亚太经合组织：2024年亚太地区自然和冒险旅游报告

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REPORT

NATURE-BASED

TOURISMAND

ADVENTURETOURISMIN

THEAPECECONOMIES

APECTOURISMWORKINGGROUPJuly2024

APECProject:TWG012024S“Reportonthemainadventureandnaturetourismex-periencesandproductsinAPECeconomies”

Producedby:

ViceMinistryofTourismofMinistryofForeignTradeandTourismofPeru(MINCETUR)

Withthesupportfrom:

SanIgnaciodeLoyolaUniversity(USIL),Peru

For:

Asia-PacificEconomicCooperationSecretariat

35HengMuiKengTerrace

Singapore119616

Tel:(65)68919600

Fax:(65)68919690

Email:info@

Website:

Coverpicture

ParqueArqueológicodeChoquequirao©ChristianJara/PROMPERÚ

©2024APECSecretariatAPEC#224-TO-01.4

Theterms‘national’,‘nation’,‘country’,

or‘state’usedinthetextareforthepurposesofthisreportanddonotimplythepoliticalstatusofanyAPECmember

economy

Preface

T

hetourismsectorhasdemonstratedremarkableresilienceintheface

ofthepandemic.AccordingtotheUNWTO(2024),internationaltourismhasalreadyrecovered88%ofitspre-pandemiclevelsin2023andisexpectedtofullyrecoverin2024.TheAsia-Pacificregionhasreached65%ofitspre-pandemiclevels,whiletheAmericashavereached90%.

ThisscenariopresentsasignificantopportunityfortouristdestinationsintheAPECregiontoenhancetheircompetitivenessbydiversifyingtheirtourismactivitiestopositivelyimpacttheirlocalcommunities.Thenature-basedtourismandadventuretourismsectorsareemergingmarketsfordifferenteconomies.Inlightofthis,throughthisreport,theAPECTourismWorkingGrouphasproposedtosupportDriver3oftheAPEC’sPutrajayaVision2040,namely,Strong,Balanced,Secure,Sustainable,andInclusiveGrowth.Thisreportisdesignedtoassistinplanning,developing,andmanagingsustainabletourismproductsthatwillencourageeconomicgrowthandregionalcooperation.

TheobjectiveofthisreportistoexaminethepotentialofnatureandadventuretourisminAPECeconomiesandprovidevaluableinformationthatwillassistinstrengtheningthesector’sdevelopment.Thesharingofexperiencesandbest

practicesbetweeneconomiescanfacilitatetheachievementofthisgoal.

ThisdocumentwasmadepossiblethankstothegeneroussupportofAustralia;HongKong,China;Malaysia;NewZealand;Peru;andtheUnitedStates,whichprovidedcasestudies.WewouldalsoliketothanktheAPECTourismWorkingGroup(TWG)formanagingtheproductionofthisreport.

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TrekkingAusangate,Vinicunca©ChristianJara/PROMPERÚ

Acknowledgment

TheMinistryofForeignTradeandTourismofPeru(MINCETUR)wouldliketothankthefollowinginstitutionswhocontributedtothispublication:

