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THE 2022 MOST VISITED DESTINATIONS REPORTThe data included in this document is accurate according to ForwardKeys market research database,at time of publication:November 2022THE 2022 MOST VISITED DESTINATIONS REPORT3FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Table of contentsForeword 5Executive summary 6 Recovery edges closer,but obstacles remainMethodology 7 The Insights included in this reportTop 20 country destinations 8 Central America and Caribbean dominate the recovery rankingsTop 20 city destinations 10 Sun-soaked cities top the chartsManaging overtourism 12 A balancing act that requires nuanced data2022 travel review 14 The events and trends that shaped the industryWhat comes next?17 What to expect in 2023Business travel recovery 20 Whats really going on with business travel?Outbound markets:The US 22 The US a key driver of global travel recoveryOutbound markets:China 25 Adapting to Chinas ongoing absence from the international travel marketPremium Travel 27 Travellers spending more in wake of pandemicSpotlight on:The Americas 29 Americas recovery remains linked to the CaribbeanBest practices:Mexico 31 Attracting diverse audiences through a varied tourism offeringSpotlight on:Europe 32 Demand for sun-and-beach destinations drives European travel recoveryBest practices:Albania 34 Albania:The Mediterraneans dark horseSpotlight on:Africa and the Middle East 36 Sub-Saharan Africa leads regional recovery;Middle East well positioned Best practices:Dubai 38 Transitioning from a stop-over to a fun-packed family destinationBest practices:Tanzania 40 A case in point for the importance of connectivity Spotlight on:Asia Pacific 41OptimismforAsiaPacificascontinentgraduallyreopensBest practices:Fiji 43 The power of marketing to new target audiencesBest practices:Maldives 44 Tapping into new markets using Big DataData appendix:Countries 45Data appendix:Cities 47Contents4FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022ForewordForewordAtthetimeofwriting,thetravelindustrywiththeexceptionoftheAsiaPacificmarket has all but recovered from the impact of the COVID-19 pandemic.This is the news we have all been waiting for,and yet the response has been relatively subdued.Why?Because as one major challenge has slowly faded from the industrys consciousness,many new,smaller challenges have taken its place.As ForwardKeys Head of Research,Luis Milln,explains in his 2022 travel review on pages 14-15,the travel sector in 2022 has had to navigate obstacles including escalating geopolitical tensions,airport chaos,Chinas ongoing closure and even existential threats to the aviation industry.The issue of overtourism has also returned with a vengeance in the wake of travel reactivation.On pages 12-13,ForwardKeys Head of Market Intelligence,Juan Gmez,describes what destinations can do to mitigate the impact of overtourism.Wehopeyouenjoyreadingthisreportandfindvalueinitsinsightsandanalyses.Heres to a brighter 2023 for the travel industry.Travel and tourism have seen demand skyrocket as we emerged from the pandemic.Consumer demand is high and with this rebound we see new and exciting trends and opportunities emerging.As peoples lives changed,so did their habits,priorities and interests,and all the while,global geopolitical events and challenges ensure the goal posts are constantly moving.This report provides an insight into those shifts and our responses to them and forecasts the trends for the year ahead.At World Travel Market London our mission is to table the biggest issues impacting the travel and tourism industry,guide the sector towards new horizons through peer-to-peer learning,and offer vast networking opportunities to help deliver those crucial business deals that ensure the industrys future.We look forward to welcoming you!Olivier PontiVice President InsightsForwardKeysNovember 2022Juliette Losardo Exhibition DirectorWorld Travel Market London November 20225FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Executive summaryTaking a broad view of travel market developments in 2022,the picture is generally positive,with many destinations approaching full recovery and some even surpassing their pre-pandemic performance.Byregion,AfricaandtheMiddleEastis2022smostresilient,withtheMiddleEast,inparticular,benefitingfrom the resumption of major global events such as the Dubai World Expo,Formula One GPs in various Gulf locations and,above all,Qatars FIFA World Cup.The Gulf Cooperation Council has also seen a comeback in business travel,a segment whose resilience has come as a surprise to many.The Americas,meanwhile,has achieved an impressive level of recovery thanks largely to pent-up demand from the United States outbound market for sun and beach destinations in Mexico and the Caribbean,several of which have seen tourism growth versus 2019.In fact,demand for sun and beaches is a recurring theme in this years travel review,with many destinations in Southern Europe also performing strongly.Turkeys Antalya,for example,is this years stand-out performer by city destination,seeing 66%more tourist arrivals than in 2019.Yet Europe is known for its diversity,and many travellers to the continent have been keen to experience its nature,historyandvibranturbancentresasreflectedingrowingdemand for destinations including Istanbul(-4%),Reykjavik(-14%),Madrid(-22%)and Oslo(-25%).Like Mexico and the Caribbean,Europe owes much of its success in terms of travel recovery to the US,which retains its position as the worlds leading outbound travel market.Theleast-recoveredglobalregionin2022isAsiaPacific,which is to be expected given the late reopening of many of its destinations and Chinas ongoing closure.Nevertheless,AsiaPacific,too,isheadingintherightdirection,driveninitially by pent-up demand from the large international diasporas of countries like Pakistan(-5%)and Bangladesh(-8%)for visiting friends and relatives.Regional sun and beach destinations like the Maldives(-7%)and Fiji(-22%)are also recovering well.Towardstheendof2022,thestagnationofcertainmarketsinthefaceofsoaringinflationrateshascastasmall shadow over what had been a mostly positive year for the industry.Looking ahead to 2023,the travel markets full,global recovery will depend on its ability to overcome this challenge as well as other obstacles associated with geopolitical tensions and a global energy crisis.And of course,no industry recovery will be complete without the return of Chinese travellers.EXECUTIVE SUMMARYRecovery edges closer,but obstacles remain6FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022MethodologyMETHODOLOGYThe insights included in this reportAs the worlds leading travel data analytics provider,ForwardKeys offers insight into the entire travel journey,from the moment the consumer expresses an interest in atripbysearchingforflights,totheirbookingofthattripand their stay at the destination plus many more steps in between.ForwardKeys is able to provide the most detailed information on traveller journeys thanks to its comprehensive datasets covering global ticket sales,Seat Capacity,Searches and more.The companys Total Air Market dataset delivers with unmatched detail,speed and granularity an overview of the travel market in terms of total passenger numbers.In compiling this report,we used a combination of datasets depending on the destination and travel trend being explored.Indicators tracked We have looked at ForwardKeys Actual Air Tickets data,the most comprehensive source of tickets booked globally.All tickets issued until 18 October 2022,also those for future travel,have been included and show the travel results for the full year of 2022.Tourist arrivals refer to return tickets staying at least one night in the destinationWOULD YOU BENEFIT FROM TRAVEL INSIGHTS?TAKE A LOOK AT OUR PRODUCTSPRODUCTSForwardKeys Seat Capacity data,which provides information on all scheduled commercial flights,including schedulespublished by 17 October 2022.ForwardKeys Fares data,which shows average fare prices,including bookings issued until 30 September 2022.ForwardKeys Total Air Market data,includes information available as of September 2022.The information on destination preferences(Sun&Beach,Nature,Shopping,Urban,Business)is based on the indexed performance of top city destinations representing each category as per ForwardKeys Actual Air Tickets.All results are benchmarked against the equivalent period in 2019,unlessspecifiedotherwise.InthereportwestucktogeographiesasidentifiedbytheUNWTO.For more information on our datasets,visit ForwardK.7FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Top 20 country destinationsTOP 20 COUNTRY DESTINATIONSCentral American and Caribbean countries dominate the recovery rankingsTaking a global view of travel recovery in 2022 against 2019 levels,the overall picture is similar to what we saw in 2021 and again this summer,with many of the top-performing destinations representing the Americas specificallyCentral America and the Caribbean.These regions sustained success is owed largely to the open-door travel policy that many of their destinations adopted early in the pandemic,aswellastosignificantpent-updemandfromthe reactivated United States market.Exemplary is the Dominican Republic,which holds firstpositioninthe2022recoverychartreflectingtheyearstop-performing global destinations having experienced a 5%growth in arrivals,helped by a 13%increase in seat capacity,versus 2019.Elsewhere,Europes recovery continues apace,with Turkey the continents top-performing destination having achieved full recovery(0%)versus 2019.Turkey,like neighbouring Greece(-12%),has benefited from clear messagingregarding entry requirements and reopening dates as well as from demand for sun and beach destinations from the US and European markets.Among the top destinations in Africa and the Middle East,those showing the best performance are in the Middle East:Egypt(-15%),the United Arab Emirates(-17%)and Qatar(-25%).The return of major global events like the Dubai Expo and the World Cup has helped to boost travel recovery in this sub-region.Meanwhile,theappearanceofseveralAsiaPacificcountriesamong the top-performing destinations is a welcome development in this years global recovery rankings given the regions more cautious approach to travel reactivation overall.The impressive performance of Pakistan(-5%)and Bangladesh(-8%)is owed to travellers pent-up demand for visiting friends and relatives in their home countries.*Excluded 1 night stays from analysis*Out of top 40 destinations in 2022Source:ForwardKeys Actual Air Tickets&Seat Capacity Data.International tourist arrivals&seat capacity in international flights,2022 vs 2019Key legendTOP DESTINATIONS*TOURIST ARRIVALS2022 vs 2019SEAT CAPACITY2022 VS 2019Dominican Republic 5% 13%Turkey0%0%Costa Rica0%-4%Mexico0% 10%Jamaica-5%-5%Pakistan-5% 1ngladesh-8% 12%Greece-12% 9%Egypt-15% 3%Portugal-16%-2%United Arab Emirates*-17%-16%Colombia-19% 10%Qatar*-25%-11%Spain-26%-9%Ireland-31%-10%France-31%-14%Brazil-34%-32nmark-34%-22%Switzerland-35%-19%Sweden-37%-29%Top performing country destinationsInternational tourist arrivals&seat capacity in international flights,2022 vs 2019Source:Actual Air Tickets:ForwardKeys&Seat Capacity Data.