Word: tourisme
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...governments are already moving. In March, Madrid pledged $1.3 billion to modernize Spain's tourism infrastructure to fight off competition from sunshine destinations like Turkey and Egypt, which have become more competitive as the euro has appreciated. In Spain's Canary Islands, where tourism represents upwards of 60% of the local economy, the municipal tourism board recently began a series of seminars to help tourism workers cast off their perceived grumpiness. Course materials advise cabbies to "ensure your taxis smell nice, and don't drive too fast" and remind hotel staff that "a smile costs nothing...
Italy has taken a more traditional route by boosting advertising. In April, the national tourism board launched a $13 million initiative called "Italia Much More" to lure tourists from the U.S., Canada and the rest of Europe. "The crisis is tangible for everyone, and Italy will suffer," says Matteo Marzotto, head of the National Tourism Board. "We're in the middle of a war." That may sound dramatic, but consider this: in 2008, Italy's tourism revenues fell 5%, the first drop in seven years. The slump has already translated into a loss of $5.2 billion and at least...
...deep price cuts have been essential to keeping the region in people's minds during the turmoil. Some Caribbean resorts have cut prices in half. "We're hoping that these deals will never have to see the light of day again," says Hugh Riley, secretary general of the Caribbean Tourism Organization, the body representing the travel interests of 32 nations in the region...
...Asian destination--and so far this year, 50% more Japanese tourists have visited. In Iceland, where the krona has fallen sharply, the nation is betting on increased arrivals: this summer Icelandair will open up new routes to nine cities in Europe and North America. And VisitBritain, the official U.K. tourism body, is running a $2.6 million ad campaign urging foreigners to "see more of Britain for less." "The pound isn't going to be this weak forever," says spokeswoman Hayley Senior...
...Boosting tourism, however, isn't merely about attracting foreigners: governments are also courting their own citizens. In China, local authorities have distributed domestic-travel coupons nationwide. In Wuhan, a city along the Yangtze River in central China, $146,000 worth of coupons was snatched up within 10 minutes at a promotional event, and the city has pledged more vouchers, totaling $73 million. In Britain, it's estimated that 5 million more citizens will choose a staycation this year rather than venture to the pricey euro zone...