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Almost nine in every 10 mainland Chinese say they miss traveling abroad. This, coupled with economic optimism, bodes well for a strong rebound of what was once the world’s largest outbound travel market.
“Outbound Rebound: The Return of Chinese Travellers”, the latest industry report presented by global marketing agency Finn Partners and professional research consultancy Consumer Search Group indicates that mainland Chinese travellers intend to boost their pre-pandemic pace of overseas travel this year.
A survey was conducted from 10 – 24 January 2023, just days after the China government lifted international travel restrictions after three years. The 20-minute-long questionnaire gathered valuable findings from over 2,000 affluent Chinese in first-, second- and third-tier cities in mainland China, and Hong Kong. The respondents’ average annual household income is over RMB 1.4 million (USD 209,000), with purchases of luxury travel and products in the past 12 months. All respondents have travelled overseas prior to the pandemic.
“We already know that there is a strong eagerness and urge to travel after years of border restrictions in China,” said Jenny Lo, Managing Partner for China of Finn Partners. “We conducted this in-depth study to identify the changes in behaviours, needs, decision-making and expectations of affluent travellers, offering insights to better address the Chinese outbound travel market that is anticipating a faster-than-expected revival”.
Whet the WanderlustAbout one in two affluent Chinese travellers are making plans for at least five trips in 2023. On average, they are planning to make 5.9 trips this year, up from 5.6 trips in 2019. While the 26- to 36-year-old demographic shows the most significant increase in number of trips, younger affluent Chinese travellers aged 21 to 25 years continue to be the most frequent travellers.ADVERTISEMENTAside from more frequent leisure trips, a majority want to stay longer per trip. 72% plan to holiday from six to over 10 days in 2023 — bringing the average duration per trip to 8.7 days, versus 8.4 days in 2019. Indulgence in longer vacations is prevalent in the 21 to 25 age group.

Ready to Splurge on LuxuryThe affluent segment plans to increase spending by 15% to RMB 102,500 (USD 15,299) in 2023, 22% more than the budget set aside by Hong Kong travellers. The increase in travel budget is more evident in the 36+ age group, as well as those from Tier-1 cities. Meanwhile, the well-heeled segment (survey respondents in the top 20% percentile) is willing to spend an average of RMB 284,000 (USD 42,388).
More than one third of affluent Chinese travellers plan to fly in first or business class, while one in two choose to stay in upscale or luxury hotels on their next leisure trip.
Take it Slow, Experience is PriorityGone are the rushed, major attractions-packed tours as the affluent Chinese evolve from tourists to travellers. Over 70% of respondents desire slow, recuperative travel over an itinerary filled with activities. Travellers plan to immerse themselves like locals (58%), take more road trips (56%), take better care of themselves (56%), and attend more events (51%) in their future holidays.
Eight out of ten travellers are more willing to pay for experiences over tangible products, particularly those from Tier-3 cities (86%). This points to the growing potential of authentic and personalised travel experiences, where one savors the local sights, sounds and culture.
“What we are seeing among more affluent and experienced travellers are different mindsets and habits. We are seeing less desire for a frenetic pace of travel and itineraries that are deliberate. Millennials and Gen Z are more laid-back, they prefer experiences where they can interact with locals in meaningful and authentic ways,” said Simon Tye, Executive Director of Consumer Search Group.

