Virgin Holidays: Analysis of UK and Worldwide Tourist Destinations

This report provides an analysis of key UK and worldwide tourist destinations, focusing on visitor numbers, spending habits, and trends from 2015 to 2016. It examines the top 10 most visited countries, including France, the USA, Spain, China, Italy, and the UK, detailing the reasons for their popularity, ...Read More

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UK and Worldwide Tourist Destinations

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Table of Contents
Introduction..................................................................................................................................................................................................................4
Task 1...........................................................................................................................................................................................................................4
LO1 Understand the scope of key UK and worldwide tourist destinations.................................................................................................................4
1.1 Analyse the main tourist destinations, at least top 10 destinations and to include the main generators in the world in terms of visitor
numbers and income generation e.g. identify number of visitors, visitor nights per visit and spending by purpose - comparing 2016 to 2015....4
Why are the countries in that order of most visited…? E.g. France is the most visited country in the world because…....................................6
Why do people spend more in certain countries…?.............................................................................................................................................7
Why do some countries attract visitors from certain countries…?.......................................................................................................................7
Does the data differ for each of the years (’15 / ’16)? If so why do you think this is?.........................................................................................8
Choose 1 country and explain, from the statistics, the possible reasons for the trends. Statistics for 2-5 years’ period or longer can be used to
analyse trends. Ensure that you use the most recent data.........................................................................................................................................8
What future trends will there be for the country: tourist numbers, generating regions… and why…? (100-150 words)......................................10
Assessment: LO 2.......................................................................................................................................................................................................11
2.1: Analyse cultural, social and physical features of tourist destinations explaining their appeal to tourists.......................................................11
2.2 Compare features of developing and leading tourist destinations. You must choose a specific developing and leading tourist destination.. 12
LO3 Understand how the characteristics of destinations affect their appeal to tourists............................................................................................13

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3.1 Compare the appeal of current leading tourist destinations with that of currently developing tourist destinations.........................................13
3.2 Evaluate how characteristics of a tourist destination affect its appeal.............................................................................................................18
LO4 Understand issues likely to affect the popularity of tourist destinations...........................................................................................................19
4.1 Analyse issues that affect the popularity of tourist destinations.......................................................................................................................19
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide tourist destinations...........................................20
Conclusion..................................................................................................................................................................................................................21
Reference list..............................................................................................................................................................................................................22

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Introduction
The tourism sector is gaining the top most position among all the section of the hospitality industry. The tourism sector is there to satisfy the
utmost quest of the tourist to know about their target field. In this section, the national economy is vastly impacted by this revenue of this
tourism sector. For this reason the government puts special focus to improve the tourism sector in order to create the positive image of the
country to the international tourism sector. The aim of the assignment is to describe the major tourist’s destinations in the world and specially
the United Kingdom. Now a day the USA, Africa, Middle East, Indian Ocean, The Far East, The south pacific and others in the hit lists. Virgin
Holidays Ltd. which is situated in Crawley, West Sussex, is offering the special worldwide holiday packages to attract the international tourists

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Task 1
LO1 Understand the scope of key UK and worldwide tourist destinations
Virgin Holidays Ltd. is the subsidiaries company of the Virgin Group, and now holding the top most position to the tourism industry of United
Kingdom. This report is the description of the world tourists from the view point of a junior product analyst of the company Virgin Holidays Ltd.
The company is offering the special trip to the 5 main tourist destinations of the world in accordance with the visitor numbers and income
generation.
1.1 Analyse the main tourist destinations, at least top 10 destinations and to include the main generators in the world in terms of visitor
numbers and income generation e.g. identify number of visitors, visitor nights per visit and spending by purpose - comparing 2016 to
2015
Complete the following table of the Top 10 most visited tourist destinations in 2016:
R
a
n
k
Country ‘15
(M)
’16
(M)
visitor
nights
per visit
‘15
visitor
nights per
visit ’16
Total
Spending
’15 ($bn)
Total
Spending
’16 ($bn)
Spending
by
Purpose
‘15
Spending
by
Purpose
‘16
Where are the tourists
from? (generating
regions) ‘15
Where are the tourists
from? (generating
regions) ‘16
1 France 84.5 82.6 26.6 N.A. 39.3 40.5 N.A. US$ 41
billion
France
France, Belgium ,
2 U.S.A 77.5 75.6 74.0 N.A. 114.7 123.6 N.A. US$ 122
billion
France, Japan, USA
USA, France, Japan
3 Spain 68.5 75.6 63.70 68.20 153.3 158.9 N.A. N.A. Belgium , France Belgium ,
France

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4 China 56.9 59.3 50.74 56.12 249.8 261.1 N.A. US$ 261
billion
Hong Kong 79.45
Macau 22.89
Taiwan5.51
USA 2.03
Russia 1.58
Hong Kong 81.06
Macau 23.50
Taiwan 5.74
5 Italy 50.7 52.4 27.9 28.7 24.4 25.0 N.A. N.A. France, Belgium ,
France, USA, Japan
6 U.K. 34.4 35.8 64.2 69.4 63.3 63.6 N.A. US$ 64
billion
Spain- 39.8
France 39.6
Germany 9.8
Ireland 9.8
(In millions)
France 4.06,
Germany 3.34 ,
republic of Ireland
2.89,
Spain 2.39,
Belgium 1.04
Netherlands 2.06
7 Germany 35.0 35.6 83.7 N.A. 72.4 79.74 N.A. US$ 81
billion
France, Japan France ,Belgium ,
8 Mexico 32.1 35.0 28.24 29.93 283.4(Eur
o)
286.6(Eur
o)
N.A. N.A. N.A.
N.A.
9 Thailand 29.9 32.6 19.59 21.47 N.A. N.A. N.A. N.A. N.A.
N.A.

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1
0
Turkey 39.5 ??? 11.91 11.95 N.A. N.A. N.A. N.A. N.A.
N.A.
1.1 Analyse the table,
Why are the countries in that order of most visited…?
France is the most visited country in the world because the variety of tastes to satisfy various types of tourists is there. There are six major
tourists’ destinations to catch the attraction of the tourists. The city of light which gains the tourist over 30 million in the year 2016 is the centre
of attraction in France. The second one is the multiple views of the sun, sea and the mountains in different time and season (Joshi et al., 2017).
Didier Arino, the president of tourism industry of France stated that the strategic locations of France which is best for the summer. The food,
history, culture, art and behaviour are another reason to increase the tourist’s number and the income.
Major number of tourists used to visit USA to see the Hail Caesar, National Park, Pearl Harbour, the National Blues Museum and others. In this
context, USA is famous for the Nantucket Wine Festival and the universal studio of Hollywood. There are more than 32,000 museums in
accordance with the US government report. The macaroni, fried chicken, cheese and others delicious American dishes along with the Mexican
food is another reason to bring the tourist to visit this country.
Spain is the most visited country in the world because the tourist can enjoy the trip in very low cost ( Huete-Alcocer et al., 2018). Spain is the
collection of pearl cities like Madrid, Valencia, Malaga, Madrid, Seville and others. Spain is also known as the cultural giant for its paintings and
architecture.
China is the 4th most visited country because it has the breath taking scenario and landscape along with the amazing food culture. However
Chinese food is in the top rank of world food list. Another reason behind this tourist generator is the Chinese product and terracotta designs.

