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Flash Eurobarometer

Survey on the attitudes of Europeans towards tourism Analytical report Wave 2

Fieldwork: February 2010

Flash Eurobarometer 291 – The Gallup Organisation

Publication: March 2010

This survey was requested by the Directorate General Enterprise and Industry, and coordinated by Directorate General Communication. This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors.

European Commission


Flash EB Series #291

Survey on the attitudes of Europeans towards tourism Wave 2 Conducted by The Gallup Organisation, Hungary upon the request of Directorate General Enterprise and Industry

Survey co-ordinated by Directorate General Communication This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors.

THE GALLUP ORGANISATION


Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Table of contents Main findings ......................................................................................................................................... 5 1. Respondents’ travel profiles in 2009 ................................................................................................ 8 1.1 Proportion of respondents who travelled in 2009 ......................................................................... 8 1.2 “Short private” and holiday trips in 2009...................................................................................... 9 1.3 Frequency of “short private” and holiday trips ........................................................................... 13 2. Reasons for not taking a holiday in 2009....................................................................................... 18 3. Characteristics of respondents’ main holiday trip in 2009 .......................................................... 22 3.1 The major motivation for going on holiday in 2009 ................................................................... 22 3.2 Methods of transport used for 2009 holidays .............................................................................. 24 3.3 How respondents organised a holiday trip in 2009 ..................................................................... 26 4. Financial aspects: types of holiday leisure activities that would be given up first .................... 29 5. Considerations when planning a holiday and choosing a destination ........................................ 32 5.1 Choosing a holiday destination ................................................................................................... 32 5.2 Preferred holiday destinations ..................................................................................................... 35 5.3 Anticipated benefits of emerging destinations ............................................................................ 37 5.4 Sources of information used when making holiday plans ........................................................... 40 6. Vacation plans for 2010 .................................................................................................................. 45 6.1 Types of vacation ........................................................................................................................ 45 6.2 Financial constraints on holidays in 2010 ................................................................................... 49 6.3 Planned destinations .................................................................................................................... 52 I. Annex Tables .................................................................................................................................... 57 II. Survey details .................................................................................................................................. 90 III. Questionnaire ................................................................................................................................ 94

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Introduction This Flash Eurobarometer “Survey on the attitudes of Europeans towards tourism” (No 291) has been conducted at the request of Directorate General Enterprise and Industry in the 27 EU Member States and in five additional countries: Croatia, Turkey, the former Yugoslav Republic of Macedonia, Norway and Iceland. The objectives of this survey were, to study: Respondents’ travel profiles in 2009 – distinguishing between “short private” and holiday trips reasons why respondents did not go on holiday in 2009 characteristics of citizens’ main holiday trip in 2009 (e.g. method of transport used) the financial aspects of taking a holiday (e.g. how to save money while on holiday) various attitudes of citizens towards tourism (e.g. their preferred holiday destinations) respondents’ vacation plans for 2010. In February 2009, a similar Flash Eurobarometer was conducted (No 258)1 in the 27 EU Member States; this survey asked EU citizens about their holidays in 2008 and their vacation plans for 2009. The current report presents comparative data between the two waves. The fieldwork was conducted from 5 and 9 February 2010. Over 30,000 randomly selected citizens aged 15 and over were interviewed in the 27 EU Member States, Croatia, Turkey, the former Yugoslav Republic of Macedonia, Norway and Iceland. The sample size varied between countries, ranging from about 500 in the smallest to about 2,000 in the largest countries (see section “Survey details” in the Annex where the actual sample sizes for the 32 countries are indicated). Interviews were predominantly carried out by telephone. However, due to the low fixed-line telephone coverage in Bulgaria, the Czech Republic, Estonia, Latvia, Lithuania, Hungary, Poland, Romania and Slovakia, face-to-face interviews were also conducted in those countries (700 telephone and 300 faceto-face interviews). Note: Flash Eurobarometer surveys systematically include mobile phones in samples in Austria, Finland, Italy, Portugal and Spain. To correct for sampling disparities, a post-stratification weighting of the results was implemented, based on the main socio-demographic variables. More details on survey methodology are included in the Annex of this report (see section “Survey details”). Some questions in this survey were only presented to a sub-group of respondents (e.g. only those who had not travelled in 2009); as a result, the sample size per country could be relatively small. In the event that the sample size for a country was below 150 (an unweighted number), a cautionary note has been added in the report. Furthermore, where the report compares individual country results between waves, it only discusses differences statistically significant at the 0.05 level.

1

http://ec.europa.eu/public_opinion/flash/fl_258_en.pdf

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Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Main findings Travel trends in 2009 About two-thirds (65%) of EU citizens said they had travelled – for private reasons – at least once in 2009: 27% had made at least one holiday trip and at least one “short private” trip, the same proportion had made at least one holiday trip but no “short private” trips and 11% had made at least one “short private” trip but no holiday trips. One-third of EU citizens had not travelled for leisure purposes in 2009. Countries where respondents were less likely to have travelled for leisure purposes included some Eastern European countries – Hungary (57%), Latvia (54%) and Romania (51%) – and a few Southern European countries – Malta (58%), Portugal (48%) and Italy (44%). Comparing travel for leisure purposes in 2008 and 2009, it could be seen that, although similar proportions of EU citizens had travelled at least once, there had been a decrease in those who had made at least one “short private” trip and at least one holiday trip (from 39% in 2008 to 27% in 2009). Conversely, the proportion of EU citizens who had made at least one holiday trip but no “short private” ones had increased in that timeframe. Outlook for 2010 As to how many EU citizens would actually take a vacation in 2010, no clear picture emerged. At the time of the survey (February 2010), 28% of EU citizens were undecided about the type of vacation they wanted to take. At the time of the survey, the proportion of EU citizens who were certain that they would not travel in 2010 (21%) was below the proportion of those who had not travelled in 2009 (33%). It remains to be seen what proportion of the currently undecided ones (28%) would eventually take a holiday. Turkish respondents were the most likely not to be planning a holiday in 2010 (44%); they were followed by respondents in Hungary (40%), Slovakia (36%), Italy and Malta (both 35%). The proportions of those still undecided about their vacation plans in 2010 were the highest in Italy and Portugal (both 35%). EU citizens who were already planning a 2010 holiday (49% in total) were most likely to be considering one of 4-13 consecutive nights (19%). Fifteen percent of EU citizens said they were planning one of at least two weeks or more. One or more short-stay trips (one to three nights away from home) was the option chosen by 7% of EU citizens and 8% were thinking of a combination of longer holidays and shorter trips. When asked about their 2010 holiday destination, roughly a third (32%) of EU citizens said they were planning to stay in their home country. Comparing 2009 and 2010 results showed that EU citizens were now less likely to be planning a holiday outside of the EU (15% vs. 20% in 2009). Travel budgets in 2009 and 2010 Across almost all countries included in this study, the largest proportion of respondents – who had not taken a holiday in 2009 – said this for financial reasons. Such reasons were cited by more than 6 in 10 respondents in Bulgaria (65%), Romania (62%), Hungary and the former Yugoslav Republic of Macedonia (both 61%). EU citizens’ perceptions about their holiday budgets have slightly improved compared to 2009: almost half (46%) of those who were planning to spend a holiday away from home in 2010 said

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

they had sufficient funds to do this – by comparison, in 2009, this proportion was 41% (five percentage points lower). Nonetheless, about 4 in 10 (39%) EU citizens said they would need to make extra savings in order to take their planned holidays and 1 in 10 said they had serious financial problems that could impact holiday plans. In Hungary, Latvia, Lithuania, Bulgaria and Romania, of those respondents who were planning a vacation in 2010, a quarter or less felt they could afford this without any problems. When asked which holiday leisure activities EU citizens would give up first if savings were needed when they were actually on vacation, the largest proportions of interviewees “beauty or wellness treatments” (24%) and shopping (21%). Holiday focus and attractions The largest proportion of holidaymakers across the EU (37%) said that the major motivation for their main holiday in 2009 had been “rest and recreation”. About a fifth (19%) had wanted a sun/beach holiday and 17% said the main objective had been to visit friends or relatives. In almost all countries surveyed, respondents who preferred to spend their holidays in “traditional” tourist destinations outnumbered those who favoured visiting “alternative or emerging” tourist locations. Countries with a high proportion of respondents who preferred “emerging” tourist destinations were Latvia, Denmark, Norway, Slovenia, Iceland, Sweden and Croatia (37%-39%). Those respondents attracted to non-conventional destinations were most likely to expect that this would allow them to explore local cultures and lifestyles (45%) compared to 12% who thought there would be lower prices. When deciding on a holiday destination, the largest proportions (32%) of EU citizens named a location’s overall attractiveness as the key consideration. Cultural heritage (25%) and options for entertainment (16%) were the second and third most mentioned factors that influenced a choice of destination. Arranging a holiday Almost half (48%) of holidaymakers from the EU had travelled to their main destination by car or motorbike, and approximately one-third (35%) had taken a flight. In almost all countries surveyed (27 out of 32), at least half of holidaymakers had organised their holiday on their own. The proportions of holidaymakers who had done this were the highest in Croatia (83%), Turkey (82%) and Hungary (80%). Thirteen percent of EU citizens had booked travel tickets or accommodation through a travel agency. About a fifth of EU citizens who took a holiday in 2009 had opted for a package tour or all-inclusive holiday, either booked via the Internet (11%) or through a travel agency (10%). Fifty-eight percent of EU citizens said that the views of friends and colleagues were the (first or second) most important sources of information when making decisions about travel and holiday plans. The Internet was considered to be the main source by 42% of respondents, and a lower proportion (31%) mentioned personal experience. Holidaymakers who had taken a vacation with a cultural focus were less likely than their counterparts to rely on personal experience (25% compared to, for example, 32% of those who

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Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

had wanted rest and recreation) and more likely to rely on guidebooks and magazines (17% compared to, for example, 10% of holidaymakers who had wanted a sun/beach holiday). As in 2009, the largest difference in terms of information sources when comparing respondents with a preference for “off the beaten track” holidays and those who preferred more “traditional” destinations was seen when looking at the importance of the Internet: 51% of the former respondents felt that it was an important source of information when planning a holiday compared to 39% of the latter.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

1. Respondents’ travel profiles in 2009 1.1 Proportion of respondents who travelled in 2009 Almost 7 out of 10 EU citizens said they had travelled, either for business or private purposes, at least once in 2009 (69%; -2 percentage points compared to 20082). Note: travelling was defined as spending one night away from home, for private or business purposes. Proportion of EU citizens who had travelled (minimum one night away from home, for private or business purposes)

...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010)

Have not travelled in 2008, 28

DK/NA, 2

Have travelled in 2008, 71

Have not travelled in 2009, 30

Have travelled in 2009, 69

DK/NA, 1 Q1. During 2008/2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night? %, Base: all respondents, EU27

Country variations3 The individual country results showed that Norwegians were the most likely to have travelled, for business or private purposes, at least once in 2009 (89%). High proportions of travellers were also observed in Finland (87%), Denmark (86%), Iceland (85%), Sweden and the Netherlands (both 84%). In contrast, in Turkey (37%), Malta (44%) and Hungary (48%), less than half of interviewees had travelled away from home, for a minimum of one night, at least once in the past year.

2

Flash Eurobarometer No 258 was conducted in February 2009 and asked EU citizens if they had travelled, for business or private purposes, in 2008. 3 Country charts in this report show the results for each of the 27 EU Member States and for Croatia, Turkey, the former Yugoslav Republic of Macedonia, Norway and Iceland. The “EU27” results present the average proportion for the 27 EU Member States (and therefore excluding Croatia, Turkey, the former Yugoslav Republic of Macedonia, Norway and Iceland) – taking into account differences in population size across individual Member States.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Proportion of respondents who had travelled in 2009 (minimum one night away from home, for private or business purposes) 100 80 60

89 87 86 85 84 84 81 81 80 79 78 76 75 74 72 70 69 68 66 65 65 65 63 61 59 58 58 56 56

51 48 44

40

37

20

TR

MT

HU

PT

RO

LV

IT

CZ

SK

BG

BE

MK

PL

LT

HR

ES

EE

EU27

UK

EL

CY

AT

FR

DE

IE

SI

LU

NL

IS

SE

FI

DK

NO

0

Q1. During 2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night? %, Base: all respondents, by country

Socio-demographic considerations4 The older the respondents, and the earlier they had finished their education, the less likely they were to have travelled in 2009. Indeed, 61% of the over 54 year-olds had travelled in 2009, for business or private purposes, compared to 77% of 15-24 year-olds. Similarly, while 47% of respondents with the lowest level of education had travelled in 2009, this proportion increased to 84% for respondents with the highest level of education. The proportion of travellers was also higher among EU citizens living in metropolitan areas (78% vs. 66% of rural residents and 69% of those living in urban areas) and among employees and the selfemployed (83% and 75%, respectively, vs. 61% of non-working respondents and 63% of manual workers). For further details, see annex table 1b.

1.2 “Short private” and holiday trips in 2009 The previous section looked at the proportion of respondents who had travelled for business or private purposes in 2009. This next section focuses solely on travel for private purposes – distinguishing between “short private” and holiday trips as defined below. “Short private” trips: spending between one and three nights away from home for private reasons Holiday trips: spending four nights or more away from home – on holiday – while staying in paid accommodation or in a second home.

4

This section – and other sections discussing results by socio-demographic characteristics – focuses solely on interviews conducted in the EU (i.e. they do not include Croatia, Turkey, the former Yugoslav Republic of Macedonia, Iceland and Norway).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

About two-thirds (65%) of EU citizens said they had travelled – for private reasons – at least once in 20095: 27% had made at least one holiday trip and at least one “short private” trip, the same proportion had made at least one holiday trip but no “short private” trips and 11% had made at least one “short private” trip but no holiday trips. One-third of EU citizens had not travelled for leisure purposes in 2009.6 “Short private” trips and/or holiday trips – EU27 ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010)

2

9

32

2

Only short private trips

19

Only holiday trips (≥4 nights)

11

33 27

Both short private trips and holiday trips No short private trips or no holiday trips

39

DK/NA

27

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: all respondents, EU27

Comparing travel for leisure purposes in 2008 and 2009, it can be seen that, although similar proportions of EU citizens had travelled at least once (65% in 2009 vs. 67% in 2008), the proportion of EU citizens who had made at least one “short private” trip and at least one holiday trip has decreased from 39% in 2008 to 27% in 2009 (-12 percentage points). Conversely, an increase can be seen, from 2008 to 2009, in the proportion of EU citizens who had made at least one holiday trip but no “short private” trips (from 19% in 2008 to 27% in 2009; +8 percentage points). Almost no change was seen in the proportion of respondents who had made at least one “short private” trip but no holiday trips (11% in 2009 vs. 9% in 2008). Country variations The individual country results showed a ranking that was similar to the one observed for the results of travel in general (for business and private purposes – section 1.1). The proportion of respondents who had not made any “short private” or holiday trips in 2009 ranged from 10% in Norway to 66% in Turkey. It was not only Norway, but also the other Nordic countries – Finland (14%), Sweden (16%), Denmark (19%) and Iceland (20%) – that were among the countries where one in five respondents or fewer had not taken such private trips in 2009. Countries where respondents were less likely to have travelled for leisure purposes included some Eastern European countries – Hungary (57%), Latvia (54%) and Romania (51%) – and a few Southern European countries – Malta (58%), Portugal (48%) and Italy (44%). 5

By comparison, in February 2009, 50% of EU citizens said they were planning a holiday in 2009 compared to 18% who were certain they would not take a vacation in 2009; 28% were still undecided about their vacation plans for 2009 at the time of the fieldwork. 6 When comparing responses for the total number of trips taken (including business, see section 1.1 – Q1) and the number of trips made for private reasons, it appears that only a minority (3%) of EU citizens had only travelled on business. About half (51%) of EU citizens had only travelled for private reasons, while 14% had travelled for both business and private purposes.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

A slim majority (52%) of interviewees in Norway had made at least one “short private” trip and at least one holiday trip in 2009. In Finland, Ireland and Sweden, more than 4 in 10 respondents had made at least one “short private” trip and at least one holiday trip (46%, 43% and 42%, respectively). In Latvia, Malta and Turkey, on the other hand, this proportion was just 8%-9%. Respondents in Cyprus and Belgium were the most likely to have made at least one holiday trip, but no “short private” trips (44% and 42%, respectively). In Luxembourg, the Netherlands and France, roughly a third (32%-34%) had made only holiday trips in 2009. The proportion of respondents, who had made at least one “short private” trip but no holiday trips in 2009, was the highest in Finland (23%), Latvia (21%) and the former Yugoslav Republic of Macedonia (19%). “Short private” trips and/or holiday trips in 2009 Short private trips and holiday trips Only short private trips DK/NA

Only holiday trips (≥ 4 nights) No short private trips or holiday trips

100

15

TR

MT

15 21

LV

16

HU

3 21 10 9 15 27 18 15 16 25 20 18 20 14 8 17 9 9

28

PT

CZ

PL

HR

LT

EE

MK

ES

BE

EL

EU27

IS

UK

CY

FR

AT

SE

DE

LU

DK

SI

IE

FI

NL

NO

0

17 13 7

RO

20

9

SK

40

44 42 44 48 51 54 57 58 66

IT

60

10 14 19 20 21 22 19 16 24 24 26 27 20 29 31 33 34 36 31 39 38 39 11 8 37 42 23 13 7 11 11 8 11 17 15 10 16 13 21 15 11 8 3 15 14 34 22 29 32 29 17 19 17 10 15 6 15 34 27 24 44 33 22 27 31 42 21 20 22 16 12 17 52 46 40 37 43 40 34 37 42 31 29 27 25 30 32 26 25 30 28 24 27 22 28 18

BG

80

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: all respondents, by country

Although the EU aggregated results showed a decrease in the proportion of EU citizens who had made at least one “short private” trip and at least one holiday trip (from 39% in 2008 to 27% in 2009), similar proportions of EU citizens had travelled at least once (65% in 2009 vs. 67% in 2008); this trend was also seen in a majority of individual EU Member States7. Cyprus and Spain have seen the largest decrease in the proportion of EU citizens who had made at least one “short private” trip and at least one holiday trip: in 2008, 53% of Spanish and 50% of Cypriot respondents had travelled for leisure purposes; but in 2009 the figures were 25% and 22%, respectively (both -28 percentage points). The proportion of Cypriots and Spaniards who had made at least one holiday trip but no “short private” trips, however, increased by more than 20 percentage points (Cyprus: from 21% in 2008 to 44% in 2009; Spain: from 10% in 2008 to 31% in 2009). Note that almost no change was seen in the proportion of Cypriots and Spaniards who had not travelled for leisure purposes. A slightly different picture emerged when looking at the results for Malta and Greece. Both countries have seen a decrease in the proportion who had made at least one “short private” trip and at least one holiday trip (Malta: from 35% in 2008 to 9% in 2009; Greece: from 49% in 2008 to 29% in 2009). Furthermore, these countries have seen an increase in the proportion who had not travelled for leisure purposes; in 2008, 21% of Greek and 50% of Maltese respondents had not made any private trips; in

7

The survey conducted in February 2009 focussed solely on the 27 EU Member States and did not include Croatia, Turkey, the former Yugoslav Republic of Macedonia, Iceland and Norway.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

2009, these proportions have increased to 31% and 58%, respectively (+10 and +8 percentage point increases). In Poland, Slovakia, Hungary, Denmark and France, on the other hand, almost no change was seen in the results of travel for private purposes (distinguishing between short private trips and holiday trips). For example, in 2009, 28% of Polish respondents had made at least one holiday trip and at least one “short private” trip, 20% had made at least one holiday trip but no “short private” trips and 10% had made at least one “short private” trip but no holiday trips; the corresponding proportions for 2008 were 29%, 16% and 9%, respectively. Socio-demographic considerations In accordance with the results for travel in general (for business and private purposes), certain sociodemographic groups were less likely to have travelled for leisure purposes: the over 54 year-olds (41% had not travelled vs. 26% of 15-24 year-olds), respondents with the lowest level of education (56% vs. 18% or those with the highest level of education), rural residents (37% vs. 24% of metropolitan residents), manual workers and non-working respondents (41% vs. 19% of employees). Frequent travellers – i.e. those who had made at least one “short private” trip and one holiday trip in 2009 – were more likely to be highly educated (40% vs. 11% of respondents with the lowest level of education), employees (38% vs. 18% of manual workers) and living in metropolitan areas (36% vs. 23% of rural residents). Full-time students, 25-39 year-olds and self-employed respondents, however, were also more likely than their counterparts to have made both “short private” trips and holiday trips (all 32%-33%). “Short private” and/or holiday trips in 2009

(row %) EU27

Short private Only holiday Only short No short trips trips private trips private trips and holiday or holiday trips trips 27 27 11 33

DK/NA

2

Male

28

26

11

32

2

Female

25

28

11

34

2

AGE: 15-24

30

29

13

26

2

AGE: 25-39

33

29

11

27

2

AGE: 40-54

29

26

11

32

2

AGE: 55+

20

28

10

41

2

Self-employed

33

25

11

28

3

Employees

38

29

11

19

2

Manual workers

18

27

13

41

1

Not working

20

27

10

41

2

Metropolitan zone

36

29

10

24

2

Other town/urban/centre

26

27

11

33

2

Rural zone

23

27

11

37

2

EDUCATION: -15 years of age

11

24

8

56

1

EDUCATION: 16-20

24

27

11

35

2

EDUCATION: 20+

40

28

11

18

2

EDUCATION: Still in education

32

30

13

23

2

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: all respondents, EU27; by socio-demographics

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

1.3 Frequency of “short private” and holiday trips Frequency of “short private” trips Focusing solely on EU citizens who had made at least one “short private” trip in 2009, it was noted that a majority had made one or two such trips (34% and 25%, respectively); these results were similar to those for the frequency of “short private” trips in 2008. Thirteen percent of EU citizens had made three “short private” trips, roughly 1 in 10 (11%) had made four or five “short private” trips, 8% had made between 6 and 10 such trips and 7% had made more than 10 “short private” trips. Number of “short private” trips – EU27 (less than four nights away from home) ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010) 33

1

24

2

12

3

4-5

12

4-5

10 6

10+ DK/NA

3

25

2

3

6 - 10

34

1

13 11 8

6 - 10

7

10+ DK/NA

2

Q2. And how many of these were short private trips, where you stayed away for less than four nights? %, Base: who made at least one short private trip, EU27

In a majority of countries surveyed, at least half of respondents – who had made “short private” trips in 2009 – said they had made one or two such trips (ranging from 50% in Lithuania to 78% in Belgium). Furthermore, in Malta8 and Belgium, a majority had made one “short private” trip in 2009 (57% and 56%, respectively). In Sweden (22%), Norway (25%), Finland and Bulgaria (both 28%), more than a fifth of respondents – who had made short private trips in 2009 – had taken more than five such trips9. In Belgium, Malta, Luxembourg, Cyprus, Turkey and Estonia, less than a tenth (6%-8%) of interviewees had made at least four short private trips.

8

Note: in Malta, just 67 respondents had made at least one short private trip in 2009 (an unweighted number). Some caution should therefore be exercised when interpreting the results for Malta in this section. In one additional country – Cyprus – less than 150 respondents answered this questions (n=140). 9 Bulgarian respondents were less likely than Finnish respondents to have made “short private” trips in 2009 (37% vs. 69%, see section 1.2). As a consequence looking at all respondents (and not only those respondents who had made at least one “short private” trip) showed that Bulgarian respondents were only half as likely as Finnish respondents to have taken more than five such trips (11% vs. 21%).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Number of “short private” trips in 2009 1 100 80 60

2

6 7 8

8 8 12 10 6 5 7 8 7 7 4 15 13 11 14 22 20 26 28 30 29

40

56 57 20

3

4-5

5+

10 8 10 17 15 17 13 16 12 20 8 12 15 9 15 12 9 9 11 13 11 14 12 12 14 10 13 11 6 15 11 15 10 16 13 16 13 14 12 19 18 27 29 28 26 22 22 25 30 24 25 23

DK/NA

20 17 17 18 18 20 17 19 17 19 22 11 12 12 13 15 13 16 14 14 15 18 11 14 14 20 16 9 11 15 16 18 13 24 22 24 17 24 19 20 18 23 24 22

25 28 28 13 17 17 14 14 13

23 20 15 46 46 44 40 45 40 41 36 35 36 38 38 34 29 33 30 33 32 33 29 36 29 33 30 24 26 29 21 20 19 23

BG

FI

SE

NO

MK

IS

LT

SK

SI

HR

PL

CZ

PT

EL

FR

UK

IE

DK

EU27

RO

IT

EE

ES

HU

LV

AT

TR

DE

CY

NL

LU

BE

MT

0

Q2. And how many of these were short private trips, where you stayed away for less than four nights? %, Base: who made at least one short private trip in 2009, by country

Frequency of holiday trips If we look at EU citizens who had been on holiday during 2009, it appears that almost half (48%) had made one holiday trip and 27% had taken two such trips. Twelve percent of holidaymakers had made three holiday trips in 2009, 8% had made four or five such trips, but only 4% had taken more than five holidays. As in 2008, respondents were more likely to have made more than one “short private” trip than to have taken more than one holiday. Number of holiday trips – EU27 (minimum four nights away from home) ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010) 45

1

28

2

12

3

9

4-5

4

6 - 10

48

1

27

2

12

3

8

4-5

3

6 - 10

10+

2

10+

1

DK/NA

1

DK/NA

2

Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: who made at least one holiday trip, EU27

Focusing solely on respondents who had made at least one holiday trip in 2009, a majority of these respondents in 14 countries, and a relative majority in the other 18 countries, had made one holiday trip in that year – this proportion ranged from 35% in Norway to 66% in the former Yugoslav Republic of Macedonia. In almost all countries included in this study, the proportion of respondents who made at least three holiday trips remained below a third (ranging from 13% in Malta and the Czech Republic to 31% in

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Sweden). In Luxembourg and Norway, however, roughly a third (34%) of respondents who had been on holiday during 2009, had actually made at least three such trips in 2009; in Finland, this proportion reached 41%. Number of holiday trips in 2009 1 100 80 60

2 9 5

4 6 6

2 2 9

4 5 8

5 6 8

6 4 7

2 5 6 6

3 8 9

3 3 7

3 5 4 6 5 6 5 12 10 9

7 7 9

4-5 6 7 8

18 23 20 21 23 27 25 30 20 21 21 24 22 19

5+

DK/NA

3 5 5 7 5 6 11 7 10 9 11 4 8 8 7 2 10 9 8 9 8 11 12 13 14 13 6 12 7 9 27 25 23 25 27 29 27 25 29 23

4 9

2 8

6 5 6 3 13 9 10 15 9 14 16 15 15 12 14 13 13 31 30 26 27 31 25 22

9

10

12

8

13 13 26 29

40 20

66 62 62 59 59 59 57 57 56 56 55 54 53 52 50 49 48 48 48 45 45 44 44 43 42 42 42 41 40 39 37 36 35

NO

FI

SE

AT

LU

DK

DE

UK

IS

IE

SI

NL

LV

BE

EL

EU27

HR

ES

FR

EE

IT

BG

PT

CZ

CY

PL

LT

TR

RO

HU

SK

MT

MK

0

Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: who made at least one holiday trip in 2009, by country

Frequency of “short private” and holiday trips When looking separately at the frequency of “short private” and holiday trips, not many differences were seen between the results for 2008 and 2009; however, when looking at the total number of trips – i.e. summing the number of “short private” and holiday trips – a very different picture emerged. In 2008, 18% of EU citizens who had travelled for leisure purposes had made just one trip; in 2009, however, this proportion has increased to 27% (+9 percentage points). Seventeen percent had made four or five “short private” trips or holiday trips in 2009 (-3 percentage points compared to 2008), 10% had made between 6 and 10 leisure trips (-4 percentage points) and 6% had made more than 10 such trips (-3 percentage points). Number of “short private” trips and/or holiday trips – EU27 ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010) 18

1

23

2

14

3

14

6 - 10

9

10+ DK/NA

2

22

2

16

3

20

4-5

27

1

17

4-5

10

6-10

6

10+ DK/NA

2

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: respondents who made at least one short private trip or holiday trip , EU27

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

In most of the Nordic countries, less than a third of respondents – who had travelled for leisure purposes in 2009 – had only made one or two private trips: Sweden (28%), Finland and Norway (both 29%) and Iceland (31%). In Malta, on the other hand, more than twice as many respondents had not made more than one or two trips (51% had made one “short private” trip or holiday trip and 24% had made two such trips). Cyprus, Turkey and Latvia were closest to Malta with 61%-62% of respondents who had made not more than two “short private” or holiday trips in 2009. In Finland and Norway, a majority of respondents, who had travelled for private purposes in 2009, answered that they had been on at least four “short private” or holiday trips during that year (58% and 55%, respectively). In sharp contrast, only 13% of Maltese respondents had made at least four “short private” or holiday trips in 2009; Turkey, Belgium, Cyprus and Romania followed with between 21% and 24% of respondents who had made at least four private trips. Number of “short private” trips and/or holiday trips in 2009 3 4 6 7 10 9 16 4 10 10 14 11 17 12 18 13 17 13 18 14 15 13 20 18 19 16 16 14 15 16 11 10 24 19 23 22 14 15 19 21

10+

DK/NA

4 4 7 5 9 10 8 11 9 18 15 14 12 11 10 11 13 8 17 20 19 14 17 19 20 21 23 20 17 24 22 17 19 15 21 21 13 16 14 17 20 13 4 9

23 22 20 27 24 22 21

12

17 15 12

IS

6 7

6-10

SE

NO

IE

DK

UK

NL

LT

LU

SK

AT

SI

EL

EE

HR

MK

BG

DE

PL

EU27

ES

CZ

FR

PT

BE

HU

0

IT

22 13 16 15 18 41 39 36 36 35 35 34 32 32 30 29 28 27 27 27 27 26 26 25 25 23 23 22 22 22 20 20 17 16 15 13 11

RO

51

CY

20

4 8

4-5

MT

40

2 3 6 11 13 15 15 17

TR

60

3

3 7 8 8 7 9 10 9 10 10 12 9 9 12 14 17 16 16 18 17 17 17 15 10 11 13 9 16 20 23 26 18 21 23 19 27 20 20 27 19

3 10 3 3 8 6 7 12 7 16 15 5 24

LV

80

2

FI

1 100

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? %, Base: respondents who made at least one short private trip or holiday trip in 2009, by country

Across almost all EU Member States, the current survey showed a reduction in the frequency of travel when compared to 2008 – i.e. among respondents who had travelled for private purposes during 2009, there was an increase in the proportion who had made just one “short private” or holiday trip and a decrease in the proportion who had been on two or more private trips. In accordance with the results discussed in the previous section, the largest increases in the proportions of respondents who had travelled for private purposes in 2009, and had made just one “short private” or holiday trip, were seen in countries such as Malta (from 17% in 2008 to 51% in 2009; +34 percentage points) and Cyprus (from 16% to 41%; +25). In Poland and Denmark, on the other hand, virtually no changes were seen in these proportions. Socio-demographic considerations The socio-demographic analysis of the frequency of travel showed that respondents with lower levels or education and respondents living in rural areas were less likely to have made more than one trip for leisure purposes – this effect was seen both when looking at the number of “short private” trips and the number of holiday trips. For example, while 69% of the most educated respondents – who had made short private trips in 2009 – had made at least two such trips during 2009, only 56% of the least educated respondents had done so. Similarly, while 57% of the former had made at least two holiday trips in 2009, the corresponding proportion for the latter was 46%.

