In the past six years, the Council has held country-specific summits at the request of governments such as Jordan, Nepal and South Africa.

The Council relishes these opportunities to do a deep dive into the travel sector of specific countries. Depending on the needs of the country the Council focuses internally or looks to develop the country’s brand externally, or sometimes both. Themes explored include:

Internal: share of wallet, trade association effectiveness, product development, historic and cultural representation, local inclusion, environmental focus, economic opportunity, training, entrepreneurship, growth, GDP contribution, government support, NGO interaction and communications.

External: Which markets are most profitable; which sectors need bolstering; what messaging is successful; which medium should be focused on; new markets to address; profitability; bi-lateral agreements.