The global development of the tourism industry over the past decade has been fuelled by the rapid growth in tourist numbers, tourism business volumes and innovative business practices in the Asia-Pacific region. The World Tourism Organization has forecast that by 2020 China will replace France as the world's number one destination, with 130 million tourist arrivals each year, and Hong Kong, a major gateway to China, will become the fifth most visited des tination in the world, with 57 million visitor arrivals annually. As to soura markets, destinations in the Asia-Pacific have seen a shift from the traditiond American and European long-haul markets towards emerging intra-regiond markets. Such a change in market composition requires a reassessment of marketing strategies and service offerings. Many recent innovative tourism practices, including marketing approaches, have been initiated by businesses in the Asia-Pacific region. The best airlines, airports and hotels today are likely to be found in this part of the world. A global shift in the 'centre of excellence to the Asia-Pacific region is imminent.