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Figure 1:10
Population Size (million) of Selected Countries

The population base of a country is the raw

material that feeds the tourism industry. But one
must also consider that these markets are young
giants that are still growing! Indeed, expected
demographic trends suggest that India could
overtake China as the worlds most populous
country within the next two decades, according to
projections by the United Nations.

Emerging markets are

young giants that are still
growing

Figure 1:11
World Population Share of Selected Countries - 2008

Source: CIA World Factbook, 2008

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This rapid population growth is a phenomenon

that stands in stark contrast to developed
countries. Whilst the populations of emerging
markets like India and Brazil are young and
growing, the populations of developed countries
like Germany, the UK, France, Japan, just to
name a few, are indeed aging and even shrinking
in some instances. According to the United
Nations, Europeans aged 65 and over will be 25%
of the entire European population by the year
2050 compared to just 8% in 1950 and 16% in
2005.

Shrinking populations of
traditional markets

Table 1:4
Top Metropolitan Areas in the World

Rank

Metropolitan
area

Country

Population

Area
(km
)

Population
Density
(People/km
)

Tokyo

Japan

32,450,000

8,014

4,049

Seoul

South Korea

20,550,000

5,076

4,048

Mexico City

Mexico

20,450,000

7,346

2,784

New York City

United States

19,750,000

17,884

1,104

Mumbai

India

19,200,000

2,350

8,170

Jakarta

Indonesia

18,900,000

5,100

3,706

So Paulo

Brazil

18,850,000

8,479

2,223

Delhi

India

18,600,000

3,182

5,845

Osaka-Kobe-Kyoto

Japan

17,375,000

6,930

2,507

10

Shanghai

China

16,650,000

5,177

3,216

11

Metro Manila

Philippines

16,300,000

2,521

6,466

China

15,800,000

3,051

5,179

12

Hong KongShenzhen

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13

Los Angeles

United States

15,250,000

10,780

1,415

14

Kolkata

India

15,100,000

1,785

8,459

15

Moscow

Russia

15,000,000

14,925

1,005

16

Cairo

Egypt

14,450,000

1,600

9,031

17

Buenos Aires

Argentina

13,170,000

10,888

1,210

18

London

United Kingdom

12,875,000

11,391

1,130

19

Beijing

China

12,500,000

6,562

1,905

20

Karachi

Pakistan

11,800,000

1,100

10,727

Source: "Which are the largest? Why published populations for major world urban areas
vary so greatly, Forstall, Greene & Pick, 2004

Moreover, due to the profound economic

transformations that are ongoing, many of the
emerging markets are faced with rapid
urbanisation and massive migrations from rural
areas to cities.

Rapid urbanisation, rapid

growth!

Cities in emerging markets have therefore grown

in size considerably. Data also suggest that main
cities and developed provinces are main source
markets for outbound travel and for domestic
travel as well. At present, the BRIC markets
contain eight of the largest metropolitan areas in
the world.
Population Demographics Influence Travel
Traditional Markets

Emerging Markets

Slow population growth

Rapid population growth

Aging

Young and vibrant

1.3.5

Emerging Market Characteristics

There are a number of factors that characterise the

populations of emerging markets. These have
important implications for travel and are
delineated below:

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Outlined as follows:

Growth in Personal Income;

Travel as status and lifestyle;

Young and Upcoming;

Thirst for New Experiences;

Travel is Social Currency;

A means of Escape; and

Visiting Friends and Relatives.
These are briefly explained below:

Growth in Personal Income
Many emerging markets are enjoying a newfound level of wealth, especially for discretionary
spending purposes.
They are energetic,
aggressive and enthusiastic in their work. They
work very hard (Chinese, Indians, Eastern
Europeans) and long hours thus, they not only
deserve to travel but they can also afford it.

Growth in personal income

Travel as status and lifestyle

Travellers from many emerging markets are in a
privileged social class that affords them
tremendous opportunity like foreign education,
family wealth and a high social class position.
One of the main reasons for international vacation
travel is that it is becoming a natural part of their
lifestyle.

International travel has

status

Many citizens of emerging markets who are of

means, enjoy the status that international travel
brings and are quick to boast about their trips to
their colleagues, friends and family members.
Culturally, there is social currency in international
travel and this is a significant driver for outbound
travel.

Young and Upcoming
The

emerging-travel

markets,

with

Travel and Tourisms Top Ten Emerging Markets

Eastern

Young and growing

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Europe being an exception in particular, are

young and, as a consequence, its members have a
thirst for new experiences, adventure and status.
When this class of emerging-market travellers
talks about travel they often mention certain
destinations as new, exciting, really happening,
and rocking. This can certainly be taken
advantage of in destination marketing by
appealing to this thirst for status (whats in) and
subsequently creating a social waterfall effect.
International travel has status.

Thirst for New Experiences
Even though many emerging markets are rich in
cultural heritage, many of its citizens are
unfamiliar with the cultures of other countries. A
significant motivator for international travel, then,
is to experience life outside of their home
country. Western culture is very attractive to the
Chinese and Indians. The UAE is attracted to
Europe (mainly the UK) to experience the culture
there.

Culture is a travel
motivation

A Means of Escape
As indicated before many of the emerging
markets are home to some of the most crowded
and congested cities with long work hours, huge
traffic jams and millions of people of all social
classes everywhere and these members of these
megacities want and can afford a break from it for
a while. They are looking for more relaxing, less
compressed and peaceful venues for vacation
travel.

Travel is a means of escape

from crowded cities and
everyday life

Tourism of the past was mainly used as a means

of escape from work, routine, stress and urban
ugliness at home. The traditional markets of
today now seek fulfilment and possess a thirst for
deep and meaningful experiences cultural
tourism, ecotourism, volunteerisms, health and
well-being, etc. Emerging market travellers have
not however, evolved to the level of seeking deep
and meaningful fulfilment in travel. They want to
shop and go sightseeing as a means of escape

Emerging market travellers

are still in the escape
mode of travel

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