Page 1

The no. a1 tion is ... destin

TRAVEL IMAGE 2015 THE NORDIC OUTBOUND TRAVEL MARKET The largest Nordic image report on 101 outbound destinations


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© Spanish Tourist Board

1

TABLE OF CONTENTS

No.

46

3

About the Analysis

4

6

TRAVEL IMAGE 2015

DESTINATIONS

Travel Image 2015 - Destinations

7

Destination Images – How to use them

No.

Interview with the winner

7

10

14

Travel Image 2015 – The Nordic Countries Travel Image 2015 – Segments

19

24

Travel Image 2015 – Age Groups

28

Nepal – a Climber within the Himalayas

31

TRAVEL IMAGE 2015

AWARENESS & ATTRACTIVENESS

© Spanish Tourist Board

2

No.

The Second Edition Is the Hardest

Travel Image 2015 – Awareness

34

Travel Image 2015 – Attractiveness

35

Travel Image 2015 – Awareness x Attractiveness

36

What Are the Major Threats to a Destination Image? Favorite Destinations – Top 25

40

42

TRAVEL IMAGE 2015

Travel Image 2015 – Cities

43

Travel Image 2015 – Cities – The Nordic Countries Travel Image 2015 – Cities – Age Groups

44

45

City Breaks – a Never-Ending Love Story among Nordic Travellers 46

© Temaresor

© VisitBritain

14

CITIES

TRAVEL IMAGE 2015

VISITS, EXPERIENCES AND IMPRESSIONS Experience with a visited destination – and the desire to revisit

take You can ge 7 t pa a peek a

RE ’ U O Y IF S CURIOU

ns stinatio hich de about w avellers believe tr age. Nordic e best im have th

31

48

Impressions of a destination that are not visited – and the desire to visit 49

Which European destinations have the Nordic travellers visited?

50

Which destinations outside Europe have the Nordic travellers visited? Which destinations do the Nordics travellers want to visit? The Wanderlust of the Nordic Travellers TRAVEL IMAGE 2015

SPENDING

Holiday Budget 2015

54

Average Holiday Budget 2015

54

Expected change in Holiday Budget

54

53

51

50


THE SECOND EDITION IS THE HARDEST

B

y now you are reading the second edition of our Travel Image. Last year we were excited about the very first publication, and yet we worried. We worried about the reception, and we worried that nobody would be able to use the statistics that we had gathered for you. Luckily those concerns were unfounded. The immediate reaction from the industry was positive, and over the past year, the continuing feedback has been both positive and supportive. Many of you have found the results exciting and usable – just like we had hoped.

However, this year our publication must stand its real test, because it is in the second edition that we must prove to you that Travel Image 2014 wasn’t just a whim or a one-time occurrence. Travel Image is a recurring publication. WHO GOES UP, WHO GOES DOWN? One of the interesting parts about the second edition is that we can now start comparing the developments over time. Who is climbing up the latter and who is dropping down? For each chart, we have indicated how many places a destination has climbed or fallen since 2014. The coloured arrows make it quick and easy to get an overview. In general it seems that awareness is more or less the same as last year, while attractiveness has changed. We find that quite interesting but perhaps not a big surprise.

Publisher: Henrik Koch – hek@related.dk Editor in Chief: Trine Abild – tra@related.dk Media Sales: Henrik Koch – hek@related.dk Research & Analysis: A&B Analyse Content: Related

4

Travel Image 2015

Art Direction & Design: Strups Prepress & Print: Digitalhuset Circulation: 9,400

13 NEW MEMBERS OF OUR FINE CLUB This year we have added 13 new destinations to our list. This is partially because things in the industry have changed, and also because we, since last year, have been overwhelmed by feedback from the destinations that were not featured on our list. Several of those destinations are featured this year and the Caribbean is now separated into its respective destinations instead of being merged into one.

This essentially makes our list longer, and this year we feature 101 destinations. That is why some destinations may have dropped on our list despite the fact that they actually scored higher than last year. So before you draw any conclusions about a particular destination, keep that in mind. The calculation methods are exactly the same this year as they were last year, which makes the numbers between 2014 and 2015 absolutely comparable.

NEW INFORMATION AND MUCH MORE DATA Additionally, we have chosen to include a number of charts that indicate the travel habits of the Nordic travellers. These charts will tell you where they have been, what their impressions of the destinations were, which destinations are doing well, which are doing poorly, how much money are the Nordic travellers willing to spend – and most important – are they expecting to spend more in 2015 than in 2014. We have gathered so much data that we couldn’t fit it all in this edition. However, if you are interested in the data that we left out, please feel free to send us an e-mail at: travelreport@related.dk

Furthermore, this year we have not produced a new Travel Behaviour & Destination Images, since our almost 200-page long 2014 edition covered both 2014 and 2015. If you missed it last year, you can now buy it with a 50% discount. Contact Related at: travelreport@ related.dk Whether this is the first time you hear about our Travel Image or you are a recurring reader, I hope that you find our material both exciting and usable. Enjoy your reading! Henrik Koch CEO, Related

Related: Jyllandsgade 8 • 7100 Vejle • Denmark Kungsgatan 37, 8 • 111 56 Stockholm • Sweden


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+ Book your Iceland adventure at www.icelandair.com


ABOUT THE ANALYSIS The analysis behind Travel Image 2015 has been produced in collaboration with A&B ANALYSE A/S.

THE RESPONDENTS The analysis was conducted based on a representative cross section of people from the largest provider of panellists in the Nordics, M3 Research.

The panellists’ demographics were registered, and based on this, a simple and random selection of Swedish, Danish, Finnish and Norwegian citizens was drawn. These panellists then received an online questionnaire that they answered via PC or tablet.

REPRESENTATIVITY The study encompasses responses from 2,200 people over the age of 18, distributed reasonably even across the four Nordic countries. It is in all aspects a very large study, which ensures a high degree of statistic certainty but also ample opportunity for breaking down the background data. The gathered data has been weighted according to gender, age and geography, making the responses representative of the four Nordic countries. To make the analysis as accurate as possible, the four Nordic countries were included in the questionnaire. However, the citizens of each individual country couldn’t select their own country as a preferred holiday destination. Swedes were for example able to select Denmark, Norway or Finland as a preferred destination, but not Sweden. 6

Travel Image 2015

As such, if for example Sweden appears on a list, it’s expressive of the share of responses that were received from the other three countries. THE IMAGE INDEX The image index has been calculated based on the respondents’ ranking of each individual destination. The value has been calculated with two dimensions as points of reference: awareness and attractiveness. The better you know a destination and the higher you rank it – the higher the image value. The calculation also includes several measurement criteria that for example take into account whether the awareness is based on visits to the destination or an “undocumented” assessment. This calculation provides an image value that makes it possible to rank the rated destinations in relation to each other. Higher value means better image.

The data was collected in the period from January 26th to February 8th, 2015. René Frederiksen A&B ANALYSE A/S


© Spanish Tourist Board

TRAVEL IMAGE 2015

1

No.

SPAIN

2

No.

USA

3

No.

SCOTLAND

Travel Image 2015

7


TRAVEL IMAGE 2015 Here you can see the complete image index for 101 destinations, as rated by Nordic travellers across the four Nordic countries. You can read more about the background for the index on page 6 and 10-13. The indexes for each of the four Nordic countries can be seen on pages 20-23.

The winner is ...

1. Spain 1. New Zealand 1. Spain 2. USA

3. Scotland

4. Denmark 5. Italy

6. Australia 7. England

8. New Zealand 9. Norway

10. Iceland

11. Germany 12. Ireland

13. Austria

14. Portugal

15. Netherlands 16. Sweden

17. Switzerland 18. Japan

19. Canada 20. Wales

8

Travel Image 2014 2015

394.7 À7 396,1 394.7

7

391.7 Â

0

393.4 À 391.5 À 391.4 À

2 3 1

388.4 Á

-1

385.9 Á

-7

386.1 Á 381.9 À 381.8 À 378.6 À 376.5 À

-5 5 1 5 1

372.5 Á

-3

366.1 À

6

372.4 À 364.6 À

3 2

363.4 Á

-2

361.3 Á

-10

361.6 À 360.5 Á

5

-1


21. France

359.0 Á

-1

62. Aruba

261.5 Â New

23. Greece

337.8 À

5

64. Argentina

260.5 Á -17

22. Finland 24. Greenland 25. Maldives 26. Thailand 27. Malta

28. Luxembourg

29. Czech Republic 30. Faroe Islands 31. Croatia

32. Mauritius 33. Bahamas 34. Hungary

35. Singapore 36. Cyprus

37. Belgium

38. Barbados 39. Estonia

40. US Virgin Islands 41. Brazil

42. Puerto Rico 43. Seychelles 44. Nepal

45. Poland

46. Madagascar 47. Philippines 48. Vietnam 49. China

50. Mexico 51. Dubai

52. Latvia

53. Jamaica

54. Slovakia

55. Malaysia 56. Cuba

57. South Africa 58. Slovenia

59. Dominican Republic 60. Chile

61. Cape Verde

345.0 À

7

336.9 Á

-2

332.6 Á

-2

336.1 À 331.9 Á

6

-1

325.2 Â New 324.0 À

6

323.7 Á

-3

320.6 À

10

317.7 À

4

315.6 Á

-4

322.4 À

8

320.3 Â New 316.6 Á -10 311.8 Â

0

308.9 Â New 308.4 Â New 307.5 À

1

300.7 Á

-8

289.2 À

1

299.5 À

4

287.8 À

15

277.6 Á

-17

286.6 À 277.2 À

12 5

276.8 Á -14 275.4 Á

-6

274.4 Â

0

275.4 À

1

273.5 Â New 272.7 Â New 272.6 À

11

268.7 Á

-1

271.9 Á

-7

268.2 Á -12 267.0 À

7

264.4 Á

-5

263.4 Á

-12

264.1 Á

-7

63. Fiji

65. Lithuania

66. Indonesia 67. Peru

68. Venezuela

69. South Korea

70. Trinidad and Tobago 71. Costa Rica 72. Sri Lanka 73. India

74. Kenya

75. Abu Dhabi 76. Tanzania 77. Ecuador

78. Macedonia 79. Morocco 80. Israel 81. Laos

82. Bulgaria

83. Bosnia and Herzegovina 84. Jordan

85. Namibia 86. Egypt

87. Serbia

88. Tunisia 89. Turkey

90. Panama 91. Qatar

92. Zimbabwe 93. Colombia 94. Gambia 95. Burma 96. Russia 97. Oman

98. Albania

99. Rwanda

100. Romania 101. Pakistan

261.0 Á -27

260.3 Â New 250.0 Á

-6

244.7 Á

-27

239.0 Á

-5

244.6 À

3

236.7 Â New 233.9 Á 232.6 Á 227.0 Á

-8

-16 -4

221.0 Á -13 210.7 Á

-1

208.6 Á

-7

206.3 Á

-7

210.4 Á -10 208.6 Á 204.4 Á

-9 -5

197.9 Â New 197.0 Á

-5

188.4 Á

-8

195.6 Á

-4

186.8 Â New 178.8 Á 167.6 Á

-6 -4

165.3 Á -10 165.3 Á -30 161.1 Á -23 158.4 Á -18 153.5 Á -10 152.4 Á

-8

146.1 Á -10

141.6 Â New 128.8 Á -10 128.1 Á -16 117.7 Á -11

99.3 Â New 97.2 Á -12 15.4 Á -12

Travel Image 2014 2015

9


DESTINATION IMAGES – HOW TO USE THEM

Everybody is talking about destination images, and we all agree on their importance. But only very few actually use them actively. Because how exactly do you work actively with the numbers? And how do you measure whether or not your own work is a success? Our Travel Image gives you the answer to both these questions. The index is calculated based on several indicators, and if we take a closer look at each of these indicators, a world of possibilities to evaluate, measure and improve opens up.

10

Travel Image 2015


I

t’s no secret that we have been commended for our Travel Image, but it also isn’t a secret that we have been asked a lot of questions about how we calculate an image, what an image consists of and how to work actively on improving your image. In this article I want to answer these questions. I want to answer them by explaining the indicators, by exemplifying and examining this year’s winner – Spain. MEASURABLE AND COMPARABLE The goal of the Travel Image has always been to make an image measurable and comparable. It took a lot of thinking and deciding before we – in cooperation with a renowned analysis agency – managed to develop a valid model of measurement.

I have to make it perfectly clear, of course, that our Travel Image is not the only way to measure an image. However, I feel that this is a qualified approach.

We actually wanted to make it even more specific, as one of the problems when discussing image analysis is that it often ends up being blurry, and we forget exactly what we were arguing. To be able to discuss the premises of an image, compare images and work actively to improve your image, it is important to know the indicators and what is being measured. THE FOUR PILLARS OF AN IMAGE Travel Image is built on 4 parameters, which are explained below:

1. Awareness 2. Attractiveness – among those who have visited the destination 3. Attractiveness – among those who have not visited the destination 4. Favourite destinations

1. AWARENESS Awareness is basically how many people know about your destination. In Travel Image it is defined as those who feel that they know your destination well enough to have formed an opinion about it. It does not indicate whether or not people have actually visited your destination, or if they can point to anything in particular (for example a sight), only that they know of the destination and have an opinion about it.

It can be discussed whether awareness should be included in an image evaluation; we chose to include it because we believe it is a crucial parameter in making the destinations comparable.

Example: If you are a small and unknown island jewel that is only visited by approximately 100 travellers a year, all with relatives on the island, you will have a high ranking in attractiveness for this particular group, but the evaluation is based on very little data. When you attract so little awareness it will naturally have an impact on your image. This is why awareness is a parameter in the Travel Image. 2. + 3. ATTRACTIVENESS Attractiveness is a very important parameter when discussing image. It is so important that we decided to split it into two:

• Experiences: image among those who have visited the destination

• Impressions: image among those who have NOT visited the destination These are two completely different things and two completely different ways to gain success. Experiences are about providing a great experience to those who are visiting (and meeting or exceeding their expectations). Impressions are about branding and advertisement (and about gaining ambassadors in the people who have already visited your destination).

It therefore makes sense to evaluate the two parameters separately when examining how to improve your image. For this reason and others, we have chosen to include some of these numbers in this year’s Travel Image publication (the numbers are found on pages 48-49). 4. FAVOURITE DESTINATIONS When we ask people to evaluate a number of destinations, many of these destinations will receive positive feedback. Many destinations will receive a “I would like to visit”, which might not give a 100% correct picture of where the person actually wants to go, and most certainly not where he or she dreams of going. To accommodate this issue, we have included an “I want to go” Travel Image 2015

11


factor where the respondent is asked to mention three of their favourite destinations. It is an open question with no predefined alternatives, which means that a combination of awareness, attractiveness – the overall image of the destination – will define the respondent’s answers. This evaluation is a part of the 4th and final parameter.

