advantage of domestic tourism

What is domestic tourism and why is it so important?

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Domestic tourism is BIG business in some countries, bringing in a significant revenue for the economy of the local area and nationwide. But what is domestic tourism?

In this article I will explain what domestic tourism is and why it is important. I will also give some examples of some of the biggest domestic tourism destinations worldwide.

What is domestic tourism?

Domestic tourism definitions, why is domestic tourism important, domestic tourism in the united kingdom, domestic tourism in the united states of america, domestic tourism in india, domestic tourism in south africa, domestic tourism in china, domestic tourism: conclusion, further reading.

As I described in my tourism glossary , domestic tourism is the act of travelling for business or leisure within one’s home country. According to the UNWTO , a person must be away from their usual place of residence (but still in their home country) for at least one night to qualify as a domestic tourist.

Popular destinations for domestic tourism include the USA, India and China . This is because they are big countries with a variety of tourist experiences to offer.

Ever seen the film ‘ Into the Wild? ‘ This is a great example of domestic tourism! It’s a story of a young guy who sold all of his belongings and hitch hiked through America to Alaska . Here is the trailer-

Travelling a few miles away from your home, you don’t expect to be classed as a ‘tourist’ right? But in fact, you often will be classed as a tourist- a domestic tourist!

In general, domestic tourists are anyone who undertakes travel activities in their own country of residence, i.e. living in London and travelling to Glasgow for the day or for an overnight stay.

Unlike other definitions in the tourism ‘vocabulary’, the term ‘domestic tourism’ has not changed in its years. In 2005, Gillian Gale, in her text book designed for BTEC National Travel and Tourism students , defined domestic tourists as;

“People who are travelling in their own country for tourism purposes”

Further to this, Arjun Kumar Bhatia, in his text on International Tourism Management states that;

“In domestic tourism, people travel outside their normal domicile to certain other areas within the country as contrasted with travelling outside the boundaries of the country as in international tourism .”

According to a recent report published by the World Travel and Tourism Council (WTTC), domestic tourism accounts for 73% of total Travel and Tourism spending globally in 2018; thus it is a key driver of the tourism sector.

Countries rely on domestic tourism as a tool to reduce poverty, improve infrastructure, generate employment and most importantly to drive economic growth.

The activities of domestic tourists create economic importance as the money spent on domestic tourism feeds back into that particular country’s economy; providing itself with a more viable and prosperous economy.

Popular domestic tourism destinations

According to the WTTC report published in 2018, there has been a slight shift in the countries’ positions in domestic visitor spending between 2008 and 2017.

Below I have listed a few examples of domestic tourism.

According to Visit Britain and its annual review, in 2017/2018, 100.6 million domestic overnight trips were taken and 1.5 billion domestic day visits were taken in England in 2017.

The UK’s domestic overnight trips reached £19 billion, whilst the 1.5 billion domestic day visits reached £50.1 billion. All of which feeds back into the UK economy.

The most popular travel attractions for domestic tourism in the UK are:

• The Tower of London
• Westminster Abbey
• Kew Gardens
• St Paul’s Cathedral
• Chester Zoo
• Windermere Boat Cruises, Bowness
• Flamingo Land Theme Park and Zoo, Yorkshire
• Drayton Manor Theme Park

As you can see from the list above, the majority of the locations are based in London, the Capital city of the UK. Most domestic tourism activities in the UK are either centred around the conservation of either natural or heritage sights or theme parks.

Despite living on the outskirts of London for most of my life, I am ashamed to say that I have only actually ever visited a few of these attractions! I guess I will add these to my bucket list and take the kids on a day trip soon…

In 2018, domestic tourists spent $933 billion dollars in the United States of America – representing 86% of total tourism expenditures. In 2018, domestic tourism supported 7.7 million jobs.

To me, it is no surprise that the domestic tourism industry in the USA is worth so much. Not only is it a HUGE country with an incredible range of diversity in tourism areas, from the snows of Alaska to the heat of Miami, but it is also true that most Americans do not have a passport !

According to the World Atlas , the most popular destinations for domestic tourism in the United States are;

• Alaskan Cruise, Alaska
• Orlando, Florida
• Las Vegas , Nevada
• Maui, Hawaii
• New York City, New York
• Honolulu, Hawaii
• Hawaiian Cruise, Hawaii
• Miami Beach, Florida
• Washington, DC
• Los Angeles, California

The table below shows you the percentage of domestic tourism which took place in each of these locations in 2018.

India is home to some of the most beautiful natural and cultural heritage sites in the world, not only making it a popular destination for international tourists, but also for domestic tourists.

According to the World Travel and Tourism Council, domestic spending in India is at 87.2%, compared to foreign spending at 12.8%. Therefore, domestic tourism in India contributes to 9.4% of its overall GDP.

According to Treebo the top 7 visited states by domestic tourists are;

• Uttar Pradesh
• Madhya Pradesh
• Andhra Pradesh
• Maharashtra

India is a beautiful country, with so much to offer! It has certainly been one of my favourite countries to travel and I hope to return with my children someday soon. It is no surprise to see that the domestic tourism industry in India is so significant, given the diversity of attractions and the sheer size of the country, not to mention that many people living in India cannot afford to travel internationally.

One of our recent travel destinations is South Africa , which is a growing destination for domestic tourism. The Minister of SA has fostered The National Tourism Sector Strategy (NTSS), which is a strategy that focuses on domestic tourism and its contribution to a sustainable tourism economy.

You can read more on The National Tourism Sector Strategy here .

According to a report by Statistics South Africa , the number of day trips increased from 39.4 million in 2016 to 48.0 million in 2017. Overnight trips also increased to 44.4 million in 2017.

Unlike the other destinations listed above, South Africa is home to abundant wildlife and nature reserves sites that attracts domestic tourism. According to the South African Tourism Board, the top destinations in South Africa are;

• The Winelands
• Garden Route
• Johannesburg
• Kruger National Park
• Durban beachfront
• Robben Island
• Blyde River Canyon Nature Reserve
•  Wild Coast

I can certainly say that we loved South Africa. You can see a taste of what the country has to offer in our video below.

According to the Chinese Ministry at a press conference, domestic tourism generated 5.13 trillion yuan ($764 billion U.S dollars) in revenue last year and this figure was climbing steeply each year prior to the pandemic, in fact the Chinese market (both domestically and internationally has been the fastest growing tourism industry in the world in recent years!). In comparison, Chinese tourists spent a total of $115.29 (U.S dollars) on outbound tourism .

According to research by the WTTC , China has been extremely successful in fostering domestic tourism, and is now one of the leading domestic tourism markets in the world.

There is a lot of hidden cultural heritage in China that is often overlooked or ignored with its commercialised industry and giant sky scrapers. Here is a video demonstrating some of China’s most popular tourist attractions.

We have all most likely been a domestic tourist in our life at one point or another, whether we realised it at the time or not! As this post has demonstrated, the domestic tourism industry is a huge economic contributor in many destinations, especially in countries that are large or where the local people do not often have the cash to travel internationally.

Do you want to learn more about the tourism industry? Take a look at my types of tourism glossary to see which areas are covered in the blog. You can also refer to some of the texts named below, which are particularly useful if you are a travel and tourism student! Oh, and why not subscribe to the blog for updates on new posts, travel discounts and deals? You can subscribe to the blog using the form below.

• BTEC National Travel and Tourism – a textbook for BTEC Level 3 Travel and Tourism students
• The Business of Tourism – an essential text for students of tourism management or travel and tourism
• Tourism: Principles and Practice – the ultimate one-stop text for any student studying Tourism
• An Introduction to Tourism – a comprehensive and authoritative introduction to all facets of tourism including: the history of tourism; factors influencing the tourism industry; tourism in developing countries; sustainable tourism; forecasting future trends

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Travel at Home: The Benefits of Domestic Tourism

It’s been a long couple of years since travel was stopped. Even now travel is in a precarious position as countries around the world constantly revise their border measures and restrictions in light of the changing Covid situation. But in the face of such adversity, travel hasn’t been completely stamped out. In fact, the true nomads have found a way to experience the thrill and adventure of travelling even in the midst of Covid by redefining what travelling meant. 

Travelling doesn’t always have to mean going away to faraway exotic places and experiencing foreign cultures. Sometimes the best places are close to home and under the radar. This is exactly the sentiment that gave rise to domestic tourism. 

Domestic tourism isn’t by any means a new phenomenon. But when international travel locked down, domestic tourism became the only respite for wayfarers creating a surge of interest for domestic locations where one could relax and holiday. Now that countries are cautiously reopening borders and easing Covid restrictions, domestic tourism may once again fade into the budget option for many travellers as they look to celebrate their newfound freedom with distance. But there are many reasons why domestic tourism shouldn’t be forgotten or looked down on, even with international shores opening. 

So hold on to your travel pillow and your planner as I go through the beauty and benefits of domestic tourism.       

Domestic Tourism 

Domestic travel is termed as travel within one’s own country. Even visitors to a neighbouring state would be classified as domestic tourists. Domestic travel is important for the domestic economy as it feeds money back into the local economy. This helps revitalise the livelihoods of locals, as well as bolsters the local government’s funds using which they can improve infrastructure and amenities for the local community. This is especially important considering the impact Covid-19 has had on people’s employment and financial outlook. Any bit of help that we can extend to those around us will go a long way to helping them through difficult times. 

But other than helping the local economy, there are other benefits to travelling domestically. 

Save your wallet

Perhaps the most obvious is the impact it has on your wallet. There’s no doubt that international travel can take a chunk out of your finances. This not only applies to foreign countries where the currency is stronger than your local currency or places where the cost of living is much higher. Travelling internationally often involves extra expenses such as immigration fees and visa expenditure, any fees associated with obtaining other necessary documents, tickets for long-haul flights, hotel stays, tour guides, and the more expensive ‘foreign visitor’ tickets for local attractions. And this list doesn’t even include the extra expenses associated with health measures for Covid-19.  

When travelling domestically, you automatically save on immigration and visa fees. You can also save on flight tickets if you travel by car or bus, opt for an AirBnB or stay at a friend’s place to save on expensive hotels, forego a tour guide in favour of exploring yourself, and benefit from the discounted locals’ ticket prices for attractions. 

Not only can these savings translate to a cheaper overall trip, it could also mean a few extra days enjoying the sunny beaches of California or squeezing in one more museum visit for the family.   

Revel in the hyperlocal

Domestic tourism also gives you space to truly enjoy the local. When visiting internationally, most tourists are caught up in what I call ‘the tourist hustle’—visiting all the places catering to tourists. Of course, this makes sense. You can’t go to Paris and not visit the Eiffel tower. But the problem is that these spaces have been developed and maintained by the local government specifically to appeal to tourists, and are often overcrowded . That’s why you often find a McDonalds right next to a major world attraction. Government’s know that some tourists would prefer more globalised, familiar cuisine than their local dishes.

Moreover, the people you run into and interact with during these stays will also likely be other tourists like yourself rather than the locals. By visiting only these spaces that cater to tourists, you miss out on experiencing the true local flavour. Furthermore, if you visit foreign countries with no knowledge of their customs and how to speak their language, you may find yourself experiencing miscommunication with the locals and losing a lot in terms of the depth of experience. 

When travelling domestically, however, you can bypass the major tourist attractions and get acquainted with the lesser-known hidden gems. This can help you rediscover your own culture and the beauty of your homeland. Speaking the same language as the locals and not immediately being recognised as a tourist may also go a long way towards gaining the locals’ favour and insights into the best places to visit, from their point of view. This will be an entirely new experience of travelling than the one you will have access to as an international tourist.    

