However, the work we have put into Australia, China, and other fast-growing parts of Asia, such as Malaysia, is paying off and ensuring visitor numbers overall are remaining stable. The key for the future of tourism is to ensure we get high-quality visitors and increase the value we get from them – get them to spend more. Increasing visitor numbers is important, but working out how to get more spend out of each visitor is the crucial piece of work.
sceptical towards multiculturalism, or for cultural integration or appeals to cultural homogeneity in society