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CE/100/8(a)d.Innovation in Research and Technology.(iv) Awards are also given to individuals in two categories, Excellence in the Creationand Dissemination of Knowledge in Tourism and Lifetime Achievement.(v) The 11th UNWTO awardees were given the opportunity to present their innovativeprojects and achievements at the UNWTO Awards Symposium one day prior to theceremony. The Symposium also included a panel discussion with the current and previousUNWTO Awards Laureates as well as other prominent experts.4.The advances in the area of Prototypes of the Affiliate Members Programme have been thefollowing:(a) Precious Time: The methodology document with the roadmap for replication in otherlocations has been drafted and sent to those destinations that have expressed interest in carryingout an initiative of this nature.(b) 365: The launch document was drafted based on the conclusions from the 1st Conferenceon Innovative Approaches to Overcome Seasonality held in May 2014 in Punta del Este,Uruguay. It was submitted to Affiliate Member Destino Punta del Este in July 2014 for thedevelopment of Phase 2 of the prototype. The invitation to all Affiliate Members worldwide hasalso been sent, and its creative development is currently underway.5.The advances in the area of the Networks of the Affiliate Members Programme have been thefollowing:(a) Gastronomy Network: The Gastronomy Network will follow the model of the KnowledgeNetwork as a forum within the Affiliate Members Programme where participants will interact,share and access relevant information. Here, experts, destinations, academics and a wide varietyof private-sector stakeholders can work together in shaping the future of the food tourism sector.Participants will benefit from an unparalleled platform to create, disseminate and implementresources in playing a prominent role in harnessing the enormous potential of gastronomy tomobilize a variety of sectors and resources.(b) Shopping Tourism Network: The Shopping Tourism Network will follow the model of theKnowledge Network and the Gastronomy Network as a forum within the Affiliate MembersProgramme in which participants will be able to interact, share and access relevant information.In addition, they will benefit from a platform to generate, disseminate and apply specificknowledge tapping in on the huge potential of Shopping Tourism to boost and position urban andgeneral tourist destinations.6.The International internship initiative of the Affiliate Members Programme has progressed asfollows:The pilot project to define a protocol for integrating educational and research institutions on theone hand, with public and private sector organizations on the other, through an internationalinitiative of internships for students is at an advanced stage and has been joined by variousAffiliate Members such as IATA, Amadeus, SKAL International, Value Retail and Innova Taxfree.4World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

CE/100/8(a)B.General structure of the Affiliate Members7.The structure in terms of the number of members, as well as their geographical and field-of-workdistribution is set out in Annex I.III.Actions to be taken by the Executive Council8.The Executive Council is invited:(a) To acknowledge the constructive role of the initiatives implemented in the Action Plan ofthe Affiliate Members Programme as well as the growing number of Affiliate Members thatparticipate in them;(b) To encourage the grouping together of the different Members by area of interest, whilepromoting interaction, the exchange of knowledge and innovation processes;(c) To take note with satisfaction of the further dissemination and visibility of the UNWTOAwards for Excellence and Innovation as a way of recognizing the importance of the contributionof tourism to society; and(d) To recognize the importance of the Prototype Methodology and related materialsdeveloped by the Secretariat, including its names and signs, acknowledging these as UNWTOproperty, to encourage its expansion and to approve its referral to the General Assembly forendorsement at its twenty-first session to be held in Medellín, Colombia.World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org5

CE/100/8(a)Annex I.General situation of the Affiliate Members(a)The number of Affiliate Members is currently 427.(b)The total geographic distribution of the Affiliate Members per region is as follows:(c)(i)Africa: 24(ii)Americas: 97(iii)Asia-Pacific: 37(iv)Europe: 241(v)Middle East: 27The total geographic distribution of the Affiliate Members per country is as follows:(i)Angola 1(ii)Argentina 9(iii)Australia 8(iv)Austria 5(v)Azerbaijan 21(vi)Bangladesh 1(vii)Barbados 1(viii)Belgium 4(ix)Brazil 20(x)Bulgaria 1(xi)Cabo Verde 1(xii)Cambodia 1(xiii)Cameroon 2(xiv)Canada 4(xv)Chile 2(xvi)China 5(xvii)Colombia 9(xviii)Costa Rica 2(xix)Côte d'Ivoire 1(xx)Croatia 7(xxi)Cyprus 2(xxii)Czech Republic 1(xxiii)Denmark 1(xxiv) Dominican Republic 16World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

