Currently, the international tourism industry involves hundreds of millions of people traveling each year to different destinations around the world. In 2013, the World Tourism Organisation estimated a total of 900 million international tourists; this translates to 13% of the total world population (WTO, 2017). Millions work in the industry, and more are at the receiving end since they live in these tourist destinations; they are known as the host population. Much more is spent on advertising and promoting leisure-related products and holidays in the world. For much of the recorded past, traveling for leisure was difficult, dangerous, and expensive (Williams, 2017). Tourism travels were still taking place, showing some strong motivating aspects. Nonetheless, in the last 20 or so years, as traveling has become more affordable and less dangerous, more people are prepared to admit that pleasure was the main factor that motivated them.
In the 1980s, leisure tourism was a rare activity for many people and was mainly confined to Europe and North America (Nelson et al., 2013). International tourism before the 1980s was a preserve for the wealthy minority who had the time and money to afford these services. Major developments in the second half of the 20th century led to a rapid development of modern tourism. For instance, the changes gradually led to the Pacific region becoming the fastest-growing area for international leisure tourism in the last three decades. In the 1980s, the Pacific region and East Asia accounted for only 10% of the international tourists' arrival, but by 1994, their share of the world’s arrivals had increased to 20% (Pearce, 2015), and by 2005, to 35% (WTO, 2017). Europe remained the most important region of international arrivals with 55% of the world total. This essay is intended to discuss the major developments in international leisure tourism over the last two decades.
The modern international tourism industry has experienced increased globalization and internationalization. There have been major advances in technology, transportation, which have enhanced people’s mobility and also communication (Yvette, 2009). These changes have enabled tourists to travel to different destinations for diverse cultural experiences. International tourism mainly targets culturally different tourists. Currently, Asia is one of the major international tourist markets in the world; other emerging markets include Central Europe and Latin America (Castells, 2016). A new class of tourism professionals, managers, and tour guides has entered the industry with multicultural skills. Cross-cultural competencies have become a vital part of the industry as it entered the 21st-century face.
The tourism industry has entered a new era of transformation and development. The industry hit a record-breaking $2 trillion in 2014; this was an increase of 5% from the previous year. In the United States, a combination of renewed service provision and household spending from goods to experiences contributed to this growth (Lima 2016, 2016). Also, healthy booking trends in the business sector and major developments in the global leisure markets fueled the global travel industry towards 2016. Furthermore, direct leisure tourism is expected to increase by 3% outpacing the global gross domestic product growth of 30% (Williams, 2017).
While enhanced booking growth is expected to continue in the industry after 2017, the benefits will not only be felt by the world’s largest travel brands. The incumbent brands have learned through the past few years to never underestimate a seemingly innocent growth trend (Maloletko et al., 2014). Before 2016, the tourism industry was largely reshaped by a combination of game-changing innovations, the global economy, the political environment, natural disasters, and the increase in consumer demands. The companies that were able to capitalise on these developments with agility and speed were able to increase their profits by billions of dollars. This experience is a key factor in the travel industry.
Over the last four years, about 1 billion people have opted to use online marketing, advertising, and shopping; the majority of these use mobile phones as their only computing device. The speed of these devices has helped improve baseline experience in the travel industry globally (Goeldner & Ritchie, 2012). For instance, progressive web technology has helped speed up the services for companies like MakeMyTrip and Booking.com, as well as for airborne passengers. The Uber service, which in the past used to use global positioning power to revolutionise transportation, recently allowed consumers to book services via mobile phone number (Rob, 2014). Mobile devices have successfully transformed customer experiences in the tourism industry through services like on-location assistance and initial research for information on various tourist destinations in the world.
A few years ago, Torres (2014) wrote about how technology would truly assist the tourism industry, but at that time, technology was not noticeable. However, over the last ten years, there have been significant technological advances in the tourism industry, including virtual reality and overall connectivity across different devices. Currently, computers from an important part of our daily lives since they help us solve different problems. The televisions are connected through systems to cars or watches. Correspondingly, as the connected devices become ubiquitous, the dominance of a specific device becomes redundant.
