4. Share 2011 by regions
International Tourist arrivals Americas,
Asia and the
156 mn, 16%
Pacific, 217
Africa, 50 mn,
mn, 22%
5%
Middle East,
55 mn, 6% International Tourism Receipts
Americas,
200 bn, 19%
Europe, 504 Asia and the Africa, 33 bn,
mn, 51% Pacific, 289 3%
bn, 28%
Middle East,
45 bn, 4%
Europe, 463
bn, 45%
Source: World Tourism Organization (UNWTO)
5. International tourist arrivals in Europe
first half of 2012
• Europe consolidated its growth by 4%
• Central and Eastern Europe (+7%) performed better than
other European sub regions
• Best performers with double digit growth: Georgia (54%),
Kazakhstan (+15%), Russian Federation (+15%), Poland
(+13%), Romania (+12%), Lithuania (+12%)
Source: World Tourism Organization (UNWTO)
6. International tourist arrivals in Europe
first half of 2012
• Best performers in Western Europe: Germany and the
Netherlands (both +8%) and France (+5%)
• Demand on Southern and Mediterranean Europe (+2)
slowed
• Top destinations Spain, Portugal and the Balkan countries
increased by 3%
Source: World Tourism Organization (UNWTO)
7. The Value of the Black Sea Countries
• More than 84 million international tourists travelled to the
Black Sea Countries in 2011 (around 17% of total tourist
arrivals in Europe)
• Turkey climbs one place to sixth in the raking of the top
tourism destinations with 29,3 million international tourist
arrivals in 2011
• Russian Federation is rapidly growing as an inbound
tourism destination and is a very attractive emerging
outbound market for European destinations
8. The Value of the Black Sea Countries
• The mega event of Euro 2012 very positively affected
Ukrainian inbound tourism volume and highly increased its
awareness as a tourism destination
• Bulgaria and Romania have a systematic approach in
increasing their inbound tourism volumes
• In 2011, Georgia (+39%) showed the highest relative
increase among the emerging destinations, continuing a
trend of rapid growth in recent years
15. Opportunities and challenges: how to
make it possible
Five key areas that mark the future:
• Tourism represents a powerful tool for social and economic development : through the creation
of job and enterprises, infrastructure development and the export revenues earned.
• In order to tap into this potential: raising awareness and to mainstream tourism in the political
agenda.
• Sustainability (social, economic and environment) is more important than ever,
• Keep track of the changing consumer: experienced demanding customers, demographic change
(ageing, migration and diversification of family structure), changing values and lifestyles,
• Enhance competitiveness by shaping an adequate business environment: innovation,
diversification of products, markets and segments, product development, ICT and technology in
general, marketing and promotion, research, evaluation, human resources development, quality, etc.
16. Thank you!
Mr. Beka Jakeli
Regional Programme
for Europe, UNWTO
Visit us at unwto.org