CHANGE OF AN IMAGE To give a practical example of image development, how the perception of an image changes and how the complexity of the image ranking works, we will use this year’s winner, Spain, as an example. Spain has managed to climb from its 8th place in the 2014 report to number one in 2015. This jump has happened for several reasons. Below we explain how this repositioning is reflected in the four parameters.1

CHANGE IN AWARENESS When we examine the awareness index (page 34) as an isolated parameter, Spain has climbed from number 6 (in 2014) to number 4 (in 2015). This means that apart from our closest neighbours of Denmark, Sweden and Norway, Spain is now the destination that Nordic travellers know the best. Spain

Value

Ranking

2014

138.1

6

Difference

+5.9

+2

2015

144.0

4

This particular development is quite impressive, considering that awareness is a hard parameter to change. No other top 40 country has managed to climb more than 3 places from 2014 to 2015. It is a long process to change the awareness of a destination. It demands patience and an intense and consistent level of communication, in different media and on all types of platforms, in order to make an impact.

Those that managed to climb the awareness index ladder the most in 2015 are Fiji (+5), Italy (+3), Hungary (+3) and Mauritius (+3).

CHANGE IN ATTRACTIVENESS When we examine the attractiveness index (page 35), Spain has moved from number 13 to number 8 across all four Nordic countries. Spain is especially attractive

in Finland, climbing 7 places from number 20 in 2014 to 13th place in 2015. Other destinations that have made the most positive impact on their attractiveness in the 2015 Travel Image are: Slovakia (+17), Mauritius (+15), Nepal (+15) and Poland (+13). Spain’s success is on its own quite interesting and mostly explains the overall progress on the overall Travel Image list. However, to be able to use the numbers actively, you need to use the numbers behind the index. This includes what the people that have visited the destination have to say, and what the people that haven’t visited the destination have to say. EXPERIENCES – THOSE WHO HAVE BEEN THERE These numbers provide an indication about the quality of the product and how tourist expectations were met. Positive and would like to revisit

Spain

Negative

Positive

2014

2.5%

27.0%

70.5%

0.1%

0.6%

-0.6%

2015

Change

2.6%

27.6%

69.9%

In 2015, 2.6% of the past visitors to Spain had a negative experience, while 27.6% had a positive experience and 69.9% would like to revisit. Loyal and revisiting travellers are the best brand ambassadors that a destination can ever have. It is something that all destination marketing organizations crave.

In the case of Spain, it is worth mentioning that +0.1% had a negative experience and less people are interested in revisiting (-0.6%) compared to 2014. These insights are valuable and it is important to investigate whether or not this is a lasting tendency or just some unfortunate factors. EXPERIENCES ARE IMPORTANT Experiences can be used for explaining many things. Belgium, for example, has a ‘positive experience’ index of 61.5% and a ‘positive would-like-to-revisit’ index of only 33%. This can indicate that the travellers had a positive visit but also feel that they saw what needs seeing in Belgium. This further indicates that the country of Belgium and the travel agents haven’t succeeded in communication the possibilities of the destination. If we look at the United States of America, they are the

1/ This will be the technical explanation – go to page 14 to read our interview with the Spanish Tourist Board about their reflections on this positive change. 12

Travel Image 2015


complete opposite. They actually have a ‘positive experience’ index of 19.4% and a ‘positive would-like-torevisit’ index of 77.1%. This indicates that after visiting the US, travellers discovered more possibilities.

‘Experiences’ is a heavy parameter in the Travel Image. If you improve on this parameter, your image value will climb. In 2015, Madagascar took an exceptionally bad hit this year in this regard. 23.1% of the visitors had a negative experience. In 2014 the figure was 0.0% and as a result, they have dropped 17 places on the image list from number 29 to 46.

nesses and indicates in which direction you are moving in comparison to your competitors. My hope is that because of this Travel Image 2015 can not only be used to evaluate your development and where to focus in the future, but also as a means to measure the results of your initiatives when we publish Travel Image in 2016.

IMPRESSIONS – THOSE WHO HAVEN’T VISITED This year the amount of Nordic travellers with a negative impression of Spain has declined and at the same time the amount of people who wants to visit has exploded. Positive and would like to revisit

Spain

Negative

Positive

2014

7.8%

42.4%

49.8%

6.4%

7.8%

2015

Change

6.4%

-1.4%

36.0%

57.6%

This could indicate that Spain has succeeded in profiling their product in a highly positive way. Everything is pointing to a successful branding strategy in the form of promotional messages, advertising and/or information from the tour operators, the travel agencies or the airlines, as well as news stories in the media, social media and positive word of mouth. FAVOURITE DESTINATIONS Spain comes in at number two on the favourites list. 19.5% rank Spain as one of their top 3 destinations. This is one step up since last year and contributes to the overall success on the overall image list. Last year, Australia was one step ahead of Spain, this year the two destinations have switched places. For the second year in a row, USA is the most popular destination: 34.9% names USA as one of their top 3 favourite destinations, which is 15.4% more than Spain. GET TO WORK This account illustrates that an image is a complex matter, but if you break it down in parts, it becomes much easier to work with actively. The Travel Image index provides an exact picture of your strengths and weak-

HMenanragikingKDoircechtor, Related Henrik Koch has been the Managing Director at Related since 2006. Related has offices in Denmark and Sweden and is one of the largest PR and Marketing agencies in the Nordic countries. Related produces the Travel Image – this year for the second time.

Related has specialized in helping destinations, regions, airlines and other operators in the travel industry attract Nordic travellers. It was Henrik who came up with the idea for the Travel Image and he has since developed the calculations behind the index in cooperation with the analysis agency A&B Analyse.


© Spanish Tourist Board

ber of

the num

ELLERS V A R T C NORDI TING SPAIN VISI wn by 41.1% rs In 4 yea

has gro on in 2010 to milli from 3.5

ON 5 MILLI14 IN 20

14

Travel Image 2015


SPAIN’S REVIVAL ON THE GOLDEN THRONE Spain has been a popular charter destination for centuries, attracting Nordic travellers since the mid-fifties. These past few years, the country has reinvented its offers and products, creating a revival for destinations like the Canary Islands, Mallorca and Ibiza. Spain has a lot to offer that attracts the Nordic visitors: warm climate all year round, sunny beaches, tasty food, an interesting history, genuine culture and contemporary modern cities.

W

e asked Octavio González Manteca, Nordic Director of the Spanish Tourist Board, why he thinks Spain has managed to climb 7 places from last year, taking over the golden throne from New Zealand. Congratulations! Spain is the winner in the 2015 image report. Why do you think the image of your country has improved so much since last year? This is the result of a process that has taken place over several years. We have seen an intense growth of offers and demand for trips to Spain. The number of direct flights has increased significantly as well as the variety of destinations within our country.

Why do you think your destination is so popular among the Nordic people, and what is the reason for the revival of the Canary Islands, Mallorca and Ibiza in the Nordic countries? The climate is obviously an important factor, as well as the sun and beaches. The Balearic and Canary Islands are considered safe destinations, suitable for families. Gastronomy is growing in importance; we can see that the Basque Country, for example, is positioning itself in this segment, attracting Nordic gourmands. The lifestyle is also a very important aspect of our image; it’s a notion which includes references to the friendly and welcoming nature of the population, and the Spanish culture is perceived as interesting and genuine. The Canary Islands, Mallorca, Ibiza and also Menorca are

renovated destinations with a powerful and dynamic tourist industry. How much does a city magnet like Barcelona influence the overall image and attractiveness of the destination? Barcelona has contributed to Spain’s profile as a city break destination and has also boosted the image of Spain’s offers for meetings and conferences. Barcelona stands for modernity and openness and has helped portray Spain as a country with a strong culture. Many Spanish cities have followed the path of the post-Olympic effect of Barcelona. One example is Malaga, a city that has renewed its seaside front and created museums such as the Picasso Museum. Today Malaga is a culturally attractive and charming city. And we shouldn’t forget the impressive architectural development of Valencia, the new developments in Palma de Mallorca and Las Palmas.

Spain has been a holiday destination for Nordic travellers for decades - what is the secret weapon that now makes Spanish destinations boom? Spain was the first destination that introduced the Nordic people to sun and beach holidays in the 50’s and the 60’s and we have been dominating the market ever since. As one of the first tourist industries in the world, we have a strong capacity for renovating and adapting to demands. I also think that the professional character of our tourism branch is an important factor - it has Travel Image 2015

15


© Spanish Tourist Board

been a worldwide pioneer in many aspects. Some of our hotel chains have become important Spanish multinational companies, and we can see how our tourist concept is being exported by other countries. We also have the multifaceted character of our destinations: you can go swimming in the sea, go skiing in the mountains, visit big cities, discover genuine small towns full of history and art, and experience first class football matches. How is your future strategy? We will broaden our offers and highlight the importance of our great products of gastronomy and wine. Cultural tourism and cities are also some of our priorities. Seasonality, new destinations and increasing the power of our brand are other focus areas.

What are the upcoming regions or destinations in Spain? Some of the new destinations are Green Spain, in the north of Spain, close to the Cantabrian area and the Biscay Bay, the Pilgrims Way to Santiago and the new Bilbao. San Sebastian will also be European Capital of Culture in 2016. And of course, on our islands and along the Mediterranean coast there are more and more destinations that are becoming more and more attractive: 16

Travel Image 2015

Costa de la Luz, Almería, the Andalusian cities, Valencia and Castellón, to mention a few. In 2014 Spain was the country with the third most World Heritage Sites in the world, 44 in total. The cultural power of many cities in the inland in combination with their genuine character, the landscape, the nature and the gastronomy are important elements to boost this part of our country.

Facts

97.4% say they had a positive experience of their visit to Spain and 69.8% would like to visit again. Only 2.5% have had a negative experience. Older couples and families with children have the biggest desire to visit Spain. Looking at the age groups, people between 35-49 years of age rank Spain the highest.


© Maldives Marketing & Public Relations Corporation

TRAVEL IMAGE 2015

THE NORDIC COUNTRIES SEGMENTS

AGE GROUPS

Travel Image 2015

19


TRAVEL IMAGE 2015

THE NORDIC COUNTRIES Here you can see the image index as split over the four Nordic countries.

