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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

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