The adverse trend

In my opinion, leisure industry becomes more and more important, because people want to enjoy their leisure time as much as possible. The sector is constantly growing and so are innovations introduced to the tourism industry.

The new emerging social & demographic trends create a change in the tourist’s travel habits & transform existing travel behaviors into future challenges for the tourism world.

While the younger generation becomes more affluent the aging population heads more and more towards the trend of travelling for recreational, sporting & medical purposes. We are currently experiencing an adverse trend in tourism, which leads to the fact that people enjoy travelling short – haul routes and prefer making a short “city – hopp/break” for the week- end instead of booking long vacations. Consequently, trips to major cities in Europe such as London, Paris, Barcelona, Amsterdam or Berlin become preferable tourist destinations within the new upcoming and enlarging tourist groups.

by Mona Kulekov

5 Responses to “The adverse trend”

  1. says:

    Hi Mona!

    I read your Blog entry and I think that it includes very interesting facts. What is your own opinion to the new trends in leisure travel though?

    I am actually very happy that sustainable tourism kind of is a trend right now. I think it is good if tourist act more ecologically aware, even if they only do it out of a trend. At least it helps the environment, right?

    Cheers, Nicola

  2. Mona Kulekov says:

    Dear Nicola,

    I tried to match some information together for you to answer your question in more detail & I found out that the UNWTO’s Tourism 2020 Vision has created a forecast for 2020.
    It showcases trends in the future tourist arrivals all over the world by graphs & relates figures from the 20th century to those of the 21st century.

    The total tourist arrivals by region shows that by 2020 the top three receiving regions will be Europe (717 million tourists), East Asia and the Pacific (397 million) and the Americas (282 million), followed by Africa, the Middle East and South Asia(UNWTO).

    East Asia and the Pacific, Asia, the Middle East and Africa are forecasted to reach growth rates of over 5%,compared to the smaller figure of 4.1% representing the growth market share for the whole world. This is also due to the fact that the Asian region is home to 30 mega-cities whose population exceeds 10 millionMoreover, Asia is expected to experience the highest growth with respect to city tourism(International Conference on Metropolitan Tourism/Shanghai,China 2006).
    Another aspect is that the rise of the middle – class in the Asia – Pacific region will contribute significantly to the increase of intraregional travel. The more mature regions Europe and Americas are anticipated to show lower than average growth rates. Europe will maintain the highest share of world arrivals, although there will be a decline from 60 per cent in 1995 to 46 per cent in 2020(UNWTO).

    Smaller, richer countries in North Western Europe
    make the largest relative contribution to the market of city holiday trips and the data shows that there
    is a strong relationship between income groups and city tourism: those in the highest income groups
    are more likely to make a city trip than those in the lower income group(ETC Research Group).

    I hope to have been able to arouse your interest for this topic & I will continue to search on some demographics to provide you will a clearer insight of what I mean by the trends in tourism for the future.

    Cheers, Mona

  3. David Prommegger says:

    Hi Mona,

    I guess you are right with the short trips but don’t you think that there is also an opposite trend with young people going to places far away just as backpackers?

    BR, David

  4. Jahangir Mueller Tariverdi says:

    Dear Mona,

    those are interesting statements but I was hoping to hear some of your own experiences.

    Best regards,


  5. The Santa Claus initiative in Lapland has successfully utilized this trend. Day trips are organized from main airports in the UK. During the one day, the visitor can take tours in the “secret” winter grotto, meet Santa Claus himself, go to the post office, do Christmas shopping, walk in the winter landscapes, take a nice cup of tea,etc.

    As it is a short trip, preparations can start and continue at home. Webcams are placed at strategic places for everybody to follow the home of Santa Claus.

    See more on and

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