Tourist Destination

Tourist Destinations
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Table of Contents
Introduction.........................................................................................................................................1
Task One: ...........................................................................................................................................2
P1.1 Analysing main tourist destinations and generators of the world in terms of visitor
numbers and income generation ................................................................................................2
P1.2 Analysing statistics to determine tourism destination trends and predicting future
trends...............................................................................................................................................8
Task Two: ...........................................................................................................................................9
P2.1 Analysing the cultural, social and physical features of the worldwide tourist
destination ....................................................................................................................................10
P2.2 Comparing features of a tourist destination in a developing country and leading
tourist destination ........................................................................................................................12
Task Three: ......................................................................................................................................13
P3.1 Comparing the appeal of current leading tourist destinations with that of currently
developing tourist destinations ..................................................................................................13
P3.2 Evaluating how characteristics of a tourist destination affect its appeal ...................16
Task Four:.........................................................................................................................................18
P4.1 Analysing issues that affect the popularity of tourist destinations..............................18
P4.2 Discussing the potential for responsible tourism to enhance the host community at
worldwide tourist destinations ...................................................................................................19
Conclusion........................................................................................................................................21
References .......................................................................................................................................22

Introduction
Travel and tourism sector has become one of the fasted growing sectors in the world. To
recover the world’s economy from the negative consequences of recent global economic
recession, national strategic decision makers have concentrated over focusing on
designing strategies by emphasising on travel and tourism sector. The report has focused
on different aspects of tourist destinations by focusing world tourism. The very first part of
the report has focused over the scope of key UK and worldwide tourist destinations where
main tourist destinations and generators of the world in terms of visitor numbers and
income generation along with statistics to determine tourism destination trends and
predicting future trends has been analysed. After that the report has focused over the
cultural, social and physical features of tourist destinations where comparison has been
made between the features of a tourist destination in a developing country and leading
tourist destinations. The later phase of the report has concentred over the characteristics
of destinations affecting their appeal to tourists where comparison has been made
between the appeal of current leading tourist destinations with that of currently developing
tourist destinations along with evaluating how characteristics of a tourist destination affect
its appeal has been discussed. The last but not the least part of the report has focused
over the issues likely to affect the popularity of tourist destinations where potential for
responsible tourism to enhance the host community at worldwide tourist destinations has
been discussed.

Task One:
P1.1 Analysing main tourist destinations and generators of the world in terms of
visitor numbers and income generation
Tourism sector has gained strategic importance by the national strategic decision makers
and organisations in the travel and tourism sector have played the most crucial role in
attracting tourists from both national and international arena (Boniface, et al. 2012). The
following part of the report has focused over the main tourist destinations and generators
of the world in terms of visitor numbers and income generation:
International Tourism Receipts
Rank USD
Billion Change (%) Change (%)
2012 2013 12/11 13/12 12/11 13/12
1. United
States
126.2 139.6 9.2 10.6 9.2 10.6
2. Spain 56.3 60.4 -6.3 7.4 1.5 3.9
3. France 53.6 56.1 -2.2 4.8 6.0 1.3
4. China 50.0 51.7 3.2 3.3 0.8 1.4
5. Macao
(China)
43.7 51.6 13.7 18.1 13.2 18.1

6. Italy 41.2 43.9 -4.2 6.6 3.8 3.1
7. Thailand 33.8 42.1 24.4 24.4 26.7 23.1
8. Germany 38.1 41.2 -1.9 8.1 6.3 4.5
9. United
Kingdom
36.2 40.6 3.3 12.1 4.8 13.2
10.Hong Kong
(China)
33.1 38.9 16.2 17.7 15.8 17.7
Table 1: International Tourism Receipts. Source: VisitEngland, (2015).
Rank Name of
Attraction in
UK
Category Number of
Visitors in
2012
Number of
Visitors in
2013
Percentage
Change in
12-13
Entry
Charge
1 Tower of
London
Historic
Properties
2,444,296 2,894,698 18.4% £19.50
2 St. Paul’s
Cathedral
Places of
Worship
1,789,974 2,138,130 19.5% £16.00
3 Westminster
Abbey
Places of
Worship
1,776,369 2,020,637 13.8% £18.00
4 Flamingo
Land Theme
Park and Zoo
Leisure
and
Theme
Parks
1,512,824 1,521,901 0.6% DK
5 Chester Zoo Wildlife 1,405,233 1,413,936 13.2% £20.00
6 Windemere
Lake Cruises,
Other 1,247,698 1,411,995 29.5% £7.40

