International tourism hits one billion

150 150 Daniel Fountain
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One billion tourists have travelled the world in 2012, marking a new record for international tourism – a sector that accounts for one in every 12 jobs and 30% of the world’sservices exports. On the symbolic arrival date of the one-billionth tourist (13December 2012), UNWTO revealed the actionstourists can take to ensure their trips benefit the people and places they visit, as voted by the public. International tourism has continued to grow in 2012, despite global economic uncertainty, to reach over one billion international tourist arrivals. The figure cementstourism’s position as one of the world’s largest economic sectors, accounting for 9% of global GDP (direct, indirect and induced impact), one in every 12 jobs and up to 8% of the total exportsof the world’s Least Developed Countries (LDCs).

Recalling the positive impact even the smallest action can have if multiplied by one billion, UNWTO launched the One Billion Tourists: One Billion Opportunities campaign to celebrate this milestone, showing tourists that respecting local culture, preserving heritage or buying local goods when travelling can make abig difference. The public was asked to vote for the Travel Tipthat would have the greatest benefit for the people and places they visitand to pledge to follow that tip when traveling.

The winning tip, revealed on the arrival date of the one-billionth tourist, was Buy Local, encouraging tourists to buy food and souvenirs locally, or hire local guides, to ensure their spending translates into jobs and income for host communities. A close second, Respect Local Culture calls on tourists to learn more about their destination’s traditions, or some words in the local language, before leaving home.

“Today, we welcome the symbolic arrival of the one-billionth tourist” said UNWTO Secretary-General, Taleb Rifai. “Your actions count. That is our message to the one billion tourists. Through the right actions and choices, each tourist represents an opportunity for a fairer, more inclusive and more sustainable future.”

As it is impossible to know exactly where the one-billionth tourist arrived, many countries are celebrating the occasion by welcoming tourists arriving on 13 December.UNWTO is celebrating in Madrid, Spain, home to its headquarters, by welcoming the symbolic one-billionth tourist in the Museo del Prado, Madrid’s most-visited tourism attraction, together with the Ministry of Industry, Energy and Tourism of Spain.

Daniel Fountain / 21.12.2012

Editor, Hotel Designs

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Fun fact: I’m usually the person friends rely on to organise trips, schedules, and group plans.

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Fun fact: People tell Sienna she gives off Bridget Jones vibes, and she loves to bake, always making sure there are shortbreads floating around the office

Work highlights: Sienna joined Forum Events & Media Group while studying Communications and Media, starting in the sales team where she managed and helped launch the first the PA Life Leading Venues of London SHOWCASE, where she built relationships with luxury venues across the capital. Drawn to the stories behind these spaces, she naturally transitioned into the editorial team, creating social media and editorial content. Upon graduating in June 2026, she is excited to be joining as Assistant Editor for Hotel Designs and SPACE.

Fun fact: When not working, Jess can usually be found tending to her kitchen garden in the Sussex countryside or foraging for herbs in the nearby woods. A keen grower, she recently studied a RHS Level 2 Diploma in the Principles of Horticulture during her spare time.

Work highlights: Jess joined SPACE magazine in 2022 and has since progressed from Assistant Editor to Editor. During this time, she has worked across many aspects of the publication – from shaping editorial strategy and overseeing operations to contributing to art direction and representing the brand on stage at industry events including Surface Design Show and WOW!house.

Alongside her role at SPACE, Jess has built a creative career spanning the arts, culture, design and travel sectors. Prior to joining the magazine, she spent more than a decade in the commercial art industry, in artist liaison, gallery management, and curating collections for the hospitality sector across hotels and cruise ships. During this time, she also worked on freelance projects as a writer, photographer, and creative content producer.
 
Jess studied photojournalism at London College of Communication and the Danish School of Media and Journalism and holds a first-class BA (Hons) in Culture, Criticism and Curation from Central Saint Martins.

Fun fact: Katy has spent years perfecting all kinds of accents and loves a good impersonation!

Work highlights: Katy has been with Hotel Designs since the beginning, way back in 2015 when Forum Events & Media Group acquired the brand.

During this time, she has fostered many meaningful relationships with clients from across the hospitality spectrum, as well as playing a pivotal role in the launch of The Brit List Awards, Hotel Designs MEET UPs, client-led roundtables and panel talks, brand and website redesigns, HD Wellness Sets, DESIGN POD podcast, Hotel Designs LIVE panel talk series, Accessible Design Talks and more. Katy is always on the lookout for the next opportunity to help grow the Hotel Designs brand even further.
 
Most recently Katy has stepped in to the role of Publisher at SPACE magazine, the printed bi-monthly publication focused on hotel design, architecture, and development.

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