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UNWTO / GTERC Asia Tourism TrendsExecutive Summary2018 Edition$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 $protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 UNWTO/GTERCAsia Tourism Trends2018 Edition Executive Summary$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 2UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryIn its fifth year of publication, the UNWTO/GTERC Asia Tourism Trends 2018 Edition bears testimony to another positive year for global tourism, with international arrivals growing by 7% in 2017, well beyond initial forecasts, to reach 1.3 billion. We have also seen a 5% increase in international tourism earnings, one of the highest growth rates in recent years, with exports from international tourism reaching USD 1.3 trillion. Asia and the Pacific has played a defining role in the recent expansion of tourism, accounting for 37% of the worlds international tourism expenditure and nearly one-fourth of global arrivals. Between 2000 and 2017 the region has seen an average 7% increase per year in international arrivals, the fastest growth of all world regions. China has been one of the driving forces behind this growth, as the worlds top spender in international tourism and the fourth largest destination. The countrys remarkable economic rise has led to a surge in outbound travel, especially a new market segment of independent travellers and millennials, who are not only visiting nearby countries but venturing to long-haul destinations. The UNWTO/GTERC Asia Tourism Trends report comes at a very timely moment, as we celebrate the landmark European Union-China Tourism Year 2018. This edition looks at international tourism between the largest economy in Asia, China, and the 28 European Union countries, two entities that have many things in common, especially the combination of a rich natural and cultural heritage that is an attraction to all visitors. Europe is the top interregional destination for Chinese tourists and travel between China and Europe and vice-versa has increased in recent years. Chinese-European relations date back to the time of the historic Silk Road which has now been brought into focus with Chinas Belt and Road Initiative.This report also examines the growing importance of the Greater Bay Area of China that includes two Chinese Special Administrative Regions (Hong Kong and Macao) and nine cities in Guangdong Province. The Greater Bay Area is characterized by exceptional socio-economic growth and unparalleled infrastructure development epitomized by the Hong Kong Zhuhai Macao Bridge. Tourism will surely benefit from these developments adding further strength to the region as a major source market and destination in international tourism.I trust that this report will be a guide to better understand the development of tourism in Asia and the Pacific and help open up new avenues of opportunity towards our common goal of making tourism an effective tool for sustainable development.On behalf of the World Tourism Organization I wish to thank the Global Tourism Economy Research Centre, in particular its Chairman, Ms. Pansy Ho, for the commitment and support in making this study possible.ForewordZurab PololikashviliSecretary-General, World Tourism Organization (UNWTO)$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 3UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryTravel between two places, near or far, is as antiquated as human history. Whatever the purpose, something intangible but invaluable always emerges.More than 700 years ago, Marco Polo made his mark in history for having traversed the Asia continent on his epic journeys to China, and for epitomizing the human spirit of inquisitiveness and adventure, openness and fearlessness to unfamiliar places and things, and keenness to share experiences.Much has changed since seven centuries ago. The enormous physical and logistical challenges Marco Polo had to endure no longer exist. We now enjoy the incredible gifts of modern technologies and innovation, which give us the luxuries of digital tools, one-stop travel services, seamless itineraries, travel facilitation, air connectivity and tailor-made experiences. What have not changed, however, are the impalpable values that are part and parcel of travel. In October 2016, Chinese Premier Li Keqiang and the President of the European Commission Jean-Claude Juncker jointly declared 2018 as the EU-China Tourism Year. Enhancing people-to-people exchange, improving travel experiences, promoting lesser-known places underpin this initiative.In this report, we will get a glimpse of the history of ChinaEurope exchange and how 2018 marks the beginning of an exciting new chapter in Europe China travel. We will also learn about the