【旅游文旅报告】2024年全球旅游趋势（英）.docx

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1、ForwardKeysFC)RWARDKEYSDESTINATIONINSIGHTSG1.OBA1.TRAVE1.TRENDS2023哽ForwardKeysThedataincludedinthisdocumentisaccurateaccordingtoForwardKeys*marketresearchdatabaseasof26thSeptember2023.ForwardKeys.2023.AllRightsReserved.ForewordIn2023,manydestinationsandtravelbusinessesremainedfocusedonrecoverypost-

2、COVID-19.Thespeedofthatrecoveryhasvariedbyregion,butbytheendof2024,itwillbecomplete,evenforthosecountriesthatliftedtravelrestrictionsmostrecently.Thisbringsdestinationsbacktotheissuestheyweredealingwithpre-pandemic.Wheredotheywanttogowithtourism?Whattypeoftourism?Forwhatpurpose?Butwhilethequestionsp

3、ersist,thecontexthaschanged,shapedbygeopoliticalevents,technologicaladvancesandrisingconcernsaboutsustainability.Growthatallcostsisnolongerviable.Destinationsandtravelbusinessesneedtofocusonnewmodelsoftourismwhicharesocially,economicallyandenvironmentallyresponsible.Inthiscontext,accesstoaccurate,ti

4、melyandgranulartraveldataisinvaluabletosuccess.Astheindustryleaderincomprehensiveglobalairtravelintelligence,ForwardKeysispleasedtosharethisreport,whichanalysestheevolvingpatternsofglobaltourismandchangingtravellerbehavioursthatareemergingthrough2023.Wehopeitprovidesvaluableinsightintothemostimpactf

5、ultrendsaffectingdestinations,andtheopportunitiesavailable.Asthetravelindustrypreparesforayearmarkedbystrongdemand,thekeyquestionishoweffectiveDMOsandindustryprofessionalswillbeinattractingtheappropriatetravellersegmentstomeettheirobjectivesforsustainablegrowth.Wewishyouasuccessful2024whatevershapet

6、hatmaytakeforyourbusinessoryourdestination.OlivierPontiVicePresident-InsightsForwardKeys56779OI2456792021G1.OBA1.DESTINATIONRANKINGDemanddiversifiesasglobaltourismrecoversCaribbeandestinationsinpost-recoverygrowthAsiasraceforrecoveryhitsfinalstraightKEYTRENDS:OUTBOUNDTRAVE1.ISCHANGINGIN2023Destinati

7、onpreferencesTouristprofileTravelandbookingbehaviourEXPERTSINSIGHTSReactivationofoutbounddemandvariesregionallyIntraregionaltravelleadsChinaoutboundrecoveryStrategicdata:avitaltoolforDMOspursuingsustainabletourismMETHODO1.OGYABOUTFORWARDKEYSDataappendixGlobaldestinationranking找小编，获取最新干货，邀请加入行业社群和百万职

8、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0.65%shareofworldwideinternationalarrivals.CaribbeandestinationsinpostrecoverygrowthRanking2023Destination*2023vs20191DominicanRepublic+14%2CostaRica+11%3Aruba+11%4Jamaica+9%5PuertoRico+9%6Colombia+5%7Mexico+5%8Bahamas+3%9Greece+3%10SaudiAra

9、bia=0%Bestperformingdestinations*,2023vs2019Includingdestinationswith0.3%shareofworldwideinternationalarrivals.Thedestinationsthathaveseenthemostgrowthininternationaltouristarrivalswhencomparedto2019areoverwhelmingly,sunandbeach“focusedlocations.IntheCaribbeanSeaarea,apost-COVID-l9successstoryhaseme

10、rgedwiththeDominicanRepublic,CostaRica,Aruba,Jamaica,PuertoRico,Colombia,MexicoandtheBahamasasthetopeightglobalperformers.TheprimaryoriginmarketsfuellingthiscontinuedgrowtharetheUnitedStates,aswellaslong-haulmarkets,reflectingdemandnotonlyforislanddestinations,butalsoneighbouringcountriesofferingdiv

11、erseoptionsfornatureandculturaltourism.GreeceexhibitsthegreatestgrowthamongdestinationsinEuropeover2019levels(+3%),placingitjustinsidethetopten(9th),whileSaudiArabia,s(IOth)returntopre-COVID-19internationaltouristfigures(=0%)reflectsbothincreasedinvestmentanditsuniqueplaceasasiteofIslamicpilgrimage.

