What is your assessment of tourism in the Asia-Pacific region in 2023, and how do you see 2024?
Peter Semone - The effects of the Covid pandemic will have taken longer in the Asia-Pacific region than elsewhere in the world. Not least because many Asian countries only really reopened up to foreign tourism at the end of 2022. So 2023 marked a strong rebound in tourism in the region, even if it remains below the pre-Covid performance. PATA estimates that passenger flows represented 75% to 80% of what they were before 2020. The real issue for Asia will have been less tourism from China. I think that 2024 will allow tourism in Asia to continue to recover. But I don't think it will be until 2025 that tourism in the region will become stable and profitable again.
Why think about 2025 rather than 2024?
Peter Semone - There are factors specific to the Asia-Pacific region that continue to destabilise the market. Firstly, there is the Chinese consumption. The latter is down due to economic difficulties. Combined with changes in behaviour since the Covid crisis, this has actually favoured domestic tourism. The Chinese have rediscovered that their country has tremendous attractions! So we're seeing a real boom in domestic tourism in this country, to the detriment of international travel. And particularly intercontinental destinations.
There has also been a lack of air capacity This is a real handicap to a rapid recovery in business tourism. This is a real handicap to a rapid recovery in business tourism. Lastly, the war between Russia and Ukraine is also affecting tourism flows, with many airlines being banned from flying over Russia, resulting in longer flight times. This is also weighing on prices. So 2025 could finally see the stabilisation that is needed to revitalise tourism.
What do you see as the factors driving tourism growth in the Asia-Pacific region?
Peter Semone - I think that tourism needs to define itself around 5 or 6 values to ensure its growth. What I would define in English as the "6 Ps": People, i.e. caring for local communities in the development of tourism; Planet, i.e. respect for the environment, whether natural or cultural; Protecting our traditions, our heritage; Partnership, because we cannot act alone; Peace, an essential element if tourism is ultimately to achieve Prosperity - my final criterion for "virtuous" tourism.
How will PATA be defined for the current year?
Peter Semone - PATA remains a benchmark for tourism in the Asia-Pacific region, even though I recognise that we need to transform us profoundly. The Covid crisis had longer-lasting effects on tourism in the Asia-Pacific region. The proof is that these effects are still lasting today, as I mentioned earlier. The rapid digital transformation of our industry requires us to create a PATA 2.0 and even 3.0. PATA must now demonstrate that it remains an essential institution for the region's tourism sector.
In 2024, we must become a knowledge organisation that identifies tourism trends. We must work with strategic partners to collect and aggregate data from multiple sources. PATA must speak out on opportunities, threats and challenges by engaging with the media. We need to produce position papers to stimulate debate and action by governments, the private sector and civil society. I believe that with these elements, PATA can regain its authority as the voice of the tourism industry in the Asia-Pacific region.
