If you’re wondering what attracts tourists, then you need to look at what a tourist destination has to offer. The appeal of tourist destinations often depends on the features that can be found there. These features vary considerably and different destinations have different reasons why they are popular (or not).
The appeal of tourist destinations can be made up of one or more dominant factors. What attracts tourists to a particular area may be the weather, a theme park or its natural beauty. This article explains the most common features that affect the appeal of tourist destinations.
What attracts tourists?
Whether you are studying travel and tourism, working in the tourism industry or setting up your own travel business – for example as an independent travel agent – it is important to understand what attracts tourists. Without tourists, tourism businesses cannot succeed.
Below are the main factors that tourists consider when deciding when and where to go on holiday.
Weather
One of the first things many tourists consider when choosing a destination is the weather at that time of year.
Some travellers are happy to visit destinations during the rainy season or in cooler months, while others will avoid cold or wet weather at all costs.
Travelling during the off-peak season can be a good way to find cheaper deals and avoid the crowds, so tourists often weigh up the weather against cost and crowds.
Overall, weather is one of the biggest factors in what attracts tourists. A beach holiday is less enjoyable in the rain, and a skiing trip relies on snow. Climate change is also affecting the appeal of some destinations, with extreme summer heat in parts of southern Europe encouraging some tourists to travel in spring and autumn instead.
When looking at the appeal of a tourist destination, there are several weather-related factors that tourists are likely to consider, as outlined below.
Precipitation levels
Precipitation is any form of water falling from the sky, such as rain, sleet, snow or hail.
Precipitation levels will often negatively impact the appeal of tourist destinations. Whilst there are some areas that need the water to be desirable e.g. a rainforest, most tourists prefer to avoid heavy rain.
Many destinations have a clear wet and dry season. This usually coincides with the low season, because tourists prefer not to visit when it is likely to rain.
Information about annual precipitation for a destination is easy to find online, often in the form of a graph such as the one below.
British English has many informal expressions for rain, including:
- It’s raining cats and dogs
- It’s tipping it down
- It’s drizzling
- It’s spitting
- It’s bucketing it down
- It’s great weather…for ducks
- The heavens have opened
- There is an April shower
- It is ‘trying to rain’
Temperature charts
Many tourists will use temperature charts to decide when is the best time to visit a destination. This is particularly common with beach holidays, when tourists want warm, sunny weather!
As you can see in the chart below, the warmest weather in Malaga, Spain is in July and August. This also coincides with the peak tourist season.
Hours of sunshine
Another thing that often attracts tourists is hours of sunshine.
Some parts of the world, near the equator, do not have big variations in sunlight hours throughout the year. However, other countries do.
In Norway, for example, areas north of the Arctic Circle experience the midnight sun in summer, when the sun never sets, and the polar night in winter, when it never rises.
For some people, the hours of sunshine that a destination has to offer each day may affect the appeal of the tourist destination.
Seasonal variations
The appeal of tourist destinations can also be impacted by seasonal variations. The type of tourist destination will determine whether the seasonal variations (if any) are important factors that will affect the appeal.
Some people want to travel in the winter. Tourists may want to visit winter sports destinations, to visit Christmas markets (in the Northern hemisphere) or to go to Lapland or similar destinations that rely on cold, wintery weather.
Other destinations may attract tourists when the weather is warm, for example coastal resorts and seaside destinations. Places such as Spain, California and Melbourne all have distinct warm seasons when the beaches are filled with tourists.
Pollution
Pollution is an issue that is increasingly on people’s minds when travelling.
The air quality index (AQI) is a measurement of the amount of pollution in the air. Many travellers now check the AQI for a destination before or during their trip, using websites and weather apps.
The map below shows pollution levels around the world. Red, brown and purple indicate unhealthy or hazardous air, orange indicates air that is unhealthy for sensitive groups, and green indicates good air quality.
Air pollution is a problem in many countries and cities around the world. According to IQAir’s World Air Quality Report 2024, the most polluted countries included Chad, Bangladesh, Pakistan, the Democratic Republic of the Congo and India.
