Professional Documents
Culture Documents
markets
for tourism
22 table of contents 3
44 foreword
Introducing the ACT
5 ACT Marketing Plan
6 The ACT in outbound markets for tourism
68
markets
Spain
12 France
16 Italy
20 United Kingdom
25 Germany
29 Austria
32 Switzerland
37 Belgium
40 The Netherlands
44 Nordic countries
48 Russia
52 China
56 Singapore
60 United States
65 Argentina
68 Brazil
96 appendix: statistics
109 bibliography
110 catalan tourist board offices abroad
table of
contents
4 introduction 5
Xavier Espasa Catalonia is at the forefront Jordi Secall The Marking Plan sets out
Director of the CMO of the
Catalan Tourist Board in tourism thanks to the Catalan Tourist Board and helps to identify a prod-
quality of the cultural attrac- uct portfolio based on expe-
tions it offers, its landscape, rience.
climate, prices and beaches.
word ket-
new needs of increasingly sophisticated and tant challenges posed by the Plan.
demanding consumers.
The product categories Holidays to enjoy
The Tourism Marketing Plan of Catalonia is a the Mediterranean lifestyle on the Catalan
tool that will provide responses and guide- coast, Getaways to kick back in Catalonia
lines for the coming years. It is clearly geared and Routes to discover a small country with
ing
to demand and in this regard our network of a great culture have been given strategic
offices outside Catalonia is constantly work- priority.
ing in outbound markets to obtain first-hand
input concerning new trends in travel and The Trips to enjoy nature, adventure, moun-
travellers consumption habits. This work will tains and countryside and Chances for a
help our tourism industry to become more different kind of meeting product categories
plan
competitive. will be of high priority.
We want to identify opportunities to develop The recently created product line Special
new products for new segments of the tour- interest holidays will be given occasional
ist market and help the sector to renovate it- priority, and will focus on travel to a place to
self. The Marketing Plan identifies new ways enjoy a very specific leisure activity.
of creating value and competing in markets,
taking regional balance into account and The attractiveness and potential of each
emphasising the need for greater profes- product in the outbound markets has been
sionalism in our businesses. studied in order to develop the best position-
ing strategies and better focus promotional
campaigns.
6 introduction 7
out-
and foreign tour operators working with Cat- 4 London United Kingdom and Ireland
alonia), except the Madrid office, which also 5 Frankfurt Germany, Austria, Switzerland, Slovakia, Czech Republic, Hungary and Poland
deals directly with tourists. 6 Milan Italy and Israel
7 Moscow Russia and former Soviet republics*
Every two years the Catalan Tourist Board or- 8 Beijing China, Taiwan and Hong Kong
bound
ganises an Outbound Market Workshop. 9 New York USA, Canada and Mexico
10 Singapore Singapore, Malaysia, Indonesia, Thailand, Japan, India, Australia and Korea
At this event it offers businesses and institu- 11 Madrid Spain and Portugal
tions in the Catalan tourism sector personal 12 So Paulo Brazil, Argentina, Peru, Chile and Colombia
consulting services, via B2B encounters with
mar-
the directors of the offices in the network, to *Former Soviet republics: Ukraine, Belarus, Kazakhstan, Latvia, Lithuania, Azerbaijan,
provide guidance and support for their inter- Georgia, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan and Uzbekistan.
national operations.
kets 20
10
0
1993 1997 1998 2006 2011 2012 2014
offices
8 markets 9
General
description
of the market
Nria Perich The current situation of the Spanish market Internal travel by Spanish tourists has fallen
is overshadowed by the economic crisis and since 2009 as a result of the economic crisis,
Director of the
structural financial problems, the recession which has led to a substantial fall in demand.
Madrid office
and an atmosphere of marked economic Numbers of visitors arriving in Spanish autonomous
uncertainty. GDP is expected to decline but communities (millions)
Given the current circumstances we face
important challenges: we need to organise more slowly. In the fourth quarter of 2013 157.0 154.9 146.8 157.6 155 148.6 147.4 146.6
more aggressive campaigns emphasising the year-on-year variation was -0.1%, with a
value for money and special offers. Today we 1.7% drop in per capita GDP vs. 2012. The
are dealing with travellers who book at the Basque country, Navarre and Madrid are the
last moment and are very price conscious. autonomous communities with the highest
They are experienced tourists with a good per capita GDP. 2005 2006 2007 2008 2009 2010 2011 2012
knowledge of some parts of Catalonia, who Source: Familitur.
often plan their own trips and visit social net- Unemployment stands at 26% of the popula-
working sites, where they exchange opinions tion, meaning that nearly six million people
with other travellers. have no jobs.
Although Catalonia is seen as a quality des- Over 4 million tourists from other parts of Spain Andalusia is the autonomous community
tination, slightly more expensive than other visited Catalonia in 2012, 8.2% less than in receiving the largest number of internal
2011. The latest figures for the third quarter tourists, while Catalonia is in second place with
parts of Spain, such as Andalusia or Valen-
of 2013 record 3.12 million visitors, a year- 22 million.
cia, it is still preferred by a certain type of
traveller who appreciates a quality destina- on-year drop of 5.0%. Spain is our second- Most popular destinations with Spanish travellers in
largest market, after Catalonia itself (internal 2012, by autonomous community
tion and is interested in a variety of attrac-
tions, ranging from cultural tourism to sun tourism).Tourists from Spain made 120.1 mil- 45.1% 18.2%
and beach in well-tended resorts. Catalonia lion trips up to September 2013, 5.2% less
Other
continues to be famous for its great icons: than the same period in the previous year.
the city of Barcelona, Gaud, the Roman- 7.3% of these trips were to foreign countries Castile and Len
15.2%
esque heritage of Bo Valley, the Costa Brava and 92.7% were inside Spain, showing a Valencia
spain
tourists travelling inside Spain are shopping
and visiting relatives/friends.
Activities chosen by Spanish tourists travelling inside
Spain (2012)
Shopping 53.7%
Gastronomy 52.8%
Visiting family/friends 42.7%
Cultural visits 41.8%
Nature 36.8%
Sun and beach 34.1%
Night life 29.0%
Sports 18.1%
Source: Familitur.
10 markets
spain 11
General
description
of the market The most important motives for French travellers
are sun and beach and interesting routes.
Breakdown of journeys by reason for travelling (2010)
France, which recorded record unemploy-
Josefina Marin ment of 10.9% in 2013, is still the worlds top 9.9%
Director of the 34.9%
France office
tourism destination. Tourism is a key eco- 5.1%
Other
nomic indicator and accounted for 7% of 10.1% Nature
GDP, which progressed overall between the
Catalonia is today the top foreign destination
third and fourth quarter of 2013. Household Countryside
for French people. It is a mature, demanding
consumption of goods increased in the sec- Getaways/city breaks
market and Catalonias top outbound market 13.2%
ond half of 2013, although there was a nega- Routes
in terms of tourist numbers and spending.
tive trend in the first quarter (-0.4%).
They are tourists who organise their holidays 26.8%
Sun and beach
individually, are very appreciative of being
VAT increases are planned for hotels (from Source: THR based on European Travel Monitor.
spoken to in French, who increasingly de-
7% to 10%) and passenger transport (from
mand good service at a good price. They
5% to 7%) in January 2014.
enjoy good food, have a clear preference for
spending their holidays in authentic places French tourists: cumulative year-on-year
Over 4.1 million French tourists travelled to
with personality and favour sustainable prod- change (%)
Catalonia in 2013. The French outbound
ucts.
market accounts for 26.7% of foreign tourists. 35
france
we can contribute to the prosperity of Cata- The number of journeys made annually by
Breakdown of bookings (2011)
lonia and its tourism industry and focus on French tourists in Europe has remained
attracting value-added French tourism and constant at around 26 million in recent years.
satisfying the needs of visitors from France. Tourists arriving in European destinations (millions)
Offline
24.6 26.5 26.8 26.3 26.2 26.5 26.5 27.3
Online
General
description
of the market
Italy has a population of over 60 million, with Over 80% of international travel by Italians is
Marta Teixidor motivated by sun and beach, routes and city
Director of the Italy
year-on-year GDP of -0,8%, unemployment
of 10.7%, VAT at 22%, per capita income of breaks.
office
26,000 and a tax rate of 47.6%. Breakdown of journeys by reason for travelling (2010)
Catalonia is the top destination for Italians 10.7%
visiting Spain, so we are obliged to work con- Spain is the top foreign destination for long 2.8% 31.1% Other
stantly to position, reinforce and differentiate holidays among Italian tourists and Catalo- 3.1%
Wellness/health
the Catalonia brand among Italians. The on- nia is the autonomous community visited by
line channel is a top priority, as over 73% of most Italian tourists. With 1,106,221 tourists, Nature
Italian tourists organise their visit to Catalonia Italy is in fourth place, after France, the Unit- 22.0% Getaways/city breaks
independently via the Internet. This is a new ed Kingdom and Germany. Sun and beach
development. 30.3%
Routes
The average length of stay was 5.5 days and
It is also important to consider the diversi- spending was 7% lower than in 2012. Source: Tourism Economics.
italy
beforehand, while 38.3% book their trips online.
Breakdown of bookings (2012)
No previous booking
General description
of the market
GDP in the third quarter of 2013 was 0.8% The most important motives for British
higher than in the second quarter. The larg- travellers are sun and beach and city breaks.
