5th Tourism Summit

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Main Themes

China is already the country with the largest spending on tourism and the largest issuer of tourists worldwide. Asia’s largest country is thrusting the rest of its continent into a key market for the tourism industry. Not only are most of other Asian economies increasing their spending on tourism, but also hugely developing as tourism destinations. As the main international destinations visited by Chinese tourists are Hong Kong and Macao (45% of visits) and other Asian destinations (35% of visits), these countries see a huge opportunity in catering for their own inner-continental travel. This trend means that the tourism industry globally needs to be particularly aware of how these markets evolve in terms of both the demands of the tourists they issue, their assets as a travel destination, and their increasing power as investors.
The Internet has dramatically changed the way we travel. It allows us to quickly access a huge amount of information of potential places we’d like to visit and then instantly book flights and accommodations to that specific destination after comparing tens and even hundreds of options. But that’s not all. The Internet and mobile technologies in particular have changed the way we interact with our surroundings once we reach our destination and even how we share our experiences. Finally, the internet has been the catalyst for the Sharing Economy, which particularly affects tourism through accommodation, transport, travel and dining. This becomes a particularly pressing issue both for competitveness of existing businesses and for governments who need to regulate new models to guarantee their sustainability within the social ecosystem. With ever-increasing internet access and high-earning Millennials and Digital Natives entering the workforce and booking multiple trips per year, the effects of the Internet on tourism will only increment exponentially.
Though we usually tend to think of tourism as mainly leisure travel and business trips, health is becoming a key driver of travel. More and more people choose destinations to obtain specific medical treatments. There are many reasons for this. This type of travel was traditionally done from less-developed countries to leading medical centers in highly developed countries, but there is currently a trend to travel in search of cheaper treatments and less regulated treatments that have the potential to cure odd or new diseases. With Cornell University as special guest, this panel explores how health is becoming a growing force behind travel and what that means for the tourism industry.
The global growth of tourism in the present decade, and the growth forecasts for the following decade are fueled mainly by emerging destinations. These are expected to grow at a 4.4% a year rate, doubling the rate of advanced economies of 2.2% in the period between 2010 and 2030. This means that by 2030 emerging economies will have a 57% of international tourist arrivals, up from a 30% in 1980 and a 45% in 2014. Tapping into the opportunity of emerging destinations requires understanding the idiosyncrasies of these places as well as what travelers are looking for when choosing them as the place to spend their holidays. This panel will explore some of these key new destinations and elaborate on how to successfully tap into the opportunity they represent for every player in the industry. 
As the demand for tourism and the industry as a whole continues to grow, both entrepreneurs and corporates seek to leverage the existing opportunities by capturing new audiences and/or keeping their current client base. This panel will explore the keys to successful entrepreneurship in the tourism industry, looking at the process of detecting windows of opportunity, ideation, prototyping, financing and scaling of ventures, both for independent startups and corporate ventures. 


M.Helena Andreu
IESE Industry Meetings

Date and Venue

November 29, 2016

IESE Barcelona

How to Get to IESE Barcelona


The conference languages are English and Spanish. Simultaneous translation will be provided into both languages.