Seminar on Tourism Marketing Trends, Challenges and OpportunitiesVilnius, Lithuania, 27-28 February 2008

How is marketing changing?

How are consumers changing?

How is tourism marketing changing?

Tourism Market Trends: The World in 2007 and Outlook for 2008Seminar on Tourism Marketing Trends, Challenges and OpportunitiesVilnius, Lithuania, 27-28 February 2008

Sandra Carvão Deputy Chief of Market Trends, Competitiveness and Trade in Tourism Services, UNWTOscarvao@unwto.org

International tourist arrivals by purpose, 2006

Leisure, recreation

and holidays

51%VFR, Other27%

Business and prof.

16%

NS6%

“Activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes”

Forms and indicators:• visitors: same-day visitors and tourists• international and domestic• all purposes except paid work in the destination

Tourism: some concepts

The millions travelingabroad

International Tourist Arrivals by Receiving Region, 1950 - 2006*

0

100

200

300

400

500

600

700

800

900

1,000

mill

ion

Middle East

Africa

Asia and the Pacific

Americas

Europe

The millions travelling abroad…

+6.5% a year

25 million

898 million

Where are they going ?

Americas142 million

15%Africa

44 million5%

Middle East 46 million

5%

Asia / Pacific 185 million

21%

Europe480 million

54%

Rank 1950 Share 1970 1990 Share 2006 Share

1 United States Italy France France2 Canada Canada United States Spain3 Italy 71% France 43% Spain 38% United States 33%4 France Spain Italy China5 Switzerland United States Hungary Italy

6 Ireland Austria Austria United Kingdom7 Austria Germany United Kingdom Germany8 Spain 17% Switzerland 22% Mexico 19% Mexico 14%9 Germany Yugoslavia Germany Austria

10 United Kingdom United Kingdom Canada Russian Federation

11 Norway Hungary Switzerland Turkey12 Argentina Czechoslovakia Greece Canada13 Mexico 9% Belgium 10% Portugal 10% Ukraine 10%14 Netherlands Bulgaria Malaysia Malaysia15 Denmark Romania Croatia Hong Kong (China)

Others 3% Others 25% Others 33% Others 43%

Total 25 million 166 million 441 million 846 million

Increased competition – emerging destinations – Top destinations

What do they generate?

Asia / Pacific

20%

Americas21%

Africa3%

Middle East4%

Europe51%

International Tourism Receipts, 2006

US$ 733 billion

US$ 2.4 billion a day

Where do they come from?

Inbound tourism by origin, 2006

87

78

73

46

46

12

48

52

25

20

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Europe

Asia & Pacific

Americas

Middle East

Africa

Same region From other regions not specified

The importance of the domestic market

00.5

11.5

22.5

33.5

44.5

55.5

6

1975 1980 1985 1990 1995 2000 2005*

bill

ion

Domestic overnights: 3.6 bn in 2005 (63%)

International overnights: 2.1 bn in 2005 (37%)

2007 above expectations

Objective: monitoring short-term evolution of worldwide tourism

Frequency: 3 times a year (January, June, October)

Permanent elements:• Short term tourism data• In focus• UNWTO Panel of Tourism

Experts• Economic data relevant for

tourism

UNWTO World Tourism Barometer

Arrivals grow from 800 to 900 million in two years

International Tourist Arrivals, 1995-2007*

500

550

600

650

700

750

800

850

900

950

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

mill

ion

• 2007: 898 million international tourist arrivals• + 6% or 52 million more as compared to 2006

52 million international arrivals more

Europe + 19 million

(38%)

Africa + 3 million

(6%)

Middle East+ 5 million

(11%)

Americas+ 6 million

(12%)

Asia and the Pacific+ 17 million

(33%)

International Tourist Arrivals

5.4

8.0

1.9

9.9

7.8

6.1

4.2

10.2

4.7

7.9

13.4

5.0

0

2

4

6

8

10

12

14

World Europe Asia and thePacific

Americas Africa Middle East

vari

atio

n ov

er p

revi

ous

year

(%) 2006/2005 2007*/2006

2007 growth rates by region

World, Growth of Gross Domestic Product (GDP)Longest period of sustained growth for 25 years

