THE EVOLUTION and

GROWTH OF TOURISM
LEARNING OBJECTIVES

Explain the historical development of

tourism in the international and local
setting.

Explain the significant contribution of each

event in the tourism industry.

Identify the factors that influence the

growth of tourism.
 Pre-modern tourism Contemporary tourism

EVOLUTION OF 1500–1950

TOURISM Pre-recorded history - 1950 - onwards

AD1500

Early modern
tourism
 PRE-MODERN TOURISM

Mesopotamia, Ancient
Pre-recorded Dark Ages and
Egypt and the Greece and
history Middle Ages
Indus Valley Rome
PRE-RECORDED HISTORY
10,000 BCE, humans had spread into habitable places on
earth for the purpose of scavenging, hunting game and
gathering food.

7,000 BCE, agriculture began to replace the hunting

culture. Traveling shifted from nomadism to different
purposes such as trade, explorations and conquests.

The concept of believing in gods and making an offering

led the way to the creation of early forms of rituals.
These rituals became the origins of festivals, celebration
or cultural activities.
 Mesopotamia or “Land between the
rivers” (situated approximately in
modern day Iraq) is known as the
“Cradle of Civilization”.
MESOPOTAMIA,
EGYPT and the Hunting and gathering societies were
replace by permanent settlements
INDUS VALLEY because of the development of
agriculture.
Mesopotamia Surplus food production fostered the
formation of wealth and the emergence
of a small leisure class of priests and
warriors.
 Invention of early cities (Ur and
Nippur)

MESOPOTAMIA, Government structure and civil

order provided a foundation for the
EGYPT and the development of destination and
INDUS VALLEY transit regions.

Mesopotamia
Birthplace of many
fundamental inventions and
innovations.

MESOPOTAMIA, EGYPT and the

INDUS VALLEY
Mesopotamia
MESOPOTAMIA, EGYPT and
the INDUS VALLEY
Egypt

Egyptian civilization came to be when

kings were able to unify their country and
brought about peace.

The Egyptians made their economy

flourished through trading. Because of
this, Egyptians acquired the use of bronze,
shipbuilding techniques (Khufu ship),
artistic motifs, and Egyptian scripts
(Hieroglyphics)
 MESOPOTAMIA, EGYPT and
the INDUS VALLEY
Egypt

In 1840 BCE, it was believed that the

earliest recorded travel ever made for
purposes of peace and tourism was
made by Queen Hatshepsut to the
eastern coast of Africa.
Egyptians believed in the afterlife,
evidence of which were the practices
they did to their dead which led to the
creation of the pyramids.
Inscriptions found in the pyramids are
among the earliest examples of tourist
graffiti.
MESOPOTAMIA, EGYPT
and the INDUS VALLEY
Indus Valley

One of the early cradles of civilization.

Indians were good tradesmen who

reached far areas to do business. Trade
between India and China passed not only
the sea on land across Central Asia by
camel caravan known as the northern
Silk Route/Road.
MESOPOTAMIA, EGYPT
and the INDUS VALLEY
Indus Valley

Aside from trading, many Indian

emigrants settled in areas they went to
or visited.

Rulers in India (Kings and nobles) had

their own past time activities. Some
engaged in hunting games in the wild
while others went on pilgrimage.
ANCIENT GREECE AND
ROME
Greece
The religiosity of the Greeks led to their
greatest contribution to tourism in the
Olympic Games.

The game site at Olympia can be considered as

one of the oldest specialized tourist resorts.

The Games are one of the first recorded

examples of sport and event tourism and the
precursor to the modern Olympics.
ANCIENT GREECE AND ROME
Rome

• The Roman Empire (500 BC – 300AD)

fostered expanded tourism opportunities
for both middle class and wealthy citizens.

• Extensive road systems arose not only

from commercial needs but from military
requirements as well. The Romans started
building roads in about 150 BC.
ANCIENT GREECE AND ROME
Rome

• These roads, which connected Rome with such

places as Britain, Spain and Greece eventually
extended into a 50,000 mile system. The
famous road was the Appian Way, joining road
with the heel of Italy.

