【旅游文旅报告】2024年全球旅游趋势（英）.docx

ForwardKeysFC)RWARDKEYS'DESTINATIONINSIGHTSG1.OBA1.TRAVE1.TRENDS2023哽ForwardKeysThedataincludedinthisdocumentisaccurateaccordingtoForwardKeys*marketresearchdatabaseasof26thSeptember2023.©ForwardKeys.2023.AllRightsReserved.ForewordIn2023,manydestinationsandtravelbusinessesremainedfocusedonrecoverypost-COVID-19.Thespeedofthatrecoveryhasvariedbyregion,butbytheendof2024,itwillbecomplete,evenforthosecountriesthatliftedtravelrestrictionsmostrecently.Thisbringsdestinationsbacktotheissuestheyweredealingwithpre-pandemic.Wheredotheywanttogowithtourism?Whattypeoftourism?Forwhatpurpose?Butwhilethequestionspersist,thecontexthaschanged,shapedbygeopoliticalevents,technologicaladvancesandrisingconcernsaboutsustainability."Growthatallcostsisnolongerviable.Destinationsandtravelbusinessesneedtofocusonnewmodelsoftourismwhicharesocially,economicallyandenvironmentallyresponsible.Inthiscontext,accesstoaccurate,timelyandgranulartraveldataisinvaluabletosuccess.Astheindustryleaderincomprehensiveglobalairtravelintelligence,ForwardKeysispleasedtosharethisreport,whichanalysestheevolvingpatternsofglobaltourismandchangingtravellerbehavioursthatareemergingthrough2023.Wehopeitprovidesvaluableinsightintothemostimpactfultrendsaffectingdestinations,andtheopportunitiesavailable.Asthetravelindustrypreparesforayearmarkedbystrongdemand,thekeyquestionishoweffectiveDMOsandindustryprofessionalswillbeinattractingtheappropriatetravellersegmentstomeettheirobjectivesforsustainablegrowth.Wewishyouasuccessful2024whatevershapethatmaytakeforyourbusinessoryourdestination.OlivierPontiVicePresident-InsightsForwardKeys56779OI2456792021G1.OBA1.DESTINATIONRANKINGDemanddiversifiesasglobaltourismrecoversCaribbeandestinationsinpost-recoverygrowthAsia'sraceforrecoveryhitsfinalstraightKEYTRENDS:OUTBOUNDTRAVE1.ISCHANGINGIN2023DestinationpreferencesTouristprofileTravelandbookingbehaviourEXPERTSINSIGHTSReactivationofoutbounddemandvariesregionallyIntraregionaltravelleadsChinaoutboundrecoveryStrategicdata:avitaltoolforDMOspursuingsustainabletourismMETHODO1.OGYABOUTFORWARDKEYSDataappendixGlobaldestinationranking找小编，获取最新干货，邀请加入行业社群和百万职场人一起在职充电!热点I营销I技能I学习I资源I素H声明在职充电杜，分享内容.仅供个人学习.质权归原作者所有.禁止商用'<在职充电社A17：54金咦，偷偷努力的人还真多”QaaD-职场干货，免费领取：2023年网红KO1.报价合集190份万能直播话术与技巧直播运营实操全套手册56份品牌策划案/品牌手册2023小红书营销运营112份更多干货，请点击【左下角目录栏】开通【2023+2024组合特惠组合】，两年干货资源，直接下载：https:/tmkzb.xet.tech/s/BMf84Recoveryoftop-tierdestinations*byinternationaltouristarrivals,2023vs2019Ranking2023Top-tierDestinations*2023vs20191DominicanRepublic+14%2Colombia+5%3Mexico+5%4Greece+3%5SaudiArabia-0%6Portugal1%7Argentina-3%8UnitedArabEmirates-7%9Turkiye-9%10Egypt-10%11India-11%12Spain-11%13Ireland-15%14France-16%15Canada-18%16Switzerland-18%17UnitedKingdom-19%18Italy19%19Brazil-21%20Netherlands-26%.Europe.AmericasDemanddiversifiesasglobaltourismrecoversAnalysisofinternationaltouristarrivalsbydestinationcountryin2023,includingforwardticketdataforQ4,revealsseveralnotabletrendswhencomparedtotheequivalentfiguresfor2019andreflectsthecontinuedrecoveryofglobaltourismpost-COVID-19.In2022,thelistofmostrecoveredtop-tierdestinationscomparedto2019wasdominatedbytheCaribbeanandSouthernEurope,aspent-uptraveldemandfor*sunandbeach"destinationsboostedinternationaltouristarrivals.Intheequivalentrankingsfor2023,morediversetravelpatternsemerge.WhiletheDominicanRepublic(Isc),Mexico(3rd)andGreece(4th)maintainhighpositions,themixismorevariedoverall,withMiddleEastandAfrica(MEA)particularlywell-representedamongthetopperformers.ThisyearColombiarankssecond,surpassing2019levelsforinternationaltouristarrivals(+5%),returningtoagrowthphaseandconsiderablyoutperformingpeerdestinationsinSouthAmerica.Thisisattributabletothecountry,simprovingreputationfortouristsafety,pairedwithrelativelyhighaffordabilicyandsubstantialconnectivityimprovements.TherecoveryofinternationaltourismtotheUAEcontinues,witharrivalsapproachingpre-COVID-19levels(-7%),fuelledinpartbyincreasedinboundtravelfromboththeUnitedStatesandRussia.Thecountry'sexcellentairconnectivitywithChinaisalsoanimportantfactor,enablingfastreactivationofChineseinboundtravelasrestrictionsinChinahavelifted.NeighbouringSaudiArabiaexhibitsevenbetterrecovery,returningtopre-COVID-19levelsforinternationaltouristarrivals(=0%).Akeycontributingfactorhereisthe2023Hajjpilgrimage,thefirstsincetheoutbreakoftheCOVID-19pandemicwhereanattendanceCaPhasnotbeenimposedbytheSaudigovernment,aswellasreligioustourismrelatedtoEidcelebrations.TheeffectsofSaudiArabiafseffortstoincreaseairconnectivity,andits$800billioninvestmentintourismmarketingaspartofthecountry'sVision2030economicdiversificationstrategyarealsoevidentinthisrecovery.AsiaPacificMiddleEast&AfricaSource:ForwardKeysActualAirTickets*Includingdestinationswith>0.65%shareofworldwideinternationalarrivals.CaribbeandestinationsinpostrecoverygrowthRanking2023Destination*2023vs20191DominicanRepublic+14%2CostaRica+11%3Aruba+11%4Jamaica+9%5PuertoRico+9%6Colombia+5%7Mexico+5%8Bahamas+3%9Greece+3%10SaudiArabia=0%Bestperformingdestinations*,2023vs2019Includingdestinationswith>0.3%shareofworldwideinternationalarrivals.Thedestinationsthathaveseenthemostgrowthininternationaltouristarrivalswhencomparedto2019areoverwhelmingly,sunandbeach“focusedlocations.IntheCaribbeanSeaarea,apost-COVID-l9successstoryhasemergedwiththeDominicanRepublic,CostaRica,Aruba,Jamaica,PuertoRico,Colombia,MexicoandtheBahamasasthetopeightglobalperformers.TheprimaryoriginmarketsfuellingthiscontinuedgrowtharetheUnitedStates,aswellaslong-haulmarkets,reflectingdemandnotonlyforislanddestinations,butalsoneighbouringcountriesofferingdiverseoptionsfornatureandculturaltourism.GreeceexhibitsthegreatestgrowthamongdestinationsinEuropeover2019levels(+3%),placingitjustinsidethetopten(9th),whileSaudiArabia,s(IOth)returntopre-COVID-19internationaltouristfigures(=0%)reflectsbothincreasedinvestmentanditsuniqueplaceasasiteofIslamicpilgrimage.AmericasAsiaPacificMiddleEast&AfricaAsia,sraceforrecoveryhitsfinalstraightAPACdestinationssawimpressivegrowthover2022astravelrestrictionswereleftbehind,butremainbehindprepandemicvolumes,withthetopperformersBangladesh(-1%),Pakistan(-5%)andIndia(-1I%)benefttingfrompent-upVFRtravel,andtheMaldives(-12%),Indonesia(-34%),andJapan(-34%)performingbestintermsofleisuretravel.Post-COVID-19challengesintheregionincludedconnectivitybottlenecks,highfaresandaslowreactivationofmajorregionaloutboundmarkets,likeChina.Thishassubstantiallyreconfiguredtherankingoftopregionaldestinationscomparedto2019.Japanhasbecomethemostvisitedregionaldestination,upfromsecondin2019,whileChinadroppedfromfirsttofourthplace.IntermsoftheshareoftotalAPACinternationalarrivals,Indiamadesignificantgains(4percentagepoints)followedbythePhilippines(Ipercentagepoint)andVietnam(0.9percentagepoints).Overall,theoutlookispositive,withtherecoveryofallAPACmarketsexpectedtocontinuetocompletionthrough2024.TopAPACdestinations*byinternationalarrivals;bestperformingin2023vs2019Diff,withregionalrankingin2019DestinationSharedifference*,2023vs201S木1Japan+1.8p.p.42India+4.0p.p.