LICENCIATURA EN TURISMO

Inglés II - Clases Prácticas

Unidad III | El futuro del turismo

Prof. JTP Silvina Meneses

Prof. Ay. Florencia Regueral
Prof. Ay. M. Eugenia Valotta

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 Tourism Impacts
“The growth and development of any new activity will bring about a number of positive and
negative impacts. This will always happen regardless of the individual country’s level of
economic development. Those responsible for destination management will seek to maximize the
positive impacts and minimize the negative ones.”
(Taken from Cambridge IGCSE Travel and Tourism)

1. Oral discussion:
 Do you agree with this statement?
Why? Why not?
 The bubbles on the right illustrate
economic, social and environmental impacts. Are
they positive or negative?

2. Read the extract below and complete the chart. Are the impacts positive or negative?

Economic Social Environmental

(Retrieved from https://tabotzedor.wordpress.com/2016/11/11/chapter-three-impacts-of-tourism/ August 2017)

 (a) The production of artificial snow, watering to golf courses, in aqua parks and swimming
pools, watering of tourist complexes, direct taking of drinking water and the like.

 (b) Tourism can generate jobs directly through hotels, restaurants, nightclubs, taxis, and
souvenir sales, and indirectly through the supply of goods and services needed by tourism-
related businesses

 (c)Tourism can emerge as a source of conflict between hosts and visitors in destinations
where its development leads to perceived and actual impacts.

 (d) Constructions at inappropriate locations; extraction of materials; cutting out trees;

insensitive modifications leads to the deterioration of the landscape.

 (e)Tourism development and the related rise in real estate demand may dramatically increase
building costs and land values. This makes it more difficult for local people to meet their
basic daily needs.

 (f) Loss of archaeological and historical heritages: artifacts due to lack of proper control at the
host country. Some artifacts are stolen by tourists.

 (g) The conservation of important natural areas and wild life, preservation of buildings,
attractions historic sites and natural habitat.

 (h) Rituals and performances are staged to satisfy tourists in order to create an income for
host populations.

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 Economic Impacts of Tourism
Some of the major negative economic impacts of tourism on the host destination are:
 Infrastructure cost
 Increase in prices
 Economic dependence
 Seasonal character of jobs

Oral discussion: Can you give an example for each of them?

Leakage
Another negative economic impact of tourism is leakage. But, what is leakage?

1.- Look at the graph below and try to explain what leakage consists of.

2.- Read the extract below and enlarge your explanation.

Try to think about the money a tourist spends on an international holiday. How are his expenses
distributed? What are the most significant costs? Are there costs of transportation such as airline
tickets and airport transfers? How about accommodation costs and guided excursions and tours?
What about the food and drinks? And going shopping? What proportion of the total holiday
expenditure contributes to the local economy of the chosen destination?

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When we break down holiday expenses and start to analyse who are on the receiving end of the
money spent by a tourist, we find that in most cases only a fraction stays within the local community.
Imagine a holiday where you fly with an international airline, stay at an international hotel chain
booked through a multi-national hotel agent. The hotel has foreign management and staff to meet the
language and service training demands by international tourists. The food and drinks you enjoy are
characterised by imported products to satisfy international taste buds and give the comfort of
familiarity in a foreign setting. The souvenirs are mass-produced in another country with cheaper
labour costs, and your tour guide is your fellow countryman. This is not an uncommon holiday setup.
This is what we call „tourism leakage‟, the phenomenon where the vast majority of tourism revenue
leaks out of the local economy and into the pockets of big international companies.

3.- What can tourists do to minimise leakage?

