What is international tourism and why is it important?
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The International tourism industry is stronger than ever before. Destinations around the world have developed their economies around international tourism and they are thriving (minus the ongoing Coronavirus pandemic, but I am confident that tourism will return so I am going to put that to one side for now). But what does it all mean?
In this article I am going to introduce you to the exciting world of international tourism- the industry that I have lived and breathed for so many years. The industry that I love. So here goes…
What is international tourism?
International tourism definitions, foreign exchange earnings, contribution to government revenues, employment generation, contribution to local economies, overall economy boost, preserving local culture, strengthening communities, provision of social services, commercialisation of culture and art, revitalisation of culture and art, preservation of heritage, empowering communities, protecting nature, international tourism statistics, international tourism: conclusion, further reading.
Tourism is the generic term used to cover both demand and supply that has been adopted in a variety of forms and used throughout the world.
International tourism essentially refers to the activities undertaken by visitors, also known as the visitor economy. The tourism industry encompasses all activity that takes place within the visitor economy.
This includes activities that are directly related to the tourist, such as staying in a hotel, ordering a meal or visiting a tourist attraction. It also includes indirect activities, such as the transport company which delivers the food to the restaurant in which the tourist eats or the laundry company that has a contract with the hotel for cleaning bed sheets.
It is largely due to the indirect contributions to tourism, that defining and measuring the tourism industry is so difficult!
Tourism is a phenomenon with no universally accepted definition, owing to the complexity and individualism of the travellers themselves and the activities that they choose to undertake.
The most widely utilised definition of tourism, proposed by the World Trade Organisation (WTO) and United States (UN) Nations Statistics Division (1994), prescribes that in order to qualify as a tourist one must travel and remain in a place outside of their usual residential environment for not more than one consecutive year for leisure, business or other purposes.
Matheison and Wall (1982) on the other hand, do not impose a timeframe, simply stating that one must travel to a destination temporarily.
Leiper (1979) believed that defining tourism is more complex than this, proposing that there are three approaches that can be taken. The economic stance focuses on tourism as a business, the technical stance focusses on the tourist in order to provide a common basis by which to collect data and the holistic stance attempts to include the entire essence of the subject.
The Cambridge Dictionary define tourism quite simply as; ‘the business of providing services such as transport, places to stay or entertainment for people who are on holiday’.
As there is no universal definition for the term ‘international tourism’, for the purposes of this article I will define it as follows:
‘International tourism is the act of travelling to another country other than where you live for no more than one year for purposes of leisure or business’.
Why is international tourism important?
International tourism is hugely important. There are a number of key reasons for this that I will outline below.
Value to the economy
International tourism can help economies to bring in money in a number of different ways. Below I have provided some examples of the positive economic impacts of tourism .
The importance of international tourism is demonstrated through foreign exchange earnings.
Tourism expenditures generate income to the host economy. The money that the country makes from tourism can then be reinvested in the economy.
How a destination manages their finances differs around the world; some destinations may spend this money on growing their tourism industry further, some may spend this money on public services such as education or healthcare and some destinations suffer extreme corruption so nobody really knows where the money ends up!
Some currencies are worth more than others and so some countries will target tourists from particular areas. Currencies that are strong are generally the most desirable currencies. This typically includes the British Pound, American, Australian and Singapore Dollar and the Euro .
Tourism is one of the top five export categories for as many as 83% of countries and is a main source of foreign exchange earnings for at least 38% of countries.
The importance of international tourism is also demonstrated through the money that is raised and contributed to government revenues. Tourism can help to raise money that it then invested elsewhere by the Government. There are two main ways that this money is accumulated.
Direct contributions are generated by taxes on incomes from tourism employment and tourism businesses and things such as departure taxes.
According to the World Tourism Organisation, the direct contribution of Travel & Tourism to GDP in 2018 was $2,750.7billion (3.2% of GDP). This is forecast to rise by 3.6% to $2,849.2billion in 2019.
Indirect contributions come from goods and services supplied to tourists which are not directly related to the tourism industry.
There is also the income that is generated through induced contributions . This accounts for money spent by the people who are employed in the tourism industry. This might include costs for housing, food, clothing and leisure Activities amongst others. This will all contribute to an increase in economic activity in the area where tourism is being developed.
The importance of international tourism can be demonstrated through employment generation.
The rapid expansion of international tourism has led to significant employment creation. From hotel managers to theme park operatives to cleaners, tourism creates many employment opportunities. Tourism supports some 7% of the world’s workers.
There are two types of employment in the tourism industry: direct and indirect.
Direct employment includes jobs that are immediately associated with the tourism industry. This might include hotel staff, restaurant staff or taxi drivers, to name a few.
Indirect employment includes jobs which are not technically based in the tourism industry, but are related to the tourism industry.
It is because of these indirect relationships, that it is very difficult to accurately measure the precise economic value of tourism, and some suggest that the actual economic benefits of tourism may be as high as double that of the recorded figures!
The importance of international tourism can be further seen through the contributions to local economies.
All of the money raised, whether through formal or informal means, has the potential to contribute to the local economy.
If sustainable tourism is demonstrated, money will be directed to areas that will benefit the local community most. There may be pro-poor tourism initiatives (tourism which is intended to help the poor) or volunteer tourism projects. The government may reinvest money towards public services and money earned by tourism employees will be spent in the local community. This is known as the multiplier effect.
International tourism boosts the economy exponentially.
This is partly because of the aforementioned jobs that tourism creates, but also because of the temporary addition to the consumer population that occurs when someone travels to a new place.
Just think: when you travel, you’re spending money. You’re paying to stay in a hotel or hostel in a certain area – then you’re eating in local restaurants, using local public transport, buying souvenirs and ice cream and new flip flops. As a tourist, you are contributing to the global economy every time you book and take a trip.
For some towns, cities and even whole countries, the importance of international tourism is greater than for others. In some cases, it is the main source of income.
