The Italian Potential Results from VisitDenmark s Image and Potential Analysis 2017
The Italian Potential Results from VisitDenmark s Image and Potential Analysis in Rome and Milan 2017 Published by VisitDenmark October 2017 ISBN: 978-87-93227-27-9 Front page: DenmarkMediaCenter Address Islands Brygge, 43, 3. 2300 København S Phone: +45 32 88 99 00 Contact Kirstine Tolstrup Nielsen ktn@visitdenmark.com www.visitdenmark.dk/analyse VisitDenmark, 2017 Reproductions of this report or extracts thereof are permitted provided the source is acknowledged 1
Contents New information about the Italian market Italy is the seventh-largest foreign market for Danish tourism, measured in overnight stays. The Italian growth in Denmark has been impressive for many years and this growth is expected to continue in 2017, according to VisitDenmark s forecast. From 2008 to 2016, Italian overnight stays in Denmark have grown by a stunning 85%. This report contains new information concerning Italian people s travel behaviour, holiday plans and overall knowledge of Denmark with the intention of providing insights to a stronger promotion of Denmark in Italy. Copenhagen is the main destination in Denmark for Italian tourists, which is why this report naturally focuses on the potential of attracting more Italian city-tourists. VisitDenmark s Italian market division primarily seeks to attract city-tourists but also attempts to create an interest for Danish coastal and nature tourism in the Italian press. Because as it happens, the Italians are very fond of nature and gladly travel to the northern European countries to experience it. Contents Main results 3 The Italian Travel market Number of overnight stays in Denmark and Northern Europe The Market for Holiday Travel in Rome and Milan Denmark s Potential 2017 11 4 5 Behind the report This report is based on VisitDenmark s annual Image and Potential Analysis, which for the first time has been carried out in Italy. A total of 2,090 web interviews have been conducted in Rome and Milan with a representative cross-section of the cities population over 18 years of age. The data collection was carried out in March and April, 2017. The two cities were chosen because of their good flight connections to Denmark. As an indicator, the statistical uncertainty in the overall results of the survey lies at +/- 1,6 percentage points for Rome and +/- 2,9 percentage points for Milan. Knowledge of Denmark as a holiday destination Experience and associations 18 2
Key figures Italian tourists in Denmark Rome Milan 342,000 overnight stays in 2016 +60,000 additional overnight stays compared to 2015 +21.2% vækst ift. 2015 +2-4% expected growth in 2017 80% of all overnight stays are in Copenhagen 7% expect going on holiday to Denmark in 2017, which amounts to 200,000 tourists. 3% went on holiday to Denmark in 2016. Copenhagen is no. 11 on the list of potential cities for a city break in 2017 6% know a great deal about Denmark as a holiday destination 14% know a great deal about Copenhagen as a holiday destination 76% have never been on holiday to Danmark 8% expect going on holiday to Denmark in 2017, which amounts to 110,000 tourists 4% went on holiday to Denmark in 2016. Copenhagen is no. 6 on the list of potential cities for a city break in 2017 8% know a great deal about Denmark as a holiday destination 13% know a great deal about Copenhagen as a holiday destination 73% have never been on holiday to Danmark Source: Number of overnight stays taken from Danmarks Statistik. Copenhagen covers the city of Copenhagen and the surrounding area. VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 1.068, Rome: 1.022. VisitDenmark s Forecast 2017. 3
The Italian Travel Market Italian overnight stays in Denmark and Northern Europe