*Excluded 1 night stays from analysis*Out of top 40 destinations in 2022UPDATEEuropeAmericasAsia PacificAfrica&Middle East ForwardKeys,2022.All Rights Reserved.6.6TOP DESTINATIONS*TOURIST ARRIVALS2022 vs 2019SEAT CAPACITY2022 VS 2019Dominican Republic 5% 13%Turkey0%0%Costa Rica0%-4%Mexico0% 10%Jamaica-5%-5%Pakistan-5% 1ngladesh-8% 12%Greece-12% 9%Egypt-15% 3%Portugal-16%-2%United Arab Emirates*-17%-16%Colombia-19% 10%Qatar*-25%-11%Spain-26%-9%Ireland-31%-10%France-31%-14%Brazil-34%-32nmark-34%-22%Switzerland-35%-19%Sweden-37%-29%Top performing country destinationsInternational tourist arrivals&seat capacity in international flights,2022 vs 2019Source:Actual Air Tickets:ForwardKeys&Seat Capacity Data.*Excluded 1 night stays from analysis*Out of top 40 destinations in 2022UPDATEEuropeAmericasAsia PacificAfrica&Middle East8FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Top 20 country destinationsIrelands recovery sees huge improvement in 2022While the above relates to destinations travel recovery in 2022 as compared with 2019,it is also interesting to note how their recovery this year compares with their recovery as it stood in 2021.Amongthetop-fivedestinationsinthisspecificmetric,fourare European,with Ireland leading the way having improved its recovery by 50 percentage points,followed by Turkey( 47 pp)and Portugal( 46 pp).Breaking up the European dominance are Saudi Arabia( 50 pp)and Argentina( 45 pp).The presence of Turkey and Portugal in the top-fivedestinations for this metric is unsurprising;both are highly popularSouthernEuropeandestinationsbenefitingfrompent-up demand for sun and beach holidays.Perhaps more surprising is that Ireland leads the ranking.This is indicative of a growing preference for less-crowded,nature destinations that is to say,destinations that offer something other than sun,sea and sand.Top destinations with highest improvement in the recovery of tourist arrivals in respect to 2021 recovery*Out of top 40 destinations in 2022Source:ForwardKeys Actual Air Tickets ForwardKeys,2022.All Rights Reserved.8.8Greatest comebacks of 2022Top destinations with highest improvement in the recovery of tourist arrivals in respect to 2021 recoverySource:ForwardKeys Actual Air Tickets*Out of top 40 destinations in 2022UPDATENeed to add this table to the report,as part of he world ranking article(second text block in the article)DESTINATION*Difference with 2021s tourism recovery(vs 2019)Ireland 50 p.p.Saudi Arabia 50 p.p.Turkey 47 p.p.Portugal 46 p.p.Argentina 45 p.p.9FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Top 20 city destinationsTOP 20 CITY DESTINATIONSSun-soaked cities top the chartsAt the city level,Turkeys Antalya tops the charts with an astounding 66%increase in tourist arrivals,reflective ofthe pent-up demand for sun and beach.However,with strong connectivity and a varied tourism offering not only beaches but also nature,heritage and vibrant cities likeIstanbul(-4%)Turkeybenefitedfromadiversemixof travellers.These came from nearby locations in Europe aswellasfromfurtherafield,namelytheUnitedStates.Turkey also capitalised on tourism from Russia after the rest of Europe closed its doors to the country following the escalation of the Russo-Ukrainian war.Elsewhere in Europe,leading tourist cities outside Turkey include urban destinations like Naples (-14%),Porto(-15%)and Athens(-16%),all of which boast a rich offering of culture and history while connecting travellers to nearby sun and beach resorts,for which there has been much demand from the European and US markets.Mlaga(-10%)inparticularhasbenefitedfromsuchdemand.However,Europes natural and cultural diversity has seen alternative destinations attract large numbers of travellers to the continent seeking tourism products other than sun and beach.For example,Reykjavik(-14%)places in the top-fivecitydestinationsonthecontinent,drawingvisitorsfrom Europe and the US who wish to experience Icelands uniquenaturalbeautyfirsthand.Moving on from Europe,second place in the city rankings goestoSanJosdelCabo,Mexico,whichbenefitedfromits countrys open-door travel policy as well as its proximity to the US where pent-up demand for sun and beach destinations is high to achieve 21%growth versus 2019,aided by a 32%rise in seat capacity.That many of the other top-ranking city destinations represent Central America and the Caribbean see Mexicos Puerta Vallarta( 13%)and the Dominican Republics Punta Cana( 12%)is again testament to the success of open-door policies and the demand for sun and beaches.In the Middle East,Cairo(-18%)is recovering well thanks to its diversity as a leisure destination,while Dubai(-15%),which has traditionally been seen as little more than a layover hub,is now establishing itself as a leading tourist destination.Asia Pacifics travel recovery,which is finally beginningto pick up,is being driven by travellers living overseas visiting friends and relatives in their home countries.The regions top-performing cities in 2022 therefore include Lahore( 4%)and Islamabad(-1%)in Pakistan and Dhaka in Bangladesh(-9%).However,certain destinations are performing well as a result of reenergised demand for long-haul leisure travel,namely Mal(-6%)in the Maldives.*Excluded 1 night stays from the analysis*Out of top 100 global destination citiesSource:ForwardKeys Actual Air Tickets&Seat CapacityInternational tourist arrivals&seat capacity in international flights,2022 vs 2019Key legend ForwardKeys,2022.All Rights Reserved.6.6TOP DESTINATIONS*TOURIST ARRIVALS2022 vs 2019SEAT CAPACITY2022 VS 2019Dominican Republic 5% 13%Turkey0%0%Costa Rica0%-4%Mexico0% 10%Jamaica-5%-5%Pakistan-5% 1ngladesh-8% 12%Greece-12% 9%Egypt-15% 3%Portugal-16%-2%United Arab Emirates*-17%-16%Colombia-19% 10%Qatar*-25%-11%Spain-26%-9%Ireland-31%-10%France-31%-14%Brazil-34%-32nmark-34%-22%Switzerland-35%-19%Sweden-37%-29%Top performing country destinationsInternational tourist arrivals&seat capacity in international flights,2022 vs 2019Source:Actual Air Tickets:ForwardKeys&Seat Capacity Data.*Excluded 1 night stays from analysis*Out of top 40 destinations in 2022UPDATEEuropeAmericasAsia PacificAfrica&Middle East ForwardKeys,2022.All Rights Reserved.10.10 019*Out of top 100 global de TOP DESTINATIONS*TOURIST ARRIVALS2022 vs 2019SEAT CAPACITY2022 VS 2019Antalya(TR) 66% 7%San Jose Cabo(MX) 21% 32%Puerto Vallarta(MX) 13% 23%Punta Cana(DO) 12% 24%San Salvador(SV) 10%-19ncun(MX) 9% 29%Lahore(PK) 4% 4%Aruba(AW) 3%-4%Montego Bay(JM)0%-1%Islamabad(PK)-1% 7%Santo Domingo(DO)-1% 10%San Juan(PR)-2% 9%Istanbul(TR)-4%-4%Male(MV)-6% 12%Dhaka(BD)-9% 14%San Jose(CR)-9%-9%Malaga(ES)-10%-6%Naples(IT)-14% 2%Reykjavik(IS)-14%-10%Porto(PT)-15%2%Nassau(BS)-15%-14%Dubai(AE)*-15%-16%Athens(GR)-16%-8iro(EG)-18% 1%Riyadh(SA)-18% 7FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Top 20 city destinationsInternational tourist arrivals by destination type,2022 vs 2019International tourist arrivals in European destination by preference,2022 vs 20192022H1H2Sun and Beach-30%-36%-23%Nature-51%-59%-42%Urban-48%-56%-38%Shopping-50%-58%-41%Business-50%-58%-41%TOTAL-45%-52%-37%Sun and Beach are the most resilient type of destinaitonsInternational tourist arrivals by destination category,2022 vs 2019TOTAL2022:-45%H1:-52%H2:-37%-30%-36%-23%-48%-56%-38%-50%-58%-41%-50%-58%-41%-51%-59%-42%Sun and BeachNatureShoppingUrbanBusiness ForwardKeys,2022.All Rights Reserved.17.17-60%-40%-20%0%JanFebMarAprMayJunJulAugSepOctNovDecTourist arrivals vs 2019Sun and BeachUrbanUrban European destinations are catching up with Sun and BeachInternational tourist arrivals in European destinations by category,2022 vs 2019Source:ForwardKeys Actual Air TicketsWhat kind of destinations are tourists showing a preference for?Looking at the destinations tourists are visiting,some clear preferences are emerging.Sun and beach destinations are proving the most resilient,reaching-30%recovery in 2022 as compared with 2019 levels.This isreflectedintheimpressiveperformanceofmanydestinationsinCentralAmerica,theCaribbeanandSouthernEurope,aswelloftropical-islanddestinationsinAsiaPacific(Maldives,Fiji).However,urban trips are also making a comeback.In fact,the recovery of urban destinations is catching up with that of sun and beach destinations,and by December,the two will benearlylevelasdemandforsunandbeachholidaysslowsduringtheNorthernHemisphereswintermonths.Thistrendreflectsa wider pattern that has seen alternative destinations growing in popularity particularly in Europe as travel reactivation continues.Cities driving the trend include Istanbul(-4%),Madrid(-22%),Oslo(-25%)and Dublin(-29%).Source:ForwardKeys Actual Air Tickets11FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022MANAGING OVERTOURISMA balancing act that requires nuanced dataBroadly speaking,the success of a destination is judged by the number of visitors it welcomes in a given time frame.In the wake of the COVID-19 pandemic,destinations are,in general,more determined than ever to attract large numbers of tourists,which is why this report focuses on the years most-visited destinations.The evolving responsibilities and requirements of the modern DMOIt is the responsibility of the modern destination marketing organisation(DMO)to consider the needs of all stakeholders and balance economic imperatives with social and environmental concerns.The question is how because,clearly,a DMO does not have the authority to decide which businesses are licensed to operate at its destination;nor can it control who lets their flatouttotouristsviaAirbnb,drivinguprentinthearea.Nevertheless,DMOsdohavethepowertoinfluencethegovernmentaldepartmentsresponsibleformanagingsuchmatters.Thekeyhereisdata.Forinstance,wheretouristarrivalfiguressupportthecomplaintsofresidentsandheritageorganisationsregarding overcrowding in a certain area,DMOs can present this information to the relevant authority,which may then impose limits on applications for new tourist-focused businesses and/or holiday rentals in the area.However,more is not always better,and it is important to remember the issues of overtourism many destinations were facing before the global health crisis emerged.In fact,as more and more global regions approach full travel recovery,the topic of overtourism once again occupies a high position on the travel industry agenda.A hard concept to defineAs a concept,overtourism is relative and highly subjective,with one destinations understanding of the term potentially differingsignificantlyfromanothers.Evenwithinasingledestination,what one party considers too many tourists,another may see as the ideal number,or even not enough.Destinations that attract a high number of tourists tend to develop in such a way that visitors are better catered for.For example,popular city break destinations usually have a large offer of chain hotels and restaurants as well as souvenir shops.According to residents and organisations concerned with preserving heritage,these businesses may damage the citys identity and contribute to overcrowding in central areas.Despite this,they generally become an important economic