Project Title

Leveraging the Digital Economy to Promote an Inclusive Tourism Industry Workshop 

Project Year

2018   

Project Number

TWG 01 2018A 

Project Session

Session 2   

Project Type

Standard 

Project Status

Project in Implementation   
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Project No.

TWG 01 2018A 

Project Title

Leveraging the Digital Economy to Promote an Inclusive Tourism Industry Workshop 

Project Status

Project in Implementation 

Publication (if any)

 

Fund Account

APEC Support Fund 

Sub-fund

ASF: Women and the Economy 

Project Year

2018 

Project Session

Session 2 

APEC Funding

78,762 

Co-funding Amount

28,415 

Total Project Value

107,177 

Sponsoring Forum

Tourism Working Group (TWG) 

Topics

Tourism 

Committee

SOM Steering Committee on Economic and Technical Cooperation (SCE) 

Other Fora Involved

 

Other Non-APEC Stakeholders Involved

 

Proposing Economy(ies)

United States 

Co-Sponsoring Economies

Australia; Chile; Japan; Korea; Mexico; Papua New Guinea; Peru 

Expected Start Date

01/10/2018 

Expected Completion Date

30/09/2019 

Project Proponent Name 1

Jennifer Aguinaga 

Job Title 1

Senior Policy Analyst 

Organization 1

National Travel and Tourism Office, US Department of Commerce 

Postal Address 1

1401 Constitution Ave, NW, Room 10003, Washington, DC 20230, USA 

Telephone 1

(1-202) 4822404 

Fax 1

Not Applicable 

Email 1

Jennifer.Aguinaga@trade.gov 

Project Proponent Name 2

Brian Beall 

Job Title 2

Deputy Director, Planning and Policy 

Organization 2

National Travel and Tourism Office, US Department of Commerce 

Postal Address 2

1401 Constitution Ave, NW, Room 10003, Washington, DC 20230, USA 

Telephone 2

(1-202) 4820140 

Fax 2

Not Applicable 

Email 2

Brian.Beall@trade.gov 

Declaration

Jennifer Aguinaga and Brian Beall 

Project Summary

This one-day workshop will focus on how APEC economies can leverage digital tools to promote travel and tourism, with an emphasis on enabling women and MSMEs to engage in the industry.  The proposed workshop, Leveraging the Digital Economy to Promote an Inclusive Tourism Industry, will focus on 1) How digital tools enable key groups, such as women and MSMEs in developing economies, to access and leverage the tourism economy; 2) How digitalization enables greater access to the tourism industry for all geographic areas of an economy; 3) Evolving regulations that leverage the digital economy for future growth while mitigating the negative effects; 4) Tourism trends in the Asia-Pacific region; and 5) Case studies featuring women entrepreneurs, MSMEs, companies in the tourism sector and other stakeholders, and their respective experiences and roles in the digitalization of the tourism industry.  The workshop will take place in Chile on the margins of the TWG, SMEWG, or PPWE meetings, depending on the meeting schedule released by Chile.

Relevance

Relevance – Region: Travel and tourism plays a significant role in stimulating economic growth and fostering connectivity in the Asia-Pacific region. In 2017, travel and tourism directly contributed USD $1.4 trillion to the APEC region's GDP, supported 55 million jobs directly and contributed 6.1% of the region’s exports. Moreover, every 10% increase in tourist arrivals in APEC economies is associated with a 1.2% increase in exports and a 0.8% increase in imports in the destination economy. Travel and tourism stimulates entrepreneurship and the growth of MSMEs, supporting economic diversification and creating jobs across sectors. To ensure that APEC economies continue to see benefits from travel and tourism, it is important that policy makers and the private sector understand the changing nature of the sector through digitalization. 

The Asia-Pacific region is at a pivotal stage where the transformative power of technology has presented a unique scope of possibilities, providing opportunities for businesses in new areas such as the sharing economy and seamless travel. Digitalization will continue to improve the tourism experience and how people work within the sector. Emerging digital technologies will increase people-to-people connectivity by helping to connect people with more information, people and experiences more quickly than ever before. These changes are likely to be disruptive and, in the short term, may cause labor displacement as businesses try to figure out the tourism jobs of the future. It is therefore important to prepare for these changes and to ensure that all members of the population, particularly women and MSMEs, have access to, and can advance in, this new digital travel and tourism economy. 

