2017亚太地区旅行目的地指数（英文版）.pdf

Tracking the growth of Tourism in Asia Pacific Mastercard Asia Pacific Destinations Index 2017 By Desmond ChoongInternational tourist arrivals have increased from 25 million globally in 1950 to 278 million in 1980, 674 million in 2000, and 1186 million in 2015. The second Mastercard Asia Pacific Destinations Index, an offshoot of the annual Global Destination Cities Index, takes an in-depth, focused look at these tourism trends, ranking 171 destinations, including island resorts as well as towns and cities across the region, in terms of the total number of international overnight arrivals; cross-border spending; and the total number of nights spent at each destination. Introduction Tourism made up 8.5 percent of Asia Pacifics GDP and 8.7 percent of its total employment in 2016 1 . In absolute terms this translates to US$2.06 trillion and 156.6 million jobs in 2016, making Asia Pacifics tourism industry the largest in the world by GDP contribution and employment. In 2015, the Asia Pacific region made up 24 percent of the worlds international overnight arrivals and 33 percent of its international tourism receipts 2 . It has been the fastest growing region for international tourism since 2005, with South Asia and Southeast Asia the two fastest growing sub-regions at 8.4 percent and 7.9 percent respectively. The 171 Asia Pacific destinations covered by the project received 339.2 million overnight international tourists in 2016 (growing by 9.8 percent per year since 2009) who stayed 1.77 billion nights and spent US$245 billion. Chart 2: Growth of Tourism in Asia Pacific Chart 1: Travel and Tourism Total Contribution to GDP (US$ bn) 1 Total contribution includes the direct contribution of tourism (domestic and international) and the indirect contribution of supporting industries. “Travel and Tourism Economic Impact Asia Pacific”, World Tourism and Travel Council 2016 2 UNWTO Tourism Highlights, 2016 Edition Overnight Arrivals (mn) 176.0 50 0 2009 2016 100 150 250 350 200 300 400 339.2 9.8 % 7 year CAGR Expenditure (US$ bn) 2009 2016 141.5 244.9 50 0 100 150 250 350 200 300 400 8.2 % 7 year CAGR Nights (mn) 2009 2015 1,023.1 1,768.7 1300 400 100 1200 300 0 1400 500 200 1500 600 1700 900 1900 1000 1600 700 1800 900 2000 1100 8.1 % 7 year CAGR Tourism has grown virtually uninterrupted, despite occasional shocks, demonstrating the sectors strength and resilience. Mastercard Asia Pacific Destinations Index 2017 3 2 “The destinations are drawn from 22 markets in Asia Pacific, representing 90 percent of all international overnight arrivals.” Europe Asia Pacific Middle East & North Africa North America Sub-Saharan Africa Latin American & the Caribbean 0 500 1,000 2,000 1,500 2,500 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 Asia Pacific overtook North America in 2010 Asia Pacific overtook Europe in 2015 Shanghai TokyoTop 20 Asia Pacific Destinations in 2016 On a sub-regional basis Northeast Asia dominates with 11 destinations in the top 20 followed by Southeast Asia with six destinations. South Asia has two destinations in the top 20, while Oceania has one. The Top 20 Destinations of Asia Pacific represent about 46.8 percent of all International Overnight Arrivals to the 171 destinations covered. Seven of the top 20 are capital cities within their respective markets. Bangkok (#1), Singapore (#2), Tokyo (#3), Seoul (#4), and Kuala Lumpur (#5) are in the top five. The other two capital cities are Taipei (#10) and Beijing (#16). Coastal and resorts are represented by three Southeast Asian destinations in the top 20: Phuket (#6), Pattaya (#8) and Bali (#11). At the market level, China has four destinations in