The World of Travel in 2020
The explosion in world tourism is one of the most remarkable economic and social phenomena of the last half-century.
Tourism is now one of the world’s largest industries and accounts for 12% of international spending and generates 1 in 12 jobs worldwide. Europe’s tourism industry alone generates 32% of the world’s total economic output and is the major generator of outbound international tourism, accounting for 54% of global travel.
The WTO (World Tourism Organisation) forecasts predict steady growth for the global tourism industry in the next 15 years. In particular rising levels of prosperity across the globe and the emergence of a newly affluent middle class in China, India, Eastern Europe and the Americas would suggest a rosy future for the travel industry. However, behind these economic variables there are a series of underlying social, cultural, political and technological factors at work that are driving change in consumer attitudes and behaviour. |
Hallmark expert answers questions about tracking trends
Marita Wesely-Clough, trend tracker at Hallmark Cards, frequently is asked questions about trendspotting and characteristics that are conducive to interpreting cultural clues. She refers to "connecting the dots" – synthesizing a number of clues that seem to point to an emerging trend. A trendspotter should be open-minded, flexible, and intuitive. Intuition must be confirmed by what is discerned via patterns, repetitions, connections, etc. A balance of and dexterity in both right and left brain faculties and functions is essential. There must be a genuine curiosity, interest in people, respect for history, and skill in perceiving slight shifts in the social milieu, attitudes, behaviors, etc. |
