1. “Forging partnerships for the
future of global tourism”
Peter Jordan, Global Partnerships coordinator IGLTA Annual Global Convention
Fort Lauderdale, USA – 11 May 2011
Affiliate Members Programme

2. 1 What is UNWTO ?
2 Overview of world
tourism
Key social trends & their
3 influence on world
tourism
4 Where do we go from
here?

3. The World Tourism
Organization
(UNWTO)

4. • Specialized agency of the United Nations
• 161 Member States, 400+ Affiliate Members
• Leading international organization in travel &
tourism since 1975

5. • global forum for tourism policy issues
• building awareness of the importance of ethical
and competitive tourism
• committed to the Millennium Development
Goals…

6. The UN Millennium Development Goals

7. Overview of world
tourism

8. International tourism arrivals: 1995 - 2010
International tourist arrivals, 1995-2010*
1000
935 mn
913
894
900 877
839
795
800 755
million
695 684
700 675 675
626
602
586
600 561
528
500
400
1995 2000 2005 2010*

9. International arrivals 2008-2010: Evolution

10. Regional overview

11. EUROPE
2010 growth: +6.7%
2011 forecast: +4-5%
• Slower recovery due to
uncertain economic conditions
• Consumer confidence still
affected by the economic crisis
• Record-breaking arrivals in
Germany, Turkey and Croatia
• Slow but steady recovery in US
outbound market
• Some resorts benefitting from
unrest in Middle East

12. AMERICAS
2010 growth: +7%
2011 forecast: 4-6%
• Return to growth in the US
driving a general trend
• Unemployment still a concern.
Domestic vacations popular
• Strongest results in South
America (Argentina +22%)
• Brazil 3rd largest outbound
market (+51% spending in 2010)
• Natural disasters only expected
to have a temporary effect

13. ASIA-PACIFIC
2010 growth: +12.6%
2011 forecast: +7-9%
• Strongest growth region for 2
years running
• China responsible for 1 in 4
departures in 2010
• Booming economy
• Rising middle class
• Restrictions eased
• Investment in infrastructure
• Sharp fall in Japan due to March
earthquake though not all
country affected

14. MIDDLE EAST
2010 growth: +14%
2011 forecast: +7-10% (?)
• Economic growth returning following
2009 shock
• Increasingly important air hub
• Long term effect of political unrest is
uncertain
AFRICA
2010 growth: +6.4%
2011 forecast: +4-7% (?)
• Boosted by high commodity prices
• R.S.A boosted by Soccer World Cup
(+15% arrivals) – high expectations

15. World in 2010: +6.7%
2011 forecast: 4 to 5%

16. • 4th biggest export activity worldwide
• $3bn a day export income worldwide (2009)
• 6-7% of global employment
• Leading economic development around the world

17. Key social trends
affecting global
tourism

18. 1. Demographic changes
• Growth and ageing of the global population
• 25 of Europe’s population aged 65+ by 2015
• Young and affluent travelling for the first time
from emerging markets

19. 2 . Global increase in travel
• 1.5 bn journeys by 2015
• More people see tourism as a right

20. 3. A more competitive global market
• New travellers, new destinations.

21. Every destination competes in an open market…
Source: World Tourism Organization (UNWTO)

22. 4. Widening the horizons of
sustainability…

23. 5. Innovation and technological
change
• Sharing knowledge: the value of networks
• New technology changing the tourism system
• The right of access to Internet

24. Where do we
go from here?
The importance of tourism in regional development

25. Success factors:
1. Sharing knowledge
2. Sustainability
3. Social responsibility
4. Public-private sector
cooperation

26. Sharing knowledge
• Essential to conduct business effectively
• Allows you and your partners to adapt quickly
to changing demand and identify opportunities

27. Sustainability
• Economic
• Environmental
• Social
• Territorial

28. Social responsability
• Destinations that take social responsability
seriously are more competitive

29. ‘UNWTO Global Code of
Ethics for Tourism’ (1999)

30. Principal aims

31. Promote gender
equality and the
empowerment of
women in
tourism;

32. Prevent all forms of exploitation of
children in tourism

33. Promise to respect
human rights and non
discrimination; in
particular with
respect to persons
with HIV/AIDS

34. Promote the rights of workers and the
quality of employment in the tourism
sector

35. Public-private
cooperation
An over-riding necessity which
brings mutual benefits:
• To all actors
• To all levels of government
With the greatest range of participation
(civil society, universities, NGOs)

36. “Tourism, when practiced with a
sufficiently open mind, is an irreplaceable
factor of self-education, mutual tolerance
and for learning about the legitimate
differences between peoples, cultures and
their diversity”
(Article 2.1, UNWTO Global Code of Ethics for Tourism)