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Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

The effect of age on the frequency of travel was only seen in terms of the number of holiday trips: the frequency of such trips was highest among the over 54 year-olds – 29% of them made at least three holiday trips in 2009 vs. 22%-23% of respondents in the other age groups. The effect of gender, on the other hand, was only seen in relation to the number of short private trips: men were more likely to have made more than one such trip in 2009 (68% vs. 61% of women). Finally, the effect of the respondents’ occupational status was dependent on the type of travel: the frequency of short private trips was lowest among non-working respondents (36% had made at least three such trips in 2009 vs. 45% of self-employed respondents), while the frequency of holiday trips was lowest among manual workers (15% had made at least three holiday trips during 2009 vs. 24%-27% of those in other occupational groups). For more details, see annex tables 2b and 3b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

2. Reasons for not taking a holiday in 2009 Respondents who had not taken a holiday in 2009 (and those who had not travelled at all) were asked to specify the main reason for not having gone on holiday. As in the previous wave of this survey, roughly 4 out of 10 (41%) EU citizens – who had not gone on holiday in 2009 – said this was due to financial reasons. All other explanations for not going on holiday (as listed in the survey) were selected by considerably fewer respondents: 22% stated personal or private reasons, 13% said they had had no time and 9% had preferred to stay at home or with family and friends. A minority of respondents said they had not been motivated to take a holiday in 2009 (4%) or preferred to make only short trips (2%). Virtually no respondents (1%) said they had not gone on holiday because of safety/security considerations. These results are practically unchanged compared to 2008. EU citizens’ main reason for not having gone on holiday ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010)

Financial reasons

Financial 41reasons

Personal/private reasons

Personal/private reasons 21

10

Lack of time

41 22 13

Lack of time

Prefer to stay at home or with family /friendsPrefer to stay 9 at home or with family /friends

4

No motivation to take a holiday Prefer to only make short-stay trips Concerns about safety

2

4

No motivation to take a holiday

2

Prefer to only make short-stay trips

1

Concerns about safety

8

Other DK/NA

9

4

1 8

Other DK/NA

1

Q4(2010)/Q5(2009). What was the main reason why you did not go on holiday in 2009/2008? %, Base: respondents who did not make a holiday trip (and those who had not travelled at all), EU27

Respondents not going on holiday in 2009 because of financial reasons Across almost all countries included in this study, the largest proportion of respondents – who had not taken a holiday in 2009 – said this was because of financial reasons. Such reasons were cited by more than 6 in 10 respondents – who did not make a holiday trip during that period – in Bulgaria (65%), Romania (62%), Hungary and the former Yugoslav Republic of Macedonia (both 61%). In sharp contrast, only about 1 in 10 respondents in Norway (12%)10 and roughly a fifth in the Netherlands (18%), Finland (20%), Sweden, Luxembourg and Belgium (all 21%) said they had not gone on holiday because they were financially constrained. Looking at individual country results for the proportions of respondents who had not made any short private trips or holiday trips and the proportions of respondents who named financial obstacles for not having made any of such trips, similarities could be seen; for example: Respondents in Hungary and Romania were not only among the most likely not to have travelled for leisure purposes in 2009 (57% and 51%, respectively), but they were also among the most likely to say that this had been because of financial reasons (61%-62%).

10

Note: in Norway, just 102 respondents had not made a holiday trip in 2009 (an unweighted number). Some caution should therefore be exercised when interpreting the results for Norway in this section.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Respondents in Norway, Finland, Sweden and the Netherlands, on the other hand, were the least likely not to have made a leisure trip in 2009 (between 10% and 19%) and to state that financial obstacles had prevented them from making such a trip (between 12% and 21%).11 Financial reasons for not having gone on holiday in 2009 100 80 60

65 62 61 61

57

40

53 51 50 50 49 49 49 46 46 44 42 42 41 40 37 36 34 33 31 31 28 28

20

21 21 21 20 18

12

NO

FI

NL

SE

LU

CZ

BE

DK

IS

AT

IT

FR

DE

UK

CY

IE

EU27

LT

SK

EL

MT

LV

TR

SI

EE

PL

ES

HR

PT

HU

MK

BG

RO

0

Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country

When looking at the total EU population (i.e. all EU citizens and not just those who did not go on holiday in 2009), it can be seen that one out of six (18%) of all EU citizens had not gone on holiday in 2009 for financial considerations12. At the individual country level, this proportion ranged from about 1 in 20 respondents in Norway (3%) and the Netherlands (5%) to approximately 4 out of 10 in Bulgaria (40%), Hungary and Romania (both 41%). Financial reasons for not having gone on holiday in 2009 Base: all respondents 100 80

7

7

7

5

3

NO

8

NL

20

28 28 25 25 25 23 22 22 18 18 15 14 14 14 13 13 12 12 11 8

LU

41 41 40 37 37 36 32

FI

40

SE

60

BE

IS

DK

AT

DE

CZ

FR

SI

CY

IE

IT

UK

ES

EU27

EL

EE

SK

PL

LT

MT

HR

PT

MK

LV

TR

BG

RO

HU

0

Q4. What was the main reason why you did not go on holiday in 2009? %, Base: all respondents, by country

A comparison between the reasons for not going on holiday in 2008 and in 2009 shows that the proportion of respondents who cited financial reasons has increased by more than 10 percentage points in Cyprus (from 25% in 2008 to 40% in 2009; +15 percentage points), Ireland (from 27% to 42%; 11

The correlation coefficient for the relationship between the proportion of respondents who had not made any short private trips or holiday trips and the proportion of respondents who named financial obstacles for not having made any such trips, in each EU country, was equal to .67 – this number signifies a moderately strong correlation between the two variables at a country level. 12 Note: Looking at the total EU population, 54% of all EU citizens had made at least one holiday trip in 2009, 18% had not gone on holiday in 2009 for financial considerations and 26% listed non-financial reasons for not having gone on holiday (2% gave a “don’t know” response). These proportions were calculated by combining respondents’ responses to question 3 (section 1.2) and question 4 (this section).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

+15), Slovenia (from 37% to 50%; +13), Lithuania (from 31% to 44%; +13) and Estonia (from 38% to 49%; +11). An opposite trend was seen in Portugal: 66% of Portuguese respondents, who had not gone on holiday in 2008, said this was for financial reasons; the corresponding proportion in the current survey was 57% (-19 percentage points). Non-financial reasons for not going on holiday in 2009 Over a quarter of Dutch (33%), Italian (31%) and German (28%) interviewees had their holiday plans in 2009 disrupted because of personal reasons. Bulgarian and Romanian (both 10%), and Icelandic respondents (12%) were the least likely to mention personal reasons for not having gone on holiday. Personal or private reasons for not having gone on holiday in 2009 100 80 60 40 20

33 31 28 25 25 23 22 22 22 22 21 21 21 20 20 20 20 20 19 18 18 17 17 17 16 16 16 15 15 15 12 10 10

BG

IS

RO

SI

HU

EE

MK

IE

EL

TR

LT

LV

SE

PT

PL

UK

MT

CZ

SK

FI

AT

ES

CY

FR

HR

BE

EU27

DK

LU

NO

IT

DE

NL

0

Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country

The proportion of respondents who did not have time to go on holiday ranged from approximately 1 in 20 respondents in Portugal (5%), Malta, Estonia, the UK and Slovenia (all 6%) to at least one in five respondents in Turkey (29%), Italy (24%), Luxembourg (22%) and Finland (20%). Lack of time as a reason for not having gone on holiday in 2009 100 80

9

9

9

9

9

7

7

6

6

6

6

5

HR

DK

HU

SI

UK

EE

MT

PT

24 22 20 18 16 15 15 15 15 13 13 13 12 12 11 11 10 10 10 9

ES

20

MK

29

IE

40

BG

60

SK

NL

FR

CZ

LV

LT

NO

RO

EU27

BE

PL

EL

DE

SE

CY

AT

IS

FI

LU

IT

TR

0

Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country

Similarly, the proportion of respondents who did not go on holiday because they preferred to stay at home or with friends or family was less than 1 in 20 respondents in Turkey (2%), the former Yugoslav Republic of Macedonia (3%), Lithuania and Bulgaria (both 4%), but was roughly a fifth in Norway (20%), Belgium (19%) and Luxembourg (18%).

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Prefer to stay at home or with friends/family as a reason for not having gone on holiday in 2009 100 80 60

6

6

PL

EL

PT

LV

RO

ES

IT

6

5

5

5

4

4

3

2

TR

6

LT

6

MK

7

BG

7

HR

7

HU

8

IS

8

CY

8

EE

20 19 18 16 14 13 12 12 11 11 11 11 10 10 9

CZ

20

MT

40

EU27

SK

IE

DE

FR

NL

SI

AT

DK

UK

FI

SE

BE

LU

NO

0

Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country

Other reasons for not having gone on holiday in 2009 – such as not being motivated to take a holiday and a preference for short trips – showed less variation across countries. The proportion of respondents who said they had not been motivated to take a holiday in 2009 ranged from virtually none in Turkey to 10% in Latvia. Similarly, the proportion of respondents who preferred to only make short trips ranged from virtually none in Turkey to 9% in Estonia. Finally, the proportion of interviewees who said they had not gone on holiday because of safety/security considerations remained below 3% in all countries surveyed. For more details, see annex table 4a. Socio-demographic considerations Financial reasons for not having gone on holiday in 2009 were cited more frequently by women, 2554 year-olds, respondents with a lower level of education, manual workers and respondents living in urban areas. For example, while 52% of manual workers said financial considerations caused them not to take a holiday in 2009, only 33% of self-employed respondents and 40%-41% of non-working respondents and employees mentioned this as the main reason. Similarly, 31% of full-time students and 34% of respondents with the highest level of education, who did not go on holiday in 2009, said this was for financial reasons; this proportion increased to 42%-45% for respondents with a lower level of education. Women, the over 54 year-olds, respondents with the lowest and highest levels of education and nonworking respondents were more likely than their counterparts to cite personal reasons for not having taken a holiday in 2009. For example, while almost three out of 10 (29%) of the oldest respondents said they had not gone on holiday for personal reasons, just 15% of 15-24 year-olds and 18% of 25-54 year-olds selected this response. Finally, a lack of time was most frequently cited by 15-24 year-olds (25%), those still in education (26%) and self-employed respondents (28%). Other groups that were more likely than their counterparts to answer that they had not gone on holiday due to a lack of time included men (15% vs. 10% of women), 25-39 year-olds (18% vs. 6% of the over 54 year-olds), respondents with the highest level of education (16% vs. 7% of respondents with the lowest level of education), employees and manual workers (15%-16% vs. 9% of non-working respondents). For more details, see annex table 4b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

3. Characteristics of respondents’ main holiday trip in 2009 Respondents who took at least one holiday in 2009 were asked a number of questions about their main holiday trip in that year. More precisely, they were asked to specify their major motivation for that vacation (i.e. recreation, city trip, visiting friends etc.), to identify the method of transport used and to say how the holiday had been organised. Note: In this chapter, all results presented focus solely on those respondents who went on holiday in 2009 – for brevity we often refer to these respondents as “holidaymakers”.

3.1 The major motivation for going on holiday in 2009 The largest proportion of holidaymakers across the EU (37%) said that the major motivation for their main holiday in 2009 had been “rest and recreation”. About a fifth (19%) had wanted a sun/beach holiday and 17% said the main objective had been to visit friends or relatives. “City trips”, “nature” and “culture and religion” were each selected by less than a tenth of holidaymakers (6%-7%). Less than 1 in 20 EU citizens who took a holiday mentioned sports- or health-related factors as the major motivation for their main holiday in 2009 (both 3%-4%). These results were, once again, similar to those from the previous wave of the survey. The major motivation for EU citizens’ main holiday trip ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010) 36

Rest / recreation

20

Sun / beach

16

Visiting friends / relatives

37

Rest / recreation

19

Sun / beach

17

Visiting friends / relatives

City trips

7

City trips

7

Culture / religion

7

Nature

6

Nature

6

Culture / religion

6

Sports-related

3

Sports-related

4

Wellness / health treatment

3

Wellness / health treatment

3

DK/NA

1

DK/NA

1

Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 2009/2008? %, Base: respondents who made at least one holiday trip , EU27

Country variations In almost all countries included in this study, the largest proportion of holidaymakers said they were looking in the first place for “rest and recreation” when they went on their main holiday in 2009. The proportions selecting “rest and recreation” were the highest in Cyprus (65%) and Malta (62%). In Austria, Norway and Sweden, on the other hand, just 22% of interviewees said this had been their motivation and a similar, or even higher, proportion said they had wanted a sun/beach holiday (22%, 25% and 26%, respectively). “Sun/beach” was also among the three most mentioned factors that had motivated respondents (in second/third position) in almost all other countries. Respondents in the former Yugoslav Republic of Macedonia (31%), Slovenia and the UK (both 27%) were the most likely to answer that they had wanted a sun/beach holiday.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

In Latvia, on the other hand, almost equal proportions of respondents said that they had been motivated to find “rest and recreation” (37%) or to visit friends or relatives (38%). The proportion mentioning such social reasons for their main holiday trip in 2009 was also high in Estonia and Turkey where 24%-25% of respondents had visited friends or relatives (second position). The major motivation for respondents’ main holiday trip in 2009 (three most mentioned motivations) Rest/recreation

40

44

29

Visiting someone

53 17 14

LT

Rest/recreation

Sun/beach Visiting someone

Rest/recreation Sun/beach

Rest/recreation

20 13

Rest/recreation

18 17 HU

22 13

City trips

49

Rest/recreation Visiting someone

46

Sun/beach

Rest/recreation Nature Rest/recreation

42

26

HR

35

22 15 NO

25 22 18 46

IS

21 10 28 25

TR

Visiting someone Sun/beach

SK

13

Rest/recreation

Visiting someone

14

Sun/beach

36 27 21

Visiting someone

30 27

SI

UK

Rest/recreation

18 13

Sun/beach

26 22 21

Sun/beach

24 18 RO

SE

Visiting someone

42

PT

11

Visiting someone

44

PL

Sun/beach

22

Visiting someone

21 12

Visiting someone

28

LU

Sun/beach

AT 22

Rest/recreation

35

FI

Rest/recreation

Sun/beach

Sun/beach

40

40

18 13

Rest/recreation

Rest/recreation

17 15

Rest/recreation Visiting someone Sun/beach

Visiting someone

Sun/beach Rest/recreation

NL

Visiting someone

38 37

Visiting someone

35

21 18

Rest/recreation

Rest/recreation

Sun/beach

LV

Visiting someone

EL

ES

65

17 10

9

8

Culture/religion

CY

City trips

14

Sun/beach

48

Culture/religion

Culture/religion

Nature

18 15

Rest/recreation

24

Visiting someone

Sun/beach

Visiting someone

35

EE

Sun/beach

Rest/recreation

Sun/beach

30

Visiting someone

Rest/recreation

Visiting someone

19 13

Visiting someone Rest/recreation

Rest/recreation

18 15

14

Sun/beach

IT

Sun/beach

DE

Sun/beach

Rest/recreation Visiting someone

8

Visiting someone Rest/recreation

Sun/beach

24

Rest/recreation DK Sun/beach

23 23

62

MT

Visiting someone

35

IE

Visiting someone

CZ

Sun/beach

Sports-related

Rest/recreation

Rest/recreation

22 15

Sun/beach

21 17

Visiting someone

36

FR

Visiting someone

BG

Sun/beach

Rest/recreation

Rest/recreation

16 16

Visiting someone Rest/recreation

36

BE

Sun/beach

Rest/recreation

15

Visiting someone

48

MK

31

Sun/beach

10

Q5. What was the major motivation for your main holiday trip in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country

Socio-demographic considerations Younger EU citizens were more attracted by sun and beach (24% of 15-24 year-olds vs. 13% of the over 54 year-olds), while older respondents more frequently selected “wellness/health treatment”, “nature” and “culture and religion” (for example, 9% of the over 54s selected “nature” compared to 3% of 15-24 year-olds). The 25-54 year-olds, on the other hand, were more likely to say said that the major motivation for their main holiday had been “rest and recreation” (40%-42% vs. 33%-34% of younger and older respondents). As for the youngest respondents, full-time students were more likely to have wanted a sun/beach holiday (24% vs. 16%-21% of respondents who had completed their education) and they were less likely to mention “rest and recreation” (31% vs. 36%-39%). For EU citizens who were no longer in education, however, mainly small differences were seen: for example, across all educational levels, 6%-7% mentioned nature-related holidays. Finally, non-working respondents were less likely to have been motivated by “rest and recreation” when they went on their main holiday in 2009 (31% vs. 41%-44% across other occupational categories), but they were more likely to say that they had been motivated to visit friends or relatives (20% vs. 13%-17%). For more details, see annex table 5b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

3.2 Methods of transport used for 2009 holidays Almost half (48%) of holidaymakers from the EU had travelled to their main holiday destination by car or motorbike, and approximately one-third (35%) had taken a flight. As in 2008, less than a fifth of EU citizens who took a holiday had travelled by train (7%), bus (6%) or boat (2%). Method of transport for EU citizens’ main holiday trip ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010) 47

Car / motorbike

36

Airplane

48

Car / motorbike

35

Airplane

Bus

7

Train

7

Train

6

Bus

6

3

Boat

Boat

2

Bicycle

0

Bicycle

0

Other

1

Other

1

DK/NA

0

DK/NA

0

Q6(2010)/Q8(2009). How did you travel there in 2009/2008? %, Base: respondents who made at least one holiday trip, EU27

Country variations Approximately two-thirds of holidaymakers from Iceland and Hungary (both 67%) and Slovenia (66%) had travelled by car or motorbike for their main holiday trip in 2009. Such a means of transport was also frequent in Bulgaria and Romania (both 64%), Croatia (63%), France (62%) and Portugal (61%). Not surprisingly, these methods of transport were the least popular among holidaymakers from the smaller islands – Malta (1%) and Cyprus (22%) – and from Ireland (14%). As for holiday trips in 2008, a large majority of holidaymakers in these countries travelled by plane for their main holiday in 2009: 83% in Malta, 78% in Ireland and 74% in Cyprus. In sharp contrast, roughly a tenth, or less, of Bulgarian (6%), citizens of Former Yugoslav Republic of Macedonia (9%), Romanian (10%), Hungarian and Croatian (both 11%) holidaymakers had taken a flight to go on holiday in 2009. Method of transport: car or motorbike 100

60 40

67 67 66 64 64 63 62 61 60 56 54 54 53 50 50 50 48 48 45 44 43 41 41 40 38 37 37 35

27 24 22

20

14 1

IE

CY

UK

NO

CZ

LV

SE

EE

DK

FI

TR

IT

LU

ES

SK

EL

EU27

DE

AT

BE

PL

NL

LT

MK

PT

FR

HR

RO

SI

BG

HU

IS

0

MT

80

Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Method of transport: airplane 100

83 80

78

74 63 63

60

50 49 48 46

40

39 38 38 36 36 35 35 35 34 33 30 29 26 25

20

19 18 18 18 16

11 11 10 9

6

BG

RO

MK

HU

PL

HR

LT

SI

TR

EL

SK

FR

IS

PT

LV

CZ

EE

DE

EU27

ES

NL

IT

BE

AT

FI

SE

LU

DK

UK

NO

IE

CY

MT

0

Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country

As in the previous survey, holidaymakers from Greece (21%) – with its many islands – and Malta (15%) were the most likely to have reached their holiday destination by boat. In all other countries, however, not more than 1 in 20 respondents had chosen this mean of transport. Similarly, holidaymakers from Poland (14%), Romania (13%) and Hungary (10%) were once more the most likely to have travelled to their main holiday destination by train. In sharp contrast, virtually no Cypriots, Maltese, Turkish or Icelanders had travelled by train. Finally, buses were most frequently chosen by Turkish holidaymakers (39%), followed by those from Latvia (25%), the Czech Republic and Slovakia (both 20%); however, virtually none of the Maltese or Cypriot respondents had travelled by bus. For details see annex table 6a. Socio-demographic considerations Men were more likely to have travelled to their main holiday destination by car or motorbike (51% vs. 45% of women). Across the different age groups, 25-54 year-old holidaymakers were most liable to have travelled by car or motorbike (51%-55% vs. 40%-43% of 15-24 year-olds and the over 54s). Other groups of holidaymakers who were more likely to have travelled by car or motorbike were manual workers and respondents living in rural areas. The youngest and oldest holidaymakers (and those who were not working) were more likely to have gone on holiday by train or bus. For example, 9% of 15-24 year-olds and 11% of the over 54s had travelled to their main holiday destination by bus, compared to just 3% of 25-54 year-olds. The bus was also more frequently chosen by respondents with the lowest level of education (13% vs. 4% of respondents with the highest level of education), while metropolitan residents were somewhat more likely than rural residents to have taken the train (9% vs. 5%). Flights tended to be chosen more frequently by 15-24 year-olds (39% vs. 34%-36% across other age groups), those with the highest level of education (38% vs. 30% of the least educated respondents), metropolitan residents (40% vs. 32% of rural residents), self-employed respondents and employees (37%-39% vs. 27% of non-working respondents and 34% of manual workers). For details see annex table 6b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

3.3 How respondents organised a holiday trip in 2009 In 2009, almost 6 in 10 holidaymakers across the EU had personally organised their main holiday (58%; +2 percentage points compared to 2008). Around one in eight had booked travel tickets or accommodation through a travel agency (13%; -3 percentage points compared to 2008). About a fifth of EU citizens who took a holiday in 2009 had opted for a package tour or all inclusive holiday, either booked via the Internet (11%) or through a travel agency (10%). How EU citizens organised their main holiday trip ...in 2008

...in 2009

Fl258 (02/2009)

Fl291 (02/2010)

Travel / accommodation organised individually 56

Travel / accommodation organised individually

58

Travel or accomodation booked through a Travel or accomodation booked through a 16 travel agency travel agency

13

Package tour / All Inclusive holiday booked Package tour / All Inclusive holiday booked 10 via the Internet via the Internet

11

Package tour / All Inclusive holiday booked Package tour / All Inclusive holiday booked 9 through a travel agency through a travel agency

10

9

Other DK/NA

1

7

Other DK/NA

0

Q7(2010)/Q10(2009). How did you organize your main holiday trip in 2009/2008? %, Base: respondents who made at least one holiday trip, EU27

Country variations In almost all countries surveyed (27 out of 32), at least half of holidaymakers had organised their holiday individually. The proportions of holidaymakers who had booked their main holiday themselves were the highest in Croatia (83%), Turkey (82%) and Hungary (80%). In the Czech Republic, the UK, Ireland, Malta and Belgium, on the other hand, less than half of interviewees, who had made at least one holiday trip in 2009, had organised their main holiday themselves (between 42% and 47%). As in the previous survey, in the Czech Republic and Slovakia, at least 3 in 10 holidaymakers had used a travel agency to book travel or accommodation for their main holiday trip (34% and 30%, respectively). Holidaymakers from the UK, Ireland and Malta were the most likely to have booked a package tour or all-inclusive holiday through a travel agency (12%-18%) or through the Internet (18%-19%). Other countries with a high proportion of package tour or all-inclusive holiday booked through a travel agency included Estonia, Austria, Latvia and Luxembourg (14%-15%), while other countries with a high proportion of such a holiday booked through the Internet were the Netherlands (19%) and Denmark (17%). It should, however, also be noted that, although Denmark and the Netherlands remained highly ranked compared to other EU countries in terms of the proportion of package tour and all-inclusive holidays, both countries have seen a large increase in the proportion of holidaymakers who had organised their main holiday themselves (Denmark: from 33% in 2008 to 51% in 2009; the Netherlands: from 39% in 2008 to 50% in 2009; +18 and +11 percentage point increases).

