Global Tourism Destinations: A Comprehensive Report

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Global Tourism Destinations
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Table of Contents
Introduction......................................................................................................................................3
LO1: Nature and Scale of Global tourism.......................................................................................3
Key statistics that analyse trends and nature of tourism on global scale.....................................3
Tourism receiving and generating nations for investigating key aspects....................................5
Emerging economies have influenced tourism growth with tourism scale and nature...............6
LO2: Growth of key destination and emerging markets.................................................................7
Factors for growth of global receiving and tourism generating in the world..............................7
Differences between emerging global tourism destinations with stages of the destination life
cycle.............................................................................................................................................8
LO3: Roles of organisations towards development of global tourism..........................................10
Organisations influencing global tourism development with importance and their roles.........10
LO4: Issues, Threats and Challenges for future development of the global tourism....................11
Challenges, threats and issues facing Global tourism...............................................................11
Recommendations for international firms and government to manage future tourism.............11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The report is presented for a major travel and tourism organisation that is intending to present to
the audience on key decision makers from a conference held in London. The chosen organisation
is Tourism Consultants Network that provides certain interests to the members of tourism society
that have accessible database for clients. At present, Tourism Consultants is considered as largest
association for experts in Europe, which offers expertise in diversified tourism industry. The
report will be identified to analyse how the emerging market economies have been influencing
the tourism globally in terms of nature of tourism (Baum, 2015). With the help of statistical
trends, the role of organisations towards growth of global tourism will also be defined, so that
threats, challenges of future development can be identified.
LO1: Nature and Scale of Global tourism
Key statistics that analyse trends and nature of tourism on global scale
Global tourism has shown an increase over the last two decades, helping it to transform touristic
activities into the industry. Presently, it has witnessed huge growth on the way people spend their
leisure time. As tourism is regarded as the fastest rising sectors, it is reaching around $1.6 trillion
in terms of booking, as of 2017. Even, it is found that international tourist arrivals have rose to
6% in 2018, in contrast to 2017 (Tour Operator Software, 2018). As the travellers are rising
increasingly, it is found that about 54% of the travellers are probably to book vacation with a
specialised tour operator. From the opinion of Baum (2015), as tourism is playing a pivotal role
for the global economic action, export revenue, domestic added value and job creation, tourism
contributes to 4.1% of GDP, 21.3% of service exports to the OECD economies and 5.9% to the
employment. Below figure shows that about 80% of tourism exports are converted to domestic
value, which may be higher in contrast to the total economy. Further, international tourists have
surpassed 1.1 billion during 2014, which has showed increase of 4.2%, having topped 1 billion in
2012. Even, as the tourism share of trade in services is effective, the global tourism receipts
represent 21.3% of the service exports on an average. Hence, tourism exports are economically
contributing to the global economy largely.

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Figure 1: Contribution of tourism to OECD nations
(Source: Scott and Marzano, 2015)
To identify the industry trends of tourism at present, the rise of mid-class and growth of the non-
refundable income in emerging markets is changing the attitude of people towards travel. As
travel is not reachable, huge people are travelling nowadays with 1.24 billion global arrivals in
2016 to around 25 million in 1950s. It is found that rising markets will not become a better
source markets but will become eye-catching destinations too. Even, the global middle class is
anticipated to grow 3 billion people from 2011 to 2031 (Travel and Tourism Competitiveness
Report 2017, 2017). Since travel is thriving in China, it is estimated that just 5% of Chinese
nationals are having passports. Studies have found that in the next 8 years from 2019, the
millennials spending on the business flights is anticipated to account 50% by 2020. Thus, this
will be maintained subsequently to about 15-year’s time. In 2015, it was seen that the tourist
destinations acquired 61% of the total world’s population to attain a visa proceeding to the
departure. From a research, the use of digitalisation in travel, tourism and aviation is anticipated

