High-Yield Tourism vs High-Value Tourism: What Are The Differences - And Why Do They Matter?

High-Yield Tourism vs High-Value Tourism: What Are The Differences - And Why Do They Matter?

"Attracting high-value tourists is an easy claim for destinations, but building a customised high-yield tourism strategy is complex and challenging." In recent months, we've noticed that the terms High-Yield and High-Value Tourism are being used interchangeably. We believe this a mistake. On this week's podcast, Gary and Jens discuss how the travel industry’s language shapes its direction, and that the distinction between high-value and high-yield tourism is about much more than semantics. Identifying and measuring the multiple sources of yield in tourism moves the debate inexorably away from competing on visitor arrivals and tourism expenditure. These are one-dimensional metrics that deliver flawed destination marketing and management and neglect the importance of community engagement. But it requires more than a mindset shift. Tourism planners need to delve beneath the top-line, and conceptualise what their destination could become by harnessing the myriad resources that are often relegated in the short-term race for tourism dollars.

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Avsnitt(23)

Can the SOAR Framework Elevate the Quality of Destination Development?

Can the SOAR Framework Elevate the Quality of Destination Development?

Why does tourism need its own strategic development model?Each destination is unique, and is at a different stage of its lifecycle. And tourism isn't even an industry, it is a collection of services. ...

7 Okt 202529min

Why the Economic Geography of Tourism Really Matters to Destinations

Why the Economic Geography of Tourism Really Matters to Destinations

"Spatial, economic and social processes shape tourism development - and tourism, in turn, reshapes economic spaces.” This week, Gary chats with Joao Romao, Associate Professor at Yasuda Women’s Univer...

24 Sep 202532min

Can Youth, Backpacker & Adventure Travel Help Double Tourism Turnover in New Zealand?, with Haydn Marriner, BYATA

Can Youth, Backpacker & Adventure Travel Help Double Tourism Turnover in New Zealand?, with Haydn Marriner, BYATA

“Youth travellers are the biggest spenders in New Zealand. They stay a minimum of 8 weeks, and visit between 7 and 9 regions which gives us fantastic national dispersal.” New Zealand has historically ...

18 Sep 202525min

Where Martial Arts Meets Cultural Heritage & Participative Tourism

Where Martial Arts Meets Cultural Heritage & Participative Tourism

Inspired by a visit to a sumo tournament in Japan, this week's show explores how destinations build themed tourism experiences around the ceremonies and customs of ancient martial arts. Gary and Jens ...

2 Sep 202528min

Making Accessible & Inclusive Travel More Meaningful, with Yock Song Law, Ludus Lab/Accessible Singapore

Making Accessible & Inclusive Travel More Meaningful, with Yock Song Law, Ludus Lab/Accessible Singapore

"For differently abled people, it can be frightening to travel overseas. There is often a gap in information about accessible services to help them plan and manage their trips." These challenges are e...

21 Aug 202534min

The Future of High-Yield Tourism is Showcased at Expo 2025 Osaka

The Future of High-Yield Tourism is Showcased at Expo 2025 Osaka

This week, High-Yield Tourism’s Co-Founder Dr. Jens Thraenhart visited Expo 2025 Osaka with his young daughter. In our new podcast, Gary and Jens discuss how forward-thinking destinations are using th...

7 Aug 202532min

Turning Around Indonesia's Underperforming International Tourism Marketing, with Nur Wulan T

Turning Around Indonesia's Underperforming International Tourism Marketing, with Nur Wulan T

“Indonesia has the potential to lead in eco-tourism, in cultural heritage and in Muslim-friendly tourism, but only if we pair them with clarity, consistency and digital response. It tries to promote e...

23 Juli 202533min

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