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

How respondents organised their main holiday trip in 2009

100 80

Travel organised individually

Travel booked through a travel agency

Package tour booked via Internet

Package tour booked through a travel agency

Other

DK/NA

2 22 22 4 7 8 7 14 8 11 7 2 2 3 5 3 10 11 7 5 54 4 4 42 15 5 4 4 3 5 20 12 11 5 3

60

40 20

14 9 47 7 9 9 5 11 17 9 21 11 9 7

3 6 7 4 9 9 7 5 4 10 10 9 17 15 10 9 11 6 14 13 5 11 7 13 10 11 6 11 13 7 10 8 11 17 19 14 30 13 18 17 12 14 18 16 16 12 15 16

8 12 7 9 9 14 12 7 6 9 12 13

7 11 9 5 13 12 14 18 6 18 19 18 34 15 10 10

83 82 80 79 78 77 73 73 72 70 69 64 63 63 60 59 58 58 57 57 57 56 54 54 53 53 51 50 47 47 45 44 42

CZ

IE

UK

BE

MT

NL

SK

DK

AT

DE

PT

LU

ES

NO

CY

EE

EU27

SE

RO

SI

FI

IT

FR

LV

PL

LT

BG

MK

IS

EL

TR

HU

HR

0

Q7. How did you organize your main holiday trip in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country

Differences by type of holiday13 As in 2008, trips to visit relatives and friends, and recreation and wellness holidays were most frequently organised by the respondents themselves (75% and 61%, respectively). By comparison, 45% of sun/beach holidays and 50% of cultural trips were organised in such a way. Sixteen percent of holidaymakers, who had opted for a sun/beach holiday, had booked travel or accommodation though a travel agency and roughly a third had booked a package tour or an all inclusive holiday via a travel agency (18%) or though the Internet (14%). The corresponding proportions for vacations with an accent on culture were 17%, 10% and 15%, respectively. How respondents organised their main holiday trip (column %)

In 2008

In 2009

In 2008

In 2009

In 2008

In 2009

In 2008

In 2009

Focus of the main holiday Recreation/ Social Wellness Sun/Beach Culture

Travel / accommodation organised individually

71

75

58

61

47

45

47

50

Travel or accommodation booked through a travel agency

9

8

15

13

19

16

21

17

Package tour/All Inclusive holiday booked via the Internet

6

8

10

10

13

14

10

10

Package tour/ All Inclusive holiday booked through a travel agency

3

2

8

8

14

18

13

15

Other

10

7

9

7

6

6

8

8

Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 200x? Q7(2010)/Q10(2009). How did you organize your main holiday trip in 200x? %, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)

13

Please note that for further analysis, this report will feature four groups of holidaymakers based on the main focus/objective of their 2009 holiday (see section 3.1). These objectives can be summarised as holidays that have: a recreational focus (i.e. to rest, enjoy nature, go to wellness centre/health spa, etc.) an emphasis on going to the beach or “going to the sun” an accent on culture (making city trips, going to events or specifically looking for opportunities to meet people of different cultures or religions) primarily – a social context – where the main goal is visiting family or friends.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

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Socio-demographic considerations Holidaymakers who organised their trip individually were more likely to be aged 25-54 (61%-62% vs. 53% of 15-24 year-olds and 55% of the over 54s), highly-educated (64% vs. 54% of the leasteducated), living in metropolitan areas (63% vs. 55% of rural residents) and self-employed (63% vs. 56% of non-working respondents). The over 54 year-olds, holidaymakers with a lower level of education and non-working holidaymakers were more likely than their counterparts to have used a travel agency to book travel or accommodation or to book a package tour or all-inclusive holiday. For example, 14% of the least-educated respondents had booked a package tour though a travel agency, compared to only half as many (7%) of those with the highest level of education. The proportion of package tour and all-inclusive holidays booked via the Internet was higher for younger holidaymakers (13% of 15-24 year-olds vs. 7% of the over 54s), those with a higher level of education (11% vs. 6% of the least-educated ones), respondents in employment (12%-13% vs. 8% of non-working respondents). For more details, see annex table 7b.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

4. Financial aspects: types of holiday leisure activities that would be given up first When asked which holiday leisure activities EU citizens would give up first if savings were needed when they were actually on holiday, the largest proportions of interviewees selected – as in February 2009 – “beauty or wellness treatments” (24%) and shopping (21%). EU citizens were – once again – less likely to be willing to reduce visits to restaurants and bars to save money while on holiday (14%; -4 percentage points compared to 2009). A similar proportion would be willing to give up or reduce sports activities while on holiday (12%; -3 percentage points compared to 2009) and a slightly lower proportion (10%) would reduce spending on entertainment, such as visits to the theatre. Finally, 10% of EU citizens would reduce none of the listed leisure activities, while 8% said they would try to save money by reducing all types of activities (as listed in the survey). Holiday leisure activities that EU citizens would reduce most to save money when on holiday Fl291 (02/2010)

Fl258 (02/2009) Shopping

23

Beauty/Wellness treatments

Beauty/Wellness treatments

23

Shopping

16

Restaurants and cafes

24

21

Restaurants and cafes

12 12

Entertainment (movies, theatres)

9

Sports and other activities

Sports and other activities

8

Entertainment (movies, theatres)

10

None (I would not reduce any)

10

None (I would not reduce any)

8

All of these

7

All of these

DK/NA

6

DK/NA

8 4

Q8(2010)/Q15(2009). When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? %, Base: all respondents, EU27

Country variations The chart on the following page shows – for each country – the most frequently mentioned holiday leisure activities that respondents would give up first if savings were needed when they were actually on holiday. Interviewees in a majority of countries surveyed selected the same leisure activities: they were most willing to reduce or give up beauty or wellness treatments and shopping. For example, 29% of Belgian respondents selected “beauty or wellness treatments” (first position) and 20% mentioned “shopping” (second position). In 12 countries, reducing visits to restaurants and bars ranked among the three most frequently mentioned leisure activities that respondents would give up first to save money while on holiday. For example, 29% of Slovenes would reduce or give up shopping (first position), 22% said the same about beauty and wellness treatments (second position) and 15% opted to give up visits to restaurants and bars (third position). Sports and other activities appeared in the top three of most mentioned leisure activities (to be given up) in 10 countries; for example, this type of activities was selected by 19% of interviewees in Luxembourg (third position) and 13% in the Netherlands (second position).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Saving money on entertainment, however, appeared among the three most mentioned activities in just four countries: Turkey (20%, second position), Slovakia (16%, third position), the Czech Republic and Poland (13%, third position). Respondents in Croatia were the most likely to say they would reduce all types of leisure activities when trying to save money while on holiday (23%, first position). “Reducing all types of activities” was also the most frequently given response in Portugal and Italy (21% and 19%, respectively) and appeared among the most frequently mentioned responses in Bulgaria, Lithuania and the former Yugoslav Republic of Macedonia (18%, second position), and Romania (15%, third position). Finally, 25% of Cypriots and 19% of Finns said they would reduce none of the listed leisure activities – both countries have seen an increase of more than 10 percentage points in the proportion of respondents who gave this response in comparison to 2009. Other countries where this response was given more frequently were Turkey (18%), Belgium (17%), Spain (15%), Greece and Iceland (both 14%). Holiday leisure activities that respondents would reduce most to save money when on holiday (three most mentioned leisure activities) Beauty/Wellness Shopping None

BE

Restaurants All of these Shopping

BG

Shopping

CZ

29 20 17

Beauty/Wellness Entertainment

24 18 14 23 20

DK

Shopping Beauty/Wellness Sports

DE

Restaurants Shopping Beauty/Wellness

EE

Beauty/Wellness Shopping None

EL

Beauty/Wellness Shopping None

ES

FR

Shopping Restaurants Sports

IE

All of these

IT

30

Shopping None Beauty/Wellness

CY

Restaurants Shopping All of these

LV

22 19 15

Restaurants All of these Shopping

LT

23 23

Beauty/Wellness Shopping Sports

LU

Beauty/Wellness Shopping Restaurants

HU

16 15 28 27 12

14 25 21 15

Beauty/Wellness Shopping Sports

MT

25 22 18

Beauty/Wellness Sports Shopping

NL

19 19 17

Shopping

AT

Beauty/Wellness Sports

27 18 14

Beauty/Wellness Shopping

13

Beauty/Wellness Shopping Sports

Beauty/Wellness Shopping Restaurants

27 21

All of these Restaurants Beauty/Wellness

PT

Shopping Restaurants All of these

RO

28

32 27

Beauty/Wellness

UK

22 19 17

29

All of these Restaurants Beauty/Wellness

HR

23 20 15

21 18 16

Beauty/Wellness Shopping Sports

NO

21 18 15

Shopping Beauty/Wellness None

IS

17 13

26 24 19

Shopping Beauty/Wellness Restaurants

SI

24 23

Shopping Beauty/Wellness Entertainment

SK

15

SE

11 PL

18 16

Beauty/Wellness Shopping Sports

39 13 12

Beauty/Wellness Shopping Entertainment

13

FI

12

25 25 18

None Beauty/Wellness Restaurants

29 21

29 22 15 26 18 16

Beauty/Wellness All of these Shopping

27 19 17

Shopping Sports

Shopping Entertainment None

19 18 16

28 21 14 23 22 14

TR

MK

25 20 18 22 18 14

Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? %, Base: all respondents, by country

Socio-demographic considerations Older respondents, those with low levels of education and non-working respondents were not only more likely than their counterparts to say that they would give up or reduce all types of activities when trying to save money while on holiday, but they were also more likely to answer that they would reduce none of the listed leisure activities. For example, 15% of respondents with the lowest level of education said the former and 13% gave the latter response; the corresponding proportions for respondents with the highest level of education were 5% and 10%, respectively. Younger respondents, and those still in education, were more likely to say they would be willing to reduce spending on sports activities and entertainment while on holiday. For example, 17% of full-

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

time students would give up or reduce sports activities, compared to 10%-12% of respondents who had completed their education. It was also noted that the higher the respondents’ level of education, the more likely they were to be willing to reduce spending on shopping and beauty/wellness treatments. For example, while 16% of respondents with the lowest level of education selected “beauty/wellness treatments”, this proportion increased to 29% for respondents with the highest level of education. For further details, see annex table 8b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

5. Considerations when planning a holiday and choosing a destination 5.1 Choosing a holiday destination When deciding on a holiday destination, the largest proportions (32%) of EU citizens named the location’s environment (e.g. its overall attractiveness) as the key consideration. Cultural heritage (25%) and the options for entertainment (16%) were the second and third most widespread responses in regard to factors that influenced a choice of destination. Gastronomy, arts and festivals (or other events) were each considered as having a major influence on holiday decisions by roughly 1 in 20 (5%-6%) EU citizens. Eight percent cited other attractions than the ones listed in the survey as key considerations when choosing a holiday destination and 3% had nothing to say (i.e. they gave a “don’t know” response). The ranking of attractions listed in the survey remained the same between the two waves of the survey. Attractions influencing the choice of destination Fl258 (02/2009)

Fl291 (02/2010)

The environment

The environment 31

Cultural heritage

Cultural heritage 24

15

Entertainment

7

Gastronomy

32 25 16

Entertainment

6

Gastronomy

Art

5

Art

6

Festivals and other events

5

Festivals and other events

5

8

Others DK/NA

6

8

Others DK/NA

3

Q12(2010)/Q20(2009). From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: all respondents, EU27

Country variations The proportion of respondents who named the location’s environment (e.g. its overall attractiveness) as the key consideration when choosing a holiday destination ranged from less than a fifth in the Netherlands, Ireland, the UK and Norway (between 13% and 16%) to a slim majority in Germany (53%). In Finland, Austria, Lithuania, Slovenia, Hungary and Iceland, between 40% and 44% of respondents named the location’s overall attractiveness.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Attractions influencing the choice of destination: the environment 100 80 60

53

40 20

44 43 43 42 41 40 39 37 37 35 33 33 33 32 32 31 31 30 28 27 27 26 25 23 22 22 21 21

16 15 14 13

NL

IE

UK

ES

NO

DK

CZ

SK

PT

TR

CY

FR

BE

EE

RO

HR

MK

MT

EU27

BG

SE

LV

EL

LU

IT

FI

PL

AT

SI

LT

IS

HU

DE

0

Q12. From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: all respondents, by country

Although Dutch and Norwegian respondents were among the last likely to consider the location’s environment as an important factor when choosing a holiday destination, they were among the most likely to name cultural heritage in this context (35% and 37%, respectively). Respondents in Denmark (40%), Turkey (39%) and Cyprus (35%) were as likely, or even more likely, to list cultural heritage. In sharp contrast, only 11% of Romanians named this as an important factor. Attractions influencing the choice of destination: cultural heritage 100 80 60 40

40 39 37 35 35

20

30 29 29 28 28 27 27 26 26 26 26 26 26 25 25 25 25 25 24 24 23 22 22 20 19 18 18

11

RO

IS

PL

BG

DE

HU

SK

MK

ES

HR

LV

FR

EU27

LT

CZ

AT

LU

IT

BE

FI

SI

EL

IE

SE

PT

EE

UK

MT

CY

NL

NO

TR

DK

0

Q12. From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: all respondents, by country

The proportion of interviewees who answered that the options for entertainment influenced their choice of destination remained below 30% across all countries surveyed; ranging from 7% in Norway to 29% in Ireland. Respondents in almost all countries most frequently selected the same two attractions, i.e. the location’s environment and cultural heritage; as in the previous wave of this survey, Bulgaria, Romania, the UK and Ireland were the most notable exceptions. In Bulgaria and Romania, respondents were more likely to list options for entertainment than they were to mention cultural heritage as key factors in their decision to choose a holiday destination (Bulgaria: 26% vs. 19%; Romania: 20% vs. 11%). In the UK and Ireland, on the other hand, “options for entertainment” ranked higher than “the location’s environment” (the UK: 24% vs. 15%; Ireland: 29% vs. 14%).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Attractions influencing the choice of destination: entertainment 100 80

8

8

7

NO

20

29 26 24 24 23 22 21 21 20 20 20 19 19 19 18 18 17 16 15 15 13 13 13 13 12 12 11 11 10 9

DE

40

DK

60

FI

PT

IT

IS

AT

SI

HU

NL

SE

LT

LU

LV

EU27

EE

TR

BE

PL

EL

CZ

FR

RO

MT

ES

HR

SK

MK

CY

UK

IE

BG

0

Q12. From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: all respondents, by country

All other attractions were listed by less than 10% of respondents in almost all countries. In Italy, however, 13% of respondents selected “arts” as having a major influence on holiday decisions. Similarly, between 10% and 12% of interviewees in France, Belgium, Luxembourg and Spain selected “gastronomy”, while 10%-11% of Romanians and Irish named “festivals and other events”. Finally, respondents in the Netherlands and Norway were the most likely to name other attractions than the ones listed in the survey (22% and 19%, respectively). For more details, see annex table 13a. The influence of various types of attractions vs. the objectives of respondents’ main 2009 holiday Analysing the importance of the various attractions by EU citizens’ main objective of their 2009 holiday14, clear differences emerged across various holidaymaker segments in terms of which kind of attractions were important. As in the previous wave of this survey, the destination’s overall environment had most influence on their decisions for those who had looked for a sun/beach holiday and for those where recreation/wellness had been the focus (34%-36%). On the other hand, this was less important for holidaymakers who had visited friends and family (i.e. holidays with a social focus) or for those who had wanted a cultural experience (28%-29%). Not unexpectedly, the latter respondents were most likely to name cultural heritage as the key consideration (39%, compared to, for example, 17% of those who had wanted a sun/beach holiday). Furthermore, the destination’s options for entertainment were selected by 22% of holidaymakers whose main holiday had been a sun/beach holiday, compared to only half as many holidaymakers who had wanted a cultural experience (10%).

14

i.e. the categories derived from the replies given to the question that asked what had motivated respondents to make a particular choice of destination (Q5), as discussed in section 3.3.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Attractions influencing the choice of destination (column %) Focus of the main holiday Recreation/ Social Wellness Sun/Beach in 2008

in 2009

in 2008

in 2009

in 2008

in 2009

in 2008

in 2009

Culture

The environment

26

29

38

36

32

34

24

28

Cultural heritage

27

26

23

25

18

17

42

39

Entertainment

15

16

14

16

24

22

9

10

Gastronomy

7

6

8

6

7

7

5

4

Art

5

7

5

4

3

3

8

7

Festivals & other events

6

6

4

4

5

5

6

6

Others

10

8

8

8

9

12

4

6

Q5 (2010)/Q6 (2009). What was the major motivation for your main holiday trip in 200x? Q12(2010)/Q20(2009). From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)

Socio-demographic considerations Younger respondents (and full-time students) were more likely than their older counterparts to name entertainment, and festivals and other events, as having a major influence on their decisions about a holiday destination; however, they were less likely to mention the location’s environment and cultural heritage. For example, 31% of 15-24 year-olds answered that options for entertainment were important when choosing a holiday destination; this proportion, however, decreased to 9% for the over 54 yearolds. For respondents who had completed their education, there were not many differences in terms of which attractions influenced the choice of holiday destination; an exception was cultural heritage: 31% of respondents with the highest level of education said it was a major influence when choosing a holiday destination, compared to 22%-23% of respondents with a lower level of education. Respondents living in rural areas and manual workers were also less likely than their counterparts to be attracted by the cultural history of a holiday destination (22% and 16%, respectively – compared to, for example, 29% of metropolitan residents and 27% of employees). Manual workers were, nevertheless, more likely to name options for entertainment as a key consideration (20% vs. 14%-16% across other occupational groups). For more details, see annex table 13b.

5.2 Preferred holiday destinations Most EU citizens (57%) preferred to spend their holidays in conventional tourist destinations (or at least what they consider as “traditional” or “well-known” destinations). About half as many (28%) would rather go “off the beaten track” and explore less obvious tourist targets (these will be referred to as “emerging” destinations in the terminology of this report). Thirteen percent of respondents had no preference about the type of destination, and 2% could not – or did not want to – specify a preference.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Preferred holiday destinations – EU27 Fl258 (02/2009)

Fl291 (02/2010)

4 15

2

13

Traditional, well-known destinations Non-traditional, emerging destinations

54

Not important, no preference

28

28

57

DK/NA

Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? %, Base: all respondents, EU27

In almost all countries surveyed, respondents who preferred to spend their holidays in “traditional” tourist destinations outnumbered those who favoured visiting “alternative or emerging” tourist destinations. The proportions of interviewees with a preference for traditional tourist destinations were the highest in Malta, Spain, Slovakia, Hungary and Greece (all 62%-63%). In Iceland and Latvia, on the other hand, respondents were just as likely to select “emerging” as “traditional” destinations. Roughly 4 in 10 (39%) Latvians would prefer to explore less obvious tourist targets and a similar proportion (41%) would spend their holidays in conventional tourist destinations. The corresponding proportions for Iceland were 37% and 36%, respectively. Other countries with a high proportion of respondents who would prefer “emerging” tourist destinations were Denmark (39%), Norway and Slovenia (both 38%), Sweden and Croatia (both 37%). Finally, about a quarter of respondents in Iceland and Estonia (25%-26%) and at least a fifth of respondents in Lithuania, Portugal, Belgium and Bulgaria (20%-22%) answered that they had no preference for a particular type of destination. Preferred holiday destinations

100 80 60

Traditional, well-known destinations

Non-traditional, emerging destinations

Not important, no preference

DK/NA

3 1 2 2 3 5 2 1 11 14 9 14 16 13 10 18

1 1 2 1 1 3 2 3 4 1 1 3 5 2 3 2 2 5 2 3 2 3 2 5 3 5 10 13 10 13 12 12 12 12 15 19 17 16 13 18 18 25 20 20 22 20 26 19 33 27 35 32 28 32 20 26 19 23 25 38 24 30 22 25 17 30 35 37 25 38 39 37 25 25 36 39 25 26 23 30 37 1 6

40 20

63 63 62 62 62 60 60 60 59 59 59 58 58 57 57 57 55 54 53 52 51 50 49 49 49 49 48 48 47 46 44 41 36

IS

LV

SE

MK

DK

FI

NO

EE

LT

BG

HR

PT

NL

BE

SI

AT

IT

DE

EU27

CY

FR

IE

TR

PL

LU

UK

CZ

EL

RO

HU

ES

SK

MT

0

Q9. What type of holiday destinations do you prefer? %, Base: all respondents, by country

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Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

A comparison between the 2009 and 2010 results showed the largest increase in the preference for “alternative or emerging” tourist destinations in Latvia; in 2009, 26% of Latvians said they preferred to visit emerging destinations; however, in 2010, this proportion has increased to 39% (+13 percentage points). Conversely, the proportion of Latvians who preferred to spend their holidays in “traditional” tourist destinations decreased from 50% in 2009 to 41% in 2010 (-9 percentage points). The proportion of respondents who preferred going “off the beaten track” has also increased by roughly 10 percentage points in Bulgaria and Estonia; however, in these countries, there was also an increase in the proportion of interviewees who favoured traditional destination. In other words, both countries have seen an important decrease in the proportion of respondents who had no preference for a type of destination or who could not – or did not want to – specify a preference. Socio-demographic considerations Respondents who favoured emerging destinations were more likely to be young (38% of 15-24 yearolds vs. 21% of the over 54s), highly-educated or still in full-time education (35% and 40%, respectively, vs. 19% of respondents with the lowest level of education), self-employed or employees (31%-32% vs. 26% of non-working respondents and 28% of manual workers). Conversely, interviewees who preferred traditional destinations were more likely to be older (62% of the over 54s vs. 51% of 15-24 year-olds), with the lowest level of education (64% vs. 52% of respondents with the highest level of education), manual workers and non-working respondents (59% vs. 54%-55% of employees and self-employed respondents). For more details, see annex table 9b.

5.3 Anticipated benefits of emerging destinations Irrespective of respondents’ preferences (see section 5.2), the survey asked for their opinions about the main rationale for choosing an “alternative” tourist destination. A third of EU citizens (33%) answered that such a destination would allow them to explore local cultures and lifestyles. As in the previous wave of this survey, financial considerations also played a role: 21% of EU citizens mentioned “better value for money” and 18% selected “cheaper costs/lower prices”. A better quality of service would be the primary expectation of approximately 11% of respondents when considering non-traditional travel destinations, while environmental concerns (e.g. a less polluted environment) was selected by 9% of interviewees. These results were, once again, similar to those from the previous wave of the survey. Nonetheless, a small increase was seen in the combined proportion of those who mentioned better value for money and cheaper costs/lower prices (from 36% in 2009 to 39% in 2010; +3 percentage points).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

The main expectations from a non-traditional, emerging destination – EU27 Fl258 (02/2009)

Fl291 (02/2010)

Local culture, lifestyle and traditions

Local culture, lifestyle and 33 traditions

Better value for money

19 Better value for money 17

Lower prices

33 21 18

Lower prices

Better environmental quality

10

Better environmental quality

Better quality of service

10

Better quality of service

DK/NA

11

DK/NA

11 9 8

Q10(2010)/Q18(2009). What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, EU27

Country variations Expectations about emerging destinations varied widely across the different countries included in this study. In the Nordic countries and the Netherlands (countries where many respondents preferred such destinations), respondents’ main expectations of an emerging destination lay in the discovery of local culture and lifestyle: 61% in Denmark, 54% in Norway, 50% in the Netherlands, 49% in Sweden and 48% in Finland. In other countries, emerging destinations were expected to be more suited to budget travellers. A relative majority of respondents in Bulgaria (27%) and Slovakia (25%) mentioned “better value for money” and a relative majority of interviewees in Poland (43%), Hungary (36%), Romania (34%), the former Yugoslav Republic of Macedonia (32%) and Lithuania (28%) selected “cheaper costs/lower prices”. Furthermore, in most of these countries, the combined proportion of those who mentioned better value for money and cheaper costs/lower prices was higher than 50% (e.g. 54% in Lithuania and 56% in Romania). The proportion of respondents who said that a better quality of service would be the primary expectation was the highest in Turkey (26%), while environmental concerns (e.g. a less polluted environment) were most frequently mentioned by respondents in Greece (22%). The main expectation from a non-traditional, emerging destination Local culture, lifestyle and traditions Lower prices Better quality of service

9 8 8 10 8 14 5 9 10 7 8 9 9 12 10 9 10 15 11 10 17 13 14 12 19 12 18 14 12 13 21 31 17 13 20 23 21 25 26 24 13 4

5 5 13 8 5 21 17 18 13 9 6 22 17 24 32 21 23 12 10 12

RO

TR

PL

LT

BG

HU

SK

MK

CZ

EL

PT

IT

EE

HR

MT

ES

EU27

FR

DE

LV

8 18 5 8 15 9 13 23

BE

IE

AT

SI

LU

8

CY

IS

DK

0

UK

20

FI

40

SE

60

6 12 13 7 10 9 26 8 4 6 7 11 9 5 12 15 12 17 10 10 12 11 9 23 7

NL

80

6 3 3 8 10 12 7 13 14 7 11 19 12 14 18 13 9 16 21 29 24 20 5 4

8 6 12 10 10 12 5 7 12 10 8 17 14 10 8 9 9 26 7 9 21 36 25 43 28 10 34 23 25 21 27 61 26 54 50 49 48 14 17 22 44 42 42 39 38 38 38 36 36 35 34 33 32 32 31 31 31 29 29 25 25 22 21 20 20 17 14 9

15 14 6 7 4 5 6 12 9 9

NO

100

Better value for money Better environmental quality DK/NA

Q10. What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, by country

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Main expectations of “traditional” vs. “non-traditional” holidaymakers Expectations when visiting emerging destinations differed significantly between those who preferred such locations and those who would normally favour “traditional” destinations. While 45% of respondents who favoured non-conventional destinations expected that this would allow them to explore local cultures and lifestyles, the corresponding proportion for respondents who preferred traditional destinations was 28%. Members of the latter group were, however, more likely to expect lower prices when visiting emerging destinations (21% vs. 12% among the former group of respondents). It could also be noted that the expectations of respondents who preferred non-traditional destinations have slightly changed compared to the expectations measured in 2009; a small increase was seen in the proportion who expected better value for money (from 17% in 2009 to 20% in 2010; +3 percentage points), while a small decrease was seen in the proportion who expected to be able to explore local cultures (from 48% to 45%; -3). Main expectations from an emerging destination (column %) Preferred holiday destinations Traditional, Nonwell-known traditional 2009

2010

2009

2010

Local culture, lifestyle and traditions

28

28

48

45

Better value for money

21

21

17

20

Lower prices

20

21

11

12

Better environmental quality

10

11

12

12

Better quality of service

11

11

8

7

Q9. What type of holiday destinations do you prefer? Q10. What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, EU27 (DK/NA not shown)

Socio-demographic considerations Respondents with the highest level of education, full-time students, those living in metropolitan areas, employees and the self-employed were more likely to say that visiting a non-traditional tourist destination would allow them to explore local cultures and lifestyles. For example, 43% of respondents with the highest level of education and 36% of full-time students mentioned this attraction of emerging destinations compared to 22% of respondents with the lowest level of education. Financial considerations were more frequently by respondents with a lower level of education, those living in rural areas or urban centres, and manual workers. For example, “better prices” would be the primary expectation of 21% of respondents with the lowest level of education and 27% of manual workers, when considering non-traditional travel destinations. The corresponding proportions for respondents with the highest level of education and employees were 12% and 13%, respectively. For more details, see annex table 10b.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

5.4 Sources of information used when making holiday plans When EU citizens were asked to define the primary information source they used when making decisions about travel and holiday plans, they opted for recommendations of friends and colleagues; as in 2009, 30% of EU citizens chose this source. Roughly a quarter (24%) of EU citizens said they looked for information on the Internet, and 18% mentioned personal experience. About 1 in 10 EU citizens considered that travel/tourist agencies were the best sources (11%). No more than 6% of interviewees chose any one of the other sources. Respondents were also asked what they would choose as the second most important source. Adding up the percentages of the first and second selections, the above ranking of information sources remained the same at the EU level. Fifty-eight percent of EU citizens answered that recommendations of friends and colleagues were the first or second most important source of information when making decisions about travel and holiday plans. Using the same logic, the Internet was considered to be the main source by 42% of respondents, and a lower proportion (31%) mentioned personal experience. Other ratings were travel/tourist agencies (22%), non-commercial brochures (e.g. those of a regional tourism association, 14%), commercial guidebooks (12%) and the media (e.g. newspapers, TV or radio, 9%). For most sources of information used when making decisions about travel and holiday plans, almost no change was seen when comparing the 2009 and 2010 results; nonetheless, a small increase was observed in the proportion of respondents who considered the Internet to be the main source of information (from 38% in 2009 to 42% in 2010; +4 percentage points). Information sources when deciding about holidays – EU27 Fl258 (02/2009)

Fl291 (02/2010) 30

Recommendations of friends and colleagues Recommendations of friends and colleagues 29 57

