Role of International Organizations in Global Tourism Development

This article investigates the role and responsibilities of key international organizations in the development of global tourism. It focuses on the contributions of organizations like UNWTO in promoting sustainable tourism and interconnecting different platforms.

Global Tourism
Destinations

INTRODUCTION
Global tourism destination is the physical space or an area that is considered as a
attraction point where large number of traveller travel and build their desirable experiences. This
has enhanced the ratio of traveller that crosses geographical area or national boundaries with the
purpose to explore new place, conduct business meetings and so on (Cornelissen, 2017).
Globalisation has enhanced the interconnectivity between different countries due to which it has
led to the emergence of tourism global leisure activity. For the better understanding of report
Thomas Cook company has been selected which has wide network of travel services. The
company deals in organising various trip for traveller by looking after all their essential facility
such as accommodation. This report cover topics like scale as well as nature of global tourism.
Determine the growth as well as characteristics of emerging market and destination regions.
Along with that explore the different roles of an organisation for the development of global
tourism. Further, review the threat or challenges for the development of global tourism are
covered in this report.
TASK 1
P1: Interpret statistics to present an overview of the nature and trends of tourism on a global
scale
Global tourism is the travelling activity within which the traveller prefer to spend short
duration away from their respective areas in order to pursuit pleasure, recreational, attend event
etc. Initially, people were less reluctant to spend their fund in travelling activity but with the
change in time and strong impact of globalisation and digitalisation and encourage the vast
tourism to avail tourism facility at global scale. Such industry include various type of facility
such as hotel, restaurant, accommodation, airlines, recreational zone, food and beverages. It has
become largest civilian industry that cater the audience of both national and international market.
Data of travel and tourism
With the increase in interest of global customer and strong referral influence most of the
individual, family and friends prefer visiting to the new place (Ezeuduji, 2015). This has led to
revolution in tourism industry where has positively affect the economy and led to the emergence
of effective development.

Illustration 1: Tourism arrival, 2019
As per this graph it has been identified that the tourism industry is growing rapidly in
comparison to the past years. Such abundant growth of the tourism after 2000 has taken a sharp
growth due to which the local authorities of both developing and develop countries make best
possible investment in attract the tourism at global revenue. Based on graph the number ot
tourism by 2020 will be around 1000 million and in developing countries it will be 1600
millions. Therefore, this is the major source of revenue for local resident that has increased the
employment opportunity.
Latest tourism trend
Emergence of solo trip: Although most of the people prefer trips with their family
member or spouse which ahas already undertaken huge growth. While nowadays with the change
in preferences of people solo trip is widely availed by the people (Gössling and Peeters, 2015).
Here the individual travel alone and explore the new place but building their own experiences.
Like, within UK around 15% of the travelled prefer to travel alone rather than forming a group
and then making plan to visit new place. Therefore, solo trip has no longer become the global
trend where most young singles explore these kinds of trip (Solo traveller, 2018).
Extensive use of digital technology: Digital platform has offer they immense opportunity
both to the organisation as well as travel because it help the wide customer to approach the
company and make the final decision (Use of mobile in tourism industry, 2019). Like, with the
help of company's website the traveller can gather all the essential information and book the

tickets with the help of various electronic devices. In comparison to the tablet or desktop the use
of mobile has been constantly growing in order to do the bookings of hotel and car via mobile.
Thus, the use of technology especially mobile devices has increased the engagement rate of
customer.
Illustration 2: Usage of mobile for travel industry, 2019
P2: Investigate the characteristics of key tourist generating and receiving areas of the world
The countries extensively focuses to create the tourist spots or destination and maintain it
for the success of tourism industry. With the intensive competition in the sustainable tourism
development different countries whether it is developing or developed effectively work on the
transportation routes and infrastructure of the area (Higham, 2018). In various region whether it
is London, America, Spain, Africa, Europe develop tourist receiving areas that possibly attract
and invite the guest to stay for specific duration and enjoy the place. Additionally, the top
destination that experience huge crowd includes Spain and US where at-least 81.8 million, 75.9
million visitor respectively visit on the regular basis. Therefore, the key characteristics based on
which the tourist generate their interest are explained below:
Infrastructure: It include the facility such as roads, building, power supply as well as
system which are necessary to operate the society. This is one of the key characteristics that
attract the traveller due to which government works on the infrastructure of country so that the
local resident and tourist do not find difficulty living in the particular region. For example,
London's infrastructure plan has encouraged the digital connectivity that constantly work to
improve energy and bring new schemes. Such modern and sophisticated platform has attracted
and assisted to maintain desirable experience of vast tourism.