contributor to such an extent that whentouristsarenotvisiting,thecitysuffersfinancially.By Juan A.Gmez,Head of Market Intelligence at ForwardKeys Managing overtourism12FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Managing overtourismTherearealsoissuesthataDMOcaninfluencemoredirectly.ResidentsofmanyEuropeandestinationscomplainthattheircityisoverrun with groups of drunk and noisy tourists,often celebrating stag or hen parties.This is a common problem in Amsterdam,forexample.Insuchcases,dataontravellerprofilescanbeusedtoidentifythesevisitors,whotypicallytravelinlargegroupsand spend short periods at the destination.Where this type of tourist comprises a large proportion of a destinations audience,the DMO can focus its marketing efforts on promoting other aspects of the destination that attract a different kind of tourist ideally one with higher purchasing power who is more likely to partake in cultural activities.Similarly,wherethedatarevealsthatspecificpartsofadestination are suffering from overcrowding through mass tourism,the DMO can concentrate its efforts on publicising less-visited areas and attractions to distribute tourists social,environmental and economic impact more evenly.However,overtourism relates not only to the profile oftourists and the locations they frequent but also to the time of year they tend to visit.Indeed,unchecked seasonality can cause social and environmental issues due to overcrowding in peak seasons,while in low seasons,it can leave a destination sorely lacking in tourism revenue.Therefore,wherearrivalsdatashowssignificantspikesatcertain periods and considerable drop-offs at others,the DMOshouldshiftitsfocustopromotingasteadierflowof visitors throughout the year.In the case of a traditional beach destination like Mlaga,Spain,for instance,this may mean drawing attention to a less weather-dependent aspect of its offering,such as nearby heritage sites,museums,nature trails or national parks.Implementing the right strategyThe village of Siurana in Catalunya provides a good example of how destinations can manage the impact of tourism.The historic community,which is home to beautiful nature sites and some of the worlds most challenging climbs,has recently refused to be included in the list of most beautiful villages and towns in Spain,adopting a sustainable,quality-over-quantity approach to tourism as it lacks the capacity and infrastructure to support large numbers of visitors.Tourism-focused businesses,such as the local bar,hotel and campsite,agreed with this response.ForwardKeys understands that findingcreative solutions to overtourism is easier said than done,which is why data is so important to the modern DMO.“”Siurana shows how DMOs,village or town planners and local businesses can work together to agree on the best approach for their destination.While this example concerns a small village,the same methodology should be applied at a larger scale to manage overtourism in cities.However,ForwardKeysunderstandsthatfindingcreativesolutions to overtourism is easier said than done,which is why data is so important to the modern DMO.Rather than simply responding to developments and hoping that response proves successful,DMOs need to monitor the situation continually to ensure their implemented policies are making the desired impact and react accordingly if not.For more information on how ForwardKeys can support its clients in managing overtourism,check out the article What lies ahead for travel data analytics and BI at ForwardKeys.13FORWARDKEYS-THE MOST VISITED DESTINATIONS 20222022 travel reviewAnoverviewofthe2022travelyearpaintsaconflictingpictureinwhichoptimismoveranapparentreturntonormalfollowing the Covid-19 pandemic is offset by pessimism regarding other threats including escalating geopolitical tensions and industry challenges.A new strain of COVID-19The emergence of a highly transmissible Covid-19 variant,Omicron,initially caused concern,and governments reintroduced certain travel restrictions to curtail its spread.However,with the new strain ultimately proving less severe than previous variants,those restrictions were soon lifted,and travel rebounded quickly.The response to Omicron showed that markets and authorities were learning to cope with the pandemic and adapttoanewnormal.Itreflectedthegeneralacceptancethat society will have to live with Covid-19 for some time yet but that,in Western markets at least,the pandemic is no longer a serious barrier to travel.International tourist arrivals by destination,2022 vs 2019By Luis Millan,Head of Research at ForwardKeys Source:ForwardKeys Actual Air Tickets2022 TRAVEL REVIEWThe events and trends that shaped the industry ForwardKeys,2022.All Rights Reserved.9.9Worldwide international arrivalsComplemented with Luis article(retrospective of events that shaped 2022)International tourist arrivals by destination,2022 vs 2019Source:ForwardKeys Actual Air Tickets-100%-80%-60%-40%-20%0 %JanFebMarAprMayJunJulAugSepOctNovDecTourist arrivals vs 2019WorldwideEuropeAmericasAsia PacificAfrica&the Middle EastOmicronStart of Russian invasion of UkraineAirports chaos caused by staff shortagesQatar World CupArrivals inEnd of Ramadan(moving dates)14FORWARDKEYS-THE MOST VISITED DESTINATIONS 20222022 travel reviewRerouting of air traffic to avoid Russian airspace has increased the cost of travel to Asia at a time when several Asian destinations are reopening to visitors.“”Escalating geopolitical tensionsSwiftly replacing news coverage of the Omicron outbreak were reports on the escalation of the Russo-Ukrainian war,with Russia launching a large-scale invasion of Ukraine on 24 February.Although the situation in Ukraine had a short-lived impact on travel to Europe,it has nonetheless had far-reaching consequences,the full extent of which is yet to be determined.Intheshortterm,thereroutingofairtraffictoavoidRussianairspace has increased the cost of travel to Asia at a time when several Asian destinations are reopening to visitors.Inthemid-term,inflation,exacerbatedbytheconflict,iseroding consumer purchasing power,while rising fuel prices are increasing the cost of airline operations.The potential forfurtherflare-upsinviolence,meanwhile,representsahangingthreattoEuropeanconsumerconfidence.Airport chaosItwasnotlongbeforereportsontheconflictinUkrainemade way for a new story:significant delays andwidespread cancellations at airports in major Western markets.A hangover from the pandemic,during which many airports and airlines laid off considerable numbers of staff,the chaos arose in May ahead of the summer season,when travel demand began to outstrip supply.For people planning holidays abroad,the images that dominated television screens during the height of the disruption made for concerning viewing,and many were deterred from bookingflightsentirely.Slower recovery for Asia PacificAirports in Asia-Pacific have not experienced the samechaos as those in Europe largely because the region has taken a more cautious approach to reopening following the global health crisis and its travel market is consequently recovering at a slower rate.AlthoughChinasongoingabsencefromtheAsiaPacifictravel landscape poses a considerable obstacle to the regions overall recovery,other markets have made bold moves towards full reactivation based on less-stringent policies.Examples include Australia,which began welcoming visitors on 6 July;Indonesia,which opened to vaccinated travellers on 4 February;and Thailand,which scrapped testing as an entry requirement on 1 April.India,which opened to all vaccinated travellers on 27 March,has made a particularly significant contribution to regionaltravel recovery by capitalising on pent-up demand from both the VFR and leisure segments.Challenges ahead for aviationProviding a bleak backdrop to the events and trends that have shaped the travel industry in 2022 are the longer-term challenges facing aviation.Among these is the aforementioned inflation,which,as well as threatening to negate pent-updemand,is calling into question the sustainability of the low-cost air travel model.At one point,the business travel market also appeared to be under threat.However,the recovery of this segment has accelerated throughout 2022,catching up with that of leisure in the fourth quarter of the year.With leisure travel recovering first,and now the business segment following a similarpattern,it would appear that the travel industry as a whole 15FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022The response to Omicron showed that markets and authorities were learning to cope with the pandemic and adapt to a new normal“”withtheexceptionoftheAsiaPacificmarketisapproachingnormality.Nevertheless,given the other challenges facing the industry,caution is advised.Arguably the greatest threat to aviation is climate change,with many consumers opting to forego air travel to minimise their carbon footprint.As environmentalist movements gather pace and the public consciousness places ever-more importance on green values and practices,the aviation industry must work harder to appeal to the eco-conscious tourist.2022 travel reviewReasons for optimismAlthough this year has posed numerous challenges to the travel industry,there are reasons to be optimistic as 2023 approaches.RecoveryhasbeenparticularlystronginWesternmarkets,andseveralcountriesintheAsiaPacificregionappeartobefollowingsimilar patterns.There,as we have already seen in the West,a combination of VFR and leisure is helping international travel to regain the share of demand it lost to domestic tourism during the pandemic.AsiaPacificsgradualrecoveryispositivenewsfortheindustryasawhole,andifgovernments,destinationsandairlinescanworktogethertoinspireconsumerconfidence,itisonlyamatteroftimeuntileveryregioniswelcomingsimilarnumbersofinternational tourists as in 2019.Moreover,with the 2022 World Cup in Qatar proceeding as planned,and fans and athletes able to attend without issues,the signsarepromisingforthetravelindustrysfullreactivationandthefurtherrebuildingofconsumerconfidencein2023.16FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022WHAT COMES NEXT?What to expect in 2023 Travel recovery in 2022,while generally encouraging,has been affected by challenges including escalating geopolitical tensions betweenRussiaandUkraine,aglobalenergycrisisandsoaringinflationinmostoftheworldsmajoreconomies.Unfortunately,these issues,and the uncertainty they breed in the travel market,look set to continue into 2023.Tickets for international departures from key source markets,2022 vs 2019Source:ForwardKeys Actual Air TicketsAs a result,travel demand from major outbound markets including the United States,the United Kingdom,Australia and India is showing signs of stagnation as we approach the end of the year.Tickets and average fares for international departures from India to the US vs 2019What comes next?ForwardKeys,2022.All Rights Reserved.13.13-100%-80%-60%-40%-20%0 %JanFebMarAprMayJunJulAugSepOctTickets vs 2019WorldwideFrom the USFrom the UKFrom the EUFrom IndiaFrom GCCAfter 2022,whats next?Tickets for international departures from key source markets,2022 vs 2019Source:ForwardKeys Actual Air TicketsUPDATEOutbound