Good Experience Drives LoyaltyThe survey confirms that Chinese travellers long to revisit destinations where they had positive experiences and fond memories, after missing out on travel for more than three years. They are keen to repeat the good times and pleasant experiences hence prioritise all-time favourite destinations including Japan, Singapore, Thailand, South Korea, the United States, New Zealand and Canada.
Affluent Chinese travellers also tend to choose hotel or resort brands where they had good personal experiences in the past. Star-ratings and positive word-of-mouth also carry great potential for repeated visits.
Live to Eat but Bask in NatureWhile culinary experience remains a strong driver of leisure travel, 60% of travellers consider natural scenery as their first priority, especially among those aged 36+ (69%).
Chinese outbound travellers are also keen to incorporate wellness in their holidays (56%), with one-third prefer experiences including camping, hiking, outdoor adventures and cultural immersion. While shopping remains popular among them, interest in this activity wanes over younger age groups.
Hotel Brands Influence Destination ChoicesThe majority of travellers decide on a destination first before making hotel choices, but this decision process is declining. Instead, hotel brands are becoming a deciding factor in destination choice, especially among Gen Z travelers, with 26% plan their vacations around locations where their favorite hotel brand has a property.
The expectation on the roles of a hotel or resort has also expanded. With Chinese travellers being keen to engage and build social connections on the road, they hope to meet and interact with new people in the accommodation they stay in, shifting their preference towards community-minded and design-centric hotel properties, where there is a sense of conviviality, impeccable hospitality, and aesthetics.
Business Travel ReturnsMainland Chinese expect to resume their pre-pandemic level of international business travel this year, at an average of 2.1 trips — consistent with optimism towards post-pandemic recovery. While globally, business travel is facing a slower return amidst economic concerns, work-related trips from China are expected to rebound on the back of client servicing needs, internal engagements, conferences and industry events.

Staycations to StayEven as there is strong sentiment to travel overseas, “staycations” are also becoming more popular, with 80% planning to continue domestic travel, while 31% expecting to take four to 10 staycation trips in the next 12 months.
“This augurs well for domestic tourism which has grown tremendously over the past three years. With the government pump-priming development of attractions and experiences across China, we anticipate that domestic tourism will continue to be in demand even as international outbound travel continues to pick-up,” added Lo.
The “Outbound Rebound: The Return of Chinese Travellers” report also provides in-depth insights into other areas of interest, including key factors influencing decision-making, satisfaction levels of destinations, the value of loyalty memberships, the consumer decision journey, among others. The full copy of the report is available for download from https://www.finnpartners.com/news-insights/

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From celebratory slow travel on New Brunswick’s Fundy Trail Parkway to Indigenous projects that deepen our connection to the destination, there are genuine reasons to journey across the Great White North in 2023. Tailor-made tour operator Frontier Canada has outlined five holidays to book, with the list including an opportunity to combine the Yukon and neighbouring Alaska—the Canadian province and the U.S. state both marking historic anniversaries this year. The Yukon will also take centre stage this week (Wednesday, March 29, at 9pm), as episode two of BBC1’s Race Across The World sees contestants make their way into the heart of the northern territory to reach Dawson City.
​This August will mark 25 years since the first section of New Brunswick’s Fundy Trail Parkway was completed, its 19-mile stretch of road hugging the province’s southern coastline and the Bay of Fundy and winding its way through over 6,300 acres of woodland. Completed in 2020, the entire project is the brainchild of Dr. Mitchell Franklin. Containing part of the Fundy Footpath (rated as one of the Top 50 Hiking Trails in the World by Explore Magazine), the parkway is one of the longest stretches of remaining coastal wilderness areas between Florida and Labrador. Straddling two UNESCO sites, including the Fundy Biosphere Reserve and Stonehammer Global Geopark (the first in North America), its stellar scenic views have been compared to Australia’s Great Ocean Road and the Cabot Trail in neighbouring Nova Scotia. Slow travel at its best, the route includes 21 lookouts, 14 observation decks, five tidal-swept beaches, 19 hiking trails, and four waterfalls. Officially opened in 2020, the new Walton Glen Gorge observation point saves you a once-strenuous hike and leaves you with what is probably the most spectacular view in the province. Created by a series of volcanic eruptions, the 550-million-year-old gorge is 1,000 feet across, 525 feet deep, and features a waterfall. Finished in 2021, the latest connector road, which runs all the way to the Fundy National Park, integrated four natural attractions, including the Fundy Trail Parkway, the Fundy National Park, Hopewell Rocks, and Cape Enrage—the world-class signature coastal area named the Fundy Coastal Drive. 10-night Discover New Brunswick fly-drive holiday from from £2,190pp (two sharing) including all accommodation, car hire and return flights.

