Given the above factors, robust growth in tourism is likely to continue in the coming years. The World Tourism Organisation (WTO) forecasts over one billion arrivals in 2010 versus approximately 693 million today (See Exhibit below). Worldwide long-distance travel is likely to grow faster (5.4% each year) than travel within regions (3.8%). Continuing world prosperity, growing recognition of tourism’s contribution to employment and economic growth, availability of better infrastructure, focused marketing and promotion efforts, liberalization of air transport, growing intraregional cooperation, and a growing number of Public-Private-Partnerships (PPPs) are seen as the key drivers for tourism in the next decade.