OECD tourism trends and policies 2010

348 Pages·2010·4.816 MB·English

by  OECD

OECD Tourism Trends and Policies 2010
The tourism sector, a vital driver of job creation and economic growth, is under pressure. Facing an
increasingly competitive market, tourism in many OECD countries has started to lag, in both growth
rate and productivity. This book defines the major trends and challenges facing tourism in the next
OECD Tourism Trends
decade – from globalisation to environmental issues. To address these challenges, the book then
provides specific policy guidance and recommendations for making tourism more competitive and
and Policies 2010
environmentally sustainable. Tourism data from 42 countries are presented and analysed including all
OECD countries, and fast-growing tourism centres such as Brazil, Chile, China and India.
Further reading
The Impact of Culture on Tourism (2009)
Tourism in OECD Countries 2008: Trends and Policies (2008)
Innovation and Growth in Tourism (2006)
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OECD Tourism Trends
and Policies 2010
ORGANISATION FOR ECONOMIC CO-OPERATION
AND DEVELOPMENT
The OECD is a unique forum where the governments of 30 democracies work together to
address the economic, social and environmental challenges of globalisation. The OECD is also at
the forefront of efforts to understand and to help governments respond to new developments and
concerns, such as corporate governance, the information economy and the challenges of an
ageing population. The Organisation provides a setting where governments can compare policy
experiences, seek answers to common problems, identify good practice and work to co-ordinate
domestic and international policies.
The OECD member countries are: Australia, Austria, Belgium, Canada, the Czech Republic,
Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Japan, Korea,
Luxembourg, Mexico, the Netherlands, New Zealand, Norway, Poland, Portugal, the Slovak Republic,
Spain, Sweden, Switzerland, Turkey, the United Kingdom and the United States. The Commission of
the European Communities takes part in the work of the OECD.
OECD Publishing disseminates widely the results of the Organisation’s statistics gathering and
research on economic, social and environmental issues, as well as the conventions, guidelines and
standards agreed by its members.
This work is published on the responsibility of the Secretary-General of the OECD. The
opinions expressed and arguments employed herein do not necessarily reflect the official
views of the Organisation or of the governments of its member countries.
ISBN 978-92-64-07741-6 (print)
ISBN 978-92-64-07742-3 (PDF)
Also available in French: Tendances et politiques du tourisme de l'OCDE 2010
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FOREWORD
Foreword
T
his second review of tourism trends and policies, carried out by the OECD Tourism Committee,
assesses the long-term evolution of tourism in the OECD area over the last two decades, the impact of
the global financial and economic crisis on the tourism industry and also, for the first time, analyses
data and policy trends in twelve non-OECD countries, including big emerging economies such as Brazil,
China and India.
The report first explores the increasing importance the tourism sector plays in national economies;
it also demonstrates that, while the global financial crisis has impacted international tourism levels,
particularly in the developed countries, domestic tourism has remained buoyant. Four key concepts
central to national governments’ policy priorities – quality, competitiveness, sustainability and
evaluation – are analysed, together with the main challenges facing tourism in the decade ahead.
Building on the findings of the High Level Meeting of the Tourism Committee, held at Riva del
Garda, Italy, in October2008, the second part of the book focuses on the benefits gained from taking a
“whole of government” approach to tourism development, ranging from the implementation of public/
private partnerships to the exchange of international best practice. The recommendations stemming
from that meeting are discussed in full and the Riva del Garda Action Statement for Enhancing
Competitiveness and Sustainability in Tourism has been annexed to this report (Annex 2.A1).
The third part of the report documents the increasing use of Tourism Satellite Account (TSA) data
for business and policy. Developed by the OECD Tourism Committee, in co-operation with the World
Tourism Organization and Eurostat, TSA measures tourism economic impacts in a national economy.
The report shows how TSA can monitor the contribution of tourism to Gross Domestic Product (GDP)
and assess government revenues attributable to tourism and total employment generated by tourism,
and examines the growing interest in the use of TSA as a platform for dynamic modelling. Data on
tourism GDP in OECD countries and beyond are also analysed here.
The final part of the report examines tourism policy in 42countries, including 30members and
12non-OECD countries, and presents a statistical profile for each country. The policy areas addressed
include the role and importance of tourism in the countries’ economies and how their tourism sectors