Bowness
7 Rayal Botanic
Gardens, Kew
Gardens
Gardens 1,023,501 1,325,917 32.8% £14.50%
8 ZSL London
Zoo
Wildlife 974,433 1,294,483 18.9% £25.00
9 Stonehenge Historic
Properties
1,043,756 1,241,296 1.6% £8.00
10 Houses of
Parliament
and Big Ben
Historic
Properties
1,024,890 1,041,000 DK
Table 2: Most Visited Paid Attractions in UK in 2013,Source: Visit England, (2015)
Figure 1: Most Visited Paid Attractions in UK in 2013,Source: Visit England, (2015)
Rank Attraction Number of Visitors
1 Disneyland, Paris 16 million
2 The Louvre, Paris 9.5 million
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2012
2013

3 Chateau de Versailes, near Paris 7.3 million
4 The Eiffel Tower, Paris 7.3 million
5 The Georges Pompidou Centre and
Museum of Art, Paris
3.8 million
6 Orsay Museum, Paris 3.6 million
7 La Vilette Science Museum, Paris 2.6 million
8 Natural History Museum, Paris 2 million
9 Arc de Triomphe, Paris 1.7 million
10 Futuroscope Theme Park, Poitiers 1.7 million
Table 3: Most visited paid-entry tourist attraction in France
Source: About-france, (2012)
0 2 4 6 8 10 12 14 16 18
Disneyland, Paris
The Louvre, Paris
Chateau de Versailes, near Paris
The Eiffel Tower, Paris
The Georges Pompidou Centre and…
Orsay Museum, Paris
La Vilette Science Museum, Paris
Natural History Museum, Paris
Arc de Triomphe, Paris
Futuroscope Theme Park, Poitiers
2012
2012

Figure 2: Most visited paid-entry tourist attraction in france, Source: About-france, (2012)
The top three most visited paid attractions of UK along with other attractions of the world
have been described below:
Tower of London: This place is the one of the most visited tourist spots in London. This
place is basically a castle situated on the bank of Thames (Tourpia, 2014). Almost
2,894,698 visitors have visited this historical place in 2013 and in 2012; it was 2,444,296
which means that about 18.4% visitors have increased by a year (Visit England, 2015).
Charge for admission is £19.50 for the place. This place has been ranked as the mostly
visited place of the UK in 2013.
Figure 3: Tower of London, Source: Visit England, (2015)
St. Paul’s Cathedral: This is the mother church of the Diocese of London and the seat of
the Bishop of London. It is considered as one of the significant places in the UK which
bears the national identity of the UK (Telegraph, 2014). This place has been ranked as the
second in terms of mostly visited place in the UK. In 2012, almost 1,789,974 people have
visited that historical place and in 2013; it was 2,138,130 with 19.5% increase in terms of
yearly visit. Charge for admission is £16.00 (Visit England, 2015).

Figure 4: St. Paul’s Cathedral, Source: Visit England, (2015)
Westminster Abbey: This is the thirdly most visited place in the UK in 2013. This place is
the one of the most recognised religious structures of the UK and this place is mostly
known for coronation and burial sites for British monarchs (Tripadvisor, 2015). In 2012,
1,776,369 visitors have visited the place and in 2013, it was 2,020,637 with 13.8%
increase in visitors. Charge for admission is £18.00 (Visit England, 2015).
Figure 5: Westminster Abbey, Source: Visit England, (2015)