• Many of the hassles of travel to distant places

were removed because Roman currency was
universally accepted and Greek and Latin were
common languages.
ANCIENT GREECE AND ROME
Rome

• A common legal system provided protection and

peace of mind, allowing people to travel farther
away from home for commerce, adventure, and
pleasure.
DARK AGES AND MIDDLE AGES
Dark Ages (500 – 1100 AD)

• The decline and collapse of the Roman Empire

during the 5th century AD severely eroded the
factors that facilitated the development of
tourism during the Roman era.
• Travel infrastructure deteriorated.
• Size of the elite classes and urban areas
decline dramatically.
• The feudal system that eventually replaces
Roman rule resulted in the fragmentation of
transportation system, currencies and
languages making travel a difficult and
sometime dangerous experience.
DARK AGES AND MIDDLE AGES
Middle Ages (1100-1500 AD)

• The social, economic, political situation in

Europe recovered sufficiently by the end
of the 11th Century.

• Associated tourism phenomena include

the Christian Pilgrimage, stimulated by
the construction of the great cathedrals
and the consolidation of the Roman
Catholic Church as a dominant power
base and social influence in Europe.
DARK AGES AND MIDDLE AGES
Middle Ages (1100-1500 AD)

• Another major form of travel, the Crusades

(1095-1291 AD), also contributed to the
development of the pre-modern travel industry.

• As the Roman Catholic Church gained power and

influence, people began to talk of Crusades to
retake the Holy Land from Muslim control. The
Crusaders unwittingly exposed Europe once again
to the outside world, while occasionally engaging
in tourist-like behavior (eg. Souvenir collecting,
sightseeing) during their journeys.
 EARLY MODERN TOURISM
(1500-1950 AD)

The Development
The Grand Tour of Health Tourism Thomas Cook Post Cook period
(1613-1785 AD) (17th & 18th (1808-1892) (1880-1950)
Centuries)
THE GRAND TOUR
(1613-1785 AD)
• The Grand Tour is a major link between
the Middle Ages and Contemporary
Tourism.

• The term describes the extended travel

of young men from the aristocratic
classes of the United Kingdom and other
parts of Northern Europe for
educational and cultural purposes.
THE DEVELOPENT OF HEALTH
TOURISM (17th & 18th Centuries)

• During the ancient times, many people around

the world believed that taking a bath in natural
bodies of water such as rivers, lakes, wells, and
springs can cure physical and spiritual ailments.

• In 1702, Queen Anne of England traveled to Bath,

to bathe. A short time later, Richard (Beau) Nash
along with financier Ralph Allen and architect
John Wood transformed Bath from a country spa
into the social capital of England.
THE DEVELOPENT OF HEALTH
TOURISM (17th & 18th Centuries)

• The term “spa” is believed to have been

derived from the name of a town of Spa in
Belgium.

• It is also claimed to be an acronym of latin

phrases such as “Salus Per Aquam” or
Sanitas Per Aquam” meaning “health
through water”.
THE DEVELOPENT OF HEALTH
TOURISM (17th & 18th Centuries)

• In the early 1800’s, tourism

opportunities were becoming more
accessible to the lower classes of the
United Kingdom and parts of Western
Europe.

• This was the result of the Industrial

Revolution, which transformed the
region from a rural , agricultural society
to one that was urban and industrial.
THE DEVELOPENT OF HEALTH
TOURISM (17th & 18th Centuries)
• Crowded cities and harsh working conditions
created a demand for recreational
opportunities that would take the workers into
more pleasant and relaxing environments.

• Domestic seaside resorts emerged in England

to fulfill this demand.

• A primary factor that made seaside resorts

accessible to the working class was the
construction of railways and steamers
providing transport from settlements to
nearby large industrial cities.
THOMAS COOK
(1808-1892)
• Thomas Cook conceived the idea of
chartering trains at reduced fares to take the
workers to temperance (i.e. anti-alcohol)
meetings and bible camps in the countryside.

• The 1st of these excursions, provided as a day

trip from Leicester to Loughborough on Jul. 5,
1841, is sometimes described as the symbolic
beginning of the contemporary era of
tourism.
THOMAS COOK
(1808-1892)
• In 1863, the 1st international excursion was
undertaken to the Swiss Alps.

• In 1872, the 1st round-the-world excursion

was organized with an itinerary that included
Australia and New Zealand.

