Prof. Dr. Wolfgang Georg Arlt
International Tourism Management


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ITM Bachelor 3. Sem.
10344 Emerging Tourism Source Markets I



4 SWS Course



Emerging Markets include:





South Africa




GCC (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and UAE)

South Korea


WTTC Country Reports:







Emerging tourism markets

Yesterday’s Tourists aren’t Tomorrow’s
While, historically, travel was a luxury good, the lowering of travel barriers and falling costs has put travel within reach of millions. These factors, combined with the growth of disposable income, the rise of the middle class in many emerging markets and changing attitudes of people towards travel, have enabled the industry to flourish. While travel is still not accessible to everyone, more people than ever before are travelling today—with 1.24 billion international arrivals in 2016, compared to 25 million in the 1950s.

In previous decades, North America and Europe have dominated the travel markets, but this may not be the case for much longer. By 2030, most of the growth in international travel will come from Africa, Asia and the Middle East, which will enable further growth and job opportunities in these regions.

While markets in Europe and the Americas will continue to grow, the rate is incomparable to other regions.

Emerging markets will not only become larger source markets but also they will become more attractive destinations. Between 2016 and 2026, the top 10 fastest growing destinations for leisure travel spending are expected to be India, followed by Angola, Uganda, Brunei, Thailand, China, Myanmar, Oman, Mozambique and Vietnam.

The global middle class is forecasted to grow by another three billion people between 2011 and 2031, the majority of which will come from emerging markets, with China and India leading the way. This newfound buying power will give the middle class greater access to travel. While travel is already booming in China, it is estimated that, at present, only 5% of Chinese nationals have passports.

Similar trends are apparent in other emerging markets. What is clear, is that new consumers like the millennials, as well as older baby boomers are not only demanding, but looking for experiences, albeit very distinct ones.

Studies show that millennials are more tech-savvy and connected than any previous generation and are changing the way travel is consumed. In effect, millennials might take low-cost flights and go all out on activities and restaurants. Travellers today often look for experiences, whether it be an authentic local experience, an adventure or even and the opportunity to make a difference at the destination. In the next five to 10 years, this group will become the industry’s core customer base. Millennials’ spending on business flights is expected to account for 50% of global travel by 2020 and to maintain that share for the subsequent 15 years.

While millennials are on the rise, baby boomers are the most travelled generation to date and have more disposable income to be able to travel. Creating a strong value proposition for this group will be key to attracting them in the next decade.

WEF The Travel & Tourism Competitiveness Report 2017





Tourism is not only leisure travel but also M.I.C.E. and Business Travel. The Emerging Markets are getting more and more important here as well:




Importance of Emerging Markets for the EU (ch. 8):

EU Tourism Trends 2018




Selecting Emerging markets: What do we want to find out?

Economic base

Social base


Differences in travel purposes, travel forms, travel behaviour, travel expectations etc.

Global importance




UNWTO 2018 DZT 2018 DZT 2030


Global Tourism Development












  Contact: Prof. Dr. Wolfgang Georg Arlt FRGS FRAS
Bachelor and Master Program International Tourism Management,  Tel. 0481 8555-513