Secondary Destinations

Thursday 17.1.2019 at 15:15-16:00 / Matkatieto stage hall 1
In co-operation with PATA Finland Chapter

By the year 2031, the world will welcome its two billionth international traveller. Many will be seeking the dream of the ever-expanding middle class - a life less ordinary through international travel. But this wanderlust will not be equally and sustainably distributed around the world. There will be winners and losers.

Winners will be the destinations that not only invest in tourism, but understand the key motivators that will drive the international traveller of the future. This in turn will allow destinations to mount innovative marketing, destination and experience development strategies.

The motivators that inspired the first billion travellers (achieved in 2012) will change as consumers become increasingly discerning and market savvy. The destinations that 'get it', those who take risks and lead rather than follow, will be rewarded with a disproportionate share of tourism revenue.

With destinations around the world grappling with issues related to over-tourism, unsustainable growth, high-costs for locals and climate change, destinations and their travel industry partners clearly have to look at things differently. Seasonality and dispersal present two possible solutions:

  • Seasonality – to shift pressure off traditional high seasons and build a more balanced tourism industry; and
  • Dispersal – transitioning travelers beyond traditional gateways to explore alternative destinations and ensure the benefits of tourism are shared by local communities.

This session will explore the benefits of seasonality and dispersal to destinations and travel industry operators and outline the business case for adoption.

Hanna-Leena Halsas will be moderating the panel discussion where representatives from Croatia, Spain and Rovaniemi (Finland) are present. 



The seminar is free and you can register via THIS LINK / All that signs up to the seminars will get a ticket to the fair, so if you don´t have it, contact

Hanna-Leena Halsas is the Chairman of the PATA Finland Chapter and Business Development Director for Scandinavia & Baltics for SingExpress Travel DMC, a DMC  in Singapore. 

She is a travel trade professional with a background in airline business and Asian tourism. As she today also works with inbound tourism in Finland she has insights into the challenges, opportunities and issues in the growth of travel both in Asia and in Europe.

Oliver Martin_Colour_Bio Photo_2015.jpg
Oliver Martin, Partner, Twenty31 Consulting Inc.

A destination development strategist with 18+ years experience working with leadership teams, Oliver is an expert in the design of quantitative research to identify innovations in destination and brand strategy. Over his career, Oliver has worked with over 50 tourism boards around the world to develop sustainable growth plans and measure impact.

A partner at Twenty31 Consulting, an innovation-focused management consultancy working exclusively in the travel and tourism industry, Oliver advises destinations on how to unlock and leverage their unique competitive advantage, typically shifting from volume tactics to strategies aligned to the Sustainable Development Goals. His clients include:

  • Dubai Tourism & Commerce Marketing – directing their annual programme of brand assessment in 23 markets
  • Muscat National Development and Investment Company – developing Oman’s national destination management company (DMC) strategy
  • Tourism Nova Scotia – developing their economic impact and tourism contribution model
  • Pew Charitable Trusts Ocean Legacy Program – directing their global sustainable tourism assessment study

Oliver was formerly a partner with global reputation and sustainability consultancy GlobeScan where he led the thought leadership practice. He was also the co-facilitator of the world’s first major business crowd-sourcing forum, the Unilever Sustainable Living Lab, to identify solutions to sustainability challenges.

Oliver has served as the Associate Director of the Pacific Asia Travel Association's Strategic Intelligence Centre. In addition to co-managing the Centre’s research portfolio, Oliver was a frequent panellist on CNBC Asia’s morning business programme commenting on the business case for sustainability in the travel industry. He also facilitated the PATA CEO Challenge – the largest forum of senior travel and tourism industry leaders discussing best-practice in CSR and sustainability.

Oliver started his career at the Canadian Tourism Commission, Canada’s national tourism organisation, where he worked in progressively senior positions in corporate planning and the Office of the President. Oliver holds a Graduate Certificate in International Marketing from University of Toronto and an undergraduate degree in Economics and International Politics from Wilfrid Laurier University. He is a research advisor to the Adventure Travel Trade Association, on the Board of Directors of international development organization Oxfam, and on the Board of Trustees of the Pacific Asia Travel Association Foundation.