Travel and Tourisms

Top Ten Emerging Markets

Research Report

REINVENTING
TOURISM
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Tourism Intelligence International

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Tourism Intelligence International

Tourism Intelligence International is a leading research and consultancy company that
provides innovative solutions for the travel and tourism industry. Innovation, sustainability
and competitiveness are the hallmarks of this consultancy. This report Travel and
Tourisms Top Ten Emerging Markets is another in a series of tourism market analyses.
Tourism Intelligence International is the publisher of Tourism Industry Intelligence, a
monthly newsletter that provides analyses of and tracks the key trends and developments in
the international travel and tourism industry, that is also available in French and Spanish.
Other reports from Tourism Intelligence International include:
Sustainable Tourism Development A Practical Guide for Decision-Makers
Successful Hotels and Resorts Lessons from the Leaders
Successful Tourism Destinations Lessons from the Leaders
How the Americans will Travel 2015
How Germans will Travel 2015
How the British will Travel 2010
Travel & Tourisms Top Ten Emerging Markets
How the Japanese will Travel 2007
World Travel and Tourism Year in Review (forthcoming 2009)
Tourism Industry Intelligence Newsletter (monthly)
Tourism Intelligence International:
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Tel: (49) 521 16 38 83
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2008 Tourism Intelligence International.
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The material contained in this report has been derived from statistical, trade, company and
other sources, including Tourism Intelligence International estimates. All information is
verified to the best of the authors and publishers ability. While every effort has been made
to ensure the accuracy of the information contained in this publication, Tourism Intelligence
International cannot accept liability for any data herein, any interpretation made there-from,
or for any loss arising from reliance thereon.
Tourism Intelligence International reserves all copyright under international copyright law.
Travel and Tourisms Top Ten Emerging Markets may not be copied, stored, reproduced or
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Published October 2008

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About the Authors

Tourism Intelligence International
With offices in Bielefeld, Germany, and Port of Spain, Trinidad, Tourism Intelligence
International is a highly respected travel and tourism consultancy serving government and
private sector clients in both established and emerging tourism destinations around the world.
We enjoy a worldwide reputation for the quality of our research, analysis, advice and
strategic planning in the field of international travel and tourism.
We are equally well respected for our abilities to help clients implement innovative processes
that optimise the potential of individual operations as well as tourism sectors.
New Tourism is tourism that is sustainable, environmentally and socially responsible, and
mutually beneficial to visitors and host countries.
As such, we are regularly retained by international agencies and organisations such as the
Inter-American Development Bank (IADB), the European Union, and the United States
Agency for International Development (USAID), to guide developing countries in their
efforts to tap the economic and employment benefits of international tourism.
Through our bases in Germany and Trinidad, we are well placed to monitor travel, hospitality
and consumer trends in the key tourism markets of Europe, the Caribbean and North
America. We share these trends with clients and subscribers through Tourism Industry
Intelligence, a bi-monthly newsletter containing strategic advice for decision-makers in the
travel and tourism industry.
Tourism Intelligence International employs a permanent staff of six, with additional support
from six part-time staff.
In addition to our internal resources, the consultancy draws on a well-established
international network of tourism professionals, independent consultants, companies and
research houses.
Dr. Auliana Poon heads Tourism Intelligence International Ltd., a leading international
consulting company that provides innovative solutions for the travel and tourism industry.
Innovation, sustainability and competitiveness are the hallmarks of this consultancy.
Auliana Poon led the teams that developed the tourism policy and strategy for the new
South Africa in 1996; developed strategies for trend-setting companies such Sandals
International (Jamaica) and Conservation Corporation (Africa); and developed the
tourism begins at home programme that sparked the turn around in the Bahamas tourism
industry in the early 1990s. Auliana Poon also led Tourism Intelligence Internationals
technical support teams in implementing the Euro 6 million Eco-Tourism Development
Programme (2003-2007) in the Commonwealth of Dominica and in St. Vincent and the
Grenadines (2007-2009). In 2005, she undertook the competitive assessment of the
Barbados Tourism Industry; developed the framework for the management and promotion
of the Abu Dhabi tourism industry (2004); the Singapore Tourism Board (2003-2004);
Travel and Tourisms Top Ten Emerging Markets