• Arrangements for the Great Exhibition of

1851, held in London , illustrate the
innovations that Thomas Cook & Son
introduced into the tourism sector.
THOMAS COOK
(1808-1892)
• The 160,000 clients of Thomas Cook & Son (3% of all
visitors to the Exhibition) were provided with:
• An inclusive, prepaid, one-fee structure that
covered transportation , accommodation, guides,
food , and other good and services
• Organized itineraries based on rigid time
schedule
• Uniform products of high quality
• Affordable prices made possible through large
customer volumes

• Today, the package tour is one of the fundamental

symbols of the contemporary tourism industry.
CONTEMPORARY TOURISM
(1950-onwards)
 • The development of tourism in the early
part of the 20th century displays
numerous themes and outside factors
(economic, social, political) as well as
aspect such as increasing wealth, holiday
entitlement, and technological
CONTEMPORARY advancements.
TOURISM (1950-
onwards) • World War I brought about many changes,
which influence the volume of tourism
• Large scale migration boosted the
demand for international travel.
• New forms of mass communication
stimulated curiosity about other
countries.
 • After World War I, forms of travel began to
change radically
• Railways declined with the introduction of
the motor car
• Motorized public road transport and
improved road conditions led to the
CONTEMPORARY popularity of seaside tours.
TOURISM (1950-
onwards) • World War II led to increase interest in travel.
• The war introduced combatants to new
countries and new continents, generating
new friendships and an interest in different
cultures.
• Progress in aircraft technology
 • The real age of international mass
travel began with the growth of air
travel after World War II. Several
factors helped encourage the growth
CONTEMPORARY of tourism:
TOURISM (1950-
onwards) • Increase in private car ownership
• Road improvements
• Gas was no longer rationed
• Prosperity began to return to
industrialized countries.
 • The seeds of mass tourism were planted during
the 1st half of the 20th century when the
industrialists created the paid vacation.

CONTEMPORARY • Mass tourism now included 2 different groups of

travelers.
TOURISM (1950- • Organized mass tourists: buy package tours
onwards) and follow an itinerary prepared and
organized by tour operators
• Individual mass tourists: travelers visit popular
attractions independently but use tourism
services that are promoted through the mass
media.
PHILIPPINE SETTING
25,000 BCE, the forefathers of today’s Negritos and Aetas migrated to the
Philippines using land bridges that then connected the Philippine
archipelago with the Asian mainland.
Mar. 16, 1521 was the day he the 1st European travelers, led by Ferdinand
Magellan landed in Homonhon Island in the Philippines.

In 1600s, the Manila – Acapulco Galleon trade route started. Manila

together with Mexico became the transshipment ports between Spain
and China.

PHILIPPINE SETTING
During the American occupation, Americans were able to reach Manila
after 2 weeks on board the Pa American Airways air-clippers.

In the 1920s, the steamship and the airline pioneers, The “China Clipper”
and the “Manila Clipper” brought some passengers to Manila via Hong
Kong.
Tourism declined during and after the World War II, leaving the country
with a completely devastated economy, and a landscape filled with
destroyed heritage towns.

PHILIPPINE SETTING
 PHILIPPINE SETTING

In 1947, a more orderly

tourism activity started.
Steamships and airlines began
to service the Philippines from
other countries.
1952

1947
In 1952, the 1st tourism association was
organized, the Philippine Tourist and Travel
Association (PTTA), which was organized to
put together establishments serving both
domestic and international travelers.
The Philippines has undergone economic, social and
political crises starting 1960s up to the 70s, which
hindered the development and promotion of
tourism.

In 1972, after the declaration of
Martial Law, tourism in the
Philippines prospered due to
favorable conditions.
Safety of tourists
Better services and sanitation facilities
More financial support
from the government

PHILIPPINE SETTING
 PHILIPPINE SETTING

• The tourism industry flourished at the early part of the 2010s

under the "It's More Fun in the Philippines" slogan, which was
widely regarded as an international success, gaining international
media attention.
 GROUP ACTIVITY
1. Divide the class in groups.
2. Based on the discussion, analyze the
evolution of tourism by identifying the
factors that contributed or influenced the
growth of tourism.
3. Each group will share their outputs.
4. The whole class will categorize each
outputs according to PEST (Political,
Economic, Socio-cultural, Technological).
REMINDERS:
• Images and diagrams: credit to the owners
• Strictly for non-profit educational purposes only. Reproduction in any
form is prohibited.
• For the use of intended recipients only.
REFERENCES
1. Manzano, Ronald and Santos, Buen (2014) Principles of Tourism 1.
Diliman, Quezon City: MaxCor Publishing House, Inc.
2. LPU-DTC (2014) Principles of Tourism 1. Bangkok: Dusit Thani
College
3. Cruz, Zenaida Lansangan (2013) Principles of Tourism Part 1.
Manila: REX Book Store
4. Weaver, David and Lawton, Laura (2010) Tourism Management 4th
Edition. Australia: John Wiley & Sons Australia Ltd..