The European Travel Commission (ETC) and the World Tourism Organization (UNWTO) have just published a new Report on Demographic Change and Tourism.

Demography is one of the external factors that shape tourism demand and development.  The structure of societies is continuously changing, and for both public and private organizations working in the tourism field it is relevant to study these changes in order to anticipate and react upon them in the most competitive way.

Translated into the marketing area, demographic changes are likely to impact on the patterns of travel demand including frequency, length of stay, products, and consequently on the communication strategies of National Tourism Organisations (NTOs) and private companies alike.

Both organizations wanted to develop a report on the topic to serve as a reference work for their member countries and NTOs, as well as for the industry at large, to achieve a better understanding of current and future demographic changes and their impact on tourism.

The overall objective of the report is to deliver a comprehensive analysis of demographic trends, how these are impacting and will impact on tourism demand in specific generating markets, and how consequently destinations and companies can benefit from and adapt to such trends in order to become increasingly competitive in the market place.