2008 = indeks 100 Italian overnight stays in Denmark The typical Italian tourist travels to Copenhagen in August and stays in a hotel In 2016, Italian tourists spent 342,000 nights in Denmark, of which 81% were spent in the Region Hovedstaden (the Capital Region of Copenhagen). Hotels are the most frequent accommodation used by Italians. Italian overnight stays have increased by 85% in the period 2008-2016, primarily in the Metropolitan area. Aarhus represents the growth in the Region Midtjylland. The Italians prefer to visit Denmark in July and August. In 2016, the Italians visited Denmark more frequently throughout the year, compared to 2008. Italy has a number of holidays in slightly different time periods as opposed to Northern Europe in general, which is why there is an untapped potential in attracting Italian tourists in shoulder seasons. 6% Month 31% 2016 2008 13% 9% 7% 4% 3% 4% 5% 7% 7% 4% 5% 5% 5% 8% 9% 9% 14% 16% 7% 8% 6% 8% December November October September August July June May April March February January Type of accommodation* Hostels 15% Camping 6% Resorts 2% Hotels 77% North Jutland Region Mid Jutland 3% South 7% Denmark 8% Zealand 2% Greater Copenhagen 81% Growth Hele DK total landet Hovedstaden Greater CPH Sjælland Zealand South Syddanmark Midtjylland Jutland Nordjylland North Jutland Denmark 250 200 150 100 50 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: Danmarks Statistik. Overnight stays cover leisure as well as business purposes. The Region Hovedstaden covers the districts of the City of Copenhagen and the Metropolitan area as well as the island of Bornholm and northern Zealand. *Notice: Italy is one of the nationalities not registered in holiday home statistics. 5
Italian overnight stays in the Northern European competition field The number of Italian overnight stays 2016 (development 2008-2016) Ireland 3.263,000 (+14%) Dublin 1.863,000 (+59%) Denmark 342,000 (+85%) Copenhagen 272,000 (+105%) Norway 200,000 (+3%) Oslo 67,000 (+34%) Finland 139,000 (-17%) Strong growth in Italian overnight stays Denmark has by far the largest number of Italian overnight stays among the Nordic countries. Copenhagen is also the Italians favourite big city in the Nordic countries. A total of 53% of all Italian overnight stays in the Nordic cities are spent in Copenhagen. UK 13.706,000 (+22%) London 4.806,000 (+36%) Holland 1.094,000 (+43%) Amsterdam 717,000 (+57%) Germany 3.675,000 (20%) Berlin 933,000 (+51%) Sweden 251,000 (-4%) Stockholm 119,000 (-17%) Helsinki 55,000 (-18%) All of the northern European competors have registered double digit growth in Italian overnight stays from 2008-2016, except Sweden and Finland. Denmark has had the highest growth regarding Italian overnight stays, the driving force being Copenhagen. In the competition field, there is a tendency for overnight stays to increase faster in the capitals than nationwide, with the exception of Sweden and Finland. Source: Oxford Economics and Danmarks Statistik. The number of overnight stays have been subject to rounding. Overnight stays cover leisure as well as business purposes. Copenhagen covers the City of Copenhagen and the Metropolitan area.. 6
Italian overnight stays in the capitals of Northern Europe The Italians primarily use Denmark for city breaks The capitals percentage of Italian overnight stays in their respective countries in 2016 The Italian overnight stays in Denmark are highly concentrated in the capital, while they are distributed more evenly throughout the other Nordic countries. Copenhagen (DK) Amsterdam (NL) Dublin (IE) 57% 66% 80% In Sweden, Norway and Finland, under 50% of all Italian overnight stays are spent in the capitals. The high percentage of Italian tourists in Copenhagen compared to competitive destinations such as Holland, Sweden and Ireland conferms the existence of untapped potential for coastal and nature tourism in Denmark for Italian tourists. Stockholm (SE) Helsinki (FI) London (UK) Oslo (NO) Berlin (DE) 48% 39% 35% 33% 25% Copenhagen represents 80% of all Italian overnight stays in Denmark Source: Oxford Economics and Danmarks Statistik. Copenhagen covers the City of Copenhagen and the Metropolitan area. 7
The Market for Holiday Travel in Rome and Milan Travel behaviour and holiday destinations in 2016
