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The disruption of the pandemic means not only less travel, but also different travel. How have people traveled in the past two years? What are the changes? Will the changes last when the pandemic is over? And what are the new inspirations for people when they can finally travel freely again?
We conducted our 2022 Traveler Survey to understand these crucial questions as we prepare for a full travel recovery. We surveyed travelers from five major tourism markets —the U.S., UK, Australia, China and India—to get a global perspective, especially given the varying levels of travel restrictions and governmental and individual responses during the past two years.
This data-intensive report presents and analyzes the findings from this survey, delving into all major components of the global tourism industry—outbound travel, accommodation, transportation, destination, and tourism activities. For each component, we reveal key trends pre-, during-pandemic and explore potential changes and shifts post-pandemic, from both global and country-specific perspectives.
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Report: 2022 year in review.
ANNUAL REPORT January 24, 2023
Two themes dominated the state of the industry in 2022: Pent-up travel demand and ongoing recession fears coupled with economic concerns.
Pent-up demand continued to soar, and travelers’ desire to make up for lost travel experiences helped to largely recover the domestic leisure sector to pre-pandemic levels. The summer and holiday travel periods showed that inflationary concerns and high travel prices did not dissuade travelers but instead shifted behaviors, such as cutting back on travel distance, trip duration and staying with friends and family instead of paid accommodations.
There was also evidence of pent-up demand for business travel—specifically meetings and events—as the sector began rescheduling postponed events which helped to make gains toward 2019 figures. The industry sees potential for growth in this sector, especially as a ‘new normal’ continues to shape travel patterns (i.e. hybrid work, more flexibility, fewer peak months and the blend of business and leisure travel).
However, the recovery has been uneven. Transient business travel and international travel were sluggish throughout 2022. Business travel and international travel are not expected to return to pre-pandemic levels until 2027 and 2025, respectively.
But there is optimism as we head into 2023. U.S. Travel’s latest forecast indicated that despite the ongoing headwinds—economic concerns, recession fears, a strong U.S. dollar, unstable global economies and long U.S. visitor visa wait times—travel industry growth is expected to remain robust as we head into 2023.
Travel & Tourism Development Index 2021: Rebuilding for a Sustainable and Resilient Future
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Prepared in Response to the Consolidated Appropriations Act, 2023 (Public Law 117-328).
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YouGov’s new global report gets under the skin of high-end travel. The report uncovers what luxury travel looks like post-pandemic, the luxury travel experiences consumers and affluent consumers are seeking, what they are prepared to pay for, what they aspire to, and ultimately, what their future luxury travel experience will look like.
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UN Tourism | Bringing the world closer
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International Tourism to Reach Pre-Pandemic Levels in 2024
- All Regions
- 19 Jan 2024
Following a strong 2023, international tourism is well on track to return to pre-pandemic levels in 2024.
According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels , with an estimated 1.3 billion international arrivals . The unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations, are expected to underpin a full recovery by the end of 2024.
Middle East, Europe and Africa performed strongest in 2023
The latest UNWTO World Tourism Barometer provides a comprehensive overview of the sector's performance in 2023, tracking recovery by global region, sub-region and destination. Key takeaways include:
- The Middle East led recovery in relative terms as the only region to overcome pre-pandemic levels with arrivals 22% above 2019.
- Europe , the world's most visited region, reached 94% of 2019 levels, supported by intra-regional demand and travel from the United States.
- Africa recovered 96% of pre-pandemic visitors and Americas reached 90%.
- Asia and the Pacific reached 65% of pre-pandemic levels following the reopening of several markets and destinations. However, performance is mixed, with South Asia already recovering 87% of 2019 levels and North-East Asia around 55%.
International Tourist Arrivals (% change over 2019)
Available data shows several destinations, including both large, established destinations as well as small and emerging ones, reporting double-digit growth in international arrivals in 2023 when compared to 2019. Four sub-regions exceeded their 2019 arrival levels: Southern Mediterranean Europe, Caribbean, Central America and North Africa.
UNWTO Secretary-General Zurab Pololikashvili says: "The latest UNWTO data underscores tourism's resilience and rapid recovery, with pre-pandemic numbers expected by the end of 2024. The rebound is already having a significant impact on economies, jobs, growth and opportunities for communities everywhere. These numbers also recall the critical task of progressing sustainability and inclusion in tourism development"
International tourism hit US$1.4 trillion in 2023
The latest UNWTO data also highlights the economic impact of recovery.
- International tourism receipts reached USD 1.4 trillion in 2023 according to preliminary estimates, about 93% of the USD 1.5 trillion earned by destinations in 2019.
