ENTERS THE GOLDEN AGE OF SHOPPING AS A LEGITIMATE TOURISM SEGMENT IN ITS OWN RIGHT.

“Shopping is becoming an increasingly relevant component of tourism,” stated Taleb Rifai, secretary general, World Tourism Organization (UNWTO), elaborating that from a visitor’s perspective, shopping can be a key determinant for travel destination choice as the segment can be identified as an attraction itself.

Rifai further posited that shopping is one of the major categories of tourist expenditure and represents a significant source of income for local communities with a multi-pronged effect on economic development. Hence, destinations have an immense opportunity to lure visitors by enhancing authentic and unique shopping experiences which add value to their tourism offering while reinforcing and defining their branding and image.

In this respect, UNWTO has taken strides to shed light on the segment and its growing importance to the industry as a whole.

The organisation released Global Report on Shopping Tourism which analyses the latest trends in the sector, providing insight into key success factors for destinations aiming to develop this segment.

The study also shows how public–private collaborations can channel the sector’s innumerable positive effects as it explores the economic impact and provides an overview of strategies and priorities employed by tourism stakeholders in order to foster sustainable growth.

“The key element of success is no doubt a holistic approach among all players – tourism companies, retailers and public authorities – to address product development and marketing,” highlighted Rifai.

The subsequent interest generated by the study led UNWTO to launch the first Conference on Shopping Tourism and the Shopping Tourism Network, a platform to act as a forum within the organisation’s Affiliate Members Programme, providing opportunities to interact, share and access information related to the segment.