22

The Internet

19

Personal experience

24

38The Internet

6

Guidebooks and magazines (commercial) Guidebooks 5 12 and magazines (commercial)

5

DK/NA

3 5

9

31

11

Catalogues, brochures (non-commercial) Catalogues, 5 14brochures (non-commercial)

Media (newspaper, radio, TV)

42

18

Personal experience 31 Travel / tourist agencies 22

11

Travel / tourist agencies

58

Media (newspaper, radio, TV)

3

DK/NA

3

22 14 12 9

in total most important

Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important? %, Base: all respondents, EU27, DK/NA shown for the first option only

In the following sections, variations by countries and socio-demographic groups are studied, based on the total percentages of respondents who indicated that a particular source was their first or second most important source of information when making decisions about travel and holiday plans. Country variations Recommendations from friends and family were considered to be the main source by a majority of respondents in 26 of the 32 countries surveyed. Such word-of-mouth recommendations were most frequently mentioned in Hungary, Croatia, Lithuania and Poland: roughly 7 in 10 respondents in these countries referred to this source in the first or the second place (69%-71%). In Belgium, on the other

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

hand, just 41% of interviewees considered recommendations from friends and family to be an important source of information when making holiday plans; in Luxembourg, Malta and the Netherlands, the corresponding proportions were 46%-47%. Information source: recommendations of friends and colleagues 100 80 60

in total

most important

71 70 69 69 68 68 67 65 64 64 63 62 62 62 61 61 60 59 59 59 58 58 57 55 55 53 51 50 49 47 47 46

40 20

38 38

29

41

37 37 41 40 35 31 36 33 34 35 33 32 29 33 27 26 30 30 32 31 27 21 25 23 20 22 20 23 21 23

BE

LU

NL

MT

FI

IT

CY

RO

DE

DK

EL

FR

PT

EU27

MK

AT

NO

CZ

SK

IS

EE

ES

SE

TR

BG

SI

UK

IE

PL

LV

LT

HR

HU

0

Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans? Q11b. And what is the second most important? %, Base: all respondents, by country

As to the relevance of the Internet as an information source in holiday planning, the survey showed that a majority of respondents in the Netherlands and Norway (both 58%), Iceland and Finland (both 57%), and Denmark (55%) considered the Internet to be an important source of information. In Croatia, Hungary and the Czech Republic, on the other hand, less than 3 out of 10 respondents referred to Internet-based information (26%, 27% and 28%, respectively).15 In 2010, across all countries, more than a quarter of respondents considered the Internet to be the main source of information; in 2009, however, there were three countries where this proportion remained below 25%: Hungary (19%), Romania and Bulgaria (both 23%). These three countries have seen some of the largest increases, from 2009 to 2010, in the popularity of the Internet as an information source to be used when planning a holiday (Hungary and Romania: +8 percentage points; Bulgaria: +12). Information source: Internet 100

in total

most important

80

58 58 57 57 55

40

HR

HU

PT

CZ

SK

RO

LV

MK

LT

BG

SI

TR

PL

ES

BE

CY

EE

EL

FR

AT

EU27

IE

UK

MT

DE

IT

SE

DK

FI

IS

NL

0

36 38 40 37 38 30 29 28 27 27 29 23 24 21 23 23 20 28 20 24 20 22 15 17 17 12 17 16 17 18 14 13 13

NO

20

51 50 49 46 45 44 43 42 42 40 40 39 39 39 39 37 36 36 35 33 32 32 31 30 30 28 27 26

LU

60

Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans? Q11b. And what is the second most important? %, Base: all respondents, by country

15

Note: the penetration of Internet/broadband access is, of course, closely related to the proportion of people who could use it when planning a holiday or “short trip”.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Making holiday decisions based on personal experience was most widely seen in Bulgaria, Croatia and Hungary, where roughly half (49%-50%) of respondents selected this option as the first or second most important element when making holiday plans. In 10 countries, however, only half as many, or less, respondents gave this answer: for example, 21% in Norway, 22% in Austria and 23% in Spain, Sweden and Finland. Information source: personal experience 100

in total

most important

80

32 32 31 31 31 30 30 28 28 27 27 25 25 25 25 24 23 23 23 22 21

NO

ES

AT

FI

SE

DK

SI

MT

FR

DE

IS

LU

NL

IT

CY

UK

EL

EU27

EE

IE

PT

BE

LV

MK

PL

SK

HU

BG

HR

0

36

34 30 25 23 30 26 19 18 22 28 17 19 19 18 16 17 16 16 17 15 16 16 16 12 16 14 14 13 13 13

LT

37 30 31

RO

20

CZ

40

50 50 49 46 46 46 43 42 41 41 40

TR

60

Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans? Q11b. And what is the second most important? %, Base: all respondents, by country

Italy and Spain somewhat stood out from other countries with a high proportion of respondents who considered that travel/tourist agencies were the best sources when making holiday plans (36% and 35%, respectively). It should be noted, however, that Italians and Spaniards were not necessarily the most likely to have booked their main holiday in 2009 through a travel agency (see section 3.3). In more than half of the countries surveyed, travel and tourist agencies were mentioned by less than a quarter of respondents; respondents in Iceland (7%), Norway and Denmark (both 9%) were the least likely to select this source. Information source: travel and tourist agencies 100

in total

most important

80 60

7 3

IS

DK

9 3

NO

HU

IE

BG

LV

TR

FI

PL

HR

SE

UK

LT

EL

RO

CZ

PT

NL

SI

EU27

FR

EE

MK

DE

MT

SK

AT

CY

BE

IT

0

29 28 28 26 26 26 25 25 24 23 22 21 20 18 18 17 17 15 13 13 12 11 10 10 10 10 10 10 9 21 18 16 16 13 12 13 13 12 12 11 11 11 8 12 10 9 8 7 7 6 5 6 5 5 5 6 3 4 4 4

LU

20

36 35

ES

40

Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans? Q11b. And what is the second most important? %, Base: all respondents, by country

The highest proportion of respondents who said that non-commercial catalogues or brochures (e.g. those of a regional tourism association) were an important source of information was seen in Luxembourg (25%). In Denmark, France, Slovenia and Finland, roughly a fifth of respondents mentioned non-commercial brochures (all 21%); however, in Lithuania and Turkey, less than 1 in 20 respondents did so (both 4%).

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Analytical report

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Commercial guidebooks and travel magazines were selected as their main source of information to be used when planning a holiday by almost a quarter (23%) of respondents in Cyprus, but by no more than 5% of respondents in Slovakia, Bulgaria and the former Yugoslav Republic of Macedonia. Finally, the proportion of respondents who said that their main source of information when making decisions about holidays and travel plans were media products and programmes ranged from 4%-5% (the Czech Republic, Sweden and Italy) to 14%-16% (Greece, Ireland, Romania, Finland and Malta). For more details, see annex table 11a and 12a. Information sources by holiday focus and preferred holiday destinations Analysing EU citizens’ choices by the focus of their main holiday in 2009, it was noted that holidaymakers who had visited friends or family were somewhat more likely to say that recommendations of friends and colleagues and personal experience were the first or second most important source of information when making decisions about travel and holiday plans. Respondents who had been on a “cultural” holiday, on the other hand, were less likely than their counterparts to rely on personal experience (25% compared to, for example, 32% of holidaymakers who had wanted rest and recreation) and more likely to rely on guidebooks and magazines (17% compared to, for example, 10% of holidaymakers who had wanted a sun/beach holiday). Information sources when deciding about holidays (column %, first and second choice combined)

in 2008

in 2009

in 2008

63

59

58

60

44

47

48

50

48

Personal experience

37

34

32

32

30

Travel / tourist agencies

18

17

20

18

22

Catalogues, brochures (non-commercial)

14

12

14

15

Guidebooks and magazines (commercial)

10

11

13

Media (newspaper, radio, TV)

10

9

8

The Internet

in 2009

in 2009

59

Friends and colleagues

Culture in 2008

in 2008

Social

in 2009

Focus of the main holiday Recreation/ Wellness Sun/Beach

61

55

56

51

45

50

29

24

25

21

25

22

15

16

18

17

13

10

10

18

17

8

8

7

11

9

Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 200x? Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important? Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)

As in 2009, the largest difference in terms of information sources when comparing respondents with a preference for “off the beaten track” holidays and those who preferred more “traditional” holiday destinations was seen when looking at the importance of the Internet: 51% of the former respondents said that the Internet was an important source of information when planning a holiday compared to 39% of the latter.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Information sources when deciding about holidays (column %, first and second choice combined) Preferred holiday destinations Traditional, well-known

Non-traditional

2009 60

2010 59

2009 58

2010 59

The Internet

37

39

47

51

Personal experience

34

33

26

27

Travel / tourist agencies

24

24

23

21

Catalogues, brochures (non-commercial)

15

15

15

14

Guidebooks and magazines (commercial)

11

11

15

15

Media (newspaper, radio, TV)

9

10

10

8

Friends and colleagues

Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important? %, Base: all respondents, EU27 (DK/NA not shown)

Socio-demographic considerations While men were more likely to consider the Internet as an important source of information when planning a holiday (47% vs. 37% of women), the latter were more likely to say that travel and tourist agencies were the best information sources (25% vs. 19% of men). Travel and tourist agencies were also more frequently listed by the over 54 year-olds (26% vs. 19%21% across other age groups), respondents with the lowest level of education (32% vs. 16% of respondents with the highest level of education), respondents living in urban and rural areas (23%24% vs. 17% in metropolitan areas), manual workers and non-working respondents (24%-25% vs. 17% of self-employed respondents and 19% of employees). The Internet, on the other hand, was also more frequently mentioned as an information source by younger respondents (58% of 15-24 year-olds vs. 23% of the over 54 year-olds), those with a high level of education and full-time students (53% and 57%, respectively, vs. 21% of respondents with the lowest level of education), respondents living in metropolitan areas (48% vs. 39%-42% of those in urban and rural areas), self-employed respondents and employees (50% and 54%, respectively, vs. 42% of manual workers and 33% of non-working respondents). Additionally, younger respondents, full-time students and respondents living in metropolitan zones were more likely than their counterparts to consider recommendations from friends and family to be an important source of information when making holiday plans. For example, 66% of full-time students mentioned word-of-mouth recommendations, compared to 54%-59% of respondents who had completed their education. Finally, the over 54 year-olds, respondents with the lowest level of education and non-working respondents were somewhat more likely than their counterparts to say that they did not know which source of information they considered to be the most important. For more details, see annex tables 11b and 12b.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

6. Vacation plans for 2010 In the final section, the survey asked respondents about their 2010 vacation plans. Respondents were presented with three questions: what type of holiday they were planning (if already decided), the destination of that holiday, and if they would have sufficient funds to be able to afford the planned holiday.

6.1 Types of vacation As in 2009, many EU citizens were still undecided about their vacation plans for 2010 at the time of the fieldwork (28%). Roughly a fifth (21%) of EU citizens said they were sure that they would not take a vacation in 2010. EU citizens who were already planning a holiday (49% in total) in 2010 were most likely to answer that they were considering a vacation between 4 and 13 consecutive nights (19%). Fifteen percent of EU citizens said they were planning to have a long vacation of at least two weeks or more (i.e. more than 13 consecutive nights) in 2010. One or more short-stay trips (spending one to three nights away from home) was the option chosen by 7% of EU citizens and 8% were thinking of a combination of longer holidays and shorter trips in 2010. EU citizens’ holiday plans for 2010 were practically the same as those observed early in 2009. Holidays plans

...for 2009

...for 2010

Fl258 (02/2009)

Fl291 (02/2010) 19

Anights holiday with more than four 18 consecutive nights A holiday with more than four consecutive

15

A holiday with more than15 13 consecutive nights A holiday with more than 13 consecutive nights

8

A combination of longer A combination of longer holidays and shorter trips 10holidays and shorter trips Short-stay trip(s) (1 - 3 nights) only

Short-stay trip(s) (1 - 3 nights) only 7

No decision yet

No decision 28 yet

No trip at all

19 No trip at all

DK/NA

3

DK/NA

7 28 21 1

Q13(2010)/Q21(2009). What kind of holidays are you planning in 2010/2009? %, Base: all respondents, EU27

Country variations Approximately two-thirds of interviewees in Finland (68%), Denmark (67%), Sweden, Austria and Slovenia (both 66%) were planning a vacation in 2010. Turkish respondents were the most likely to state that they were not planning a holiday in 2010 (44%); they were followed by respondents in Hungary (40%), Slovakia (36%), Italy and Malta (both 35%). The proportions of those still undecided about their vacation plans in 2010 were the highest in Italy and Portugal (both 35%), Estonia, Cyprus and France (all 33%).

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Roughly a quarter of Dutch (27%) and Norwegian (24%) respondents were planning a long vacation (at least two weeks). In Sweden and Denmark, about 3 in 10 (29%-31%) interviewees were planning a vacation of between 4 and 13 consecutive nights. Equal proportions of Finnish respondents were planning one or more short-stay trips (16%) or a combination of longer and shorter trips (17%). Although many respondents in Latvia and Lithuania were not planning any holiday in 2010 (28% and 34%, respectively) or were still undecided about their holidays (27% and 31%, respectively), the proportion of respondents who were planning both a longer holiday and short trips in 2010 was somewhat higher than in Finland: 17% and 21%, respectively. Holidays plans for 2010 A holiday with more than 13 consecutive nights A holiday with more than four consecutive nights A combination of longer holidays and shorter trips Short-stay trip(s) (1 - 3 nights) only No decision yet No trip at all 29 27 24 35 24 28 29 35 33 36 34 40 33 44

IT

TR

PT

25 13 9 43 5 5 1 9 14 19 17 14 3 10 5 5 5 11 11 9

BG

ES

BE

CZ

CY

PL

FR

HR

EU27

IS

MK

IE

23 14 15 18 13 15 15 19 13 9 10 14 18

UK

23

7 6 17 18 2 12 7 7

LV

17

21 27 23 26 35 35

HU

4 6

20 33 31 23 3 3 10 10 21 6 7 30 17 3 16 12 8 6 4 8

SK

30

LT

13 8 5 8 14 5 8 11 14

RO

28 29 33 29 33

22 26 6 7 11 4 4 9 7 4 7 12 8 6 4 9 5 8 19 16 22 23 23 19 21 28 25 21 21 19 17 8

16

21 21 17 18 17

EE

22

31

MT

28 27 32 30

22

EL

NL

DE

NO

FI

0

SI

20

19 22 18 24 29 28 25 6 9 7 4 16 8 13 12 7 10 16 17 13 15 14 17 31 29 16 16 21 25 28 23 24 27 20 18 22 14 11 11

AT

40

25

DK

60

13 11 16 10 5 10 15 11 15 11 14

SE

80

6

LU

100

Q13. What kind of holidays are you planning in 2010? %, Base: all respondents, by country

A comparison of EU citizens’ travel plans for 2009 (measured in February 2009) and in 2010 (measured in February 2010) showed that Italy has seen the largest increase in the proportion of respondents who said they were certain they would not take a vacation: from 21% in 2009 to 35% in 2010 (+14 percentage points). Other countries that have seen a large increase in this proportion included Estonia (+11 percentage points), Belgium (+9) and Cyprus (+7). The opposite trend, i.e. a decrease in the proportion of respondents who said they were certain they would not make a holiday trip – was seen, for example, in Portugal (from 35% in 2009 to 29% in 2010; -6 percentage points) and Hungary (from 46% to 40%; -6). In Portugal, this decrease coincided with an increase in the proportion of respondents who were planning a vacation of between 4 and 13 consecutive nights (from 8% to 17%; +9). In Hungary, on the other hand, the largest increase was seen in the proportion of respondents who were thinking of a combination of longer holidays and shorter trips (from 9% to 14%; +5). “Vulnerable” tourists Due to the large number of undecided respondents, it was not possible to directly compare the current plans with the actual trips made in 2009. One-third of EU citizens had not travelled for leisure purposes in 2009; in February 2010, 21% of EU citizens already knew that they would not go on holiday in 2010. The unknown factor is how many of the currently undecided respondents (28%) would opt for or against making a holiday trip in 2010.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

If one compares the current plans for 2010 with the reported number of private trips in 2009 in a more segmented manner (and also with the addition – to the non-traveller segment – of those who said they could not afford to take a holiday in 2010, see section 6.2), it is easy to pinpoint the most critical population segment: those who travelled in 2009, but were still undecided as to whether they would take a holiday – or what kind it would be – in 201016. This is one in six (17%) of the EU adult population and their eventual decision will have an impact on the tourism industry. Furthermore, one might expect those who had not travelled in 2009 and were still hesitating about their vacation plans in 2010 – this is 7% of the EU adult population – to be just as likely to stay at home in 2010 as well. 2010 plans compared to 2009 actual situation (total %)17 Travel for leisure purposes in 2009 no some private private travel travel DK/NA Total 18 9 0 27

2010 travel plans (non-travellers adjusted*) will not travel have some plans

8

40

0

48

undecided

7

17

0

24

DK/NA

0

0

0

1

Total

33

66

1

100

* non-travellers estimated on the basis of the primary replies to the question that asked about the type of holiday planned and answered that they did not plan to make a trip (Q13: 21%). Those who indicated that they thought they would not be able to afford their trip most probably would not travel in 2010 (Q14 inquired about the 2010 travel budget) and were therefore added to this proportion (resulting in 27% nontravellers).

The largest proportions of “vulnerable” tourists – i.e. those who had travelled in 2009 and were still undecided about 2010 – were the highest in Ireland, Italy, Norway and Cyprus (22%-23%). In Malta and Turkey, on the other hand, just 7%-8% of respondents were classified in this category. “Vulnerable” tourists (those who had travelled for private reasons in 2009 but were still undecided about 2010 plans, %)

23 22 22 22

20 15

20 20 19 18 18 18 18 17 17 16 16 16 15 15 15

14 13 13 13 12 12 12 11 11 11

10

10 10

8

7

TR

25

MT

30

5

HU

MK

IS

CZ

SK

RO

LV

BG

EL

AT

EE

SE

HR

PL

DK

DE

ES

UK

SI

EU27

FI

LU

LT

PT

FR

BE

NL

IT

IE

NO

CY

0

16

Some or many of these respondents might be considering various destinations and types of holidays, and might take a holiday once a decision has been made. However, these people had not booked a holiday at the time of the survey and, therefore, might be more vulnerable to economic problems and cancel their 2010 plans. 17 Note: due to rounding, the figures shown in the “total” columns/rows may not always add up exactly to the numbers shown in the individual columns/rows.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Socio-demographic considerations In accordance with the results for leisure trips made in 2009, older EU citizens, those with the lowest level of education, rural residents and non-working respondents were the most likely to say that they would not travel in 2010. For example, about a third (32%) of the over 54 year-olds answered that they were certain they would not take a vacation in 2010, compared to just 9% of 15-24 year-olds. Similarly, while 42% of respondents with the lowest level of education were certain they would not travel for leisure purposes in 2010, this proportion decreased to 13% for respondents with the highest level of education. Conversely, younger people, those with higher levels of education and full-time students, metropolitan residents, the self-employed and employees were more likely to be planning a holiday in 2010 – i.e. a short holiday (3-4 nights), a long holiday (2 weeks or more) or a combination of shorter and longer holidays. Almost no differences were seen Proportion of “vulnerable” tourists across socio-demographic groups in terms of the in the various socio-demographic proportion of respondents who were only planning segments short-stay trips (1-3 nights). For example, 10% of (see definition above) respondents with the lowest level of education were % vulnerable planning a long vacation (at least two weeks), compared 17 to 19% of respondents with the highest level of EU27 education and 15% of full-time students. Across all Male 17 educational groups, 6%-8% were planning short-stay Female 17 trips in 2010. AGE: 15-24 19 It should, nevertheless, be noted that the proportion of EU citizens who travelled in 2009 but were still undecided about their 2010 plans (i.e. “vulnerable” tourists) was also higher among those younger than 55 years-of-age (18%-19% vs. 14% of the over 54 yearolds), the economically active (18%-19% vs. 15% of non-working respondents) and respondents with a high level of education (19% vs. 12% of respondents with the lowest level of education). Although one should realise that some or many of these respondents might be considering various destinations and types of holidays, and might take a holiday once a decision had been made; however, these people had not yet booked a holiday at the time of the survey and, therefore, might be more vulnerable to economic problems and decide to cancel their 2010 holiday plans.

AGE: 25-39

19

AGE: 40-54

18

AGE: 55+

14

Self-employed

18

Employees

19

Manual workers

18

Not working

15

Metropolitan zone

19

Other town/urban/centre

16

Rural zone

16

EDUCATION: -15 years of age

12

EDUCATION: 16-20

17

EDUCATION: 20+

19

EDUCATION: Still in education

19

For more details, see annex table 14b. Holiday plans by holiday focus18 and preferred holiday destinations More than two-thirds of EU citizens who had wanted a sun/beach holiday in 2009 (68%) and those who had looked for a cultural experience (69%) were already planning a holiday in 2010. The former were, however, more likely to be planning a long vacation, while the latter were more likely to be planning shorter holidays. For example, 25% of holidaymakers who had been on a sun/beach holiday in 2009 were planning a vacation of at least two weeks, compared to 19% of holidaymakers who had been on a holiday with a cultural focus.

18

i.e. the categories derived from the replies given to the question that asked what had motivated respondents to make a particular choice of destination (Q5), as discussed in section 3.3.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

The proportion of holidaymakers who were already planning holidays for 2010 was the lowest among respondents who had visited friends or relatives in 2009 (59%); roughly a third (32%) of these respondents were still undecided about their holiday plans for 2010 and 10% were certain that they would not go on holiday in 2010. Holiday plans for 2010 (column %) Focus of the main 2009 holiday Recreation/ Social Wellness Sun/Beach Culture A holiday with more than 13 consecutive nights

21

20

25

19

A holiday with more than 4 consecutive nights

20

26

26

28

A combination of longer and shorter trips

10

12

14

16

Short-stay trip(s) (1-3 nights) only

8

6

3

6

ANY CURRENT PLANS

59

64

68

69

No decision yet

32

28

25

24

10

7

6

6

No trip at all

Q5. What was the major motivation for your main holiday trip in 2009? Q13. What kind of holidays are you planning in 2010? %, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)

A possible market contraction would be more likely to hit the traditional tourist destinations than the new emerging destinations: 23% of EU citizens who preferred “traditional” destinations were already sure that they would not go on a vacation in 2010, compared to 14% of those who preferred “emerging” destinations.

6.2 Financial constraints on holidays in 2010 EU citizens’ perceptions about their holiday budgets have slightly improved compared to 2009: almost half (46%) of EU citizens, who were planning to spend a holiday away from home in 201019, answered that they had sufficient funds to do this – by comparison, in 2009, this proportion was 41% (five percentage points lower). About 4 in 10 (39%) EU citizens said they would need to make extra savings in order to take their planned holidays. A tenth of interviewees said they had serious financial problems that could impact their holiday plans: 3% said they would not be able to go on holiday without going into debt and 7% felt that, despite having plans, they could not afford a holiday given the current financial situation. Finally, 6% of respondents did not answer the question.

19

Note: this group excludes respondents who were sure that they would not take a vacation in 2010, but includes respondents who were still undecided about their holiday plans for 2010.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Having the necessary financial resources for the planned holidays ...in 2009

...in 2010

Fl258 (02/2009)

Fl291 (02/2010)

9

Yes, without any major difficulties

8 3

41

Yes, but we will need to make extra savings

7

3 46

No, not without going into debt

38

No, I cannot afford given the current financial situation

6

39

DK/NA

Q14(2010)/Q22(2009). Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010/2009? %, Base: who are planning a holiday, EU27

Country variations In 10 of the countries surveyed, a majority of respondents who were planning a vacation in 2010 were confident that they would be able to afford it without major difficulties: Denmark (75%), the Netherlands (67%), Austria and Norway (both 65%), Sweden and Luxembourg (both 64%), Finland (63%), Belgium (62%), Germany (57%) and Iceland (56%). In 2009, respondents in the abovementioned EU countries were also the most likely to foresee no problems in being able to afford a holiday in that year. As in the previous wave of this survey, in roughly half of the countries included in this study, the largest proportion of respondents said they would need to make extra savings in order to take their planned holidays. Respondents in Hungary (64%), Lithuania (57%), Latvia and the Czech Republic (both 51%) were the most likely to select this response. Estonia (20%), Turkey (19%), Greece and Bulgaria (both 17%) had the highest proportions of respondents who felt they would have to cancel their 2010 holiday plans for financial reasons. Respondents in Romania and Turkey (both 10%), Estonia, Latvia, Bulgaria and Slovakia (all 8%) were the most likely to answer that they would not be able to go on holiday in 2010 without going into debt. It should be noted that many of the countries listed above were also indentified as the countries with the highest proportions of respondents who had not gone on holiday in 2009 for financial reasons (see chapter 2). The most important exception was the Czech Republic; although the proportion of Czech respondents who had not gone on holiday in 2009, because of financial considerations, was below the EU average (13% vs. 18%), the proportion of Czechs who were planning to take a vacation in 2010 and who said they would need to make extra savings in order to take their planned holidays was considerably higher than the EU average (51% vs. 39%).

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Having the necessary financial resources for the planned holidays in 2010 Yes, without any major difficulties No, not without going into debt DK/NA

38

50 49 48 49 57

EE

51 33

MK

42 48 44

HU

LV

RO

LT

BG

EL

PL

SK

CZ

TR

IE

HR

MT

SI

PT

ES

CY

FR

EU27

UK

IS

IT

DE

FI

DK

0

BE

20

43

51 64 41 46 67 65 65 64 64 63 62 57 56 49 48 47 46 46 44 44 39 34 33 31 31 31 29 28 26 26 25 23 22 21 17 14

LU

75

SE

40

38

AT

60

NO

80

3 2 7 2 3 5 3 8 3 8 5 6 6 5 5 8 8 8 6 7 9 5 3 9 11 6 6 13 5 11 6 4 14 1 11 12 25 14 6 25 5 34 6 8 7 7 9 7 15 4 7 12 8 13 15 2 11 6 17 04 2 1 3 3 5 1 2 15 4 13 19 5 20 4 17 15 3 3 17 4 26 28 8 6 4 2 8 3 20 26 27 29 25 34 8 27 41 37 39 10 10 8 44 39 39 2 5 1

NL

100

Yes, but we will need to make extra savings No, I cannot afford given the current financial situation

Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? %, Base: who are planning a holiday, by country

Variations by type of holidays taken in 2009 and planned in 2010, and preferred holiday destinations EU citizens who were planning more substantial holidays in 2010 were more confident about being able to afford them: 59% of respondents who said they were planning to have a long vacation of at least two weeks or more, and 56% of those who were thinking of a combination of longer holidays and shorter trips in 2010, felt there would be no financial problems; in comparison, 50% of those considering a vacation of between 4 and 13 consecutive nights and 40% of respondents who would make one or more short-stay trips, felt that way. EU citizens who had visited family and friends in 2009 and were planning a vacation in 2010 (as noted above, this group was the most likely to relinquish their travel plans) were the least optimistic about financing their holidays: 53% felt that they might not have sufficient funds and just 42% foresaw no difficulties. Optimism about having the necessary financial resources in order to take their planned holidays was higher among respondents who had been on a sun/beach holiday in 2009 (50% foresaw no financial difficulties), those who said that the major motivation for their main holiday in 2009 had been “rest and recreation” (53%) and those who had wanted a holiday with an emphasis on culture (59%). Examining the planned destinations for respondents’ main 2010 holiday (see next section for details), it was noted that domestic holidaymakers (those staying in their own country) were the most concerned about finances: 53% felt they would have sufficient funds and 41% were feeling that they would not be able to afford their planned holiday. Interviewees who were planning to travel to another EU country, or outside of the EU, were the more likely to foresee no problems in realising their holiday plans in 2010 (50% and 53%, respectively). Socio-demographic considerations Among those with 2010 holiday plans, men, the over 54 year-olds (who were actually the least likely to have such plans – see section 6.1), respondents with the highest level of education, self-employed respondents and employees were the most likely to answer that they did not expect financial difficulties in realising their holiday plans in 2010. For example, 50% of men, who were planning to spend a holiday away from home in 2010, answered that they had sufficient funds to do this; the corresponding proportion for women was 41%.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Conversely, women, younger respondents, those with lower levels of education, full-time students and manual workers were more likely than their counterparts to expect that they would need to make extra savings in order to take their planned holidays. For example, 46% of 25-39 year-olds said they would need to make extra savings, compared to 31% of the over 54 year-olds. Respondents with the lowest level of education and manual workers were, however, also more likely than their counterparts to feel that, despite having plans, they could not afford a holiday given the current financial situation (11% compared to 5% of respondents with the highest level of education and employees). For more details, see annex table 15b.