P1.2 Analysing statistics to determine tourism destination trends and predicting
future trends
The global tourism sector is in boom stage and governments of both developing and
developed countries are designing their national strategies by focusing on the national
tourism sector (Cooper, et al. 2005). London city has been ranked as one of the mostly
visited tourist spot according to 2014 data. In 2014, almost 18.69 million international
visitors have gone to London and about USD 19.27 billion has been spent as tourism
purposes.
Figure 5: International Tourist Arrivals (in millions)
Source: BBC, (2015)
Paris is another mostly attractive tourist destination though it has slow growth in terms of
international visitors and it is only 1.8%. 7.5% increase in terms of international visitors has
been experienced by another mostly visited city, Dubai. Dubai has been recognised as
highest ratio of visitors per resident and it is 4.8. 17.5% growth in terms of international
visitors has been experienced by Istanbul and this city has been ranked as No. 7 mostly
visited city by foreign visitors (Forbes, 2014).
Statics to Determine Tourism Destination Trends and Predict Future Trends for the
UK
0
100
200
300
400
500
600
1990 1995 2000 2005 2008 2009 2010
Europe
Asia and the Pacific
Americas
Africa
Middle East
Linear (Europe)
Linear (Asia and the Pacific)
Linear (Americas)
Linear (Africa)
Linear (Middle East)

The following figure has demonstrated number of visitors and total spend by sector in the
UK.
Figure 6: Visitor Numbers and Total Spend by Sector, Source: Visit England, (2015)
It is expected that in 2015, the UK will experience 4.5% growth in terms of visitor
expenditure and 2.5% growth in terms of number of visitors. It is expected that about £22.2
billion expenditure will be made by the visitors in 2015 and about 35.1 million visitors will
visit the UK. The London 2012 Olympic has helped the UK tourism to see a boom in this
sector along with the rise of tourism in the international area (Visit Britain, 2015).
Figure 7: Trend of Tourists Arrival in the UK
Source: Visit Britain, (2015)
The trends of the UK tourism have been pointed out below:
 21% of the UK travellers are planning to spend more on travel in the following year

 35% of UK hoteliers think that they will be negatively affected by the national
economy
 UK travellers consider that economy is not a vital factor for their travel decision
 70% of the UK hoteliers are predicting of making profit in the upcoming years
 Average traveller spending in UK is on the rise (from USD 8,959 in 2013 to USD
8,351 in 2014)
 Room rates have been raised by 51%
Statics to Determine Tourism Destination Trends and Predict Future Trends for
France
 World’s Top Skiing Destination: About 55 million skier days have been sold.
 Business Tourism: 6,081 events have been organised.
 Cultural Destination: International events, museums opening, cultural tour etc. have
made it a cultural destination.
 Wine Tourism: Wine regions have been visited by 24 million people.
 Use of social media to attract tourist and to design travel marketing has become
one of the most important trends in France tourism
 The use of Mobile platforms has opened newer dimension to ensure travellers and
tourist engagement while designing strategies in the travel and tourism sector
(Unwto, 2015)
Task Two:
P2.1 Analysing the cultural, social and physical features of the worldwide tourist
destination
Cultural, social and physical features of tourist destinations influence the tourism decisions
of both national and international tourists. Differences in terms of culture, social and
physical features and environment of different tourist destinations determine the number of
tourists paying visit to those locations. The following part of the report has described the
cultural, social and physical features of the worldwide tourist destinations:

Culture: Tower of London has been declared as the World Heritage Centre by the
UNESCO and this is the mostly visited place of the UK in 2014. This place has been
recognised as White Tower bearing the testimony of Norman military architecture
(UNESCO, 2015). St. Paul’s Cathedral is the second mostly visited place of the UK in
2014. This church is the second largest church in the UK and it is situated in the highest
point of the London city. This place has reflected the glorious culture of past Britain
(Stpauls, 2015). Religious diversity is focused while designing tourist attractiveness in
India and the UK tourism focuses on foods and other historic places to attract tourist as
cultural forces.
Notre Dame Cathedral, Sacre Coeur Basilica, Gardens of the Chauteau de Versailles, The
Louvre etc. are mostly visited historic monuments in France. Churches are the key tourist
attraction of France and mostly visited churches are Sainte-Chapelle, Saint-Eustache,
Cathedrale Notre-Dame, Pantheon, Saint-Germain-des-Pres, Dome des Invalides etc.
Social: Social factors impact the growth of the entire global tourism sector. The
differences in the national, regional and religious factors have direct impact on the growth
of global tourism. For example, the UK tourism focuses on New Year Eve, Xmas and other
international festivals as social factors and India focuses on Holi Festival, Navratri and
other religious festivals to attract tourist.
France has focused on colourful festivals while designing tourism planning. Worldwide
famous festivals of France are Cirque de Demain, Nice Carnival, Menton Lemon Festival,
Berck-Sur-Mer Kite Festival etc. (Expatica, 2015).
Physical: Beaches and mountains have always been the key tourist destinations in the
entire global tourism sector. The UK tourism has been developed by focusing the beaches.
The Barafundle Bay beach, Banburgh beach, Camber Sands beach, Cley-next-the-Sea
beach etc are the mostly visited beaches of the UK (Timeout, 2015). Infrastructure and
transportation facilities are the key factors in the global tourism sectors. Llyn Idwal and
Tryfan Snowdonia, The Marquess of Angleseys Column, Swallow Falls near Betws-y-
Coed etc are the mostly visited mountains of the UK (Visit Wales, 2015).
Mostly visited beaches of France are Cote de Basques, Palombaggia Beach, Plage
d’Hendaye, Le Touquet Beach etc. Mostly visited mountains of France are Mont Blanc,
Mont Ventoux, Barre des Ecrins, Grand Ballon, Aiguille du Midi etc. (Tripadvisor, 2015).

P2.2 Comparing features of a tourist destination in a developing country and
leading tourist destination
The number of tourists mainly depends on how attractively the tourism destinations have
been designed by the tourism authorities. In designing strategies for the tourism
destinations, social, cultural and physical features of the tourism destinations should be
focused so that tourists from every market segment can be attracted. Customisation
should be ensured by focusing on the cultural, social and physical factors of the tourism
destinations.
If the tourist destination of India is analysed then it is seen that while designing the tourism
destination of this developing country, social and cultural factors have been focused. Due
to lack of funds and resources, physical features like transportation, accommodation and
other infrastructural factors are not considered. For example, while designing tourism
destination, Taj Mahal, the tourism authority of India has focused on the Indian cultural of
love and affection. Again while designing tourism destination of the entire country, social
differences and linguistic differences have been focused. For example, the tourists have
been regarded as parts of God as the Indian culture considers the traditional concept of
‘Athithi Devo Vhava’ which means that guests are the God.
If the tourism destination of developed countries and other leading tourism destinations are
analysed, then it is seen that while designing tourism destination, cultural, social and
physical factors are considered. For example, while designing tourism destination of the
UK, the tourism authority has focused over infrastructural development such as
transportation, accommodation etc is focused. Low cost and luxurious hotels are there in
the UK to provide accommodation facilities to the visitors coming to the country. Only in
London, it is expected that total room numbers in the hotels will be raised by 136,000 by
adding 6,439 rooms in 2015. Expected ADR of the current year is 4.6% and of the
upcoming year the RevPAR is 4.7% (Big Hospitality, 2015). For example, India has
designed its tourism strategy by focusing physical factors such as beaches of Mumbai,
Goa and other port cities as the UK has designed its tourism attractiveness by focusing
beaches as physical factors. Again Darjeeling and Monali have been focused as tourist
destinations to attract tourists loving mountains and peaks.