2.2 2.2

1.1

3.0

4.8

3.8 3.73.9

4.7

3.8

2.9

1.6

2.4 2.4

3.8 3.7

4.1 4.2

2.7

3.8

4.8

2.5

3.1

4.0

5.3

4.4

5.0 4.9

4.1

0

1

2

3

4

5

6

7

8

80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03 '04 '05 '06'07*'08*

% c

hang

e ov

er p

revio

us y

ear

Source: International Monetary Fund (IMF)

Advanced economies, GDP growthHowever, strength is not coming from advanced economies

0.9

1.8

0.2

2.9

4.7

3.7

3.33.6

4.7

4

3.1

1.5

2.2

1.4

3.4

2.8 2.9

3.4

2.5

3.5

4

1.2

1.61.9

3.2

2.5

3

2.6

1.8

0

1

2

3

4

5

6

7

8

80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03 '04 '05 '06'07*'08*

% c

hang

e ov

er p

revio

us y

ear

Source: International Monetary Fund (IMF)

Emerging market and developing economies, GDP growth Growth driven by emerging market and developing economies

4.1

2.82.6

3.2

4.9

4.04.2

4.4

4.8

3.5

2.8

1.9

2.6

4.04.4

5.0

5.7

5.3

3.0

4.1

6.0

4.3

5.1

6.7

7.7

7.0

7.7 7.8

6.9

0

1

2

3

4

5

6

7

8

9

80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 '00 '01 '02 '03 '04 '05 '06'07*'08*

% c

hang

e ov

er p

revio

us y

ear

Source: International Monetary Fund (IMF)

International Tourist Arrivals, growth rates by subregion

5.0

7.6

5.04.0

4.74.2

2

3.5

1.7

7.0

0

2

4

6

8

10

12

Europe Northern Western Central / Eastern Southern /Mediterraneanva

riat

ion

over

pre

viou

s ye

ar (%

)

2006/2005 2007*/2006

Europe: 480 mn, +4%

▲ Turkey (+18%), Greece (+10%), Portugal (+10%), Italy (+7%), Switzerland (+7%), Croatia (+8%), Bosnia Hz, Serbia, Montenegro, TFYROM, Slovenia, Israel, Iceland, Latvia, Lithuania, Romania

International Tourist Arrivals:growth rates by subregion

8.09.5

0.4

11.9

10.2 10.511.8

1.4

7.87.8

0

2

4

6

8

10

12

14

Asia and thePacific

North-East Asia South-East Asia Oceania South Asiavari

atio

n ov

er p

revi

ous

year

(%)

2006/2005 2007*/2006

▲Japan (+14%), Macao (China) (+21%), China (+10%), Cambodia (+19%), Indonesia (+15%), Malaysia (+20%), Vietnam (+16%), India (+13%), Maldives (+12%), Laos, Nepal, Bhutan, Samoa

Asia and the Pacific: 185 mn, +10%

International Tourist Arrivals: growth rates by subregion

1.93.4

10.4

2.4

4.7 4.7

-0.9

11.1

8.1

0.9

-2

0

2

4

6

8

10

12

14

Americas North America Caribbean Central America South America

vari

atio

n ov

er p

revi

ous

year

(%)

2006/2005 2007*/2006

▲ USA (+10%), Chile (+12%), Argentina (+11%), Anguilla, Aruba, Bonaire, Cayman, Curaçao, Grenada, Guatemala, Honduras, Nicaragua, El Salvador, Panama, Colombia, Ecuador, Peru, Venezuela

Americas: 142 mn, +5%

International Tourist Arrivals: growth rates by subregion

9.910.8

7.87.9 8.57.5

13.4

8.4

0

2

4

6

8

10

12

14

16

Africa North Africa SubsaharanAfrica

Middle Eastva

ria

tio

n o

ve

r p

rev

iou

s y

ea

r (%

)

2006/2005 2007*/2006

▲Morocco (+14%), Kenya (+13%), South Africa (+8%), Ghana, Mauritius, Mozambique, Seychelles, Egypt (+20%), Syria (+31%), Palestine

Africa: 44 mn, +8% ; Middle East: 46 mn, +13%

International Tourism Expenditure, 2006

72.0

63.1

32.2

26.9

24.3

20.5

18.8

18.2

19.1

74.8

0 20 40 60 80

Germany

USA

UK

France

Japan

China

Italy

Canada

Russian Fed.

Korea, Rep.

US$ billion

Who is spending the most?

51%

-5 0 5 10 15 20 25

Germany

United States

United Kingdom

France

Japan

China

Italy

Canada

Korea, Republic of

Russian Federation

Netherlands

Spain

Belgium

Hong Kong (China)

Norway

Australia

Sweden

Singapore

Switzerland

Taiwan (pr. of China)

'06/'05 '07/'06 YTD

Outbound TourismInternational Tourism Expenditure,

% change over same period of the previous year (local currencies, current prices)

Of the first 50 spenders, 44 have data available for at least the first half of 2007, of which 30 (two

thirds) have done better than in 2006

Forecast 2008 International Tourism

2007* Forecast 2008

World 6 % 3-4 %

Europe 4 % 3-4 %

Asia and the Pacific 10 % 8-10 %

Americas 5 % 1-3 %

Africa 8 % 6-8 %

Middle East 13 % 6-10 %

UNWTO Tourism 2020 Vision

UNWTO Tourism 2020 Vision

Series of 7 Reports:- Global Forecast and Profiles of Market Segments- 6 regional volumes

0

200

400

600

800

1,000

1,200

1,400

1,600

1950 1960 1970 1980 1990 2000 2010 2020

mil

lio

n

Middle East

Africa

Asia and thePacificAmericas

Europe

Actual Forecasts

898 mn

1 bn

1.6 bn

International Tourist Arrivals, 1950-2020Current situation and forecasts UNWTO Tourism 2020 Vision

1995 2010 2020

1995-2020

Base Year ForecastsAverage annual growth rate (%)

Africa

Americas

East Asia and the Pacific

Europe

Middle East

South Asia

World

20

110

81

336

14

4

565

47

190

195

527

36

11

1006

77

282

397

717

69

19

1561

5.5

3.8

6.5

3.1

6.7

6.2

4.1

Forecasts by Receiving RegionInternational Tourist Arrivals, 1995-2020

(million) 1995 2020

Market share (%)

3.6

19.3

14.4

59.8

2.2

0.7

100

5.0

18.1

25.4

45.9

4.4

1.2

100

World’s Top Inbound Countries 2020….

1 China2 France3 United States4 Spain5 HK (China)6 UK 7 Italy8 Mexico9 Russian Fed.10 Czech Rep.

130106102

74575452494844

7.82.33.52.67.12.13.43.66.84.0

Country

Total arrivals(million)

Growth rate(%)

International Tourist Arrivals

0

200

400

600

800

1,000

1,200

1,400

1,600

1,800

1995 2000 2005 2010 2015 2020

milli

on

Tourism 2020 Vision forecastActual 1995-2006

1.0 bn

898 mn

1.6 bn

Actual trend vs. Tourism 2020 Vision forecastWorld

536 mn

International Tourist Arrivals

0

100

200

300

400

500

600

700

800

1995 2000 2005 2010 2015 2020

milli

on

Tourism 2020 Vision forecastActual 1995-2006

527 mn

480 mn

717 mn

Actual trend vs. Tourism 2020 Vision forecastEurope

311 mn

Lithuania in the global market

International Tourism in the Baltic States

International Tourist Arrivals 2005• 5.7 million: + 12% vs. +4% in Central & Eastern Europe• 6% market share in the subregion• annual average growth 1995-2006: 11% vs 4% in the subregion

International Tourism

0

1,000

2,000

3,000

4,000

5,000

6,000InternationalTouristArrivals(1000)

InternationalTourismReceipts(euro,million)

International Tourism Receipts 2005• € 2 billion• 7% market share in the subregion• Receipts per arrival :

- Estonia: € 610- Latvia: € 173- Lithuania: € 244

International Tourism in the Baltic States 2006

International Tourism Receipts (euro, million)

40%

41%

19%

Estonia LithuniaLatvia

International Tourist Arrivals (1,000)

39%

34%27%

Estonia LithuniaLatvia

Baltic destinations: above average growth

International Tourist Arrivals, 1995-2007*

0

500

1000

1500

2000

2500

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

1,0

00

Lithuania 11.6%/year

Estonia 12.5%/year

Latvia 10%/year

Central&Eastern Europe: 3.9%/year

International Tourism in the Baltic States 1995-2006

International Tourist Arrivals (1000)1995-2007

0

500

1,000

1,500

2,000

2,500

Estonia Latvia Lithuania

(100

0)

1995 2000 2006

+235%+266%

+185%

International Tourism in the Baltic States 1995-2005

International Tourism Receipts (euro, million)1995-2006

0

100

200

300

400

500

600

700

800

900

Estonia Latvia Lithuania

Eu

ro,

mil

lio

n

1995 2000 2006

International Tourismin selected destinations, 2007

International Tourist Arrivals, 2007Change over previous period (%)

-10

-5

0

5

10

15

Bulgaria(Sep.)