New ways through which computers have enabled interaction have accelerated these trends. Developments like natural language processing have enabled tourists from different parts of the world to book travel to any part of the globe. Virtual reality has brought first-hand travel experiences, where tourists can have an initial experience of the destination from a different location in the world (WTTC, 2017). Also, augmented reality, that is, physical objects brought to the world, has brought a new interaction experience with one’s environment. Ironically, with the emerging devices and technology, the main aim is to focus on a good customer experience.
Major technological shifts have come in decade-long waves from the personal computer to the current smartphone. As the international travel industry implements all these advancements for a better customer experience, a new wave of machine learning is being considered (WTTC, 2017). Machine learning involves computers doing what they have learned through lots of data and simple instructions, so that they can operate without the help of a human being. This new technology has been used in several industries; for instance, Google recently partnered with SOASTA to use machine learning in determining the conversion and bounce rate of mobility (Neslon et al., 2013). This technology enables solving complex challenges faster than before, for instance, in the tourism industry; companies are now able to arrange and balance customer bookings on time.
Cognitive computing has automated ordinary and extraordinary services in the tourism industry. Travelling has been made safer through the application of cognitive tools like artificial intelligence that assist security personnel on the most significant threats. Also, it has enabled servicing of customers at an individual level, as opposed to the members of a demographic category or a certain travel segment. Collectively, these cognitive-driven advancements have played a significant role in eliminating the barriers to travel, leading to more traveling and increased tourists’ experiences.
Changes in society have heavily influenced recent developments in tourism. For instance, the emergence of the industrial society converted tourism into a leisure activity enjoyed by many around the world. Additionally, postmodernisation and globalisation created an increasingly diverse tourism field in supply and demand. According to William (2017), the recent growth in international leisure tourism is a result of increased globalisation. These aspects of globalisation that have led to increases in international tourism include:
• Increased use of ICT systems
• Better and cheaper transport means
• Rising Incomes
These changes go hand in hand with development in the global network society. The most basic changes occurring across all social, political, cultural, and economic spheres are the growth in network society (Castells, 2016). These changes bring profound implications, which can also be witnessed in the tourism realm, and have brought about important changes in the industry. The changes include increased networking among producers, changing value chains, and increased networked customers.
Tourism has come to be the largest retail industry in most countries around the world, behind automotive dealers and clothes. The World Travel and Tourism Council estimated that in 2010, international leisure tourism accounted for about 10% of the total global gross domestic product and employed 230 million people.
Since the September 11, 2001, attack in America, subsequent global economic declines followed, and a general uncertainty that came from the many wars in Iraq and Afghanistan. These terrorist attacks negatively affected tourism since they targeted tourists. Also, an unexpected crisis like the SARS outbreak dramatically affected international tourism in Asia (Luigi, 2004). As a result, confidence between the tourists and the business soured. Major structural developments took place in the airport industry,y ans pressure increased. Thus, the behaviour of potential tourists changed, in that, they acquired thaait and see attitude, resulting in late bookings and preferred traveling closer to home (Yvette, 2009). Hence, international leisure tourism greatly soured in the consequent years.
These acts aimed to coordinate all companies that are part of the tourism sector and give them a single voice. It enabled the companies to operate on any route. In 1996, the air passengers was reduced on economy flights. Package holidays started gaining fame in the 1980s when more people started getting more income and gained interest in many places. The most popular destinations during this period were Spain and Greece (Luigi, 2004). Built in an inhospitable place, Las Vegas became the most sought-after tourist destination in the world. The working hours were reduced from 40 to 36 hours in the last decade. Thus, more people have more time to travel and for holidays.
The introduction of the euro improved tourism by facilitating the way to travel. The European Union unified more than 17 countries’ currencies. It was introduced in 1999 in the world financial market (Pearce, 2015). Also, the introduction of major commercial airlines like theBoeings and super planes, which were cheap and effective, improved travel from different destinations. For instance, the Boeing travels faster and carries more passengers. These popularized air travel.
International leisure tourism has developed considerably since the 1990s. Today, it is much easier to book a flight and schedule a holiday in another country or continent. This has been made possible by the many developments that have taken place in the industry since 1990. These developments include advancements in technology, the development of bigger flights that fly faster and carry more passengers, and the introduction of the e-currency, which has enabled more tourists to reach their destinations on time.
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