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Global Retail Tourism Trends and Insights: Full Report
Released on Sep 06, 2023

Global Retail Tourism Trends and Insights: Full Report

Discover the economic importance of retail tourism in this comprehensive report which also analyses shoppers’ behaviour and details the trends in - and opportunities and challenges for - retail tourism and its stakeholders.
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Report details

This report sheds light on the immense untapped potential of retail tourism for both destinations and businesses.  These are just some examples of what is included:  

  • Our unique research into the economic impact of retail tourism at a global and regional level as well as within specific economies.
  • Results of our survey of nearly 4,600 shopping travellers from 24 global source markets:

- Travellers’ retail experiences, habits and preferences – mostly regarding spending patterns and choice of shopping location – on their most recent foreign trip, and their intentions for a future trip.  

- Market segmentation and analysis of the demographic and other factors that influence travellers’ behaviour.

- The most commonly chosen source-to-destination routes for likely upcoming trips.

  • Emerging trends in retail, such as sustainability, technology and ‘retailtainment’, based on 13 in-depth interviews with industry leaders.
  • Key challenges and opportunities for retail tourism stakeholders identified, including examples in specific destinations, and recommendations for businesses, DMOs and governments - providing guidance on how to navigate current trends successfully.
  • The political, economic, social and technological factors that are currently shaping retail tourism globally.
  • Deep-dive case studies for the United Kingdom (UK) and Hong Kong SAR.

This report is based on joint research between WTTC and the Hospitality & Tourism Research Centre of The Hong Kong Polytechnic University, in collaboration with The Bicester Collection.

Downloading this report also provides access to a 16-page Executive Summary paper and the supporting paper: Methodological Notes.

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Supported by

The Hong Kong Polytechnic University
The Bicester Collection

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