High-Yield Tourism

Epizode

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  Can the SOAR Framework Elevate the Quality of Destination Development? 07.10.2025 29min

  Why does tourism need its own strategic development model?Each destination is unique, and is at a different stage of its lifecycle. And tourism isn't even an industry, it is a collection of services. Yet, most countries, regions or cities deploy standard models such as SWOT that were developed for companies and organisations whose functions and objectives are entirely different. In this week's show, Gary and Jens discuss adapting specifically for tourism, the SOAR framework (Strengths, Opportunities, Aspirations & Results), which was formulated by two economists in 2009 to shift the focus from problem finding to possibility seeking. The journey takes us from Maldives, Faroe Islands and Finland to Saudi Arabia, Qatar, Chile, Thailand, Japan and  South Korea. En route, we discuss whether destinations should (or shouldn't) covet ideas from their competitors, and if complementary destination partnerships are viable. Plus, what is Destination Beige, and how does it drain value from a destination? And how do you effectively measure purpose and meaning, not just arrivals and revenue?
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  Why the Economic Geography of Tourism Really Matters to Destinations 24.09.2025 32min

  "Spatial, economic and social processes shape tourism development - and tourism, in turn, reshapes economic spaces.” This week, Gary chats with Joao Romao, Associate Professor at Yasuda Women’s University in Japan, about his new book, Economic Geography of Tourism. An economist, tourism policy advisor and former journalist and travel documentary maker, Joao places contemporary tourism in the context of shifting global economic, technological, societal, environmental and political challenges. In alignment with us here at High-Yield Tourism, his book advocates for “tourism strategies that are economically viable, and effectively sustainable, inclusive and resilient.” We take a journey from Japan to South East Asia, South America and Europe to discuss the evolving socio-economic and ecological issues confronting destinations. We debate whether sustainable or regenerative tourism practices can be achieved within market-regulated economies. And, we contrast the positive benefits of technological advancements for destinations with the increasing concentration of travel data among a few tech giants. We finish by breaking down a key tenet of the book, "There is a lot of transformation and gentrification of cities as a result of tourism," and the spatial issues this is creating for tourism planners and policymakers on all continents.
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  Can Youth, Backpacker & Adventure Travel Help Double Tourism Turnover in New Zealand?, with Haydn Marriner, BYATA 18.09.2025 25min

  “Youth travellers are the biggest spenders in New Zealand. They stay a minimum of 8 weeks, and visit between 7 and 9 regions which gives us fantastic national dispersal.” New Zealand has historically championed backpacking and youth tourism, a segment of international travel that many destinations overlook. But is it high-yield? You bet. And it delivers priceless word-of-mouth advocacy. In tandem with a successful Working Holiday Visa scheme, world-class adventure travel offerings - think: skydiving, white-water rafting, mountain biking and bungee jumping - and innovative, high-experience hostel brands, youth travel continues to drive New Zealand’s visitor economy. This week, Gary chats with Rotorua-based Haydn Marriner, Board Chair of the Backpacker, Youth & Adventure Tourism Association of New Zealand (BYATA), to discuss its 5-year plan to further transform travel for adventure-seeking young people. A key tenet is building sector insights, benchmarking youth tourism performance and developing new adventure products. This will help build the case to secure "funding for growth" and enable the 18-35-year-old segment to power New Zealand's goal of doubling tourism turnover by 2050.
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  Where Martial Arts Meets Cultural Heritage & Participative Tourism 02.09.2025 28min

  Inspired by a visit to a sumo tournament in Japan, this week's show explores how destinations build themed tourism experiences around the ceremonies and customs of ancient martial arts. Gary and Jens journey from Japan to China, South Korea, Thailand and the beach boardwalks of Brazil to assess three sub-segments of martial arts tourism, and why they really matter for destinations. Is martial arts tourism purely about entertainment, or should it delve deeper into the rituals and traditions of ancient civilisations? How are martial arts culture seekers different to fitness travellers, and where are the overlaps? Plus, how do martial arts segue with dance, music, cuisine and art to promote national branding and soft power? And where are the capacity limits? As transitioning a niche tourism segment into the mainstream risks commodification and over-commercialisation, is pricing and a sense of perceived exclusivity the only way to prevent the dilution, distortion or appropriation of traditional combat cultures?   South Korea 
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  Making Accessible & Inclusive Travel More Meaningful, with Yock Song Law, Ludus Lab/Accessible Singapore 21.08.2025 34min