Holiday destinations in 2016 3 out of 5 went on holiday in Italy in 2016 Which of the following destinations did you visit on holiday in 2016*? Several possible answers Approximately 60% of the populations of Rome and Milan spent their holidays in their home country in 2016. Spain and France also attracted quite a few. Rome Italy Spain 16% 63% Milan Italy France 16% 64% 3% in Rom and 4% in Milan went on holiday to Danmark in 2016. France UK 12% 10% Spain UK 15% 10% Germany 8% Germany 10% Austria 8% Switzerland 9% Greece (incl. Islands) 6% Austria 8% USA The Netherlands Switzerland 5% 4% 4% 3% went on holiday to Danmark in 2016. This ranks Denmark 16th. Greece (incl. Islands) USA Ireland 8% 7% 5% 4% went on holiday to Denmark in 2016. This ranks Denmark 16th. Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 1.068, Rome: 1.022. *A holiday is defined as a vacation with minimum one overnight stay and consists of either paid or private accomodation. 9
Holidays with paid overnight stays in 2016 The Italians like to travel 85% of the population in Rome and 87% of the population in Milan went on one or several holidays where they paid for overnight stays during 2016. An average of two holidays. The Italians have a taste for hotels Hotels were the most common type of accommodation but also private accommodation such as B&B s, Airbnb and the like. How many holidays did you go on in 2016 where you paid for accomodation? None One Two Three Four Five or more 6% 14% 11% 10% 9% 10% 15% 17% 26% 22% 29% 28% Average number of holidays with paid overnight stays Rome: 2,0 Milan: 2,2 Which type of overnight stay did you make use of on holidays with paid accomodation in 2016? Multiple answers possible Hotel Airbnb or similar private accomodation portals Holiday home Bed & Breakfast Hostel Camping None of the above 1% 1% 6% 8% 6% 8% 18% 23% 14% 17% 35% 34% 76% 74% Rome Milan Rome Milan Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 1.068, Rome: 1.022 10
Denmark s Potential 2017 Expected destinations
Expected destinations in 2017 Denmark is listed among the Italians top 15 expected destinations In Rome, 7% expect to visit Denmark i 2017. That s approx. 200,000 tourists**. In Milan, 8% expect to visit Denmark in 2017. That s approx. 110,000 tourists*. Most people in Rome and Milan expect to go on holiday in their home country in 2017. Which destinations are you expected to visit on holiday in 2017*? Top 10 Rome Milan Italy 34% Italy Spain 22% Spain 21% UK Greece (incl. Islands) USA France Portugal 16% 16% 16% 15% 11% Greece (incl. Islands) France USA UK Germany 18% 18% 16% 14% 10% 40% Spain, Greece, the UK, France and the US are also very popular destinations. Germany Ireland Croatia/Slovenia/Montenegro 10% 9% 8% 7% expect going on holiday to Denmark in 2017. This ranks Denmark 13th. Portugal Ireland Denmark 10% 9% 8% 8% expect going on holiday to Denmark in 2017. This ranks Denmark 10th. Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 1.068, Rome: 1.022. A holiday is defined as a vacation with minimum one overnight stay and consists of either paid or private accomodation ** The urban areas of Rome and Milan has been used in order to calculate this number of people, with populations of respectively 2.8 and 1.4 million. 12
Expected types of holiday in 2017 The Italians enjoy different kinds of holidays The populations of Rome and Milan basically expect to go on the same types of holidays next year. Coastal and nature holidays are especially popular among the Italians. Which of the following types of holiday are you planning to go on in the coming 12 months*? Several answers are possible 42% 50% 37% 32% 32% 31% 31% 30% About 30% expect going on a city break. The same percentage expects going on an international travel tour. 17% 17% 17% would like to go on a cruise in 2017. Coastal Kyst- og and naturferie nature holidays uden børn without children Coastal Kyst- og and naturferie nature holidays med børn with children Storbyferie City break Rundrejse Travel tours til flere to multiple lande countries (not (ikke a cruise) cruise) Rom Milano 4% 4% 3% 3% Cruise Ved Don t ikke Ingen None af disse of the know aforementioned Rome Milan Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 1.051, Rome: 983 * A holiday is defined as a vacation with minimum one overnight stay and consists of either paid or private accomodation. 13