12、AmericasAsiaPacificMiddleEast&AfricaAsia,sraceforrecoveryhitsfinalstraightAPACdestinationssawimpressivegrowthover2022astravelrestrictionswereleftbehind,butremainbehindprepandemicvolumes,withthetopperformersBangladesh(-1%),Pakistan(-5%)andIndia(-1I%)benefttingfrompent-upVFRtravel,andtheMaldives(-12%)

13、,Indonesia(-34%),andJapan(-34%)performingbestintermsofleisuretravel.Post-COVID-19challengesintheregionincludedconnectivitybottlenecks,highfaresandaslowreactivationofmajorregionaloutboundmarkets,likeChina.Thishassubstantiallyreconfiguredtherankingoftopregionaldestinationscomparedto2019.Japanhasbecome

14、themostvisitedregionaldestination,upfromsecondin2019,whileChinadroppedfromfirsttofourthplace.IntermsoftheshareoftotalAPACinternationalarrivals,Indiamadesignificantgains(4percentagepoints)followedbythePhilippines(Ipercentagepoint)andVietnam(0.9percentagepoints).Overall,theoutlookispositive,withtherec

15、overyofallAPACmarketsexpectedtocontinuetocompletionthrough2024.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.44Ph

16、ilippines+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ForwardKeysVSmartsKnowexactlywho,sViSiting,whenandforhowlongDMOshaveevolv

17、edanddestinationmarketingisnowonlyapartoftheequation.Balancingtheneedsoftouristsversuslocalsrequiresadetailedunderstandingoftheeconomic,socialandenvironmentalimpactofinboundtravel.WithForwardKeysyou,llgainaccesstothecomprehensivedatayouneedtounderstandtravellerbehaviouratagranularlevelpast,presentan

18、dfuture.ArevolutionaryappforDMOs!Rapid,actionableinsightsviaadvancedanalyticsdashboards.Comprehensivedatavisualizationforeveryoneinyourorganization.Ourdata-yourway!StayaheadofindustrytrendsandboostROIwithno-codeaccesstothemostcomprehensive,granularandup-to-dateglobaltraveldataintheindustry.Ourmostad

19、vancedBIsolutionAfully-featuredreal-timeBIapplicationwithafocusondatasetsallowingyoutonavigateourdataandextractanypieceofinformationcontainedwithin.TransfrmthewayyouworkwithdataDataSmartsarecuratedandprocesseddatasets,enrichedwithadvanceddatascienceallowingyoutoanswerkeybusinessquestionsacrossarange

20、ofusecases.GetdirectaccesstoourlibraryviaourConnectDaaSplatformandotherdeliverymethods.Keytrends:OutboundtravelischaneinDestinationpreferencesJlUrbantourismisontheriseSafaritourismcreatesgrowthinAfricaForthelasttwoyears,travellershaveshownaclearpreferencefor,*sunandbeachdestinations,aspent-updemandw

21、asrealisedpost-pandemic.In2023thepicturehaschanged.Tourismtourbandestinationsisontherisewithgrowthof52%over2022levels,significantlyoutpacing,sunandbeachdestinationswhichhaveseen26%growthoverthesameperiod.toAfricasConnectivitykeytoSouthAmerica,srecoveryHalfofthetop30destinationsinAfricaareclosetoorab

22、ove2019levelswithmanySub-SaharancountriessuchasTanzania(+13%),CpeVerde(+3%),Rwanda(+1%),andNamibia(+0%)represented.StrongdemandfrommarketsincludingtheUS,CanadaandtheEuropeanUniondemonstratestheappealoftheregionandtheattractivenessofsafaritourismdestinations.Thedevelopmentoflong-haulconnectivityhasbe

23、enfundamentalsuccess.Seatcapacityonnon-stopflightshasrisencomparedto2019,bothfromtheEUandfromtheAmericas.RecoveryinSouthAmericahasprogressedsince2022butlagsbehind2019figures(-19%),withhighairfaresandlimitedconnectivitybothlimitingreactivation.Seatcapacityondirectinternationalflightsremainslowerthani

24、n2019forkeyregionaldestinationssuchasBrazil(-12%),Argentina(-17%),Chile(-13%)andPeru(-22%).Colombia,ssuccessamongthetopglobalperformersin2023underlinestheimportanceofconnectivity.Ambitiousexpansionhasseenseatcapacitygrowwellbeyond2019levels(+31%),boostingconnectivitywithlong-haulandregional/USmarket

25、s.WithColombianowcompetingwithCaribbeandestinationsforleisuretravel,regionalgatewaysprovidinginboundconnectivitysuchasPanama,SaoPauloandBogotaarealsoseeinganuplift.:Climatechange=matterslong-termWhilethesummerof2023sawextremetemperatures,wildfiresandfloodsintheNorthernHemisphere,theeffectofclimate-c

