Shopping Tourism Congress highlights the role of this type of tourism in the economy and security

05-09-24

At the IV Congress on Shopping Tourism held on 2 and 3 September in the city of Sao Paulo with the participation of important international speakers including Antonio Santos del Valle, president of Tourism and Society Think Tank, it was highlighted how shopping tourism continues to be one of the main activities for travellers. Despite the growth of online shopping, the physical experience of shopping, especially for unique local products, remains fundamental to the tourism industry. However, shops and shopping centres face challenges such as security, which directly affects the economy of local areas. Security strategies and good customer service are essential to keep these spaces relevant and protect both shoppers and businesses.

In many countries, shopping tourism is an essential part of the economy. The most visited cities often have a wide range of retail offerings, making local shopping centres and markets attractive destinations. Major global capitals, such as New York, London and Dubai, stand out not only for their tourist attractions, but also for the quality and diversity of their shops. However, beyond the simple product offering, a safe and friendly environment is a key factor in tourists' enjoyment of their experience.

One aspect that has gained importance in the industry is the need to adapt shopping environments to the tastes of travellers. In a world where globalisation allows people to access similar products across the globe, shopping destinations must stand out by offering products and experiences that are not easily found elsewhere. Thus, local culture and products typical of each region play an important role. Travellers are looking for souvenirs that allow them to take home a piece of the destination visited, and this uniqueness is what local shops should emphasise.

However, this boom in shopping tourism also brings with it significant challenges in terms of security. Malls and shopping areas are often targets for crime and, in some cases, terrorism. These factors not only endanger shoppers, but also damage the reputation of destinations. The perception of insecurity can scare away both locals and tourists, resulting in a negative economic impact.

Security in shopping centres and commercial areas is critical to attracting and retaining visitors. In many places, a proactive approach to security has been implemented, combining visible measures, such as the presence of security guards, with advanced technologies, such as cameras and monitoring systems. In this regard, Israel has stood out as an example of good practice, thanks to its comprehensive approach to mall security. In that country, security ranges from random vehicle checks to direct interaction between guards and visitors, which has proven to be effective both in preventing crime and in creating an environment of trust among consumers.

Globally, Israel's security lessons have been adopted by other countries seeking to protect their visitors and maintain an environment conducive to shopping. Tourists, especially those travelling from countries with high levels of security, value these measures, as they feel that their well-being is being taken into account while enjoying their shopping experience. In contrast, in countries where security is perceived as weak, shopping tourism often suffers, and visitors prefer not to take unnecessary risks.

Another challenge is competition with online commerce. With the ease of shopping from home, physical shops must offer more than just products. The shopping experience has become a differentiating factor. Shopping centres are responding to this challenge by creating spaces that combine shopping with entertainment, dining and cultural activities. These efforts seek to turn a simple visit to the shops into a complete experience that appeals to both locals and tourists.

In addition to security measures, it is essential that shop and shopping centre employees are properly trained not only in customer service, but also in emergency procedures. Preparedness for potential crises, such as fires or violent incidents, can make the difference between a chaotic response and a well-coordinated one that minimises damage. Many security experts advocate regular drills and reviews of emergency plans to ensure that everyone is prepared for a potential crisis, such as a fire or violent incident.