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Tracking the growth of tourism in Asia Pacific MasterCard Asia Pacific Destinations Index 2016CONTENTS 01 INTRODUCTIONTop 3 Origin Countries by Share of Arrivals to Asia Pacifics Top 20 Destinations 04 TOP 20 ORIGIN COUNTRIES FOR ASIA PACIFIC DESTINATIONSTop 20 Origin Countries for Asia Pacific Destinations by Overnight International Arrivals,Expenditure and NightsTop 20 Origin Countries for Asia Pacific Destinations by share of Overnight International Arrivals, Expenditure and NightsTop 20 Asia Pacific Destinations for Tourists from ChinaTop 20 Asia Pacific Destinations for Tourists from South KoreaTop 20 Asia Pacific Destinations for Tourists from TaiwanTop 20 Asia Pacific Destinations for Tourists from the USATop 20 Asia Pacific Destinations for Tourists from Japan 13 Appendix 13 MethodologyIn recent years, Asia Pacific cities have increasingly dominated the fastest growing and most visited destinations in the world. According to 2015s MasterCard Global Destination Cities Index, five of the ten most visited cities in the world were in Asia Pacific. Bangkok was placed second, while Singapore, Kuala Lumpur, Seoul and Hong Kong round off the top ten, taking seventh, eighth, ninth and tenth place respectively. Meanwhile, Colombo was the worlds fastest growing destination. The Asia Pacific Destinations Index takes a more in-depth, focused look at these tourism trends, ranking 167 destinations, including island resorts as well as towns and cities across the region, in terms of the total number of international overnight arrivals; cross-border spending; and the total number of nights spent at each destination. What makes the Index unique is that it looks at the source countries for each destination, enabling the tourism industry and governments to make sure they are marketing destinations to the right audiences and are not overly-reliant on one origin country. The destinations are drawn from 22 countries in Asia Pacific, representing 90% of all international overnight arrivals. INTRODUCTION The destinations are drawn from countries in Asia Pacific, representing of all international overnight arrivals. 01 MasterCard Asia Pacific Destinations Index 2016 The first MasterCard Asia Pacific Destinations Index is an offshoot of MasterCards annual Global Destination Cities Index. 90 %2202 Out of the 16 non-mainland China destinations and excluding Hong Kong, 13 of them (except Kuala Lumpur, Mumbai and Chennai) have China as one of their top three origin markets, while six of them have China as their top origin market. USA is the second biggest source of tourists in Asia Pacific with nine destinations (where it is a top three origin market), followed by South Korea (eight destinations), Japan (six destinations) and Taiwan (six destinations). Apart from the USA, the top origin markets for the top 20 destinations are mostly from Northeast Asia. TABLE 1: Top 3 Origin Countries by Share