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Brief Published: 17 May 2012

Asia’s Travel & Tourism


Asia Pacific, including North America and parts of Central and South America, recorded above-average growth in visitor arrivals in 2011 of 5%. According to Martin Craigs, chief executive of the Pacific Asia Travel Association (PATA), “[the region] will be a main driver in the growth of tourism worldwide until 2014”.

The Asia Pacific region already accounts for more than 50% of total international arrivals worldwide, and by 2014 it is set to exceed 500 million according to PATA forecasts. The Chinese are leading the way, with 69 million outbound trips made in 2011. Domestic travel in China is also rapidly increasing, with 2.3 billion trips made in 2011.

With approximately two billion mobile phones in Asia, brands must ensure their content is accessible via smartphones, as they provide the greatest opportunity for growth. Asian consumers particularly use smartphones to access social media to inform them of the best value of goods and services.