markets for tourism

Transcription

markets for tourism

outbound
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
78 Getaways
82 Routes
86 Nature, inland, mountains and adventure
90 MICE
94 Special interest holidays
72
products vs. markets
74 Catalan coast
96 appendix: statistics
109bibliography
110 catalan tourist board offices abroad
table of
contents
4
introduction
Xavier Espasa
Director of the
Catalan Tourist Board
foreword
5
Catalonia is at the forefront
in tourism thanks to the
quality of the cultural attractions it offers, its landscape,
climate, prices and beaches.
But this is not enough. In a changing world
the Catalan tourism sector and Catalonia as
a destination must be prepared to meet the
new needs of increasingly sophisticated and
demanding consumers.
The Tourism Marketing Plan of Catalonia is a
tool that will provide responses and guidelines for the coming years. It is clearly geared
to demand and in this regard our network of
offices outside Catalonia is constantly working in outbound markets to obtain first-hand
input concerning new trends in travel and
travellers’ consumption habits. This work will
help our tourism industry to become more
competitive.
We want to identify opportunities to develop
new products for new segments of the tourist market and help the sector to renovate itself. The Marketing Plan identifies new ways
of creating value and competing in markets,
taking regional balance into account and
emphasising the need for greater professionalism in our businesses.
Jordi Secall
CMO of the
Catalan Tourist Board
marketing
plan
The Marking Plan sets out
and helps to identify a product portfolio based on experience.
The structuring of this portfolio into six large
product categories and the following work on
brands, labels and rankings are the important challenges posed by the Plan.
The product categories ‘Holidays to enjoy
the Mediterranean lifestyle on the Catalan
coast’, ‘Getaways to kick back in Catalonia’
and ‘Routes to discover a small country with
a great culture’ have been given strategic
priority.
The ‘Trips to enjoy nature, adventure, mountains and countryside’ and ‘Chances for a
different kind of meeting’ product categories
will be of high priority.
The recently created product line ‘Special
interest holidays’ will be given occasional
priority, and will focus on travel to a place to
enjoy a very specific leisure activity.
The attractiveness and potential of each
product in the outbound markets has been
studied in order to develop the best positioning strategies and better focus promotional
campaigns.
6
introduction
7
The aim of the Catalan Tourist Board is to
work continuously in mature and emerging
outbound markets to pursue six key objectives:
Maria Pons
Director of International
Markets
Our market strategy ensures
our Marketing Plan is geared
to demand. The Catalan
Tourist Board, with a global
network of 12 offices, operates in over 50 countries.
outbound
markets
catalan tourist board network
of offices outside catalonia
1.To promote the Catalonia brand and the
tourist attractions of Catalonia in different
markets, both those where we have offices
and those where we do not.
2.To gear promotional work to real demand
in each market.
3.To identify the main tourism agents in each
market and develop professional links
there.
4.To detect new opportunities for promoting
and marketing tourism in Catalonia.
5.To study the development of each market
and monitor the main tourism indicators.
6.To maintain contact with local media and
make efforts to ensure the presence there
of our destination.
As well as helping to achieve these goals,
the mission of the offices in the network is to
constantly monitor trends in demand in each
market, providing input which will enable us
to define market strategies accordingly.
All the offices in the network provide B2B
services (linking the Catalan tourism sector
and foreign tour operators working with Catalonia), except the Madrid office, which also
deals directly with tourists.
Every two years the Catalan Tourist Board organises an Outbound Market Workshop.
At this event it offers businesses and institutions in the Catalan tourism sector personal
consulting services, via B2B encounters with
the directors of the offices in the network, to
provide guidance and support for their international operations.
More information: www.act.cat
2
4
5
1 3
11
6
9
7
8
10
12
1 Brussels
2 Helsinki
3 Paris
4 London
5 Frankfurt
6 Milan
7 Moscow
8 Beijing
9 New York 10 Singapore
11 Madrid
12 São Paulo
Belgium, the Netherlands and Luxembourg
Sweden, Norway, Finland, Denmark, Estonia and Iceland
France
United Kingdom and Ireland
Germany, Austria, Switzerland, Slovakia, Czech Republic, Hungary and Poland
Italy and Israel
Russia and former Soviet republics*
China, Taiwan and Hong Kong
USA, Canada and Mexico
Singapore, Malaysia, Indonesia, Thailand, Japan, India, Australia and Korea
Spain and Portugal
Brazil, Argentina, Peru, Chile and Colombia
*Former Soviet republics: Ukraine, Belarus, Kazakhstan, Latvia, Lithuania, Azerbaijan,
Georgia, Kyrgyzstan, Moldova, Tajikistan, Turkmenistan and Uzbekistan.
Catalan Tourist Board offices in other countries
20
10
0
1993
1997
1998
2006
2011
2012
2014
offices
8
markets
9
General
description
of the market
Núria Perich
Director of the
Madrid office
Given the current circumstances we face
important challenges: we need to organise
more aggressive campaigns emphasising
value for money and special offers. Today we
are dealing with travellers who book at the
last moment and are very price conscious.
They are experienced tourists with a good
knowledge of some parts of Catalonia, who
often plan their own trips and visit social networking sites, where they exchange opinions
with other travellers.
Although Catalonia is seen as a quality destination, slightly more expensive than other
parts of Spain, such as Andalusia or Valencia, it is still preferred by a certain type of
traveller who appreciates a quality destination and is interested in a variety of attractions, ranging from cultural tourism to sun
and beach in well-tended resorts. Catalonia
continues to be famous for its great icons:
the city of Barcelona, Gaudí, the Romanesque heritage of Boí Valley, the Costa Brava
and the Pyrenees.
spain
The current situation of the Spanish market
is overshadowed by the economic crisis and
structural financial problems, the recession
and an atmosphere of marked economic
uncertainty. GDP is expected to decline but
more slowly. In the fourth quarter of 2013
the year-on-year variation was -0.1%, with a
1.7% drop in per capita GDP vs. 2012. The
Basque country, Navarre and Madrid are the
autonomous communities with the highest
per capita GDP.
Internal travel by Spanish tourists has fallen
since 2009 as a result of the economic crisis,
which has led to a substantial fall in demand.
Unemployment stands at 26% of the population, meaning that nearly six million people
have no jobs.
Source: Familitur.
Over 4 million tourists from other parts of Spain
visited Catalonia in 2012, 8.2% less than in
2011. The latest figures for the third quarter
of 2013 record 3.12 million visitors, a yearon-year drop of 5.0%. Spain is our secondlargest market, after Catalonia itself (internal
tourism).Tourists from Spain made 120.1 million trips up to September 2013, 5.2% less
than the same period in the previous year.
7.3% of these trips were to foreign countries
and 92.7% were inside Spain, showing a
generalised decline in travel by Spaniards.
The proportion of travellers is highest in the
autonomous communities of Madrid (18.5%)
and Catalonia (16.4%). The largest proportion
travelled by car (85.2%), followed by those
who flew (8.9%). The average length of stay
for internal tourism was 4.4 nights, and tourists spent a total of €28,613 million, 8.5% less
than in 2011 (equivalent to €180.30/person/
trip and €38.10 per person/day).
Andalusia is the autonomous community
receiving the largest number of internal
tourists, while Catalonia is in second place with
22 million.