of Arrivals to Asia Pacifics Top 20 Destinations 2016 Total Overnight International (millions) 1 4 7 10 13 16 2 5 8 11 14 17 19 3 6 9 12 15 18 20 Bangkok Singapore Kuala Lumpur Tokyo Seoul Phuket Hong Kong Bali Taipei Pattaya Osaka Shanghai Siem Reap Mumbai Hokkaido Chennai Beijing Guangdong* Phnom Penh Chiba Thailand Singapore Malaysia Japan South Korea Thailand Hong Kong SAR Indonesia Taiwan Thailand Japan China Cambodia India Japan India China China Cambodia Japan 21.5 12.1 12.0 11.7 10.2 9.9 8.4 7.8 7.3 7.3 7.0 6.1 5.1 4.9 4.8 4.4 4.1 3.9 3.9 3.8 104.9 56.7 72.8 69.2 55.2 43.3 28.0 71.1 48.7 25.2 25.7 20.2 16.9 26.4 25.4 21.5 17.3 9.5 14.6 3.2 14,838.8 12,541.1 11,336.5 13,476.0 12,502.7 8,210.3 6,838.5 11,018.6 9,602.8 3,307.1 3,394.9 4,997.9 1,625.2 3,596.2 2,859.5 3,239.0 4,082.0 1,774.1 1,404.5 545.8 Arrivals 2016 Total Arrivals Rank Nights Destination Exp (US$) Country 20 0 % 2009 2015/2016 2016 7yr CAGR 10 30 40 50 2016 Top 3 Origin Countries of International Overnight Arrivals - Bangkok #1 - China #2 - Japan #3 - USA03 MasterCard Asia Pacific Destinations Index 2016 2016 Top 3 Origin Countries of International Overnight Arrivals Origin Country #1 China Indonesia Singapore S. Korea China China S. Korea Australia Japan China S. Korea Japan China USA S. Korea Sri Lanka USA Taiwan Vietnam China Japan China Indonesia China Japan Australia Taiwan China China Russia China Taiwan Vietnam UK Taiwan USA S. Korea Japan China S. Korea USA India Thailand USA USA Germany USA Japan Hong Kong S. Korea Taiwan USA Thailand Canada China Malaysia Taiwan S. Korea Thailand USA #1 #2 #3 2009 2009 2009 % Share of Arrivals % Share of Arrivals % Share of Arrivals 7.3% 16.9% 14.8% 14.2% 16.9% 3.2% 5.7% 20.0% 34.7% 13.4% 32.8% 21.9% 15.4% 19.9% 20.3% 32.0% 15.8% 36.8% 16.4% 8.3% 14.3% 9.5% 27.9% 11.1% 43.5% 17.3% 8.8% 8.9% 18.8% 20.7% 14.7% 10.4% 9.4% 21.5% 33.4% 12.3% 9.6% 13.3% 9.0% 12.9% 4.7% 8.3% 3.7% 11.6% 8.9% 5.8% 10.8% 14.3% 8.4% 4.1% 22.6% 10.4% 6.1% 4.0% 7.3% 8.5% 6.5% 5.0% 6.2% 16.2% 2015/ 2016 2015/ 2016 2015/ 2016 Arrivals growth Arrivals growth Arrivals growth 13.1% 3.8% 7.4% 14.4% 11.9% 13.1% -0.6% 6.6% -4.5% 13.1% 14.4% 5.9% 2.6% 6.4% 14.4% 6.4% 6.2% 4.3% 2.6% 17.8% 6.1% 8.4% 7.4% 17.8% 7.1% 4.8% 1.3% 11.7% -5.5% 7.8% 17.8% 7.5% 5.4% 6.4% 10.3% 6.4% 6.7% 2.4% 5.4% 14.4% 9.1% 3.5% 7.4% 7.9% 8.0% 7.3% -0.8% 6.3% 47.2% 9.1% 10.3% 6.2% 6.4% 6.4% 17.8% 6.4% 7.5% 5.6% 6.4% 7.9% 2016 2016 2016 38.2% 15.6% 22.7% 23.3% 50.5% 25.6% 11.1% 23.6% 29.8% 28.8% 32.7% 13.2% 19.2% 19.8% 33.8% 19.6% 18.7% 34.4% 20.4% 21.1% 7.7% 14.9% 13.8% 22.9% 10.1% 6.0% 10.1% 17.6% 22.4% 11.6% 26.3% 11.8% 20.9% 17.1% 20.2% 13.8% 10.8% 9.7% 19.9% 17.1% 3.8% 7.1% 8.6% 10.0% 5.8% 5.3% 9.9% 5.6% 13.4% 6.6% 9.0% 10.9% 8.6% 3.9% 18.9% 9.9% 7.0% 5.1% 8.7% 14.7% 7yr CAGR 7yr CAGR 7yr CAGR 42.5% 5.9% 9.6% 27.2% 28.0% 65.1% 12.7% 17.9% 12.0% 29.1% 24.1% -4.0% 18.7% 10.4% 27.5% 1.8% 3.9% 2.7% 14.0% 25.8% 3.2% 14.2% -6.8% 31.3% -11.1% 5.3% 4.6% 26.9% 17.4% 6.5% 35.0% 