Tourism is leading the world out of
recession. According to the United Nations World Tourism Organisation,
international tourist arrivals grew by 4.4% in 2015 to 1,184 million. An
increase of 50 million tourists compared to 2014 figures.
Tourism currently creates 9% of the world’s
gross domestic product and also accounts for 9% of total employment. As a
sector it grew faster than the conventional economic power houses such as
Finance, Retailing and Manufacturing.
In Britain, the International passenger
survey suggests that overseas trips by UK residents have reached 63 million, a
significant improvement from the numbers generated in 2010. However not
everyone has benefited.
Countries with a warm climate and attractive
scenery rely on tourism for a major proportion of their annual revenue. They
need a regular supply of tourists from wealthier nations with cold and
uncertain weather. These affluent tourists have an abundance of choice.
Discerning tourists select from a shortlist of countries based on factors such
as type of holiday desired, price, distance, convenience of airport and flight
times. Then they consider whether the destination is desirable and unique
rather than merely acceptable and ubiquitous.
Overseas tourist boards must communicate
their advantages. However pressure on the domestic front has led to dramatic
falls in advertising in the countries who supply these visitors. Advertising
spends have dropped from £45 million in Britain to £16 million, when a longer
term view suggests a greater effort should be made to retain and even grow the
number of guests.
Then there is the safety issue. The world
appears a more dangerous place as terror attacks in Indonesia, Egypt and France
indicate. The complexity of the reasoning and randomness of the attacks make
prevention difficult particularly in countries with porous borders, high
unemployment and disaffection amongst the young.
Tunisia has suffered particularly. The UK
foreign office warns:
“Further terrorist attacks remain highly likely including against foreigners”.
“Further terrorist attacks remain highly likely including against foreigners”.
Tour operators have been diverting their
customers away from Egypt towards Spain, Florida and Mexico.
For countries in the risk zone, greater
security, surveillance, rapid response units and the active co-operation of its
citizens is essential. These days with mobile phones, everyone has the
opportunity to record suspicious behaviour.
Other countries need also exercise caution,
but must make a strong case to attract tourists. Otherwise they will not
benefit from the growth in worldwide tourism.