One billion tourists have travelled the world in 2012, marking a new record for international tourism – a sector that accounts for one in every 12 jobs and 30% of the world’s services exports. On the symbolic arrival date of the one-billionth tourist (13 December 2012), UNWTO revealed the actions tourists can take to ensure their trips benefit the people and places they visit, as voted by the public. 

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.   

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