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5 million trips in 2006. UNWTO expects it to be the fourth largest market in the world by 2020 with 100 million trips annually expected to be reached before that date. Europe attracts 6% of trips, with 70% of trips to either Hong Kong or Macao. Europe’s growth in this market has been developed since 2004 with the granting of Approved Destination Status3 to most European countries and this has facilitated the growth in the group leisure market. Yet much of this market has been low yield and so future development of more profitable segments is expected to focus on special interest tourism and meetings and business travel.

Nevertheless, there is conflicting evidence regarding the extent to which travellers are willing to modify their travel behaviour to become more responsible. Implications There will be a growing impact of consumer-led campaigns for sustainable tourism development and for trade in tourism to be “fair” in its distribution of the rewards of tourism to destinations, particularly in the developing country destinations. Although sustainability and fair trade are seen by the south as a northern obsession, since the bulk of visitors come from the industrialised countries, it is important that destinations acknowledge and orientate their policy development and marketing process and strategies towards the principles of sustainable tourism development.

These studies provide POLICY AND PRACTICE FOR GLOBAL TOURISM 35 Understanding the visitor. [2] a quantitative assessment of these markets combined with qualitative information about local travel habits and fads, and provide a map of promotion channels to access the market. In order to maximize members’ use of this information, UNWTO also undertakes capacitybuilding activities about relevant techniques in the field of marketing and analysis. In addition, a series of publications, which include handbooks on tourism market segmentation, branding and evaluation techniques, training activities and seminars, provide members with a solid the foundation to plan, implement and monitor their marketing activities.

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