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Tourism Trends in a Changing World


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Tourism Trends in a Changing World

  1. 1. Tourism trends in a changing world David Edwards October 2010
  2. 2. Top inbound markets to Britain 1969 2009 Market USA Ireland German France Netherlands Market France Ireland USA Germany Spain
  3. 3. Why international visitors come to Britain <ul><li>Our Built Heritage </li></ul><ul><li>Our Cultural Heritage and Contemporary Culture </li></ul><ul><li>Because we are a trading and business hub </li></ul><ul><li>To visit friends or relatives </li></ul><ul><li>To study at our universities or language schools </li></ul>
  4. 4. ‘ Word of Mouth’ <ul><li>Reliance on recommendations from people we know is not new </li></ul><ul><li>Reliance on ‘User Generated Content’ is… </li></ul><ul><li>And there are now 2 billion people with Internet access </li></ul><ul><li>Accommodation establishments, restaurants and attractions all have a ‘right to reply’ – this should be used, but used wisely </li></ul>
  5. 5. Life priorities and holiday wants vary across the globe <ul><li>Career and self-development are centre stage in emerging economies </li></ul><ul><li>In more developed economies citizens seek a balanced lifestyle with plenty of ‘me’ time </li></ul><ul><li>For many people holidays are now seen as a part of everyday life </li></ul><ul><li>The staycation trend shows that while people will make compromises they still want a holiday </li></ul><ul><li>For some it’s about ‘seeing the sights’ for others it’s about an ‘immersive experience’ </li></ul>
  6. 6. Global Tourism League Tables Source: UNWTO
  7. 7. Most Visited 2000 and 2009 Turkey and Malaysia on track to leapfrog UK Source: UNWTO
  8. 8. Top Earners 2000 and 2009 UK slips from 5 th to 7 th Source: UNWTO
  9. 9. Top Spenders 2000 and 2009 China soon in top 3 while Japan may slip out of top ten Source: UNWTO
  10. 10. Inbound to the UK: Long-Term Trends +137% +93%
  11. 11. Competition for International Tourism is Fierce Destinations with positive growth in 2009 Turkey, South Africa, Cuba, Peru, Cambodia, Bahrain, Montenegro, Morocco
  12. 12. Global Tourism is Primarily Intra-Regional not Inter-Regional <ul><li>82% of arrivals in Western Europe originate in Western Europe </li></ul><ul><li>70% of outbound trips from Western Europe are to other Western European destinations </li></ul><ul><li>88% of outbound trips from Asia are to other destinations in Asia </li></ul>
  13. 13. Europe’s Dominance Diminishing
  14. 14. Origin-Destination Pairs Forecast to see Fastest Growth 2010-20 Six out of ten are intra-regional
  15. 15. Underlying Growth in Inbound Tourism to the UK
  16. 16. Recent inbound volume and value trends Source: IPS We forecast that in 2010 visits will decline 0.7% while spend increases by 1.3%
  17. 17. Inbound Tourism will be Worth More than Overnight Domestic Trips in 2020 Source: Deloitte, Oxford Economics Tourism has the potential to support 250,000 more UK jobs over the next decade
  18. 18. Expect the Unexpected: Volcanic Ash
  19. 19. Recent Inbound Journey Purpose Trends
  20. 20. Economic Trends <ul><li>Economic cycles are the norm… </li></ul><ul><li>… however, the period from 2008 has been anything but normal </li></ul><ul><li>More of the same to come; taxes up, spending down, job cuts, banks still not lending </li></ul><ul><li>With inflation waiting in the wings </li></ul><ul><li>Economic life looks different in Asia </li></ul>
  21. 21. Tackling the ‘Britain is an Expensive Destination’ Perception Source: Bank of England
  22. 22. Accommodation Sector Trends <ul><li>In 1993 there were 10,555 branded budget hotel rooms in the UK </li></ul><ul><li>At the end of 2009 there were 109,528 </li></ul><ul><li>Premier Inn (38%) and Travelodge (25%) dominate the market </li></ul>
  23. 23. Transport and Connectivity Trends <ul><li>Britain has unrivalled global connectivity… but </li></ul><ul><li>No new runways in South East England </li></ul><ul><li>Plenty in Dubai </li></ul><ul><li>APD may become a ‘per plane’ tax </li></ul><ul><li>High Speed Rail on the cards </li></ul><ul><li>Visa requirements </li></ul>
  24. 24. Markets Where Visa Regime has Changed Typical long-haul visitor contributes £165 in taxes, excluding visa fees No longer need a visa Now need a visa
  25. 25. Synopsis of Market Conditions
  26. 26. Find out more at