Numbers of visitors arriving in Spanish autonomous
communities (millions)
157.0
154.9
146.8
157.6
155
148.6
147.4
146.6
2005
2006
2007
2008
2009
2010
2011
2012
Most popular destinations with Spanish travellers in
2012, by autonomous community
45.1%
18.2%
Other
Castile and León
15.2%
Valencia
Catalonia
11.5%
Andalusia
10%
Source: Familitur, 2012. Autonomous communities visited
The most popular activities with Spanish
tourists travelling inside Spain are shopping
and visiting relatives/friends.
Activities chosen by Spanish tourists travelling inside
Spain (2012)
Shopping
Gastronomy
Visiting family/friends
Cultural visits
Nature
Sun and beach
Night life
Sports
Source: Familitur.
53.7%
52.8%
42.7%
41.8%
36.8%
34.1%
29.0%
18.1%
spain
markets
10
Market
structure
Patterns of demand
Most Spanish tourists travelling inside Spain
use cars (84%), while 5.6% travel by bus, 5%
by plane and 4.5% by train.
23.4% of Spanish tourists travelling inside
Spain make bookings beforehand, while
76.4% do not. 17.9% book accommodation
and 6.8% transport. 2.5% of journeys are
booked via travel agents. Travel agents include the online eDreams (Odigeo) service
and the Globalia and Viajes El Corte Inglés
groups.
Online agencies grew slowly (16%), the main
portals being eDreams (Odigeo group),
Rumbo, Logitravel and Atrapalo. 86% of travellers have access to the Internet. The use of
digital resources by consumers is increasing
and they seek the opinions of other travellers
on social platforms in order to make decisions about their own journey.
Transport
There are various options for travelling from
the main cities in Spain to Barcelona:
The largest numbers of visitors from other
parts of Spain are expected in the summer
months (June - August) and the long weekends at Easter and the 1st of May.
Air links:
•Vueling: 18 routes, with a total of 340 flights
•AirEuropa: over 60 flights
•Iberia: air shuttle
High-speed train (AVE) links: Madrid and
Saragossa are the cities with most trains to
the four Catalan provincial capitals. The AVE
offers economical fares and there are special
promotions.
Products
The products preferred by Spanish travellers
are:
•Sun and beach family holidays
•Activity and nature holidays
•Cultural and wine and gastronomy tourism
•MICE tourism
11
76.4% of Spanish
tourists travelling inside
Spain do not make
bookings beforehand.
86% of
travellers
with Internet
access use
it daily.
Trends and
competitive
positioning
As a result of the economic crisis, the Spanish market is in recession: internal demand
and tourism reservations are contracting and
slowing. This adverse economic background
has led to fewer stays in hotels, a reduction
in spending and the number of holidays and
weekends spent away from home, while the
number of trips to visit friends and/or family
has risen.
It is believed that people will continue to travel but on a smaller scale and paying more
attention to prices. Bookings will be made at
the last minute.
The strongest competitors in Spain, particularly regarding travellers from the autonomous community of Madrid, are Castile and
León, Castile-La Mancha and Valencia. Concerning the most popular products, Aragon
and Sierra Nevada are the most competitive
in snow sports, while Costa de Llevant and
Murcia lead in sun and beach, because of
their proximity to Madrid, and Castile and
León is most popular for nature holidays and
inland tourism.
The level of Spanish travellers’ knowledge
of Catalonia is medium/high, but there are
many areas and products they still have to
discover.
12
markets
13
General
description
of the market
Josefina Mariné
Director of the
France office
Catalonia is today the top foreign destination
for French people. It is a mature, demanding
market and Catalonia’s top outbound market
in terms of tourist numbers and spending.
They are tourists who organise their holidays
individually, are very appreciative of being
spoken to in French, who increasingly demand good service at a good price. They
enjoy good food, have a clear preference for
spending their holidays in authentic places
with personality and favour sustainable products.
In the second half of 2013 the French market
was affected by the recession and French
tourists made fewer trips abroad as a result.
Economic uncertainty and reduced purchasing power have led French people to choose
holiday destinations in France or very nearby.
As a result, Catalonia, a competitive destination which is close to France, has seen an
increase in the number of visitors (up 8.9%)
and in spending by tourists (23.9%).
france
The challenge for the future is to develop the
loyalty of visitors to Catalonia so that they
continue to see it as an attractive destination.
We need to prioritise increasing income from
tourism and work to improve the visitor’s experience and satisfaction. We must continue
to raise awareness of the Catalonia brand
and position it as a destination with an important natural and cultural heritage. In this way
we can contribute to the prosperity of Catalonia and its tourism industry and focus on
attracting value-added French tourism and
satisfying the needs of visitors from France.
The most important motives for French travellers
are sun and beach and interesting routes.
France, which recorded record unemployment of 10.9% in 2013, is still the world’s top
tourism destination. Tourism is a key economic indicator and accounted for 7% of
GDP, which progressed overall between the
third and fourth quarter of 2013. Household
consumption of goods increased in the second half of 2013, although there was a negative trend in the first quarter (-0.4%).
VAT increases are planned for hotels (from
7% to 10%) and passenger transport (from
5% to 7%) in January 2014.
Breakdown of journeys by reason for travelling (2010)
9.9%
34.9%
5.1%
Other
10.1%
Nature
Countryside
Getaways/city breaks
13.2%
Routes
26.8%
Sun and beach
Source: THR based on European Travel Monitor.
Over 4.1 million French tourists travelled to
Catalonia in 2013. The French outbound
market accounts for 26.7% of foreign tourists.
16.5% of spending by tourists comes from
the French market. Spending per tourist/stay
is €560 (+21.2%), equivalent to €79.60 per
tourist/day.
French tourists: cumulative year-on-year
change (%)
Nearly half of the French tourists visiting
Spain (43%) come to Catalonia. It is the
Spanish destination where spending by tourists has increased most in absolute terms,
mainly as a result of the contribution of the
French market and increased spending by
French tourists.
10
The number of journeys made annually by
French tourists in Europe has remained
constant at around 26 million in recent years.
Tourists arriving in European destinations (millions)
24.6
26.5
26.8
26.3
26.2
26.5
26.5
35
30
25
20
15
5
0
-5
JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC
13 13 13 13 13 13 13 13 13 13 13 13
Numbers
Spending
60% of French travellers use the Internet to
plan their stay and 44% make bookings via the
Internet. The growth in online booking has been
substantial.
Breakdown of bookings (2011)
Offline
27.3
Online
2005
2006
2007
2008
Source: Tourism Economics.
2009
2010
2011 (est.) 2015
Source: Cabinet Raffour / 2012 Edition.
france
markets
14
Market
structure
when planning a trip. The other main source
of information is travel guides. There are five
major publishers:
In the French market there are few intermediaries dealing with Catalonia because of our
geographical proximity. Only 3.5% of French
visitors contracted a package. The market
share of online agencies has grown at the
expense of traditional agencies, who are suffering from a global structural and liquidity
crisis.
•Hachette Tourisme
•Michelin Cartes & Guides
•Lonely Planet
•Gallimard
•Petit Futé
The French market does, however, have a
number of other intermediaries: works committees, mutual benefit societies, hypermarkets, associations and gift boxes.
Transport
Barcelona-El Prat Airport accounts for 96.8%
of flights (292 in high season and 232 in low
season). The outlook is good, given the new
high-speed train services which link 13 cities
in France with 3 in Catalonia. The SNCF expects to carry a million passengers on these
lines.