exciting new growth area in Asia, the GuangdongHong KongMacao Greater Bay Area. Highlighting the EU and the Guangdong Hong Kong Macao Greater Bay Area in this report is most logical, since EU has become the second-most popular destination for outbound Chinese tourists outside Asia in 2017, Guangdong Province is one of the top outbound-tourist generating areas in China, and the Guangdong Hong KongMacao Greater Bay Area is destined to spark unprecedented economic development in the region, and simultaneously create extraordinary business opportunities for the rest of the world.I would like to express my gratitude to the Secretary General of UNWTO, Mr. Zurab Pololikashvili, and his team for their unflagging support in this project. ForewordPansy HoChairman, Global Tourism Economy Research Centre (GTERC)$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 4UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryThis fifth edition of the UNWTO/GTERC Asia Tourism Trends was presented in Macao, China, at the Global Tourism Economy Forum (GTEF) in October 2018. The report is a collaborative research project of the Regional Department for Asia and the Pacific and the Tourism Market Intelligence and Competitiveness Department of the World Tourism Organization (UNWTO), conducted under the supervision of Mr. Xu Jing and Ms. Sandra Carvao, Directors of the two respective Departments.From the Tourism Market Intelligence and Competitiveness Department, Mr. Javier Ruescas led the research work of chapter 1 on Tourism trends and outlook, and of chapter 2 China and Europe in focus. Mr. Michel Julian, Ms. Julia Baunemann and Ms. Hee-Jin Cho contributed with drafting, editing and revision.From the Regional Department for Asia and the Pacific, Mr. Omar Nawaz and Ms. Harmony Lamm coordinated the research project and provided editing and revision with the contribution of Ms. Hyeon-Jin Lee.UNWTO wishes to thank Ms. Barbara CY Laam and Mr. Jason Wang of GTERC for their valuable support, and appreciates the contribution of the following experts:For chapter 2, China and Europe in focus, Mr. Wolfgang Georg Arlt and Ms. Valeria Croce, and Prof. Bao Jigang and Ms. Jiawei Jiang for chapter 3, New Growth Area of Asia: development of the Greater Bay Area. Acknowledgements$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 5UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryTourism trends and outlookStrongest growth in global tourism since 2010Global tourism grew by a record 7% in 2017 to reach a total of 1.32 billion international arrivals. This is the highest increase in seven years, resulting from strong outbound demand from major source markets and a global economic upswing. Accounting for 37% of the worlds international tourism expenditure, the contribution of Asia and the Pacific to global tourism warrants attention.Role of Asia and the PacificAsia and the Pacific plays a vital role in global tourism, both as an inbound and an outbound market. Total arrivals in the region grew by a steady 6% in 2017, in line with the preceding year, to reach a total 323 million. The regions market share of arrivals has gradually increased from 16% in 2000 to 24% in 2017. Outbound travel from Asia and the Pacific, measured in arrivals in destinations, totaled 335 million in 2017, increasing 7% over 2016. This average growth has been maintained between 2010 and 2017, resulting in an aggregate increase of 63% in that seven-year period. Consequently, tourism expenditure from the region has also increased substantially. Asian travellers spent USD 502 billion on international tourism in 2017, some 37% of the world total, up from 24% in 2010. Executive summaryThis UNWTO/GTERC Asia Tourism Trends, 2018 Edition marks the 5th year of this reports publication. As in past editions, chapter 1 analyzes international tourism trends in Asia and the Pacific in their global and regional dimensions, with an overview of the regions socio economic environment. Dedicated to celebrate the European Union-China Tourism Year 2018 (ECTY), chapter 2 looks at international tourism between China, the largest economy in Asia, and the block of 28 countries in the EU. The first part analyzes tourism from China to the EU-28, while the second part focuses on travel from the EU-28 to China. Chapter 3 examines the rise of the Greater Bay Area, a strategic area in the south of China that includes the two Special Administrative Regions of Hong Kong (China) and Macao (China) and nine cities in Guangdong Province: Guangzhou, Shenzhen, Zhuhai, Foshan, Zhongshan, Dongguan, Zhaoqing, Jiangmen and Huizhou. The chapter studies the socio-economic development of the Greater Bay Area and its implications for tourism.