6.3 Planned destinations When asked about their holiday destination in 2010, roughly a third (32%) of EU citizens answered that they were planning a holiday in their home country. One in six (18%) interviewees said they were planning to take a holiday within the EU and a somewhat lower proportion (15%) indicated that a nonEU country would be their main holiday destination in 2010. Comparing the 2009 and 2010 results showed that EU citizens were now less likely to be planning a holiday outside of the EU (15% vs. 20% in 2009). Planned destination of the main holiday ...in 2009

...in 2010

Fl258 (02/2009)

Fl291 (02/2010)

11

13

domestic holiday

33

19

32

holiday elsewhere in the EU holiday outside the EU

21

no holiday

20

17

DK/NA

15

18

Q15(2010)/Q23(2009). Where do you plan to spend your main holiday in 2010/2009? %, Base: all respondents, EU27

Spain, France and Italy were the most popular holiday destinations for EU citizens (who were planning a holiday in 201020). About 3 in 10 EU citizens, who were planning a holiday in 2010, said they were thinking about spending it in one if these three countries (9% in Italy, 10% in France and 10% in Spain), regardless of whether they were residents of those countries or of another EU country. The lower chart of the two below focuses on those respondents who were planning to travel to a foreign country, with 6-8% choosing one of those same three destinations in 2010. Other popular countries for non-domestic holidays included the United States (selected by 5% of EU citizens who were planning a holiday in a foreign country), Greece (4%) and Turkey (3%).

20

Note: this group excludes respondents who were sure that they would not take a vacation in 2010, but includes respondents who were still undecided about their holiday plans for 2010.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

Planned destination of the main holiday in 2010 - including domestic holidays 30

20 10.9

10.4 9.9 9.2

DK/NA

Australia

Other country

Canada

Slovakia

Norway

Switzerland

Ireland

Finland

Denmark

Belgium

Czech Republic

Egypt

Thailand

Netherlands

Sweden

Bulgaria

Croatia

Hungary

Turkey

Austria

Portugal

Romania

United States

Greece

United Kingdom

Italy

Spain

France

0

Poland

5.6 4.5 4.2 4.0 2.8 2.7 2.0 1.8 1.6 1.5 1.2 1.2 1.2 1.0 1.0 0.8 0.8 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5

Germany

10

16.9

Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, EU27 Countries mentioned at least 0.5% shown

Planned destination of the main holiday in 2010 - excluding domestic holidays 28.6

30

20 14.0

DK/NA

Other country

Hungary

Republic of Cyprus

Russia

Poland

United Arab…

India

Mexico

Cuba

Bulgaria

Denmark

Morocco

Netherlands

Ireland

Tunisia

Sweden

Canada

Australia

Switzerland

Norway

Romania

Thailand

Portugal

Germany

2.6 2.0 1.8 1.6 1.5 1.4 1.3 1.2 0.9 0.8 0.8 0.8 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 0.5 0.5

Egypt

Turkey

Greece

France

United States

Italy

Spain

0

Austria

6.1 5.8 4.5 3.9 3.0

United Kingdom

8.3

Croatia

10

Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, EU27 Countries mentioned at least 0.5% shown

Country variations Looking at all respondents, a majority of Greeks and Croatians were thinking about spending their 2010 holiday within their own country (65% and 62%, respectively). In Turkey and Spain, almost half of respondents were attracted by a domestic holiday (46%-47%). The least likely to plan a vacation “at home” were respondents in two of the smaller EU Member States, namely Luxembourg and Malta (1% and 4%, respectively); they were followed by respondents in Ireland (13%), Norway and the Netherlands (both 14%). The proportions of respondents who were planning to visit another EU country were highest in Luxembourg (49%), Cyprus (41%), Ireland (39%), Malta (38%) and the Netherlands (37%). A vacation outside of the EU was the most popular in Slovenia (37%); this is explained by the fact that many Slovenian tourists picked destinations in other countries of the former Republic of Yugoslavia (most prominently in Croatia – see further in the report). In Norway, the former Yugoslav Republic of Macedonia and the UK, roughly a quarter of respondents (24%) were planning to spend their 2010 holiday in a non-EU country. The second chart in the two below focuses solely on respondents who were planning a holiday in 2010 and had already chosen a destination. In 13 countries, a majority of these respondents were planning to spend their holiday in their own country: ranging from 54% in Finland to 83%-84% in Greece and Turkey. In another four countries, a relative majority were planning a domestic holiday.

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

In 11 countries, the largest proportion of respondents, who were planning a holiday in 2010, had chosen a destination elsewhere in the EU; respondents in Luxembourg and Malta were the most likely to have made such a choice (70% and 67%, respectively). Finally, in three countries – Slovenia (52%), the former Yugoslav Republic of Macedonia (41%) and the UK (36%) – the largest proportion of respondents were planning a holiday outside the EU. Planned destination of the main holiday in 2010… domestic holiday

no holiday / not sure

LU

IE

MT

NL

NO

BE

MK

DK

CZ

CY

UK

AT

DE

SK

LV

IS

SI

EE

SE

EU27

IT

HU

RO

LT

BG

EL

HR

0

9 41 34 34 24 19 21 37 28 39 16 28 27 23 26 8 18 47 46 43 42 42 41 40 39 37 38 49 36 35 32 32 26 26 24 23 23 22 20 20 19 18 18 17 17 14 14 13 4 1

PT

65 62

FR

20

FI

40

PL

60

holiday outside the EU

22 21 22 26 29 31 30 30 31 33 34 39 28 27 36 41 29 34 28 33 41 34 44 38 42 42 49 34 43 45 42 52 5 9 46 17 8 8 12 12 21 21 20 11 20 20 20 20 20 15 15 13 24 16 24 37 14 11 6 12 19 9 10 13 6 9 7 15 13 24 2 10 9 9 6 10 14 12 18 21

ES

80

TR

100

holiday elsewhere in the EU

%, Base: all respondents, by country

… and focusing on those who will take a holiday in 2010 domestic holiday

LU

IE

MT

NL

NO

CY

DK

BE

MK

AT

UK

CZ

DE

SI

EE

SK

SE

IS

LV

EU27

FI

IT

FR

LT

RO

PL

ES

TR

0

PT

20

HU

40

6 12 15 13 17 17 11 21 16 23 22 23 19 23 20 16 28 26 28 4 11 10 18 28 27 36 30 29 23 28 36 29 27 41 11 15 18 15 19 25 52 22 16 15 24 28 33 34 28 37 34 53 58 47 40 42 34 40 30 12 43 52 55 67 84 83 78 70 71 71 69 68 65 64 63 63 62 54 49 47 43 43 40 37 36 31 31 30 30 29 27 26 25 21 20 18 7 2

BG

60

holiday outside the EU

12

HR

80

EL

100

holiday elsewhere in the EU

Q15. Where do you plan to spend your main holiday in 2010? %, Base: those who are planning a holiday in 2010, without DK/NA, by country

A comparison of EU citizens’ travel plans for 2009 and 2010 showed that the largest increases in the proportion of respondents, who were thinking about spending their 2010 holiday within their own country, were in Romania (from 20% in 2009 to 37% in 2010; +17 percentage points), Slovenia (from 13% to 26%, +13), Lithuania (from 27% to 39%; +12) and Hungary (from 25% to 35%; +10). In Romania and Slovenia, this increase happened at the expense of holidays outside of the EU: in 2009, 28% of Romanians and 47% on Slovenes said they would spent their main 2009 vacation outside of the EU; in 2010, however, these proportions have decreased to 6% and 37%, respectively (-22 and -10 percentage point decreases). In Lithuania and Hungary, on the other hand, this increase was simply caused by the fact that fewer respondents said that they would not go on holiday in 2009 or that they were undecided whether to go on holiday or even where to go on holiday (Lithuania: from 48% in 2009 to 38% in 2010; Hungary: from 63% in 2009 to 49% in 2010). A closer look at the results across all countries in regard to respondents’ planned destinations showed that in 27 of the 32 countries surveyed, the largest proportion of interviewees – who were planning a holiday in 2010 – said they were thinking about spending it in their own country. In accordance with the results discussed above, the proportions of “domestic holidays” were the highest in Croatia (82%), Turkey (78%) and Greece (76%).

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Analytical report

As expected, based on the EU-wide results, Spain, France and/or Italy were popular holiday destinations in many of the surveyed countries. For example, 18% of Belgians – who were planning a holiday in 2010 – were planning to go to France. Similarly, 12% of Austrian holidaymakers had chosen Italy as the destination of their main holiday in 2010. In 17 countries, a non-EU country appeared in the top three of most popular holiday destinations for 2010. As noted above, a vacation outside of the EU was the most popular in Slovenia; 30% of Slovenes – who were planning a holiday in 2010 – said they were thinking about spending this holiday in Croatia. Planned destination of the main holiday in 2010 (three most mentioned destinations) Within country BE 23 France 18 Spain 6

Spain Italy

59

Within country BG Greece Turkey

Within country FR

3 3

Within country EE Russia 9 Finland 4 Within country EL Italy Germany

France

26

Turkey

34

3

56

31 22

6

76

64

34

3

Within country LT Turkey 4 United Kingdom

54

3

Croatia

4

16

58

Spain Thailand

NL 15

Within country

PL

Italy Croatia

3 2

Within country

PT

Spain Brasil

4 2

Within country

RO

Greece

5 5

Thailand

24

SI

Within country Croatia

SK

53

59

56

30 29

3

8

5

Within country HR Italy 3 Spain 2

36

78

Within country NO 14 Croatia 6 Spain

14

36

Within country UK 23 Spain 10 United States 8

12 7

Croatia Within country Greece

45

4 3

Within country SE Spain 5

9 6 AT

Italy

Within country FI

8

Within country Italy Croatia

Italy

France LU 13 Spain 8 Portugal 7 Within country HU Italy 5

MT 16

Italy

Within country LV Estonia 3

2 2

Within country ES Italy 3

9

Greece CY Within country United Kingdom

Italy United Kingdom France Within country France

Within country IT France 5 Spain 4

Within country DK 20 Italy 6 Spain 6 Within country DE Spain 7 Italy 7

Spain IE 16 Within country 14

United States

Within country CZ 27 Greece 10 Croatia 9

50

4 2

5

Within country IS Spain 8 United States 4 Within country TR France U. Arab Emirates

35

82

1 1

Within country MK 22 Greece 10 Turkey 9

Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, by country

Socio-demographic considerations Among those with 2010 holiday plans, older respondents, those with a lower level of education, respondents living in rural and urban areas, manual workers and non-working respondents were the most likely to say that they were planning a holiday in their home country. For example, 46% of the over 54 year-olds were planning a vacation “at home”, compared to 31% of 15-24 year-olds. Conversely, younger respondents and full-time students, those with higher levels of education, metropolitan residents, employees and the self-employed most frequently said they would visit another country – in the EU or outside of the EU. For example, 34% of full-time students and 25% of respondents with the highest level of education – who were planning a holiday in 2010 – were thinking about visiting another EU country, compared to just 17% of respondents with the lowest level of education. Similarly, 22% of the most-educated respondents and 20% of full-time students said they would spend their main 2010 vacation outside of the EU, compared to 13% of the least-educated respondents. For more details, see annex table 16b.

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Flash EB Series #291

Survey on the attitudes of Europeans towards tourism Wave 2

Annex Tables and Survey Details THE GALLUP ORGANIZATION


Annex

Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

I. Annex Tables Table 1a. Number of business or private trips in 2009 – by country ..................................................... 58 Table 1b. Number of business or private trips in 2009 – by segment.................................................... 59 Table 2a. Number of “short private” trips in 2009 – by country ........................................................... 60 Table 2b. Number of short private trips in 2009 – by segment ............................................................. 61 Table 3a. Number of holidays in 2009 – by country ............................................................................. 62 Table 3b. Number of holidays in 2009 – by segment ............................................................................ 63 Table 4a. The main reason for not going on holiday in 2009 – by country ........................................... 64 Table 4b. The main reason for not going on holiday in 2009 – by segment.......................................... 65 Table 5a. The major motivation for respondents’ main holiday trip in 2009 – by country ................... 66 Table 5b. The major motivation for respondents’ main holiday trip in 2009 – by segment .................. 67 Table 6a. Method of transport for respondents’ main holiday trip in 2009– by country ....................... 68 Table 6b. Method of transport for respondents’ main holiday trip in 2009 – by segment..................... 69 Table 7a. How respondents organised their main holiday trip in 2009 – by country ............................ 70 Table 7b. How respondents organised their main holiday trip in 2009 – by segment ........................... 71 Table 8a. Holiday leisure activities that respondents would reduce most to save money when on holiday – by country .................................................................................................................... 72 Table 8b. Holiday leisure activities that respondents would reduce most to save money when on holiday – by segment ................................................................................................................... 73 Table 9a. Preferred holiday destinations – by country .......................................................................... 74 Table 9b. Preferred holiday destinations – by segment ......................................................................... 75 Table 10a. The main expectations from a non-traditional, emerging destination – by country ............ 76 Table 10b. The main expectations from a non-traditional, emerging destination – by segment ........... 77 Table 11a. Information sources when deciding about holidays – most important – by country ........... 78 Table 11b. Information sources when deciding about holidays – most important – by segment .......... 79 Table 12a. Information sources when deciding about holidays – second most important – by country 80 Table 12b. Information sources when deciding about holidays – second most important – by segment81 Table 13a. Attractions influencing the choice of destination – by country ........................................... 82 Table 13b. Attractions influencing the choice of destination – by segment .......................................... 83 Table 14a. Holidays plans for 2010 – by country.................................................................................. 84 Table 14b. Holidays plans for 2010 – by segment................................................................................. 85 Table 15a. Having the necessary financial resources for the planned holidays in 2010 – by country .. 86 Table 15b. Having the necessary financial resources for the planned holidays in 2010 – by segment . 87 Table 16a. Planned destination of the main holiday in 2010 – by country............................................ 88 Table 16b. Planned destination of the main holiday in 2010 – by segment........................................... 89

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 1a. Number of business or private trips in 2009 – by country QUESTION: Q1. During 2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night?

Total N

% None

%1

%2

%3

% 4-5

% 6-10

% 10+

% DK/NA

27115

29.8

16.8

13.7

10.3

12.9

8.9

6.9

0.8

Belgium

1000

35.1

19.4

16.7

12.1

8.7

5.2

2.4

0.4

Bulgaria

1005

37.5

14.2

9.1

5.9

11.3

9.9

10.8

1.2

Czech Rep.

1004

40.4

18

11.1

7.2

9.9

6.4

5.9

1.2

Denmark

1002

13.9

14.5

17.1

12.8

18

13.1

9.9

0.6

Germany

EU27 COUNTRY

2009

21.2

17.9

17.8

14.1

15.1

8.5

5.1

0.3

Estonia

525

26.7

18.6

14.1

10.4

14.3

9.3

3.4

3.2

Greece

1006

25.4

14.4

15

11.2

13.2

10.6

9.7

0.7

Spain

1505

31.6

18.6

16.4

7.5

12.1

6.2

7.6

0

France

1504

23.5

20.2

13.3

9.8

13.6

8.9

9.9

0.8

Ireland

1000

18.5

11.2

15.6

12.4

19.6

14.9

6

1.8

Italy

1500

42.1

17.6

9.5

8.6

10.2

8.3

3.3

0.3

Cyprus

501

24.6

29.3

13.5

12.5

9.3

6.9

3.3

0.6

Latvia

502

43.1

20.3

13.5

4.9

7.2

4.2

6.3

0.6

Lithuania

502

33.8

12.7

12.7

10.8

16

5.1

7.5

1.3

Luxembourg

503

19.2

17.1

20.9

13.2

15.7

9.3

4.4

0.2

Hungary

1003

51.7

15.1

9.6

7

5.5

5

5.6

0.4

Malta

506

55.4

22.9

11

3.6

2.8

1.6

2.5

0.2

Netherlands

1003

16.1

16.9

18.4

17.1

16.8

9.3

5

0.3

Austria

1000

21.2

16.3

15.1

15.8

13.6

10

7.4

0.5

Poland

1507

34.3

15.4

10.4

8.2

12.5

9

9.3

0.9

Portugal

1006

42.4

18.1

9.8

5.2

8.4

7.1

7.3

1.7

Romania

1003

47.4

16.3

10.3

7.7

6.7

6.6

3.9

1.2

Slovenia

501

18.2

16.3

15

10.1

15

16.8

8.1

0.6

Slovakia

1010

39.8

13.4

10.2

7.2

9.1

9.5

8.6

2.1

Finland

1008

12.2

11.8

10.1

10.9

18.6

17

18.6

0.8

Sweden United Kingdom

1000

13.6

10.6

10.8

11.7

17.7

18.1

15.1

2.6

1500

26.3

12.8

14.4

11

15.4

11.4

7.1

1.7

Croatia

505

32.3

15

11.1

8

8.3

12.8

11.3

1.2

Norway

501

7.6

5.8

10.1

9.8

19.7

21.5

21.9

3.5

Iceland

504

14.8

11.7

14.1

16.6

17.8

14.4

9.9

0.7

Turkey The former Yugoslav Republic of Macedonia

1000

63.1

11.9

8.1

4.8

6.3

3.6

2

0.2

513

37.3

15.1

10.1

9.9

10.5

13.2

3.8

0

page 58


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 1b. Number of business or private trips in 2009 – by segment QUESTION: Q1. During 2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night?

Total N

% None

% 4-5

% 610

% 10+

% DK/NA

%1

%2

%3

27115

29.8

16.8

13.7

10.3

12.9

8.9

6.9

0.8

Male

13110

28.4

14.9

13

10.1

13.4

10.3

9

0.8

Female

14005

31.1

18.5

14.3

10.5

12.4

7.6

4.9

0.7

15 - 24

3914

22.4

19.4

15.8

10.9

15.4

8.6

7.1

0.5

25 - 39

6325

23.7

17.5

14.4

10.6

14.1

10.4

8.7

0.6

40 - 54

7269

28.4

16.4

13.7

10.8

12.6

9.6

7.4

1.1

55 +

9369

38

15.6

12.3

9.6

11.3

7.4

5.2

0.6

Until 15 years of age

4220

53

16.2

10.8

7.1

6.2

3.6

2.6

0.6

16 - 20

11914

31.7

18

14

9.9

11.5

7.9

6.2

0.7

20 +

7635

15.3

14.6

14

12.6

17.9

13.6

11

1

Still in education

2631

20.2

17.7

17

12.1

17

9.3

6.3

0.4

4986

20.7

15.3

14

10.9

16.4

11.5

10.3

0.8

Urban

11684

30.2

17

12.9

10.4

13.2

8.9

6.7

0.8

Rural

10297

33.4

17.3

14.5

9.9

11

7.6

5.6

0.7

Self-employed

2455

23.5

13.2

12.3

9.5

15.2

14

11.1

1.2

Employee

8585

16.3

16.6

16.2

12.4

15.6

12.4

9.7

0.8

Manual worker

2349

36.1

21.4

12.3

8.1

10.5

4.9

6

0.7

Not working

13596

38.4

16.8

12.6

9.5

11.3

6.4

4.5

0.6

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION Metropolitan

OCCUPATION

page 59


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 2a. Number of “short private” trips in 2009 – by country QUESTION: Q2. And how many of these were short private trips, where you stayed away for less than four nights? Base: those who travelled for business or private purposes in 2009 Total N

% None

%1

%2

%3

% 4-5

% 6-10

% 10+

% DK/NA

19032

43.7

19.1

14.2

7.5

6.2

4.7

3.8

0.9

Belgium

649

65.8

19.2

7.6

2.7

2.4

0.4

1.5

0.3

Bulgaria

628

33.9

15.3

10

8.3

11.1

8.1

10.1

3.1

Czech Rep.

599

41.1

21.1

10.1

5.4

9

5.2

5.7

2.4

Denmark

862

40.7

19.6

14.1

7.6

7.2

6.4

3.4

0.9

Germany

1583

46.6

21.1

15.4

7.3

3.6

4.3

1.3

0.6

Estonia

385

35

24.8

14

6.8

9

4

1.3

5.1

Greece

750

36.6

20.1

15

7.1

7.8

6.8

5.6

0.9

Spain

1030

49.7

17.3

13.8

5.7

5.4

4

4

0.2

France

1151

48.4

16.8

12

6.3

5.3

4.1

6.3

0.8

Ireland

815

29

20.4

21.3

11.5

9.2

4.3

3.1

1.3

Italy

868

50.9

17.5

13

7.2

5.6

3.5

2.2

0.2

Cyprus

378

60.5

17.5

11

5

2.6

1.6

1.6

0.1

Latvia

286

49

23.5

9.5

3.1

6.2

3.9

4.6

0.2

Lithuania

332

25.8

22.5

15

14.9

8

3.5

9.2

1

Luxembourg

406

42.8

26.3

15

8.5

2.9

2.4

2.2

0

Hungary

484

42.9

25.6

10

8.7

5

4.7

2.5

0.4

Malta

226

66.7

19.1

6.6

1.2

2.6

1.4

0.7

1.8

EU27 COUNTRY

page 60

Netherlands

841

43.7

22.5

17

6

3.8

3.4

3.1

0.4

Austria

788

37.8

25.3

16.7

8.3

5.3

4.2

2.1

0.3

Poland

991

38

18.2

15

8.8

7.7

6.5

4.3

1.4

Portugal

579

47.3

17.2

11.7

7.3

6.2

4.6

4.1

1.6

Romania

528

42.3

22

12.4

9.4

5.3

4.1

2.9

1.7

Slovenia

410

39.3

17.3

14.6

9.4

7.9

8

2.9

0.6

Slovakia

608

32.1

16.6

16.3

10

9.7

7

6

2.3

Finland

885

17.5

15.7

16.5

11.9

14.1

12.3

11.1

0.8

Sweden United Kingdom

864

23.2

16

17

9.6

14

10.7

6.2

3.3

1106

37.3

19.1

15.9

8.6

8.8

4.6

4.4

1.2

Croatia

342

33.7

21.5

12.5

7

9.8

5.5

7.8

2.1

Norway

463

25.9

14.8

17

10.6

9.4

11

7.9

3.5

Iceland

430

24.5

19.3

17.3

11.8

10.7

8.3

4.9

3.3

Turkey The former Yugoslav Republic of Macedonia

369

48.9

18.5

14.9

5.6

7.4

1.8

2.2

0.7

321

28.9

20.3

13

12.8

11.2

10.8

3

0


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 2b. Number of short private trips in 2009 – by segment QUESTION: Q2. And how many of these were short private trips, where you stayed away for less than four nights? Base: those who travelled for business or private purposes in 2009 Total N

% None

% 4-5

% 610

% 10+

% DK/NA

%1

%2

%3

19032

43.7

19.1

14.2

7.5

6.2

4.7

3.8

0.9

Male

9384

42.1

17.5

15

7.9

6.9

4.9

4.8

1

Female

9647

45.2

20.7

13.3

7

5.5

4.4

2.9

0.8

15 - 24

3036

41.8

20.1

14.9

8.1

5.7

4.3

4.4

0.7

25 - 39

4828

39.8

20.5

14

8.1

6.6

5.4

4.9

0.8

40 - 54

5207

42

19.8

15.4

7.5

6.3

5.1

3.2

0.7

55 +

5809

49.3

16.9

12.9

6.7

6.1

4

3.1

1.2

1985

56.4

18.3

10.4

5.7

3.7

2.3

2.4

0.8

16 - 20

8134

45.6

20

13

7

5.7

4.3

3.4

1

20 +

6469

37.4

18.4

16

8.5

8

5.9

4.9

0.9

Still in education

2099

41.8

19.1

16.8

8.1

5.2

4.9

3.7

0.4

3953

40

17.2

14.8

9.2

7.3

5.4

5.6

0.6

EU27 SEX

AGE

EDUCATION (end of) Until 15 years of age

URBANISATION Metropolitan Urban

8151

43.7

19.4

13.7

7.4

6.4

4.5

3.9

1

Rural

6854

45.8

19.9

14.4

6.6

5.2

4.4

2.8

0.9

Self-employed

1878

38.8

17.3

15.6

7.4

7.7

7.3

5.1

0.8

Employee

7184

38.5

19.6

16

8.3

7

5.2

4.6

0.8

Manual worker

1501

50.1

19.4

10.3

7.9

5.2

2.7

4.2

0.3

Not working

8379

48

19.1

13.1

6.7

5.3

3.9

2.8

1

OCCUPATION

page 61


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 3a. Number of holidays in 2009 – by country QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Base: those who travelled for business or private purposes in 2009

EU27

Total N

% None

%1

%2

%3

% 4-5

% 6-10

% 10+

% DK/NA

19032

20.5

37.8

21.1

9.1

6.6

2.7

1

1.2

COUNTRY

page 62

Belgium

649

6.9

42.3

26.5

11.9

6.7

4.4

1.1

0.2

Bulgaria

628

37.2

33.4

13.7

5.8

4.4

2.6

1.7

1.2

Czech Rep.

599

13.5

48.5

26.3

6.4

2.3

2

0.5

0.5

Denmark

862

18.6

33.2

22.3

9.7

7.6

2.8

1.9

3.9

Germany

1583

17.6

34.6

25

12.7

6.8

1.5

0.4

1.3

Estonia

385

27.2

37.6

13.6

5.7

5.4

4.1

0.2

6.1

Greece

750

28.4

34.3

17.6

7.5

5.6

3.6

1.3

1.6

Spain

1030

16.2

41.7

22.6

7

7.7

3

1.5

0.3

France

1151

18.6

39.5

20.6

7.6

9.1

2.8

1.4

0.4

Ireland

815

19.1

34

24.7

11

7.6

2.6

0.7

0.4

Italy

868

18.5

44.3

19.4

7.6

4.3

3.7

1.1

1.1

Cyprus

378

12.6

48.5

18.3

10.7

4.8

3.2

1.5

0.5

Latvia

286

55.3

20.2

12

6.2

1

1.4

3.7

0.2

Lithuania

332

34.2

37.3

13.2

5.8

5.4

2.1

0.1

2

Luxembourg

406

16.5

32.8

21.1

11.2

12.6

3.6

1.1

1.2

Hungary

484

33

39.4

15.5

5.2

3.7

2.2

1

0.1

Malta

226

12.3

54.4

17.1

7.4

2.1

0.7

1

5

Netherlands

841

12.9

38.3

25

11.5

9

1.9

0.5

0.9

Austria

788

23.2

30.6

24

10.6

6.9

2.5

0.1

2.3

Poland

19.1

4.8

4.2

2.4

0.9

0.9

991

24.5

43.1

Portugal

579

24.9

41.5

16

7.7

4.2

1.9

1.1

2.6

Romania

528

35.6

38

13.2

5.1

3.3

2

0.7

2.1

Slovenia

410

12.5

38.7

21.8

10.8

8.8

4.4

1.6

1.5

Slovakia

608

31

43

15.6

4

3.9

1.5

0.9

0.1

Finland

885

28.5

26.3

15.5

9

10.5

5.9

3.6

0.8

Sweden United Kingdom

864

23.1

27.3

20

10.3

5.8

4.6

2.7

6.3

1106

21.4

32.6

20.8

12

7.9

3.1

0.6

1.6

Croatia

342

30.4

33.6

15.6

5.1

5.8

1.8

1.3

6.3

Norway

463

14.6

29.7

25

10.9

10.5

5.6

1.8

2.1

Iceland

430

25.3

32.1

17.1

6.8

4.3

5.4

1.5

7.6

Turkey The former Yugoslav Republic of Macedonia

369

34.4

38.6

17.5

4.7

2.7

0.7

0

1.4

321

33.9

43.6

12.1

3.3

6

0.9

0.2

0


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 3b. Number of holidays in 2009 – by segment QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Base: those who travelled for business or private purposes in 2009 Total N

% None

%1

%2

%3

% 4-5

% 610

% 10+

% DK/NA

19032

20.5

37.8

21.1

9.1

6.6

2.7

1

1.2

Male

9384

21.2

36.1

21.5

9

6.9

3.1

1.1

1.1

Female

9647

19.7

39.4

20.7

9.3

6.4

2.3

0.9

1.3

EU27 SEX

AGE 15 - 24

3036

22

39.2

20.9

8.6

5.8

1.7

0.7

1

25 - 39

4828

19.7

39.3

22.4

7.8

6.2

2.6

1

1

40 - 54

5207

20.1

39.5

20.9

9

5.9

2.5

1

1

55 +

5809

20.6

34.6

20.3

10.5

7.9

3.5

1

1.6

Until 15 years of age

1985

23.7

40.8

20

7.2

4.9

1.9

0.8

0.8

16 - 20

8134

22.5

39.8

19.1

8.5

5.7

2.4

0.9

1.1

EDUCATION (end of)

20 +

6469

17

34.2

23.8

10.7

8.2

3.5

1.2

1.4

Still in education

2099

19.6

37.5

22.2

9.3

7.2

2

0.9

1.4

Metropolitan

3953

17.1

34.1

23.8

9.9

8.5

4

1.8

0.9

Urban

8151

20.1

38.3

20.6

9.4

6.5

2.7

1

1.4

Rural

6854

22.9

39.3

20.2

8.3

5.6

1.9

0.6

1.1

Self-employed

1878

21.1

36

20.2

9.2

7.3

3.9

1.3

1

Employee

7184

17.7

38

23

9.5

7

2.6

1

1.2

Manual worker

1501

28.1

44.4

16.3

4.8

3.4

1.6

1.1

0.4

Not working

8379

21.4

36.8

20.6

9.5

6.7

2.7

0.9

1.4

URBANISATION

OCCUPATION

page 63


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 4a. The main reason for not going on holiday in 2009 – by country QUESTION: Q4. What was the main reason why you did not go on holiday in 2009?