French visitors arriving in Catalonia travel by:
•Air: 23.1%
•Sea: 0.7%
•Train: 0.6%
•Own vehicle: 75.7%
Products
French tourists are looking for getaways
and holidays that allow them to disconnect
from everyday life and enjoy nature and the
beach. They are also great consumers of cultural products.
Consumer opinion is led by traditional media and online communication. It is a highly
segmented market, in which tourists use the
Internet as their first source of information
Magazine supplements also play an important role. In a typical French home these are
likely to be kept for three to four years.
In a market with 40.2 million Internet users,
online sales and marketing channels have a
strong presence. Users may compare information from six or more websites. The main
groups of tourist information websites are:
Publishers’ websites: Routard, Petit Futé and
Lonely Planet.
Comparative websites: Easyvoyage, Kayak,
Cheapflights, Travelsupermarket and Voyagermoinscher.
Websites with user opinions: TripAdvisor and
Zoover.
Sites using newsletters to help users find and
compare good deals: Travelzoo and Planetazoo.
Social networks and communities: Facebook, Easyvoyage, Google+.
Patterns of demand
French tourists account for 17.4% of the occupation of Catalan hotel establishments. In
2012:
•50.9% stayed in hotels or similar establishments
•26.9% had free accommodation (own
property, with friends)
•13% stayed in rented accommodation
•9.1% stayed in other accommodation
(campsites, caravans, rural tourism accommodation)
The school calendar divides France in three
large areas with five holiday periods including summer and Christmas. School holidays
are used for family getaways outside the usual holiday periods (summer, Christmas and
Easter).
There is also a two-week holiday period at
Christmas and the months of July and August in summer.
The main online travel portals: voyages-sncf.
com, Odigeo (eDreams, Opodo), Voyageprive.com, Lastminute.com.
It is also interesting to note the rapid growth
and potential of tourism apps for mobiles.
France has
40 million
Internet users
who regularly
use online
channels to
book and pay
for travel.
15
Trends and
competitive
positioning
In 2013 we benefited from the unstable situation in the eastern Mediterranean and the
weakness of the French economy, which
encouraged tourism in nearby destinations.
2014 is also expected to be a good year for
tourism in Catalonia.
French tourists look for authentic places with
personality to visit. There is great potential
for family holidays (because of the high birth
rate) and travel for seniors.
Our main competitors are France itself, in
all products and segments, and, because
of their proximity, Italy, Benelux, Germany,
the United Kingdom and Switzerland, plus
the other autonomous communities in Spain,
especially the Canary Islands, the Balearic
Islands, Valencia and Andalusia.
Our competitors, by product, are as follows:
•Ski, active, nature holidays and rural tourism: Italy, Switzerland, Andorra, Aragon,
Navarre, the Basque country, Castile and
León.
•City breaks: the main European capitals.
•Sun and beach tourism: Italy, Greece, Morocco, Tunisia, Portugal, Croatia, the Dominican Republic and Malaysia.
•Cultural tourism: Italy, the United Kingdom,
Central and Eastern Europe, Greece and
Egypt.
•Seniors: Italy, Tunisia, Morocco, Andorra
and the rest of Spain.
People’s knowledge of Catalonia is generally good, because of proximity and shared
history, but they have difficulty identifying all
the different Catalan tourism brands. French
people are most familiar with the Costa Brava, Barcelona and the Costa Daurada.
The Barcelona and Barça brands are well
positioned, as are Dalí, Gaudí and Miró as
icons.
16
markets
17
General
description
of the market
Marta Teixidor
Director of the Italy
office
Catalonia is the top destination for Italians
visiting Spain, so we are obliged to work constantly to position, reinforce and differentiate
the Catalonia brand among Italians. The online channel is a top priority, as over 73% of
Italian tourists organise their visit to Catalonia
independently via the Internet. This is a new
development.
It is also important to consider the diversification of known destinations in Catalonia,
to promote cultural routes designed for different types of visitor, and to attract different
types of potential tourists, such as seniors
and families.
Catalonia has many attractions for Italian
visitors and they need to be emphasised:
it is seen as a safe, easy destination by independent tourists, because of its cultural
proximity and the varied attractions available, which fit in well with Italian tastes.
They have a very positive image of Barcelona and the Costa Brava and access is easy
by air, sea or road. Catalonia competes very
well with holidays in Italy itself, offering lower
prices and good value.
italy
Italy has a population of over 60 million, with
year-on-year GDP of -0,8%, unemployment
of 10.7%, VAT at 22%, per capita income of
€26,000 and a tax rate of 47.6%.
Spain is the top foreign destination for long
holidays among Italian tourists and Catalonia is the autonomous community visited by
most Italian tourists. With 1,106,221 tourists,
Italy is in fourth place, after France, the United Kingdom and Germany.
The average length of stay was 5.5 days and
spending was 7% lower than in 2012.
Since 2009 the number of Italians visiting
Catalonia has shown a positive trend and it is
hoped that by 2015 numbers will return to 2008
levels (before the crisis).
20.2
21.5
21.9
22.5
21.2
21.8
21.9
Over 80% of international travel by Italians is
motivated by sun and beach, routes and city
breaks.
10.7%
2.8%
3.1%
2006
2007
2008
2009
2010
Wellness/health
22.0%
Sun and beach
30.3%
Routes
1.3 million Italian tourists came to Catalonia in
2011, but their favourite destination is France,
with over 8 million visitors.
Numbers, growth and forecast for visits to main
destinations (millions)
22.5
2011 (est.) 2015
Other
Nature
France
Total Spain
Germany
United Kingdom
Catalonia
2005
31.1%
2007 2008 2009 2010 2011 2015 %∆*
8.1
8.2
7.8
7.8
7.7
7.7
-0.2%
2.6
3.4
3.2
3.3
3.2
3.1
-3.3%
1.4
1.4
1.4
1.5
1.5
1.5
-2.0%
1.6
1.6
1.2
1.4
1.4
1.6 +10.3%
1.5
1.3
1.1
1.2
1.3
–
–
Source: IET and Tourism Economics.
*Cumulative growth forecast for 2011-2015.
36.6% of Italians travel without booking
beforehand, while 38.3% book their trips online.
No previous booking
Booking via an intermediary
Direct online booking
Direct offline booking
Source: ISTAT 2013.
italy
markets
18
Market
structure
Catalonia is a destination that receives little attention in the brochures of the 13 tour
operators who account for 75% of the Italian
market; networks of travel agencies are very
well established in the country.
Transport
Currently there are air links between 18 Italian airports and Barcelona: 172 flights a
week at present, rising to 252 in high season. Girona Airport has links with 8 Italian airports; Ryanair currently operates 16 flights a
week, rising to 33 a week in high season.
Most Italian tourists (77.5%) fly to Catalonia,
while 14% travel by sea and 8.2% come by
road.
Products
Italian tourists are looking for the following
products:
• Sun and beach tourism
• City breaks
• Cultural tourism
We can identify the following emerging products:
• Senior tourism
• Tourism for schools
• Religious tourism
19
Patterns of demand
When Italian tourists travel abroad their accommodation preferences are as follows:
•
•
•
•
•
Hotels: 67.3% (3-4 stars)
Relatives and friends: 10.5%
Apartments: 12.3%
Campsites: 3.9%
Bed & Breakfasts: 6%
63% of
Italians
book their
holidays
online.
