advantages of domestic tourism

What is domestic tourism and why is it so important?

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Domestic tourism is BIG business in some countries, bringing in a significant revenue for the economy of the local area and nationwide. But what is domestic tourism?

In this article I will explain what domestic tourism is and why it is important. I will also give some examples of some of the biggest domestic tourism destinations worldwide.

What is domestic tourism?

Domestic tourism definitions, why is domestic tourism important, domestic tourism in the united kingdom, domestic tourism in the united states of america, domestic tourism in india, domestic tourism in south africa, domestic tourism in china, domestic tourism: conclusion, further reading.

As I described in my tourism glossary , domestic tourism is the act of travelling for business or leisure within one’s home country. According to the UNWTO , a person must be away from their usual place of residence (but still in their home country) for at least one night to qualify as a domestic tourist.

Popular destinations for domestic tourism include the USA, India and China . This is because they are big countries with a variety of tourist experiences to offer.

Ever seen the film ‘ Into the Wild? ‘ This is a great example of domestic tourism! It’s a story of a young guy who sold all of his belongings and hitch hiked through America to Alaska . Here is the trailer-

Travelling a few miles away from your home, you don’t expect to be classed as a ‘tourist’ right? But in fact, you often will be classed as a tourist- a domestic tourist!

In general, domestic tourists are anyone who undertakes travel activities in their own country of residence, i.e. living in London and travelling to Glasgow for the day or for an overnight stay.

Unlike other definitions in the tourism ‘vocabulary’, the term ‘domestic tourism’ has not changed in its years. In 2005, Gillian Gale, in her text book designed for BTEC National Travel and Tourism students , defined domestic tourists as;

“People who are travelling in their own country for tourism purposes”

Further to this, Arjun Kumar Bhatia, in his text on International Tourism Management states that;

“In domestic tourism, people travel outside their normal domicile to certain other areas within the country as contrasted with travelling outside the boundaries of the country as in international tourism .”

According to a recent report published by the World Travel and Tourism Council (WTTC), domestic tourism accounts for 73% of total Travel and Tourism spending globally in 2018; thus it is a key driver of the tourism sector.

Countries rely on domestic tourism as a tool to reduce poverty, improve infrastructure, generate employment and most importantly to drive economic growth.

The activities of domestic tourists create economic importance as the money spent on domestic tourism feeds back into that particular country’s economy; providing itself with a more viable and prosperous economy.

Popular domestic tourism destinations

According to the WTTC report published in 2018, there has been a slight shift in the countries’ positions in domestic visitor spending between 2008 and 2017.

Below I have listed a few examples of domestic tourism.

According to Visit Britain and its annual review, in 2017/2018, 100.6 million domestic overnight trips were taken and 1.5 billion domestic day visits were taken in England in 2017.

The UK’s domestic overnight trips reached £19 billion, whilst the 1.5 billion domestic day visits reached £50.1 billion. All of which feeds back into the UK economy.

The most popular travel attractions for domestic tourism in the UK are:

• The Tower of London
• Westminster Abbey
• Kew Gardens
• St Paul’s Cathedral
• Chester Zoo
• Windermere Boat Cruises, Bowness
• Flamingo Land Theme Park and Zoo, Yorkshire
• Drayton Manor Theme Park

As you can see from the list above, the majority of the locations are based in London, the Capital city of the UK. Most domestic tourism activities in the UK are either centred around the conservation of either natural or heritage sights or theme parks.

Despite living on the outskirts of London for most of my life, I am ashamed to say that I have only actually ever visited a few of these attractions! I guess I will add these to my bucket list and take the kids on a day trip soon…

In 2018, domestic tourists spent $933 billion dollars in the United States of America – representing 86% of total tourism expenditures. In 2018, domestic tourism supported 7.7 million jobs.

To me, it is no surprise that the domestic tourism industry in the USA is worth so much. Not only is it a HUGE country with an incredible range of diversity in tourism areas, from the snows of Alaska to the heat of Miami, but it is also true that most Americans do not have a passport !

According to the World Atlas , the most popular destinations for domestic tourism in the United States are;

• Alaskan Cruise, Alaska
• Orlando, Florida
• Las Vegas , Nevada
• Maui, Hawaii
• New York City, New York
• Honolulu, Hawaii
• Hawaiian Cruise, Hawaii
• Miami Beach, Florida
• Washington, DC
• Los Angeles, California

The table below shows you the percentage of domestic tourism which took place in each of these locations in 2018.

India is home to some of the most beautiful natural and cultural heritage sites in the world, not only making it a popular destination for international tourists, but also for domestic tourists.

According to the World Travel and Tourism Council, domestic spending in India is at 87.2%, compared to foreign spending at 12.8%. Therefore, domestic tourism in India contributes to 9.4% of its overall GDP.

According to Treebo the top 7 visited states by domestic tourists are;

• Uttar Pradesh
• Madhya Pradesh
• Andhra Pradesh
• Maharashtra

India is a beautiful country, with so much to offer! It has certainly been one of my favourite countries to travel and I hope to return with my children someday soon. It is no surprise to see that the domestic tourism industry in India is so significant, given the diversity of attractions and the sheer size of the country, not to mention that many people living in India cannot afford to travel internationally.

One of our recent travel destinations is South Africa , which is a growing destination for domestic tourism. The Minister of SA has fostered The National Tourism Sector Strategy (NTSS), which is a strategy that focuses on domestic tourism and its contribution to a sustainable tourism economy.

You can read more on The National Tourism Sector Strategy here .

According to a report by Statistics South Africa , the number of day trips increased from 39.4 million in 2016 to 48.0 million in 2017. Overnight trips also increased to 44.4 million in 2017.

Unlike the other destinations listed above, South Africa is home to abundant wildlife and nature reserves sites that attracts domestic tourism. According to the South African Tourism Board, the top destinations in South Africa are;

• The Winelands
• Garden Route
• Johannesburg
• Kruger National Park
• Durban beachfront
• Robben Island
• Blyde River Canyon Nature Reserve
•  Wild Coast

I can certainly say that we loved South Africa. You can see a taste of what the country has to offer in our video below.

According to the Chinese Ministry at a press conference, domestic tourism generated 5.13 trillion yuan ($764 billion U.S dollars) in revenue last year and this figure was climbing steeply each year prior to the pandemic, in fact the Chinese market (both domestically and internationally has been the fastest growing tourism industry in the world in recent years!). In comparison, Chinese tourists spent a total of $115.29 (U.S dollars) on outbound tourism .

According to research by the WTTC , China has been extremely successful in fostering domestic tourism, and is now one of the leading domestic tourism markets in the world.

There is a lot of hidden cultural heritage in China that is often overlooked or ignored with its commercialised industry and giant sky scrapers. Here is a video demonstrating some of China’s most popular tourist attractions.

We have all most likely been a domestic tourist in our life at one point or another, whether we realised it at the time or not! As this post has demonstrated, the domestic tourism industry is a huge economic contributor in many destinations, especially in countries that are large or where the local people do not often have the cash to travel internationally.

Do you want to learn more about the tourism industry? Take a look at my types of tourism glossary to see which areas are covered in the blog. You can also refer to some of the texts named below, which are particularly useful if you are a travel and tourism student! Oh, and why not subscribe to the blog for updates on new posts, travel discounts and deals? You can subscribe to the blog using the form below.

• BTEC National Travel and Tourism – a textbook for BTEC Level 3 Travel and Tourism students
• The Business of Tourism – an essential text for students of tourism management or travel and tourism
• Tourism: Principles and Practice – the ultimate one-stop text for any student studying Tourism
• An Introduction to Tourism – a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends

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The Pros and Cons of Domestic Travel: for Mindful Travelers on a Budget

With New Zealand’s closed borders, domestic travel became my expertise, birthing overtime this list of pros and cons. After 6 road trips in 8 months across New Zealand, here is some insights on the pros and cons of domestic travel, and these may be particularly interesting for mindful travelers on a budget .

When COVID-19 ran rampant across the world, I decided to start a travel blog. Seems counterintuitive, but I didn’t know what the hell I was doing.

To generate content, I traveled extensively around New Zealand. Closed borders and no tourists meant this was a once-in-a-lifetime opportunity to experience this country in solitude. Beaches stretched endlessly without interruption. Natural phenomena existed in silent peace. And the land caught its breath from tramping feet.

And although my travels have been exquisite – New Zealand is magnificent after all – some part inside of me never quenched.

There’s something special about going overseas. I craved that passport stamp, different smells, different sounds.

This post came together on my latest road trip around the South Island… my insights on the pros and cons of domestic travel to make sense of the gratitude conflicting with the longing in my soul.

The Pros and Cons of Domestic Travel: Insights from 6 Road Trips in 8 Months

The pros of domestic travel.

It’s obvious that domestic travel would be cheaper, and that’s a big incentive to hit the road. When we’re limited to our backyard, we save on plane tickets, money exchanges… even accommodation.

We know the ins and outs of our own country so we know how to navigate for the best deals, how to negotiate. Family and friends are abound so we crash on couches for free.

Or, in my case, at all the freedom camping spots. Most nights, we pitched a tent somewhere gorgeous for zero pennies.

Related: Two Weeks, No Shower: a Guide to Freedom Camping in New Zealand

2. economically friendly.

When you skip planes, trains, or cars, your travels are economically friendlier. Personally I enjoyed having a smaller carbon footprint on the planet this year.

Although we used a car to travel the length of New Zealand, constant time in nature turned us minimalists. Simpler holidays that don’t include fancy hotels or expensive itineraries raise waste awareness and gentle treatment of the earth around us.

Something about domestic travel leaves that sense of frenzy at the door and humbles us. And a humble people is a conscious people.

3. No cultural and language barriers

Life is easier when there are no cultural or language barriers to navigate. Domestic travel usually runs smoothly and although we can spin that to be a con (more on that below), it makes for a relaxing holiday. And that’s what holidays are meant to be: relaxing.

You know your culture’s customs and norms so you’re not constantly checking yourself. You know the law, road rules, and all the signposts are in your language. Life is good and your holiday trickles along with nary a hiccup.

4. No distractions or challenges means a focus on mental health

On the same note, domestic travel means there are less things to distract or challenge you. We already established no cultural or linguistic challenges. But there are also less “shiny things” to keep you entertained.

I’ve been living in New Zealand for over three years so I didn’t feel the urge to jampack my itinerary with all the things . There were no “must do’s”, no FOMO.