For example, according to the World Travel and Tourism Council, tourism accounts for almost 40% of the Maldives’ total GDP. In comparison, it’s less than 4% in the UK and even lower in the US! In the Seychelles the number is just over 26% while in the British Virgin Islands it is over 35% – so tourism is vastly important in these nations.
Other posts that you might be interested in: – What is tourism? A definition of tourism – The history of tourism – The structure of the tourism industry – Stakeholders in tourism – Inbound tourism explained: What, why and where – What is ABTA and how does it work? – Outbound tourism | Understanding the basics
Value to society
The importance of international tourism is not only recognised through economic factors, but there are also many positive social impacts of tourism that play an important part. Below I will outline some of the social gains from tourism.
It is the local culture that the tourists are often coming to visit and this is another way to demonstrate the importance of international tourism.
Tourists visit Beijing to learn more about the Chinese Dynasties. Tourists visit Thailand to taste authentic Thai food. Tourists travel to Brazil to go to the Rio Carnival, to mention a few…
Many destinations will make a conserved effort to preserve and protect the local culture. This often contributes to the conservation and sustainable management of natural resources, the protection of local heritage, and a renaissance of indigenous cultures, cultural arts and crafts.
The importance of international tourism can also be demonstrated through the strengthening of communities.
Events and festivals of which local residents have been the primary participants and spectators are often rejuvenated and developed in response to tourist interest.
The jobs created by international tourism can also be a great boost for the local community. Aside from the economic impacts created by enhanced employment prospects, people with jobs are happier and more social than those without a disposable income.
Local people can also increase their influence on tourism development, as well as improve their job and earnings prospects, through tourism-related professional training and development of business and organisational skills.
The importance of international tourism is shown through the provision of social services in the host community.
The international tourism industry requires many facilities/ infrastructure to meet the needs of the tourist. This often means that many developments in an area as a result of tourism will be available for use by the locals also.
Local people often gained new roads, new sewage systems, new playgrounds, bus services etc as a result of tourism. This can provide a great boost to their quality of life and is a great example of a positive social impact of tourism.
International tourism can see rise to many commercial business, which can be a positive social impact of tourism. This helps to enhance the community spirit as people tend to have more disposable income as a result.
These businesses may also promote the local cultures and arts. Museums, shows and galleries are fantastic way to showcase the local customs and traditions of a destination. This can help to promote/ preserve local traditions.
Some destinations will encourage local cultures and arts to be revitalised. This may be in the form of museum exhibitions, in the way that restaurants and shops are decorated and in the entertainment on offer, for example.
This may help promote traditions that may have become distant.
Another reason for the importance of international tourism is the preservation of heritage. Many tourists will visit the destination especially to see its local heritage. It is for this reason that many destinations will make every effort to preserve its heritage.
This could include putting restrictions in place or limiting tourist numbers, if necessary. This is often an example of careful tourism planning and sustainable tourism management.
International tourism can, if managed well, empower communities. While it is important to consider the authenticity in tourism and take some things with a pinch of salt, know that tourism can empower communities.
Small villages in far off lands are able to profit from selling their handmade goods. This, in turn, puts food on the table. This leads to healthier families and more productivity and a happier population .
Value to the environment
Whilst most media coverage involving international tourism and the environment tends to be negative, there are some positives that can come from it: demonstrating the importance of tourism once again.
Some people think that international tourism is what kills nature. And while this could so easily be true, it is important to note that the tourism industry is and always has been a big voice when it comes to conservation and the protection of animals and nature. Tourism organisations and travel operators often run (and donate to) fundraisers.
As well as this, visitors to certain areas can take part in activities that aim to sustain the local scenery. It’s something a bit different, too! You and your family can go on a beach clean up walk in Spain or do something similar in the UAE . There are a lot of ways in which tourism actually helps the environment, rather than hindering it!
Tourism brings with it huge economic potential for a destination that wishes to develop their tourism industry. Employment, currency exchange, imports and taxes are just a few of the ways that tourism can bring money into a destination.
In recent years, tourism numbers have increased globally at exponential rates, as shown in the World Tourism Organisation data below. There are a number of reasons for this growth including improvements in technology, increases in disposable income, the growth of budget airlines and consumer desires to travel further, to new destinations and more often.
Here are a few statistics providing by the UN and Statistica:
Here are a few facts about the economic importance of the tourism industry globally:
- The tourism economy represents 5 percent of world GDP
- Tourism contributes to 6-7 percent of total employment
- International tourism ranks fourth (after fuels, chemicals and automotive products) in global exports
- The tourism industry is valued at US$1trillion a year
- Tourism accounts for 30 percent of the world’s exports of commercial services
- Tourism accounts for 6 percent of total exports
- 1.4billion international tourists were recorded in 2018 (UNWTO)
- In over 150 countries, tourism is one of five top export earners
- Tourism is the main source of foreign exchange for one-third of developing countries and one-half of less economically developed countries (LEDCs)
There is a wealth of data about the economic value of tourism worldwide, with lots of handy graphs and charts in the United Nations Economic Impact Report .
International tourism is arguably the largest industry in the world. There are many benefits of international tourism to local economies as well as society and the environment. The many components of tourism that make up the industry are integral to livelihoods the world over.
- An Introduction to Tourism : a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends.
- The Business of Tourism Management : an introduction to key aspects of tourism, and to the practice of managing a tourism business.
- Tourism Management: An Introduction : gives its reader a strong understanding of the dimensions of tourism, the industries of which it is comprised, the issues that affect its success, and the management of its impact on destination economies, environments and communities.
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By Bastian Herre, Veronika Samborska and Max Roser
Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.
Tourism can be important for both the travelers and the people in the countries they visit.
For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.
And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.
But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.
On this page, you can find data and visualizations on the history and current state of tourism across the world.
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A Year Without Travel
How Bad Was 2020 for Tourism? Look at the Numbers.
The dramatic effects of the coronavirus pandemic on the travel industry and beyond are made clear in six charts.
