UNWTO Product Development Projects

UNWTO has developed a methodology to establish a framework where the public and private sectors collaborate on the development of innovative tourism products that enhance tourism competitiveness. This framework establishes the guidelines for the development of innovative tourism projects that benefit destinations, companies and institutions.  

The Product Development Methodology is based in collaboration between UNWTO and government institutions on different levels. 

The Precious Time project was created to develop a tourism product targeting the premium segment in cities and serve as a model for tourism product development in urban destinations. The project gathered public and private sector partners from diverse areas such as technology, hospitality, arts and culture, handicrafts, retail shoppers, design and insurance, working together under a guiding theme to create new and innovative products, targeted at an urbanite tourist. 

The pilot project was conducted in the city of Madrid in 2014 in collaboration with the Madrid City Council and with the support of Ministry of Industry, Energy and Tourism of Spain. Read more 

The objective of the project was the design of specialized products and services that attract visitors year-round, providing a solution to overcome seasonality. These products enhance the uniqueness of the destination by incorporating its cultural, historical, gastronomy, wellness, sports and rural elements into the new tourism products, offering an interesting alternative to the traditional seasonal attractions.

Following the request of Destino Punta del Este, the pilot project was conducted in the southern city of Uruguay to address the issue of seasonality. The initiative was developed in collaboration with the Ministry of Tourism and Sports of Uruguay and the Regional Government of Maldonado. Read more

The Joyful Journey introduces an innovative methodology to identify the existing relationship of the wineries and their surroundings, including their influences on local and regional history, socio-economics and culture. This relationship created the framework for a product to experience Spain through its wineries and the environment in which they have developed. This methodological tool can be adapted and replicated in different regions to help destinations to be promoted through their oenological framework which will also help emphasize other aspects such as culture, history and tradition.     

The project was carried out in Spain in collaboration with Affiliate Member Leading Brands in Spain Forum and with the participation of five major Spanish wineries from different wine regions: Galicia, La Rioja, Penedés, Priorato, Ribera del Duero, Somontano, Toledo and Toro.  Read more 

  • (Forthcoming) UNWTO Shopping Tourism Product Development Project (Guanajuato, Mexico)

To know more contact us at tmic@unwto.org