​In February 2023, Gwaxdlala/Nalaxdlala (or Lull Bay and Hoeya Sound) became the first designated marine refuge in the Northern Shelf Bioregion Marine Protected Area Network. Located in Mamalililkulla territory on the coast of British Columbia, the area is a vital ecosystem for more than 240 aquatic species and is home to a unique sponge and coral reef, estuaries, and salmon-bearing streams. The Mamalililkulla co-own Knight Inlet Lodge with four other First Nations, and their guides visit the same location on their full-day marine and whale excursions. Having lived in harmony with nature for thousands of years, Indigenous conservation is seen as the key to the successful conservation of wildlife and marine life. By rebalancing the ecosystem, travellers are also able to enjoy richer experiences and, by viewing the destination through an indigenous lens, make a deeper and more authentic connection with both people and place. Knight Inlet Lodge’s main attractions are Grizzlies, with cubs and juvenile bears best sighted from May through August along the estuary shoreline. Peak bear viewing and spawning salmon season runs from September through mid-October. The summer is the best time to view whales, including humpbacks and Orcas, along with Pacific white-sided dolphins and seals. The full-day marine tour is available on 4, 5 and 6 night packages. A donation to the lodges many conservation projects (for example, the ongoing Bear ID project), is included in the cost of the holiday. Six-night Bears of Knight Inlet Lodge wildlife viewing holiday from £4,095pp (two sharing) including all accommodation (including 3 nights at Knight Inlet Lodge – including full board and activities) and return Flights (including flights to Campbell river and return).
ADVERTISEMENT​June will mark 125 years since the Yukon was incorporated into Canada, and a second 125th anniversary celebrating the discovery of gold in the territory has been extended through 2023. Dawson City will forever be known as the capital of the Klondike Gold Rush (1896–1899), with visits to the nearby Discovery Claim, where paydirt was first struck, and Dredge 4, the largest wooden-hulled dredge in North America, both worthy of a visit. The Yukon’s stark natural beauty is best seen at your own pace on a self-drive trip. Revel in the panoramic views off the aptly named Top of the World Highway, savour the raw beauty of Kluane Lake (once called the most beautiful lake in the world), gaze at the snow-capped mountains and glaciers of the St. Elias Mountains, and drive through the Kluane National Park and Preserve. Home to ice fields, clear lakes, forests, and 17 of Canada’s 20 tallest mountains, the national park is a paradise for hikers, kayakers, and paddle boarders. 10-night Klondike Explorer fly-drive holiday from £2,639pp (two sharing) including all accommodation, car hire and return flights to Whitehorse via Vancouver.
With neighbouring Alaska also celebrating 100 years since the founding of the Alaska Railroad, it is the perfect time to hit the tracks and holiday across America’s Last Frontier by train. Climb aboard the Alaska Rail Explorer and enjoy magnificent window music and wildlife sightings from your glass-domed carriage. Delve into Alaska’s Native heritage in Anchorage, go wildlife cruising in Kenai National Park, hike across trails and tundra in Denali National Park, and pan for pay dirt in Fairbanks—the once-gold boom town doubling as a spectacular Northern Lights viewing hotspot. Eight-night Alaska Rail Explorer from £4,035pp (two sharing) including all accommodation, train as per itinerary, some excursions and a flight from Fairbanks back to Anchorage, and return Flights to Anchorage via Seattle.

​Many people come to Nova Scotia to sample its delicious maritime fare, and the province is home to two seafood-centric culinary trails: the Lobster Trail and the Chowder Trail. With its melting pot of cultural influences, including Acadian, Gaelic, African Nova Scotian, and First Nations people, you can also expect to find many culinary threads underpinning the dishes in Canada’s Ocean Playground. A province that is rapidly becoming known for its sparkling wine, the Benjamin Bridge Winery in the Annapolis Valley, is an example of how culture is influencing Nova Scotia’s offerings. The winery aims to reveal the identity of the Gaspereau Valley (which lies in the cradle of the larger Annapolis Valley) to the world through its collection, and one of its recent signature wines was created in partnership with the Glooscap Nation. Launched on National Indigenous Peoples’ Day 2022, the Glooscap First Nation ✗ Benjamin Bridge Rosé is described as a wine of peace and friendship. It also honours the fact that the winery is set on Mik’maq land, with half of the profits going back into the First Nation’s community. In addition, Benjamin Bridge co-hosts its annual Beyond Terroir event with the Glooscap Nation every September. The occasion features food stations hosted by Mi’kmaq knowledge holders and guided tours through the vineyard, with guests being given the opportunity to sample food and drink pairings prepared with ingredients from the vineyard’s garden and local producers. Seven-night Glimpse of Nova Scotia fly-drive from £1,875pp (two sharing) including all accommodation, car hire and return flights.
​Frontier Canada (020 8776 8709; [email protected]; Frontier-Canada.co.uk).  ATOL PROTECTED No 5405 ABTA W3207.