Both domestic and international travel have their benefits and unique appeal. Next time you plan a trip, don’t just jump straight to international travel. Take a minute to see if there’s anyplace closer to home you’d like to visit. 

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The Pros and Cons of Domestic Travel: for Mindful Travelers on a Budget

With New Zealand’s closed borders, domestic travel became my expertise, birthing overtime this list of pros and cons. After 6 road trips in 8 months across New Zealand, here is some insights on the pros and cons of domestic travel, and these may be particularly interesting for mindful travelers on a budget .

When COVID-19 ran rampant across the world, I decided to start a travel blog. Seems counterintuitive, but I didn’t know what the hell I was doing.

To generate content, I traveled extensively around New Zealand. Closed borders and no tourists meant this was a once-in-a-lifetime opportunity to experience this country in solitude. Beaches stretched endlessly without interruption. Natural phenomena existed in silent peace. And the land caught its breath from tramping feet.

And although my travels have been exquisite – New Zealand is magnificent after all – some part inside of me never quenched.

There’s something special about going overseas. I craved that passport stamp, different smells, different sounds.

This post came together on my latest road trip around the South Island… my insights on the pros and cons of domestic travel to make sense of the gratitude conflicting with the longing in my soul.

The Pros and Cons of Domestic Travel: Insights from 6 Road Trips in 8 Months

The pros of domestic travel.

It’s obvious that domestic travel would be cheaper, and that’s a big incentive to hit the road. When we’re limited to our backyard, we save on plane tickets, money exchanges… even accommodation.

We know the ins and outs of our own country so we know how to navigate for the best deals, how to negotiate. Family and friends are abound so we crash on couches for free.

Or, in my case, at all the freedom camping spots. Most nights, we pitched a tent somewhere gorgeous for zero pennies.

Related: Two Weeks, No Shower: a Guide to Freedom Camping in New Zealand

2. economically friendly.

When you skip planes, trains, or cars, your travels are economically friendlier. Personally I enjoyed having a smaller carbon footprint on the planet this year.

Although we used a car to travel the length of New Zealand, constant time in nature turned us minimalists. Simpler holidays that don’t include fancy hotels or expensive itineraries raise waste awareness and gentle treatment of the earth around us.

Something about domestic travel leaves that sense of frenzy at the door and humbles us. And a humble people is a conscious people.

3. No cultural and language barriers

Life is easier when there are no cultural or language barriers to navigate. Domestic travel usually runs smoothly and although we can spin that to be a con (more on that below), it makes for a relaxing holiday. And that’s what holidays are meant to be: relaxing.

You know your culture’s customs and norms so you’re not constantly checking yourself. You know the law, road rules, and all the signposts are in your language. Life is good and your holiday trickles along with nary a hiccup.

4. No distractions or challenges means a focus on mental health

On the same note, domestic travel means there are less things to distract or challenge you. We already established no cultural or linguistic challenges. But there are also less “shiny things” to keep you entertained.

I’ve been living in New Zealand for over three years so I didn’t feel the urge to jampack my itinerary with all the things . There were no “must do’s”, no FOMO.

And this presents an opportunity to slow down. To be honest, this was hard for me. Big chunks of free hours made me anxious. And I realized how fast I’d been going for the last year. It signaled that I needed to tend to my wellbeing. A reminder many of us need.

5. Plans with friends are a lot more likely

I don’t know about you but I could never convince my friends to save enough to travel overseas with me. Luckily there are no excuses for domestic travel.

Traveling together can enrich friendships and domestic travel is much friendlier for planning and organizing. It doesn’t take much to pack your crew in a car and hit the road. As we already established, domestic travel is cheaper, but it’s also more convenient when friends don’t have the luxury of holiday leave.

6. Support for local economies and businesses

The travel decline had a devastating impact on the tourism industry. Domestic travel is an opportunity for all of us to support our local businesses and stimulate the struggling economy. 

New Zealand launched an initiative called Do Something New, New Zealand to address precisely this problem. And it saw notable success! The hashtag is always trending on Instagram and many Kiwis are on the road these days, frequenting small towns and putting their dollars toward the businesses that need it. It was heartening to watch the country come together and help our neighbors and I was happy to be part of it.

The Cons of Domestic Travel

1. no new food.

I’m Lebanese and I’ve said this before: I’m very food-driven. And this is one of the greatest joys of international travel. My first thought every morning is finding the best café and by noon I’m already thinking about dinner.

Domestic travel can be… boring in the food department. Although some cities offer unique dining experiences, it’s just not the same. On my NZ travels, there was only so much salmon and pie I could have before I got completely bored.

My palette aches for exotic spices. And that will be the case until the day I hop a plane out of here.

Related: Reflections on Travel in the Age of COVID-19: Why Travel is Essential for Humanity

2. no foreign cultural immersion.

Another big reason people travel is to experience a different culture. And that’s something domestic travel doesn’t really provide. Although some people argue that different cultures exist within one country (the US falls in this category), it’s not the same.

People with a different belief system, a different set of values and way of living, exist outside our borders. Experiencing this facilitates understanding and compassion for humanity. It opens our eyes and causes something to shift within. It’s one of my favorite parts of traveling. Domestic travel offers very little in this department.

3. Less sensory

Another con of domestic travel is that it’s less sensory. Different countries sound and smell different. It’s a feast to the senses and fosters a state of presence and wonder. Exploration is much more fun as you bend and study a foreign species of moss or exotic birds. Even the rain smells different. City chatter is in another language and different customs may expose you to different behaviors.

Unfortunately this facet is completely missing from domestic travel, and one I’m still longing for.

4. Less growth

I always say travel is accelerated growth. This is why avid travelers tend to be growth-seekers.

Remember how I said domestic travel means no cultural or lingual barriers? Well that can also be a disadvantage. Extracting these challenges from our travels means we’re missing out on opportunities to problem-solve.

We learn more from mistakes than successes. And although domestic travel is more relaxing, it yields less friction. Which means less growth.

I love the ease of domestic travel. But I miss asking for directions! I miss getting lost and stumbling through a conversation with someone who doesn’t speak my language. Testing my wits and navigational abilities.

I miss that painful, sometimes embarrassing, growth.

5. Harder to disconnect

The last con to domestic travel is that it’s harder to disconnect. When we’re just down the road, it’s harder to access that relief of being far away from our work, our problems, and our self-stories. 

Domestic travel usually means little to no time zone difference. And no beloved jet lag!

On my road trips, I had perfect access to cellular service so I continued working and texting all the people. I had a hard time disconnecting from my life, much to the annoyance of my partner, who asked me countless times to get off my phone.

As grateful as I am that domestic travel is even possible in this country, a girl needs some spice sprinkled in! Domestic travel has so many benefits and I’ve loved every second of it. But I can’t wait to experience the world out there again.

Let me know if I missed any other pros and cons of domestic travel! I’m curious what others’ travel experiences have been like during these strange times.

Stay safe and much love,

Pamela Edmondson

Pamela Edmondson is a New Zealand-based content creator. Her blog Nut Brown Rose takes you around New Zealand (and beyond) unpacking the principles of slow travel and the art of storytelling. She has lived a turbulent life and takes small steps every day toward healing and falling in love with the earth beneath her feet.

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Importance & Economic Impact of Domestic Tourism

December 2018

By World Travel and Tourism Council

Using the World Travel & Tourism Council’s (WTTC) annual economic impact data, this publication assesses the importance of domestic travel to 185 countries, considers the trends driving this phenomenon and provides policy recommendations for the continued growth of domestic travel in the global economy.

While countries often tend to focus on international tourism due to the revenue earned through exports, domestic tourism remains the leading form of tourism, representing 73% of the total global tourism spend in 2017.

Governments use domestic tourism as a tool to eliminate local poverty, generate employment and economic growth, upgrade infrastructure and alleviate pressure from overcrowding through, for instance, discretionary pricing policies and the provision of non-wage tourism benefits. Moreover, domestic travel helps address seasonality within regions, while also dispersing tourists to less visited rural areas, which tend to be overlooked by foreign visitors.

The research shows that China has been extremely successful in fostering domestic tourism, outperforming all other countries in domestic spending growth over the last ten years thanks to its growing middle-class and government support. China is now the leading domestic tourism market in the world, up from 4th position in 2008. Meanwhile, many developing countries have also shown significant growth in Travel & Tourism domestic spending, as residents with rising disposable income begin to explore their countries.

The significant benefits of domestic tourism

17 Nov 2020

By Bruno Trenchard

Govenment support linked to specific benefits

1. Income security    a. Reducing the reliance on inbound (international) visitors    b. Reducing exposure to international events, crises and security issues    c. Reducing exposure to currency risk 2. Income creation and retention    a. Increasing hospitality market size through induced demand    b. Increased spending on hospitality from UAE residents within the country    c. Increasing overall hospitality revenues in the UAE 3. Stronger sense of belonging    a. Fostering discovery of the country by residents and nationals    b. Fostering a stronger sense of belonging to the country for residents

How domestic tourism creates hospitality demand

Diversification of tourist activities.

Hotel requirements for domestic travellers

Hotels outside of 5-star segment will be key for domestic demand.

Domestic Tourism

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• First Online: 27 March 2024
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• Hyungsuk Choo 3  

Domestic tourism can be described as tourism involving residents of one country traveling nationally. It does not involve the crossing of international borders at entry points. As early recorded history provides a glimpse into ancient practices, domestic tourism is in fact the first form practiced. Domestic tourism has been a well-established practice worldwide. A strong relationship between tourism and visiting friends and relatives and religious pilgrimage has been found in countries with a long history of domestic tourism (Rogerson and Lisa 2005 ). On the contrary, mass domestic tourism has only recently emerged in other countries mostly due to increased disposable income, introduction of labor rights associated with leisure and vacation, governmental policy about the deregulation of internal movement, and so on (Scheyvens 2007 ).

Tourism is essentially an activity engaged by human beings. The minimum necessary features include the act of travel from one place to another, a particular...

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Pierret, F. 2011. Some points on domestic tourism . Madrid: World Tourism Organization.

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Rogerson, C., and Z. Lisa. 2005. ‘Sho’t Left’: Changing domestic tourism in South Africa. Urban Forum 16 (2-3): 88–111.

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Scheyvens, R. 2007. Poor cousins no more: Valuing the development potential of domestic and diaspora tourism. Progress in Development Studies 7: 307–325.

Seckelmann, A. 2002. Domestic tourism – A chance for regional development in Turkey? Tourism Management 23: 85–92.

Sindiga, I. 1996. Domestic tourism in Kenya. Annals of Tourism Research 23: 19–31.

UNWTO. 2012. Methodological notes to the tourism statistics database . Madrid: World Tourism Organization.

———. 2020. UNWTO briefing note – Tourism and COVID-19, Issue 3. In Understanding domestic tourism and seizing its opportunities . Madrid: UNWTO. https://doi.org/10.18111/9789284422111 .

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Xu, G. 1998. Domestic tourism and its economic effect in Beidaihe, The Largest Seaside Resort of China. Pacific Tourism Review 2: 43–52.

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Hyungsuk Choo

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Choo, H. (2023). Domestic Tourism. In: Jafari, J., Xiao, H. (eds) Encyclopedia of Tourism. Springer, Cham. https://doi.org/10.1007/978-3-319-01669-6_255-2

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Tourism’s Importance for Growth Highlighted in World Economic Outlook Report

• All Regions
• 10 Nov 2023

Tourism has again been identified as a key driver of economic recovery and growth in a new report by the International Monetary Fund (IMF). With UNWTO data pointing to a return to 95% of pre-pandemic tourist numbers by the end of the year in the best case scenario, the IMF report outlines the positive impact the sector’s rapid recovery will have on certain economies worldwide.