are organised, a comparison of tourism budgets and an analysis of tourism-related policies and
programmes in each country.
I would like to congratulate the OECD Tourism Committee on an excellent and timely report, with
particular thanks to Isabel Hill, Committee Chair, for her skilful and enthusiastic guidance of the
Committee’s work, Alain Dupeyras, Head of the Tourism Unit, for his outstanding contribution in
designing and compiling the report, together with Jeongbae Kim, Laurent Vassille and Adèle Renaud.
Sergio Arzeni
Director, OECD Centre for Entrepreneurship,
SMEs and Local Development
OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010 3
FOREWORD
Acknowledgments. This edition was directed and co-ordinated by Alain
Dupeyras in co-operation with Adèle Renaud. Chapter 1 was drafted by
Laurent Vassille. Chapter 2 is based on a study prepared for the Riva del Garda
High Level Tourism Committee and builds on analytical work developed by the
OECD and the Tourism Committee (e.g. on culture, trade in services,
innovation, safety and security, challenges and trends); it was drafted by
Graham Todd and Alain Dupeyras. Chapter 3 uses OECD Tourism Committee
work on Tourism Satellite Account and was drafted by Alain Dupeyras and
Laurent Vassille. The English version of the publication was edited by
Graham Todd, Adèle Renaud and Alain Dupeyras. Jeongbae Kim participated
in the quality review of Chapter 4. Lucy Clarke contributed to the marketing
strategy for the book.
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4 OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010
TABLE OF CONTENTS
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chapter 1. Tourism Trends in the OECD Area and Beyond . . . . . . . . . . . . . . . . . . . . . . . . 13
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Tourism and the global financial and economic crisis. . . . . . . . . . . . . . . . . . . . . . . . . 14
Tourism trends in the OECD area and beyond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Tourism enterprises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Annex 1.A1. Structural Business Statistics by Size Class for Hotels, Restaurants
and Travel Agencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Chapter 2. Tourism2020: Policies to Promote Competitive andSustainable Tourism. . . . 51
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Key challenges facing tourism. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Essential factors for effective tourism policy development . . . . . . . . . . . . . . . . . . . . 59
Policy options in support of competitive and sustainable tourism development . . 62
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Annex 2.A1. Riva Del Garda Action Statement for Enhancing Competitiveness
and Sustainability in Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
Chapter 3. Tourism Satellite Accounts: Data for Business and Policy Development. . . 83
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
TSA policy and business users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84
Potential benefits for producers and users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
Limitations on TSA use. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Communicating the TSA results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Policy conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Annex 3.A1. Tourism Satellite Accounts (TSA) by Country . . . . . . . . . . . . . . . . . . . . . 104
Chapter 4. Country Profiles: Tourism Policies andTrends. . . . . . . . . . . . . . . . . . . . . . . . . 107
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
OECD Member Countries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
Austria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Belgium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Canada. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
Czech Republic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138
OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010 5
Denmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 144
Finland. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
France. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157
Germany . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 163
Greece. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167
Hungary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
Iceland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178
Ireland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182
Italy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
Japan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Korea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
Luxembourg . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207
Mexico . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210
Netherlands. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217
New Zealand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221
Norway. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227
Poland . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231
Portugal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236
Slovak Republic. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241
Spain. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248