Relevance – Eligibility: The workshop will help economies identify ways to engage women and MSMEs in the tourism industry via the digital economy.  As the industry changes due to digitalization, it is critical to ensure that women and other key groups continue to have access to this industry, including through skills promotion and capacity building to prepare them for success in the digital tourism workforce, business and entrepreneurship.  This project will advance APEC’s objectives of increasing women’s economic participation by supporting and advancing women’s participation in the new digital economy. 

Relevance – Capacity Building: This project will enable APEC economies, particularly developing economies, to obtain, share, and strengthen knowledge and skills related to the digitalization of the travel and tourism industry and the effect on jobs and skills development. This will help women and MSMEs to participate more fully in the digital tourism industry in their own economies and in the regional economy.

Objectives

This workshop will:

1) Deepen participants’ knowledge and understanding of the digitally-enabled tourism economy, including how it provides access to key groups, such as women and MSMEs;

2) Identify ways to further engage women and MSMEs in the tourism industry via the digital economy;

3) Increase participants’ knowledge of regulatory and capacity-related barriers affecting the digitally-enabled tourism economy; and

4) Educate participants on successful strategies of companies in the digital tourism industry and develop strategies to engage public-private partnerships in skill-training initiatives tied to the digital tourism economy.

Alignment

Alignment - APEC:  APEC 2018 and 2019 Themes and Priorities.This project aligns with APEC’s 2018 priorities of Improving Connectivity, and Deepening Regional Economic Integration; and Promoting Inclusive and Sustainable Growth. Moving forward, inclusiveness and MSMEs will continue to be priorities for the Chile host year.

Focus on Digital. The digital economy has been a major focus in APEC over the last decade and will continue to be a priority moving forward, into the Chile and Malaysia host years. The project is also aligned with the APEC Internet and Digital Economy Roadmap and supports the 2017 Leaders’ commitment to “increase MSME’s innovation capacities, including by facilitating their access to finance, technology and capacity building, especially for women and youth-led businesses”. 

Services competitiveness roadmap. The roadmap recognizes the important role that services, including tourism, will play in the growth of the APEC region over the next decade. New technologies are increasing trade in services while creating platforms that allow key groups, such as women and MSMEs, to participate in the economy. Enabling this environment will require new skills for workers in a rapidly changing digital economy. This project will support the APEC-wide roadmap action of supporting work on developing the travel and tourism sector for sustainable and inclusive growth. 

Alignment – Forum:

TWG Workplan.  The TWG 2018 workplan called for the TWG to align its work with the 2018 APEC push for inclusivity and economic opportunities in the digital age as related to the travel and tourism industry.

Tourism 2015-19 Strategic Plan.  The project aligns with the TWG Strategic Plan in the areas of 1) Assisting micro, small and medium-sized enterprises - including women, youth, disabled, and other local entrepreneurs – to gain better access to global markets; and 2) Encouraging innovation in new tourism products and niche segments. 

High-Level Statement on Sustainable Tourism. Ministers and high-level officials called for the TWG to conduct further studies to enable APEC economies to adapt to, and capitalize on, the changes made by the new advanced technologies for smart, sustainable and inclusive tourism development, especially in tourism human resource development and tourism management. 

TMM 10 Statement.  During the 10th Tourism Ministerial Meeting in May 2018 in PNG, tourism ministers and high-level officials recognized the significance of emerging trends in the tourism industry such as big data and the sharing economy that facilitate favorable tourism business opportunities that may lie in the digital age to foster innovative, sustainable and inclusive tourism growth. Recognizing that the digital economy has and will continue to transform the tourism industry, ministers encouraged economies to share best practices on the modernization of tourism policy and regulatory approaches that will stimulate growth and create new jobs by harnessing innovation and technology.  Ministers also encouraged economies to develop inclusive policies that will take into account the technological advancements in the tourism industry.

TILF/ASF Justification

Not Applicable.

Beneficiaries and Outputs

Outputs: The main deliverable of the project is a one-day workshop to discuss how APEC economies can leverage digital tools to promote travel and tourism, with an emphasis on enabling women and MSMEs to engage in the industry. 

The workshop will include segments on:

1) How digital tools enable key groups, such as women and MSMEs in developing economies, to access and leverage the tourism economy;

2)  How digitalization enables greater access to the tourism industry for all geographic areas of an economy;

3) Evolving regulations that leverage the digital economy for future growth while mitigating the negative effects;

4)  Tourism trends in the Asia-Pacific region; and

5)  Case studies featuring women entrepreneurs, MSMEs, companies in the tourism sector and other stakeholders, and their respective experiences and roles in the digitalization of the tourism industry.  This section may include how women entrepreneurs gained access to financing. 

