Graph

Opinions: 

Travel Tech

Research by the UNWTO looked into the different demographic drivers of growth. Tourism continues to grow in 2013 after it had surpassed the important 1 billion mark of international tourist arrivals in 2012 – this happened for the first time in the history of tourism. In the future, tremendous growth is being predicted, making it a quite exciting time for tourism organisations and destinations worldwide. Undoubtedly, regions such as Asia Pacific and North Africa are contributing to that by being one of the top performers in terms of tourism demand. Where is growth happening and how does this impact on the tourism industry is central to marketers decision making in terms of digital strategies (UNWTO).

EMERGING ECONOMIES

Emerging economies continue to be a driver of growth as there are more people travelling than ever before. Asia Pacific received a lot of international travellers, mainly from other countries from within the region. The expenditure from emerging countries is also one of the highest, indicating space for opportunities for tourism organisations and destinations when attracting travellers from emerging countries such as China, India and Indonesia. Chinese travellers were predicted as being big spenders when travelling with other countries such as Malaysia, Indonesia and the Philippines following closely and spending a lot on overseas holidays.

KEY DEMOGRAPHICS

When looking closer at research conducted by Amadeus, two demographics could be identified that will drive change in the future. In Asia Pacific, female business travellers and travellers aged over 65 are two demographics that will increase growth. Accounting for around 4.5 million people in 2011, this number is predicted to increase by 400%. This is a tremendous growth forecast! With more and more women in higher managerial positions, their need to travel also increases, and even for smaller enterprises, the need to travel for business purposes will grow in the future.

TRADITIONAL MARKETS

More traditional markets experience a more dynamic development of tourism. Europe is keeping up good results in terms of travellers’ spending with expenditures growing in countries such as Germany and the UK after stagnating for the last two years. These are positive developments for Europe and other countries such as the USA and Canada also continue to grow their expenditures.

These trends in terms of driving growth are quite interesting to look at as they reveal which traveller demographics are driving growth in tourism. However, with different regions in the world picking up in growth, its good news for tourism as the number of overall arrivals will continue to grow and also travellers’ expenditures will also increase in the future not just from emerging markets but also from the more traditional markets. All in all these are very good news for tourism organisations and destinations worldwide.

Discussion

comments powered by Disqus

More from #DTTT

  • In September we present:
    Think Sustainably with Helsinki Marketing

    The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.

    #think sustainably #sustainable destination #sustainable tourism #Helsinki
  • sustainable tourism
    In August we present:
    Designing Sustainable Destinations

    How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.

    #sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
  • game of thrones tourism
    In July we present:
    5 Questions with Tourism Ireland

    Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]

    #film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
  • tourist intelligence system
    In July we present:
    Buenos Aires Tourist Intelligence System

    We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.

  • gamification for tourism
    In July we present:
    How to Gamify the Visitor Experience

    At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.

    #gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge