FORWARDKEYS：2023年全球旅游趨勢 -Global Travel Trends 2023

SIGHTS

GlobalTravelTrends2023

Fowardkers

FORWARDKEYS’

DESTINATIONINSIGHTS

GLOBALTRAVEL

TRENDS2023

Thedataincludedinthisdocumentisaccurate

accordingtoForwardKeys’marketresearch

databaseasof26thSeptember2023.

?ForwardKeys,2023.AllRightsReserved.

Foreword

Foreword

In2023,manydestinationsandtravelbusinessesremainedfocusedonrecoverypost-COVID-19.Thespeedofthatrecoveryhasvariedbyregion,butbytheendof2024,itwillbecomplete,evenforthosecountriesthatliftedtravelrestrictionsmostrecently.

Thisbringsdestinationsbacktotheissuestheyweredealingwithpre-pandemic.Wheredotheywanttogowithtourism?Whattypeoftourism?Forwhatpurpose?Butwhilethequestionspersist,thecontexthaschanged,shapedbygeopoliticalevents,technologicaladvancesandrisingconcernsaboutsustainability.

¨Growthatallcosts¨isnolongerviable.Destinationsandtravelbusinessesneedtofocusonnewmodelsoftourismwhicharesocially,economicallyandenvironmentallyresponsible.Inthiscontext,accesstoaccurate,timelyandgranulartraveldataisinvaluabletosuccess.

Astheindustryleaderincomprehensiveglobalairtravelintelligence,ForwardKeysispleasedtosharethisreport,whichanalysestheevolvingpatternsofglobaltourismandchangingtravellerbehavioursthatareemergingthrough2023.Wehopeitprovidesvaluableinsightintothemostimpactfultrendsaffectingdestinations,andtheopportunitiesavailable.

Asthetravelindustrypreparesforayearmarkedbystrongdemand,thekeyquestionishoweffectiveDMOsandindustryprofessionalswillbeinattractingtheappropriatetravellersegmentstomeettheirobjectivesforsustainablegrowth.

Wewishyouasuccessful2024—whatevershapethatmaytakeforyourbusinessoryourdestination.

OlivierPonti

VicePresident–Insights

ForwardKeys

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS20233

Tableofcontents

GLOBALDESTINATIONRANKING

5

Demanddiversifiesasglobaltourismrecovers

6

Caribbeandestinationsinpost-recoverygrowth

7

Asia’sraceforrecoveryhitsfinalstraight

7

KEYTRENDS:OUTBOUNDTRAVELISCHANGINGIN2023

9

Destinationpreferences

10

Touristprofile

11

Travelandbookingbehaviour

12

EXPERT’SINSIGHTS

14

Reactivationofoutbounddemandvariesregionally15

IntraregionaltravelleadsChinaoutboundrecovery16

Strategicdata:avitaltoolforDMOspursuing

17

sustainabletourism

METHODOLOGY

19

ABOUTFORWARDKEYS

20

DATAAPPENDIX

21

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS20234

Global

destination

ranking

Globaldestinationranking

Demanddiversifiesasglobaltourismrecovers

Analysisofinternationaltouristarrivalsbydestinationcountryin2023,includingforwardticketdataforQ4,revealsseveralnotabletrendswhencomparedtotheequivalentfiguresfor2019andreflectsthecontinuedrecoveryofglobaltourismpost-COVID-19.

In2022,thelistofmostrecoveredtop-tierdestinationscomparedto2019wasdominatedbytheCaribbeanandSouthernEurope,aspent-uptraveldemandfor“sunandbeach”destinationsboostedinternationaltouristarrivals.Intheequivalentrankingsfor2023,morediversetravelpatternsemerge.WhiletheDominicanRepublic(1st),Mexico(3rd)andGreece(4th)maintainhighpositions,themixismorevariedoverall,withMiddleEastandAfrica(MEA)particularlywell-representedamongthetopperformers.

ThisyearColombiarankssecond,surpassing2019levelsforinternationaltouristarrivals(+5%),returningtoagrowthphaseandconsiderablyoutperformingpeerdestinationsinSouthAmerica.Thisisattributabletothecountry’simprovingreputationfortouristsafety,pairedwithrelativelyhighaffordabilityandsubstantialconnectivityimprovements.

