Travel and Tourism-Demand 2

The Variables Affecting Tourism Demand

By Aimee Cooper

​Learning Objectives

​Identify key variables that affect where and when people travel.

Explain how each factor changes global tourism patterns.

Use examples and data to support your explanations.

Open Ended

Pick two of these destinations.
Why might one currently be packed with tourists while the other is seeing fewer visitors?
Use any factor — cost, safety, climate, social media, or accessibility.

​Economic Factors: The Power of Money

​Tourism rises when people can afford it.

When the economy is strong, people feel confident spending on holidays.

When the economy weakens, they stay closer to home.

During recessions, long-haul travel drops sharply because it’s expensive.

When currencies fall in value, inbound tourism can rise — foreign visitors find things cheaper.

Example: After the pound weakened in 2016, overseas visits to the UK increased by almost 10%, as tourists found London cheaper than before.

Open Ended

Explain why a weaker currency can sometimes increase inbound tourism.

​Economic Factors: Recovery and Spending

​Global tourism depends on disposable income. When people earn more, they travel more often and further away.

Economic growth encourages frequent short breaks, while financial crises reduce international trips.

Example: During the 2008–2009 financial crisis, global tourist arrivals fell by around 4%. As economies recovered, arrivals reached 1.4 billion by 2019 — a record high.

Open Ended

Look at this graph of global tourist arrivals 2007–2019.
Describe one fall and one rise, and explain the causes.

​Political and Safety Factors

​Safety is one of the most powerful influences on travel decisions.

Tourists avoid destinations that seem dangerous or unstable.
Even one major event can make visitors cancel plans.

Examples: Tourism to Egypt fell by 32% after the 2011 Arab Spring protests.
Sri Lanka’s arrivals dropped sharply after the 2019 Easter bombings.
Japan’s visitor numbers grew in 2023 when borders reopened and safety confidence returned.

Multiple Choice

Why did tourism in Egypt fall after 2011?

• Flooding

• Political Unrest

• Expensive Flights

• Drought

​Technological Factors: The Digital Revolution

​Technology has completely changed how we plan and experience travel. Online booking platforms such as Skyscanner, Expedia and Booking.com allow tourists to compare prices instantly.

Social media creates global trends as influencers share “must-visit” locations.

Technology also makes travel faster and more efficient — with fuel-efficient aircraft, e-tickets, and digital boarding passes.

Example: Iceland saw a major rise in visitors after 2015 when its landscapes went viral on Instagram and new budget airline routes opened.

Open Ended

Describe one pattern you can see and suggest why those places are trending.

​Environmental and Sustainability Factors

​Tourists increasingly consider the environment when choosing destinations.

Places promoting sustainable tourism — such as Costa Rica or New Zealand — attract eco-conscious visitors. However, natural hazards and extreme weather can reduce demand.

Examples: Wildfires in Greece and Canada caused many tourists to cancel trips. The Maldives faces long-term risks from sea-level rise. Costa Rica promotes eco-lodges and reforestation as part of its marketing.

Multiple Choice

Which destination gained visitors through sustainability marketing?

• Costa Rica

• Venice

• Dubai

• Iceland

​Socio-Cultural Factors: Trends and Lifestyles

​Tourism demand reflects what people value.

Older travellers have time and money for long trips outside peak season.

Younger travellers often seek adventure, culture, and authenticity.

Social media and films can make unknown destinations famous overnight. Example: Dubrovnik became one of Europe’s top city breaks after Game of Thrones used it as “King’s Landing.”

Open Ended

Explain why younger generations are driving growth in adventure and eco-tourism.

​Global Events and Crises

​Tourism is fragile. Global events can change travel demand overnight.

Examples: COVID-19 (2020): Borders closed, global arrivals fell by 74%.

Morocco Earthquake (2023):
Short-term cancellations, then rise in “support tourism.”

Paris Olympics (2024): Surge in visitors, showing short-term boosts from mega-events.

Multiple Choice

Which global event increased tourism demand temporarily?

• COVID 19

• Paris Olympics

• Wildfires

• Earthquakes

​Interaction of Variables

​These factors rarely act alone. A strong economy might raise demand, but conflict or extreme weather can quickly reverse it.

Technology can open new destinations, but sustainability concerns might reduce their appeal. Tourism demand is always the product of multiple variables working together.

Open Ended

You are in charge of a new island resort. Choose how each factor will shape your success:

Write three sentences describing how your destination will attract visitors all year.

Open Ended

1️⃣ What happens to tourism during recessions?
2️⃣ Why does a weaker currency attract more visitors?
3️⃣ Name one technological change that increased travel.
4️⃣ How can sustainability attract tourists?
5️⃣ Give one example of a global event that reduced demand.

​Summary

​Tourism demand changes constantly because of six main variables: economic conditions, political stability, technology, sustainability, socio-cultural change, and global events. These forces shape how the world travels — deciding which destinations rise, which decline, and how the global map of tourism continues to evolve.

​Learning Objectives

​Identify key variables that affect where and when people travel.

Explain how each factor changes global tourism patterns.

Use examples and data to support your explanations.

Open Ended

Choose two countries from different regions (e.g. Spain and Thailand).

Create a short written comparison that answers:

When is peak tourist season in each country?

Why are those months popular?

Who are the main visitors?

What physical or human factors explain the differences?

Extension:

Add one sentence predicting how each destination’s demand might change in future.