Task Three:
P3.1 Comparing the appeal of current leading tourist destinations with that of
currently developing tourist destinations
To ensure expected growth in the tourism sector, features of the tourism destinations
should be focused while designing tourism strategies. As an employee of product
development department of Thomas Cook, the appeal of current leading tourist
destinations with that of currently developing tourist destinations have been discussed
below:
Particulars Types of Visitors Change in Number
of Visitors
Tourism Product
UK Working visitor,
general visitor, child
visitor, ADS visitor,
family visitor,
business visitor,
prospective
entrepreneurs, and
student visitors,
parents of children at
schools, visitor for
marriage and visitors
for private medical
treatment are the
various types of
visitors of the UK
(Legal Centre,
2015).
People visited in
2014: 34.4 million
Average Spending
per Visit: £636
Average Nights per
Visit: 7.7
Holiday purpose
visit: 39%
Visit during tradition
holiday: 31%
India Medical visitors, eco-
tourism visitors,
pilgrimage visitors
etc.
People visited in
2013: 6,968,000
Growth from
previous year: 6%
Medical tourism,
ecotourism, religious
tourism and cultural
tourism.
Table: Comparison of appeal of UK and India tourist destinatio
Types of Visitors: If the visitor’s type of the UK is analysed then it is seen that on the
purpose of visiting, visitors’ type is categorised. For example, working visitor, general
visitor, child visitor, ADS visitor, family visitor, business visitor, prospective entrepreneurs,
and student visitors, parents of children at schools, visitor for marriage and visitors for
private medical treatment are the various types of visitors of the UK (Legal Centre, 2015).
Visitor’s type of India is almost same as the UK but most of the visitors come to the
country as medical visitors, eco-tourism visitors, pilgrimage visitors etc. About USD 2

billion revenues have been experienced from the medical visitors coming to India
(Mapsofindia, 2015).
Change in Number of Visitors: In 2014, almost 34.4 million people have been visited the
UK and their average spending is £636 per visit. Average nights per visit are 7.7 in the
year 2014. Total £21.849 has been spent by the visitors coming to the UK (Visit Britain,
2015). In India, about 6,968,000 people have been visited in the year 2013 and almost 6%
rise in terms of numbers of people visited to the country has been identified (World Bank,
2015).
Tourism Product: Almost 39% of the total visit was for holiday purpose and 24% of the
total visit was for business purpose in the UK. If the VFR (visit friends or relatives) is
considered than it can be said that about 38% of the visit was for VFR. Almost 31% of the
total visit has been occurred during the traditional holidays. To attract visitors of different
characteristics, different tourism products such as trade fair, exhibition, international sports
like Olympic Games, cricket matches, football matches etc are seen in the UK tourism
sector (Visit Britain, 2015). India has designed its tourism strategy by focusing on
customisation of the tourism products. Different types of tourism products are seen in the
Indian tourism sector and they are medical tourism, ecotourism, religious tourism and
cultural tourism. For example, national parks and mountain ranges are the part of the eco-
tourism and in the entire India more than 400 sanctuaries have been made to protect
wildlife (Usatoday, 2015).
France (Developed
Destination)
Kenya (Developing
Destination)
Visitor Number A positive trend has been
identified in terms of tourists
visiting France. In 2012,
83,051,000 people visited
France and in 2013 it was
84,726,000 (Worldbank,
2015). 2.02% increase from
A negative trend has been
identified in terms of number
of tourists visiting Kenya. In
2012, 1,619,000 people
visited Kenya and in 2013 it
was 1,434,000 (Worldbank,
2015). 11.43% decrease

2012 to 2013. from 201 to 2013.
Types of Visitors Three types of visitors are
allowed to visit France and
they are for business,
pleasure and both business
and pleasure.
Single entre visa, transit
visa, diplomatic visa,
official/service, multiple
journey and courtesy visa
are issue for visitors.
Theme Based Park Puy du Fou, Parc Asterix,
Futuroscope, Walt Disney
Studios Park, Disneyland
Park etc. are the mostly
visited theme based parks in
France.
Masai Mara National
Reserve, David Sheldrick
Wildlife Trust, Nairobi
Mamba Village, Wild Waters
Kenya etc. are the mostly
visited theme parks.
Cost France is one of the costliest
tourist destinations in the
world. On an average, daily
cost is 147.96 Euro
(Budgetyourtrip, 2015).
Average daily expense to a
visitor to Kenya is 4,,761.55
KES (local currency).
Security Being a developed tourist
destination, optimum
security has been ensured
for travellers. Political
stability has brought
sufficient tourist trust in
France.
Being a developing tourist
destination, Kenya is
working on ensuring highest
security to its tourists.
Foreign tourists are advised
to stay within good perimeter
of security.