tickets.The spikes correspond to moving holidays(End of Ramadan and Feast of Sacrifice)RECOVERYSTAGNATION ForwardKeys,2022.All Rights Reserved.14.14Demand from India to the US is limited by rising faresTickets and average fares for international departures from India to the US vs 20190%2%4%6%8%-40%-20%0%JanFebMarAprMayJunJulAugSepInflation rateTickets vs 2019TicketsInflationRecovery of UK outbound market is halted by inflationTickets for international departures from the UK vs 2019&UK inflation rate20406080100JanFebMarAprMayJunJulAugSepTicket volumes and Fares(indexed,0-100)TicketsFaresSource:ForwardKeys Actual Air Tickets&Fares dataUPDATEUPDATESource:ForwardKeys Actual Air Tickets|UK Office for National StatisticsSource:ForwardKeys Actual Air Tickets&Fares data17FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Lookingatspecificmarkets,theevidenceoftheimpactofthesedynamicsbecomesmorevisible.Illustratingtheimpactofrising air fares,demand for travel from India to the US has decreased a trend that is likely to continue into 2023 as long as the energycrisisandinflationremaintop-of-mindconcerns.Asanotherexampleoftheimpactinflationhasondemand,therecoveryoftheUKoutboundmarket,amajorsourcemarketformanydestinationsworldwide,stagnatedinthesecondquarterof2022followingaperiodofsustainedhighinflationrates.Thistrendcouldpotentiallyworsenasinflationremainshigh.Travel intelligence the key to succeeding in adverse market conditionsAgainst such a backdrop of uncertainty,the value of travel intelligence is emphasised.With the recovery of many of the worlds major outbound markets progressing slowly or stagnating altogether as 2023 approaches,destinations mightbenefitfromturningtheirattentiontowardsnewsourcemarkets that show high potential.For instance,tourism authorities can use reliable ticketing data to determine which markets are still travelling in large numbers to competing destinations and focus their marketing efforts on drawing some of that demand to their own destination.Another viable strategy is to identify and target higher-yield markets and segments,for instance those that tend to favour extended stays or purchase premium travel services,resulting in a greater economic tourism impact.Ultimately,while 2023 looks set to be another volatile year for the travel industry,destinations that leverage travel intelligence will have the agility and adaptability to ride the storm.Tickets for international departures from the UK vs 2019&UK inflation rateSource:ForwardKeysActualAirTickets|UKOfficeforNationalStatisticsWhat comes next?ForwardKeys,2022.All Rights Reserved.14.14Demand from India to the US is limited by rising faresTickets and average fares for international departures from India to the US vs 20190%2%4%6%8%-40%-20%0%JanFebMarAprMayJunJulAugSepInflation rateTickets vs 2019TicketsInflationUPDATESource:ForwardKeys Actual Air Tickets|UK Office for National StatisticsAirport and flight disruptions during summer18FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022What comes next?The market is changing,and so are we.We have all longed for travel to come back for its economic impact,but we see that the market changes from more visitors to better visitors.We can no longer ignore the ecological impact of our many travels.Destinations are looking for visitors that spend more time,while causing less nuisance.That is why many innovations are on their way,to shine an even better light on the entire travellers journey.WHAT TO EXPECT FROM FORWARDKEYS IN 2023?MICEHow many visitors do events move and what is their ecological impact?BehaviourWhat is your visitors behaviour,how can that be influences&measuring the impact of policies.SustainabilityWhats the carbon footprint of any destination&from where should you draw your visitors to be more sustainable?New data smarts will be integrated so you have all the informationyouneedrightatyourfingertips.STAY INFORMED ON FORWARDKEYS PRODUCTS&SOLUTIONSSIGN UPEven easier access to ForwardKeys data smarts to feed them directly into your own BI tools. 19FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022BUSINESS TRAVEL RECOVERYWhats really going on with business travel?Messaging regarding the recovery of the business travel segment has been mixed.Since the onset of the COVID-19 pandemic,a number of the industrys leading voices have claimed that business travel will never fully recover due to changing working habits namely remote working and digital nomadism;company cost reduction;and a growing awareness of environmental issues.Indeed,international business travel has been recovering at a slower rate than leisure tourism.That is,at least,until the fourth quarter of 2022.From October,business travel begins to outstrip leisure.While the latters recovery is decelerating as a result offactorsincludinginflation,therecoveryofbusinesstravelalessprice-sensitivesegmentisgainingmomentum.Leading the recovery of business travel are the Gulf Cooperation Council(GCC)countries,where,at several points this year,business recovery has far outperformed that of leisure.This trend is set to accelerate in the fourth quarter,reaching its peak in December.International tourist arrivals worldwide by trip purpose;2022 vs 2019Source:ForwardKeys Actual Air TicketsBusiness travel recovery ForwardKeys,2022.All Rights Reserved.15.15Worldwide international arrivalsInternational tourist arrivals worldwide by trip purpose;2022 vs 2019-80%-60%-40%-20%0 %JanFebMarAprMayJunJulAugSepOctNovDecTourist arrivals vs 2019BusinessLeisure20FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022International tourist arrivals:difference between Business and Leisure travel recovery rates by region;2022 vs 2019Source:ForwardKeys Actual Air TicketsBusiness travel recovery ForwardKeys,2022.All Rights Reserved.15.15Worldwide international arrivalsInternational tourist arrivals worldwide by trip purpose;2022 vs 2019-80%-60%-40%-20%0 %JanFebMarAprMayJunJulAugSepOctNovDecTourist arrivals vs 2019BusinessLeisureInternational tourist arrivals:difference between Business and Leisure travel recovery rates by region;2022 vs 2019Source:ForwardKeys Actual Air TicketsSource:ForwardKeys Actual Air Tickets-60-40-200204060JanFebMarAprMayJunJulAugSepOctNovDecDifference in recovery Business vs Leisure(in percentage points)Arrivals inBusiness recovery rate above LeisureBusiness recovery rate below Leisure ForwardKeys,2022.All Rights Reserved.15.15Worldwide international arrivalsInternational tourist arrivals worldwide by trip purpose;2022 vs 2019-80%-60%-40%-20%0 %JanFebMarAprMayJunJulAugSepOctNovDecTourist arrivals vs 2019BusinessLeisureInternational tourist arrivals:difference between Business and Leisure travel recovery rates by region;2022 vs 2019Source:ForwardKeys Actual Air TicketsSource:ForwardKeys Actual Air Tickets-60-40-200204060JanFebMarAprMayJunJulAugSepOctNovDecGlobalUS and CanadaEU and UKGCC CountriesTotal InternationalThe fourth quarter of 2022 will also see business outstripping leisure recovery in the European Union and the United Kingdom as well as,to a lesser extent,the United States and Canada.Therefore,although the business segment is undoubtedly facing threats to its continued success,current trends suggest that this form of travel will be around for some time yet.21FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Travellers from the United States have been eager to travel since the travel restrictions were lifted.US travellers were essential to the recovery of regional tourism in 2021 the Caribbean achieved success in 2021 largely due to the US market,but as the world opens in 2022,Caribbean destinations need to re-think their US strategy now that they are facing tougher competition.International departures from the US in 2022 are at just-19%of2019figures,withsunandbeachdestinationsinthe Caribbean and Europe driving this recovery.Caribbean hotspots such as Cancn,Punta Cana,Montego Bay and San Jos del Cabo have managed to retain the success they achieved in 2021 and continue to increase their international arrivals versus 2019 even with tough competition from European destinations.OUTBOUND MARKETS:THE USThe US a key driver of global travel recoveryBefore the pandemic,China was considered the most valuable source market for destinations due to its sheer size,high purchasing power and penchant for luxury goods.Now,amid Chinas absence,destinations should be trying to re-engage andenticeAmericantravellers,whohavehelpedtoreinvigoratetheailingtourismsector,firstin2020withtheCaribbeanandMexico,and now around the globe,from Europe to Asia.US outbound travel:share by destinationSource:ForwardKeys Actual Air TicketsOutbound markets:The US ForwardKeys,2022.All Rights Reserved.19.19US outbound story 1:Destination preferences among US travellerschange over timeUS outbound travel:share by destinationSource:ForwardKeys Actual Air Tickets2022Destination share2021US departures toMexico,Central America and the CaribbeanEU and the UKAsia PacificGCCJan 21Apr 21Jul 21Oct 21Jan 22Apr 22Jul 22Oct 22It is not just Mexico and the Caribbean thriving thanks to US tourists.There is a clear appetite to travel from the US worldwide,andlong-haulflightsarebackinfavour.22FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Europe:A taste for history,nature and cultureEurope is fast approaching full recovery,at-17%.This recovery has been largely thanks to the US lifting the ban on incoming EuropeantravellersinNovember2021,whichnormalisedbilateraltravellerflows.Additionally,favourable US dollar euro conversion rates are driving demand for travel to Europe.This has been an important element in the decision-making process as travellers consider the cost of airfares,accommodation and activities as well as concernsregardinginflationandloomingrecession.Tickets for departures from the US to the EU(vs 2019)compared with EUR/USD exchange rate2022 saw the comeback of long-haul travel to Europe during the summer season.The pent-up demand showed a preference for sun and beach destinations in the Mediterranean:Turkey,Greece,Portugal and Spain.However,ForwardKeys data shows an increasing interest in other types of nature escapes,with destinations such as Switzerland,Ireland and Iceland also experiencing aninfluxofarrivalsfromtheUS.Theculture,historyandsceneryacrossEuropehavemassappealtoUStravellers.Asia Pacific:A new dawnTheoutlookfortheAsiaPacificregionispromisingforseveralreasons.Forexample,interestintravellingishighafterthreeyears of travel restrictions,while the surging US dollar and the absence of Chinese travellers,which mean lower cost of living and less crowded destinations,are perfect for remote workers and those looking to spend time in tropical paradises such as Thailand or Bali during the Northern Hemispheres colder months.ManydestinationsintheregionarewaitingtoseethearrivalfiguresforthefourthquarterthehighseasoninSoutheastAsia and the impact of local travel reactivation on COVID-19 before adopting a more lenient approach to tourism.This has the potential to reactivate travel in the region even further.However,AsiaPacificstillhasitschallenges.Therisingcostoffuelandglobalinflationmeanhigherairfaresandpooreravailabilityofflights.Flightconnectivityintheregionneedstobere-establishedintheabsenceofkeyChineseairporthubsandairlines.For