TRAVEL IMAGE 2015

SWEDISH TRAVELLERS 1. England

403.7 Â

0

35. Malaysia

314.8 À

8

3. Italy

396.4 À

5

37. Brazil

309.8 Á

-14

2. USA

4. Scotland 5. Spain

6. Denmark 7. Norway

8. New Zealand 9. Iceland

10. Australia 11. Ireland

12. Mauritius

13. Netherlands 14. Germany 15. France 16. Japan

17. Portugal 18. Greece

19. Austria

20. Finland

21. Switzerland 22. Croatia

23. Thailand 24. Wales

25. Barbados 26. Canada

27. Madagascar 28. Maldives

29. Singapore 30. Bahamas

31. Seychelles

32. Czech Republic 33. Cyprus

34. Cape Verde 20

Travel Image 2015

399.9 À 386.1 Â 384.6 À 383.5 À

1 0 6 8

380.6 À

13

378.1 À

15

375.6 À

6

379.1 Á 377.8 Á

-2 -8

359.2 À

18

357.4 À

7

359.0 À 356.9 À 356.6 À 354.3 Á 353.8 À 353.3 Á 349.2 À 349.0 Á

20 4

11 -1 8

-10 8

-4

348.7 À

17

339.0 Á

-9

342.1 Á 336.6

-1

 New

335.8 Á 335.5 Á

-19 -2

333.0 Â New 329.7 Á

-16

323.3 À

26

329.2

 New

322.3 À 319.1 À 316.6 À

5 2

20

36. Vietnam

38. Dominican Republic 39. Aruba 40. Malta

41. Luxembourg 42. Jamaica

43. Greenland

44. Faroe Islands 45. Mexico

46. Puerto Rico 47. Belgium

48. Hungary 49. Estonia

50. Philippines 51. Indonesia 52. China

53. Dubai 54. Chile

55. Trinidad and Tobago 56. US Virgin Islands 57. Slovenia 58. Fiji

59. Poland 60. Kenya 61. Cuba

62. Nepal

63. Slovakia

64. South Africa 65. Ecuador

66. Argentina 67. Latvia 68. Laos

311.7 À 309.6 À

2 3

309.4 Â New 309.0 Á

-4

307.8 Â New 306.2 Â New 305.4 À

15

298.2 Á

-10

296.6 Á

-14

293.4 À

3

296.7 À 295.3 Á

5

-2

290.3 Â New 290.1 Á

-1

284.5 Á

-8

283.4 Á

-14

279.7 Á

-27

275.9 Á

-46

274.7 À

4

285.8 À 284.4 Á

5

-1

281.8 Â New 278.7 À 275.2 À 274.6 Á

5 9

-8

273.0 À

12

270.6 Á

-17

262.5 Á

-20

272.3 À 269.1 Á

3

-4

260.1 Â New 254.4 Â New

69. Costa Rica

254.3 Á

-27

71. Peru

248.8 Á

-40

244.1 Á

-6

243.4 Á

-27

70. Morocco

72. Lithuania

73. Macedonia 74. Jordan

75. Sri Lanka 76. India

77. Venezuela

78. South Korea

250.8 À

3

246.4 Â New 243.6 À 242.7 Á 232.2 Á

5

-16 -1

224.8 Á

-15

80. Bosnia and Herzegovina 223.0 Á

-8

82. Abu Dhabi

-17

79. Namibia

224.3 Â New

81. Bulgaria

220.4 Á

83. Zimbabwe

212.8 Á

84. Tunisia 85. Turkey 86. Israel

87. Tanzania 88. Egypt

89. Serbia

90. Gambia

91. Colombia 92. Oman

93. Burma

94. Panama 95. Qatar

96. Albania 97. Russia

98. Rwanda

99. Romania

100. Pakistan

218.6 Á 210.1 Á

-1 -1 -6

210.1 Á

-29

201.2 Á

-17

204.8 Á 199.6 Á 194.1 Á

-1 -5 -8

193.7 Á

-13

187.1 Á

-21

189.2 Á 182.8

-22

 New

179.3 Á

-35

163.0 Á

-10

163.2 Á 134.4 Á 123.1

-20 -13

 New

101.4 Á 81.9 Á

-11 -13


© Singapore Tourism Board

TRAVEL IMAGE 2015

DANISH TRAVELLERS 1. New Zealand

427.2 Â

0

35. Luxembourg

302.5 Â New

69. Cape Verde

216.0 Á

-36

3. Spain

404.6 À

2

37. Madagascar

300.4 Á

71. Israel

203.2 Á

-2

2. Australia 4. Scotland 5. England 6. Italy 7. USA

8. Canada

9. Germany

10. Iceland

11. Greenland 12. Portugal 13. Wales

14. Ireland

15. Norway 16. Austria 17. France

18. Netherlands 19. Japan

20. Sweden

21. Switzerland 22. Malta

23. Finland

24. Bahamas

25. Faroe Islands 26. Thailand

27. Maldives 28. Greece

29. US Virgin Islands 30. Czech Republic 31. Singapore

32. Seychelles 33. Jamaica 34. Nepal

406.4 À 402.4 À 401.6 À 393.2 Â

2 5 2 0

390.9 Á

-4

387.1 À

6

388.9 Â 384.6 Â

0 0

383.4 Á

-9

380.5 À

8

381.4 Â 380.0 À 376.5 À

0 9 1

376.0 Á

-2

364.0 Â

0

371.9 À 363.7 À

9 6

361.7 Á

-9

345.3 Â

0

354.4 Á 339.5 À

-2 6

336.7 Â New 332.3 Á

-8

329.2 À

9

329.6 Á 328.4 À

-2 6

324.7 Á

-16

306.7 À

7

311.3 À 305.8 À

18 5

303.6 Â New 303.1 À

16

36. Hungary 38. Belgium

39. Barbados 40. Brazil

41. Vietnam 42. China

43. Mauritius 44. Estonia 45. Cyprus

46. South Africa 47. Puerto Rico 48. Latvia 49. Peru

302.2 À

17

297.4 À

1

291.8

 New

287.4 Á

-13

279.1 À

8

287.2 À 275.1 Á

-13

272.1 Á

-4

275.0 Á

53. Argentina

54. Philippines 55. Poland 56. Kenya

57. Malaysia 58. Chile

59. Indonesia 60. Mexico 61. Dubai

265.6 Â 262.3 Á 258.6 Á 258.1 À

63. Lithuania 64. Slovakia

65. Costa Rica 66. Tanzania

67. South Korea 68. Slovenia

-7

-20 -6 0

-12 -9 8

257.7 Á

-2

249.8 Á

-32

243.9 Á

-13

234.0 À

3

250.9 Á 244.8 À 243.5 Á

62. India

-6

271.4 Â New 267.0 Á

52. Croatia

7

277.0 Â New

270.7 Á

51. Cuba

-9

287.3 Á

271.0 Á

50. Fiji

-2

-2 2

-17

233.2 Â New 232.8 À

6

230.9 Á

-5

225.2 Á

-9

227.7 Á 220.7 Á

-9

70. Sri Lanka

209.9 Á

72. Venezuela

73. Dominican Republic 74. Morocco 75. Jordan

198.0 Á 193.9 Á 189.4 À

76. Ecuador

183.4 Á

77. Abu Dhabi

179.7 Á

78. Laos

79. Aruba

203.2 Á

-14 -4 -2 -2 2

-1

-18

177.1 Â New

80. Trinidad and Tobago

171.8 Â New 168.8 Â New

81. Bosnia and Herzegovina 160.9 À

2

82. Egypt

157.8 Á

-9

84. Colombia

148.7 À

2

83. Bulgaria 85. Namibia 86. Tunisia 87. Turkey 88. Russia

89. Burma

90. Panama

91. Macedonia 92. Zimbabwe 93. Serbia

94. Gambia 95. Qatar

96. Romania 97. Oman

98. Rwanda 99. Albania

100. Pakistan

150.6 Á

-4

148.5 Â New 143.1 Á

-12

137.9 Á

-8

143.1 Á

-24

125.2 Â New 122.1 Á

-22

110.8 Á

-14

114.2 Á 109.1 Á 95.9 Á

-15 -11 -9

80.9 Á

-31

69.6 Á

-13

70.1 Á 64.2

-15

 New

17.6 Á

-30.3 Á

-12 -12

-2

Travel Image 2015

21


© Visit Flanders

TRAVEL IMAGE 2015

FINNISH TRAVELLERS 1. Australia

410.2 À

3. Scotland

406.0 Á

2. New Zealand 4. Spain

5. Ireland

6. Germany 7. Italy

8. Switzerland 9. Denmark

10. Austria 11. USA

12. Norway 13. Canada

14. Portugal

15. Netherlands 16. Iceland 17. Japan

18. Wales

19. US Virgin Islands 20. France

21. Estonia

22. England 23. Sweden

24. Hungary

25. Luxembourg 26. Singapore

27. Czech Republic 28. Greenland 29. Thailand 30. Cyprus

31. Barbados 32. Malta

33. Belgium 34. Croatia 22

Travel Image 2015

407.8 Á

14

35. Bahamas

321.7 Â new

69. Burma

219.7 Â new

-1

37. Greece

321.2 Á

-11

71. Bulgaria

214.2 Á

315.7 À

11

312.7 À

28

-1

393.6 À

12

392.0 À

5

392.2 À 391.4 À 391.3 Â 390.6 À

2 4 0 3

390.5 Á

-5

386.0 Á

-3

381.4 À

5

386.7 À 383.0 Á 378.9 À 376.7 Á 375.8 Á 375.7 Â 371.3 À 362.8 À

6

-3 5

-13 -11 0

34 4

361.7 Â new 359.3 Á

-18

358.0 Á

-2

356.7 Á

-5

348.4 À

18

334.4 À

1

358.4 Â

0

357.2 Â new 348.7 À 335.6 Á

6

-2

333.9 Â new 331.7 Á

-7

324.5 À

3

331.3 Á

-1

36. Dubai 38. Brazil

39. Slovenia 40. Slovakia 41. Chile 42. Peru

43. Puerto Rico 44. Poland

45. Mauritius

46. South Korea 47. Venezuela

48. Faroe Islands 49. China

50. Latvia

51. Lithuania 52. Sri Lanka

53. Trinidad and Tobago 54. Nepal

55. Mexico

56. Maldives

57. South Africa 58. Aruba

59. Dominican Republic 60. Vietnam

61. Malaysia

62. Philippines 63. Jamaica

64. Seychelles 65. Argentina

66. Abu Dhabi

67. Cape Verde 68. Costa Rica

321.5 À 319.6 Á 315.0 À

5

-4 9

312.3 Á

-12

306.3 À

4

306.8 Á 303.7 Á

-14 -1

299.3 À

17

298.3 À

7

299.2 À 296.7 Á

21 -14

295.4 Â new 294.4 Â new 290.5 À

6

277.3 Á

-14

274.6 À

9

279.0 Â new 274.8 Á 271.0 Â

-16 0

266.1 Â new 265.5 Á

-14

260.1 Á

-23

265.3 Á 259.3 Á

-24 -15

248.4 Â new 242.8 Á

-13

227.4 À

10

239.7 Á 225.0 Á 220.0 Á

-13 -24 -1

70. Fiji

72. Panama 73. Cuba

215.1 À 207.6 Á 207.0 Á

74. Bosnia and Herzegovina 206.2 À 75. India

205.2 Á

77. Qatar

200.7 Á

76. Macedonia 78. Indonesia 79. Israel

80. Egypt

81. Ecuador 82. Serbia

83. Tunisia 84. Turkey

85. Tanzania 86. Laos

87. Kenya

88. Jordan

89. Morocco 90. Albania 91. Russia

92. Namibia

93. Colombia 94. Rwanda 95. Gambia

96. Romania

97. Madagascar 98. Oman

99. Zimbabwe

100. Pakistan

1

-1

-16 -31 6

-1

200.9 Á

-12

200.2 Á

-19

199.0 Á 191.0 Á

-17 -4 -8

179.3 Á

-15

176.9 Â

0

177.9 Á 176.9 Á 174.4 Á

-4

-29 -23

171.4 Â new 164.7 Á

-26

160.9 Á

-10

161.6 Á 136.6 Á 117.6 Á

-11 -3 -9

107.8 Â new 105.1 Á

-20

97.1 Á

-14

90.9 Á

-69

101.5 Â new 91.3 Á 89.5 Á 40.0 Á -1.8 Á

-11 -12 -15 -12


© Spanish Tourist Board

TRAVEL IMAGE 2015

NORWEGIAN TRAVELLERS 1. USA

393.5 À

7

35. Estonia

309.0 Â New

69. Costa Rica

229.9 À

3. Iceland

384.2 À

8

37. Czech Republic

305.5 Â

71. Israel

219.7 Á

2. Spain 4. Italy

5. England

6. Maldives 7. Scotland

8. Denmark 9. Sweden

10. Portugal

11. Germany 12. Austria 13. Ireland

14. Netherlands 15. Switzerland 16. Australia 17. Japan

18. Finland 19. Greece 20. Wales

21. Croatia 22. France

23. Faroe Islands 24. New Zealand 25. Canada 26. Malta

27. Mauritius 28. Thailand 29. Cyprus

30. Luxembourg 31. Belgium

32. Puerto Rico 33. Nepal

34. Hungary

391.2 À 382.1 À 378.4 Á

3 2

-4

376.1 À

13

373.9 Á

-5

375.8 Á 373.2 À 370.8 À 369.0 À 368.1 À

-5 1 4 7 1

364.0 Á

-9

361.0 À

2

362.1 À 360.9 Á

5

-1

356.8 À

12

348.1 À

6

353.6 À

8

347.5 Á

-8

342.1 Á

-1

340.9 Á

-17

333.4 Á

-1

344.4 À 341.7 À 333.4 Á 333.4 À 330.4 Á 329.4 À

9 4

-16 9

-6 3

328.6 Â New 321.7 À

4

321.1 À

31

310.3 À

5

313.9 À

5

36. Poland 38. Cuba

39. US Virgin Islands 40. Bahamas 41. Brazil

42. Singapore 43. Mexico 44. Latvia

45. Barbados

46. Seychelles

47. Philippines 48. Vietnam

49. Dominican Republic 50. Lithuania

51. South Africa 52. Dubai

53. Slovakia

54. Malaysia 55. Jamaica

56. Greenland 57. Chile

58. Argentina 59. Slovenia 60. Aruba

306.2 À

4

304.1 À

26

300.5 À

0

40

299.1 Â New 292.3 Â 287.8 Á 287.1 À 284.1

0

-11 6

 New

281.3 Â New 279.4 Á

-10

269.9 Á

-15

279.3 Á 267.6 À

-5

10

267.4 Â New 264.2 Á

-8

262.2 Á

-1

262.8 À 261.6 Á

2

-9

258.7 Â New 256.4 Á

-28

255.0 Á

-14

255.6 Á 254.5 À

-7 1

250.8 Â New

61. Fiji

62. Cape Verde 63. Venezuela 64. Indonesia 65. China

66. South Korea 67. Macedonia 68. India

250.5 Á

-13

247.1 À

3

249.0 Á 246.6 Á

-16 -8

244.8 Á

-18

237.2 Á

-14

238.9 Á 235.6 À

-11

70. Peru

72. Abu Dhabi 73. Tanzania 74. Morocco 76. Namibia 77. Gambia

-19

219.5 À

10

218.6 Á

75. Trinidad and Tobago

6

223.1 Á

217.7 Á

-2

-15 -12

216.2 Â New 213.8 Â New 208.0 À

8

205.2 Á

-1

81. Madagascar

203.8 Á

-58

83. Qatar

197.5 Á

-7

78. Laos

79. Ecuador

205.7

 New

80. Bosnia and Herzegovina 204.1 Á 82. Bulgaria

84. Sri Lanka 85. Kenya

86. Serbia

87. Zimbabwe 88. Egypt

89. Jordan

90. Albania

91. Panama 92. Oman

93. Russia

94. Romania 95. Burma

96. Colombia 97. Tunisia 98. Turkey

99. Rwanda

100. Pakistan

203.0 Á 195.2 Á 187.4 Á 178.7 Á

-3 -8

-23 -18 -6

170.2 Á

-22

158.5 Á

-19

142.4 Á

-23

160.6 Á 147.9 Á 137.5 Á 129.7 Á 123.9 Á

-5

-17 -11 -9 -8

122.9 Â New 122.2 Á 122.0 Á 122.0 Á

-8

-25 -40

99.5 Â New 15.6 Á

-13

3

Travel Image 2015

23


TRAVEL IMAGE 2015

SEGMENTS

Here you can see the image index as split over the four primary segments across the four Nordic countries.

