We’re Still Struggling to Increase Share: In the last issue of Inbound, we noted that the USA will increase the number of arrivals for the next five years at double digit percentage rates. Even so, the U.S. and other nations with developed economies, even as they are increasing their numbers of international arrivals, are losing share to the APAC countries and nations with developing economies.
And while the U.S. decline in share is significant over the past 18 years—it was 1995 before the U.S. government began using a global model of measurement—it is not nearly as large as other developed nations.
Loss of International Tourism Market Share
For Selected Countries
1995-2013
| Country/Market | Change in Share of Int'l. Tourism Market |
|---|---|
| USA | -21% |
| Italy | -25% |
| France | -27% |
| Mexico | -41% |
| Canada | -52% |
Also:Source: U.S. Department of Commerce, International Trade Administration, U.S. National Travel and Tourism Administration
- The share of the international market held by emerging economies is now up to 47 percent.
In any given year, The Top 10 Markets have decline from 52 to 44 percent of the total.
- The Top 10 in 1995 have dropped from 53 percent to 41 percent of the total; the U.S. represents just 1.7 percentage points of the decline.
- The market share of the 12 Asian countries in NTTO’s Top 50 international source markets has increased from 12.7 percent in 1995 to 19.7 percent in 2013.
- The only developed countries to not lose market share of are: Germany, Japan, Sweden and Denmark.
