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Tourism Trends in Europe and its Outlook by 2030
Inbound tourism: world
International tourist arrivals and receipts, 1995-2011*
528560
586602
625
674 673693 685
755
800
845
900 885
943
403437 436 443 457
475 466485
533
634
679
744
858 853
928990
919
1.033
941
300
400
500
600
700
800
900
1000
1100
1995 2000 2005 2010 2011*
International tourist arrivals (million)
International tourism receipts (US$ billion)
Source: World Tourism Organization (UNWTO)
International tourist arrivalsInternational Tourist Arrivals, monthly evolution World (% change)
Source: World Tourism Organization (UNWTO) ©
-15
-10
-5
0
5
10
15
2008 2009 2010 2011 2012*
Share 2011 by regions
Asia and the
Pacific, 217
mn, 22%
Americas,
156 mn, 16%
Middle East,
55 mn, 6%
Africa, 50 mn,
5%
Europe, 504
mn, 51%
Europe, 463
bn, 45%
Africa, 33 bn,
3%
Middle East,
45 bn, 4%
Americas,
200 bn, 19%Asia and the
Pacific, 289
bn, 28%
International Tourist arrivals
International Tourism Receipts
Source: World Tourism Organization (UNWTO)
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)
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)
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
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
International tourist arrivals to increase by 43 million a year on average
International tourism, World International Tourist Arrivals, million
source: World Tourism Organization (UNWTO) ©
0
250
500
750
1,000
1,250
1,500
1,750
2,000
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
1 bn1 bn
1.4 bn1.4 bn
1.8 bn1.8 bn
Europe: International tourist arrivals still to grow from 500 mn to almost 750 mn
International Tourism, Europe International Tourist Arrivals, million
Source: World Tourism Organization (UNWTO) ©
0
200
400
600
800
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
500 mn
620 mn
740 mn
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
source: World Tourism Organization (UNWTO) ©
0
-3
23
13
11
2
18
9
1614
-6
20
7
1011
16
22
10
6
27
-1
12
2
18
22 2221
2
-24
14
-25
-20
-15
-10
-5
0
5
10
15
20
25
30
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
2010-202014 mn a year
2020-203012 mn a year
European outbound tourism also growing at a slower pace
Outbound tourism by region of origin International Tourist Arrivals, share, %
Europe
Asia and the Pacific
Americas
Middle East
Africa
source: World Tourism Organization (UNWTO) ©
0
10
20
30
40
50
60
70
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
Travel between regions continues to grow slightly faster than within the same region
International tourism by region of destination and origin International Tourist Arrivals, share, %
within same region
between regions
source: World Tourism Organization (UNWTO) ©
0
10
20
30
40
50
60
70
80
90
100
1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030
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
source: World Tourism Organization (UNWTO) ©
62
47
42
38
15
9 9
28
8 86
21
3 42
1 0
81
71
63
48
2527
22
32
19
15
12
21
7 64
2 1
114
103
80
65
47 47 46
4038
2827 26
18
13
7
32
0
20
40
60
80
100
120
199520102030
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.
Thank you!
Mr. Beka JakeliRegional Programme for Europe, UNWTO
Visit us at unwto.org