KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE

1. THE SUSTAINABLE TOURISM SUMMIT Rhode Island, 15 November 2006 KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE VERONICA CADOPPI CHIEF OF STAFF, UNWTO.THEMIS FOUNDATION UNITED NATIONS WORLD TOURISM ORGANIZATION

2. WHAT IT IS HOW IT FUNCTIONS WHAT IT OFFERS WORLD TOURISM ORGANIZATION

3. ERA MAIN OBJECTIVE AUTHORITY 1ST GENERATION PROMOTION LOC/REG/NAT PROMOTION/ PRODUCT 2ND GENERATION NATIONAL LEVEL NATIONAL/ SUPRANATIONAL COMPETITIVENESS 3RD GENERATION UNWTO 4TH GENERATION GLOBAL STRATEGY KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE WHAT IT IS THE ERAS OF TOURISM POLICY

4. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE WHAT IT IS GLOBAL TOURISM AGENDA GLOBAL PARTNERS GLOBAL KNOW-HOW

5. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE WHAT IT IS 150 countries, 7 territories and some 350 Affiliate Members (Nov. 2005) A UNIQUE GLOBAL ORGANIZATION FOR TOURISM POLICY AND GOVERNANCE

6. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS THE MISSION: UNWTO EXERTS LEADERSHIP FOR SUCCESSFUL TOURISM POLICY WORLDWIDE. IT CONSENSUATES AND PROMOTES FRAMEWORKS FOR ACTION IN TOURISM THROUGH ITS PUBLIC-PRIVATE PARTNERSHIPS.

7. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS THE VISION: UNWTO IS THE GLOBAL TOURISM POLICY AUTHORITY. IT DEVELOPS AND SUSTAINS CONSENSUS FRAMEWORKS FOR WORLD WELL-BEING AND PEACE THROUGH LEADERSHIP FOR POSITIVE ACTION IN TOURISM.

8. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS A FLEXIBLE ORGANIZATIONAL STRUCTURE WITH WELL DEFINED RESPONSIBILITIES THE GENERAL ASSEMBLY THE EXECUTIVE COUNCIL THE SECRETARIAT

9. FULL MEMBERS CENTRAL GOVERNMENTS REGIONAL & LOCAL GOVMT’S TOURISM ASSOCIATIONS PRIVATE COMPANIES (BUSINESS COUNCIL) EDUCATIONAL INSTITUTIONS (EdC) AFFILIATE MEMBERS KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS MEMBERSHIP ASSOCIATE MEMBERS GOVERNMENTS OF TERRITORIES

10. GENERAL ASSEMBLY EXECUTIVE COUNCIL SPECIALIZED COMMITTEES SECRETARIAT OTHER ORGANIZATIONS PROGRAMME OF WORK EXPERTS KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS

11. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE

12. SECRETARY-GENERAL DEP. SECR. GENERAL THE AFFILIATE MEMBERS THE WORLD REGIONS THE PROGRAMME DEPARTMENTS EUROPE THE AMERICAS ASIA-PACIFIC AFRICA MIDDLE EAST REG & LOCAL GOVMTS TOURISM ASSOCIATIONS PRIVATE SECTOR (BUSINESS COUNCIL) EDUCATIONAL INSTITUTIONS EDUCATION STATISTICS MARKET INTELLIGENCE QUALITY SUSTAINABLE DEVELOPMENT (ETHICS & COOPERATION) COMMUNICATIONS DOCUMENTATION UNWTO ADMINISTRATION KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE HOW IT FUNCTIONS THE SECRETARIAT

13. INFORMATION INTELLIGENCE KNOW-HOW FORUM FOR GLOBAL ACTION KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS

14. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS EDUCATION, TRAINING & KNOWLEDGE MANAGEMENT • METHODOLOGY AND STANDARDS • DIAGNOSIS TOOLS IN TOURISM EDUCATION & TRAINING • TEDQUAL: TOURISM EDUCATION QUALITY • SBEST: EXCELLENCE IN TGOs • GTAT: GENERAL TOURISM ACHIEVEMENT TEST • THE UNWTO.THEMIS FOUNDATION • DATA BASES IN HUMAN RESOURCE DEVELOPMENT • STANDARDIZED COURSES • WORLD NETWORK OF EDUCATIONAL INSTITUTIONS • RESEARCH AND PUBLICATIONS

15. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS STATISTICS AND ECONOMIC MEASUREMENT OF TOURISM • STANDARDS AND METHODOLOGY • CLEARING HOUSE FOR WORLD TOURISM STATISTICS • ECONOMIC EFFECTS OF TOURISM • STATISTICAL DATA BASES

16. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS MARKET INTELLIGENCE AND PROMOTIONAL TECHNIQUES • MARKET TRENDS • MARKET SEGMENTATION AND TOURISM PRODUCT TRENDS • TOURISM FORECAST

17. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS QUALITY AND TRADE IN TOURISM • FOSTERING QUALITY STANDARDS IN TOURISM • RESEARCH AND METHODOLOGY • SPECIAL CONSIDERATION OF SAFETY ISSUES • SPECIAL CONSIDERATION OF TOURIST HEALTH ISSUES • REDUCE OBSTACLES AND FORMALITIES IN TRAVEL • TOURISM TRADE LIBERALIZATION MEASURES

18. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS SUSTAINABLE DEVELOPMENT OF TOURISM • METHODOLOGY AND RESEARCH • FORUM FOR CONSENSUS BUILDING • GUIDANCE AND FRAMEWORK FOR BALANCED AND SUSTAINABLE TOURISM DEVELOPMENT • KNOW-HOW IN TOURISM PLANNING • GUIDANCE ON TOURISM USE OF NATURAL AND CULTURAL RESOURCES • ETHICAL AND SOCIAL DIMENSIONS OF TOURISM

19. KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE WHAT IT OFFERS COMMUNICATIONS AND DOCUMENTATION RESOURCES • RESEARCH AND METHODOLOGY ON TOURISM COMMUNICATION AND DOCUMENTATION • COMMUNICATION AND DOCUMENTATION SERVICES TO THE ORGANIZATION AND ITS MEMBERS • UNWTO PUBLICATIONS PROGRAMME • UNWTO PRESS SERVICES • UNWTO DOCUMENTATION RESOURCES • DISSEMINATION OF UNWTO PROGRAMME OF WORK

20. “The only irreplaceable capital an organization possesses is the knowledge and ability of its people... The productivity of that capital depends on how effectively people share their competence with those who can use it” Andrew Carnegie, 1919 Andrew Carnegie, 1919

21. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE “Human resource development is a key factor in the strategy and competitiveness of public and private bodies that are active in global tourism markets and wish to maintain socially acceptable standards of economic, cultural and environmental sustainability.”

22. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE • Knowledge • Krippendorf • Instruments • Objectives • Porter • Sustainability • Quality • Standards • Positioning • Reengineering

23. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE PRE-REQ: TACIT IMPLICIT EXPLICIT KNOWLEDGE A) CREATION / EXPLICITATION OF KNOWLEDGE B) DISSEMINATION OF KNOWLEDGE C) APPLICATION OF KNOWLEDGE

24. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE Obstacles to Increasing Employment in Tourism BUREAUCRACY & RED TAPE LACK OF QUALITY IN EDUCATION & TRAINING INAPROPIATE INFORMATION LABOUR EMPLOYERS COST OF LABOUR > EXPECTED VALUE ADDED

25. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE Capacity Building - Human Resource Development in the New Age of Tourism WHERE WHEN? CHOOSING OPTIONS AND POSITIONING STRATEGY CAPACITY BUILDING ----------- KNOWLEDGE MANAGEMENT + DETERMINING HR NEEDS IN THE INDUSTRY WHAT? QUALITY + OPTIMIZING INVESTMENTS IN CAPACITY BUILDING HOW? EFFICIENCY

26. NATURAL RESOURCES FINANCIAL RESOURCES CULTURAL RESOURCES INFOTECH (KNOWLEDGE TECH) STRATEGIC POSITIONING AND COMPETITIVENESS IN GLOBAL TOURISM MARKETS KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE Strategic Role of KM in the New Age of Tourism CAPACITY BUILDING ----------- KNOWLEDGE MANAGEMENT

27. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE UNWTO EKM Programme: The Mission To build the knowledge capacity of UNWTO Members for sustainability, competitiveness and development through tourism, providing leadership, initiative and coordination in quality tourism research, education and training as well as in the application of knowledge at country and destination level, through public-private partnerships among institutions and UNWTO Member States.