By Stephen Hiltner and Lalena Fisher
Numbers alone cannot capture the scope of the losses that have mounted in the wake of the coronavirus pandemic. Data sets are crude tools for plumbing the depth of human suffering , or the immensity of our collective grief .
But numbers can help us comprehend the scale of certain losses — particularly in the travel industry , which in 2020 experienced a staggering collapse.
Around the world, international arrivals are estimated to have dropped to 381 million in 2020, down from 1.461 billion in 2019 — a 74 percent decline . In countries whose economies are heavily reliant on tourism , the precipitous drop in visitors was, and remains, devastating.
According to recent figures from the United Nations World Tourism Organization, the decline in international travel in 2020 resulted in an estimated loss of $1.3 trillion in global export revenues. As the agency notes, this figure is more than 11 times the loss that occurred in 2009 as a result of the global economic crisis.
The following charts — which address changes in international arrivals, emissions, air travel, the cruise industry and car travel — offer a broad overview of the effects of the coronavirus pandemic within the travel industry and beyond.
International arrivals in tourism-dependent economies
Macau, a top gambling destination, is highly dependent on travelers, as measured by the share
of its G.D.P. that is generated by tourism. Its international visitor numbers plummeted in 2020:
ARRIVALS IN 2020
The following countries are also among the world’s most dependent on travel, in terms of both their
G.D.P. and their international tourism receipts as a percent of total exports:
U.S. Virgin Islands
The Bahamas
Antigua and Barbuda
Saint Lucia
Cook Islands
0.5 million
Macau, a gambling destination, is dependent on travelers,
as measured by the share of its G.D.P. that is generated by
tourism. Its international visitor numbers plummeted in 2020:
The following countries are also among the world’s most
dependent on travel, in terms of both their G.D.P. and their
international tourism receipts as a percent of total exports:
Before the pandemic, tourism accounted for one out of every 10 jobs around the world. In many places, though, travel plays an even greater role in the local economy.
Consider the Maldives, where in recent years international tourism has accounted for around two-thirds of the country’s G.D.P. , when considering direct and indirect contributions.
As lockdowns fell into place worldwide, international arrivals in the Maldives plunged; from April through September of 2020, they were down 97 percent compared to the same period in 2019. Throughout all of 2020, arrivals were down by more than 67 percent compared with 2019. (Arrival numbers slowly improved after the country reopened in July; the government, eager to promote tourism and mitigate losses, lured travelers with marketing campaigns and even courted influencers with paid junkets .)
Similar developments played out in places such as Macau, Aruba and the Bahamas: shutdowns in February and March, followed by incremental increases later in the year.
The economic effect of travel-related declines has been stunning. In Macau, for example, the G.D.P. contracted by more than 50 percent in 2020.
And the effects could be long-lasting; in some areas, travel is not expected to return to pre-pandemic levels until 2024.
Travelers passing through T.S.A. airport security checkpoints
The pandemic upended commercial aviation. One way to visualize the effect of lockdowns on air travel is to consider the number of passengers screened on a daily basis at Transportation Security Administration checkpoints.
Traveler screenings plunged in March before hitting a low point on April 14, when 87,534 passengers were screened — a 96 percent decline as compared with the same date in 2019.
Numbers have risen relatively steadily since then, though today the screening figures still sit at less than half of what they were a year earlier.
According to the International Air Transport Association, an airline trade group, global passenger traffic in 2020 fell by 65.9 percent as compared to 2019, the largest year-on-year decline in aviation history.
Daily carbon dioxide emissions from aviation
3.0 million metric tons
Another way to visualize the drop-off in air travel last year is to consider the amount of carbon dioxide (CO2) emitted by aircraft around the world.
According to figures from Carbon Monitor , an international initiative that provides estimates of daily CO2 emissions, worldwide emissions from aviation fell by nearly 50 percent last year — to around 500 million metric tons of CO2, down from around 1 billion metric tons in 2019. (Those numbers are expected to rebound, though the timing will depend largely on how long corporate and international travel remain sidelined .)
All told, CO2 emissions from fossil fuels dropped by 2.6 billion metric tons in 2020, a 7 percent reduction from 2019, driven in large part by transportation declines.
Yearly revenues of three of the biggest cruise lines
$20 billion
ROYAL CARIBBEAN
Few industries played as central and public a role in the early months of the coronavirus pandemic as did the major cruise lines — beginning with the outbreak aboard the Diamond Princess .
In a scathing rebuke of the industry issued in July, the Centers for Disease Control and Prevention blamed cruise companies for widespread transmission of the virus, pointing to 99 outbreaks aboard 123 cruise ships in U.S. waters alone.
While precise passenger data for 2020 is not yet available, the publicly disclosed revenues — which include ticket sales and onboard purchases — from three of the largest cruise lines offer a dramatic narrative: strong revenues in the early months of 2020, followed by a steep decline.
Third-quarter revenues for Carnival Corporation, the industry’s biggest player, showed a year-to-year decline of 99.5 percent — to $31 million in 2020, down from $6.5 billion in 2019.
The outlook remains bleak for the early months of 2021: For now, most cruise lines have canceled all sailings into May or June.
Long-distance car travel, before and during the pandemic
Driving trips at least 50 miles from home, with stays of two hours or more, based on a daily index from
mobile location data.
Trips at least 50 miles from home, with stays of two hours
or more, based on a daily index from mobile location data.
Air travel, both international and domestic, was markedly curtailed by the pandemic. But how was car travel affected?
One way to measure the change is to look at the Daily Travel Index compiled by Arrivalist , a company that uses mobile location data to measure consumer road trips of 50 miles or more in all 50 U.S. states.
The figures tell the story of a rebound that’s slightly stronger than that of air travel: a sharp drop in March and April, as state and local restrictions fell into place , followed by a gradual rise to around 80 percent of 2019 levels.
Difference in visits to four popular national parks, 2019 to 2020
1.0 MILLION
GREAT SMOKY
GRAND CANYON
CUYAHOGA VALLEY
YELLOWSTONE
1.0 million
Another way to consider car travel in 2020 — and domestic travel in the U.S. more broadly — is to look at the visitation numbers for America’s national parks.
