Tourism is constantly evolving, with new places appearing on travellers' wish lists every year. These up-and-coming places are called 'emerging destinations' and they represent exciting opportunities for both tourists and the tourism industry.
Key Definitions:
Emerging destinations help spread the economic benefits of tourism to new areas. They offer authentic experiences for tourists tired of overcrowded popular spots. For local communities, they create jobs and bring in money. For countries, they can boost the economy and improve their global image.
New tourism markets can transform local economies. They create jobs in hotels, restaurants, transport and tour operations. They also support indirect employment in agriculture, crafts and retail. For many developing countries, tourism offers a path to economic growth without needing heavy industry.
Emerging destinations share several common features that make them attractive to both tourists and investors.
These places often have natural beauty, cultural richness, or historical significance that hasn't been fully developed for tourism yet.
They're investing in better roads, airports, hotels and tourist facilities, though these may still be developing.
Improved transport links, relaxed visa requirements and better digital connectivity are making these places easier to visit.
Several key factors are helping new destinations emerge on the global tourism map:
Today's tourists, especially younger ones, often look for authentic, unique experiences rather than standard package holidays. They want to explore places their friends haven't been to and share their discoveries on social media.
Instagram, TikTok and travel blogs have huge power to make destinations trendy. A single viral photo of a beautiful beach or ancient temple can put a previously unknown place on thousands of travel wish lists overnight.
Many tourists now value unique experiences over material goods. They're willing to travel further and spend more to have authentic cultural exchanges, learn new skills, or have adventures they can't get at home.
Many countries have recognised tourism as a key growth sector and are actively working to develop new destinations:
Vietnam has transformed from a war-torn country to one of Asia's fastest-growing tourism destinations. In 2000, Vietnam received just 2.1 million international visitors. By 2019 (pre-COVID), this had grown to 18 million.
Key factors in Vietnam's emergence:
Vietnam offers a mix of cultural experiences, beautiful landscapes and beach holidays at prices lower than many established Asian destinations.
New tourism markets come in various forms, each appealing to different types of travellers:
Lesser-known cities that offer cultural experiences without the crowds of major capitals. Examples: Porto (Portugal), Lyon (France), Medellin (Colombia).
Places offering outdoor activities and natural wonders. Examples: Georgia (hiking), Mozambique (diving), Mongolia (wilderness).
Coastal areas being developed for tourism. Examples: Southern Cambodia, Northern Brazil, Albania's coastline.
While the growth of tourism brings opportunities, emerging destinations also face significant challenges:
One of the biggest challenges is growing tourism without damaging the very things that make a place special. Too many visitors too quickly can harm natural environments, overwhelm local communities and destroy the authentic character that attracted tourists in the first place.
Rapid tourism development can lead to water pollution, habitat destruction and increased waste. Many emerging destinations have fragile ecosystems and limited waste management systems that can't cope with sudden increases in visitor numbers.
Local infrastructure built for residents may struggle to handle tourist numbers. This can lead to water shortages, power outages, traffic congestion and housing becoming unaffordable for locals as prices rise to meet tourist demand.
Iceland shows both the benefits and challenges of rapid tourism growth. Between 2010 and 2018, annual visitors to Iceland grew from 500,000 to 2.3 million – in a country with just 360,000 residents.
Benefits:
Challenges:
Response: Iceland has introduced tourist taxes, limited access to some natural sites and promoted visits to less-known regions to spread tourism impacts.
To succeed in the long term, emerging destinations need to manage their development carefully:
The COVID-19 pandemic has changed tourism patterns and created both challenges and opportunities for emerging destinations:
Many tourists now prefer less crowded places and outdoor activities, which could benefit emerging destinations. There's also growing interest in slower, more meaningful travel experiences rather than quick visits to tourist hotspots.
Improved transport links, better internet connectivity and digital platforms make it easier for emerging destinations to reach global markets. Virtual tours and social media allow potential visitors to discover places they might never have heard of before.
As established destinations struggle with overtourism, emerging destinations have the chance to learn from their mistakes and develop more sustainable models from the start. The most successful will be those that balance economic growth with environmental protection and community wellbeing.
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