Vicen Capdevila est contribution to GDP growth came from Breakdown of journeys by reason for travelling (2010)
Director of the UK the service, leisure and culture sector. At De-
office cember 2013, the consumer price index had 19.7% 38.0% Other
risen 2.1% during the year. Unemployment
In 2013, 1,685,323 tourists from the United was 7.1%, i.e. there were 2,320,000 people Countryside
Kingdom visited Catalonia, 4.9% more than out of work, a drop of 172,000 people. 6.5% Nature
the preceding years, with an increase in Routes
8.5%
spending of 4.3%. All-inclusive packages The exchange rate was 1 EUR = 0.832 GBP Getaways/city breaks
have become more popular since the crisis on 31 December 2013. 9.9% Sun and beach
began. A curious feature is the tendency for 17.4%
British tourists to organise weddings and British tourists are Spains top outbound mar- Source: THR based on European Travel Monitor.
stag/hen nights abroad. ket, accounting for 23.7% of visitors, a year-
on-year increase of 0.3%.
British tourists like Catalonia because they
see it as a destination offering good value 1,685,323 British tourists came to Catalo-
for money. It has a mild, pleasant climate, nia, 10.8% of the total number of tourists,
excellent beaches, attractive surroundings spending an average of 6.1 days here. An-
and many additional attractions such as cul- nual spending rose by 8.7% in 2012, totalling 1.3 million British tourists came to Catalonia in
ture and gastronomy. Barcelona is still the 1,218,026.595 euros. 2011 and Spain was their favourite destination,
brand best known to British tourists and the with over 13.5 million visitors.
one they like most. Our commitment should Numbers, growth and forecast for visits to main
be to go on working to position the Catalonia destinations (millions)
brand, encourage tourists to visit other parts
of Catalonia and consolidate it as a leading 2007 2008 2009 2010 2011 2015 %*
Total Spain 16.3 15.8 13.3 13.4 13.5 15.1 +11.3%
multi-product and family holiday destination. France 13.8 13.1 11.2 10.9 11.2 11.7 +4.9%
To achieve these goals it is fundamental to Italy 4.4 3.8 3.4 3.3 3.4 3.8 +9.9%
go on strengthening our presence on the In- Ireland 4.4 4.2 3.7 3.2 3.2 3.7 +15.4%
ternet and in social networks. Catalonia 2.3 2.2 1.6 1.3 1.3
united
There are some signs of recovery in travel to
booking their holidays.
Europe but it is not expected to return to pre-
crisis levels before 2015. Breakdown of bookings
kingdom
operators
Online
No previous
booking
2005 2006 2007 2008 2009 2010 2011 (est.) 2015
General description
of the market
Germany is Catalonias third-largest out- The most important motives for German
bound market, after France and the United travellers are sun and beach and nature.
Montserrat Sierra Kingdom, with a total of 1,277,900 visitors, Breakdown of journeys by reason for travelling (2010)
Director of the Central an increase of 9.9% on the previous year.
Europe office 23.2% Other
33.2%
In 2012 the German market experienced Wellness/health
In this area it is important to distinguish be- economic growth of 0.7% and forecasts for Routes
tween countries with a long tradition of tourism 2013 point to an increase in GDP of 0.6% 5.0%
Getaways/city breaks
(Germany, Switzerland and Austria) and those and an unemployment level of 6.8% (2.9 mil- 7.2%
where travel has started more recently (Poland, lion out of work). Nature
Czech Republic, Hungary and Slovakia). 13.4% 18.0% Sun and beach
Inflation was 2.0% and consumption rose by Source: THR based on European Travel Monitor.
The former are experienced tourists who know 1.6%. Exports increased by 4.1% while im-
the Catalonia brand well, especially Barcelona ports rose by 2.3%.
and the Costa Brava. In these countries, our
main objectives for the future are to continue Total spending by tourists in Catalonia in
raising awareness of our country and to try to 2013 was 988.8 million euros, 7.5% higher
stimulate interest in other geographical areas, than in the previous year.
maintain the number of visits and average level
of spending, attracting visitors with greater pur- Approximately 1 million German tourists come
chasing power and deseasonalising tourism. to Catalonia each year but their favourite
destination is France, with over 12 million
visitors.
Tourists from these countries plan their holidays
thoroughly and see Catalonia as a leading des- Numbers, growth and forecast for visits to main
destinations (millions)
tination.
2007 2008 2009 2010 2011 2015 %*
Travellers from the second group of countries France 13.0 11.6 11.1 11.5 11.8 12.7 +7.7%
Italy 9.9 9.8 9.5 9.7 10.0 10.1 +0.9%
have much less experience and there is not Total Spain 10.1 10.1 8.9 8.7 9.0 9.8 -8.9%
such a tradition of travel; their economies are Austria 7.0 7.3 7.3 7.4 7.4 7.3 -1.4%
less stable and there may be pronounced im- Catalonia 1.4 1.4 1.1 1.0 1.0 - -
balances between them. Nevertheless, they Source: IET and Tourism Economics.
are new markets with potential for growth, *Cumulative growth forecast for 2011-2015.
where travel is becoming a need rather than a
luxury. Barcelona is the best-known brand, fol-
lowed by the Costa Brava. We should take ad-
vantage of this market to promote other parts of
the country and other popular products, such
as activity, shopping and ski holidays.
The number of journeys to Europe by Germans
central
43% of German tourists use tour operators and
is recovering after the crisis and is expected to offline travel agencies when booking travel.
reach 72 million by 2015.
germany
Breakdown of bookings (2010)
Tourists arriving in European destinations (millions)
Offline travel agencies and
austria
43%
tour operators
68.9 68.2 70.4 68.5 66.1 67.0 68.8 72.8
Directly with owners of
26%
europe
accommodation
General
40% are description
interested in of the market
Trends and ecological and
competitive sustainable
The Austrian economy grew by 3.1% during
the year. Per capita income rose by 2.1% to
The most important motives for Austrian
travellers are sun and beach and city breaks.
positioning holidays. 35,790. The number of unemployed was Breakdown of journeys by reason for travelling (2010)
179,000, a fall of 9,000 compared with the
Generally speaking, there is a tendency for previous year. The country appears to be 15.6%
Other
tourists to shorten their stays in our country. 39.6%
emerging from recession quite quickly, as 4.0% Nature
40% are interested in ecological and sus- GDP and exports are growing and unem-
5.9% Countryside
tainable holidays. Despite the crisis, 76% ployment is falling.
believe their holiday plans will not be af- Routes
fected, although 9% will cut spending, 4% Spain is the fourth most-popular summer hol- 16.9%
Getaways/city breaks
will shorten their holidays and 5% will not go Countries competing with Catalonia include iday destination for Austrians. It was chosen Sun and beach
away. Italy, Turkey and Austria. by 8% of travellers, most of whom came in 18.0%
the third quarter. Austrians have not felt the Source: THR based on European Travel Monitor.
Spain, with a 13% market share, is the most Knowledge of Catalonia varies, depending effects of the crisis as much as those in other
popular destination among Germans, fol- on each land, but in general the Barcelona, countries, so quality remains an important
lowed by Italy. We anticipate a certain in- Costa Brava, Costa Daurada and Pirineus consideration.
crease in the number of visitors and greater tourism brands are well known and have a
demand for customised travel. strong presence in the German market. After a period of decline in the number of
Austrians visiting Spain, there has been a Between 100,000 and 200,000 Austrians visit
Competitors steady increase since 2011. In 2013 Catalo- Catalonia each year. The top destination in
nia was visited by 171,600 Austrian tourists, the Austrian market is Italy, with over 3 million
Most popular destinations among Germans in 2012
1.8% more than in 2012. tourists.
13.0%
Numbers, growth and forecast for visits to main
Total spending there in 2013 was 339.2 mil- destinations (millions)
8.4%
7.3% lion euros, 8.71% more than in 2012. 2007 2008 2009 2010 2011 2015 %*
5.5%
2.9% 2.8% 1.9% 1.9% Italy 2.5 3.1 3.4 3.5 3.4 3.0 -10.0%
1.6% Germany 1.2 1.2 1.3 1.2 1.2 1.3 -1.6%
Crotia 0.8 0.8 0.9 0.9 0.9 1.0 -15%
Spain Italy Turkey Austria Croatia France Greece Netherlands Denmark France 0.6 0.7 0.7 0.7 0.7 0.6 -0.5%
Catalonia 0.1 0.2 0.1 0.2 0.1
Source: FUR Reiseanalyse 2013.
Source: IET and Tourism Economics.
*Cumulative growth forecast for 2011-2015.
General description
of the market
Swiss GDP rose by 2.6% in 2011, a rising The trend in Swiss travel to Europe is positive: Moderate growth in European destinations
trend supported by banking, insurance, IT, it is estimated that in 2015 the number of is expected in the coming years with Spain,
real estate and research and development. tourists will exceed 17 million. Turkey, Greece and Italy taking the lead.
Per capita GDP in 2010 was 70,000 CHF. Tourists arriving in European destinations (thousands)
Regarding other economic indicators, unem- 17.1
ployment stood at around 3.4% and inflation 14.0 14.6 13.9 14.0 14.3 14.9 There is great diversity in the channels
12.5 used to book travel, although almost 40%
was approximately 4%.
of Swiss book via direct contact with the
accommodation provider.
Swiss tourists visiting Spain, 1998-2011
Breakdown of bookings
% change total no. 2005 2006 2007 2008 2009 2010 2011 (est.) 2015
Thousands % chge. foreign tourists Accommodation provider
of tourists (year-on-year) arriving in Spain 39%
Source: Tourism Economics.