78% of Italians use the Internet (mobile
phones and/or computers) to find information about holidays: 63% book their holidays
without intermediaries or directly via the Internet and 43% have bought tourism products via the Internet in the last 12 months,
mostly plane tickets and hotel bookings.
There is considerable Internet penetration in
Italy (36% of the population) and Facebook
has 24 million users. 13 million of them log on
every day and 16 million use mobiles and/or
tablets for Internet access.
There are a number of travel publications in
the Italian market:
• Corriere de la Sera, Italy’s most popular
newspaper, has a weekly travel section.
• Il Sole 24 Ore is the country’s leading
publication on economics and contains a
travel section.
• Guida Viaggi: trade journal, with a strong
presence in travel agencies.
• Travel Quotidiano: trade review which also
organises workshops.
• Qui Touring: Touring Club Italiano tourism
review. Mid/upper range target audience.
• Turismo all’aria aperta: travel magazine
for tourists who like open-air holidays at
campsites and in camper vans.
The Internet and social networks have a
strong presence in the Italian market and are
used actively for travel.
Italian school holidays are very similar to
ours: Christmas, Easter and the summer.
Trends and
competitive positioning
As a result of the current economic crisis,
people’s visits are shorter and they stay in
more economical accommodation. For the
same reason there is a clear preference for
nearby destinations. Nevertheless, the number of Italians spending their holidays abroad
is increasing and demand is becoming less
seasonalised.
There is increased use of the Internet to find
information about destinations and more
people are making last-minute bookings
(from 2 months to 8 days in advance). The
main tour operators are setting up direct online sales channels.
Catalonia’s main competitors are as follows:
• Sun and beach tourism: Italy, Egypt,
France, Greece and Croatia.
• Nature holidays: Italy, Austria, Switzerland
and France.
• Cultural tourism/city breaks: Italy, France,
Germany, the United Kingdom and the
United States.
Catalonia is associated above all with Barcelona and the Costa Brava and is seen as an
‘easy’ sun and beach destination with cultural attractions and interesting cities and one
offering good value for money.
20
markets
21
General description
of the market
Vicenç Capdevila
Director of the UK
office
In 2013, 1,685,323 tourists from the United
Kingdom visited Catalonia, 4.9% more than
the preceding years, with an increase in
spending of 4.3%. All-inclusive packages
have become more popular since the crisis
began. A curious feature is the tendency for
British tourists to organise weddings and
stag/hen nights abroad.
British tourists like Catalonia because they
see it as a destination offering good value
for money. It has a mild, pleasant climate,
excellent beaches, attractive surroundings
and many additional attractions such as culture and gastronomy. Barcelona is still the
brand best known to British tourists and the
one they like most. Our commitment should
be to go on working to position the Catalonia
brand, encourage tourists to visit other parts
of Catalonia and consolidate it as a leading
multi-product and family holiday destination.
To achieve these goals it is fundamental to
go on strengthening our presence on the Internet and in social networks.
GDP in the third quarter of 2013 was 0.8%
higher than in the second quarter. The largest contribution to GDP growth came from
the service, leisure and culture sector. At December 2013, the consumer price index had
risen 2.1% during the year. Unemployment
was 7.1%, i.e. there were 2,320,000 people
out of work, a drop of 172,000 people.
The exchange rate was 1 EUR = 0.832 GBP
on 31 December 2013.
British tourists are Spain’s top outbound market, accounting for 23.7% of visitors, a yearon-year increase of 0.3%.
1,685,323 British tourists came to Catalonia, 10.8% of the total number of tourists,
spending an average of 6.1 days here. Annual spending rose by 8.7% in 2012, totalling
1,218,026.595 euros.
19.7%
38.0%
Other
Countryside
Nature
6.5%
Routes
8.5%
9.9%
17.4%
Sun and beach
1.3 million British tourists came to Catalonia in
2011 and Spain was their favourite destination,
with over 13.5 million visitors.
Total Spain
France
Italy
Ireland
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
16.3 15.8 13.3 13.4 13.5 15.1 +11.3%
13.8 13.1 11.2 10.9 11.2 11.7 +4.9%
4.4
3.8
3.4
3.3
3.4
3.8
+9.9%
4.4
4.2
3.7
3.2
3.2
3.7 +15.4%
2.3
2.2
1.6
1.3
1.3
–
–
Lastly, it should be noted that British tourists appreciate ecological tourism and environmental sustainability will very soon be a
differentiating factor in demand for tourism
products.
united
kingdom
The most important motives for British
travellers are sun and beach and city breaks.
There are some signs of recovery in travel to
Europe but it is not expected to return to precrisis levels before 2015.
55.6
57.0
57.9
55.2
47.6
47.3
48.4
53.9
Almost half of British tourists contact the
supplier in their destination directly when
booking their holidays.
Breakdown of bookings
Directly with
supplier at
destination
Offline travel
agencies and tour
operators
Online
No previous
booking
2005
2006
2007
2008
2009
2010
2011 (est.) 2015
Source: Flash Eurobarometer reports.
united kingdom
markets
22
Market
structure
In the British market there are few intermediaries dealing with Catalonia and 60% of tourists do not use a service of this kind.
Tour operators include TUI & First Choice,
Thomas Cook, Jet2holidays, Cosmos and
Co-operative Travel, and online agencies
(Expedia (the market leader), TripAdvisor,
Cendant, Lastminute, Lowcostgroup and
Travel Republic) have a 20% market share.
Transport
The means of transport used by UK visitors
to Catalonia are as follows:
• Air: 93.3%
• Sea: 0.7%
• Private car: 5.6%
• Train: 0.3%
Flights to Catalonia in the winter season
2013/2014:
Barcelona, winter 2013
• easyJet: 93 flights per week
• British Airways: 81 flights per week
• Ryanair: 44 flights per week
• Monarch: 25 flights per week
• Vueling: 19 flights per week
• Aer Lingus: 18 flights per week
• Norwegian: 3 flights per week
Girona, winter 2013
Reus, winter 2013
• Thomson Airways: 17 flights per week
• Thomas Cook: 12 flights per week
• Jet2: 5 flights per week
Products
The most popular products among visitors
from the UK are:
•
•
•
•
Sun and beach tourism
Family holidays
City breaks
MICE tourism
Emerging products:
• Cruise tourism
• Senior tourism
• Sustainable tourism
Publications aimed at the tourism sector include TTG, Travelmole and Travel Weekly
(for the industry) and Lonely Planet Magazine (for end consumers). The following also
deal with travel:
• Mail on Sunday: national daily paper with
travel section.
• Time Out: magazine with travel section.
• Guardian.co.uk/travel: website.
• LBC Travel Show: radio programme dealing with travel.
Patterns of demand
70% of British travellers stay at hotels or similar establishments, the average stay being
four days.
Internet use is widespread and 78% of journeys are organised in this way. This trend is
increasing. User figures are as follows:
•
•
•
•
•
78% of
trips are
organised
using the
Internet.
Facebook (37.4 million)
YouTube (32.1 million)
Twitter (15.5 million)
LinkedIn (7.9 million)
Flickr (6.7 million)
School holidays in the UK are spread
throughout the year, with a month and a half
in summer.