example,Northeast Asia is scarcely connected,which adds to travel time,increases airfares and creates anxiety among travellers keen to explore the continent.Airlines need to resume long-haul connectivity as travellers are currently reliant on hub airports in Europe and the Middle East to connect to Asia.Airports such as Istanbul and Doha have become popular connecting hubs for US travellers.Source:ForwardKeys Actual Air Tickets|European Central BankOutbound markets:The US ForwardKeys,2022.All Rights Reserved.20.200,850,951,051,151,25-90%-60%-30%00%EUR/USDTickets vs 2019Ticktes US-EU(%of 2018/19 levels)Exchange Euro vs DollarUS outbound 2-EuropeTickets for departures from the US to the EU(vs 2019)compared with EUR/USD exchange rateSource:ForwardKeys Actual Air Tickets|European Central Bank are less affordable in$are more affordable in$23FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022 ForwardKeys,2022.All Rights Reserved.21.21Source:ForwardKeys Actual Air TicketsUS outbound 3-APACInternational stopovers of US departures to Asia Pacific,Jan to Aug 2022 vs 2019Istanbul: 34%Frankfurt:-38%Doha: 36%Dubai:-15%Tokyo:-28%Seoul:-45ijing:-100%Hong Kong:-97%International stopovers of US departures to Asia Pacific,Jan to Aug 2022 vs 2019Source:ForwardKeys Actual Air TicketsWith the demand for travel high,airports,airlines and the wider travel eco-system should prepare for a boom to avoid the issues several European destinations endured this past summer.Luckily,this region has time to observe and learn what not to do from regionsthatopenedbeforethem.Airportstaffmustbeproperlyprepared,airlinesrequiresufficientseatcapacityandtravelindustry stakeholders need data to make wiser business decisions.In summary,the US outbound market is currently the worlds travel recovery powerhouse,with a high number of travellers keen to explore and spend their hard-earned cash on new experiences.Destinations that have depended on this audience in the past now face more global competition and cannot rely on a generic approach,while destinations that depended more on markets such as China and Russia ought to shift their focus to communicating more openly with travel-hungry American audiences.Outbound markets:The US24FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Behind the Great Wall As one of the last major hurdles to full global travel recovery,Chinas continued absence from the international travel market has left many destinations facing a huge shortfall in tourist arrivals.Although international travel to and from China has been restricted since the emergence of COVID-19,domestic travel has been permitted for some time.However,continuous lockdowns on major population centres,like Shanghai and Chengdu,following new coronavirus outbreaks have created a volatile domestic travel landscape.Recovery is fast when restrictions are lifted,but changes are frequent and sudden,and each lockdown has a significanteffectondemand.Given the problems facing Chinas domestic travel market,and the Governments recent affirmation that it wouldmaintain its cautious approach to COVID-19,the chances of the country reopening to international tourism in the short term appear slim.OUTBOUND MARKETS:CHINAAdapting to Chinas absence from the international travel marketBy Nancy Dai,Insights Expert at ForwardKeys Outbound markets:ChinaDomestic travel in China,2022 vs 2019Source:ForwardKeys Actual Air Tickets ForwardKeys,2022.All Rights Reserved.23.23Lunar New YearLabor Day HolidayShangai lockdownChengdu lockdown-80%-60%-40%-20%0%JanFebMarAprMayJunJulAugSepOctChina domestic travel still depends largely on restrictionsDomestic travel in China,2022 vs 2019Source:ForwardKeys Actual Air TicketsGolden Week25FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Departures from key markets in Asia Pacific in 2019 and their compound annual growth rates for period 2015-2019Source:ForwardKeys Actual Air TicketsNevertheless,itisworthrememberingthatsimilarpolicies,includingtravelbans,werewidespreadthroughoutAsiaPacificuntilrecently.Now that much of the region has reopened,it will be interesting to see whether local markets can keep COVID-19 rates undercontrol.Iftheycan,itmayencourageChinatoreopen,gradually,in2023asitwillbecomeincreasinglydifficultforthecountry to keep its borders closed when the rest of the region has returned to normality.Yet even if China were to reopen next year,the economic challenges currently facing the country including a property market crisis and issues relating to the pandemic would result in a slow travel recovery,particularly in the long-haul segment.Until Chinas outbound travel market fully reactivates,regional destinations that had developed a dependency on Chinese tourists in the years preceding the pandemic will need to shift their attention to other important markets.Outbound markets:China ForwardKeys,2022.All Rights Reserved.22.22China outbound focus-Regional markets to keep track ofChinaJapanSouth KoreaIndiaThailandInternationalIntraregionalDepartures from key markets in Asia Pacific in 2019 and their compound annual growth rates for period 2015-2019Source:ForwardKeys Total Air Market2015-2019 CAGR 9.0% 9.4% 6.2% 7.5% 9.0% 9.4% 7.6% 10.4% 7.4% 8.2%Volume of international departuresFinding Asias next powerhouseAmongthetop-fiveoutboundmarketsinAsiaPacificbeforetheglobalhealthcrisis,Indiashowsparticularpromise.AlthoughIndias size as an international outbound market is largely attributable to its significant global diaspora,its middle-classpopulation is growing,and the number of outbound leisure travellers from the country is increasing as a result.Moreover,while Indias intraregional outbound travel market is relatively small,it had experienced more growth( 10.4%)than anyoftheothermajorAsiaPacificoutboundmarketsbothinternationalandintraregionaloverthefiveyearsbeforethepandemic.Now that the country has fully reopened,ForwardKeys expects its development as an interregional outbound market to accelerate.The economic situation is also improving in Thailand,allowing more of its residents to travel abroad and thereby making the country an increasingly valuable source market for regional destinations.Meanwhile,Japan and South Korea,the two top-performing outbound markets in Asia Pacific(excluding China)prior toCOVID-19,have recently reopened to travel and are expected to re-establish themselves as important source markets.With Chinas reopening seemingly still some time off,regional destinations need to adapt to the new environment,identifying marketsandtravelaudiencestofillthegapleftbyChinaandcontributetowardsalong-term,sustainabletourismmodel.Travelintelligence based on reliable data is fundamental to this approach.26FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Global arrivals by cabin class,benchmarked against 2019 ForwardKeys,2022.All Rights Reserved.36.36APACLuxury travel intro to Fiji and Maldives articlesSource:ForwardKeys Actual Air Tickets-100%-80%-60%-40%-20%0 %Var vs 2019EconomyPremiumOmicronAirport disruptionsPREMIUM TRAVELTravellers spending more in wake of pandemicAbletoflyabroadoncemorefollowinganextendperiodwithoutforeignholidays,manytravellersaredemonstratingawillingnesstospendmoreontravelservices,asreflectedbythefastrecoveryofpremiumcabinclasses.Thisisgoodnewsnot only for the airlines but also for destinations and tourism-related businesses as travellers arriving in premium-class cabins are likely to spend more at the location they are visiting.With many destinations and markets remaining closed during the COVID-19 pandemic,travel preferences changed,and the luxury travel segment was reconfigured.For example,Japan,China and South Korea all in the top-10 premium travel markets in 2019 dropped down the rankings in 2022 due to their cautious approach to managing COVID-19.The Japanese and South Korean luxury markets are expected to see a comeback in 2023 now that both countries have reopened to international travel.Premium travelSource:ForwardKeys Actual Air Tickets27FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Top markets by international departures in premium cabin classes,2022 ForwardKeys,2022.All Rights Reserved.36.36APACLuxury travel intro to Fiji and Maldives articlesSource:ForwardKeys Actual Air Tickets-100%-80%-60%-40%-20%0 %Var vs 2019EconomyPremiumGlobal arrivals by cabin class,benchmarked against 2019OmicronAirport disruptionsTop markets by international departures in premium cabin classes,2022Source:ForwardKeys Actual Air Tickets56BCT96G7Q%U.S.A.GermanyUnitedKingdomFranceCanadaAustraliaSaudi ArabiaIndiaSpainBrazilPremium EconomyFirst&BusinessSource:ForwardKeys Actual Air TicketsWhiletheFar-Easterncountrieshaveslippeddowntherankings,twootherAsiaPacificmarketsthatreopenedearlier,Australiaand India,have shown resilience.The former has maintained its premium market share in 2022 as compared with 2019,while the latter has marginally improved its share.By volume,the United States and Germany are the largest premium travel markets,but what really matters for destinations when gauging the economic impact of various markets is the proportion of visitors travelling in high-end cabins i.e.business and firstclassasopposedtopremiumeconomy.Inthatrespect,theUS,theUnitedKingdom,FranceandCanadaappeartobethemostaffluentsourcemarkets,thereforeofferingbettervaluepertraveller.Intimesofvolatilityandconflict,itisreassuringtoseesomepositivetraveltrendstakingshape.Premium travel28FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022AMERICASInternational tourist arrivals in the Americas,2022 vs 2019Source:ForwardKeys Actual Air TicketsSun&Beach -22%-28%-15%Nature -34%-39%-27%Shopping -42%-49%-35%Urban -39%-46%-30%Business -39%-47%-32 22H1-H2 ForwardKeys,2022.All Rights Reserved.24.24AMERICASInternational tourist arrivals in the Americas,2022 vs 2019Source:ForwardKeys Actual Air Tickets2022:-29%H1:-35%H2:-21 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSAMERICASARRIVALSSun&Beach -22%-28%-15%Nature -34%-39%-27%Shopping -42%-49%-35%Urban -39%-46%-30%Business -39%-47%-32 22H1-H2*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations2022 vs 2019Dominican Republic 5%Aruba 3%Costa Rica=0%Mexico=0%Puerto Rico-4%Jamaica-5hamas-15%Colombia-19uador-25%Panama-32%SPOTLIGHT ON:THE AMERICAS Americas recovery remains linked to the CaribbeanInternational tourist arrivals in the Americas,2022 vs 2019*Out of destinations with share of arriv-als in the Americas=1.0%Source:ForwardKeys Actual Air TicketsSpotlight on:The Americas ForwardKeys,2022.All Rights Reserved.24.24AMERICASInternational tourist arrivals in the Americas,2022 vs 2019Source:ForwardKeys Actual Air Tickets2022:-29%H1:-35%H2:-21 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSAMERICASARRIVALS-20%Tourist arrivals vs 201929FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022In terms of recovery,the Americas comfortably outperforms the worldwide average,reaching-29 percentage points ahead of the global average in 2022 as compared with 2019.The regions recovery accelerated in the second half of the year,reaching-21%.Fuelled by pent-up