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March 2019

Global Destination

Cities Index 2019

2019 marks 10 years’ worth of insights stemming from Mastercard’s Global

Destination Cities Index. Over the years, this annual report has shown the

rise of international travel to cities around the world and the impact it is

having in driving local commerce.

Travel is booming, but for host countries and cities, generating profits can’t live

in isolation. Holistic strategies must create pathways to sustainable and inclusive

growth for all segments of society. With the right insights, innovations, and

partnerships between the public and private sectors, we can help local leaders better

understand how to anticipate, plan for, and manage increasing flows of visitors and

how to empower businesses of all sizes to better serve the needs of international

visitors. The benefits of good planning will extend beyond commerce to inclusive,

sustainable growth and being respectful of local natural habitats.

This year, Mastercard’s Global Destination Cities Index reveals Bangkok as the

No. 1 city for the fourth consecutive year while Paris overtakes London for the

No. 2 spot. With a decade of insights, we can identify trends of how people are

traveling internationally while showcasing emerging markets and the continuous

growth of the industry.

• Consistent and Steady Growth – Over the past decade, the one constant has been

continual change. Each year, more people are traveling internationally and spending

more in the cities. Between all of the destinations within the Index, arrivals have

grown on average 6.5 percent year-over-year since 2009, with expenditure growing

on average 7.4 percent.

• Sustained Dominance of Major Cities – While there has been significant

movement in visitors to smaller cities, the top 10 has remained largely consistent.

London, Paris, and Bangkok have been the top 3 since 2010, with Bangkok as No. 1

six of the past seven years. New York is another top 10 stalwart, with 13.6 million

overnight visitors this year.

• Rise of Asia-Pacific International Travelers – Cities in Asia-Pacific have seen

the largest increase in international travelers since 2009, growing 9.4 percent. In

comparison, Europe, which saw the second highest growth, was up 5.5 percent. This

is spurred on by the growth in mainland Chinese travelers. Since 2009, mainland

China has jumped six places to be the No. 2 origin country for travelers to the 200

included destinations—behind only the U.S.

Mastercard acts as the technology partner for the global travel and tourism industry.

We provide complete solutions that bundle data insights, digital identity, payment

and security solutions, visitor management and infrastructure consulting in order to

solve for the unique needs of a destination. Simply put: We help our travel and tourism

partners better understand tourism spending patterns and deliver more connected

and inclusive experiences.

Through the insights from the Global Destination Cities Index and Mastercard’s work

with partners across the world, we continue our commitment to support economic,

sustainable tourism and inclusive travel.

Global Destination Cities Index

Diana Munoz Robino Senior Vice President of Global Tourism Partnerships, Mastercard

Bangkok Continues to Lead

Among Top Destination Cities

Rank City Total internationalvisitors 01 Bangkok 22.78MM 02 Paris 19.10MM 03 London 19.09MM 04 Dubai 15.93MM 05 Singapore 14.67MM 06 Kuala Lumpur 13.79MM 07 New York 13.60MM 08 Istanbul 13.40MM 09 Tokyo 12.93MM 10 Antalya 12.41MM

Rank City Total internationalvisitors 11 Seoul 11.25MM 12 Osaka 10.14MM 13 Makkah 10.00MM 14 Phuket 9.89MM 15 Pattaya 9.44MM 16 Milan 9.10MM 17 Barcelona 9.09MM 18 Palma de Mallorca 8.96MM 19 Bali 8.26MM 20 Hong Kong SAR 8.23MM

Seoul Tokyo Osaka Hong Kong SAR Pattaya Singapore Phuket

Kuala Lumpur

Bangkok

Makkah

New York

Dubai

Istanbul

Palma de Mallorca Barcelona Milan Paris London

Antalya

Bali

Global Top 20 Destination

Cities by International Overnight

Visitors (2018)

Rank DESTINATION CITY

OVERNIGHT INTERNATIONAL VISITORS (MM)