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developed the Marketing and Human resource development strategies for Mozambique
(2004-2005). She has provided critical support to the development of a UniVisa System
(along the lines of Schengen) in the Southern African Region in preparation for World Cup
2010 and is responsible for the development of one of the Caribbeans leading resort
brands in Africa.
Auliana Poon is analyst, co-author and editor of many of Tourism Intelligence
International Publications including How Germany will Travel 2015; How the British
will Travel 2010, How Americans will Travel 2010 (forthcoming) and Travel and
Tourisms Top Ten Emerging Markets (forthcoming) as well as the companys monthly
newsletter (since 1994), Tourism Industry Intelligence that is also available in Spanish.
Auliana Poon is credited with:

Inventing the concepts of Old Tourism and New Tourism to describe the rapid
and radical transformation of the travel and tourism industry.

Developed the concept of Responsible Tourism as a fundamental premise of the

South Africa tourism policy and growth strategy in the early 1990s.

Producing one of the most referenced works on travel and tourism Tourism,
Technology and Competitive Strategies that one review claims should certainly be
on the compulsory reading list of all those seeking to advise and direct strategic plan
for both old and new tourism destinations.

Advising Abu Dhabi to stay different from Dubai; to focus on its culture, heritage
and traditions and to assume its role as a true capital of the Emirates, with an
appropriate icon The Pearl a pearl-like glass structure on 11 floors, out at sea,
that would celebrate the life and times of its late Ruler Sheik Zayed bin Sultan Al
Nahyan (1971-2004).

Developed the concept of Compassionate Tourism for Malawi.

Auliana regularly addresses travel and tourism conferences in many countries including
Aruba, Barcelona, Barbados, Benin, Brazil, Denmark, Geneva, Greece, Iceland, Hong
Kong, Minnesota, Norway, Sweden, Finland, Germany, London, Mozambique, Singapore,
South Africa, Washington and many others.
An economist by training, Auliana Poon (apoon@tourism-intelligence.com) graduated
with a B.A (hons) and and M.Sc (Economics) from the University of the West Indies,
Trinidad. She attended one of the leading European Schools, the Science Policy Research
Unit at Sussex University (England), where she graduated with a D. Phil (Tourism &
Technology) in 1988.

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Tourism Intelligence International

Acknowledgements
In preparing this report, the authors would like to thank the Tourism Boards and individual
companies for the information that they have kindly provided; the United Nations World
Tourism Organisation (UNWTO) for its kind assistance in supplying data; Barbara Morris,
from our German office, for her research assistance; and Kevon Wilson, from our Trinidad
office, for co-ordinating the production of the report.

Travel and Tourisms Top Ten Emerging Markets

Table of Contents
Travel and Tourism's Top Ten Emerging Markets
Executive Brief
1.1
1.2
1.2.1
1.2.2
1.3
1.3.1
1.3.2
1.3.3
1.3.4
1.3.5
1.3.6
1.4
1.4.1
1.4.2
1.4.3
1.5
1.5.1
1.5.2
1.5.3
1.5.4
1.5.5
1.5.6
1.5.7
1.6
1.6.1
1.6.2
1.6.3
1.6.4
1.6.5
1.6.6
1.6.7
1.7
1.7.1
1.7.2
1.8
1.8.1
1.8.2
1.8.3
1.8.4
1.8.5
1.8.6