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Minister of Tourism, Hon. Edmund Bartlett (left) is given a tour of the construction site of the new 2000-room Princess Resort Jamaica by Chairman and owner of Princess Hotels and Resorts, Robert Cabrera.
Jamaica: Both the Hanover parish capital, Lucea, and the popular resort of Negril are being earmarked for major development to enhance them as tourist towns.With key hotel developments currently underway east and west of Lucea, Minister of Tourism, Hon. Edmund Bartlett says much is in store that will make this area rival other existing resorts.
Construction is underway on the 950-room expansion of Grand Palladium Resorts as well as the new 2000-room Princess Jamaica Resort. Also, work is expected to commence shortly on construction of the Viva Wyndham Resort in Hanover.
Further details on these developments will be known when Minister Bartlett makes his Sectoral Presentation in Parliament on April 18. Meanwhile, he has also signalled that one of Lucea’s historical treasures, Fort Charlotte, is to receive attention and play an important role in marine life in the west.
On Thursday (March 23), Minister Bartlett, accompanied by Permanent Secretary Jennifer Griffith, Senior Advisor and Strategist Delano Seiveright and other senior personnel from the Ministry, toured the two hotels and the old fort from which an aged canon seemingly stands guard over the town.
The two-day tour of tourism entities and attractions in Hanover and Westmoreland is part of an island wide destination assurance drive to ensure that Jamaica delivers on its brand promise to visitors, which assures an authentic, safe, and seamless experience that is respectful towards the community and the environment.ADVERTISEMENTMinister Bartlett echoed announcements made by Prime Minister Andrew Holness in his budget presentation, noting that “Negril is one of our premier tourist destinations and in need of a major injection of resource support to realize its full potential. Within the upcoming fiscal year, the Government will present a comprehensive development plan which will include an international airport, a public beach park, a craft village and, with the help of the United Nations Environment Programme (UNEP), a restored Royal Palm Reserve.”
As a fast-growing town, Negril is without any major commercial, industrial or civic complexes and “the Prime Minister has tasked the Factories Corporation of Jamaica (FCJ) with developing an urban centre for the resort town like that of Morant Bay. Land strategically located in the centre of the town has been identified and consultations started with the relevant stakeholders regarding its use. Soon Negril will be the jewel of Jamaica and the Caribbean,” added the tourism minister.
Additional infrastructure developments that will benefit Negril tremendously are the recently announced bypass road arrangements from Hopewell and Lucea, which will ease traffic congestion and make for faster travel time, as well as significant upgrades to the water and sewage systems.  These major projects will start this financial year.

