Shopping Tourism, key for destination marketing


Shopping Tourism is a highly relevant component for travelers when choosing and preparing their trip.

Latest figures, trends and strategies on shopping tourism indicate how this segment is transforming the promotion of destinations worldwide. Accordion to the World Tourism Organization, shopping tourism is intimately related to city travel which constitutes 58% of the total.

There is an additional concept about shopping tourism: that of small and local shopping experiences which according to UNWTO’s research is much more attractive for travelers than the big global brands. One of the new trends is the so-called ‘Bleisure’ – the combination of Business and Leisure.

58% of business travelers add a day or even a weekend to their business trip. For example, 80% of Chinese tourists who travel to Madrid position shopping as a major motivation.

According to credit card providers, despite the fact that 80% of payments worldwide are done in cash, electronic and mobile payments offer excellent opportunities for businesses. More and more popular are programmes that engage different cities and facilitate leisure activities in relevant destinations in cooperation with brands and shops.

The issue of sustainability is also linked to shopping tourism. A recent innovation in the industry is the digital certificate, which is similar to a one pass for multiple attractions in a big city.

The most visited city in the world is Paris, where shopping and gastronomy as the major criteria for travelers are blended in an unique way. During the past few years Dubai has evolved to become the fourth most visited city in the world. At present, the city offers numerous examples on how the concept of shopping tourism is developed and attracts millions of tourists.

Diversity, price and quality, opening hours, customer orientation in shops, handicrafts and souvenirs quality are the key aspects to advance in shopping tourism.


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