Total N

% Personal/ private reasons

% Financial reasons

% Lack of time

% Prefer to only make short-stay trips

% No motivation to take a holiday in 2009

% Concerns about safety

% Prefer to stay at home or with family / friends

% Other

% DK/NA

Base: those who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009)

11976

21.8

40.8

12.6

2.4

3.9

0.6

8.6

8

1.4

Belgium

396

22.4

21

13

2.2

7.5

0.4

18.5

12

3

Bulgaria

610

10.1

65.1

9.2

2.5

2.9

0.1

4.4

3.5

2.1

Czech Rep.

486

20

27.6

10.6

1.1

6.1

0.9

7.7

8.9

17.1

Denmark

300

22.6

27.8

6.9

0.6

8.6

0

13

12.7

7.9

Germany

705

28

34.1

14.5

2

4.6

0.2

10.3

5.4

0.9

Estonia

245

15.4

49.1

5.7

9.4

7

0

7.2

5.8

0.4

Greece

469

15.6

46.2

13.1

1.6

3.3

0

7.1

10.6

2.3

Spain

642

20.8

50.5

9

2.2

3.2

0.7

5.6

8

0

France

567

21.7

35.6

9.5

3.2

4.4

0.3

10.7

13.2

1.3

Ireland

340

15.9

41.6

9.2

4.9

5

0.4

10.6

11.3

1.2

Italy

792

31.2

33

23.5

2.4

2.3

0.5

5.6

1.3

0.2

Cyprus

171

20.8

39.6

16.4

0.7

2.6

1.1

5.1

10.1

3.5

Latvia

374

16.8

49

10.3

0.6

9.6

0

6.1

6.2

1.6

Lithuania

284

16.6

43.6

12.1

1.3

5.2

0

3.9

7.7

9.6

Luxembourg

164

25.3

20.6

21.6

2.8

6.6

0.5

18.4

4.3

0

Hungary

678

15.3

61.1

6.5

3.4

0.5

1.2

5.1

6

0.8

Malta

308

19.6

45.9

5.5

0.5

5.8

1.9

7.8

10.3

2.7

Netherlands

270

32.7

18

9.4

2.2

8.7

0.4

10.7

14

3.8

Austria

394

20.3

30.9

15

5.3

5.9

0.3

12

8.5

1.8

Poland

759

18.5

49.5

14.5

1.2

1.1

0.9

7.6

6.4

0.4

Portugal

571

17.5

56.7

5.3

1.5

2.8

0.6

6.6

6.9

2.1

Romania

663

10.3

61.6

12.3

1.3

1.4

0.5

5.7

6.5

0.5

Slovenia

142

14.9

49.5

6.4

6.1

4.3

0

10.8

7.5

0.5

Slovakia

590

19.7

41.8

9.5

2.6

5.2

0.3

9.6

10.2

1

Finland

375

20.8

19.8

19.9

6.1

6.3

0.6

16.4

7.5

2.7

Sweden United Kingdom

335

17.7

20.5

15

5.9

5.6

0.4

13.5

15.6

5.8

631

19.5

36.5

6.3

3.2

6.6

1.2

12.2

14.2

0.3

Croatia

267

21.8

52.9

8.5

0.6

2.9

0

4.7

5.2

3.4

Norway

106

24.9

11.7

10.9

4.2

4.7

0

19.9

20.3

3.4

Iceland

183

12.2

31.1

18.2

2.1

4.6

0

5.5

13.2

13.1

Turkey The former Yugoslav Republic of Macedonia

758

16.5

48.6

28.8

0.3

0.2

0.2

2.4

1.8

1.2

300

15.6

61

9.2

1.1

3.8

0

2.6

5.2

1.5

EU27 COUNTRY

page 64


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 4b. The main reason for not going on holiday in 2009 – by segment QUESTION: Q4. What was the main reason why you did not go on holiday in 2009?

Total N

% Personal/ private reasons

% Financial reasons

% Lack of time

% Prefer to only make short-stay trips

% No motivation to take a holiday in 2009

% Concerns about safety

% Prefer to stay at home or with family / friends

% Other

% DK/NA

Base: those who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009)

11976

21.8

40.8

12.6

2.4

3.9

0.6

8.6

8

1.4

Male

5719

19.8

38.7

15.2

2.6

5.1

0.5

8.6

8.4

1.2

Female

6257

23.6

42.7

10.3

2.2

2.8

0.6

8.6

7.6

1.6

15 - 24

1547

14.6

35.9

24.7

2.3

4.7

0.7

9

6.5

1.6

25 - 39

2449

17.2

45.3

18.3

2.6

2.5

0.5

5.1

6.3

2.1

40 - 54

3109

17.9

50.3

12.7

1.7

3.5

0.2

6.8

5.8

1.1

55 +

4755

29

33.9

5.8

2.9

4.4

0.8

11.4

10.5

1.3

Until 15 years of age

2706

25.9

42

7.3

2.5

3.6

0.4

9.2

8.5

0.6

16 - 20

5607

19.4

44.9

12.2

2.2

3.7

0.5

7.9

7.6

1.5

20 +

2266

23.6

34.2

15.9

2.9

5.2

0.4

7.4

8.3

2

Still in education

944

16.1

31.1

26

3.1

3

1.2

11.4

6.7

1.5

Metropolitan

1708

22.6

38.8

11.2

2.6

5

1.1

8

8.6

2

Urban

5174

21.9

43.1

12.9

1.9

3.7

0.5

8.1

6.9

1.1

Rural

5011

21.5

39.2

13

2.8

3.6

0.4

9.2

8.7

1.6

Self-employed

973

17.3

32.6

27.8

3.2

4.2

0.5

5.9

6.9

1.6

Employee

2674

19.7

40.6

15.9

3.2

3.2

0.5

7.2

7.8

1.9

Manual worker

1269

15.4

51.6

14.9

2.6

3.8

0.2

5.5

4.9

1.1

Not working

7011

24.4

40

8.8

2

4.1

0.7

10

8.7

1.2

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 65


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 5a. The major motivation for respondents’ main holiday trip in 2009 – by country QUESTION: Q5. What was the major motivation for your main holiday trip in 2009?

Total N

% Sun/beach

% Wellness/health treatment

% Rest/recreation

% City trips

% Sports-related

% Nature

% Culture / religion

% Visiting friends / relatives

% DK/NA

Base: those who made at least one holiday trip in 2009

15139

19

3.2

37.3

7

3.8

6.1

5.9

16.7

1.1

Belgium

604

15.8

2

36

6.6

4.1

13.1

6.6

15.6

0.2

Bulgaria

395

21.1

5.9

40

1.3

1.2

11.7

1.3

17.3

0.3

Czech Rep.

518

23.5

5.7

43.8

3.1

7.5

7.3

3.3

5.3

0.6

Denmark

702

18.3

1.2

29.3

7.6

4.8

9.5

11.9

15.4

2.1

Germany

1304

18.7

4.1

29.9

7.3

7.1

10.9

8.4

12.5

1

Estonia

280

13.9

11.5

35.2

1.5

3.1

4

5.7

23.5

1.5

Greece

537

13.6

4.5

53.2

1.5

1.3

2.3

4.4

16.8

2.4

Spain

863

21.1

1.8

35

9.9

1.6

3.9

8.1

17.9

0.8

EU27 COUNTRY

page 66

France

937

15

4.2

36.4

13.5

1.7

4

2.2

22.1

0.9

Ireland

660

22.6

0.7

35.3

6.2

5.4

1.2

4.4

22.9

1.4

Italy

708

14.5

2

48.1

5

2.6

2.2

6.8

18.1

0.7

Cyprus

330

9.5

1.5

65.4

1.4

1.2

0.8

2.4

16.5

1.3

Latvia

128

2.7

1.6

36.7

4.2

1.5

3.9

9.3

37.8

2.2

Lithuania

218

11.8

10.1

40.3

17.1

2.3

2.7

0.4

14.8

0.4

Luxembourg

339

17.1

2.8

28.3

10.4

5.3

9.5

8.6

17.7

0.4

Hungary

325

21.6

7

49

2.9

2.7

2.4

1.5

12.7

0.3

Malta

198

1.9

0.3

62

4.9

2.9

2.9

8

13.9

3.1

Netherlands

733

17.7

0.7

39.8

3.6

3.8

12.6

10.5

10.8

0.5

Austria

606

20.6

6.1

21.7

7.4

9.8

10.6

11.7

10

2.2

Poland

748

19.5

4.3

44.4

7.5

3.6

4.6

2.2

12.9

1

Portugal

435

23.6

5

42.1

2.8

2.1

1.6

4.8

17.6

0.5

Romania

340

13.4

7.3

46

6.3

1.5

4.6

2

17.5

1.5

Slovenia

359

26.7

4.8

30.4

13.8

5.9

5.7

2.4

7.7

2.5

Slovakia

420

25.7

2.8

41.7

1.6

4.5

7

3.3

13.4

0

Finland

633

11.2

3.5

35.4

8.2

5

8.9

5.6

21.5

0.8

Sweden United Kingdom

665

26.2

0.3

22.2

3.5

6.5

9.6

7.9

21.4

2.4

869

26.5

0.6

36

2.9

2.9

2.8

5.1

20.8

2.4

Croatia

238

15.1

2.5

35.2

8.9

3.5

4.9

4.6

21.9

3.4

Norway

395

25

2.5

22.1

9.3

2.9

7.6

9.2

17.9

3.5

Iceland

321

6.7

2

45.6

1.7

5.6

9.5

0.8

21.4

6.5

Turkey The former Yugoslav Republic of Macedonia

242

14.9

3.5

28.1

12.2

0.1

9.1

4.8

24.8

2.6

213

31

2.1

48.3

3.9

0

1

2.4

9.9

1.3


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 5b. The major motivation for respondents’ main holiday trip in 2009 – by segment QUESTION: Q5. What was the major motivation for your main holiday trip in 2009?

Total N

% Sun/beach

% Wellness/health treatment

% Rest/recreation

% City trips

% Sports-related

% Nature

% Culture / religion

% Visiting friends / relatives

% DK/NA

Base: those who made at least one holiday trip in 2009

15139

19

3.2

37.3

7

3.8

6.1

5.9

16.7

1.1

Male

7391

18.1

2.9

39.4

7.2

4.8

6.2

4.9

15

1.5

Female

7748

19.9

3.4

35.3

6.7

2.9

5.9

6.7

18.3

0.8

15 - 24

2367

24.2

0.8

33.6

6.7

6.9

3.3

3.8

20.1

0.5

25 - 39

3877

20.4

2.2

41.9

5.5

3.3

4.1

3.8

17.6

1.1

40 - 54

4160

21.2

2.5

40.3

6.3

3.6

6.5

5.1

13.5

1.1

55 +

4613

13.2

5.8

32.5

9

3

8.8

9.1

17.1

1.4

Until 15 years of age

1514

16.4

4.3

36.4

8.1

2.3

6.8

6.4

18.2

1.1

16 - 20

6307

21.2

3.4

38

5.7

3.5

6.5

5

15.2

1.5

20 +

5369

15.7

3.1

38.9

8

3.6

6.3

6.7

16.7

1.1

Still in education

1687

24

1

30.6

7.4

7

3.5

5.8

20.5

0.2

3278

18.2

2.8

37.4

7.1

3.3

6.7

6.6

17.2

0.7

Urban

6511

18.6

2.9

37.7

7.2

3.8

5.3

6.2

16.8

1.3

Rural

5286

20

3.7

36.6

6.6

4.1

6.7

5

16.2

1.1

Self-employed

1482

19.8

2.1

43.9

4.9

4.4

3.7

5.6

13.8

1.9

Employee

5911

20.4

2.3

41.4

6.6

3.7

6.3

5.1

13.3

1

Manual worker

1079

18.2

3.2

42.6

5.4

2.7

5.8

3.4

17.3

1.4

Not working

6585

17.6

4.1

31.2

8.1

4

6.6

7

20.4

1.1

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION Metropolitan

OCCUPATION

page 67


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 6a. Method of transport for respondents’ main holiday trip in 2009– by country QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?)

Total N

% Airplane

% Boat

% Train

% Bus

% Car / motorbike

% Bicycle (not motorised)

% Other

% DK/NA

Base: those who made at least one holiday trip in 2009

15139

35.4

2.4

6.6

6.3

47.7

0.4

1

0.1

Belgium

604

37.5

0.5

4.1

5

52.8

0

0

0

Bulgaria

395

6.1

0

7.4

19.4

64

2

0.8

0.2

Czech Rep.

518

34.3

0.2

7.9

20.2

34.7

2.2

0.1

0.5

Denmark

702

50.2

2.2

2.9

3.6

39.7

0.2

1.2

0

Germany

1304

34.6

1.9

5.8

6.4

50

0.4

0.6

0.3

Estonia

280

35.4

5.1

7.4

14.2

37

1

0

0

Greece

537

18.5

20.6

2

8

49.8

0

0.6

0.6

Spain

863

35.6

3.3

5.4

7.8

47.7

0

0.1

0

France

937

25.2

1.8

8.2

2

62.1

0.2

0.5

0

Ireland

660

78.4

3.6

3.2

0.5

14

0

0.4

0

Italy

708

37.9

2.7

9.4

4.7

43

0

2.4

0

Cyprus

330

73.6

2.1

0

0

22

0

2.2

0

Latvia

128

33.4

0.5

4.3

24.7

36.9

0

0.2

0

Lithuania

218

17.5

1.8

2.8

18.3

59.6

0

0.1

0

Luxembourg

339

48.1

1

2.2

5

43.7

0

0

0

Hungary

325

10.5

0

9.5

10.8

66.8

0.2

2.2

0

Malta

198

83.1

15.1

0

0

1

0

0.7

0

Netherlands

733

36.1

1.8

2.9

2.9

53.9

1

1.3

0.1

Austria

606

39.1

1.3

2.9

4.2

50.3

0.3

1

0.8

Poland

748

15.9

0.1

14.4

14.3

54.3

0.4

0.5

0.1

Portugal

435

29.3

1.7

2.1

5.9

60.5

0

0

0.6

Romania

340

10.2

0

13.3

10

63.8

0

2.1

0.5

Slovenia

359

18.3

1.9

3.7

9.4

66.3

0

0.4

0

Slovakia

420

26.2

1.1

5.9

20

45.3

1.4

0.1

0

Finland

633

45.8

2.6

5.6

4.3

41

0.2

0.5

0.1

Sweden United Kingdom

665

49.2

3.2

4.7

4

37.7

0.2

0.6

0.3

869

62.7

3.1

3.6

3.2

24.2

0.6

2.7

0

Croatia

238

11.3

1.5

4.7

18

63.4

0

1.1

0

Norway

395

62.9

3.6

2.9

2.5

26.7

0

0.6

0.7

Iceland

321

30.4

0.2

0

0.5

67.3

0

1.5

0

Turkey The former Yugoslav Republic of Macedonia

242

17.8

2.2

0.4

38.6

40.7

0

0.4

0

213

8.7

0

3.6

29.7

56.2

0.5

0.4

0.8

EU27 COUNTRY

page 68


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 6b. Method of transport for respondents’ main holiday trip in 2009 – by segment QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?)

% Car / motorbike

% Bicycle (not motorised)

% Other

% DK/NA

1

0.1

4.9

50.7

0.4

1.1

0.2

7.7

44.9

0.3

1

0.1

8.9

8.8

40.2

0.5

0.5

0

6.6

3.1

51.1

0.1

0.7

0.1

2.8

54.9

0.4

1

0.2

10.9

42.6

0.4

1.6

0.1

% Train

0.4

% Boat

47.7

% Airplane

6.3

Total N

% Bus

Base: those who made at least one holiday trip in 2009

15139

35.4

2.4

6.6

Male

7391

34.6

2.3

5.8

Female

7748

36.2

2.5

7.3

15 - 24

2367

38.8

2.4

25 - 39

3877

36

2.3

40 - 54

4160

34.2

2.4

4.1

55 +

4613

34.1

2.6

7.6

EU27 SEX

AGE

EDUCATION (end of) Until 15 years of age

1514

29.7

2.6

7.5

12.5

45.4

0.2

2.1

0.1

16 - 20

6307

33.9

2.3

5.5

5.6

51

0.3

1.3

0.2

20 +

5369

38.3

2.8

6.5

3.6

47.6

0.4

0.7

0.1

Still in education

1687

39

1.7

9.3

10.5

38.6

0.5

0.4

0

Metropolitan

3278

39.8

2.7

9.3

5

42.4

0.1

0.5

0.1

Urban

6511

36.1

2.8

6.8

7

45.6

0.5

1.2

0.1

Rural

5286

31.8

1.8

4.7

6.3

53.8

0.3

1.1

0.1

URBANISATION

OCCUPATION Self-employed

1482

37

2.7

4.1

2.7

52.1

0.2

1

0.3

Employee

5911

38.9

2.4

4.5

2.9

50.1

0.3

0.7

0.1

Manual worker

1079

26.8

1.8

7.9

4.1

57.6

0.5

1.1

0.1

Not working

6585

33.5

2.5

8.8

10.5

42.9

0.4

1.3

0.1

page 69


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 7a. How respondents organised their main holiday trip in 2009 – by country QUESTION: Q7. How did you organize your main holiday trip in 2009?

Total N

% Travel / accommodation organised individually

% Travel or accommodation booked through a travel agency

% Package tour/All Inclusive holiday booked via the Internet

% Package tour /All Inclusive holiday booked through a travel agency

% Other

% DK/NA

Base: those who made at least one holiday trip in 2009

15139

58.2

13.4

10.6

10.1

7.3

0.4

Belgium

604

46.6

16.3

14.1

12.6

10.4

0

Bulgaria

395

77.3

5.2

3.4

4.4

6.8

2.9

Czech Rep.

518

41.5

34.2

5.9

12.7

5.3

0.4

Denmark

702

51.3

11.8

16.9

10.6

8.8

0.6

Germany

1304

53.4

15.5

10.6

12.9

7.1

0.4

Estonia

280

58.3

13.1

5.9

14.2

7.2

1.2

Greece

537

79.2

4.2

5.1

4.9

6.6

0

Spain

863

57.3

16.6

10.6

11.1

4.3

0.2

France

937

64.2

8.6

8.9

8.9

9.3

0.2

Ireland

660

45.4

10

18.6

14.2

10.8

1

Italy

708

68.7

17.4

9

3.5

1.1

0.3

Cyprus

330

57.4

18.4

9.7

9.2

5.1

0.2

Latvia

128

70

3

4.8

15.4

6.9

0

Lithuania

218

71.7

10.6

3.5

1.7

11.4

1.1

Luxembourg

339

54.3

17.6

10.2

14.5

3.4

0

Hungary

325

80.3

5.1

7

3.3

4.2

0

Malta

198

46.6

15

18.3

12

7.3

0.7

Netherlands

733

50.2

14.7

19.2

6.9

8.7

0.3

Austria

606

54.3

16.3

7.6

14.1

6.3

1.4

Poland

748

72.8

11.5

4.1

3.4

8

0.2

Portugal

435

55.7

13.6

6.9

5.7

16.9

1.2

Romania

340

59.3

12.2

6.5

8.5

11.9

1.6

Slovenia

359

63.4

20.8

5.1

7.2

3.5

0

Slovakia

420

52.8

30.1

4.6

8.5

3.8

0.1

Finland

7.4

10.8

11.2

6.9

0.9

EU27 COUNTRY

page 70

633

62.7

Sweden

665

60.3

9.2

12.4

8.6

7.7

1.8

United Kingdom

869

44.1

10.1

17.9

18.1

9.4

0.4

Croatia

238

83.1

9.9

2.1

2

1.7

1.3

Norway

12.4

12.9

5.9

10

2.1

395

56.6

Iceland

321

78.4

4.4

4.7

3.8

7.7

0.9

Turkey The former Yugoslav Republic of Macedonia

242

81.5

11.2

2.2

2.1

1.8

1.2

213

73.1

19.7

0.8

4.1

1.8

0.4


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 7b. How respondents organised their main holiday trip in 2009 – by segment QUESTION: Q7. How did you organize your main holiday trip in 2009?

Total N

% Travel / accommodation organised individually

% Travel or accommodation booked through a travel agency

% Package tour/All Inclusive holiday booked via the Internet

% Package tour /All Inclusive holiday booked through a travel agency

% Other

% DK/NA

Base: those who made at least one holiday trip in 2009

15139

58.2

13.4

10.6

10.1

7.3

0.4

Male

7391

59.4

12.6

11.3

9.5

6.8

0.5

Female

7748

57.1

14.2

10

10.7

7.7

0.4

15 - 24

2367

53.2

12.5

13.4

10.7

9.2

1

25 - 39

3877

62

11.8

12.3

7.6

5.8

0.4

40 - 54

4160

61.3

12.3

11.3

8.8

6.1

0.2

55 +

4613

54.7

16.3

7.2

12.9

8.6

0.3

1514

54

17.3

6.3

13.8

8.3

0.3

16 - 20

6307

55.8

14.3

11.2

11.2

7.2

0.3

20 +

5369

64.1

11.9

10.9

7.2

5.7

0.2

Still in education

1687

53.1

11.6

12.1

11.2

10.4

1.5

Metropolitan

3278

63

13

8.4

8

7

0.5

Urban

6511

58.2

13.1

10.6

11

6.8

0.3

Rural

5286

55.4

14.1

11.8

10.2

7.9

0.5

Self-employed

1482

63.3

11.8

11.9

7.4

5.1

0.6

Employee

5911

58.5

12.5

13

9.9

5.9

0.1

Manual worker

1079

60.1

13

13

6.7

7

0.2

Not working

6585

56.4

14.8

7.8

11.4

9

0.7

EU27 SEX

AGE

EDUCATION (end of) Until 15 years of age

URBANISATION

OCCUPATION

page 71


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 8a. Holiday leisure activities that respondents would reduce most to save money when on holiday – by country

Total N

% Entertainment (movies; theatres)

% Restaurants and cafes

% Shopping

% Beauty/Wellness treatments

% Sports and other activities

% None (I would not reduce any)

% All of these

% DK/NA

QUESTION: Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most?

27115

9.9

12.3

20.6

23.7

11.7

10

7.7

4.2

Belgium

1000

7.1

6.7

19.7

29.4

9.6

17.4

3.9

6.3

Bulgaria

1005

8.7

23.8

13.7

8.2

6.5

11.9

17.7

9.5

Czech Rep.

1004

12.9

9.9

23.4

19.6

11.6

12.1

6.7

3.7

Denmark

1002

7

7.7

15.6

30.1

14.5

12.7

4

8.3

Germany

2009

10.5

8.1

28.4

27.4

12

7.8

3.2

2.7

Estonia

525

5.3

21.6

18.8

15

8.9

14.6

11.9

3.7

Greece

1006

8.6

8.2

23

23.2

8

14.2

8.2

6.6

Spain

1505

7.6

13.9

21.1

24.9

7.6

14.9

7.8

2.3

EU27 COUNTRY

page 72

France

1504

11.5

13.5

18.2

26.9

10.9

10.2

5.2

3.7

Ireland

1000

12.5

21.9

25.1

15.1

18.1

4.1

1.2

1.9

Italy

1500

6.9

8.4

17.1

18.7

14.4

12.4

19.4

2.7

Cyprus

501

5.1

7.6

24.8

17.7

8.5

24.6

8.9

2.8

Latvia

502

12.1

27.4

21.4

7.2

5.3

9.8

13.4

3.6

Lithuania

502

9.1

28.1

16.2

8

4.3

9.3

17.5

7.5

Luxembourg

503

9.3

12.1

24

26.1

19.1

6.1

1.1

2.1

Hungary

1003

11.2

14.7

22.8

23.8

9.4

5.6

7.8

4.8

Malta

506

8.5

7.7

21.1

29.2

12.4

11.8

4.4

5

Netherlands

1003

6.7

10.7

12.1

39.3

13.4

11.8

2.9

3

Austria

1000

8

6.9

32

26.8

11.2

9.2

1.8

4.1

Poland

1507

13.4

13.3

17

28.7

9.3

5.5

8

5

Portugal

1006

5.8

17.7

14.9

16.3

4.7

13.6

20.6

6.5

Romania

1003

7.4

17.9

20.9

10.6

10

7

14.5

11.7

Slovenia

501

10.9

14.8

29.3

21.7

5.2

8.3

7.1

2.6

Slovakia

1010

16.2

8.8

25.6

17.6

10.2

12.1

7.3

2.3

Finland

1008

12.5

15.5

13

17.9

11.5

19.3

6.7

3.6

Sweden United Kingdom

1000

7.2

7.6

18.5

26.7

17.2

11.9

4.9

5.9

1500

12.5

16.2

19.3

21.9

17.4

6.4

2

4.4

Croatia

505

6.6

20.1

12.6

14.9

6

10.3

23.4

6.1

Norway

501

8.8

4.9

20.8

27.9

14.2

9.8

6.1

7.5

Iceland

504

5.6

10.7

22.6

22

6.3

13.9

8.5

10.4

Turkey The former Yugoslav Republic of Macedonia

1000

20.1

4.6

25.1

7.2

6.7

17.8

11.8

6.6

513

9.8

11.4

14.2

21.8

9.2

11.7

18.4

3.5


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 8b. Holiday leisure activities that respondents would reduce most to save money when on holiday – by segment

Total N

% Entertainment (movies; theatres)

% Restaurants and cafes

% Shopping

% Beauty/Wellness treatments

% Sports and other activities

% None (I would not reduce any)

% All of these

% DK/NA

QUESTION: Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most?