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SeaWorld Abu Dhabi, the next-generation Marine Life Theme Park set to open its doors on May 23rd of this year, has revealed exciting details around four of its eight immersive realms. SeaWorld Abu Dhabi will take guests on a unique journey to discover the interconnectivity between life on earth and our One Ocean, with the Abu Dhabi Ocean, One Ocean, Rocky Point and MicroOcean realms telling a part of this inspiring story of commitment to conserving our planet.
Guests will begin their journey at SeaWorld Abu Dhabi in ABU DHABI OCEAN, when they see cascading waterfalls, palm trees, desert greenery, Emirati architecture and hear the sounds of regional music. The park’s education team will be on hand to share knowledge with guests, particularly around the realm’s 30 species, which are native to the UAE such as sea snakes, sea turtles and dugongs. Here, guests can also engage with crustaceans, sharks, and rays in the four touch pools. The legacy of the nation’s founding father, the late Sheikh Zayed bin Sultan Al Nahyan, is instilled all throughout this realm, reflected through his respect for the natural world and thirst for knowledge.
In Abu Dhabi Ocean, guests can also enroll in SeaWorld Abu Dhabi’s parkwide game – S·E·A Guardian Games. This interactive and free competition brings together science, exploration, and adventure in a series of fun and educational challenges across all realms. Winners are uniquely rewarded for their progress along the way, ultimately becoming S·E·A Guardians themselves and advocates for our One Ocean. Abu Dhabi Ocean features two compelling shows in the Al Naham Theater telling enthralling stories of the rich history and fascinating waters of the Arabian Gulf. The realm is also home to the Abu Dhabi Souk, a traditional marketplace with stalls where guests can shop for keepsakes and souvenirs to remember their visit to SeaWorld Abu Dhabi. Guests can dine at Matbakh Ummi, serving authentic Emirati cuisine with a side of the Emirate’s beautiful tradition of hospitality. For eats on-the-go, guests can stop by Dallat Al Bahr for an aromatic Arabic coffee, or snack on freshly fried dough pastries from Lugaima.

Next stop is the ONE OCEAN realm, which tells many captivating stories of our ocean and acts as the park’s portal to explore all the other realms at SeaWorld Abu Dhabi. This realm’s iconic One Ocean Globe, situated in its center, represents the ever-changing flow of energy and nutrients around our planet.ADVERTISEMENTWithin the One Ocean realm, guests will witness One Epic Ocean, a must-see show that takes guests on a journey using immersive multi-media, a fleet of choreographed drones and spatial audio featuring a 360-degree screen standing at an approximate height of 15 meters and wrapping around the 218-meter perimeter of the One Ocean realm. The story follows a young Emirati woman’s adventure with the Arabian Gulf, sparking an epic journey through the Earth’s most fascinating ocean environments and swimming side-by-side with species of all sizes; ultimately sharing the park’s core message; “we are connected to the ocean, and the ocean connects all of us”. The always-active, encapsulating media experience will also show educational modules and immersive scenes from the depths of the sea. In between exploring the park’s realms, guests can plan their SeaWorld Expeditions by registering at the Explorer HQ to enjoy animal encounters and other unique experiences. Those hungry for a quick bite can visit Frozen Treats for everything from ultra-indulgent sundaes to multiflavored ice creams.

Also, part of this realm, guests can visit the beating heart of SeaWorld Abu Dhabi: the Animal Care Center. This state-of-the-art facility featuring cutting-edge veterinary equipment and technology provides the highest standard of animal welfare based on best practices and standards set by internationally recognized animal welfare organizations. The Animal Care Center invites guests to observe the park’s expert team of veterinarians and animal care specialists providing dedicated care to animals, ensuring their physical and emotional wellbeing through daily practices, regular check-ups, and routine procedures.
After One Ocean comes ROCKY POINT – a beautiful hidden cove where seals and sea lions can be seen resting on rocks and swimming around their stunning surroundings. The realm features state-of-the-art technology such as an Advanced Animal Lighting System (AALS) that recreates night/day and seasonal light cycles like those found in USA’S Pacific Northwest. Intricately designed to provide an enriching experience for the sea lions and seals, the dynamic habitat features various species of fish and spaces where the animals can play, hide and rest providing them with the stimulation and comfort that they need to thrive.
At the Rocky Point Amphitheater, everyone is invited to witness an incredible Sea Lion Presentation. The story features sea lions, seals and birds and follows a group of local park rangers as they share with guests the playful nature of these unique animals. Rocky Point offers an authentic boardwalk snacking experience with Pretzel Point, where guests can indulge in a variety of freshly baked warm pretzels while they take in the sights and sounds of the marvelous habitat.
From the One Ocean portal, guests can also venture into MICROOCEAN, where small is BIG! By passing through a series of colorful arches and “Shrinkerators,” guests start to feel like they’re shrinking while the underwater life grows bigger and more impressive around them, eventually revealing the colorful and playful world of MicroOcean. Designed specifically for kids, this realm invites young explorers to experience the vital role of some of the ocean’s smallest inhabitants through engaging and educational interactives, dynamic experiments, and fun play structures such as the Kelp Climb and the Explorer’s Sea Base. In this whimsical realm, little ones can experience life as plankton, the smallest and most powerful living organism in the ocean, and explore an exciting underwater world filled with BIG joy, energy and impact.