And this presents an opportunity to slow down. To be honest, this was hard for me. Big chunks of free hours made me anxious. And I realized how fast I’d been going for the last year. It signaled that I needed to tend to my wellbeing. A reminder many of us need.

5. Plans with friends are a lot more likely

I don’t know about you but I could never convince my friends to save enough to travel overseas with me. Luckily there are no excuses for domestic travel.

Traveling together can enrich friendships and domestic travel is much friendlier for planning and organizing. It doesn’t take much to pack your crew in a car and hit the road. As we already established, domestic travel is cheaper, but it’s also more convenient when friends don’t have the luxury of holiday leave.

6. Support for local economies and businesses

The travel decline had a devastating impact on the tourism industry. Domestic travel is an opportunity for all of us to support our local businesses and stimulate the struggling economy. 

New Zealand launched an initiative called Do Something New, New Zealand to address precisely this problem. And it saw notable success! The hashtag is always trending on Instagram and many Kiwis are on the road these days, frequenting small towns and putting their dollars toward the businesses that need it. It was heartening to watch the country come together and help our neighbors and I was happy to be part of it.

The Cons of Domestic Travel

1. no new food.

I’m Lebanese and I’ve said this before: I’m very food-driven. And this is one of the greatest joys of international travel. My first thought every morning is finding the best café and by noon I’m already thinking about dinner.

Domestic travel can be… boring in the food department. Although some cities offer unique dining experiences, it’s just not the same. On my NZ travels, there was only so much salmon and pie I could have before I got completely bored.

My palette aches for exotic spices. And that will be the case until the day I hop a plane out of here.

Related: Reflections on Travel in the Age of COVID-19: Why Travel is Essential for Humanity

2. no foreign cultural immersion.

Another big reason people travel is to experience a different culture. And that’s something domestic travel doesn’t really provide. Although some people argue that different cultures exist within one country (the US falls in this category), it’s not the same.

People with a different belief system, a different set of values and way of living, exist outside our borders. Experiencing this facilitates understanding and compassion for humanity. It opens our eyes and causes something to shift within. It’s one of my favorite parts of traveling. Domestic travel offers very little in this department.

3. Less sensory

Another con of domestic travel is that it’s less sensory. Different countries sound and smell different. It’s a feast to the senses and fosters a state of presence and wonder. Exploration is much more fun as you bend and study a foreign species of moss or exotic birds. Even the rain smells different. City chatter is in another language and different customs may expose you to different behaviors.

Unfortunately this facet is completely missing from domestic travel, and one I’m still longing for.

4. Less growth

I always say travel is accelerated growth. This is why avid travelers tend to be growth-seekers.

Remember how I said domestic travel means no cultural or lingual barriers? Well that can also be a disadvantage. Extracting these challenges from our travels means we’re missing out on opportunities to problem-solve.

We learn more from mistakes than successes. And although domestic travel is more relaxing, it yields less friction. Which means less growth.

I love the ease of domestic travel. But I miss asking for directions! I miss getting lost and stumbling through a conversation with someone who doesn’t speak my language. Testing my wits and navigational abilities.

I miss that painful, sometimes embarrassing, growth.

5. Harder to disconnect

The last con to domestic travel is that it’s harder to disconnect. When we’re just down the road, it’s harder to access that relief of being far away from our work, our problems, and our self-stories. 

Domestic travel usually means little to no time zone difference. And no beloved jet lag!

On my road trips, I had perfect access to cellular service so I continued working and texting all the people. I had a hard time disconnecting from my life, much to the annoyance of my partner, who asked me countless times to get off my phone.

As grateful as I am that domestic travel is even possible in this country, a girl needs some spice sprinkled in! Domestic travel has so many benefits and I’ve loved every second of it. But I can’t wait to experience the world out there again.

Let me know if I missed any other pros and cons of domestic travel! I’m curious what others’ travel experiences have been like during these strange times.

Stay safe and much love,

Pamela Edmondson

Pamela Edmondson is a New Zealand-based content creator. Her blog Nut Brown Rose takes you around New Zealand (and beyond) unpacking the principles of slow travel and the art of storytelling. She has lived a turbulent life and takes small steps every day toward healing and falling in love with the earth beneath her feet.

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Tourism’s Importance for Growth Highlighted in World Economic Outlook Report

• All Regions
• 10 Nov 2023

Tourism has again been identified as a key driver of economic recovery and growth in a new report by the International Monetary Fund (IMF). With UNWTO data pointing to a return to 95% of pre-pandemic tourist numbers by the end of the year in the best case scenario, the IMF report outlines the positive impact the sector’s rapid recovery will have on certain economies worldwide.

According to the World Economic Outlook (WEO) Report , the global economy will grow an estimated 3.0% in 2023 and 2.9% in 2024. While this is higher than previous forecasts, it is nevertheless below the 3.5% rate of growth recorded in 2022, pointing to the continued impacts of the pandemic and Russia's invasion of Ukraine, and from the cost-of-living crisis.

Tourism key sector for growth

The WEO report analyses economic growth in every global region, connecting performance with key sectors, including tourism. Notably, those economies with "large travel and tourism sectors" show strong economic resilience and robust levels of economic activity. More specifically, countries where tourism represents a high percentage of GDP   have recorded faster recovery from the impacts of the pandemic in comparison to economies where tourism is not a significant sector.

As the report Foreword notes: "Strong demand for services has supported service-oriented economies—including important tourism destinations such as France and Spain".

Looking Ahead

The latest outlook from the IMF comes on the back of UNWTO's most recent analysis of the prospects for tourism, at the global and regional levels. Pending the release of the November 2023 World Tourism Barometer , international tourism is on track to reach 80% to 95% of pre-pandemic levels in 2023. Prospects for September-December 2023 point to continued recovery, driven by the still pent-up demand and increased air connectivity particularly in Asia and the Pacific where recovery is still subdued.

Related links

• Download the News Release on PDF
• UNWTO World Tourism Barometer
• IMF World Economic Outlook

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Home » Travel at Home: The Benefits of Domestic Tourism

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Travel at Home: The Benefits of Domestic Tourism

It’s been a long couple of years since travel was stopped. Even now travel is in a precarious position as countries around the world constantly revise their border measures and restrictions in light of the changing Covid situation. But in the face of such adversity, travel hasn’t been completely stamped out. In fact, the true nomads have found a way to experience the thrill and adventure of travelling even in the midst of Covid by redefining what travelling meant. 

Travelling doesn’t always have to mean going away to faraway exotic places and experiencing foreign cultures. Sometimes the best places are close to home and under the radar. This is exactly the sentiment that gave rise to domestic tourism. 

Domestic tourism isn’t by any means a new phenomenon. But when international travel locked down, domestic tourism became the only respite for wayfarers creating a surge of interest for domestic locations where one could relax and holiday. Now that countries are cautiously reopening borders and easing Covid restrictions, domestic tourism may once again fade into the budget option for many travellers as they look to celebrate their newfound freedom with distance. But there are many reasons why domestic tourism shouldn’t be forgotten or looked down on, even with international shores opening. 

So hold on to your travel pillow and your planner as I go through the beauty and benefits of domestic tourism.       

Domestic Tourism 

Domestic travel is termed as travel within one’s own country. Even visitors to a neighbouring state would be classified as domestic tourists. Domestic travel is important for the domestic economy as it feeds money back into the local economy. This helps revitalise the livelihoods of locals, as well as bolsters the local government’s funds using which they can improve infrastructure and amenities for the local community. This is especially important considering the impact Covid-19 has had on people’s employment and financial outlook. Any bit of help that we can extend to those around us will go a long way to helping them through difficult times. 

But other than helping the local economy, there are other benefits to travelling domestically. 

Save your wallet

Perhaps the most obvious is the impact it has on your wallet. There’s no doubt that international travel can take a chunk out of your finances. This not only applies to foreign countries where the currency is stronger than your local currency or places where the cost of living is much higher. Travelling internationally often involves extra expenses such as immigration fees and visa expenditure, any fees associated with obtaining other necessary documents, tickets for long-haul flights, hotel stays, tour guides, and the more expensive ‘foreign visitor’ tickets for local attractions. And this list doesn’t even include the extra expenses associated with health measures for Covid-19.  

When travelling domestically, you automatically save on immigration and visa fees. You can also save on flight tickets if you travel by car or bus, opt for an AirBnB or stay at a friend’s place to save on expensive hotels, forego a tour guide in favour of exploring yourself, and benefit from the discounted locals’ ticket prices for attractions. 

Not only can these savings translate to a cheaper overall trip, it could also mean a few extra days enjoying the sunny beaches of California or squeezing in one more museum visit for the family.   

Revel in the hyperlocal

Domestic tourism also gives you space to truly enjoy the local. When visiting internationally, most tourists are caught up in what I call ‘the tourist hustle’—visiting all the places catering to tourists. Of course, this makes sense. You can’t go to Paris and not visit the Eiffel tower. But the problem is that these spaces have been developed and maintained by the local government specifically to appeal to tourists, and are often overcrowded . That’s why you often find a McDonalds right next to a major world attraction. Government’s know that some tourists would prefer more globalised, familiar cuisine than their local dishes.

Moreover, the people you run into and interact with during these stays will also likely be other tourists like yourself rather than the locals. By visiting only these spaces that cater to tourists, you miss out on experiencing the true local flavour. Furthermore, if you visit foreign countries with no knowledge of their customs and how to speak their language, you may find yourself experiencing miscommunication with the locals and losing a lot in terms of the depth of experience. 

When travelling domestically, however, you can bypass the major tourist attractions and get acquainted with the lesser-known hidden gems. This can help you rediscover your own culture and the beauty of your homeland. Speaking the same language as the locals and not immediately being recognised as a tourist may also go a long way towards gaining the locals’ favour and insights into the best places to visit, from their point of view. This will be an entirely new experience of travelling than the one you will have access to as an international tourist.    

Both domestic and international travel have their benefits and unique appeal. Next time you plan a trip, don’t just jump straight to international travel. Take a minute to see if there’s anyplace closer to home you’d like to visit. 

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6 years to the Global Goals – here's how tourism can help get us there

Inclusive governance and community engagement in tourism planning and management can aid sustainable development goals. Image:  Unsplash/D Jonez

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• Tourism is a significant economic force that has returned close to pre-pandemic figures, with 1.3 billion international travellers and tourism exports valued at approximately $1.6 trillion in 2023.
• The tourism sector must adopt sustainable practices in response to climate change, biodiversity loss and pollution.
• Inclusive governance and community engagement in tourism planning and management are key to ensuring the sector’s support to local identity, rights and well-being.

