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Asian Outbound Tourism: Outlook and Trends
Mr. Xu Jing
UNWTO
Regional Director for Asia and the Pacific
• Asia accounts for 30% of the world international tourism receipts
• Thailand is top earner in the region with China as the second
• 4.1 billion inhabitants in Asia
and the Pacific; 56% of the
world´s population
• The region accounts for over
one-third of the world´s
economy (34%), most of which
is in North-East Asia (25%)
• Between 2000 and 2016, Asia
experienced the fastest
economic growth across
world regions, largely driven
by China and India.
• In 2016, Asian tourists
generated almost 40% of the
world’s tourism expenditure.
• China became the top
spender in international
tourism since 2012.
• From the region, Republic of
Korea is the 2nd largest
spender (USD 27 billion)
• Australia is the 3rd (USD 25
billion) and;
• Hong Kong, China (USD 24
billion) is the 4th.
In 2016, outbound travel from Asia and the Pacific reached a total of 317 million.
Nearly 80% of tourists from Asia and the Pacific travel within their home region.
Demand for long-haul destinations:
•Europe accounts for 12% of all outbound trips;
•The Americas accounts for 5%;
•Trips to the Middle East represent 4%;
•Africa accounts for 1%.
Demographics1) The Consumer Class
• Characterized by its sheer size, urbanized nature,
connectedness, and spending behavior.
• Asia´s aging populations, importance of accessible
tourism
2) The Millennial generation (those currently aged 15-35)
• Approximately 60% of the world’s Millennials reside in
Asia, of which about a third originate from either China or
India.
• Travel behaviour: technologically savvy, independent
travelers, and seeking authentic local experiences.
Travel and technology
• The rise of the mobile-app empowered traveler
• The proportion of online travel booking made by mobile is
twice as high in China as in Western markets, it is also
relatively high in Japan
• The electronic wallet
• Other innovations in digital technology for tourism
• Messaging systems (WeChat)
• Artifical intelligence
• Augmented reality and virtual reality
UNWTO Publications
Thank you!
Xu Jing
Regional Director for
Asia and the Pacific
Visit us at unwto.org