$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 6UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryThis growth is attributable to strong socio-economic development in a region with over half the worlds population and one-third of global GDP, together with increasing air connectivity, major infrastructure development, more affordable travel, faster and simpler bookings through online tourism platforms and significant travel facilitation.Socio-economic environmentAsia is the worlds largest region in both economic and demographic terms With a population of 4.2 billion inhabitants, Asia and the Pacific is the worlds largest region demographically, accounting for more than half of the population on the planet (56%). In 2017 the GDP of Asia and the Pacific reached USD 27.5 trillion, the highest of all world regions, measured in US dollars. In 2016 Asia surpassed the Americas in economic output for the first time in the historical series. Between 2000 and 2017, Asia experienced the fastest economic growth across world regions, largely driven by China and India. Income levels have surged in Asia and the Pacific since the past decade, with the regions per capita GDP more than doubling from USD 3,170 in 2005 to USD 6,620 in 2017. Rapid economic growth in a region with 56% of the worlds population, coupled with rising air connectivity, market openness and travel facilitation have boosted international travel in Asia and the Pacific, both within the region (intraregional) and to/from other regions (interregional).Inbound tourismAsia and the Pacific recorded continued growth fuelled by solid intraregional demand Asia and the Pacific is the second most visited region in the world after Europe, having overtaken the Americas in 2002. It has also been the fastest growing in recent years. Almost half of all international tourist arrivals in Asia and the Pacific were recorded in North-East Asian destinations in 2017 (160 million arrivals), while 37% were recorded in South-East Asia (120 million), 8% in South Asia (27 million) and 5% in Oceania (17 million). The world ranking by international arrivals features two Asian destinations in the top-10: China (4th) with 61 million international arrivals in 2017 and Thailand (10th) with 35 million. Japan, Hong Kong (China) and Malaysia rank 12th, 13th and 15th respectively.International tourism receiptsAsia and the Pacific accounts for 29% of the worlds international tourism receipts The region earned USD 390 billion in tourism receipts in 2017, or 29% of the world total, a share that has increased steadily from 17% in 2000. Asias share of receipts is above its share of world arrivals (24%) indicating that tourism spending in the region exceeds the world average. In 2017, international tourism receipts in Asia increased by 3% in real terms (local currencies at constant prices), with particularly strong results in South Asia (+13%) and South-East Asia (+9%). Four Asian destinations (Thailand, Australia, Macao (China) and Japan) appear on the worlds top-10 ranking by international tourism receipts. Asian receipts per arrival exceed the world average: Asia earns an average USD 1,200 from every tourist (arrival), above the world average of USD 1,010.$protocol:/e-unwto/doi/book/10.18111/9789284420056 - Friday, August 02, 2019 11:29:26 PM - IP Address:49.80.172.117 7UNWTO / GTERC Asia Tourism Trends 2018 Edition, Executive SummaryTop destinations in Asia and the Pacific Ranked according to international tourist arrivals and tourism receipts, fourteen of the top fifteen Asia Pacific destinations appear on both lists (though in different order) despite showing marked differences in terms of the type of tourists they attract, their average length of stay and their spending per trip and per night. China is the top destination in arrivals (61 million in 2017) and the sixth largest in receipts (USD 33 billion), while Thailand is the top tourism earner (USD 57 billion) and number two in arrivals (35 million arrivals). In 2017, five destinations moved up in the Asia Pacific ranking by arrivals, compared to 2016. Japan moved up two places while Macao (China), India, Singapore and Viet Nam climbed one place each. In the ranking by receipts, Macao (China) moved up three places, while Australia, Japan and Indonesia all moved up one.Inbound tourism by region of originIntraregional tourism accounts for 80% of arrivals in Asia and the Pacific. In 2017 intraregional tourism (originating in the same region) accounted for some 257 million international tourist arrivals in Asia and the Pacific, or 80% of the regions total, growing by 6%, slightly below the twelve-year average (+7%). This percentage is highest in North-East Asia, where 88% of arrivals originate in Asian source markets, followed by South-East Asia with 81%. Europe is the largest sourc
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