Tourism sites: Tourism attraction sites or natural beauty of the state is one of the driving
factors that has positively influenced and grab the attention of various tourist. Like, within
France the attraction point of tourist are Eiffel tower, Lascaux's ancient cave, Lourve museum,
Mont Blac. Similarly, Spain gain the attention of traveller due to its La Sagrada Familia, Park
Guell, Seniedo natural park and so on.
Popularity of renowned destination: Tourist usually like to explore that places or
destination which has received huge popularity such as people like to visit Eiffel tower for which
they visit Paris. The location while attracting tourist need to focus on the opportunities such as
sight seeing that boost up the relevance of particular place. Along with that it is important for the
industry to form strategic alliance with other local companies so that together they can boost up
the location's name by creating adequate city branding.
Availability of desirable offer: Although the above defined factors generate the interest
of traveller but along with them cost also plays an essential role (Jovicic, 2014). While travelling
majority of the tourist remain cost conscious so if they get the best deal for the specific place
then it can even change their mindset. So due to which different travelling companies attract the
traveller by running specific discounted scheme e.g. Agoda discount code. Therefore, this is the
essential characteristics that help to select specific location over the other.
P3: Determine specific reasons for the growth of key global tourism generating and receiving
areas of the world
Tourism has strong relevance in the growth as well as development of country as it helps
to integrate one area with the other markets. The main reasons for the tourism attraction are
cultural heritage, monuments, amusements parks, natural beauty and so on. It helps in the foreign
exchange and enhances the living standard of people due to wide employment opportunity. There
are certain countries like Europe, Dubai, China, UK, Vietnam and so on that is growing with
faster pace in order to attract the traveller and generate cross border tourism. Hence, there are
various reasons that led to the growth of global tourism and they are defined below:
Heritage and cultural engagement: Tourist while visiting to the new place remain
curious to know about the culture of different places such as Paris, China, India, Spain and so on.
It offer insight regarding the heritage, cultural as well as belief of local people. This basically
represent the collection of different human creation that attract the tourism from entire globe.
Like, UK organises various events like Shanghai festival and snow festival in order to promote

the tourism of China. Further, these cultural as well as heritage tourist visit to view
archaeological sites, historical building, national park, art galleries as well as museum. Hence,
this is one of the main reasons that has received the attention of diverse visitor especially during
the time of holidays.
Vast places and spots to visit: Tourist makes the plan for few day to explore the new
place so if they get the advantage to visit various destination spots then they find it worth
spending (Kiráľová and Pavlíčeka, 2015). Like, France in not only famous for the Eiffel tower
but also for the other attractive places such as beaches, Ski resorts and Alpine mountains which
makes theyr whole packaging interesting. Along with that China even has various attractive
places like Shanghai, Great wall of China, Chendu, Five sacred mountain which instigate the
people to take the action and experience the place.
Natural appearances: These are the part of natural beauty or appearances that influences
the role of traveller and visit the destination. Such places engage the traveller to experience the
soothing surrounding and scenic beauty by that relax the tourist and makes their trip enjoyable.
The natural place of UK comprises of Scafell Pike and the Screes, Mt. Snowdon Kynance Cove
and Seven sisters cliffs which appeal the interest of traveller and encourage them to create word
of mouth advertisement and visit again to the same place. The local companies and the
government are making the huge investment in order to preserve their natural beauty and attract
the traveller accordingly.
P4: Compare and contrast emerging global tourism destinations in relation to stages of the
destination life cycle, factors driving growth, and strategies employed
Destination life cycle represent the different stages based on which the tourist grow and
develop the opportunity to explore the new destination or place. As the tourism industry operate
in dynamic environment due to which the role of this cycle is to successively work and attract
the tourist to more likely visit new place. The explanation of different stages are defined below:
Exploration: This is the prime stage under which people identify different places on the
basis of heritage sites, natural beauty, famous spots and so on. Along with that traveller decide
whether they have to visit the same place or explore new for which adequate information is
collected. Here the visitor only get attracted towards the features of the destination.
Involvement: Within this stage the local public or community interact with the tourist
and offer them basic services. But the public notices that the ratio of visitor are increasing in the