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to create $305 billion of value, may be through increased productivity (Travel and Tourism
Competitiveness Report 2017, 2017). This may transfer $100 billion value from the conventional
players to the new competitors while this could produce benefits of $700 billion to the
consumers from a wider culture. Research has also intended that capacity gaps and the
deficiencies in tourism industry may cost 14 million jobs and $610 billion GDP with Italy,
Russian Federation, US, China and France that is predicted to suffer GDP loss from 2014-24.
Figure 2: Trends and Forecasts of Global tourism
(Source: PACE Dimensions, 2018)
The above figure shows that tourism in the next 10 years can outperform the global economy,
reaching 10.2% of the total GDP of the world. From UNWTO, the global tourist arrival has
grown largely by 1.2 billion in 2016. Pacific and Asian regions have showed better growth. In
the period of 2016 to 2025, it can be estimated that digitisation of travel and tourism could create
$305 billion industry value.
Tourism receiving and generating nations for investigating key aspects

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From the reports of UNWTO, it is estimated that China could be the outbound tourist market, as
most outbound trips have grown steadily from 2010. China is also predicted to generate 100
million tourists by 2020. According to Brondoni (2016), the new demand of tourism has been a
consideration that has enabled demand of tourism to rise. Due to economic progression of
tourism, China has revolutionised as an industrial nation. The population left underpaid jobs to
be carried in fields to the skilled jobs that are paid better. Even, the middle class has rose with
disposable income for affording while travelling abroad. India also is a country with high
population that produces big number of tourist’s arrival to abroad. The upper-mid class during
vacations goes to European and Australian places, which is a key indicator of generating tourism
(Baum, 2015). To identify tourism receiving nations, Hong Kong is considered as a place to
receive tourists, as it accounts 34% of departures that is followed by Macau, Taiwan, Japan and
Malaysia. Macau is also known to as a destination after Hong Kong but the country receives
smaller growth.
Australia always had large benefit as a receiving destination, as most Chinese tourists goes to the
place for spending vacation. Due to attractive beaches and coastlines, people love the Australian
scenario. With this, the European places like France, Germany, and UK attains abundant tourists
each year (Richards, 2014). However, Asian tourists, mainly from Japan, China and UK are quite
preferable to the tourists, and even Asian natives go to study there. Eventually, the Australian
and New Zealand market is increasing steadily, as this part of place from 2016-2019 has received
many tourists. The use of effective promotions has been a key part, which attracts people to visit
the mountains, seas, and many other historic places.
Emerging economies have influenced tourism growth with tourism scale and nature
As global tourism is rising rapidly, from the UN tourism organisation report, it is reported that at
present the global tourist arrivals have increased to 6% in 2018 and 1.4 billion internationally. As
per the reports, emerging economies is also anticipated to rise at least twice with the rate of the
higher economies, until 2030. In fact, the community of the hosts with the Airbnb listing has rose
to 150% (The Economic Times, 2019). The emerging markets have seen a rising of the outbound
travellers, as in 2015, 49% of the global tourism spending came from the travellers from the
developing nations. Indeed, it is witnessed that in the next decade or so, the emerging market

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travellers can see increase in patterns in the overseas travel. Even, it is projected that a growth of
$1.3 billion in terms of transportation expenditure from 2012-20 is expected (World Economic
Forum, 2015). The data from the IATA analyses that Air traffic in US is growing steadily with
yearly rate of 2% while the growth factor would be occurring at annual rate of 2%. Thus, most of
the major investments in airports are now paying attention on emerging market cities, to the
leading hotels.
LO2: Growth of key destination and emerging markets
Factors for growth of global receiving and tourism generating in the world
With the rise of global tourism, many factors are liable for tourism generating and receiving parts
of the world. For instance, many tourists from China are identified on the quest of Yuan and
trade war. Due to change in exchange rate from US dollars to Yuan, there is high depreciation
for people in tourism market for tourism generating areas. With the US trade war, Yuan’s value
has been declining because the nation’s central bank is not putting a leg up to the trade war.
According to Costa et al. (2013), as population in China is growing with access to capital, they
are intending to go to vacations in parts of Hong Kong, Australia and Singapore. Even, the rise
of internet is also influencing cult of digital technology where demand of tourists has begun to
rise significantly. Just as people are using the smartphones, the sharing of the holiday practices
on travel places are competitive.
Towards the tourism receiving areas, people tend to attract because of the cold and comfortable
climate. They want to relax, and find their space after their busy schedule. India being a tourist-
generating place, it also receives tourist in places like Sikkim, Himachal Pradesh and Shillong
receiving adequate tourists. The other factor could be the accessibility, as the host country offers
the tourists with better travel services, from transport, food and guide. In places like Europe or
Australia, and Malaysia, tourists are also attracted in tandem, as they offer the seldom experience
from luxury sea cruise to the deepwater diving (Kennell and Chaperon, 2013). People wait for
years to enjoy such adventures, and these factors shows the tourist organisations to receive
profits. Because tourism is rising heavily, it could surpass 1.8 billion in 2030, Chinese tech firms
could prove a good hold in the present Chinese market. Since Americans holds annual income of