TheMinistryofForeignTradeandTourismofPeru(MINCETUR),PeruJune2024

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Contents

Preface5

Acknowledgment7

AbbreviationsandAcronyms11

1.Introduction13

2.Methodology16

2.1.ApproachandObjective16

2.2.DataCollection16

2.3.Casestudies16

3.Travel&TourismsectorintheAPECEconomies19

3.1.ContributionofT&TtotheGDP19

3.2.Internationaltouristarrivals20

3.3.Inboundtourismexpenditure21

3.4.Domestictrip22

3.5.Domestictourismexpenditure23

3.6.Employmentinthetourismsector24

4.Nature-BasedTourismandAdventureTourism-RepresentativeCases27

4.1.Australia27

a.Background27

b.MainPoliciesandRegulations27

c.Demand29

d.MainTourismProducts33

e.Lessonslearnedandchallenges34

4.2.HongKong,China37

a.Background37

b.Mainpolicies37

c.Demand38

d.Maintourismproducts39

e.Outcomes/Lessonslearned/Bestpractices40

f.Challenges41

4.3.Malaysia42

a.Background42

b.Mainpoliciesandregulations44

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c.Demand44

d.MainTourismProducts47

e.Lessonslearnedandoutcomes47

f.Challenges48

4.4.NewZealand50

a.Background50

b.Mainpolicies,regulations,orstandards52

c.Challenges54

4.5.Peru58

a.Background58

b.Mainpolicies,regulations,orstandards62

c.Demand65

d.MainTourismProducts67

e.Outcomesandlessonslearned68

f.Challenges69

4.6.TheUnitedStates70

a.Background70

b.Mainpolicies,regulations,orstandards70

c.Demand74

d.Maintourismproducts75

e.Outcomes/Lessonslearned/Bestpractices75

f.Challenges76

5.Conclusionsandrecommendations77

5.1.Conclusions77

5.2.Recommendations78

6.References79

7.Annexes81

7.1.Requiredinformation81

Tables

Table1:ContributionoftravelandtourismtotheGDP

oftheparticipatingAPECeconomies(2019-2023)19

Table2:Internationaltouristarrivals(inmillion)oftheparticipatingAPEC

economies(2019-2023)20

Table3:Inboundtourismexpenditureoftheparticipating

APECeconomies,inUSD(2019-2023)21

Table4:DomestictripsoftheparticipatingAPECeconomies(2019-2023)22

Table5:Domestictourismexpenditureoftheparticipating

APECeconomies,inUSD(2019-2023)23

Table6:Employmentinthetourismsectoroftheparticipating

APECeconomies(2019-2023)24

Table7:Expenditureandaveragespendonnature-basedtrips(USD)33

Table8:ContributionoftravelandtourismtoMalaysia’sGDP(2019-2022)44

Table9:Malaysia:domestictourismexpenditureinUSD(2019-2023)46

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AbbreviationsandAcronyms

ATTAAdventureTravelTradeAssociationFYFinancialyear

GDPGrossDomesticProductNBTNature-basedtourism

NPSNationalParkService(TheUnitedStates)PAProtectedArea

SMEsSmallandmedium-sizedenterprises

SDGUnitedNationsSustainableDevelopmentGoalsT&TTravelandTourismindustry

TWGTheAPECTourismWorkingGroup

UNESCOUnitedNationsEducational,ScientificandCulturalOrganizationUNWTOUnitedNationsWorldTourismOrganization

VFRVisitingfriendsorrelatives.VRVirtual

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CastleRock,PorongurupNationalPark©TourismAustralia

1.Introduction

Thetourismindustryplaysasignificantroleintheglobaleconomy.Despitethechallengesposedbyborderclosuresduetothepandemic,thetourismsectorisestimatedtocontributeUSD3.3trilliontotheworld’sGDPin2023.

However,theaftermathoftheglobalpandemichasleftmanyeconomieswithaweakeconomicenvironment,posingcomplicationsfortourismgrowth.Inapositiveoutlook,theUnitedNationsTourismPanelofExpertshasprojectedanimprovementintheglobaltourismsector,asdetailedintheWorldTourismBarometerpublication.(UNWTO,2024)

Giventheaboveinformation,itisreasonabletoassumethattourismisanever-growingsectorthatcanrecoverfromtheglobalcrisisandstillmakesignificantnumbers,whichwillcontinuetoaddtotheglobaleconomy.Oneofthereasonstheindustryhasbeenabletothrivedespiteitschallengesisitsinterdisciplinaryandinterconnectednature.

