The number of people travelling is unprecedented, with international arrivals increasing from just 25 million in the 1950s to 1.4 billion in 2018. While, the majority of travel still takes place between developed nations, outbound travel from Africa, Asia-Pacific and the Middle East is forecasted to grow exponentially in the coming decade. Emerging and developing nations are not only growing into larger source markets, but they are also enhancing their Travel & Tourism competitiveness to position themselves as more attractive destinations.
WTTC’s research forecasts that between 2016 and 2026, the ten fastest growing destinations for leisure-travel spending will be India, followed by Angola, Uganda, Brunei, Thailand, China, Myanmar, Oman, Mozambique and Vietnam.
While the Travel & Tourism sector is growing globally both in terms of international arrivals and tourist expenditures, nations are still competing to get a bigger slice of the pie. Although, countries around the world are increasingly working to implement enabling Travel & Tourism policies; successful marketing & branding strategies are often needed to complement these policies and inspire travellers by showcasing the unique value proposition of a destination.
The following section highlights countries which have taken unique approaches as they designed campaigns to market and brand their destinations.