Over all, national park visitation decreased by 28 percent in 2020 — to 237 million visitors, down from 327.5 million in 2019, largely because of temporary park closures and pandemic-related capacity restrictions.
The caveat, though, is that several parks saw record numbers of visitors in the second half of the year, as a wave of travel-starved tourists began looking for safe and responsible forms of recreation.
Consider the figures for recreational visits at Yellowstone National Park. After a shutdown in April, monthly visitation at the park quickly rose above 2019 levels. The months of September and October of 2020 were both the busiest on record, with numbers in October surpassing the previous monthly record by 43 percent .
Some national parks located near cities served as convenient recreational escapes throughout the pandemic. At Cuyahoga Valley National Park, 2020 numbers exceeded 2019 numbers from March through December. At Great Smoky Mountains National Park, numbers surged after a 46-day closure in the spring and partial closures through August; between June and December, the park saw one million additional visits compared to the same time period in 2019.
Stephen Hiltner is an editor on the Travel desk. You can follow his work on Instagram and Twitter . More about Stephen Hiltner
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What next for travel and tourism? Here's what the experts say
In many countries, more than 80% of travel and tourism spending actually comes from the domestic market. Image: Unsplash/Surface
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Stay up to date:, travel and tourism.
- In 2020 alone, the travel and tourism sector lost $4.5 trillion and 62 million jobs globally.
- But as the world recovers from the impacts of the COVID-19 pandemic, travel and tourism can bounce back as an inclusive, sustainable, and resilient sector.
- Two experts highlight some of the key transformations in the sector going forward during the World Economic Forum's Our World in Transformation series.
The Travel & Tourism sector was one of the hardest hit by the COVID-19 pandemic, leaving not only companies but also tourism-driven economies severely affected by shutdowns, travel restrictions and the disappearance of international travel.
In 2020 alone, the sector lost $4.5 trillion and 62 million jobs, impacting the living standards and well-being of communities across the globe. Moreover, the halt in international travel gave both leisure and business travellers the chance to consider the impact of their choices on the climate and environment.
Amid shifting demand dynamics and future opportunities and risks, a more inclusive, sustainable and resilient travel and tourism sector can be - and needs to be - built.
The World Economic Forum's Travel & Tourism Development Index 2021 finds that embedding inclusivity, sustainability and resilience into the travel and tourism sector as it recovers, will ensure it can continue to be a driver of global connectivity, peace and economic and social progress.
We spoke to Sandra Carvao , Chief of Market Intelligence and Competitiveness at the United Nations World Tourism Organization (UNWTO), and Liz Ortiguera , CEO of the Pacific Asia Travel Association in Thailand (PATA), and asked them to highlight some of the key areas of risk and opportunity in the sector during an episode of the World Economic Forum's Our World in Transformation series.
Have you read?
Travel & tourism development index 2021: rebuilding for a sustainable and resilient future, towards resilience and sustainability: travel and tourism development recovery, how can we really achieve sustainability in the travel sector, what are some of the top global trends you're witnessing currently in the travel and tourism sector.
Liz Ortiguera: Given the extended lockdown that we had on travel with the pandemic, vacation for friends and relatives (VFR) is now a high priority for people who haven’t been in touch for a long time thanks to the pandemic. So, people are reconnecting. And that kind of links to the second trend, which is multi-purpose or blended travel. Never before, particularly now that we can connect digitally through Zoom, has the ability to work from anywhere enabled travellers to cover multiple purposes, like visits with friends and multiple business trips. So, we'll find that the duration of travel and the length of stay is longer. And third is the continued high focus on safety and wellness which is top of mind for travellers due to the pandemic. All travel is wellness-related now.
Sandra Carvao: I think there is a bigger concern with sustainability, which is very welcome in our industry. Consumers, particularly the younger generation, are much more aware of the impact they have, not only on the environment but also socially and on the communities they live in. We've also seen an increase in expenditure per trip, so I think people are very eager to go outside, and they're staying longer. And on the other side, I think there are some challenges: we’re seeing a rise in late bookings because restrictions can change at short notice and that’s having an impact on the decisions of travellers. This is putting pressure on the industry in terms of planning and anticipating fluctuations in demand.
Social media surveys have shown that travellers who have immersive experiences are more likely to post about them, which is good for the industry.
What is community-based tourism and why is it important?
Sandra Carvao: One of the positive impacts of the pandemic is that people are looking for local experiences and are spending more time with communities. So, the concept of community-based tourism is obviously one that puts the community at the core of every development, ensuring that it's engaged and empowered and that it benefits. At the UNWTO, we worked with the G20 and the Saudi presidency back in 2020 and produced a framework for tourism development in communities, which states that communities need to be part of the planning and management of tourism activities. We need to go beyond traditional definitions of community to a point where the industry leans on partnerships between the public and private sectors and communities.
Liz Ortiguera: In July 2022, PATA is hosting a destination-marketing forum and one of the key themes is community-based tourism. The purpose is really to put the community and authenticity-in-culture activities at the heart of the travel experience. There are benefits for all stakeholders. One is that travellers can have an authentic experience. They're not in overcrowded, touristic locations and they experience something new and unique within the community. These experiences are designed in partnership with communities who get the benefit of financial inclusion, and if activities are designed properly, the reinforcement of their cultural heritage. Governments also engage in economic development more broadly across countries. Another interesting trend is creative tourism, which means you create an experience for tourists to participate in, like a dance lesson, or a cooking lesson. Social media surveys have shown that travellers who have these kinds of immersive experiences are more likely to post about them online and that's good for the industry.
It is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.
How is technology and innovation helping to leverage cultural resources?
Sandra Carvao: One interesting trend we’re seeing is that more and more people are booking trips directly, so communities need to be supported to digitize their systems. Education and upskilling of communities are important so that they can leverage digital platforms to market themselves. From the tourists’ perspective, it is important to emphasize that virtual experiences, while they are a fun tool, can never replace visiting a destination.