1998 1,251 +9.6 +9.7 Travel agency website 16%
1999 1,203 -3.8 +7.8 Independent travel
agencies 11%
2000 1,198 -0.4 -2.4 Travel agencies affiliated 11%
2001 1,233 +2.9 +4.6 with tour operators
2002 1,223 -0.8 +4.5 Tour operator websites 11%
2003 1,043 -14.7 +0.3 Other 9%
2004 1,080 +3.5 +3.4
2005 1,155 +9.7 +2.1
The most important motives for Swiss
2006 1,380 +19.5 +2.4
2007 1,376 -0.1 +1.1 travellers are sun and beach and city breaks. The Swiss market is mature and stable and
2008 1,287 -6.5 -2.3 Breakdown of journeys by reason for travelling (2010) its development depends more on internal
2009 1,141 -11.3 -8.7 factors than external (conflict affecting the
2010 1,157 +2.6 +1.0 15.6% economic situation). The profile of the typi-
2011 1,373 +18.7 +2.4 33.4% Other cal Swiss tourist is a person aged between
3.8%
Source: IET, Frontur. Nature 25 and 44 (45%) or 45 and 66 (28.8%) who
11.7%
Routes works and travels with a partner, alone or
Countryside with the family. Retired people account for
In 2013 Catalonia was visited by 397,100 Getaways/city breaks 10.3% of Swiss travellers.
Swiss tourists, 4.5% less than in 2012. 13.3%
22.2% Sun and beach
Spending in Catalonia 2013 was 339.2 mil-
lion euros, 5.08% more than in the previous
Source: THR based on European Travel Monitor.
year. The most popular destinations for Swiss
travellers are neighbouring countries, while
Spain is in fifth place. 40% of Swiss
contact the
Number of journeys involving overnight stays in tourist
accommodation
France is the most popular destination for
accommodation, by destination (thousands) Swiss travellers, with 5.6 million visitors. provider directly
Catalonia was visited by 1.3 million tourists
Destination 2003 2008
% chge.
2003-2008 % of total in 2011. when booking.
Total 17,872 20,069 +12% 100%
Numbers, growth and forecast for visits to main
Switzerland 9,097 8,922 -2% 44.5%
destinations (millions)
Germany 1,503 2,776 +85% 13.8%
Austria 524 825 +58% 4.1% 2007 2008 2009 2010 2011 2015 %*
Italy 1,859 1,691 -9% 8.4% France 5.3 5.1 4.8 1.8 1.9 5.6 -15.0%
France 1,767 1,863 +5% 9.3% Italy 2.9 2.5 3.0 3.2 3.3 3.5 +7.4%
Spain 557 731 +31% 3.6% Germany 1.7 1.8 1.9 2.0 2.0 2.2 +12.1%
Rest of Europe 1,470 1,977 +34% 9.9% Total Spain 1.4 1.3 1.1 1.2 1.2 1.5 +19.9%
Rest of world 943 1,268 +34% 6.3% Catalonia 0.4 0.4 0.3 0.3 0.4
Unknown 152 16 0.1%
Source: IET and Tourism Economics.
Source: BFS, Reiseverhalten 2008. *Cumulative growth forecast for 2011-2015.
markets central europe
switzerland
34 35
Capacity of airline companies 2002-2012
25,000
20,000
15,000
structure 5,000
The majority of Swiss tourists arrived by air
competitive
Most Swiss tourists prefer to book accommo- 0 (86.7%), while 12.7% arrived by road. 64.3% positioning
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 stayed at hotels or similar establishments.
dation by phone (75%) but only 18% do this
Significant percentages own property, have The areas where there is scope for growth
when travelling to Spain, Internet being the Swiss easyJet TUIfly Skywork
time shares or stay in private homes (with are city trips, cruises, gastronomy, the coun-
most popular method in this case (22%). Iberia Air Berlin Flybaboo Vueling
family or friends). tryside, health and beauty, events and cel-
ebrations. In the sun and beach segment we
While most Swiss travellers prefer to buy tick-
A total of 690,615 people stayed at Spanish need to build loyalty. There is great poten-
ets in person, 45% choose to use the Inter- Market share 2012
hotels in 2011, spending a total of 3,111,393 tial for making attractions available at other
net when they travel to Spain. In the case of
3% 2% 2% Skywork nights. times of year, encouraging visitors to make
destinations on the Mediterranean coast, the 5%
city trips, take short breaks, go shopping, at-
figure rises to 62%. 36%
TUIfly
10%
Air Europa
93% of Swiss homes have access to the tend concerts, etc.
Internet, which suggests that they use new
Vueling
technologies extensively when preparing Satisfaction with the destination (data for
Booking channels: tourism packages 13% Iberia
trips. The websites visited most frequently Spain)
Total Spain Switzerland Air Berlin are hotel chains, the portals of the destina-
Satisfaction with the destination
Phone 34% 29% 24% easyJet tion and general travel portals. (-1 not satisfied / +1 satisfied)
In person 28% 35% 16% 29%
Swiss
By letter 9% 3% 23% Overall Satisfaction with
Fax 3% 2% 3%
Summer is the period when most travel takes satisfaction what is available Satisfaction with
Source: Spanish Tourist Information Office in Zurich, based on with the trip at the destination accommodation
E-mail 10% 14% 12% data from airports. place, coinciding with the school holidays.
Austria 0.90 0.79 0.78
Online/Internet 10% 13% 6% These last five weeks but there are other
Italy 0.87 0.69 0.71
Other 2% 2% 5% short breaks during the year so that travel is Germany 0.86 0.74 0.75
Not specified 4% 2% 12% What Swiss tourists are looking for are cul- possible at a variety of times during the year. France 0.80 0.62 0.56
Source: RMS.
tural activities, such as visits to museums Spain 0.80 0.65 0.61
and monuments, entertainment, shopping White Week (February) Turkey 0.74 0.46 0.75
and clubs, and also activities related to gas- Easter (10 days) Egypt 0.64 0.62 0.66
Booking channels: accommodation tronomy and sport, plus visits to family and October holiday (two weeks)
Average 0.85 0.67 0.69
Phone 75% 18% 38% The main reason for travelling abroad is Number of journeys involving overnight stays in tourist
In person 8% 11% 8% The types of trip most popular with Swiss pleasure (83.1%), followed by business accommodation, by destination (thousands)
By letter 6% 2% 9% travellers are city trips, sun and beach, and (8.4%) and personal reasons. Tourists
Fax 3% 6% 2% Destination Total Year-on-year change
visits to friends and relatives. choose Spain because of the range of activi-
E-mail 13% 16% 10% Switzerland 6,584 4.4%
Online/Internet 12% 23% 7% ties it offers. Germany 1,911 7.7%
Other 2% 1% 1% Type of trip (-2 not important / +2 important) Austria 763 10.2%
Not specified 27% 20% 26% Italy 2,060 7.6%
0.6 France 1,267 8.8%
Source: RMS.
0.4 South-eastern Europe* 844 11.2%
South-western Europe** 860 9.9%
0.2
Rest of Europe 1,000 10.0%
77% of Swiss tourists travel without any kind 0.0 Rest of world 1,280 7.7%
of package, although the use of this option -0.2 Unknown 7 100%
has increased by 12.2%. However, it would
-0.4 Source: BFS.
be more accurate to refer to organised travel * South-eastern Europe: Greece, Turkey, Croatia, Bosnia
-0.6
for individual tourists, without intermediar- Herzegovina, Serbia, Albania, Slovenia, Montenegro, Kosovo,
-0.8 Romania, Bulgaria and Macedonia.
ies, rather than traditional package holidays. ** South-western Europe: Spain, Portugal, Andorra and Gibraltar.
84% travel without the assistance of travel -1.0
agencies, although they may turn to tradi- -1.2
There are no reliable data for the image of
tional agencies for longer, more expensive
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General
description
of the market
Inma Ballestn
Director of the
GDP in Belgium has risen slightly (+0.1%) Breakdown of journeys by reason for travelling (2010)
Catalonia is visited by 25.6% of Belgian an average of 9 nights. Spending per person 13.7% Getaways/city breaks
and Dutch tourists who come to Spain. Both was 799, generating a total of 411,709,027. Sun and beach
19.9%
beach resorts and the Barcelona brand have
a strong attraction for Belgian and Dutch tour- Source: THR based on European Travel Monitor.
ists who visit us. Mountain areas are not yet
well known to these travellers, making them
a product that should be developed, bearing
Tourists arriving in European destinations (millions)
in mind that Belgian and Dutch people are
very keen on activity and nature holidays. 16.9% 17.0% 17.1% 17.3% 16.6% 17.0% 17.2% 17.8%
benelux
Breakdown of bookings (2008)
Internet bookings
33.0%
belgium Non-Internet
67.0%
the netherlands
bookings
luxembourg
0 10 20 30 40 50 60 70 80
Trends and
Market Transport
competitive
structure Patterns of demand
Regular weekly flights (summer 2014)
positioning
BRU CH Total Many Belgians use their own cars to travel
Booking via intermediaries still carries some Barcelona 57 7 64 to Catalonia (44%), making tourist routes a The future economic scenario is moderately
weight because of the proliferation of virtual Girona 3 7 10
product for potential growth. Coaches are positive and is not expected to have a nega-
sales platforms such as booking.com, ho- Reus 2 4 6
still an important transport choice (18%). tive effect on peoples leisure travel. The use
tels.com (accommodation), bongo.es and 80
38% come to Catalonia by air, while the fig- of ICT is growing, basically because people
cadeaubox.be (experiences) and collective
ure for Spain as a whole is 68%. are searching for information, making book-
purchasing groups (groupon.be). 58% of Airlines:
bookings are made directly with suppliers. ings and visiting promotional and virtual
Brussels Airlines: 20
Belgian tourists most frequent choice of sales platforms.
Vueling: 23
accommodation is hotels (61%), while they
Belgian tourists visiting Catalonia are mainly Ryanair: 32
are beginning to rent apartments and rural The use of smartphones and tablets is still
attracted by sun and beach (62%) and city Jetair: 5
tourism accommodation (20%) and also like limited.
trips, Barcelona being the third most-popular
campsites (16%).
destination after Paris and London. Last year
Products Climate conditions are a decisive last-minute
Barcelona won the Belgian Travel Award
In Belgium there are five holiday periods factor in Belgian tourists choice of holiday.