With mounting challenges to our societies – conflict, geopolitical tension, climate change and rising inequality – we should look to the 17 Sustainable Development Goals (SDGs) and their promise of a shared blueprint for peace, prosperity, people and planet by 2030. However, as UN Secretary General Antonio Guterres reminds us , “that promise is in peril” with the impact of the COVID-19 pandemic having stalled three decades of steady progress.

Tourism can help deliver a better future, and with less than six years to go, it must unleash its full power to achieve this.

Have you read?

Turning tourism into development: mitigating risks and leveraging heritage assets, what is travel and tourism’s role in future global prosperity, how travel and tourism can reach net zero, tourism’s economic boon.

International tourists reached 89% of pre-pandemic levels in 2023. Around 1.3 billion tourists travelled internationally, with total tourism exports of $1.7 trillion, about 96% in real terms of the pre-pandemic value. Preliminary estimates indicate that tourism's direct gross domestic product (GDP) reached $3.3 trillion, the same as 2019, as per our World Tourism Barometer .

Yet, persisting inflation, high interest rates, volatile oil prices and disruptions to trade could impact the pace of recovery. Uncertainty derived from ongoing Russian aggression against Ukraine, the Israel-Hamas conflict and growing tensions in the Middle East, alongside other mounting geopolitical tensions, may also weigh on traveller confidence.

Results from the World Economic Forum’s latest Travel & Tourism Development Index reflect the impact of some of these challenges on the sector’s recovery and travel and tourism’s potential to address many of the world’s growing environmental, social and economic problems.

Therefore, as the sector returns, it remains our responsibility to ensure that this is a sustainable, inclusive and resilient recovery.

The climate imperative

Climate change, pollution and biodiversity loss are making extreme weather events increasingly challenging for destinations and communities worldwide. The tourism sector is simultaneously highly vulnerable to climate change and a contributor to harmful greenhouse gas emissions.

Accelerating climate action in tourism is critical for the sector’s and host communities’ resilience. We are taking responsibility but more needs to be done to reduce plastics, curb food waste, protect and restore biodiversity, and reduce emissions as the demand for travel grows.

The framework proposed by the Glasgow Declaration on Climate Action in Tourism is catalyzing the development and implementation of climate action plans, guided by and aligned to five pathways (measure, decarbonize, regenerate, collaborate and finance). It’s a clear plan to enable the transition towards low carbon and regenerative tourism operations for resilience. Over 850 signatories from 90 countries are involved in innovating solutions, creating resources and connecting across supply chains, destinations and communities.

Leaving no-one behind

Tourism can be a powerful tool to fight inequality, within and between countries but only so long as we also address diversity, equity and inclusion in the sector, provide decent jobs and ensure respect for host communities and shared benefits.

One good example of tourism’s potential to progress shared prosperity is Rwanda’s Tourism Revenue Sharing Programme . Initiated in 2005 and revised in 2022, it aligns conservation efforts with community development. The programme designates a portion of National Parks revenues to ensure that local communities benefit directly from conservation and tourism activities. Initially set at 5%, the share of total revenue now stands at 10% .

Travel & Tourism Development Index 2024

New tools, jobs and values

Technology, ease of travel and the pandemic have all accelerated changes in how we work. Again, as we progress, we have a duty to ensure we are leaving nobody behind. Education and skills are vital to progressing equality, growth and opportunities for all, making them a cornerstone of the SDGs. However, tourism businesses face a labour shortage to cope with travel demand. We must make tourism more attractive to young people so they see it as a valued career path.

We also need to support micro-, small- and medium-sized enterprises (MSMEs), which make up around 80% of all tourism businesses worldwide and up to 98% in some Group of 20 (G20) economies. While each country’s challenges are different, digitization, market access, marketing and skill gaps are key areas we should address with targeted policies for MSMEs and entrepreneurship.

Measuring impact

Sustainable tourism is only possible if we can properly measure the sector’s impact and progress in three dimensions: economic, social and environmental.

Last March, the UN adopted a new global standard to measure the sustainability of tourism (MST) – economic, social and environmental. Developed under the leadership of UN Tourism and endorsed by all 193 UN member states, the MST statistical framework provides the common language (agreed definitions, tables and indicators) for producing harmonized data on key economic, social and environmental aspects of tourism.

Countries and other stakeholders now have the foundation to produce trustworthy, comparable data for steering the sector towards its full potential. And indeed, over 30 countries and subnational regions have already implemented the flexible MST framework, focusing on the data most relevant to their sustainability efforts.

Centring community wellbeing

Increasingly, communities worldwide demand a tourism sector that respects their identity, rights and wellbeing.

Transforming the sector requires rethinking governance as more holistic with a whole-government approach, multi-level coordination between national and local policies and strong public-private-community partnerships. Listening and engaging residents in tourism planning and management is at the core of the sector’s future.

Take Barcelona as an example. Here, e tourism represents 14% of the city’s GDP. The Tourism and City Council was created in 2016 and relies on citizen participation to advise the municipal government on tourism public policies. This initiative demonstrates the advancement of tourism governance from classic public-private collaboration to public-private-community. Therefore, issues around the visitor economy become those for official city consideration.

Delivering on tourism’s potential

We urgently need to grow investment in tourism. The data is encouraging: the UN Conference on Trade and Development World Investment Report 2023 shows that global foreign direct investment across all sectors, tourism included, reached approximately $1.37 trillion that year, marking a modest increase of 3% from 2022.

At the same time, we need to ensure this investment is targeted where it will make the most significant and most positive impact by building greater resilience and accelerating the shift towards greater sustainability.

The significant benefits tourism can offer our economies and societies, as well as the challenges obstructing us from fully delivering on this potential, are now more widely recognized than ever.

Tourism is firmly on the agenda of the UN, G20 and Group of Seven nations and the Forum. Delivering on this potential, however, will require political commitment and significant investment. But given what is at stake and the potential benefits to be gained, it should be seen as a huge opportunity rather than a daunting challenge.

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Home > Books > Tourism

Contribution of Domestic Tourism to Sustainable Tourism Development

Submitted: 16 June 2020 Reviewed: 19 August 2020 Published: 01 December 2020

DOI: 10.5772/intechopen.93646

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Tourism literature is awash with evidence of the value of domestic tourism to the tourism industry in general. However; there is limited knowledge of how domestic tourism is contributing towards sustainable tourism development especially in developing countries. This study explored the contribution of domestic tourism to sustainable tourism development in Zimbabwe, one developing country in Southern Africa. Using qualitative methodologies, data were collected and thematically analysed. The study revealed that domestic tourism has both positive and negative contributions to sustainable tourism development in unique ways. In conclusion, it was noted that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

• tourism marketing
• tourism value
• destination management

Author Information

Forbes kabote *.

• Chinhoyi University of Technology, Zimbabwe

*Address all correspondence to: [email protected]

1. Introduction

This chapter explores the contribution of domestic tourism to sustainable tourism development. In depth, interviews with 25 domestic tourists and 20 tourism suppliers from Harare, Bulawayo, Victoria Falls and Kariba revealed positive and negative contributions of domestic tourism to sustainable tourism development. Positive contributions of domestic tourism to sustainable tourism development were in the form of destination exposition, destination appreciation and economic development. Notable negative contributions were on destination degradation and low economic value.

2. Positive contributions of domestic tourism to sustainable tourism development

Positive contributions are those facets that seem to be adding value to the long-term sustenance of the destination and the tourism industry. A number of positive contributions portray domestic tourism as a vital dimension upon which to attain sustainable tourism development. These include destination exposition, destination appreciation and economic development.

2.1 Destination exposition

Destination exposition is when a community plays a part in ensuring that the destination becomes popular within and outside the local community. Well-travelled local people expose destinations visited to other tourism stakeholders such as inbound tourists, potential investors and government departments. According to Bessière [ 1 ], knowledgeable local people have a habit of taking new people who visit an area to local attractions they are familiar with. For example, David Livingstone was shown Mosi-oa-Tunya by knowledgeable local people [ 2 ]. He later wrote about it and renamed it to Victoria Falls. Today Victoria Falls is among a number of attractions that were exposed to foreigners by well-informed local people. Destinations like Victoria Falls and the wildlife sanctuaries around it became key attractions and destinations to regional and international tourists to Zimbabwe [ 2 ].

In order to expose tourism destinations to the outside world, domestic tourists assume various positions and functions within the tourism industry such as being information bureaus, ambassadors, role models and tour guides to attractions and destinations within their communities.

2.1.1 Domestic tourists as information bureaus

Domestic tourists act as information rich, well-researched and travelled unofficial information bureaus to potential tourists both domestic and international (see [ 3 , 4 ]). They provide informal information through word of mouth and personal experiences that is not regulated, not packaged, free, available anywhere and anytime to both active and potential tourists. Domestic tourists as information bureaus are not place and time restricted providing inbound tourists with alternative sources of information.

Inbound tourists rely on unprocessed information gained through word of mouth when making travel decisions as they believe it to be the truth as compared to neatly packaged information from official information bureaus (see [ 5 ]). Tourists become more informed on the prevailing environment at the destinations keeping them up to date with changes that might affect their tourism experience. In so doing they become informed travellers which is critical for tourism development.

2.1.2 Domestic tourists as tourism ambassadors

Local people who travel outside their country become default tourism ambassadors when called upon to talk about tourism in their country to people they meet outside their usual area of residence [ 6 ]. Local people leave the country temporarily or permanently.

As temporary travellers, local people need to know their country better to allow them to answer any question foreigners may ask. This way they would be able to sell their country by giving factual information based on the personal experience. Such information on destinations and attractions generates curiosity among the foreigners who would want to visit the country in future widening the tourism base for the destination country.

Local people have also migrated to other countries in search of wealth and found value in foreign lands. In the case of Zimbabwe, these are the bulk that visits Zimbabwean destinations during their own holidays as international tourists. This implies that when they left the country they did not have sufficient resources which could be used for tourism purposes but now can afford to travel for tourism purposes. This is better understood through Reed’s [ 7 ] insights derived from African Americans born of slave trade parents who see tourism to Africa as an opportunity to connect with their past. Diasporeans visit local attractions along with friends and relatives to whom they explain their own experiences in foreign lands and how foreigners travel in their own country and abroad. This would inspire local people to also want to travel creating a strong foundation for future tourism from both domestic and international tourists.

Diasporians usually visit renowned destinations that their foreign friends hear, talk, enquire about and probably have visited in the past. This allows them to familiarise themselves with these destinations in order to convince their foreign friends that they too know their own country. However, fairly unknown destinations are also popular with domestic tourists.

