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  • YouGov global study of above 17,500 individuals from throughout 15 destinations reveals almost two thirds of persons globally are prioritizing travelling to spots that their good friends and households have presently been to, fueling over tourism in particular places and leaving other locations broadly undiscovered.
  • 66% of travelers feel that travelling to a put that offers familiarity is significant with just underneath 50 % of respondents sensation unpleasant travelling to areas they know very little about.
  • Nonetheless of all those that do vacation to new places, 83% agree that they appear back again with a transformed or broadened standpoint.

RIYADH, Saudi Arabia, Sept. 26, 2023 /PRNewswire/ — Worldwide travelers are considerably less very likely to look at exploring unfamiliar vacationer places, opting to journey to destinations that they are much more common with, in accordance to an worldwide YouGov study published right now.

The YouGov survey of over 17,500 persons, commissioned by the Saudi Tourism Authority and printed forward of this year’s Earth Tourism Working day in Riyadh, was carried out in 15 international locations throughout Asia, Africa, America, Europe and the Middle East. Whilst results fluctuate among geographies, the review reveals that 66% of tourists want touring to nations that deliver familiarity, even though 67% are inclined to travel to destinations that they have formerly visited or have heard about as a result of their network, these as household and buddies.

There are some global dissimilarities in the results with 90% of tourists from Middle Japanese international locations observing familiarity with the destination as a key element in generating vacation decisions, even though British (62%), French (75%), Chinese (68%) and Japanese (74%) tourists come to feel extra comfortable travelling to sites that they know considerably less about.

The implication for those places that have a establishing tourism sector with less expending electricity for worldwide marketing efforts is that they will lack the potential to deliver the familiarity which is clearly an essential component for individuals when selecting exactly where to vacation. On the other hand, for the additional experienced tourism locations, their obstacle is to really encourage tourists away from the hotspot locations and into their lesser-known regions.

Resonating with earlier scientific studies which discovered that 80% of travellers take a look at just 10% of the world’s tourism destinations[1], the stark results of this survey not only emphasize tourists’ preference for familiar places but also get rid of mild on the will need for much more sustainable tourism practices worldwide.

Fahd Hamidaddin, Chief Executive Officer and a Member of the Board of the Saudi Tourism Authority, said: “The conclusions of this international survey give us terrific insight into the trends and behavior of world wide visitors and how essential a feeling of familiarity is to them when deciding on destinations.”

“Having said that, familiarity does not mean that destinations want to compromise their authenticity as the exploration also supports the idea that traveling to new locations deepens our appreciation of various cultures and fosters mutual comprehending. When we travel, we are brokers of fantastic – we export our very own cultures and return residence with new discoveries, new concepts and new perspectives.”

“I hope that, by highlighting how journey has the electric power to broaden views, we will encourage much more persons to choose for a lot less acquainted locations. I look ahead to discussing the benefits of this survey with my peers for the duration of Earth Tourism Working day in Riyadh this 7 days to investigate how, collectively, we carry on to make all corners of the environment inviting and accessible for all.” 

The final results guidance new information studies from nations, these types of as Croatia and France, who have applied actions to greater management substantial volumes of vacationers in their most preferred destinations. The metropolis of Dubrovnik, Croatia, has carried out a “Regard the Metropolis” campaign to deal with tourism and lower its impacts, whilst French Tourism Minister Olivia Gregoire asserted that France required to superior manage influxes all through peak year that threatened “the setting, the high-quality of daily life for locals, and the experiences of its site visitors.”

Of vacationers that have ventured to new places, 83% report that the practical experience changed or broadened their standpoint delivering persuasive evidence of the profound impact of tourism in connecting individuals and maximizing mutual knowledge.

Commissioned by the Saudi Tourism Authority, the world wide survey was executed in advance of this year’s Environment Tourism Day (WTD), which will be hosted in Riyadh from 27th – 28th September. WTD 2023 will unite world tourism ministers, field leaders and sector experts under the topic “Tourism and Green Investments.” By way of a sequence of partaking classes, panel discussions and workshops, participants will discover the necessary job of tourism and world-wide collaboration in driving prosperity, safeguarding cultures, preserving the setting, and advertising a much more harmonious and interconnected earth.

About the Saudi Tourism Authority

Saudi Tourism Authority (STA), launched in June 2020, is accountable for marketing and advertising Saudi’s tourism locations around the globe and developing the destination’s supplying by packages, packages and enterprise guidance. Its mandate involves producing the country’s special belongings and places, hosting and participating in industry activities, and selling Saudi’s tourism brand locally and overseas. The STA operates 16 agent offices around the planet, serving 38 international locations.


The Earth Tourism Corporation (UNWTO) is the United Nations specialized company for fostering tourism as a car or truck for equal, inclusive and sustainable development. Working with its Member States, intercontinental corporations and the personal sector, UNWTO promotes safe and seamless vacation for all. UNWTO also functions to make tourism the basis of have confidence in and intercontinental cooperation and a central pillar of growth and prospect. As part of the wider UN system, UNWTO is at the forefront of international attempts to obtain the 2030 Agenda for Sustainable Progress, together with by way of its ability to create first rate work opportunities, market equality and preserve normal and cultural heritage.

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1. Murmuration exploration

Resource Saudi Tourism Authority

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