According to the World Economic Outlook (WEO) Report , the global economy will grow an estimated 3.0% in 2023 and 2.9% in 2024. While this is higher than previous forecasts, it is nevertheless below the 3.5% rate of growth recorded in 2022, pointing to the continued impacts of the pandemic and Russia's invasion of Ukraine, and from the cost-of-living crisis.

Tourism key sector for growth

The WEO report analyses economic growth in every global region, connecting performance with key sectors, including tourism. Notably, those economies with "large travel and tourism sectors" show strong economic resilience and robust levels of economic activity. More specifically, countries where tourism represents a high percentage of GDP   have recorded faster recovery from the impacts of the pandemic in comparison to economies where tourism is not a significant sector.

As the report Foreword notes: "Strong demand for services has supported service-oriented economies—including important tourism destinations such as France and Spain".

Looking Ahead

The latest outlook from the IMF comes on the back of UNWTO's most recent analysis of the prospects for tourism, at the global and regional levels. Pending the release of the November 2023 World Tourism Barometer , international tourism is on track to reach 80% to 95% of pre-pandemic levels in 2023. Prospects for September-December 2023 point to continued recovery, driven by the still pent-up demand and increased air connectivity particularly in Asia and the Pacific where recovery is still subdued.

Related links

• Download the News Release on PDF
• UNWTO World Tourism Barometer
• IMF World Economic Outlook

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Related content, international tourism reached 97% of pre-pandemic level..., international tourism to reach pre-pandemic levels in 2024, international tourism to end 2023 close to 90% of pre-p..., international tourism swiftly overcoming pandemic downturn.

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The difference between international and domestic tourism

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What is Tourism?

Tourism can be broadly defined as the act of traveling to destinations outside one’s residence for the purpose of leisure, recreation, business, or other objectives. It covers a wide range of activities, such as sightseeing, cultural experiences, ecotourism, and others. But looking at the bigger picture, it is a complex and varied industry that has a significant impact on the global landscape.

Tourism has a tremendous impact on the global economy , contributing to create job opportunities, develop infrastructure, and promote cultural exchange. Tourism can be linked into two closely linked concepts: domestic tourism and international tourism.

What is Domestic Tourism?

Domestic tourism involves traveling within one’s own country for leisure, recreation, or business purposes. It entails exploring places, landmarks, and accommodations that are situated within the country’s borders. Domestic tourists are considered those who engage in short-term travel within their own country.

Destinations under domestic tourism are easily accessible for residents, typically located within a manageable driving distance or a short flight away. is generally more affordable compared to international travel, as it avoids expenses like airfare, visas, and currency exchange fees.

What is International Tourism?

International tourism is the act of traveling to foreign countries or territories for leisure, business, or various other reasons. International tourism plays a vital role in global economies through fostering economic growth and generating career opportunities.

International tourism promotes cross-cultural exchange and understanding as tourists engage with individuals from diverse backgrounds and traditions. While international tourists might experience challenges such as language barriers, it’s all part of the experience and others see it as an opportunity to learn different languages. Most tourists visit historical landmarks and natural wonders, explore the country’s culinary highlights, and other adventures the country has to offer.

What’s the Difference Between Domestic and International Tourism?

The following table will help you determine the general differences between domestic and international tourism:

Why Are Tourists Favouring Domestic Tourism Over International Tourism?

There are a number of reasons why people would favour domestic travel over foreign travel. Among the most common reasons are:

•  Cost: Domestic travel generally entails shorter distances and lower travel expenses than international travel.
•  Language and cultural barriers: Domestic tourism may be more enticing to travellers who are not comfortable traveling to a foreign country where they may be unfamiliar with the language and culture.
•  Familiarity: Exploring one’s own country can be less overwhelming as there may be fewer changes to adapt to.
•  Time: Domestic tourism may be more convenient for those who have limited time for vacation, as it typically involves shorter travel times.
•  Economic advantages: By supporting local companies and job-generating opportunities, domestic tourism can help boost the economy of one’s own country.

What Should You Consider Before Going on a Domestic or International Trip?

There are several things to consider before embarking on a trip, whether domestic or international. Some of these include:

•  Budget: Determine how much money you will need for the trip. Be sure to allocate funds for transportation, lodging, food, and any attractions or activities you’d like to see or do.
•  Documentation: For those looking to travel internationally, it’s important to prepare the necessary documentation, such as a passport and visa, well in advance and keep them on your person during your transit.
•  Activities: Research and plan out the activities and attractions you want to experience during your trip.
•  Travel insurance: Consider getting travel insurance as a safeguard against unforeseen circumstances like trip cancellations or health concerns.
•  Health and safety: Research the health and safety protocols at your travel destination and ensure that you are able to comply with them, including getting vaccinated, masking, or purchasing travel insurance that covers medical emergencies.

If you’re interested in joining this sector,  check out TSoM’s academic opportunities in hospitality and tourism .

Frequently Asked Questions (FAQs)

• What is the difference between international and domestic tourism?

The main difference between international and domestic tourism is the destination of travel. International tourism involves traveling outside of one’s own country, while domestic tourism involves traveling within one’s own country.

• What does domestic mean vs international?

Within the context of tourism, the term “domestic” pertains to activities, destinations, or travel that takes place within the borders of one’s own country of residence. On the other hand, “international” refers to activities, places, or travel that extends outside national borders.

• What is domestic tourism?

Domestic tourism refers to traveling within one’s own country for leisure, recreation, or business reasons.

• Why is domestic tourism better?

There are several advantages to domestic tourism when compared to international tourism, such as accessibility, the local country’s economic growth, sustainability, and more

One Reply to “The difference between international and domestic tourism”

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Fact sheet: 2022 national travel and tourism strategy, office of public affairs.

The 2022 National Travel and Tourism Strategy was released on June 6, 2022, by U.S. Secretary of Commerce Gina M. Raimondo on behalf of the Tourism Policy Council (TPC). The new strategy focuses the full efforts of the federal government to promote the United States as a premier destination grounded in the breadth and diversity of our communities, and to foster a sector that drives economic growth, creates good jobs, and bolsters conservation and sustainability. Drawing on engagement and capabilities from across the federal government, the strategy aims to support broad-based economic growth in travel and tourism across the United States, its territories, and the District of Columbia.

The federal government will work to implement the strategy under the leadership of the TPC and in partnership with the private sector, aiming toward an ambitious five-year goal of increasing American jobs by attracting and welcoming 90 million international visitors, who we estimate will spend $279 billion, annually by 2027.

The new National Travel and Tourism Strategy supports growth and competitiveness for an industry that, prior to the COVID-19 pandemic, generated $1.9 trillion in economic output and supported 9.5 million American jobs. Also, in 2019, nearly 80 million international travelers visited the United States and contributed nearly $240 billion to the U.S. economy, making the United States the global leader in revenue from international travel and tourism. As the top services export for the United States that year, travel and tourism generated a $53.4 billion trade surplus and supported 1 million jobs in the United States.

The strategy follows a four-point approach:

• Promoting the United States as a Travel Destination Goal : Leverage existing programs and assets to promote the United States to international visitors and broaden marketing efforts to encourage visitation to underserved communities.
• Facilitating Travel to and Within the United States Goal : Reduce barriers to trade in travel services and make it safer and more efficient for visitors to enter and travel within the United States.
• Ensuring Diverse, Inclusive, and Accessible Tourism Experiences Goal : Extend the benefits of travel and tourism by supporting the development of diverse tourism products, focusing on under-served communities and populations. Address the financial and workplace needs of travel and tourism businesses, supporting destination communities as they grow their tourism economies. Deliver world-class experiences and customer service at federal lands and waters that showcase the nation’s assets while protecting them for future generations.
• Fostering Resilient and Sustainable Travel and Tourism Goal : Reduce travel and tourism’s contributions to climate change and build a travel and tourism sector that is resilient to natural disasters, public health threats, and the impacts of climate change. Build a sustainable sector that integrates protecting natural resources, supporting the tourism economy, and ensuring equitable development.

Travel and Tourism Fast Facts

• The travel and tourism industry supported 9.5 million American jobs through $1.9 trillion of economic activity in 2019. In fact, 1 in every 20 jobs in the United States was either directly or indirectly supported by travel and tourism. These jobs can be found in industries like lodging, food services, arts, entertainment, recreation, transportation, and education.
• Travel and tourism was the top services export for the United States in 2019, generating a $53.4 billion trade surplus.
• The travel and tourism industry was one of the U.S. business sectors hardest hit by the COVID-19 pandemic and subsequent health and travel restrictions, with travel exports decreasing nearly 65% from 2019 to 2020. 
• The decline in travel and tourism contributed heavily to unemployment; leisure and hospitality lost 8.2 million jobs between February and April 2020 alone, accounting for 37% of the decline in overall nonfarm employment during that time. 
• By 2021, the rollout of vaccines and lifting of international and domestic restrictions allowed travel and tourism to begin its recovery. International arrivals to the United States grew to 22.1 million in 2021, up from 19.2 million in 2020. Spending by international visitors also grew, reaching $81.0 billion, or 34 percent of 2019’s total.

More about the Tourism Policy Council and the 2022 National Travel and Tourism Strategy

Created by Congress and chaired by Secretary Raimondo, the Tourism Policy Council (TPC) is the interagency council charged with coordinating national policies and programs relating to travel and tourism. At the direction of Secretary Raimondo, the TPC created a new five-year strategy to focus U.S. government efforts in support of the travel and tourism sector which has been deeply and disproportionately affected by the COVID-19 pandemic.

Read the full strategy here

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Home > Books > Tourism

Contribution of Domestic Tourism to Sustainable Tourism Development

Submitted: 16 June 2020 Reviewed: 19 August 2020 Published: 01 December 2020

DOI: 10.5772/intechopen.93646

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Tourism literature is awash with evidence of the value of domestic tourism to the tourism industry in general. However; there is limited knowledge of how domestic tourism is contributing towards sustainable tourism development especially in developing countries. This study explored the contribution of domestic tourism to sustainable tourism development in Zimbabwe, one developing country in Southern Africa. Using qualitative methodologies, data were collected and thematically analysed. The study revealed that domestic tourism has both positive and negative contributions to sustainable tourism development in unique ways. In conclusion, it was noted that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

• tourism marketing
• tourism value
• destination management

Author Information

Forbes kabote *.

• Chinhoyi University of Technology, Zimbabwe

*Address all correspondence to: [email protected]

1. Introduction

This chapter explores the contribution of domestic tourism to sustainable tourism development. In depth, interviews with 25 domestic tourists and 20 tourism suppliers from Harare, Bulawayo, Victoria Falls and Kariba revealed positive and negative contributions of domestic tourism to sustainable tourism development. Positive contributions of domestic tourism to sustainable tourism development were in the form of destination exposition, destination appreciation and economic development. Notable negative contributions were on destination degradation and low economic value.

2. Positive contributions of domestic tourism to sustainable tourism development

Positive contributions are those facets that seem to be adding value to the long-term sustenance of the destination and the tourism industry. A number of positive contributions portray domestic tourism as a vital dimension upon which to attain sustainable tourism development. These include destination exposition, destination appreciation and economic development.