Some tour operators believe that if well advertised to domestic tourists, small destinations have potential to have large volumes of tourists both domestic and internationals through referrals. This draws a comparison between efforts being employed by authorities in advertising small and big destinations in the country. There is too much attention on big destinations that are frequented by international tourists at the expense of small destinations common with domestic tourists. This deliberate neglect of small destination development is counter sustainable tourism development as domestic tourists are known as more influential in building future tourists to any destination through referrals (see [ 8 ]). The others would feel being left out and also visit these places to experience them for themselves expressing the egoistic tendencies inherent among human beings (see [ 9 ]).

2.1.3 Domestic tourists as role models

Domestic tourists also assume the position of role models and ones to set the pace for inbound tourists by first visiting local attractions and destinations. This creates curiosity among potential tourists from other areas who would also want to visit these attractions and destinations. The trend of inbound tourists following domestic tourists supports Hudson and Ritchie’s [ 8 ] argument that domestic tourism provides the bedrock for sustainable tourism development in any destination as more tourists are inspired to visit the local destination in future.

2.1.4 Domestic tourists as tour guides

Through domestic tourism local people assume tour guiding roles. Knowledgeable local people lead inbound tourists around showing them local attractions every time they receive visitors not familiar with the local attractions. The provision of tour guiding services by local people reinforces information sharing through social exchange (see [ 10 ]). This gives a positive image of the conduct of local people which inbound tourists would take back home, share with friends and relatives widening the base for future tourism to the destination.

2.2 Destination appreciation

Attraction and destination attractiveness is built by the people who see value in the attraction and destination, retain the value and sell it so that others would also appreciate them (see [ 11 , 12 ]). Host communities seem to share similar views in that Zimbabweans have developed a higher level of appreciating beauty in objects they used to take for granted. The various views seem to agree on a number of ways in which destinations are appreciated by the stakeholders. Destination appreciation is exhibited through local people being active participants in tourism, their degree of tolerance, conduct of stakeholders at destinations, sense of ownership, management style and the development of tourists.

2.2.1 Active participation

Well-travelled local people help form a stakeholder inclusive tourism industry that guarantees customer satisfaction preparing ground for future tourists to the destination in tandem with the stakeholder theory [ 13 ]. Informed local people have become more welcoming to the tourists as they appreciate them more through active participation in tourism as tourees or tourists. Local people see more value in hosting tourists in their communities. They see value in sharing information, ideas and experiences. They know what kind of stories to share with tourists and where to take them. They even have an appreciation of the different tourists’ expectations hence they are better prepared to handle them.

Unlike in the past where travelling was restricted and associated with foreigners especially those from the west, these days there is a notable paradigm shift where an increasing number of local people are participating in tourism. Over the years, local people have come to realise the economic and social value of tourism for their communities and themselves through interaction with foreigners, observing them going on holidays and their psychological needs and desire to understand the environment in which people live in and how they came to be what they are.

This implies that travelling for leisure is contagious (see [ 14 ]). When people talk about their experiences or excitedly show off pictures and souvenirs obtained during their holidays, they inspire others to also want to travel. In the process, everyone will become part of the wave as people seek to be seen as moving along with times and being modernised. Modernisation theory which argues that everyone seeks to leave behind old obsolete ways of life to modern inspiring ways of life (see [ 15 ]) better explains this thrust.

2.2.2 Tolerance

During domestic tourism, people go to new places they are not familiar with where they interact with people whose way of life they do not know. They make friends with some even getting married. The development of long-term relationships during the interaction from being pure strangers to general friends into marriage partners reinforces the arguments of the uncertainty reduction theory as applied in tourism (see [ 16 , 17 ]). This cements a once sceptical relationship with unfamiliar people, customs and values into a common ground or contact upon which future travellers to these places make use of. This increases the tourists’ confidence to engage with the hosts fully aware that they have some common ground upon which to build better relationships.

However, it is not easy to build such relationships especially in a multilingual countries, for example in Zimbabwe there 16 official languages [ 18 ]. Language ignorance and counter accusations between different ethnicities aggravate animosity between domestic tourists and host communities especially when one visits areas that do not speak the same language as that of the tourist (see [ 19 ]). However, with more combined efforts, such diversity can be turned around into an advantage where the ethnic groups would visit each other as domestic tourists. This would help ethnic groups to better appreciate each other and hence lead to societal integration, peace and nation building. A situation that is ideal for tourism development in any country as tourists do not want to visit volatile destinations that they perceive as risky (see [ 20 ]).

2.2.3 Tourists conduct

Host communities were able to distinguish the attractions that appeals to international tourists compared to those that appeals to domestic tourists through their conduct. Foreigners are believed to have more respect and place more value on local attractions because they have more curiosity as compared to domestic tourists. The attraction is bound to be new and a spectacle to a foreigner; hence, it generates a lot of interest, the need to understand the phenomena and how the local people live with such spectacular attractions.

On the other hand, domestic tourists seem to be excited when exposed to new attractions they are not familiar with in their everyday life. Some families in big cities grew only exposed to urban settings without any exposure to the life outside towns hence they have greater desire to explore the countryside. To them, all the flora and fauna make an exciting encounter, hence the increase in photo safaris. With increasing value in the attractions from both domestic and international tourists, the need to conserve them increases aiding in attaining sustainable tourism development.

2.2.4 Ownership of attractions and destinations

Local people feel they are part of the local cultures on display. As such they develop greater respect for historical and cultural attractions as compared to foreign tourists (see [ 21 ]). This helps maintaining the curiosity of the inbound tourist. The differences in approach and understanding of local values and rituals have had effects on tourists and tourism. For example, in Zimbabwe, there are both domestic and international tourists that disappeared in Mount Nyangani making the mountain a dark tourism site.

To date, there is no agreed explanation as to how these people disappeared. According to Mupira [ 22 ], the scientific explanation points to quicksands believed to be burying people though it has not been proven so. On the contrary, local people attributed the disappearing of people to angry spirits (see [ 22 ]).

It seems though that both the tourists and local people believe the local people’s theories as exhibited by their actions. For example, before climbing Mount Nyangani, tourists consult local traditional leadership. The traditional leadership is perceived as the owners and custodians of local culture and values. The myths around the disappearance of people in Mount Nyangani present local communities with an opportunity to interact with inbound tourists. They use their knowledge of local systems as part of the broader national systems to share safety practices required by tourists for one to have a successful hike in the mountain. Knowledge exchange is based on indigenous knowledge systems [ 23 ] where local values need to be respected. Strict adherence to dos and do nots while at sacred places are agreed to as the best way of touring sacred places. Employment is created where local people act as tour guides for climbers where their knowledge of the area increases the success of such hikes. This would influence more climbers to visit this place in future knowing that it has become safer through engaging knowledgeable local people.

Dark tourism sites have gained international attention. People visit to experience the dark encounters and remember their loved ones who disappeared in these places. Some tourists will be trying to understand spirituality and ritualism practiced by local people believed to have power over what is happening at the sites (see [ 24 ]). Anthropologists will also seek explanations to the mysteries around the disappearance of people at these places. The continued polarisation of the two perceptions would keep the myth ongoing and the destination attracting more tourists.

In other incidences, through domestic tourism, local people have come to realise the value of resources available in their communities. This is a manifestation of the realisation that each area is unique in its offerings to the tourism industry and the need to have responsible local people. Host communities should take care of resources available within their communities by practicing sustainable resource utilisation, for example when fishing.

Domestic tourists felt that tourism was part of their heritage. This portrayed tourism as an inherent phenomenon that was practiced since time immemorial, visiting and enjoying the God-given attractions. However, the difference could be that unlike foreigners who travel and spend some days in some foreign land, domestic tourists do not cross international borders to be tourists. Instead, domestic tourists travel to get their mind together and in the process will be admiring nature and being healed by nature as tourists for the duration of their experience. Domestic tourists benefit personally from tourism just like their international counterparts. A situation which is better understood through the tourist gaze concept which argues that one does not necessarily need to spend at least a day away from home to be a tourist, but rather it is the engagement in touristic activities that makes one a tourist (see [ 25 , 26 ]).

2.2.5 Destination management

To continue gaining tourism benefits, authorities that manage destinations especially dark tourism sites like Nyanga are investing more in scientific ways of ensuring the safety of tourists to these destinations. For example, to increase the safety of tourists to Mount Nyangani, the following may be adopted. Tourists to fully charge their cellular phones have torches with new batteries and spare batteries, be accompanied by a trained tour guide and encouraged to stick to walkways cleared by the authorities, avail and ensure all tourists wear reflective jackets, carry whistles and bells to aid in rescue mission in the event of someone disappearing.

Adherence to the rules is expected to maximise chances of successful trips and enjoyable experiences opening the destination to more risky averse tourists who are not comfortable visiting under the current conditions. These would visit in future as it becomes clearer through testimonies of how others have experienced dark tourism attraction site.

2.2.6 Development of tourists

Building on Urry and Larsen [ 26 ] tourist gaze concept, one can argue that domestic tourism is made up of various building blocks as local people appreciate the value of tourism and its healing power. This gives the impression that at first local people just walk around within their communities unaware that they are actually being tourists in the process, later they explore further afield before travelling internationally as ‘tourists’. Figure 1 shows the development stages and degree of tourism formalisation matrix.

Tourist development and formalisation matrix.

Tourists undergo four stages of development that build on each other without clear cut off point but rather a gradual change. This is better appreciated through the lenses of Maslow’s hierarchy of needs theory [ 27 ] that argues that a satisfied need is no longer a motivator hence desire to go for another higher order unsatisfied need. Equally tourists start by exploring their local communities before going further afield. Through exposure they are motivated to explore more and further away from their local community and there is need for the right political and economic environment to prevail before that can happen.

The four stages identified in tourist development are when one is a backyard domestic tourist, micro domestic tourist, macro domestic tourist and international tourist.

2.2.7 Backyard domestic tourists

Backyard domestic tourists are local people who go out of their homes for some moments for leisure. They forget their everyday challenges without spending anything in tandem with the tourist gaze concept (see [ 26 ]). Everything being done at this stage is informal with people going out for different social reasons like managing domestic disputes as given by respondent 17 who said ‘When you have a problem even at home with Madam (wife) you go for a breath of fresh air’. This portrayed backyard domestic tourists as mainly individuals seeking to rest and in need of time to recollect themselves and strategise on challenges they are facing.