Trends and
competitive
positioning
British tourists are looking for an authentic
experience. It is interesting to note the rise
of the all-inclusive product, which is chosen
by 37.1% of travellers. It provides better consumer protection and smaller deposits have
to be paid on booking.
Travellers are tending to reduce the number
of days they spend on holiday and are very
price conscious.
British tourists use social forums and smartphones to prepare their trips.
Catalonia’s main competitors are France,
Italy, Greece, Cyprus, Turkey, Tunisia and
Egypt.
British tourists have a good knowledge of
the Catalonia brand and the Costa Brava,
Costa Daurada and Barcelona brands, but
are much less knowledgeable about other
brands and products. They are loyal to the
brand and report a high level of satisfaction.
23
24
central europe
markets
germany
25
General description
of the market
Montserrat Sierra
Director of the Central
Europe office
In this area it is important to distinguish between countries with a long tradition of tourism
(Germany, Switzerland and Austria) and those
where travel has started more recently (Poland,
Czech Republic, Hungary and Slovakia).
The former are experienced tourists who know
the Catalonia brand well, especially Barcelona
and the Costa Brava. In these countries, our
main objectives for the future are to continue
raising awareness of our country and to try to
stimulate interest in other geographical areas,
maintain the number of visits and average level
of spending, attracting visitors with greater purchasing power and deseasonalising tourism.
Germany is Catalonia’s third-largest outbound market, after France and the United
Kingdom, with a total of 1,277,900 visitors,
an increase of 9.9% on the previous year.
In 2012 the German market experienced
economic growth of 0.7% and forecasts for
2013 point to an increase in GDP of 0.6%
and an unemployment level of 6.8% (2.9 million out of work).
23.2%
Other
33.2%
Wellness/health
Routes
5.0%
7.2%
Nature
Sun and beach
18.0%
Total spending by tourists in Catalonia in
2013 was 988.8 million euros, 7.5% higher
than in the previous year.
Approximately 1 million German tourists come
to Catalonia each year but their favourite
destination is France, with over 12 million
visitors.
France
Italy
Total Spain
Austria
Catalonia
Travellers from the second group of countries
have much less experience and there is not
such a tradition of travel; their economies are
less stable and there may be pronounced imbalances between them. Nevertheless, they
are new markets with potential for growth,
where travel is becoming a need rather than a
luxury. Barcelona is the best-known brand, followed by the Costa Brava. We should take advantage of this market to promote other parts of
the country and other popular products, such
as activity, shopping and ski holidays.
central
europe
13.4%
Inflation was 2.0% and consumption rose by
1.6%. Exports increased by 4.1% while imports rose by 2.3%.
Tourists from these countries plan their holidays
thoroughly and see Catalonia as a leading destination.
germany
austria
switzerland
The most important motives for German
travellers are sun and beach and nature.
2007 2008 2009 2010 2011 2015
13.0 11.6 11.1 11.5 11.8 12.7
9.9
9.8
9.5
9.7 10.0 10.1
10.1 10.1 8.9
8.7
9.0
9.8
7.0
7.3
7.3
7.4
7.4
7.3
1.4
1.4
1.1
1.0
1.0
-
%∆*
+7.7%
+0.9%
-8.9%
-1.4%
-
The number of journeys to Europe by Germans
is recovering after the crisis and is expected to
reach 72 million by 2015.
43% of German tourists use tour operators and
offline travel agencies when booking travel.
68.9
68.2
70.4
68.5
66.1
67.0
68.8
72.8
Offline travel agencies and
tour operators
43%
Directly with owners of
accommodation
26%
Internet/portal
14%
Direct transport bookings
2005
2006
2007
2008
2009
2010
2011 (est.) 2015
13%
0
Source: RA 2011.
10
20
30
40
central europe
markets
26
germany
Market
structure
TUI, Touristik Rewe Group and Thomas Cook
are Germany’s leading tour operators, with a
market share of over 50%.
The main online portals for hotel bookings
are HRS, with a 34.4% market share, Booking.com, with 28.5%, and Hotel.de, with
15.85%.
The major tour operators account for over 50%
of the market. The chart shows the main tour
operators in the German market.
Breakdown of market share (%)
Other
Schaunisland Reisen
Aida Cruises
FTI (incl. Big Extra)
Alltours
Thomas Cook
Der Touristic
TUI Deutschland
Transport
Patterns of demand
Currently there are 295 direct flights from 13
German airports to Catalonia:
•Barcelona: 240 flights (since March 2013
Vueling has flown to Barcelona from Frankfurt, Hanover, Dresden, Stuttgart, Düsseldorf and Dortmund).
•Girona: 46 flights.
•Reus: 9 flights.
76% of visitors come to Catalonia by air and
23% in private cars. 55% of tourists choose
hotels and guesthouses for their accommodation, while 19% prefer holiday homes and
apartments. In 2012 the average length of
stay was 10.3 days, slightly less than the figure for the previous year.
Products
Means of transportt
The main products consumed by German
tourists are:
•Sun and beach tourism: 22%
•Family holidays: 14%
•Relaxing getaways: 12%
•Visiting family and friends: 9%
•Activity holidays: 8%
Products
2%
Cultural travel
2%
Sightseeing
2%
Nature
3%
Relaxation
4%
Other
4%
Health
5%
Tours
6%
Activity
7%
Family holidays
5
8%
Study
6
9%
Festivities
The main products
consumed by German
tourists are: sun and
beach tourism (22%),
family holidays (14%),
relaxing getaways (12%),
visiting family and friends
(9%) and activity holidays
(8%).
22
3 2
22
4
14
7
8
1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000
Revenue (million euros)
Customers (thousands)
HRS
Booking.com
Hotel.de
Other
Expedia
Hotels.com
Venere
Unister
Lastminute.com
eBay
eBookers
4.1
2.1
1.4
1.2
1.1
0.5
0.5
9.9
15.8
12% Experiences
14% Visiting family and friends
9
12
22% Sun and beach
In general the sale of newspapers has fallen
(4% for local papers and 2.7% for others)
and over 50% of Germans read some kind
of online news.
Main online hotel booking portals in Germany
(% market share)
28.5
34.4
23.0%
Train
Sea
Air
Own vehicle
76.1%
4
0
0.6% 0.2%
The main German newspapers are: Bild,
Süddeutsche Zeitung, Frankfurter Allgemeine Zeitung and Die Welt. There are also
10 supra-regional and 315 regional and local
newspapers. Lonely Planet’s Traveller magazine has recently appeared on the market.
Other journals to be borne in mind are:
ADAC
Geo Spezial
Accommodation
16%
55%
5%
Campsites
5%
Boarding houses
19%
Holiday homes
and apartments
Hotels and hostels
In 2012 the average length of stay by German tourists was 10.3
days, while the average for the previous year was 10.5 days.
Source: Reiseanalyse 2013, Erste Ausgewählte Ergebnisse der 43.
27
When organising travel:
•85% of Germans use opinion portals (especially HolidayCheck and TripAdvisor)
•64% use tour operator portals
•61% use online agencies
•38% follow the recommendations of friends
and family
•35% are guided by magazines and brochures
•23% use traditional agencies
•17% use social networks
In 2012, 53% of bookings were made via online tour operators and 26% via conventional
tour operators and travel agencies.
56% of German tourists use Internet during
their holidays, uploading photos, posting
comments or looking for information about
local attractions and activities (35%).
In Germany, school holidays and consequently family holidays are at different times
in the summer months depending on each
land. As a result, the arrival of German visitors is staggered, with most arriving between
June and September.
central europe
markets
28
Trends and
competitive
positioning
austria
40% are
interested in
ecological and
sustainable
holidays.
Generally speaking, there is a tendency for
tourists to shorten their stays in our country.
40% are interested in ecological and sustainable holidays. Despite the crisis, 76%
believe their holiday plans will not be affected, although 9% will cut spending, 4%
will shorten their holidays and 5% will not go
away.
Countries competing with Catalonia include
Italy, Turkey and Austria.
Spain, with a 13% market share, is the most
popular destination among Germans, followed by Italy. We anticipate a certain increase in the number of visitors and greater
demand for customised travel.
Knowledge of Catalonia varies, depending
on each land, but in general the Barcelona,
Costa Brava, Costa Daurada and Pirineus
tourism brands are well known and have a
strong presence in the German market.
Competitors
Most popular destinations among Germans in 2012
General
description
of the market
The Austrian economy grew by 3.1% during
the year. Per capita income rose by 2.1% to
€35,790. The number of unemployed was
179,000, a fall of 9,000 compared with the
previous year. The country appears to be
emerging from recession quite quickly, as
GDP and exports are growing and unemployment is falling.
Spain is the fourth most-popular summer holiday destination for Austrians. It was chosen
by 8% of travellers, most of whom came in
the third quarter. Austrians have not felt the
effects of the crisis as much as those in other
countries, so quality remains an important
consideration.
After a period of decline in the number of
Austrians visiting Spain, there has been a
steady increase since 2011. In 2013 Catalonia was visited by 171,600 Austrian tourists,
1.8% more than in 2012.
13.0%
8.4%
7.3%
Total spending there in 2013 was 339.2 million euros, 8.71% more than in 2012.
5.5%
2.9% 2.8% 1.9% 1.9%
1.6%
Spain
Italy Turkey Austria Croatia France Greece Netherlands Denmark
Source: FUR Reiseanalyse 2013.
29
The most important motives for Austrian
15.6%
Other
39.6%
4.0%
Nature
5.9%
Countryside
Routes
16.9%
Sun and beach
18.0%
Between 100,000 and 200,000 Austrians visit
Catalonia each year. The top destination in
the Austrian market is Italy, with over 3 million
tourists.
Italy
Germany
Crotia
France
Catalonia
2007
2.5
1.2
0.8
0.6
0.1
2008
3.1
1.2
0.8
0.7
0.2
2009
3.4
1.3
0.9
0.7
0.1
2010
3.5
1.2
0.9
0.7
0.2
2011
3.4
1.2
0.9
0.7
0.1
2015 %∆*
3.0 -10.0%
1.3
-1.6%
1.0
-15%
0.6
-0.5%
–
–
The number of journeys made annually by
Austrian tourists in Europe has remained
constant at around 9.6 million in recent years.
7.9%
8.4%
8.3%
9.2%
9.6%
9.7%
9.6%
2005
2006
2007
2008
2009
2010
2011 (est.) 2015
9.7%
central europe
markets
30
austria
Market
structure
Tourism products in demand
Transport
The state airline AUA has two flights a day to
Barcelona and plans to increase the number
to three in the summer season. Other companies flying from Austria are: Flyniki (every
day) and Vueling (weekly).
Flyniki has its hub in Palma de Mallorca and
from there it flies to other European cities.
Other regular airlines that provide a service
but do not operate from any airports in Austria are Lufthansa and Swiss Air. These companies operate from Munich and Zurich, cities through which many Austrians go when
they travel. There are 35 flights a week from
Vienna.
Tourists arriving in European destinations
Most popular international holiday destinations among
Austrians
Destination
Italy
Germany
Croatia
Spain
Total
2010
%
1,772.4 20.5
1,285.5 15.3
857.0
10.2
554.5
6.6
8,402.0 100.0
2011
%
1,817.4 22.3
1,300.0 15.9
1,011.0 12.4
528.6
6.5
8,153.8 100.0
Chge. 10/11 %
1.8
0.6
2.2
-0,1
-2.3
Most popular international holiday destinations among Austrians:
• Italy
• Germany
• Croatia
• Spain
Austrian homes with computers and Internet access
Products
61% of Austrian tourists organise their trips
independently and they regularly use the
Internet to buy tickets and book accommodation. Typically these tourists are aged between 24 and 35 and travel to cities.
Activities chosen by Austrian tourists and number of
nights spent in Catalonia in 2011 (%)
Destination
Sun and beach holidays
Activity holidays
Relaxing getaways
Beauty treatment
Health treatments
Visiting family and friends
Courses/training
Cultural visits
Shopping
Events
Other
31
1-3 nights over 4 nights
9.4
25.7
11.7
11.6
15.6
17.2
4.3
1.3
0.8
0.5
17.6
14.2
0.9
1.9
31.1
24.4
0.5
0.5
5.4
1
2.7
1.6
Total
20.9
11.6
16.7
2.2
0.6
15.2
1.6
26.4
0.5
2.3
1.9
Most Austrian tourists (59.7%) travelling privately stayed in hotels. In the case of business travel, hotel accommodation accounted
for 86.7% of nights spent in Catalonia.
Internet use is widespread: 78.7% of households went online during the last three
months of 2012. 50.5% of these visits were to
obtain information about offers and services
related to tourism.
Vienna
Tyrol
Salzburg
Lower Austria
Burgenland
Upper Austria
Styria
Carinthia
Voralberg
Access to Internet
Computers
61% of
Austrian
tourists
organise
their trips
independently.
Source: Statistik Austria, 2012.
Most short visits by Austrians were between
May and September, while stays longer than
four nights were concentrated in the school
holidays, in July and August.
The most popular months for business trips
are April, May and June.
Austrian visitors to Spain are mainly interested in sun and beach holidays, with cultural
products in second place.
Tendències
Trends and
competitive
positioning
The main reason for visiting Spain was leisure and holiday travel (81.7%), followed by
business trips (18.2%).
Generally speaking, visitor numbers are expected to rise. Demand from Austrian tourists
visiting Spain focuses mainly on the Balearic
Islands, Catalonia, the Canary Islands and
Andalusia. There is a clear predominance of
visitors with medium-high purchasing power
and a growing interest in culture.
Catalonia’s main competitors are Italy, Germany, Croatia, Turkey, Greece, France and
the United Kingdom, followed by the other
autonomous communities in Spain.
The main attractions for Austrian visitors are
the regional attractions of the whole of Spain,
the language, culture and big cities like Barcelona.
32
markets
central europe
switzerland
33
General description
of the market
Swiss GDP rose by 2.6% in 2011, a rising
trend supported by banking, insurance, IT,
real estate and research and development.
Per capita GDP in 2010 was 70,000 CHF.
Regarding other economic indicators, unemployment stood at around 3.4% and inflation
was approximately 4%.
The trend in Swiss travel to Europe is positive:
it is estimated that in 2015 the number of
tourists will exceed 17 million.