2.1 Destination exposition

Destination exposition is when a community plays a part in ensuring that the destination becomes popular within and outside the local community. Well-travelled local people expose destinations visited to other tourism stakeholders such as inbound tourists, potential investors and government departments. According to Bessière [ 1 ], knowledgeable local people have a habit of taking new people who visit an area to local attractions they are familiar with. For example, David Livingstone was shown Mosi-oa-Tunya by knowledgeable local people [ 2 ]. He later wrote about it and renamed it to Victoria Falls. Today Victoria Falls is among a number of attractions that were exposed to foreigners by well-informed local people. Destinations like Victoria Falls and the wildlife sanctuaries around it became key attractions and destinations to regional and international tourists to Zimbabwe [ 2 ].

In order to expose tourism destinations to the outside world, domestic tourists assume various positions and functions within the tourism industry such as being information bureaus, ambassadors, role models and tour guides to attractions and destinations within their communities.

2.1.1 Domestic tourists as information bureaus

Domestic tourists act as information rich, well-researched and travelled unofficial information bureaus to potential tourists both domestic and international (see [ 3 , 4 ]). They provide informal information through word of mouth and personal experiences that is not regulated, not packaged, free, available anywhere and anytime to both active and potential tourists. Domestic tourists as information bureaus are not place and time restricted providing inbound tourists with alternative sources of information.

Inbound tourists rely on unprocessed information gained through word of mouth when making travel decisions as they believe it to be the truth as compared to neatly packaged information from official information bureaus (see [ 5 ]). Tourists become more informed on the prevailing environment at the destinations keeping them up to date with changes that might affect their tourism experience. In so doing they become informed travellers which is critical for tourism development.

2.1.2 Domestic tourists as tourism ambassadors

Local people who travel outside their country become default tourism ambassadors when called upon to talk about tourism in their country to people they meet outside their usual area of residence [ 6 ]. Local people leave the country temporarily or permanently.

As temporary travellers, local people need to know their country better to allow them to answer any question foreigners may ask. This way they would be able to sell their country by giving factual information based on the personal experience. Such information on destinations and attractions generates curiosity among the foreigners who would want to visit the country in future widening the tourism base for the destination country.

Local people have also migrated to other countries in search of wealth and found value in foreign lands. In the case of Zimbabwe, these are the bulk that visits Zimbabwean destinations during their own holidays as international tourists. This implies that when they left the country they did not have sufficient resources which could be used for tourism purposes but now can afford to travel for tourism purposes. This is better understood through Reed’s [ 7 ] insights derived from African Americans born of slave trade parents who see tourism to Africa as an opportunity to connect with their past. Diasporeans visit local attractions along with friends and relatives to whom they explain their own experiences in foreign lands and how foreigners travel in their own country and abroad. This would inspire local people to also want to travel creating a strong foundation for future tourism from both domestic and international tourists.

Diasporians usually visit renowned destinations that their foreign friends hear, talk, enquire about and probably have visited in the past. This allows them to familiarise themselves with these destinations in order to convince their foreign friends that they too know their own country. However, fairly unknown destinations are also popular with domestic tourists.

Some tour operators believe that if well advertised to domestic tourists, small destinations have potential to have large volumes of tourists both domestic and internationals through referrals. This draws a comparison between efforts being employed by authorities in advertising small and big destinations in the country. There is too much attention on big destinations that are frequented by international tourists at the expense of small destinations common with domestic tourists. This deliberate neglect of small destination development is counter sustainable tourism development as domestic tourists are known as more influential in building future tourists to any destination through referrals (see [ 8 ]). The others would feel being left out and also visit these places to experience them for themselves expressing the egoistic tendencies inherent among human beings (see [ 9 ]).

2.1.3 Domestic tourists as role models

Domestic tourists also assume the position of role models and ones to set the pace for inbound tourists by first visiting local attractions and destinations. This creates curiosity among potential tourists from other areas who would also want to visit these attractions and destinations. The trend of inbound tourists following domestic tourists supports Hudson and Ritchie’s [ 8 ] argument that domestic tourism provides the bedrock for sustainable tourism development in any destination as more tourists are inspired to visit the local destination in future.

2.1.4 Domestic tourists as tour guides

Through domestic tourism local people assume tour guiding roles. Knowledgeable local people lead inbound tourists around showing them local attractions every time they receive visitors not familiar with the local attractions. The provision of tour guiding services by local people reinforces information sharing through social exchange (see [ 10 ]). This gives a positive image of the conduct of local people which inbound tourists would take back home, share with friends and relatives widening the base for future tourism to the destination.

2.2 Destination appreciation

Attraction and destination attractiveness is built by the people who see value in the attraction and destination, retain the value and sell it so that others would also appreciate them (see [ 11 , 12 ]). Host communities seem to share similar views in that Zimbabweans have developed a higher level of appreciating beauty in objects they used to take for granted. The various views seem to agree on a number of ways in which destinations are appreciated by the stakeholders. Destination appreciation is exhibited through local people being active participants in tourism, their degree of tolerance, conduct of stakeholders at destinations, sense of ownership, management style and the development of tourists.

2.2.1 Active participation

Well-travelled local people help form a stakeholder inclusive tourism industry that guarantees customer satisfaction preparing ground for future tourists to the destination in tandem with the stakeholder theory [ 13 ]. Informed local people have become more welcoming to the tourists as they appreciate them more through active participation in tourism as tourees or tourists. Local people see more value in hosting tourists in their communities. They see value in sharing information, ideas and experiences. They know what kind of stories to share with tourists and where to take them. They even have an appreciation of the different tourists’ expectations hence they are better prepared to handle them.

Unlike in the past where travelling was restricted and associated with foreigners especially those from the west, these days there is a notable paradigm shift where an increasing number of local people are participating in tourism. Over the years, local people have come to realise the economic and social value of tourism for their communities and themselves through interaction with foreigners, observing them going on holidays and their psychological needs and desire to understand the environment in which people live in and how they came to be what they are.

This implies that travelling for leisure is contagious (see [ 14 ]). When people talk about their experiences or excitedly show off pictures and souvenirs obtained during their holidays, they inspire others to also want to travel. In the process, everyone will become part of the wave as people seek to be seen as moving along with times and being modernised. Modernisation theory which argues that everyone seeks to leave behind old obsolete ways of life to modern inspiring ways of life (see [ 15 ]) better explains this thrust.

2.2.2 Tolerance

During domestic tourism, people go to new places they are not familiar with where they interact with people whose way of life they do not know. They make friends with some even getting married. The development of long-term relationships during the interaction from being pure strangers to general friends into marriage partners reinforces the arguments of the uncertainty reduction theory as applied in tourism (see [ 16 , 17 ]). This cements a once sceptical relationship with unfamiliar people, customs and values into a common ground or contact upon which future travellers to these places make use of. This increases the tourists’ confidence to engage with the hosts fully aware that they have some common ground upon which to build better relationships.

However, it is not easy to build such relationships especially in a multilingual countries, for example in Zimbabwe there 16 official languages [ 18 ]. Language ignorance and counter accusations between different ethnicities aggravate animosity between domestic tourists and host communities especially when one visits areas that do not speak the same language as that of the tourist (see [ 19 ]). However, with more combined efforts, such diversity can be turned around into an advantage where the ethnic groups would visit each other as domestic tourists. This would help ethnic groups to better appreciate each other and hence lead to societal integration, peace and nation building. A situation that is ideal for tourism development in any country as tourists do not want to visit volatile destinations that they perceive as risky (see [ 20 ]).

2.2.3 Tourists conduct

Host communities were able to distinguish the attractions that appeals to international tourists compared to those that appeals to domestic tourists through their conduct. Foreigners are believed to have more respect and place more value on local attractions because they have more curiosity as compared to domestic tourists. The attraction is bound to be new and a spectacle to a foreigner; hence, it generates a lot of interest, the need to understand the phenomena and how the local people live with such spectacular attractions.

On the other hand, domestic tourists seem to be excited when exposed to new attractions they are not familiar with in their everyday life. Some families in big cities grew only exposed to urban settings without any exposure to the life outside towns hence they have greater desire to explore the countryside. To them, all the flora and fauna make an exciting encounter, hence the increase in photo safaris. With increasing value in the attractions from both domestic and international tourists, the need to conserve them increases aiding in attaining sustainable tourism development.

2.2.4 Ownership of attractions and destinations

Local people feel they are part of the local cultures on display. As such they develop greater respect for historical and cultural attractions as compared to foreign tourists (see [ 21 ]). This helps maintaining the curiosity of the inbound tourist. The differences in approach and understanding of local values and rituals have had effects on tourists and tourism. For example, in Zimbabwe, there are both domestic and international tourists that disappeared in Mount Nyangani making the mountain a dark tourism site.

To date, there is no agreed explanation as to how these people disappeared. According to Mupira [ 22 ], the scientific explanation points to quicksands believed to be burying people though it has not been proven so. On the contrary, local people attributed the disappearing of people to angry spirits (see [ 22 ]).

It seems though that both the tourists and local people believe the local people’s theories as exhibited by their actions. For example, before climbing Mount Nyangani, tourists consult local traditional leadership. The traditional leadership is perceived as the owners and custodians of local culture and values. The myths around the disappearance of people in Mount Nyangani present local communities with an opportunity to interact with inbound tourists. They use their knowledge of local systems as part of the broader national systems to share safety practices required by tourists for one to have a successful hike in the mountain. Knowledge exchange is based on indigenous knowledge systems [ 23 ] where local values need to be respected. Strict adherence to dos and do nots while at sacred places are agreed to as the best way of touring sacred places. Employment is created where local people act as tour guides for climbers where their knowledge of the area increases the success of such hikes. This would influence more climbers to visit this place in future knowing that it has become safer through engaging knowledgeable local people.

Dark tourism sites have gained international attention. People visit to experience the dark encounters and remember their loved ones who disappeared in these places. Some tourists will be trying to understand spirituality and ritualism practiced by local people believed to have power over what is happening at the sites (see [ 24 ]). Anthropologists will also seek explanations to the mysteries around the disappearance of people at these places. The continued polarisation of the two perceptions would keep the myth ongoing and the destination attracting more tourists.

In other incidences, through domestic tourism, local people have come to realise the value of resources available in their communities. This is a manifestation of the realisation that each area is unique in its offerings to the tourism industry and the need to have responsible local people. Host communities should take care of resources available within their communities by practicing sustainable resource utilisation, for example when fishing.

Domestic tourists felt that tourism was part of their heritage. This portrayed tourism as an inherent phenomenon that was practiced since time immemorial, visiting and enjoying the God-given attractions. However, the difference could be that unlike foreigners who travel and spend some days in some foreign land, domestic tourists do not cross international borders to be tourists. Instead, domestic tourists travel to get their mind together and in the process will be admiring nature and being healed by nature as tourists for the duration of their experience. Domestic tourists benefit personally from tourism just like their international counterparts. A situation which is better understood through the tourist gaze concept which argues that one does not necessarily need to spend at least a day away from home to be a tourist, but rather it is the engagement in touristic activities that makes one a tourist (see [ 25 , 26 ]).

2.2.5 Destination management

To continue gaining tourism benefits, authorities that manage destinations especially dark tourism sites like Nyanga are investing more in scientific ways of ensuring the safety of tourists to these destinations. For example, to increase the safety of tourists to Mount Nyangani, the following may be adopted. Tourists to fully charge their cellular phones have torches with new batteries and spare batteries, be accompanied by a trained tour guide and encouraged to stick to walkways cleared by the authorities, avail and ensure all tourists wear reflective jackets, carry whistles and bells to aid in rescue mission in the event of someone disappearing.