P3.2 Evaluating how characteristics of a tourist destination affect its appeal
Characteristics of a tourism destination affect its appeal from various points of views. The
following part of the report has focused over how the characteristics of a tourist destination
affect its appeal for both UK and India perspectives:
Economic Characteristics: Economic growth is directly related with the tourist
destination’s attraction. If the overall national economy is in boom situation, then the local
as well as international tourists’ attraction becomes easier for the country. For example,
lots of investments are needed for infrastructural development of the country’s tourist
destinations and with good national economic conditions the government of the country
gets able to invest in such sector. Total GDP of the UK is $2.4 trillion with 1.8% growth and
per capital income of the country is $37,307. The overall unemployment rate of the country
is 2.6% and FDI inflow is $37.1 billion (Heritage, 2015). It is expected that by the year
2025, tourism is going to contribute about £257 billion to the UK economy (Daily Mail,
2013). Total GDP of India is $5.1 trillion with 4.4% growth and per capita income of the
country is $4,077. The unemployment rate of the country is 3.7% and FDI inflow is $28.2
billion (Heritage, 2015). In the year 2013, the tourism industry has contributed almost Rs.
63,160 crore to the India economy by creating 35 million jobs in this sector (Indiatimes,
2014).
Social Characteristics: Social characteristics that influence the tourist attractiveness are
population pressures, infant mortality, life expectancy, migration from rural to urban living,
levels of poverty, construction and roles of family units etc. India is one of the mostly
populated countries in the world with 1.2 billion people and unemployment rate of the
country is 3.7%. Fertility rate is 2.51 and life expectancy is 66.21 years (Statista, 2015).
About 59.5% of the people of the UK are Christian and 4.4% are Muslim, 1.3% are Hindu
and 2% of the people are from other religions. Total dependency ratio of the UK is 54.8%
and population growth rate is 0.54% (Cia, 2015).
Political Characteristics: The political factors that affect the tourism attractiveness are
the forms of government, use of tourism as political tools etc. Different bilateral and
multilateral agreements between governments of different countries affect the overall
growth in the tourism sector. For example, the new government of India has taken ‘Clean
India’ project which shows positive impact on the entire national tourism sector. Again

political stability of the UK has contributed towards the growth of the tourism sector of the
country.
France has been able to draw international tourists group by focusing on security, political
and infrastructural issues. But Kenya has focused on natural resources in designing its
tourism attractiveness. Geographical factors have been greatly focused by Kenya tourism
in designing their tourist attractiveness.
UK India
Impact of economic
characteristics on tourism
appeal
By 2015, £257 billion will be
contributed by tourism
sector. Both private and
public sector investment in
tourism sector will help UK
tourism to boost. By this
way, investment in
infrastructural development
to ensure better tourism
service to the tourists can be
possible.
Rs. 63,160 crore has been
contributed by tourism
sector and 35million jobs
have been created. This
positive growth in tourism
sector has enabled
government to invest in
infrastructural development
like transportation,
accommodation and other
tourism services.
Impact of social
appeal
Cultural heritages have
contributed positively to the
tourism growth in UK. For
example, Tower of London,
St. Paul’s Cathedral, British
Museum etc. are the main
cultural heritages of UK.
Cultural diversities including
language, religion, race etc.
have positively affected
Indian tourism.
The impact of political
appeal
Stable political environment
along with tourism friendly
rules and regulations have
contributed positively to the
Being the large democratic
country in the world, India
has been able to ensure
stable political situation

