Tourism Development: Trends in Tourism

Tourism Development: Trends in Tourism

• This section covers the trends in tourism which are being affected by globalization, which is causing international tourism to grow and become more diverse.
• Globalisation is also having an effect on demand for tourism, and on the supply side of the tourism industry.

The trends in tourism

• Due to globalization, international tourism is growing.
• Globalization is leading to tourist generating and destination regions becoming more diverse.
• Demand for tourism is changing.

Key Points

• International tourism is growing because of globalization.
• Tourist generating and destination regions are more diverse because of globalization.
• There is a growing popularity in lesser known destinations, that were not previously popular or easily accessible.
• There is emergence of new experiences including adventure, heritage, sports and health tourism.
• Supply of tourism sees small specialists augmenting the services of mass market tour operators,
• Tourism marketing is experiencing a shift from traditional print and broadcast media to new online media.

Key Concepts

• Globalisation: The increasing connections between places and people across the globe, established through trade, politics, cultural exchanges, and facilitated by technology and transport.
• Second cities: Lesser-known destinations in a country that offer tourism experiences.
• Mass market tour operators: People or companies that create package tours to cater to large groups of people.
• Specialist tour operators: People or companies who supply tours for niche travel.
• Niche travel: Specialised tourism experiences that cater to specific needs or interests of a group of tourists, such as whale watching or scuba diving.

Globalization Impact on International Tourism

• International tourism has been growing as a result of globalization.
• Tourist generating and destination regions have become more diverse thanks to globalization.
• The ability to travel has helped the pace of globalisation in the tourism industry, where people can search for and buy tourism-related services from anywhere
• Greater competition among businesses gives incentive to offer value-for-money travel experiences to attract more people.
• Tourists enjoy more affordable tours, increasing their ability to travel because globalisation has increased tourism through the increasing ability to travel.
• Globalisation has increased motivation to travel as there is greater access to new ideas on tourism destinations and experiences from all over the world, through new online media.
• London's King Cross Station has become popular with Harry Potter tourists due to the international airing of the Harry Potter film series.

Generating and Destination Regions have become more diverse.

• The European countries are still the most popular tourist destinations.
• Developing countries, especially in the Asia Pacific region, have become increasingly popular among tourists.
• China, Thailand and Malaysia are among the world's most popular tourist destinations today.
• Most tourists come from the world's most developed countries in Europe and North America.
• Increasingly, more international tourists are coming from the rapidly developing countries in the Asia Pacific and South America, such as China, India and Brazil.

How the demand for tourism is changing

• Trends that have been observed include:
  • Increasing popularity of lesser known destinations that were previously popular or easily accessible.
  • Emergence of new experiences including adventure, heritage, sports and health tourism.

The increasing popularity of lesser known destinations

• Tourists seek new destinations to find unique travel experiences.
• Globalization has facilitated a greater flow of information about these destinations.
• Tourists share travel experiences online, enticing more people with novel travel experiences in remote destinations or 'second cities'.
• These experiences can also be more easily planned and booked online.
• Advancements in transportation, such as new modes of travel and expansion of transportation infrastructure, have also resulted in these destinations becoming more accessible.
• Remote destinations, such as Antarctica, have become increasingly popular as people seek to explore one of the world's last untouched regions.
• The increased availability of cruise services to antarctic has also made it more convenient to travel there.
• New travels seek unique travel experiences in less crowded environments by visiting 'second cities'.
• Also new travels avoid exceeding the carrying capacity in traditional tourist hotspots and enable these environments to recover.
• Lower travelling costs may also result if you travel at tourist hotspots.
• Visiting 'second cities' are becoming popular, especially among younger travellers, as new online media increases tourists' awareness of these places.
• Instead of London, tourists are increasingly visiting the city of Manchester, UK, to experience its arts and unique architecture.
• Many fans of the world-famous football clubs, Manchester City and Manchester United, also visit the city to view the home stadiums and watch their favourite teams play.

Emergence of new experiences including adventure, heritage, sports and health tourism

• Tourists look for different or exclusive experiences or activities to satisfy their interests, not just travels
• New tourism experiences, based on a specific area of interest or activity have emerged
• Globalization fuels the popularity of these novel experiences as people share and get more information online.

Type of Tourism: Adventure

• Involves motivation for travel and the activities
• Travel to natural environments and participate in challenging physical activities such as mountain climbing.
• Seeking to achieve personal growth and self-fulfilment by taking part in challenging tourist activities.
• Occurs in places of natural beauty where tourists can enjoy scenic views and carry out physically challenging activities.
  • Trekking on Mount Everest is increasingly popular among adventure tourists looking to challenge themselves.

Type of Tourism: Heritage

• The ancient city of Machu Picchu in Peru attracts more than a million tourists every year.
• These tourists explore culture, and learn about the history of a place.
• They are able to fulfil their need for unique travel experiences and understand the rich and diverse global cultures.
• Visit locations with rich history and cultures, especially those awarded the UNESCO World Heritage Site status

Type of Tourism: Sport

• Involves people either observing or participating in sporting events.
• They achieve personal growth and self-fulfilment when participating and seek escape from work.
• This takes place at venues which are equipped like stadiums etc
  • the English Premier thousands of overseas football fans visited the city of Manchester,

Type of Tourism: Health

• Involves the motivation for tourists to seek medical care or activities to enhance their physical, mental or spiritual wellness.
• Many health tourists seek medical procedures to improve their health as they are cheaper, have shorter waiting times, and the services may not be available at home.
• South Korea receives more than 2 million health tourists in 2018 for cosmetic procedures such as plastic surgery and non-cosmetic procedure.
• This is due to South Korea's advanced medical technologies and renowned medical services. -Bali, is famous for its numerous yoga and wellness resorts thanks to the medical procedures that may improve well-being and self-esteem.
• Aside from medical procedures, health tourists may relax and enhance their overall health in activities such as yoga retreats and hot-spring tours.
• It often occurs in places with medical facilities.

How the supply of tourism is changing

• Small specialist operators are adding onto the services of mass market tour operators;
• Tourism marketing is changing from traditional print and broadcast media to new online media.

How specialist operators augment mass marketing

• Most tourism experiences and services today are delivered with mass market tour operators,
• Small specialist operators are now augmenting their services, where they supply for niche travel.

Key Operator Categories: Mass market

• These supply tour packages for large groups which is mass tourism
• The package tours include transport and accommodation.
  • Attractiveness factors are reduced costs, ease and help where needed.

Key operator category EXAMPLES: Klook

• Klook is one of Singapore's largest mass market tour operators.
• They offer a large variety of tours to many destinations around the world at relatively affordable prices.

Key Operator Categories: Specialist

• Supply tours for niche travel
• Specialisation in specific destinations or tourism that mass market does not offer. -This niche travel is cheaper and has greater interest because of online media. -There often customisable, and are experts to guide tourists.

Key Operator Categories: Quark

• Quarks specialise in tours to the Arctic and Antarctica, offering experiences from all types of travel

Marketing is evolving with technology

• Technology is improving tourism and it's marketing strategies because there is now traditional methods of marketing available
  • Example there lonely planet.
• Increasingly, traditional media platforms are being replaced by online media as more tourists use the internet
• Up to 70% of tourists can research.
• Tour businesses are turning online
  • Chan Brothers.