Global travel grows fast. The greatest volumes in Europe, the greatest relative growth in less developed tourism areas. UNWTO forecasts a doubling of volumes to northern Europe (including UK). This means great chances for Scandinavia, but no automatic growth – and not for everyone. To be able to steer development in a favorable way one needs to invest time and money – and knowledge.
The report brings order in the wide range of possible markets, sorting the biggest ones from the significantly smaller but fast moving ones. It also presents a selection of the most important trends on the demand side and sort them out from the ones attracting most media attention without actually affecting the tourism industry on a large base. Finally the report analyses the different possibilities how the tourism industry in Scandinavia could cope with globalization.
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