the top 20: Shanghai (#12), Beijing (#16), Guangdong province (#17, excludes major cities) and Guangzhou (#19). Thailand has three destinations in the top 20 (Bangkok (#1), Phuket (#6) and the coastal city of Pattaya (#8) while Japan has four with Tokyo (#3), Osaka (#9), Hokkaido (#13) and Chiba (#18). India has two destinations in the top 20 (Chennai #14 and Mumbai #15). Chart 3: International Overnight Arrivals to Asia Pacifics Sub-regions Northeast Asia - 80 Destinations 163.0 628.4 $100.3 mn arrivals mn nights US$ bn exp 48.1% 35.5% 41.0% of total of total of total South Asia - 20 Destinations 28.9 165.1 $27.5 mn arrivals mn nights US$ bn exp 8.5% 9.3% 11.2% of total of total of total Southeast Asia - 52 Destinations 125.6 660.2 $90.3 mn arrivals mn nights US$ bn exp 37.0% 37.3% 36.9% of total of total of total Oceania - 19 Destinations 21.7 315.0 $26.7 mn arrivals mn nights US$ bn exp 6.4% 17.8% 10.9% of total of total of total Oceania 2016 Overnight International arrivals (millions) #of Destinations more than 10 mn 5 less than 1 mn 77 5 mn - 10 mn 8 3 mn - 5 mn 10 1 mn - 3 mn 71 Northeast Asia South Asia Southeast Asia Mumbai Chennai Siem Reap Phnom Penh Singapore Kuala Lumpur Bangkok Pattaya Phuket Bali Mastercard Asia Pacific Destinations Index 2017 5 4 Hokkaido Chiba Beijing Guangdong (ex major cities) Tokyo Osaka Seoul Shanghai Hong kong Taipei Guangzhou Sydney Bangkok10 of the top 20 saw over 10 percent growth in international overnight arrivals between 2015 and 2016 Seoul (32.7 percent), Tokyo (22.2 percent) Osaka (23.8 percent), Chiba (21.5 percent), Hokkaido (21.9 percent), Bali (22.5 percent), Pattaya (20.6 percent), the Indian cities of Mumbai and Chennai (both at 10.7 percent) and Sydney (13.2 percent). Mainland Chinese tourists contributed the bulk of growth in these six destinations Seoul (74.6 percent of 2015/16 growth), Sydney (57.2 percent), Tokyo (39.6 percent), Osaka (43.5 percent), Chiba (42.0 percent), Hokkaido (43.6 percent) and Bali (93.3 percent). Chart 4: Asia Pacific Top 20 Destinations by International Overnight Arrivals Singapore claims the top spot for total expenditure at US$15.4 billion, with Bangkok coming in at second place (US$12.7 billion), followed by Tokyo (US$11.1 billion), Taipei (US$9.9 billion) and Seoul (US$9.4 billion). Of the top 20 by total expenditure, five of the destinations command more than US$200 per day expenditure Singapore (US$254 per day), Beijing (US$242 per day), Shanghai (US$234 per day), Hong Kong (US$211 per day) and Taipei (US$208 per day). Chart 6: Asia Pacific Top 20 Destinations by Total Expenditure by International Tourists From the perspective of total nights the ranking changes dramatically with Sydney, ranked 20th place by arrivals moving up to second place in terms of overall nights spent as the average number of nights spent in Sydney is at a very high 22.6 nights per overnight arrival. This characteristic of high average nights is shared by all the Australian destinations covered and results in a boost to overall nights and total spend that is in great contrast to their arrivals rank. As a result Brisbane, Melbourne and Perth move from 33rd, 29th and 97th place respectively in terms of arrivals to ninth, fifth and 17th place by total nights leaving Australia with three of the top 20 destinations. As many tourists will have further to travel to get to Australia it is likely they decide to stay for longer to make the journey worthwhile. Bangkok, ranked number one by overnight arrivals, is also number one for total nights stayed by international tourists, while Kuala Lumpur takes the third spot, followed by Tokyo and Bali at number four and five, respectively. While