Prosumers making themselves heard

A new study by communications agency Euro RSCG Worldwide reveals that travel is undergoing a profound and even revolutionary shift.

Analysing the findings of its study of 2,357 adults in the U.S., France, and the U.K., Euro RSCG reveals how changes in consumer consciousness are moulding entirely new modes of travel — and a new industry to service them.

The study places a special focus on the segment of respondents identified as Prosumers.

According to Euro RSCG, this highly influential group is ahead of the curve in adopting a more mindful approach to consumption that incorporates concern for the environment, local communities, and the global citizenry. For Prosumers, travel is about much more than getting from Point A to Point B and back again.

About 66 percent of those surveyed consider themselves “Citizens of the World”, suggesting a more globally minded attitude and approach. Also, 73 percent believe extensive travel is key to making a person more interesting, and 59 percent contend that where and how they travel says a lot about who they are.

Prosumers’ objectives for vacation periods are changing and so are the demands they are placing on their brand partners.

New modes of travel, including cultural and educational tourism, gotourism, voluntourism, and so-called slow travel, are catering to this newly emerging desire for more, said Claus Lindorff, managing director of Euro RSCG agency BETC Luxe.

“The shifts in mindset behind these new modes of travel have been building strength for years. What has brought them to a broader market is the ascendancy of social media. Now that mainstream consumers can participate in real-time communities focused on a new approach to travel and living, this hyper-focus on social values in travel has blossomed.”

For brands, social media offer creative ways to keep Prosumers engaged well before and long after each actual travel event. - m-Travel.com

China to rule the world as top tourist stop by 2015

The United Nations World Tourism Organisation (UNWTO) has predicted China will be the world's top tourist destination by 2015, reports Chna’s Xinhua news agency.

UNWTO’s Secretary-General, Taleb Rifai, said China is now the world's fourth largest destination for incoming tourists, but with the fast moving growth rate the country will clinch the number spot by 2015.

France is currently the country receiving the most international tourists, at 80 million per year, followed by the United States and Spain, both at 60 million a year, while China gets about 48 million, he said.

"China's tourism economy has moved incredibly in the last 10 years. The number of incoming tourists rose from 8 million to 48 million. The potential of the growth is still big because of the size of China," Rifai said.

He added that the global tourism industry was improving but challenges remained due to the weak economy.

"The tourism industry has to follow and is very much affected by the general economic situation, and, for sure, the general economic situation has started to turn around. But we cannot call it a full recovery at the moment."