UNWTO
Tourism Highlights
2 0 1 0 E d i t i o n
For more information:
Facts & Figures
section at
www.UNWTO.org/facts
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2 | World Tourism Organization (UNWTO)
International
Tourism
International tourism – a key to development, prosperity and well-being
Over time, an ever increasing number of destinations have
opened up and invested in tourism development, turning
modern tourism into a key driver for socio-economic
progress through the creation of jobs and enterprises,
infrastructure development and the export revenues
earned.
As an internationally traded service, inbound tourism has
become one of the major trade categories.
The overall export income generated by inbound tourism,
including passengers transport, exceeded US$ 1 trillion in
2009, or close to US$ 3 billion a day. Tourism exports
account for as much as 30% of the world’s exports of
commercial services and 6% of overall exports of goods
and services. Globally, as an export category, tourism ranks
fourth after fuels, chemicals and automotive products. For
many developing countries it is one of the main sources for
foreign exchange income and the number one export
category, creating much needed employment and
opportunities for development.
The contribution of tourism to economic activity
worldwide is estimated at some 5%. Tourism’s
contribution to employment tends to be slightly higher
relatively and is estimated in the order of 6-7% of the
overall number of jobs worldwide (direct and indirect).
The most comprehensive way to measure the
economic importance of both inbound and domestic
tourism in national economies is through the 2008
Tourism Satellite Account (TSA) Recommended
Methodological Framework, approved by the UN
Statistics Commission. Though many countries have
taken steps to implement the TSA, relatively few have
full, comparable results available.
The knowledge and experience gained through the
TSA exercise has certainly contributed to a much
better understanding of the role of tourism in
economies worldwide and allows for a tentative
approximation of key indicators. Based on the
currently still fragmented information from countries
with data available, tourism’s contribution to
worldwide gross domestic product (GDP) is estimated
at some 5%. For advanced, diversified economies, the
contribution of tourism to GDP ranges from
approximately 2% for countries where tourism is a
comparatively small sector, to over 10% for countries
where tourism is an important pillar of the economy.
For small islands and developing countries, or specific
regional and local destinations where tourism is a key
economic sector, the importance of tourism tends to
be even higher.
UNWTO Tourism Highlights is a publication of the World Tourism Organization (UNWTO), released on the occasion of World Tourism Day, celebrated annually on 27 September.
In 2010, World Tourism Day will take place under the theme ‘Tourism and biodiversity’ and will be hosted by China.
Tourism Highlights aims to provide a consolidated set of data and trends for international tourism during the year prior to its date of publication. For information on current short-term
tourism data and trends, please refer to the UNWTO World Tourism Barometer at www.unwto.org/facts/eng/barometer.htm.
The World Tourism Organization (UNWTO), a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development
of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes
154 countries, 7 territories, 2 permanent observers and over 400 Affiliate Members.
Key trends 2009:
• Under the impact of the worldwide financial
crisis and following economic recession,
international tourist arrivals declined by 4.2% in
2009 to 880 million.
• International tourism receipts reached US$ 852
billion (611 billion euros) in 2009, corresponding
to a decrease in real terms of 5.7% on 2008.
• Growth returned to international tourism in the
last quarter of 2009 after 14 months of decline.
Current developments and outlook:
• According to the August 2010 Interim Update of
the UNWTO World Tourism Barometer,
worldwide international tourist arrivals increased
by 7% between January and June 2010
compared to the very depressed levels of the
same period of 2009, thus continuing the
recovery trend that started in the last quarter of
2009.
• In the second half of the year the rate of growth
is likely to slow. For the full year 2010 UNWTO
projects a growth in international tourist arrivals
of between 3% and 4%.
Long-term trend:
• Over the past six decades, tourism has experienced
continued expansion and diversification to become
one of the largest and fastest growing economic
sectors in the world. Many new destinations have
emerged alongside the traditional ones of Europe
and North America.
• In spite of occasional shocks, international tourist
arrivals have shown virtually uninterrupted growth –
from 25 million in 1950, to 277 million in 1980, to
438 million in 1990, to 681 million in 2000, and the
current 880 million.
• The dismal results of 2009 followed four years of
strong, above trend growth. Including 2009, average
annual growth since 2000 has been 3%.
• As growth has been particularly fast in the world’s
emerging regions, the share in international tourist
arrivals received by emerging and developing
countries has steadily risen, from 32% in 1990 to
47% in 2009.
• By 2020 international arrivals are expected to reach
1.6 billion.
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UNWTO Tourism Highlights, Edition 2010 | 3
Overview
International
Tourism
2009 – an exceptionally challenging year
Most travel by air and for the purpose of leisure
The global economic recession aggravated by the uncertainty around the A(H1N1) influenza pandemic turned
2009 into one of the toughest years for the tourism sector. International tourist arrivals for business, leisure
and other purposes totalled 880 million in 2009, corresponding to a worldwide decline of 4.2%. Growth
returned in the last quarter of 2009, after 14 months of negative results. The 2% upswing registered in the
last quarter of 2009 contrasts with the declines of 10%, 7% and 2% felt in the first three quarters respectively.
Asia and the Pacific and the Middle East led the recovery with growth already turning positive in both regions
in the second half of 2009.
Except for Africa, which bucked the global trend with
a 3% growth, all world regions were negative in 2009.
Europe (-6%), the Middle East (-5%) and the Americas
(-5%) were the hardest hit regions. Asia and the Pacific
achieved the most impressive upturn, from a 7%
decline between January and June to a 4% growth in
the second half of the year, closing the year at -2%.
In 2009, travel for leisure, recreation and holidays
accounted for just over half of all international tourist
arrivals (51% or 446 million arrivals).
Some 15% of international tourists reported travelling
for business and professional purposes and another
27% travelled for specific purposes, such as visiting
friends and relatives (VFR), religious reasons and
pilgrimages, health treatment, etc. The purpose of visit
for the remaining 7% of arrivals was not specified.
Slightly over half of travellers arrived at their
destination by air transport (53%) in 2009,
while the remainder travelled over the surface
(47%) – whether by road (39%), rail (3%) or over
water (5%). Over time, the trend has been for air
transport to grow at a faster pace than surface
transport, so the share of air transport is gradually
increasing.
Source: World Tourism Organization (UNWTO) ©
Inbound Tourism 1990-2009*
Source: World Tourism Organization (UNWTO) ©
Inbound Tourism by month
International Tourism Arrivals (million)
Inbound tourism by purpose of visit, 2009*
(share)
Inbound tourism by mode of transport, 2009*
(share)
Source: World Tourism Organization (UNWTO) ©
Leisure, recreation
and holidays
51%
Air
53% Road
39%
Rail 3%Water 5%
VFR, health,
religion, other
27%
Business and
professional
15%Not specified 7%
Source: World Tourism Organization (UNWTO) ©
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4 | World Tourism Organization (UNWTO)
International
Tourist
Arrivals
International
Tourism
Receipts
International tourism receipts declined by 5.7% in 2009
International tourism receipts reached US$ 852 billion
(611 billion euros) in 2009, down from US$ 941 billion
(euro 640 billion) in the previous year. In absolute terms,
international tourism receipts decreased by US$ 89
billion, but only by euro 29 billion due to the appreciation
of the US dollar against several world currencies and, in
particular the euro (from its historic low against the euro
in 2008, the US dollar recovered some 5% in 2009).
In real terms, i.e. using local currencies at constant
prices in order to adjust for exchange rate fluctuations
and inflation, international tourism receipts decreased
by 5.7% in 2009. This was the first year of decline
since 2003, when international tourism was hit by the
Iraq war and the outbreak of SARS, decreasing then
by 1.3% in real terms. As in most years, the difference
in the trend in receipts and arrivals was fairly narrow
in 2009, showing that the slowdown in receipts is
mostly linked to the dip in arrivals rather than to
reduced expenditure.
All regions suffered a drop in receipts in real terms,
albeit with varying rates of decline. The brunt of the
losses were born by the Americas (-10%),
and Europe (-7%). Asia and the Pacific (-1%), the
Middle East (-1%) and Africa (-4%) did comparatively
better than the world average. In the case of Asia and
the Pacific, the decline followed a series of five very
strong years.
By subregion, only Oceania (+5%) and North-East Asia
(+1%) showed positive growth in real terms. Despite
negative results, South Asia (0%), South America
(-1%) and Northern Europe (-3%) performed above
the world average.
International Tourist Arrivals Market Change Average annual
(million) share (%) (%) growth (%)
1990 1995 2000 2005 2007 2008 2009* 2009* 08/07 09*/08 '00-'09*
World 438 533 683 802 901 919 880 100 2.0 -4.2 2.9
Advanced economies¹ 300 339 423 451 496 494 470 53.4 -0.4 -4.9 1.2
Emerging economies¹ 139 194 260 351 405 425 410 46.6 4.9 -3.4 5.2
By UNWTO regions:
Europe 265.0 309.1 392.2 441.0 485.4 487.2 459.7 52.2 0.4 -5.7 1.8
Northern Europe 28.6 35.8 43.7 52.8 58.1 56.4 53.1 6.0 -2.9 -5.8 2.2
Western Europe 108.6 112.2 139.7 141.7 153.9 153.2 146.0 16.6 -0.4 -4.7 0.5
Central/Eastern Europe 33.9 58.1 69.3 87.5 96.6 100.0 89.5 10.2 3.5 -10.4 2.9
Southern/Mediter. Eu. 93.9 103.0 139.5 159.1 176.8 177.7 171.1 19.4 0.5 -3.7 2.3
Asia and the Pacific 55.8 82.0 110.1 153.6 182.0 184.0 181.2 20.6 1.1 -1.6 5.7
North-East Asia 26.4 41.3 58.3 86.0 101.0 101.0 98.1 11.1 0.0 -2.9 5.9
South-East Asia 21.2 28.4 36.1 48.5 59.7 61.7 62.1 7.1 3.4 0.6 6.2
Oceania 5.2 8.1 9.6 11.0 11.2 11.1 10.9 1.2 -0.9 -1.8 1.4
South Asia 3.2 4.2 6.1 8.1 10.1 10.3 10.1 1.1 1.1 -1.5 5.8
Americas 92.8 109.0 128.9 134.0 143.9 147.8 140.7 15.9 2.8 -4.8 1.0
Noth America 71.7 80.7 91.5 89.9 95.3 97.7 92.1 10.5 2.6 -5.7 0.1
Caribbean 11.4 14.0 17.1 18.8 19.8 20.1 19.5 2.2 1.2 -2.9 1.5
Central America 1.9 2.6 4.3 6.3 7.8 8.2 7.6 0.9 6.4 -7.4 6.5
South America 7.7 11.7 15.9 19.0 21.0 21.8 21.4 2.3 3.8 -1.6 3.3
Africa 14.8 18.9 26.5 35.4 43.1 44.2 45.6 5.2 2.5 3.1 6.2
North Africa 8.4 7.3 10.2 13.9 16.3 17.1 17.6 2.0 4.8 2.5 6.2
Subsaharan Africa 6.4 11.6 16.3 21.5 26.9 27.2 28.1 3.2 1.1 3.4 6.3
Middle East 9.6 13.7 24.9 37.8 46.7 55.6 52.9 6.0 19.0 -4.9 8.8
International Tourism Receipts Change Change
(billion) current prices (%) constant prices (%)
1990 1995 2000 2005 2007 2008 2009* 07/06 08/07 09*/08 07/06 08/07 09*/08
Local currencies 9.1 6.3 -4.1 5.5 1.3 -5.7
US$ 264 405 478 679 858 941 852 15.3 9.7 -9.4 12.1 5.7 -9.1
Euro 207 310 517 545 626 640 611 5.7 2.2 -4.5 3.5 -1.0 -4.8
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ Based on the classification by the International Monetary Fund (IMF), see page 147 of www.imf.org/external/pubs/ft/weo/2010/01/pdf/text.pdf.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
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UNWTO Tourism Highlights, Edition 2010 | 5
Visitor expenditure on accommodation, food and drink,
local transport, entertainment, shopping, is an important
pillar of the economies of many destinations, creating
much needed employment and opportunities for
development. For more than 80 countries receipts from
international tourism were over US$ 1 billion in 2009.
For destination countries, receipts from international
tourism count as exports and cover transactions
generated by same-day as well as overnight visitors.
However, these do not include receipts from international
passenger transport contracted from companies outside
the travellers’ countries of residence, which are reported
in a separate category (International Passenger Transport).
Although the availability of comparable international
data broken down at this level has its limitations, the
export value of international passenger transport has in
recent years been estimated at some 16% of the
combined receipts from international tourism and
international passenger transport. For 2009, this
corresponds to some US$ 161 billion, as against US$
185 billion in 2008.
This implies that total receipts from international
tourism, including international passenger transport,
exceeded US$ 1 trillion in 2009. In other words,
international tourism contributes close to US$ 3 billion a
day to worldwide export earnings.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ Based on the classification by the International Monetary Fund (IMF), see page 147 of www.imf.org/external/pubs/ft/weo/2010/01/pdf/text.pdf.
