1. Global Tourism
Accounting for Growth of the
Global Tourism Industry

2. By the end of this lesson
You should be able to:
1. Account for the growth of global
tourism
2. Explain with authentic examples how
demand and destination factors can
affect tourism at a specific place

3. Recap
• What is the general trend of global
tourism?
• Why do you think tourism has
followed such a trend for the past 50
years?

4. Factors Causing Global Tourism Growth
Demand Factors
1. Increase in
Disposable
Income
2. Increase in
leisure time
3. Changing
Lifestyles
Technology
Destination Factors
1. Attractions
2. Investment in
Infrastructure and
Services
3. Access to Information/
Marketing
4. Political Stability

5. Demand Factors
Demand Factors
• Refers to factors that influence people’s
desire and capability to travel and
purchase tourism related goods and
services

6. Demand Factors
Disposable Income
• Refers to the amount
of money left for an
individual to spend,
or to be set aside as
savings, after taxes

7. Demand Factors
Describe the trend of
disposable income. [4]
Source: IBISWorld, 2012
per
capita

8. Demand Factors
Global Disposable Incomes have:
• been generally increasing from 1981
to 2012
• seen from the figure where
percentage change has remained
positive
• However,
two instances where
disposable income has decreased
(1991 and 2009)
• seen from the figure where
percentage change is negative

9. Demand Factors
Disposable Income
• Increase in disposable income enables
people to spend more on goods and
activities which would improve their
quality of life
• Accounts for growth in tourism as people
can afford to travel more frequently and
to more expensive destinations

10. Demand Factors
Leisure Time
• Refers to time available outside of the
demands of work or duty
• Increasing trend where people enjoy a
minimum of three weeks of paid annual
leave
• Increase in leisure time allows people to
travel more

11. Demand Factors
Leisure Time

12. Demand Factors
Changing Lifestyles
• Refers to the way a person lives which
includes patterns of social relations,
consumption and entertainment
• Higher education levels propels people
to travel to know more about the world
• Education has also developed varied
interests in people resulting in people
attracted to various tourist destinations
(e.g. nature lovers to ecotourism)

13. Demand Factors
Changing Lifestyles
• Travelling also acts as a stress-reliever
for people who want respite from urban/
working life
• Longer life expectancy and increasing
affluence results in more people
travelling the world after retirement

14. Destination Factors
Destination Factors
• Related to the infrastructure and services
offered in tourism destinations that allow
for more convenient and comfortable stay
for tourists
Burj Al Arab , Dubai, UAE

15. Destination Factors
Attractions
• Refers to the range of attractions in a
tourist location
• Presence of attractions which are varied in
type would encourage tourists to visit the
destination
• Has Singapore been successful in this
area?

16. Destination Factors
Attractions

17. Destination Factors
Investment in Infrastructure and Services
• Refers to the presence of a range of largescale public systems, services, and
facilities
• Includes tourist accommodation, medical
facilities,
transport
infrastructure,
recreational and entertainment facilities
• Destination with more investments in
infrastructure and services likely to attract
more tourists

18. Destination Factors
Investment in Infrastructure and Services

19. Destination Factors
Investment in Infrastructure and Services

20. Destination Factors
Access to Information
• Refers to the ease in which tourists are
able to obtain information of the
destination
• This could be in the form of internet or
print sources (e.g. Lonely Planet
Guidebooks)
• Tourists more inclined to visit destinations
that has more information available

21. Destination Factors
Access to Information

22. Destination Factors
Marketing
• Refers to the advertising or promotion of a
good or service

23. Destination Factors
Marketing
• Potential visitors get access to information
through the marketing of the destination by
their respective countries
• Prevalent use of the mass media to
advertise on certain marketable traits of
destinations
• Destination more likely to attract visitors if
marketing is done well

24. Destination Factors
Marketing- New Zealand Tourism TVC
• Which aspect of NZ are they trying to
market?

25. Destination Factors
Marketing Campaigns

26. Destination Factors
Marketing Campaigns

27. Destination Factors
Political Stability
• Countries which are in the midst of
conflicts or wars are deemed to be unsafe
for tourists
• E.g. Syria and Iraq are not visited currently
despite having attractions
Ruins of Palmyra, Syria
Great Ziggurat of Ur, Iraq

28. Technology
• The advent of technology and various Web
2.0 tools makes travelling to another
country much easier
• Can you think of technology available now
which aids in increasing tourism that was
not available in the past?

29. Technology
Hotel Reviews and Bookings

30. Technology
Travel Blogs and Online Itineraries

31. Learning Points
• The growth of tourism is due to a
combination of demand and destination
factors
• The growth of tourism is also propelled by
the rise of technology which allows tourists
to access information, plan their travel
itinerary and book for accommodation and
transport