To benefit the destination and the community you are visiting, there are several things you can do:
 Buy local souvenirs; ………..
 ………
 ………
4. Read about tourism and poverty and find examples of leakage
https://theconversation.com/can-tourism-alleviate-global-poverty-76581

How tourism can alleviate poverty

Visitors to developing countries often want to do something
about the poverty they’re exposed to. But the mere act of
travelling can make a difference.
The number of international travellers reached one billion for
the first time in 2012 – and that means more money for the
industry. According to the United Nations’ World Tourism
Organization, tourism makes up 5% of the world’s Gross
Domestic Product; it accounts for one in 12 jobs worldwide;
and it’s either the number one or number two export earnings for 20 of the 48 least developed
countries, including Tanzania and Samoa.
Tourism has been described as the world’s largest transfer of resources from rich to poor‖, said Salli
Felton, chief executive of the Travel Foundation, a UK-based charity that works with the travel
industry on sustainability issues.
But getting tourism money to the poor can be easier in theory than reality. Many times, tourism
dollars don’t stay in the traveller’s destinations. In addition, developing countries often import
equipment, food and other goods from abroad to meet the expectations and standards of
holidaymakers. That means hotels and restaurants aren’t buying goods locally and supporting jobs
and businesses in their home countries.
Still, experts see progress – and potential. There are many examples of small, local projects that have
helped lower-income communities. For example, travellers can take part in Maasai village tours in
Kenya, where Travel Foundation helped develop a ticketing system that redirected fees to the
community, who used the money to invest in education and sanitation.

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A.- Answer the questions in your own words:

1. How important is tourism industry for poor communities?

……………………………………………………………………………………………………….......
……………………………………………………………………………………………………….......

2. In which situations doesn’t tourism money help local economies?

……………………………………………………………………………………………………….......
……………………………………………………………………………………………………….......

3. Explain how tourists can help the Maasai in Kenya.

……………………………………………………………………………………………………….......
……………………………………………………………………………………………………….......

B. What pieces of advice would you give tourists?

Look at the chart and write sentences using the constructions below.

Giving Advice
In order to give advice, we use the following expressions, which are followed by verbs in infinitive.

Have to: You have to do something

Must/Must not: You must do something
Had Better: You had better do something— it is a good idea to…
Should/Shouldn’t: You should/not do it—
Would/Wouldn’t: If I were you, I would/not
Might /Might Not: You might want to

…………………………………………………………………………………………………………..

………………………………………………………………………..…………………………………

…………………………………………………………………..………………………………………

Poverty Reduction and Inclusion Award

https://www.responsibletravel.com/holidays/responsible-tourism/travel-
guide/economic-awards-category

The Best for Poverty Reduction and Inclusion Category is one

of the longest standing categories of the World Responsible
Tourism Awards. It focuses on travel providers that use
memorable holiday experiences to achieve a reduction in
poverty in a local community, an inclusion of local and
marginalised people and a long-term sustainable vision for
continuing their work.

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Search the website.

 Find out about 2016 Gold Award Winner: Tren Ecuador.

 Choose another award winner and present what you have found to the class.

The Multiplier Effect

The chart below shows how the multiplier effect works for most destinations. Take a look at it.
.
(Retrieved from http://sustainabletourism.net/ August 2017)

Oral discussion:
 Define the multiplier effect in your own words.
 Explain the graph. Provide suitable examples.

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Sustainable Tourism

“Tourism will never be completely sustainable as every industry has impacts, but it can
work towards becoming more sustainable.”

The Role of the UNWTO

1. Oral discussion:
 Have you ever heard of the UNWTO?
 What does the acronym stand for?
 What do you know about it?

Read the information and check your answers:

http://www2.unwto.org/content/who-we-are-0

World Tourism Organization (UNWTO)

The World Tourism Organization is the United Nations agency responsible for the promotion of
responsible, sustainable and universally accessible tourism.
As the leading international organization in the field of tourism, UNWTO promotes tourism as a
driver of economic growth, inclusive development and environmental sustainability and offers
leadership and support to the sector in advancing knowledge and tourism policies worldwide.
UNWTO encourages the implementation of the Global Code of Ethics for Tourism, to maximize
tourism‟s socio-economic contribution while minimizing its possible negative impacts, and is
committed to promoting tourism as an instrument in achieving the Sustainable Development Goals
(SDGs), geared towards reducing poverty and fostering sustainable development worldwide.
UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and
instruments, fosters tourism education and training, and works to make tourism an effective tool for
development through technical assistance projects in over 100 countries around the world.
UNWTO‟s membership includes 156 countries, 6 Associate Members and over 500 Affiliate
Members representing the private sector, educational institutions, tourism associations and local
tourism authorities.
Every year, World Tourism Day (WTD), held annually on 27th September, is celebrated under a
different theme, chosen by the UNWTO General Assembly. While UNWTO invites people of all ages
and backgrounds to take part in celebrations in their respective countries, official WTD celebrations
take place in a Member State, on the bases of geographical location.