- Total export revenues from tourism (including passenger transport) are estimated at USD 1.6 trillion in 2023, almost 95% of the USD 1.7 trillion recorded in 2019.
- Preliminary estimates on the economic contribution of tourism, measured in tourism direct gross domestic product (TDGDP) point to USD 3.3 trillion in 2023, or 3% of global GDP. This indicates a recovery of pre-pandemic TDGDP driven by strong domestic and international tourism.
Several destinations reported strong growth in international tourism receipts during the first ten to twelve months of 2023, exceeding in some cases growth in arrivals. Strong demand for outbound travel was also reported by several large source markets this period, with many exceeding 2019 levels.
The sustained recovery is also reflected in the performance of industry indicators. According to the UNWTO Tourism Recovery Tracker, both international air capacity and passenger demand recovered about 90% of pre-pandemic levels through October 2023 (IATA). Global occupancy rates in accommodation establishments reached 65% in November, slightly above 62% in November 2022 (based on STR data).
Looking Ahead to 2024
International tourism is expected to fully recover pre-pandemic levels in 2024, with initial estimates pointing to 2% growth above 2019 levels. This central forecast by UNWTO remains subject to the pace of recovery in Asia and to the evolution of existing economic and geopolitical downside risks.
The positive outlook is reflected in the latest UNWTO Tourism Confidence Index survey, with 67% of tourism professionals indicating better or much better prospects for 2024 compared to 2023. Some 28% expect similar performance, while only 6% expect tourism performance in 2024 to be worse than last year. Key considerations include:
- There is still significant room for recovery across Asia. The reopening of several source markets and destinations will boost recovery in the region and globally.
- Chinese outbound and inbound tourism is expected to accelerate in 2024, due to visa facilitation and improved air capacity. China is applying visa-free travel for citizens of France, Germany, Italy, the Netherlands, Spain and Malaysia for a year to 30 November 2024.
- Visa and travel facilitation measures will promote travel to and around the Middle East and Africa with the Gulf Cooperation Council (GCC) countries to implement a unified tourist visa, similar to the Schengen visa, and measures to facilitate intra-African travel in Kenya and Rwanda.
- Europe is expected to drive results again in 2024. In March, Romania and Bulgaria will join the Schengen area of free movement, and Paris will host the Summer Olympics in July and August.
- Strong travel from the United States, backed by a strong US dollar, will continue to benefit destinations in the Americas and beyond. As in 2023, robust source markets in Europe, the Americas and the Middle East, will continue to fuel tourism flows and spending around the world.
- Economic and geopolitical headwinds continue to pose significant challenges to the sustained recovery of international tourism and confidence levels. Persisting inflation, high interest rates, volatile oil prices and disruptions to trade can continue to impact transport and accommodations costs in 2024.
- Against this backdrop, tourists are expected to increasingly seek value for money and travel closer to home. Sustainable practices and adaptability will also play an increasing role in consumer choice.
- Staff shortages remain a critical issue, as tourism businesses face a shortfall in labor to cope with high demand.
- The evolution of the Hamas-Israel conflict may disrupt travel in the Middle East and impact traveler confidence. Uncertainty derived from the Russian aggression against Ukraine as well as other mounting geopolitical tensions, continue to weigh on confidence.
- Download the News Release on PDF
- World Tourism Barometer | EXCERPT | Volume 22 • Issue 1 • January 2024
- World Tourism Barometer | PPT Version | Volume 22 • Issue 1 • January 2024
- UNWTO Tourism Recovery Tracker
- UNWTO World Tourism Barometer
- UNWTO Tourism Data Dashboard
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Challenges of travelers when trying to travel in a sustainable and socially conscious manner worldwide as of March 2022
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Carbon footprint of international tourism transport worldwide 2005-2030, by type
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Vermont Tourism Research Center
- Tourism in Vermont
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Agritourism Survey Results
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Between November 2019 and February 2020, farmers, ranchers, and vineyard operators throughout the U.S. completed an online survey about agritourism including on-farm sales. The goal of the survey was to better understand the types of experiences and products offered, the economic viability of agritourism enterprises, and ways to support a healthy future for producers and their communities.
For the purpose of this survey, agritourism was defined as experiences and product sales taking place on farms, ranches, or vineyards. Examples include farm stands, u-pick, overnight farm stays, tastings, events, tours, horseback riding, farm walks, and hunting.
Reports and summaries for Vermont and the U.S. appear below.