MicroOcean is home to four family friendly rides: OctoZoom!, Jelly Plunge, Turtle Twist and Eel Racer – each taking guests on an adventure in this microscopic underwater world. Guests should keep a lookout for friendly characters, whether it’s Krill Dude and his musical show with clams and barnacles or the quirky Sea Stars that pulse, expand, and shapeshift around the realm. Also, within MicroOcean is Bitsy Bites – a dining outlet perfect for guests to fuel up on their favorite foods between big (or small) adventures, including pizza, chicken fingers and slushies. Additionally, micro-shoppers can enjoy an array of plush animals, fun toy assortments and apparel available at MicroOcean’s retail outlet, Squirts.
YAS ISLAND was voted World’s Leading Theme Park Destination 2022 at 2022 World Travel Awards https://www.worldtravelawards.com/profile-35642-yas-island
For more information and to book your tickets to experience SeaWorld Abu Dhabi, visit www.seaworldabudhabi.com

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Best Tourism Villages by UNWTO was launched in 2021 as part of the Organization’s work to make tourism a driver of rural development and wellbeing. To date, over 70 villages from almost 40 countries have been recognized as Best Tourism Villages.
A further 40 have been selected to participate in the Upgrade Programme where they benefit from expert mentorship and networking opportunities. 
One initiative, three components
UNWTO’s Members States can present up to eight villages through their National Tourism Administrations (NTAs). Applications will close on 23 June 2023 and the winners announced towards the end of the year. As with previous editions, the initiative has three components: The ‘Best Tourism Villages by UNWTO’ recognizes outstanding examples of rural tourism destinations with cultural and natural assets, that preserve and promote rural and community based values, products and lifestyle and have a clear committed to innovation and sustainability in all its aspects. Selection is based on an evaluation of their resources and initiatives in nine areas covering the three pillars of sustainable development, economic, social and environmental.  The ‘Best Tourism Villages by UNWTO’ Upgrade Programme benefits a number of villages among those that do not fully meet the criteria to obtain the recognition. These villages receive support from UNWTO and partners to address the gaps identified in the evaluation process.  The ‘Best Tourism Villages by UNWTO’ Network provides a space for exchanging experiences and good practices and opportunities. It includes representatives of the villages recognized as ‘Best Tourism Village by UNWTO’ as well as the villages participating in the Upgrade Programme and it will benefit from the contributions of experts, public and private sector partners engaged in the promotion of tourism for rural development. The Network also contributes to the work of UNWTO in identifying good practices, developing guidelines and policy recommendations as well as insights and knowledge. 
The applications are evaluated by an independent International Advisory Board consisting of experts in different fields (cultural and natural resources preservation, sustainability, tourism product development, marketing, value chain, etc.) based on nine areas, including sustainability, infrastructure, connectivity, and tourism value chain integration. ADVERTISEMENTRecognition and mentorship for Villages
Announcing the launch, UNWTO Secretary-General Zurab Pololikashvili says: “Tourism can make a real difference for rural communities, delivering jobs, supporting businesses and celebrating and protecting traditions. Through Best Tourism Villages, UNWTO is recognizing those rural destinations that committed to making tourism a pillar of opportunity and wellbeing.”
For the villages in the Upgrade Programme, besides individual mentoring, the villages join also the Best Tourism Villages Network, which today numbers over 100 villages in five world regions. Since its inception the BTV Network had organized a series of training sessions and masterclasses, allowing hundreds of participants to benefit from expert guidance and feedback from sector leaders.