Adherence to the rules is expected to maximise chances of successful trips and enjoyable experiences opening the destination to more risky averse tourists who are not comfortable visiting under the current conditions. These would visit in future as it becomes clearer through testimonies of how others have experienced dark tourism attraction site.

2.2.6 Development of tourists

Building on Urry and Larsen [ 26 ] tourist gaze concept, one can argue that domestic tourism is made up of various building blocks as local people appreciate the value of tourism and its healing power. This gives the impression that at first local people just walk around within their communities unaware that they are actually being tourists in the process, later they explore further afield before travelling internationally as ‘tourists’. Figure 1 shows the development stages and degree of tourism formalisation matrix.

Tourist development and formalisation matrix.

Tourists undergo four stages of development that build on each other without clear cut off point but rather a gradual change. This is better appreciated through the lenses of Maslow’s hierarchy of needs theory [ 27 ] that argues that a satisfied need is no longer a motivator hence desire to go for another higher order unsatisfied need. Equally tourists start by exploring their local communities before going further afield. Through exposure they are motivated to explore more and further away from their local community and there is need for the right political and economic environment to prevail before that can happen.

The four stages identified in tourist development are when one is a backyard domestic tourist, micro domestic tourist, macro domestic tourist and international tourist.

2.2.7 Backyard domestic tourists

Backyard domestic tourists are local people who go out of their homes for some moments for leisure. They forget their everyday challenges without spending anything in tandem with the tourist gaze concept (see [ 26 ]). Everything being done at this stage is informal with people going out for different social reasons like managing domestic disputes as given by respondent 17 who said ‘When you have a problem even at home with Madam (wife) you go for a breath of fresh air’. This portrayed backyard domestic tourists as mainly individuals seeking to rest and in need of time to recollect themselves and strategise on challenges they are facing.

In backyard domestic tourism are also young couples hiding from communal eyes especially during courtship. Young people would wonder off the beaten path in search of privacy and seclusion. It is during these moments that attractions are discovered as people wonder off from home. These new attractions become the bedrock of future tourism as tourists graduate from backyard purely informal domestic tourists towards formal international tourists going beyond their own country’s borders.

2.2.8 Micro domestic tourists

Micro domestic tourists are local people who would be fully aware of attractions within their locality. They would take time to visit them. They would take along friends and relatives who would have visited them but not familiar with local attractions. Local people would explain to the visitors the various stories associated with the attractions. Some would even take their families for a day visit at these attractions for picnics [ 25 ].

At this stage local people would also visit official tourism sites located within their communities where they will have to pay to access the attraction. Thus, as one goes up from being a backyard domestic tourist towards being an international tourist, they become more formal. However, at this stage, local people would be spending the day out and come back the same day. Distance covered is subject to the exact location of the attraction though distance is not the key variable but the activities one does during that time when they are tourists. Typically they are recognised in tourism as excursionists though Urry and Larsen [ 26 ] and Cohen and Cohen [ 28 ] describe them as informal domestic tourists whilst Canavan [ 25 ] refers to them as micro domestic tourists.

2.2.9 Macro domestic tourists

On the third level are the macro domestic tourists who take their time to visit attractions within their country but beyond their locality. They spend some time travelling to and from the destination and within the destination [ 25 ].

Apart from the attraction, these tourists also need such facilities like guest houses, lodges, hotels and restaurants. They spend at least a day at the destination to enjoy. They pay for almost everything they need to use and enjoy at the destination contributing to the formal tourism industry. At this stage, all they do is formal qualifying them to be called domestic tourists as they are restricted within the boundaries of the country.

2.2.10 International tourists

The fourth and last stage is when tourists are now travelling beyond the boundaries of their country making them international tourists. At this stage, everything is formal and demands for proper planning and coordination as the people would need to cross borders, deal with foreigners, use foreign language and face unfamiliar economic, political and social environment.

The four stages of tourist development give insights into how domestic tourism can be nurtured according to the resource base of the various tourists. Those with minimal income being encouraged to stick to recreation at local attractions like community recreation areas. Whilst those with more money are encouraged to explore their country further before going international.

When local people evolve from backyard domestic tourists to international tourists they tend to have a better understanding of tourism and tourism resources. As a result they register behaviour change where they become active participants in tourism resource conservation aiding in environmental sustainable tourism development of the destination. Local people would come together and work with other interested parties to conserve nature for their own good and the good of others, present and future generations inclusive ensuring that tourism will thrive into the future satisfying the intergeneration sustainability of the tourism industry. Figure 2 explains how local people and other organisations are working together in conservation.

Example of mutual effort in conservation.

This gives a community based resource management approach that all stakeholders are part of. With all conservation resources being donated by others, local people will also see value in the same resources as they also seek to understand why someone from as far as Australia would be interested in saving their God given natural resources. Tourism resources are protected from potential threats like poachers ensuring their continued existence into the future. At the same time allowing for coordinated harvesting of such resources in a manner that benefits all stakeholders through such facilities like CAMPFIRE ( Figure 3 ).

CAMPFIRE activities on resource management in Zimbabwe.

Communities have benefitted from resources within their vicinity through infrastructural developments and employment creation [ 29 ]. This has motivated communities to conserve the resources that will benefit future stakeholders.

Accessibility concerns which can take the form of roads, rail, air, information, technology are real and of concern especially in remote destinations. With rural areas offering the bulk of tourist attractions Government is under pressure to make them accessible as a way of improving tourism (see [ 30 ]). Local people have structures designed to address their concerns. These include local councils, members of parliament and relevant ministries. Addressing accessibility concerns will benefit both present and future domestic and international tourists to the destination as the infrastructure developed to support them will last for some time and have long term effects to the communities and the tourism industry.

Domestic tourism allows local people to understand the different cultures among the indigenous people of a country. Tourists now understand that one has to enjoy the differences than destroy the other people and their culture. They should also help to conserve the other culture for everyone to enjoy from such cultures in future.

2.3 Attraction authenticity

Attraction authenticity is when an attraction remains consistent over time offering same benefits in the same manner as originally presented. On its own, Zimbabwe is believed to be a sustainable tourism destination as it still has its attractions intact. Zimbabwe still has its culture, flora, fauna, food, mountains and rivers unadulterated through modernisation. For example, animals are still available in the natural wilderness not zoos.

The continued practices of traditional cultures provide cultural tourists with essential attractions to enjoy. In the process allowing them to time travel back into the days when the same cultures were experienced by their forefathers through re-enactment of the experiences and listening to stories about the cultures (see [ 7 ]). Serving organic foods creates demand from healthy conscious tourists and food tourists. Making Zimbabwe a dream destination to visit that will satisfy their needs.

There are many other natural attractions available in the country that domestic tourists have helped to develop and maintain for the benefit of both current and future stakeholders. Even after the historic fast track land reform programme, there are new farmers who are investing in wildlife conservation as Zimbabweans realise that wild animals have more value from the tourism industry than just having meat. One such investor said:

I wanted to venture into game parking industry so I wanted to learn more about animals which can survive in this climate in Zimbabwe so I could adopt knowledge. I have a small area where the former white farmer used to have a game reserve that I want to revive (Domestic Tourist 7).

These actions are indicative of a people that have realised their mistakes. Mistakes of destroying once vibrant game reserves and now have to revive them. This is indicative of the weaknesses of the fast track land reform programme. The programme that was adopted without due diligence on the possible short-, medium- and long term implications on communities and other stakeholders like the flora and fauna in the former white owned farms [ 31 ] which has bearing on environmental and economic sustainability of sustainable tourism development in the country.

In addition domestic tourists are helping in the discovery of new attractions with tourism value potential for the industry when they give feedback as to how visitor facilities and experiences may be improved, provide information that links different tourism sites in different parts of the country to give a complete story on available attractions.

By alerting authorities to the existence of local attractions with potential value to the tourism industry, domestic tourists are perceived as helpful in the development of tourism resource base enriching the tourism basket. Stories of how places are connected and developed establishing trails that help explain movements of earlier inhabitants of the country. For example through carbon dating, archaeological studies and fork tales educationists have been able to link Great Zimbabwe ruins in Zimbabwe with Mapungubwe Ruins in South Africa and many other ruins in Zimbabwe. As having been built by people of same origin that shared same ancestry. From cultural trails, authorities will be able to develop tourism trails through the related facilities providing a complete tour package to tourists interested in such related attractions and generating more economic benefits and enriching the social fabric of the local people hence aiding in the economic and social sustainability of the destination.

2.4 Economic development

Domestic tourism is a key driver of local economic development in destination regions [ 32 , 33 , 34 ]. The economic benefits of domestic tourism are felt everywhere where people visit and congregate for some time. Economic benefits cuts across informal and formal domestic tourism with some being direct whilst others are indirect.

Local economy is sustained by combined investment and expenditure of local and incoming visitors. Domestic tourists use money to buy tourism goods and services like artefacts to take back home from vendors, sleep in hotels, eat in restaurants and undertake activities. Profits generated are expected to benefit the local community through Corporate Social Responsibility by having tourism organisations donating to the local communities. Once happy with income from tourism the local communities would embrace tourism in their community making tourists feel welcome in these areas and reduce animosity and hostility towards the tourism industry. This situation is better understood through Doxey’s Irridex Model (1975) where host communities and tourists interaction is normally antagonistic at first but improves as trust between the parties improves through continued interaction and flow of mutual benefits.

Profits generated in a destination are also expected to be used to develop the destination. Unfortunately it seems there is mismatch between what people believe they are paying for and what they are seeing on the ground. Interestingly local authorities were observed taking action such as repaired all the roads, filling pot holes and sometimes resurfacing a whole stretch. Street lights that last worked years ago were repaired. New bins were bought and placed at strategic places all over town. Grass was cut, rubbish picked from lawns and streets and regular refuse collection was done leaving the town clean.

These activities clearly show that the authorities have the ability to make the situation better in destinations but have little regard for the ordinary citizen and or tourist. Despite that they need the support of both local people and tourists to survive. This call for a massive paradigm shift in the way local authorities manage councils and provide services to both local people and tourists.

On the other hand, having MICE tourism whether domestic or international graced by the President helps in improving service delivery at destinations. The facilities presumably put to impress the President will remain well after the President has left to benefit the local people and the tourists. The image of the destinations will positively change in the minds of the future tourist who find the destination in an improved condition after the President’s visit [ 35 ]. Taking with them positive perceptions of the destination to be shared back home.

Domestic tourists were also observed as keen lovers of traditional food items. As such, hotels and restaurants that offer such food items have to get them from local producers. Tourism financial resources will be spread to these communities expanding the reach of tourism income ripple effects in the destination region. Thus, almost everyone will feel and enjoy the value of tourism through indirect and direct benefits. This persuades them to continue supporting the tourism industry to ensure its sustainable growth.

3. Negative contributions of domestic tourism

Negative contributions are the negative impacts to sustainability of the tourism industry attributed to domestic travel. Zimbabweans who travel to various destinations have been blamed for a number of negative impacts they had on local attractions and destinations with potential to affect the long-term sustainability of the destinations. These were attraction destruction and minimal expenditure.

3.1 Attraction destruction

Conflicts have arisen in destinations as domestic tourists were seen destroying attractions. Domestic tourists have been to attractions that have been declared heritage sites and hence protected to undertake some cultural activities for example at Ngomakurira for rainmaking ceremonies. The exercises involve entering caves and clearing routes to sacred places. In so doing they got too close to the actual attraction exposing it to the natural destruction through such geological processes like weathering, rock falls, landslides and mudflows.

