PROSPECTS FOR TOURISM - A PRACTITIONERS VIEW

The recently retired International Marketing Director of the British Tourist Authority (BTA) presents an informed forecast for tourism over the next 10 years, based on demographic, socio-economic and political trends. The growth in the number of older travellers and the increase in expectations and sophistication, coupled with the taking of second, third and fourth holidays, is particularly noteworthy. Value for money will assume greater importance, Western Europe will face stiffer competition as a destination - not helped by lukewarm support for the EU and national governments - and environmental issues will continue to become more significant.