he aftermath of the global financial crisis has loosened the grip that Western nations had maintained on global tourism, and there is an indisputable rise in travel to – and from – growth markets.

Emerging markets are essential to global growth - becoming the source markets for future business. Travel and hospitality industries are expanding rapidly in a number of emerging economies across the globe. Most international hospitality groups have launched expansion programmes into the key emerging markets, not only to cater for western tourists and business travellers, but also to build brand recognition and loyalty among the local populace who are expected to be one of the largest groups of outbound tourists across the globe.