Due COVID-19 pandemic, most of Destination Marketing Organizations (DMOs) around the world are focusing on domestic tourism. Each of the DMOs offering incentives to encourage people to explore their own countries.
UNWTO data shows that in 2018, around 9 billion domestic tourist trips (overnight visitors) were recorded around the world in 2018, of which well over 50% in Asia and the Pacific. Worldwide, domestic tourism is over six times bigger than international tourism (1.4 billion international arrivals in 2018) measured in number of tourist trips.
With travellers considering destinations closer to home in the early stages of travel normalization and with still important travel restrictions in place for international travel as a consequence of COVID-19, countries with higher shares of domestic tourism are likely to recover earlier and faster.
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Given the value of domestic tourism and current trends, increasing numbers of countries are taking steps to grow their domestic tourism markets.