilo.org/publns Graphic design and printing: International Training Centre of the ILO, Turin, Italy Foreword The importance of tourism for job creation and poverty reduction in rural areas of developing and least developed countries (LDCs) should not be underestimated. Tourism is increasingly recognized as a major source of economic growth, especially in poor countries. Its value chain and its significant connections to other sectors such as agriculture, construction, utilities and transport can contribute to poverty reduction. With regard to the supply chain in the sector, one job in the core tourism industry indirectly generates 1.5 additional jobs in the related economy. In 2010 the sector’s global economy accounted for more than 235 million jobs, equivalent to about 8 per cent of the overall number of jobs (direct and indirect), or one in every 12.3 jobs. In 2010 travel and tourism were estimated to have generated about 9.3 per cent of global GDP, while tourism investments were estimated at 9.2 per cent of total global investments. The ILO’s mission is to promote decent work within the context of poverty reduction. The ILO’s Decent Work Agenda directly relates to poverty reduction through an integrated approach that has four pillars: rights at work, employment, social protection and social dialogue. The theme of this toolkit is the ways in which tourism can be a driver of poverty reduction. The toolkit outlines the background to poverty reduction approaches and how the ILO is involved within the context of decent work and the United Nations Millennium Development Goals. Recent developments in tourism and a vision for an inclusive, pro-poor tourism industry are summarized. While local/rural communities and small enterprises are the primary target group, the toolkit is directed towards a wide range of actors that share an interest and are involved in reducing poverty through tourism. Within this framework, it aims to be useful for: 9 national government representatives; 9 local/rural authorities representatives; 9 local/rural community organizations’ representatives; 9 representatives of employers’ organizations; 9 trade union representatives; 9 representatives of support institutions (e.g. NGOs); and 9 representatives of the local/rural tourism industry. i ii The toolkit is organized around five modular chapters. 1. The tourism industry and poverty reduction – general overview 2. Human resources, decent work and social dialogue 3. Promotion and marketing in tourism 4. Tourism market 5. Tourism business The chapters can be used together or independently, fully or in part, according to the training needs of participants and trainers. Some parts can also be used for other purposes (for advocacy, awareness raising and information, and as a background source). The toolkit is part of the ILO’s wider effort to promote decent work in the tourism industry and aims to contribute to poverty reduction through tourism and the promotion of employment in rural areas. This toolkit has been discussed during an international tripartite experts’ workshop that took place at the International Training Centre of the ILO in Turin in August 2011. We thank all representatives from governments, workers’ and employers’ organizations in Bangladesh, Gambia, Laos, Lesotho and Nepal for their constructive contributions and valuable remarks. Inputs and comments from the ILO rural focal points and the rural employment and decent work programme units within the ILO were also very helpful in developing and finalizing the text. The toolkit is additionally built on material and information from – and cooperation with – the UNWTO ST-EP Foundation, the ITC and the World Travel & Tourism Council. We are also grateful for resource contribution from the ILO/IFC Better Work partnership. I hope that this toolkit will stimulate and encourage poverty reduction strategies and policies through local, national and regional training in this key industry. Alette van Leur Director, Sectoral Activities Department ILO, Geneva, November 2011 TABLE OF CONTENTS CHAPTER 1: The tourism industry and poverty reduction – general overview UNITS CONTENTS 1. The tourism industry OO Definition OO Sector characterization and growth trends OO Tourism and poor/developing countries OO Globalization and tourism OO Globalization and informal economy OO Diversification, change and today’s challenges in the sector 2. Tourism, poverty reduction and development OO Tourism and the Millennium Development Goals OO Multiple relations between tourism and poverty OO Poverty reduction strategies and plans OO Different (not mutually exclusive) poverty-reduction approaches to tourism 3. Effects of tourism on local/rural development OO Effects on local/rural economic development OO Impacts on society and culture 4. Sustainability issues OO Sustainable development OO Sustainable tourism 5. Key actors, sectors and inequalities OO Women OO Sexual harassment, sex tourism and HIV/AIDS OO Migrant workers OO Children CHAPTER 2: Human resources, decent work and social dialogue UNITS CONTENTS 1. Tourism and employment OO General patterns OO Working conditions OO Occupational safety and health (OSH) 2. Tourism and decent work OO Definition OO Decent work, poverty reduction and the MDGs 3. Human resources OO Human resource development (HRD) OO Vocational training iii iv 4. Legal frameworks OO Conventions and recommendations OO Fundamental conventions OO The World Tourism Organization Code of Ethics 5. Social dialogue OO Definition OO Strategic importance OO Benefits of social dialogue Chapter 3: Promotion and marketing in tourism UNITS CONTENTS 1. Marketing tourism destinations OO Basic definitions OO Destination Marketing Organizations (DMOs) OO Branding a tourism destination OO “If a destination does not flourish how can Pro-Poor Tourism thrive?” 2. Tourism marketing plan OO Definitions and components OO Product QO Concept QO Product factors QO Categories of tourism products (examples) QO Product lifecycle OO Place (distribution) QO Key concepts and definitions QO Types of distribution channels QO Distribution strategies OO Price QO Definition and components QO Setting prices QO Price management OO Promotion QO Definition and key elements QO Main distribution and promotion channels QO Communication and advertising OO People Chapter 4: Tourism market UNITS CONTENTS 1. The market OO Key concepts and definitions OO Stakeholders in the tourism market OO Competitive advantage and competiveness OO Cooperation as a means to increase competitive advantage 2. Market research OO Key concepts and definitions OO How to perform market research 3. Identifying a market niche OO General guidelines OO Research plan and resources OO Profile of potential consumers OO Tourism in the community/region OO My competitors Chapter 5: Tourism business UNITS CONTENTS 1. The potential of local, rural and community OO Tourism sector and tourism experience businesses OO Tourism value chain
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