Liz Ortiguera: People have been living virtually for more than two years. Amazing innovations have emerged, such as virtual reality and augmented reality, and all kinds of applications and tools. But the important thing is the experience. The destination. Real-world experiences need to remain front and centre. Technology tools should be viewed as enablers and not the core experience. And when it comes to staff, technology can really democratize education. There’s an opportunity to mobilize a mobile-first approach for those who are on the frontlines, or out in the field, and can’t easily access computers, but need to get real-time information.
How is the sector dealing with labour shortages and re-employment of the workforce?
Liz Ortiguera: Labour shortages are much more dynamic in North America and in Europe. But it’s having a knock-on effect on Asia. If, for example, their air carriers are limited by staff and they have to cancel flights, which we're very much seeing out of Europe, seating capacity then becomes a limiting factor in the recovery of Asia Pacific. That's the main constraint right now. And compounding that is the rising price of fuel. But people in the Asia Pacific are keen to get reemployed.
Sandra Carvao: Labour shortages are a priority for the sector in countries around the world. Many workers left the sector during the pandemic and the uncertainty that surrounded the measures taken to contain it left many people unsure of whether the sector would recover. It is time to address things like conditions, scheduling, and work/life balance, all things which have been top of mind for workers during the pandemic. As the sector recovers, we need time to bring new hires on board and to train them to take over where those who switched jobs left off.
Are we seeing a growing trend towards domestic tourism?
Sandra Carvao: We’re talking about 9 billion people travelling within their own countries. And in many countries, for example in Germany, more than 80% of the tourism spending actually comes from the domestic market, similarly in countries like Spain and even smaller economies. Whenever it's possible to travel again, domestic markets tend to be more resilient. They kick off first mostly due to perceptions of safety and security issues. As the world economy recovers from the pandemic, there is a good opportunity for nations to rethink their strategy, look at the domestic market in a different way, and leverage different products for domestic tourists.
When it comes to sustainable tourism, how quickly could we mainstream eco-friendly modes of transportation?
Sandra Carvao: Transport is one of the key contributors to energy impacts and tourism. But it's also important that we look at the whole value chain. The UNWTO together with the One Planet Sustainable Tourism Programme just launched the Glasgow Declaration, which includes green commitments from destinations and companies. We’re seeing a strong movement in the airline industry to reduce emissions. But I think, obviously, technological developments will be very important. But it's also very important to look at market shifts. And we can't forget small islands and developing states that rely on long-haul air travel. It’s important to make sure that we invest in making the problem much less impactful.
Liz Ortiguera: 'Travel and tourism' is such a broad encompassing term that it’s not fair to call it an industry: it is actually a sector of many industries. The pandemic taught us how broad the impact of the sector is in terms of sustainability. There's a big movement in terms of destination resilience, which is the foundation for achieving sustainability in the journey to net-zero. We now have standards to mitigate that impact including meetings-and-events (MIE) standards and standards for tour operators. There are multiple areas within our industry where progress is being made. And I'm really encouraged by the fact that there is such a focus not just within the sector but also among consumers.
This interview was first done at the World Economic Forum's studios in Geneva as part of 'Our World in Transformation' - a live interactive event series for our digital members. To watch all the episodes and join future sessions, please subscribe here .
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Fact sheet: 2022 national travel and tourism strategy, office of public affairs.
The 2022 National Travel and Tourism Strategy was released on June 6, 2022, by U.S. Secretary of Commerce Gina M. Raimondo on behalf of the Tourism Policy Council (TPC). The new strategy focuses the full efforts of the federal government to promote the United States as a premier destination grounded in the breadth and diversity of our communities, and to foster a sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the strategy aims to support broad-based economic growth in travel and tourism across the United States, its territories, and the District of Columbia.
The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.
The new National Travel and Tourism Strategy supports growth and competitiveness for an industry that, prior to the COVID-19 pandemic, generated $1.9 trillion in economic output and supported 9.5 million American jobs. Also, in 2019, nearly 80 million international travelers visited the United States and contributed nearly $240 billion to the U.S. economy, making the United States the global leader in revenue from international travel and tourism. As the top services export for the United States that year, travel and tourism generated a $53.4 billion trade surplus and supported 1 million jobs in the United States.
The strategy follows a four-point approach:
- Promoting the United States as a Travel Destination Goal : Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.
- Facilitating Travel to and Within the United States Goal : Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.
- Ensuring Diverse, Inclusive, and Accessible Tourism Experiences Goal : Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on under-served communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they grow their tourism economies. Deliver world-class experiences and customer service at federal lands and waters that showcase the nation’s assets while protecting them for future generations.
- Fostering Resilient and Sustainable Travel and Tourism Goal : Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.
Travel and Tourism Fast Facts
- The travel and tourism industry supported 9.5 million American jobs through $1.9 trillion of economic activity in 2019. In fact, 1 in every 20 jobs in the United States was either directly or indirectly supported by travel and tourism. These jobs can be found in industries like lodging, food services, arts, entertainment, recreation, transportation, and education.
- Travel and tourism was the top services export for the United States in 2019, generating a $53.4 billion trade surplus.
- The travel and tourism industry was one of the U.S. business sectors hardest hit by the COVID-19 pandemic and subsequent health and travel restrictions, with travel exports decreasing nearly 65% from 2019 to 2020.
- The decline in travel and tourism contributed heavily to unemployment; leisure and hospitality lost 8.2 million jobs between February and April 2020 alone, accounting for 37% of the decline in overall nonfarm employment during that time.
- By 2021, the rollout of vaccines and lifting of international and domestic restrictions allowed travel and tourism to begin its recovery. International arrivals to the United States grew to 22.1 million in 2021, up from 19.2 million in 2020. Spending by international visitors also grew, reaching $81.0 billion, or 34 percent of 2019’s total.
