The document discusses trends in European tourism, highlighting growth in international tourist arrivals and receipts from 1995 to 2011, with Europe remaining a leading destination. It indicates a steady increase in arrivals, particularly in central and eastern Europe, and notes that global tourism is expected to rise significantly by 2030. Key areas for future tourism development include sustainability, awareness-raising, and adapting to changing consumer demands.

1. Insert Trends
Tourism
presentation
in Europe and its
title here.
Outlook by 2030
Type must be Arial regular

2. Inbound tourism: world
International tourist arrivals and receipts, 1995-2011*
1100 1.033
International tourist arrivals (million)
1000 International tourism receipts (US$ billion) 941
943
900 885 990
900 845 928
800 919
858 853
800 755
693 685
674 673
700 744
625
602 679
586
600 560 634
528
500 533
475 485
457 466
400 437 436 443
403
300
1995 2000 2005 2010 2011*
Source: World Tourism Organization (UNWTO)

3. International tourist arrivals
International Tourist Arrivals, monthly evolution
World (% change)
15
10
5
0
-5
-10
-15
2008 2009 2010 2011 2012*
Source: World Tourism Organization (UNWTO) ©

4. Share 2011 by regions
International Tourist arrivals Americas,
Asia and the
156 mn, 16%
Pacific, 217
Africa, 50 mn,
mn, 22%
5%
Middle East,
55 mn, 6% International Tourism Receipts
Americas,
200 bn, 19%
Europe, 504 Asia and the Africa, 33 bn,
mn, 51% Pacific, 289 3%
bn, 28%
Middle East,
45 bn, 4%
Europe, 463
bn, 45%
Source: World Tourism Organization (UNWTO)

5. International tourist arrivals in Europe
first half of 2012
• Europe consolidated its growth by 4%
• Central and Eastern Europe (+7%) performed better than
other European sub regions
• Best performers with double digit growth: Georgia (54%),
Kazakhstan (+15%), Russian Federation (+15%), Poland
(+13%), Romania (+12%), Lithuania (+12%)
Source: World Tourism Organization (UNWTO)

6. International tourist arrivals in Europe
first half of 2012
• Best performers in Western Europe: Germany and the
Netherlands (both +8%) and France (+5%)
• Demand on Southern and Mediterranean Europe (+2)
slowed
• Top destinations Spain, Portugal and the Balkan countries
increased by 3%
Source: World Tourism Organization (UNWTO)

7. The Value of the Black Sea Countries
• More than 84 million international tourists travelled to the
Black Sea Countries in 2011 (around 17% of total tourist
arrivals in Europe)
• Turkey climbs one place to sixth in the raking of the top
tourism destinations with 29,3 million international tourist
arrivals in 2011
• Russian Federation is rapidly growing as an inbound
tourism destination and is a very attractive emerging
outbound market for European destinations

8. The Value of the Black Sea Countries
• The mega event of Euro 2012 very positively affected
Ukrainian inbound tourism volume and highly increased its
awareness as a tourism destination
• Bulgaria and Romania have a systematic approach in
increasing their inbound tourism volumes
• In 2011, Georgia (+39%) showed the highest relative
increase among the emerging destinations, continuing a
trend of rapid growth in recent years

9. International tourist arrivals to increase
by 43 million a year on average
International tourism, World International Tourist Arrivals, million
2,000
1.8 bn
1.8 bn
1,750
1,500 1.4 bn
1.4 bn
1,250
1 bn
1 bn
1,000
750
500
250
0
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
source: World Tourism Organization (UNWTO) ©

10. Europe: International tourist arrivals still to grow
from
International Tourism, Europe
500 mn to almost 750 mn Tourist Arrivals, million
International
800
740 mn
600
620 mn
500 mn
400
200
0
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
Source: World Tourism Organization (UNWTO) ©

11. Europe: International tourist arrivals to increase
by 13 million a year on average
International Tourism, Europe International Tourist Arrivals, absolute change over previous year, million
30
27
25 22 22 22
21
20 18
20
18
2010-2020 2020-2030
16
14
16
14 14 mn a year 12 mn a year
15 13
11 12
11 10
10
9
10 7
6
5 3 2
2 2 2
0
0
-1
-5 -3
-6
-10
-15
-20
-25 -24
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
source: World Tourism Organization (UNWTO) ©

12. European outbound tourism also growing
at a slower pace
Outbound tourism by region of origin International Tourist Arrivals, share, %
70
60
Europe
50
40
30 Asia and the Pacific
20 Americas
10
Middle East
0 Africa
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
source: World Tourism Organization (UNWTO) ©

13. ravel between regions continues to grow slightly
faster than within the same region
International tourism by region of destination and origin International Tourist Arrivals, share, %
100
90
80
70 within same region
60
50
40
between regions
30
20
10
0
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
source: World Tourism Organization (UNWTO) ©

14. Europe continues to lead in international
arrivals received per 100 of population
International tourism by (sub)region of destination International tourist arrivals received per 100 of population
120
114
1995
2010
103 2030
100
81
80
80
71
65
62 63
60
48
47 47 47 46
42
40
40 38 38
32
27 28 28
27 26
25
22 21
21
20 19 18
15 15
12 13
9 9
8 8 7 7
6 6
3 4 4 3
2 2 2
1 0 1
a
e
u.
ic
op
0
pe
pe
a
a
a
E
a
a
a
fr
a
t
ic
si
si
ic
ur
a
a
ic
an
ic
as
A
a
r.
o
o
ic
ic
si
er
A
A
fr
er
er
E
ni
ur
te
ur
fr
al
be
E
A
fr
A
m
t
t
m
a
m
A
i
E
as
n
E
as
A
tr
ed
e
h
rn
ce
ib
lA
er
A
en
A
dl
th
n
n
t
t
E
E
ou
ar
/M
he
as
O
t
er
r
h
id
ra
th
or
h-
as
-
C
te
th
C
t
E
S
th
rn
t
M
ou
or
t
N
t
es
ou
l/E
nd
en
ou
or
or
he
N
S
W
S
N
ta
C
ra
S
N
t
ou
t
es
en
S
W
C
source: World Tourism Organization (UNWTO) ©

15. Opportunities and challenges: how to
make it possible
Five key areas that mark the future:
• Tourism represents a powerful tool for social and economic development : through the creation
of job and enterprises, infrastructure development and the export revenues earned.
• In order to tap into this potential: raising awareness and to mainstream tourism in the political
agenda.
• Sustainability (social, economic and environment) is more important than ever,
• Keep track of the changing consumer: experienced demanding customers, demographic change
(ageing, migration and diversification of family structure), changing values and lifestyles,
• Enhance competitiveness by shaping an adequate business environment: innovation,
diversification of products, markets and segments, product development, ICT and technology in
general, marketing and promotion, research, evaluation, human resources development, quality, etc.

16. Thank you!
Mr. Beka Jakeli
Regional Programme
for Europe, UNWTO
Visit us at unwto.org