International Tourism Receipts US$ Euro
Local currencies, constant prices, Share Receipts Receipts
change (%) (%) (billion) per arrival (billion) per arrival
07/06 08/07 09*/08 2009* 2008 2009* 2009* 2008 2009* 2009*
World 5.5 1.3 -5.7 100 941 852 970 640 611 690
Advanced economies¹ 4.9 1.9 -6.7 64.2 613 547 1.160 417 392 830
Emerging economies¹ 6.8 0.1 -3.8 35.8 328 305 740 223 219 530
By UNWTO regions:
Europe 2.7 -1.2 -6.6 48.5 473.7 413.0 900 322.0 296.1 640
Northern Europe 4.0 -2.0 -2.9 7.1 70.2 60.9 1,150 47.8 43.6 820
Western Europe 2.2 -2.3 -7.2 16.9 162.2 143.7 980 110.3 103.0 710
Central/Eastern Europe 8.9 2.1 -8.2 5.6 57.8 47.4 530 39.3 34.0 380
Southern/Mediter. Eu. 0.9 -0.8 -7.0 18.9 183.5 161.1 940 124.7 115.5 670
Asia and the Pacific 10.0 4.6 -0.7 23.9 208.9 203.7 1,120 142.1 146.1 810
North-East Asia 8.3 8.4 0.7 11.8 99.9 100.3 1,020 67.9 71.9 730
South-East Asia 16.0 -1.0 -6.3 6.4 59.8 54.3 870 40.6 38.9 630
Oceania 6.4 2.9 5.2 3.9 33.7 33.5 3,080 22.9 24.0 2,210
South Asia 6.8 7.4 -0.2 1.8 15.5 15.6 1,550 10.6 11.2 1,110
Americas 6.6 4.9 -10,1 19.4 188.1 165.2 1,170 127.9 118.5 840
North America 7.6 6.9 -12.3 14.0 138.9 118.9 1,290 94.5 85.2 930
Caribbean 0.9 -3.1 -4.9 2.6 23.6 22.2 1,140 16.1 16.0 820
Central America 10.6 -1.1 -7.1 0.7 6.4 5.9 770 4.3 4.2 550
South America 6.8 2.4 -1.3 2.1 19.2 18.2 850 13.1 13.0 610
Africa 9.7 -3.5 -4.4 3.4 30.2 28.9 630 20.5 20.7 450
North Africa 7.4 -3.9 -4.3 1.2 10.8 9.9 570 7.3 7.1 410
Subsaharan Africa 10.9 -3.3 -4.4 2.2 19.4 18.9 670 13.2 13.6 480
Middle East 9.4 0.8 -0.9 4.8 39.7 41.2 780 27.0 29.5 560
No major changes in the top ten
When ranked according to the two key tourism
indicators – international tourist arrivals and international
tourism receipts – it is interesting to note that eight of
the top ten destinations appear in both lists, even
though they show marked differences in terms of the
type of tourists they attract, as well as their average
length of stay and their spending per trip and per night.
In spite of the decreases suffered by most destinations in
2009, there have been only slight changes in the
ranking of the top ten destinations by international
tourist arrivals, while the ranking in terms of
international tourism receipts remains unchanged
compared to the 2008 ranking. The first three places in
both arrivals and receipts are still occupied by France,
Spain and the USA, albeit in a different order. France (74
million tourists) continues to lead the ranking of the
world’s major tourism destinations in terms of arrivals
and ranks third in receipts. The USA ranks first in receipts
with US$ 94 billion and second in arrivals. Spain
maintains its position as the second biggest earner
worldwide and the first in Europe, and ranks third in
arrivals.
China and Italy rank fourth and fifth, respectively, in
arrivals, and in reverse order for receipts. The UK is sixth
in terms of arrivals and seventh in receipts. Both Turkey
and Germany climbed one rank in arrivals, occupying
the seventh and eighth positions respectively. In receipts,
Germany kept its sixth place and Turkey the ninth.
Malaysia entered the 2009 top ten taking the number
nine spot in arrivals. Completing the top ten ranking in
arrivals were Mexico (10th) and in receipts, Australia
(8th) and Austria (10th).
World’s Top
Tourism
Destinations
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6 | World Tourism Organization (UNWTO)
International Tourist Arrivals
million Change (%)
Rank Series 2008 2009* 08/07 09*/08
1 France TF 79.2 74.2 -2.0 -6.3
2 United States TF 57.9 54.9 3.5 -5.3
3 Spain TF 57.2 52.2 -2.5 -8.7
4 China TF 53.0 50.9 -3.1 -4.1
5 Italy TF 42.7 43.2 -2.1 1.2
6 United Kingdom TF 30.1 28.0 -2.4 -7.0
7 Turkey TF 25.0 25.5 12.3 2.0
8 Germany TCE 24.9 24.2 1.9 -2.7
9 Malaysia TF 22.1 23.6 5.1 7.2
10 Mexico TF 22.6 21.5 5.9 -5.2
International Tourism Receipts
US$ Local currencies
billion Change (%) Change (%)
Rank 2008 2009* 08/07 09*/08 08/07 09*/08
1 United States 110.0 93.9 13.5 -14.6 13.5 -14.6
2 Spain 61.6 53.2 6.9 -13.7 -0.4 -9.0
3 France 56.6 49.4 4.2 -12.7 -2.9 -7.9
4 Italy 45.7 40.2 7.2 -12.0 -0.1 -7.2
5 China 40.8 39.7 9.7 -2.9 9.7 -2.9($)
6 Germany 40.0 34.7 11.1 -13.3 3.5 -8.5
7 United Kingdom 36.0 30.0 -6.7 -16.6 1.6 -1.6
8 Australia 24.8 25.6 11.0 3.4 10.7 11.2
9 Turkey 22.0 21.3 18.7 -3.2 18.7 -3.2($)
10 Austria 21.6 19.4 15.5 -10.1 7.6 -5.2
Source: World Tourism Organization (UNWTO) ©
$ = percentage derived from series in US$ instead of local currency
(Data as collected by UNWTO, August 2010)
Europe – nearby markets proved more resistant
Out of all the regions in the world, Europe’s tourism
sector, the world’s largest and most mature, has
been the hardest hit by the recession. The region,
which accounted for 52% of international tourist
arrivals and 48% of international tourism receipts in
2009, saw arrivals decrease by 6% to 460 million,
while receipts declined 7% in real terms to
US$ 413 bn (euro 296 billion).
Destinations in Central and Eastern Europe were
particularly badly hit, while results in Western,
Southern and Mediterranean Europe were relatively
better. Many countries in Central and Eastern
Europe have been more severely affected by the
economic recession and are finding the return to
growth more difficult. Overall, arrivals in the
subregion are estimated to have fallen by 10%.