TRAVEL IMAGE 2015

SINGLES 1. Scotland

398.4 À

3. Denmark

394.4 À

2. New Zealand 4. Italy 5. USA

6. Spain

7. Germany 8. Australia 9. England

10. Ireland

11. Sweden

12. Portugal 13. Iceland

14. Norway 15. Austria 16. Wales

17. Finland

18. Netherlands 19. Switzerland 20. France 21. Japan

22. Canada

23. Faroe Islands 24. Greece

25. Thailand

26. Singapore 27. Hungary

28. Czech Republic 29. Maldives

30. Luxembourg 31. Greenland 32. Malta

33. Estonia 34. Cyprus 24

Travel Image 2015

2

35. Belgium

305.9 À

6

37. Barbados

299.7 Â New

395.2 Á

-1

390.9 À

3

390.3 Á

-3

386.7 À

5

388.3 Á

-1

382.2 Á

-2

381.7 À

10

380.0 À

6

381.9 Á 380.5 À 374.0 À 372.6 À

-1 8 9 1

365.4 Á

-4

364.5 À

17

358.2 Á

-6

364.6 À 364.3 À 355.8 À 353.2 Á

5 6 5

-4

346.1 Á

-18

336.7 À

4

339.3 À

4

333.9 Á

-2

323.9 À

13

321.1 À

19

319.3 Á

-17

326.7 Â 323.2 À

0 4

320.6 Â New 313.1 À

1

311.2 Â New 306.2 À

1

36. Bahamas

38. Puerto Rico 39. Croatia 40. Poland 41. Peru

42. US Virgin Islands 43. Mexico 44. Brazil 45. Nepal

46. Slovenia

47. South Africa 48. Mauritius 49. Slovakia

50. South Korea 51. Venezuela 52. Vietnam 53. China

54. Aruba

55. Latvia

56. Seychelles

57. Philippines

58. Dominican Republic 59. Argentina 60. Sri Lanka 61. Dubai

62. Trinidad and Tobago 63. Chile

64. Tanzania 65. Jamaica 66. Fiji

67. Cuba

68. India

1

304.3 Â New 294.3 Â

0

291.7 À

20

277.4 À

17

274.5 Á

-14

272.6 À

18

293.5 À 282.5 À 276.4 Á 274.4 À 272.1 Á 270.6 À

8 2

-1

19 -3 1

268.9 À

17

263.8 À

10

266.1 Á 263.3 Á 262.1 Á

-9

-23 -17

260.5 Â New 258.6 Â New 257.9 À

13

257.7 Á

-18

253.4 Á

-9

254.1 Á 253.3 Á 251.3 Á

-7 -7 -9

249.7 Â New 249.2 Á 247.5 Á

-17 -9

246.8 Â New 246.7 Á

-35

234.9 Á

-10

238.4 Á

-5

69. Malaysia

234.5 Á

-24

71. Cape Verde

231.2 Á

-4

210.1 Â

0

70. Lithuania 72. Israel

73. Macedonia 74. Costa Rica

75. Abu Dhabi 76. Indonesia 77. Kenya

232.7 Â New 213.8 À 206.5 Á

-3

205.1 Á

-20

205.6 À 203.2 Á

78. Bosnia and Herzegovina 200.5 À 79. Madagascar

199.3 Á

81. Tunisia

197.1 Á

80. Morocco 82. Turkey

83. Bulgaria 84. Serbia 85. Egypt

86. Panama 87. Laos

88. Jordan 89. Qatar

90. Gambia

91. Colombia 92. Russia

93. Zimbabwe 94. Oman

95. Albania

96. Ecuador 97. Rwanda 98. Burma

99. Namibia

100. Romania 101. Pakistan

4

199.3 Á 197.1 Á 193.1 Á 191.2 Â 191.0 Á

5

-20 3

-63 -11 -6

-27 -4 0

-2

190.6 Á

-16

171.2 Á

-14

160.1 Á

-13

188.6 Â New 162.6 Á 151.8 Á 151.0 Á

-17 -4 -6

146.6 Á

-15

134.1 Á

-10

142.6 Á 128.4 Á

-12 -33

126.7 Â New 123.4 Â New 101.6 Â New 95.4 Á 86.6

-12

Á -12


THE FOUR SEGMENTS Singles

People living alone

28.9%

Families with children

Families with children under 17 living at home

28.0%

Young couples without children

Couples age 18-40

Older couples

Couples age 50+ with no children living at home

Outside segments

12.2% 24.8% 6.0%

TRAVEL IMAGE 2015

YOUNG COUPLES WITHOUT CHILDREN 1. USA

415.0 À

3. Canada

393.2 À

2. England 4. Italy

5. Spain

6. Norway 7. Ireland

8. New Zealand 9. Germany

10. Maldives 11. Iceland 12. France

13. Australia 14. Portugal

15. Thailand 16. Wales

17. Denmark 18. Austria

19. Scotland 20. Japan

21. Croatia

22. Netherlands 23. Switzerland 24. Greece 25. Malta

26. Czech Republic 27. Vietnam 28. Sweden

29. Belgium

30. Hungary

31. Barbados

32. US Virgin Islands 33. Singapore 34. Bahamas

403.0 À

4

35. Dubai

300.2 Á

6

37. Cyprus

295.3 À

1

388.9 À

10

383.4 À

10

384.3 À 381.6 À 381.1 Á

7

12 -7

378.6 À

16

369.3 Â

0

376.5 Á 368.6 À

-6 6

364.3 Á

-11

358.9 À

9

360.9 À 355.5 À 352.7 Á 351.5 Á

7

11 -4 -3

351.4 Á

-12

342.9 À

14

347.4 Á 342.6 À

-12 6

341.4 Á

-7

331.8 À

1

339.7 À 322.5 À 311.4 À 308.9 Á 308.8 À 308.4 À

5

10 7

-5

11 16

307.0 Â New 305.8 Â 304.6 Á

*

-12

302.2 Â New

36. Greenland 38. Finland 39. China

40. Faroe Islands 41. Estonia

42. Malaysia

43. South Africa

44. Luxembourg 45. Chile

46. Brazil

198.1 Á

-17

1

71. Cuba

192.9 Á

-24

184.9 Â

*

293.3 Á

-7

285.6 À

8

289.7 À

4

276.5 Â New 275.4 À 275.2 À 273.9

9 2

 New

273.3 À 263.0 Â

48. Latvia

69. Kenya

18

266.3 Á

47. Nepal

-2

300.2 À

10

-16 *

257.6 Â New

49. Poland

50. Mauritius 51. Lithuania

52. Argentina 53. Indonesia

54. Costa Rica

55. Cape Verde 56. Ecuador

57. Bulgaria

58. South Korea

255.6 À

8

246.5 Á

-40

242.0 À

2

237.4 Á

-34

234.0 À

7

228.3 À

6

242.7 Â New 239.4 À 234.6 Â 231.5 À

59. Bosnia and Herzegovina 227.7 À

5 *

9 14

60. Sri Lanka

226.9 Á

62. Laos

223.0 Â New

61. Tanzania

63. Philippines 64. India

65. Mexico

66. Puerto Rico 67. Abu Dhabi 68. Slovakia

224.8 Â

-21 *

222.1 Á

-31

215.6 Á

-28

203.2 Á

-6

216.1 Á 212.1 Á 200.0 Â

-5

-24 0

70. Zimbabwe

197.7 À

72. Slovenia

190.5 Á

73. Madagascar 74. Burma

76. Jamaica 78. Israel

81. Trinidad and Tobago 82. Dominican Republic

87. Jordan 88. Aruba

89. Russia 90. Fiji

91. Peru

92. Serbia 93. Oman

94. Albania

95. Macedonia 96. Qatar

97. Panama

98. Romania

99. Colombia

100. Pakistan 101. Rwanda

182.8 Á

-10

171.4 Á

-4

166.4 Á

-38

169.2 Â New 166.4 Â 162.7 Â

* *

160.4 Á

-21

138.0 Á

-18

160.4 Á 130.9

-25

 New

128.0 Á

-12

120.2 Á

-34

120.2 Á 98.1 Á 92.6 Â 91.4 Â 79.5 Á 78.1 Á 64.1 Â

-49 -22 * *

-24 -47 *

57.6 Á

-24

-47.1 Â

*

30.4 Á

-79.8

Travel Image 2015

-49

 New

* This destination was not listed in Travel Image 2014 since there was not sufficient data to rate this destination within this segment

-3

173.4 Â New

80. Gambia

86. Turkey

-4

175.9 Á

79. Namibia

85. Tunisia

183.4 Á

182.9 Â New

77. Morocco

84. Venezuela

-10

184.3 Â New

75. Egypt

83. Seychelles

8

25


© Kenya

TRAVEL IMAGE 2015

FAMILIES WITH CHILDREN 1. Spain

400.4 À

11

35. Estonia

306.5 Â New

69. Chile

251.0 Á

3. Italy

395.9 À

2

37. Greenland

304.7 À

71. Jordan

237.6 À

2. USA

4. Denmark 5. Australia 6. England 7. Iceland

8. Norway

9. Scotland

10. New Zealand 11. Netherlands 12. Austria

13. Germany 14. Ireland 15. Japan

16. Switzerland 17. France

18. Sweden

19. Madagascar 20. Mauritius 21. Wales

22. Bahamas 23. Portugal 24. Greece

25. Finland

26. Luxembourg 27. Croatia

28. Canada

29. Thailand 30. Jamaica 31. Cyprus 32. Malta

33. Czech Republic 34. Puerto Rico 26

Travel Image 2015

396.9 Â 394.9 À 390.9 À 388.6 Á 383.4 À 382.2 À 378.6 Á

0 4 6

-5 2 5

-3

371.5 À

17

365.8 À

3

368.4 À

15

364.7 À

10

360.2 À

19

349.5 À

7

364.3 À 357.8 À

5 5

348.9 Á

-11

348.4 À

27

348.7 Á 344.4 Á

-3 -1

343.9 Â New 339.5 Á

-13

338.3 À

4

338.4 À

8

332.2 Â New 329.7 À 329.1 Á 327.5 Á 322.7

11

-25 -7

 New

317.3 À

6

311.4 Á

-7

310.3 À

28

310.7 À

6

36. Dubai

38. Dominican Republic 39. Belgium

40. Maldives 41. Nepal

42. Malaysia

43. Singapore 44. Brazil

45. Seychelles

46. Cape Verde 47. Hungary 48. Fiji

49. China

50. Indonesia

51. Philippines 52. Aruba

53. Barbados

54. Faroe Islands

55. US Virgin Islands 56. Latvia 57. Cuba

58. Vietnam

59. Lithuania

60. Venezuela 61. Poland

62. Mexico

63. Morocco 64. Kenya

65. Costa Rica 66. Argentina 67. Peru

68. Slovakia

305.0 À

8

303.8 À

12

302.4 Á

-26

302.9 Á 298.5 À 294.8 À

4

-3

12 3

293.5 Á

-15

292.4 Á

-42

293.3 À 292.1 À 291.8 Á

2 2

-5

290.5 Á

-31

288.4 À

2

289.9 Á 288.4 À

-9

10

283.8 Â New 280.6 Â New 279.6 Á 279.2 Á

-21 -25

277.2 Â New 277.1 Á 275.2 Á 271.8

-2 -9

 New

271.5 À

27

267.6 Á

-8

270.5 Á 262.8 À 261.8 À

-2 6 2

259.7 Á

-22

257.0 Á

-36

257.6 Á 253.6 Á

-31 -5

70. Abu Dhabi 72. Laos

73. Ecuador

74. Namibia 75. India

76. South Africa 77. Slovenia

78. Macedonia

79. South Korea 80. Bulgaria 81. Egypt

82. Colombia

83. Trinidad and Tobago 84. Israel

85. Tanzania

245.8 Á 235.4 Á

-2

230.6 Á

-3

234.4 Â New 228.6 Á

-15

225.6 Á

-14

225.9 Á 225.0 Á 196.2 Á

-2

206.1 Á 191.3

188.4 Á 184.9 Á

164.8 Á

93. Serbia

94. Burma

95. Rwanda 96. Russia

97. Sri Lanka 98. Oman

99. Panama

100. Romania 101. Pakistan

-7

 New

89. Albania 92. Gambia

-4

-12

172.1 Á

91. Turkey

-19

209.0 Á

87. Qatar

90. Tunisia

10

237.4 Â New

86. Bosnia and Herzegovina 178.6 Á 88. Zimbabwe

-4

-15

172.0 Â 155.3 Á 155.3 Á 153.2 Á 149.0 Á

-17 -6 -1

-17 0

-6

-13 -39 -6

-15

144.4 Â New 142.7 Â New 142.6 Á

-14

106.1 Á

-25

130.5 Á 95.3 Á 90.1 Á 79.0

-21 -42 -16

Á -12


© Visit Flanders

TRAVEL IMAGE 2015

COUPLES OVER 50 1. Denmark

411.5 À

3. Australia

408.7 À

2. Spain

4. Scotland

5. New Zealand 6. Sweden 7. Iceland

8. Norway

9. Portugal

10. Germany 11. Italy

12. Austria

13. England 14. Ireland

15. Switzerland 16. Canada 17. USA

18. Greenland 19. France

20. Netherlands 21. Wales

22. Faroe Islands 23. Maldives 24. Japan

25. US Virgin Islands 26. Malta

27. Finland

28. Mauritius 29. Barbados 30. Bahamas 31. Hungary

32. Seychelles

33. Czech Republic 34. Luxembourg

409.0 À

2

35. Greece

329.9 Á

6

37. Belgium

327.0 À

5

407.6 Á

-2

399.7 À

13

395.8 À

13

389.5 À

5

404.4 Á 398.6 Á 390.6 À 389.5 À

-4 -2 5 2

388.6 Á

-8

385.8 Á

-8

387.1 Á 384.2 Á 380.7 À

-5 -2 1

380.0 Á

-6

370.6 À

3

378.5 Á 370.6 À

-2 4

369.7 Á

-11

366.1 À

3

368.4 Á 361.5 Â

-2 0

358.6 À

15

356.2 Â

0

358.0 Á 352.3 À

-1

11

350.3 Â New 345.9 Â New 341.5 Á 335.6 À 333.5 À

-2

17 1

331.7 Â New

36. Estonia

-7

69. Dominican Republic

257.8 Á

-5

6

71. Venezuela

239.0 Á

-3

327.3 Â New

38. Singapore 39. Brazil

40. Thailand 41. Cyprus

42. Puerto Rico 43. Slovakia

44. Slovenia

326.4 Á

-7

321.3 Á

-7

325.8 Á 319.8 Á

-11

318.2 À

12

312.7 Á

-10

318.8 Á 315.5 À

45. Croatia 46. Poland

309.0 Â

47. Cuba

48. South Africa 49. Madagascar 50. Chile

51. Trinidad and Tobago 52. Latvia

53. Jamaica

-2

301.8 À

-1 3 0 4

294.7 Á

-12

292.7 Á

-5

293.3 Á

-1

291.6 Â New 286.0 Â New 285.6 Â New

54. Aruba

55. Sri Lanka

56. Philippines 57. Argentina 58. Peru

59. Lithuania 60. Mexico 61. Nepal

62. Malaysia 63. Fiji

64. Vietnam 65. China

66. Cape Verde 67. Dubai

68. South Korea

285.1

 New

284.7 Á 283.3 Á 282.4 Á

-11 -6 -3

281.2 Á

-20

279.3 Á

-1

275.0 Á

-4

280.6 Â New 276.5 Á 273.5 Á

-4 -2

272.2 Á

-22

269.4 Á

-34

263.5 Á

-15

271.6 Á 264.4 Á

-9 -4

70. Indonesia 72. Israel

73. Macedonia 74. Costa Rica 75. India

240.8 Á 214.9 Â 213.1 Á 206.5 Á

-5

212.8 Á

77. Ecuador

201.5 Á

79. Panama

188.4 Á

80. Kenya

81. Namibia

82. Tanzania 83. Burma

84. Bulgaria

85. Morocco

86. Abu Dhabi 87. Serbia 88. Oman

89. Jordan

90. Tunisia 91. Turkey 92. Laos

93. Egypt

94. Gambia

95. Romania 96. Russia

97. Rwanda

98. Zimbabwe 99. Colombia

100. Albania

101. Pakistan

0

-8

76. Bosnia and Herzegovina 201.8 Á 78. Qatar

-1

200.7 Â 186.0 Á

-8 -5 -2 0

-12 -20

185.0 Â New 182.3 Á 172.7

-30

 New

171.7 Â

0

171.7 Á

-11

165.0 Á

-10

165.1 Á 154.6 Á

-12 -6

152.2 Á

-13

146.2 Á

-28

140.2 Á

-8

146.2 Á

-9

143.4 Â New 122.9 Á

-15

98.0 Á

-16

79.7 Á

-15

70.4 Á

-12

110.0 Á

-8

80.2 Â New 76.5 Á -90.8

Travel Image 2015

-13

Á -12 27


TRAVEL IMAGE 2015

AGE GROUPS

Here you can see the image index as split over the three age groups across the four Nordic countries. TRAVEL IMAGE 2015

