CTO/CRSTDP Statisti CTO/CRSTDP Statisti cs Workshop 2005 cs Workshop 2005 USE OF TOURISM USE OF TOURISM STATISTICS IN MACRO- STATISTICS IN MACRO- ECONOMIC & BUSINESS ECONOMIC & BUSINESS PLANNING PLANNING By McHale ANDREW By McHale ANDREW CRSTDP/CTO Research Adviser CRSTDP/CTO Research Adviser
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CTO/CRSTDP Statistics Workshop 2005 USE OF TOURISM STATISTICS IN MACRO- ECONOMIC & BUSINESS PLANNING By McHale ANDREW CRSTDP/CTO Research Adviser.
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• "The objective of a national statistical system is
to provide relevant, comprehensive, accurate and objective statistical information. Generally, statistics are invaluable for monitoring the country’s economic and social conditions, the planning and evaluation of government and private sector programmes and investment, policy debates and advocacy, and the creation and maintenance of an informed public."
• Facilitate comparison across countries/regions• Benchmarking• ‘Best Practices’• Evaluation of performance
However, good statistics must be collected in accordance with agreed international standards using appropriate methods for data collection, processing and dissemination.
Economic Importance of Tourism in Economic Importance of Tourism in the CTO Caribbeanthe CTO Caribbean
Therefore tourist population must be factored in when planning for:
• total effective demand• social, economic and business services• infrastructural development• domestic and international transportation• investment• national sales and marketing programmes• spatial planning, carrying capacity etc.
• In Caribbean absence of a reliable, thorough and internationally uniform statistical database from which one could measure the full economic impact of tourism
• Simple analyses of arrivals, estimates of expenditure (VEMS)
Uses:• Provide credible data on the impact of tourism and related
employment• Serve as a standard framework for organizing statistical data on
tourism• Become a new internationally accepted national accounting standard
endorsed by the UN Statistical Commission• Function as a powerful instrument for designing economic policies
related to tourism development• Measure tourism’s contribution to GDP and its ranking in relation to
other economic sectors• Provide data on tourism’s impact on a country’s Balance Of Payments• Provide information on tourism human resource characteristics• Measure the level of investment in tourism• Evaluate tax revenues generated by tourism industries• Measure the level of tourism’s consumption of other goods and
Benefits:• Reconciliation of the demand-side data with the
supply-side data within the account brings greater coherence to the definition of the industry; all partners in the industry will speak a common language.
• Use of a recognized accounting system brings enhanced credibility to the economic analysis of the industry.
• Use of an accounting framework can bring other important information into the analysis of tourism, such as data on value-added benefits of tourism, tourism share of GDP, government revenues, human resources development or financial flows.
Using Surveys to Assess Visitor Using Surveys to Assess Visitor Expenditure & Motivation,Expenditure & Motivation, etc. etc.
Uses of Tourism Surveys cont’d:4.CRM/Visitor comment & feedback5. Evaluation of tourism promotion programmesInformation collected from surveys used to :• customize policies and strategies • redress any supply problems• enhance the tourism product • provide more competitive and attractive
E.g. Tourism Advertising E.g. Tourism Advertising campaigncampaign
• Inquiries = brochures + website visits • In this example inquiries = 40,000 brochures+ 15,000
website visits = 55,000 inquiries• Conversion rate is 25% [gross conversion (# people who
came, e.g. 60%) and net conversion (# people who came because of advertising, e.g. 25 %)
• Average length of stay is 6 days• Average party size is 2.6 people• Average daily expenditure is $100• Total Advertising costs = $100,000 (advertisement
placement & production)+ $10000 (website development costs) = 110,000
3. Tourism Statistics in Macro-3. Tourism Statistics in Macro-Economic PlanningEconomic Planning
• Accurate statistics fundamental to good economic planning !
• Planners use statistical databases, spreadsheets and modern analytical techniques to prepare reports and recommendations for governments etc.
• Analytical techniques utilized to project program costs and forecast future trends in aggregate demand (GDP), employment, housing, investment, taxation, transportation and population
Rely on tourism statistics for:• decision-making and financing proposals• evaluating performance/justifying investments• monitoring implementation of government
policies• building partnerships with airlines, governments
etc.• benchmarking performance of host country vs
competing destinations• policy advocacy in trade associations
• Establishments Not Included in Classifications• Hospital • Prison • Work Camp • Nursing Home • School Hostel • University Hostel • Time shares (when used by owners) • School Lodge • Church Lodge • Trains • Ferries• Planes Cribs Refuge/Emergency Shelter Night Shelter
Serviced Apartments Chartered Boats House Swap Outward Bound