CzechRepublic

(Sep.)

Estonia(TCE/Nov.)

Hungary(Sep.)

Latvia (VF) Lithuania(TCE/Sep.)

Poland(VF/Sep.)

Romania(Nov.)

Slovakia(Sep.)

Denmark(NHS/Nov.)

Finland(NHS/Nov.)

Norway(THS/Oct.)

Sweden(NCE/Nov.)

Ch

ang

e (%

)

VF: Visitors at frontiers; TCE: Tourist arrivals at all accommodation units; NHS: Nights in hotel and similar establishment; NCE: Nights in all accommodation units.

10 Global Market Trends

Adventure Travel World SummitWhistler, Canada – 4 October 2007

   

                                  

            

                                              

10 Global Market Travel Trends

Economy (1)

GDP growth exchange rates

fluctuations high oil prices interest rates emerging market

driving growth

aging population (senior = wealth/well being/active) change in composition of families (singles/one parent/ grandparents, etc) immigration/emigration (increased travel for VFR facilitated by lower transport costs)

Demographic Changes (2)

Increase concern on safety and security (3)

terrorism health scares natural disasters travel advisories visa regulations vs.

easier border control tourism resilience crisis management

(sos.travel)

product development marketing sales destination management stakeholders outside the industry

Public/private partnerships (4)

India, China and Russia strong potential

– limited part of the pop. traveling– growing middle class

strong economic growth

market diversification

Emerging source markets (5)

…vs. traditional markets slower growth growth due to:- Increased participation of

the pop > decrease cost- Increased nr. of trips, but

shorter stays

1990 2005 2020 ?

Transport (7) liberalization air travel LCC expansion decreased cost of air travel increase long haul air capacity long-haul forecast to grow faster (5.4% vs. 3.8%) waiting for the A380 pressure due to climate change

socio-environmental conscience vs. need to travel the 3 E’s: entertainment, experience and education voluntourism climate change : impact on destinations poverty alleviation

Increase conscience on sustainable tourism (8)

all mighty technology:- ICT in all parts of the process- the power to the consumer / Web 2.0- flexibility - increased competition - new players in the market: access from local providers

Continued incorporation of new technologies (9)

from producers to consumers (from a sellers to a buyers market) mature and experienced that know what they want and what they can get looking for flexibility more fickle and less loyal

More fickle and less loyal customer (10)

www.unwto.org

email:scarvao@unwto.org

Thank you very much for your attention!

World Tourism Organization

www.UNWTO.org

Highlights 2007• 2007: continuation of sustained growth rate of past years• No major negative factors or disruptions / No large events• Expanded air capacity coupled with high load factors• Hotel occupation and RevPAR up• Results confirm resilience regarding external factors such as

turbulence in financial markets, increasing interest rates, tighter credit conditions, rising fuel prices and security and health issues

• Tourism growth supported by strong world economy: since 2004 in the longest period of sustained growth for more than two decades

• Economic and tourism growth driven by emerging market and developing countries

• Climate change has definitively entered the agenda

EuropeHighlights 2007• Continuation of the economic pick-up of 2006• German outbound market stronger than in previous years• Wet summer in the North / strong results for Mediterranean destinations • Strong euro• Romania and Bulgaria entered EU• LCC keep expanding, even to and from mature destinations• UK ‘annus horribilis’Prospects 2008• Extension of Schengen area with 9 of the new EU members and Switzerland• Extension of euro to 15 countries• Early snow for ski resorts• European football championship in Austria and Switzerland / Zaragoza World Expo• Open sky policy with US / Further airline concentration

Asia and the PacificHighlights 2007• Continuation of economic strength (over 7% since 2004)• Favourable exchange rates• Further LCC expansion• No overall impact of political tension in Thailand, Sri Lanka, Myanmar and

Pakistan• Japan is taking off as a destination• Mekong continues to grow quite above averageProspects 2008• China will showcase itself to the world in the Beijing Olympics• Continued economic dynamism not expected to be affected seriously by an

eventual slowdown in the developed world• Avian flu still a concern, but not hitting the headlines up to the moment