AGE GROUP 18-34 1. USA

398.8 À

3. Spain

382.1 À

2. England 4. New Zealand 5. Norway 6. Italy

7. Germany

8. Denmark 9. Australia

10. Japan

11. France

12. Scotland 13. Iceland

14. Sweden

15. Netherlands 16. Ireland

17. Austria

18. Switzerland 19. Finland

20. Thailand 21. Portugal 22. Wales

23. Canada 24. Greece

25. Croatia

26. Maldives 27. Malta

28. Barbados

29. Madagascar

30. Luxembourg

31. Czech Republic 32. Greenland 33. Bahamas 34. Estonia 28

Travel Image 2015

1

35. Mauritius

287.5 À

4

37. Belgium

281.5 À

385.8 Á

-1

380.6 À

1

377.8 À 377.5 À

8 2

375.9 À

11

364.3 Á

-6

372.0 À

4

358.2 À

11

347.3 Á

-8

352.7 À 346.2 À 346.0 À

13 2 6

343.1 À

11

338.8 Á

-3

336.5 À

11

340.2 À 338.2 Á

7

-2

334.7 Á

-10

331.0 Â

0

333.5 Á

-4

329.9 Á

-17

318.4 À

12

296.8 À

5

325.1 À 297.8 À

3

14

295.1 Â New 294.2 Á

-20

293.7 Â New 293.4 À 291.2 À

3

12

289.1 Â New 287.6 Â New

36. Cyprus

38. Singapore 39. Hungary 40. Nepal

41. Dubai

42. Vietnam

43. Cape Verde 44. Malaysia

45. US Virgin Islands 46. Faroe Islands 47. Jamaica 48. China

49. Brazil

50. Poland 51. Latvia

52. Mexico 53. India

54. Puerto Rico 55. Philippines 56. Indonesia

57. South Africa

58. Dominican Republic 59. Aruba

60. South Korea 61. Chile

62. Abu Dhabi 63. Seychelles 64. Argentina 65. Morocco 66. Fiji

67. Jordan

68. Venezuela

287.0 Á

15

69. Costa Rica

219.2 Á

1

71. Laos

215.8 Â New

-1

280.2 Á

-19

278.3 À

40

278.9 À

12

275.5 Á

-12

269.6 À

16

266.1 À

1

275.4 Á 266.9 Á 264.3 À

-6 -5 1

260.7 Â New 260.1 Á

-17

255.4 À

11

257.7 Á

-21

253.8 Â New 252.1 Á

-11

244.9 Á

-12

243.1 Á

-3

248.0 À 243.3 Á 241.8 Á 234.2 Á 233.6

17

-22 -8

-15

 New

233.6 Á

-4

233.0 Á

-13

229.9 À

1

231.0 À

11

225.1 Á

-19

223.7 Á

-41

222.4 Á

-6

223.8 À 222.7 À

6

10

70. Cuba

72. Bulgaria

219.0 Á

-12 -5

215.4 Á

-6

208.7 Á

-16

206.3 Á

-24

202.2 Á

-9

80. Bosnia and Herzegovina 190.0 À

6

73. Lithuania 74. Ecuador

75. Tanzania 76. Peru

77. Egypt

78. Slovenia 79. Slovakia

210.2

 New

208.3 Á 204.4 À 193.1 Á

-1 1

-3

81. Kenya

189.5 Á

-21

83. Macedonia

180.0 Á

-8

82. Namibia

84. Sri Lanka

85. Colombia 86. Tunisia 87. Turkey

88. Zimbabwe

89. Trinidad and Tobago 90. Gambia 91. Burma 92. Israel

93. Russia 94. Serbia

95. Albania 96. Qatar

97. Rwanda 98. Panama 99. Oman

100. Romania 101. Pakistan

181.7 Â New 179.1 Á

-21

176.8 Á

-18

172.9 Á

-16

177.0 Á 176.8 Á

-3

-32

171.8 Â New 170.4 Á

-6

158.1 Á

-13

142.6 Á

-13

134.8 Á

-40

164.1 Â New 149.8 Á 135.3 Á

-8

-12

122.3 Â New 120.6 Á

-31

52.3 Á

-13

101.3 Á 27.5

-11

Á -12


© Visit Britain

TRAVEL IMAGE 2015

AGE GROUP 35-49 1. Australia

409.3 À

3. Scotland

403.2 À

2. Spain

4. Denmark 5. Italy 6. USA

7. Ireland

8. Iceland

9. Maldives

10. England 11. Norway

12. New Zealand 13. Austria

14. Bahamas

15. Netherlands 16. Japan

17. Portugal 18. Canada 19. Wales

20. Germany

21. Switzerland 22. Sweden 23. France

24. Greece 25. Brazil

26. Mauritius 27. Finland

28. Puerto Rico 29. Malta

30. Thailand

31. Singapore 32. Belgium

33. Czech Republic 34. Luxembourg

1

35. Cyprus

326.6 Á

-1

69. Indonesia

250.3 Á

-13

1

37. Croatia

323.1 À

15

71. Peru

249.2 Á

-46

312.8 À

14

311.7 Á

-2

404.5 À

10

401.4 À

9

398.7 À 395.2 Á 394.8 À 391.4 À

2

-1 9 9

386.5 Á

-1

378.6 À

7

385.8 Á 377.4 Á 373.5 À

-7 -11 1

373.4 Â New 372.8 À

8

368.7 À

13

362.3 Á

-12

361.0 À

1

368.1 À 361.1 Á 356.4 Á

5

-4 -2

354.9 Á

-11

347.9 À

5

348.1 À

3

343.6 À

19

336.3 À

5

341.1 À

9

335.6 À

18

332.8 Á

-2

332.8 Á 331.3 Â 330.9 À 330.7 À

-9 0 5

10

328.8 Â New

36. Seychelles 38. Faroe Islands 39. Cuba

40. Dominican Republic 41. Fiji

42. Hungary

43. Philippines

44. US Virgin Islands 45. Estonia

46. Greenland 47. Aruba 48. Dubai

49. Barbados 50. Nepal

51. Jamaica

52. Costa Rica 53. Vietnam

54. Argentina 55. Chile

56. Mexico 57. Poland

323.9 À 322.2 Â 312.5 À 308.5 Â 307.5 À 307.4 Á

59. Malaysia 60. Latvia

61. Lithuania 62. Slovakia

63. Venezuela

64. Abu Dhabi 65. Slovenia 66. Kenya

67. South Africa

68. Trinidad and Tobago

0

14 0

17 -8

307.3 Â New 306.1 Á

-22

300.5 À

1

294.9 Á

-22

302.8 Â New 298.3 Â New 291.6 Â New 290.4 À 288.5 Á 287.0 Á 284.7 À

6

-20 -14 2

281.1 Á

-8

280.1 Á

-8

280.2 À

58. China

5

278.8 Á

4

-14

271.8 Â New 271.7 Â New 268.8 Â

0

260.5 À

19

257.0 Á

-2

256.5 Á

-12

258.6 À 256.9 À

5 2

254.1 Â New

70. Madagascar 72. Ecuador

73. Macedonia

74. Cape Verde

75. South Korea 76. Sri Lanka 77. Morocco 78. Laos

79. India

250.2 Á 245.2 Á 242.0 Á 228.6 Á

-5

223.4 Á 219.9

215.1 Á

83. Bulgaria

208.2 Á

86. Egypt

87. Colombia

88. Zimbabwe 89. Serbia

90. Albania 91. Jordan

92. Tunisia 93. Turkey 94. Oman

95. Panama 96. Gambia 97. Russia

98. Romania 99. Burma

100. Rwanda

101. Pakistan

3

-3

 New

210.6 Á

85. Namibia

-9

-23

234.5 À

81. Israel 84. Qatar

-6

241.9 Á

80. Bosnia and Herzegovina 213.3 Á 82. Tanzania

-60

-14 -1 -8

209.8 Á

-12

206.2 Á

-17

189.3 Á

-10

182.3 Á

-2

-6

204.1 Â New 187.7 Á 171.3 Á 169.8 Á 167.8 Á

-15 -4 -3 -8

161.2 Á

-11

159.7 Á

-19

161.2 Á 152.8 Á 145.4 Á 135.1 Á 118.4 Á

-33 -48 -16 -13 -10

105.6 Â New 95.0 Â New 84.4

Travel Image 2015

Á -12

29


© Tourism New Zealand

TRAVEL IMAGE 2015

AGE GROUP 50+ 1. Denmark

405.0 À

3. Spain

403.8 À

2. Scotland

4. New Zealand 5. Iceland

6. Sweden

7. Australia 8. Italy

9. Germany

10. Portugal 11. Austria

12. Norway 13. Ireland

14. England 15. USA

16. Switzerland 17. Greenland

18. Netherlands 19. Wales

20. Faroe Islands 21. Canada 22. France

23. Maldives 24. Japan

25. Malta

26. Finland

27. Mauritius 28. Hungary

29. Czech Republic 30. Luxembourg 31. Greece

32. Barbados

33. Singapore 34. Bahamas 30

Travel Image 2015

404.8 À

1

35. US Virgin Islands

328.7 À

1

37. Estonia

327.1 Â New

1

403.5 Á

-3

395.6 À

15

394.8 Á

-2

391.0 À

6

395.7 À 395.1 À 391.9 À

5 1 2

390.2 Á

-6

387.2 Á

-4

386.1 Á

-1

390.0 À 386.7 Á 384.0 Á 377.5 Á 376.1 À

8

-7 -3 -2 6

374.2 Á

-2

373.3 Á

-9

373.8 Á 371.0 Â 361.7 À 359.9 À 358.9 À

-2 0 2 2 2

357.7 Á

-3

350.5 À

4

355.7 À 340.4 À 337.6

7 7

 New

336.7 Á

-3

330.7 Á

-3

332.3 Â New 329.4 Â New

36. Thailand

38. Seychelles 39. Cyprus

40. Puerto Rico 41. Slovakia 42. Belgium 43. Croatia 44. Fiji

45. Slovenia 46. Poland 47. Brazil

48. Philippines

49. Trinidad and Tobago 50. Peru

51. South Africa 52. Madagascar 53. Nepal 54. Cuba

55. Mexico

56. Jamaica 57. Latvia

58. Sri Lanka

59. Lithuania 60. Chile

61. China

62. Cape Verde 63. Vietnam

64. Malaysia

65. South Korea 66. Argentina 67. Aruba

68. Venezuela

7

328.2 Á

-3

325.2 À

5

323.1 Á

-8

319.7 À

19

318.7 Á

-2

322.1 À 318.7 Á 318.2 Â

5

-5 0

315.7 À

10

309.7 Á

-12

315.2 À 303.0 À 302.8

5 4

 New

301.3 Á

-12

297.9 Á

-3

298.5 Á 294.1 Á 288.3 Á 287.2 À

-10 -6 -1 6

287.1 Â New 286.2 Â New 279.3 Á

-12

278.2 Á

-12

276.1 Á

-33

274.3 Á

-8

278.6

 New

277.7 Á 275.3 Á 274.3 Á

-7

-24 -6

270.2 Á

-16

257.1 À

2

258.2 Â New

69. Dominican Republic

255.2 Á

71. Dubai

250.7 Á

70. Indonesia 72. Tanzania 73. India

74. Israel

75. Macedonia 76. Kenya

77. Ecuador

78. Costa Rica

252.1 Á 222.1 Á 221.0 Á 220.1 À 214.1 Á 213.4 Á 207.1 Á

-7 -3 -8

-15 -4 3

-11 -17 -5

199.4 Á

-13

80. Qatar

198.4 Á

-4

82. Panama

196.5 Á

79. Bosnia and Herzegovina 198.8 Á 81. Namibia 83. Serbia

84. Bulgaria

85. Morocco 86. Laos

87. Jordan

88. Burma 89. Oman

90. Tunisia 91. Turkey 92. Egypt

93. Gambia

94. Abu Dhabi 95. Russia

96. Rwanda

97. Romania

98. Zimbabwe 99. Colombia

100. Albania

101. Pakistan

-5

196.9 Â New 174.1 Á 173.2 Á

-14 -4 -3

173.0 Á

-12

163.9 Á

-12

149.4 Á

-11

145.0 Á

-25

168.1 Â New 158.2

 New

145.0 Á 144.4 Á

-10 -8

129.6 Á

-11

107.0 Á

-10

125.9 Á

-23

106.2 Â New 102.8 Á

-9

97.5 Á

-15

66.2 Á

-13

72.6 Á -70.0

-13

Á -12


© Temareson

NEPAL – A CLIMBER WITHIN THE HIMALAYAS Mention Nepal and a lot of people probably think of mountains: Mount Everest and breathtaking views of the Himalayas. Nepal is a mecca for climbers and trekkers, attracting visitors that are looking for an active holiday. In Travel Image 2015 Nepal has improved its image more than any other destination – climbing 15 places compared to the 2014 list.

Travel Image 2014 2015

31


© Temaresor

And last but not least:

“I would say the diversity, the nature, the value for money and the improved service and quality of hotels and restaurants. When we do our guided city tours, people are knocked out by the fantastic colours! Nepal is a paradise for people who are interested in photography,” explains Stefan Maurbakken, Product & Contracting Manager at Temaresor/TUI Nordic, a Nordic tour operator that organises guided tours in Nepal.

“We have also seen a growing interest in active travel, and we can see that more airlines are flying in to Kathmandu; Turkish Airlines just recently started flying there from the Nordics, for example. Nepal is also a gateway to Bhutan and India, and it is very easy to get a visa. Travellers will get a visa on arrival; this also affects the image of the destination,” Stefan Maurbakken continues.

VALUE FOR MONEY Nordic people are sensitive to exchange rates and often seize the opportunity to travel to a destination where they get the most value for money. “For Poland I think the value for money aspect is very important, as well as the improved flight connections, especially from Norway,” says Malgorzata Hudyma, Director Nordics & Baltics at the Polish Tourist Organisation.

SEEING IS BELIEVING Croatia has been a booming destination in the Mediterranean for the past couple of years. Paul Sikic, Nordic Director at the Croatian Tourist Board, has a clear opinion on why this is:

“You cannot improve an image in an artificial way. A better image means that the increasing number of Nordic travellers that have visited Croatia are satisfied with their experiences and are spreading the word to their friends.” THE TOP 5 COUNTRIES THAT HAVE IMPROVED THEIR IMAGE THE MOST IN THE 2015 IMAGE REPORT: Rank

Index rank

Country

Jump

1

44

Nepal

+15

3

54

Slovakia

+11

Croatia

+8

2 4 5

45 32 31

Poland

+12

Mauritius

+10

© Temaresor

T

he five countries that have improved their image the most in the 2015 analysis are: Nepal, Poland, Slovakia, Mauritius and Croatia. So what are the reasons for this?

“Mauritius collaborates very closely with the hotels and airlines. For many years they have invited the travel trade and product managers to experience 10-15 different hotels for a week, try out the golf courses, the different excursions and get to know the destination. This is a great advantage. There is so much competition, and knowledge is the most valuable asset. A customer is more likely to buy a product that the travel agent knows by heart,” Lotta Kronstam explains.

“The 2012 UEFA European Championship in football was also very important for boosting the image of our country,” Malgorzata Hudmya continues. SERVICE AND KNOWLEDGE Mauritius’ major strengths are service, well-educated hotel staff, quality food and value for money, according to Lotta Kronstam, Founder and Business Developer at Lime Travel, a Swedish travel agency that has extensive experience with Mauritius as a destination. “Most hotels offer sports activities like water skiing, windsurfing, kayaking, tennis and gyms at no extra cost, which is a very good concept for keeping your guests happy. The hotel properties and the surrounding gardens are also very spacious.” 32

Travel Image 2015

Travel Image 2014

32


© Tourism Kenya

TRAVEL IMAGE 2015

AWARENESS & ATTRACTIVENESS The two central elements of the image index are awareness and attractiveness. Here are the lists showing the ranking for each of these two parameters.

Travel Image 2015

33


TRAVEL IMAGE 2015

AWARENESS

Awareness is calculated based on how many respondents know of a given destination as well as how many feel that they can actually rank it – including, of course, those that have visited the destination themselves. TRAVEL IMAGE 2015

The com p of destin lete ranking ations r awaren ated by ess gro uped ac the fou ross r Nordic countrie segmen ts and a s, ge grou availab ps is le. Cont a ct Relat travelr ed at eport@ related .dk

AWARENESS 1. Sweden

170.8 Â

0

35. Japan

68.3 Â

3. Norway

148.5 Â

0

37. Latvia

67.3 Â New

2. Denmark 4. Spain

5. Germany 6. Italy

7. Greece

8. England 9. France

10. Finland

11. Netherlands 12. USA

13. Austria

14. Estonia

15. Switzerland 16. Portugal 17. Belgium 18. Poland

19. Scotland

20. Thailand 21. Cyprus

22. Czech Republic 23. Iceland 24. Ireland 25. Russia

26. Australia 27. Hungary 28. Canada 29. Egypt

30. Luxembourg 31. Croatia

32. Bulgaria 33. Malta

34. New Zealand 34

Travel Image 2015

156.5 Â 144.0 À

0 2

143.7 Á

-1

125.7 Â

0

126.0 À

3

125.6 Á

-3

116.2 Â

0

124.1 Á 108.3 À 107.7 À

-1 1 1

106.5 Á

-2

93.5 Â

0

88.9 Á

-1

86.6 Á

-1

85.6 Á

-1

94.8 Â New 91.0 À 88.0 À 85.7 À 83.4 Â 80.7 À

1 1 1 0 1

80.5 Á

-1

78.2 Â

0

80.4 Â 78.2 À 77.0 Â

0 3 0

75.9 Á

-2

72.8 Á

-1

69.9 Á

-1

73.3

 New

71.1 Â 69.5 Â

0 0

36. China

38. Wales 39. Brazil

40. Mexico

41. Bahamas 42. Morocco

43. Singapore 44. Israel

45. Lithuania

46. Faroe Islands 47. Barbados 48. Dubai 49. India

50. Greenland

51. South Africa 52. Tunisia 53. Turkey

54. Jamaica

55. Maldives 56. Cuba

57. Romania 58. Slovakia

59. Slovenia 60. Chile

61. Philippines 62. Vietnam

63. Malaysia

64. Mauritius 65. Pakistan 66. Kenya

67. Argentina 68. Serbia

67.9 Â

0 0

66.2 Â

0

64.5 Â

0

66.1 Â

0

64.0 Â New 63.6 Á

-1

62.8 Á

-6

61.9 Â

0

61.2 Á

-3

60.2 Á

-6

63.3 Â

0

62.8 Â New 61.5 Â New 60.8 Á 59.2 Á 59.2 Á

-7 -1 -4

59.2 Á

-37

57.9 Á

-2

57.8 Á

-8

58.6

 New

57.8 Á 57.2 Á 54.1 Á 53.9 Á 53.8 Á 53.8 Á 53.5 Á 53.5 À

-5 -9 -7 -4 -7 -7 -2 3

52.0 Á

-3

51.4 Á

-4

51.9 Á 51.4 Á

-6 -9

69. Fiji

51.3 À

71. Bosnia and Herzegovina

51.0 Á

-12

50.8 Á

-9

70. South Korea 72. Indonesia

73. Puerto Rico 74. Colombia

75. Dominican Republic 76. Costa Rica 77. Peru

78. Sri Lanka

79. Venezuela

80. Madagascar 81. Seychelles 82. Tanzania 83. Nepal

84. Rwanda 85. Jordan

86. Macedonia

87. US Virgin Islands 88. Qatar

89. Burma

90. Zimbabwe 91. Gambia

92. Cape Verde 93. Namibia

94. Abu Dhabi 95. Ecuador 96. Laos

97. Panama 98. Albania

99. Trinidad and Tobago

100. Oman

101. Aruba

51.3 Á 50.8 Á 50.4 Á 50.0 Á 49.8 Á 49.6 Á

5

-4

-15 -6 -5 -7 -5

49.4 Á

-12

48.8 Á

-9

49.1 Á 48.8 Á 47.5 Á 47.3 Á

-7 -2 -5 -8

45.9 Â New 45.4 Á 44.2 Á 43.5 À

-9 -3 2

43.3 Á

-2

43.1 Á

-11

42.5 Á

-7

43.2 Â New 42.7 Á 42.5

-11

 New

41.8 Á 41.8 Á

-13 -12

41.5 Â New 41.5 Á

-9

41.2 Á

-14

36.1 Á

-12

40.8 Â New 32.2

 New


TRAVEL IMAGE 2015

ATTRACTIVENESS

Attractiveness is calculated based on the respondents’ experience with – or impression of – a given destination. That is, how excited they are about the experience they actually had, or how positive their impression of the country is without having visited. TRAVEL IMAGE 2015

The com plete ra nking o destin f attractiv ations rated b y eness g rouped the fou acros r Nordic countrie s segmen ts and a s, ge grou availab ps is le. Cont a ct Relat travelr ed at eport@ related .dk

ATTRACTIVENESS 1. Scotland

321.6 À

3. Australia

318.3 Â

2. New Zealand 4. USA

5. Iceland 6. Italy

7. Ireland 8. Spain

9. England

10. Portugal 11. Wales

12. Austria

13. Denmark 14. Japan

15. Germany

16. Switzerland 17. Canada

18. Netherlands 19. Norway

20. Maldives 21. France

22. Greenland 23. Sweden 24. Malta

25. Mauritius

26. Luxembourg

27. US Virgin Islands 28. Finland

29. Faroe Islands 30. Thailand

31. Czech Republic 32. Croatia

33. Singapore 34. Bahamas

1

35. Hungary

259.6 À

0

37. Puerto Rico

251.5 À

320.5 Á

-1

317.6 Â

0

312.9 À 310.5 À 309.9 À 309.5 À

5 3 5 5

308.3 Á

-2

303.3 Á

-3

300.3 À

3

303.8 À 300.6 Á 298.4 À 295.4 À 293.8 Á

4

-1 6 6

-1

293.6 Á

-12

292.7 À

8

292.7 À 280.6 À 280.0 À

9 5 8

280.0 Á

-4

271.2 Â

0

271.4 À

5

269.4 À

15

267.2 À

4

266.9 Á

-7

264.7 À

7

267.8 Â New 267.0 À 266.1 Á 264.2 À 262.7 Á

8

-7 9

-14

259.6 Â New

36. Greece

38. Cyprus

39. Barbados 40. Belgium 41. Estonia

5

69. Peru

197.9 Á

-36

9

71. Costa Rica

186.6 Á

-11

172.6 Á

-1

259.1 Á

-1

250.6 Á

-1

245.0 À

3

242.4 À

15

239.8 Á

-11

230.1 Á

-28

226.6 À

2

250.4

 New

244.5 Â New

42. Nepal

43. Seychelles 44. Brazil

45. Aruba

46. Madagascar 47. Vietnam

48. Philippines 49. Slovakia

50. Malaysia

51. Cape Verde 52. Poland 53. Latvia

242.1 Á

-1

231.4 Â New 228.0 Á

-17

224.7 À

17

223.3 Á

-7

224.0 Á

-5

223.2 À

13

221.0 À

7

221.2 Â New

54. Slovenia 55. Dubai

56. Dominican Republic 57. Mexico

58. Jamaica

219.0 Á

-3

217.4 Á

-6

218.9 Á

-2

216.5 Â New

59. China 60. Cuba

61. South Africa 62. Chile

63. Argentina 64. Fiji

65. Lithuania

66. Indonesia

67. Venezuela

68. Trinidad and Tobago

216.1 Á

-10

214.0 Á

-13

212.0 Á

-16

214.5 Á 213.3 Á 212.0 Á

-4 -9

-31

208.7 Â New 203.3 Á 198.9 À

-8 6

198.0 Â New

70. South Korea 72. Sri Lanka

73. Abu Dhabi 74. Kenya 75. India

76. Ecuador

77. Macedonia 78. Tanzania 79. Laos

80. Morocco

190.1 Á 185.9 Á 172.5 Á 170.9 Á 168.8 Á 168.2 Á 166.5 Á

-7

-17 -15 -5 -7

-10 -16

159.4 Â New 153.1 Á

-6

82. Israel

149.0 Á

-5

84. Jordan

145.9 Á

-9

121.6 Á

-22

117.7 Á

-17

117.3 Á

-21

81. Bosnia and Herzegovina 150.2 Á 83. Namibia 85. Bulgaria 86. Panama 87. Serbia 88. Qatar

89. Tunisia 90. Turkey 91. Egypt

92. Zimbabwe 93. Gambia

94. Colombia 95. Burma 96. Oman

97. Albania 98. Russia

99. Rwanda

100. Romania 101. Pakistan

146.2

-2

 New

140.4 Á 121.3 Á 117.3 Á 116.1 Á

-5 -4

-11 -7

112.7 Á

-11

104.1 Á

-9

105.7 Á

-11

100.9 Â New 93.8 Á

-20

64.9 Á

-11

79.1 Á

-11

54.8 Â New 45.4 Á

-34.9

Travel Image 2015

-12

Á -12 35


TRAVEL IMAGE 2015

AWARENESS × ATTRACTIVENESS

By combining the two factors – awareness and attractiveness – in a matrix, we can create a visual representation of how the destinations rank both in relation to the two factors and to their competitors.

This gives us some insight into which destinations can benefit from working on building up their product, which destinations can benefit from marketing more to the Nordic travellers, and which are so-called “star” destinations that are currently ranking high in both awareness and attractiveness. The following pages show the placement of the 101 destinations on the two dimensional matrix – and how they’re ranked in relation to each other. 350

ATTRACTIVENESS

300

“THE TALENTS” (LOW AWARENESS – HIGH ATTRACTION)

BUT WHAT DOES A PLACEMENT IN THE VARIOUS AREAS OF THE MATRIX ACTUALLY MEAN?

“THE STARS” (HIGH AWARENESS – HIGH ATTRACTION)

250

200

AWARENESS 0

20

40

60

80

100

120

140

160

150

“THE UP-AND-COMERS” (LOW AWARENESS – LOW ATTRACTION)

100

50

0

1/ None of the 101 destinations listed in Travel Image 2015 are placed within this area.

36

Travel Image 2015

“THE EXTRAS”1 (HIGH AWARENESS – LOW ATTRACTION)

180


© Maldives Marketing & Public Relations Corporation

ATTRACTIVENESS (+)

“THE TALENTS” (LOW AWARENESS – HIGH ATTRACTION) In the upper left quadrant, we find a lot of exciting destinations. Here are the destinations that seemingly have a very good product, but that not many know of. This means that there’s plenty opportunity for expanding the tourism for Nordic travellers, and if more tourists are desired, it might also be beneficial to increase the marketing budget to take advantage of the talent potential. These destinations aren’t neglecting their potential, but they may not be harnessing it fully – whether deliberately or not.

350

SCOTLAND NEW ZEALAND AUSTRALIA ICELAND IRELAND PORTUGAL

WALES JAPAN

300

SWITZERLAND

CANADA MALDIVES GREENLAND

MALTA MAURITIUS FAROE ISLANDS LUXEMBOURG US VIRGIN ISLANDS THAILAND SINGAPORE CROATIA CZECH REPUBLIC BAHAMAS HUNGARY PUERTO RICO

BARBADOS

NEPAL SEYCHELLES ARUBA

BRAZIL

MADAGASCAR VIETNAM PHILIPPINES SLOVAKIA CAPE VERDE MALAYSIA LATVIA SLOVENIA DUBAI DOMINICAN REPUBLIC MEXICO CUBA JAMAICA CHILE SOUTH AFRICACHINA ARGENTINA FIJI LITHUANIA

CYPRUS

250

BELGIUM ESTONIA

POLAND

200

VENEZUELA TRINIDAD ANDPERU TOBAGO SOUTH KOREA COSTA RICA SRI LANKA ABU DHABI ECUADOR TANZANIA INDIA

KENYA INDIA

LAOS

AWARENESS (-)

BOSNIA AND HERZEGOVINA

0

20

40

MOROCCO ISRAEL

60

80 Travel Image 2015

100 37


350

“THE STARS” (HIGH AWARENESS – HIGH ATTRACTION) The upper right quadrant features the destinations that Nordic travellers know very well and probably visit often. They are destinations with a presumably good ATTRACTIVENESS product, which they have succeeded in making the majority of Nordic travellers familiar with. The challenge for these destinations may lie in continually developing the product and narrative.

ATTRACTIVENESS (+)

USA

300

ITALY ENGLAND

SPAIN

AUSTRIA

DENMARK GERMANY NORWAY

NETHERLANDS FRANCE

350

SWEDEN

FINLAND

ATTRACTIVENESS

GREECE

250

SPAIN

300

DENMARK GERMANY NORWAY

200

SWEDEN

AWARENESS 0

250

LAOS

MOROCCO BOSNIA ANDISRAEL NAMIBIA HERZEGOVINA JORDAN 40 60 BULGARIA

20

PANAMA SERBIA QATAR TUNISIA TURKEY ZIMBABWE GAMBIACOLOMBIA BURMA

AWARENESS (+)

80

EGYPT

100

120

140

160

200 100

OMAN ALBANIA

AWARENESS (-) 0

20

NAMIBIA JORDAN RWANDA 40

AWARENESS

RUSSIA

60

80

BULGARIA

50

ROMANIA PANAMA SERBIA QATAR TUNISIA TURKEY ZIMBABWE GAMBIACOLOMBIA BURMA

EGYPT

100

OMAN

0

ALBANIA RUSSIA RWANDA

PAKISTAN ROMANIA

50

ATTRACTIVENESS -50

0

PAKISTAN

ATTRACTIVENESS (-) -50

38

Travel Image 2015

“THE UP-AND-COMERS” 100 140- LOW ATTRACTION) 160 180 (LOW120 AWARENESS To the bottom left we find the destinations that few people know of. And those that do mainly have a negative impression of them as tourist destinations. They are likely destinations facing three challenges: the product doesn’t always impress travellers, the destination’s narrative is predominantly negative – so those that ATTRACTIVENESS haven’t yet visited think the worst of it – and knowledge of the destination is too low. They may be countries that haven’t yet fully “matured” as tourist destinations and that can benefit from prioritising an optimi-sation of the product and its narrative before launching a targeted marketing campaign.

