Maui’s western region will be fully reopened to the public on November 1, Maui Mayor Richard Bissen announced on Monday. The reopened will area span Kahana to Ka’anapali. Only burned-out sections of the historic Lahaina will remained closed.
05.10.2023 - 22:39 / skift.com / Patricia Yates / Harry Potter / Willy Wonka / James Thornton / Dawit Habtemariam
VisitBritain is developing a campaign that will promote locations used in movies and TV shows, said the group’s CEO Patricia Yates at the recent Skift Global Forum.
“We’re looking at our next campaign, and – obviously secretly in this room – I’ll say that film and TV, we’re looking at that being a major driver,” said Yates. “We’ve used Harry Potter, the James Bond experience, so we’ve got good links with studios in the past, but really ramping that up and telling the story of Britain through film and TV. We still have such a rich bed of stories to come.”
The marketing campaign is being hashed out, but is planned to launch in the U.S. in 2024.
The American market has been driving the UK’s post-pandemic recovery. Last year, 4.6 million Americans visited the UK, up 2% from 2019. Americans also spent a record $7.45 billion, up 42% from 2019.
One of the destinations to be highlighted is Bristol, where the Charlie and the Chocolate Factory prequel Wonka was filmed, said Yates.
“Wonka is coming out this year with Willy Wonka, the prequel of it that was filmed around Bristol,” said Yates. “We’ve got great destinations that people can come and be part of a film set.”
The strategy is to spread tourism beyond hotspots like London and throughout the shoulder season.
“That’s really where we’re trying to shift our tourism industry,” said Yates. “We get people out of London, they get those real authentic stories, meet locals, try local food.”
Tour operators often find traveler interest in destinations used in films. “We often find demand stack statistics peak even where the Bachelor is being hosted or where White Lotus is being filmed next,” said Intrepid Travel CEO James Thornton at Skift Global Forum.
Almost a third of potential tourists say they are interested in visiting locations seen on screen, according to VisitBritain. After the Netflix series Bridgerton premiered, Castle Howard’s website saw a 3,000% spike in Gen Zers looking at its website, said Yates.
“I think film and TV globally is such a huge draw, particularly for Gen Z, and it can transform places that have never been heard of,” she said.
Maui’s western region will be fully reopened to the public on November 1, Maui Mayor Richard Bissen announced on Monday. The reopened will area span Kahana to Ka’anapali. Only burned-out sections of the historic Lahaina will remained closed.
International travel to the U.S. continues to make a post-pandemic recovery, according to new data on international air travelers released Monday by the U.S.’s National Travel and Tourism Office. International air travelers spent $18.9 billion in the U.S. in the second quarter, up 33% from the same period in 2022.
Organised by IFEMA MADRID, the 44th edition of FITUR is set to take place from 24 to 28 January 2024 at Madrid’s trade fair centre. According to FITUR’s director, María Valcarce, the outlook for the next edition is looking bright and everything points to the trade fair expanding to occupy more than 140,000 m2 of space across 9 halls, bringing together more than 9,000 companies and over 150,000 professional visitors from the world tourism industry from 145 countries. It is also estimated that around 100,000 people will visit FITUR over the weekend. Figures that already placed FITUR at the forefront of the major international tourism fairs at the last edition.
Monsters might be fictional characters in books and movies, but these ominous, otherworldly creatures are often linked with real-life places.
Florida is highlighting its nature trails and trail towns in a $5 million marketing campaign.
The staggering impact of climate change and environmental issues means that sustainability can no longer be ignored. It is one of the few global trends set to be ever-present over the coming decades, impacting industries worldwide, and none more so than the global travel and tourism industry. Against this backdrop, tourism stakeholders need to rethink sustainable practices throughout the industry, focusing on how the sector can incorporate new models and insights, to ensure its sustainable future, and advance proposals towards net-zero, nature-positive tourism that benefits local communities.
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The September 8 earthquake did not halt Morocco’s post-pandemic tourism boom. The country welcomed 960,000 international travelers in September, up 8.5% from the same month in 2019, according to the the Morocco Tourism Office’s latest data. Between January and September, international travel to Morocco rose 44% compared to the same period in 2019.
No doubt about it: New distribution capability (NDC) benefits airlines — for example, by enabling them to display, market and sell the same content regardless of shopping channel, as well as to introduce continuous pricing. However, it also offers multiple advantages for travel advisors — advantages that can be maximized by taking steps to make the transition to NDC easier. “While moving to NDC will require travel advisors to invest in training and, among other things, devote time to adjusting to the (platform and program), the tradeoff will be huge,” states Michael Share, co-founder and co-CEO of Boston-based Blockskye. Share, whose company operates a travel agency for PwC and has partnered with that client and United to explore the application of blockchain in airline offer management, defines this tradeoff as “better technology, better content and better access to what travelers want.”