1 BangkokThailand 21.09 22.78 3.34%

2 ParisFrance 17.41 19.10 2.24%

3 LondonUnited Kingdom 19.83 19.09 3.47%

4 DubaiUAE 15.79 15.93 1.68%

5 SingaporeSingapore 13.90 14.67 4.00%

6 Kuala LumpurMalaysia 12.58 13.79 9.87%

7 New YorkUnited States 13.13 13.60 2.94%

8 IstanbulTurkey 10.70 13.40 8.14%

9 TokyoJapan 11.93 12.93 10.02%

10 AntalyaTurkey 9.42 12.41 8.14%

11 SeoulSouth Korea 9.54 11.25 8.94%

12 OsakaJapan 8.42 10.14 9.24%

13 MakkahSaudi Arabia 10.53 10.00 6.62%

14 PhuketThailand 9.68 9.89 3.28%

15 PattayaThailand 8.96 9.44 3.43%

16 MilanItaly 9.19 9.10 2.02%

17 BarcelonaSpain 8.70 9.09 4.78%

18 Palma de MallorcaSpain 8.82 8.96 4.40%

19 BaliIndonesia 7.76 8.26 1.30%

20 Hong Kong SARChina 8.17 8.23 1.70%

Historical data in each times series presented above has been updated with the latest figures or estimations and may not be comparable to the time series from previous editions of this report.

• Growth rate forecast

Rank ORIGIN MARKETS

11 India

% SHARE CONTRIBUTION TO

200 GLOBAL DESTINATIONS BY

OVN INTERNATIONAL ARRIVALS EXPENDITURE 2009 2018 2009 2018

1.70% 2.00% 1.90% 2.80%

TOP 3 GLOBAL DESTINATIONS

DESTINATION

Dubai Singapore Makkah

2,032 16.0% 1,250 9.9% 982 7.7%

12 Italy 2.60% 1.90% 2.70% 1.70%

Paris London Barcelona

1,266 10.3% 990 8.0% 616 5.0%

13 Spain 2.40% 1.80% 2.10% 1.40%

Paris London Lisbon

1,458 12.7% 1,255 11.0% 575 5.0%

14 Taiwan, China 1.00% 1.50% 0.90% 1.50%

Tokyo Hokkaido Okinawa

1,387 14.2% 1,351 13.8% 1,342 13.7%

15 Netherlands 1.80% 1.40% 1.90% 1.30%

London Paris Tiroler Unterland

695 7.6% 604 6.6% 416 4.6%

16 Argentina 1.20% 1.40% 1.00% 1.10%

Porto Alegre Montevideo Valparaiso

812 8.9% 657 7.20% 624 6.9%

17 Brazil 1.00%^ 1.30%^ 1.30%^ 1.40%

New York Orlando Miami

906 11.2% 879 10.9%^781 9.70%

18 Saudi Arabia 0.90% 1.20% 0.80% 1.50%

Bahrain Dubai Istanbul

3,406 43.9% 1,568 20.2% 627 8.1%

19 Indonesia 1.40% 1.20% 1.30% 1.60%

Singapore Kuala Lumpur Makkah

2,095 27.3% 1,579 20.6% 886 11.6%

20 Malaysia 0.80% 1.10% 0.80% 1.30%

Singapore Bangkok Chennai

787 11.4% 695 10.1% 494 7.2%

*Origin % Share refers to the destination’s share of all tourists coming from the origin country who are visiting the 200 Global Destinations. For example in 2018, 5.3% of all origin U.S.A. tourists going to 200 Global Destinations visited Cancun.

ARRIVALS (MM) ORIGIN % SHARE*

Dubai Leads in Overnight

International Visitor Spending

Globally

Rank City Total Spend (US$) 01 Dubai $30.82B 02 Makkah $20.09B 03 Bangkok $20.03B 04 Singapore $16.56B 05 London $16.47B 06 New York $16.43B 07 Paris $14.06B 08 Tokyo $13.77B 09 Palma de Mallorca $12.69B 10 Phuket $12.01B

Rank City Total Spend (US$) 11 Kuala Lumpur $11.13B 12 Seoul $9.31B 13 Las Palmas $9.02B 14 Bali $8.86B 15 Istanbul $8.26B 16 Los Angeles $8.24B 17 Sydney $8.03B 18 Barcelona $7.86B 19 Miami $7.70B 20 Antalya $7.65B