the two major island resorts of Bali (7.2 million arrivals) and Phuket (9.8 million) are similar in terms of overnight arrivals the average number of nights per arrival of Bali (8.6 nights) is almost twice that of Phuket (4.6 nights). It is due to the relatively lower average nights per arrival than Phuket (4.6 nights), Hong Kong (3.5 nights), Osaka (3.6 nights), and Pattaya (3.7 nights) which are all in the top ten by arrivals, move lower into the 11 20 rank range in terms of total nights. Chart 5: Asia Pacific Top 20 Destinations by Total Nights Stayed by International Tourists Mastercard Asia Pacific Destinations Index 2017 7 6 There are no ties in rank as all apparent ties are due to 1 decimal rounding. There are no ties in rank as all apparent ties are due to 1 decimal rounding. Bangkok Singapore Tokyo Seoul Kuala Lumpur Phuket Hong Kong Pattaya Osaka Taipei Bali Shanghai Hokkaido Chennai Mumbai Beijing Guangdong (ex major cities) Chiba Guangzhou Sydney 19.3 13.1 12.6 12.4 11.3 9.1 8.9 8.1 7.4 7.4 7.2 6.5 5.3 5.2 4.9 4.1 4.1 4.1 3.9 3.9 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Arrivals (mns) Destination Rank by Arrivals Singapore Bangkok Tokyo Taipei Seoul Bali Phuket Kuala Lumpur Sydney Hong Kong Melbourne Hokkaido Chennai Shanghai Mumbai Beijing Pattaya Brisbane Osaka Ho Chi Minh 15.4 12.7 11.1 9.9 9.4 8.7 8.3 7.3 6.8 6.6 4.9 4.8 4.6 4.6 4.4 4.3 4.2 3.7 3.6 3.5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Expenditure (bns) Destination Rank by Expenditure Singapore Nights (mns) Destination Rank by Nights Bangkok Sydney Kuala Lumpur Tokyo Melbourne Bali Singapore Seoul Brisbane Taipei Phuket Hong Kong Mumbai Pattaya Chennai Hokkaido Perth Osaka Auckland Kuantan/Highlands 87.6 87.5 76.7 74.3 62.9 62.4 60.7 56.0 51.8 47.8 41.9 31.3 30.7 29.7 29.6 29.0 28.6 26.2 24.7 20.3 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20Mastercard Asia Pacific Destinations Index 2017 9 8 Top 20 Origin Markets for Asia Pacific Destinations The top 20 origin markets contributed 280.8 million tourists or 82.8 percent of all international overnight tourists to the 171 destinations of Asia Pacific (the top ten alone contributed 64.9 percent) in 2016 with 14 of them from within Asia Pacific. In addition, the top 20 also contributed US$201 billion in tourism revenues and about 1.5 billion nights to Asia Pacific in 2016. China became the top source of tourists to Asia Pacific in 2012 where it contributed 9.9 percent of international overnight arrivals. Since then it has increased its share to 16.2 percent in 2016. China is followed by Koreas 10.5 percent share at #2, Taiwans 7.0 percent at #3, USAs 6.7 percent at #4 and Japans 5.8 percent at #5. The USA at #4 has consistently been the highest ranked non-Asia Pacific origin market since 2009. The UK is the only other non-Asia Pacific market within the top ten at #9 with a 3.8 percent share. Table 1: Top 20 Origin Markets for Asia Pacific Destinations by Overnight International Arrivals, Expenditure and Nights 1 16.2 % China 3 7.0 % Taiwan 4 6.7 % USA 2 10.5 % S. Korea 5 5.8 % Japan 9 3.8 % UK 1 2 3 4 5 9 Top 20 Origin Markets for Asia Pacific Destinations by Overnight International Arrivals, Expenditure and Nights 825.7 1,460.5 2009 1,600 1,400 1,200 1,000 800 600 400 200 0 2016 8.5 % 7 year CAGR Total Nights (mn) $113,768 $201,521 2009 240,000 210,000 180,000 150,000 120,000 90,000 60,000 30,000 0 2016 8.5 % 7 year CAGR Total Expenditure (US$ bn) 2009 142.2 280.8 400 350 300 250 200 150 100 50 0 2016 10.2 % 7 year CAGR Overnight International Arrivals (mn) Contribution To Asia Pacific Destinations by Overnight International Arrivals Total Expenditure Total Nights