AmericasHighlights 2007• US inbound market finally rebounds• Central and South American destinations share in emerging market upturn• Increased regional cooperation and integration in Central and South America• Western Hemisphere Travel Initiative (WHTI) creates uncertainty and impacts

Caribbean results• Lower dollar (1 euro ≈1.5 USD,1 CAD ≈ 1 USD,1 GBP ≈ 2 USD) stimulates

inbound and slows outbound to non-dollar areas, ie above all Canada affected by unfavourable exchange rate

• US outbound still strong in spite of credit crunchProspects 2008• Presidential elections will keep US occupied• Uncertainty about US economy• Dollar still expected to weaken further• WHTI continues to influence travel

Africa and the Middle EastHighlights 2007• Oil money stimulates tourism investment and demand, in particular in Gulf

countries• High priority given to tourism in many MENA destinations• This time Africa is also profiting from strong world economy through commodity

prices and investment• Mediterranean destinations are successfully tapping traditional and emerging

European source markets as well as the Middle East marketProspects 2008• Ghana hosts African Cup of Nations in January• South Africa is already getting attention from the run up to the FIFA World Cup• Kenya has been doing very well in past years, but might face temporary setback• Air liberalisation (i.e. Morocco, Egypt) will further stimulate tourism• Sarkozy effect in Egypt and Jordan?

Outlook 2008• Difficult to assess economic situation at this moment• Economic growth prospects still decent (2008 worldwide +4.1%)• On the downside: volatile financial markets, aftermath of the credit

crunch, high oil prices, inflationary pressures, agflation (rise of food prices), slowing growth particularly in the USA

• Confidence overall still high, but has started to weaken• A new generation of aircraft is coming into service: first A380 last

October and 787 is expected next year, 2007 saw record number of orders for new aircraft at both Airbus and Boeing with Asia and Middle East among major buyers

• Climate change in focus (carbon offsetting, technological innovation, taxes, ‘eco’ marketing, etc.)

• Caution, but no panic

Where were we right?• overall world forecast, both direction and volume (aag +4.1%) • strong growth for emerging destinations and source markets• strong growth for Asia and the Pacific and for Africa• more moderate growth for Europe• increase of share of Asia and the Pacific, the Middle East and Africa,

and decrease of Europe and the Americas• emergence of China as a major inbound and outbound market• demography: aging population, increased VFR, changing

households• change from ‘service’ to ‘experience’

Where have we missed …?• underestimation of the potential of the Middle East• overestimation of the growth of North America• various country estimates• overestimation of interregional growth• underestimation of the impact of new technologies, in particular of

the internet, in terms of:– information, promotion and marketing– distribution, sales, pricing, management and service– more transparency and power to consumer

• explosion of low cost airlines in Europe, Asia and the Middle East• unexpected events not catered for• border facilitation (+/-)• socio-environmental awareness (+/-)

4%

20%15%

58%

3%

EuropeEuropeAsia and the PacificAsia and the PacificAmericasAmericasAfricaAfricaMiddle EastMiddle East

5%

16%20%

54%

5%

Market Share (%) - 1995Market Share (%) - 1995

Market Share (%) - 2006Market Share (%) - 2006

International Tourist Arrivals by region of destination

International Tourist Arrivals

7.8

3.52.6

2.1

3.4 3.6

6.8 7.1

3.6

8.6

1.5

4.8

2.63.2

0.5

7.3 7.2

0.7

2.3 2.5

0

2

4

6

8

10

12

Ave

rage

ann

ual g

row

th r

ate

(%)

Tourism 2020 Vision forecast

Actual 1995-2006

Actual trend vs. Tourism 2020 Vision forecastWorld’s Top destinations 2020

International Tourist Arrivals

1.2

5.5 5.05.9

4.9

3.1

8.0 7.46.6 6.9

4.3

9.38.1

6.9

8.8

4.35.9

10.511.2 11.3

8.4

17.4

0

2

4

6

8

10

12

14

16

18

20

Ave

rage

ann

ual g

row

th r

ate

(%)

Tourism 2020 Vision forecast

Actual 1995-2006

Actual trend vs. Tourism 2020 Vision forecastRising stars (destinations > 5 mn)

