chapter  2
Strategic Destination Marketing: The Key to a Competitive Advantage
ByAcolla Lewis-Cameron, Sherma Roberts
Pages 12

Over the last three decades, tourism has emerged as a major force in the global economy, with most countries, whether developed or developing, having increasing opportunities to participate, as both host and guest, in this socio-economic phenomenon. Competition for a share of the tourism market has intensified as rapid tourism developments have been undertaken by various destinations in an attempt to reap those economic benefits from one of the world’s leading industries. Tourism demand has exploded in recent years from 565 million international arrivals in 1995 to an expected 1006 million in 2010 and an anticipated 1.6 billion by 2020 (World Tourism Organization WTO (2009a).