Rank by 2016 Contribution Share of OVN Intl Arrivals Origin Market 2009 2016 2009 2009 2009 2016 2016 2016 2009/2016, 7 year CAGR 2009/2016, 7 year CAGR 2009/2016, 7 year CAGR 11.0 10.3 13.5 13.7 17.5 5.9 11.6 8.3 8.6 5.7 5.3 6.5 4.1 4.1 4.3 3.4 2.5 2.6 1.7 1.8 5 6 3 2 1 10 4 8 7 11 12 9 14 15 13 16 18 17 20 19 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 China South Korea Taiwan USA Japan Malaysia Singapore Australia UK Thailand Germany Indonesia France Russia India Canada Hong Kong Philippines Vietnam New Zealand 55.0 35.7 23.8 22.9 19.8 13.4 13.1 13.0 12.9 10.5 9.2 9.1 7.4 6.7 6.4 5.6 5.1 4.8 3.9 2.6 25.8% 19.5% 8.5% 7.6% 1.8% 12.6% 1.8% 6.6% 5.9% 9.1% 8.2% 4.9% 8.7% 7.2% 5.9% 7.4% 10.7% 9.3% 12.9% 5.4% $9,513 $8,479 $10,264 $11,657 $15,854 $3,911 $7,986 $6,573 $7,722 $3,289 $4,376 $4,585 $3,333 $2,948 $2,924 $2,787 $2,372 $1,883 $1,073 $2,240 $43,342 $21,444 $12,510 $17,304 $16,268 $8,902 $9,071 $10,155 $10,439 $5,907 $6,837 $7,123 $5,285 $4,334 $5,153 $4,090 $4,504 $3,203 $2,261 $3,268 24.2% 14.2% 2.9% 5.8% 0.4% 12.5% 1.8% 6.4% 4.4% 8.7% 6.6% 6.5% 6.8% 5.7% 8.4% 5.6% 9.6% 7.9% 11.2% 5.5% 72.0 51.9 54.4 83.3 82.6 27.7 71.3 50.6 69.2 26.4 33.4 41.3 24.3 15.2 29.7 21.4 18.5 14.7 9.2 28.9 302.8 153.1 88.2 124.6 99.8 61.3 76.7 72.2 83.9 47.6 49.9 53.6 38.4 26.0 42.0 29.9 31.0 22.9 19.2 37.4 22.8% 16.7% 7.2% 5.9% 2.7% 12.0% 1.0% 5.2% 2.8% 8.8% 5.9% 3.8% 6.7% 8.0% 5.1% 4.9% 7.6% 6.5% 11.2% 3.8% Contribution To Asia Pacific Destinations by Section Overnight International Arrivals Total Expenditure Total Nights Rank by 2016 Contribution Share of OVN Intl Arrivals Origin Market 2009 2016 2009 2009 2009 2016 2016 2016 2009/2016, 7 year 2009/2016, 7 year 2009/2016, 7 year 6.3% 5.8% 7.7% 7.8% 9.9% 3.3% 6.6% 4.7% 4.9% 3.2% 3.0% 3.7% 2.4% 2.3% 2.4% 1.9% 1.4% 1.5% 0.9% 1.0% 5 6 3 2 1 10 4 8 7 11 12 9 14 15 13 16 18 17 20 19 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 China South Korea Taiwan USA Japan Malaysia Singapore Australia UK Thailand Germany Indonesia France Russia India Canada Hong Kong Philippines Vietnam New Zealand 16.2% 10.5% 7.0% 6.7% 5.8% 4.0% 3.9% 3.8% 3.8% 3.1% 2.7% 2.7% 2.2% 2.0% 1.9% 1.7% 1.5% 1.4% 1.1% 0.8% 9.9% 4.7% -0.6% -1.0% -4.1% 0.6% -2.7% -0.9% -1.1% -0.1% -0.3% -1.0% -0.2% -0.4% -0.5% -0.3% 0.1% 0.0% 0.2% -0.3% 6.7% 6.0% 7.3% 8.2% 11.2% 2.8% 5.6% 4.6% 5.5% 2.3% 3.1% 3.2% 2.4% 2.1% 2.1% 2.0% 1.7% 1.3% 0.8% 1.6% 17.7% 8.8% 5.1% 7.1% 6.6% 3.6% 3.7% 4.1% 4.3% 2.4% 2.8% 2.9% 2.2% 1.8% 2.1% 1.7% 1.8% 1.3% 0.9% 1.3% 11.0% 2.8% -2.1% -1.2% -4.6% 0.9% -1.9% -0.5% -1.2% 0.1% -0.3% -0.3% -0.2% -0.3% 0.0% -0.3% 0.2% -0.0% 0.2% -0.2% 7.0% 5.1% 5.3% 8.1% 8.1% 2.7% 7.0% 4.9% 6.8% 2.6% 3.3% 4.0% 2.4% 1.5% 2.9% 2.1% 1.8% 1.4% 0.9% 2.8% 17.1% 8.7% 5.0% 7.0% 5.6% 3.5% 4.3% 4.1% 4.7% 2.7% 2.8% 3.0% 2.2% 1.5% 2.4% 1.7% 1.8% 1.3% 1.1% 2.1% 10.1% 3.6% -0.3% -1.1% -2.4% 0.8% -2.6% -0.9% -2.0% 0.1% -0.4% -1.0% -0.2% 0.0% -0.5% -0.4% -0.1% -0.1% 0.2% -0.7% Mastercard Asia Pacific Destinations Index 2017 11 10 In terms of outbound growth rates to Asia Pacific destinations between 2009 and 2016, five of the top 20 origin markets are growing by over 10 percent a year (CAGR basis), namely the three Northeast Asian economies of China (25.8 percent per year), South Korea (19.5 percent) and Hong Kong (10.7 percent), and the developing Southeast Asian economies of Malaysia (12.6 percent) and Vietnam (12.9 percent). Table 2: Top 20 Origin Markets for Asia Pacific Destinations by share of Overnight International Arrivals, Expenditure and Nights Share of Total Top 20 origin markets to Asia Pacific Destinations 80.7% 82.6% 2009 2016 +1.9 % 2009/2016, 7 year Total Nights 80.4% 82.2% 2009 2016 +1.8 % 2009/2016, 7 year Total Expend