TherecoveryofinternationaltourismtotheUAEcontinues,witharrivalsapproachingpre-COVID-19levels(-7%),fuelledinpartbyincreasedinboundtravelfromboththeUnitedStatesandRussia.Thecountry’sexcellentairconnectivitywithChinaisalsoanimportantfactor,enablingfastreactivationofChineseinboundtravelasrestrictionsinChinahavelifted.

NeighbouringSaudiArabiaexhibitsevenbetterrecovery,returningtopre-COVID-19levelsforinternationaltouristarrivals(=0%).Akeycontributingfactorhereisthe2023Hajjpilgrimage,thefirstsincetheoutbreakoftheCOVID-19pandemicwhereanattendancecaphasnotbeenimposedbytheSaudigovernment,aswellasreligioustourismrelatedtoEidcelebrations.TheeffectsofSaudiArabia’seffortstoincreaseairconnectivity,andits$800billioninvestmentintourismmarketingaspartofthecountry’sVision2030economicdiversificationstrategyarealsoevidentinthisrecovery.

Recoveryoftop-tierdestinations*byinternationaltouristarrivals,2023vs2019

Ranking2023

Top-tierDestinations*

2023vs

2019

1

DominicanRepublic

+14%

2

Colombia

+5%

3

Mexico

+5%

4

Greece

+3%

5

SaudiArabia

=0%

6

Portugal

-1%

7

Argentina

-3%

8

UnitedArabEmirates

-7%

9

Turkiye

-9%

10

Egypt

-10%

11

India

-11%

12

Spain

-11%

13

Ireland

-15%

14

France

-16%

15

Canada

-18%

16

Switzerland

-18%

17

UnitedKingdom

-19%

18

Italy

-19%

19

Brazil

-21%

20

Netherlands

-26%

Europe

AsiaPacific

Americas

MiddleEast&Africa

Source:ForwardKeysActualAirTickets

*Includingdestinationswith>0.65%shareofworldwideinternationalarrivals.

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS20236

Globaldestinationranking

Caribbeandestinationsinpost-recoverygrowth

Thedestinationsthathaveseenthemostgrowthininternationaltouristarrivalswhencomparedto2019areoverwhelmingly“sunandbeach”focusedlocations.

IntheCaribbeanSeaarea,apost-COVID-19successstoryhasemergedwiththeDominicanRepublic,CostaRica,Aruba,Jamaica,PuertoRico,Colombia,MexicoandtheBahamasasthetopeightglobalperformers.TheprimaryoriginmarketsfuellingthiscontinuedgrowtharetheUnitedStates,aswellaslong-haulmarkets,reflectingdemandnotonlyforislanddestinations,butalsoneighbouringcountriesofferingdiverseoptionsfornatureandculturaltourism.

GreeceexhibitsthegreatestgrowthamongdestinationsinEuropeover2019levels(+3%),placingitjustinsidethetopten(9th),whileSaudiArabia’s(10th)returntopre-COVID-19internationaltouristfigures(=0%)reflectsbothincreasedinvestmentanditsuniqueplaceasasiteofIslamicpilgrimage.

Bestperformingdestinations*,2023vs2019

Ranking2023

Destination*

2023vs

2019

1

DominicanRepublic

+14%

2

CostaRica

+11%

3

Aruba

+11%

4

Jamaica

+9%

5

PuertoRico

+9%

6

Colombia

+5%

7

Mexico

+5%

8

Bahamas

+3%

9

Greece

+3%

10

SaudiArabia

=0%

Source:ForwardKeysActualAirTickets

*Includingdestinationswith>0.3%shareofworldwideinternationalarrivals.

EuropeAmericasAsiaPacificMiddleEast&Africa

Asia’sraceforrecoveryhitsfinalstraight

APACdestinationssawimpressivegrowthover2022astravelrestrictionswereleftbehind,butremainbehindpre-pandemicvolumes,withthetopperformersBangladesh(-1%),Pakistan(-5%)andIndia(-11%)benefittingfrompent-upVFRtravel,andtheMaldives(-12%),Indonesia(-34%),andJapan(-34%)performingbestintermsofleisuretravel.