  "For differently abled people, it can be frightening to travel overseas. There is often a gap in information about accessible services to help them plan and manage their trips." These challenges are exacerbated in South East Asia, where infrastructure and services are only starting to be optimised for travellers with accessible needs - and few specialist tour companies are leading the way forward. This week, Gary is joined by Yock Song Law, Co-founder & CEO of Ludus Lab, a Singapore-based start-up focused on accessible travel, training and development. Yock Song spent more than a decade with the Singapore Tourism Board, and is a board member for the Ras al Khaimah Tourism Development Authority. We discuss why terms like 'Accessible' and 'Inclusive' travel are used interchangeably, but have different applications. Yock Song explains how he is developing training programmes for tour guides with disabilities, and what he has learned from the expectations of his clients from the US and Europe. We also address how ageing populations are altering travel service requirements in advanced economies, and the diverse challenges for travellers with physical and sensory disabilities in hotels, on public and private transport and at tourism attractions. Plus, what is the role of governments and tourism boards in designing travel experiences to be more holistic, inclusive and meaningful for all visitors? And do policies, regulations and certifications need revising to ensure tourism industry opportunities are available to everyone?
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  High-Yield Tourism vs High-Value Tourism: What Are The Differences - And Why Do They Matter? 12.08.2025 33min

  "Attracting high-value tourists is an easy claim for destinations, but building a customised high-yield tourism strategy is complex and challenging." In recent months, we've noticed that the terms High-Yield and High-Value Tourism are being used interchangeably. We believe this a mistake. On this week's podcast, Gary and Jens discuss how the travel industry’s language shapes its direction, and that the distinction between high-value and high-yield tourism is about much more than semantics. Identifying and measuring the multiple sources of yield in tourism moves the debate inexorably away from competing on visitor arrivals and tourism expenditure. These are one-dimensional metrics that deliver flawed destination marketing and management and neglect the importance of community engagement. But it requires more than a mindset shift. Tourism planners need to delve beneath the top-line, and conceptualise what their destination could become by harnessing the myriad resources that are often relegated in the short-term race for tourism dollars. 
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  The Future of High-Yield Tourism is Showcased at Expo 2025 Osaka 07.08.2025 32min

  This week, High-Yield Tourism’s Co-Founder Dr. Jens Thraenhart visited Expo 2025 Osaka with his young daughter. In our new podcast, Gary and Jens discuss how forward-thinking destinations are using the 6-month Expo as a sandbox for immersing visitors of all ages in their culture, history, technology and tourism appeal. En route, Jens explores the innovative approaches of Australia, China, UAE, Canada, Germany, Peru, Japan, Austria and Pakistan that play to their own competitive advantages. We assess the visitor demographics at Expo 2025, and why this matters. Jens explains why micro-niches and passion tourism were strong differentiators for visitors when selecting their preferred national pavilions. Plus, we look at how destinations are using AI technology to overcome two key challenges in global tourism: engaging family travellers and tourists seeking outdoor adventure. What is the Popularity Paradox? And why are Soft Power and National Positioning dominant themes for all nations participating in Expo 2025?    
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  Turning Around Indonesia's Underperforming International Tourism Marketing, with Nur Wulan T 23.07.2025 33min

  “Indonesia has the potential to lead in eco-tourism, in cultural heritage and in Muslim-friendly tourism, but only if we pair them with clarity, consistency and digital response. It tries to promote everything all at once, which dilutes the message.” A vast, beautiful and complex country, Indonesia is the world’s largest archipelago nation and home to Asia’s fifth-largest economy and the planet’s 4th-largest population. But tourism is disproportionately concentrated in Bali, which recorded 45% of inbound arrivals to Indonesia in 2024. In South East Asia, Indonesia lags behind Thailand, Malaysia, Singapore and Vietnam for tourism, attracting 13.1 million visitors in 2024, while generating 1.02 billion domestic trips. So why does it continually underperform for inbound tourism? This week, Gary is joined by Bali-based travel professional Nur Wulan T, who has worked for leading travel players like Garuda, Traveloka, Tiket.com, Oyo and STAAH, and is a speaker on tourism and hospitality issues. We discuss Indonesia’s infrastructure deficit, high domestic flight prices and Bali’s long-touted second airport. Plus we asses the mixed progress of Indonesia’s 5 Super Priority Destinations, Lake Toba, Borobudur, Labuan Bajo, Mandalika and Likupang. and the potential of Sumba and Papua. And, we look at what can be learned from Malaysia, UAE, Saudi Arabia and Japan, which are pushing creative boundaries in Muslim tourism.
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  Exploring the Future of Stargazing & Dark Sky Tourism, with Megan Eaves, Nightfaring 17.07.2025 31min

  From China to Chile, Norway to Namibia and the US to New Zealand, Dark Sky Tourism is a fast-diversifying niche segment. But how does the tourism industry and the scientific community distinguish between terms like Stargazing, Dark Sky Tourism and Astro Tourism, which get used interchangeably? Why are nocturnal conservation and light pollution legislation important? Who are dark sky tourists, and how are their interests changing? And how can tourism boards, hotels and tour operators effectively support the growth of dark sky tourism without further harming the planet's natural rhythms? This week, Gary Bowerman addresses all these issues and more with Megan Eaves, a UK-based travel and science writer and an expert on dark sky tourism. Megan is a delegate for DarkSky International, and author of the upcoming book, NightFaring: In Search of the Disappearing Darkness. The discussion segues from darkness retreats to spotting meteor showers, dark photography to night safaris, and why now is a good time to seek out the Aurora Borealis. Megan explains how dark sky parks and reserves are created and certified, and why a new dark sky lodging accreditation could encourage hotels, hostels and retreats to invest in low-impact light solutions. Plus, she shares case studies from destinations that are progressively managing dark sky tourism - and warns about the perils of 'Starwashing'.
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  It's Time to Rethink Digital Nomadism & Global Mobility in High-Yield Tourism, with Milos Pelucha, Destinova 04.07.2025 29min