CE/100/8(a)(xxv)Ecuador 2(xxvi) Egypt 6(xxvii) Ethiopia 1(xxviii) Finland 2(xxix) France 13(xxx)Gabon 1(xxxi) Germany 7(xxxii) Greece 4(xxxiii) Honduras 1(xxxiv) Hong Kong, China 2(xxxv) Hungary 3(xxxvi) India 4(xxxvii) Iran, Islamic Republic of 8(xxxviii) Israel 1(xxxix) Italy 17(xl)Jamaica 1(xli)Japan 3(xlii)Jordan 5(xliii)Kazakhstan 1(xliv)Kenya 4(xlv)Kuwait 1(xlvi)Latvia 1(xlvii)Lithuania 1(xlviii) Macao, China 1(xlix)Malaysia 1(l)Malta 1(li)Mexico 16(lii)Monaco 1(liii)Morocco 2(liv)Namibia 1(lv)Netherlands 5(lvi)Nigeria 2(lvii)Pakistan 1World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org7

CE/100/8(a)(lviii)Palestine 2(lix)Peru 5(lx)Poland 2(lxi)Portugal 11(lxii)Republic of Korea 7(lxiii)Russian Federation 11(lxiv)Saudi Arabia 2(lxv)Serbia 2(lxvi)Slovakia 1(lxvii)Slovenia 1(lxviii) South Africa 6(lxix)Spain 77(lxx)Sudan 1(lxxi)Switzerland 9(lxxii)Thailand 2(lxxiii) The former Yugoslav Republic of Macedonia 2(lxxiv) Trinidad and Tobago 2(lxxv) Turkey 11(lxxvi) Uganda 1(lxxvii) Ukraine 3(lxxviii) United Kingdom 13(lxxix) United States of America 18(lxxx) Uruguay 2(lxxxi) Uzbekistan 1(lxxxii) Venezuela 3(lxxxiii) Zimbabwe 2(d)8The Affiliate Members represent the following areas:(i)University and Research Programs: 96(ii)Professional Associations: 45(iii)National, Regional, Local, City Promotion Boards: 53(iv)Tourism Business Management & Consultancy: 33(v)Destination Management Organizations: 21(vi)Hotels / Accommodation: 21(vii)Trade Fairs & Exhibition Management: 25World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

CE/100/8(a)(viii)Travel Agencies & Tour Operators: 44(ix)Air, Rail & Road Transport: 12(x)Research Social, Economic and Cultural Impacts of Tourism: 15(xi)Mass Media: 5(xii)Other activities: 57(e)79 research and innovation institutions are part of the Knowledge Network.(f)At the last Executive Council of June 2014, 12 Affiliate Members joined the Organization. Thesenew Members come from 10 countries and 4 regions.(g)At the date of this report, 64 new entities have applied for affiliate membership in UNWTO. Fromthese, we estimate at this point that 24 will be ready to be submitted for admission during this session.The total breakdown following the Executive Council will be as follows:(i)Total number of members: 450(ii) Geographical distribution: They will represent 13 countries; 3 from Africa, 2 from theAmericas, 2 from Asia-Pacific 15 from Europe and 2 from the Middle East.World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org9

CE/100/8(a)Annex II.A.UNWTO Prototype MethodologyPresentation of the initiative:(i)UNWTO has developed a Prototype Methodology in order to establish a formal framework wherethe public and private sector work together to share knowledge and implement tourism projects thatimprove competitiveness in an ethical and sustainable environment. This professional framework isbased on transparency, flexibility and rigor and sets the guidelines on the development of innovativeprojects for the benefit of tourism destinations, businesses and institutions. The Prototype Methodologydesigns a roadmap based on research and initial analysis, incorporating business models and structure,product development, territorial tourism intelligence, communication strategies, marketing and brandidentity.(ii) The Prototype Methodology is based on collaboration between UNWTO Affiliate Members andpublic institutions in order to support destinations to overcome challenges for the development of publicand private initiatives, with the aim of promoting economic and social growth and job creation. For thispurpose, a Working Committee is established amongst Members who wish to participate, exchangingviews, opinions and relevant information to build the most adequate project.(iii) The objective of the prototypes is to involve stakeholders, Members of the Organization, inworking towards a common goal, testing new models of public-private partnership and developingmethodological documents which provide recommendations that could also be applicable to otherdestinations. All Members work synergistically and transparently under the UNWTO umbrella on theapplication of an innovative concept across the board in any destination. This initiative covers aspectssuch as human capital training, management of tangible and intangible heritage, new collaborationprocedures among stakeholders in the project, the importance of content and the technologicalcomponent related to the product.(iv) All projects derived from this Prototype methodology under the auspices of UNWTO requirecompliance with the Global Code of Ethics for Tourism, to maximize tourism's socio-economiccontribution while minimizing its possible negative impacts.(v)Thus far, two prototypes have been launched:a.Precious Time, an exercise in creating premium tourism products for urbandestinations, tested in Madrid, Spain; andb.365, a project designed to overcome seasonality, applied in Punta del Este,Uruguay.The methodology resulting from both prototypical exercises, whose description is annexed,is original and is, therefore, intellectual / industrial property of UNWTO. This methodologyis ready to be replicated in other locations and has already received numerous requests inthis regard. There have also been requests to develop new prototypes on wine tourism andfaith tourism, to be carried out in the same fashion.(vi) The Prototype Methodology is designed to be self-sufficient, funded solely by interested parties,thereby not generating UNWTO any net costs. Furthermore, this line of work is designed to generaterevenues for UNWTO, adhering to the recommendations of the Joint Inspection Unit Report(JIU/REP/2002/6), under the United Nations System Revenue-producing Activities”. Revenues will be10World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

