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Tourism The Growth Industry Where Governments Make 20x to 400x More Money Than They Spend
1. Tourism
The High Growth Industry
Where Countries Generate 20x to 400x
More Money than they Spend
1
2. Overview
1. Many underexploited exist around the world.
2. Travel & Tourism generate among the highest ROI.
3. One of the highest impact ways of boosting the economy and
contributing growing prosperity of workers is through tourism.
2
Tourism The Growth Industry
3. The Fifth Largest
Industry in the World
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 2
3
Tourism The Growth Industry
4. World’s Second Largest Employer –
8.7% of Workforce
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 3
4
Tourism The Growth Industry
5. Among the Fastest Growing Industries
4.2% CAGR
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 3
5
Tourism The Growth Industry
8. Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 3
8
Disparities Of Contribution to GDP
Indicates Opportunities
Tourism The Growth Industry
9. Destination Marketing
Governments Generate 200x+
More Money Than They Spend!
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 28
9
Government Expenditures on Tourism Promotion as a % of Tourism Revenue
Tourism The Growth Industry
10. Destination Marketing
Governments Generate 200x+
More Money Than They Spend!
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 28
10
Tourism The Growth Industry
11. Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 28
11
But Represents a Very Small
Fraction of Total Budgets
Tourism The Growth Industry
12. Sample Tourism Revenues to
Promo Expense Ratio
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, pp. 33
12
Denmark 12:1
Scotland 20:1
Australia 64:1
Colorado 193:1
Arizona 180:1
Florida 147:1
Oregon 134:1
Montana 50:1
Michigan 49:1
Missouri 47:1
Tourism The Growth Industry
13. Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 32
13
Canada Tourism Revenues and ROI by Country targeted
Sample
Tourism to Promo Expense Ratio (cont’d)
Tourism The Growth Industry
14. Sample
Tourism Revenue to Promo
Expense Ratio (cont’d)
Source: The Economic Advantages of Travel & Tourism, November 2012, Oxford Economics, p. 32
14
California Tourism Revenues by Country targeted and Return
Tourism The Growth Industry
19. Some Countries Are Better At It Than Others
Some Winners
19
285% 390% 518% 327% 323% 335% 441% 929% 360% 654% 466% 784% 504% 1925%
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
International Tourists 1995-2012
Worldwide Growth: 268%
Tourism The Growth Industry
20. Some Countries Are Better At It Than Others
Some Laggards
20
95% 89% 155% 130% 130% 173% 160% 168% 132% 98% 101%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
International Tourists 1995-2012
Worldwide Growth: 268%
Tourism The Growth Industry
21. Some Countries Make A lot of $ Per Tourist
21
1995-2012
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
Tourism The Growth Industry
23. But Change Is Inevitable
23
Countries
2012 Growth
(%)
Countries
2013 – 2023
Growth (%)
Qatar 29.9 Angola 9.7
Kyrgyzstan 26.9 China 9.1
Vanuatu 21.6 India 7.9
Azerbaijan 21.3 Namibia 7.8
Belarus 18 Thailand 7.2
Tunisia 16.4 Philippines 6.9
Uzbekistan 16.3 Vietnam 6.8
Kazakhstan 11.6 Montenegro 6.7
Jordan 10.7 Cape Verde 6.7
Chile 10.7 Mongolia 6.6
Fastest growing: Spending on leisure travel in 2012 (left) and forecast from 2013 – 2023 (right)
Source: http://skift.com/2013/03/13/the-worlds-fastest-growing-countries-in-travel/
Tourism The Growth Industry
24. But Change Is Inevitable
24
But Change Is Inevitable
Tourism The Growth Industry
25. But Change Is Inevitable
25Source: http://skift.com/2013/03/13/the-worlds-fastest-growing-countries-in-travel/
Countries
2012 Growth
(%)
Countries
2013 – 2023
Growth (%)
Botswana 21.9 Montenegro 10
Armenia 21.7 China 9.2
Thailand 19.6 Zambia 9
Ivory Coast 19.2 Thailand 8.1
Malaysia 18.4 Gambia 8
Cambodia 18.2 Cape Verde 7.9
Qatar 16.9 Macau 7.8
Malawi 15.5 Pakistan 7.8
Hong Kong 15.1 Brazil 7.8
Congo 13.9 Iraq 7.6
Fastest growing: Capital investment in Travel and Tourism in 2012
(left) and forecast from 2013 – 2023 (right)
Tourism The Growth Industry
26. But Change Is Inevitable
26
Cancun Mexico
Source: https://aclarando.wordpress.com/category/antes-y-ahora/
Tourism The Growth Industry
27. But Change Is Inevitable
27
Shanghai, China, 1990-2010
Source: http://jpgamboa.com/
Tourism The Growth Industry
28. But Change Is Inevitable
28
Dubai
Source: http://www.dubainight.com/mag/dubz/dubai-1980-2012,28,8929.html
Tourism The Growth Industry
29. Change Is Inevitable
Examples
29
Punta Cana, Dominican Republic 1980-2010
Source: http://puntacanatv.com/punta-cana-history.html; Source: http://media-cdn.tripadvisor.com/media/photo-s/05/a2/2c/be/breathless-
punta-cana.jpg
Tourism The Growth Industry
30. Elements of Tourism Promotions
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1. Favorable Political Climate
2. Infrastructure
3. Natural / Historical Resources
4. MARKETING
mike@criticalmissionconsulting.com
Tourism The Growth Industry
31. •Investor Relations
•Capital Advisory
•Joint Ventures
•Business Development
By Size, Specialty and Location
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Get There Faster
31mike@criticalmissionconsulting.com
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