Tourists arriving in European destinations (thousands)
12.5
17.1
14.0
14.6
13.9
14.0
14.3
14.9
2006
2007
2008
2009
2010
2011 (est.) 2015
Swiss tourists visiting Spain, 1998-2011
Thousands
of tourists
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
1,251
1,203
1,198
1,233
1,223
1,043
1,080
1,155
1,380
1,376
1,287
1,141
1,157
1,373
% chge.
(year-on-year)
+9.7
+7.8
-2.4
+4.6
+4.5
+0.3
+3.4
+2.1
+2.4
+1.1
-2.3
-8.7
+1.0
+2.4
2005
Accommodation provider
Travel agency website
Independent travel
agencies
Travel agencies affiliated
with tour operators
Tour operator websites
Other
The most important motives for Swiss
15.6%
33.4%
3.8%
Source: IET, Frontur.
Other
Nature
Routes
11.7%
Countryside
In 2013 Catalonia was visited by 397,100
Swiss tourists, 4.5% less than in 2012.
Spending in Catalonia 2013 was 339.2 million euros, 5.08% more than in the previous
year. The most popular destinations for Swiss
travellers are neighbouring countries, while
Spain is in fifth place.
Number of journeys involving overnight stays in tourist
accommodation, by destination (thousands)
Destination
Total
Switzerland
Germany
Austria
Italy
France
Spain
Rest of Europe
Rest of world
Unknown
2003
2008
17,872
9,097
1,503
524
1,859
1,767
557
1,470
943
152
20,069
8,922
2,776
825
1,691
1,863
731
1,977
1,268
16
Source: BFS, Reiseverhalten 2008.
% chge.
2003-2008
+12%
-2%
+85%
+58%
-9%
+5%
+31%
+34%
+34%
There is great diversity in the channels
used to book travel, although almost 40%
of Swiss book via direct contact with the
accommodation provider.
% change total no.
foreign tourists
arriving in Spain
+9.6
-3.8
-0.4
+2.9
-0.8
-14.7
+3.5
+9.7
+19.5
-0.1
-6.5
-11.3
+2.6
+18.7
Moderate growth in European destinations
is expected in the coming years with Spain,
Turkey, Greece and Italy taking the lead.
% of total
100%
44.5%
13.8%
4.1%
8.4%
9.3%
3.6%
9.9%
6.3%
0.1%
13.3%
22.2%
39%
16%
11%
11%
11%
9%
The Swiss market is mature and stable and
its development depends more on internal
factors than external (conflict affecting the
economic situation). The profile of the typical Swiss tourist is a person aged between
25 and 44 (45%) or 45 and 66 (28.8%) who
works and travels with a partner, alone or
with the family. Retired people account for
10.3% of Swiss travellers.
Sun and beach
France is the most popular destination for
Swiss travellers, with 5.6 million visitors.
Catalonia was visited by 1.3 million tourists
in 2011.
France
Italy
Germany
Total Spain
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
5.3
5.1
4.8
1.8
1.9
5.6 -15.0%
2.9
2.5
3.0
3.2
3.3
3.5
+7.4%
1.7
1.8
1.9
2.0
2.0
2.2 +12.1%
1.4
1.3
1.1
1.2
1.2
1.5 +19.9%
0.4
0.4
0.3
0.3
0.4
–
–
40% of Swiss
contact the
accommodation
provider directly
when booking.
central europe
markets
34
switzerland
Capacity of airline companies 2002-2012
25,000
35
20,000
15,000
Market
structure
Patterns of demand
10,000
5,000
0
Most Swiss tourists prefer to book accommodation by phone (75%) but only 18% do this
when travelling to Spain, Internet being the
most popular method in this case (22%).
While most Swiss travellers prefer to buy tickets in person, 45% choose to use the Internet when they travel to Spain. In the case of
destinations on the Mediterranean coast, the
figure rises to 62%.
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Swiss
easyJet
TUIfly
Skywork
Iberia
Air Berlin
Flybaboo
Vueling
Market share 2012
5%
3% 2% 2%
Skywork
36%
10%
TUIfly
Air Europa
Vueling
Booking channels: tourism packages
Total
Spain
Switzerland
Air Berlin
34%
28%
9%
3%
10%
10%
2%
4%
29%
35%
3%
2%
14%
13%
2%
2%
24%
16%
23%
3%
12%
6%
5%
12%
easyJet
Source: RMS.
Booking channels: accommodation
Phone
In person
By letter
Fax
E-mail
Online/Internet
Other
Not specified
Total
Spain
Switzerland
75%
8%
6%
3%
13%
12%
2%
27%
18%
11%
2%
6%
16%
23%
1%
20%
38%
8%
9%
2%
10%
7%
1%
26%
Source: RMS.
77% of Swiss tourists travel without any kind
of package, although the use of this option
has increased by 12.2%. However, it would
be more accurate to refer to organised travel
for individual tourists, without intermediaries, rather than traditional package holidays.
84% travel without the assistance of travel
agencies, although they may turn to traditional agencies for longer, more expensive
trips, which include those to Spain.
29%
A total of 690,615 people stayed at Spanish
hotels in 2011, spending a total of 3,111,393
nights.
93% of Swiss homes have access to the
Internet, which suggests that they use new
technologies extensively when preparing
trips. The websites visited most frequently
are hotel chains, the portals of the destination and general travel portals.
The areas where there is scope for growth
are city trips, cruises, gastronomy, the countryside, health and beauty, events and celebrations. In the sun and beach segment we
need to build loyalty. There is great potential for making attractions available at other
times of year, encouraging visitors to make
city trips, take short breaks, go shopping, attend concerts, etc.
Satisfaction with the destination (data for
Spain)
Satisfaction with the destination
(-1 not satisfied / +1 satisfied)
Swiss
Source: Spanish Tourist Information Office in Zurich, based on
data from airports.
What Swiss tourists are looking for are cultural activities, such as visits to museums
and monuments, entertainment, shopping
and clubs, and also activities related to gastronomy and sport, plus visits to family and
friends.
The types of trip most popular with Swiss
travellers are city trips, sun and beach, and
visits to friends and relatives.
Type of trip (-2 not important / +2 important)
0.6
0.4
0.2
0.0
-0.2
-0.4
Summer is the period when most travel takes
place, coinciding with the school holidays.
These last five weeks but there are other
short breaks during the year so that travel is
possible at a variety of times during the year.
White Week (February)
Easter (10 days)
October holiday (two weeks)
The main reason for travelling abroad is
pleasure (83.1%), followed by business
(8.4%) and personal reasons. Tourists
choose Spain because of the range of activities it offers.
Austria
Italy
Germany
France
Spain
Turkey
Egypt
Average
Overall
satisfaction
with the trip
Satisfaction with
what is available
at the destination
Satisfaction with
accommodation
0.90
0.87
0.86
0.80
0.80
0.74
0.64
0.85
0.79
0.69
0.74
0.62
0.65
0.46
0.62
0.67
0.78
0.71
0.75
0.56
0.61
0.75
0.66
0.69
Source: RMS 2007.
Number of journeys involving overnight stays in tourist
accommodation, by destination (thousands)
Destination
Switzerland
Germany
Austria
Italy
France
South-eastern Europe*
South-western Europe**
Rest of Europe
Rest of world
Unknown
Total
6,584
1,911
763
2,060
1,267
844
860
1,000
1,280
7
Year-on-year change
4.4%
7.7%
10.2%
7.6%
8.8%
11.2%
9.9%
10.0%
7.7%
100%
Source: BFS.