  The world of travel and tourism is still struggling to grasp the potential value of digital nomads. Are they remote workers? Are they laptop backpackers? Is digital nomadism a lifestyle? Is it a tourism segment? What is borderless living? What are Micro-Societies? Why is global mobility developing as a red-hot topic? Are co-working and co-living compatible concepts for destination marketing? Are Digital Nomad Visas real or "a PR stunt"? This week, Gary Bowerman is joined by Milos Pelucha, Co-Founder of Destinova, and a progressive advocate for remote work as a high-yield travel segment. Milos and Gary's conversation coincides with the climax of the 2025 Bansko Nomad Festival - the world's largest digital nomad gathering - in Bulgaria. We take a global journey through the critical issues of the remote working economy and the future of "borderless" tourism, from Armenia to China, Azores to Bhutan, Thailand to the French Alps, Morocco to Georgia and Vietnam to India. En route we breakdown the key components for destination marketers seeking to engage the fast-evolving 'work from anywhere' movement. 
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  The Challenges of Marketing Authentic Experiences in Tourism 20.06.2025 33min

  Tourism conferences and the travel media are awash with discussions, references to and articles about "Authentic Experiences" - and the need to engage with and sate travellers' diversifying desires for meaning, fun and fulfilment. But authenticity is a subjective and flexible term, so are the travel industry and travel consumers talking the same language when it comes to the types of experiences people are chasing? This week, Gary and Jens journey from urban, rural and coastal destinations to cruise travel, concert tourism, theme parks and set jetting to deconstruct the relevance of authenticity in high-yield tourism marketing and strategy planning. En route, we also discuss Labubus, solo self-drive tourists, user-generated content, FIFA World Cup and SME tour providers in the Mekong region. Plus, we ask: What is the ultimate arbiter of authenticity in tourism in the 2025?
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  The Challenges of Tourism Market Segmentation in a Competitive Global Landscape 12.06.2025 27min

  High-yield tourism focuses on optimising source markets and segments - but is this compatible with destination capacity building? To kickstart Season 2 of the High-Yield Tourism Podcast, Gary and Jens discuss the challenges of effectively segmenting tourism markets in Asia, Africa, the Middle East & Europe. As competition to attract tourists intensifies, modern travellers want both customized experiences while displaying fragmented preferences. This means that high-yield tourism strategies should start from a consumer demand perspective rather than a destination campaign theme, slogan or tagline. But market segmentation also requires a deep understanding of national or regional assets to target the right customers at the right times with the right products and services. Easier said than done!
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  A New Era of High-Yield Tourism in Thailand, with Chattan Kunjara, Tourism Authority of Thailand 15.01.2025 32min

  We take you behind the scenes of Thailand’s post-Covid tourism turnaround with a leading architect of its travel strategy revamp.
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  Rethinking High-Yield Tourism for Muslim Travellers, with Fazal Bahardeen, CrescentRating 08.01.2025 24min

  Find out how the Muslim travel market is growing and diversifying, and becoming increasingly influential in global tourism.
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  Building High-Yield Tourism into Australia's Visitor Economy Diversification Strategy, with Samantha Palmer, AusTrade 28.10.2024 30min

  Find out how Australia is rethinking tourism with the help of high-level data insights and travel industry expertise.
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  Is High-Yield Tourism Luxury Tourism in Disguise? 08.10.2024 23min

  How do destinations build resilience in their tourism sectors, and where is the intrinsic value in modern tourism?
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  Building High-Yield Tourism into Lifetime Experiences in Nepal, with Raj Gyawali, Social Tours 25.09.2024 28min

  Find out how Nepal is redefining tourism by focusing on Lifetime Experiences in this stunning mountain kingdom.
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  Developing High-Yield Tourism in Canada's 'Wild Side', with Jon Mamela, Travel Alberta 22.08.2024 33min

  Find out about Travel Alberta’s bold 10-year tourism strategy focused on product development, indigenous experiences, and workforce sustainability.
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  Rethinking Culture, Heritage & Diversity in High-Yield Tourism, with Hafsa H. Mbamba & Enver Duminy 27.07.2024 35min

  What is the role of cultural stewardship in the new tourism strategies of Zanzibar and Cape Town?
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  Leveraging Local Gastronomy Trends into High-Yield Tourism 07.07.2024 33min

  Gary and Jens reflect on their trip to Cebu, the Philippines, to attend the 1st UN Tourism Forum on Gastronomy Tourism for Asia Pacific. The event formed part of the annual UN Tourism Commission Meeting for East Asia & the Pacific and South Asia. It brought together official delegations from across the region to discuss the future of culinary tourism in the context of post-pandemic re-growth and social-evonomic development. A closing Call to Action identified 12 key factors to consider.