Euromonitor International is pleased to release the Top City Destinations Ranking, covering 100 of the world’s leading cities in terms of international tourist arrivals. Continued economic growth helped these cities collectively experience a gain of 6.6% in 2012, outpacing the 4.2% growth of overall international arrivals. Within the top 10, six cities are located in Asia, demonstrating the importance of the region to international travel. Overall, 32 of the top 100 city destinations are in Asia Pacific, 12 more than in second-placed Western Europe.

The Rise of Chinese Tourists Impacts Top Cities

Hong Kong and Singapore maintained their first and second place spots in 2012. China was the fastest growing source market and helped them to retain their leading positions. Arrivals from China to Hong Kong grew by 11.1% in 2012 and accounted for a 63.5% share of all inbound visitors. Without taking Chinese arrivals into account, however, international arrivals to Hong Kong were flat. China is the third largest source market for Singapore although it accounts for only 9.6% of international arrivals. Instead, Singapore relies heavily on arrivals from Malaysia and Indonesia, which together account for slightly more than half of all arrivals.

Chinese tourists were also a boon to Thailand’s tourism industry, increasing by 62% in 2012 to become the largest source market for tourists. Chinese tourists visit Thailand for its temples, beaches and shopping. Additionally, the 2012 Chinese film “Lost in Thailand” inspired more tourists to flock to the country. As a result, Bangkok edged out London for third place in the rankings.

While the Chinese Venture Abroad, Fewer Travellers Visit China

In absolute terms, Shanghai, Beijing and Zhuhai were among the worst performing cities in 2012. . A slowing economy, a stronger yuan and pollution fears all dissuaded travellers from visiting Asian countries, as well as Canadians and Russians from visiting China. In particular, tourists from Japan, the fifth largest source market, experienced a decline due to the weak yen and the ongoing dispute over the Senkaku/Diaoyu Islands in the East China Sea. However, Guilin registered strong growth thanks to the efforts of its government to promote the city as an international destination at travel trade fairs held in Thailand, Russia and Malaysia, as well as the city’s burgeoning reputation for sightseeing.

A Rebound from the Arab Spring Begins

The Arab Spring caused visitor numbers to drop in cities throughout the Middle East in 2011 as civil unrest rocked the region and the ongoing violence in various countries continued to affect arrivals. However, a recovery was seen in 2012, with leading cities in Egypt such as Cairo and Sharm El Sheik seeing the return of visitors, although numbers failed to approach pre-revolution figures. Cairo, in particular, saw a rise of 7.7% in 2012 after a steep fall of 35% in 2011. The Tunisian cities of Djerba and Sousse welcomed 2.6 million and 1.9 million visitors in 2012, up 24.6% and 27%, respectively. After the relatively peaceful Jasmine Revolution in 2011, Tunisia has seen a renaissance in its tourism industry among mainly French visitors due to the countries’ historic ties. Djerba is a popular island for leisure tourists from France, Germany and Italy.

Future Growth will be Driven by Chinese and Russians Travellers

In 2012, the top five countries in terms of number of international departures were Germany, the US, the UK, China and Russia.  By 2017, China will lead with Germany in second place and Russia in third. Therefore, cities which appeal to Chinese and Russian travellers will experience stronger growth, especially those in neighbouring countries. China’s ban on shopping tours, effective from 1 October 2013, may cause a short-term dip to cities with a high share of such trips, such as Hong Kong and Seoul.

In particular, Thailand is well positioned to benefit from the strong growth of both Chinese and Russian travellers thanks to its proximity, shopping and attractions, although the current political unrest may undermine growth in the short term, more so for Bangkok than other destinations which can be reached directly. In the long term, nevertheless, Euromonitor International expects that Bangkok will cement its position as the third most visited city, while Phuket, Pattaya and Chiang Mai will continue their ascent in the rankings.

Countries which relax or streamline visa processes, develop strong relationships with tour operators, implement targeted marketing and expand airlift will increase travellers from these countries, which will benefit their main city destinations. Many countries have embraced the move to better visa processes or exemptions to woo these visitors. For example, on 1 January 2014, South Korea allowed Russians to travel to the country for 60 days without a visa.

It is these actions that mature city destinations need to pursue. Paris has done well courting emerging market travellers, with 320,000 Russians and 204,000 Chinese visitors in 2012, up 7.5% and 16.1%, respectively, according to Parisinfo.com. For Russians, Italy, Germany and Spain are increasingly on their radar so it is imperative that cities there embrace these tourists.

Euromonitor International’s Top City Destinations Ranking