Nevertheless, a few European destinations still
succeeded in posting positive results: Hungary
(+3%), Sweden (+3%), Turkey (+2%) and Italy
(+1%). Various other European destinations with
easy access over land from nearby markets, such as
Croatia (-1%), the Netherlands (-2%), Germany
(-3%), Austria (-3%) and Switzerland (-4%), also did
better than the region’s average. Among the more
affected in 2009 were destinations within the euro
area and with a marked reliance on the UK source
market such as Cyprus (-11%) and Spain (-9%),
which suffered the impact of a historically weak UK
pound. France, the world’s first destination by
arrivals, and Greece (both -6%) just matched the
trend for the region.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ See note on page 7
International Tourist Arrivals International Tourism Receipts
Major destinations (1000) Change (%) Share (%) (US$ million) Share (%)
Series1
2007 2008 2009* 08/07 09*/08 2009* 2007 2008 2009* 2009*
Europe 485,411 487,616 460,103 0.5 -5.6 100 435,350 473,665 413,082 100
Austria TCE 20,773 21,935 21,355 5.6 -2.6 4.6 18,695 21,587 19,404 4.7
Belgium TCE 7,045 7,165 6,814 1.7 -4.9 1.5 10,989 11,762 9,801 2.4
Bulgaria TF 5,151 5,780 5,739 12.2 -0.7 1.2 3,550 4,204 3,728 0.9
Croatia TCE 9,307 9,415 9,335 1.2 -0.9 2.0 9,254 10,971 8,880 2.1
Cyprus TF 2,416 2,404 2,141 -0.5 -10.9 0.5 2,685 2,737 2,162 0.6
Czech Rep TCE 6,680 6,649 6,081 -0.5 -8.5 1.3 6,383 7,207 6,478 1.6
Finland TF 3,519 3,583 3,423 1.8 -4.5 0.7 2,837 3,208 2,820 0.7
France TF 80,853 79,218 74,200 -2.0 -6.3 16.1 54,273 56,573 49,398 12.0
Germany TCE 24,420 24,886 24,224 1.9 -2.7 5.3 36,038 40,021 34,709 8.4
Greece TF 16,165 15,939 14,915 -1.4 -6.4 3.2 15,513 17,114 14,506 3.5
Hungary TF 8,638 8,814 9,058 2.0 2.8 2.0 4,721 5,935 5,631 1.4
Ireland TF 8,332 8,026 7,189 -3.7 -10.4 1.6 6,066 6,294 4,890 1.2
Israel TF 2,068 2,572 2,321 24.4 -9.7 0.5 3,095 4,144 3,634 0.9
Italy TF 43,654 42,734 43,239 -2.1 1.2 9.4 42,651 45,727 40,249 9.7
Kazakhstan TF 3,876 3,447 3,118 -11.1 -9.5 0.7 1,013 1,012 963 0.2
Netherlands TCE 11,008 10,104 9,921 -8.2 -1.8 2.2 13,305 13,342 12,365 3.0
Norway TF 4,377 4,347 4,346 -0.7 0.0 0.9 4,522 4,911 4,204 1.0
Poland TF 14,975 12,960 11,890 -13.5 -8.3 2.6 10,599 11,768 9,011 2.2
Portugal TF 12,321 .. .. .. .. .. 10,145 10,943 9,650 2.3
Russian Federation TF 20,605 21,566 19,420 4.7 -10.0 4.2 9,447 11,819 9,297 2.3
Spain TF 58,666 57,192 52,231 -2.5 -8.7 11.4 57,645 61,628 53,177 12.9
Sweden TCE 5,224 4,728 4,875 -9.5 3.1 1.1 11,997 12,494 12,100 2.6
Switzerland THS 8,448 8,608 8,294 1.9 -3.7 1.8 12,181 14,408 13,945 3.4
Turkey TF 22,248 24,994 25,506 12.3 2.0 5.5 18,487 21,951 21,250 5.1
Ukraine TF 23,122 25,392 20,741 9.8 -18.3 4.5 4,597 5,768 3,576 0.9
United Kingdom TF 30,871 30,142 28,033 -2.4 -7.0 6.1 38,602 36,028 30,038 7.3
Regional
Results
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UNWTO Tourism Highlights, Edition 2010 | 7
* = provisional figure or data; .. = figure or data not (yet) available; l = change of series; n/a = not applicable.
Series of International Tourist Arrivals – TF: International tourist arrivals at frontiers (excluding same-day visitors); VF: International visitor arrivals at frontiers (tourists and same-day
visitors); THS: International tourist arrivals at hotels and similar establishments; TCE: International tourist arrivals at collective tourism establishments.
Asia and the Pacific – rebounding strongly in second half of 2009
International tourist arrivals in Asia and the Pacific
decreased by 2% to 181 million (21% of world total),
while receipts declined by 1% in real terms to US$ 204
billion (24% of world total). Tourism performance,
however, demonstrated an extraordinary rebound in the
course of the year. While arrivals declined by 7%
between January and June, the second half of 2009 saw
4% growth reflecting improved regional economic results
and prospects.
South-East Asia performed best, closing 2009 with an
increase in arrivals of 1%, driven by the positive
results of Malaysia (+7%), Cambodia (+2%) and
Indonesia (+1%). In North-East Asia the year was
still down 3%, with China, the top destination of
the region, down 4%, but the Republic of Korea
and Taiwan (pr. of China) up by 13% and 14%
respectively. International arrivals in South Asia
decreased by 2%. Pakistan (+4%) and Sri Lanka
(+2%) reported positive results, while India declined
by 3%. In Oceania, arrivals also declined by 2%,
with results for Australia and New Zealand both flat.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ See note below
International Tourist Arrivals International Tourism Receipts
Major destinations (1000) Change (%) Share (%) (US$ million) Share (%)
Series1
2007 2008 2009* 08/07 09*/08 2009* 2007 2008 2009* 2009*
Asia and the Pacific 182,046 184,044 181,189 1.1 -1.6 100 186,307 208,934 203,741 100
Australia VF 5,644 5,586 5,584 -1.0 0.0 3.1 22,308 24,756 25,594 12.6
Cambodia TF 1,873 2,001 2,046 6.8 2.2 1.1 1,135 1,219 1,185 0.6
China TF 54,720 53,049 50,875 -3.1 -4.1 28.1 37,233 40,843 39,675 19.5
Fiji TF 540 583 539 8.0 -7.7 0.3 497 544 .. ..
Guam TF 1,225 1,142 1,053 -6.8 -7.8 0.6 .. .. .. ..
