1. Yemen Tourism for Peace Dr. Rich Harrill Director International Tourism Research Institute University of South Carolina

2. World Travel and Tourism Demand • Expected to grow 4.6 percent and total US $6.5 trillion in 2006 • Ten-year growth (2007-2016) forecast is 4.2 percent per year illustrating strong long-term growth World Travel & Tourism Council, 2006-2007

3. World Travel and Tourism Visitor Exports • The continued strength of international tourism is expected to push visitor exports to nearly U.S. $900 billion in 2006 or real growth of 6.5 percent World Travel & Tourism Council, 2006-2007

4. World Travel and Tourism Gross Domestic Product • Travel and tourism’s contribution to the world economy is illustrated by the direct industry impact of 3.6 percent of total GDP and the combined direct and indirect impact of the travel and tourism economy is expect to total 10.3 percent in 2006 World Travel & Tourism Council, 2006-2007

5. World Employment • The global travel and tourism industry is expected to produce 2.5 million new jobs in 2006 over its 2005 level to total 76.7 million jobs or 2.8 percent of total world employment • The travel and tourism economy is expected to create nearly 10 million new jobs for the world economy for a total of 234.3 million jobs dependent on travel and tourism or 8.7 percent of total employment World Travel & Tourism Council, 2006-2007

6. Middle East 2006 Travel & Tourism Demand (US$ Millions) • Saudi Arabia $34,822 • Iran $29,828 • United Arab Emirates $26,353 • Kuwait $10,252 • Qatar $5,596 World Travel & Tourism Council, 2006-2007

7. Middle East 2006 Travel and Tourism Demand ($US Millions) • Syria $4,609 • Oman $4,566 • Lebanon $4,382 • Jordan $4,104 • Yemen $1,803 World Travel & Tourism Council, 2006-2007

8. How Do You Rank Now? • World ranking (out of 174 countries) • Absolute size: 104th • Relative contribution to national economy: 116th • Growth forecast: 106th World Travel & Tourism Council, 2006-2007

9. How Will You Rank in the Future? (2007-2016) • Travel & tourism industry employment: 16th • Travel & tourism economy employment: 20th World Travel & Tourism Council, 2006-2007

10. How Will You Rank in the Future? (2007-2016) • Capital investments: 29th • Business travel: 42th • Government expenditures: 61st World Travel & Tourism Council, 2006-2007

11. Getting Ahead:Update the National Tourism Plan!

12. National Tourism Plan Update • Yemen deserves a new global tourism policy • An updated physical plan including: • Identification of undeveloped tourism attractions • International access points • International transportation network of facilities and services to meet the needs of the international traveler!

13. National Tourism Plan Update • Assess the general amount, types, and quality level of accommodations and other tourism facilities and services required • Improve tourism organizations and investment policies • Recommend new education and training programs by tourism experts from U.S. and China

14. National Tourism Plan Update • Create new, global tourism marketing strategies and promotion programs • Improve facility development and design standards • Conduct cultural, environmental, and economic impact analyses to achieve sustainable tourism development • Recommend national level implementation techniques

15. Staying Ahead:Destination Marketing and Branding

16. Destination Marketing and Promotion • Use the most effective image, identity or brand • Communicate to priority target markets • Integrate traditional and electronic promotional techniques • Implement relationship and database marketing for destinations

17. Branding, Positioning, and Theme Development • Branding • A collection of visitor perceptions • Guided by marketing research • Steps in branding a destination • Brand assessment—define unique selling points • Brand promise—create motivational messages • Brand blueprint—develop positioning statement • Brand culturalization—new theme line and logo • Test, Test, Test Duane Knapp, Gary Sherwin, “Destination BrandScience” (2004)

18. Brand Promise • What it is: Description of the visitor experience and visitor expectation • What it’s not: • A description of product attributes • Mission or vision statement

19. Brand Promise Examples • “The Palm Springs Desert Resorts provides the visitor the opportunity to enjoy the fun, glamour and beauty of an authentic, relaxing California resort experience while escaping from the worries and pace of everyday life.” • “The Paradise Coast of Naples, Marco Island and the Everglades is the last Paradise our visitors will ever need to relax and escape their fast-paced lifestyle.”

20. Final Thoughts • Getting ahead means investing in an updated national tourism plan • Staying ahead means investing in destination marketing and branding • A globally-known national tourism destination attracts other forms of economic development, corporate investment, and technological innovation

21. Contact • Dr. Rich Harrill • E-mail: rharrill@hrsm.sc.edu • Phone: (803) 777-7682 • Fax: (803) 777-1224