In backyard domestic tourism are also young couples hiding from communal eyes especially during courtship. Young people would wonder off the beaten path in search of privacy and seclusion. It is during these moments that attractions are discovered as people wonder off from home. These new attractions become the bedrock of future tourism as tourists graduate from backyard purely informal domestic tourists towards formal international tourists going beyond their own country’s borders.

2.2.8 Micro domestic tourists

Micro domestic tourists are local people who would be fully aware of attractions within their locality. They would take time to visit them. They would take along friends and relatives who would have visited them but not familiar with local attractions. Local people would explain to the visitors the various stories associated with the attractions. Some would even take their families for a day visit at these attractions for picnics [ 25 ].

At this stage local people would also visit official tourism sites located within their communities where they will have to pay to access the attraction. Thus, as one goes up from being a backyard domestic tourist towards being an international tourist, they become more formal. However, at this stage, local people would be spending the day out and come back the same day. Distance covered is subject to the exact location of the attraction though distance is not the key variable but the activities one does during that time when they are tourists. Typically they are recognised in tourism as excursionists though Urry and Larsen [ 26 ] and Cohen and Cohen [ 28 ] describe them as informal domestic tourists whilst Canavan [ 25 ] refers to them as micro domestic tourists.

2.2.9 Macro domestic tourists

On the third level are the macro domestic tourists who take their time to visit attractions within their country but beyond their locality. They spend some time travelling to and from the destination and within the destination [ 25 ].

Apart from the attraction, these tourists also need such facilities like guest houses, lodges, hotels and restaurants. They spend at least a day at the destination to enjoy. They pay for almost everything they need to use and enjoy at the destination contributing to the formal tourism industry. At this stage, all they do is formal qualifying them to be called domestic tourists as they are restricted within the boundaries of the country.

2.2.10 International tourists

The fourth and last stage is when tourists are now travelling beyond the boundaries of their country making them international tourists. At this stage, everything is formal and demands for proper planning and coordination as the people would need to cross borders, deal with foreigners, use foreign language and face unfamiliar economic, political and social environment.

The four stages of tourist development give insights into how domestic tourism can be nurtured according to the resource base of the various tourists. Those with minimal income being encouraged to stick to recreation at local attractions like community recreation areas. Whilst those with more money are encouraged to explore their country further before going international.

When local people evolve from backyard domestic tourists to international tourists they tend to have a better understanding of tourism and tourism resources. As a result they register behaviour change where they become active participants in tourism resource conservation aiding in environmental sustainable tourism development of the destination. Local people would come together and work with other interested parties to conserve nature for their own good and the good of others, present and future generations inclusive ensuring that tourism will thrive into the future satisfying the intergeneration sustainability of the tourism industry. Figure 2 explains how local people and other organisations are working together in conservation.

Example of mutual effort in conservation.

This gives a community based resource management approach that all stakeholders are part of. With all conservation resources being donated by others, local people will also see value in the same resources as they also seek to understand why someone from as far as Australia would be interested in saving their God given natural resources. Tourism resources are protected from potential threats like poachers ensuring their continued existence into the future. At the same time allowing for coordinated harvesting of such resources in a manner that benefits all stakeholders through such facilities like CAMPFIRE ( Figure 3 ).

CAMPFIRE activities on resource management in Zimbabwe.

Communities have benefitted from resources within their vicinity through infrastructural developments and employment creation [ 29 ]. This has motivated communities to conserve the resources that will benefit future stakeholders.

Accessibility concerns which can take the form of roads, rail, air, information, technology are real and of concern especially in remote destinations. With rural areas offering the bulk of tourist attractions Government is under pressure to make them accessible as a way of improving tourism (see [ 30 ]). Local people have structures designed to address their concerns. These include local councils, members of parliament and relevant ministries. Addressing accessibility concerns will benefit both present and future domestic and international tourists to the destination as the infrastructure developed to support them will last for some time and have long term effects to the communities and the tourism industry.

Domestic tourism allows local people to understand the different cultures among the indigenous people of a country. Tourists now understand that one has to enjoy the differences than destroy the other people and their culture. They should also help to conserve the other culture for everyone to enjoy from such cultures in future.

2.3 Attraction authenticity

Attraction authenticity is when an attraction remains consistent over time offering same benefits in the same manner as originally presented. On its own, Zimbabwe is believed to be a sustainable tourism destination as it still has its attractions intact. Zimbabwe still has its culture, flora, fauna, food, mountains and rivers unadulterated through modernisation. For example, animals are still available in the natural wilderness not zoos.

The continued practices of traditional cultures provide cultural tourists with essential attractions to enjoy. In the process allowing them to time travel back into the days when the same cultures were experienced by their forefathers through re-enactment of the experiences and listening to stories about the cultures (see [ 7 ]). Serving organic foods creates demand from healthy conscious tourists and food tourists. Making Zimbabwe a dream destination to visit that will satisfy their needs.

There are many other natural attractions available in the country that domestic tourists have helped to develop and maintain for the benefit of both current and future stakeholders. Even after the historic fast track land reform programme, there are new farmers who are investing in wildlife conservation as Zimbabweans realise that wild animals have more value from the tourism industry than just having meat. One such investor said:

I wanted to venture into game parking industry so I wanted to learn more about animals which can survive in this climate in Zimbabwe so I could adopt knowledge. I have a small area where the former white farmer used to have a game reserve that I want to revive (Domestic Tourist 7).

These actions are indicative of a people that have realised their mistakes. Mistakes of destroying once vibrant game reserves and now have to revive them. This is indicative of the weaknesses of the fast track land reform programme. The programme that was adopted without due diligence on the possible short-, medium- and long term implications on communities and other stakeholders like the flora and fauna in the former white owned farms [ 31 ] which has bearing on environmental and economic sustainability of sustainable tourism development in the country.

In addition domestic tourists are helping in the discovery of new attractions with tourism value potential for the industry when they give feedback as to how visitor facilities and experiences may be improved, provide information that links different tourism sites in different parts of the country to give a complete story on available attractions.

By alerting authorities to the existence of local attractions with potential value to the tourism industry, domestic tourists are perceived as helpful in the development of tourism resource base enriching the tourism basket. Stories of how places are connected and developed establishing trails that help explain movements of earlier inhabitants of the country. For example through carbon dating, archaeological studies and fork tales educationists have been able to link Great Zimbabwe ruins in Zimbabwe with Mapungubwe Ruins in South Africa and many other ruins in Zimbabwe. As having been built by people of same origin that shared same ancestry. From cultural trails, authorities will be able to develop tourism trails through the related facilities providing a complete tour package to tourists interested in such related attractions and generating more economic benefits and enriching the social fabric of the local people hence aiding in the economic and social sustainability of the destination.

2.4 Economic development

Domestic tourism is a key driver of local economic development in destination regions [ 32 , 33 , 34 ]. The economic benefits of domestic tourism are felt everywhere where people visit and congregate for some time. Economic benefits cuts across informal and formal domestic tourism with some being direct whilst others are indirect.

Local economy is sustained by combined investment and expenditure of local and incoming visitors. Domestic tourists use money to buy tourism goods and services like artefacts to take back home from vendors, sleep in hotels, eat in restaurants and undertake activities. Profits generated are expected to benefit the local community through Corporate Social Responsibility by having tourism organisations donating to the local communities. Once happy with income from tourism the local communities would embrace tourism in their community making tourists feel welcome in these areas and reduce animosity and hostility towards the tourism industry. This situation is better understood through Doxey’s Irridex Model (1975) where host communities and tourists interaction is normally antagonistic at first but improves as trust between the parties improves through continued interaction and flow of mutual benefits.

Profits generated in a destination are also expected to be used to develop the destination. Unfortunately it seems there is mismatch between what people believe they are paying for and what they are seeing on the ground. Interestingly local authorities were observed taking action such as repaired all the roads, filling pot holes and sometimes resurfacing a whole stretch. Street lights that last worked years ago were repaired. New bins were bought and placed at strategic places all over town. Grass was cut, rubbish picked from lawns and streets and regular refuse collection was done leaving the town clean.

These activities clearly show that the authorities have the ability to make the situation better in destinations but have little regard for the ordinary citizen and or tourist. Despite that they need the support of both local people and tourists to survive. This call for a massive paradigm shift in the way local authorities manage councils and provide services to both local people and tourists.

On the other hand, having MICE tourism whether domestic or international graced by the President helps in improving service delivery at destinations. The facilities presumably put to impress the President will remain well after the President has left to benefit the local people and the tourists. The image of the destinations will positively change in the minds of the future tourist who find the destination in an improved condition after the President’s visit [ 35 ]. Taking with them positive perceptions of the destination to be shared back home.

Domestic tourists were also observed as keen lovers of traditional food items. As such, hotels and restaurants that offer such food items have to get them from local producers. Tourism financial resources will be spread to these communities expanding the reach of tourism income ripple effects in the destination region. Thus, almost everyone will feel and enjoy the value of tourism through indirect and direct benefits. This persuades them to continue supporting the tourism industry to ensure its sustainable growth.

3. Negative contributions of domestic tourism

Negative contributions are the negative impacts to sustainability of the tourism industry attributed to domestic travel. Zimbabweans who travel to various destinations have been blamed for a number of negative impacts they had on local attractions and destinations with potential to affect the long-term sustainability of the destinations. These were attraction destruction and minimal expenditure.

3.1 Attraction destruction

Conflicts have arisen in destinations as domestic tourists were seen destroying attractions. Domestic tourists have been to attractions that have been declared heritage sites and hence protected to undertake some cultural activities for example at Ngomakurira for rainmaking ceremonies. The exercises involve entering caves and clearing routes to sacred places. In so doing they got too close to the actual attraction exposing it to the natural destruction through such geological processes like weathering, rock falls, landslides and mudflows.

Other attractions that are used for cultural purposes such as Great Zimbabwe have also been threatened by local people. For example local people walk on stones at Great Zimbabwe hence loosening the whole structure exposing the site to destruction. Local people were hosts as in residents around the Great Zimbabwe who would herd their domestic animals within the heritage site. The people would walk on the stones whilst the animals would also loosen some stones exposing the site. Unlike the incoming tourists who see the magnificent work of man in the structure, local people are used to such features and hence do not value it much. This disposition is better understood through the Shona proverb that says ‘chikomo chiremera chevarikure varipedyo vanotamba nacho’ meaning (a hill is revered by those far away, those nearby play with it).

