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1b
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.
46
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
48
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
410
AbbreviationsandAcronyms
ATTAAdventureTravelTradeAssociationFYFinancialyear
GDPGrossDomesticProductNBTNature-basedtourism
NPSNationalParkService(TheUnitedStates)PAProtectedArea
SMEsSmallandmedium-sizedenterprises
SDGUnitedNationsSustainableDevelopmentGoalsT&TTravelandTourismindustry
TWGTheAPECTourismWorkingGroup
UNESCOUnitedNationsEducational,ScientificandCulturalOrganizationUNWTOUnitedNationsWorldTourismOrganization
VFRVisitingfriendsorrelatives.VRVirtual
11b
412
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.
13b
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.
14
15b
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.
416
GantheaumePoint,Broome
©TourismAustralia
17b
18
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
19b
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.
420
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.
21b
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.
422
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.
23b
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.
424
25b
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
27b
428
Nationsexperiences,andthedevelopmentofpublicinfrastructureinnationalparksandWorldHeritageAreas.
TheAustralianGovernmentthroughtheNaturePositivePlanisreformingitsenvironmentallegislationonthreebasicprinciplesofcleardomesticstandardsofenvironmentalprotection,improvingandspeedingupdecisions,andbuildingtrustandintegrity.Thiswillimpactfutureinvestmentanddevelopmentoftourisminfrastructureandproducts,includingdomesticparksandprotectedareas.
Furthermore,eachofAustralia’seightStateandTerritoryGovernmentshasitsownvisitoreconomystrategy,withmanyprioritisingthedevelopmentofnature-basedtourism.Forinstance,Victoria’sExperienceVictoria2033strategyidentifiesnature-basedtourismasakeyprioritytodrivinggrowth.Otherstategovernmententitieshavealsodevelopedstrategiesfordevelopingnature-basedtourismproducts,includingQue
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