The Tribune

The United Nations' World Tourism Organisation (WTO) yesterday celebrated World Tourism Day under the theme, Tourism and the Digital Transformation. The Bahamas joined the commemorative event in a bid to create greater awareness of the role that tourism plays, and can play, in revitalising the economy at large. Our local tourism training symposium focused attention on two resounding themes impacting the experience that visitors have when they hit our shores: Authenticity and Technology.

As vastly different as these terms might appear, they are vital to the visitor travelling from distant lands. People expect an indigenous experience where they taste, feel, see and touch the richness of a country's cultural offerings. Tourism plays then a pivotal role in advancing cultural understanding and bringing people together.

Tourism also needs innovation in technology to realise its potential. Governments and private enterprise can help to connect start-ups and fledging companies with investors to facilitate innovation, entrepreneurship, employment and a truly inclusive tourism sector.

Digital technologies have brought positive change to societies and economies around the world. They have connected us on a global level, helped to empower the most vulnerable and become our crucial allies for sustainable development. Our challenge is to continue harnessing this power for good while safeguarding against the risks.

Digital technologies have the power to transform the way we travel, reduce the ecological burden of tourism and bring the industry's benefits to all. Every day, and in all areas of our lives - tourism included - we see and use technologies which, only a couple of decades ago, we could barely have dreamed of. Digitisation and sustainable tourism are critically important in preparing us for the challenges of the upcoming decades.

Technology has helped reduce costs, enhance operational efficiency, and improve services and customer experience. Both customers and businesses can benefit from improved communication, reservations and guest service systems.

Technology has helped the tourism and hospitality industries replace expensive human labour with technological labour. This helps reduce labour costs, and to avoid customer service issues. Here are two important areas where technology can enhance the business of tourism:

Computer Systems

Computer systems allow communication between larger hotel chains with multiple locations to connect easier. They also help keep staff on the same page, and make it easier to access information, improving the guest experience. Guest requests, housekeeping information and reservations can all be found on one system.

Mobile Communications

Mobile tablets and smart phones have replaced large desktop computers, making them virtually extinct. This is helpful, because many travellers take some type of mobile device with them on a trip. This helps hospitality businesses keep customers advised of changes and delays to their reservations, offer deals and advertise by using GPS tracking.

The general sentiments shared at the symposium yesterday rang clear to all; technology and innovation results in success and higher levels of productivity and competitiveness.

• NB: Ian R Ferguson is a talent management and organisational development consultant, having completed graduate studies with regional and international universities. He has served organsations, both locally and globally, providing relevant solutions to their business growth and development issues. He may be contacted at iferguson@bahamas.com.