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100,000, the same 20% could make it up for the US travel spending. It is also expected that the
effect of Brexit on tourism in Europe and UK is uncertain but technology is increasing tourism
growth largely. It is showed that the high-end travellers from the Asian countries are found to
change landscape of luxury travel heavily, as per reports of last year.
Differences between emerging global tourism destinations with stages of the destination life
cycle
To analyse the Destination lifecycle in tourism, Tourism Area Life Cycle model is adapted that
shows the five stages from exploration to Decline.
Figure 3: Tourism Area Life Cycle model
(Source: Tourism 30, 2019)
Exploration defines the destination that is relatively unknown for the place to visitors. Travellers
come in small numbers in enjoying places having access to local knowledge development. Next
phase is Stagnation where destination cannot take visitors too much when it finds a capacity that
is decided by environmental limits. Rejuvenation to A&B includes with increase of infrastructure
and the technology, there is rise in carrying destination and capacity to hold travellers more
(Tourism 30, 2019). Decline to C&D is the phase that shows increased unsustainable tourism

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development where tourists are probably to travel where abundant tourism is being received.
Decline to E includes the destination that is the result of a disaster.
Emerging
Destinations
Destination Life Cycle Factors employed towards growth
Georgia As Georgia GDP growth is fastest, the
economy is expanding each year on their
tourism. From Destination life Cycle,
Rejuvenation is taking place due to
technology and infrastructure. From
Georgian National Tourism Management
from 2011-12, it saw 56% rise to 4.4 million
tourist visiting the nation, It also received 5.5
million tourists in 2013 and expected to
increase more by 2019 onwards
(Globetrender Magazine, 2015).
The key factor could be due to the
World Heritage sites that are quite
favourable in Georgia. They also have
the Gelati Monastery and medieval
villages of the Upper Svaneti. The
Caucasus landscape is common, as it
finds staggering mountain that are
destined to fill the void of any explorer.
Myanmar Tourism in Myanmar has been gathering
from 2012-15, and it is rising steadily. Here,
Exploration has found increase of travellers
in the last decade and watching the potential
of the destination, tourism economy is
expected to rise by 7.5 million tourists by
2020.
The place has been effective, as with
rapid expansion, Myanmar government
is intending plans to expand the tourism
economy by “Tourism Master Plan”. It
will find no political parties being
involved after the war and oppression
that caused in Burma previously
(Globetrender Magazine, 2015). As
much of South East Asia is engulfed
with foreigners, its jungles are setting a
tourist experience for the alcohol
buckets and fire spinning.
Table 1: Emerging tourism destinations with strategies employed
(Source: Learner)