Hong Kong (China) TF 17,154 17,320 16,926 1.0 -2.3 9.3 13,754 15,304 16,463 8.1
India TF 5,082 5,283 5,109 4.0 -3.3 2.8 10,729 11,832 11,136 5.5
Indonesia TF 5,506 6,234 6,324 13.2 1.4 3.5 5,346 7,375 6,318 3.1
Iran TF 2,219 2,034 .. -8.3 .. .. 1,677 1,908 .. ..
Japan VF 8,347 8,351 6,790 0.0 -18.7 3.7 9,334 10,821 10,305 5.1
Korea, Republic of VF 6,448 6,891 7,818 6.9 13.4 4.3 6,138 9,774 9,442 4.6
Lao P,D,R, TF 1,142 1,295 1,239 13.4 -4.3 0.7 233 276 268 0.1
Macao (China) TF 12,942 10,610 10,402 n/a -2.0 5.7 13,076 16,757 .. ..
Malaysia TF 20,973 22,052 23,646 5.1 7.2 13.1 14,044 15,277 15,772 7.8
Maldives TF 676 683 656 1.0 -4.0 0.4 602 664 590 0.3
New Zealand VF 2,466 2,459 2,458 -0.3 0.0 1.4 5,436 5,012 4,398 2.2
Nepal TF 527 500 510 -5.0 1.9 0.3 198 336 371 0.2
Pakistan TF 840 823 855 -2.0 3.9 0.5 276 316 272 0.2
Philippines TF 3,092 3,139 3,017 1.5 -3.9 1.7 4,933 2,499 2,329 1.1
Singapore TF 7,957 7,778 7,488 -2.2 -3.7 4.1 9,066 10,722 9,187 4.5
Sri Lanka TF 494 438 448 -11.2 2.1 0.2 385 342 350 0.2
Taiwan (pr, of China) VF 3,716 3,845 4,395 3.5 14.3 2.4 5,213 5,937 6,958 3.4
Thailand TF 14,464 14,584 14,145 0.8 -3.0 7.8 16,669 18,173 15,901 7.8
Vietnam VF 4,229 4,236 3,747 0.2 -11.5 2.1 3,750 3,930 3,050 1.5
Regional
Results
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:41 Página 7
8 | World Tourism Organization (UNWTO)
Regional
Results
Americas – battered by the recession and the A(H1N1) influenza epidemic
Aside from the economic recession impacting severely in
North America, the Americas was also the region most
plagued by the uncertainties raised by the A(H1N1)
influenza outbreak with the months of May, June and July
presenting some of the most significant declines in arrivals
during 2009. International tourist arrivals for the year fell
by 5% to 141 million (16% of world total), while
international tourism receipts decreased by 10% in real
terms to US$ 165 billion (19% of world total).
The three leading destinations of the region, the
United States, Mexico (both -5%) and Canada (-8%),
all ended 2009 with arrivals down on the previous
year. South America, a subregion which seems to be
weathering the recession well, managed to contain
the decline at 1%. Bolivia (+13%), Colombia (+11%),
Uruguay (+7%), Peru (+4%), Paraguay (+3%) and
Chile (+2%) all reported growth, but could not offset
the decreases of the two largest destinations of the
subregion, Argentina (-8%) and Brazil (-5%). Arrivals
in the Caribbean declined by 3%, with three of the
major destinations, Cuba, Jamaica (both +4%) and the
Dominican Republic (+0.3%), posting positive results.
In Central America arrivals declined by 7%, with
Nicaragua (+9%) as a notable exception on the trend.
Africa – bucking the trend
Africa remained the star performer among world
regions throughout 2009, achieving positive growth in
international tourist arrivals of 3%, to 46 million (5%
of world total). International tourism receipts,
however, are estimated to have decreased by 4% in
real terms to US$ 29 billion (3% of world total).
A number of countries in Subsaharan Africa far
outperformed the world average in 2009. Kenya
sustained its recovery, achieving an impressive doubledigit
increase (visitor arrivals +24%, tourist arrivals not
yet available). Angola recorded 24% growth,
Swaziland 20% and Ghana 15%.
South Africa continued its positive trend benefiting
from the build-up to the hosting of the 2010 FIFA
World Cup and international arrivals increased by 4%.
In North Africa, Morocco maintained momentum
(+6%) and was one of the top performers of 2009,
supported by state-of-the-art product development
and active and imaginative promotion.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ See note on page 7
International Tourist Arrivals International Tourism Receipts
Major destinations (1000) Change (%) Share (%) (US$ million) Share (%)
Series1
2007 2008 2009* 08/07 09*/08 2009* 2007 2008 2009* 2009*
Americas 143,852 147,830 140,679 2.8 -4.6 100 171,356 188,145 165,227 100
Argentina TF 4,562 4,700 4,329 3.0 -7.9 3.1 4,314 4,646 3,916 2.4
Aruba TF 772 827 813 7.0 -1.7 0.6 1,256 1,411 1,295 0.8
Bahamas TF 1,528 1,463 1,327 -4.2 -9.3 0.9 2,187 2,153 1,938 1.2
Barbados TF 575 568 519 -1.2 -8.6 0.4 1,189 1,194 1,096 0.7
Bolivia TF 573 594 671 3.7 13.1 0.5 292 275 279 0.2
Brazil TF 5,026 5,050 4,802 0.5 -4.9 3.4 4,953 5,785 5,305 3.2
Canada TF 17,935 17,142 15,771 -4.4 -8.0 11.3 15,568 15,668 13,707 8.3
Chile TF 2,507 2,699 2,750 7.7 1.9 2.0 1,478 1,674 1,568 0.9
Colombia TF 2,115 2,168 .. 2.5 .. .. 1,669 1,844 1,999 1.2
Costa Rica TF 1,980 2,089 1,923 5.5 -8.0 1.4 2,026 2,285 2,075 1.3
Cuba TF 2,119 2,316 2,405 9.3 3.8 1.7 2,141 2,258 2,080 1.3
Dominican Rp TF 3,980 3,980 3,992 0.0 0.3 2.8 4,064 4,166 4,065 2.5
Ecuador VF 937 1,005 968 7.2 -3.7 0.7 623 742 663 0.4
El Salvador TF 1,339 1,385 1,091 3.5 -21.2 0.8 482 425 319 0.2
Guatemala TF 1,448 1,527 1,392 5.4 -8.8 1.0 1,055 1,068 820 0.5
Honduras TF 831 899 870 8.2 -3.3 0.6 546 619 611 0.4
Jamaica TF 1,701 1,767 1,831 3.9 3.6 1.3 1,910 1,976 1,938 1.2
Mexico TF 21,370 22,637 21,454 5.9 -5.2 15.3 12,852 13,289 11,275 6.8
Nicaragua TF 800 858 932 7.2 8.6 0.7 255 276 346 0.2
Panama TF 1,103 1,247 1,200 13.0 -3.7 0.9 1,185 1,408 1,483 0.9
Paraguay TF 416 428 439 3.0 2.6 0.3 102 109 112 0.1
Peru TF 1,916 2,058 2,140 7.4 4.0 1.5 1,723 1,991 2,046 1.2
Puerto Rico TF 3,687 3,716 3,551 0.8 -4.5 2.5 3,414 3,535 3,473 2.1
United States TF 55,979 57,937 54,884 3.5 -5.3 39.2 96,896 109,976 93,917 56.8
Uruguay TF 1,752 1,921 2,055 9.7 6.9 1.5 809 1,051 1,311 0.8
Venezuela TF 771 744 .. -3.5 .. .. 817 915 788 0.5
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:42 Página 8
UNWTO Tourism Highlights, Edition 2010 | 9
Middle East – mixed picture with some destinations still growing strongly
The Middle East has been one of the fastest growing
regions of the past few years. In 2009, however,
international tourist arrivals fell by an estimated 5%
to 53 million (6% of world total), while international
tourism receipts decreased by 1% in real terms to
US$ 41 billion (5% of world total).