2012 for the best European city trip. The main preferences of Belgian tourists vis-
when people can travel, especially during They report that they are committed to sus-
iting Catalonia are for sun and beach holi-
the summer months (July-September), au- tainable tourism models, which allow them to
The main tour operators, Thomas Cook and days (62%) and city trips. There are no data
tumn, Christmas, Carnival and Easter. experience local life. Some travel agencies
Jetair (TUI), have 80% of the market. The for activity and nature holidays, which are
other tour operators are small but very spe- and Internet platforms have sustainability
growing in other markets.
cialised: coach companies, mutual benefit rankings for destinations or are associated
associations, clubs and the like. with platforms such as Travelife.
69% of Belgian travellers use the Internet
and websites to gather information on travel
The main destination for tour operators Catalonias main competitors in this market
and holidays. The websites most frequently
packages is the Costa Brava. are destinations such as the Canary Islands
consulted are, in order, those for accommo-
and Costa del Sol in Spain, and other Medi-
dation, destination, tour operators and trip
organisers, transport, opinion pages (TripAd- 42% of all terranean countries.
visor), travellers photographs and videos on bookings Catalonias best-known brands are the sun
YouTube, and social networks such as Twitter
and Facebook. are made via and beach destinations (Costa Brava and
Costa Daurada) and Barcelona.
intermediaries.
Trips organised via tour operators and travel
agencies catalogues are in second place
(28%), while guidebooks and magazines are
the third most popular option.
40 markets benelux 41
the netherlands
KLM: 42
Transavia: 42
Ryanair: 14
The most important motives for Dutch Vueling: 28
travellers are sun and beach and city breaks. Arkefly: 1
Breakdown of journeys by reason for travelling (2010)
The most popular products with Dutch trav-
18.3% ellers visiting Catalonia are sun and beach
32.0% Other
(51%) and city trips (31%). Barcelona is a
Nature
5.1%
very popular destination, after Paris and Lon-
Routes don. We know there is great interest in activ-
9.4% Countryside ity and nature holidays, which is therefore an
Getaways/city breaks interesting area for development.
14.3% 20.9% Sun and beach
the netherlands
General description
of the market
Economic data The most important motives for Nordic
travellers are sun and beach and city breaks.
Eullia Cabana We include six countries in the Nordic coun-
Breakdown of journeys by reason for travelling (2010)
Director of the Nordic tries group: Norway, Finland, Sweden, Den-
Countries office mark, Estonia and Iceland. 20.6% 27.7% Other
Nature
751,000 tourists from the Nordic countries Economic data (2011)*IMF estimate for 2012
visited Catalonia in 2013, a 16.6% increase Countryside
6.4%
Per capita GDP Journeys
on 2012 figures. This is a market that has not Population income (million abroad 2010 Holidays abroad
Routes
been seriously affected by the recession and (millions) (USD)* USD) (millions) (millions) 2010 8.6% Getaways/city breaks
daily spending levels remain high (it is the SE 9.4 57,948 354,716 13 10.8 21.3% Sun and beach
NO 4.9 99,665 255,284 7.6 6.0 15.4%
second most important market). People from
FIN 5.3 47,496 185,979 5 3.9
the Nordic countries travel throughout the DK 5.5 57,572 201,739 7 4.3
Source: THR based on European Travel Monitor.
year and are well-read travellers. For their EST 1.3 16,637 0.9 0.5
summer holidays they are mainly interested ISL 0.3 41,411 *** ***
in sun and beach, with guaranteed good Total 26.6 33.5 25.5
weather. Among Spanish destinations the
Balearic Islands are becoming more popu-
lar, while the Canary Islands are still the top In 2013 the number of tourists rose by 16.6%,
winter destination. while spending increased by 24.6%, making Spain is the top destination for Nordic tourists,
the Nordic countries Catalonias sixth largest with 3.2 million visitors, 20% of whom came to
Interest in Catalonia has grown in recent market. Catalonia.
years, although the Costa Brava and Cos- Numbers, growth and forecast for visits to main
ta Daurada are the brands known by most Average daily expenditure by Nordic tour- destinations (millions)
people. Barcelona (among the top 5 in city ists in Catalonia was 163.18 in 2013, an in-
2007 2008 2009 2010 2011 2015 %*
breaks) is the main entry point for Nordic crease of 12.2% over the previous year, put- Total Spain 3.4 3.6 3.3 3.3 3.2 3.3 +3.2%
tourists. It is one of Catalonias main selling ting this market in third place after Japan and Germany 2.5 2.6 2.5 2.7 2.7 2.7 -0.2%
points and is a leading destination for city the US. Average spending per Nordic tourist United Kingdom 2.1 2.2 2.0 2.0 2.1 2.3 +11.9%
breaks, business and meetings. Golf and rose by 6.8%. The only indicator which fell France 2.2 2.4 2.2 2.1 2.1 2.1 +1.0%
sporting events are two other products to be was the number of nights spent here per vis- Catalonia 0.6 0.6 0.5 0.7 0.6
borne in mind. Increasing numbers of spe- it, down from 6.5 to 6.3. Source: IET and Tourism Economics.
cialist tour operators are promoting products *Cumulative growth forecast for 2011-2015.
norway
denmark After the drop in 2009, journeys by Nordic
nordic
finland
tourists to European countries have risen and 60% of Nordic tourists book travel online.
by 2015 the number is expected to reach 30
Breakdown of bookings (2011)
million.
sweden Tourists arriving in European destinations (millions)
iceland 25.7 26.8 27.6 28.5 27.0 27.4 28.1 29.9 Online
estonia
countries
Offline
countries
Market Patterns of demand
structure There is 92.4% of Nordic tourists fly to Catalonia on reg-
The Nordic countries are a good market for increasing interest ular flights, 7% come by car, 0.3% by sea and
Trends and
0.3% by train.
tour operators and a number of large groups in all-inclusive competitive
have a strong presence there, including
TUI Nordic, Thomas Cook Nordic and Kuo- trips, luxury They are looking for sun and beach holidays
positioning
and 75% stay in hotels, often opting for all-in-
ni Scandinavia. The market is not greatly travel and unique clusive accommodation at 3- and 4-star estab-
structured by product. The main OTAs (on- The number of regular flights to classic sun
line travel agencies) in the Nordic market experiences. lishments. They have clear preferences for ho-
and beach destinations has increased. Con-
tels which are specifically suitable for families
are eTraveli, which uses 10 different brands sequently, despite the strength of the tour
with children or adults travelling on their own.
in the Nordic countries, Travellink (Odigeo operators, Nordic travellers in search of sun
group), Orbitz Worldwide with the ebookers and beach holidays are increasingly using
Those looking for more active holidays often
brands (NO, FI) and MrJet (DK, SE). regular flights and booking hotel accommo-
Bookings in Spain as a whole rose by 18%. choose golf and stay in 4-star hotels. Business
The biggest increases were in Alicante and MICE travellers choose 4- or 5-star hotels dation via OTAs. The number of bookings in
There are 166 direct flights to Catalonia in Catalonia has remained steady, with a slight
(47%), Gran Canaria (38%), Malaga (25%) and visitors coming for city breaks usually stay
peak season (July) from 20 airports in the increase (2%). There has been a change in
and Majorca (17%). at 4-star hotels.
Nordic countries to two airports in Catalonia the profile of city breaks as families with chil-
(Barcelona and Girona). The number has dren are also travelling to cities in the sum-
There was a marked drop in bookings for Nordic countries, followed by the UK, have the
fallen by 2.3% as a result of the elimination of mer months. There is also a tendency for visi-
Bulgaria, Croatia and Italy. highest level of online sales (55% in 2012). 54%
8 flights by Ryanair. tors to stagger their bookings during the year
of travel agency bookings were made online in
Top destinations booked via the Swedish 2012. Sales via OTAs rose by 22%, while there and not restrict travel to July.
However, in 2014, Vueling, Norwegian Ex-
ticket agency in 2013: was a 15% increase in sales via the portals of
press, SAS and Wow Air (formerly Iceland There has been an increase in all-inclusive
conventional tour operators.
Express) will be increasing the frequency and business trips, luxury travel and unique
of their flights and extending the season on 1. Antalya, Turkey (1)
2. Gran Canaria (2) The main social networks are Facebook and experiences. Smartphones are becoming
their routes. Norwegian is establishing a hub important tools for finding information when
3. London (4) Twitter. Travellers from Nordic countries want
in Barcelona and opening a route from Bar- people make bookings and the use of travel
4. Palma de Mallorca (3) Internet access in their place of accommoda-
celona to Oslo Torp TRF. portals and Internet search facilities has also
5. Bangkok (7) tion.
6. Paris (new) grown.
It is interesting to note that the numbers of
7. Tenerife (6) Business travel is also largely booked online
flights from Norway and Denmark have in- Classic sun and beach destinations continue
8. New York, USA (5) (47% for the Nordic countries as a whole).
creased by 12.5% and 10% respectively. to attract more visitors (Antalya, Gran Canar-
9. Barcelona (new)
10. Crete (8) Use of social networks in Sweden ia Palma, Costa del Sol). Greece continues
The most popular products with Nordic tour- in top position for the summer months. Long-
ists in Catalonia are city breaks (Barcelona distance travel for sun and beach holidays
Facebook: 66%
rose by 3%), MICE, golf and sporting events and city breaks is increasing in popularity.
Twitter: 17%
and sports holidays. MICE groups often For the golf product, Portugal and the Costa
Instagram: 15%
combine their trip with other sub-products, del Sol are our main competitors.
such as wine tourism.