Phuket

Seoul Tokyo Bangkok Singapore Bali Sydney

Kuala Lumpur

Makkah

New York

Miami Los Angeles Dubai

Palma de Mallorca Istanbul

Barcelona

Las Palmas

Paris London

Antalya

Impact of Tourism to the

Destination and Tourism Spend

per Resident

BKK-Bangkok, PAR-Paris, LON-London, Dub-Dubai, SIN-Singapore, KLC-Kuala Lumpur, NYC-New York, IST-Istanbul, TYO-Tokyo, ANT-Antalya, SEL-Seoul, OSA-Osaka, MAK-Makkah, PTT-Pattaya, PHU-Phuket, MIL-Milan, BAR- Barcelona, PDM-Palma de Mallorca, BAL-Bali, HKS-Hong Kong SAR

BKK

$1, $1,

$1,

$11,

$2,

$1, $770 (^) $449 $1,

$2,

$953 (^) $

$2,

$3,

$

$1,

$2, $

$10,

$20,

PAR LON DUB SIN KLC NYC IST TYO ANT SEL OSA MAK PHU PTT MIL BAR PDM BAL HKS

12% 2% 2%

5% 8% 1% 1% 1%

24%

3% 3% 3%

35%

56%

2% 2%

9%

179%

19%

27%

Visitor Expenditure per

resident (US$)

Ratio of International Overnight

Visitors Expenditure to GDP

Top 20 Global Destinations Jobs

Supported by 1,000 Additional

Overnight Tourists

BKK-Bangkok, PAR-Paris, LON-London, Dub-Dubai, SIN-Singapore, KLC-Kuala Lumpur, NYC-New York, IST-Istanbul, TYO-Tokyo, ANT-Antalya, SEL-Seoul, OSA-Osaka, MAK-Makkah, PTT-Pattaya, PHU-Phuket, MIL-Milan, BAR- Barcelona, PDM-Palma de Mallorca, BAL-Bali, HKS-Hong Kong SAR

The number of jobs supported by 1,000 additional overnight tourists is a function how much tourism revenue is required to support one job (national level ratio) and the average spend per tourist (i.e. the more each tourist spends the more jobs are supported). For example, 1,000 additional tourists supports 409 jobs in Bali, 64 jobs in Bangkok but only 12 jobs in Singapore. As Singapore and Bali have very similar expenditure per tourist ratios, the implication here is that higher productivity among Singapore labor drives higher revenues per employee, while lower labor costs in Bali allows the destination to have more tourism-related employees per tourist.

BKK

10.9 14.

27.7 (^) 20.1 27. 15.4 (^) 12.

6.6 17.

409

PAR LON DUB SIN KLC NYC IST TYO ANT SEL OSA MAK PHU PTT MIL BAR PDM BAL HKS

New York United States

United Kingdom % Share of Arrivals

Mainland China % Share of Arrivals

Canada % Share of Arrivals 7.9 $152 (^2009) 12.3% 2009 1.7% 2009 10.0% 2018 19.6%^2018 9.3% 2018 8.1% 2018 7.4%

Tokyo Japan

Mainland China % Share of Arrivals

South Korea % Share of Arrivals

Taiwan, China % Share of Arrivals 5.4 $196 (^2009) 11.1% 2009 14.2% 2009 14.4%

2018 19.3%^2018 27.4% 2018 11.3% 2018 10.7%

Istanbul Turkey

Germany % Share of Arrivals

Iran % Share of Arrivals

Saudi Arabia % Share of Arrivals 5.8 $106 (^2009) 14.8% 2009 3.0% 2009 0.7% 2018 44.6% 2018 8.0% 2018 7.0% 2018 4.7%

Antalya Turkey

Russia % Share of Arrivals

Germany % Share of Arrivals

Ukraine % Share of Arrivals 14.0 $44 2009 25.6% 2009 27.7% 2009 4.2% 2018 41.3%^2018 38.4% 2018 18.6% 2018 5.7%

DESTINATION CITY 2018 TOP 3 ORIGIN MARKETS OF INTERNATIONAL OVERNIGHT ARRIVALS Kuala Lumpur Malaysia

Mainland China % Share of Arrivals

Thailand % Share of Arrivals

Indonesia % Share of Arrivals 5.7 $142 (^2009) 2.3% 2009 3.9% 2009 29.4% 2018 46.0%^2018 20.6% 2018 11.7% 2018 11.5%