2. Decide if the following statements are true or false.

a) UNWTO has drawn up tourism policies and codes of ethics. ____

b) Both state authorities and private institutions can become members of UNWTO. ____
c) Every year, WTD is celebrated the same day at the same place. ____
d) WTD’s theme varies every year. ____

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 4. a. Let’s listen to the Official Message on World Tourism Day 2017 by Taleb Rifai,
Secretary-General, World Tourism Organization (UNWTO).

https://www.youtube.com/watch?v=yI73O1JewCs
“Sustainable Tourism – a Tool for Development”

a. T/F. Support your answers with figures.

1. Tourism is the first largest industry in the world. ( ) _________

2. Last year there were more than a billion international tourists. ( ) _________
3. This figure will double by 2030. ( ) _________
4. Sustainable development is based in several pillars. ( ) __________

b. Match each pillar with its main objective.

Economic celebrating and preserving diversity, identity, and tangible and intangible culture.
Social being an essential prerequisite for development and progress.
Environmental yielding inclusive growth.
Cultural bringing decent jobs and empowering communities.
Peace preserving and enriching the environment and addressing climate change.

Tips for a Responsible Traveller

In the framework of the International Year on Sustainable Tourism
for Development, 2017, UNWTO developed the Travel Enjoy
Respect Campaign, which aims at raising awareness of the value
and contribution that sustainable tourism can make towards
development and engage all people in making a positive change.

1. These are some of the tips that appear on the website to encourage people to take part in the
campaign.
 Honour your host and common heritage
 Protect our planet
 Support the local economy
 Be an informed traveller
 Be a respectful tourist

2. a. Enlarge each of them with your own ideas. First have a look at the grammar box to know
how to give advice in English.

 …………………………………………………………………..
 …………………………………………………………………..
 …………………………………………………………………..
 …………………………………………………………………..

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 b. Principles of sustainable tourism:
https://www.youtube.com/watch?v=rT6P2N_x-Mc

c. If you had to make a video like this one, how would you do it?

…………………………………………………………………………………………………………

…………………………………………………………………………………………………………

…………………………………………………………………………………………………………

…………………………………………………………………………………………………………

3. Sustainable tourism. https://www.youtube.com/watch?v=slanYx2dmnc

a. Watch the video and complete the information below.

From recycling at home to ………………….., there's only something we can do to reduce our impact
on the planet, including how we travel, tour and vacation around it. As the tourism industry expands,
so will its impact on the environment.
………………years ago around 25 million people fueled the world‟s tourism industry. Today it's
grown to1.18 billion people. By ………… that number will swell to 1.8 billion.
While the industry accounts for 10 % of the world's gross domestic product it also places a major
strain on our planet, for instance the average luxury hotel room uses ………. litres of water per day.
To put this into context the average Canadian uses ……….. litres of water per day that's just the
average.
The Bellagio hotel in Las Vegas, an area where water is scarce, uses …………… litres of water per
year. Several ………………………. also lack basic waste and recycling systems.
The effects of …………………… are also putting the world‟s most visited destinations at risk. By 2050
climate change could directly lead to the extinction of ……….…… of species, ………..….. of coral
reefs and almost ……………… the Amazon rainforest. It's time for a change.
While the industry will never be fully sustainable, there are steps we can take to protect the planet
when we travel. When you're out and about look for restaurants serving locally sourced food and
………………………….. souvenirs, search for a sustainable hotel or ask your ………………… how
they are doing their part. If you are a business or destination protect …………………………… focus
on ………….. yield rather than …………….. numbers. These small changes will go a long way in
protecting our …………… and the places we love to visit. To learn more about sustainable travel
practices visit www.sustainabletourism.net.

b. Look at the three instances of we and the two instances of you. Who do they refer to?