二0Thailand-0.2p.p.3China-72p.p.0SouthKorea0.0p.p.0Vietnam+0.9p.p.44Philippines+1.0p.p.ZZ0Singapore-0.3p.p.余1Australia-0.4p.p.余2Indonesia+0.4p.p.Source:ForwardKeysAccualAirTickets*Regionalsharedifferenceisexpressedinpercentagepoints(p.p.).1.EARNMOREDestination3atewayForwardKeysConnectForwardKeys礴ForwardKeys'VSmartsKnowexactlywho,sViSiting,whenandforhowlongDMOshaveevolvedanddestinationmarketingisnowonlyapartoftheequation.Balancingtheneedsoftouristsversuslocalsrequiresadetailedunderstandingoftheeconomic,socialandenvironmentalimpactofinboundtravel.WithForwardKeysyou,llgainaccesstothecomprehensivedatayouneedtounderstandtravellerbehaviouratagranularlevelpast,presentandfuture.ArevolutionaryappforDMOs!Rapid,actionableinsightsviaadvancedanalyticsdashboards.Comprehensivedatavisualizationforeveryoneinyourorganization.Ourdata-yourway!StayaheadofindustrytrendsandboostROIwithno-codeaccesstothemostcomprehensive,granularandup-to-dateglobaltraveldataintheindustry.OurmostadvancedBIsolutionAfully-featuredreal-timeBIapplicationwithafocusondatasetsallowingyoutonavigateourdataandextractanypieceofinformationcontainedwithin.TransfrmthewayyouworkwithdataDataSmartsarecuratedandprocesseddatasets,enrichedwithadvanceddatascienceallowingyoutoanswerkeybusinessquestionsacrossarangeofusecases.GetdirectaccesstoourlibraryviaourConnectDaaSplatformandotherdeliverymethods.Keytrends:OutboundtravelischaneinDestinationpreferencesJlUrbantourismisontheriseSafaritourismcreatesgrowthinAfricaForthelasttwoyears,travellershaveshownaclearpreferencefor,*sunandbeach"destinations,aspent-updemandwasrealisedpost-pandemic.In2023thepicturehaschanged.Tourismtourbandestinationsisontherisewithgrowthof52%over2022levels,significantlyoutpacing,sunandbeach"destinationswhichhaveseen26%growthoverthesameperiod.toAfrica'sConnectivitykeytoSouthAmerica,srecoveryHalfofthetop30destinationsinAfricaareclosetoorabove2019levelswithmanySub-SaharancountriessuchasTanzania(+13%),CpeVerde(+3%),Rwanda(+1%),andNamibia(+0%)represented.StrongdemandfrommarketsincludingtheUS,CanadaandtheEuropeanUniondemonstratestheappealoftheregionandtheattractivenessofsafaritourismdestinations.Thedevelopmentoflong-haulconnectivityhasbeenfundamentalsuccess.Seatcapacityonnon-stopflightshasrisencomparedto2019,bothfromtheEUandfromtheAmericas.RecoveryinSouthAmericahasprogressedsince2022butlagsbehind2019figures(-19%),withhighairfaresandlimitedconnectivitybothlimitingreactivation.Seatcapacityondirectinternationalflightsremainslowerthanin2019forkeyregionaldestinationssuchasBrazil(-12%),Argentina(-17%),Chile(-13%)andPeru(-22%).Colombia,ssuccessamongthetopglobalperformersin2023underlinestheimportanceofconnectivity.Ambitiousexpansionhasseenseatcapacitygrowwellbeyond2019levels(+31%),boostingconnectivitywithlong-haulandregional/USmarkets.WithColombianowcompetingwithCaribbeandestinationsforleisuretravel,regionalgatewaysprovidinginboundconnectivitysuchasPanama,SaoPauloandBogotaarealsoseeinganuplift.:Climatechange=matterslong-termWhilethesummerof2023sawextremetemperatures,wildfiresandfloodsintheNorthernHemisphere,theeffectofclimate-change-driveneventsontravelhassofarbeenlimited.FollowingeventsliketheRhodeswildfires,ticketingpatternsreturnedtonormallevelswithinamonth.However,longterm,climatechangeisexpectedtoreshapetravelpreferencessignificantlyastemperaturedemandinrisesreducepredictedsummerhotterdestinationsandincreasetheattractivenessoftraditionallycoolerregions.ITouristprofileEuropeisbackinbusinessWhileremoteandhybridworkinghasreduceddemandforbusinesstravel,theMICEindustryremainsastrongdriverforthissegment.However,comparedwith2019,indexedperformancefiguresshowbusinesstravelrecoveryhastrailedthatofleisuretravelexceptinEurope,whereitisrecoveringatasimilarpace(-21%businessvs-22%leisure).InAPACandMEAleisuretravelrecoveryisslightlyahead,withadifferenceofafewpercentagepoints,whileintheAmericasthegapbetweenbusiness(-24%)andleisuretravel(-2%)remainssignificant.TravellersprefertosticktogetherSharedexperiencesareimportanttomanytravellers,asillustratedbytheresilienceoffamilygrouptravelthreetofivepassengerstravellingtogether.Benchmarkedagainst2019,thissegmenthasrecoveredthefastestacrossallregions,especiallyintheAmericaswhereithasalreadysurpassed2019levels.Althoughslowertorecover,coupletravelisthesecondmostresilientsegmentineveryregion,andonlyslightlybehindfamilygrouptravelinAPACandtheAmericas.1.uxurybeatseconomyworldwideTherecoveryofdemandforluxuryexperienceshasoutpacedregulartraveloptionsinAPAC一whichcanbepartlyattributedtothe*revengetravel*effect.ButintheAmericasandMEA,wherethisphasehaspassed,therecoveryofdemandforpremiumcabinclassescontinuestoperformbetterthanforeconomyseatsanindicationthatevenduringwidespreadcost-of-livingconcerns,high-incomeconsumersremainresilienttopricingpressure.TravelandbookingbehaviourDestinationGatewayArevolutionaryappforDMOs!Rapid,actionableinsightsviaadvancedanalyticsdashboards.Comprehensivedatavisualizationforeveryoneinyourorganization.1.EARNMoREPerformanceTrackthepastperformanceofyourdestinationandforecastfuturechange.EnhancedestinationROIConnectivityNegotiatebetterwithairlinesbyunderstandingcapacityandsupply.AnticipatemarketpotentialReportonperformanceEmpowerstrategicdecisionsIdentifyunderperformingroutesDriveC02reductionDemandVisualisetravelintentregardingyourdestinationbasedonsearchdata.PredictdemandpatternsAnalyseconsumerintenttotravelAnticipatelowandhighseasonsTrackcampaignimpactMarketingAnalysetravelbehaviourandvisitorprofilestooptimisecampaigns.UnderstandyourvisitorsBenchmarkcompetitorsOptimizemarketingcampaignsKnowyourmarketshareEventsMonitortheimpactofairtravelvisitorsondestinationevents.TrackperformanceAnticipatedemandMantainacompetitiveedgeReactivationofoutbounddemandJJ2023vs2019-7%-3%-18%-21%-17%-21%-48%-77%-29%-22%-22%variesregionallyRByJuanA.Gomez,HeadofMarketIntelligence</atForwardKeysAnalysisofworldwideinternationaldeparturesin2023groupedaccordingtosourcemarketsrevealsthatreactivationofdemandvariessignificantly.Withtheregionitselfhavingrecoveredrelativelyquicklypost-COVID-19,NorthAmerica,soutboundmarkets,particularlytheUS,havebeenthemaindriverofrecoveryelsewhere.ThestrongdollarandlimitedinflationarypressurehaveincreaseddemandfortravelintoEuropeandAPAC.CaribbeanandCentralAmericandestinations,muchindemandthrough2022,remainedpopularbutfacedincreasedcompetition.InCanada,intraregionaltravelrepresentsalargeshareofoutboundtraffic,butperformanceisnotasstrongasforsomeinternationalmarkets.Inparticular,demandtowardsSouthernEuropeanandSouthAsiandestinationsexceedspre-COVID-l9levels.NorthAmericansoutboundmarkets,particularlytheUS,havebeenthemaindriverofrecoveryelsewhere.ThestrongdollarandlimitedinflationarypressurehaveincreaseddemandfortravelintoEuropeandAPAC.1.atinAmerica'simpressiverecovery(-18%vs2019)placesitamongthemostdynamicregions.Mexico(+3%)andColombia(-11%)emergeasregionalfeedermarketsandarethetop-performingdestinationsemphasisingtheroleofconnectivityindrivingsuccessintheregion.KeydriversincludeintraregionaltravelwithintheAmericas(