Pollution is not only a problem in developing countries. Wildfire smoke has caused severe air pollution episodes in countries such as Canada, the USA and Australia in recent years.
Seasonal smog, haze from agricultural burning and wildfire smoke can all deter tourists from visiting at certain times of year.
As awareness of air quality grows, pollution is likely to become an increasingly important factor in destination choice.
In short, pollution can negatively affect the appeal of tourist destinations.
Tourist facilities and amenities
When considering what attracts tourists, the facilities and amenities in the tourist areas certainly come into play.
There are different facilities that the average tourist is likely to require, as discussed below.
Toilets
The appeal of tourist destinations can be reduced if tourists do not have access to basic facilities, such as clean toilets.
For some tourists, the standard of toilets at a destination may never cross their mind, but for others it is a significant factor.
In some countries, squat toilets are the norm and toilet paper or soap may not be provided. While many tourists adapt easily, others may find this off-putting.
If a destination wants to attract more tourists, it may need to improve its facilities and cleaning standards. However, this depends on who is visiting – backpackers may be less concerned about facilities than tourists seeking a five-star luxury experience.
Food and drink
The appeal of tourist destinations is often impacted by the provision of food and drink.
For many tourists, going out for meals and evening drinks is an important part of their holiday experience.
For the mass tourism industry, it is important that destinations offer a wide variety of food options that cater for different tastes and budgets. These tourists often enjoy food that is similar to the foods that they eat at home.
For those embarking on a cultural tourism adventure, local cuisine and authentic tastes is probably more important.
Did you know?
Many dishes found in Western Chinese takeaways are not traditional Chinese food.
Items such as prawn crackers, egg fried rice and crispy shredded beef have been adapted for Western tastes and are rarely found on menus in China itself.
Learn more in this article about authenticity in food.
Food is a major reason why many people visit destinations such as Italy, Thailand, Japan and Mexico, and food tourism is a growing niche.
For foodies, the availability of nice food may be a dominant motive for visiting a tourist destination. For others it could be a side reason or even just a bonus. Nonetheless, it all adds to the appeal of tourist destinations.
Transport links
Transport links are a major factor in the appeal of a destination.
If a destination is accessible, more people will find it appealing. This means regular flights, trains and ferries, and good road infrastructure.
Cost is also important. If a destination can be reached at a reasonable cost, more people will consider visiting.
The growth of the low-cost airline had a big impact in this regard. Airlines such as easyJet and Ryanair enabled people to travel more often for lower prices, and the destinations they serve instantly became more appealing to tourists.
Communication and wifi
Today’s world is interconnected and globalised. Many tourists want to be able to check work emails, use social media, navigate with maps and video call family while they are away.
Reliable Wi-Fi and mobile data are now expected by most tourists, and the growth of eSIMs and digital nomads has made connectivity even more important. Destinations that want to attract more tourists must ensure they can offer this.
Types of accommodation
There are many different types of accommodation in the tourism industry.
In fact, accommodation is a core component of tourism. In other words, without adequate accommodation provision, tourists will not find a destination appealing.
The type of accommodation on offer will vary according to the type of tourist destination and the types of tourists that the area attracts. Jungle areas may have eco-lodges. Cities may have Airbnb apartments. Beaches may have 5* hotels.
It is important that the tourist destination does appropriate research and planning to understand who their target market is and what type of accommodation they would prefer.
Business facilities
For destinations which serve business tourists, there should be adequate business facilities.
Business tourism is one of the biggest and most important sectors of the travel and tourism industry. In order for destinations to capitalise on the prospects available to them, they must ensure that they provide the facilities that business travellers need, such as wifi, conference rooms, telephones, quiet rooms, black out curtains etc.
Entertainment
Many tourists will find a destination appealing as a result of the entertainment available to them.
This could be visiting a West End show in London, birdwatching or an evening cabaret show. The types of entertainment available in the travel and tourism industry is wide-ranging.