Globally,thetourismindustryhashadtoadapttoanumberofdifferenttrendsthathaveemergedovertime.AreviewofATTA’s2023trendsrevealedthatgreenandsustainabletripsandhighlyinvolvedphysicalactivity(trekking,hiking,etc.)haveemergedassignificantpost-pandemictouristtrends.Insummary,nature-basedtourism(NBT)andadventuretourismhavebecometwoofthemostpromisingtourismtypes.(ATTA,2023)

Furthermore,itisimportanttonotethattheSustainableDevelopmentGoals(SDGs)currentlystronglyinfluenceoursector.Oneofthemainobjectivesoftourismistocontributetoachievingthesegoalsby2030bypromotingresponsibleandsustainabletourismpractices.

Ifmanagedcorrectly,NBTgrowthcanbecrucialinsustainabledevelopment,benefitingallstakeholders(tourists,providers,thedestination,etc.).Concurrently,adventuretourismcaneffectivelypromotebio-culturalofferingswhilebeingprofitable.

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Notably,NBTrepresentsapproximately20%ofthetourismsectorandmarket.Furthermore,adventuretourismisanticipatedtogrowtoavalueofuptoUSD1+trillionby2030,withanestimatedgrowthrateof15.2%from2022to2030.(GrandViewResearch,2022)

Morespecifically,thegrowthofnature-basedandadventuretourismindifferenttypesofnaturallandscapesandwithenormousbiodiversitywithinAsia-Pacificeconomieshassignificantlyimpactedthetourismsector.Additionally,

theseeconomieshavebeenaddressingchallenges

suchasmaintainingappropriatepreservation

practiceswhilemanagingtourismtransitthroughthedestination’ssites,controllingover-tourisminareaswherethecarryingcapacitywillnotallowitbeforeitdamagestheenvironment,andstillgeneratingbenefitsforthelocalcommunitiesinvolvedandthetourismproviders.

Inthissense,thisreportanalyseshowdifferentAPECeconomieshavedealtwiththedevelopmentofnature-basedandadventuretourism.Itconsidersthecurrentcontext,background,andprospectsofthissector.ItpresentscasestudiesofAustralia;HongKong,China;Malaysia;NewZealand;Peru;andtheUnitedStates.Thesecasestudiesaimtoguidejointeffortstoenhancethefurtherdevelopmentofthesetwoimportanttypesoftourismworldwidewhileencouragingresponsibletourismpracticestowardsamoresustainablesectoroverall.

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RotoruaZipline,Rotorua

©GraemeMurray/TourismNewZealand’sVisualLibrary

2.Methodology

2.1.ApproachandObjective

Thisreportwascompiledusingaqualitativeapproachtoprovideacomprehensiveoverviewofthecurrentstateofnature-basedandadventuretourismintheAPECregion.Thereportaimstoclarifythesector’spotentialandlimitations,offeringvaluableanalyticalinsights.

2.2.DataCollection

TheinformationincludedinthisreporthasbeencollectedthroughaformdevelopedinAnnex1.Allparticipantswereencouragedtoprovideanswersbasedonofficialdataanddocumentsrelatedtothedevelopmentofnature-basedandadventuretourismintheireconomies.ThedatacollectionprocesstookplacebetweenMarchandApril2024.

2.3.Casestudies

ThisreportpresentssixcasestudiesontheeconomiesofAustralia;HongKong,China;Malaysia;NewZealand;Peru;andtheUnitedStates.Theparticipatingeconomieshaveagreedtoparticipateinthisprojectandsubmittedtheirresponses.

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GantheaumePoint,Broome

©TourismAustralia

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418

IslandhoppingTungPingChau©HongKongTourismBoard

3.Travel&TourismsectorintheAPEC

Economies

ThischapterprovidesanoverviewoftheperformanceoftheTravelandTourism(T&T)industryintheAPECeconomiesincludedinthisreport.Tounderstandthecontextofnature-basedtourismdevelopment,itisessentialtoknowthemainindicatorsofthetourismsectorineacheconomy.TheindicatorsincludethecontributionoftheT&TsectortotheGrossDomesticProduct(GDP),thenumberofinternationaltouristarrivals,inboundtourismexpenditure,domestictrips,domestictourismexpenditure,andemploymentinthetourismsector.

