ITB World Travel Trends Report Analyses Current Developments in Asian Outbound Markets

ITB World Travel Trends Report Asia continues to be the driving force in international tourism. This is one of the findings of the ITB World Travel Trends Report which every year is commissioned by ITB Berlin, the world’s leading travel trade show.

According to its figures, during the first eight months of this year the number of outbound trips from Asia rose by eight percent, which was double the global growth rate. Further growth is predicted.

According to the latest forecast of the tourism consultancy IPK International, in 2015 Asian citizens will undertake above-average numbers of trips and, with growth still at eight percent, will easily overtake other nations in the outbound travel market.

The figures produced by the World Travel Monitor® impressively demonstrate that in recent years Asia has gradually become the most important driving force in the international tourism market.

From 2009 to 2013 outbound trips from Asia increased by 53 percent. That is more than twice the average global growth rate (22 percent). China easily came out ahead, while Japan’s share of the market declined considerably, due to deflation.

Together with China it still accounted for more than half of all outbound trips from Asia. Travellers from South Korea, India and Taiwan displayed an increasing lust for travel and these countries reported steady growth.

As far as destinations were concerned the majority of Asians (75 percent) preferred to holiday on their own continent. The next most popular countries were Europe and North America (15 and nine percent respectively), in contrast to the Australia and Pacific region, South America and Africa, which were not among Asians’ preferred destinations.

Foreign business trips were slightly in decline, whereas in 2013 holiday trips occupied an increasingly large share of the market (72 percent). In terms of the types of holidays being taken it was possible to note certain changes.

In 2013 round trips to several countries continued to be popular with many Asians. However, the market share here fell to slightly below 40 percent, while the number of city breaks and beach holidays in the sun increased.

The internet became an increasingly important booking tool. Since 2009 online bookings have almost doubled and currently stand at 60 percent, while bookings by travel agencies are in decline. All the same, for Asians they remain an important source of personal advice when making bookings.

The number of trips to Asia also increased. According to the World Tourism Organization (UNWTO), during the first six months of 2014 international tourism arrivals in the Asia/Pacific region rose by five percent, lower than last year’s growth rate of seven percent.