WIPO and UNWTO joint report shows value of IP in tourism

Published on : Friday, May 7, 2021

As per a joint new report done by WIPO and the UNWTO regarding the value of intellectual property in boosting tourism shows how the IP system would create a constructive ecosystem for innovation, entrepreneurship and investment in tourism.

The publication, named “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders about how to make sure that creativity, innovation, traditions and cultural heritage in tourism are rightly protected and commercialized and the benefits are shared by everyone.

WIPO Director General Daren Tang and the UNWTO Secretary General Zurab Pololikashvili, have said that while the tourism sector has been affected in the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”
“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they said.

The publication provides useful guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It highlights how different IP rights can be made use of to raise funds. Via examples of producing cheese, tea, pepper, wine and other products, the publication shows how geographical indications and origins can be used for assisting the growth of rural tourism, providing benefits to the local communities.

Good IP knowledge and management not only helps to make use of the protected intangibles, but also attracts investments and drives fundraising opportunities.