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c. Now, choose some of the ideas given in the video and rewrite them using the passive voice.

Example: The Bellagio Hotel uses 12 million litres of water per year.
12 million litres of water are used by the Bellagio Hotel per year.

Eco Tourism

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4.- Oral Discussion

 Do you think Argentina can become a renowned eco-tourism destination?

Justify your answer.
 In 2017 the National Park Los Alerces was named a World Heritage site
by UNESCO. What are the potential benefits for tourism?
 Which do you think would be the most popular destinations for eco-tourism in
Argentina?

The Future of Tourism

The travel sector is constantly transforming to provide the

holidaymakers with unique experiences full of authenticity,
sense of urbanity, and immersion.
What are the future trends in tourism?

(Retrieved from http://www.tourism-review.com/tourism-trends-of-the-coming-age-news4892 August 2017)

1.- Read the following predictions about the future of tourism. Show to what extent you agree
or disagree by giving each statement a number from 1 to 5. Justify your opinion.

2.- Oral Discussion

Write your own predictions. Discuss them in groups.

 …………………………………………………………………………….
 …………………………………………………………………………….
 …………………………………………………………………………….
 …………………………………………………………………………….
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The future of tourism – 10 Megatrends
Taken from https://ehotelier.com/featured/2015/12/15/10-megatrends-in-tourism/

1.- Read the introductory paragraph and look at the captions. What do they refer to?

The first five will have a major influence on demand in the tourism sector but will also impact the
second set of trends, which concerns changing supply. Together, they represent forces that will shape
the future of tourism.

2.- Match each statement with the corresponding image.

 The global population is aging and as a result a significant tourist segment is emerging –
―silver hair tourists‖. Nr.___

 Today, there is more need than ever to secure political, economic and social stability in order
to prevent terrorism and ensure safety for all tourists. Nr.___

 The increase in average income and the fall in levels of absolute poverty are resulting in
a growing middle class. The middle-class population is expected to increase further, up to
4.9 billion by 2030, where most of the growth is expected from Asia. Nr.___

 There are also new destinations emerging. The emerging markets will soon overtake
developed markets in terms of international arrivals with 58% of the share. Nr.___

 Technological (r)evolution in the hotel industry is a game changer, and is already dominating
how the industry operates. Nr.___

 Aging tourists, the lifestyle of Millennials and iGen, a growing middle class, and the
technological and digital revolution, all contribute to boosting the importance of the health
trend. Nr.___

 Tourism is dominated by digital channels, but growth of SoMo (Social + Mobile) is bringing
a real revolution, which is disrupting the entire sector on an ongoing basis. Nr.___

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  Loyalty within the industry as we know it will decline. There will be no more complicated
sign-up forms in order to collect points, and no more risk of losing them over time. Physical
loyalty cards are vanishing. Nr.___

 In addition, Generation Y, also known as Millennials, and Generation Z, known as iGen,

are appearing as an influence. These are tech savvy, technology driven age groups with
specific needs for communication, consumption and tourist experience. Nr.___

 Global tourism will continue to grow alongside world prosperity and well-being, therefore it
is imperative to ensure its sustainability. Economic, social and environmental pillars have to
be balanced in order to ensure the long-term sustainable development of tourism. Nr.___

3.- Now use some of the ideas expressed in the previous text to state whether you agree or
disagree with the future trends. Use the expressions below.

The Promotion of Tourism

Online vs. Offline

(taken from http://www.dmnews.com/dataanalytics/online-vs-offline-promotions-a-head-to-head-
comparison/article/65700/, retrieved August 2017)

No one disputes that the Internet currently holds the highest rate of adoption in the history of mass
media. Radio and television just can't compete with the speed at which consumers have adopted the
Internet. Yet television programming still beats the Web when it comes to attracting mass audiences.

A larger audience, however, doesn't necessarily mean reaching a target audience. There is a
tremendous amount of waste when it comes to television ads. A large percentage of the television
audience couldn't care less about advertised products and services. Besides, the ads must run
frequently to achieve the desired results with the target audience.

Direct mail, while more targeted than television, still can't compare to the effectiveness of e-mail lists
that your own company builds via online programs.