Nordic families have an average of 5 weeks
holidays a year with great flexibility in the Catalonia is well known in the tourism indus-
The most important product in the Nordic try but it does not feature in marketing except
choice of dates. There are very few public
market is sun and beach, as tourists want to for minority products such as hiking and cy-
holidays. School holidays begin in the first half
be sure of good weather during their summer cle tourism. The Barcelona and Costa Brava
of July and end at the beginning of August.
holidays. Our main competitors in providing brands are used.
Schools have a one-week holiday in October
sun and beach holidays are the rest of Spain,
and another in February. July is the most im-
especially Majorca and other destinations on
portant holiday month.
the Mediterranean coast, Greece (up 12%)
and Turkey.
General
description
of the market
Russia has the sixth-largest share of world The most important motives for Russian
Josep Maria Perramon travellers are sun and beach and interesting
Director of the Eastern
GDP. Its GDP is 2.022 trillion USD and per
capita GDP is 14,247 USD. Inflation is 6% routes.
Europe office
and unemployment is also 6%. Breakdown of journeys by reason for travelling (2010)
russia
made via tour operators and offline agencies.
Breakdown of bookings (2011)
Offline travel
agencies and tour 75%
operators
Online 20%
Directly with
supplier in 5%
destination
General
description
of the market
Ming Li Facts and figures
Director of
the China office The Chinese market is the second largest in There is a positive trend in travel to Europe
the world, with a GDP of 56,884,500 million by Chinese tourists as substantial medium-
and 7.7% growth vs. 2012. 52.6% of the pop- term growth is anticipated with the number of
Catalonia is known to the Chinese as the travellers exceeding 6 million in 2015.
home of Gauds Sagrada Famlia, Camp ulation of China live in urban areas and their
Nou, Art Nouveau and Samaranch, who is average per capita income is 24,565 CNY, a Tourists arriving in European destinations (millions)
seen as a great friend of the Chinese people. year-on-year increase of 12.6%, with a cur-
6.1
Over 100,000 Chinese tourists came to Cata- rency that is rising in value against the US
lonia, Barcelona being the most popular des- dollar. 1USD = CNY6.1932 (+1.93%). 3.7 4.1
2.6 2.9 3.1 2.9 3.2
tination, and they account for 1% of all for-
eign visitors. China is the second country in These figures put China at the top of the
the world in spending on foreign travel. One Globe Shopper Nations list for the first time
2005 2006 2007 2008 2009 2010 2011 (est.) 2015
of our main challenges is to make Catalonia ever in the history of world tourism.
Source: Tourism Economics.
one of the top five European destinations for
this market. 58.5% of Chinese tourists who travelled to
Spain last year visited Catalonia, mostly stay-
The profile of a typical Chinese tourist is ing in Barcelona, a city which continues to
a woman aged 18 to 45. She has been to consolidate its position as a destination for
incentive trips organised by large compa- Russia is the most popular destination for
university and usually travels in a group but Chinese tourists visiting Europe, with 1.2
informs herself well before travelling and en- nies.
million visitors. All markets have experienced
joys helping to plan the trip. New technolo- substantial growth.
gies must therefore be taken into account in
Numbers, growth and forecast for visits to main
our future plans for this market. destinations (millions)
china
Half of the bookings made are via tour
operators or offline travel agencies, while 30%
of Chinese travellers use online channels.
Breakdown of bookings
Online 30%
No previous booking 5%
54 markets
china 55
Market Products
structure The product most in demand by Chinese
Patterns of demand
tourists travelling to Spain is an organised Most Chinese visitors to Spain come by air, The most
tour taking in the whole country, with 2/3
Intermediaries
nights spent in Barcelona. The most popu-
using traditional airlines. popular product
Although there has been considerable growth lar routes are those focusing on architecture, Holiday makers tend to prefer 3- and 4-star is tours.
in the percentage of individual tourists who wine and gastronomy, golf and photography. hotels, while for meeting tourism 4- and
travel, an important feature of the Chinese
5-star hotels are usually chosen, with a
market is the role of tour operators and travel Barcelona is an important destination for preference for hotel chains.
agencies as intermediaries who process visa incentive trips. Incentive trips organised by
applications and organise group travel. large companies usually include an average As a result of censorship, social networks
of 4 nights at hotels in Barcelona. such as Facebook, Twitter and YouTube do
The following online agencies are increasing
not reach the Chinese mainland market. In
their market share: Crip.com, Lvmama.com Lastly, cruises are another option. They are the first quarter of 2013 the Catalan Tour-
and Tuniu.com. concentrated around the spring holidays and ist Board activated a weibo profile on the
during the school holidays in summer. Tencent and Sina portals. The first app in
Transport Chinese for mobiles with the name Top 10
China is the worlds largest Internet user (618 Catalonia is now available from the iPhone
Air China has announced the route Beijing- million), with market penetration of 45.8%, App Store. It was launched on 15 January
Vienna-Barcelona starting in May 2014 with and it has the worlds largest number of mo-
four flights each week, although current bile phone users (1.112 billion, 232 million of
2014. Trends and
visitor numbers would justify the creation
of a Barcelona-Shanghai air link. Currently
whom have 3G). The longest holiday periods in 2014 will be competitive
the only direct flight from China to Spain is The dominant Internet browser is still Baidu.
the Spring Festival Golden Week, from 30
January to 5 February, and National Day
positioning
the Beijing-Madrid route, operated by Air com, and its subsidiary, QuNar, is the leader Golden Week, from 1 to 7 October. According to the WTO, 100 million Chinese
China, with four flights per week. The hubs in the travel information sector. The main In-
used most extensively are Paris, Amsterdam, ternet portals for tourism are sina.com and people are expected to travel in 2020. They
Frankfurt, Helsinki, Istanbul and Dubai. sohu.com, and the most important TV chan- usually travel in groups, although the number
nel is CCTV. of individual travellers is increasing. Europe
continues to compete with the United States
and Australia as a long-distance destination.
Within Europe, Spain is the sixth most-visited
country, after France, Germany, the United
Kingdom, Italy and Switzerland.
General
description of
the market
Singapore is an open economy which is There is a positive trend in travel to Europe
David Mir by tourists from Singapore, as substantial
Director of the
strongly influenced by other economies, and
has accordingly felt the effects of the euro- medium-term growth is anticipated with the
Singapore office
zone crisis. In 2012 the Singapore economy number of travellers exceeding half a million in
grew by only 1.3% of GDP, a small increase 2015.
In 2013 the number of tourists coming to
Catalonia from Singapore was nearly 35,000. which contrasts with the growth achieved in Tourists arriving in European destinations (thousands)
Demand is expected to grow, geared to light the previous years (6% in 2011 and 15% in 505.3
cultural experiences, shopping and making 2010). 364.1 61.6 371.9 406.9
275.3 297.1 274.2
interesting gastronomic discoveries. Growth
is anticipated in Mediterranean cruises and Although there was a slight contraction in the
in incentive trips. early months of 2013, it is hoped that the Sin-
gapore economy will recover so that growth 2005 2006 2007 2008 2009 2010 2011 (est.) 2015
The level of spending by this market is con- in GDP at the end of 2013 will be around 2%,
siderably higher than that of travellers from with 2% unemployment. Source: Tourism Economics.
Barcelona is an essential part of the Euro- 2007 2008 2009 2010 2011 2015 %*
pean capitals route followed by tourists from Catalonia continues to attract the largest France 91.3 132.5 137.3 138.5 150.5 194.2 +12.1%
Singapore and it is hoped that in future it will percentage of tourists from Singapore visit- Switzerland 22.0 25.3 41.0 41.0 15.0 58.6 -36.3%
become an important destination for visitors ing Spain. Catalonia 11.7 26.5
Italy 24.4 31.2 28.7 20.2 22.2 22.8 +22.6%
learning Spanish. Poland 4.3 5.2 6.6 12.8 14.9 17.5 +17.5%
singapore
operators or offline travel agencies, while
20% of travellers from Singapore use online
channels.
Breakdown of bookings
Online 20%
the 900 members of the National Associa- Destinations on the routes of north and south-
tion of Travel Agents of Singapore (NATAS), The governments monetary policy and the east Asian cruises, the Nordic countries and
of which the ACT is an associate member,
sell trips to Europe and these are therefore of
Patterns of demand exchange rate will allow Europe to become
more competitive as a destination, encour-
the Caribbean are the main competitors for
Mediterranean cruises, where Barcelona ap-
special interest to Catalonia. aging more travellers to choose it for their pears in all the programmes marketed in Sin-
100% of visitors from Singapore travel to Cat-
holidays. gapore.
alonia by air, either directly to Barcelona or
Transport via other European capitals or the main cities
Better and more frequent connections be- In Spain the destinations that compete with
in the Persian Gulf.
Singapore Airlines is still the only south-east tween Singapore and Barcelona and links Catalonia are Madrid, Andalusia, Segovia,
Asian airline to fly directly from Singapore to via other European capitals and cities in Avila and Toledo, although they also comple-
They appreciate the European high-speed
Barcelona, with three direct flights to Barce- the Persian Gulf suggest that the market will ment Catalonia as a destination.
rail network, which may encourage Singa-
lona every day. There are also two with tech- continue to grow, possibly even by double
porean tourists to come to Catalonia by train
nical stops in Milan. Improvements in the figures. Barcelona is the Spanish destination which
from other EU countries.
connections and frequency offered by Qatar has best consolidated its position. La Roca
Airways and Emirates, together with flights Business and meeting tourism is increasingly del Valls (La Roca Village) also has a cer-
Regarding accommodation, Singaporean
by Finnair, Turkish Airlines and Lufthansa, open to European destinations, especially tain positioning together with Montserrat and
tourists choose 4- and 5-star hotels. They
provide other links between Singapore and for incentive trips. Most trips of this kind take excursions to Catalonias main wineries.
must be centrally located and near the main
Catalonia, in addition to direct flights. place in September, October and November.
shopping districts.