Page Nos.
Introduction
2
Key Tourism Indicators
4
Outbound Travel
4
Tourism Expenditure
8
Factors Driving Growth
10
Economic Growth and Prosperity
12
Paid Holidays
16
The Impact of Oil Prices
18
Sheer Market Size
19
Emerging Market Characteristics
22
Cultural Importance
25
Traveller Profile
26
Age
27
Income
27
Education
28
Market Characteristics
28
Purpose of Visit
29
Travel Party
30
Length of Stay
31
Seasonality
32
Accommodation Type
33
Travel Decisions
34
The Use of the Internet
35
Travel Motives
37
Shopping
37
Sightseeing
38
Status-Seeking
39
Visiting Relatives and Friends
39
Experience New Cultures
40
Visa Requirements
40
Keen for Green?
41
Opportunities and Constraints
46
Opportunities
46
Constraints
47
Implications for Travel Business
47
Capture the Shopping Spend
47
Do not Underestimate Emerging Market Travellers
48
Cater to Cultural Needs
48
Wow them with Technology!
49
Tailor Marketing Efforts to the Young and Hip Emerging Traveller
49
Do Not Forget about their Friends and Family
49

1.9
Brazil
2.1
2.1.1
2.1.2
2.1.3
2.2
2.3
2.3.1
2.3.2
2.3.3
2.3.4
2.3.5
2.3.6
2.4
2.4.1
2.4.2
2.5
2.5.1
2.5.2
2.5.3
2.5.4
2.5.5
2.5.6
2.5.7
2.5.8
2.6
2.6.1
2.6.2
2.6.3
2.7
2.8
2.8.1
2.8.2
2.8.3
2.9
2.9.1
2.9.2
2.9.3
2.9.4
2.9.5
2.1
2.10.1
2.10.2
2.10.3

Conclusion and Summary

50

Introduction
Background South America
Outbound Tourism from South America
Determinants of Outbound Travel
Overview
Background
Population
Government
Economy
Exchange Rates
Annual Leave/Holidays
Visa Issues
Market Size and Characteristics
Outbound Travel
Main Destinations
Market Characteristics
Source Markets
Demographic Profile
Travel Party
Purpose of Visit
Length of Stay
Frequency of visit
Seasonality
Accommodation Type
Mode of Transport
Air Travel
Airports
Airlines
Future Trends
Planning, Deciding and Booking Patterns
Planning
Deciding
Booking
Media
Press
Magazines
Television
Radio
Internet
The Travel Trade
Distribution Channels
Travel Agents
Tour Operators

54
55
55
57
58
59
59
60
60
61
62
62
62
62
63
65
65
65
66
66
66
67
67
67
68
68
69
69
70
71
71
71
71
71
72
72
72
73
73
73
73
74
74

2.10.4
2.10.5
2.11
2.11.1
2.11.2
2.11.3
2.12
China
3.1
3.2
3.2.1
3.2.2
3.2.3
3.2.4
3.2.5
3.2.6
3.2.7
3.3
3.3.1
3.3.2
3.4
3.4.1
3.4.2
3.4.3
3.4.4
3.4.5
3.4.6
3.4.7
3.4.8
3.4.9
3.5
3.5.1
3.5.2
3.5.3
3.6
3.7
3.7.1
3.7.2
3.7.3
3.8
3.8.1
3.9
3.9.1
3.9.2
3.9.3

Trade Fairs
Sales Calls
How They Think, Feel and Behave
Motives for Travel
What They Do on Holiday
How They Feel and Behave
Information Sources

Overview
Background
Population
Government
Economy
Exchange Rates
Annual Leave/Holidays
Visa Issues
Approved Destination Status
Market Size and Characteristics
Outbound Travel
Main Destinations
Market Characteristics
Main Source Markets
Demographic Profile
Travel Party
Purpose of Visit
Type of Trip
Length of Stay
Frequency of visit
Seasonality
Accommodation Type
Mode of Transport
Air Travel
Airports
Airlines
Future Trends
Planning, Deciding and Booking Patterns
Planning
Deciding
Booking
Media
Internet
The Travel Trade
Distribution Channels
Outbound Tour Operators
Foreign Participation

74
75
75
75
76
77
77

80
81
81
82
83
85
86
86
87
88
88
90
93
93
93
94
94
94
95
95
95
95
96
97
97
98
98
100
100
100
100
101
103
104
104
105
107