Sweden. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
Switzerland. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 258
Turkey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264
United Kingdom . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 270
United States. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 275
OECD Non-member Economies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 281
Brazil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 282
Chile. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 286
China . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 291
Egypt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Estonia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 299
India. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 305
Indonesia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 310
Israel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Romania. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 320
Russian Federation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 326
Slovenia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
South Africa. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 336
Annex 4.A1. National Tourism Administration and Related Websites. . . . . . . . . . . . 341
6 OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010
OECD Tourism Trends and Policies 2010
© OECD 2010
Executive Summary
Tourism has been variably impacted
bytheglobaleconomic crisis
Over recent decades, travel and tourism have been large contributors to the world
economy. International tourism has been growing at a slightly faster pace than the world
economy and this seems likely to continue in the long-term despite the current recession.
While its economic importance varies widely, in many of the 42countries covered in this
report, it is clear that tourism plays a crucial role in supporting economic growth and
development, in sustaining employment and in generating foreign currency receipts. In
the OECD area, for example, the employment growth rate in the hotel and restaurant
industry exceeded 2% per year between2000 and2007, more than a percentage point
ahead of the total employment growth rate (Chapters 1and 4).
Tourism has been variably impacted by the financial and economic crisis that hit the world
economy in2008 and2009. Tourism flows started to decline in the second half of2008
(inbound OECD arrivals declined by 1.8% in the third quarter of2008 compared to the third
quarter of2007 and by 4.3% in the fourth quarter of2008 compared to the fourth quarter
of2007); that decline deepened at the beginning of2009 (–12.5% and –6.5% respectively in
the first and second quarters of2009). International tourism has been affected more than
domestic tourism, business tourism more than leisure tourism, hotels more than other
types of accommodation and air transport more than other types of transport (Chapter 1).
Paradoxically, certain forms of tourism have been impacted only slightly or have even
experienced growth in this crisis period, for example, cruise tourism fared pretty well and
the2008-09winter season in the Alps enjoyed a record year.
OECD countries play a predominant role
intheworld tourism market
OECD countries continue to play a predominant role in international tourism which
remains the fastest-growing component of tourism. Nevertheless, for many OECD
countries domestic tourism is more important than international tourism. The results
from OECD countries are impressive (Chapters 1and 4):
● During the last 20years, the growth rate of non-resident tourism arrivals in OECD
countries, while 1.6% below the worldwide rate, has averaged 2.8% per year, well ahead
of the GDP growth rate of 2.4% for the zone.
● In2008, OECD countries still accounted for 57% of international tourist arrivals and for
67% of the corresponding travel receipts.
● An overview of tourism’s economic importance in the OECD economies is given in
Figure0.1.
7
EXECUTIVE SUMMARY
Figure 0.1. Tourism in the OECD economies
Tourism as % of GDP Tourism as % of total employment
14
12
10
8
6
4
2
0
Austral iaAustr CizaCeacnh adRaepublDiecnma rkFinlandFranGceermanyGre ecHeunga rIycelanIdreland Ital yJapa n LKuoxreeambou rg MNeextich eorNleanw dZseala ndNorwa yPol aSlnPodovrtaku gRalepublic Sp aiSn wSewdietznerlaUnn idtTeurd kK eiynUgnidteod mStates

Sources: Country data, OECD data processing.
1 2 http://dx.doi.org/10.1787/764362566620
Non-member economies are fast-growing tourism
destinations
Many of the 12non-member economies (Brazil, Chile, China, Egypt, Estonia, India,
Indonesia, Israel, Romania, the Russian Federation, Slovenia and South Africa – Chapters1
and 4) included in this report have a tourism economy representing significant shares of
GDP and of total employment (Figure0.2). They are also among the fastest growing
countries as international tourism destinations.
Figure 0.2. Tourism in selected non-member economies
Tourism as % of GDP Tourism as % of total employment
14
12
10
8
6
4
2
0
Chile Brazil China Egypt Estonia India Indonesia Israel RomaRnuisasian Federation Slovenia south Africa

Sources: Country data, OECD data processing.
1 2 http://dx.doi.org/10.1787/764351575445
8 OECD TOURISM TRENDS AND POLICIES 2010 © OECD 2010