3.1.ContributionofT&TtotheGDP

TourismrepresentsasignificantproportionofGDPformanyeconomies.However,thissectorhasdeclinedfollowingtheclosureofbordersduringthepandemic.Fortunately,thesenumbersshowedrecoverytowards2022and2023,withhopesofcontinuingtoincreaseandsurpassingpre-pandemiclevels.

Table1:

ContributionoftravelandtourismtotheGDPoftheparticipatingAPEC

economies(2019-2023)

Economy

2019*

2020

2021

2022

2023P/

Australia

3.1%

2.4%

1.4%

1.5%

2.5%

HongKong,China

3.6%

0.40%

0.10%

0.40%

N.A.

Malaysia

15.9%

14.1%

12.8%

14.0%

N.A.

NewZealand

5.6%

5.4%

3.4%

3.1%

3.7%

Peru

3.9%

1.5%

1.7%

2.3%

2.5%

TheUnitedStates

3.0%

1.5%

2.2%

N.A.

N.A.

N.A:Notavailableinformation

*ValuesforAustraliaarebyfinancialyear.E.g.2019representsFY2018-2019.Source:APECeconomies

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WhileeconomieslikeAustralia;NewZealand;Peru;andtheUSAaveraged4%withpre-pandemicnumbers,HongKong,Chinatourismactivitydroppedsignificantly.Incontrast,Malaysia’stourismactivity(includingretailtrade,foodandbeverageservices,etc.)contributedmoresignificantlytotheeconomy’sGDP,withover15%.Thisfigureonlydroppedtoover12%mid-pandemic,whichisstillaboveaverageforparticipantswhohavealreadyrecoveredfromtheglobalcrisis.

3.2.Internationaltouristarrivals

InlinewiththeobservedtrajectoryinGDPfigures,alleconomiesreachedapeakinnumbersby2019.However,thefollowingyearswitnessedasignificantdecline,withmostparticipantsexperiencingalossofover70%oftheirinternationaltouristarrivalsin2020andreachingtheirlowestnumberin2021.

Table2:

Internationaltouristarrivals(inmillion)oftheparticipatingAPEC

economies(2019-2023)

Economy

2019

2020

2021

2022

2023P/

Australia

9.5M

1.8M

0.2M

3.7M

7.2M

HongKong,China

55.9M

3.6M

91.4K

604.6K

34.0M

Malaysia

26.1M

4.3M

0.1M

10.0M

20.1M

NewZealand

3.8M

0.9M

0.2M

1.4M

2.9M

Peru

4.3M

0.8M

0.4M

2.0M

2.5M

TheUnitedStates

79.4M

19.2M

22.2M

50.8M

N.A.

N.A:NotavailableinformationSource:APECeconomies

Regardingproportionaldecline,HongKong,Chinasufferedthegreatestreductioninnumbersbetween2021and2022,followedbyMalaysia;Australia;andNewZealand.Followingtheimplementationoftravelrestrictionsinpreviousyears,allparticipantsexceptHongKong,China,hadrecoveredby2022,reachingtheonemillionmarkagainandcontinuingtogrow.Theiraimistoexceedthepeaknumbersseenin2019.

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3.3.Inboundtourismexpenditure

Inlinewiththeprevailingtrend,theadventoftheCOVID-19pandemicwillcontinuetoresultinadeclineinmostindicators,includinginboundtourismexpenditure.

Table3:

Inboundtourismexpenditureoftheparticipating

APECeconomies,inUSD(2019-2023)

Economy

2019

2020

2021

2022

2023P/

Australia

20.6B

5.1B

0.9B

8.3B

16.8B

HongKong,China

32.8B

N.A.

N.A.

N.A.

