From 2018 every second year will see a World Tourism Forum held in China, reveals Martin Barth, President & CEO of the World Tourism Forum Lucerne, in an interview with finews.asia.
Martin Barth, until now the World Tourism Forum Lucerne has taken place every two years. From 2018 every second year will see a Forum being held in China. Why this expansion?
A Chinese delegation visited the World Tourism Forum Lucerne in 2013. That led to discussions about China hosting a similar event. On the one hand, China is an exciting growth market which touristically speaking will play an increasingly important role.
On the other hand, China as an alternating venue will open up the Forum to new participants which – purely for reasons of distance – we cannot expect to achieve from Switzerland.
Where and when will the Forum take place in China?
The precise venue is not yet definite – and the date too is still under discussion. We're expecting a decision to be made shortly.
Will the Forum in China attract participants mainly from Asia?
In Lucerne the Forum focus is mainly on Europe – in China the event will more Asia-focussed. But at both venues the target groups will be basically the same.
«For legal reasons the Forum is being developed by a newly formed company»
For example, participants from the USA, Canada and China who come to us in Lucerne will also be present in China. And our guests from the Middle East have about the same distance to fly to both China and to Switzerland.
Will you be organizing the China Forum from Lucerne?
For legal reasons the Forum is being developed by a newly formed company, the World Tourism Forum Lucerne China Ltd. It's this company which will be responsible for the organization of the Chinese event.
«The Forum in China should develop its own profile and positioning»
But we will have our own representatives on the spot and the Forum will clearly bear our mark. I will be extensively involved with our Lucerne team in the planning of the event. But it is not our intention to simply copy the Forum in Lucerne.
The Forum in China should develop its own profile and positioning, while at the same time always reflecting our values and strategy.
And what are these values and strategy?
Since our first Forum in Lucerne in 2009 we have positioned ourselves as an international platform. Our aim is to develop strategies and possible solutions which will sustainably enhance global tourism. In doing so we bring into the Forum not only the tourism industry but also the political sphere, economic and financial world, as well as the scientific dimension.
«Stay relevant in uncertain times!»
The networking between these different interests is essential if we are to succeed in achieving our goal. It's for this reason that we've adopted the credo «bridging the silos». Even within the tourism industry itself we try to involve all the various sectors such as airlines, the cruise market, destinations, the hotel industry and also the tour operating sector.
Another networking aspect is the bringing together of representatives of different generations – CEOs are involved in the Forum along with up-and-coming young tourism industry talents of the «next generation».
The World Tourism Forum Lucerne is taking place in Lucerne from 4 to 5 May 2017. What can participants expect at this year's event?
The 2017 Forum is being held under the title of «Stay relevant in uncertain times!» We'll be focussing on how we as organizations, enterprises, destinations and even as countries can face the fast-changing challenges which confront global travel and tourism.
«One of the highlights will be Simon Anholt, known for his plain speaking»
In particular we'll discuss how these changes will affect the sustainable development of the industry, the promotion of next generation management and the enhancement of innovation.
Among all our various activities in Lucerne, these are the three aspects which will occupy our special attention.
And what will be the Forum highlights?
One of the most interesting highlights will be the presentation by Simon Anholt, an internationally acclaimed branding expert and known for his plain speaking. But the list of prominent participants is long and also includes Taleb Rifai (UNWTO), John Perrottet (World Bank), Teo Ah Khing (Desert Star Holdings), Puneet Chhatwal (Deutsche Hospitality), Isabel Hill (Director National Travel & Tourism Office, U.S. Department of Commerce) and Jason Fox (The Cleverness).
Martin Barth is the President and CEO of the World Tourism Forum Lucerne, as well as lecturer, project leader and course instructor at the Lucerne University of Applied Sciences & Arts. During his professional career he has also been General Secretary of Switzerland's Mövenpick Group, Director of Tourism of Canton Graubünden and a lawyer with a Zurich law firm.
The World Tourism Forum Lucerne is an interdisciplinary professional platform which takes place annually, alternately in Lucerne (Switzerland) and – from 2018 – China. It offers decision-makers in business, politics, science and finance an overview of current topics and trends in the global tourism industry. The 5th World Tourism Forum Lucerne will take place from 4 to 5 May 2017.