The regional average was brought down by its two
largest destinations Saudi Arabia (-26%) and Egypt
(-3%) that were unable to sustain the bumper
growth of previous years. On the other hand, most
other destinations still showed positive results, with
Lebanon (+40%), Qatar (+18%) and Syria (+12%)
even reporting double-digit increases.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ See note on page 7
International Tourist Arrivals International Tourism Receipts
Major destinations (1000) Change (%) Share (%) (US$ million) Share (%)
Series1
2007 2008 2009* 08/07 09*/08 2009* 2007 2008 2009* 2009*
Africa 43,250 44,340 45,711 2.5 3.1 100 29,562 30,207 28,865 100
Algeria VF 1,743 1,772 1,912 1.6 7.9 4.2 219 325 .. ..
Angola TF 195 294 366 51.1 24.3 0.8 225 285 ..
Botswana TF 1,455 1,500 1,553 3.1 3.5 3.4 546 553 422 1.5
Cape Verde TF 267 285 287 6.7 0.7 0.6 303 350 287 1.0
Ethiopia TF 312 330 .. 5.8 .. 176 377 ..
Gambia TF 143 147 142 2.9 -3.5 0.3 84 83 ..
Ghana TF 587 698 803 19.0 15.0 1.8 908 919 968 3.3
Kenya TF 1,686 1,141 .. -32.3 .. .. 972 762 807 2.8
Lesotho TF 292 285 .. -2.4 .. .. 46 34 .. ..
Madagascar TF 344 375 163 8.9 -56.6 0.4 269 349 280 1.0
Malawi TF 735 742 .. 1.0 .. .. 36 43 43 0.1
Mauritius TF 907 930 871 2.6 -6.4 1.9 1,299 1,449 1,117 3.9
Morocco TF 7,408 7,879 8,341 6.4 5.9 18.3 7,162 7,168 6,556 22.7
Mozambique TF 771 1,915 2,386 n/a 22.3 5.2 163 190 196 0.7
Namibia TF 929 931 .. 0.2 .. .. 434 378 361 1.2
Nigeria TF 1,212 1,313 .. 8.3 .. .. 213 569 602 2.1
Reunion TF 381 396 422 4.2 6.4 0.9 401 449 .. ..
Rwanda VF 710 731 699 3.0 -4.4 1.5 152 186 174 0.6
Senegal TF 875 .. .. .. .. .. 531 543 .. ..
Seychelles TF 161 159 158 -1.4 -0.9 0.3 285 258 .. ..
South Africa TF 9,091 9,592 7,012 5.5 n/a 15.4 8,754 7,925 7,543 26.1
Sudan TF 436 441 420 1.1 -4.6 0.9 262 331 299 1.0
Swaziland THS 870 754 909 -13.3 20.4 2.0 32 19 .. ..
Tanzania TF 692 750 .. 8.4 .. .. 1,199 1,289 1,260 4.4
Tunisia TF 6,762 7,049 6,901 4.2 -2.1 15.1 2,575 2,953 2,773 9.6
Uganda TF 642 844 817 31.5 -3.2 1.8 398 498 667 2.3
Zambia TF 897 812 .. -9.5 .. .. 138 146 .. ..
Zimbabwe VF 2,506 1,956 2,014 -22.0 3.0 4.4 365 294 523 1.8
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ See note onpage 7
International Tourist Arrivals International Tourism Receipts
Major destinations (1000) Change (%) Share (%) (US$ million) Share (%)
Series1
2007 2008 2009* 08/07 09*/08 2009* 2007 2008 2009* 2009*
Middle East 46,732 55,618 52,904 19.0 -4.9 100 34,983 39,652 41,175 100
Bahrain TF 4,935 .. .. .. .. .. 1,105 1,166 .. ..
Egypt TF 10,610 12,296 11,914 15.9 -3.1 22.5 9,303 10,985 10,755 26.1
Jordan TF 3,430 3,729 3,789 8.7 1.6 7.1 2,311 2,943 2,911 7.1
Lebanon TF 1,017 1,333 1,851 31.0 38.9 3.5 5,216 5,819 6,774 16.5
Oman TF 1,124 1,273 .. 13.3 .. .. 648 804 700 1.7
Palestine THS 264 387 396 46.6 2.2 0.7 212 269 .. 0.7
Qatar TF 964 1,405 1,659 45.8 18.1 3.1 28 145 179 0.4
Saudi Arabia TF 11,531 14,757 10,896 28.0 -26.2 20.6 5,968 5,910 5,964 14.5
Syrian Arab Republic TF 4,158 5,430 6,092 30.6 12.2 11.5 2,884 3,150 .. ..
Untd Arab Emirates THS .. .. .. .. .. .. 6,072 7,162 7,352 17.9
Yemen THS 379 404 434 6.6 7.3 0.8 425 453 496 1.2
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:42 Página 9
10 | World Tourism Organization (UNWTO)
Outbound
Tourism
Most travellers stay in own region
The large majority of international travel takes place
within the traveller’s own region, with about four out
of five worldwide arrivals originating from the same
region.
Source markets for international tourism are still
largely concentrated in the industrialized countries of
Europe, the Americas and Asia and the Pacific.
However, with rising levels of disposable income,
many emerging economies have shown fast growth
over recent years, especially in particular markets in
North-East and South-East Asia, Central and Eastern
Europe, the Middle East, Southern Africa and South
America.
