The Covid-19 crisis has disproportionately affected tourism, a sector that accounts for millions of jobs around the globe. While no one can say with certainty when tourism will recover, people are starting to dream again of getaways whether closer to home or to remote destinations. As more and more people go online to search where and when they can travel, accelerating the digitalization of the tourism sector will be key to adapting to the new tourism reality.

That is why the United Nations World Tourism Organization (UNWTO) and Google have partnered for an online Acceleration Program for UNWTO Member States' tourism ministers, top travel associations and tourism boards to further develop innovation and digital transformation skills.

Today, ahead of World Tourism Day, we hosted our first UNWTO & Google Tourism Acceleration Program focused on insights from South Africa, Kenya and Nigeria. Tourism is the backbone of many economies around the world. As data from UNWTO shows, tourism represents 9% of global trade for Africa and 1 in 10 jobs directly and indirectly. Moreover, the sector drives inclusive growth, as women make 54% of the workforce.

"UNWTO is committed to helping Africa grow back stronger," said Natalia Bayona, UNWTO Director of Innovation, Digital Transformation and Investments. "With the right policies, training and management in place, innovation and technology have the potential to foster new and better jobs and business opportunities for tourism in Africa while improving the overall wellbeing and prosperity of the region".

Africa is home to 30% of the world's population, adding every year hundreds of millions of new online users. Google is a highly trusted partner in Africa to find relevant and reliable information, and Search is one of the places they go when researching and booking travel.

"We're here to help the tourism sector rise up from this unprecedented crisis and emerge stronger. Our travel data insights and tools can help tourism authorities identify and understand the barriers and drivers to visit travel destinations for better tourism planning." said Doron Avni, Google's Director of Government Affairs and Public Policy for Emerging Market.

Below are some of the Sub-Saharan Africa travel data insights shared with participants in today's session:

South Africa

Google Search data shows some encouraging signs of increased interest in tourism in the region:

— Source: UN Tourism— Source: UN Tourism
— Source: UN Tourism

Travel by Province

— Source: UN Tourism— Source: UN Tourism
— Source: UN Tourism

Kenya

The top three questions users asked Google globally related to travel conducted in July comprised "When can we travel again," "when will international travel resume," and "when will it be safe to travel again." while top questions in August were related to where and when we can travel "right now". In fact, 45% of the top 100 questions related to travel focused on the impact of COVID-19, the need to travel as soon as possible and travel safety.

— Source: UN Tourism— Source: UN Tourism
— Source: UN Tourism

Travel Demand by Counties

Source: Google internal search trends data 2018 - August 2020

— Source: UN TourismSource: Google internal search trends data 2018 - August 2020

— Source: UN Tourism
Source: Google internal search trends data 2018 - August 2020 — Source: UN Tourism

Source: Google trends data 2018 - August 2020

— Source: UN TourismSource: Google trends data 2018 - August 2020

— Source: UN Tourism
Source: Google trends data 2018 - August 2020 — Source: UN Tourism

— Source: UN Tourism— Source: UN Tourism
— Source: UN Tourism

This slowdown presents a unique opportunity to rethink tourism, innovate and further develop the digital transformation of the sector so it can build the foundations for future sustainable growth.

Contacts

Katherine Vargas, Communications Department, Google, [email protected]
Belén Ramírez, Communications Department, UNWTO, [email protected]

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About UN Tourism

The World Tourism Organization (UN Tourism) 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, UN Tourism 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.

Our Priorities

Mainstreaming tourism in the global agenda: Advocating the value of tourism as a driver of socio-economic growth and development, its inclusion as a priority in national and international policies and the need to create a level playing field for the sector to develop and prosper.

Promoting sustainable tourism development: Supporting sustainable tourism policies and practices: policies which make optimal use of environmental resources, respect the socio-cultural authenticity of host communities and provide socio-economic benefits for all.

Fostering knowledge, education and capacity building: Supporting countries to assess and address their needs in education and training, as well as providing networks for knowledge creation and exchange.

Improving tourism competitiveness: Improving UN Tourism Members' competitiveness through knowledge creation and exchange, human resources development and the promotion of excellence in areas such as policy planning, statistics and market trends, sustainable tourism development, marketing and promotion, product development and risk and crisis management.

Advancing tourism's contribution to poverty reduction and development: Maximizing the contribution of tourism to poverty reduction and achieving the SDGs by making tourism work as a tool for development and promoting the inclusion of tourism in the development agenda.

Building partnerships: Engaging with the private sector, regional and local tourism organizations, academia and research institutions, civil society and the UN system to build a more sustainable, responsible and competitive tourism sector.

Our Structure

Members: An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members.

Organs: The General Assembly is the supreme organ of the Organization. The Executive Council take all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly.

Secretariat: UN Tourism headquarters are based in Madrid, Spain. The Secretariat is led by the Secretary-General and organized into departments covering issues such as sustainability, education, tourism trends and marketing, sustainable development, statistics and the Tourism Satellite Account (TSA), destination management, ethics and risk and crisis management. The Technical Cooperation and Silk Road Department carries out development projects in over 100 countries worldwide, while the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East serve as the link between UN Tourism and its 160 Member States. The Affiliate Members Department represents UN Tourism's 500 plus Affiliate members.