27115

9.9

12.3

20.6

23.7

11.7

10

7.7

4.2

Male

13110

10

11.9

21.4

25.3

10.7

10.9

6.2

3.6

Female

14005

9.7

12.7

19.9

22.2

12.6

9.1

9.2

4.6

15 - 24

3914

14.6

14

19.9

26

16.3

4.8

2.6

1.8

25 - 39

6325

10.5

12.1

21.7

26.2

14.1

8.5

4.3

2.7

40 - 54

7269

9.9

11.5

22.5

26.4

10.3

9.6

7.4

2.4

55 +

9369

7.5

12.1

18.9

19.1

9.3

13.3

12.5

7.4

Until 15 years of age

4220

7.8

11.5

17.4

15.6

11

13.2

15.3

8.2

16 - 20

11914

11.2

13.1

20.8

22.8

12.1

9.2

7.1

3.6

20 +

7635

8.4

11.3

23.2

29.1

10.3

10.3

4.9

2.6

Still in education

2631

13.3

13

19.5

28.2

16.5

4.8

2.8

1.9

Metropolitan

4986

10.4

13

21

25

11.2

10

6.3

3

Urban

11684

9.9

12.1

20

24.3

11.2

10.3

8.3

3.8

Rural

10297

9.7

12.1

21.2

22.4

12.5

9.5

7.7

4.9

Self-employed

2455

8.9

12.1

22.1

24.2

11

11.4

6.2

4.1

Employee

8585

10.3

11.8

23.3

28.6

12

8.2

3.9

1.9

Manual worker

2349

12.1

12.9

21.3

22.1

12.1

9.9

7

2.5

Not working

13596

9.4

12.5

18.6

20.8

11.6

10.7

10.5

5.8

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 73


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 9a. Preferred holiday destinations – by country QUESTION: Q9. What type of holiday destinations do you prefer?

Total N

% Traditional, well-known destinations

% Non-traditional, emerging destinations

% Not important, no preference

% DK/NA

27115

57

28.4

12.8

1.7

Belgium

1000

51.6

25.1

20.2

3.1

Bulgaria

1005

49

25.2

22.3

3.4

Czech Rep.

1004

59.9

24.3

13.8

2.1

Denmark

1002

47.1

38.8

11.9

2.1

Germany

EU27 COUNTRY

page 74

2009

56.7

31.9

10.3

1.1

Estonia

525

48.6

23

26.3

2

Greece

3.1

1006

61.7

25

10.2

Spain

1505

62.6

25.9

10.8

0.7

France

1504

57.4

31.9

9.7

0.9

Ireland

1000

58.6

34.7

5.1

1.6

Italy

1500

54.9

25.2

19.1

0.8

Cyprus

501

57.5

25.1

16.2

1.2

Latvia

502

40.8

38.7

17.6

2.9

Lithuania

502

49

25.5

20.1

5.3

Luxembourg

503

58.9

33.4

6.4

1.2

Hungary

1003

62.1

22.8

13.1

1.9

Malta

20.4

13.8

2.6

506

63.1

Netherlands

1003

50.4

35.1

13.1

1.4

Austria

1000

53.2

29.5

15

2.3

Poland

1507

58.9

26.7

11.6

2.8

Portugal

1006

51

25.4

19.5

4.1

Romania

1003

60

17

18

5

Slovenia

501

53.7

38.2

5.4

2.7

Slovakia

1010

62.3

19.3

16.3

2.1

Finland

1008

48.2

29.9

19

3

Sweden United Kingdom

1000

45.5

36.6

12.6

5.3

1500

59.5

30.3

8.9

1.3

Croatia

505

49.2

37.1

12.3

1.4

Norway

501

48.2

37.9

11.9

2

Iceland

504

36.2

36.8

25.1

2

Turkey The former Yugoslav Republic of Macedonia

1000

58.3

22.2

17

2.5

513

43.5

36.3

17.9

2.3


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 9b. Preferred holiday destinations – by segment QUESTION: Q9. What type of holiday destinations do you prefer?

Total N

% Traditional, well-known destinations

% Nontraditional, emerging destinations

% Not important, no preference

% DK/NA

27115

57

28.4

12.8

1.7

Male

13110

56.6

29.2

12.8

1.4

Female

14005

57.3

27.7

12.8

2.1

15 - 24

3914

50.9

38.4

9.8

0.8

25 - 39

6325

52.9

32.4

13.7

1

40 - 54

7269

57.4

28.9

12.6

1.2

55 +

9369

62

21.4

13.6

3

Until 15 years of age

4220

63.7

18.8

13.4

4

16 - 20

11914

59.5

26.1

13

1.4

20 +

7635

51.6

34.9

12.5

1

Still in education

2631

48.6

39.6

11.2

0.6

Metropolitan

4986

54.7

31.4

12.7

1.2

Urban

11684

57.7

27.9

12.9

1.6

Rural

10297

57.3

27.8

12.8

2.1

Self-employed

2455

53.6

31.4

13.4

1.5

Employee

8585

54.7

32

12.6

0.7

Manual worker

2349

58.6

27.5

12.3

1.6

Not working

13596

58.7

25.9

13

2.4

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 75


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 10a. The main expectations from a non-traditional, emerging destination – by country QUESTION: Q10. What would be your main expectation from a non-traditional, emerging destination?

Total N

% Better quality of service

% Lower prices

% Better value for money

% Local culture, lifestyle and traditions

27115

9.4

17.9

20.9

32.7

11.2

8

Belgium

1000

7.5

13.3

16.6

35.9

8.6

18

Bulgaria

1005

11.8

24.7

26.6

20.3

9.1

7.6

Czech Rep.

1004

20.8

23.5

12

29.1

6.4

8.1

Denmark

1002

6

6.4

8.7

60.7

3.5

14.6

Germany

EU27

% Better environmental quality

% DK/NA

COUNTRY

page 76

2009

8.1

11.5

23.3

34.1

15.2

7.8

Estonia

525

10.1

13.2

24.4

30.6

13.2

8.5

Greece

1006

16.6

21.1

9.8

25.1

22.2

5.1

Spain

1505

8.7

14

24.9

32.4

10.2

9.8

France

1504

6.5

18.6

20.2

35.2

10.4

9.1

Ireland

1000

11.6

11.5

29

37.7

7.1

3

Italy

1500

9.8

12.3

25.7

30.9

16.6

4.8

Cyprus

501

14.3

16.1

5

42.1

14.3

8.2

Latvia

502

5

23

13.3

35.8

14.6

8.3

Lithuania

502

7.7

28.3

25.7

17.4

8.6

12.3

Luxembourg

503

10.4

8.8

20.3

38.3

18.9

3.4

Hungary

36.2

20.6

20.9

9.9

5.3

1003

7.1

Malta

506

8.9

21.1

13.3

31.2

12

13.5

Netherlands

1003

7.6

14.7

9.5

50.1

6.6

11.5

Austria

1000

6.7

12.9

23.6

37.5

10.9

8.3

Poland

1507

9.9

42.6

14.2

19.6

7.9

5.8

Portugal

1006

5.3

16.7

23.2

29.2

12.8

12.8

Romania

1003

16.5

33.5

21.8

9.1

9.1

10.1

Slovenia

501

12.8

21.1

3.8

38.8

17.8

5.7

Slovakia

1010

13.6

20.8

25.1

21.9

6.9

11.7

Finland

1008

9.2

16.7

10.5

47.7

8.8

7.1

Sweden United Kingdom

1000

3.7

11.6

12

48.5

11.3

12.9

1500

10.4

11.9

23.1

42.4

6.3

5.9

Croatia

505

11.5

30.6

4.2

32.2

13.7

7.8

Norway

501

6.9

12

9

53.8

4.9

13.5

Iceland

504

5.1

8.9

6.9

43.9

9.6

25.5

Turkey The former Yugoslav Republic of Macedonia

1000

26.2

22.6

17.1

13.6

10.4

10.2

513

17.8

31.6

11.7

24.5

9.4

5


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 10b. The main expectations from a non-traditional, emerging destination – by segment QUESTION: Q10. What would be your main expectation from a non-traditional, emerging destination?

Total N

% Better quality of service

% Lower prices

% Better value for money

% Local culture, lifestyle and traditions

% Better environmental quality

% DK/NA

27115

9.4

17.9

20.9

32.7

11.2

8

Male

13110

9.9

16.6

22.6

31.5

11.5

7.9

Female

14005

8.9

19.1

19.3

33.8

10.9

8.1

15 - 24

3914

10.2

18.9

21.5

32.6

13.7

3.2

25 - 39

6325

10.4

18.3

22.7

35.2

8.9

4.5

EU27 SEX

AGE

40 - 54

7269

9

16.3

22.6

34.2

10.9

7.1

55 +

9369

8.7

18.5

17.9

29.9

12.1

13

Until 15 years of age

4220

8.7

20.8

21.5

22.4

12.7

13.8

16 - 20

11914

9.8

20.6

22.7

29.6

9.9

7.4

20 +

7635

9.2

11.9

19.2

43.3

10.9

5.4

Still in education

2631

8.8

17.2

18.9

35.8

16

3.4

4986

8.5

15.4

19.6

38.9

11.4

6.1

EDUCATION (end of)

URBANISATION Metropolitan Urban

11684

10

18.1

20.9

32.8

10.7

7.4

Rural

10297

9.1

18.8

21.5

29.6

11.7

9.3

Self-employed

2455

10.6

12.8

23.1

36.2

9.9

7.3

Employee

8585

9.4

13.4

22.5

39.9

9.8

5

Manual worker

2349

10

27.2

25.1

22.2

9.6

5.9

Not working

13596

9

20.1

18.7

29.3

12.6

10.3

OCCUPATION

page 77


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 11a. Information sources when deciding about holidays – most important – by country

Total N

% Personal experience

% Recommendations of friends and colleagues

% Guidebooks and magazines (commercial)

% Catalogues, brochures (noncommercial)

% The Internet

% Travel / tourist agencies

% Media (newspaper, radio, TV)

% DK/NA

QUESTION: Q11A. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?

27115

18.2

29.7

4.8

5.5

24.3

11.1

3.3

3.1

Belgium

1000

17.8

22.7

7.2

8.3

20.3

15.8

3.4

4.6

Bulgaria

1005

36.7

31.3

0.8

2.8

17.1

3.3

4.1

4

Czech Rep.

1004

27.8

32.6

6.2

8.3

13.8

8.7

1.3

1.3

Denmark

1002

16.1

20.8

6.2

9.1

37.9

3.7

4.3

2

Germany

2009

15.7

26.7

6.1

6.3

27.2

11.9

4.5

1.6

Estonia

525

19.1

35

4.5

4.1

20.4

10.6

3.4

2.9

Greece

1006

18.5

31.2

6.7

3.5

23.1

7.2

6

3.8

Spain

1505

12.6

34.1

2.9

3.1

23.7

17.7

2.2

3.8

France

1504

15.8

31.5

4.6

8.2

23.4

10.6

2.1

3.8

Ireland

1000

16.9

40.8

3.5

5.8

23.2

4.2

3.9

1.6

Italy

EU27 COUNTRY

page 78

1500

17.4

21.6

4.9

4

27.9

21

2

1.3

Cyprus

501

16

22.7

10.6

4.9

27.5

13

3.2

2.1

Latvia

502

26

37.4

5

3.8

12.3

6.1

4.8

4.7

Lithuania

502

34.3

28.5

4.1

1

17.4

7.2

1.2

6.3

Luxembourg

503

14.7

20.9

4.5

12

28.5

15.5

2.8

1.1

Hungary

1003

30.7

37.5

5.2

3.8

12.5

4

2.5

3.9

Malta

506

12.3

23.1

6.9

5.4

29.3

12.9

6.5

3.6

Netherlands

1003

16

19.9

5.5

8

36.1

9.8

2.6

2.2

Austria

1000

13

32.5

6.4

7.3

21.1

13

3

3.6

Poland

1507

24.9

36.8

4.4

3.6

19.7

4.9

2.3

3.4

Portugal

1006

19.3

29.8

3.4

2.4

18.3

11.5

2.5

12.7

Romania

1003

29.8

24.5

3.1

3.1

16.2

8.4

6.5

8.5

Slovenia

501

16

40.2

4.7

10.9

15.2

7.6

2.5

2.9

Slovakia

1010

23.2

32.3

1.7

7.9

17.3

11.7

4.1

1.8

Finland

1008

13.8

19.5

6.9

9.8

36.9

5.2

5.6

2.3

Sweden

1000

13.7

33

4.1

7.1

30.2

5.3

5

1.5

United Kingdom

1500

15.7

35

4.9

6

26.6

5.6

3.9

2.3

Croatia

505

30.2

37.9

2.4

2.7

13.1

5.9

3.7

4.2

Norway

501

12.9

29.1

3.3

7.4

37.8

3.1

3.5

2.9

Iceland

504

16.5

26.7

3

4.7

40.2

2.9

2.5

3.6

Turkey The former Yugoslav Republic of Macedonia

1000

22.4

35.6

1.9

2.1

22.3

4.6

4.1

7

513

30

25.8

2.4

5.1

16.9

12.3

3.2

4.2


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 11b. Information sources when deciding about holidays – most important – by segment

Total N

% Personal experience

% Recommendations of friends and colleagues

% Guidebooks and magazines (commercial)

% Catalogues, brochures (noncommercial)

% The Internet

% Travel / tourist agencies

% Media (newspaper, radio, TV)

% DK/NA

QUESTION: Q11A. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?

27115

18.2

29.7

4.8

5.5

24.3

11.1

3.3

3.1

Male

13110

19.4

28

4.5

5.3

28.2

8.7

3.3

2.5

Female

14005

17.2

31.3

5.1

5.7

20.6

13.2

3.2

3.7

15 - 24

3914

15.3

32.2

3.4

3

33.3

8.2

3.7

0.8

25 - 39

6325

16.3

33.6

3.7

3.6

32.1

8.4

1.3

1

40 - 54

7269

18.1

29.8

5

4.4

27.7

10.3

2.8

1.9

55 +

9369

20.8

25.9

6

8.7

12.8

14.7

4.7

6.3

Until 15 years of age

4220

18.8

29.2

4.5

6

10.7

18.8

3.9

8

16 - 20

11914

19.7

30

4.4

6

23.4

11.3

3.1

2.2

20 +

7635

16.8

28.6

5.9

5.2

31.9

7.1

3.2

1.4

Still in education

2631

15.6

33.2

4.3

3.2

32

8.3

3

0.4

4986

18.4

29.8

5.2

4.8

27.8

9.2

2.9

1.9

Urban

11684

18.4

29.4

4.9

5.5

24.7

11.1

3.3

2.7

Rural

10297

18

29.9

4.5

6.1

22.2

11.9

3.4

4

Self-employed

2455

21.6

28.2

4.6

3.8

29.1

8.5

2.5

1.7

Employee

8585

15.5

30.7

4.9

4.6

32.6

8.1

2.8

0.8

Manual worker

2349

20.2

33.1

3.5

4.6

23.9

10.1

2.6

2

Not working

13596

19

28.7

5

6.6

18.3

13.6

3.9

4.9

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION Metropolitan

OCCUPATION

page 79


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 12a. Information sources when deciding about holidays – second most important – by country QUESTION: Q11B. And what is the second most important?

% Media (newspaper, radio, TV)

% DK/NA

991

% Travel / tourist agencies

Czech Rep.

% The Internet

965

% Catalogues, brochures (noncommercial)

954

Bulgaria

% Guidebooks and magazines (commercial)

Belgium

% Recommendations of friends and colleagues

26272

EU27

% Personal experience

Total N

Base: those who mentioned a information source

12.7

29.4

7.6

9.2

18.3

11.5

5.7

5.6

14.9

18.9

8.4

10.4

19.9

14.1

6.1

7.3

14.3

34.4

4.3

6.3

18.7

7

6.6

8.3

18.1

29.2

10.3

11

14.6

9

2.5

5.3

COUNTRY

page 80

Denmark

982

8

34.4

9.9

11.9

17.9

5.9

7.5

4.5

Germany

1977

9.8

28.8

8.4

10

18.7

13.4

6.7

4.2

Estonia

510

12.8

27.6

9.3

4.9

19.5

13.7

8.4

3.8

Greece

968

12.6

26.7

8

6.4

17

8.3

7.8

13.1

Spain

1448

10.5

29.4

5.9

6.3

15.8

18

3.1

11

France

1446

9.9

27.4

5.7

13.3

17.2

12.8

4.5

9.1

Ireland

984

14.9

27.5

8.8

10.8

20.4

5.9

9.7

2.1

Italy

1481

12.5

27.8

9.1

7.6

21.3

15.1

3.5

3.1

Cyprus

490

12.5

29.2

12.6

8.6

12.1

14.8

5.8

4.4

Latvia

7

20.8

4.3

7.1

8.2

478

14.2

32.1

6.3

Lithuania

470

12.2

43.4

4.4

3.5

16.8

10.1

5.2

4.5

Luxembourg

498

12

25.2

6.6

13.5

21.5

12.6

6.2

2.5

Hungary

964

19

34.4

9.8

6.2

14.8

6

6.6

3.2

Malta

488

12.7

24.8

7.5

8.7

15.8

13.2

9.7

7.8

Netherlands

981

12

28

9.2

10.8

22.8

8.6

5.9

2.7

Austria

964

9.8

27.8

8.4

9.1

21.4

13.4

7

3

Poland

1456

18

33

8.2

6.5

18.3

5.7

6.2

4.1

Portugal

878

18.8

33.4

7

5.8

13.2

10

5

6.9

Romania

918

14.7

30.7

6.6

5.9

16

9.3

8.1

8.7

Slovenia

486

9.1

27.6

4.3

10

21.3

14.2

8.9

4.5

Slovakia

992

18.1

28.9

2.9

8.6

12.8

14.5

8.4

5.8

Finland

985

9.8

31

8.9

10.7

20.3

6

8.8

4.5

Sweden United Kingdom

985

9.7

30.3

7.4

9

21.5

7.7

7.4

7.1

1466

15

30.6

7.7

11.8

18.5

8

6.5

1.9

Croatia

484

20.8

33.4

3.3

8.6

13.4

6.8

7.6

6.1

Norway

486

8.2

31.7

8.3

10

20.9

5.7

7.6

7.6

Iceland

486

10.5

36.5

8.1

10.6

17.8

4.8

4.5

7.2

Turkey The former Yugoslav Republic of Macedonia

930

25.8

30.5

4.7

2.2

15.1

6.2

7.5

8

513

10.5

33.4

2.8

6.6

14.7

12.8

9.7

9.4


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 12b. Information sources when deciding about holidays – second most important – by segment QUESTION: Q11B. And what is the second most important?

Total N

% Personal experience

% Recommendations of friends and colleagues

% Guidebooks and magazines (commercial)

% Catalogues, brochures (noncommercial)

% The Internet

% Travel / tourist agencies

% Media (newspaper, radio, TV)

% DK/NA

Base: those who mentioned a information source

26272

12.7

29.4

7.6

9.2

18.3

11.5

5.7

5.6

Male

12783

12.7

29.7

7.4

8.5

19.7

10.5

5.9

5.6

Female

13489

12.6

29.1

7.9

9.9

17

12.5

5.5

5.6

15 - 24

3883

12.6

32.3

5.7

6.4

24.9

11

4.6

2.4

25 - 39

6264

12.5

31.5

6.6

7.5

22.5

11.4

4.7

3.3

EU27 SEX

AGE

40 - 54

7132

12.1

29.2

8

9.5

20.4

10.4

6.4

3.9

55 +

8776

13.3

27

8.9

11.4

10.8

12.4

6.3

9.8

Until 15 years of age

3882

13.5

26.8

7.1

9.7

11.2

14.6

6.2

11

16 - 20

11654

12.4

29.5

7.2

9.9

17.6

12.5

5.6

5.3

20 +

7527

12

30.1

9.3

8.8

21.3

8.6

5.9

3.9

Still in education

2620

14.2

32.5

5.4

6.5

25.2

10

4.4

2

Metropolitan

4890

12.3

32.4

7.6

8.6

20.6

8.1

5.4

5.1

Urban

11367

13.2

28.4

8

9.1

18.1

12.4

5.8

5.1

Rural

9886

12.4

29.2

7.3

9.6

17.5

12.2

5.5

6.3

2414

13.2

30.3

8.4

7.2

20.8

9

5.7

5.4

EDUCATION (end of)

URBANISATION

OCCUPATION Self-employed Employee

8514

11.9

31.4

7.4

8.4

22

10.6

5.6

2.8

Manual worker

2302

12.3

27.2

7.3

9.9

18

14

5.1

6.2

Not working

12923

13.3

28.4

7.8

10

15.5

12.1

5.8

7.3

page 81


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 13a. Attractions influencing the choice of destination – by country

Total N

% Art

% Gastronomy

% Entertainment

% Cultural heritage

% Festivals and other events

% The environment

% Others

% DK/NA

QUESTION: Q12. From the following attractions, please choose the one that has the major influence on your choice of destination?

27115

5.6

6.2

16

24.5

5.3

31.8

7.9

2.7

Belgium

1000

3.9

11.3

18.2

25.9

3.2

26.7

7.3

3.7

Bulgaria

1005

4.6

1.1

25.6

19.3

5.4

32.7

4

7.2

Czech Rep.

1004

5.1

6.8

19.5

25.1

4.9

22

14.7

1.9

Denmark

1002

3.6

5.1

7.8

40.4

3.9

21.3

16.3

1.7

Germany

2009

3

4

7.6

21.9

4

52.5

6

1

Estonia

525

3.1

1.7

17.7

28.5

5.4

30.2

10.5

2.9

Greece

1006

4.7

2

18.6

26.4

4.8

36.6

5.5

1.4

Spain

1505

8.7

12

21.4

24

4.8

20.6

5.7

2.8

France

1504

6.6

9.6

19.4

25.1

6.7

25.5

4.8

2.4

Ireland

1000

2.6

3.4

28.9

27.4

10.5

14.1

12.1

0.9

Italy

1500

12.9

8

10.5

26

2.5

37

2.7

0.4

Cyprus

501

3.5

2

24.2

35.4

2.7

26.7

3.2

2.2

Latvia

502

3.7

2.6

15.2

24.5

9

32.9

7

5

Lithuania

502

2.5

1.9

13

25.2

4.1

41.6

7.5

4.3

Luxembourg

503

3.6

12.2

14.7

25.5

6.3

35.3

1.7

0.7

Hungary

1003

4.5

3.9

12.4

20

7.2

43.2

5.7

3.1

Malta

506

4.1

3.6

20.1

29.3

3.3

32

4.5

2.9

Netherlands

1003

3.7

4.2

12.6

34.7

9

12.7

22.1

1.1

Austria

1000

3.8

6.2

10.9

25.7

4.6

40.8

5.1

2.9

EU27 COUNTRY

page 82

Poland

1507

4.3

4.4

18.7

17.9

6.1

38.7

6.1

3.8

Portugal

1006

3.8

8.7

9.7

28.3

8.2

24.6

7.7

9

Romania

1003

7.1

3.8

19.9

11.1

9.5

27.8

6.9

14

Slovenia

501

1.5

7.5

12.6

27

3.3

43

4.4

0.7

Slovakia

1010

5

6.4

21.6

22.4

5.8

21.7

13.7

3.5

Finland

1008

3.1

2.7

8.7

26.4

6.6

40.2

10.9

1.5

Sweden United Kingdom

1000

2.6

5.9

13.4

27.7

5.4

33

9

3

1500

2

3.6

24.1

29.8

5.7

15.2

17.5

2.1

Croatia

505

3.5

4.6

20.7

23.8

6.1

30.5

6.6

4.2

Norway

501

3.1

8.7

6.6

36.5

8

15.7

18.5

3

Iceland

504

0.5

3.3

11.8

17.6

6.4

44.3

10.3

5.8

Turkey The former Yugoslav Republic of Macedonia

1000

3.8

1.8

17.4

38.8

5.7

22.5

2.4

7.6

513

4.9

4.3

22.6

23.4

6.9

30.9

3.4

3.7


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 13b. Attractions influencing the choice of destination – by segment

Total N

% Art

% Gastronomy

% Entertainment

% Cultural heritage

% Festivals and other events

% The environment

% Others

% DK/NA

QUESTION: Q12. From the following attractions, please choose the one that has the major influence on your choice of destination?

27115

5.6

6.2

16

24.5

5.3

31.8

7.9

2.7

Male

13110

5.1

7.4

17.4

22.5

5.8

31.9

7.8

2.2

Female

14005

6

5.1

14.8

26.3

4.9

31.6

8

3.2

15 - 24

3914

4.9

4.9

31.1

15.7

12.9

24.2

5.9

0.5

25 - 39

6325

4.1

6.8

21.5

22.9

5.6

30.1

7.8

1.4

40 - 54

7269

5.4

6.7

12.2

25.1

4.2

35.3

9.2

1.9

55 +

9369

7.1

6

9.1

28.5

2.9

33.7

7.6

5.1

Until 15 years of age

4220

6.7

7.9

13.7

21.9

3.6

31.3

8.1

6.7

16 - 20

11914

4.4

6.3

17

23.1

5.6

32.9

8.3

2.5

20 +

7635

6.8

5.5

11.7

31

3.7

32.6

7.9

0.7

Still in education

2631

5.5

4.5

29.2

18.1

12.1

24.9

5.4

0.3

Metropolitan

4986

6.2

5.8

16.1

29

4.8

29

7.3

1.8

Urban

11684

6.4

5.6

16.7

24.6

5.7

31.1

7.6

2.3

Rural

10297

4.4

7

15.1

22.2

5.3

34.1

8.5

3.4

Self-employed

2455

5

7.5

14.4

26

5

31.3

8.7

2.1

Employee

8585

4.3

6.1

16.2

26.8

4.5

32

9.5

0.7

Manual worker

2349

4.6

8.7

20.4

16.1

7.5

33.8

6.4

2.5

Not working

13596

6.7

5.6

15.5

24.1

5.6

31.5

6.9

4.1

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 83


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 14a. Holidays plans for 2010 – by country

Total N

% A holiday with more than 13 consecutive nights

% A holiday with more than four consecutive nights

% A combination of longer holidays and shorter trips

% Short-stay trip(s) (1 - 3 nights) only

% No decision yet

% No trip at all

% DK/NA

QUESTION: Q13. What kind of holidays are you planning in 2010?

27115

15.1

19.3

8.2

6.9

28.2

21.1

1.1

Belgium

1000

18.2

16.6

5.6

4.4

30.1

23.5

1.6

Bulgaria

1005

4.5

18.9

4.9

8.6

25.5

33

4.5

Czech Rep.