Rome: Expected types of holidays and destinations in 2017 Denmark is mainly considered for city breaks 42% want a coastal and nature holiday without children 37% want a coastal and nature holiday with children 32% want a city break In Rome, 32% expect going on a city break with or without children in 2017. 18% of those put Copenhagen on the list of cities they would like to visit. The most popular cities are London, Barcelona and Paris. 42% expect going on coastal and nature holidays without children. They are particularly keen on going somewhere in Italy or to other sunny destinations in southern Europe. 10% consider Denmark. 37% want to go on coastal and nature holidays with children. They prefer Italy but other southern European countries are also in the game. 6% consider Denmark. Contemplated destinations 1 Italy 43% 2 Greece + isles 29% Contemplated destinations 1 Italy 61% 2 Spain 21% Contemplated destinations 1 London 34% 2 Barcelona 33% 3 Spain 29% 3 Greece + isles 20% 3 Paris 29% 4 France 19% 4 Malta 11% 4 Amsterdam 28% 5 US 15% 5 France 10% 5 Madrid 28% 12 Denmark 10% 14 Denmark 6% 11 Copenhagen 18% Source: VisitDenmark s Image and Potential Analysis in Rome 2017. N= 1.022. 14
Milan: Expected types of holidays and destinations in 2017 1 out of 4 considers Copenhagen 50% want a coastal and nature holiday without children 32% want a coastal and nature holiday with children 31% want a city break In Milan, 31% expect going on a city break in 2017. 24% of those consider travelling to Copenhagen, which therefore ranks high on the list of possible destinations. Half expect going on coastal and nature holidays without children. The preferred destinations in that context are primarily Italy and other southern European countries. 9% consider Denmark. 31% expect going on a family holiday with children either by the coast or in the countryside. The odds-on favourite is Italy among other southern European countris and Austria. 7% consider Denmark. Contemplated destinations 1 Italy 50% 2 Spain 28% 3 Greece + isles 26% 4 France 18% 5 Portugal 13% 12 Denmark 9% Contemplated destinations 1 Italy 62% 2 Spain 22% 3 Greece + isles 20% 4 France 19% 5 Austria 9% 13 Denmark 7% Contemplated destinations 1 Barcelona 36% 2 London 34% 3 Paris 30% 4 Amsterdam 27% 5 Madrid 26% 6 Copenhagen 24% Source: VisitDenmark s Image and Potential Analysis in Milan 2017. N= 1.068. 15
Criteria for choosing a city destination The Italians want value for money and local experiences Most people in Rom and Milan highlight value for money as a key factor when they choose their city destination. They are focused on matching the cost of the travel price with the local experiences and sights. History, culture and food also play a large part. 44% put safety as a priority. Good accomodation is not a top priority for most people, who are more focused on experiences and things to do. Rome What is important for you when you choose a destination for your city break? Top 10 Several possible answers Value for money Experiencing local life and culture Historic and cultural sites Safety Good local food and restaurants Easily accessible Busy city life with things to do Good accomodation Authentic experiences Nature and scenery 32% 31% 29% 27% 26% 54% 50% 44% 39% 70% Milan Value for money Experiencing local life and culture Safety Historic and cultural sites Good local food and restaurants Easily accessible Busy city life with things to do Relax Good accomodation Authentic experiences 31% 29% 29% 26% 24% 22% 46% 44% 42% 66% Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 334, Rome: 319. 16
