International tourism has continued to grow in 2012, despite global economic uncertainty, to reach over one billion international tourist arrivals. The figure cements tourism’s position as one of the world’s largest economic sectors, accounting for 9% of global GDP (direct, indirect and induced impact), one in every 12 jobs and up to 8% of the total exports of the world’s Least Developed Countries (LDCs). 

Recalling the positive impact even the smallest action can have if multiplied by one billion, UNWTO launched the One Billion Tourists: One Billion Opportunities campaign to celebrate this milestone, showing tourists that respecting local culture, preserving heritage or buying local goods when travelling can make a big difference. The public was asked to vote for the Travel Tip that would have the greatest benefit for the people and places they visit and to pledge to follow that tip when traveling.     

The winning tip, revealed on the arrival date of the one-billionth tourist, was Buy Local, encouraging tourists to buy food and souvenirs locally, or hire local guides, to ensure their spending translates into jobs and income for host communities. A close second, Respect Local Culture calls on tourists to learn more about their destination’s traditions, or some words in the local language, before leaving home.   

“Today, we welcome the symbolic arrival of the one-billionth tourist” said UNWTO Secretary-General, Taleb Rifai. “Your actions count. That is our message to the one billion tourists. Through the right actions and choices, each tourist represents an opportunity for a fairer, more inclusive and more sustainable future.”   

As it is impossible to know exactly where the one-billionth tourist arrived, many countries are celebrating the occasion by welcoming tourists arriving on 13 December. UNWTO is celebrating in Madrid, Spain, home to its headquarters, by welcoming the symbolic one-billionth tourist in the Museo del Prado, Madrid’s most-visited tourism attraction, together with the Ministry of Industry, Energy and Tourism of Spain.

Relevant links:

One Billion Tourists: One Billion Opportunities

To see where the one billion tourists come from, where they travel to, how they get there and what their trips mean for development, see the One Billion Tourists infographics

UNWTO Secretary-General, Taleb Rifai, on the importance of reaching one billion international tourists

Contacts:

UNWTO Principal Media Officer: Marcelo Risi

Tel: (+34) 91 567 81 60

UNWTO Communications Programme

Tel: +34 91-567-8100

Fax: +34 91-567-8218

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