CE/100/8(a)drawn from a prototype application fee, while the costs incurred by the Secretariat will be covered by afee based on the general support provided by the Secretariat to each prototype.(vii) In light of the positive interest shown by UNWTO Members on both Precious Time and 365prototypes, the Secretariat has prepared the annexes herewith on the UNWTO Prototype Methodologyand the descriptive document of both Prototypes.World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org11

CE/100/8(a)Annex III.A.Madrid Precious Time descriptive document“Cities” Prototype: Madrid Precious Time(i)This prototype has implemented in Madrid since July 2013 arose as a result of the “Cities” projectlaunched by the UNWTO in 2012 in collaboration with 21 cities worldwide. Through a system ofconsultation on key issues carried out through the tourism promotion bodies of different cities, an initialframework was obtained for working with the priority areas of common action, which resulted in thepublication of a special report: AM Reports Vol. 6 on City Tourism.(ii) This report was presented at the 1st UNWTO Global Summit on City Tourism held in Istanbul inNovember 2012, which covered key topics in order to launch the initial phase of the project, such as thestrategic role of tourism in development of cities, the keys to success for its development and theconcepts of reference for Smart Cities.(iii) The report also included a joint statement called the “Istanbul Declaration”, named after the citywhere it was presented, which was signed by the 21 participating cities plus the city of Moscow callingfor the implementation of specific actions to further elaborate on and give greater visibility to sevenareas vital to the development of city tourism.(iv) Based on the conclusions of the 1st Summit, the UNWTO Affiliate Members Programme includedamong its strategic objectives to address the seven areas of action mentioned in the IstanbulDeclaration and, consequently, to implement a specific plan to contribute to its progressive analysisthrough interaction and the exchange of experiences among companies, destinations and universitiesworldwide.(v) The specific area of specialty products in cities is one of the key points of the report. Indeed, point6 of the Istanbul Declaration sets forth as an objective to “implement innovative strategies to provide thecity with new and more specialized products with high added value, addressing niche markets andupgrading the quality of the visitor experience.”(vi) Addressing this challenge through a case study conducted in collaboration with the AffiliateMembers in the city of Madrid constitutes the purpose of the prototype “Madrid Premium”, whereincompanies from different fields collaborate with public institutions under the umbrella of the UNWTO. Allof them have been working synergistically towards the effective application of the “Premium” concept inthe city of Madrid. It is worth noting that this initiative also covers other aspects highlighted by theIstanbul Declaration, such as human capital formation, communication, tangible and intangible heritage,new forms of collaboration between the actors involved in the project, the importance of content and thetechnological component linked to the product.(vii) The fact that this project is backed by governments at the local, national and international levels,such as the city of Madrid, the Ministry of Tourism and the UNWTO, makes it an exceptional case studythat is relevant for the city of Madrid, the different actors involved in the project and the tourism sector ingeneral.(viii) All of these were accompanied by a national and international communication plan in order togive visibility to the project, the city of Madrid and Affiliate Members participating in it.(ix) The prototype was also presented internationally during the 2nd Global Summit on City Tourismin Moscow, in collaboration with the city’s Committee on Tourism on September 20.12World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