Post-COVID-19challengesintheregionincludedconnectivitybottlenecks,highfaresandaslowreactivationofmajorregionaloutboundmarkets,likeChina.Thishassubstantiallyreconfiguredtherankingoftopregionaldestinationscomparedto2019.

Japanhasbecomethemostvisitedregionaldestination,upfromsecondin2019,whileChinadroppedfromfirsttofourthplace.IntermsoftheshareoftotalAPACinternationalarrivals,Indiamadesignificantgains(4percentagepoints)followedbythePhilippines(1percentagepoint)andVietnam(0.9percentagepoints).Overall,theoutlookispositive,withtherecoveryofallAPACmarketsexpectedtocontinuetocompletionthrough2024.

TopAPACdestinations*byinternationalarrivals;bestperformingin2023vs2019

Diff.withregionalrankingin2019

Destination

Share

difference*,2023vs2019

1

Japan

+1.8p.p.

2

India

+4.0p.p.

0

Thailand

-0.2p.p.

3

China

-7.2p.p.

0

SouthKorea

0.0p.p.

0

Vietnam

+0.9p.p.

4

Philippines

+1.0p.p.

0

Singapore

-0.3p.p.

1

Australia

-0.4p.p.

2

Indonesia

+0.4p.p.

Source:ForwardKeysActualAirTickets

*Regionalsharedifferenceisexpressedinpercentagepoints(p.p.).

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS20237

?ForwardKeys,

Knowexactlywho’svisiting,whenandforhowlong

DMOshaveevolved—anddestination

marketingisnowonlyapartoftheequation.Balancingtheneedsoftouristsversuslocalsrequiresadetailedunderstandingofthe

economic,socialandenvironmentalimpactofinboundtravel.

WithForwardKeysyou’llgainaccesstothecomprehensivedatayouneedtounderstandtravellerbehaviouratagranularlevel—past,presentandfuture.

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Destination

Gateway

Forwardkeys

connect

Forwardkeys

smarts

Forwardkeys

Nexus

in2023

Analysisofdetailedticketingdatafor2023revealsanumberofinsightsintochangingoutboundtravelpreferencesandbehaviours.Thesetrendsunderlinetheimportanceofaccesstoaccurate,granulardatainempoweringtourismoperatorstomicro-segmenttravellersandidentifyemergingopportunitiesinnichetravelsegments.

Outboundtravelischanging

Keytrends:

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS20239

Keytrends

SafaritourismcreatesgrowthinAfrica

Halfofthetop30destinationsinAfricaareclosetoorabove2019levels—withmanySub-SaharancountriessuchasTanzania(+13%),CapeVerde(+3%),Rwanda(+1%),andNamibia(+0%)represented.StrongdemandfrommarketsincludingtheUS,CanadaandtheEuropeanUniondemonstratestheappealoftheregionandtheattractivenessofsafaritourismdestinations.Thedevelopmentoflong-haulconnectivityhasbeenfundamentaltoAfrica’ssuccess.Seatcapacityonnon-stopflightshasrisencomparedto2019,bothfromtheEUandfromtheAmericas.

Climatechange

matterslong-term

Whilethesummerof2023sawextremetemperatures,wildfiresandfloodsintheNorthernHemisphere,theeffectofclimate-change-driveneventsontravelhassofarbeenlimited.FollowingeventsliketheRhodeswildfires,ticketingpatternsreturnedtonormallevelswithinamonth.However,longterm,climatechangeisexpectedtoreshapetravelpreferencessignificantlyaspredictedtemperaturerisesreducesummerdemandinhotterdestinationsandincreasetheattractivenessoftraditionallycoolerregions.

Destinationpreferences

Urbantourismisontherise

Forthelasttwoyears,travellershaveshownaclear

preferencefor“sunandbeach”destinations,aspent-

updemandwasrealisedpost-pandemic.In2023the

picturehaschanged.Tourismtourbandestinations

isontherise—withgrowthof52%over2022levels,

significantlyoutpacing“sunandbeach”destinations

whichhaveseen26%growthoverthesameperiod.

