The document discusses trends in the experience economy and what consumers want from tourism. It outlines key trends such as continued growth in tourism to China and India, an aging global population, and the rise of technology and budget accommodation options. Consumers now seek authentic experiences rather than just destinations, and value authenticity and customization. The experience pyramid framework illustrates how tourism providers can enhance experiences at physical, rational, and emotional levels to transform goods into memorable experiences. The transformation from a commodities to experiences economy is outlined, and possibilities for "transformation business" that could influence tourism are proposed.

3. How does tourism demand work? Tourism Demand External influences Emerging patterns Source: N.I.T. 2006

4. Influencing factors Threats /Crisis Sosio-cultural impacts Economy Ecological environment Technology Politics, Legal issues Consumer Attitudes Source: N.I.T. 2006 Tourism Demand