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United Kingdom is the 6th most visited country because of the natural sceneries and bright history of England. The world class events and
festivals are there to catch the attraction of the tourist.
Why do people spend more in certain countries…?
People used to spend more time in France to enjoy the mild climate to visit the tourists’ destinations which are enriched with the ancient art and
culture. On the other hand, the reason behind the long spending time of the tourists in USA is the gathering of museums which are the source to
gain the world historical knowledge. Secondly the flora and fauna of the country which are best suited for each and every tourist. The reason for
the long spending period of time in Spain is the incredible collections of the art and culture which are enough to present the value of the country
in front of the international tourism sector. The tourists used to spend more time in the country Chine because of the scenic beauty and suitable
atmosphere of the country which is alone there to welcome the tourists. Lastly United Kingdom is no gaining the popularity in the international
tourism sector with the precious historical collection and natural beauty.
Why do some countries attract visitors from certain countries…?
France has 39 sites which are on the Unesco’s World Heritage lists. The Monalisa has more than 34,560 artworks, artifacts to bring more than
9.7 million tourists in the year 2016. USA is enriched with the tourists spots innumerable museums, several types of cuisine and others. The
tourists from Taiwan, usa, Russia used to visit China to enjoy the scenic beauty, world famous foods, highly technical equipments and others of
China. United Kingdom attracts the major portion of the tourists from the country Spain, Germany, Netherland, France and others.
Does the data differ for each of the years (’15 / ’16)? If so why do you think this is?
From the above table of data, it can be said that, the tourists number is varies in the year 2015 and 2016. In general, the data from 2015 to 2016
is in the rising mode.
For example, in the year 2015, china there is 56.9 million visitors to visit the country whereas the year 2016 gives 59.3 million visitors. On the
other hand, United Kingdom welcomes 34.4 million tourists in 2015 and 35.8 million tourists in the year 2016.

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Choose 1 country and explain, from the statistics, the possible reasons for the trends. Statistics for 2-5 years’ period or longer can be
used to analyse trends. Ensure that you use the most recent data.
Country: United Kingdom, London
2016 2015 2014 2013 2012
Visitor Numbers 35.6 34.4 33.3 32.69 31.08
Visitor nights per visit 69.4 64.2 59.2 52.1 49.3
Average Spend 63.6 63.3 61.5 58.8 51.3
Spending by purpose
In billion
64 N.A. 45 39 32
Tourist generating Regions
(TGR’s) –where tourists are
from!
France 4.06,
Germany
3.34 , republic
of Ireland 2.89,
Spain 2.39,
France 4.06,
Germany 3.34 ,
republic of
Ireland 2.89,
Spain 2.39,
Germany,
France,
Italy
Spain
And others
Belgium
Republic of
Ireland
And others
.........

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Belgium 1.04
Netherlands
2.06
Belgium 1.04
Netherlands
2.06
Other data / information Blue planet
aquarium,
Tower of
London
British
museum
Natural history
museum
And others.
same same same same
1.2
Explain any patterns / trends in respect of the data; are there any differences in the data for the years, if so why…?
What future trends will there be for the country: tourist numbers, generating regions… and why…?
The report of last five years shows the uprising number of tourists in the country United Kingdom. Virgin holidays Ltd. takes the country united
kingdom as the centre to create their holiday packages (Waligo et al., 2015). In order to explain the future trend of the tourist in this country, the
given data is very helpful. However, the data shows the rising format in every single year. Therefore the transportation system of the country is

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preparing their service to cope up with the future growth in the tourism sector. In accordance with the statistical report, the year 2020 will
welcome a hike of 4.7% of the tourists number, which will increase the revenue towards £23.6 million and approximately 8.9% hike in the GDP
of the country in this section. The report of UNTWO shows that the international tourism number is growing to reach the number of 43 million
in coming year. Though the report expecting that Asia and Pacific will welcome nearabout 331 million to 535 million within the year 2030.
Conclusion
The statistical report of the internal tourism is to present the uprising graph of the tourists number in the top ranked countries in the world. This
report is very helpful for tour operators and the external stakeholders of the tourism service also. However this will enable them to get the exact
information to set or plan an holiday package.