Apart from the Asian market our competi- Futbol Club Barcelona is also one of the im-
Singapore Airlines is waiting for approval tors are the middle east and some European ages Singaporeans have when one speaks
Tourists travelling on a more restricted budg-
from the Spanish Civil Aviation Authority for countries such as Germany. about Catalonia.
et do not rule out 3-star accommodation.
an extension of its service to seven flights a
week, providing a connection to So Paulo
80% of the population have Internet access.
via Barcelona, which would establish a daily
This figure places Singapore among the
service between Singapore and Barcelona.
leading countries in terms of Internet use.
General
description
of the market
Inflation in the United States is currently Over 50% of American tourists use online
Cristina Gargallo channels when booking travel.
Director of
1.7%, GDP grew by 2.5% in the first quarter
the United States office of 2013 and per capita GDP is 49,800 USD. Breakdown of bookings (2011)
Unemployment is currently 8.1%. The ex-
568,045 American tourists visited us last change rate is 1 = USD1.30.
year, 3.6% of all foreign arrivals. Most go to Online
Barcelona. The United States is Catalonias Americans made 60.7 million trips in 2012,
ninth-largest outbound market but the fourth 53% of which were to Canada and Mexico
in terms of spending (1.005 billion, down and 47% to other destinations. 11 million Offline travel
agencies and tour
9.2% from 2012). This market is, therefore, of trips were to Europe, 4% more than in 2011. operators
great interest to us.
There is not a single profile for American tour- Source: Catalan Tourist Board CPT, based on Office of Travel and
Tourism Industries figures.
ists but many consumers fall into two clearly
differentiated groups: the baby boomers and
the millennials (aged 18 to 30).
CATALONIA in the American market:
Both know the Barcelona brand well and ei- The number of American tourists travelling to
what does it include?
ther organise a trip to visit it or come to the Europe has risen since 2009 and it is expected Barcelona: pre-/post-cruise stays
city in the course of a cruise. Unfortunately, to reach 22 million by 2015. Barcelona: stage in grand tour of Spain
Barcelona city and day trips:
they do not know Catalonia and do not iden- Tourists arriving in European destinations (millions) Costa Brava - Figueres
tify it with anything in particular. They often Wine tourism
use Barcelona to refer to the whole of Cata- 21.9
19.7 20.1 18.5
lonia. We are thus faced with the great chal- 17.9 17.5 18.2 18.1
lenge of raising awareness of our country in Main challenges for the immediate future:
a market that places great value on heritage,
Maintain cruises.
history, gastronomy and wine, subjects of Consolidate air links against a background
great interest in the United States at this time, 2005 2006 2007 2008 2009 2010 2011 (est.) 2015 of falling capacity.
Most important challenge for the future:
as is the search for unique experiences that increasing recognition of the Catalonia brand
Source: Tourism Economics.
put visitors in touch with local culture. and positioning it more effectively.
united
American travellers, with 3.4 million visitors.
Catalonia was visited by about half a million
American tourists.
Numbers, growth and forecast for visits to main
destinations (millions)
states
France 3.4 3.3 3.0 3.0 2.9 3.4 +16.8%
Italy 2.4 2.3 2.3 2.5 2.4 2.7 +11.0%
Germany 2.1 2.0 1.9 2.1 2.1 2.5 +18.4%
Total Spain 1.0 1.1 1.1 1.1 1.0 1.1 +8.0%
Catalonia 0.4 0.4 0.4 0.5 0.5
General description
of the market
Inflation is one of the main problems in Ar- Total spending by Argentinians travelling
gentina: according to the National Institute abroad in 2007 was 3,826.1 million dollars,
Joan Romero of Statistics and Censuses (INDEC) it was 27% more than 2006 and 54% more than
Director of the South 9.5% in 2011, but private consultants set the 2004. 24% of all spending was in Europe.
America office figure at nearly 23%. GDP in Argentina grew
by 8.8% in 2011. At present the exchange
Over 5 million tourists travelled outside South rate is between 5.80 and 5.85, although it It is the most visited destination not border-
America last season. Argentina is Catalonias depends on fluctuations in the value of the ing on Argentina and accounts for 33% of all
second-largest outbound market in South dollar against the euro. Per capita GDP is journeys. In 2008 Argentine tourists spent
America, with nearly 100,000 tourists visiting 17,400. 3,554.23 million euros, 16.5% more than in
us. Tourism from Brazil is growing exponen- 2007. In 2009, however, spending fell by
tially each year. Unemployment in 2010 was 7.3%, an im- 2.5% to 3,464.3 million euros. Estimated
provement on the preceding years. The spending for 2011 is 4,246.42 million euros,
South American tourists tend to have high numbers of travellers from Argentina arriving an increase of 13.2% on the figure for 2010.
purchasing power and opt for quality tourism in Europe and forecasts for the future are as
which is differentiated and personalised. The follows: Argentina was Spains nineteenth-largest in-
Barcelona brand is well known and visitors ternational market in 2011, after Japan and
are showing interest in extending their stay Brazil. In 2011 the number of Argentine tour-
by spending time on the Costa Brava. They Tourists arriving in European destinations ists visiting Spain grew by 8.3% to a record
are also interested in sport (especially Bara level of 299,396. Spain accounted for 5.6%
Destination 2005 2006 2007 2008 2009 2010
and the teams Brazilian players) and in the Europe 365.84 439.63 413.92 457.68 458.53 601.82 of the Argentine outbound market.
cultural field they are familiar with Picasso, 2011 2012 2013 2014 2015
Salvador Dal and the Sagrada Famlia. Trav- 561.72 529.26 525.08 523.58 531.18 Foreign travel by Argentine tourists varies
el is a leisure activity with a high social sta- Data and forecasts last updated on 5 April, 2011, Fixed: Visits/ considerably because of the countrys eco-
tus and indicative of personal prestige, apart Nights = (1000), Facts = Value.
nomic situation. Since 2007 there has been
from being entertaining and bringing cultural a rising trend in the number of Argentines
benefits. travelling abroad (from 4,391,453 in 2007
For other destinations, the figures are as fol- to 6,686,469 in 2011). Spending by the
For these travellers Catalonia is a destination lows: 6,686,469 travellers visiting Europe in 2011
with a Mediterranean life style and it is seen totalled 4,246 million euros.
as a place where they can buy international
Volume, forecast and growth
brands at more affordable prices. 86.2% of those travelling abroad were from
Destination Uruguay Brazil Chile USA Spain
the Buenos Aires region, 34.1% being from
2005 -0.1% 7.6% 5.2% 12.6% 23.4%
2006 -12.0% -6.0% 12.8% 12.3% -17.4% the city itself.
2007 -6.9% -1.2% 11.1% 25.9% 7.4%
2008 12.9% 10.4% 14.2% 19.2% -2.2% The most popular destinations in Spain are
2009 12.2% 19.0% 15.4% 12.0% 39.0%
Madrid, which was visited by 128,180 tour-
2010 10.2% -15.3% -9.6% 22.4% -14.6%
2011 -0.4% -5.1% 4.1% 9.6% -10.6%
ists, and Catalonia, with 93,297 tourists. An-
dalusia and Galicia were in third and fourth
south
2012 2.4% -5.1% 2.1% 3.7% -5.3%
2013 3.0% 1.2% 3.6% 4.4% -4.3% place respectively. Catalonia and Madrid ac-
2014 2.2% 13.6% 0.9% 1.7% -4.3% count for 70% of the tourists coming to Spain.
2015 3.9% -0.8% 1.5% 3.4 % -1.6%
In 2011 Catalonia was visited by 64.7% more
tourists than in 2010.
america argentina
brazil
markets south america
argentina
66 67
brazil
In 2011, 5.4 million Brazilians travelled
General description abroad, an increase of 2% on the figure for Market
of the market 2010. 718,948 Brazilian tourists visited Spain structure
in 2011, 69.9% more than in 2010. Catalonia
Brazil is the worlds seventh largest econo- was visited by 136,106 Brazilians in 2011, a Only 25% of Brazilian tourists contract pack-
my and it is expected to have climbed two year-on-year increase of 59.08%. ages when travelling to Spain. Organised
places by 2016. GDP has an average annual travel is giving way to independent travel and
growth of 5%. The population is nearly 200 Spending by Brazilian tourists continues to tourists only visit travel agencies to deal with
million, with an average age of 29. grow in line with the trend in recent years. specific issues or to obtain more specialised
In 2011, it was 39,979.1 million reais. Fash- information. In Spain only 16% of Brazilian
The areas generating most tourism are the ion and clothing are the items on which they tourists opted for package tours.
south of the country (Paran, Santa Catarina spend most, followed by electronics.
and Mato Grosso do Sul) and the south-east There is a direct flight between Barcelona
(So Paulo, Rio de Janeiro, Minas Gerais and The leading destinations in Europe are Spain and So Paulo which runs daily except on
Esprito Santo). In these regions we find Bra- and Portugal, followed by Italy and France. Sundays.