In different tourism organisations, there are regulations that govern the behaviour of stakeholders in an effort to make the destination sustainable. Unfortunately, domestic tourists were singled out as having little respect for regulations. Domestic tourists disregard for rules and regulations is better understood through Nozick’s Entitlement Theory [ 36 ], which argues that goods distribution is just when the goods were acquired and transferred legitimately. In this case, the domestic tourists are demanding what they believe is theirs yet is being controlled by authorities. Unless and until both parties come to appreciate the need to have the authorities manage the resources and the local people together with foreigners having to pay for upkeep of such resources, domestic tourists will remain a threat to sustainable tourism development.

The arguments fronted by the domestic tourists for not wanting to pay can also be understood through the ethnicity theory [ 37 ]. The theory postulates that ethnic minorities has unique cultural value systems that influence their behaviour. Thus equally in tourism, the theory would attribute tourism behaviour differences between people (domestic and international) to value differences based on sub-cultural norms unique to each tourist grouping. How much do they value such facilities compared to what they are being asked to pay to enjoy them.

Domestic tourists also have emotional attachments with attractions given their history as such they sometimes act in very different ways. Whilst some exhibit possessive characteristics and fight to gain control of tourism resources they believe are theirs, others would want to destroy the resources. For example, domestic tourists who visited Matopos in Zimbabwe wanted to deface what is written on the grave of Cecil John Rhodes whilst others wanted to urinate on it.

Various reasons may be proffered for wanting to destroy certain attractions. These include differences in political inclination where opposing opinions may lead to physical destruction of relics associated with the enemy or rival group. After which establish own systems as a manifestation of power over your subjects (see [ 38 ]).

The hatred for Rhodes can be attributed to his association with the history of Zimbabwe. Maylam [ 39 ] argues that Rhodes is seen as a symbol of colonialism and all the injustices experienced during the colonial era, death and suffering during the liberation war where some domestic tourists lost their loved ones. Thus, in a bid to revenge their suffering under Rhodesian systems, domestic tourists would want to deface and urinate on his grave, maybe as a way of belittling him even in death.

However, despite the emotions, Rhodes remains part of Zimbabwe’s history. The history can be harvested through tourism to generate money for the country as a destination. Thus, continued emotional involvement by domestic tourists may damage the Rhodes relics such as his carts and furniture at Rhodes museum in Nyanga, Rhodes Nyanga Hotel on his once estate now a National Park and his grave at Matopos. This would remove some tourism attractions from the Zimbabwean tourism basket and is not good for sustainable tourism development in the country.

3.2 Minimal expenditure

Whilst domestic tourists are accepted as the bedrock of tourism in any country, their expenditure patterns have been low. Domestic tourists are presented as economically sensitive to distance and expenditure supporting earlier work by McKercher [ 40 ]. McKercher’s [ 40 ] distance decay theory argues that when comparable offers are available between short distant and long distant destinations, domestic tourists tend to choose short distant destinations to save on time and money. However, instead of using their income to support local tourism businesses, domestic tourists do not support tourism businesses whose services they can do without. These include accommodation providers and restaurants. In so doing domestic tourism is not supportive of the broader tourism industry with only a few selected suppliers whose services are unavoidable doing business with domestic tourists. As such the quality and quantity of facilities on offer on the market is compromised as service provider struggle to maintain standards as their income dwindles through minimal support from domestic tourists. This will have ripple effects on the tourism industry as international tourists will also shun Zimbabwe as a destination citing poor services that are not competitive.

4. Conclusion

In this chapter that explored the contribution of domestic tourism to sustainable tourism development, domestic tourism is seen as helping in exposing once unknown attractions and destinations to the outside world, having well-informed local people assuming various roles such as being quasi-information bureaus, de facto tourism ambassadors and role models and tour guides. Domestic tourism also increases destination value to the local people where they engaged in active participation as domestic tourists, develop high tolerance of incoming tourists and their conduct; exhibition of pride in attraction and destination ownership; increased investment in destination development and management and influence the growth of tourists from micro informal tourists to macro formal tourists. Positives were also noted in retaining attraction authenticity and economic development of destinations.

On the negative side, domestic tourism is blamed for attraction destruction as local people wrestled with authorities for ownership, management style, decisions on what to conserve, charges to accessing tourism resources and distribution of income generated from tourism. Domestic tourism was also blamed for the poor economic performance of some destinations since they were generally low spenders.

Evidence on the contribution of domestic tourism to sustainable tourism development suggest that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

5. Research limitations and future studies

This study was carried out in Zimbabwe, a developing country that was grappling with political and economic challenges. These challenges could have had an impact on how the research participants perceive the whole relationship between domestic tourism and sustainable tourism development. This might make generalisation of the results to other countries difficult limiting the study to Zimbabwe and other developing countries going through similar political and economic challenges.

Thus, recommended that similar studies be done in other developing countries that do not share similar economic and political challenges with Zimbabwe. It would also be interesting if similar studies are done in developed countries to see if the results will be comparable.

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Domestic tourism

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Domestic tourism can be described as tourism involving residents of one country traveling within their own country. It does not involve the crossing of international borders at entry points. As early recorded history provides a glimpse into ancient tourism activities, domestic tourism is in fact the first form of tourism practiced. It has been a well-established practice, happening in every country or region in the world. A strong relationship among tourism and visiting friends and relatives and religious pilgrimage has been found in countries with a long history of domestic tourism (Rogerson and Lisa 2005 ). On the contrary, mass domestic tourism has only recently emerged due to increased disposable income, introduction of labor rights associated with leisure and vacation , governmental policy about the deregulation of internal movement, and so on (Scheyvens 2007 ).

Tourism is essentially an activity engaged by human beings. The minimum necessary features that need to exist for it to be...

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Pierret, F. 2011 Some Points on Domestic Tourism. Madrid: World Tourism Organization.

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Choo, H. (2015). Domestic tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_255-1

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Advertising made simpler for you. Read about new Advertising Trends, Campaigns, and Strategies.

Domestic Tourism Marketing Strategies 

In the ever-evolving landscape of tourism, domestic tourism has emerged as a vital component for national economies, offering resilience against the fluctuations of international tourist flows. With the right marketing strategies , domestic tourism can not only bolster the local economy but also foster a sense of pride and belonging among residents. This article delves into effective domestic tourism marketing strategies, highlighting how to identify target markets, develop compelling campaigns, and understand the multifaceted advantages of focusing on domestic travelers.

Table of Contents

How to Identify Target Markets for Domestic Tourism

Identifying the right target market begins with a deep dive into the demographics and psychographics of potential tourists. Demographics include age, gender, income levels, and marital status, while psychographics focus on interests, values, lifestyle, and travel motivations. Understanding these factors enables marketers to tailor their messaging and offerings to meet the specific needs and desires of different segments.

Utilizing Market Research Tools

Market research tools, such as surveys, focus groups, and online analytics, play a crucial role in understanding the preferences and behavior of domestic tourists. These tools can reveal insights into the types of destinations and experiences sought by different demographic groups, allowing for more targeted marketing efforts.

Identifying Trends and Preferences

Staying abreast of emerging trends and preferences is crucial for attracting domestic tourists. This may involve catering to the growing interest in eco-tourism, wellness retreats, or local cultural experiences. By aligning marketing strategies with these trends, destinations can position themselves as attractive options for domestic travelers.

How to Develop Compelling Domestic Tourism Campaigns

• Storytelling is a powerful tool in tourism marketing, as it can evoke emotions and create a personal connection with the audience. Developing narratives that highlight the unique aspects of a destination, its history, culture, and natural beauty, can inspire domestic tourists to explore new places within their own country.
• Social media platforms and influencers have become indispensable in the promotion of domestic tourism. By partnering with influencers who have a strong following among the target demographic, destinations can reach a wider audience and generate interest through authentic and relatable content.
• High-quality promotional materials, including brochures, videos, and online content, are essential for capturing the attention of potential tourists. These materials should showcase the best of what a destination has to offer, emphasizing unique experiences that can be enjoyed locally.

Advantages of Domestic Tourism Marketing

• Domestic tourism provides a significant economic stimulus by keeping travel expenditures within the country. It supports local businesses, from accommodation and restaurants to attractions and services, contributing to economic growth.
• By generating demand for local tourism services, domestic tourism marketing can lead to job creation in various sectors, including hospitality, transportation, and retail.
• Promoting domestic tourism helps in the preservation of local cultures and traditions. It encourages pride and interest in national heritage among residents, supporting cultural sustainability.
• Increased domestic tourism can drive the development of infrastructure, including roads, public transportation, and tourism facilities, enhancing the overall travel experience for both domestic and international visitors.
• Domestic tourism can empower communities by providing opportunities for local people to showcase their cultures, crafts, and traditions. It supports community-based tourism initiatives that directly benefit local residents.

Domestic Tourism Examples 

Focusing on the Indian industry, there are several compelling case studies of domestic tourism marketing strategies that have successfully captured the essence of local travel and engaged Indian travelers. These examples showcase innovative approaches to targeting, campaign development, and leveraging cultural insights to promote domestic tourism within India.

1. Incredible India Campaign

Background: Launched by the Ministry of Tourism, Government of India, the Incredible India campaign is one of the most notable efforts to promote India as a tourism destination to both domestic and international audiences. The campaign focuses on showcasing India’s rich cultural heritage, diverse landscapes, and multitude of experiences.

Strategy: The Incredible India campaign utilizes a mix of traditional and digital marketing channels, including TV commercials, print advertisements, social media platforms, and interactive websites. The campaign’s storytelling approach highlights the spiritual, cultural, and adventurous experiences available across India, from the Himalayan peaks to the coastal regions.

Impact: The campaign has significantly boosted domestic tourism by inspiring Indians to explore their country’s diverse attractions. It has also increased international tourist arrivals, contributing to economic growth and job creation in the tourism sector.

2. Kerala Tourism’s “Human by Nature” Campaign

Background: Kerala Tourism’s “Human by Nature” campaign is a brilliant example of marketing that blends the beauty of nature with the warmth of its people, emphasizing the state’s unique culture and natural landscapes.

Strategy: This campaign effectively used storytelling through visually stunning videos and compelling narratives that showcased the everyday lives of Kerala’s people against the backdrop of its natural beauty. The use of social media, influencer collaborations, and engaging content played a key role in attracting both domestic and international tourists.

Impact: The campaign received global acclaim and increased domestic tourist footfall to Kerala, highlighting the state’s commitment to sustainable and responsible tourism. It also showcased how human stories can deeply resonate with travelers, encouraging them to experience the local culture firsthand.

