Although mass sun and beach tourism is still a major market, it is changing. As the millennial generation matures, they are looking for more authentic travel experiences and unique activities. The number of Europeans traveling outside of the continent is expected to decline by 98% in June 2020. Until the Europeans start returning, the domestic market will need to be the focus. To grow this sector, businesses should concentrate on developing products for families with children.
The prices of sun and beach tourism vary enormously, depending on location, popularity, activities offered, and other factors. In many cases, eco-tours are an option, but they are more expensive than standard holiday experiences. The costs for eco-tours are higher than those of traditional sun and beaches, but the added value they bring to the local economy is high. In addition, these destinations are more attractive to those with an interest in socially responsible tourism.
The demand for sun and beach tourism is becoming increasingly global, with the demand profile favoring more sustainable and innovative offerings. This is especially important for the Generation Y and Z demographics, who are more likely to pay for a memorable experience and an active lifestyle. This means that sun and beach resorts must be more environmentally friendly and sustainable in their marketing strategies. Ayala et al. (2003) suggest that resorts that are more eco-friendly charge higher prices.
The WTO has also emphasized the importance of a strong country brand that acts as an umbrella for the individual brands of territories. A strong country brand will be an asset for the Mediterranean region as it attracts a higher level of demand for sun and sand tourism. The benefits of a solid country brand will improve their position in the global marketplace and boost traditional sun and beach tourism. The WTO has identified these benefits as important to the development of sustainable sun and beach travel.
Sun and beach tourism prices in Colombia are increasing. The costs for these vacations depend on the resort’s popularity, its location and the activities it offers. The prices of sun and beach tourism can vary widely depending on the type of activities available. Some hotels are more expensive than others, while others are cheaper. These differences are primarily due to the fact that the authorities have limited surveillance capacity. There is also a lack of competition, making it easier to find the best deal.
The WTO identifies the need for a strong country brand to attract more tourists. Having a strong brand is beneficial to all sectors of the country’s economy, including sun and beach tourism. By creating a strong country brand, the British have a better chance of attracting tourists from abroad. A strong brand can attract more international visitors and increase local revenue. With a strong country-brand, the British can enjoy the best of both worlds.