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Assessment: LO 2 Understand the cultural, social and physical features of tourist destinations
2.1: Analyse cultural, social and physical features of tourist destinations explaining their appeal to tourists
Virgin Holiday Ltd. has arranged many a packages to provide the attractive holiday packages to visit the famous country like china and United
Kingdom.
Cultural United Kingdom: Amsterdam, New York, Paris and Berlin are there to present the culture of England. The British
Museum, Queen Elizabeth Olympic Park and others comes under this cultural section of UK tourism. The theatres, art
galleries, exhibitions, festivals and others come under this cultural section of tourism industry.
China: In order to describe the cultural side of the tourism sector of the country china, Tibet comes in the first place to
attract the visitor to enjoy the cultural factor of the china (Huibin et al., 2018). The culture of Buddhism is the pride of
china.
The above mentioned sites and factors are important to the cultural section of both the countries because there are

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there to present the authentic culture and traditional values or ethos of the countries.
Social United kingdom: The social part of the country consists of several national games and festival of the country. The
hallmark events and occasional events are also included to get the attraction of the tourists.
China: The social section of the Chinese tourism industry included the heritage sites, the local infrastructure, cultural
programme and others festivals to present the society of the country.
National games of UK are mainly there to attract the tourists to visit their country. Another part of this section is the
food festival of both countries which are o f world class.
Physical The physical characteristics of the country United Kingdom scenic view of the mountains, the national parks and other
natural beauties to gain the highest tourist percentages (Hristov and Petrova, 2018). Chine is there for the special
beauty of the country and the special and innovative creation of the engineering industry of the country.
The physical features of these two countries are famous because these are in the current trend and demand of the
tourism industry. The present tourists are fond of this physical beauty of the country to gain more and more k
knowledge.
2.2 Compare features of developing and leading tourist destinations. You must choose a specific developing and leading tourist
destination.
Features Country: united kingdom Country: china
Cultural The award of the William Morris gallery, the world heritage sites list
of England, the special trip named ‘culture and heritage’ is in the
Tibet is the main reason to attract the tourist to enjoy
the cultural value of the country (Tse and Prideaux,

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centre. 2017). The regional culture is also important to gain
the favour of the tourists.
Social The architecture and heritage sites of the country UK is the centre of
attraction to the tourists. The wine festival and other seasonal games
are the reason behind the developing number of the tourists.
The massive population of the country is the country
is mainly responsible to present the multiple dialect
and tradition. The in numerous community and
social ethics are present in the country china.
Physical The scenic beauty and mountains including the national park and the
arrangement of wild safari is there to gain the interest o the
international tourists to visit the country United Kingdom (Timothy,
2017).
The physical feature of China comprising with wild
sanctuaries, the natural resources and others.
LO3 Understand how the characteristics of destinations affect their appeal to tourists
3.1 Compare the appeal of current leading tourist destinations with that of currently developing tourist destinations
There are lots of differences between current leading tourist destination and current developing tourist destinations. According to the case study,
Virgin holidays always provide their services to every tourist destinations whether it is developed or developing. There are many key factors that
should provide to discuss the comparison between both destinations. In order to complete the comparison a table has been organized between
recent developing tourist destinations and current leading destinations.
Factors Current leading tourist
destinations
Currently developing tourist
destinations
Physical Most of the current leading tourist
destination has all kinds of physical
Most of the currently developing tourist
destinations such as Egypt, Tunisia,

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features that needed for a traveller
(Benur and Bramwell, 2015). In
order to satisfy a tourist, from hotel
brands to government of a country
all provide physical features such
as proper water supply, transport
availability, luxury hotels and
resorts, accommodation and many
more. As one of major tour
operator of United Kingdom,
Virgin Holidays promise each and
every physical feature to their
customers. Current leading
destinations such as England,
Wales and others all of them are
developed in terms of providing
physical facilities to their tourist.
Palestine and others, all of them are still
lacking of physical features. Some
places lacking of water supply and again
some places lacking of proper transport
service. Without proper physical features
these countries are having lots of
problems in the travel and tourist
sectors. Virgin Holidays also lacking to
provide services in these places, as most
of the tourist are attracting in to the
developed destinations.
Economic Economic condition of most of the
developed tourist destinations is
well optimized and organized.
Government of all those countries
always take travel and tourism
On the other hand, in the developing
tourist countries are facing several issues
with their economic situation. As a result
these destinations are having lots of
trouble to attract travellers (Rodríguez-