3. Madhya Pradesh Tourism’s “Heart of Incredible India” Campaign

Background: Madhya Pradesh Tourism launched the “Heart of Incredible India” campaign to promote the central state as a must-visit destination for domestic travelers. The campaign emphasized the state’s rich cultural heritage, wildlife sanctuaries, and natural beauty.

Strategy: Utilizing a mix of captivating imagery, engaging narratives, and digital marketing efforts, the campaign highlighted the diverse attractions of Madhya Pradesh, from the historic city of Bhopal to the wildlife-rich Kanha National Park. It focused on storytelling to draw in travelers looking for authentic and enriching experiences.

Impact: The campaign successfully increased awareness and tourism to Madhya Pradesh, demonstrating the power of effective branding and targeted marketing in boosting domestic tourism. It helped position Madhya Pradesh as a central hub for cultural, adventure, and wildlife tourism in India.

4.Goa 365 Days on Holiday” Campaign by Goa Tourism

Background: Goa Tourism’s campaign aimed to break the stereotype of Goa being only a seasonal destination by promoting it as a year-round holiday spot. The campaign targeted domestic travelers with diverse interests beyond the beaches, such as heritage tours, spice farms, and eco-tourism.

Strategy: The campaign used digital marketing, social media, and events to showcase Goa’s lesser-known attractions. It highlighted activities like monsoon trekking, bird watching, and cultural festivals to attract tourists during the off-peak season.

Impact: This strategic shift helped distribute tourist arrivals throughout the year, reducing pressure on infrastructure during peak seasons and improving the sustainability of tourism in Goa. It also opened up new markets and encouraged repeat visits from domestic travelers.

Conclusion  

Effective domestic tourism marketing strategies are essential for tapping into the potential of local travelers and driving sustainable tourism development. By understanding and targeting specific market segments, creating compelling campaigns, and recognizing the broad advantages of domestic tourism, destinations can thrive and contribute to the economic and cultural vitality of their regions.

FAQs on Domestic Tourism Marketing 

Why is domestic tourism marketing important.

Domestic tourism marketing is crucial for diversifying a country’s tourism industry, reducing dependency on international tourists, and providing economic stability.

What are some examples of domestic tourism marketing strategies?

Examples include targeted advertising campaigns, collaboration with local influencers, development of thematic travel packages, and the use of social media to engage potential travelers.

How do domestic tourism marketing strategies differ from international tourism marketing?

Domestic tourism marketing often focuses on highlighting the ease, affordability, and convenience of exploring one’s own country, while international marketing might emphasize exotic attractions and unique cultural experiences.

How can businesses and destinations effectively implement domestic tourism marketing strategies?

By conducting thorough market research, developing targeted marketing campaigns, leveraging digital platforms, and fostering partnerships with local stakeholders, businesses and destinations can effectively implement domestic tourism marketing strategies.

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How to Attract Domestic Tourists: 6 Strategies to Know

Domestic tourism has presented, and will continue to present, significant business opportunities for hotels and destinations alike.  With keyword phrases such as “day trips near me” and “weekend getaways” reaching 18K and 33K searches per month, respectively, it’s no wonder why hotel marketers are looking for strategic ways to reach this audience segment. Want to learn how to attract domestic tourists to your property using expert tips and proven strategies? Keep reading!

In this post, we explore what domestic tourism is, provide some real-world examples, and show you how to gain an edge over the competition with tips on how to boost your domestic tourism marketing efforts. 

What is domestic tourism?

At its highest level, domestic tourism involves residents of a country traveling within that same country. Road trips, weekend getaways, and staycations are all great examples. One of the biggest advantages of domestic tourism is that it includes local travel, which means easier and cheaper commuting. It's also a great way to fit a break into one’s daily life without having to rearrange work and family schedules. 

Some interesting examples of domestic tourism marketing include: 

• Travel Iowa. The Iowa State Park Passport provided guides and maps for all 61 of their park locations. This campaign received 12,000 sign-ups and 17,000 location check-ins within two months. 
• Los Angeles Tourism. The Los Angeles Tourism board launched LALove , a staycation offer hub for locals that includes some of the most famous and desirable hotels in the city. Their 3x3x3 campaign encouraged domestic travelers to stay three nights in a hotel, eat at three restaurants, and enjoy three attractions. 

Learn how to attract domestic tourists with these 6 tips and strategies:

Knowing about domestic tourism is one thing. Knowing how to attract domestic tourists to your property is something entirely different. Being so, we interviewed a handful of expert travel marketers to get their take on attracting more domestic travelers. Their advice is tried and true — most experts reported increased bookings for this target audience over the past year thanks to what they’ve shared below. Here are their secrets to domestic travel success: 

1. Use local SEO.

We interviewed Mohamed Nawaz Muallim, the Managing Director of travel guide platform Trift ,  to get his take on hotel marketing for domestic travel. Muallim and his team “were able to grow 10X on website traffic in 2020 and 3X in the past 3 months just by investing in search engine optimization." His advice? Focus on how you reach your audience. 

“I see brands spending a lot on TikTok and Instagram, while a great opportunity in their own way, customers with intention go to Google,” points out Muallim. Based on their recent marketing experience, he learned firsthand that “the likeliness of a customer remembering a hotel from Instagram or TikTok is on a lower probability, especially when they're looking to plan their travel.” Instead, he and his team invested heavily in search engine optimization for local audiences and geography-based keywords. 

Want to become an expert on search engine optimization? Check out our guide to hotel SEO , which features 14 need-to-know tips to maximize your exposure. 

2. Promote local attractions.

“Local travel is the hottest topic at the moment, which is still alive,” said travel content marketer Tatiana Gavrilina .  “That's why domestic hotels are benefiting so far —  the pandemic, on the contrary, has increased demand for domestic hotel offerings.” 

In other words, the problem isn’t how to attract more domestic tourists. It's how to get them to choose your property over the competition. One answer? Local attractions. 

“Before the pandemic, your countrymen (may have) had little interest in exploring their (home) land, but now they are interested in any lake, any abandoned factory, and just a field of sunflowers,” says Gavrilina. And she means that literally: “They are used, for example, as a place for photo shoots, for writers to work together on a book, etc.” 

What spots near your hotel aren’t considered local attractions yet but should be? Align your brand with both established and underrepresented local attractions. Not only will doing so improve your search engine rankings, but it will also bolster your domestic tourism branding so that your site becomes a go-to resource for the whole community. 

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3. Work with local influencers.

It’s an understatement to say that Instagram and social media advertising have changed over the past few years. Instead of leaning on influencers with followers in the millions, hotel brands are finding success with locally-based micro-influencers. Thanks to a surge in online searches for local travel blogs, these thought leaders are more valuable than ever, and working with them can cause overall engagement to soar. 

But how do you go about finding these local influencers ? Bright Local has an article on the topic, and their advice includes scanning your own social media followers, performing local hashtag research (i.e. #chicagofoodblogger), and using influencer marketing platforms such as Reelio and BuzzStream.

4. Make it homey.

Martina Rosado of Happy Travel Mag spoke to Cvent recently about what her readers really want when it comes to hotels and domestic travel. Rosado said this audience is a “large number of individuals who are ready for more than just a place to stay, they are looking for more of a staycation out-of-town experience.” She also says the main question on their minds when they view hotel marketing nowadays is, “How does it feel to live here?” 

The good news is that you probably don’t need to change much to achieve this marketing angle. Instead, use what you have at your disposal and promote anything that fits under the two key selling points Rosado recommends: transient chic and vacationer lifestyle.

HOTEL INTERIOR DESIGN: Everything you need to know

In her own words, transient chic is all about “being chic and staying chic.” Think of home interior magazines that offer practicality without compromising style in their designs. What cozy spaces or decor does your property already have that can serve as a great photo opp? Even an empty corner can transform with a yoga mat, decorative cushion, and lantern or two — a perfect aesthetic for advertising your spa services while evoking that feeling of being at a chic home. 

The other major angle for making your hotel marketing feel homier to domestic travelers is the vacationer lifestyle. As Rosado says, “traveling in the US is about experiencing the location's culture, atmosphere, urban areas, and people.”

Just because they can get there by car doesn’t mean it’s not every bit as interesting and exciting as somewhere overseas. Create messaging with this sentiment in mind to attract even more guests. 

5. Stay flexible.

Hotel copywriter Jennifer Zajac of Five Star Content told Cvent that “flexibility remains the most important thing hoteliers need to be mindful of.” Although brands in other travel verticals such as airlines are taking away their flexible policies, keeping or expanding yours will be a big draw.

Zajac goes on to give two key tips: “Have a clear cancellation policy in place (and honor it), and offer last-minute staycation getaways that are easy to book short-notice.” She also shares, “TripAdvisor's late 2020 consumer survey showed that travelers want to stay within driving distance of home, and they want to be able to book less than 30 days out —  or even within the same week.” 

To streamline your campaign creation process and snag those same-week bookings, create a promotion template with sample messaging, cohesive photo sets, and CTAs. That way, your marketing team is ready to go for those Tuesdays when occupancy is lookng low for the weekend ahead. 

Bana Bissat of travel discount search engine CuddlyNest agrees with Zajac’s advice to stay flexible, adding that properties should start to include hairier family members in their offerings. “Properties might want to reconsider their pet policies because while those who travel internationally tend to set a budget or time for pet-sitters, domestic travelers are likely going to want to grab their pet along — especially when traveling by car.” 

6. Try print marketing.

Abby Herman of Snap Agency , a digital marketing company,  recommends good old-fashioned print marketing as a way to stand out from the crowd. Herman advises hotel marketers to “invest in postcards as marketing strategy, as it contains the visual and the info you need to remind your neighbors you are up and running, ready to host them.” 

Not sure what to include? Hermans says “a QR code would maybe provide free breakfast for two, or some other type of travel certificate they can use for some extra perks.” Not only is this a great method for tracking the ROI of a campaign, but it’s also a unique way to reach audiences that other local hotels may not be.

Now you know how to attract domestic tourists!

Now that you know more about domestic tourism and some tactics to help you tap into the market, you’re ready to create higher ROI campaigns. Follow these other hotel marketing trends to capture this moment and increase your bookings even more. 

Cvent is a leading meetings, events, and hospitality technology provider with more than 4,500 employees and nearly 21,000 customers worldwide.