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The World Travel & Tourism Council (WTTC) and the Saudi-based Sustainable Tourism Global Center have unveiled groundbreaking new data detailing the total water usage of the global Travel & Tourism sector. In one of the largest research projects of its kind, WTTC can for the first time ever, accurately report and track the impact the sector has on the environment.
The findings were launched today at the United Nations in New York at the UN 2023 Water Conference.
Direct Water Use
Speaking at the UN Headquarters, Chris Imbsen, Director of Sustainability at WTTC, revealed that Travel & Tourism’s entire water footprint is just 0.6% of the global water use according to the latest figures (2021).
In 2019, when the sector was at its peak, the sector’s total water footprint was only 50% higher, but still less than 1% of the global total at 0.9%. ADVERTISEMENTTravel & Tourism’s direct water use is significantly lower – in 2019 it was 0.2% of the global total and has fallen by half to just 0.1% of the global total.
Much of the sector’s water use is indirect, through its supply chain, with agriculture and food production accounting for two-thirds of Travel & Tourism’s entire water footprint.
Between 2010 and 2019, the Travel & Tourism sector in Europe and Africa reduced direct water use. In Europe, direct water use fell by 8% and in Africa direct water use by the sector fell by 6%.
Julia Simpson, WTTC President & CEO, said: “This ground-breaking new data reveals our sector’s water consumption for the first time ever, revealing that Travel & Tourism uses less than 1% of the water used around the world, with the overwhelming majority of that usage coming from the sector’s supply chain.
“The data also shows that whilst the sector has grown economically around the world, its direct-use water intensity has decreased.
“The data is the most in depth study of the sector’s water use, and like the world-first cli-mate footprint data we released at our Global Summit in Riyadh last year, we can also re-veal individual countries Travel & Tourism sector’s water footprints. This will enable gov-ernments to work with the sector to further reduce water usage.”
Water Intensity
The water intensity of Travel & Tourism per unit of GDP has also fallen since 2010, across both direct and indirect use. 
In 2010, the sector used 0.57m³ of water for every $1 USD contributed to the global econo-my.
In 2019 this fell by 19% to reach 0.46m³ of water for every $1 USD contributed to the global economy.
In a world-first, this comprehensive research covers 185 countries across all regions and will be updated each year with revised figures.
This research was made possible thanks to the partnership between WTTC and the Saudi-based Sustainable Tourism Global Center. Under the Saudi green Initiative, more than 60 initiatives have been launched in the past year, representing more than $186BN USD of in-vestment in the green economy.

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New groundbreaking data from the World Travel & Tourism Council (WTTC) and the Saudi-based Sustainable Tourism Global Center reveals the climate footprint of the Travel & Tourism sector in Italy.In one of the largest research projects of its kind, the global tourism body can for the first time ever, accurately report and track the impact the sector has on the environment.
According to the data, Italy’s Travel & Tourism has continued to grow, whilst reducing its emissions intensity.
In 2019, the sector accounted for 8.4% of total greenhouse gas emissions across Italy, below the European average of 10.7%.
But this share dropped even further to 4.2% in 2020, mainly due to the reduced activity in the sector during the pandemic.
Between 2010 and 2019, Italy’s Travel & Tourism sector’s economic growth decoupled from its greenhouse gas emissions.ADVERTISEMENTDuring this period, the sector’s total contribution to the national economy grew on average 1.1% annually, whilst greenhouse gas emissions increased by just 0.2% per year.
The figures also show that the sector’s emissions intensity continues to decrease.
In 2010, Travel & Tourism produced 0.37 kg of greenhouse gases for every €1 generated by the sector in Italy.
This figure dropped by an average of almost 1% annually by 2019, when Travel & Tourism was at its peak, to reach 0.34 kg per €1 created. In the years that followed, this amount decreased even further, reaching 0.27 kg per €1 in 2021.
This significant decline illustrates the impact of changes implemented by the Italian government and business leaders to create a more sustainable sector.
Julia Simpson, WTTC President & CEO, said: “Italy’s Travel & Tourism sector is growing strongly. But it has decoupled its economic growth from its greenhouse gas emissions and continues to reduce its emissions intensity.
“We need continued government support in increasing sustainable transportation. That means electric ground vehicles and ensuring Italy has a good supply of Sustainable Aviation Fuel. This will have a significant impact on our footprint, minimising our absolute emissions.”
Energy Usage
The global tourism body also provides insights on the sector’s energy usage and efficiency, and shows that between 2010 and 2019, the sector’s total energy usage decreased by 0.2% annually, demonstrating that while Travel & Tourism continued to grow, it also became more energy efficient.
Between 2010 and 2021, the share of low-carbon energy sources in the national energy mix has seen a gradual increase, from 6.1% in 2010, to 9.3% in 2021, whilst the sector’s reliance on fossil fuels as a source of energy also dropped.
This comprehensive research covers 185 countries across all regions and will be updated each year with the latest figures.
This research was made possible thanks to the partnership between WTTC and the Saudi-based Sustainable Tourism Global Center. Under the Saudi green Initiative, more than 60 initiatives have been launched in the past year, representing more than $186BN USD of investment in the green economy.