22.9B

Malaysia

18.1B

2.6B

0.5B

5.9B

14.9B

NewZealand

10.2B

10.5B

0.8B

1.1B

6.5B

Peru

4.7B

1.0B

1.0B

2.9B

3.3B

TheUnitedStates

239.0B

84.2B

84.1B

165.4B

N.A.

N.A:NotavailableinformationSource:APECeconomies

Asanticipated,followingastrongperformancein2019,allparticipatingeconomiesexperiencedasignificantdeclineininboundtourismexpenditurein2021.However,therewasanotablerecoveryin2023,withthesectorcontinuingtogrow.

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3.4.Domestictrip

Theanalysishighlightstheimportanceofdomestictravelpatternsasakeymetricinthetourismsector.Despiteadeclinecausedbythepandemic,theyremainakeyindicatoroftourism’senduringrelevancetothebroadereconomiclandscape.

Table4:

DomestictripsoftheparticipatingAPECeconomies(2019-2023)

Economy

2019

2020

2021

2022

2023P/

Australia

365.8M

236.7M

242.5M

309.6M

333.8M

HongKong,China

N.A.

N.A.

N.A.

N.A.

N.A.

Malaysia

332.4M

147.0M

72.4M

207.8M

N.A.

NewZealand

N.A.

N.A.

N.A.

22M

27M

Peru

48.5M

14.3M

16.4M

27.1M

37.1M

TheUnitedStates

2.3B

1.6B

N.A.

2.2B

N.A.

N.A:NotavailableinformationSource:APECeconomies

Itshouldbenotedthatthisindicatormaybemeasureddifferentlyforparticipanteconomies.Thismayindicatethatsomeeconomiescategorisedomestictravelintermsofdaytripsandovernighttrips,asisthecaseinAustralia,whileotherscategorisetheindicatoraccordingtothetypeofdomestictravel,suchasleisureorbusiness,asindicatedbytheUSA.

Nevertheless,theseclassificationsdonotimpedetheanalysisoftheinformation,giventhatthepandemichasdemonstratedthatthesenumbersareequallysusceptibletothesameforceaction.Thefiguressignificantlydecreasedin2021,representingoneofthisindicator’smostsignificanthistoricaldrops.However,therewasanotablerecoveryin2022.

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3.5.Domestictourismexpenditure

Thecentralityofdomesticallygeneratedtourismincomeliesinitsimmediateterritorialimpact.Despitethechallengesposedbythepandemic,therecoveryofthismetrichasoutpacedthatofinboundtourismexpenditure.Thishighlightstheintrinsicvalueofthedomestictourismmarketanditscapabilitytoplayapivotalroleintheeconomicrecoveryoflocalcommunitiesinthewakeofcrises.

Table5:

DomestictourismexpenditureoftheparticipatingAPECeconomies,

inUSD(2019-2023)

Economy

2019

2020

2021

2022

2023P/

Australia

70.3B

41.4B

51.9B

85.6B

93.5B

HongKong,China

N.A.

N.A.

N.A.

N.A.

N.A.

Malaysia

21.6B

8.4B

3.7B

13.4B

14.9B

NewZealand

14.2B

14.2B

14.9B

15.0B

16.0B

Peru

5.9B

1.4B

2.1B

3.6B

4.9B

TheUnitedStates

N.A

N.A

N.A

N.A

N.A

N.A:NotavailableinformationSource:APECeconomies

Thisindicatorshowsthatmostparticipatingeconomiesexhibitedasimilartrendtothosepreviouslyhighlighted.However,itisnoteworthythatAustralia,whilestillexperiencingadeclineindomestictourismexpenditurein2020,hasalreadybeguntorecoverandhassurpasseditspre-pandemiclevelsin2022.Incontrast,othereconomieshavecontinuedtodecreasetheirdomestictourismexpenditure,withareboundonlyoccurringin2023.Theyarecurrentlyattemptingtomatchthelevelsachievedin2019.