Attractions
The appeal of tourist destinations can be significantly impacted by the attractions that they have on offer. Most people wouldn’t have heard of Agra were it not home of the Taj Mahal, for example!
Different types of tourist attractions have a lot to offer the tourism industry. From entertainment to leisure to being amongst nature, there are many different reasons why tourists want to visit areas that are home to major (or minor) tourist attractions.
Natural attractions
Natural attractions are often what attracts tourists to particular areas. There are many famous natural attractions around the world that attract many tourists each year.
Climate
As mentioned above, climate often affects the appeal of tourist destinations. This is particularly relevant with coastal areas, where the main attraction is the beach.
Landscape and topography
The natural landscape can be what attracts tourists to visit a particular area. From climbing Mount Kilimanjaro to hiking the Mendips, there are plenty of varied landscape areas that attract tourists.
Waterfalls
Many tourists will find a tourist destination appealing because of the waterfalls in the area.
From major waterfalls such as Niagara and Victoria Falls, to the lesser-known waterfalls in Goa or Costa Rica, many tourists enjoy visiting these natural attractions.
Flora and fauna
Many tourists find a tourist destination appealing because of the natural flora and fauna that it has to offer.
This could include jungle areas, such as the Amazon Rainforest or areas that have unusual plants and landscapes, such as the Galapagos Islands.
Natural phenomena
Natural phenomena are another aspect that affects the appeal of tourist destinations.
Many people will choose to visit Iceland to see the geysers, Costa Rica for the volcanoes or Norway for the Northern Lights. These natural phenomena are what attracts tourists to visit.
Having said that, natural phenomena can also have the opposite effect, and put tourists off visiting.
Natural disasters, such as a tsunami, an earthquake or a flood can adversely affect tourism and will put tourists off visiting for a period of time.
Built attractions
It’s not only natural attractions which affect the appeal of tourist destinations, but built attractions too.
Built attractions can be separated into different categories, as follows.
Cultural heritage attractions
There are a wide range of buildings, areas and places that have historical or cultural significance. These places are often restored or protected and then displayed to tourists.
Historical or heritage-based tourist attractions include castles, famous walls, ruins, towers, monuments, religious buildings, houses and palaces.
These types of tourist attractions are often beneficial because they help to preserve culture and heritage, which is a positive impact of cultural tourism.
Historical sites
Many people choose to visit a tourist destination because of the historical relevance of an area or attraction.
Whether you are planning to learn more about the Berlin Wall in Germany, visit the D-Day beaches in France or learn all about the Khmer Rouge Regime in Cambodia, there are plenty of places which affect the appeal of tourist destinations as a result of their historical significance.
Religious sites
Likewise, there are many tourist destinations that are appealing because of the religious sites in the area.
From the Blue Mosque in Istanbul to The Wailing Wall in Jerusalem, there are plenty of places around the world that have significant religious value.
Museums
Museums and art galleries are usually purpose-built for tourism.
Museums and art galleries are found all over the world. These fall into different categories of the types of travel and tourism organisations. Some museums and art galleries are publicly funded or subsidised and others are privately owned, and therefore incur a cost to the visitor.
Theme parks
Theme parks are very popular built tourist attractions. They are built with the sole purpose of providing entertainment for visitors.
Theme parks are usually quite large. Sometimes you will pay a one-time fee to enter with unlimited access to rides. Other times you may be required to pay for individual rides. Many of the large theme parks are renowned for being busy and having long queues for rides.
Stage of development as a tourist destination
The final aspect that is likely to affect the appeal of tourist destinations is the stage of development of the tourist destination.
As prescribed in Butler’s tourist area life cycle model, a destination will go through phases in popularity depending on how developed it is. And as Plog pointed out, these stages will attract different types of tourists.
Here is a brief overview of the stages in Butler’s tourist area life cycle model. For more detail, see the full post on Butler’s theory.
Exploration
The exploration stage marks the beginning. Tourism is limited. The social and economic benefits are small. Tourist attractions are likely to be focused on nature or culture.