U.S. Summaries & Reports
Overview Motivations Challenges Supports Revenue & Profitability Regional Summary State Comparison Gender Comparison US Interview Report US Survey Report Oregon Survey Report
Vermont Summaries & Reports
Overview Motivations Challenges Supports Comparison Between Vermont and the US Vermont Survey Report
National Extension Tourism Design Team Presentation (PDF) National Extension Tourism Network Webinar, January 28, 2021 National Association of Community Development Extension Professionals (NACDEP) Presentation (PDF) National Association of Community Development Extension Professionals (NACDEP) Webinar, April 21, 2021 International Conference on Agri Tourism Presentation, May 15, 2021 (PDF) Agricultural and Applied Economics Association (AAEA) Annual Meeting presentation, August 3, 2018 (Vimeo)
Wang, W., Hollas, C., Chase, L., Conner, D., & Kolodinsky, J. (2022). Challenges for the agritourism sector in the United States: Regional comparisons of access. Journal of Agriculture, Food Systems, and Community Development, 11(4), 61–76. https://doi.org/10.5304/jafscd.2022.114.003
Hollas, C.R., & Chase, L.C. (2021) Agritourism: Challenges and opportunities for the rural future. Travel and Tourism Research Association: Advancing Tourism Research Globally. Research Papers from the 2021 International Conference, June 14-6, 2021. https://scholarworks.umass.edu/ttra/2021/research_papers/8
Quella, L., Chase, L., Conner, D., Reynolds, T., Wang, W., & Singh-Knights, D. (2021). Visitors and values: A qualitative analysis of agritourism operator motivations across the U.S. Journal of Agriculture, Food Systems, and Community Development, 10(3), 1–15. https://doi.org/10.5304/jafscd.2021.103.010
Hollas, C.R., Chase, L., Conner, D., Dickes, L., Lamie, R.D., Schmidt, C., Singh-Knights, D., & Quella, L. (2021). Factors related to profitability of agritourism in the United States: Results from a national survey of operators. Sustainability, 13, 13334. https://doi.org/10.3390/su132313334
Quella, L., Chase, L., Conner, D., Reynolds, T.W., & Schmidt C. (2023). Perceived success in agritourism: Results from a study of US agritourism operators. The Journal of Rural and Community Development, 18(1), 140–158. https://journals.brandonu.ca/jrcd/article/view/2115/601
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Tourist Survey: What It Is + Tips with Examples
A tourist survey mainly allows us to obtain quality information quickly. This data comes directly from tourists or travel enthusiasts. Online surveys for tourism reduce costs and facilitate execution for specialized personnel who carry it out.
What is a Tourist Survey?
A tourist survey is a tool that allows you to collect information about people’s opinions about the place they visited or the services they received. Through a survey, people can provide data that allows us to measure the service quality, the facilities’ safety and hygiene, assess the places they visited, the activities they carried out, etc.
Tourist Survey Uses
Various sources can use tourist surveys for different situations:
- Travel agencies: Travel agencies can use tourist surveys to obtain data on activities, destinations, and applicants’ budgets to create campaigns that attract people to purchase their services. Carry out surveys for travel agencies and evaluate the quality of your service.
- Hotel management: Surveys can be applied to hotels to find out what people think of the service they offer, the activities they carry out for visitors, if they have guides for foreigners and if they have the right knowledge to meet the needs of tourists.
- Government departments: The government can find an extremely important source of data in surveys for tourists. With this information, they can create campaigns to publicize representative areas or zones of the city to attract a more significant number of visitors and income for the town’s benefit.
Tourist Survey Advantages
- Among the benefits of applying survey formats for tourists are:
- Create better strategies that allow the increase of tourists, both for companies and governments.
- Better activities can be created for the interest of tourists.
- Companies and organizations can offer a good experience to customers by knowing their needs.
Doing online surveys for tourists has a significant advantage since the visitor is given the option of being able to respond from any mobile device at the time they want.
Large amounts of information can be obtained about the most visited tourist sites to create better strategies for them to continue generating income. Publicize places that meet the tastes of tourists and give them more publicity.
LEARN ABOUT: Free Travel Surveys: Questions & Templates
Tourist Survey Tips with Examples
If you are going to create a survey for tourists, we recommend:
- Remember that only some people who will respond to the survey speak the same language as you. With QuestionPro, you can create multilingual surveys for travelers to understand and answer appropriately.
- Create short creative surveys that allow you to collect enough information for your goals. Chances are if someone is visiting a city, they want to spend less time answering a questionnaire.
- Consider that there are countries in which internet access is limited or they do not have connectivity. In this case, you can use our tool to create offline surveys and collect data in the field or in ecotourism areas, for example, and when you are connected, download the information collected via Wi-Fi.
Examples of questions for tourists:
- What is your favorite means of transport to travel?
- What type of place do you prefer to visit when you vacation?