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3.6.Employmentinthetourismsector

Tourismsignificantlycontributestoaneconomy’semploymentlandscape,benefitingawiderangeofsectors,includingpassengertransport,foodandbeverageservices,visitoraccommodation,travelagencies,andhandicrafts.

Table6:

EmploymentinthetourismsectoroftheparticipatingAPECeconomies

(2019-2023)

Economy

2019

2020

2021

2022

2023P/

Australia

0.75M

0.40M

0.42M

0.64M

0.65M

HongKong,China

232.7K

49.0K

22.5K

29.6K

N.A.

Malaysia

3.56M

3.45M

3.52M

3.60M

N.A.

NewZealand

0.37M

0.36M

0.24M

0.21M

0.31M

Peru

1.4M

0.69M

0.83M

1.0M

1.15M

TheUnitedStates

9.9M

5.5M

7.4M

N.A.

N.A.

N.A:NotavailableinformationSource:APECeconomies

Thelabourforceformostparticipatingeconomiesexperiencedasignificantdeclinein2020.However,therewasapositiverecoveryin2021,withthelabourforcecontinuingtogrowinthefollowingyears.Although,NewZealand’sperformanceonthisindicatordiffersfromtheoveralltrend.Afteragradualdeclineuntil2022,thecountry’slabourforcegrewagainin2023.

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KayakenLlachón,LagoTiticaca©FernandoLópez/PROMPERÚ

Denham,SharkBay©TourismAustralia

4.Nature-BasedTourismandAdventure

Tourism-RepresentativeCases

4.1.Australia

a.Background

Australiaisinternationallyrenownedforitspristinenaturalenvironmentsandprotectedareas,withnature-basedtourismemergingasasignificantmarketsegmentforAustraliantourism.Visitors’participationinnature-basedtourismactivitieshasgrownbyanaverageof9%from2014to2019,accompaniedbya10%yearlyincreaseinvisitorexpenditureduringthesameperiod.Asconsumerinterestinnature-basedexperiencescontinuestosurge,Australiaiswell-placedtocapitaliseonthisgrowingdemandwhileimplementingnatureprotectionmeasurestoensuretheindustry’slong-termsustainability.

b.MainPoliciesandRegulations

TheAustralianTradeandInvestmentCommission(Austrade)isthefederalgovernmentagencyresponsiblefortourismpolicy,programs,andresearch.TourismAustraliaisthegovernmentagencyresponsibleforattractinginternationalvisitorstotheeconomy.Moreover,allstateandterritorygovernmentsinAustraliaincorporatetourismintotheirportfolios,andstateandterritorytourismorganisations(STOs)arecommittedtoattractingvisitorstotheirrespectivejurisdictions.

THRIVE2030isAustralia’slong-termstrategyforsustainablevisitoreconomygrowth.Thestrategyisfocusedonsevenpriorityareasandincludes66actionsforgovernmentsandthetourismsector.Thisincludesactionsthatsupportthegrowthofnature-basedtourism,forexample,throughthedevelopmentofhigh-qualityproductsandexperiences,includingFirst

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Nationsexperiences,andthedevelopmentofpublicinfrastructureinnationalparksandWorldHeritageAreas.

TheAustralianGovernmentthroughtheNaturePositivePlanisreformingitsenvironmentallegislationonthreebasicprinciplesofcleardomesticstandardsofenvironmentalprotection,improvingandspeedingupdecisions,andbuildingtrustandintegrity.Thiswillimpactfutureinvestmentanddevelopmentoftourisminfrastructureandproducts,includingdomesticparksandprotectedareas.

Furthermore,eachofAustralia’seightStateandTerritoryGovernmentshasitsownvisitoreconomystrategy,withmanyprioritisingthedevelopmentofnature-basedtourism.Forinstance,Victoria’sExperienceVictoria2033strategyidentifiesnature-basedtourismasakeyprioritytodrivinggrowth.Otherstategovernmententitieshavealsodevelopedstrategiesfordevelopingnature-basedtourismproducts,includingQue