demand from US travellers,sun and beach destinations were the preferred choice and achieved the highest level of recovery,down only by 15%in the second half of the year as compared with the same period in 2019.Consistent with this trend,the best-performing countries were those with a world-class sun and beach offering namely Caribbean and Central American countries like the Dominican Republic( 5%),Aruba( 3%),Costa Rica(0%)and Mexico(0%).The South American countries of Colombia(-19%)and Ecuador(-25%)are also climbing up the recovery rankings.Both countries offer sun and beach resorts in addition to diverse nature.Nature destinations also made a comeback in the Americas,second only to sun and beach travel,at-34%.Spotlight on:The Americas30FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Best practices:MexicoHaving remained open throughout the pandemic,Mexico becameoneofthefirstdestinationsintheworldtoreachfull travel recovery.The country achieved this milestone by leveraging its proximity to the United States and the pent-up demand from US travellers for sun and beach destinations.ThisisreflectedintheexceptionalperformanceofMexicancities in the best-performing destination cities ranking,with San Jos del Cabo( 21%),Puerto Vallarta( 13%)and Cancn( 9%)all achieving growth as compared with 2019 arrivals.However,Mexico owes its impressive performance to more thanjustfineweatherandbeaches.Amongtheworldstravel recovery leaders in both 2021 and 2022,Mexico has been successful in creating a loyal base of customers and expanding its audience by targeting different kinds of travellers.LookingatthetouristprofilesofvisitorstoCancn,forexample,weseethatthedestinationisespeciallyappealingtocouples(39%),andthatvisitorsstayforaweek(7.4nights)onaverage,reflectingitspopularityasahoneymoonspotofferingworld-class beaches and nearby heritage sites.Cancn has also managed to capture more premium-class travellers than in 2019( 50%),as well as more solo travellers( 28%).Mexico City,one of the worlds largest,most vibrant cities,has proved particularly successful with solo travellers(42%),who have been spending longer at the destination 13 nights on average,up from 11 in 2019 to enjoy its rich and diverse cultural offering.While solo visitors accounted for the largest proportion of visitors to Mexico City in 2022,families proved the most resilient segment(-12%),a trend that is attributable to changing perceptions regarding security at the destination.In more good news for the city,long stays(of over 14 nights)are the most resilient length-of-stay type at 2.3%versus 2019.Mexicos success in the wake of the pandemic emphasises the importance of consistency in messaging and regulations to buildloyaltyandawarenessaswellastoinfluenceperception.Italsodemonstrateshowacountrythatcountsdiversityamongitsgreateststrengthscanleveragethatassettobenefitfromavarietyoftravellerprofiles.International arrivals in Mexico by traveller profile,2022Source:ForwardKeys Actual Air TicketsBEST PRACTICES:MEXICOAttracting diverse audiences through a varied tourism offering ForwardKeys,2022.All Rights Reserved.26.26AMERICAS:MEXICO ARTICLEInternational arrivals in Mexico by traveller profile,2022Singles42%Couples39%Groups(6 pax)Family sized groups(3-5 pax)SinglesCouplesCancunMexico CityDominant Group size(share)Couples 39%Singles 42%Share of Premium class cabins7%Average length of stay7nights13nights31FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022SPOTLIGHT ON:EUROPEDemand for sun-and-beach destinations drives European travel recoveryInternational tourist arrivals in Europe,2022 vs 2019*Out of destinations with share of arrivals in Europe=1.0%Source:ForwardKeys Actual Air Tickets ForwardKeys,2022.All Rights Reserved.27.27EUROPEHistorical and booked international arrivals to Europe in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -20%-26%-15%Nature -33%-38%-27%Shopping -33%-42%-24%Urban -35%-43%-27%Business -38%-46%-29 22H1-H2*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations2022 vs 2019Turkey=0%Greece-12%Iceland-14%Portugal-16%Norway-25%Spain-26%Ireland-31%France-31nmark-34%Switzerland-35 22:-36%H1:-43%H2:-29 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSEUROPEARRIVALS-20%Tourist arrivals vs 2019 ForwardKeys,2022.All Rights Reserved.27.27EUROPEHistorical and booked international arrivals to Europe in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -20%-26%-15%Nature -33%-38%-27%Shopping -33%-42%-24%Urban -35%-43%-27%Business -38%-46%-29 22H1-H2*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations2022 vs 2019Turkey=0%Greece-12%Iceland-14%Portugal-16%Norway-25%Spain-26%Ireland-31%France-31nmark-34%Switzerland-35%ForwardKeys,2022.All Rights Reserved.27.27EUROPEHistorical and booked international arrivals to Europe in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -20%-26%-15%Nature -33%-38%-27%Shopping -33%-42%-24%Urban -35%-43%-27%Business -38%-46%-29 22H1-H2*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations2022 vs 2019Turkey=0%Greece-12%Iceland-14%Portugal-16%Norway-25%Spain-26%Ireland-31%France-31nmark-34%Switzerland-35%Spotlight on:Europe32FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Spotlight on:EuropeEuropes travel recovery had a weak start in 2022,at-43%,amid restrictions related to Omicron and the uncertainty surrounding the escalation of the Russo-Ukrainian war.However,it managed to reach-36%against 2019 levels by year end thanks to a solid performance in the second half of the year(-29%),boosted by a revived enthusiasm for the region as a summer travel destination.These results position Europe as the third-best-performing global region,ahead of the worldwide average by nine percentage points.2022 has seen a reactivation of tourism from the United States after the country relaxed its travel restrictions at the end of 2021.Demand was particularly high for sun and beach destinations,which reached-20%in as compared with 2019.Most of the stand-out destinations in terms of recovery are therefore Southern European destinations,like Greece(-12%),Portugal(-16%)and the regional leader,Turkey(0%),which attracts a diverse mix of travellers from the European Union,the US and Russia.Theothertwocountriesmakingupthetopfivemostresilientdestinations,Iceland(-14%)andNorway(-25%),reflectthegrowing demand for alternative destinations in particular those that offer natural beauty.Europe concluded 2022 consolidating a well-balanced mix of destination choices,with trips to nature(-33%),shopping(-33%)and urban(-35%)destinations improving substantially in the second half of the year.33FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Best practices:AlbaniaTravel and tourism is among the most important sectors for the Albanian economy,both in monetary and employment terms.In 2019,the sector contributed$3,430 million,equivalent to 20.3%of Albanias GDP,positioning it as one of the main contributors to the countrys economic development.Home to castles,archaeological sites and a pristine coastline,Albania has a lot to offer visitors.Yet the Balkan nation has never held a prominent position on the international tourist map,with its neighbour Greece and other local competitors like Croatia typically attracting many more travellers.However,in recent years Albania has claimed its well-deserved position on the Mediterranean travel landscape by improving its tourism infrastructure and air connectivity and enhancing its marketing efforts to draw more attention to its abundant offering of tourism products.The strategy has proved successful because,until the start of the COVID-19 pandemic,visitor numbers were growing at an incredible pace,far above the global average.Like all destinations,its performance was then severely affected by the emergence of the global health crisis.Interestingly,in 2022,the growth trend picked up right where it left off in 2019 and Albania surpassed the regional average by growing by 5%in arrivals.On the one hand,Albania has managed to capitalise on the increased demand for alternative,less-crowded sun&beach destinations following the COVID-19 pandemic.On the other hand,it has expanded its market access by establishing direct air connections with key markets in Europe and overseas,primarily through low-cost operators.In fact,Albania is one of the few destinations in Europe with a double-digit increase in international seat capacity compared with 2019.What stands out is that Albanias strong growth and post-pandemic performance have not relied on a single source market but several a wise move considering the crisis and resultant border closures and travel restrictions.Albania achieved robust marketdiversificationbytappingintomajorEuropeanmarketssuchastheUnitedKingdom,Germany,ItalyandFranceaswellas attracting interest from the United States and the Middle East.BEST PRACTICES:ALBANIAAlbania:The Mediterraneans dark horseAlbania has shown how,by revamping its tourism strategy and destination marketing plus improving accessibility by air,a lesser-known destination can shine and increase its international arrivals.As 2023 approaches,bringing with it the hope of further travel market normalisation,the outlook for this diverse and unspoilt destination looks bright.ForwardKeys,2022.All Rights Reserved.29.29EUROPEAlbania articleSource:ForwardKeys Total Air Market201720182019202020212022Passenger volumes 19% 12% 12%-66% 133% 43%(estimate)International tourist arrivals in AlbaniaInternational tourist arrivals in AlbaniaSource:ForwardKeys Total Air Market34FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Strategic and tactical decision making made easy for destinationsDestinationGatewayisForwardKeyslatestinnovation.BuiltspecificallyforDMOsandtouristboards,this powerful yet intuitive solution provides destination clients with travel data at each step of the consumer journey in near-real time.Destination Gateway comprises:PerformanceUnderstand the performance of your destination regarding specific travel audiences including historical trends,current patterns and outlook.RecoveryChart the recovery of inbound travel by monitoring the evolution of ticket sales as compared to pre-Covid statistics.ConnectivityPower up your decision-making and negotiations with airlines by studying air capacity and supply to your destination,with a new load factors feature displaying the proportion of seats taken up on individual routes to a destination.FORWARDKEYS DATA SOLUTION FOR DMOSMarketingUnderstand your source markets travel behaviour and profiles to optimally prepare your marketing plans and campaigns.LEARN MOREDestination Gateway35FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022*Out of destinations with share of arrivals in the Africa&the Middle East=1.0%Source:ForwardKeys Actual Air TicketsSPOTLIGHT ON:AFRICA AND THE MIDDLE EASTSub-Saharan Africa leads regional recovery;Middle East well positionedInternational tourist arrivals in Africa and the Middle East,2022 vs 2019Spotlight on:Africa and the Middle East ForwardKeys,2022.All Rights Reserved.30.30Africa and Middle EastHistorical and booked international arrivals to Africa and Middle East in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -17%-22%-9%Nature -34%-40%-27%Shopping -15%-21%-7%Urban -26%-34%-13%Business -20%-26%-11 22H1-H2*Excluded 1 night stays from the analysis*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations*2022 vs 2019Tanzania 2%Egypt-15%United Arab Emirates*-17%Jordan-21%Nigeria-22%Mauritius-24%Qatar*-25%Lebanon-31%Kenya-32hrain-33 22:-26%H1:-34%H2:-14 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSAFRICA&MIDEARRIVALS-20%Tourist arrivals vs 2019 ForwardKeys,2022.All Rights Reserved.30.30Africa and Middle EastHistorical and booked international arrivals to Africa and Middle East in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -17%-22%-9%Nature -34%-40%-27%Shopping -15%-21%-7%Urban -26%-34%-13%Business -20%-26%-11 22H1-H2*Excluded 1 night stays from the analysis*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations*2022 vs 2019Tanzania 2%Egypt-15%United Arab Emirates*-17%Jordan-21%Nigeria-22%Mauritius-24%Qatar*-25%Lebanon-31%Kenya-32hrain-33%ForwardKeys,2022.All Rights Reserved.30.30Africa and Middle EastHistorical and booked international arrivals to Africa and Middle East in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -17%-22%-9%Nature -34%-40%-27%Shopping -15%-21%-7%Urban -26%-34%-13%Business -20%-26%-11 22H1-H2*Excluded 1 night stays from the analysis*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations*2022 vs 2019Tanzania 2%Egypt-15%United Arab Emirates*-17%Jordan-21%Nigeria-22%Mauritius-24%Qatar*-25%Lebanon-31%Kenya-32hrain-336FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Africa and the Middle East was the most resilient world region in 2022,with the number of international arrivals only 26low 2019 levels.This region outperformed the global result by 23 percentage points in the second half of 2022.Africa in particular has demonstrated impressive resilience,but many of its destinations face ongoing challenges when it comes to connectivity with major markets such as the United States and Europe.Among the locations leading the regions recovery,there is a strong presence of Middle Eastern destinations,including Egypt(-15%),United Arab Emirates(-17%)and Qatar(-25%),among others.The ranking of most-resilient destinations is led by Tanzania,which stood out with a 2%increase over 2019.The strong performance of these destinations is consistent with the recovery of sun and beach travel in the wider region,which,in the second half of 2022,almost reached full recovery,standing at-9%as compared with the same period in 2019.Other destinations recovering well in the region are shopping and business hotspots,standing at-15%and-20%for the year,respectively.This is reflected in the performance ofmajor commercial cities in the Middle East,like Dubai(-15%).Overall,the Middle East is well positioned for further recovery,benefiting from the return of global events like the DubaiWorld Expo,the FIFA World Cup in Qatar and the Formula One GPs in various Gulf locations.Spotlight on:Africa and the Middle East37FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022As one of the worlds busiest transit hubs,Dubai now leverages its rich offering of attractions and activities to encourage transferring travellers to spend extended stays there.However,the city aims to establish itself as a tourist destination,and it now appears on course to achieve that goal.Since the United Arab Emirates reopened to international visitorsinJuly2020afterthefirstwaveofthepandemichad passed its peak travellers visiting Dubai are,on average,staying for longer.Longstays(formorethantwoweeks)werethefirstlength-of-stay type to reach 2019 levels,showing the growing appeal the destination has for travellers.Many travellers attending major events such as the Dubai Expo in Q4 2021,the Formula One in Abu Dhabi and Qatars FIFA World Cup in 2022 are choosing Dubai as their preferred hub and base.Medium stays(between 6 and 13 nights)have also recovered strongly,comfortably surpassing 2019 levels in major holiday periods,such us Eid al-Fitr for Muslim tourists and Christmas holidays for European markets.In a further indicator of Dubais growing reputation as a tourist destination,short stays have so far failed to match their 2019 performance.International arrivals in Dubai by length of stay,benchmarked against 2019AFRICA&MIDDLE EASTDubai article-120%-80%-40%00%Var vs 2019Short Stays(2-5 nights)Medium Stays(6-13 nights)Long Stays(14 nights )Source:ForwardKeys Actual Air TicketsInternational arrivals in Dubai by length of stay,benchmarked against 20191 Oct:Dubai Expo1 May:Eid al-Fitr20 Nov:FIFA World Cup12 May:Eid al-Fitr18 Nov:Formula One GP in Abu DhabiSource:ForwardKeys Actual Air TicketsBEST PRACTICES:DUBAITransitioning from a stop-over to a fun-packed family destinationBest practices:Dubai38FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Best practices:DubaiDubais evolution as a destination is reflected not onlyin changing length-of-stay shares but also in the type of travellers the city is attracting,which are now,on average,more valuable.The share of air arrivals in premium cabin classes has increased by three percentage points.The relative increase inaffluenttravellersisdrivenbyfamilysizegroups(3-5travellers)and couples.It appears the perception of Dubai astheLasVegasoftheMiddleEastisfinallyshifting.In summary,Dubai has now matured and established itself asafinaldestinationforholidaymakersfromaroundtheworld not merely a stop-over or a place to connect to anotherflight.Its rich events calendar and proximity to other major events in neighbouring locations,reputation as a safe and premium destination and activities for couples and even families mean it can expect a busy 2023 as well.39FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Best practices:TanzaniaTanzania is Africas visual masterpiece.It is a country of natural splendour,astounding wildlife,seductive beaches,charming ancient towns,archaeological sites and geological wonders.Africas highest mountain,Mount Kilimanjaro,rises from lush,grassy plains and towers over the land.Political stability and year-round good weather add to this East African nations popularity.Crucially,Tanzanias access to overseas markets built on the foundations of a solid international air network has allowed it to draw visitors from around the world.The countrys connectivity has been key to its impressive performance during the pandemic.In fact,tourist arrivals to Tanzania in 2022 reached similar levels to 2019 thanks to its accessibility by air.Despite the global crisis,the East African nation developed new connections and strengthened its existing connectivity with key markets in Europe,Asia and the Middle East.The flag carrier Air Tanzania expanded its reach withinAfrica and India,and,most critically,major network airlines like Qatar Airways,KLM and Air France increased their presence in Tanzanias international airports,connecting Tanzania to the rest of the world.This facilitated access to mid-and long-haul markets in the Middle East,Europe and beyond.In contrast,two of its major regional competitors,Kenya and South Africa,have lost connections in respect to 2019.In the post-COVID-19 context,non-stop connections and simpleflightitinerarieshavebecomeadecisivefactorfortravellers concerned about the inconveniences of varying travelrequirementsandthelikelihoodofflightdisruptions.International air connections of African destinations;2022 vs 2019Source:ForwardKeys Actual Air Tickets ForwardKeys,2022.All Rights Reserved.33.33AFRICA&MIDDLE EASTTanzania articleInternational air connections of African destinations;2022 vs 2019Source:ForwardKeys Seat Capacity dataDestinationCountries connectedDifference in countries vs 2019Tanzania280Kenya40-8South Africa40-5BEST PRACTICES:TANZANIAA case in point for the importance of connectivity40FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022*Out of destinations with share of arrivals in theAsiaPacific=1.0%Source:ForwardKeys Actual Air TicketsSPOTLIGHT ON:ASIA PACIFIC Optimism for Asia Pacific as region gradually reopensInternational tourist arrivals in Asia Pacific,2022 vs 2019Spotlight on:Asia PacificAPACHistorical and booked international arrivals to Asia Pacific in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air Tickets2022:-76%H1:-82%H2:-67 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSASIA PACIFICARRIVALS-20%Tourist arrivals vs 2019 ForwardKeys,2022.All Rights Reserved.34.34APACHistorical and booked international arrivals to Asia Pacific in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air TicketsSun&Beach -72%-79%-63%Nature -75%-83%-64%Shopping -84%-90%-75%Urban -80%-86%-71%Business -81%-87%-72 22H1-H2 ForwardKeys,2022.All Rights Reserved.34.34APACHistorical and booked international arrivals to Asia Pacific in 2022 based on bookings made as of 28 Sept 2022;vs same period in 2019Source:ForwardKeys Actual Air Tickets2022:-76%H1:-82%H2:-67 22:-45%H1:-52%H2:-37%WORLDWIDEARRIVALSASIA PACIFICARRIVALS-20%Tourist arrivals vs 2019Sun&Beach -72%-79%-63%Nature -75%-83%-64%Shopping -84%-90%-75%Urban -80%-86%-71%Business -81%-87%-72 22H1-H2*Out of destinations with share of arrivals in the Americas=1.0%Top performing destinations2022 vs 2019Pakistan-5%Maldives-7ngladesh-8%Fiji-22%Iran-26%India-40%Nepal-41%Sri Lanka-45%Philippines-55%Singapore-69AFORWARDKEYS-THE MOST VISITED DESTINATIONS 2022AsiaPacificcontinuestolagfarbehindtherestofworldinterms of travel recovery,with Chinas ongoing closure a major obstacle for regional recovery.However,optimism is building following the reopening of many countries in the region.As compared with the same period in 2019,regional recovery in the second half of 2022 has reached-67%.Given that it stood at-82%in the first half of the year,the regionstravel reactivation is certainly moving in the right direction.Nevertheless,since some destinations have taken a more cautious approach than others,the pace of recovery remains uneven.Overall 2022 results stood at-76%.Aswasthecasewhenotherregionsfirststartedtoreopen,the countries topping the recovery charts in Asia Pacificare generally those with large diasporas that have seen high volumes of arrivals in the visiting-friends-and-relatives category.These include Pakistan(-5%),Bangladesh(-8%)and India(-40%).The latter is also showing strong outbound recovery,and is a leading candidate to become the regions powerhouse in term of outbound travel.Otherfast-recoveringcountriesinAsiaPacificincludetheMaldives(-7%)and Fiji(-22%),both remaining popular with global travellers seeking exlcusive sun and beach destinations.The period between the fourh quarter of 2022 and the firstquarterof2023SoutheastAsiashighseasonwillprovide a better gauge of the regions true inbound tourism recovery.Ultimately,however,Asia Pacifics reactivationwill not be complete until the reopening of China outbound,a source market on which so many global destinations previously depended.Spotlight on:Asia Pacific42FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Best practices:FijiBEST PRACTICES:FIJIThe power of marketing to new target audiencesThe tourism industry contributes an estimated 31%to the Fijian GDP and provides over 88,200 jobs1.Since reopening its