Sources of influence when choosing a city break Recommendations and official infomation matter For almost 40% in Rome and Milan,, recommendations from friends helped influence their choice of a city break abroad. Online booking sites and officiel tourism websites for destinations are also key sources for the Italians. Only a fifth in both cities highlight that socail media helped influence their choice. What was important to your choice of a foreign destination for your latest city break? Top 10 Several possible answers Rome Personal recommendation from friends Online booking sites (eg. airbnb.com, booking.com, expedia.com) The country's official tourism site Websites featuring reviews (eg. TripAdvisor etc.) Personal recommendation from family Maps and route planners (eg. Google maps) Accomodation website (eg. Hotels, holiday homes) 19% 29% 27% 24% 35% 34% 38% Milan Personal recommendation from friends The country's official tourism site Online booking sites (eg. airbnb.com, booking.com, expedia.com) Personal recommendation from family Websites featuring reviews (eg. TripAdvisor) Maps and route planners (eg. Google maps) Online advertising 20% 18% 30% 26% 26% 25% 39% Social media (eg. Facebook, Instagram) 18% Social media (eg. Facebook, Instagram) 17% Websites for specific destinations in the country 18% Websites for specific destinations in the country 17% Previous experience with the destination 16% Airline and ferry websites 15% Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Milan: 334, Rome: 319. 17
Knowledge of Denmark as a holiday destination Experience, knowledge and associations
Holiday travel to Denmark How many times have you been on holiday to Denmark? Rome Once Milan Once 19% Most people haven t tried a holiday in Denmark Never 76% 18% Two to four times 5% Five times or more 1% Never 73% Two to four times 6% Five times or more 1% Don t know Most have yet to visit Denmark for the first time. In Rome, 24% have been on holiday to Denmark some time or another, while the percentage in Milan is 26%. 1% Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Rome: 1.022, Milan: 1.068. 19
Knowledge of Denmark as a holiday destination How well do you know Denmark as a holiday destination? 6% 8% 26% 29% Fewer than 10% know a great deal about Denmark Most people in Rom and Milan know either nothing or very little about Denmark as a holiday destination. 38% 36% People do seem to know slightly more about Denmark in Milan than in Rome. 29% 27% 8% in Milan claim to know a great deal about Denmark as opposed to 6% in Rome. An additional 29% in Milan know something about Denmark as opposed to 26% in Rome. Rome Milan Milano I know nothing I know very little I know some I know a great deal Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Rome: 1.022, Milan: 1.068. 20
Knowledge of holiday areas in Denmark cities and communities How well do you know these holiday destinations in Denmark? Rome Milan Copenhagen Aalborg 21% 29% 72% 37% 18% 14% 9% 1% Copenha Aalborg 19% 27% 69% 41% 18% 13% 11% 2% Copenhagen is best known Aarhus Odense 75% 67% 18% 23% 7% 9% 1% 1% Aarhus Odense 70% 63% 18% 22% 10% 11% 2% 3% Copenhagen is the Danish holiday destination, which most people in Rome and Milan know. Jutland Zealand 67% 76% 22% 10% 16% 6% 1% 2% Jutland Zealand 65% 73% 19% 13% 16% 8% 4% 3% 14% in Rome and 13% in Milan know a great deal about Copenhagen as a holiday destination. Funen Bornholm 76% 77% 17% 15% 6% 6% 1% 2% Funen Bornholm 71% 73% 18% 18% 9% 7% 3% 3% In both cities, knowledge of Copenhagen is considerably higher than knowledge of Denmark in general. Jeg I know ved ingenting nothing Jeg I know ved meget very little lidt Jeg I know ved noget some Jeg I know ved a meget great deal Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Rome: 1.022, Milan: 1.068. 21
Attitude towards Denmark as a holiday destination How attractive would you rate Denmark as a holiday destination? Most people approve of Denmark as a holiday destination Milan Milano 4% 2% 8% 17% 25% 24% 18% 3% The populations of Rome and Milan seem to agree on Denmark s attractiveness as a holiday destination. Close to 20% find that Denmark is a very attractive holiday destination. Rome Rom 3% 8% 14% 27% 26% 17% 3% Approx. 40% rate Danmark a 6 or a 7; the two highest on the scale. 2% Only 2% find Denmark not to be an attractive holiday destination. 1 - Not at all attractive 2 3 4 5 6 7 - Very attractive Don't know This rating of Denmark s attractiveness should be viewed in the context of the relatively limited knowledge of Denmark in general. Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Rome: 1.022, Milan: 1.068. Question: How attractive would you rate Denmark as a holiday destination? On a scale of 1-7, where 1 is not at all attractive and 7 is very attractive. 22