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sector as one of key part of their
economic condition. In the places
like England, Wales and others, UK
government always provide all kind
of supports to travel and tourism
sector. Recently BREXIT has
reduced the value of pound which
made lots of changes in the
economic condition of United
Kingdom. This particular change
also produced a huge support to the
travel and tourism sector of UK.
People from other countries are
now able to visit several UK
countries within a small budget.
Additionally Virgin Holiday also
providing their holiday packages
within a minimum cost.
Molina et al., 2015). Countries like
Egypt, Palestine and others have poor
economic condition and they are also
facing issues in order to develop their
tourist destinations. This also promote
bad image of the country to the
economic world. This situation can be
handled by proper economic strategies
and to do so these countries must
increase their working force with
experienced and trained accountant.
Economic growth in the government
always takes major part of travel and
tourism sector.
Political Political issues are also one of
major part of travel and tourism
sector as it make lots of impact on
it. All the leading tourism
With having poor political support
Egypt, Palestine and other countries are
still backward in term of travel and
tourism sector. Political corruption

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destinations are well developed in
terms of political factor. Countries
like England, Wales and other
European countries are corruption
free as it attracts most of the
travellers from all over the world.
Proper political factors also provide
all types of safety and security to
the visitors. In the recent
generation, all the people firstly
analyse about the destination before
visit and people can get all types of
information from internet.
always provides negative impact on the
country’s image. It also decreases the
number of travellers in these
destinations. In order to overcome this
situation, developing countries must
work on their political issues. Because a
proper political support always increase
the attraction of tourism sector in a
country.
Societal One of biggest factor of leading
tourism destination is societal
factor (Chung et al., 2015). If a
country has the best communication
channels then they can get massive
number of visitors to their
destinations. On the other hand,
countries with having minimum
Countries with having less
communication always been through lots
of issues with their tourism sector.
People always want places where they
can visit easily and communicate with
their family easily. Such issues of the
country always provide negative impact
in the tourism sector. On the other hand,

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number of poverty and high life
expectation also increase their
tourism business. People always
attract to those places where they
can get opportunities for their
survival and this also makes that
country socially powerful. Most of
the destinations of United Kingdom
are poverty free which also give a
boost in their travel and tourism
sector. Places like England, Spain,
Italy and more are leading tourism
destinations, these places are very
easy to reach and people got no
issues with their communication.
if a destination is having population
issues then it can also fail to attract
people. In order to develop tourism
sector, each destinations must organize
their country and increase their
communication channel. This is one of
the major ways which can increase the
tourism sector of a particular country.
3.2 Evaluate how characteristics of a tourist destination affect its appeal
Given case study of this assignment observed that some of vital characteristics of tourism destinations making several impacts on the demand of
this industry. These vital characteristics also affecting the demand of leading tourism destinations along with developed tourism destinations.
There are four key factors that analysed for better understanding. Those four key factors are physical, economic, political and societal.

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 In terms of physical factors if a country is having lots of physical features in their tourism destination then a large number of travellers
will attract to visit those destinations. Destinations like China, UK and others are the key that have availability of proper physical features
(Prayag et al., 2017). Some features like luxury hotels, supply of water and food, proper transport system and many more. These features
are important for tourism destinations as these are the minimum requirement for normal people.
 Economic condition of a tourism destination always provides impact on their tourism industry. In terms of UK government, BREXIT
recently decreased the value of pound which helps all the travellers in a different ways. People are likely to visit destinations from UK
more than any other destination. In terms of China, they are that country who have strongest economic situation in all over the world.
This also provides huge impact on the tourism destinations of China.
 UK is one of that places where the political power is one of their strongest factor. This is also a key reason why people from entire world
attract to visit places from United Kingdom more. Political factors also provide safety to the visitors as political parties make sure that the
visitors are having their best time. In terms of China the situation is also same, as they are also one of the strongest countries where the
political situation is very powerful.
 Another biggest factor of tourism destination is the societal factor. If a country is having best communication channels then those
destinations can have large number of tourists as well. China and UK are those places where communication channel is their strength and
accordingly tourist destinations of their country also making positive impacts in the travel and tourism sector.
LO4 Understand issues likely to affect the popularity of tourist destinations
4.1 Analyse issues that affect the popularity of tourist destinations
Being a leading tourist destination United Kingdom always has to very concern with their image of tourism sector to entire world. Still some of
the places where they also fail to impress visitor. Some of the issues which affecting the popularity of UK tourist destinations are,