growth of tourism in UK. For
example, in order to ensure
security to the foreigners
special task force has been
established and it has
ensured tourism trust.
which has contributed
towards the positive growth
of local tourism. The
government initiatives like
‘Clean India’, and ‘Atithi
Devo Bhava’ programmes
have contributed towards
ensuring higher tourism
satisfaction for the tourists.
Task Four:
P4.1 Analysing issues that affect the popularity of tourist destinations
Ecotourism has become a determinant factor in the entire tourism sector of the world. To
ensure sustainable competitive advantage over the tourism sector of the UK, as an
Ecotourism Consultant, the following issues have been identified that affect the popularity
of the tourist destinations:
Terrorism and Politics: Terrorism and political instability are affecting the popularity of
tourist destinations and here decrease of popularity of Tunisia and Egypt can be
mentioned as example.
Earthquake: Earthquake has become one of the most vital natural force that is decreasing
the popularity of tourist destinations and here Nepal and Haiti can be mentioned as
examples.
Climate and Global Warming: Climate and environment has direct impact over the
tourism growth. With the increased temperature tourists are coming more to the beach
sides and there is a great opportunity to explore the tourism sector by concentrating over
the beach sites of the country. Climate change has explored newer dimensions of tourism
and tourism strategies should be designed by focusing the global warming and changing
environment.

Economics: Economic factors like exchange rate, inflation, unemployment rate etc have
direct impact over the tourism attractiveness. For example, if the current unemployment
rate of the UK is considered then it is seen that 2.6% and with the help of the tourism
sector, overall unemployment of the country has been reduced. There is a positive
relationship with the weak exchange rate and the tourism attractiveness. Fluctuating
exchange rate makes it difficult to take tourism decision and the stable exchange rate has
helped the UK tourism sector to rise. Again inflation rate is negatively related with the
tourism attractiveness. Lower inflation helps to raise tourism sector. Recent economic
crisis of Greece can be mentioned as reason decreasing popularity of tourist destinations.
Role of Media: Social media has opened newer dimension of global tourism sector. For
example, organisations engaged in the travel and tourism sector have focused over the
use of social media to attract the customers in the tourism sector. The gap between the
tourism service providers and the tourists has been reduced by the use of different modes
of social media like facebook, YouTube, twitter etc.
P4.2 Discussing the potential for responsible tourism to enhance the host
community at worldwide tourist destinations
Tourism has become a determining factor of the growth of national economy. While
designing the strategies in the tourism sector, the existing tourism potentialities should be
explored along with considering the areas to be developed. If the tourism potentiality of the
UK tourism is considered then it is found that since 2010, the tourism sector has seen the
fastest growth in the overall UK economy. It is projected that the entire UK tourism sector
will contribute more than £257 billion to the UK national economy by 2025. Right now
tourism sector has created over 3.1 million jobs and over 9.6% total jobs of the entire UK
have been ensured by tourism sector. The UK tourism has experienced 6% demand from
international tourists and 3% demand from the national tourists. Tourism is contributing
9.9% to the UK GDP right now (Visit Britain, 2015).

Figure: Britain’s image overseas according to the 2014 Anholt GfK Nations Brand Index.
Source: Visit Britain, (2015)
From the above figure, it can be said that the UK has been able to create a positive brand
image over the international area and this positive brand image can be used to attract the
tourists from both national and international boundaries.
Corruption, infrastructural development, natural resource consumption etc have become
key factors that should be considered while designing the tourism attraction for the
countries. The following table has been created to demonstrate the issues related to
potential for responsible tourism to enhance the host community (Kenya) at worldwide
tourist destinations:
Potential for Responsible Tourism Country: Kenya
Corruption As national economy is directly related with
the growth of tourism sector, associated
bodies and authorities should be made
corruption free so that policies can be

formulated to the best interest of the growth
of local tourism.
Protecting Climate Environment is directly related to the
tourism attractiveness and while designing
tourism policies and development issues,
sustainability issues including climate
change should be considered.
Developing Infrastructure In order to ensure better services to the
tourist accommodation, transportation and
other infrastructural issues should be
considered. Environment issues and
ecological balance should be considered in
every infrastructure development phase.
Energy Consumption Tourism should be linked with environment
so that sustainability issues can be
maintained while taking strategic decisions
for tourism development.
Conclusion
In the concluding phase of the report, it can be said that travel and tourism sector should
be given strategic priorities while designing national development strategies as this sector
is in boom stage. While designing strategies for the development of the travel and tourism
sector, other successful tourism sectors should be considered and in what ways, those
successful tourism sectors have been able to draw the attention of both national and
international tourists should be considered. Differences between culture, language,
customs etc should also be considered while designing strategies for the national tourism
strategies.

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