zils richest states, which account for 75% of In Spain the most popular destinations are
the countrys wealth. So Paulo is the most the Autonomous Community of Madrid and Singapore Airlines - direct FLIGHTS
prosperous, with 33.9% of the countrys total Catalonia, both of which saw growth of over SO PAULO, GUARULHOS AIRPORT - BARCELONA-EL PRAT AIRPORT
GDP, followed by Rio de Janeiro and Paran. 50%. In the first quarter of 2012, year-on-year Route Flight Day Departure Arrival
So Paulo - BCN SQ67 Monday 17:40 9:05 (next day)
In 2010 per capita GDP was 10,650 USD, growth in Catalonia was greater than in Ma-
So Paulo - BCN SQ67 Thursday 17:40 9:05 (next day)
with falling unemployment due to economic drid, a difference which has been observed So Paulo - BCN SQ67 Saturday 17:40 9:05 (next day)
growth; in 2012 the working population grew in the first quarter of all the years 2007 to BCN - So Paulo SQ68 Monday 09:00 16:10
by 1.9% compared to 2011. 2012. BCN - So Paulo SQ68 Thursday 09:00 16:10
BCN - So Paulo SQ68 Saturday 09:00 16:10
Tourists arriving in European destinations The activities most often contracted by Bra-
Destination 2004 2005 2006 2007 2008 2009
zilians are travel and excursions within the
Europe 982.21 1,250.53 1,516.52 1,840.82 1,999.03 2,302.03 country, spa packages, tours, cultural visits
2010 2011 2012 2013 2014 2015 in cities and cruises. There is growing inter-
2,302.71 2,721.05 3,100.16 3,274.77 3,278.95 3,234.49 est in cultural and gastronomy tourism, relax-
Data and forecasts last updated on 5 April, 2011, Fixed: Visits/ ing holidays, sport and adventure travel and
Nights = (1000), Facts = Value. nature tourism.
brazil
products
vs. markets
74 products vs. markets 75
catalan
Germany and the United Kingdom, which
generated 78.6 million tourists in 2011. Our
main competitors for this product are the rest
of the Spanish coast, Greece and Turkey.
coast: sun
Sun and beach holidays attract many types
of tourist from different segments, mainly
those who want family holidays without
spending as much as they would with other
and beach
products. After families, the largest segment
is senior tourists.
The basic factors to compete internationally Key factors for success are: Spain, Turkey and Greece stand out as the
are: main destinations, as 50% of trips are to these
Excellent conservation of the environment countries. European tourists in search of sun and
Excellent accessibility Well-tended destinations without massive beach travel to various parts of the Mediterranean.
Comprehensive food and accommodation tourist presence
deals Destinations with an identity of their own,
Main destinations for Europeans
Good value for money with strong, distinctive positioning
Thematic activities and experiences avail- Qualified workforce with knowledge of lan-
able guages and customer care skills
Top destinations in Europe
Well-trained staff and good customer ser- Varied, good quality additional attractions
Destinations competing with Catalonia
vice (food, activities, shopping, etc.) % market share
Country / Country / area
Mild climate during most of the year High levels of security region
Plenty of clean beaches Spain Balearic Islands, Canary Spain
Islands, Costa Brava, >20
Sufficient, suitable accommodation of ac-
Costa Daurada, Costa
ceptable quality near the beach Traditional Blanca, Costa del Sol Turkey
Proximity of a town or city to give more life destinations France Cte d'Azur, Corsica >10 Greece
to the destination Italy Adriatic coast, Versilia, Italy
Ligurian Riviera, Costa Croatia
Hospitable local population Smeralda 0
Greece Crete, Rhodes, Corfu
Portugal Algarve 5
Croatia Istria, Dalmatia, Kvarner
Turkey Aegean coast, 1 4
New Mediterranean coast, Black 3
destinations Sea coast
Egypt Sharm el-Sheikh, Hurghada 2
Morocco Agadir
Sun and beach holidays attract all segments of A high proportion of tourists are concentrated
the population to a greater or lesser extent and in the period May to August and most visits
are especially popular with families. Spending last at least a week.
levels are lower than with other tourism
products.
Families 23%
63%
Seniors 18%
Couples without 17%
78.6 million tourists chose sun and beach holidays in Europe in 2011; it is the largest sector in the children
Young 14% 14%
European market and is standing up well to the crisis. Germany and the United Kingdom are the professionals 11%
biggest consumers. Adults without 9%
children
Students 7%
January - April May - August September - December
Tourists travelling in Europe Main outbound markets in Europe 05 10 15 20 25
getaways
the second most-popular type of travel in Eu-
rope, with demand totalling about 46 million
tourists. Germany and the United Kingdom
are the largest outbound markets.
The basic factors to compete internationally Key factors for success are:
are: Excellent accessibility % market share
The availability of cultural attractions for Comprehensive food and accommodation
tourists deals
Proximity to outbound markets Good value for money >20
Main destinations for
Significant volume of accommodation of Thematic activities and experiences avail-
Europeans taking city breaks London
an appropriate standard able
Inter-city transport services Well-trained staff and good customer ser- >15
An effective system for signposting tour- vice Paris
ism resources and attractions Mild climate during most of the year
>10 Berlin
Rome
Madrid
Barcelona
Prague
Vienna
0
Getaways tend to be to large towns which are attractive and easily accessible:
London and Paris are at the forefront, both in city breaks and travel for major
events. Barcelona is the leading destination in Catalonia.
Getaways are taken by most segments in the Getaways are less seasonal than other
population. Spending averages 100-150 per products, as they are available throughout the
day, although this can vary according to the year, although they are more attractive when
destination, and the services and activities the weather is good. People usually choose
chosen. weekends or long weekends for this type of trip.
routes
and Italy are the largest outbound markets.
These long journeys enable visitors to dis-
cover the most representative attractions
of a region, its culture and traditions, etc.
Routes may be general or related to a theme
(culture, gastronomy, wine, the coast, etc.).
Spain is the top destination for this type of
travel, followed by France, Italy and Germa-
Long journeys to discover ny. Travel can be organised or independent,
in tourists own vehicles.
the most representative Users are mostly middle-aged adults and
attractions of a region, its seniors travelling in a group. They have con-
siderable purchasing power. Daily spending
culture and traditions, etc. averages 110-150.
The basic factors to compete internationally Key factors for success are:
are: Excellent accessibility
A large number of major tourist attractions An effective system for signposting tourism % market share
to create a critical mass resources and attractions
Availability of structured routes Authentic destinations Top destinations in Europe >15
Good internal communications and access Authentic, varied and innovative experi- Destinations competing with Catalonia Spain
routes ences should be developed
Food, accommodation and basic services Tourists should be able to obtain informa- >10
France
available in all parts of the route tion, book and make purchases on line or Italy
using mobiles Germany
Mild climate during most of the year >5
Croatia
2
5
1 3
Spain is the top destination for this type of travel, followed by France, Italy and Germany.
Trips may be organised or made in tourists own vehicles.
Users are mostly middle-aged adults and Trips mainly take place in high and mid-
seniors travelling in groups. They have season, when weather and temperatures are
considerable purchasing power and average most favourable. Tours usually last between 1
daily spending is 110 - 150. and 2 weeks.
Seniors 37%
Adults without 52%
children 23%
Families 18% 27%
Routes are the third most-popular type of travel in Europe, with demand at 41 million in 2011.
Adults without 21%
France and Italy are the largest outbound markets. children 14%
Young 8%
professionals
Tourists travelling in Europe Main outbound markets for Europe Students 2% January - April May - August September - December
(% of all tours) 05 05 10 15 20 25 30 35 40
+30.5%
Spending Length of stay (days)
France 12.3%
25% 25% 58%
Italy 10.5% >150 per night
41.0 42%
33.9 36.6
31.4 Nordic countries 9.7% 80-150 per night
Russia 6.2%
2000 2005 2010 2011 0 3 6 9 12 15 50% From 4 to 7 From 8 to 14
86 products vs. markets 87
nature, inland,
the mountains and the countryside. Germany
is the largest outbound market for this type
of travel. Up to now Western Europe has led
the market but Eastern Europe is becoming a
strong competitor.
% market share
Main destinations for Europeans
>15 France
Top destinations in Europe
Destinations competing with Catalonia
Austria
>10 Italy
Switzerland
Germany
>5
Spain
0
5
4 2
1
6 3
The basic factors to compete internationally Key factors for success are:
are: A wide range of activities with specialist pro-
Environmental awareness and well-con- fessional guides Western Europe leads the market but Eastern Europe is also becoming popular.
served destinations Additional attractions linked to themes such
Significant volume of accommodation of an as discovering local culture or cuisine
appropriate standard The existence of towns and villages with
A range of well-marked routes and circuits, charm and authentic areas of great natural Nature tourism attracts mostly adults without Over half of visitors are concentrated in the
both of general interest and specifically for beauty children and seniors. Travellers spend less months May to August and most trips take
mountain bikers, cyclists, hikers, bird watch- Easy access to the destination, routes and than those choosing other tourism products. place at weekends or over long weekends.
ers, etc. natural parks
Mild climate during most of the year
Good value for money Profile of European tourists Breakdown by seasons
Basic transport connections (by air or over- Adults without
land) children 51%
Seniors
Families
In 2011, 16.8 million trips in Europe were made so that people could enjoy activities in nature. 23%
27%
Germany is the main outbound market for this type of travel. Students
Couples without
children
Nature travel in Europe Main outbound markets in Europe Young
professionals January - April May - August September - December
(% of all nature trips)
+57.2%
Spending Length of stay (days)
Germany 49.0%
44% 50% 50%
26.1 United Kingdom 15.4% >150 per night
20.4 80-150 per night
16.6 16.8 The Netherlands 10.3%
<80 per night
Nordic countries 8.9%
MICE
halted by the crisis. Nevertheless, it is a very
attractive sector, providing better returns
than other products.
The basic factors to compete internationally Key factors for success are: Seven of the ten cities organising the most international meetings are in Europe. Barcelona is in
are: Excellent access (direct flights, low-cost second place, with nearly 150 meetings held in 2010.