26、hange-driveneventsontravelhassofarbeenlimited.FollowingeventsliketheRhodeswildfires,ticketingpatternsreturnedtonormallevelswithinamonth.However,longterm,climatechangeisexpectedtoreshapetravelpreferencessignificantlyastemperaturedemandinrisesreducepredictedsummerhotterdestinationsandincreasetheattrac

27、tivenessoftraditionallycoolerregions.ITouristprofileEuropeisbackinbusinessWhileremoteandhybridworkinghasreduceddemandforbusinesstravel,theMICEindustryremainsastrongdriverforthissegment.However,comparedwith2019,indexedperformancefiguresshowbusinesstravelrecoveryhastrailedthatofleisuretravelexceptinEu

28、rope,whereitisrecoveringatasimilarpace(-21%businessvs-22%leisure).InAPACandMEAleisuretravelrecoveryisslightlyahead,withadifferenceofafewpercentagepoints,whileintheAmericasthegapbetweenbusiness(-24%)andleisuretravel(-2%)remainssignificant.TravellersprefertosticktogetherSharedexperiencesareimportantto

29、manytravellers,asillustratedbytheresilienceoffamilygrouptravelthreetofivepassengerstravellingtogether.Benchmarkedagainst2019,thissegmenthasrecoveredthefastestacrossallregions,especiallyintheAmericaswhereithasalreadysurpassed2019levels.Althoughslowertorecover,coupletravelisthesecondmostresilientsegme

30、ntineveryregion,andonlyslightlybehindfamilygrouptravelinAPACandtheAmericas.1.uxurybeatseconomyworldwideTherecoveryofdemandforluxuryexperienceshasoutpacedregulartraveloptionsinAPAC一whichcanbepartlyattributedtothe*revengetravel*effect.ButintheAmericasandMEA,wherethisphasehaspassed,therecoveryofdemandf

31、orpremiumcabinclassescontinuestoperformbetterthanforeconomyseatsanindicationthatevenduringwidespreadcost-of-livingconcerns,high-incomeconsumersremainresilienttopricingpressure.TravelandbookingbehaviourDestinationGatewayArevolutionaryappforDMOs!Rapid,actionableinsightsviaadvancedanalyticsdashboards.C

32、omprehensivedatavisualizationforeveryoneinyourorganization.1.EARNMoREPerformanceTrackthepastperformanceofyourdestinationandforecastfuturechange.EnhancedestinationROIConnectivityNegotiatebetterwithairlinesbyunderstandingcapacityandsupply.AnticipatemarketpotentialReportonperformanceEmpowerstrategicdec

33、isionsIdentifyunderperformingroutesDriveC02reductionDemandVisualisetravelintentregardingyourdestinationbasedonsearchdata.PredictdemandpatternsAnalyseconsumerintenttotravelAnticipatelowandhighseasonsTrackcampaignimpactMarketingAnalysetravelbehaviourandvisitorprofilestooptimisecampaigns.Understandyour

34、visitorsBenchmarkcompetitorsOptimizemarketingcampaignsKnowyourmarketshareEventsMonitortheimpactofairtravelvisitorsondestinationevents.TrackperformanceAnticipatedemandMantainacompetitiveedgeReactivationofoutbounddemandJJ2023vs2019-7%-3%-18%-21%-17%-21%-48%-77%-29%-22%-22%variesregionallyRByJuanA.Gome

35、z,HeadofMarketIntelligence/atForwardKeysAnalysisofworldwideinternationaldeparturesin2023groupedaccordingtosourcemarketsrevealsthatreactivationofdemandvariessignificantly.Withtheregionitselfhavingrecoveredrelativelyquicklypost-COVID-19,NorthAmerica,soutboundmarkets,particularlytheUS,havebeenthemaindr

36、iverofrecoveryelsewhere.ThestrongdollarandlimitedinflationarypressurehaveincreaseddemandfortravelintoEuropeandAPAC.CaribbeanandCentralAmericandestinations,muchindemandthrough2022,remainedpopularbutfacedincreasedcompetition.InCanada,intraregionaltravelrepresentsalargeshareofoutboundtraffic,butperform

37、anceisnotasstrongasforsomeinternationalmarkets.Inparticular,demandtowardsSouthernEuropeanandSouthAsiandestinationsexceedspre-COVID-l9levels.NorthAmericansoutboundmarkets,particularlytheUS,havebeenthemaindriverofrecoveryelsewhere.Thestrongdollarandlimitedinflationarypressurehaveincreaseddemandfortrav

38、elintoEuropeandAPAC.1.atinAmericasimpressiverecovery(-18%vs2019)placesitamongthemostdynamicregions.Mexico(+3%)andColombia(-11%)emergeasregionalfeedermarketsandarethetop-performingdestinationsemphasisingtheroleofconnectivityindrivingsuccessintheregion.KeydriversincludeintraregionaltravelwithintheAmericas(