Turning One billion Tourists
into One billion Opportunities

In 2012, a record one billion tourists crossed
international borders in a single year.
Another five to six billion are estimated to travel in
their own countries every year.

where do they go?

where do they come from?
53%

22%

Europe
Asia/Pacific

22%

Americas

17% 4% 3% 1%

51%
5% 6%

Africa
Europe

Asia/Pacific

Americas

Middle East

Africa

Not specified

why do they travel?
leisure/recreation/holidays
51%
visit Family & friends/health/other 27%
business/professional
15%
not specified
7%

16%

Middle East

emerging vs. advanced
travelling to emerging economies
travelling to advanced economies

2012
1billion
international
tourists

100 (%)
80
60
40
20
0
1980

1990

2000

2012

Turning One billion Tourists
into One billion Opportunities

9%
GDP
(Direct, indirect and induced)

1/11 jobs

US$

1.3 Trillion
in exports

(Direct, indirect and induced)

why tourism matters

In 2012, a record one billion tourists crossed
international borders in a single year.
Another five to six billion are estimated to travel in
their own countries every year.

6%

of world
trade

6%
exports

of least
developed countries