ConnectivitykeytoSouthAmerica’srecovery

RecoveryinSouthAmericahasprogressedsince2022butlagsbehind2019figures(-19%),withhighairfaresandlimitedconnectivitybothlimitingreactivation.Seatcapacityondirectinternationalflightsremainslowerthanin2019forkeyregionaldestinationssuchasBrazil(-12%),Argentina(-17%),Chile(-13%)andPeru(-22%).Colombia’ssuccess—amongthetopglobalperformersin2023—underlinestheimportanceofconnectivity.Ambitiousexpansionhasseenseatcapacitygrowwellbeyond2019levels(+31%),boostingconnectivitywithlong-haulandregional/USmarkets.WithColombianowcompetingwithCaribbeandestinationsforleisuretravel,regionalgatewaysprovidinginboundconnectivitysuchasPanama,S?oPauloandBogotaarealsoseeinganuplift.

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS202310

Travellerspreferto

sticktogether

Sharedexperiencesareimportanttomanytravellers,asillustratedbytheresilienceoffamilygrouptravel—threetofivepassengerstravellingtogether.Benchmarkedagainst2019,thissegmenthasrecoveredthefastest

acrossallregions,especiallyintheAmericaswhereithasalreadysurpassed2019levels.Althoughslowertorecover,coupletravelisthesecondmostresilientsegmentineveryregion,andonlyslightlybehindfamilygrouptravelinAPACandtheAmericas.

Luxurybeatseconomyworldwide

Touristprofile

Europeisback

inbusiness

Whileremoteandhybridworkinghasreduceddemandforbusinesstravel,theMICEindustryremainsastrongdriverforthissegment.However,comparedwith2019,indexedperformancefiguresshowbusinesstravelrecoveryhastrailedthatofleisuretravel—exceptinEurope,whereitisrecoveringatasimilarpace(-21%businessvs-22%leisure).InAPACandMEAleisuretravelrecoveryisslightlyahead,withadifferenceofafewpercentagepoints,whileintheAmericasthegapbetweenbusiness(-24%)andleisuretravel(-2%)remainssignificant.

TherecoveryofdemandforluxuryexperienceshasoutpacedregulartraveloptionsinAPAC—whichcanbepartlyattributedtothe“revengetravel”effect.ButintheAmericasandMEA,wherethisphasehaspassed,therecoveryofdemandforpremiumcabinclassescontinuestoperformbetterthanforeconomyseats—anindicationthatevenduringwidespreadcost-of-livingconcerns,high-incomeconsumersremainresilienttopricingpressure.

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS202311

Keytrends

Travelandbookingbehaviour

Leadtimesbacktopre-pandemiclength

Flexibleworkdrivesoff-

seasontravel

Nowthatbookingbehaviourisnolongerconditionedbytravelrestrictions,andconsumerconfidenceisrestored,bookingpatternsreflectpre-pandemicbehaviourinEuropeandMEA,whereleadtimesfor2023areonparwith2019.InAPACandtheAmericas,thisrecoveryhasbeenmutedslightly—mostlybypricingpressure—withaverageleadtimesineachregionremainingaround5dayslongerthanpre-COVID-19forthetimebeing,althoughtheoveralltrendistowardsparity.

Traditionally,asidefromclimate,travelseasonality

ismostcloselylinkedtoworkorschoolcalendars,

leadingtopredictablepeaksandtroughs.However,

withtheincreasedpopularityofremoteorhybrid

work,certaindemographicshavethefreedomto

travelyear-round,enablingthemtotakeadvantage

ofloweroff-seasonpricesandlesscrowded

destinations.In2023,thesegmentofUScouples,

forinstance,showsbetterperformanceinJanuary

toMayandSeptembertoDecemberthaninthe

summerseasonitself.

Travellers

Thefutureisdigital

fortravelagencies

DuringtheCOVID-19pandemic,therewasasignificantshifttowardsdirectbookingwithairlines.In2023,whiledirectbookingsremainpopular,thependulumisstartingtoswingback,withgrowthintheshareofbookingsmadeviatravelagenciesover2022.Whilethisisencouraging,atthisstageit’snotyetcleartowhatextenttravelagencieswillcontinuetorecovermarketshare.Whatisclearisthatonlineagenciesarerecoveringbetterthantheirhigh-streetequivalents—reflectingbroadercommercialtrends.

optforfewer,

longertrips

Acombinationofhighertravel

costs,increasedawarenessofthe

impactofairtravel,anddomestic

traveltrendswhichemergedduring

thepandemicareshiftingtraveller

preferenceawayfrommultipleshort

getawaysandtowardslonger,more

meaningfultravelexperiences.