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The state of tourism and hospitality 2024

Tourism and hospitality are on a journey of disruption. Shifting source markets and destinations, growing demand for experiential and luxury travel, and innovative business strategies are all combining to dramatically alter the industry landscape. Given this momentous change, it’s important for stakeholders to consider and strategize on four major themes:

• The bulk of travel is close to home. Although international travel might draw headlines, stakeholders shouldn’t neglect the big opportunities in their backyards. Domestic travel still represents the bulk of travel spending, and intraregional tourism is on the rise.
• Consumers increasingly prioritize travel—when it’s on their own terms. Interest in travel is booming, but travelers are no longer content with a one-size-fits-all experience. Individual personalization might not always be practical, but savvy industry players can use segmentation and hypothesis-driven testing to improve their value propositions. Those that fail to articulate target customer segments and adapt their offerings accordingly risk getting left behind.
• The face of luxury travel is changing. Demand for luxury tourism and hospitality is expected to grow faster than any other travel segment today—particularly in Asia. It’s crucial to understand that luxury travelers don’t make up a monolith. Segmenting by age, nationality, and net worth can reveal varied and evolving preferences and behaviors.
• As tourism grows, destinations will need to prepare to mitigate overcrowding. Destinations need to be ready to handle the large tourist flows of tomorrow. Now is the time for stakeholders to plan, develop, and invest in mitigation strategies. Equipped with accurate assessments of carrying capacities and enhanced abilities to gather and analyze data, destinations can improve their transportation and infrastructure, build tourism-ready workforces, and preserve their natural and cultural heritages.

Now boarding: Faces, places, and trends shaping tourism in 2024

Global travel is back and buzzing. The amount of travel fell by 75 percent in 2020; however, travel is on its way to a full recovery by the end of 2024. More regional trips, an emerging population of new travelers, and a fresh set of destinations are powering steady spending in tourism.

There’s no doubt that people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go?

We share a snapshot of current traveler flows, along with estimates for growth through 2030.

The way we travel now

Which trends are shaping traveler sentiment now? What sorts of journeys do today’s travelers dream about? How much are they willing to spend on their trips? And what should industry stakeholders do to adapt to the traveler psychology of the moment?

To gauge what’s on the minds of present-day travelers, we surveyed more than 5,000 of them. The findings reveal disparate desires, generational divides, and a newly emerging set of traveler archetypes.

Updating perceptions about today’s luxury traveler

Demand for luxury tourism and hospitality is expected to grow faster than for any other segment. This growth is being powered in part by a large and expanding base of aspiring luxury travelers with net worths between $100,000 and $1 million, many of whom are younger and increasingly willing to spend larger shares of their wealth on upscale travel options. The increase is also a result of rising wealth levels in Asia.

We dug deeper into this ongoing evolution by surveying luxury travelers around the globe about their preferences, plans, and expectations. Some widely held notions about luxury travelers—such as how much money they have, how old they are, and where they come from—could be due for reexamination.

Destination readiness: Preparing for the tourist flows of tomorrow

As global tourism grows, it will be crucial for destinations to be ready. How can the tourism ecosystem prepare to host unprecedented volumes of visitors while managing the challenges that can accompany this success? A large flow of tourists, if not carefully channeled, can encumber infrastructure, harm natural and cultural attractions, and frustrate locals and visitors alike.

Now is the time for tourism stakeholders to combine their thinking and resources to look for better ways to handle the visitor flows of today while properly preparing themselves for the visitor flows of tomorrow. We offer a diagnostic that destinations can use to spot early-warning signs about tourism concentration, along with suggestions for funding mechanisms and strategies to help maximize the benefits of tourism while minimizing its negative impacts.

Six trends shaping new business models in tourism and hospitality

As destinations and source markets have transformed over the past decade, tourism and hospitality companies have evolved, too. Accommodation, home sharing, cruises, and theme parks are among the sectors in which new approaches could present new opportunities. Stakeholders gearing up for new challenges should look for business model innovations that will help sustain their hard-won growth—and profits.

Unbundling offerings, cross-selling distinctive experiences, and embracing data-powered strategies can all be winning moves. A series of insight-driven charts reveal significant trends and an outlook on the future.

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TAT and Traveloka sign Memorandum of Agreement to enhance Thai tourism promotion

The strategic collaboration covers marketing, sustainability, and data sharing to boost inbound and domestic tourism in thailand..

Bangkok, 27 May 2024 – The Tourism Authority of Thailand (TAT) and Traveloka, Southeast Asia’s leading travel platform, today signed a Memorandum of Agreement (MoA) to enhance the travel platform’s commitment to Thailand’s tourism industry. Both parties will collaborate to promote inbound and domestic tourism, including secondary destinations.

The MOA provides the legal framework for Traveloka to collaborate with the TAT on dual marketing campaigns, sustainability initiatives and travel insights. This agreement also allows Traveloka to collaborate directly with the TAT Head Office in Bangkok and all domestic and overseas offices. This will further strengthen Traveloka’s support of the Thai travel industry through its extensive reach and expertise.

Ms Thapanee Kiatphaibool, TAT Governor, said , “This MOA marks a strategic collaboration with Traveloka, our long-term partner who has been supporting us in promoting secondary cities and inbound travel. The agreement will enable us to expand the scope of our partnership. In addition, this enhanced partnership with Traveloka will help solidify Thailand’s position as an industry leader in moving towards experience-based and sustainable tourism. This is in alignment with TAT’s direction to elevate Thailand’s travel industry and enhance its competitive advantage.”

The recent joint campaign, ‘Unveiling Thailand’s Treasure’, in which Traveloka played a crucial role, was successfully implemented this year. This collaboration extends TAT’s ongoing efforts to promote secondary cities and emerging destinations across Thailand.

“Traveloka is very pleased to support the policy to drive tourism for sustainable economic growth. From January to March, the campaign ‘Unveiling Thailand’s Treasure,’ in collaboration with the TAT, was highly successful in showcasing the potential of lesser-known tourist destinations to a wider audience,” Mr. Albert Albert, Traveloka Co-founder, said. “According to last year’s statistics, Traveloka saw an increase in domestic market sales, both in flights and accommodations, especially during Chinese New Year and Songkran festivals in Bangkok and its vicinity, as well as in major tourist provinces like Chiang Mai, Songkhla (Hat Yai), and Udon Thani. This reflects the continued demand for domestic travel, signalling positive growth for the local economy.”

TAT’s campaign has broadened the spectrum of tourism activities, spanning economic advantages to emerging destinations. It also promotes the exploration of secondary cities, uncovering ‘Hidden Gems’ that bring a fresh and interesting dimension to travel itineraries.

Traveloka is well positioned to support this, offering flights, accommodation, and local attractions to enhance the customers’ experiences that are available under “Attractions & Activities” in the Traveloka app. The market potential for international travellers is also substantial and drawing them to visit and explore Thailand can enhance our global standing as the go-to travel platform.

In addition, Traveloka witnessed a significant demand in the domestic market, especially as the lunar new year and Songkran holidays approached, with Bangkok Metropolitan emerging as the leading domestic source city, followed by Chiang Mai, Hat Yai, and Udon Thani. Utilising these data-driven insights will enable both parties to identify customer’s travel needs and aspirations while collaborating to promote sustainable tourism practices that contribute to the well-being of local Thai communities.

“This partnership proves the robust relationship between Traveloka and the TAT. We are confident that together we can continue to promote Thailand as a world-class travel destination,” Mr. Albert concluded.

This year, TAT has set a target of generating 3 trillion Baht, with 1.92 trillion Baht coming from international tourism and 1.08 trillion Baht from domestic tourism. Last year, Thailand welcomed 28 million visitors, generating a 1.2 trillion Baht revenue.

TAT Newsroom

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Study: Cross-border tourism has tripled in a decade, but north lags significantly behind in reaping benefits of international visits

C ross-border tourism has more than tripled in the past decade, but a new all-island report reveals Northern Ireland has struggled to grow its share of the international market.

The joint study from Ulster University’s Economic Policy Centre (UUEPC) and Dublin City University (DCU) found the tourist industry buoyant and resilient on both sides of the border, with ‘staycations’ supporting the post-pandemic recovery.

The Republic’s Central Statistics Office (CSO) recently published data showed residents of the Republic made 1.3 million trips north of the border last year , compared to around 400,000 in 2013.

The report’s authors said tourism is worth around €17 billion (£15.5bn) to the island’s economy each year, supporting around 300,000 jobs.

But the Republic massively outperforms the north, boosted by a significantly larger cohort of international visitors.

Between 2013 and 2019, international visits to Northern Ireland grew by 33%, while the Republic experienced a 46% increase.

However, the north’s share of international visitors to the island in 2019 (19%) has remained relatively static since the 1970s.

Dublin Airport remains the dominant entry point for international visitors to the island.

Just 15% of international visitors in 2019 went on to venture north of the border. Twice as many went to the south-west of Ireland.

The research found visitors to Northern Ireland are more likely to be visiting friends or relatives rather than on holiday or a business trip, and of those visiting friends and relations almost half will stay with them, considerably reducing the earned income from accommodation.

People also stay in Northern Ireland for fewer nights, and this is particularly so for long-haul visitors.

Two-thirds of visitors to the north come from Britain, compared to just one-third in the Republic.

The study found the Republic had approximately 4.3 times as many trips by international visitors compared to Northern Ireland in 2019, but the €4.9bn they spent was 7.6 times the €672m estimated spend in the north.

In terms of economic value, tourism generated €13.8bn for the Republic’s economy in 2019, making it 4.8 times larger than the industry in Northern Ireland, where it was worth around €2.9bn.

The report also found that while domestic trips within Northern Ireland remained static at around two million over the past decade, ‘staycation’ trips in the Republic surged from 6.5 million to 11 million in the same period.

The authors said it probably reflected the stronger performance of the Republic’s economy and higher disposable incomes across the border.

Professor John Doyle from DCU said Northern Ireland stands to benefit more from greater cross-border cooperation.

“In order to close the gap with the Republic, public policy needs to move beyond the current levels of cooperation, to build a single tourism offering, in marketing, visa-requirements, tax and regional development policy, and, perhaps most crucially, in the perception of the visitor.”

Ana Desmond, senior economist at Ulster University and co-author of the report, said the tourism sector across the Island has demonstrated remarkable growth and resilience in the last number of years.

“The sector has demonstrated that it can adapt to external challenges and recover strongly,” she said.

“It will need this quality to tackle the current challenges which have been identified by businesses both sides of the border, which include labour market shortages and concerns over the cost of doing business.”

Meanwhile, Visit Belfast has said it expects tourism to deliver £133m to the north’s economy in the current financial year (2024-25).

The Belfast-focused tourism body is targeting an annual growth rate of 6.25%, which would see tourism generate £125m next year and £125m in 2026-27.

Belfast accounts for around 32% of tourism nights in the north and 40% of all tourism spending.