More about the Tourism Policy Council and the 2022 National Travel and Tourism Strategy
Created by Congress and chaired by Secretary Raimondo, the Tourism Policy Council (TPC) is the interagency council charged with coordinating national policies and programs relating to travel and tourism. At the direction of Secretary Raimondo, the TPC created a new five-year strategy to focus U.S. government efforts in support of the travel and tourism sector which has been deeply and disproportionately affected by the COVID-19 pandemic.
Read the full strategy here
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Press Release
Itb berlin 2024 – day 1: the world of international tourism gathers at the world’s largest travel trade show.
The ITB Newsroom and ITB Show Daily have all the latest updates on events at the World’s Leading Travel Trade Show.
3 – 2 – 1, GO! Taking as its slogan #ITBTOGETHER , the World’s Leading Travel Trade Show with over 5,500 exhibitors from 170 countries opened its doors to trade visitors and buyers from the international travel industry. Oman, the Official Host Country of ITB Berlin, impressed the audience at the official opening event with a spectacular show. Media representatives and bloggers can find all the latest on ITB Berlin and the ITB Berlin Congress for their coverage of the event here.
News Highlights
ITB Berlin – Travel market set for growth again
As ITB Berlin opens, experts are upbeat about the industry’s future – 2023 surpassed the highs of 2019. Read more
Tourism as a bridge to peace
ITB Berlin’s 360-degree approach includes mastering the challenges of digitalisation, sustainability and global crises. Read more
ITB Berlin opens with a positive outlook
At ITB Berlin the host country set new standards with its multimedia presentation – Politicians urged action – Emphasis on the bridge-building aspect of tourism. Read more
AI is fundamentally changing the travel industry
According to Charuta Fadnis of Phocuswright on Tuesday at ITB Berlin, the use of AI by agents and personalised travel apps is an important future trend. Read more
Travel behaviour in the age of AI and VR
In his keynote speech on the Green Stage at ITB Berlin, Rohit Talwar, CEO of Fast Future, talked about AI’s potential for shaping a more inclusive travel industry. Read more
You can find more daily updates in the ITB Show Daily and the ITB Newsroom .
In conversation with leading industry speakers
Taking as its slogan ’Pioneer the Transition in Travel & Tourism. Together’, the ITB Berlin Convention features high-profile speakers discussing international trends and the latest topics.
In an interview, Rohit Talwar , world-renowned futurist and CEO of Fast Future, talks about future challenges and the opportunities for diversity and inclusion in the tourism industry. Watch now
Impressions from day 1 at ITB Berlin 2024
For more impressions of day one at ITB Berlin 2024 please click the link below
Press photos of ITB Berlin
A look ahead to press events on Wednesday, 6 March 2024
From 5 to 7 March numerous press events hosted by destinations, companies and organisations await media representatives and bloggers on the Hybrid Stage in Hall 5.3, in hub27, the CityCube Berlin and on exhibitors’ stands. List of events at ITB Berlin
USA press breakfast 9.00 - 11.00 a.m., CityCube A | A7
Eifel press conferences 10.00 a.m. - 4.00 p.m., hub27 | Gamma
Tuscany press conference 10.30 – 11.00 a.m., Hall 1.2 | 107
DER Touristik press conference 10.30 – 11.30 a.m., hub27 | Gamma 8
Presentation of the ADFC Cycle Tour Report 2024 11.00 a.m. – 12 noon, Hall 5.3 - Hybrid Stage
Liguria press conference 11.30 – 12 noon, Hall 1.2 | 107
Albania – ITB Berlin Host Country 2025 – Official signing ceremony and photo op 12.00 – 12.30 p.m., Albanian Ministry of Tourism & Environment, Hall 1.1/ 214
VIR tour for journalists – travel tech behind the scenes
Companies participating: TraSo, Bewotec, Chain4Travel, Peakwork, Sabre and GIATA. To register email: [email protected]
12.00 - 2.30 p.m., VIR stand, Hall 5.1/ Stand 100 (at GIATA)
All texts can be used free of charge by editorial departments. Photos and videos can be used free of charge for your coverage stating ’Messe Berlin’, but not for advertising purposes.
Online accreditation for press representatives and bloggers You can register here to obtain online accreditation . After your application has been processed and approved you will receive an email with a PDF containing your accreditation and press badge along with a personal QR code for admission. Please display this QR code at the entrance to the event. Your ticket is non-transferable.
About ITB Berlin and the ITB Berlin Convention ITB Berlin 2024 will take place from Tuesday, 5 to Thursday, 7 March. Since 1966, ITB Berlin has been the World’s Leading Travel Trade Show. As in previous years, the internationally acclaimed ITB Berlin Convention will take place parallel with the show as a live event on the Berlin Exhibition Grounds. Under the heading „Pioneer the Transition in Travel & Tourism. Together.“, leading speakers from business, science and politics will discuss the industry’s current and future challenges on 4 stages with a total of 17 themed tracks and more than 24,000 attendees.
Additional information is available at www.itb.com and from the ITB Newsroom & Social Media .
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December 2023 International Inbound Visitor Spending
International visitors spent $19.5 billion in the united states in december 2023.
Data recently released by the National Travel and Tourism Office (NTTO) show that in December 2023 :
- International visitors spent $19.5 billion on travel to, and tourism-related activities within, the United States, an increase of more than 22% compared to December 2022 and the highest level of monthly spending since December 2019 (before the onset of reported COVID-19 cases). In fact, monthly U.S. travel and tourism exports are within $1.4 billion of their highwater mark set back in March 2018 when international visitors spent an appreciable $20.8 billion experiencing the United States.
- Conversely, Americans spent $18.9 billion traveling abroad during December, yielding a balance of trade surplus of $544 million and the sixth consecutive month during which the United States enjoyed a balance of trade surplus for travel and tourism-related goods and services.
- International visitors have spent more than $212.2 billion on U.S. travel and tourism-related goods and services year to date (January through December 2023), an increase of more than 28% when compared 2022; international visitors have injected, on average, more than $581 million a day into the U.S. economy during 2023.
- U.S. Travel and tourism exports accounted for 22.4% of U.S. services exports during December 2023 and 7.5% of all U.S. exports, goods and services alike.