This is the primary phase when Governments and local people are beginning to think about tourism and how they could capitalise and maximise their opportunities in this industry. This is the start of tourism planning.
Involvement
The involvement stage marks the beginning of tourism development.
Guest houses may start to open. Foreign investors may start to show an interest in development. Governments may be under pressure to develop transport infrastructure and community resources, such as airports, road layouts and healthcare provision.
The involvement stage may mark the emergence of seasonality in tourism.
Development
During the development stage there will be lots of building and planning. New roads, train stations and airports may be built. New tourist attractions may emerge. Hotels and hospitality provisions will be put in place.
During the development phase there will likely be an increase in marketing and promotion of the destination. There could be increased media and social media coverage.
During this time the tourist population may begin to out-number the local population. Local control becomes less common and top-down processes and international organisations begin to play a key role in the management of tourism.
Consolidation
During this stage tourism growth slows. There will generally be a close tie between the destination’s economy and the tourism industry. In some cases, destinations have come to rely on tourism as a dominant or their main source of income.
Many international chains and conglomerates will likely be represented in the tourism area. This represents globalisation and can have a negative impact on the economy of the destination as a result of economic leakage.
It is during this stage that discontent from the local people may become evident. This is one of the negative social impacts of tourism.
Stagnation
The stagnation stage represents the beginning of a decline in tourism. During this time visitor numbers may have reached their peak and varying capacities may be met. The destination may simply be no longer desirable or fashionable.
It is during this time that we start to see the negative impacts of overtourism. There will likely be economic, environmental and social consequences.
Rejuvenation/Decline
The final stage of Butler’s Tourism Area Life Cycle Model represents a range of possible outcomes for the destinations along the spectrum between rejuvenation and decline.
Complete rejuvenation can occur through major redevelopments. Perhaps new attractions are added, sustainable tourism approaches are adopted or there is a change in the target market.
Modest rejuvenation may occur with some smaller adjustments and improvements to the general tourism infrastructure and provision.
If changes do not occur, there may be a slow continuation of tourism decline.
In severe circumstances, there may be a rapid decline of the tourism provision. This is likely due to a life-changing event such as war, a natural disaster or a pandemic.
The appeal of tourist destinations: To conclude
When asking the question ‘what attracts tourists?’, there are many different possible answers.
The appeal of tourist destinations varies according to the type of destination, its phase of development and the types of tourists that it attracts.
However, it is essential that destinations assess and analyse their tourism provision to ensure that they provide the features that appeal most to their target markets.
The appeal of tourist destinations: FAQs
Below are answers to some of the most common questions about the appeal of tourist destinations.
What attracts tourists to a destination?
Tourists are attracted by factors such as climate and weather, natural and built attractions, culture and heritage, food and drink, accommodation, entertainment, transport links and value for money.
Why is weather important in tourism?
Weather affects which activities are possible and how enjoyable a trip will be. It shapes seasonality, with many destinations having clear peak and off-peak seasons.
What is the difference between natural and built attractions?
Natural attractions are features of the natural environment, such as beaches, mountains and waterfalls, while built attractions are man-made, such as museums, theme parks and historic buildings.
How does transport affect the appeal of a destination?
Good, affordable transport links make a destination more accessible. The growth of low-cost airlines, for example, made many destinations more appealing to tourists.
How does the stage of development affect a destination’s appeal?
According to Butler’s tourism area life cycle model, destinations move through stages from exploration to consolidation and stagnation, and each stage tends to attract different types of tourists.
Further reading
Useful textbooks on this topic include An Introduction to Tourism (Leonard J. Lickorish and Carson L. Jenkins), The Business of Tourism Management (John Beech and Simon Chadwick) and Tourism Management: An Introduction (Clare Inkson and Lynn Minnaert). If you found this article helpful, the following posts may also be of interest:
- Types of tourist destinations
- Types of tourist attractions
- Butler’s tourism area life cycle model
- Characteristics of mature tourism destinations
- Characteristics of emerging tourism destinations
- Components of tourism
