Travel and Tourism (0471) | The scale of travel and tourism

Travel and Tourism (0471) Study Notes: Global Tourism

Chapter 2.1: The Scale of Travel and Tourism

Hello future tourism experts! This chapter is all about understanding just how massive the travel and tourism industry is globally, and what makes it grow, shrink, or change direction. Think of tourism as a giant ship—we are studying the powerful tides and winds that control where it sails. Ready to dive in?

Why is this important? To manage destinations successfully (a key skill for Paper 2!), we must first understand the huge factors that affect tourist numbers (the scale).

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Part 1: Factors Affecting Tourism Demand (E-S-T-P-E-H)

Tourism demand—how many people want to travel—is constantly changing. The syllabus breaks these factors into six key categories. To help you remember them, use the easy mnemonic:

E-S-T-P-E-H: Economic, Social, Technological, Political, Environmental, Health.

1. Economic Factors

These relate to money and wealth. When the economy is strong, tourism usually booms.

• Levels of Disposable Income:

  This is the money left over after people pay their essential bills (like rent and food). The more disposable income people have, the more they can spend on luxuries like holidays. If the global economy suffers, disposable income falls, and people take fewer or cheaper holidays.

• Government Investment:

  When governments spend money on tourism-related infrastructure (e.g., building new airports, better roads, or restoring historical sites), it makes the country more appealing and accessible, increasing demand.

2. Social Factors

These relate to people’s lifestyles, beliefs, and how society is structured.

• Demographics:

  This refers to the characteristics of a population, such as age and family structure. For example, in many wealthy countries, the population is ageing. This leads to a demand for longer, quieter holidays or cruises suitable for older retirees.

• Increasing Awareness of Health and Wellbeing:

  A growing trend towards fitness and mental health means more demand for holidays focused on spas, yoga retreats, medical check-ups (medical tourism), and adventure activities.

• Fashion and Trends (Social Consciousness):

  Where people travel is often dictated by trends (e.g., visiting a country because it was featured in a popular movie). Increasingly, people are also driven by social consciousness, choosing trips that benefit local communities rather than just large international corporations.

3. Technological Factors

Technology has radically reshaped the scale of tourism by making it faster, cheaper, and easier to organize.

• Developments in Transport:

  The invention of low-cost airlines (budget carriers) means flying is no longer just for the wealthy. High-speed rail networks also reduce travel time, increasing the feasibility of short breaks.

• Developments in Information Technology (IT) and Social Media:

  The internet allows tourists to book flights, hotels, and tours directly (cutting out travel agents), often leading to lower prices. Social media platforms allow travelers to share experiences instantly, which acts as free global promotion for trending destinations.

4. Political Factors

Political stability is perhaps the single most important factor for tourist safety and confidence.

• Stability, Security, and Safety:

  Tourists avoid destinations perceived as dangerous. Events like terrorism, civil unrest, or war cause immediate and massive drops in demand. Stable, secure countries see higher demand.

• Imposed Limitations on Travel:

  Governments can influence travel through policies, such as introducing strict visa requirements, high tourist taxes, or, conversely, offering easy entry to encourage visitors.

5. Environmental Factors

These cover both the positive influence of environmental awareness and the negative threat of climate change.

• Increased Awareness and Concern for the Environment:

  Tourists are becoming more knowledgeable about issues like plastic pollution and carbon footprints. This increases demand for eco-friendly holidays and sustainable travel options.

• Extreme Weather and Natural Disasters:

  Unpredictable events like hurricanes, tsunamis, volcanic eruptions, or severe flooding can destroy infrastructure and deter visitors for years.
  Example: If a major hurricane hits a Caribbean island, the scale of tourism will drop dramatically until the area regenerates.

6. Health Factors

The health of a destination, and of the world, directly impacts the scale of travel.

• Risk of Disease and Pandemics:

  The outbreak of a highly contagious disease (a pandemic) can bring global travel to a near standstill, as seen with Covid-19. Destinations must manage the risk of disease through public health measures and screening.

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Part 2: Reasons for the Growth of Sustainable Tourism

While the overall scale of tourism has grown, there has been a noticeable shift in *how* people travel, moving towards sustainable tourism. This means taking responsibility for the social, environmental, and economic impacts of travel.

Don't worry if this seems tricky at first; think about how you prefer to buy clothes—do you choose fast fashion, or ethical, long-lasting products? It's the same idea for travel!

1. Changing Customer Attitudes

Today's tourists are more informed and demanding about ethics.

• Demand for Ethical Travel: Tourists are asking how their money affects the destination. They want to ensure local people benefit and that the environment is not harmed.
• Preference for Authenticity: Many travellers prefer genuine local experiences (like homestays) rather than staying in large, non-local resort chains.

2. Media Influence (Especially Social Media)

Media acts as a powerful watchdog, exposing bad practices and promoting good ones.

• Exposure of Negative Impacts: News reports and viral social media posts about pollution, damage to coral reefs, or overcrowding (overtourism) shame businesses and discourage irresponsible travel.
• Promotion of Positive Experiences: Social media highlights beautiful, sustainable resorts and destinations that successfully integrate with nature, creating aspirational trends for responsible tourism.

Did you know? The famous photo of a diver swimming through a sea of plastic waste often causes a massive spike in public awareness, leading people to specifically seek out plastic-free destinations.

3. Availability and Promotion of Sustainable Products

It's easier than ever for tourists to book responsibly, because the industry has caught up.

• Certification and Labelling: Organisations now promote sustainable options through clear labels (like 'Green Key' certification for hotels) or by showing their carbon replacement schemes.
• Product Development: More tour operators are offering products like ecotourism packages, which focus on nature and conservation, specifically appealing to environmentally aware customers.

4. Government Policies

Governments use their power to set the rules and encourage sustainable growth.

• Legislation: Introducing laws that limit environmental damage (e.g., banning cruise ships from certain protected areas, or restricting the number of daily visitors to fragile sites).
• Funding and Incentives: Governments might offer tax breaks or financial aid to tourism businesses that invest in sustainable technologies (like solar power or water recycling).

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