Europe is currently the largest source market,
generating 55% of international arrivals worldwide,
followed by Asia and the Pacific (20%) and the
Americas (16%). As a result of the global economic
recession, outbound tourism from all regions declined
in 2009, with the exception of Africa which increased
slightly.
International tourism’s top spenders - China moves up ranking as fourth biggest spender
The top 10 ranking by international tourism
spenders shows one remarkable change in 2009,
with China (US$ 44 billion) overtaking France (US$
38 bn) and thereby moving into fourth position in
the overall ranking. The first three places were held
by Germany (US$ 81 bn), the USA (US$ 73 bn) and
the UK (US$ 50 bn).
China has shown by far the fastest growth with
regard to expenditure on international tourism in the
last decade, ranking only seventh in 2005. In 2009
expenditure still increased by a whopping 21%
(reported in current US$ terms). Of the other nine top
spenders only one recorded positive growth. The
Netherlands, occupying tenth position, increased
spending by a very modest 0.4% (in current euro
terms). Among those whose expenditure declined,
the UK suffered the biggest drop, i.e. its spending
was down by US$ 18 billion to US$ 50 billion.
Except for China, some other source markets also
bucked the trend of decreasing expenditure and
increased substantially, such as Saudi Arabia, moving
back to the 11th position it lost in 2008, the
Philippines, Turkey, India, Singapore, Hungary, Kuwait
and Australia.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
¹ Countries that could not be allocated to specific region of origin. As information is derived from inbound tourism data this occurs when data on the country of origin missing
or when a category such as ‘other countries of the world’ is used grouping countries together that are not seperately specified.
Source: World Tourism Organization (UNWTO) © (Data as collected by UNWTO, August 2010)
($) = percentage derived from series in US$ instead of local currency
International Tourist Arrivals Share Change Average annual
(million) (%) (%) growth (%)
1990 1995 2000 2005 2006 2007 2008 2009* 2009* 08/07 09*/08 '00-09*
World 438 533 683 802 847 901 919 880 100 2.0 -4.2 2.9
From:
Europe 254.2 308.1 395.5 450.9 472.3 499.5 507.2 481.0 54.7 1.5 -5.2 2.2
Asia and the Pacific 58.8 86.5 114.0 152.7 163.9 178.2 181.2 177.1 20.1 1.7 -2.3 5.0
Americas 99.3 108.5 130.9 136.0 142.6 149.9 151.0 144.0 16.4 0.8 -4.7 1.1
Middle East 8.2 9.3 14.1 22.8 24.6 27.2 32.0 30.3 3.4 17.6 -5.3 8.9
Africa 9.8 11.6 15.1 22.0 24.2 25.5 26.4 26.7 3.0 3.5 1.1 6.5
Origin not specified¹ 7.8 8.8 13.1 17.5 19.4 21.0 21.3 21.1 2.4
Same region 352.7 428.4 539.2 634.6 666.5 705.5 717.1 687.3 78.1 1.6 -4.2 2.7
Other regions 77.6 95.6 130.4 149.7 161.0 174.8 180.7 171.8 19.5 3.4 -4.9 3.1
International Tourism Local currencies Market Population Expenditure
Rank Expenditure (US$ billion) change (%) share (%) 2008 per capita
2008 2009* 08/07 09*/08 2009* (million) (US$)
World 941 852 100 6,792 125
1 Germany 91.0 81.2 2.0 -5.9 9.5 82 989
2 United States 79.7 73.2 4.4 -8.1 8.6 307 238
3 United Kingdom 68.5 50.3 4.4 -13.3 5.9 62 814
4 China 36.2 43.7 21.4 20.9 ($) 5.1 1.335 33
5 France 41.4 38.5 0.8 -1.9 4.5 63 615
6 Italy 30.8 27.9 4.9 -4.3 3.3 60 467
7 Japan 27.9 25.1 -7.6 -18.4 3.0 128 197
8 Canada 27.2 24.2 9.4 -4.8 2.8 34 717
9 Russian Federation 23.8 20.8 12.1 -12.7 ($) 2.4 141 147
10 Netherlands 21.7 20.7 6.2 0.4 2.4 16 1,255
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:42 Página 10
UNWTO Tourism Highlights, Edition 2010 | 11
Source: World Tourism Organization (UNWTO) ©
Notes: (a) Intraregional includes arrivals where country of origin is not specifíed.
(b) Long-haul is defined as everything except intraregional travel.
Long-term prospects
Tourism 2020 Vision is the World Tourism
Organization’s long-term outlook and assessment of
the development of tourism up to the first 20 years
of the new millennium. An essential outcome of the
Tourism 2020 Vision are quantitative forecasts
covering a 25-year period, with 1995 as the base
year and forecasts for 2010 and 2020.
Although the evolution of tourism over recent years
has been somewhat irregular, for the moment
UNWTO has maintained its long-term forecast. The
underlying structural trends of the forecast are not
believed to have changed significantly. Experience
shows that in the short term, periods of faster
growth (1995, 1996, 2000, and 2004 to 2007)
alternate with periods of slow growth (2001 to
2003, 2008, 2009). As part of its program of work,
UNWTO is currently undertaking a major update of
it long-term outlook with the project Tourism
Towards 2030.
UNWTO´s Tourism 2020 Vision projects that
international arrivals are expected to reach nearly 1.6
billion by the year 2020. Of these worldwide arrivals in
2020, 1.2 billion will be intraregional and 0.4 billion
will be long-haul travellers.
East Asia and the Pacific, South Asia, the Middle East
and Africa are forecast to grow at over 5% per year,
compared to the world average of 4.1%. More
mature regions Europe and the Americas are
anticipated to show lower-than-average growth rates.
Europe will maintain the highest share of world
arrivals, although this share will decline from 60% in
1995 to 46% in 2020.
The total tourist arrivals by region shows that, by
2020, the top three receiving regions will be Europe
(717 million tourists), East Asia (397 million) and the
Americas (282 million), followed by Africa, the Middle
East and South Asia.