International Tourist Arrivals

4.1

6.4

3.1

6.2 5.8

4.2

6.1

2.5

6.1

9.0

3.4 3.9

0

2

4

6

8

10

12

World Europe Asia & Pacific Americas Africa Middle East

Ave

rage

ann

ual g

row

th r

ate

(%)

Tourism 2020 Vision forecast

Actual 1995-2006

proj. 821 451 172 152 25 18actual 846 474 167 142 24 25diff. 24 23 -6 -10 0 7

Actual trend vs. Tourism 2020 Vision forecastOutbound tourism

(2006, mn)

International Tourist Arrivals

3.84.1

5.4

4.8

0

1

2

3

4

5

6

from same region from other regions

Ave

rage

ann

ual g

row

th r

ate

(%)

Tourism 2020 Vision forecast

Actual 1995-2006

proj. 651 174actual 669 163diff. 18 -11

Actual trend vs. Tourism 2020 Vision forecastOutbound tourism

International tourist arrivals

97 mn 163 mn

431 mn 669 mn

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1995 2006*

sha

re (

%)

from sameregion

Origin notspecified

from otherregions

(2006, mn)

Tourism 2020 Vision: Conclusions

• strong resilience and capacity of recovery against adverse conditions (economic downturns, terrorism, health threats, natural disasters, etc.)

• strong underlying demand, with still huge potential for growth:– both from increase of participation and increased frequency: more often

but shorter stays– from current travellers but above all from new emerging middle classes– sizable populations in developing countries currently still only take part in

international tourism very limitedly– many emerging economies show rapid economic growth resulting in

increasing disposable incomes, a relative big share of this increase will be spent on tourism (domestic as well as international)

“this of the stock market is very bad for the neck!”

Participation in Outbound TourismArrivals generated per 100 population per year

6

20

10

16

2

11

46

16

5 72

21

81

2317

136

0

10

20

30

40

50

60

70

80

90

World Europe Americas Asia & Pacific Middle East Africa

1980

2000

2020

-2

-1

0

1

2

3

4

5

6

7

8

9

10

11

96/95 97/96 98/97 99/98 '00/'99 '01/'00 '02/'01 '03/'02 '04/'03 '05/'04 '06/'05 '07*/'06

% c

ha

ng

e o

ve

r p

rev

iou

s y

ea

r

international tourist arrivals

international tourism receipts (local currencies, constant prices)

International tourism volume and receiptsgrowth in receipts close to growth in arrivals

Asian financial

and economic

crisis:

expenditure

grew slower

11S, SARS, economic

downturn:

receipts more affected

?

10 Global Market Travel Trends 1. Economy2. Demographic Changes3. Increased concern for safety and security4. Increased public/private partnerships5. Emerging source markets 6. Increasing competition: new destinations 7. Transport8. Increase conscience regarding sustainable development9. Continued incorporation of new technologies 10.More fickle and less loyal customer

International Tourist Arrivals, 2006

58.5

51.1

49.6

41.1

30.7

23.6

21.4

20.3

20.2

79.1

0 20 40 60 80

France

Spain

USA

China

Italy

UK

Germany

Mexico

Austria

Russian Fed.

million

And the winner is…International Tourism Receipts, 2005

85.7

51.1

42.9

38.1

33.9

33.7

32.8

17.8

16.9

16.7

0 20 40 60 80 100

USA

Spain

France

Italy

China

UK

Germany

Australia

Turkey

Austria

US$ billion

50% 47%

-3

-2

-1

0

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

'00/'99 '01/'00 '02/'01 '03/'02 '04/'03 '05/'04 '06/'05 '07*/'06

% c

ha

ng

e o

ve

r p

rev

iou

s y

ea

r

Developing CountriesHigh income and otherAAG 1995-2007AAG 1995-2007

International tourism Emerging destinations tend to grow faster and did so in 2007

The heartbeat of international tourismMonthly evolution of worldwide international tourist arrivals

-15

-10

-5

0

5

10

15

20

25

30

35

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008*

% c

hang

e ov

er s

ame

mon

th p

revi

ous

year

Source: World Tourism Organization

World, International Tourist Arrivals2006-2007* : monthly evolution

30

40

50

60

70

80

90

100

110

jan feb mar apr may jun jul ago sep oct nov dec

milli

on

2007*2006

International Tourist Arrivals by Month

July and August exceeded 100 mn