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Global Tourism Markets: Americas

What is the state of the tourism industry in the Americas?

Fabian Zacher

on 25 June 2015

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Transcript of Global Tourism Markets: Americas

Global Tourism Markets: Americas

Grand total: 1,035 million
Industry grew nearly 5%, representing more than 7 million new international visitors
In 2012 the one-billion mark was surpassed in the number of international tourists
Over 536 Mio.
growth of domestic and international markets resulting in social benefits for host communities
Great potential for tourism development!
Average Annual growth of 4.1% between 2003-2012
Central America, with 7.3%, posted the highest growth rate in the region
Capacity of the destination
Development of the destination
Maturity of the destination

During 2012, Central America received over 7 million additional tourists
(Americas total: 163 million)

Represents growth of 4.6% (higher than the global average of 4.0%)

The greatest number of international arrivals was recorded in North America. This subregion absorbs 65% of arrivals with 107 million international tourists.
Why is the region growing?

The Native American traveled for centuries
Modern tourism started Mid-eighteen century
First hotel opened in 1829
Significant contributor: railways and car ownership
Pioneer for new forms of visitor attractions
Canada: ski destinations and city breaks
Mexico: 92% visitors from USA and Canada

· Rapid growth since 1960
· Pioneers in eco-tourism
History of Tourism in The Caribbean:

· Dutch, French, Spanish and British colonies
· Tourism history: colonial history+modern
· Cuba’s situation
· Caribbean Tourism Organization

· 1960: Tourism growth
· Business Tourism
· Recent decades: Rise of new
forms of tourism
· Common shared language:
Spanish and Portuguese visitors
South America received 27 million (16% market share)

Caribbean received 21 million
equivalent to 13% market share

Central America received 9 million
Accounts for 6% market share
Total US $ 213 billion
The tourist arrivals in the United States grew a very significant 6.8% as a result in increased flexibility of its admission policies.
80% of countries in the Americas, reporting data, show positive growth rates.
For North America, the receipts of the United States represent 81%, Canada 11% and Mexico 8%.

North America
For the Caribbean, the Dominican Republic absorbs 18.5%, followed by Puerto Rico with 13%, the Bahamas with 9.6%, and Jamaica with 8.3%.
The Caribbean
Of the total revenues in Central America, Costa Rica accounts for 30.2% of revenues, Panama 28.1% and Guatemala 17.6%.
Central America
Finally, for South America, Brazil has a share of 28%, Argentina 20.6%, followed by Peru with 11.2%, Colombia with 9.9% and Chile with 9.2%
South America
Recreation & Leisure
For the Caribbean subregion the percentage of international tourists who travel for leisure, recreation and holidays is 76%, while for South America it is 62%, in Central America 58% and in North America 34%.
Source: Brazil Tourism Ministry (2013)
Annual Revenue Inbound Tourism
Tourist Transportation
Tourist Accommodation
Tour Operators
Cruise Companies
Tourist Accommodation
Latin America
Central America
Dominican Republic
United States of America
Tourism Towards 2030: Forecasts for the Americas
Great potential for the growth of international tourism
Globally international tourist arrivals will grow by an average of 3.3% per year over the period 2010-2030
International tourist arrivals to destinations in emerging economies (Asia, Latin America, Central and Eastern Europe, Mediterranean Europe, the Middle East, and Africa) will grow at twice the pace (+ 4.4%) of that of destinations in advanced economies (+2.2%)

Arrivals in emerging economies will exceed those of the advanced economies in 2015.
In 2030: 57% of international arrivals will be concentrated in the emerging destinations
(versus 30% in 1980)
43% of international arrivals will be in the destinations of advanced economies
(versus 70% in 1980)
Outbound Tourism in the Americas
The United States of America and Canada are among the leading outbound markets in the world and in the Americas.
2012 international tourism expenditure:
United States ranks third worldwide (US $ 83 billion)
Canada ranks seventh (US $ 35 billion)

Brazil has experienced rapid growth in recent years, doubling its spending between 2009 and 2012, with a tourism expenditure of US $ 22 billion in 2012.
Outbound Tourism in the Americas
Other countries among the top 50 source markets in terms of expenditure in 2012:

Mexico (US $ 8 billion)
Argentina (US $ 6 billion)
and Colombia (US $ 3 billion)
Venezuela, Peru and Chile rapid growth in recent years.
History of Tourism in North America
History of Tourism in Central America
South America's Tourism History
Tourism showed its strength as a sector
Growth of +4%, (40 million additional international overnight tourists) compared to 2011
Touristic Growth in the Americas
Growth of domestic tourism
Increase in international tourist arrivals
Greater diversification and development of products
Strength of its culture and its history
Natural and architectural attractions
Hospitality of its people
Increase in political stability + economic growth in the region
Development in infrastructure & tourism products
Improved connectivity conditions by land, air and sea
Boost to human resources training
The formation of a culture around tourism
Growth Factors
World Travel & Tourism Council, 2013. Travel & Tourism Economic impact 2013 World, WTTC [pdf] London.
Main Source
World Tourism Organization, 2013.
Tourism in the Americas – 2013 Edition, UNWTO [pdf] Madrid.

Swarbrooke, J., & Horner, S.,2007. Consumer behaviour in tourism. Routledge.
One of the most important indicators of tourism
An important part of the economic impact of the sector in the economy of a country
Expenditures are concentrated in:

Hotels and accommodation
Meals and beverages
Local transportation

Possible to preserve and maintain a very large
number of jobs
What are the four sub-regions of the Americas?
Brain Storm: what do you associate with tourism in the Americas?
Which countries of each sub-region makes the most money from international tourist arrivals?
Group Task
Group Badgers:
You are pro-touristic growth in the Americas. Find arguments & examples for touristic growth!

Group Hummingbirds:
You are against touristic growth in the Americas. Find arguments & examples against more tourism!
Warm up
(International Tourism Receipts)
The estimated expenditure made by international tourists in the host country
Table of Contents
1. History of the Americas
2. Modes of transportation
3. Accomodation/ Tour OPs/ Cruise Lines
4. Tourism on a global scale
5. Touristic Growth in the Americas
6. America's tourism statistics
7. Visa Openness Index
8. Leading Countries by Sub Region
9. Motivation for Travel (Global vs. Americas)
10. Outbound Tourism of the Americas
11. Americas forecast towards 2030
12. Group Task Part II

International arrivals depend on:
Full transcript