Other attractions that are used for cultural purposes such as Great Zimbabwe have also been threatened by local people. For example local people walk on stones at Great Zimbabwe hence loosening the whole structure exposing the site to destruction. Local people were hosts as in residents around the Great Zimbabwe who would herd their domestic animals within the heritage site. The people would walk on the stones whilst the animals would also loosen some stones exposing the site. Unlike the incoming tourists who see the magnificent work of man in the structure, local people are used to such features and hence do not value it much. This disposition is better understood through the Shona proverb that says ‘chikomo chiremera chevarikure varipedyo vanotamba nacho’ meaning (a hill is revered by those far away, those nearby play with it).

In different tourism organisations, there are regulations that govern the behaviour of stakeholders in an effort to make the destination sustainable. Unfortunately, domestic tourists were singled out as having little respect for regulations. Domestic tourists disregard for rules and regulations is better understood through Nozick’s Entitlement Theory [ 36 ], which argues that goods distribution is just when the goods were acquired and transferred legitimately. In this case, the domestic tourists are demanding what they believe is theirs yet is being controlled by authorities. Unless and until both parties come to appreciate the need to have the authorities manage the resources and the local people together with foreigners having to pay for upkeep of such resources, domestic tourists will remain a threat to sustainable tourism development.

The arguments fronted by the domestic tourists for not wanting to pay can also be understood through the ethnicity theory [ 37 ]. The theory postulates that ethnic minorities has unique cultural value systems that influence their behaviour. Thus equally in tourism, the theory would attribute tourism behaviour differences between people (domestic and international) to value differences based on sub-cultural norms unique to each tourist grouping. How much do they value such facilities compared to what they are being asked to pay to enjoy them.

Domestic tourists also have emotional attachments with attractions given their history as such they sometimes act in very different ways. Whilst some exhibit possessive characteristics and fight to gain control of tourism resources they believe are theirs, others would want to destroy the resources. For example, domestic tourists who visited Matopos in Zimbabwe wanted to deface what is written on the grave of Cecil John Rhodes whilst others wanted to urinate on it.

Various reasons may be proffered for wanting to destroy certain attractions. These include differences in political inclination where opposing opinions may lead to physical destruction of relics associated with the enemy or rival group. After which establish own systems as a manifestation of power over your subjects (see [ 38 ]).

The hatred for Rhodes can be attributed to his association with the history of Zimbabwe. Maylam [ 39 ] argues that Rhodes is seen as a symbol of colonialism and all the injustices experienced during the colonial era, death and suffering during the liberation war where some domestic tourists lost their loved ones. Thus, in a bid to revenge their suffering under Rhodesian systems, domestic tourists would want to deface and urinate on his grave, maybe as a way of belittling him even in death.

However, despite the emotions, Rhodes remains part of Zimbabwe’s history. The history can be harvested through tourism to generate money for the country as a destination. Thus, continued emotional involvement by domestic tourists may damage the Rhodes relics such as his carts and furniture at Rhodes museum in Nyanga, Rhodes Nyanga Hotel on his once estate now a National Park and his grave at Matopos. This would remove some tourism attractions from the Zimbabwean tourism basket and is not good for sustainable tourism development in the country.

3.2 Minimal expenditure

Whilst domestic tourists are accepted as the bedrock of tourism in any country, their expenditure patterns have been low. Domestic tourists are presented as economically sensitive to distance and expenditure supporting earlier work by McKercher [ 40 ]. McKercher’s [ 40 ] distance decay theory argues that when comparable offers are available between short distant and long distant destinations, domestic tourists tend to choose short distant destinations to save on time and money. However, instead of using their income to support local tourism businesses, domestic tourists do not support tourism businesses whose services they can do without. These include accommodation providers and restaurants. In so doing domestic tourism is not supportive of the broader tourism industry with only a few selected suppliers whose services are unavoidable doing business with domestic tourists. As such the quality and quantity of facilities on offer on the market is compromised as service provider struggle to maintain standards as their income dwindles through minimal support from domestic tourists. This will have ripple effects on the tourism industry as international tourists will also shun Zimbabwe as a destination citing poor services that are not competitive.

4. Conclusion

In this chapter that explored the contribution of domestic tourism to sustainable tourism development, domestic tourism is seen as helping in exposing once unknown attractions and destinations to the outside world, having well-informed local people assuming various roles such as being quasi-information bureaus, de facto tourism ambassadors and role models and tour guides. Domestic tourism also increases destination value to the local people where they engaged in active participation as domestic tourists, develop high tolerance of incoming tourists and their conduct; exhibition of pride in attraction and destination ownership; increased investment in destination development and management and influence the growth of tourists from micro informal tourists to macro formal tourists. Positives were also noted in retaining attraction authenticity and economic development of destinations.

On the negative side, domestic tourism is blamed for attraction destruction as local people wrestled with authorities for ownership, management style, decisions on what to conserve, charges to accessing tourism resources and distribution of income generated from tourism. Domestic tourism was also blamed for the poor economic performance of some destinations since they were generally low spenders.

Evidence on the contribution of domestic tourism to sustainable tourism development suggest that without domestic tourism, Zimbabwe as a tourism destination would be struggling to grow its tourism product offering and expand its market share on the global tourism market.

5. Research limitations and future studies

This study was carried out in Zimbabwe, a developing country that was grappling with political and economic challenges. These challenges could have had an impact on how the research participants perceive the whole relationship between domestic tourism and sustainable tourism development. This might make generalisation of the results to other countries difficult limiting the study to Zimbabwe and other developing countries going through similar political and economic challenges.

Thus, recommended that similar studies be done in other developing countries that do not share similar economic and political challenges with Zimbabwe. It would also be interesting if similar studies are done in developed countries to see if the results will be comparable.

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© 2020 The Author(s). Licensee IntechOpen. This chapter is distributed under the terms of the Creative Commons Attribution 3.0 License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Domestic Tourism Importance and Economic Impact

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Using the World Travel & Tourism Council’s (WTTC) annual economic impact data, this position paper assesses the importance of domestic travel to 185 countries, considers the trends driving this phenomenon and provides policy recommendations for the continued growth of domestic travel in the global economy. While countries often tend to focus on international tourism due to the revenue earned through exports, domestic tourism remains the leading form of tourism, representing 73% of the total global tourism spending in 2017.

Governments use domestic tourism as a tool to eliminate local poverty, generate employment and economic growth, upgrade infrastructure and alleviate pressure from overcrowding through, for instance, discretionary pricing policies and the provision of non-wage tourism benefits. Moreover, domestic travel helps address seasonality within regions, while also dispersing tourists to less visited rural areas, which tend to be overlooked by foreign visitors.

Our research shows that China has been extremely successful in fostering domestic tourism, outperforming all other countries in domestic spending growth over the last ten years thanks to its growing middle-class and government support. China is now the leading domestic tourism market in the world, up from 4th position in 2008. Meanwhile, many developing countries have also shown significant growth in Travel & Tourism domestic spending, as residents with rising disposable income begin to explore their countries.

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The collision of world events offers a compelling reason to travel close to home. | Photo by James Lee on Unsplash

Rethinking Tourism

August 24, 2021

4 Ways to Promote Domestic Tourism + Destinations Leading the Way

The tourism industry is fighting through all a myriad of challenges to reopen borders, kickstart tours again, and get back to business. If ever there’s been a scrappy industry that refuses to die, the tourism industry would be it.

In all seriousness, though, the collision of countless factors recently convinced a lot of folks to embrace local travel — a trend lots of analysts predicted in spring 2020 when COVID-19 swept around the globe . It’s nearly 2022 now and many people in high-income countries are vaccinated .

Yet, given the current state of affairs, I wouldn’t be surprised if people continued to cut back on international travel and prioritized domestic travel.

Today, we face COVID-19 variants, a looming climate crisis , civil unrest, and violent weather events. People were signing flight-free pledges prior to 2020, and now even more climate-conscious consumers are questioning whether it’s ethical to fly. Though COVID-19 vaccines offer a buffer of protection and peace of mind, ongoing restrictions, unpredictable closures and cancellations, and expensive tests add increased stress and financial limitations. Additionally, many people have spent the past year broadening their understanding about inequities and racism, and travels that were at one time carefree and comfortable now might seem particularly privileged, frivolous, and wasteful.

It’s safe to say we live in a volatile world — but also one that is more hyper-aware and tuned in to reality. And though people are eager to travel, staying home looks awfully appealing.

If the domestic tourism trend is here to stay, it’s time for destinations to rethink their long-term domestic tourism marketing strategies. It’s also time to appreciate the value of local travelers and help them fully embrace their backyards.

Here are several tourism campaigns leading the way.

Embrace Space

One of the tourism industry’s biggest challenges going into 2020 was overtourism . Too many people were heavily clustered in just a few select places, creating bottlenecks, unpleasant spaces for local residents , and conditions for inappropriate behavior. 

But this city-centric problem isn’t just a tourism issue. We are creatures of habit, and nearly 60% of people live in cities . Think of your own neighborhood and routine: How far from home do you travel every day? How much of your life is built into a routine? And, how much is there to explore if you step beyond those daily, urban boundaries?

Gothenburg, Sweden, isn’t an unusually large city, but its tourism board has actively encouraged people to move beyond the city center with its Next to Gothenburg campaign since April 2019. I interviewed a representative from the tourism board in early 2021, and she told me this strategy was intended to disperse travelers across a wider geographical area throughout the entire year and promote activities beyond the city center, but it’s also meant to encourage more domestic travel.

Similarly, the Azerbaijan Tourism Board’s Adventure is Near campaign targeted domestic travelers. Recognizing people weren’t interested in being in enclosed places and longed for nature, the campaign encouraged “Azerbaijanis themselves to discover the rich and diverse offerings of their own country, from the prehistoric petroglyphs of Gobustan and the Sheki Khans’ Palace, to hiking in the Caucasus mountains and the ever-burning patches of Yanardag,” according to an article in Skift .

Embrace a Sense of Wonder

There’s something about international travel that beckons to people. Perhaps it’s the total and complete unknown in comparison to that daily routine toward which we tend to gravitate. The good news is that domestic tourism can seed that sense of awe and surprise that people seek. 

With strictly closed borders, New Zealand still has to rely on domestic tourism. A survey early in the pandemic indicated 84% of Kiwis said there was somewhere in New Zealand they wanted to go but had never visited. With this information in mind, the tourism board launched its Do Something New campaign to help locals experience their country with a renewed sense of discovery. 

The key message — that now is the perfect time for people to tick off their close-to-home bucket lists — resonated with travelers. A March 2021 survey indicated 75% of Kiwis traveled domestically over the past year, and respondents rated their experience an average of 8.7 on a 10-point scale.

Embrace Local Pride

Despite DMC’s best intentions to position their destinations as perfect and ideal in comparison to others, the truth is that every place is flawed. That’s not a bad thing. It’s simply the reality of the complex world we live in. But instead of shying away from the complicated intersections of people, culture, and place that have helped shape a destination’s uniqueness, lean into this. Using domestic tourism as an opportunity to unravel these quirky and messy bits is an opportunity to seed a sense of pride.

Australia’s Holiday Here This Year campaign emphasized “unexpected adventures” and a chance to “explore somewhere new.” However, it also unscored the value of supporting local tourism businesses with special discounts and activity guides for families.

Canada took a different approach with its recently launched, two-pronged domestic tourism campaign focused on people rather than places. The Heartbeat of Canada video featured 10 Canadians working in the tourism industry and reflected an optimistic vibe set against a harmonious “heartbeat” of sound. Additionally, a postcard campaign encouraged residents to download, write, and mail a message to someone they love on the back of a beautifully branded Canadian postcard. Nothing seeds a warm, squishy feeling quite like a handwritten note to someone you love.

