Episode 2: High Yield Tourism Podcast
Applying High-Yield Tourism to Dynamic Asian Markets
With:
Gary
Bowerman
Dr Jens
Thraenhart
Listen to it now on your favourite podcast channels:
Summary
This podcast episode discusses the potential of high-yield tourism within the dynamic growth context of the Asia Pacific region. The hosts, Mr Gary Bowerman and Dr Jens Thraenhart, explore various countries’ strategies to attract high-spending, culturally conscious travellers who stay longer and engage with local communities. Key topics include Thailand’s ‘Ignite Tourism Thailand 2025’ campaign leveraging soft power and unique experiences, Mongolia’s ‘Go Mongolia’ campaign partnering with South Korea to promote its nomadic culture, Singapore’s ‘Passion Made Possible’ brand appealing to passion-driven travellers, and China’s rapidly evolving consumer trends integrating travel into lifestyle. The discussion highlights the importance of authenticity, geographic indications, and government-driven tourism policies for economic diversification. Challenges such as over-tourism in Japan and the need for dynamic, quick marketing strategies are also addressed.
Thailand's 'Ignite Tourism Thailand 2025' Strategy
Thailand’s Prime Minister has announced a new strategy to establish the country as a tourism hub by leveraging soft power. The strategy aims to attract high-yield tourists who appreciate culture, culinary, and heritage through a five-pillar approach of ‘must-do’ activities: Muay Thai boxing, seeking Thai culture and faith-based tourism, buying Thai fabric and silk, and experiencing Thai shows. The hosts discuss the importance of authenticity and geographic indications (GI) in ensuring trust and connecting travellers with local experiences.
Mongolia's 'Go Mongolia' Campaign and Partnership with South Korea
Mongolia has launched a new ‘Go Mongolia’ campaign to attract foreign tourism, film, and creative industries. The campaign highlights its nomadic societies, vast landscapes, and unique culture. The campaign partners with South Korea, leveraging the country’s expertise in promoting its culture and lifestyle globally. The hosts discuss the role of diaspora communities in facilitating such partnerships and the importance of tourism for economic diversification beyond Mongolia’s mining industry.
Singapore's 'Passion Made Possible'
Brand and High-Yield Travelers
Singapore, a small but sophisticated market, has built its tourism brand around the concept of ‘Passion Made Possible,’ aiming to attract passion-driven travellers who seek purpose and connect with local culture. The hosts highlight Singapore as an example of a market they will focus on educating about attracting high-yield travellers who spend more, stay longer, and engage with local communities.
China's Rapidly Evolving Consumer Trends and Travel Integration
In China, travel and tourism are integrated into lifestyle, driven by dynamic consumer cultures, social media, and brand partnerships. The hosts discuss the challenges of marketing to China’s rapidly changing consumer perceptions and the need for quick, dynamic, and upbeat marketing strategies. They also explore the potential of targeting high-yield travellers within China’s massive and diverse travel market segments.
Overtourism in Japan and Future Challenges
The hosts briefly mention Japan’s surge in tourism since reopening its borders, leading to over-tourism challenges at popular sites like Mount Fuji. They acknowledge that managing over-tourism and addressing related challenges will be a topic for future discussion as destinations in the Asia Pacific region navigate the post-pandemic recovery.
Key Highlights
Explore the potential of targeting backpackers as high-yield travellers, considering their more extended stays, engagement with local communities, and lower import leakage.
Discuss the challenges and strategies for managing over-tourism in popular destinations like Japan as travel recovers in the Asia Pacific region.
High-Yield Tourism
68 Circular Road #02-01
Singapore 049422
Email: hello@highyieldtourism.com