5.0% 28.9% 6.8% 10.3% 11.0% 3.2% -0.8% 23.8% 14.5% 9.1% 4.7% 16.3% 15.9% 3.1% 21.0% 1.4% 0.6% 22.3% 23.7% 8.9% 4.0% 20.9% 10.1% 35.7% 11.5% 2.5% 4.0% 16.1% 8.6% Origin Country #2 Origin Country #304 Top 20 Origin Countries for Asia Pacific Destinations In addition the top 20 will contribute US$208 billion in tourism revenues and about 1.4 billion nights to Asia Pacific in 2016. The top 20 origin countries are projected to contribute 265.9 million tourists or 82.8% of all international overnight tourists to Asia Pacific (the top ten alone contribute 64.3%) in 2016 with 14 of them from within Asia Pacific. 2012 was the first time China was the top source of tourists to Asia Pacific contributing 9.7% of international overnight arrivals. Since then it has increased its share to 15.7% in 2016. Four of the top five countries with the highest share of international overnight arrivals to Asia Pacific destinations in 2016 are from Northeast Asia South Korea (10.1%) ranked second after China, followed by Taiwan (7.0%), the United States (6.4%) and Japan (5.6%). The four Northeast Asian markets are expected to contribute 38.4% of total international overnight arrivals in the region in 2016. USA at #4 has consistently been the highest ranked non-Asia Pacific origin country since 2009. The UK is the only other non- Asia Pacific country within the top ten at #9 with 3.8% share. TABLE 2: Top 20 Origin Countries for Asia Pacific Destinations by Overnight International Arrivals, Expenditure and Nights 6 5 3 2 1 4 10 8 7 11 9 12 14 15 13 16 18 20 17 19 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 China South Korea Taiwan USA Japan Singapore Malaysia Australia UK Thailand Indonesia Germany France Russia India Canada Hong Kong Vietnam Philippines New Zealand Rank by 2016 Contribution Share of OVN Intl Arrivals Origin Country 2009 2016 1 2 3 4 5 9 15.7 % 10.1 % 7.0 % 6.4 % 5.6 % 3.8 % China S. Korea Taiwan USA Japan UK 1 2 3 4 5 905 MasterCard Asia Pacific Destinations Index 2016 Contribution To Asia Pacific Destinations by Overnight International Arrivals (millions) Total Expenditure (US$ millions) Total Nights (millions) 2009 2009 2009 2016 2016 2016 2009/2016, 7 year CAGR 2009/2016, 7 year CAGR 2009/2016, 7 year CAGR 2009 139.6 799.5 $106,399 $208,221 265.9 1,396.3 2009 2009 50 200 30,000 0 0 0 100 400 60,000 150 600 90,000 250 1,000 150,000 350 1,400 210,000 200 800 120,000 300 1,200 180,000 400 1,600 240,000 2016 2016 2016 9.6 % 8.3 % 10.1 % Total Top 20 Origin Contribution To Asia Pacific Destinations 7 year CAGR 7 year CAGR 7 year CAGR Overnight International Arrivals (mn) Total Nights (mn) Total Expenditure (US$ mn) 10.1 10.4 13.1 13.3 16.7 11.5 5.9 8.3 8.6 5.5 6.5 5.3 4.2 4.0 4.2 3.3 2.5 1.8 2.6 1.8 50.4 32.5 22.5 20.6 18.0 14.3 13.5 13.3 12.3 10.2 9.2 8.7 7.1 5.8 5.6 5.2 4.9 4.7 4.5 2.7 25.9% 17.7% 8.1% 6.4% 1.1% 3.2% 12.6% 7.1% 5.2% 9.1% 5.1% 7.2% 7.8% 5.2% 4.1% 6.6% 10.0% 14.8% 8.3% 6.1% $9,057 $7,235 $8,099 $10,323 $14,045 $9,778 $3,375 $6,397 $7,398 $3,124 $5,110 $4,013 $3,076 $2,356 $2,989 $2,476 $2,409 $1,078 $1,796 $2,264 $45,289 $20,986 $13,903 $16,233 $15,839 $12,331 $8,664 $11,306 $10,328 $6,627 $8,804 $6,723 $5,251 $3,662 $4,734 $3,946 $4,542 $2,294 $3,322 $3,435 26.5% 18.3% 8.9% 7.5% 2.4% 3.6% 15.1% 8.7% 5.3% 11.7% 8.4% 8.0% 8.5% 7.3% 7.1% 7.6% 10.2% 11.9% 10.1% 6.4% 69.2 51.5 53.1 82.0 86.3 59.5 26.3 49.8 68.1 24.9 36.6 33.2 24.4 15.2 28.2 20.7 19.3 8.5 13.7 28.9 285.3 139.5 84.9 112.6 93.8 79.1 58.2 75.8 83.6 45.9 50.6 48.2 37.5 21.5 38.3 28.2 31.2 19.1 21.1 42.0 22.4% 15.3% 6.9% 4.6% 1.2% 4.1% 12.0% 6.2% 3.0% 9.1% 4.7% 5.5% 6.3% 5.1% 4.5% 4.5% 7.1% 12.2% 6.4% 5.5%06 In terms of growth rates between 2009 and 2016, five of the top 20 origin countries are growing by over 10% a year (CAGR basis) namely the three Northeast Asian economies of China (25.9% per year), South Korea (17.7%) and Hong Kong (10.0%) and the developing Southeast Asian economies of Malaysia (12.6%) and Vietnam (14.8%). TABLE 3: Top 20 Origin Countries for Asia Pacific Destinations by share of Overnight International Arrivals, Expenditure and Nights 6 5 3 2 1 4 10 8 7 11 9 12 14 15 13 16 18 20 17 19 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 China South Korea Taiwan USA Japan Singapore Malaysia Australia UK Thailand Indonesia Germany France Russia India Canada Hong Kong Vietnam Philippines New Zealand Rank by 2016 Contribution Share of OVN Intl Arrivals Origin Country 2009 2016 25.9 % China 17.7 % S. Korea 14.8 % Vietnam 12.6 % Malaysia 10.0 % Hong Kong Kuala Lumpur07 MasterCard Asia Pacific Destinations Index 2016 % Contribution To Asia Pacific Destinations by Overnight International Arrivals Total Expenditure Total Nights 2009 2009 2009 2016 2016 2016 2009/2016, 7 year 2009/2016, 7 year 2009/2016, 7 year 0 40 80 20 60 100 +2.0 % +2.6 % +2.4 % Overnight International Arrivals Share of Total Top 20 origin countries to Asia Pacific Destinations Total Nights Total Expenditure 2009/2016, 7 year 2009/2016, 7 year 2009/2016, 7 year 5.8% 6.0% 7.6% 7.7% 9.7% 6.6% 3.4% 4.8% 5.0% 3.2% 3.8% 3.1% 2.4% 2.3% 2.4% 1.9% 1.4% 1.0% 1.5% 1.0% 6.9% 5.5% 6.2% 7.9% 10.7% 7.4% 2.6% 4.9% 5.6% 2.4% 3.9% 3.1% 2.3% 1.8% 2.3% 1.9% 1.8% 0.8% 1.4% 1.7% 7.0% 5.2% 5.4% 8.3% 8.7% 6.0% 2.7% 5.0% 6.9% 2.5% 3.7% 3.4% 2.5% 1.5% 2.8% 2.1% 1.9% 0.9% 1.4% 2.9% 15.7% 10.1% 7.0% 6.4% 5.6% 4.5% 4.2% 4.2% 3.8% 3.2% 2.9% 2.7% 2.2% 1.8% 1.7% 1.6% 1.5% 1.5% 1.4% 0.8% 18.2% 8.4% 5.6% 6.5% 6.4% 4.9% 3.5% 4.5% 4.1% 2.7% 3.5% 2.7% 2.1% 1.5% 1.9% 1.6% 1.8% 0.9% 1.3% 1.4% 17.0% 8.3% 5.1% 6.7% 5.6% 4.7% 3.5% 4.5% 5.0% 2.7% 3.0% 2.9% 2.2% 1.3% 2.3% 1.7% 1.9% 1.1% 1.3% 2.5% 9.9% 4.1% -0.5% -1.3% -4.1% -2.2% 0.8% -0.6% -1.2% -0.0% -0.9% -0.4% -0.2% -0.5% -0.7% -0.3% 0.1% 0.4% -0.1% -0.2% 11.3% 2.9% -0.6% -1.3% -4.3% -2.5% 0.9% -0.3% -1.5% 0.3% -0.4% -0.4% -0.2% -0.3% -0.4% -0.3% -0.0% 0.1% -0.0% -0.3% 10.0% 3.1% -0.3% -1.6% -3.1% -1.3% 0.8% -0.5% -1.9% 0.2% -0.7% -0.5% -0.2% -0.3% -0.6% -0.4% -0.1% 0.3% -0.1% -0.4% 