IGCSE Travel & Tourism · National Tourism Organisations

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NTO: a government-supported body that promotes a country as a destination and coordinates tourism development nationally. It focuses on inbound tourism but often promotes domestic tourism too.
Functions: promote, research, train (quality standards), coordinate, advise (policy and planning) and sustain. NTOs also develop products, represent the country at WTM and ITB, and support accessible tourism.
Funding: mostly government (taxpayers), so NTOs are accountable. They also earn money from private partners through co-operative marketing. Budget cuts mean fewer campaigns.
Network: the ministry makes policy and the NTO does the practical work (DCMS and VisitBritain). There are also regional tourism organisations, local authorities, UN Tourism (formerly UNWTO), the WTTC and the ETC.
Challenges: social media and user-generated content, overtourism, and budget pressure and accountability.
Measuring success: arrivals, spending, market share, brand awareness, ROI and visitor satisfaction.

National Tourism Organisation · Staff pass

You've just been made director of Aurelia's national tourism organisation. Run the departments, work with the right partners and launch campaigns that bring the world to your island.

ROLEDirectorBUDGETGovernment + partnersTARGETInbound tourists

BEST 00000

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VisitAurelia

Visit
Aurelia