180


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Bali

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www.wernerlau.com

Travel Image 2014 2015

39


WHAT ARE THE MAJOR THREATS TO A DESTINATION IMAGE?

A destination image is complex. What are the major threats to a destination, and what can be done to minimize the damage for tourism? We asked four experts in the travel industry to share their thoughts and experiences.

..

Helena Sjogren Director of Media Sales, Etraveli In your opinion, what are the major threats to a destination image, and what can be done to minimize the damage for tourism? Besides all the external factors, I would say that the biggest mistake destinations tend to make is to put PR/marketing on hold. With a solid communication strategy and always present marketing activities, there will be less damage. Why not have crisis plans? When things happen that affect the market, there is a list of activities that can quickly be put into effect to counteract any damage. Stopping communication is never an option.

South Africa has fallen from 45 to 57, which is the best image for an African destination. Why do you think African destinations are suffering image issues right now? It’s a really complex issue with different external factors involved. Unfortunately, it seems that the whole continent suffers from some regional issues. In terms of creating an image, there’s the risk that you as a destination become too defensive instead of pushing forward and presenting the world with a correct picture of your destination. For 34 out of 101 different destinations, 20% or more travellers have had a bad experience going there. Why do you think that is so common? Weather, the breakfast at the hotel or the service at the airport - it’s all part of the overall destination package. People think of a destination as the total experience, I guess. Travellers are nice but demanding people.

40

Travel Image 2015

Glenn Bisgaard Head of Public Relations, Apollo, Denmark What are your thoughts on Spain as a winner climbing 7 places, from number 8 in 2014? To be honest, it doesn’t surprise me. Spain has everything for tourists in our part of the world! It offers a warm and sunny climate all year round. It has a tasty variety of food and wine, fascinating culture, architecture, sandy beaches, and rough mountains.

Why do you think African destinations are suffering image issues right now? Africa has experienced some tough challenges when it comes to headlines in the media over the past year: Ebola in West Africa and political unrest in countries that are normally very popular with international leisure travellers. In your opinion, what are the major threats to a destination image, and what can be done to minimize the damage for tourism? I would say terrorism and political or financial unrest, as well as crime and environmental damage media stories. A destination needs a clear PR policy on how it wants to market itself and stay extremely focused on how to eliminate or minimize the above damage factors.   For 34 out of 101 different destinations, 20% or more travellers have had a bad experience going there. Why do you think that is so common? I believe that a big part of your travel experience is all about building up expectations before arriving at the destination. It is therefore extremely important to market a destination in an authentic manner and not oversell the product and services.


Robert Nygårdhs

Gary Robson Manager Nordic & Russia, VisitBritain What are your thoughts on Spain as a winner climbing 7 places, from number 8 in 2014? Spain is an amazing destination with a lot of great experiences for a wide range of travellers. To be honest, I was surprised it was number 8 last year!

Why do you think African destinations are suffering image issues right now? I’m quite surprised by this result as I get the impression that South Africa (particularly Cape Town) is very in vogue at the moment. This sort of thing is always hard to analyse, as there are so many factors that contribute to people’s perceptions of a destination and sometimes not scoring well on a couple of factors can skew overall results. When I look at VisitBritain’s internal research, awareness is always a key factor in achieving a positive image of Britain; people are heavily influenced by films, television and what they see in the news.

Have you ever travelled to a destination and been surprised that the image didn’t correspond with reality (for better or worse)? Constantly, and I think this is the essence of travel. One can spend hours researching to form an opinion. But travel is very much an individual experience and the people you meet (such as taxi drivers, airport staff, waiters, and hotel staff) is one factor you can’t control and it can play a very important factor in shaping your holiday.

For 34 out of 101 different destinations, 20% or more travellers have had a bad experience going there. Why do you think that is so common? Holidays are rarely 100% positive, or is that just me? They tend to be made up of a variety of experiences, just like life. But I think that this is about people’s expectations versus reality. Travel companies are getting better at finding authentic experiences to suit their customers, and social media and review sites are extremely powerful tools for the consumer to question how the destination is sold in the brochure.

Director Tourism Sweden, Innovation Norway In your opinion, what are the major threats to a destination image, and what can be done to minimize the damage for tourism? A destination image is based upon several factors, such as demography, perception, experiences, influences from media and personal experiences. To minimize damage for the tourism industry, you should always strive to communicate facts and serve your audience with good, accessible and reliable information. Don’t oversell! Why do you think African destinations are suffering image issues right now? Africa is a large continent, and from a Western viewpoint we tend to see it only as that, not a melting pot of different countries with distinct differences and qualities. A few countries in Africa have been hit hard by epidemics like Ebola, and areas are terrorized by militant groups such as Boko Haram. This is what we as outsiders hear about Africa in the daily news, which will influence the way we think of the continent as a whole, often in a negative way. Have you ever travelled to a destination and been surprised that the image didn’t correspond with reality (for better or worse)? A good example is Mallorca. Once known for being a charter destination without much charm to offer – basically known only for the three S’s: Sun, Sea and Sex. Mallorca has been totally transformed and is now an upmarket destination, attracting all kinds of visitors – also hordes of well-heeled tourists. For 34 out of 101 different destinations, 20% or more travellers have had a bad experience going there. Why do you think that is so common? Too high expectations might be the cause of many bad experiences. If a destination fails to market itself in an honest way, tourists might expect more or better of whatever it might be. Honest communication and straight-forward campaigns that don’t oversell your product is key. Too often we also see that bad experiences are caused by a poor service level, which can easily be avoided if proper training and skill development is provided to the personnel serving the tourists. Travel Image 2015

41


s n o i t a n i t s e Favourite d TRAVEL IMAGE 2015

TOP 25

This list shows the destinations Nordic travellers would prefer to visit if they could choose just three. 1. USA

2. Spain

3. Australia 4. Italy

5. England 6. France

7. Greece

8. Thailand

9. New Zealand 10. Germany 11. Japan

12. Iceland

13. Canada 14. Cuba

15. Turkey 16. China

17. Norway 18. Austria 19. Ireland

20. Portugal

21. Maldives 22. Sweden

23. Scotland 24. Brazil

25. Denmark

34.9 Â

0

18.3 Á

-1

12.1 À

18

11.6 Á

-1

8.9 Á

-2

19.4 À 18.1 Â 11.9 À 11.5 Á 7.9 À

1 0 2

-3 1

7.6 Á

-1

5.6 Â

0

6.4 Á

-3

5.2 Â

New

4.7 À

5

5.1 À 4.6 À

2 5

4.0 Á

-2

3.8 À

5

4.0 Á

-5

3.6 Á

-2

3.5 Á

-11

3.3 Á

-6

3.6 Á 3.3 Â

-1 0

The complete ranking of preferred destinations and the ranking when grouped across the four Nordic countries, segments, age groups, income and gender is available. Contact Related at travelreport@related.dk 42

Travel Image 2015


TRAVEL IMAGE 2015

Popular

CITIES

City breaks are a hit in the Nordic countries. These cities are the 25 most popular city break destinations – among the Nordic travellers. 1. London

38.8 À

2. New York City 3. Paris

4. Rome

6. Berlin

9. Prague

-1

22.4 Â

0

13.0 Â 12.2 Â

7. Los Angeles 8. Tokyo

35.1 Á 32.2 Â

5. Barcelona

6.8 À 6.8 À

10. Sydney

12. Stockholm 13. Madrid

15. San Francisco 17. Budapest 18. Oslo

20. Miami

22. Rio De Janeiro 24. Lisbon

3.7 Á

-1

3.2 Â

0

1 4

3.1 Á

-2

2.4 À

9

4 6

2.2 Á

-1

2.1 Á

-6

2.0 À

5

2.0 Á

25. Venice

-1 -2

2.2 À

23. Bangkok

1

4.4 Á

2.3 À

21. Dublin

4

1

2.5 À

19. Athens

0

5.2 À

3.3 À

16. Amsterdam

0

-2

4.3 À

14. Vienna

0

6.2 Á 5.7 Á

11. Copenhagen

1

3

-6

The complete ranking of the 50 most preferred city break destinations is available. Contact Related at travelreport@related.dk

Travel Image 2015

43


TRAVEL IMAGE 2015

CITIES – THE NORDIC COUNTRIES There are a few variations in the ranking of preferred city break destinations from country to country. Here’s the top 10 from each of the four Nordic countries.

TRAVEL IMAGE 2015

TRAVEL IMAGE 2015

SWEDISH TRAVELLERS

FINNISH TRAVELLERS

1. New York City

39.6 Â

0

1. Paris

38.3 À

3. Paris

29.5 Â

0

3. New York City

33.6 Â

2. London 4. Rome

5. Barcelona

6. Los Angeles 7. Tokyo

8. Sydney 9. Berlin

10. Rio De Janeiro

33.8 Â 19.7 Â 12.6 Â 9.6 À 9.2 Â

0 0 0 4 0

7.2 Á

-2

5.0 À

9

5.0 Â

0

TRAVEL IMAGE 2015

2. London 4. Rome

5. Barcelona 6. Berlin

7. Tokyo

8. Los Angeles 9. Prague

10. Vienna

1

35.7 Á

-1

19.5 Â

0

11.9 À

0 2

10.1 Á

-1

8.0 À

7

8.6 Á

-1

6.6 Á

-1

5.9 À

1

TRAVEL IMAGE 2015

DANISH TRAVELLERS

NORWEGIAN TRAVELLERS

1. London

45.2 À

1

1. London

40.4 Â

0

3. New York City

34.2 Á

-2

3. Paris

24.3 Â

0

22.0 Â

0

2. Paris

4. Rome

5. Berlin

6. Barcelona 7. Prague

8. Madrid

9. Stockholm

10. Sydney

36.8 À 28.8 Â 12.6 Â 6.9 Â 5.4 À 4.5 À 4.4 Á

1 0 0 0 2 2

-2

2. New York City 4. Rome

5. Barcelona 6. Berlin

7. Prague

8. Copenhagen 9. Sydney

10. Tokyo

33.0 Â 21.3 Â 14.7 Â 11.5 À 7.8 À

0 0 0 1 1

7.6 Á

-2

6.1 Á

-1

6.5 À

1

The complete ranking of the 50 most preferred city break destinations for each of the four Nordic countries is available. Contact Related at travelreport@related.dk 44

Travel Image 2015


TRAVEL IMAGE 2015

CITIES – AGE GROUPS Age has some influence on which big cities Nordic travellers would prefer to visit. Here’s the top 10 for each of the three age groups.

TRAVEL IMAGE 2015

AGE GROUP 18-34 1. New York City

46.0 Â

0

3. Paris

27.0 Â

0

2. London 4. Rome

5. Tokyo

6. Los Angeles 7. Berlin

8. Barcelona 9. Sydney

10. Madrid

33.2 Â 13.0 Â 12.6 Â 11.5 À 10.8 Â

0 0 0 2 0

8.8 Á

-2

4.8 À

1

5.5 Â

0

TRAVEL IMAGE 2015

TRAVEL IMAGE 2015

AGE GROUP 35-49 1. London

42.2 À

3. Paris

31.4 Â

2. New York City 4. Rome

5. Barcelona 6. Berlin

7. Sydney 8. Tokyo

9. Los Angeles

10. Prague

AGE GROUP 50+ 1

1. London

40.6 Â

0

0

3. Rome

30.0 Â

0

37.1 Á

-1

22.1 Â

0

14.3 Â 9.4 Â 7.9 Â 7.0 À 6.4 À 6.1 Á

2. Paris

4. New York City 5. Berlin

0

6. Barcelona

0

7. Prague

0

8. Vienna

1

9. Copenhagen

3

10. Stockholm

-2

37.1 Â 25.0 Â 15.4 Â 15.2 Â 8.6 Â 6.6 Â 5.8 À 5.8 Â

0 0 0 0 0 0 1 0

The complete ranking of the 50 most preferred city break destinations for each of the four Nordic countries is available. Contact Related at travelreport@related.dk

Travel Image 2015

45


CITY BREAKS – A NEVER-ENDING LOVE STORY AMONG NORDIC TRAVELLERS

City breaks are the perfect getaway for Nordic travellers. The desire to experience new cultures and destinations can easily be fulfilled within a few hours. There is no doubt that city breaks are here to stay and will continue to grow as new destinations get within easy reach and offer value for money.

T

he Travel Image 2015 report shows that London is the preferred city destination for travellers in the Nordic region, followed by New York and Paris. London is particularly predominant in Denmark and Norway, while New York is most popular in Sweden. In Finland, London is also on top, while New York has surpassed Paris in the second place compared to the 2014 report. We had a chat with Magdalena Öhrn, Communications Manager at VING/Thomas Cook Sweden, to find out more about the current trends and the Nordic travellers’ inclination towards short breaks.

Do you see any new trends within the city break travel segments? Most of our customers want to travel with their partner or their friends. We can also see that more and more families are going on city breaks. It is a segment that has been growing the past few years. It’s almost as if parents of children in the Nordics see it as an essential part of their kids’ education to see major cities, experience the culture, see the major attractions and so on. How do you see the trend of city breaks developing in the future? Is there a limit to how many trips the Nordic travellers are willing to take per year, or how far they are willing to travel for a weekend? The advantage of a weekend break is of course that you only need to take one or two days off work. Spring and autumn are the peak periods, but we can see that more and more people are taking short breaks all year round. But there is of course a limit to how much money you can spend on travels per year; which is probably one of the reasons we see an increased demand for cities like Budapest, Prague and Berlin. 46

Travel Image 2015

So what will be the next big city - will we see any changes in the top? I think London will remain in the top. The value for money is an important aspect, though, and I therefore think that cities like Budapest, Vilnius, Warsaw and Prague will continue to grow in popularity. For more long-haul destinations, I think San Francisco, Chicago and in the long run, Tel Aviv.

