As tourism heads towards reaching the one billion milestone this year, UNWTO has asked the industry to stimulate further demand by “advancing travel facilitation”.

In a recent statement from the Organisation, it stressed that while the tourism grew by 4.4 percent last year on 2010 to 980 million and is well on its way to reaching one billion travellers, countries can help aid tourism growth through improvements in visa processes and applications as well as improving visa issuances.

 “Travel facilitation is closely interlinked with tourism development and can be key in boosting demand,” UNWTO secretary-general Taleb Rifai said.

“This area is of particular relevance in a moment in which governments are looking to stimulate economic growth but cannot make major use of fiscal incentives or public investment.”

For the full year this year, UNWTO has forecasted travel will continue growing but at a slower rate than 2011.

Arrivals are expected to pick up by three to four percent by the end of this year compared to the prior 12 months, with Asia leading the growth followed by the Pacific and Africa.

The Americas and Europe are also expected to pick up two to four percent in travel this year while the Middle East will see recovery between zero to five percent.

Meanwhile last year tourism hit new records with the 4.4 percent growth, a record achieved despite major political tension in the Middle East as well as natural disasters in Japan and New Zealand.

“International tourism hit new records in 2011 despite the challenging conditions,” Mr Rifai continued.

“For a sector directly responsible for 5% of the world’s GDP, 6% of total exports and employing one out of every 12 people in advanced and emerging economies alike these results are encouraging, coming as they do at a time in which we urgently need levers to stimulate growth and job creation.”