The High-Yield Tourism Podcast
Hosted by Gary Bowerman and Dr. Jens Thraenhart, the High-Yield Tourism Podcast discusses the complex, fast-changing global tourism landscape with a focus on rebalancing visitor economy growth and development.
In conversation with global thought-leaders, we address the hottest topics in high-yield tourism. Expert insights and astute analysis unlocks best practices for engagement, and actionable guidance for tourism marketers.
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Published Episodes
Episode 11
Thailand’s Tourism Revolution: From Mass Market to High-Value Experiences
Discover how Thailand is reimagining its tourism strategy through the innovative “5Fs” concept – food, fashion, festivals, fight (Muay Thai), and film. Former Deputy Governor of TAT, Khun Chattan Kunjara, reveals how the country is moving away from mass tourism towards a more sustainable, high-yield approach.
The pandemic served as a catalyst for change, pushing Thailand to collaborate more closely with local stakeholders and carefully curate its tourism offerings. Rather than simply chasing visitor numbers, the focus has shifted to attracting travelers who deeply appreciate Thai culture and contribute more significantly to the local economy.
The strategy involves:
- Targeting high-spending travelers
- Promoting secondary cities and provinces
- Developing sustainable tourism practices
- Diversifying source markets, including Israel, Kazakhstan, and Saudi Arabia
- Leveraging Thailand’s soft power through the 5Fs framework
Ready to explore how Thailand is transforming its tourism landscape? Tune in to hear the full story of how this beloved destination is crafting a more sustainable and enriching future for both visitors and locals alike.
Episode 10
Discover how Muslim tourism is revolutionizing the global travel industry, with projections showing a remarkable increase from 100 million Muslim international travelers in 2010 to 230 million by 2028. Fazal Bahardeen, founder and CEO of CrescentRating, shares insights on how destinations worldwide are adapting to serve this influential market segment.
Key highlights:
- The evolution of Muslim-friendly travel services over 17 years
- Growing independence of Muslim female travelers, especially Gen Z
- Emergence of “Umrah Plus” experiences in Saudi Arabia
- Adaptation of non-Muslim destinations like Hong Kong and Spain
- Rise of multi-generational family travel trends
The landscape of global tourism is being reshaped by Muslim travelers seeking authentic experiences while maintaining their faith-based needs. From halal dining options to prayer facilities, destinations are transforming their offerings to welcome this lucrative market segment.
Tune in to this episode to understand how the Muslim travel market is reshaping global tourism and learn about the exciting opportunities it presents for destinations worldwide.
Episode 9
Discover how Australia is reimagining its visitor economy in a post-pandemic world, with fascinating insights from Austrade’s Samantha Palmer. From the unexpected silver lining of Australians rediscovering their own backyard during COVID-19 to the strategic focus on emerging Asian markets, this episode unpacks the evolution of Australia’s tourism landscape.
Key highlights:
- The shift from traditional tourism to a broader “visitor economy” perspective
- Growing importance of Asian markets, particularly Vietnam’s strong recovery
- Integration of Indigenous tourism experiences as a unique differentiator
- Innovative use of mobile data and research to understand visitor patterns
- Sustainable tourism initiatives aligned with net-zero emissions goals
- Focus on diverse international student markets and business travelers
Join us for an illuminating conversation about how Australia is not just rebuilding its tourism sector but transforming it for a more sustainable and inclusive future. Whether you’re in the tourism industry or simply curious about Australia’s evolving visitor economy, this episode offers valuable insights into one of the country’s most vital economic sectors.
Episode 8
Is High-Yield Tourism luxury tourism in disguise? It’s a question we get asked quite often. To answer it effectively, we need to look more closely at the changing economics of tourism in the post-pandemic era.
Closer scrutiny reveals that labels like ‘mass’ and ‘luxury’ tourism simply don’t work anymore.
On Episode 8 of the High-Yield Tourism Podcast, Dr. Jens Thraenhart and Gary Bowerman discuss various ways that destinations can segment more effectively, and build bridges between different inbound segments, demographics and niche interests. We also ask and answer…
– Where is the intrinsic value in modern tourism?
– What is ‘organic pushback’?
– And how do destinations calculate their own natural ceiling for volume-driven tourism?
Episode 7
Episode 6
Episode 5
Episode 4
Episode 3
Episode 2
How can High-Yield Tourism be applied in dynamic Asian tourism markets? On Episode 2 of the High-Yield Tourism Podcast, Gary Bowerman and Dr Jens Thraenhart discuss targeting high-value visitors within Asia’s dynamic post-pandemic re-growth context. The journey takes us from Thailand and Singapore to China, Japan and South Korea and Mongolia and Saudi Arabia.
Travellers across the region are living out their lifestyle passions when they travel. Destinations and tourism brands are seeking to respond – often with political leaders playing a central role. But visitor numbers are rising fast once again bringing new challenges.
Plus, does backpacking in Asia – which is the spiritual home of this genre of travel – fit the high-yield model?
Episode 1
In the rush to recover from the pandemic, many destinations have sought to match pre-Covid arrivals. A backlash is developing. Public sentiment against mass tourism is hardening in many places. Can High-Yield Tourism marketing help confront and mitigate the new challenges facing visitor economies?
High-Yield Tourism
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