For each segment, experts from various APEC economies and multilateral institutions will present information related to the digital tourism economy.  These speakers will be experts in the areas of travel and tourism, specifically related to digitization, the Asia-Pacific region, and the effects of digitization on key groups such as women and MSMEs.  The project officers and volunteers from co-sponsoring economies will be responsible for collating project information and materials for each segment of the workshop. 

The results of the discussions during the workshop will be consolidated into a best practices report to provide APEC economies with actionable information on how they can best leverage digital tools to promote travel and tourism.  The goal is for participants to take this information back to their home economies and be able to implement the recommendations from the workshop.  These best practices may include actions that an economy can take to mitigate the negative effects of a digital tourism economy; steps that an economy can take to ensure that women and MSMEs are prepared for the digital tourism economy, such as job training; and how economies can ensure that a digital tourism economy provides benefits to all geographic regions of the economy. The report is estimated to be approximately 20 pages in length. 

Outcomes: One of the main outcomes expected to result from the project is improved knowledge, skills and understanding by industry personnel (project participants) of what is needed to leverage digital tools to promote travel and tourism.  The workshop will deepen participants’ knowledge and understanding of the digitally-enabled tourism economy, including how it provides access to key groups, such as women and MSMEs, and identify ways to further engage women and MSMEs in the tourism industry via the digital economy.  It will also increase participants’ knowledge of regulatory and capacity-related barriers affecting the digitally-enabled tourism economy and educate participants on successful strategies of companies in the digital tourism industry. 

With this knowledge, we anticipate that in the medium to longer term, the project will result in policy initiatives that will help women and MSMEs to become more integrated into the digital tourism economy, such as skills training initiatives and favorable regulations.  A more educated industry will result in greater awareness of the importance of women and MSMEs to the tourism sector and the need to ensure that they have access to, and are able to participate in, the digitalizing tourism economy. 

Specifically, the goal is for participants to be able to better leverage digital tools in the tourism space; engage women and MSMEs’ closely in the digital tourism economy to ensure they are not left behind in the digital transition; and create policy initiatives that are relevant to each economy, such as skills trainings and favourable regulations to support the digital tourism economy. 

Beneficiaries: Participants in the workshop will include travel and tourism officials and policy makers from tourism ministries or tourism marketing organization in APEC economies with specific experience in the digitization of the tourism economy, tourism trends in the APEC region, or tourism regulations; government officials focused on women’s issues and women’s empowerment, as specifically related to travel and tourism, services, or entrepreneurship; private sector stakeholders, including companies like Airbnb; MSMEs in the tourism industry; and tourism organizations such as the World Travel and Tourism Council, UN World Tourism Organization, Pacific Asia Travel Association, and others.  The project overseers will be working with the National Centre for APEC to identify appropriate private sector panellists.  Participants and panellists will have an interactive conversation to ensure that the workshop benefits policymakers and the private sector alike and to encourage public-private collaboration.

Dissemination

Dissemination of the project outputs will be in electronic form and, as per standard APEC practice, made available on the MDDB. The project related deliverables, such as presentation materials and the Best Practices Report, will be made available to all participants and, for those stakeholders who are unable to attend the workshop, all materials will be uploaded on to the APEC website. The Best Practices Report will also be published as an APEC publication. The project overseers will examine ways of promoting the dissemination of project outputs more broadly by leveraging the networks of the various external agencies and industry/sectoral bodies involved in this project.  It will be likely that there will be opportunities to highlight the project outcomes (including the workshop) in relevant industry publications; however, the specific details of this will not be known until the preparations for the workshop are underway and project is under implementation.

The target audience will be tourism industry representatives (private sector) and public sector participants from APEC economies involved in policy making.

There is no intention of selling outputs arising from the project and all outputs will be compliant with APEC publications guidelines, logo requirements etc.

Gender

The active participation and engagement of women will be promoted at all stages of the project and a conducive environment will be created during project planning and implementation stages to enable the effective representation of the views of both men and women. Specifically, the views and involvement of key women in the tourism industry will be sought and efforts will be made to ensure that there are female subject matter experts selected for the event, including the representation of female speakers during the workshop.  When nominations are sought from economies, due consideration will be placed on ensuring that there are no gender biases in selection of participants from economies and that there are sufficient numbers of women nominated for the event. Sex aggregated data will be used where available/possible to inform the project.  The project officers commit to achieving critical mass of 30 percent of the underrepresented gender as both speaker/experts and participants and will strive to reach full gender parity. 

