Institute for Leisure Economics

Transcription

1 Institute for Leisure Economics Tourist Impulse Monitor (TIM) Europe 2006 Image, attractiveness, prospects of European countries in the mind of German tourists Speakers: Jens-Jörgen Middeke (General Manager) Heike Tröster (Project Manager) Institute for Leisure Economics GmbH Englschalkinger Str. 194, D München ITB Convention - March 9 th Phone: (0)89/93 Tourist Impulse 30 71, Fax: Monitor +49 TIM (0)89/9 Europe info@ff-freizeitwirtschaft.de,

2 Fields of work: Tourism Tourism Markets Infrastructure Tourism development of destinations Image analyses Seniors & Families Events Spa + Health Care Locations, demand and profitability analyses Development of leisure and tourism projects Marketing and sales consulting ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

3 Tourist Impulse Monitors 2006 Tourist Impulse Monitor EUROPE 2006: Image, attractiveness, prospects of European countries in the mind of German tourists (Delivery: immediately) Tourist Impulse Monitor WORLD 2006: Image, attractiveness, prospects of the most popular non- European countries in the mind of German tourists (Delivery: summer 2006) ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

4 Tourist Impulse Monitor (TIM) Europe 2006 Image, attractiveness, prospects of European countries in the mind of German tourists ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

5 Tourist Impulse Monitor Europe 2006 Field research and expansion Institute for Leisure Economics Quantity of interviewed people from 15 years onwards Target group: Interviewees who travel across Europe regulary Rate of travelers across Europe of all interviewees Expansion factor Interviewees who travel across Europe regulary and who answered the detailed questionnaire Representative survey 10,008 people 5,626 people 56.2% 39.7 Mio./1,988 = 1,988 people Expansion of the population from 15 years onwards 70.6 Mio Mio. 56.2% 19,970 ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

6 Surveyed countries Institute for Leisure Economics ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

7 Tourist Impulse Monitor (TIM) Europe 2006 Image, attractiveness, prospects of European countries in the mind of German tourists ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

8 Sources of information for the image Own experiences Reports from relatives, friends and colleagues Media reports Quantity of information on the country Advertisements of the country Offers of the country ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

9 Good availability of information Segment of inquiry: Individual travelers Ranking Country Germany Canary Islands Hungary Slovenia Ukraine Georgian Republic ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

10 Likeable/informative advertisement Segment of inquiry: Elementary/secondary school graduation The Netherlands 2 Germany 1 Spain 3 ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

11 Many offers of tour operators Segment of inquiry: Families Switzerland 45% Austria 65% Ireland 25% England 46% Sweden 31% Finland 10% 0% 10% 20% 30% 40% 50% 60% 70% ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

12 Strengths and weaknesses of the countries Positive image dimensions + Beautiful landscape + Pleasant climate + Particularly friendly people + Friendly staff/ excellent service + Low price level + Particularly clean and cultivated + Good food + Peace/ no mass tourism + Intact nature/ still quite original + Interesting sights + Many possibilities for outings + Good traffic conditions + Diverse cultural offers + Great night life/ discos etc. + Many offers of amusement + Diversified gastronomy + Varied shopping facilities + Attractive sport programs + Good health and spa offers + Relaxed, cheerful atmosphere + Fondness for children + Many offers for children/ young people Negative image dimensions Complicated immigration conditions Getting there takes too long Language barriers High price level Uncomfortable hotels/ accommodations Too much mass tourism Other unpleasant tourists Disturbance by natives Limited freedom of movement Arbitrary use of legal power High level of crime Danger of terrorist attacks High health risks Bad roads/ dangerous traffic Inconvenient travel connections Bad food Often too bad weather Trying climate ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

13 Positive image dimensions Institute for Leisure Economics Ranking Excellent service Particularly clean and cultivated Good Food Fondness for children 1 Turkey Switzerland France Turkey 2 South Tyrol Germany Italy Denmark 3 Hungary Luxembourg South Tyrol Italy 38 Russia Bulgaria Ireland Estonia 39 Iceland Romania England England 40 Romania Russia Iceland Monaco ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

14 Negative image dimensions Ranking High price level Uncomfortable accomodations Other unpleasant tourists Disturbance by natives 1 Switzerland Ukraine Balearic Islands Turkey 2 Monaco Romania Canary Islands Russia 3 Norway Georgian Republic Spain Romania ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

15 Tourist Impulse Monitor (TIM) Europe 2006 Image, attractiveness, prospects of European countries in the mind of German tourists ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

16 Preferred type of vacation (average) Segment of inquiry: Seniors round/ study trip 52% city tour relaxation vacation beach vacation 31% 29% 28% hiking vacation 21% 0% 10% 20% 30% 40% 50% 60% ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

17 Some European countries for beach vacation Segment of inquiry: Seniors 48% 42% 32% 28% Denmark Italy Germany Average ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

18 Round/ study trips: Huge differences between the countries 82% 81% 81% 47% 15% Russia Lithuania Iceland Average Austria ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

19 Favored type of accomodation (average) Segment of inquiry: Seniors private room 5% pension 20% 1+2 stars graded hotel 9% 3 stars graded hotel 35% 4+5 stars graded hotel 32% vacation home 26% 0% 5% 10% 15% 20% 25% 30% 35% ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

20 Tourist Impulse Monitor (TIM) Europe 2006 Image, attractiveness, prospects of European countries in the mind of German tourists ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

21 Potentials of interest: Northern Europe (in million) 16,9 14,7 11,5 10,1 10,0 Island Finland Norway Sweden Denmark ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

22 Potentials of interest: Eastern Europe (in million) 7,9 5,8 5,5 5,3 1,8 0,8 Estonia Georgian Republic Latvia Lithuania Russia Ukraine ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

23 Potentials of interest: South-Eastern Europe (in million) 20,2 9,1 11,8 7,7 3,8 2,1 Bulgaria Romania Croatia Greece Turkey Cyprus ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

24 Potentials of interest: Southern Europe (in million) South Tyrol 15,9 Italy 23,5 Monaco 4,9 Continental Spain 18,5 Balearic Islands 15,0 Canary Islands 16,0 Portugal 15,1 Malta 7,0 ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

25 Potentials of interest: Western Europe (in million) 22,5 17,1 16,6 15,4 8,3 4,5 3,4 The Netherlands Luxembourg The England Ireland England Luxembourg Belgium France Netherlands Scotland ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

26 Potentials of interest: Central Europe (in million) Germany 23,5 Austria 18,9 Switzerland 14,9 Czech Republic Hungary Poland 6,9 7,8 7,6 Slovenia Slovakia 2,3 3,1 ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

27 Loyalty of regulars Ranking Country Iceland France Italy Germany Scotland Belgium Luxembourg Would like to go back there. 80% 74% 72% 71% 70% 24% 21% ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

28 Results New focus of the tourism policy Powerful arguments for the public relation work Target group orientated advertising/ campaigns/ operations Development of innovative touristy products Improvement of the own image profile Opening up new potentials of German tourists Increase of the number of regular customers from Germany Lasting improvement of the market position in the German tourism market ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

29 Information brochures (free of charge) TIM Europe 2006 TIM World 2006 Total Report Special Report Total Report Special Report special requests Order forms in German and in English are available near the exit. ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

30 Special reports for country X ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

31 Special reports for country X ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe

32 Many thanks for your attention! We are looking forward to your visit in Munich! ITB Convention - March 9 th 2006 Tourist Impulse Monitor TIM Europe