Rome: Free associations regarding Denmark What comes to mind when you think of Denmark? (free associations) Culture and Copenhagen dominate the image of Denmark In Rome, people primarily associate Denmark with Copenhagen and The Little Mermaid. Denmark is also associated with nature, beautiful scenery, the sea and fiords. The climate is described as cold. Famous Danish icons, such as vikings, Hamlet, Lego, bikes and cookies are also mentioned. Denmark is described as a clean, decent and efficient country, where a high quality of life and social well-being are prominent. In Rome, the image of Danmark particularly matches those characteristics requested for city breaks: local experiences, history and culture (see pag. 16), accompanied, possibly, with excursions into the Danish nature. Source: VisitDenmark s Image and Potential Analysis in Rome 2017. N=1.022 23
Milan: Free associations regarding Denmark What comes to mind when you think of Denmark? (free associations) Copenhagen and greenery characterises Denmark Milan shares many of the same impressions as in Rome, though with minor variations. The Little Mermaid and Copenhagen are frequently mentioned but also landscape and nature dominate the image. Denmark is described as a green, cold, quiet and clean country with a high quality of life. Besides vikings, bikes and Lego, Hans Christian Andersen and design are also mentioned. In Milan, the image of Danmark particularly matches those characteristics requested for city breaks: local experiences, history and culture (see pag. 16), accompanied, possibly, with excursions into the Danish nature. Source: VisitDenmark s Image and Potential Analysis in Milan 2017. N= 1.068. 24
Associations with Denmark Biking tours, fresh fish and good beer spring to mind A vast majority associate Denmark with bikes, outdoor activities and green solutions. More than 50% also associate Denmark with vikings, design and culture. With regard to culinary matters, fish, beer and pastry are what most associate with Denmark. Culture Percentage which largely" or to a great extent" associates Denmark with these experiences Nature perfekt perfectly egnet suitable til outdoor for outdoor aktiviteter experiences Bikes Cykler 80% 60% 40% Vikinger Vikings Gastronomy Percentage which largely or to a great extent associates Denmark with these experiences Gastronomy Gastronomi and ogculinary finkulinariske art experiences oplevelser 80% Fish Fisk and og seafood skaldyr 60% Nyt New nordisk Nordic køkken kitchen 40% Grønne Green solutions løsninger og and bæredygtighed Sustainability 20% 0% Design og and arkitektur architecture 20% 0% Fine beer God øl Smørrebrød Happiness Lykke Kultur Art and og kunst culture Krimier Crime fiction Rome Film og tv-serier Film and TV series Milano Danish Wienerbrød pastry Rome Milano Hotdogs Kilde: VisitDenmarks image- og potentialeanalyse i Rom og Milano 2017. N= Milano: 1.068 Rom: 1.022 25
Impression of Denmark as a holiday destination Going on holiday to Denmark is easy Most people in Rome and Milan agree that planning and leaving for a holiday in Denmark is easy. There is also a general agreement that Denmark is a safe country with a high quality of life. Cities and out-door activities characterises Denmark The Italians especially associate a holiday to Denmark with interesting cities and less with beaches, good food and shopping. Many have the impression that Denmark is suitable for out-door activities such as biking, hiking etc. Which statement do you associate with a holiday in Denmark 71% 71% 71% 66% 62% 63% 61% 59% 54% 52% 63% 55% 69% 65% 51% 47% 38% 40% 61% 58% 44% 42% 44% 46% 52% 51% 55% 52% 44% 46% Rome Milan Source: VisitDenmark s Image and Potential Analysis in Rome and Milan 2017. N= Rome: 1,022, Milan: 1,068. 26
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