14/08/2020
“Closed for business”: Coronavirus pandemic hits global tourism.
During the first few months of 2020, China was hit by a public health crisis when a new strain of coronavirus, from the family of viruses that gave rise to severe acute respiratory syndrome (SARS). The government of China asked citizens not to leave the city of Wuhan, where the outbreak originally occurred. A coronavirus (called COVID-19) was confirmed and swept the world as soon after the majority of countries were affected. During 2020, tens of thousands of people died and millions of people contracted the virus. This led the World Health Organization (WHO) to announce the virus a pandemic and declare the outbreak a global health emergency. Many major cruise liners and international airlines went into administration and announced job losses after struggling to raise funds, and travel bookings dropped off due to the pandemic, which was considered the worst for over one hundred years since the Spanish Flu pandemic which killed over 50 million people worldwide. Iconic tourist attractions including the Eiffel Tower, Disneyland, all theme parks and zoos, National Trust parks, entertainment venues, and gardens were forced to close their doors. German-based tour company TUI suspended hotel bookings, package holidays and cruises for several months. Most hotels, pubs, restaurants, and cafes in all affected countries suffered a significant decrease in footfall. Closures of restaurants caused a ripple-effect among related industries such as food production, alcohol, w**e, and beer-production, food and beverage shipping, fishing, and farming. Global sporting events such as the London Marathon 2020, Tokyo 2020 Olympic Games, Euro 2020, and all festivals were postponed or cancelled. This was the biggest macro environmental impact since the 9’-11 terrorist attacks with airports and international borders being forced to close resulting in hundreds of thousands of redundancies in the transport, tourism, and hospitality industries. International travel between Europe, which became the epicentre of the virus - was prohibited. In Europe, the UK, Italy, Belgium, and Spain were particularly affected. Outside of Europe, the United States, Brazil, Russia, Peru, South Africa, Iran, Mexico, and India were particularly affected. Tourism dependent nations in Europe such as Spain, Greece, Cyprus, Croatia, Italy, and Portugal suffered badly with international travel being cancelled during most of 2020. For instance, hotels, apartments, and restaurants in the Spanish resort town of Benidorm were empty during the 2020 summer season. This was a similar pattern in all tourist resorts around the world. Anybody that was able to travel was forced to ‘self-quarantine’ and isolate for up to two weeks following a holiday in countries experiencing high infection rates. A wide range of measures were implemented in destinations and businesses worldwide in order to attempt to sustain business. Safety and hygiene products, the promotion of domestic tourism, combined with measures such as travel corridors/bubbles, temperature testing at hotels, resorts, and airports, and mandatory wearing of face masks and ‘social distancing’ measures when using public transport and in social and public settings were implemented. A number of countries implemented a number of initiatives to boost travel and tourism, these included travel vouchers, hospitality tax deductions, travel subsidies, and social programmes. Japan, for instance, introduced a ‘Go To’ campaign, which included travel expenses paid by the Japanese government to stimulate domestic tourism demand within the country.
Over the last couple of decades, the international travel and tourism industry has been affected by global health issues including severe acute respiratory syndrome (SARS), Middle East respiratory syndrome (MERS), and Ebola but not to the extent and severity of COVID-19. The pandemic outbreak led to a re-think in consumer behaviour and the way consumers travel: people were forced to live locally and had to limit their travel to shorter travel, trips closer to home or proximity travel, travel by car, shorter holidays (one-week holidays and not two-weeks), staycations, and confined to inter-state/province/county travel. Travel trends emerged such as ‘localism’, driving to local attractions, day trips, cycling holidays, self-catering holidays, camping, nature holidays, and increased demand for boutique hotels and B&Bs in small towns and in the countryside. Business travel, which airlines rely on, were particularly affected..The pandemic highlighted the inter-connected impact of macroenvironmental factors affecting the global economy. COVID-19 was an example of an unforeseen global health crisis that severely impacted on the international travel and tourism industry in 2020 and beyond. However, history shows the tourism and industry is resilient and will eventually recover, but to what extent it will recover remains to be seen.
George R. (2020. Marketing Tourism and Hospitality. London: Palgrave-Macmillan.
RG