Composition of Monthly Spending (Travel Exports)
- Purchases of travel and tourism-related goods and services by international visitors traveling in the United States totaled $11.3 billion during December 2023 (compared to $8.8 billion in December 2022), an increase of 28% when compared to the previous year. These goods and services include food, lodging, recreation, gifts, entertainment, local transportation in the United States, and other items incidental to foreign travel.
- Travel receipts accounted for 58% of total U.S. travel and tourism exports in December 2023.
- Fares received by U.S. carriers from international visitors totaled $3.4 billion in December 2023 (compared to $2.7 billion in the previous year), up 24% when compared to December 2022. These receipts represent expenditures by foreign residents on international flights provided by U.S. air carriers.
- Passenger fare receipts accounted for 17% of total U.S. travel and tourism exports in December 2023.
- Expenditures for educational and health-related tourism, along with all expenditures by border, seasonal, and other short-term workers in the United States totaled $4.8 billion in December 2023 (compared to $4.4 billion in December 2022), an increase of 11% when compared to the previous year.
- Medical tourism, education, and short-term worker expenditures accounted for 25% of total U.S. travel and tourism exports in December 2023.
Interested in an interactive data visualization of these statistics? Please visit our Monthly Travel Trade Monitor for a more comprehensive and customizable experience.
Monthly Travel Trade Monitor
10% of travelers have had their medicines confiscated. Here's how you can avoid it.
It’s always a good idea for passengers to keep medicine in their carry-on bag, but even that doesn’t guarantee they’ll get to their final destination with all their prescriptions.
According to a January survey of 1,245 Americans from BuzzRx , a prescription discounting service, one in 10 Americans have had their medicine confiscated while traveling, either by the Transportation Security Administration or by border officers abroad.
“Before traveling, it’s imperative to research the destination, especially if traveling internationally, about what their medication requirements are,” Ricardo Rodriguez, a member of BuzzRx’s data team, told USA TODAY.
Rodriguez explained that some U.S. medications are not approved in other countries, which could make traveling with them complicated. “Discussing the issue with your provider will probably be the best thing to do.”
Medicine is almost equally likely to be confiscated on domestic trips, with 41% of respondents saying it has happened to them, as on international trips, with 44% of respondents saying they’d experienced it.
Planes carry medical kits. Here's why you may not rely on them in an emergency.
For domestic trips, the TSA recommends keeping your prescriptions in their original, marked containers. TSA regulations allow travelers to bring more than 3.4 ounces, the usual limit for liquids, if their medicine comes in liquid form.
Data from BuzzRx shows that one in nine travelers have had to cancel their trip after having medicine confiscated at the airport, and one in six have been able to replace their meds but had to pay full price for the prescription.
More than 50% of the respondents to BuzzRx’s survey said having their medicine increased their stress and anxiety around a trip, and 18% said it forced them to cancel some trip activities.
Anxiety medication was the most common type to be confiscated, followed by sleep aids and over-the-counter remedies.
Rodriguez said travelers should reach out to their doctor to see about getting confiscated medicine replaced, or consider seeking help from a consulate or embassy if the issue happens abroad.
Zach Wichter is a travel reporter based in New York. You can reach him at [email protected]
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'Reconsider travel': Israel criticizes international tourism warnings
- Oops! Something went wrong. Please try again later. More content below
"Avoid all but essential travel" - wording like this can be found on many government websites offering travel advice to citizens considering a trip to Israel, much to the ire of local officials.
Israeli Tourism Minister Haim Katz says he sees no reason why officials in countries like the US, the UK, Australia, Germany and Ireland are still advising tourists against travel.
"I don't even know why this is still in place. The tourist regions in Israel are safe," Katz said on Tuesday at the ITB tourism trade fair in Berlin.
Israel's tourism numbers plummeted in the wake of the Hamas-led terrorist attacks on October 7 and the ensuing siege on Gaza.
Israel is in a state of emergency, and various countries are still advising against "all travel" or "all but essential travel."
Katz said he would do everything in his power to ensure that such travel warnings are lifted.
US officials are warning their citizens to reconsider travel to Israel since "terrorists and violent extremists may attack with little or no warning."
"The situation has potential to deteriorate quickly and without warning," the UK's Foreign Office says on its website. "This could disrupt air and road links out of the country."
"Rocket fire from Gaza on all parts of Israel, including Tel Aviv and Jerusalem, continues and the situation remains highly volatile," Germany's Foreign Office says.
Until the October attacks, an average of 13,000 tourists from all over the world travelled to Israel every day. After that, tourism practically came to a standstill.
Most recently, the average number of tourists arriving per day was 2,700 and Israeli officials believe the figure will return to 9,000 to 10,000 in the coming weeks and months.
Ben-Gurion International Airport near Tel Aviv remains open, and while many airlines reduced or cancelled their flight services when the war broke out, the number of flights is currently rising, according to the Israeli state transport authority.
Lufthansa has been flying to Israel again since the beginning of January, but the 20 weekly connections to and from Tel Aviv only represent around 30% of the regular flight schedule.
United is resuming daily flights from Newark near New York to Tel Aviv from March 6 onwards, and the US airline says it will monitor the situation closely and adjust the flight schedule if necessary.
Less than a month after starting new flights to Tel Aviv, the Irish low-cost airline Ryanair stopped them again in late February. However the airline said this was due to what the airline considers to be excessive airport charges. Ryanair wants to suspend flights until Terminal 1, which is cheaper for the airline, is reopened.
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UN Tourism | Bringing the world closer
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International Tourism Back to 60% of Pre-Pandemic Levels in January-July 2022
- All Regions
- 26 Sep 2022
International tourism continued to show strong signs of recovery, with arrivals reaching 57% of pre-pandemic levels in the first seven months of 2022.
