The need to shift towards a more traveller-centric marketing approach from a destination-centric one was highlighted at a forum organised by the Singapore Tourism Board (STB) at Expo 2020 Dubai.

 

The forum focused on the future of travel and tourism, including the importance of sustainability in attracting the next generation traveller. 

 

Organised in partnership with Intelligence Squared, the forum was part of STB’s SingapoReimagine Global Conversations series. 

 

The session last Saturday (Jan 22), brought global industry leaders together to exchange ideas and explore collaboration opportunities to reshape travel for Singapore and the world. 

 

Titled Reimagined Cities: Can cities leverage urban design and technology to attract the next generation traveller?, the conversations provided insights into the recent shifts in global travel trends, and ideas on how to appeal to travellers in the new world. 

 

The event shone a spotlight on urban design and technology, and featured insights from industry experts, such as Dr Barkathunnisha, Co-Founder, World Women Tourism and Founder of Elevated Consultancy & Training, as well as Xavier Anglada, Managing Director at Accenture - Innovation, Digital Transformation, Energy Transition, who were joined virtually by Michael Magill, Managing Director of RSP Architects Planners & Engineers (Pte) Ltd Middle East.

 

Attendees were encouraged to take the time to understand the ‘new generation traveller’ and how best to meet their needs such as through  sustainably-designed cities that feel authentic, yet eco-friendly, smart and convenient.

 

The session was moderated by Sarah Khan, the recently appointed Editor-in-Chief of Condé Nast Traveller Middle East, and covered a variety of topics, including how the tourism sector can adapt to changing consumer preferences by employing artificial intelligence and technological innovations; how cities are creatively deploying architecture to design tourist attractions of the future and, ; how sustainability is influencing where people choose to travel to, where they stay, and how destinations like Singapore are transforming in tandem with these needs. 

 

Dr Barkathunnish said: “I learnt so much about sustainable urban design during this fascinating forum and I felt so honoured to be a part of it. Together we raised pertinent issues and challenges and also came up with strategic ways that cities can stand out from the competition and lure in the next-gen traveller.”

 

Meanwhile, Anglada commented: “The session presented audiences with a thought-provoking debate about how travel and tourism is being reinvented in the new Covid-19 world. We explored how travellers’ needs have evolved, and the role technology is playing in providing hyper-personalized experiences for the new traveller.”

 

Magill added: “Overall, the event was an inspiring fusion of ideas about how we can integrate cities and enable them to live in harmony with the natural environment. As well as being essential for the future of our planet, this shift has also been inspired by the average traveller’s desire to live a more sustainable life.” - TradeArabia News Service