- How many times a year do you go on a trip?
- What is the season of the year in which you prefer to travel?
- How many are the approximate days that you go on vacation?
- What kind of activities do you like to do when you travel?
- Where was the last place you went on vacation?
- What factors do you take into account when hiring a travel package?
- Where do you prefer to stay?
- What are the tools you use to find accommodation?
- On average, what is the price you consider appropriate for a travel package?
- When making a trip, do you prefer to do it alone or accompanied by your family?
Travel surveys are a tool that will allow you to increase income and offer visitors the service they want during their trips. Do you want to create surveys for tourists? Schedule a demo right now.
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Việt Nam News
92.9% of tourism businesses expect growth in revenue in 2024.
HÀ NỘI — Việt Nam's tourism industry stands at the threshold of a remarkable milestone, with experts asserting that an impressive figure of 14-15 million foreign visitors could be achieved this year, provided unexpected issues are kept at bay.
A recent survey conducted by Vietnam Report JSC has unveiled an optimistic outlook, with 66.7 per cent of businesses in the tourism and hotel industry expressing confidence in more favourable prospects this year. Among them, 92.9 per cent anticipate robust growth in revenue, while 85.7 per cent foresee an uptick in both profit and visitor numbers.
Vũ Đăng Vinh, CEO of Vietnam Report, said their confidence is entirely justified, citing the impact of the new visa policy effective since August 15, 2023. This policy allows electronic visas for tourists from all countries and extends visa exemptions for certain visitors to 45 days, up from the previous 15 days. As a result, the number of foreign arrivals exceeded one million in the last four months of the previous year, far surpassing the initial plan.
Looking ahead, up to 92.9 per cent of respondents view this policy as a "lever" crucial for sustaining the growth trajectory of Việt Nam's tourism industry.
The hosting of international tournaments, such as the VTV Cup International Women's Volleyball Cup and the Asian Women's Club Volleyball Championship, has played a crucial role in bringing the images of Việt Nam and its people closer to the global audiences.
Complemented by accolades at the World Travel Awards ceremony, 85.7 per cent of surveyed businesses emphasised the strategic importance of promoting Vietnamese tourism through international events on culture, sports, festivals and tourism exhibitions as a key recommendation for 2024.
Despite Việt Nam's commendable rise to the fourth position in Southeast Asia for tourist arrivals, World Data statistics revealed a challenge. While other countries maintain a certain threshold of average revenue per visitor, Việt Nam has experienced a decline, slipping from the fifth to the sixth place. This is attributed to its emphasis on developing local specialty stores rather than duty-free shopping centres, a trend that the industry needs to reassess.
Vinh proposed a forward-looking solution, advocating for the establishment of factory outlets in duty-free zones. This strategic move not only attracts a substantial customer base from Asian countries but also mitigates the "currency bleeding" phenomenon, wherein Vietnamese tourists curtail overseas shopping expenditures, he said. — VNS
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Public-private partnership highlighted in high-quality rice production project
Vietnamese, Swedish state audit agencies beef up collaboration
Việt Nam trade offices will take new opportunities to achieve sustainable export
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Spring calligraphy festival recreates traditional spaces
Việt Nam's athletes make final Olympics qualification push
Hà Nội Museum delivers the flavour of traditional Tết
Foreign investment flows into Việt Nam increase 40% in January
Commercial banks to mainly focus on credit in 2024
Philippine President’s visit – a milestone in Philippines-Việt Nam relations: Ambassador
New land law, new momentum for Việt Nam to become high-income country
- Capital city strengthens trade, investment promotion
- Capital City commits to bold 2024 agenda prioritising economic revival, infrastructure advancement
- Hà Nội promotion activities in 2023 showcased trade, innovation, and economic growth
- Ancient village preserves mother-of-pearl craft
- Hoàn Kiếm pedestrian space in Hà Nội to open throughout New Year 2024 holiday
- Proud of Vietnamese Agricultural Products programme to promote local specialities
- Hà Nội on way to 'Creative City'
- Enlightening Hà Nội’s night economy
- Hà Nội gains positive economic growth and recovery
- Buddhist followers and tourists pay homage to Maitreya Bodhisattva statue on Ba Den Mountain
- Phu Quoc Island unveils the world's largest multimedia show on water
- CapitaLand Development ready to hand over DEFINE’s luxury apartments to owners
- Journalists work to spread love for Trường Sa
- Six streets in Hà Nội to be named after Trường Sa Archipelago’s islands
- Việt Nam concerned about recent developments in East Sea: Diplomat
- Let's get spicey
- Jelly mooncake
- How virtual learning prepares students for the future that does not yet exist