Tourism Trends

50% of world growth 2010-2030 especially China-India increase demand for everything

trips +2% overnight +s% spending -1% short trips (1-3nights):

+12%

too busy to care complex life craving simplicity wealthy hard to please

want to know more what is beyond resorts and

real estates... authenticity, culture,

locality, people!

China, India, Turkey. Scandinavians are wealthy

and spend on tourism. Greece in the lower middle.

More available money for tourism but spent differently: on health, assurance, ect.

they want new experiences (choice leads to sampling & shortening)

No time! -> shorter trips

they want simplicity back to basics

must be watched and reviewed every 5 minutes!

trips +2% overnight +s% spending -1% short trips (1-3nights):

+12%

1) the virtual experience leads to an actual one;

2) be a discovery, not a vacation; 3) have a USP 4) be sustainable, honor your

best; 5) steal from the leader; 6) tell stories; 7) use your citizens 8) be aggressively social; 9) be comfortable being

different; 10) stay true to yourself 11) keep innovating ; 12) look forward - the next

generation will drive the bus. Keith Bellows, editor-in-chief of national geographic traveler

ITB 2011 Phocuswright jeroenbryon