According to the latest UNWTO World Tourism Barometer , international tourist arrivals almost tripled in January to July 2022 (+172%) compared to the same period of 2021. This means t he sector recovered almost 60% of pre-pandemic levels . The steady recovery reflects strong pent-up demand for international travel as well as the easing or lifting of travel restrictions to date (86 countries had no COVID-19 related restrictions as of 19 September 2022).
UNWTO Secretary-General Zurab Pololikashvili said: “Tourism continues to recover steadily, yet several challenges remain, from geopolitical to economic. The sector is bringing back hope and opportunity for people everywhere. Now is also the time to rethink tourism, where it is going and how it impacts people and planet.”
Now is also the time to rethink tourism, where it is going and how it impacts people and planet
An estimated 474 million tourists travelled internationally over the period, compared to the 175 million in the same months of 2021. An estimated 207 million international arrivals were recorded in June and July 2022 combined, over twice the numbers seen in the same two months last year. These months represent 44% of the total arrivals recorded in the first seven months of 2022. Europe welcomed 309 million of these arrivals, accounting for 65% of the total.
International Tourist Arrivals
Europe and the middle east lead recovery.
Europe and the Middle East showed the fastest recovery in January-July 2022, with arrivals reaching 74% and 76% of 2019 levels respectively. Europe welcomed almost three times as many international arrivals as in the first seven months of 2021 (+190%), with results boosted by strong intra-regional demand and travel from the United States. The region saw particularly robust performance in June (-21% over 2019) and July (-16%), reflecting a busy summer period. Arrivals climbed to about 85% of 2019 levels in July. The lifting of travel restrictions in a large number of destinations also fuelled these results (44 countries in Europe had no COVID-19 related restrictions as of 19 September 2022).
The Middle East saw international arrivals grow almost four times year-on-year in January-July 2022 (+287%). Arrivals exceeded pre-pandemic levels in July (+3%), boosted by the extraordinary results posted by Saudi Arabia (+121%) following the Hajj pilgrimage.
The Americas (+103%) and Africa (+171%) also recorded strong growth in January-July 2022 compared to 2021, reaching 65% and 60% of 2019 levels respectively. Asia and the Pacific (+165%) saw arrivals more than double in the first seven months of 2022, though they remained 86% below 2019 levels, as some borders remained closed to non-essential travel.
Subregions and destinations
Several subregions reached 70% to 85% of their pre-pandemic arrivals in January-July 2022. Southern Mediterranean Europe (-15% over 2019), the Caribbean (-18%) and Central America (-20%) showed the fastest recovery towards 2019 levels. Western Europe (-26%) and Northern Europe (-27%) also posted strong results. In July arrivals came close to pre-pandemic levels in the Caribbean (-5%), Southern and Mediterranean Europe (-6%) and Central America (-8%).
Among destinations reporting data on international arrivals in the first five to seven months of 2022, those exceeding pre-pandemic levels were: the US Virgin Islands (+32% over 2019), Albania (+19%), Saint Maarten (+15%), Ethiopia and Honduras (both +13%), Andorra (+10%), Puerto Rico (+7%), United Arab Emirates and Dominican Republic (both +3%), San Marino and El Salvador (both +1%) and Curaçao (0%).
Among destinations reporting data on international tourism receipts in the first five to seven months of 2022, Serbia (+73%), Sudan (+64%), Romania (+43%), Albania (+32%), North Macedonia (+24%), Pakistan (+18%), Türkiye, Bangladesh and Latvia (all +12%), Mexico and Portugal (both +8%), Kenya (+5%) and Colombia (+2%) all exceeded pre-pandemic levels in January-July 2022.
Tourism spending rises but challenges grow
The ongoing recovery can also be seen in outbound tourism spending from major source markets. Expenditure from France climbed to -12% in January-July 2022 compared to 2019 while spending from Germany rose to -14%. International tourism spending stood at -23% in Italy and -26% in the United States.
Robust performance was also recorded in international passenger air traffic, with a 234% increase in January-July 2022 (45% below 2019 levels) and a recovery of some 70% of pre-pandemic traffic levels in July, according to IATA.
Stronger-than-expected demand has also created important operational and workforce challenges in tourism companies and infrastructure, particularly airports. Additionally, the economic situation, exacerbated by the aggression of the Russian Federation against Ukraine, represents a major downside risk. The combination of increasing interest rates in all major economies, rising energy and food prices and the growing prospects of a global recession as indicated by the World Bank, are major threats to the recovery of international tourism through the remainder of 2022 and 2023. The potential slowdown can be seen in the latest UNWTO Confidence Index, which reflects a more cautious outlook, as well as in booking trends which are showings signs of slower growth.
Tourism Experts Cautiously Confident
On a scale of 0 to 200, the UNWTO Panel of Tourism Experts rated the period May-August 2022 with a score of 125, matching the bullish expectations expressed by the Panel in the May survey for the same 4-month period (124).
Prospects for the remainder of the year are cautiously optimistic. Although above-average performance is expected, tourism experts rated the period September-December 2022 with a score of 111, below the 125 score of the previous four months, showing a downgrade in confidence levels. Almost half of experts (47%) see positive prospects for the period September-December 2022, while 24% expect no particular change and 28% consider it could be worse. Experts also seem confident about 2023, as 65% see better tourism performance than in 2022.
The uncertain economic environment seems to have nonetheless reversed prospects for a return to pre-pandemic levels in the near term. Some 61% of experts now see a potential return of international arrivals to 2019 levels in 2024 or later while those indicating a return to pre-pandemic levels in 2023 has diminished (27%) compared to the May survey (48%). According to experts, the economic environment continues to be the main factor weighing on the recovery of international tourism. Rising inflation and the spike in oil prices results in higher transport and accommodation costs, while putting consumer purchasing power and savings under pressure.
Related links
- Download the News Release in PDF
- World Tourism Barometer (PPT version)
- UNWTO World Tourism Barometer | Volume 20 • Issue 5 • September 2022 | EXCERPT
- Impact of the Russian offensive in Ukraine on international tourism
- UNWTO Tourism Data Dashboard
- World Tourism Day 2022: Rethinking Tourism
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