regular basis. So to deal up this situation the business offer the basic transportation, food as well
as guide facility.
Development: Within this stage the large organisation identify the upcoming opportunity
in the market due to which they offer various services to the traveller (Lew, Hall and Williams,
2014). These services include food and accommodation facility, pick up and drop to airport. It
basically help the local residence to get the source of revenue for which employment opportunity
increases.
Consolidation: This is the decline stage under which the arrival of visitor to the specific
place decreases because some of the facilities within the particular geographical area becomes
outdated or destination extend the basic tourism season. Thus, it may directly affect the overall
economy and due to low foreign exchange the industries too faces downfall.
Stagnation: Although the destination may have successfully build the suitable image but
at stagnation stage it is no longer poplar. The main reason of this can be increase in intensive
competition.
Decline: Due to the emergence of new destination place the existing location receive low
attention that hamper its profitability and causes decline.
Compare and contrast different global tourism destination
Basis of difference Louvre Museum Eiffel Tower
Destination life cycle stage It is the one of the largest art
museums of Paris that is
situated at the venter of city.
In 2018 it was considered as
the most visited museum that
attracted 10.2 million visitor.
Although this is the sign of
good percentage but this site is
at Consolidate stage as it
comparisons to the past the
number of visitors are
decreasing.
This is the iron tower which is
again situated in France, it was
constructed in 1889 and is
recognised by most of the
people. This is the most visited
place like in 2015, around 6.91
million people visitor visited
this place. It is at the
Development stage because
whosoever visit France visit
Eiffel tower as well.

Actions to attract tourism In order to regain the interest
of visitor for museum it can
use the social media and make
the people understand the
relevance of such sites (Liu,
2014). Along with that it
encourages the kids to explore
these destination.
To attract the visitor, Eiffel
tower can constantly promote
its site through digital medium.
Along with that it can make
the significant effort to
maintain the cultural values of
the place.
Contrast: The purpose of both destination sites that is Louvre Museum and Eiffel Tower
is to attract the tourism in France. Both of the places provide various facilities to the visitor like
there are various shops and restroom near by which the traveller can use. Hence, offering
comfortable surrounding to the traveller helps the places to attract the tourism.
TASK 3
P5: Investigate the role and responsibilities of key international organisations in the development
of global tourism
Travel and tourism organisations plays a prominent role to enhance the tourism within
different countries. It basically with the help of personal touch or digital media keep an
individual updated regarding various trips and encourage them to avail the package (Rogerson,
2015). There are various organisation such as UNWTO or other transport association that
constantly help in the development of worldwide sustainable tourism. There organisational are
the major contributor in GDP as it help to interconnect different platform and led to increase in
purchase and selling of goods and services. In context to UNWTO that stands for United Nation
World Tourism Organisation comprises of vast private development sector as well as educational
institution that work collectively and develop sustainable global tourism. Thus, the roles as well
as responsibilities of these international organisation are defined below:
Minimises tourism barrier: The role of these international organisation such as TUI,
International tourism association as well as WTO is to reduce the chances of barrier for the
international tourism. Along with that globalisation has played major impact that lead to the ease