bordersinDecember2021,thecountryhasstoodoutasthemostresilientdestinationinthePacificOceanthankstosomeclever reinvention through marketing.Fijis recovery is exceeding the regional average,driven by travellers from Australia and New Zealand as well as a relatively new market:the United States.The high proportionofthesevisitorsflyinginpremiumcabinclassessuggeststhatmanyofthesetravellersareaffluent.In fact,Fijis success in attracting affluent audiencesissuch that high-end shares from the US have grown by 27%compared with 2019,while stays of 68 nights have grown by 4 percentage points.Long and medium stays in general have increased while short stays under 3 nights have dropped.Group sizes have also changed,with solo travellers and groups making way for more couples and families.It appears that Fiji has established itself as a more sophisticated destination rather than a backpackers haven.A recent marketing campaign starring Australian actress Rebel Wilson had global appeal,while the government worked hard to develop connections beyond Australia.International arrivals in Fiji and key competing destinations,2022 ForwardKeys,2022.All Rights Reserved.37.37APACFiji articleSource MarketsDestinationsSource:ForwardKeys Total Air MarketInternational arrivals in Fiji and key competing destinations,2022New ZealandU.S.A.AustraliaNew CaledoniaFrench PolynesiaCook IslandsFiji 1Data of 2019.Source:WTTCSource:ForwardKeys Total Air Market43FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Share and ranking evolution of top premium-class markets for the Maldives,2018 to 2022Source:ForwardKeys Actual Air Tickets20182019202020212022APACMaldives article*Source:ForwardKeys Actual Air TicketsGermanyGCCUnited KingdomChinaItalyRussiaGermanyGCCUnited KingdomItalyRussia20182019202020212022BEST PRACTICES:MALDIVESTapping into new markets using Big DataThe COVID-19 pandemic brought global tourism and travel to a standstill.Although the health impact of the pandemic has been fairly contained in the Maldives,its economic consequences for the tourism-dependent economy have been devastating.To contain the spread of the virus,the country closed its borders for the first time in history,between 27 March and 15 July 2020.This led to a sudden stop in tourism the main driver of growth,jobs and revenue.But with the virus now contained and more than two-thirds of the countrys population fully vaccinated,tourists have been steadily returning since late 2020.The Maldives has also successfully attracted tourists from new and emerging markets to supplement shortfalls in arrivals from previously high-performing markets like China.India and Russia were the leading markets in 2021,accounting for 22%and 17%of total tourists,respectively.Asaresult,high-endvisitorsflockedtotheislandnationfrom around the world,compensating for the drop-off in arrivals from traditional source markets in Asia(China,Thailand,Japan,Hong Kong)and Europe(Germany,United Kingdom,Italy).TheMaldivesgrowingstatusasaluxurydestinationisreflectedinthestrongpost-pandemicrecoveryinsalesofpremium-class tickets to the country.Compared to 2019,premium-class travel to the Maldives has grown by 29%while economy-class travel has decreased by 11%.The origin markets displaying the most growth in premium-class travel to the Maldives are the United Kingdom,Russia,the United States and European markets,particularly Denmark and Spain.Spotlight on:Maldives44FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022These markets were engaged through greater investment in digital marketing,TV adverts and events in Russia processes that were optimised using Big Data.“Our initial strategies for the market had to be completely shifted due to the pandemic,”says Thoyyib Mohamed,Managing Director,of Visit Maldives.“We altered our focus to utilise online and digital platforms to maintain the destinations presence and partnered with some of the leading Russian tourism-related organisations,operators,travel agents and travel TV channels to spread knowledge about our destination and boost arrivals from Russia.“I must highlight that one of our biggest advantages when it comes to promoting tourism today is the unique geographical features of the Maldives,which enable us to promote the destination as a haven for travellers replete with luxury offerings,”Mohamed concludes.Additionallyrethinkingflightroutesandseatcapacity,thanksto the insights derived from the data at hand,meant new gateways into emerging origin markets were possible.Best practices:Maldives45FORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Africa and Middle East-Top destinations in 2022DATA APPENDIXTop destinations in 2022:CountriesOnly destination countries with more than 0.1%of global international arrivals are listed.Aggregated results for the continents include all the countries.Tourist arrivals results are based on ForwardKeys Actual Air Tickets as of 18 October 2022(combining historic results and tickets on the book until year end).Only considered travellers with return trip staying at least one night in the destination.Data appendixSource:ForwardKeys Actual Air Tickets*Excluded 1 night stays from the analysisDestination countryVar vs 2019Africa and Middle East-26%Algeria-25hrain-33%Egypt-15%Ethiopia-13%Ghana-15%Iraq-28%Jordan-21%Kenya-32%Kuwait-60%Lebanon-31%Mauritius-24%Morocco-37%Nigeria-22%Oman-63%Qatar*-25%Reunion Island29%Saudi Arabia-42%Senegal-12%Seychelles-4%South Africa-52%Tanzania2%Tunisia-57%United Arab Emirates*-17%Worldwide international arrivals-45%Asia Pacific-Top destinations in 2022Source:ForwardKeys Actual Air TicketsDestination countryVar vs 2019Asia Pacific-76%Australia-71ngladesh-8%Fiji-22%Hong Kong-95%India-40%Indonesia-71%Iran-26%Japan-89%Malaysia-76%Maldives-7%Nepal-41%New Zealand-76%Pakistan-5%Philippines-55%Singapore-69%South Korea-80%Sri Lanka-45%Taiwan-94%Thailand-75%Vietnam-77%Worldwide internationalarrivals-45FFORWARDKEYS-THE MOST VISITED DESTINATIONS 2022The Americas-Top destinations in 2022DATA APPENDIXTop destinations in 2022:CountriesData appendixSource:ForwardKeys Actual Air Tickets*Excluded 1 night stays from the analysisDestination countryVar vs 2019Americas-29%Argentina-39%Aruba3hamas-15rbados-26%Brazil-34nada-38%Chile-54%Colombia-19%0%Panama*-32%Peru-47%Puerto Rico-4%Saint Marteen9%Turks and Caicos Islands15%U.S.A.-39%US Virgin Islands32%Worldwide internationalarrivals-45%Martinique19%Mexico0%Nicaragua0%Costa Rica0%Cuba-65%Curaao11%Dominican Republic5uador-25%El Salvador10%Guadeloupe17%Guatemala-17%Honduras-10%Jamaica-5%Europe-Top destinations in 2022Finland-39%France-31%Georgia-46%Germany-47%Greece-12%Hungary-59%Iceland-14%Ireland-31%Israel-39%Italy-40stination countryVar vs 2019Europe-36%Albania5%Armenia-26%Austria-49%Azerbaijan-50lgium-44%Bulgaria-44%Croatia-39%Cyprus-28%Czech Republic-64nmark-34%Latvia-49%Malta-30%Netherlands-38%Norway-25%Poland-43%Portugal-16%Romania-41%Russia-88%Serbia-30%Spain-26%Sweden-37%Switzerland-35%Turkey0%United Kingdom-40%Worldwide internationalarrivals-45GFORWARDKEYS-THE MOST VISITED DESTINATIONS 2022Africa and Middle East-Top destinations in 2022DATA APPENDIXTop destinations in 2022:CitiesOnly destination cities with more than 0.235%of global international arrivals are listed.Aggregated results for the continents include all the countries.Tourist arrivals results are based on ForwardKeys Actual Air Tickets as of 18 October 2022(combining historic results and tickets on the book until year end).Only considered travellers with return trip staying at least one night in the destination.Data appendixSource:ForwardKeys Actual Air Tickets*Excluded 1 night stays from the analysisDestination cityVar vs 2019Africa and Middle East-26u Dhabi(AE)*-44dis Ababa(ET)*-30%Amman(JO)-21hrain(BH)-33irut(LB)-31iro(EG)-18pe Town(ZA)-48sablanca(MA)-37%Doha(QA)*-25%Dubai(AE)*-15%Jeddah(SA)-41%Johannesburg(ZA)-52%Madinah(SA)-51%Mauritius(MU)-24%Nairobi(KE)-32%Riyadh(SA)-18%Worldwide international arrivals-45%Asia Pacific-Top destinations in 2022Destination cityVar vs 2019Asia Pacific-76ngkok(TH)-75%Colombo(LK)-45lhi(IN)-36npasar(ID)-74%Dhaka(BD)-9%Ho Chi Minh City(VN)-69%Islamabad(PK)-1%Kuala Lumpur(MY)-73%Lahore(PK)4%Male(MV)-6%Manila(PH)-50%Mumbai(IN)-45%Phuket(TH)-72%Seoul(KR)-78%Singapore(SG)-69%Sydney(AU)-70%Tokyo(JP)-83%Worldwide internationalarrivals-45HFORWARDKEYS-THE MOST VISITED DESTINATIONS 2022The Americas-Top destinations in 2022DATA APPENDIXTop destinations in 2022:CitiesData appendixSource:ForwardKeys Actual Air Tickets*Excluded 1 night stays from the analysisDestination cityVar vs 2019Americas-29%Aruba(AW)3%Bogota(CO)-23%Boston(US)-37%Buenos Aires(AR)-36ncun(MX)9%Chicago(US)-35%Fort Lauderdale(US)-36%Honolulu(US)-72%Houston(US)-34%Las Vegas(US)-39%Punta Cana(DO)12%Lima(PE)-44%Los Angeles(US)-51%Mexico City(MX)-24%Miami(US)-28%Montego Bay(JM)0%Montreal(CA)-28%Nassau(BS)-15%New York(US)-37%Orlando(US)-34%Panama City(PA)*-32%Puerto Vallarta(MX)13%Rio De Janeiro(BR)-48%San Francisco(US)-47%San Jose(CR)-9%San Jose Cabo(MX)21%San Juan(PR)-2%San Salvador(SV)10%Santiago(CL)-53%Santo Domingo(DO)-1%Sao Paulo(BR)-26%Toronto(CA)-40%Vancouver(CA)-45%Washington(US)-36%Worldwide internationalarrivals-45%Europe-Top destinations in 2022Destination cityVar vs 2019Europe-36%Amsterdam(NL)-38%Antalya(TR)66%Athens(GR)-16rcelona(ES)-38rlin(DE)-42%Brussels(BE)-44%Budapest(HU)-59%Copenhagen(DK)-34%Dublin(IE)-29%Dusseldorf(DE)-56inburgh(GB)-34%Frankfurt(DE)-44%Manchester(GB)-44%Milan(IT)-39%Munich(DE)-40%Naples(IT)-14%Nice(FR)-31%Oslo(NO)-25%Palma Mallorca(ES)-28%Geneva(CH)-31%Hamburg(DE)-46%Helsinki(FI)-38%Istanbul(TR)-4%Lisbon(PT)-19%London(GB)-40%Madrid(ES)-22%Paris(FR)-31%Porto(PT)-15%Prague(CZ)-64%Reykjavik(IS)-14%Rome(IT)-45%Stockholm(SE)-38%Tel Aviv-Yafo(IL)-39%Venice(IT)-39%Vienna(AT)-49%Warsaw(PL)-40%Zurich(CH)-34%Worldwide internationalarrivals-45IFORWARDKEYS-THE MOST VISITED DESTINATIONS 2022FORWARDKEYS INSIGHTS TEAM This report was brought to you by ForwardKeys Insights expertsTheCOVID-19pandemichasacceleratedthepaceofchangeinthetravelindustry,causingsignificantdisruptiontoorganisationsthat rely on tourism.With the most comprehensive air travel data in the sector,ForwardKeys provides unparalleled insight on evolving trends and traveller preferences.This helps tourist boards,travel retailers and other tourism-dependent enterprises to understand how the industry is changing and how these changes affect their business.YetitisnotonlyForwardKeysclientsthatbenefitfromthislevelofinsight,asseveralofthecompanystopmindsfrequentlyshare their expertise with global audiences at industry events.As guest travel and tourism speakers,ForwardKeys analysts including Olivier Ponti address the latest travel trends,describe how data is transforming the market and advise industry players on extracting the most value from this data.INSIGHTS EXPERTSOlivier PontiVice President InsightsFORWARDKEYS:A TRUSTED VOICE IN TRAVELLEARN MOREJuan GmezHead of Market IntelligenceNancy DaiInsights ExpertLuis MillanHead of ResearchShingai GeorgeInsights ExpertForwardKeys Insights teamPREDICTINGTRAVELLERSIMPACTContact us at Check out the latest analysis at
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