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LO3: Roles of organisations towards development of global tourism
Organisations influencing global tourism development with importance and their roles
It is identified that there are lot of tourism organisations that works on tourism growth heavily.
As an example, UNWTO is liable for promotions to make tourism sustainable, as it offers better
leadership on the key tourism policies. UNWTO encourages the Global Code of Ethics, and this
maximizes tourism’s economic contribution with Sustainable Development Goals, by fostering
better development (Www2.unwto.org, 2019). UNWTO has been promoting economic growth,
as it offers leadership with the advancing technology. This serves as a global forum to analyse
the practical source of tourism knowledge that is committed in fostering education and training
in about 100 nations. WTTC (World Travel and Tourism Council) is also liable for fostering the
private-public partnerships, which can encourage growth factor in $300 billion tourism sector.
The council judges “Tourism for Tomorrow Awards” for rewarding environmental-friendly
tourism. WTTC also holds Conference and Summit where cabinet ministers, leaders and CEOs
of the high-rank tourism companies are being invited (WTTC, 2019). WTTC shows a wide
importance, as it includes social and economic activities that are focused on development of
tourism hugely.
There is also the International Tourism Organisation (ITO) considered as the experts offering
better tourism strategy for development, investment strategy and the market programmes for
consultation of latest tourism technologies (Ito-ag.com, 2018). It offers tourism authorities for
maximising short-term economic benefits for long-term growth for seeking cultural integrity.
The ETC (European Travel Commission) is also liable for promotion of tourism in Europe,
comprising member states like Turkey, Iceland, Norway, Switzerland and Monaco. There is also
the Caribbean Tourism Organisation that is liable for development of the sustainable tourism for
benefits of people in Caribbean. It works on the principle to lead as a Sustainable tourism that
may provide benefits like marketing, technical assistance, event planning and IT. Even, there is
also the Pacific Asia Travel Association that works in promoting responsible development in
Asia Pacific region (PATA, 2019). The association offers advocacy and innovative events to
member areas that include 95 government and city councils, 25 global airports and 108

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hospitality firms. PATA has also created million-dollar business, and worked evidently towards
the strategic tourism markets.
LO4: Issues, Threats and Challenges for future development of the global tourism
Challenges, threats and issues facing Global tourism
The tourism industry has been facing several issues in many destinations. Issues from lack of the
trained personnel to the low salaried are seen at a heavy rate. According to Atherton (2017),
there is also the lack of innovative marketing, as tourism organisations has to increase it for the
benefit of the global tourists. As the tourist places suffers from the poor infrastructure, these
needs to increase from access to better roads, water supply, sewerage, electricity and telecom. It
is been identified that Brexit effect in Travel has shown a major threat to tourism industry.
Britain’s exit from EU had far-reaching implications but short-term effect saw failing pound and
the weaker currency creating expensive options for the customers. The outbound travel from UK
is set to diminish because of low cost whereas inbound travel is set to increase (Atherton, 2017).
As Brexit had found the increased costs, UK’s ability for re-building relations with EU could be
a key factor in travel industry. While fluctuations in world’s markets can also create instability
for tourism industry, as bottom-line impact in tourism business is declining. With this, the fall of
oil prices have a similar correlation, as health of the oil markets may lead to a ripple effect in
travel industry (Saarinen and Rogerson, 2014). The variance in global GDP and fall of the
interest rates can spell risk in the tourism industry. As the effect of Brexit on travel is
documented in EU, terrorism could show a huge threat to travel industry, creating devastating
effects with severe attacks. On an overall, it is predicted that tourism at present faces three major
challenges i.e. Safety and Security. Reports show that tourism and travel has huge growth
potential to create jobs for G20 nations (PCMA.org, 2018). It is also evolved that Sustainability
paradox needs to be considered, as this creates PPC with community relations.
Recommendations for international firms and government to manage future tourism

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It is recommended that at present, the global firms like UNWTO or WTTC needs to empower
the tourism business, which facilitates online travel, accommodations and bookings. The use of
latest digital technology needs to be used, so that there is better access to the tourists for planning
their trip. The government needs to build better access points and roads, so that it may be a better
approach for the tourist destination (Baum, 2015). Next, the use of aggressive tourism marketing
strategy may be effective, as this will facilitate foreign film productions. As tourism is changed
from being the service industry, it will surely work as “An experience economy” in future, as the
legacy of the tour operators and online travel agents will increase, in offering best hotel and
flight packages. By the time, the tourism sites could be increased, if proper amount of funding by
the government is made.
Conclusion
It can be concluded from global tourism that creates tourism in many destinations has proved to
be effective for many places. The future tourists by 2019 onwards will increase more in parts of
Europe and Australia. Countries like China and US would be intending to generate tourism in
large numbers. The World Tourism Organisations are already leading ahead so that the tourist
places can be improved more. This in turn can attract more tourists, so that revenue for tourist
organisations profit can find a better line of growth.