Comparedto2019,shorttrips(1-3

nights)lost4percentagepoints

globallyincomparisontomedium

(4-13nights)andlongtrips(14+

nights)—encouragingnewsfor

destinationslookingtoattractmore

“impactful”visitorsandpromote

lesscarbon-intensivetravel.

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS202312

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Performance

Trackthepastperformanceofyour

destinationandforecastfuturechange.

>EnhancedestinationROI

>Reportonperformance

>Empowerstrategicdecisions

Marketing

Analysetravelbehaviourandvisitorprofilestooptimisecampaigns.

>Understandyourvisitors

>Benchmarkcompetitors

>Optimizemarketingcampaigns

>Knowyourmarketshare

Events

Monitortheimpactofairtravelvisitorsondestinationevents.

>Trackperformance

>Anticipatedemand

>Mantainacompetitiveedge

>Predictdemandpatterns

>Analyseconsumerintenttotravel>Anticipatelowandhighseasons

>Trackcampaignimpact

>Anticipatemarketpotential

>Identifyunderperformingroutes

>DriveCO2reduction

Connectivity

Negotiatebetterwithairlinesby

understandingcapacityandsupply.

Demand

Visualisetravelintentregardingyourdestinationbasedonsearchdata.

Destination

Gateway

DestinationGatewaymodules:

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Rapid,actionableinsightsviaadvancedanalyticsdashboards.

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Expert’s

insights

Expert’sinsights

Reactivationofoutbounddemand

variesregionally

ByJuanA.Gómez,HeadofMarketIntelligence

atForwardKeys

Internationaldeparturesbyoriginmarket,2023vs2019

Originmarket

2023vs2019

Americas

-7%

USandCanada

-3%

LatinAmerica

-18%

Europe

-21%

EuropeanUnion

-17%

UnitedKingdom

-21%

AsiaPacific

-48%

China

-77%

India

-29%

MiddleEast&Africa

-22%

GCC

-22%

Analysisofworldwideinternationaldeparturesin2023

groupedaccordingtosourcemarketsrevealsthat

reactivationofdemandvariessignificantly.Withtheregion

itselfhavingrecoveredrelativelyquicklypost-COVID-19,

NorthAmerica’soutboundmarkets,particularlytheUS,

havebeenthemaindriverofrecoveryelsewhere.Thestrong

dollarandlimitedinflationarypressurehaveincreased

demandfortravelintoEuropeandAPAC.Caribbeanand

CentralAmericandestinations,muchindemandthrough

2022,remainedpopularbutfacedincreasedcompetition.

InCanada,intraregionaltravelrepresentsalargeshareof

outboundtraffic,butperformanceisnotasstrongasfor

someinternationalmarkets.Inparticular,demandtowards

SouthernEuropeanandSouthAsiandestinationsexceeds

pre-COVID-19levels.

“

NorthAmerica’soutboundmarkets,particularly

theUS,havebeenthemaindriverofrecovery

elsewhere.Thestrongdollarandlimited

inflationarypressurehaveincreaseddemandfor

travelintoEuropeandAPAC.”

Source:ForwardKeysActualAirTickets

Spain(-7%),andNorway(-9%)approachingpre-COVID-19figuresforoutboundtravel.

InMEA,Egyptstandsoutastheonlymarkettorecoverto2019levels,infactexhibitingmodestgrowthat4%overpre-COVID-19levels.ThestrongestdemandforoutboundtravelfromMEAmarketsistowardstheMiddleEast—SaudiArabiainparticular—originatingmainlyinregionalMiddleEasternmarketsbutalsoincludingAfricanoutboundtravel.Thedefiningfactorhereistravelrelatedtoreligiouseventsorobservance,withthebiggestdriverbeingtheHajjpilgrimagetoMeccainSaudiArabiainlateJune,aswellas“visitingfriendsandrelatives”(VFR)travelrelatedtoEidal-FitrcelebrationsinApril.

