World Travel Monitor Forum

On 30 and 31 October the 20th World travel Monitor Forum was held in the 15th century Villa di Corliano, Pisa, Italy. More than 25 speakers from Europe, the Americas, Asia and Africa gave their points of view concerning trends and development in international travel, marketing and the effects of thedramatic changes in the world economy. These were used to developforecasts for 2013; forecasts that have proven to be very accurate. Many presentations were supported with data from the World Travel Monitor. During the second day explicit attention was given to Social Media in the Travel Business, and Sustainaility and other Mega Trends. It was during this day that Albert Postma gave a presentation ‘Long term outlook on social media in the travel industry 2030’. 

Social media in tourism

During this presentation trends, developments and drivers were discussed that will affect social media in the travel business in 2030. These formed the basis for four scenarios of the role the travel industry could have taken by then. Important aim of the presentation was to raise awareness and stimulate discussion about some issues that might arise. Input for the presentation was given by a group of third years students from Stenden BBA Tourism management, namely Alexa Schetter, Barbara Milei, Carolin Gohlke, Ilka Limbach and Miriam Rau and their supervisor Michiel van der Meer. These students conducted intensive desk research and interviews with experts in Germany and The Netherlands.

Valuable input was also given by Dr. Jim Slevin (professor of organizations and social media at Stenden University and also working at the University of Amsterdam and of Roskilde), Kaija Lindroth, MA (Haaga Helia University o.A.S. Porvoo), Dr. Girish Prayag (SKEMA Business School Paris), Dr. Evangelous Christou (Alexander Technological Intistute of Tessaloniki, Greece), Dr. Ian Yeoman (European Tourism Futures Institute, The Netherlands) and Dr. JeroenOskam (programme manager European Tourism Futures Institute). In short film fragments these experts introduced statements for discussion. 

Dr. Jim Slevin, Stenden University, Leeuwarden, NL 
Kaija Lindroth MA, Haaga-Helia University of Applied Sciences, Provoo, Finland 
Dr. Girish Prayag, SKEMA Business School, Paris, France 
Dr. Evangelous Christou, Alexander Technological Intistute of Tessaloniki, Greece 
Dr. Ian Yeoman, European Tourism Futures Institute, Leeuwarden, NL 
Dr. Jeroen Oskam, European Tourism Futures Institute, Leeuwarden, NL 

More information

Details of the studies that were presented in Pisa will be published in the ITB World Travel Trends Report, to be published in early December at www.itb-berlin.com. For the press release of the World Travel Monitor Forum in Pisa and some background information surf to http://www.itb-berlin.de/en/MediaCentre/PressReleasesAndNews/index.jsp?lang=en&id=244740.