Wide range of modern infrastructures and airlines, etc.)
centres where meetings can be held. State-of-the-art infrastructures with the lat- Seasonality: the period from May to November Profile of tourists: business tourism segments,
Accommodation of different categories est technology (excluding the months of July and August) has according to Concur study:
(mainly 4- and 5-star) Hotels with facilities for meetings and ad- always been the most popular for organising in-
Good accessibility and proximity to out- ditional services ternational meetings. Most meetings are annual Veterans: enthusiastic and very experienced
bound markets Availability of pre- and post-meeting activi- events. Unmotivated: frequent travellers but not enthu-
Local and private transport services ties siastic; they avoid travelling if they can
High levels of security Length of trip: the average length of internation- Insecure: worried and anxious about the chal-
al meetings has fallen in recent years and now lenges involved in trips
stands at 3.85 days. Technological: young and very enthusiastic,
they adapt to any technological innovation
Traveller 2.0: inexperienced but very enthu-
siastic, adaptable, keen to explore and share
experience
Meetings Meetings
World Europe City 2005 2010
2% 1 1 Vienna 144 154
Africa 2 2 Barcelona 135 148
4%
Australia 3 3 Paris 132 147
8% 4 4 Berlin 106 138
South America
6 5 Madrid 69 114
North America 7 6 Istanbul 60 109
18% 8 7 Lisbon 86 106
57% Asia
9 8 Amsterdam 103 104
Europe 14 9 London 104 97
15 10 Copenhagen 83 92
MICE tourism is a very attractive sector, as it brings to the destination income well above that
In 2010, MICE tourism attracted 7.1 million visitors, but growth in this sector has been halted by the generated by other sectors, such as traditional sun and beach holidays. Events tend to be
crisis. Germany and the United Kingdom are the largest markets. organised when the weather is better, they last 3 to 4 days on average and are attended by a
wide range of professional profiles.
MICE tourism in Europe Main outbound markets in Europe
(% of all meeting trips)
Spending Breakdown of daily spending
+29.3%
Other
Germany 5% 3%
15.4% Transport
6%
9.23 $305
United Kingdom 12.6% 33%
7.96 Leisure
7.14 7.35 11%
Nordic countries 7.0% Shopping
$100
France 5.8% Food
13%
Russia Accommodation
5.3%
2000 2011* 2015* 2020* 29% Registration fees
Conventions and congresses Sun and beach
94 products vs. markets 95
special
be one recognised as having natural or cul-
tural resources allowing visitors to pursue
their interest.
interest
Average length of stay: very variable.
Season: all year.
holidays
Sports holidays in Catalonia
Golf in Catalonia
Learning to cook in Catalonia
Places of religious interest in Catalonia
Health and wellness
Accessible travel in Catalonia
Responsible tourism in Catalonia
Catalonia for 50+
appendix
statistics
98 appendix 99
france italy
Tourists resident in France whose main destination is Catalonia. Tourists resident in Italy whose main destination is Catalonia.
Basic indicators. September 2013 Basic indicators. September 2013
Type of accommodation** total cumulative % in last 12 months total % for month Type of accommodation** total cumulative % in last 12 months total % for month
Hotels and similar establishments 53.0% 59.0% Hotels and similar establishments 73.4% 75.7%
Free accommodation 26.6% Free accommodation 14.1% 8.7%
Rented accommodation 11.7% Rented accommodation 10.0% 11.9%
Other accommodation 8.7% Other accommodation 2.5% 3.7%
Duration of stay total cumulative % in last 12 months total % for month Duration of stay total cumulative % in last 12 months total % for month
1 night 10.9% 1 night 4.2% 5.8%
From 2 to 3 nights 32.9% 40.3% From 2 to 3 nights 28.5% 16.3%
From 4 to 7 nights 38.0% 33.1% From 4 to 7 nights 54.2% 63.6%
From 8 to 15 nights 12.7% From 8 to 15 nights 10.5% 11.0%
Over 15 nights 5.5% Over 15 nights 2.5% 3.3%
Source: IET Frontur and Egatur Source: IET Frontur and Egatur
Note: if the sample is not sufficiently representative, the IET does not report figures. Note: if the sample is not sufficiently representative, the IET does not report figures.
100 appendix 101
Type of accommodation** total cumulative % in last 12 months total % for month Type of accommodation** total cumulative % in last 12 months total % for month
Hotels and similar establishments 73.3% 71.6% Hotels and similar establishments 63.1% 62.9%
Free accommodation 9.1% 6.6% Free accommodation 20.1% 16.3%
Rented accommodation 10.9% 11.5% Rented accommodation 9.4% 10.3%
Other accommodation 6.6% 10.2% Other accommodation 7.3% 10.4%
Duration of stay total cumulative % in last 12 months total % for month Duration of stay total cumulative % in last 12 months total % for month
1 night 4.0% 2.5% 1 night 3.8% 3.4%
From 2 to 3 nights 24.6% 21.7% From 2 to 3 nights 18.4% 27.0%
From 4 to 7 nights 51.2% 56.7% From 4 to 7 nights 48.5% 40.9%
From 8 to 15 nights 18.2% 17.1% From 8 to 15 nights 18.2% 19.0%
Over 15 nights 2.1% 2.0% Over 15 nights 11.1% 9.8%
Source: IET Frontur and Egatur Source: IET Frontur and Egatur
Note: if the sample is not sufficiently representative, the IET does not report figures. Note: if the sample is not sufficiently representative, the IET does not report figures.
102 appendix 103
switzerland belgium
Tourists resident in Switzerland whose main destination is Catalonia. Tourists resident in Belgium whose main destination is Catalonia
Basic indicators. September 2013 Basic indicators. September 2013
Type of accommodation** total cumulative % in last 12 months Type of accommodation** total cumulative % in last 12 months
Hotels and similar establishments 66.9% Hotels and similar establishments 57.8%
Free accommodation 21.6% Free accommodation 23.8%
Rented accommodation 9.3% Rented accommodation 10.9%
Other accommodation 2.1% Other accommodation 7.4%
Duration of stay total cumulative % in last 12 months Duration of stay total cumulative % in last 12 months
1 night 3.5% 1 night 3.1%
From 2 to 3 nights 25.8% From 2 to 3 nights 19.8%
From 4 to 7 nights 52.0% From 4 to 7 nights 45.0%
From 8 to 15 nights 14.1% From 8 to 15 nights 23.2%
Over 15 nights 4.7% Over 15 nights 9.0%
Source: IET Frontur and Egatur Source: IET Frontur and Egatur
Note: if the sample is not sufficiently representative, the IET does not report figures. Note: if the sample is not sufficiently representative, the IET does not report figures.
104 appendix 105
Type of accommodation** total cumulative % in last 12 months total % for month Type of accommodation** total cumulative % in last 12 months total % for month
Hotels and similar establishments 49.1% 61.5% Hotels and similar establishments 74.7% 81.4%
Free accommodation 17.0% 13.1% Free accommodation 7.9% 6.1%
Rented accommodation 13.6% 9.2% Rented accommodation 14.1% 9.9%
Other accommodation 20.3% 16.1% Other accommodation 3.3% 2.6%
Duration of stay total cumulative % in last 12 months total % for month Duration of stay total cumulative % in last 12 months total % for month
1 night 2.9% 3.4% 1 night 2.3% 1.9%
From 2 to 3 nights 16.3% 19.1% From 2 to 3 nights 21.6% 31.7%
From 4 to 7 nights 43.7% 42.5% From 4 to 7 nights 61.6% 55.5%
From 8 to 15 nights 25.2% 24.4% From 8 to 15 nights 11.6% 8.7%
Over 15 nights 11.9% 10.6% Over 15 nights 2.9% 2.2%
Source: IET Frontur and Egatur Source: IET Frontur and Egatur
Note: if the sample is not sufficiently representative, the IET does not report figures. Note: if the sample is not sufficiently representative, the IET does not report figures.
106 appendix 107
Type of accommodation** total cumulative % in last 12 months total % for month Type of accommodation** total cumulative % in last 12 months total % for month
Hotels and similar establishments 91.8% 96.0% Hotels and similar establishments 75.8% 85.1%
Free accommodation 3.4% 1.9% Free accommodation 6.3% 5.1%
Rented accommodation 4.5% 1.6% Rented accommodation 7.8% 2.9%
Other accommodation 0.4% 0.5% Other accommodation 10.1% 6.9%
Duration of stay total cumulative % in last 12 months total % for month Duration of stay total cumulative % in last 12 months 3.8%
1 night 1.5% 1.3% 1 night 5.4% 29.6%
From 2 to 3 nights 5.9% 3.2% From 2 to 3 nights 29.5% 37.6%
From 4 to 7 nights 28.1% 19.0% From 4 to 7 nights 38.9% 23.2%
From 8 to 15 nights 57.6% 73.9% From 8 to 15 nights 18.7% 5.8%
Over 15 nights 6.9% 2.6% Over 15 nights 7.5% 2.6%
Source: IET Frontur and Egatur Source: IET Frontur and Egatur
Note: if the sample is not sufficiently representative, the IET does not report figures. Note: if the sample is not sufficiently representative, the IET does not report figures.
108 appendix 109
**Type of accommodation
Hotels and similar establishments
Free accommodation: own property, friends and family, time share accommodation
Rented accommodation: rented directly or via an agency
Other accommodation: campsites, caravans, rural tourism accommodation, other
***Items of expenditure
Tour package: the cost of the package itself
Accommodation and other: includes all payments related to accommodation
Transport: return travel and transport at the destination
Restaurants and other: meals and other items consumed in restaurants
Food and other: drinks and other (cleaning and pharmaceutical products, etc.)
Excursions and other: cultural activities, sport, shopping
Note: if the sample is not sufficiently representative, the IET does not report figures.
110 appendix 111