It's time tourism sector taps intellectual property

A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favourable ecosystem for innovation, entrepreneurship and investment in the sector.

The publication, entitled 'Boosting Tourism Development through Intellectual Property,' highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialised and that the benefits are shared by all.

In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the Covid-19 pandemic, it will recover and "contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges."

Contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges

"In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents," they added.

The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development - from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.

Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.

To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.

Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector's growth in these challenging times.

The intellectual property (IP) system has emerged as one of the key factors in the growth of the tourism sector. It provides a regulatory framework that aims to foster an environment in which creativity and innovation can flourish, and it enables people and companies to earn recognition or benefit financially from what they invent or create. This makes the IP system a perfect partner for continuing to boost tourism development, whether applied to tourism value chain providers or to destinations.

In spite of its key role in tourism, the IP system remains largely unexplored in this sector and could be further developed. The competitiveness of each destination is based on both tangible assets and factors (such as natural and cultural resources) and intangible elements (such as image and branding), which can help differentiate products, services or destinations from the competition. For example, a slogan or new branding could be used to promote a destination, a certification mark could be used to endorse the quality of a product or service, or a geographical indication could be used to identify a well-known food or beverage produced in a particular region using traditional methods. The field of tourism innovation also offers myriad opportunities for developing IP strategies with new start-ups and entrepreneurs, whose inventions can be patented.

As IP contributes to the development of tourism products and to the reputational value of destinations, IP protection and management is becoming an increasingly important consideration for national tourism authorities (NTAs), national tourism organizations (NTOs), and destination management/marketing organizations (DMOs). There is growing awareness of the need to protect each destination's heritage and to capitalize on its tourism assets in order to generate value for local tourism stakeholders.

This approach helps to accelerate the creation and development of small and medium-sized enterprises (SMEs), within a favorable environment that values local products and services. This in turn improves the destination's positioning and helps to build a strong and vibrant brand identity, enhancing consumer confidence and brand loyalty among visitors.