Key findings from the European Commission | Galup Survey Report
Download the full report here.
Emerging destinations:
28% of the Europeans plan to travel to non-traditional destinations in 2009.
Emerging Destinations and cost: Travelers who plan to travel outside of the traditional destinations say that cost in itself is relatively not the most important concern: it is important for only 12% of those who will travel to emerging destinations (versus 17% who will travel to traditional destinations).
More travelers to emerging destinations vs. to traditional destinations: only 19% who traveled in 2008 will not travel 2009, compared with 27% of those who preferred conventional tourist destinations.
Longer travels to emerging destinations: people who will choose an emerging destination are also planning more substantial holidays: the combined percentage of at least 13 nights away or a combination of shorter and longer trips amounted to 43% among those looking for non-conventional destinations compared to 35% in the other group.
Value for the money and lower prices are less important for travelers who will choose an emerging destination in 2009: 28% of travelers say that those two factors are most important versus 41% who will travel to traditional destinations.
Cultural tourism
Choosing a destination for 2009:
The most important is the local environment (the overall attractiveness), the cultural heritage (24%) and entertainment (15%). Gastronomy is more important with its 7% than Art and Events (5% each).
Cultural heritage was also the most important for travelers who planned to spend their main holiday in 2009 outside of their country: 28% for travelers planning to go to EU countries and 29% non-EU countries, versus 21% for those who will stay in their home country.
Travelers to emerging destinations are more interested in local culture, lifestyles and traditions (33%). When compared with all people who plan to travel in 2009, those who will choose their own country will pay less attention to local culture, lifestyle and tradition (28), then those who will travel to emerging destinations: 48%.
More international travel for people who value culture: local culture could attract more of those who plan international holidays: 41% who plan to travel elsewhere in the EU and 39% who will travel outside the Union indicated that their expectations would primarily be related to local traditions, culture and lifestyle, while only 30% of those planning a holiday in their home country had give importance to those factors.
Mature travelers: 36% of the respondents aged between 40 and 54 are most likely to expect to learn about local cultures/lifestyles from emerging destinations (36% vs. 32% for the 15-24 year-olds).
Educated travelers: From those with higher level of education, 35% prefer emerging destination for their 2009 travels, versus 20% for the lowest levels of education.