in transportation and communication facility. Such development of the area leads to the
sustainable tourism development.
Attract wide traveller via special packages: UNWTO overview the travel and tourism
industry in order to safeguard the interests of traveller which help them to develop effectively.
These international associated usually set the uniform standard that need to be abide by the
industry effectively. So presence of such organisations has somewhere encouraged the traveller
to rely on the potential industries like Thomas Cook. Moreover, the industry usually offer the
attractive packages under which traveller has to bear comparative low expenses. Therefore, such
fascinating packages attract the wide range of audience fro national and international trips.
Role and responsibilities of International Air Transport Association
International Air Transport Association or IATA serves the world airlines industry where
it take the responsibility to serve the need and requirement of people. It is the global standard
that remain concern for the safety, security, suitability as well as efficiency of the international
tourism. Some of their roles and responsibilities are expressed below:
 Participate to enhance the surrounding and legal environment where it function for
customer protect as well as to maintain the infrastructure of country. It even monitor for
the satisfaction of people where it easily issue the airline ticket and promote the
sustainable tourism.
 It has enhanced the connectivity amongst different countries by making the transport
quick, easy and safe. So it continuously launch the innovative mechanism where standard
are set and services are improved.
 IATA has effective use the technology and created the suitable space where it can
promote the actions of buyer in terms of travelling and exploring the new place. Further,
in case of any issue it helps to reduce the enhances of dissonance that help to maintain
long term customer relationship.
TASK 4
P6: Review the significance of various threats, issues and challenges to the future development
of global tourism
As there is the wide scope for travel industry to expand and generate the wide range of
revenue by carrying out its process effectively. Similarly, there are different challenges that can

at-times restrict the growth of company that decline the overall profitability as well as
productivity (Saarinen and Lenao, 2014). Thus various challenges or issue that can hamper the
future growth of company are defined below:
Security concerns: Although tourism industry offer wide coverage to an individual that
include both transportation and arrangement of hotels for the traveller. Also with the ease of
online payment system has helped the visitor to conduct the online payment. Apart from all this
there is certain challenges called security concern that include hijack, threat of theft and non-
availability of public transportation system. There also resites the threat of change in government
policies so the company need to understand the external market and offer better infrastructure so
that traveller can rely on the industry.
Climate change: It has led to the global warming in our ecosystem due to increase
emission of carbon. It become one of the global concern which is basically a threat for travel and
tourism industry as well (Torres-Delgado and Saarinen, 2014). Like, it has increased the
percentage of traveller and emergence of various travel companies that has affected the whole
environment. With the increase in awarenesses among the people they consider it as an essential
factor. Hence, the international organisation like European travel commission and government
are making effort to implement the effective CSR policies and encourage sustainable tourism
development.
Economic factor: It refer to the different economical conditions like inflation and
recession based on which the organisation need to change their policies. In context to the tourism
sector economic factor plays an essential role in both local and global market. These fluctuations
usually affect the demand of the tourism to comer out of their national boundaries and visit the
new places. For instance, at the time of recession, the demand of the tourist decreases at the
global scale. So the desire to travel global places only remain stable during the favourable
economical situations. As during this time the disposable income of the consumer and they
effectively invest to develop the memorable experience.
Legal factor: It refer to the government rules and regulation which is necessary to abide
by the tourism industry in order to secure the interest of traveller. As each and every country has
it own legislation or law so that company that deals in different countries need to understand this
concept and then start carry out its processes. Within UK there are various laws such as Tourism

act 1969 as well as Transport act 1980 and 1985 that benefit the society by delivering adequate
travelling and transportation facility.
Political factor: it define the political stability of the nation that either encourages or restrict the
decision of the traveller. Usually, people like to travel the places that have uniform policies and
regulation that are favourable for consumer. Due the Brexit, the amount of taxes, legal
implications and tariff has increased that led down the tourism rate because now the people are
required to pay more amount for different transportation and travelling activities. So any major
changes in the state affect the functioning of different activities based on which the strategy need
to be moulded by the organisation effectively.
CONCLUSION
From the above report it has been concluded that global tourism has enhanced the
worldwide traveller to be the part of different trip such as solo or adventures and effectively
explore the destination spots. In comparison with past the percentage of traveller has increased
on continuous basis due to the emergence of digital media and extensive use of mobile
technology. The significant characteristics that attract the tourist to visit to the new destination
are the infrastructure, heritage sites as well as natural beauty. Destination tourism life cycle
include different stage which need to be analysed for specific destination spot as it help to
preserve the visiting sites of the country. Further, the challenges need to be effectively address
by the industry in order to gain the long term sustainable development.

REFRENCES
Books and Journal