Embrace a New Story

One of the good things to come out of the recent past is the recognition by people of privilege that they need to learn about and reckon with the structures of racism and colonialism from which they’ve benefited. Tangentially, that also means this is the perfect time for destinations around the world to surface and amplify the often silenced stories that shaped them. 

It’s been a breath of fresh air to see lots of socially focused tours receiving more exposure and getting more traction. The Meaningful Map from Tourism Cares is the most recent example of a tool available for independent travelers interested in planning more interesting and honest trips that embrace a new story.

Unsurprisingly, I haven’t found a destination campaign specifically focused on sharing oppressed, untold, and unheard perspectives. Top-down financed campaigns aren’t likely to expose and promote the violent, ugly parts of its history or the dark, cast-aside corners of its community. 

Yet, there is a huge opportunity for destinations to acknowledge their complexity and invite domestic travelers to embrace a new story. The question is, which will be first to do it?

JoAnna Haugen is an award-winning writer, speaker, consultant, and solutions advocate. She is also the founder of Rooted, a solutions platform at the intersection of sustainability, storytelling, and social impact. Hire her as a consultant or to speak at your next event . Find JoAnna on LinkedIn , and stay inspired by following Rooted on Instagram .

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Where Domestic Tourism Matters Most to Local Accommodation Businesses

Sponsored post by booking.com.

In the 2024 edition of the European Accommodation Barometer , the study has revealed that although 76% of European hoteliers feel that Domestic visitors important or very important to the success of their business, this importance varies from country to country. For larger countries like Germany and France, domestic visitors are seen as important to business success by 92% and 88% of hoteliers respectively. On the other end of the spectrum, southern European countries such as Portugal and Spain seem to place a stronger emphasis on international tourism when it comes to identifying their most profitable visitor cohort.

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THE BENEFITS OF DOMESTIC TOURISM

Advantages of Domestic Tourism

The Borders may have been slammed shut to tourists but domestic tourism offers advantages that overseas tourism does not.

For those who want to take a holiday in their own backyard there will not be such a hassle getting accommodation in tourism hotspots; it is a good opportunity for KIwis to see their own country before the borders open up and will be in 2022 at the earliest.

Certainly, we need tourism to return in order to pay off the covid debt.

But in the meantime businesses have no option but to turn to domestic tourism.

For tourist operators, domestic tourism offers repeat business. 

Someone coming from say China will pay one visit, return home, then save up for a holiday somewhere else, but Kiwis will often visit the same place several times over.

It will be the same in other countries too. It has been said 20% of your customers provide 80% of your revenue so it pays to take care of ALL your customers and they will repay you with repeat business.

People will happily fork out money to pursue their passion whether that be skiing, whitebaiting, duck shooting, sport, or whatever. A good example are the white baiters who travel to Haast every year providing accommodation providers and other businesses in the tiny West Coast township with much needed income during a quiet time.

What this means is repeat business for those serving the domestic tourist market and the local population.

It is therefore important to form a good relationship with your customers by keeping them up to date with goings on in the business and the local district.

An autoresponder can do this for you. 

What is an auto responder?

It is a system of sending emails to hundreds or thousands of people who have agreed to be on your email list.

Using an autoresponder helps build relationships with your customers and that is so whether you have a brick and mortar business or operate solely online.

Aweber is a popular email marketing autoresponder; you can join here for your FREE 30-day trial;

https://www.aweber.com/easy-email.htm?id=499027

www.robertastewart.com

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Elections 2024

The Weekly Update EP:08 - The Votes Are In! But Where Too Now?

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Sho't Left Travel Week relaunched: Boosting domestic tourism in South Africa

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The initiative connects local tourist destinations with domestic travellers, culminating in the Great South African Sale. Central to this effort is the Sho’t Left Partners Platform, a digital space where businesses can easily share travel deals, aided by Google Analytics integration.

With strong marketing support from South African Tourism, the campaign aims to help businesses reach a wide range of local travellers. Tourism businesses are encouraged to register their deals and tap into the growing domestic travel market.

Here, we chat with Mashoto Mokgethi, head of domestic tourism at South African Tourism, to discuss the primary objectives for this year's Travel Week, its strategies to make travel more accessible, and the prospects of the tourism industry in South Africa.

What are the primary objectives for this year's Travel Week, and how does it aim to contribute to promoting domestic tourism in South Africa?

The main objective for Travel Week this year is to continue growing in numbers, especially after the challenges of Covid-19. We want to avoid plateauing and sustain our growth momentum through the campaign.

Travel Week serves as an opportunity to reignite interest in domestic tourism and encourage South Africans to explore their own country. By offering enticing deals and promotions, we aim to make travel more accessible and affordable for everyone, ultimately boosting tourism within South Africa.

Given the challenges of affordability, how does Travel Week address concerns to make travel more accessible for South Africans?

Sho’t Left Travel Week serves as the "Black Friday of travel," offering affordable trips and flexible booking options. We provide affordable experiences, and businesses can capitalize on slow seasons or underperforming areas through the campaign.

By offering discounted rates and special deals, Travel Week allows South Africans to experience travel without breaking the bank. Additionally, the flexibility of travel dates and destinations ensures that individuals can find options that suit their budget and preferences.

Can you share insights into travel trends among South Africans observed during previous Travel Weeks, particularly regarding destination increases or shifts in preferences?

We've seen a significant increase in road travel compared to air travel. There's also a growing interest in sustainability and inclusivity among travellers. Many South Africans are opting for road trips and exploring destinations closer to home.

Additionally, there's a heightened awareness of sustainability practices and a desire to support businesses that prioritize environmental conservation and community engagement. Travelers are seeking authentic experiences that allow them to connect with local communities and contribute positively to the destinations they visit.

What strategies do tourism businesses participating in Travel Week employ to create compelling deals?

Businesses focus on affordability, offering experiences within a budget of around R5000 per night. Providing great experiences is key to attracting travellers.

Participating businesses leverage Sho’t Left Travel Week as an opportunity to showcase their offerings and attract new customers. They often offer exclusive discounts, package deals, and added amenities to entice travellers.

By providing exceptional value for money, businesses can stand out during Travel Week and attract a larger customer base.

How does Sho’t Left Travel Week generate leads and bookings for participating businesses, especially given the current state of the tourism industry?

We invest heavily in marketing Travel Week, driving traffic to our website and showcasing compelling deals through social media platforms. Our marketing efforts include targeted advertising, email campaigns, and partnerships with influential bloggers and influencers.

By creating buzz around Travel Week and highlighting the attractive deals available, we generate interest and encourage bookings from potential travellers. Additionally, our user-friendly website and booking platform make it easy for customers to browse deals and make reservations, further driving bookings for participating businesses.

Since Sho't Left Travel Week's inception, how has the campaign evolved to adapt to changing travel trends and consumer behaviour? Are there any exciting new features or initiatives planned for 2024?

Since its launch in 2018, Sho’t Left Travel Week has transitioned from addressing barriers around accessibility and affordability to incorporating non-traditional trade partners, making our offerings more relevant to local travellers.

We're exploring ways to assist tourism businesses in becoming more accessible, including collaborations with telecommunications companies to provide solutions for business growth. The campaign includes webinars that present B2B opportunities with companies like Google and MasterCard.

Sho’t Travel Week leverages lifestyle-related events and partners with the music industry to raise awareness about local travel, aiming to engage audiences where they are most receptive. We therefore have events and restaurants listed as part of the Travel Week campaign.

In 2024, we plan to partner with more technology providers to make Sho’t Left Travel Week the Great South African Sale and evolve into a platform offering travel tips and inspiring content for all local travel needs.

Last year, affordability was a key driver. This year, are there specific demographics, like young families or multi-generational groups, that Sho't Left Travel Week is targeting with its offerings?

Our domestic marketing strategy segments our population into three primary groups: Build, Convert, and Defend, based on their holiday-taking culture. We aim to build a travel culture among South Africans who have the means but are not yet travelling and convert those who travel for purposes other than holidays.

Less than 7% of our adult population currently travel for holidays, and through Sho't Left Travel Week, we want to inspire them with a variety of relevant deals and packages to travel locally, which stimulates economic growth and helps alleviate unemployment.

Our messaging also takes into account specific holiday-taking characteristics, such as the need to relax and a preference for outdoor nature-based activities and beach experiences.

We also understand that South Africans love their country and want to explore it, hence the campaign, It’s Your Country, Enjoy It, Cause nothing more fun than a Sho’t Left!

Beyond generating sales during the campaign period, how does Sho't Left Travel Week contribute to a lasting change in South Africans' travel habits? Are there any metrics you can share to measure this impact?

We focus on inspiring long-term travel habits by highlighting the economic and personal benefits of local travel.

Metrics to measure this impact include the growth in domestic travel bookings year-over-year, increased engagement and participation in travel-related webinars and events, and partnerships formed with tourism businesses.

South African Tourism also has targets for all markets, and quarterly we measure how far we are at reaching these, keeping in mind that a campaign might only yield benefits at a later stage.

Is Sho't Left Travel Week collaborating with any new or interesting partners this year, like regional tourism boards or travel technology companies, to enhance the campaign's reach and offerings?

Each year, we collaborate with provincial tourism authorities from all nine provinces, providing them with a toolkit to extend our reach and highlight hidden gems within their areas. We continuously engage with various organisations, understanding that our success depends on building strong, relevant partnerships.

We have also collaborated with Tempest car hire and Renault to further promote road trips and reach more consumers.

Is there an increased focus on integrating technology, such as mobile apps or online booking platforms, to make participating in Sho't Left Travel Week easier and more accessible for South Africans?

Our immediate goal is to incorporate AI into our search function on our online booking platform. We are exploring various options to find the best partner offering a solution that is easily accessible via smartphones, improving efficiency and accuracy when audiences search for the right deals and packages.

How does Sho’t Left Travel Week ensure inclusivity and accessibility for a diverse range of travellers across different demographics and regions?

We showcase diverse demographics in marketing materials and ensure representation. Offering affordable experiences for all South Africans is essential. Sho’t Left Travel Week is designed to cater to a wide range of travellers, regardless of their budget, preferences, or demographics.

We also feature a diverse range of destinations, accommodations, and activities to appeal to different interests and lifestyles. Additionally, we actively promote inclusivity and diversity in our marketing campaigns, showcasing people from various backgrounds enjoying travel experiences. By embracing diversity and accessibility, we aim to make Travel Week inclusive and welcoming to all South Africans.

Looking ahead, what are your hopes for the future of the tourism industry in South Africa, and how does Sho’t Left Travel Week contribute to realising these aspirations?

We aim to sustain momentum in travel, create a space for all South Africans to enjoy affordable experiences, and offer flexible payment options. Inclusivity and accessibility are key to shaping the future of tourism.

As we look ahead, we hope to see continued growth and innovation in the tourism industry, with Sho’t Left Travel Week playing a central role in promoting domestic travel and supporting local businesses.

By providing affordable and accessible travel options, we empower South Africans to explore their own country and contribute to the growth and development of the tourism sector.

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Where Domestic Tourism Matters Most to Local Accommodation Businesses

I n the 2024 edition of the European Accommodation Barometer , the study has revealed that although 76% of European hoteliers feel that Domestic visitors important or very important to the success of their business, this importance varies from country to country. For larger countries like Germany and France, domestic visitors are seen as important to business success by 92% and 88% of hoteliers respectively. On the other end of the spectrum, southern European countries such as Portugal and Spain seem to place a stronger emphasis on international tourism when it comes to identifying their most profitable visitor cohort.