Tourism
2020
Vision
Average annual Share
Base Year Forecasts growth rate (%) (%)
1995 2010 2020 1995-2020 1995 2020
Total 565 1,006 1,561 4.1 100 100
Africa 20 47 77 5.5 3.6 5.0
Americas 109 190 282 3.9 19.3 18.1
East Asia/Pacific 81 195 397 6.5 14.4 25.4
Europe 338 527 717 3.0 59.8 45.9
Middle East 12 36 69 7.1 2.2 4.4
South Asia 4 11 19 6.2 0.7 1.2
Intraregional (a) 464 791 1,183 3.8 82.1 75.8
Long-haul (b) 101 216 378 5.4 17.9 24.2
International Tourist Arrivals by Region (million)
International Tourist Arrivals by Region (million)
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:42 Página 11
UNWTO World Tourism Barometer
The UNWTO World Tourism Barometer offers a unique
overview of short-term international tourism trends. It is
developed by UNWTO with the aim to provide all those
directly or indirectly involved in tourism with adequate up-todate
statistics and analysis in a timely fashion. Each issue
contains three regular sections: an overview of short-term
tourism trends including data on international tourist arrivals,
tourism receipts and expenditure for over 100 countries
worldwide and data on air transport on major routes; a
retrospective and prospective evaluation of current tourism
performance by the members of the UNWTO Panel of Tourism
Experts; and selected economic data relevant for tourism. The
UNWTO World Tourism Barometer is updated in January,
June and October.
Available in English, French and Spanish in print and PDF version
Handbook on Tourism Destination Branding
All over, governments have become aware of tourism’s power to
boost their nation’s development and prosperity. As more tourism
destinations emerge and competition for visitors becomes more
intense, a destination’s ability to project itself on the world stage and
differentiate itself from others is ever more important. Recognizing
the value of successfully building and managing a destination’s
brand, the ETC and the UNWTO provide a useful and practical
handbook for both marketing novices and experienced destination
managers. Introduced by Simon Anholt, it offers a step-by-step guide
to the branding process accompanied by strategies for brand
management. Case studies illustrate the various concepts, present
best practices from around the world and provide fresh insight into
destination branding. It concludes with a section on evaluating brand
impact and a set of practical recommendations.
Available in English
The Chinese Outbound Travel Market with
Special Insight into the Image of Europe as a Destination
China is one of the fastest growing outbound markets in the world.
Rising incomes and relaxation of restrictions on foreign travel led
to a growth of 22% a year in trips abroad since 2000 (34.5 million
in 2006). China ranks 5th worldwide in terms of spending on
international tourism (US$ 30 billion in 2007). In 1995, the World
Tourism Organization (UNWTO) predicted that China would
generate 100 million arrivals worldwide by 2020, making it the
fourth largest market in the world (Tourism 2020 Vision). In view of
recent trends, China may reach that target well before 2020. To
better understand the structure and trends of this market is the aim
of the new ETC/UNWTO report The Chinese Outbound Travel
Market with Special Insight into the Image of Europe as a
Destination.
Available in English
The Indian Outbound Travel Market with Special
Insight into the Image of Europe as a Destination
India is one of the fastest-growing outbound travel markets in the
world. Trips abroad have grown from 3.7 (1997) to 9.8 million
(2007) and international tourism expenditure has increased from
US$ 1.3 (1997) to US$ 8.2 billion (2008). With more than 1.1
billion inhabitants and GDP increasing by more than 8% every
year, the country offers enormous potential for future growth in
outbound travel. Recognizing the importance of this market, the
ETC and the UNWTO have undertaken detailed research on the
Indian outbound market. This publication covers issues such as
travellers’ behaviour and patterns – destination choice, purpose of
travel, spending, holiday activities and market segmentation, as
well as the media or internet use trends. The report also sets out
recommendations on how to best promote a destination in the
Indian market.
Available in English
World Tourism Organization (UNWTO)
Publications
Cruise Tourism - Current Situation and Trends
Over the past years, worldwide demand for cruise tourism has
posted some of the biggest gains within the tourism sector. The
constant dynamism in cruise activity, as well as the increasing
number of countries that include cruises as a key product for their
tourism development, has led to update and expand the first
edition of the UNWTO study of 2003. This new study discusses
subjects like the current supply and demand for cruises as well as
its characteristics and trends. A new element includes the
relationship between destinations and cruise lines, analysing key
factors such as legislation, promotion and the economic impact of
cruises through reference cases. It presents current trends in this
industry in terms of innovation, safety and security, and
sustainability, and identifies the major lines that will shape the
sector.
Available in English and Spanish
The Russian Outbound Travel Market with
Special Insight into the Image of Europe as a Destination
Russia is the 9th biggest outbound travel market in the world,
generating in 2007 US$ 22 billion in spending abroad. To
better understand the structure and trends of this growing
market is the aim of this ETC/UNWTO report, which identifies
key trends in the Russian outbound travel – among others, the
market size and value, growth in trip volume and spending,
purpose of trip, destination choice, the role of the travel trade
and online distribution. In addition, the publication provides
information on government policy affecting outbound travel,
notably visa issues and traffic rights for foreign airlines
operating to/from the country. All this information is critical to
helping destinations and commercial operators plan ahead
with greater foresight, providing guidance on the short term
opportunities and the longer-term potential for investment in
this market.
Available in English
Handbook on E-marketing for Tourism
Destinations
This handbook is the first of its kind for tourism destinations.
It is a practical ‘how to’ manual designed to help staff at
national, regional and city tourism organisations, to improve
their e-marketing skills and manage new projects. It covers
all the basics such as web design, search engine optimisation,
social networking and e-commerce, and advices among
others on how to build better content, get distribution of it,
use CRM, succeed with online PR and get into mobile
marketing. Web analytics, online research methods, and
performance measurement get full treatment and new areas
like digital television are covered. Also, it includes over 30
examples of e-marketing in action.
Available in English
Demographic Change and Tourism
The structure of societies is continuously changing: The world
population is forecast to grow to 8.3 billion in 2030, life expectancy
is projected to increase in most of the world, households and
families are becoming more diverse, and migration is changing the
face of societies. All these changes will impact upon the types of
tourists, where they originate from, where they travel to, the types
of accommodation they require and the activities they engage in
while travelling. The UNWTO/ETC Report on Demographic
Change and Tourism aims to be a reference for destinations and the
industry to achieve a better understanding of current and future
changes and to anticipate and react upon them in the most
competitive way. It includes a comprehensive analysis of major
demographic trends and how these will impact on tourism in
specific generating markets focusing on three major trends:
Population growth and ageing; Household composition and travel
parties; Migration.
Available in English
The World Tourism Organization is a specialized agency of the United Nations and
the leading international organization in the field of tourism. It serves as a global
forum for tourism policy issues and a practical source of tourism know-how. Its
membership includes 154 countries, 7 territories, 2 permanent observers and over
400 Affiliate Members representing local governments, tourism associations and
private sector companies including airlines, hotel groups and tour operators.
The easy way to order UNWTO publications:
www.unwto.org/pub
For further information, please contact:
UNWTO Publications Department
Tel. (34) 91 567 8100 - Fax: (34) 91 571 3733
e-mail: pub@unwto.org
Highlights 2010 Ingle?s:Maquetación 1 4/10/10 17:42 Página 12