As this project is under the Women and the Economy sub-fund, the project will have a specific focus on women’s participation in the project.  Additionally, the project is currently managed by one female project overseer and this ensures that gender considerations are taken into careful consideration during all stages of the project. 

The project officers are committed to collecting sex disaggregated data for all speakers and participants (not only the APEC funded) at the project event. This data will be included when submitting a Completion Report to the Secretariat at the completion of the project to ensure gender parity is achieved as well as giving future project officers guidance on their own gender parity targets.

Work Plan

Activity/Task

Timing

Responsibility

Output

Project Plan and funding confirmed

September 2018

BMC/APEC Secretariat

Approved Project Proposal

Scoping work, in close consultation with co-sponsoring economies

October - November 2018

Project Overseers

Scope of Work for workshop

Research/collection of information in preparation for drafting the agenda and finding speakers.

November - December 2018

Project Overseers

Information to assist in Developing agenda.

Agenda drafted, in close consultation with co-sponsoring economies

January 2019

Project Overseers

Draft Agenda

Potential Speakers identified for each agenda item, in close consultation with co-sponsoring economies

February 2019

Project Overseers

Potential Speakers identified

Invites sent out to potential speakers.

March 2019

Project Overseers

Invites sent

Speakers confirmed.

April 2019

Project Overseers

Speakers confirmed.

Workshop planning and preparations.

April - May 2019

Project Overseers

Agenda finalized, venue selected. 

Conference held (possibly on the margins of TWG, PPWE or SMEWG meeting - venue to be confirmed)

May 2019

Project Overseers

Conference completed

Best practices report drafted and circulated.

June/July 2019

Project Overseers

Best Practices Report

Drafting, endorsement and submission of the Completion Report and all supporting documents to the Secretariat

Within 2 months from project end date

Project Overseers

Completion Report, including supporting documents

Participation in the Long-Term Evaluation of APEC Projects conducted by the Secretariat

6-12 months after project end date

Project Overseers

Evaluation

While the table above provides some basic information on the roles and responsibilities in implementing the project, it is anticipated that all member economies, particularly the co-sponsoring economies, will be actively engaged in the planning stages of the project as well as in assessing key project outputs, including the agenda and best practices report.  The project officers will work closely with co-sponsoring economies, as well as organizations such as the World Travel and Tourism Council, to scope out the project and do any research needed in order to create an appropriate agenda and determine speakers.

Risks

The following are some potential risks that would need to be appropriately managed and mitigated:

1)   Inability to identify speakers for the workshop – this will be managed by actively engaging co-sponsoring economies, and the TWG and PPWE in general, to identify potential speakers early in the process.  The project officers will also work closely with international tourism organizations, such as the World Travel and Tourism Council, UN World Tourism Organization, OECD Tourism Committee, and the Pacific Asia Travel Association, in order to engage speakers early in the process.

2)   Lack of participation by travel-eligible economies – Given that nearly half of APEC projects with a funded-travel budget fail to engage more than half of their anticipated number of funded-participants, resulting in the discounting of capacity building projects aim to create in the developing economies, the project officers will make a special effort to ensure that travel eligible economies take advantage of the opportunity to participate.  The project officers will personally contact members of the travel eligible economies to ensure they are aware of the opportunity and the benefits of participation.  Additionally, the project officers believe that holding the workshop on the margins of another APEC meeting will greatly increase participation by travel-eligible economies. 

3)   Lack of interest in workshop – This will be managed by engaging TWG and PPWE members (and other related fora) continuously throughout the different stages of the project, and by attempting to hold the workshop on the margins of a TWG, PPWE, or SMEWG meeting.

4)   Economies not adopting the best practices from the study – The goal of the project is to provide APEC economies with information on how they can best leverage digital tools to promote travel and tourism, with a special focus on women and MSMEs. However, each economy will have to consider independently whether/how it is able to adopt these best practices. The best practices uncovered in the workshop will be discussed in detail within the TWG and to encourage members to return to their economies and promote these best practices. In accordance with the APEC pathfinder approach and APEC principles and practices, interested economies that require capacity building assistance to implement the best practices, will be duly supported.  Additionally, the project officers will strive to provide clear guidance on how the best practices can be applied, including descriptions of limitations or hurdles economies may face in applying the best practices, in order to increase the rate of best practice application of participants.

