Group Members Annamaria Chinema Syed Saud Ur Rehman Presented to Dr. Karen Howells

Discussion countries are Switzerland, Spain and Italy Tourism Sector Discussion countries are Switzerland, Spain and Italy Services Marketing

Tourism is defined as the activities of persons identified as visitors Tourism is defined as the activities of persons identified as visitors. A visitor is someone who is making a visit to a main destination outside his/her usual environment for less than a year for any main purpose [including] holidays, leisure and recreation, business, health, education or other purposes….This scope is much wider than the traditional perception of tourists, which included only those travelling for leisure. Tourism

Switzerland is a mountainous Central European country, home to numerous lakes, villages and the high peaks of the Alps. Its cities contain medieval quarters, with landmarks like capital Bern’s Zytglogge clock tower and Lucerne’s wooden chapel bridge. The country is also known for its ski resorts and hiking trails. Banking and finance are key industries, and Swiss watches and chocolate are world renowned. Switzerland

GDP: TOTAL CONTRIBUTION The total contribution of Travel & Tourism to GDP was CHF59.1bn (USD60.1bn), 9.1% of GDP in 2016, and is forecast to rise by 3.4% in 2017, and to rise by 2.3% pa to CHF76.4bn (USD77.7bn), 10.1% of GDP in 2027. GDP: TOTAL CONTRIBUTION

Visitor exports generated CHF18. 3bn (USD18. 6bn), 5 Visitor exports generated CHF18.3bn (USD18.6bn), 5.4% of total exports in 2016. This is forecast to grow by 8.2% in 2017, and grow by 4.9% pa, from 2017-2027, to CHF32.0bn (USD32.5bn) in 2027, 6.5% of total. VISITOR EXPORTS

Travel & Tourism investment in 2016 was CHF2. 8bn, 1 Travel & Tourism investment in 2016 was CHF2.8bn, 1.7% of total investment (USD2.8bn). It should rise by 2.5% in 2017, and rise by 2.2% pa over the next ten years to CHF3.5bn (USD3.6bn) in 2027, 1.8% of total. INVESTMENT

Spain, a country on Europe’s Iberian Peninsula, includes 17 autonomous regions with diverse geography and cultures. Capital city Madrid is home to the Royal Palace and Prado museum, housing works by European masters. Segovia has a medieval castle (the Alcázar) and an intact Roman aqueduct. Catalonia’s capital, Barcelona, is defined by Antoni Gaudí’s whimsical modernist landmarks like the Sagrada Família church. Spain

GDP: TOTAL CONTRIBUTION The total contribution of Travel & Tourism to GDP was EUR158.9bn (USD177.2bn), 14.2% of GDP in 2016, and is forecast to rise by 3.8% in 2017, and to rise by 1.8% pa to EUR196.5bn (USD219.2bn), 15.0% of GDP in 2027. GDP: TOTAL CONTRIBUTION

Visitor exports generated EUR58. 9bn (USD65. 7bn), 16 Visitor exports generated EUR58.9bn (USD65.7bn), 16.1% of total exports in 2016. This is forecast to grow by 4.5% in 2017, and grow by 2.5% pa, from 2017-2027, to EUR78.5bn (USD87.5bn) in 2027, 15.1% of total. VISITOR EXPORTS

Travel & Tourism investment in 2016 was EUR15. 4bn, 6 Travel & Tourism investment in 2016 was EUR15.4bn, 6.9% of total investment (USD17.2bn). It should rise by 5.0% in 2017, and rise by 2.7% pa over the next ten years to EUR21.2bn (USD23.6bn) in 2027, 7.5% of total. INVESTMENT

Italy, a European country with a long Mediterranean coastline, has left a powerful mark on Western culture and cuisine. Its capital, Rome, is home to the Vatican as well as landmark art and ancient ruins. Other major cities include Florence, with Renaissance masterpieces such as Michelangelo’s "David" and Brunelleschi's Duomo; Venice, the city of canals; and Milan, Italy’s fashion capital. Italy

GDP: TOTAL CONTRIBUTION The total contribution of Travel & Tourism to GDP was EUR186.1bn (USD207.6bn), 11.1% of GDP in 2016, and is forecast to rise by 2.4% in 2017, and to rise by 1.4% pa to EUR219.9bn (USD245.3bn), 11.9% of GDP in 2027. GDP: TOTAL CONTRIBUTION

Visitor exports generated EUR37. 2bn (USD41. 6bn), 7 Visitor exports generated EUR37.2bn (USD41.6bn), 7.5% of total exports in 2016. This is forecast to grow by 5.3% in 2017, and grow by 2.0% pa, from 2017-2027, to EUR47.8bn (USD53.4bn) in 2027, 7.7% of total. VISITOR EXPORTS

Travel & Tourism investment in 2016 was EUR9. 5bn, 3 Travel & Tourism investment in 2016 was EUR9.5bn, 3.4% of total investment (USD10.6bn). It should rise by 0.3% in 2017, and rise by 1.8% pa over the next ten years to EUR11.3bn (USD12.7bn) in 2027, 3.5% of total. INVESTMENT