Avg Length Of Visit Avg Daily Spend (US$)

Historical data in each times series presented above has been updated with the latest figures or estimations and may not be comparable to the time series from previous editions of this report

• “% of National Level Ovn Arrivals” refers to the destination arrivals as a % of national arrivals (e.g. arrivals in Bangkok as % of arrivals in Thailand

% of National Level 2018 Overnight Arrivals in 2018*

Osaka Japan

Mainland China % Share of Arrivals

South Korea % Share of Arrivals

Taiwan, China % Share of Arrivals 3.0 $223 (^2009) 14.7% 2009 32.8% 2009 22.6% 2018 15.1%^2018 33.3% 2018 22.6% 2018 10.9%

Phuket Thailand

Mainland China % Share of Arrivals

Russia % Share of Arrivals

Germany % Share of Arrivals 4.9 $247 (^2009) 3.2% 2009 5.0% 2009 5.8%

2018 15.9%^2018 31.3% 2018 9.8% 2018 6.7%

Makkah Saudi Arabia

Pakistan % Share of Arrivals

Kuwait % Share of Arrivals

India % Share of Arrivals 14.9 $135 (^2009) 3.1% 2009 22.7% 2009 2.3% 2018 65.4% 2018 15.8% 2018 13.0% 2018 9.8%

Pattaya Thailand

Mainland China % Share of Arrivals

Russia % Share of Arrivals

South Korea % Share of Arrivals 4.1 $164 2009 13.4% 2009 20.7% 2009 4.1% 2018 15.2%^2018 28.8% 2018 11.9% 2018 7.0%

DESTINATION CITY 2018 TOP 3 ORIGIN MARKETS OF INTERNATIONAL OVERNIGHT ARRIVALS Seoul South Korea

Mainland China % Share of Arrivals

Japan % Share of Arrivals

Taiwan, China % Share of Arrivals 5.3 $155 (^2009) 20.2% 2009 36.4% 2009 5.8% 2018 49.4%^2018 33.0% 2018 18.8% 2018 7.4%

Avg Length Of Visit Avg Daily Spend (US$)

Historical data in each times series presented above has been updated with the latest figures or estimations and may not be comparable to the time series from previous editions of this report

• “% of National Level Ovn Arrivals” refers to the destination arrivals as a % of national arrivals (e.g. arrivals in Bangkok as % of arrivals in Thailand

% of National Level 2018 Overnight Arrivals in 2018*

Top 20 Global Destinations

Revenue per Tourism Employee and

Expenditure per Tourist Breakdown

BKK-Bangkok, PAR-Paris, LON-London, Dub-Dubai, SIN-Singapore, KLC-Kuala Lumpur, NYC-New York, IST-Istanbul, TYO-Tokyo, ANT-Antalya, SEL-Seoul, OSA-Osaka, MAK-Makkah, PTT-Pattaya, PHU-Phuket, MIL-Milan, BAR- Barcelona, PDM-Palma de Mallorca, BAL-Bali, HKS-Hong Kong SAR

The number of jobs supported by 1000 additional overnight tourists is a function how much tourism revenue is required to support one job and the average spend per tourist (i.e. the more each tourist spends the more jobs are supported). For example, 1000 additional tourists supports 409 jobs in Bali (which has a very low revenue per employee in that only US$2,620 of tourism revenue is required to support 1 job, but has a relatively high expenditure per tourist at US$1,072). Similarly only 12.1 jobs are supported by 1000 tourists in Singapore because of its very high revenue per employee (US93,062) although its expenditure per tourist is similar to Bali at US$1,124 per tourist). Higher revenue per employee tend to be among destinations in developed markets and could be a function of higher labor productivity. Similarly, lower revenues per employees tend to be among emerging market destinations and could be a function of lower labor costs

Bubble Size = #Jobs supported by 1000 additional tourists

$0 $500 $1,500 $2,000 $2,

$20,

$40,

$60,

$80,

$100,

$120,

6.6 PAR

NYC

MIL

HKS

OSA

15.4 LON SEL

BAR

TYO

SIN

PDM

IST ANT (^) 49. PTT

35.6 KLC

BKK

63.6 (^) 409.

BAL

PHU

DUB

MAK