THE UNITED NATIONS is being urged to introduce an international registration system to power Fairtrade Tourism to new levels in sub-Saharan Africa.

A recognised authenticated trademark, similar to the one that has boosted the sale of agricultural products, could give a massive lift to this emerging holiday region.

It needs the gravitas of a body such as the United Nations World Tourism Organization (UNWTO) to reassure travellers that fairtrade claims are genuine, says the WTM Global Trends Report, in association with Euromonitor International, the leading global market intelligence company. World Travel Market is in London from November 10-13.

"This would encourage major tour operators and travel agencies to broaden appeal, development and distribution of fairtrade trips beyond the niche market", said Fiona Jeffery, chairman of World Travel Market.

"And that combined influence can inspire and replicate the boom that came after supermarkets put fairtrade branded items on their shelves.

"The world has embraced that policy and sales of such products have mushroomed steadily over the past five years, spiralling by 47 per cent growth last year to reach a value of $US3.6billion." Jeffery added, "There is evidence to suggest a much wider audience is available for tourism. Certification would hasten an upsurge in ethical travel that benefits local communities and cultures, environment and wildlife.

"It can transform the labour force's economic lifestyle and tourists are increasingly seeking real-life experiences. "They are conscious of conservation issues and want to spread financial spin-offs from leisure stays in locally-owned lodges and game reserve guided tours and adventures."

Commenting on the report's findings, Caroline Bremner, Head of Travel and Tourism Research at Euromonitor International said, "The current trends resonating with travellers across all regions include the desire for environmental responsibility, social interaction, authentic travel experiences and fair trade practices. In the current economic climate, those companies that adapt and integrate such business practices into their offering will be best placed for survival".

There is enormous scope for Africa to build on the potential. The fairtrade movement first began in Europe during the Sixties but it was launched by South Africa in 2001 when they saw its significance for tourism - and fair play.

The Fair Trade in Tourism South Africa trademark has been awarded to 30 companies adhering to criteria including decent wages and respect for human rights. Twenty-five international tour operators carry the logo in their catalogues.

The FTTSA example may expand into Mozambique and Botswana.

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After 13 November, for further information please email katy.kenyon@reedexpo.co.uk NOTES TO EDITORS World Travel Market - New Admissions Policy World Travel Market (WTM), the global trade event for the travel industry announces a new admission policy, designed to benefit both exhibitors and visitors alike. The new WTM policy includes changes to the structure of the daily format, with WTM Opening Day on Monday 10 November, open to Exhibitors, Exhibitor Invitees, Ministers, and press. The following three days, Tuesday 11 November - Thursday 13 November, will be accessible to all Meridian Club members, Travel Trade professionals, Ministers and press, giving participants more flexibility to choose the days they wish to visit the exhibition. Students will be invited to attend WTM on Wednesday 12 November and Thursday 13 November, where they will participate in a structured education programme. Individuals from the retail arm of the travel industry including travel agents, homeworkers and call centre staff will be invited to attend WTM on Thursday 13 November. WTM remains a trade only exhibition. A full programme of conferences, seminars, B2B meetings, and industry initiatives will run across three days, Tuesday 11 November - Thursday 13 November and includes the UNWTO Minister's Summit, WTM World Responsible Tourism Day (WTM WRTD), along with a number of new initiatives on Thursday 13 November, such as an extended Responsible Tourism programme and exhibitor to exhibitor networking initiatives. For further details visit www.wtmlondon.com Reed Exhibitions Reed Exhibitions is the world's leading events organiser. In 2007 Reed brought together over six million industry professionals from around the world generating billions of dollars in business. Today Reed events are held in 38 countries throughout the Americas, Europe, the Middle East and Asia Pacific, and organised by 39 fully staffed offices. Reed organises a wide range of events, including exhibitions, conferences, congresses and meetings. Its portfolio of over 500 events serves 47 industry sectors, including: Aerospace & aviation, automobiles, building & construction, electronics, energy, engineering, entertainment, environment, food & hospitality, gifts, healthcare, IT, jewellery, life sciences & pharmaceuticals, property, manufacturing, medical education, packaging & converting, printing & visual communication, security, sports & recreation, travel.

For further information please contact the WTM Press Office on +44 (0) 207 069 6119/6120 or visit the WTM International Press Centre onsite at ExCeL London, Level 3.