Go West Nordic travellers’ inclination to head west has resulted in a desire for long-haul short breaks in trendy American cities. The US is dominating the city index in the Travel Image 2015. New York, Los Angeles, San Francisco and Miami all rank within the top 20 as the most popular city destinations among Nordic travellers. Direct routes, an increasing number of low cost carriers flying directly to New York City and Miami, for example, as well as a favourable dollar against Nordic currencies are some of the reasons for this. New York

2nd place

San Francisco

15th place

Los Angeles Miami

-1

7th place

+4

25th place

+6

+4


© VisitBritain

Facts

65.1% of Nordic travellers are planning to spend the same amount of money or less on travels in 2015 compared to 2014. For more information about the Nordic travellers’ travel budgets and spending, see page 54.

© Spanish Tourist Board

From o ur own custom we can er re see tha t Nordic search are prim people arily lo destina oking fo tions th r at offer and drin quality ks, valu food e for m and fam oney ous att raction s

Magdalen .. ” a Ohrn, VING

Travel Image 2015

47


EXPERIENCE WITH A VISITED DESTINATION AND THE DESIRE TO REVISIT TOP

40

This table shows what percentages of travellers that have visited a given destination have had a given experience. Countries are rated by the column: ”Positive and would like to revisit”. Negative

Positive

Positive and would like to revisit

1. USA

3.4%

19.4%

77.1%

21. Greece

3. New Zealand

7.3%

19.5%

73.2%

23. Vietnam

2. Australia 4. Spain

5. Thailand 6. England

7. Scotland 8. Italy

9. Ireland

10. Japan

11. Greenland 12. Iceland

13. Denmark 14. Croatia

15. Portugal

7.4% 2.6% 6.8% 2.7% 3.6% 2.7% 3.6% 5.9% 9.1% 5.1% 1.7% 4.8% 4.9%

16. Maldives

16.7%

18. Germany

2.1%

17. Wales

19. Austria 20. France

4.4% 2.6% 6.2%

18.5% 27.6% 25.0% 29.5% 29.1% 31.3% 30.9% 29.4% 27.3% 31.4% 35.2% 32.2% 32.1% 20.8% 33.3% 36.0% 35.8% 32.6%

74.1% 69.9% 68.2% 67.8% 67.3% 66.1% 65.5% 64.7% 63.6% 63.6% 63.1% 63.0% 62.9% 62.5% 62.2% 61.8% 61.6% 61.2%

Negative

Positive

Positive and would like to revisit

4.0%

35.7%

60.2%

10.0%

32.0%

58.0%

22. US Virgin Islands

15.6%

24. Nepal

10.5%

25. Czech Republic 26. Norway 27. Sweden 28. Canada

29. South Africa 30. Switzerland

31. Netherlands 32. Brazil

33. Puerto Rico 34. Hungary

3.7% 2.9% 2.8% 7.5%

14.0% 2.1% 2.3%

15.4% 14.3% 5.0%

35. Namibia

21.1%

37. Malta

12.0%

36. Aruba

38. Mauritius

39. Singapore 40. Dubai

19.0% 13.0% 8.5% 8.6%

25.0% 31.6% 39.4% 40.8% 41.2% 37.6% 32.0% 43.9% 43.8% 30.8% 32.1% 41.8% 26.3% 28.6% 35.9% 34.8% 39.4% 39.7%

59.4% 57.9% 56.8% 56.3% 55.9% 54.8% 54.0% 54.0% 53.9% 53.8% 53.6% 53.2% 52.6% 52.4% 52.2% 52.2% 52.1% 51.7%

“Positive” means that the respondents had a positive experience with the destination, but haven’t indicated a desire to revisit. The complete list is available. Contact Related at travelreport@related.dk

48

Travel Image 2015


IMPRESSIONS OF A DESTINATION THAT ARE NOT VISITED AND THE DESIRE TO VISIT TOP

40

This table shows what percentages of travellers that haven’t visited a given destination have a given impression of it. Countries are rated by the column: ”Positive and would like to visit”. Negative

Positive*

Positive and would like to visit

Negative

Positive*

Positive and would like to visit

1. New Zealand

1.6%

33.1%

65.3%

21. US Virgin Islands

7.0%

39.9%

53.1%

3. Iceland

2.8%

32.0%

65.1%

23. Greenland

8.6%

39.7%

51.7%

2. Scotland

4. Australia 5. USA

6. Maldives 7. Italy

8. Ireland

9. Seychelles

10. Canada

11. Portugal 12. Spain

13. Wales

14. Bahamas 15. Japan

16. England

17. Mauritius 18. Barbados

19. Faroe Islands 20. Malta

1.9% 2.9% 8.0% 5.3% 5.6% 4.6% 5.7% 2.4% 3.7% 6.4% 3.7% 3.3% 5.7% 5.3% 6.5% 4.3% 5.4% 5.4%

32.8% 32.3% 28.7% 32.8% 33.5% 34.7% 34.8% 39.0% 38.3% 36.0% 38.8% 39.5% 37.5% 38.0% 37.0% 40.0% 40.4% 40.8%

65.3% 64.8% 63.3% 62.0% 60.9% 60.7% 59.5% 58.6% 58.0% 57.6% 57.5% 57.1% 56.8% 56.7% 56.4% 55.7% 54.2% 53.8%

22. Netherlands 24. Norway

25. Denmark 26. Fiji

4.4% 4.7% 5.4% 6.6%

27. Jamaica

11.0%

29. Switzerland

3.3%

28. France

30. Germany 31. Austria

9.7% 6.2% 2.9%

32. Singapore

11.2%

34. Cape Verde

12.5%

36. Cyprus

9.9%

33. Madagascar 35. Puerto Rico

9.5%

10.4%

37. Trinidad and Tobago

17.2%

39. Brazil

14.4%

38. Thailand 40. Greece

17.3% 19.2%

43.4% 43.8% 43.2% 42.0% 38.1% 39.5% 46.2% 43.6% 46.9% 38.7% 41.3% 39.3% 42.3% 43.0% 36.1% 36.6% 40.2% 35.3%

52.2% 51.5% 51.4% 51.4% 50.9% 50.7% 50.5% 50.2% 50.1% 50.1% 49.1% 48.3% 47.3% 47.1% 46.7% 46.1% 45.4% 45.4%

“Positive impression” means that the respondents have a positive impression with the destination, but haven’t indicated a desire to visit. The complete list is available. Contact Related at travelreport@related.dk

Travel Image 2015

49


WHICH EUROPEAN DESTINATIONS HAVE THE NORDIC TRAVELLERS VISITED?

WHICH DESTINATIONS OUTSIDE EUROPE HAVE THE NORDIC TRAVELLERS VISITED?

The table shows the top 20 percentages of travellers that have visited a given European destination.

The table shows the top 20 percentages of travellers that have visited a given non-European destination.

TOP

TOP

20

20

1. Sweden

77.6%

Â

0

3. Germany

60.5%

Â

0

2. Denmark 4. Norway 5. Spain

6. England 7. Greece 8. France 9. Italy

10. Finland

11. Netherlands 12. Austria

13. Estonia 14. Poland

15. Czech Republic 16. Switzerland 17. Portugal 18. Belgium

19. Hungary 20. Russia

65.3% 59.3% 58.8% 47.8% 47.0% 45.1% 45.1% 38.2% 34.9% 34.6% 30.9% 24.6% 24.1% 23.9% 22.4% 22.1% 20.1% 16.5%

      À   Â

0 0 0 0 0 0 1

Travel Image 2015

3. Thailand

19.2%

Â

0

2. Cyprus 4. Egypt

5. Tunisia

6. Morocco

7. Singapore 8. Canada 9. China

12. Mexico

Á

-2

Á

-3

Â

0

1 1 0

The complete list – including national differences – is available. Contact Related at travelreport@related.dk 50

0

0

À

Â

Â

10. Australia

0

3

À

31.9%

0

 New 
1. USA

11. Israel

13. Dubai

14. Malaysia 15. Brazil 16. Japan

17. South Africa 18. Vietnam 19. India

20. Dominican Republic

20.6% 13.2% 11.2% 10.4% 9.4% 9.3% 8.6% 8.1% 7.4% 6.5% 5.8% 5.6% 5.2% 5.1% 5.0% 5.0% 4.7% 4.5%

    À Á Á Â

0 0 0 0 1

-1 -4 0

Á

-2

À

2

  À Á

0 0 5

-3

À

19

Á

-3

À À

6 7

The complete list – including national differences – is available. Contact Related at travelreport@related.dk


WHICH DESTINATIONS DO THE NORDICS TRAVELLERS WANT TO VISIT ? TOP

40

This table shows the percentage of travellers that want to visit a given destination (the numbers include both the travellers that have visited the destination before and those that want to visit it for the first time). 1. Spain

56.3%

À

2

21. Switzerland

36.0%

Á

-1

3. USA

52.4%

À

1

23. Finland

34.5%

Á

-1

2. Denmark 4. Italy

5. England 6. Sweden

7. Germany 8. Norway

9. Australia

10. Scotland 11. France

12. Iceland

13. New Zealand 14. Greece

15. Ireland

16. Portugal 17. Austria

54.5% 51.6%

À

49.4% 49.1% 48.8% 46.1% 44.7% 42.7% 40.9%

36.3%

À

4 0

-2

À

1

3 3

Á

-3

À

5

Á

38.9%

-2

Á À

40%

3

-2

À

41.1%

-1

Á Â

43.0%

20. Japan

À

2

Á

44.8%

39.3%

-4

À

46.2%

2

Á Á

48.8%

18. Canada

19. Netherlands

Â

0

À

-5 1

22. Thailand

24. Maldives

25. Bahamas 26. Wales 27. Malta

28. Barbados

29. Faroe Islands 30. Greenland 31. Cyprus

32. Czech Republic 33. Mauritius 34. Croatia

35. Estonia 36. Brazil

37. Jamaica

38. Seychelles 39. Singapore 40. Hungary

The complete list – including nationality, segment and age differences - is available. Contact Related at travelreport@related.dk

34.9% 34.4% 34.3% 33.3% 32.5% 32.0% 30.6% 29.8% 28.9% 28.9% 28.8% 28.3% 28.2% 28.1% 28.1% 27.7% 27.2% 26.9%

Travel Image 2015

À À

1 2

 New Á À

-1 1

 New 
1

Á

-1

À

7

Á À Â

-4 3 0

 New Á

-5

Á

-6

Â

0

 New Á

-6

51


ADVERTORIAL

52

Travel Image 2015


THE WANDERLUST OF THE NORDIC TRAVELLERS (WANDERLUST-INDEX)

The desire of the four nationalities to visit the various destinations can be converted into a wanderlust value that shows the desire to visit the respective continents.

This table shows an index of the wanderlust, based on the percentage of travellers that have indicated a desire to visit the various continents – and the average per nationality. All the travellers that have indicated that they would like to visit a destination on a given continent have been added up and then divided by the number of destinations on the given continent, resulting in an average measure of wanderlust value for each individual continent. Average

Sweden

Denmark

Finland

Norway

1. Africa

17.2%

19.8%

15.0%

16.5%

17.6%

3. Europe

31.7%

29.8%

29.7%

33.0%

32.6%

2. Asia and Oceania 4. Middle East

5. North, Middle and South America 6. Average

23.9%

25.5%

15.6%

17.8%

23.4%

24.9% 23.5%

22.8% 12.0% 21.8% 20.2%

24.1% 16.2% 23.4% 22.7%

23.5% 16.6% 23.5% 22.7%

Travel Image 2015

53


HOLIDAY BUDGET 2015

HOLIDAY BUDGET 2015

Average

Sweden

Denmark

Finland

Less than EUR 650

13.8%

15.1%

12.9%

18.8%

EUR 1,500-1,999

7.7%

8.0%

8.1%

9.9%

EUR 650-1,499

EUR 2,000-2,499 EUR 2,500-2,999 EUR 3,000-3,999 EUR 4,000-4,499 EUR 4,500-4,999 EUR 5,000-5,999 EUR 6,000-6,499

More than EUR 6,500

Do not know/Will not state

13.7%

11.9%

9.4%

11.6%

7.7%

8.1%

6.9% 4.5% 3.1% 3.8% 2.2% 6.6%

20.5%

7.5% 4.0% 3.7% 5.7% 2.2% 5.2%

17.0%

15.5% 7.0% 7.7% 6.4% 5.5% 1.9% 2.0% 1.8% 8.3%

Norway 8.4%

16.6%

10.7%

8.6%

10.5%

6.3%

10.0%

2.3%

4.4%

4.8% 3.0% 2.7% 1.2% 4.1%

4.9% 7.4% 5.7% 4.8% 3.7% 9.0%

22.9%

21.8%

20.5%

The table shows the expected yearly holiday budget for 2015 in Euro – for each nationality and compared to the Nordic average. The holiday budgets here are per household.

AVERAGE HOLIDAY BUDGET 2015 Per household (EUR)

Average/person (EUR)

Average

Sweden

Denmark

Finland

Norway

2,739.1

2,732.8

2,724.7

2,222.4

3,301.3

1,183.2

1,167.9

1,216.4

1,010.6

1,320.5

The table shows the expected yearly holiday budget for 2015 in Euro – for each nationality and compared to the Nordic average. The holiday budgets here are per household.

EXPECTED CHANGE IN HOLIDAY BUDGET Average

Sweden

Denmark

Finland

Norway

Budget is smaller than in 2014

17.2%

17.0%

15.9%

20.7%

15.3%

Budget is bigger than in 2014

20.9%

18.8%

26.8%

18.0%

20.0%

Unchanged

47.9%

52.0%

45.5%

45.7%

48.4%

This table shows the expected change of holiday budgets from 2014 to 2015 as the percentage of a given group that expects a given change – on average and for each Nordic country. On average, 14.0% didn’t commit to an expected change. 54

Travel Image 2015


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55


THE NORDIC TRAVELLERS’ OUTBOUND BEHAVIOUR TABLE OF CONTENTS THE NORDIC TRAVEL MARKET

DESTINATIONS IMAGE

TRAVEL PATTERNS SPENDING

TRAVEL HABITS BOOKING

CITIES

188 pages on the Nordic travellers’ outbound behaviour, including their travel habits, holiday budget and spending, preferred type of holiday and destination, preferences in relation to accommodation and transport, booking process and future travel and holiday plans. The report is based on an extensive survey among 2,300 selected representative respondents in the

50%

“Trav e cove l Behavio rs ur & Desti and p the Nord na ic refer ence traveller tion Imag s for s’ exp It is n es” b e Pleas ow availa oth 2014 ctations ble fo and 2 e con tac rE 015. trave lrepo t Related UR 200. direc rt@r el tly at www .relat ated.dk o r at ed.dk /uk

OFF

four Nordic countries. The survey is conducted by noted research agency A&B Analyse. The report presents statistics and puts them into perspective through a series of articles.

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