Monitoring and Evaluation

Success will be measured by a participant survey of knowledge of the topic before and after the workshop.  Progress could also be measured through follow-up with economies regarding participation by women and MSMEs in the digital tourism economy.  Economies could report back on this progress and share best practices at future TWG meetings to enable this workshop to inform the work of the TWG and next TWG Strategic Plan. 

The project officers will also establish indicators with clear targets to accurately measure success of the project. Preliminary targets will include:

·  Number of participating economies: 17
·  Number of participants: 50
·  Number of Best Practices developed: 10
·  Number of Case Studies discussed:  3
.  Number of funded participants: 16 

The project officers may develop further indicators during the scoping portion of the project.

Linkages

The workshop will be held in Chile at a time that aligns with two or more relevant groups, including the TWG, PPWE, and SMEWG, to allow for cross-fora collaboration and to attract the greatest number of stakeholders and participants.  This workshop builds on the Women in Tourism Dialogue that was held in PNG prior to the TWG and Tourism Ministerial meetings in May/June, which focused on “Women as Prime Movers of Sustainable and Inclusive Tourism in the Digital Age.”

Sustainability

The best practices learned from the workshop and captured in the Best Practices Report will be circulated to beneficiaries in all APEC economies. Although it will be up to each individual economy whether to utilize the best practices, the beneficiaries will be supported through continual best practice sharing during TWG meetings.  TWG representatives will also be encouraged to speak with colleagues in other APEC sub-fora, such as the PPWE and SMEWG, to ensure they are aware of the best practices and to discuss how they might be implemented.  The project officers will provide these points of contact. 

To build on the outcomes of this project, possible next steps could include identifying and assisting APEC economies who have a desire to implement the best practices but need capacity building assistance.  It could also include further engaging with the private sector to develop skill-training initiatives tied to the digital tourism economy. 

The best practices uncovered in the workshop will be discussed in detail within the forum and to encourage members to return to their economies and promote these best practices. The digital economy will continue to be on the TWG agenda for the foreseeable future, as it is a priority for APEC and the current and future host economies.  In accordance with the APEC pathfinder approach and APEC principles and practices, interested economies that require capacity building assistance to implement the best practices, will be duly supported through continuing conversations and sharing of best practices within the TWG.

Project Overseers

Jennifer Aguinaga is a senior policy analyst at the National Travel and Tourism Office of the U.S Department of Commerce. Brian Beall is Deputy Director for Planning and Policy at the National Travel and Tourism Office of the U.S. Department of Commerce. Both project overseers are experienced project managers and have a sound appreciation of APEC as well as specific issues relating to the implementation of the APEC goals of promoting inclusive and sustainable growth.

Cost Efficiency

Not Applicable.

Drawdown Timetable

Not Applicable.

Direct Labour

Not Applicable.

Waivers

Not Applicable.

Are there any supporting document attached?

No 
Attachments
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Version HistoryVersion History

Project No.

Project Title

Project Status

Publication (if any)

Fund Account

Sub-fund

Project Year

Project Session

APEC Funding

Co-funding Amount

Total Project Value

Sponsoring Forum

Topics

Committee

Other Fora Involved

Other Non-APEC Stakeholders Involved

Proposing Economy(ies)

Co-Sponsoring Economies

Expected Start Date

Expected Completion Date

Project Proponent Name 1

Job Title 1

Organization 1

Postal Address 1

Telephone 1

Fax 1

Email 1

Project Proponent Name 2

Job Title 2

Organization 2

Postal Address 2

Telephone 2

Fax 2

Email 2

Declaration

Project Summary

Relevance

Objectives

Alignment

TILF/ASF Justification

Beneficiaries and Outputs

Dissemination

Gender

Work Plan

Risks

Monitoring and Evaluation

Linkages

Sustainability

Project Overseers

Cost Efficiency

Drawdown Timetable

Direct Labour

Waivers

Are there any supporting document attached?

hdFldAdmin

Project Number

Previous Fora

Secretariat Comments

Reprogramming Notes

Consolidated QAF

Endorsement By Fora

PD Sign Off

Batch

Forum Priority

Committee Ranking Category

Committee Priority

PDM Priority

Priority Within Funding Category

Monitoring Report Received

Completion Report Received

PMU Field 1

PMU Field 2

PMU Field 3

On Behalf Of

Proposal Status

Originating Sub-Forum

Approval Status
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