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top countries in tourism in terms of tourist arrivals are France, the USA, China, Spain and Italy with 79.5m, 62.3m, 57.6m, 56.7m and 46.1m respectively (UNWTO, 2011). The countries with highest international tourism receipts are the USA, Spain, France, China and Italy with $116.3bn, $59.9bn, $53.8bn, $48.5bn, and $43bn respectively (UNWTO, 2011). Why are these countries most popular among tourists? Could there be a shift in this order of countries or are there any strong contenders to push one of the five top countries in tourism out? Perhaps not surprisingly three out of five top countries in tourism are located in Europe given the continent´s rich heritage, innumerable attractions and iconic cities like Paris, Rome or Barcelona. One also needs to consider that the Europeans are one of the most eager travelers, especially in terms of inter-European travel. For the tourists from the UK, Germany, the Netherlands and the Nordic countries France, Spain and Italy are in high demand owing to the sunnier climate, renowned local cuisine and famous attractions. It is easy for the Europeans to visit other countries in the region due to the excellent infrastructure and countries´ proximity as well as elimination of border controls. With regard to USA and China, the vastness of both countries and their diversity attracts visitors from all over the world. Similarly to Europe, the overwhelming majority of tourists to the US come from the neighboring Canada or Mexico . The bulk of travelers to China are from the Asian countries like Japan, Korea, Russia and Malaysia. They can be seen as the ´´Natural Tourist Magnets´´ in their respective geographies. Finally, the five top countries in tourism are estimated by Bloom Consulting to have some of the most valuable country brands, with the exception of Italy that in the 2012 ranking is not even in the top 10. The country brand ranking doesn´t just include the hard data from UNWTO or historical economic performance but also Tourism Board Associations´ branding strategy and the countries´ unique selling points. In this respect, Turkey and Thailand follow the four top countries closely. China can become the largest tourist destination and overtake France and the USA in the future because of economic liberalization, accelerating openness, increasing tourist arrivals and its efforts to rebrand the country. In conclusion, there may be some important changes in the top countries in tourism at some point in the future. Italy can be overtaken by Thailand or Malaysia, if it doesn´t improve its branding position. China may well become the biggest tourism earner with most visitors. ">The top countries in tourism in terms of tourist arrivals are France, the USA, China, Spain and Italy with 79.5m, 62.3m, 57.6m, 56.7m and 46.1m respectively (UNWTO, 2011). The countries with highest international tourism receipts are the USA, Spain, France, China and Italy with $116.3bn, $59.9bn, $53.8bn, $48.5bn, and $43bn respectively (UNWTO, 2011). Why are these countries most popular among tourists? Could there be a shift in this order of countries or are there any strong contenders to push one of the five top countries in tourism out? Perhaps not surprisingly three out of five top countries in tourism are located in Europe given the continent´s rich heritage, innumerable attractions and iconic cities like Paris, Rome or Barcelona. One also needs to consider that the Europeans are one of the most eager travelers, especially in terms of inter-European travel. For the tourists from the UK, Germany, the Netherlands and the Nordic countries France, Spain and Italy are in high demand owing to the sunnier climate, renowned local cuisine and famous attractions. It is easy for the Europeans to visit other countries in the region due to the excellent infrastructure and countries´ proximity as well as elimination of border controls. With regard to USA and China, the vastness of both countries and their diversity attracts visitors from all over the world. Similarly to Europe, the overwhelming majority of tourists to the US come from the neighboring Canada or Mexico . The bulk of travelers to China are from the Asian countries like Japan, Korea, Russia and Malaysia. They can be seen as the ´´Natural Tourist Magnets´´ in their respective geographies. Finally, the five top countries in tourism are estimated by Bloom Consulting to have some of the most valuable country brands, with the exception of Italy that in the 2012 ranking is not even in the top 10. The country brand ranking doesn´t just include the hard data from UNWTO or historical economic performance but also Tourism Board Associations´ branding strategy and the countries´ unique selling points. In this respect, Turkey and Thailand follow the four top countries closely. China can become the largest tourist destination and overtake France and the USA in the future because of economic liberalization, accelerating openness, increasing tourist arrivals and its efforts to rebrand the country. In conclusion, there may be some important changes in the top countries in tourism at some point in the future. Italy can be overtaken by Thailand or Malaysia, if it doesn´t improve its branding position. China may well become the biggest tourism earner with most visitors.
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Tourism Ranking, World Tourism Ranking, Tourism Brand, Top Countries in Tourism, Tourism Development Strategy,
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