ABSTRACT
Chapter 18 begins by discussing the size and scope of international tourism and recent trends. The importance of international travel to destinations is clearly articulated. It is explained that international travel was severely and negatively affected by the COVID-19 pandemic although a recovery is now underway. Statistics are provided on the major sources and recipients of international tourists. The future prospects and major challenges for international tourism are discussed. The topic of emerging markets is the next subject reviewed. Fifteen market segments with growth potential are profiled in snapshot summaries. The chapter ends by outlining a systematic approach to the marketing, branding, and communications for international tourism.