LatinAmerica’simpressiverecovery(-18%vs2019)places

itamongthemostdynamicregions.Mexico(+3%)and

Colombia(-11%)emergeasregionalfeedermarketsand

arethetop-performingdestinations—emphasisingthe

roleofconnectivityindrivingsuccessintheregion.Key

driversincludeintraregionaltravelwithintheAmericas

(-20%)andoutboundtraveltoEurope(-11%),increasing

therelevanceofregionalhubssuchasS?oPauloand

PanamaCitywhichhavegainedmarketshare.

EconomicissuesareadefiningfactorinEuropean

outboundtravel,withstronginflationdepressinggrowth

overall.Onevisibleeffectisthecomparativedemand

foreconomycabinseats—in2023thiscabinclassis

outperformingpremiumoptionstoagreaterextentthan

in2022.However,certainmarketshavemanagedto

recoverabovetheEuropeanaverage,withIreland(-5%),

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS202315

Expert’sinsights

IntraregionaltravelleadsChinaoutboundrecovery

ByNancyDai,InsightsExpertatForwardKeys

AsianoutboundmarketsarenowinasimilarpositiontothatofEuropeandNorthAmericain2022—havingrecentlyreopenedwiththefullremovaloftravelrestrictions,butstillintheprocessofre-establishingconnectivityonsomeroutes.Unlikein2022however,withthewholeworldopenforbusiness,thepotentialforacceleratedrecoveryisgreater.ThisisparticularlytrueofChina,wheretherestorationofconnectivityhasbeenkeytothereactivationofoutboundtravel.

“

Withthewholeworldopenforbusiness,thepotentialforacceleratedrecoveryisgreater.ThisisparticularlytrueofChina,wheretherestorationofconnectivityhasbeenkey”

AnalysisoftwokeyperiodsforChinesetravelin2023revealstheimportanceofthisfactor.TheMayDayholidayinChina,whichfellshortlyaftertotalreopening,sawthemajorityofChinesetravellersoptingfordomestictrips,asoptionsforinternationaltravelremainedlimited.OnlyregionaldestinationsincludingHongKong,Macao,SingaporeandMalaysiawhichhadmanagedtoreopenroutesquickly,receivedanappreciableshareofChinesetourists.

ByGoldenWeek,whichthisyearcoincidedwiththemid-Autumnfestival(from29thSeptemberto6thOctober),restoredconnectivitytolong-hauldestinationspopularwithChinesetravellers—suchastheUAEandtheUK—resultingingreaterinternationaltraveldemand,sawnumbersreturningtopre-COVID-19levelsandpersistingthroughthesecondhalfoftheyear.

ElsewhereinAPAC,comparedtopre-COVID-19figuresforoutboundtravel,Australian(-27%)andIndian(-29%)marketsexhibitedthestrongestrecovery,withSouthKorea(-33%)followingcloselybehind.SouthKoreantravellersremainstronglyfocusedonregionaldestinations,particularlyJapan,whichsawanincreaseintouristarrivalsfromSouthKoreaof22%over2019numbers.Withrecoverynearingcompletion,Indiaiswellpositionedforfurtheroutboundgrowth,withagovernment-sponsoredairconnectivityprogrammeinvestingUS$12Binairportconstructionandmodernisationthrough2025.

KeyfactorsforfullreactivationinAPACincludeindustrypreparednessandconsumerconfidence,aswellaschangingconsumerhabitsdevelopedoveralongperiodofhighlyrestrictedtravel,withaswitchinfocustowardsdomestictravelandnon-travelleisureactivities.Withthefullreopeningofinternationaltravelstillarelativelyrecenteventinmanycountriesintheregion,itremainstobeseenhowpermanentthesebehaviouralchangesmayprovetobe.

?ForwardKeys,2023.AllRightsReserved.FORWARDKEYS’DESTINATIONINSIGHTS:GLOBALTRAVELTRENDS202316

Expert’sinsigths

Strategicdata:avitaltoolforDMOspursuingsustainabletourism

ByLuisMillan,HeadofResearchatForwardKeys

Theroleofdestinationmarketingorganisationshasevolved,andsustainabilitynowformsacorepartoftheirstrategy.AsDMOswidentheirremittoaddressthethreedimensionsofsustainability:social,environmentalandeconomic,theneedforamoresophisticatedapproachtodemonstratingtheirvalueandimpactbecomesclear.

Tourismisaninvaluabletoolforprogress,providinganopportunitytoexcha