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  Name the traditional and online media mentioned in the text.
 State the strengths and weaknesses of each of them.

The effectiveness of the Internet

1.- Read the text below and answer the following questions.

 Which roles does the Internet have at present?

 How useful is the Internet for the tourism industry?
 Which are the main tourist related industries using the Internet for marketing?
 As far as promotion is concerned, can you think of some tourism products offered?

As a result of the advent of the web browser, the internet has grown
to become an information supplier and in the recent years a
commercialization tool. It has created a new economic environment
for creating opportunities, doing business, and providing rapid
communication of information.
Internet has enabled the tourism industry to broadcast tourism and
travel related information to customers all around the world, in a
direct, cost minimizing, and time effective way.
The development of the internet empowered the new tourist who is becoming knowledgeable and is
seeking exceptional value for money and time.
Internet is not only a source of information but also an important vector of transactions. Online sales
are growing considerably in tourism industry. The number of online sales is increasing dramatically
with a large number of successful online booking platforms in the different areas of tourism such as
transportation, accommodation, package deals or regional offers and most tourism organizations such
as hotels, airlines, and travel agencies have applied internet technologies as part of their marketing
and communication strategies.
The use of internet for marketing purpose is more common in tourism industry compared to other
industries. Among tourism related industries, air travels and hotels apply internet marketing more
than others. For example, more than one in three tourist enterprises in Europe sell their products
online and this is increasing rapidly. Internet is the most popular channel to look for information, find
the best price and reservation for travellers.
Internet is used to promote tourism to gain advantages such as: improving competitiveness and
performance of tourism industry businesses, creating opportunity for selling tourism products to
potential tourists, and displaying information at electronic speed. Direct communication is created
between tourism suppliers and tourists for purchasing services and also requesting information. As a
result, travel suppliers can understand each customer's needs, and therefore target each customer
individually and deliver tailor-made products. Tourism organization/destination management must
understand that IT is only a tool and competitive advantage can only be achieved via creative and
innovative use of that tool.
(taken: from: https://www.ukessays.com/essays/tourism/use-of-internet-to-promote-tourism-tourism-essay.php
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 2.- Look at the following tourism websites. How similar are they? What differences can you
find?

https:/www.visitbritain.com/gb/en

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Marketing and Promotion

The tourism industry is unlike any other because, instead of a product, you are selling a destination
and all the things it has to offer. You are competing with the entire world every time you promote
tourism in a given destination, and this high level of competition demands a creative and unique
approach.

1. Oral discussion: the travel agency you are working at has organized a meeting for
the promotion of a tourist destination in Argentina. Your boss has come out with
these concepts for you and your team to develop.

Objectives

Resources Customers

Promotion

Destination Methods
highlights

Match the paragraphs below with the concepts mentioned above. Then complete the bubbles
with more ideas from the text.

 You should decide exactly what your region offers to visitors- its
weather, natural features, culture, historical sites, etc.

 You have to identify your target market. This means knowing who
your customers are. What are they interested in? How much money will they spend?

 You need to decide on the objectives for your campaign. Are you trying
to attract new visitors, keep your existing customers or raise awareness about your region?

 Once you’ve decided who you are talking to and what you want to say,
you need to decide the best way to communicate your message. What’s the best way to promote
your region- advertising in the newspaper, promotional events, etc.?

 You need to plan your resources in terms of money, time and people.
Think about all the activities within your campaign; give each one a budget, schedule and
employees.
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2. Look at this advertisement for a travel destination and do as instructed.

a.- Tick the information it provides.

 Location
 Attractions
 Length of stay
 Activities
 Prices & Promotions

b.- Look at the most common language features ads may have. Tick the ones shown
here.
 Imperatives
 Modal verbs
 Conditional sentences
 Adjectives

c.- Decide:
 what the target market is;
 what the objectives are.

3.- Designing a Website. Choose a holiday destination in your country/region and create a
webpage.

 Choose a suitable title and slogan;

 Define the target market and the objectives;
 Describe facilities and services;
 Include price (with offers/discounts)
 Offer promotional methods

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