This infographic shows the share of European hoteliers who believe that domestic visitors are (very) important to the success of their business.

Bahamas News

Tourism minister commends 153 newly certified lifeguards.

From: Bahamas Information Services

“I am delighted to join you this evening to celebrate the outstanding accomplishment of our newly certified lifeguards.

“Tonight marks the successful completion of lifeguard training of 153 candidates total: 134 from New Providence and 19 from Eleuthera. My understanding is that 64 of the graduates are present with us this evening. The others could not come because they have already secured employment on islands outside of New Providence. That is great news!”

He noted that the graduates have all made a substantial investment of time and effort to fully equip themselves to take on the critical role of lifeguard.

In welcoming them aboard ‘Team Tourism,’ he said: “Graduates, you are coming aboard Team Tourism in the best of times, at a time when our tourism industry is experiencing phenomenal growth. Last year, The Bahamas broke all pre-existing records, reaching an historic high of 9.65 million in visitor arrivals.

“You are joining Team Tourism at a time when our tourism industry is in full expansion in resort development and cruise line investments.  Lifeguards are in great demand at the numerous resorts across The Islands of The Bahamas, on the private islands of our cruise line partners, and our major public beaches.”

Deputy Prime Minister Cooper left the graduates with these messages:

“You each already possess deep deposits of the five key characteristics required to be outstanding lifeguards. I humbly ask that you make a commitment to continually cultivate the quality of reliability, sharpen your communication skills, enhance your leadership skills, update your lifeguard skills and be professional at all times.”

He thanked family and friends for their support of the graduates, and those who played a role in assisting the graduates attain certification.

(BIS Photos/Kemuel Stubbs)

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PM Davis: Loftus Roker embodied the ideals of a statesman

By ERIC ROSE Bahamas Information Services

Hon. Philip Davis

NASSAU, The Bahamas – During his remarks at the state funeral for the Hon. A. Loftus Roker, on May 31, 2024, Prime Minister and Minister of Finance the Hon. Philip Davis raised the question as to what was a statesman, as all in attendance reflected on the life and legacy of “one of The Bahamas’ most distinguished public servants.”

“A statesman is not merely a politician; rather, he is one who, with vision and courage, shapes the destiny of his nation for generations to come,” Prime Minister Davis said, during the event held at Christ Church Cathedral.  “Loftus Roker embodied these ideals through every chapter of his remarkable life.”

“Born in the humble surroundings of Delectable Bay, Acklins, Loftus’s journey was one marked by resilience, determination, and a profound commitment to justice and national progress,” he added.  “His parents, farmers who also engaged in fishing, instilled in him the value of education and hard work – an ethos that defined his entire career.”

Prime Minister said that Mr. Roker’s tenure as Minister of National Security and Immigration was characterized by his “bold and transformative” policies.

“His leadership during this pivotal time was not only about enforcing laws but about defending the sovereignty and welfare of our nation,” he noted.  “He was an unapologetic ambassador for our sovereignty, a voice of moral clarity in the cacophony of political discourse. When he spoke, we listened, we paused, and we often re-evaluated our approaches.”

Prime Minister Davis added:  “Beyond his public roles, Mr. Roker was a guardian of our historical integrity and a protector of many insightful political secrets – some of which he took to the grave. His candor was legendary; it was his trademark and his gift to us. He never shied away from telling the truth, however uncomfortable it might be, choosing integrity over convenience every time. I, too, was a recipient of his forthright critiques – a testament to his commitment to the party he loved and the ideals he upheld.”

Presentation of National Flag to family by PM Davis

Prime Minister Davis noted that, reflecting on his “incredible” journey and contributions, they recalled his early foray into politics – “a daring run for office before he was legally old enough to do so.”

“This bold move was not just a youthful transgression, but a declaration of his readiness to serve and lead, setting the stage for his lifelong dedication to our nation’s governance,” he said.

Prime Minister Davis pointed out that it was his profound privilege to stand with Mr. Roker in Pompey Bay, Acklins, in August of 2023, where his Government recognized his lifelong service to The Bahamas by renaming the Acklins Central High School in his honour.

“This act not only commemorated his legacy, but also reconnected it with the soil of his birthplace – tying the past with the present in celebration of a life well-lived,” he stated.

Prime Minister Davis added: “Today, as we honor Loftus Roker, we ask again: What is a statesman? He was a statesman because he was unafraid in his honesty, and unyielding in his principles. He navigated the complexities of leadership with a rare blend of toughness and grace, ensuring his voice was heard, his presence felt, and his vision realized.

“So, what can we learn from Loftus Roker’s approach to politics and life? His life teaches us about the courage to speak the truth, the duty to protect our sovereignty, and the integrity to maintain our moral clarity.  He was a true gentleman, a wise counselor, and a fearless leader.”

Prime Minister Davis said that, as they said farewell to “this stalwart of Bahamian history”, they should remember his indomitable spirit and his profound contributions to their beloved nation.  Mr. Roker’s legacy, he added, will continue to inspire and guide us, reminding us of the impact one dedicated individual can have on the destiny of a nation.

“Again, I ask, who is a statesman? He is Loftus Roker – a man whose life answered that question resoundingly,” Prime Minister Davis said.  “May his story continue to inspire us, and may his wisdom light our paths forward.”

Governor General, HE the Most Hon. Dame Cynthia Pratt

“He was not just a part of our history; he helped to write it,” Prime Minister added.  “As we mourn his passing, we also celebrate the indelible mark he has left on our hearts and our nation.”

He stated that Mr. Roker’s memory will continue to inspire, his deeds will guide future generations, and his vision will always “illuminate the path forward.”

“Farewell, my friend. You have taught us much, and your story will continue to teach future Bahamians about the essence of true leadership,” Prime Minister Davis said.  “Rest assured, the pages of history will remember you; you have written your story well.”

“May the angels lead you into paradise; may the martyrs receive you at your arrival, and lead you to the Holy City Jerusalem,” he added.  “May you rest in peace.”

Prime Minister Davis continued: “On behalf of a grateful nation, my wife Ann-Marie; Deputy Prime Minister, Hon. I. Chester Cooper and his wife ; my cabinet and parliamentary colleagues, and on my own behalf, I express heartfelt condolences to Mrs. Roker, the Roker family and all those who loved him on the passing of this great patriarch.

“May he rest in peace.”

(BIS Photos/Patrick Hanna)

CIBC Caribbean Announces Walk for the Cure 2024 with $66,000 Donation

Nassau, Bahamas – On the other side of the thousands of supporters who participate in CIBC Caribbean’s fun-filled Walk for the Cure (WFTC) event every October are the cancer care organizations that use the funds raised to provide essential services all year long.

During the bank’s launch of Walk for the Cure 2024, the $66,000 generated during last year’s walk was presented to the Sister Sister Breast Cancer Support Groups of New Providence and Grand Bahama, Cancer Society of The Bahamas, the Cancer Societies of Abaco, Eleuthera, and Grand Bahama, Cancer Association of Grand Bahama and GD Sharing and Caring.

“Walk for the Cure provides essential care ranging from scans and exams to support for everyday necessities. Over the past 12 years, we have been privileged to support countless courageous survivors, enhancing the lives and well-being of those battling cancer, their families, and the dedicated organizations that serve them,” said Dr. Bend.

Since its inception, Walk for the Cure has raised nearly four million dollars regionwide, significantly aiding the fight against cancer. In less than five months, WFTC will again span New Providence, Grand Bahama, Abaco, and Eleuthera, the four islands where CIBC Caribbean has a presence in The Bahamas.

GD Sharing and Caring Executive Board Member, Anita Rolle, said, “We express our heartfelt gratitude to CIBC Caribbean for its extraordinary support and commitment to the fight against cancer. It is because of partners like CIBC Caribbean that we continue to make strides in our mission.”

She added, “This donation serves as a testament to the power of collaboration and the impact we can achieve when we come together for a common purpose.”

CIBC Caribbean encourages individuals, families, and corporate teams to join in the meaningful cause. Individuals and groups can register by visiting any CIBC Caribbean branch or by emailing [email protected]. Donations can be made at any CIBC Caribbean branch or through the CIBC Caribbean app.

Photo Caption

Standing from left to right are Anita Rolle, GD Sharing and Caring Executive Board Member; Shantell Cox-Hutchinson, Sister Sister Breast Cancer Support Group President; Dr. Jacqui Bend, CIBC Caribbean Managing Director; Susan Roberts, Cancer Society of The Bahamas founder; Glenda Whylly, CIBC Caribbean Senior Manager in the Managing Director’s Office and Dr. Williamson Chea, Cancer Society of The Bahamas President.

Prime Minister Davis says that the 2024/2025 budget serves as ‘a pivot’ towards a new era for The Bahamas

NASSAU, The Bahamas – During his Contribution on the 2024/2025 Budget Debate, on June 5, 2024, Prime Minister and Minister of Finance the Hon. Philip Davis stated that the budget served as a pivot towards a new era for The Bahamas.

“We continue our commitment to fiscal consolidation, to reduce the budget deficit, and to usher in the fundamental changes needed to develop a modern economy that works for the benefit of all Bahamians,” Prime Minister Davis said in the House of Assembly.

He added:  “Directly or indirectly, everyone benefits from this budget.  As the purchasers of our bonds have benefitted since 2021, so too our citizens have also richly benefitted.  It may not land as obviously as tax cuts do, but, given the economic crisis of 2021, we are extremely proud of the fact that our administration did not increase taxes on our citizens. Bahamians were struggling and we were determined to do all that we could not to increase the tax burden.

“And so we launched a strategy not to increase taxes, but instead to focus our efforts on tax collection.”

Prime Minister pointed out that some of those measures included his Government’s decreasing the VAT rate from 12% to 10%, increasing the minimum wage, and increasing salaries for the public sector employees.

“Additionally, we also reduced VAT on property transactions for Bahamians, expanded the first home exemption programme to include triplexes, and exempted VAT on the construction of homes,” he said.  “The Real Property Tax owner exempt threshold was increased to $300,000 and the duty on electric and hybrid vehicles reduced to 10%.”

“Churches, unions and non-profit organizations have also been exempted from the payment of real property taxes,” Prime Minister Davis added.  “We also reduced duties on a wide range of building materials and food, including chicken meat.

“This is only a sample of the ways in which Bahamians have benefited from the three budgets which my Administration has implemented.  And all of it was done without increasing taxes.”

Prime Minister Davis noted that, while his Government had adjusted some fees to cover the cost of the services that it provided, those fee adjustments over the last three years “pale in comparison to the reduction in taxes that we have provided.”

“Fee adjustments include, for example, this year’s introduction of a new fee to allow for the home delivery of passports for Bahamians residing in the United States, Canada and Europe and other parts of the world,” he noted.  “Notwithstanding these adjustments, since coming into office, revenue has grown at a faster pace than the real economy has grown.”

“So, those who point out that we are projecting revenue to grow faster than GDP only need look at our recent experience to understand our confidence,”  Prime Minister Davis added.  “Our strategy for revenue administration is working.”   Prime Minister Davis said that one of the fundamentals which underpinned that was the fact that, at that time, the major revenue driver was the strong inflow from Foreign Direct Investment.

“Foreign Direct Investment is a critical indicator of the confidence which international investors have in our administration,” he noted.  “My Government has never planned to burden ordinary citizens with tax increases in order to drive revenue.

“I cannot stress enough how much this has benefited the Bahamian people.”

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