CE/100/8(a)Annex IV. Punta del Este 365 descriptive documentA.Overview(i)The Prototype Punta del Este 365 launched last May during the work sessions organized duringthe 1st UNWTO Affiliate Members Conference on innovative approaches to overcome seasonality: ThePunta del Este Prototype held in Punta del Este, Uruguay, from 1 to 3 May. Currently, it is in its secondphase of technical design, in which, among other objectives, potential participants are identified, bothlocal and international. It is for this reason that we want to share the creative definition of the projectand invite you to participate.(ii) The Prototype which will be carried out in Punta del Este during the course of a year commencingfrom September 2014, is born as a result of the 2013-2014 Affiliate Members Programme of Work,which in paragraph 4 designates a specific action that aims to address successful ways to overcomeseasonality, an extremely complex element for many destinations in the world. The research areasmentioned in that paragraph include nature tourism, cultural tourism, shopping tourism, languagetourism and the meetings industry.The objective of the prototype is to solve the challenge of overcoming seasonality, taking place in Puntadel Este, Uruguay with the collaboration of the Affiliate Members. It is conducted with companies fromvarious fields and public institutions under the umbrella of UNWTO, working synergistically andtransparently to develop an innovative concept that can be applied in all areas in Punta del Este.(iii) The backing of the government on a local, national and international level, such as DestinationPunta del Este, the Municipality of Maldonado, the Ministry of Tourism of Uruguay and UNWTO, grantsthe project a unique, relevant and distinctive character which other destinations may try to reflect in theirtheme and objectives.(iv) The purpose of the prototype is the creation of specialized products and services, highlightingtheir value, in order to attract visitors year-round. These products will be linked to the unique resourcesof the region, incorporating cultural, artistic, historical, heritage, gastronomy, wellness, sports andeducational elements, in addition to their local products from rural areas and livestock. For this, the workhas been developed under the guiding theme that provides personality to the project. In this case, it isthe energy which is transferred and which gives distinctiveness to tourism in Punta del Este throughoutthe year.The project fits a model of public-private partnership that will involve UNWTO Affiliate Members,relevant entities and actors linked to the destination and Uruguayan governmental agencies at a local,regional and national level.B.Guiding theme: Energy(i)References to the special energy of Punta del Este have been a constant throughout the years inthe Punta del Este vicinity. Some attribute this to the powerful energy vortexes present, whichapparently, was a widely studied phenomenon by Russian scientists during the Soviet era. Otherexperts in astrological advice designate the particular location and astral configuration at the moment inwhich its modern history commenced to the energy physically present in the place.(ii) In either case, the testimony of tourists and visitors about the beneficial effects experiencedduring their stays are a constant. The beauty of the environment is a fact, but the effect on wellbeingstemming from the place is the real differentiating factor relative to other destinations. This is what canWorld Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org13

CE/100/8(a)help position it as a holiday destination all year-round for tourist’s profiles from various destinations thatcurrently do not have Punta del Este on their radars.(iii) Due to this, energy has been proposed as the guiding theme for this prototype, also suggestingthat it should be the central creative element for each new product and service which is designed as aresult of the implementation of this methodology.(iv) In order to support the creative idea, given that the prototypes are to be innovative, i.e. to carryout something that has never been done, has commissioned a study of interpretation of the energycurrents present in the astral configurations time of landing or "encounter between two cultures." Thisstudy shows some interesting facts, such as that the astral configuration during that historical momentand now is the same, and offers some food for thought and inspiration to carry out this prototype, whichis exactly what was intended for this methodological process. The exercise also served to identify theelements present in the logo of the project. It has also given us clues to design innovative products andservices that we need to transform a purely summer destination to a year-round destination, with theenergy of the destinations most consistent and harmonious elements.(v) In either case, the key is to launch a tourism product from a totally different perspective, so thatthe process itself begins to generate awareness and notoriety in high-potential emitting markets andbetween new visitor profiles. And for even more important reason: everybody has been everywhere andhas experienced almost everything, travel abroad has been fully explored, what remains is the innerjourney.(vi) One of the goals of this prototype, nevertheless, is that Punta del Este takes the leading role onthis trend, and that a tourist experience here is a combination of external and internal energy as anexus, holistic sustainability.14World Tourism Organization (UNWTO) - A Specialized Agency of the United NationsCapitán Haya 42, 28020 Madrid, Spain. Tel.: (34) 91 567 81 00 / Fax: (34) 91 571 37 33 – [email protected] / unwto.org

innovation processes. II. Analysis A. Affiliate Members Programme: enhancing public-private partnerships . Presented at the 3rd Global Summit on City Tourism on 10 December 2014, this . consequently improving a country’s balance of payments