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Keeping Europe competitive to
further boost international tourist
arrivals
However, tourism is not only important for Europe,
but also for countries in other parts of the world.
Over the last 25 years, international tourists are
more and more visiting other parts of the globe
than the EU. While the EU had a market share in
international tourist arrivals of 53% in 1990 (with
230 million arrivals) and 49% in the year 2000
(at 330,5 million arrivals), this share dropped to
40.3% by 2015 (at 478,4 million arrivals).
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Keeping Europe competitive to further
boost tourism receipts
Regarding the growth figures of international
tourism receipts, the European Union has been
lagging far behind growth rates of the world
average for the past 4 years. In 2012, compared to
the previous year, international tourism receipts
increased by 1,5% in the EU, compared to 4,3%
in the world. In 2015, these figures were 3,4%
and 4,4% respectively.
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In terms of international
tourism receipts, the EU is second, with receipts
amounted to 336,5 billion euros, behind the Asia
and Pacific region with receipts of 377 billion
euros in 2015. Third is the Americas with 273,7
billion euros, with North America alone accounting
for 214,9 billion euros.
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
1990 1995
2005 2010 2015
2000
EU28 Asia and Pacific Americas Africa Middle East
Share of international tourism arrivals (source : UNWTO)
2011/2012
2012/2013
2013/2014
2014/2015
EU28 Asia and Pacific Americas
Africa Middle East
World
10
8
6
4
2
0
-2
-4
-6
Growth in international tourism receipts -
change in % local currency, constant prices (source: UNWTO)
“I encourage Member States to keep tourism VAT low in order to help develop
local economies and sustain growth and jobs, as well as helping Europe to
remain competitive on the global market.”
Isabella De Monte, Member of the European Parliament and rapporteur of the October 2015
EP report on “New challenges and concepts for the promotion of tourism in Europe”
HOTREC - Report on the benefits of low VAT on job creation and competitiveness in the European Union
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