2009 2009 2009 80.7% 81.0% 80.7% 82.8% 83.5% 83.1% 2016 2016 201608 In 2016, Asia Pacifics top origin country for tourists, China, is projected to contribute 50.4 million overnight international arrivals, a 15.7% share of all tourists in the region at the destination city level. It is also expected to contribute the highest number of total nights (285.3 million nights or 17.0% of the total) and expenditure (US$45.3 billion or 18.2% of the total) to Asia Pacific. The number of Chinese outbound tourists to Asia Pacific has grown by 25.9% per year for the last seven years (CAGR) propelling it from 6th most important contributor to Asia Pacific tourism in 2009 (when Japan was #1 ) to the most important by 2012 and it has since retained its lead. Outbound Chinas top 20 destinations in Asia Pacific are spread across Northeast Asia (11 destinations) and Southeast Asia (nine destinations). Outside of the top 20, the top Oceanic destination is Sydney (#23) and the top South Asian destination is the Maldives (#32). Seoul was the #1 destination in 2009 and 2010 before being eclipsed by Bangkok in 2011, a lead which it has held despite its political turmoil in 2014. As the current #1, Bangkok (8.2 million, 16.3% share of total outbound China to Asia Pacific destinations) maintains a sustainable lead over Seoul (5.1 million, 10.2% share) barring any new negative tourism shocks for Thailand. From the perspective of Asia Pacifics top 20 destinations, 13 out of the 16 non mainland China destinations in the top 20, have China as the 1st, 2nd or 3rd most important origin market with shares of total arrivals ranging from 17.6% of Balis total arrivals to almost half (50.5%) of Seouls total arrivals in 2016. Chart 7: Top 20 Asia Pacific Destinations for Tourists from China Destination Bangkok Seoul Tokyo Phuket Pattaya Osaka Singapore Taipei Jeju Bali Kuala Lumpur Siem Reap Aichi Hokkaido Yamanashi Kyoto Shizuoka Chiba Phnom Penh Ho Chi Minh City 16.3% 10.2% 5.3% 5.0% 4.2% 3.7% 3.6% 3.3% 3.1% 2.7% 2.0% 1.9% 1.8% 1.8% 1.7% 1.7% 1.6% 1.6% 1.5% 1.5% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Arrival Share (%) Arrival Rank 50,000 40,000 30,000 20,000 10,000 0 4,000 5,000 2,000 3,000 7,000 6,000 8,000 0 1,000 (000s) (US$ mn) Arrivals (000s) Nights (000s) Expenditure (US$ mn) Bangkok Seoul Tokyo Phuket Pattaya Osaka Singapore Taipei Jeju Bali Kuala Lumpur Siem Reap Aichi Hokkaido Yamanashi Kyoto Shizuoka Chiba Phnom Penh Ho Chi Minh City09 MasterCard Asia Pacific Destinations Index 2016 In 2016, Asia Pacifics second most important origin country for tourists, South Korea, is projected to contribute 32.5 million international overnight arrivals, a 10.1% share of all tourists to the 167 destinations. It is also expected to contribute the second highest number of total nights (139.5 million nights or 8.3% of the total) and expenditure (US$21.0 billion or 8.4% of the total) to Asia P
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