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Booking.com is pleased to announce it has signed on as the Official Online Travel Partner of Major League Baseball (MLB) in the United States. With Booking.com’s mission to make it easier for everyone to experience the world, the goal of this strategic partnership with MLB is to simplify the way Americans plan their unique baseball-inspired travels across the U.S.As part of this long-term partnership, Booking.com is now the presenting sponsor of the American and National League Division Series, too.
A recent survey conducted by Booking.com revealed that almost half (49%) of U.S. baseball fans plan to travel to at least one MLB game this year with (61%) of respondents saying they are willing to travel up to 500 miles to do so. Booking.com, the global travel leader, is committed to helping travelers navigate their baseball trips by offering the widest selection of places to stay – from slick city apartments and vacation rentals in MLB cities to ballpark-adjacent hotels for those looking to stay near their favorite team’s stadium on gameday. Research performed by Booking.com also revealed that an overwhelming majority (81%) of respondents would rather travel to see their MLB team win the World Series, than win a holiday trip to their rival team’s state.
Having been on the forefront of technology for over two decades, MLB offers fans numerous ways to engage with the sport, from the MLB app to MLB.TV and MLB.com, across mobile & connected devices, and through social media platforms. Aligning with MLB’s innovation-friendly approach to support baseball fandom and to lead off the partnership, Booking.com plans to make the process simpler for fans to book trips to games with an easily accessible Booking.com icon across Clubs’ digital schedule pages. These icons will direct fans to search and book properties near Major League stadiums.
The top three deciding factors for Americans booking a trip to attend an MLB game are price (63%) relative to the amount they’d be willing to spend to travel to a game (48% say they would spend under $400) to the location in relation to the stadium (49%) and transportation to and from the property (21%). Booking.com offers something for everyone with great deals and stays at a variety of price points and conveniences such as free cancellation and custom maps that showcase properties in relation to key locations. Booking.com also features filters to find options with transportation, on-site parking and more all making the trip-booking experience with Booking.com more convenient.
“Booking.com continues to invest in the U.S. market with our official sponsorship of Major League Baseball, showcasing our latest commitment to making it easier for Americans to find and book the perfect trip,” says Ben Harrell, Managing Director, U.S. at Booking.com. “With a variety of property options across the country in MLB cities – from hotels to vacation rentals and more – plus a user-friendly app, Booking.com looks forward to bringing baseball trips to life for fans, helping them with their travels as they enjoy America’s favorite pastime with family and friends.”ADVERTISEMENT“We are excited to welcome Booking.com to the MLB family of partners,” said Noah Garden, MLB Chief Revenue Officer. “With over 2,000 games across the country every summer, our fans love traveling to experience the incredible Major League atmosphere at our beautiful ballparks. We hope this partnership with Booking.com can make that experience all the more enjoyable.”
Throughout the long-term partnership, Booking.com and MLB hope to develop inspiring and innovative ways for baseball fans across America to make the most of their travels – whether for rivalry games, events like All-Star Week or the National League and American League Division Series presented by Booking.com. As the season gets into full swing, fans can search for properties in MLB cities on Booking.com offering Getaway Deals, saving 15% on stays between April 4 and September 28, 2023.

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