1004

9.7

24.9

9

3.8

21.6

28.6

2.5

Denmark

1002

22.1

31

7.7

5.8

21.9

11.1

0.3

Germany

2009

19.7

20.6

12.8

7.3

25

14.6

0

Estonia

525

5.9

16.8

7.2

10.3

33.4

23.9

2.4

Greece

1006

14.2

22.9

8.2

13.3

26.7

14.6

0

Spain

1505

14.2

20.6

4.9

6.8

26.1

26.6

0.8

France

1504

18.5

22.1

4.4

4.3

32.6

16.7

1.4

Ireland

1000

15

23.2

10.8

7.6

32.1

10.9

0.4

Italy

EU27 COUNTRY

page 84

1500

10.5

13.5

1.4

4.7

34.5

35

0.4

Cyprus

501

9.4

27.8

3.7

6.7

33.4

17.3

1.7

Latvia

502

7

11.8

2

17.3

27.4

34.3

0.2

Lithuania

502

3.9

11.7

3.1

20.9

30.7

27.7

2

Luxembourg

503

22.6

16.1

13.5

7.9

28

10.5

1.4

Hungary

1003

5

5.4

13.7

13.2

22.9

39.7

0.2

Malta

506

8.2

30.3

2.5

2.9

19.7

34.9

1.6

Netherlands

1003

26.8

15.8

16.1

3.6

27.9

9.8

0

Austria

1000

13.9

25.2

13.7

12.9

17.7

15.8

0.9

Poland

1507

13.1

20.9

6.1

9.3

29

18.2

3.5

Portugal

1006

10.7

17.3

3.5

2.6

34.5

29

2.4

Romania

1003

7.8

15.9

5.5

10.3

23.4

33.1

4.1

Slovenia

501

11

28

14.5

12.2

23.6

9.5

1.3

Slovakia

1010

7.3

18.4

6.4

7

21.3

35.6

4

Finland

1008

11.4

23.4

17

16.4

25.3

6.3

0.1

Sweden

1000

18.4

29.2

9.9

9.3

19.3

12.5

1.3

United Kingdom

1500

17.6

18.5

14.3

5.4

29.9

13.8

0.6

Croatia

505

14.5

17

7.5

10.6

28.6

20.7

1.2

Norway

501

23.8

15.9

17.2

6.9

28.9

5

2.2

Iceland

504

12.6

21.1

12

5.7

16.3

30.6

1.6

Turkey The former Yugoslav Republic of Macedonia

1000

8.5

10.1

2.5

8.5

25.4

44.4

0.6

513

23.3

18.8

5

7.8

21.9

22.1

1


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 14b. Holidays plans for 2010 – by segment

% A holiday with more than four consecutive nights

15.1

19.3

Male

13110

16.4

20

Female

14005

13.9

18.6

15 - 24

3914

16.2

22.7

25 - 39

6325

13.9

40 - 54

7269

15.4

55 +

9369

Until 15 years of age 16 - 20 20 + Still in education

8

7.2

8.3

6.6

10.1

8.2

22.5

9.1

8.3

18.6

9.3

6.2

15.5

16.3

5.8

6

23.7

4220

10.4

13.8

2.7

6.1

11914

14.6

19.6

6.7

7.2

7635

19.1

21.3

12.7

6.9

2631

14.9

23.1

12.6

Metropolitan

4986

17.4

21.5

Urban

11684

15.7

Rural

10297

Self-employed Employee Manual worker Not working

% DK/NA

6.9

% No trip at all

8.2

EU27

% No decision yet

% Short-stay trip(s) (1 - 3 nights) only

% A holiday with more than 13 consecutive nights

27115

% A combination of longer holidays and shorter trips

Total N

QUESTION: Q13. What kind of holidays are you planning in 2010?

28.2

21.1

1.1

28.4

18.8

1.2

28

23.3

1.1

32

9.3

1.4

31.3

13.7

1.2

29.2

20.2

1.1

31.7

0.8

24.7

41.5

0.8

30.2

20.4

1.3

26.6

12.5

0.9

8

30.4

9.4

1.6

11.3

6.5

27.5

14.6

1.2

18.8

8.6

6

28.2

21.7

1.1

13.4

19

6.3

8.2

28.6

23.5

1

2455

16.2

20.6

10.5

6.9

27.9

16.8

1.1

8585

17.9

23.9

11.7

7.2

28.1

10.6

0.7

2349

11.3

18.9

3.8

7.5

36.8

19.2

2.5

13596

14

16.3

6.3

6.7

26.8

28.8

1.2

SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 85


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 15a. Having the necessary financial resources for the planned holidays in 2010 – by country QUESTION: Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? Base: who are planning a holiday in 2010

Total N

% Yes, without any major difficulties

% Yes, but we will need to make extra savings

% No, not without going into debt

% No, I cannot afford given the current financial situation

% DK/NA

21382

45.7

38.6

2.9

7.2

5.6

Belgium

765

61.7

24.6

2.4

6

5.2

Bulgaria

674

22.1

40.5

8

16.7

12.8

Czech Rep.

717

31.2

51.3

5.3

3.7

8.6

Denmark

890

75.3

16.7

1

4.5

2.4

Germany

1715

56.5

34

2

4.6

3

Estonia

399

29.1

37.5

8.3

19.9

5.1

Greece

859

25

49.3

2.9

17.2

5.6

Spain

1104

43.6

38.3

4.5

8.6

5.1

France

1252

46.5

38.7

1.3

8.4

5

Ireland

891

32.9

48.4

3.8

7.3

7.6

Italy

975

49.1

40.6

2.9

4

3.4

EU27 COUNTRY

Cyprus

414

45.5

38.8

2.6

6.8

6.3

Latvia

330

20.9

51

8

15.2

5

Lithuania

363

23.2

56.8

2.9

11.5

5.6

Luxembourg

450

64

26.8

1.9

4.9

2.4

Hungary

605

14.1

63.9

3.3

13.1

5.6

Malta

330

34.1

41.7

1.8

14.8

7.5

Netherlands

904

66.7

25.6

1.1

3.5

3.2

Austria

842

65.2

28

0.7

4

2.2

Poland

1233

26.4

49.1

4.2

10.8

9.4

715

39.1

43

1.9

7.9

8.1

Portugal

page 86

Romania

671

17.1

46.4

10.3

15.4

10.8

Slovenia

453

43.5

43.8

0.8

6.8

5.1

Slovakia

651

26.4

48.2

7.9

6.4

11.1

Finland

944

62.7

29.4

0.9

4.4

2.6

Sweden

875

64.2

26

0.9

2

6.9

United Kingdom

1293

47.7

36.8

1.7

6.1

7.6

Croatia

401

31.3

43.6

6.3

12.6

6.2

Norway

476

65

20.4

0.2

3.6

10.7

Iceland

350

55.7

26.8

4.2

5.2

8.2

Turkey The former Yugoslav Republic of Macedonia

556

31.3

32.7

10

19

7.1

400

28.3

49.9

4.1

15

2.7


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 15b. Having the necessary financial resources for the planned holidays in 2010 – by segment QUESTION: Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? Base: who are planning a holiday in 2010

Total N

% Yes, without any major difficulties

% Yes, but we will need to make extra savings

% No, not without going into debt

% No, I cannot afford given the current financial situation

% DK/NA

21382

45.7

38.6

2.9

7.2

5.6

Male

10640

50.4

35.4

3

6.1

5.1

Female

10741

41.1

41.8

2.7

8.4

6

15 - 24

3549

38.4

44.1

3.7

7.1

6.7

25 - 39

5457

37.9

46.3

3.1

7.6

5.1

40 - 54

5800

46.8

37.1

3.2

7.2

5.6

55 +

6399

55.3

30.8

1.9

7

5

Until 15 years of age

2467

44.9

36

2

10.7

6.3

16 - 20

9486

42.2

41.3

3.4

7.8

5.3

20 +

6680

54.4

33.7

2.1

5.4

4.5

Still in education

2384

35.5

46.8

4

6.2

7.4

Metropolitan

4259

47

38.6

2.8

5.7

5.9

Urban

9154

44

40.5

2.8

7.1

5.6

Rural

7878

47.1

36.4

3

8.3

5.2

Self-employed

2042

51.3

35.2

2.4

5

6

Employee

7674

49.9

38.8

2.4

4.9

4

Manual worker

1898

32.4

45.8

4.9

10.7

6.2

Not working

9683

43.9

37.8

2.9

8.9

6.5

EU27 SEX

AGE

EDUCATION (end of)

URBANISATION

OCCUPATION

page 87


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 16a. Planned destination of the main holiday in 2010 – by country QUESTION: Q15. Where do you plan to spend your main holiday in 2010?

Total N

% Resident country

% EU27

% EFTA

% EU Candidate countries

% Other European countries

% North America

% Asia

% Africa

% Pacific

% Middle and South America

% Other country

% DK/NA

Base: who are planning a holiday in 2010

21382

41

23

1.1

3.3

0.5

3.1

2.8

2.8

0.6

1.9

2.9

16.9

Belgium

765

22.7

44.1

1.7

4.4

0.3

1.7

2.8

3.5

0.2

1.1

1.1

16.5

Bulgaria

674

59.4

8.8

0.1

2.5

0

0.3

0.4

0

0

0

12.1

16.3

Czech Rep.

717

26.5

36.1

1.5

10.7

0.1

1.8

2.5

2.7

0.4

0.6

2.3

14.8

Denmark

890

20.4

38.1

3.1

2

0.7

4.1

5.4

2.5

0.9

0.9

3.7

18.2

Germany

1715

25.5

32.5

2.4

6

0.5

2.8

3.5

2.6

0.8

1.3

3

19.1

Estonia

399

33.8

31.1

3.4

2.3

9.1

1.2

3.1

1.4

0.7

0.1

4.3

9.4

Greece

859

76

9.8

0.4

0.9

0.6

1

1.1

0.3

0

0.2

1.5

8.2

Spain

1104

64.4

14.5

1.2

1.2

0.5

2

2

1.8

0.3

5.6

1.4

5.1

France

1252

49.7

11.9

0.7

0.7

0.5

2.3

2.6

6.1

0.3

2.2

3

20.2

Ireland

891

14.2

44.1

0.1

1.9

0.7

9.3

2.7

1.9

1.2

1.8

2.2

19.7

Italy

975

56

19.2

0.3

0.8

0.6

3.4

3.1

2.5

0.3

1.8

1.2

10.8

Cyprus

414

22.3

50

0.3

1.6

0.6

1.6

2.5

1.2

0.6

1

5.1

13.5

Latvia

330

34.3

24

0.3

3.1

3

0.8

3.2

1

0

0.1

2.5

27.7

Lithuania

363

53.8

13.4

1.4

4.1

0.3

1.4

0.2

3.1

0.1

0.2

7.6

14.5

Luxembourg

450

1.6

54.4

3.1

1.9

1.1

3.1

5.6

4

1.1

0.9

1.4

21.9

Hungary

605

58.2

14.9

0.2

3.7

0.4

0.5

1.1

1.9

0.2

0.4

2.7

15.8

Malta

330

6.4

58.1

2.4

1

1.3

4.8

3

0.7

2.8

0.5

6.3

12.7

Netherlands

1.5

4.2

0

3.3

4.4

2.3

0.4

2.8

3.6

21.5

EU27 COUNTRY

page 88

904

15.4

40.6

Austria

842

23.7

32.4

1.4

8.6

1.3

2.9

3.4

3.9

0.8

1.2

0.6

19.9

Poland

1233

53

15.2

0.6

3

0.2

1.2

0.3

1.9

0.2

0.3

6.1

17.9

Portugal

715

58.8

12.1

1.5

0.3

0.4

1

1.3

1.8

0.1

4.4

1.4

17

Romania

671

55.7

21.6

0.3

1.6

0.5

0.6

0.8

0

0

0.7

5.1

13.1

Slovenia

453

28.6

9.4

0.3

31.4

1.7

1

1.4

1.8

0

0.2

2.7

21.5

Slovakia

651

35.8

33

0.1

16.5

0.1

0.5

0.6

1.9

0.1

0.5

0.7

10.1

Finland

944

44.8

20

1.6

3.7

0.8

1.3

5.5

1.3

0.4

0.5

2.9

17.2

Sweden United Kingdom

875

36.4

23.6

2.3

3.1

0.6

3.3

7.4

1.3

0.9

0.9

4.2

15.9

1293

22.8

26.3

0.6

2.9

0.2

8.8

3.8

3.7

2.2

2.9

2.4

23.5

Croatia

401

77.6

9.8

0.4

0.5

2.7

0

0.4

0.3

0.2

0.2

6.9

1

Norway

476

14.3

29.9

0.6

8.2

0.4

5.3

5.6

1.1

1.2

0.8

1.7

30.9

Iceland

350

34.6

26.9

3.1

2

0

4.4

0.6

0.9

0.8

0

6.5

20.2

Turkey The former Yugoslav Republic of Macedonia

556

82.3

3.6

0.3

0.5

0

0.1

1.6

0.8

0.1

0.3

7.8

2.6

398

21.8

23.2

1.7

14

11.3

0.2

0.5

1.2

0

0.5

1.7

23.7


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Table 16b. Planned destination of the main holiday in 2010 – by segment QUESTION: Q15. Where do you plan to spend your main holiday in 2010?

Total N

% Resident country

% EU27

% EFTA

% EU Candidate countries

% Other European countries

% North America

% Asia

% Africa

% Pacific

% Middle and South America

% Other country

% DK/NA

Base: who are planning a holiday in 2010

21382

41

23

1.1

3.3

0.5

3.1

2.8

2.8

0.6

1.9

2.9

16.9

Male

10640

40.8

23.3

1.2

3.3

0.4

3.3

2.8

2.8

0.7

2.1

3.1

16.1

Female

10741

41.2

22.8

1.1

3.3

0.6

3

2.7

2.8

0.5

1.7

2.8

17.6

3549

30.5

31.1

0.5

3.8

0.9

4.5

3.2

2.4

0.6

1.8

2.6

18.2

25 - 39

5457

40.6

21.1

0.7

3.5

0.5

4

3.3

3.6

0.9

2.9

3.2

15.8

40 - 54

5800

42.1

22.8

1.2

3.5

0.3

2.4

2.5

2.7

0.4

1.9

2.8

17.4

55 +

6399

46.4

20.6

1.7

2.6

0.4

2.4

2.5

2.5

0.7

1.1

3

16.1

Until 15 years of age

2467

54.9

16.9

1

2.3

0.5

1.6

1.2

2.1

0.8

1.7

1.7

15.4

16 - 20

9486

42.7

21.1

1

3.8

0.3

3.1

2.3

2.8

0.5

2.1

3.1

17.2

20 +

6680

37

24.6

1.6

2.9

0.5

3.3

4

3.4

0.5

2.1

3.4

16.6

Still in education

2384

30

33.7

0.5

3.8

1

4.7

3.2

2

1.3

1

2.3

16.4

Metropolitan

4259

37.5

23

1.2

3.5

0.7

3.7

3.4

3.1

1

2.5

3.3

17

Urban

9154

42.3

22.5

1

3.3

0.3

3.7

3

2.7

0.5

2.1

2.8

15.8

Rural

7878

41.5

23.8

1.2

3.1

0.5

2.3

2.2

2.8

0.5

1.5

2.9

17.8

Self-employed

2042

39.1

23.9

1.4

2.7

0.5

3.2

2.6

3.2

0.7

1.5

3.5

17.6

Employee

7674

36.8

24.4

1.3

3.5

0.4

4

3.2

3.4

0.7

2.3

3

17.1

Manual worker

1898

49.2

15.7

0.7

3.1

0.1

1.5

2.3

1.8

0

3.3

3.4

18.8

Not working

9683

43.1

23.4

1

3.3

0.6

2.8

2.6

2.4

0.7

1.5

2.7

15.9

EU27 SEX

AGE 15 - 24

EDUCATION (end of)

URBANISATION

OCCUPATION

page 89


Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Annex

II. Survey details This general population survey “Survey on the Attitudes of Europeans towards Tourism, Wave 2” (No 291) was conducted for the European Commission, Enterprise and Industry Directorate General – New Approach Industries, Tourism & CSR. Telephone interviews were conducted in each country, with the exception of the Bulgaria, Czech Republic, Estonia, Latvia, Lithuania, Hungary, Poland, Romania, Slovakia and the former Yugoslav Republic of Macedonia where both telephone and face-to-face interviews were conducted (70% webCATI and 30% F2F interviews). Note: Flash Eurobarometer surveys systematically include mobile phones in samples in Austria, Finland, Italy, Portugal and Spain. Telephone interviews were conducted in each country between the 05/02/2010 and the 09/02/2010 by the following institutes: Belgium BE Czech Republic CZ Denmark DK Germany DE Estonia EE Greece EL Spain ES France FR Ireland IE Italy IT Cyprus CY Latvia LV Lithuania LT Luxembourg LU Hungary HU Malta MT Netherlands NL Austria AT Poland PL Portugal PT Slovenia SI Slovakia SK Finland FI Sweden SE United Kingdom UK Bulgaria BG Romania RO Croatia HR Norway NO Iceland IS Turkey TR the former Yugoslav Republic of Macedonia MK

page 90

Gallup Europe Focus Agency Hermelin IFAK Saar Poll Metroanalysis Gallup Spain Efficience3 Gallup UK Demoskopea CYMAR Latvian Facts Baltic Survey Gallup Europe Gallup Hungary MISCO MSR Spectra Gallup Poland Consulmark Cati d.o.o Focus Agency Norstat Finland Oy Hermelin Gallup UK Vitosha Gallup Romania Gallup Croatia Fieldwork Scandinavia Capacent Gallup Konsensus

(Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010)

Ipsos Strategic Puls

(Interviews: 05/02/2010 - 09/02/2010)


Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Annex

Representativeness of the results Each national sample is representative of the population aged 15 years and above. Sample sizes In most countries, the target sample size was 1000 respondents, but in Germany the sample size was 2000 interviews, 1500 interviews in Spain, France, Italy, Poland, United Kingdom, and 500 interviews in Estonia, Cyprus, Latvia, Lithuania, Luxembourg, Malta, Slovenia, Croatia, Norway, Iceland, the former Yugoslav Republic of Macedonia. The table below shows the achieved sample size by country. For EU countries, a weighting factor was applied to the national results in order to compute a marginal total where each country contributes to the EU-wide results in proportion to its population. The table below presents, for each of the countries: (1) the number of interviews actually carried out (2) the population-weighted total number of interviews Total Interviews Conducted Total BE BG CZ DK DE EE EL ES FR IE IT CY LV LT LU HU MT NL AT PL PT RO SI SK FI SE UK HR NO IS TR MK

30138 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513

% of Total

EU27 weighted

100 3.3 3.3 3.3 3.3 6.7 1.7 3.3 5.0 5.0 3.3 5.0 1.7 1.7 1.7 1.7 3.3 1.7 3.3 3.3 5.0 3.3 3.3 1.7 3.4 3.3 3.3 5.0 1.7 1.7 1.7 3.3 1.7

27115 571 432 573 288 4609 74 623 2472 3358 224 3304 42 128 185 25 555 22 871 456 2088 583 1187 112 294 285 492 3261

% of Total (weighted) 100 2.1 1.6 2.1 1.1 17.0 0.3 2.3 9.1 12.4 0.8 12.2 0.2 0.5 0.7 0.1 2.0 0.1 3.2 1.7 7.7 2.1 4.4 0.4 1.1 1.0 1.8 12.0

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Questionnaires 1. The questionnaire prepared for this survey is reproduced at the end of this results volume, in English. 2. The institutes listed above translated the questionnaire in their respective national language(s). 3. One copy of each national questionnaire is annexed to the results (volume tables). Tables of results VOLUME A: COUNTRY BY COUNTRY The VOLUME A tables present the European results country by country. VOLUME B: RESPONDENTS’ DEMOGRAPHICS The VOLUME B tables present the European results with the following socio-demographic characteristics of respondents as breakdowns: Volume B: Sex (Male, Female) Age (15-24, 25-39, 40-54, 55 +) Subjective urbanisation (Metropolitan zone, Other town/urban centre, Rural zone) Occupation (Self-employed, Employee, Manual worker, Not working) Education (-15, 16-20, 21+, Still in full time education) Sampling error Surveys are designed and conducted to provide an estimate of a true value of characteristics of a population at a given time. An estimate of a survey is unlikely to exactly equal the true population quantity of interest for a variety of reasons. One of these reasons is that data in a survey are collected from only some – a sample of – members of the population, this to make data collection cheaper and faster. The “margin of error” is a common summary of sampling error, which quantifies uncertainty about (or confidence in) a survey result. Usually, one calculates a 95 percent confidence interval of the format: survey estimate +/- margin of error. This interval of values will contain the true population value at least 95% of time. For example, if it was estimated that 45% of EU citizens are in favour of a single European currency and this estimate is based on a sample of 100 EU citizens, the associated margin of error is about 10 percentage points. The 95 percent confidence interval for support for a European single currency would be (45%-10%) to (45%+10%), suggesting that in the EU the support for a European single currency could range from 35% to 55%. Because of the small sample size of 100 EU citizens, there is considerable uncertainty about whether or not the citizens of the EU support a single currency. As a general rule, the more interviews conducted (sample size), the smaller the margin of error. Larger samples are more likely to give results closer to the true population quantity and thus have smaller margins of error. For example, a sample of 500 will produce a margin of error of no more than about 4.5 percentage points, and a sample of 1,000 will produce a margin of error of no more than about 3 percentage points.

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

Margin of error (95% confidence interval) Sample size (n) Survey estimate 10 50 100 150 200 400 800 1000 2000 4000 5% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7% 10% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9% 25% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3% 50% 31.0% 13.9% 9.8% 8.0% 6.9% 4.9% 3.5% 3.1% 2.2% 1.5% 75% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3% 90% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9% 95% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7% (The values in the table are the margin of error – at 95% confidence level – for a given survey estimate and sample size) The examples show that the size of a sample is a crucial factor affecting the margin of error. Nevertheless, once past a certain point – a sample size of 800 or 1,000 – the improvement is small. For example, to reduce the margin of error to 1.5% would require a sample size of 4,000. When comparing individual country results between waves, the maximum margin of sampling error ranges from ±3 percentage points (when a question was presented to 2000 respondents – in both waves) to ±11 percentage points (when a question was presented to just 150 respondents). More details on calculating the margin of error for differences between surveys can be found in Franklin’s 2007 paper: “The Margin of Error for Differences in Polls” http://abcnews.go.com/images/PollingUnit/MOEFranklin.pdf

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III. Questionnaire Q1. During 2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night? Record the actual number: _______________________ [00] – Have not travelled at all [99] – DK/NA

 GO TO Q4

Q2. And how many of these were short private trips, where you stayed away for less than four nights? Record the actual number: _______________________ [00] – None [99] – DK/NA

Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Record the actual number: _______________________ [00] – None [99] – DK/NA

IF Q3=0 OR Q1=0 Q4. What was the main reason why you did not go on holiday in 2009? [ROTATE] - Personal/private reasons ..................................................................... 1 - Financial reasons ............................................................................... 2 - Lack of time ...................................................................................... 3 - Prefer to only make short-stay trips .................................................. 4 - No motivation to take a holiday in 2009 ........................................... 5 - Concerns about safety ....................................................................... 6 - Prefer to stay at home or with family / friends .................................. 7 - Other .................................................................................................. 8 - [DK/NA] ............................................................................................ 9

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

[IF Q3 NOT EQ 0 OTHERWISE GO TO Q8] Q5. What was the major motivation for your main holiday trip in 2009? (choose one) [ROTATE] - Sun/beach .......................................................................................... 1 - Wellness/health treatment ................................................................. 2 - Rest/recreation ................................................................................... 3 - City trips ............................................................................................ 4 - Sports-related .................................................................................... 5 - Nature ................................................................................................ 6 - Culture / religion ............................................................................... 7 - Visiting friends / relatives ................................................................. 8 - [DK/NA] ............................................................................................ 9

Q6. How did you travel there in 2009? (what was the main method of transport?) [ROTATE] - Airplane ............................................................................................. 1 - Boat ................................................................................................... 2 - Train .................................................................................................. 3 - Bus ..................................................................................................... 4 - Car / motorbike .................................................................................. 5 - Bicycle (not motorised) ..................................................................... 6 - Other .................................................................................................. 7 - [DK/NA] ............................................................................................ 9

Q7. How did you organize your main holiday trip in 2009? - Travel / accommodation organised individually ................................ 1 - Travel or accommodation booked through a travel agency ............... 2 - Package tour/All Inclusive holiday booked via the Internet............... 3 - Package tour /All Inclusive holiday booked through a travel agency 4 - Other .................................................................................................. 5 - [DK/NA] ............................................................................................ 9

Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? [ROTATE] - Entertainment (movies; theatres) ....................................................... 1 - Restaurants and cafes ........................................................................ 2 - Shopping ............................................................................................ 3 - Beauty/Wellness treatments .............................................................. 4 - Sports and other activities ................................................................. 5 - [None (I would not reduce any)] ....................................................... 6 - [All of these] ...................................................................................... 7 - [DK/NA] ............................................................................................ 9

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Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2

Q9. What type of holiday destinations do you prefer? - Traditional, well-known destinations ................................................ 1 - Non-traditional, emerging destinations ............................................. 2 - [Not important, no preference] .......................................................... 3 - [DK/NA] ............................................................................................ 9

Q10. What would be your main expectation from a non-traditional, emerging destination? [ROTATE] - Better quality of service .................................................................... 1 - Lower prices ...................................................................................... 2 - Better value for money ...................................................................... 3 - Local culture, lifestyle and traditions ................................................ 4 - Better environmental quality ............................................................. 5 - [DK/NA] ............................................................................................ 9

Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans? [ROTATE] - Personal experience ........................................................................... 1 - Recommendations of friends and colleagues .................................... 2 - Guidebooks and magazines (commercial) ......................................... 3 - Catalogues, brochures (non-commercial) .......................................... 4 - The Internet ....................................................................................... 5 - Travel / tourist agencies .................................................................... 6 - Media (newspaper, radio, TV) .......................................................... 7 - [DK/NA] ............................................................................................ 9

Q11b.And what is the second most important? [ROTATE] - Personal experience ........................................................................... 1 - Recommendations of friends and colleagues .................................... 2 - Guidebooks and magazines (commercial) ......................................... 3 - Catalogues, brochures (non-commercial) .......................................... 4 - The Internet ....................................................................................... 5 - Travel / tourist agencies .................................................................... 6 - Media (newspaper, radio, TV) .......................................................... 7 - [DK/NA] ............................................................................................ 9

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Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2

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Q12. From the following attractions, please choose the one that has the major influence on your choice of destination? [ROTATE] - Art ..................................................................................................... 1 - Gastronomy ....................................................................................... 2 - Entertainment .................................................................................... 3 - Cultural heritage ................................................................................ 4 - Festivals & other events .................................................................... 5 - The environment ............................................................................... 6 - Others ................................................................................................ 7 - [DK/NA] ............................................................................................ 9

Q13. What kind of holidays are you planning in 2010? - A holiday with more than 13 consecutive nights ............................... 1 - A holiday with more than four consecutive nights ............................. 2 - A combination of longer holidays and shorter trips .......................... 3 - Short-stay trip(s) (1 - 3 nights) only .................................................. 4 - No decision yet .................................................................................. 5 - No trip at all --ďƒ GO TO DEMOGRAPHY ...................................... 6 - [DK/NA] ............................................................................................ 9

Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? - Yes, without any major difficulties ................................................... 1 - Yes, but we will need to make extra savings ..................................... 2 - No, not without going into debt ......................................................... 3 - No, I cannot afford given the current financial situation.................... 4 - [DK/NA] ............................................................................................ 9

Q15. Where do you plan to spend your main holiday in 2010? [Precoded, including the at home and within the country]

D1.

Gender [DO NOT ASK - MARK APPROPRIATE] [1] [2]

D2.

Male Female

How old are you? [_][_] years old [ 0 0 ] [REFUSAL/NO ANSWER]

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D4. As far as your current occupation is concerned, would you say you are self-employed, an employee, a manual worker or would you say that you are without a professional activity? Does it mean that you are a(n)... [IF A RESPONSE TO THE MAIN CATEGORY IS GIVEN, READ OUT THE RESPECTIVE SUB-CATEGORIES - ONE ANSWER ONLY] - Self-employed  i.e. : - farmer, forester, fisherman............................................................................ 11 - owner of a shop, craftsman ........................................................................... 12 - professional (lawyer, medical practitioner, accountant, architect,...) .......... 13 - manager of a company .................................................................................. 14 - other ............................................................................................................... 15 - Employee  i.e. : - professional (employed doctor, lawyer, accountant, architect) .................. 21 - general management, director or top management ...................................... 22 - middle management ...................................................................................... 23 - Civil servant .................................................................................................. 24 - office clerk..................................................................................................... 25 - other employee (salesman, nurse, etc...)....................................................... 26 - other ............................................................................................................... 27 - Manual worker  i.e. : - supervisor / foreman (team manager, etc...) ................................................ 31 - Manual worker .............................................................................................. 32 - unskilled manual worker ............................................................................... 33 - other ............................................................................................................... 34 - Without a professional activity  i.e. : - looking after the home .................................................................................. 41 - student (full time) .......................................................................................... 42 - retired ............................................................................................................ 43 - seeking a job .................................................................................................. 44 - other ............................................................................................................... 45 - [Refusal] ........................................................................................................................... 99

D6. Would you say you live in a ...? - metropolitan zone ........................................................................................ 1 - other town/urban centre .............................................................................. 2 - rural zone ..................................................................................................... 3 - [Refusal] ...................................................................................................... 9

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Survey on the attitudes of Europeans towards tourism 2010  

Flash Eurobarometer: Survey on the attitudes of Europeans towards tourism, Wave 2 - Analytical report