28. QUALITY TED EFFICIENT TED STRATEGIC TED KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE UNWTO TED Programme: The Scope METHODOLOGY UNWTO.TedQual RECIPIENTS AND PARTNERS UNWTO.Sbest UNWTO PROGRAMME IN TOURISM EDUCATION AFFILIATE MEMBERS (BC + OTHER) MEMBER STATES EDUCATION COUNCIL (AFFILIATES)

29. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE UNWTO.Sbest UNWTO EKM DEPARTMENT AFFILIATE MEMBERS (BC + OTHER) MEMBER STATES IMPLEMENTING THE UNWTO TED PROGRAMME UNWTO.THEMIS FOUNDATION EDUCATION COUNCIL (AFFILIATES) ADMINISTERING TEDQUAL AND GTAT PROGRAMMES MEMBERSHIP LINKS ADMINISTRATIVE LINKS PARTNERSHIP LINKS OTHER ORGANIZATIONS

30. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE THE UNWTO EDUCATION AND KNOWLEDGE MANAGEMENT DEPARTAMENT implements the UNWTO EKM programme of work and provides products and services in Education and Training as well as Academic Research in Tourism to UNWTO Members, with the assistance of the following two UNWTO bodies: THE UNWTO EDUCATION COUNCIL, the membership body of the EKM department consisting of university level education institutions world-wide who are UNWTO Affiliate Members and have demonstrated the quality of their tourism education programmes, obtaining the UNWTO.TedQual Certification. THE UNWTO.THEMIS FOUNDATION, created by UNWTO with the support of the member Government of Andorra as an administrative arm to help implement UNWTO actions in Education and Knowledge Management.

31. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 3 KEY PRIORITIES • Build Network of Government Officials. • Build Capacity to Respond to Knowledge Needs of UNWTO Members. • Apply Knowledge in Tourism and Build Knowledge Management Capacity: Practicum, Tourism Policy Forum, UNWTO.Sbest, UNWTO.Scholars, UNWTO.TedQual Volunteers

32. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 3 KEY MANAGEMENT OBJECTIVES • Simplify goals and programmes, then communicate them better. • Act as catalyst for action: pilot programmes, standards, etc. • Concentrate on tangible benefits for Members

33. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 IMPLEMENTATION: STRATEGIC DEVELOPMENTS UNWTO.TedQual– A variety of supply-side instruments to help Members achieve quality institutions and programmes in tourism education and capacity for T-Governance. UNWTO.Sbest – A variety of demand-side programmes to contribute to excellence in T-Governance (e.g: UNWTO.Sbest Practicum, UNWTO.Sbest Certification, etc.) UNWTO.EKM Application –Focused programmes to illustrate T-Knowledge used as an instrument of T-Policy and Governance (e.g : UNWTO.TedQual Volunteers) and collaboration with UN System (UNGIS, UNKM Network, UNDP, UNESCO, ILO, etc. )

34. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 IMPLEMENTATION: OUTCOMES Enhanced strategic knowledge capacity and positioning for UNWTO Members. Increased tourism competitiveness for UNWTO Members in tourism education, training and know-how. Innovative programmes in tourism education and training for UNWTO Members through public-private partnerships.

35. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 IMPLEMENTATION: OUTCOMES 1.1 UNWTO Network of Government Officials specialized in tourism knowledge, education and training. UNWTO.Themis TedQual Practicum, UNWTO TedQual Government Network 1.2 UNWTO Network of Quality knowledge, education and training centres. UNWTO.TedQual Certification, TQ Consultancies, UNWTO TedQual Centres Netwk. 2.1 Direct Support to Members Practicum, UNWTO Practicum Alumni Association, UNWTO Scholars, TedQual Seminar UNWTO Consultancies/Research and UNWTO.HRD Activities and Events.

36. KNOWLEDGE MANAGEMENT IN TOURISM THE UNWTO PERSPECTIVE EDUCATION, TRAINING AND KNOWLEDGE MANAGEMENT PROGRAMME OF WORK 2006-7 IMPLEMENTATION: OUTCOMES 2.2 Support to Members’ in knowledge for T-Governance UNWTO.Sbest Initiative, Destination Think-Tanks. 3.1 Assessment of Needs and Information UNWTO Tourism Labour Market Observatory (UNWTO.EdC) HRD audits, Website, Databases, Publications, Members’ queries. 3.2 Knowledge, education and training programme development Partnerships, GTAT Courses and Exams, GTAT Certification, UNWTO.Sbest Training, UNWTO.SIS Seminars, Knowledge Think-Tanks, UNWTO.TedProm.

37. THE SUSTAINABLE TOURISM SUMMIT Rhode Island, 15 November 2006 KNOWLEDGE MANAGEMENT IN TOURISM: THE UNWTO PERSPECTIVE VERONICA CADOPPI CHIEF OF STAFF, UNWTO.THEMIS FOUNDATION UNITED NATIONS WORLD TOURISM ORGANIZATION