Tourism is one of the largest sectors in the modern service economy. According to the United Nations World Tourism Organization, 880 million international tourism arrivals were recorded in 2009; this constitutes a sharp increase since 1990 when 436 million were recorded or even 2000 when 682 million arrivals were reported (UNWTO, 2008; 2010). International tourism receipts in 2009 accounted for US$852 billion, that is, US$970 per arrival (UNWTO, 2010). The above statistics do not incorporate the impact of domestic tourism, which may be of even greater importance. In 2009, the global travel and tourism industry contributed with 3.2 per cent into the world GDP (that is, US$1,870 billion) supporting 77.3 million jobs (that is, 2.7 per cent of total employment) (WTTC, 2009). Moreover, when the total (that is, direct, indirect and induced) economic effects of the travel and tourism industry are considered, its GDP share rises to 9.4 per cent (that is, US$5,474 billion) and job generation to 219.8 million (that is, 7.6 per cent of total employment) (WTTC, 2009). Although the footprint of the recent financial crisis on the short run tourism forecasts is still apparent, the long-term future of the travel and tourism industry looks brighter (UNWTO, 2010; WTTC, 2009). Economic contribution of tourism is also expected to rise accordingly.