While countries often tend to focus on international tourism due to the revenue earned through exports, domestic tourism remains the leading form of tourism, representing an important tool for regional economic growth and development. With over 50% of the global population now categorised as “middle class” or “rich”, more and more people can afford to travel. Research suggests that domestic tourism demand picks up at an income level of about US$35,000, while international travel takes off at around US$50,0001 .