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 Environmental Impact: Each and every destinations of United Kingdom are having a large number of visitors per year (Horner and
Swarbrooke, 2016). As a result these destinations also have to goes through from several pollution issues. Such pollution can affect the
tourism sector in a major basis. London is one of them which destination is having such issues with the excess of visitors every year. In
order to solve this situation Government of United Kingdom must implement different strategies which can reduce the pollution.
 High investment: In order to build proper physical structure of a tourism destination, government of this country must increase their
investment in to the travel and tourism sector. On the hand it is also affecting the economic situation of that country as well. London is
one of a historic place where the government have to invest a large amount of money to maintain all those historic testimonials. As a
result UK government has to face little bit downfall in their economy situation.
 Social riots: Social Riots is a major factor which leads political instability in the United Kingdom. In the year of 2011, London has to
face social riots because of the economic disaster and this situation also promoted negative impression in the UK tourism sector (Woo et
al., 2015). This issue also decreased the number of visitors in the London as well.
 Tourism leakage: Another major factor of tourism sector which affect the economic situation is tourism leakage. In terms of UK tourism
sector, 80% of the income goes to the airlines, luxury hotels, coffee shops and other business and rest goes to the government. 50% of the
goods and services of UK tourism sector are come from outside of United Kingdom. All those products have to purchase by UK
government.
4.2 Discuss the potential for responsible tourism to enhance the host community at worldwide tourist destinations
The actions from travel and tourism sectors also take a huge part in order to decrease the bad impacts in the culture, economy condition and
social life of certain destinations. Such actions like employment in the tourism sector, different local business to large business and other
services.

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 Tourist destinations must analyse employment services of their industry. United Kingdom is a place where out of 12 people at least 1
from the tourism industry. In order to increase the number of employees in this industry UK must promote their tourism business in all
over the world. This way people can increase their attraction to do business with UK tourism sector. With proper promotion UK can have
big business in their destinations (Mowforth and Munt, 2015). On the other hand, China already a developed country in terms of tourism
industry and they also have large number of employees in this industry.
 By enhancing economic condition of a tourism destination, they can make a positive image to all over the world. If a country is having
lots of issues with their economy situation, then people are going to ignore that particular country. UK and China, economy condition of
both places are strong enough to provide all kind of facilities to their visitors. Additionally this factor also promises all types of safety
and security to their visitors. This also makes a positive impact of UK and China in the tourism industry.
In terms of Virgin Holidays, this is one of leading Tour Operator Company of United Kingdom. This company also make lots of impacts in the
UK tourism industry. With observing all factors of the travel and tourism industry Virgin Holidays also making lots of changes in their business.
This way this company can improve their services towards their customers. Apart from all of these, this company also maintaining proper
discipline in the tourism industry (Chew and Jahari, 2014). Not only Virgin Holidays, there are also lots of other tour operator company of
United Kingdom is maintaining all kinds of factors in order to improve their business. In addition these companies are also promoting UK
tourism industry to all over the world.

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Conclusion
The complete statistical report of the world tourism industry is the key point to get the complete idea about the important tourists destinations in
accordance with the tourists number generator and to gain the attractive revenue from this service sector. The home page of the tour operator
Virgin Holidays Ltd. is overloaded with many attractive holiday packages to serve the world trip. The strategy of this tour operator is to sell the
holiday packages with some discounts. The top ranked countries are there to provide the appropriate strategy and maintenance service to the
start-up tour operators.

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Appendixes

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