* South-eastern Europe: Greece, Turkey, Croatia, Bosnia
Herzegovina, Serbia, Albania, Slovenia, Montenegro, Kosovo,
Romania, Bulgaria and Macedonia.
** South-western Europe: Spain, Portugal, Andorra and Gibraltar.
-0.6
-0.8
-1.0
-1.2
C
Su ity t
n a rip
s
n
Fri
en d be
ds
ac
h
an
He d fa
mi
alt
l
h/
we y
Fa llne
ss
mi
ly
ev
en
ts
St
ud
y
Ev
en
ts
To
ur
s
Sn
ow
Ot
he
r
Cr
uis
es
Phone
In person
By letter
Fax
E-mail
Online/Internet
Other
Not specified
Iberia
13%
The majority of Swiss tourists arrived by air
(86.7%), while 12.7% arrived by road. 64.3%
stayed at hotels or similar establishments.
Significant percentages own property, have
time shares or stay in private homes (with
family or friends).
Trends and
competitive
positioning
Spain
Average for country
Source: RMS 2007.
There are no reliable data for the image of
Spain or Catalonia in the Swiss market, but it
seems that a high percentage of people who
travel have been to Spain, with a good level
of satisfaction in general.
36
benelux
markets
belgium
37
General
description
of the market
Inma Ballestín
Director of the
Benelux office
Over 700,000 Belgian and Dutch tourists visit
us each year, a substantial number considering their small populations. Moreover, the
average length of stay is nearly 10 nights.
Catalonia is visited by 25.6% of Belgian
and Dutch tourists who come to Spain. Both
beach resorts and the Barcelona brand have
a strong attraction for Belgian and Dutch tourists who visit us. Mountain areas are not yet
well known to these travellers, making them
a product that should be developed, bearing
in mind that Belgian and Dutch people are
very keen on activity and nature holidays.
In the years to come our aim should be to
raise awareness of other areas away from
the coast, and to distribute the arrival of tourists more evenly during the year and over the
whole country. At present most tourists come
with their families during the school holidays.
GDP in Belgium has risen slightly (+0.1%)
with per capita GDP at €29,617. Unemployment currently stands at 8.1% and the
increase in the consumer price index was
1.1%.
515,905 tourists visited Catalonia staying for
an average of 9 nights. Spending per person
was €799, generating a total of €411,709,027.
12.2%
40.0%
5.1%
Other
Wellness/health
9.1%
Countryside
Routes
13.7%
Sun and beach
19.9%
16.9% 17.0% 17.1% 17.3% 16.6% 17.0% 17.2% 17.8%
2005
2006
2007
2008
2009
2010
2011 (est.) 2015
France
Total Spain
United Kingdom
Italy
Catalonia
2007 2008 2009 2010 2011 2015
8.6
8.6
8.0
8.1
8.4
8.6
1.7
1.6
1.6
1.6
1.6
1.7
1.0
1.0
0.9
1.2
1.1
1.2
1.0
1.1
1.1
1.2
1.1
1.0
0.5
0.5
0.4
0.4
0.5
–
%∆*
+2.9%
+7.1%
+2.4%
-7%
–
benelux
belgium
the netherlands
luxembourg
Internet bookings
33.0%
Non-Internet
bookings
67.0%
0
10
20
30
40
50
60
70
80
Source: Trendrapport, toerisme, recreati en vrije tijd 2010-2011.
38
benelux
markets
Market
structure
Booking via intermediaries still carries some
weight because of the proliferation of virtual
sales platforms such as booking.com, hotels.com (accommodation), bongo.es and
cadeaubox.be (experiences) and collective
purchasing groups (groupon.be). 58% of
bookings are made directly with suppliers.
Belgian tourists visiting Catalonia are mainly
attracted by sun and beach (62%) and city
trips, Barcelona being the third most-popular
destination after Paris and London. Last year
Barcelona won the Belgian Travel Award
2012 for the best European city trip.
The main tour operators, Thomas Cook and
Jetair (TUI), have 80% of the market. The
other tour operators are small but very specialised: coach companies, mutual benefit
associations, clubs and the like.
The main destination for tour operators’
packages is the Costa Brava.
belgium
Transport
Patterns of demand
Regular weekly flights (summer 2014)
Barcelona
Girona
Reus
BRU
57
3
2
Airlines:
• Brussels Airlines:
• Vueling:
• Ryanair:
• Jetair:
CH
7
7
4
Total
64
10
6
80
20
23
32
5
Products
The main preferences of Belgian tourists visiting Catalonia are for sun and beach holidays (62%) and city trips. There are no data
for activity and nature holidays, which are
growing in other markets.
69% of Belgian travellers use the Internet
and websites to gather information on travel
and holidays. The websites most frequently
consulted are, in order, those for accommodation, destination, tour operators and trip
organisers, transport, opinion pages (TripAdvisor), travellers’ photographs and videos on
YouTube, and social networks such as Twitter
and Facebook.
Trips organised via tour operators and travel
agencies’ catalogues are in second place
(28%), while guidebooks and magazines are
the third most popular option.
Many Belgians use their own cars to travel
to Catalonia (44%), making tourist routes a
product for potential growth. Coaches are
still an important transport choice (18%).
38% come to Catalonia by air, while the figure for Spain as a whole is 68%.
Belgian tourists’ most frequent choice of
accommodation is hotels (61%), while they
are beginning to rent apartments and rural
tourism accommodation (20%) and also like
campsites (16%).
In Belgium there are five holiday periods
when people can travel, especially during
the summer months (July-September), autumn, Christmas, Carnival and Easter.
42% of all
bookings
are made via
intermediaries.
39
Trends and
competitive
positioning
The future economic scenario is moderately
positive and is not expected to have a negative effect on people’s leisure travel. The use
of ICT is growing, basically because people
are searching for information, making bookings and visiting promotional and virtual
sales platforms.
The use of smartphones and tablets is still
limited.
Climate conditions are a decisive last-minute
factor in Belgian tourists’ choice of holiday.
They report that they are committed to sustainable tourism models, which allow them to
experience ‘local’ life. Some travel agencies
and Internet platforms have sustainability
rankings for destinations or are associated
with platforms such as Travelife.
Catalonia’s main competitors in this market
are destinations such as the Canary Islands
and Costa del Sol in Spain, and other Mediterranean countries.
Catalonia’s best-known brands are the sun
and beach destinations (Costa Brava and
Costa Daurada) and Barcelona.
40
markets
benelux
41
the netherlands
General description
of the market
Dutch GDP is 0.1% down, with per capita
GDP of €32,882.45, an increase in the consumer price index of 2.5% and an unemployment rate of 8.2%.
653,418 Dutch tourists visited Catalonia,
staying here for an average of 8.6 nights. Total spending was €487,385,264, an average
per tourist of €747.
Market
structure
Dutch travellers, with 6.5 million visits, while
slightly under a million visited Catalonia.
France
Germany
Total Spain
Italy
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
6.8
6.2
6.2
6.4
6.5
6.8
+5.4%
3.4
3.6
3.7
3.9
3.9
3.9
-0.7%
2.5
2.5
2.1
2.2
2.2
2.5 +11.7%
1.8
1.9
1.9
1.9
1.9
1.8
-5.2%
0.8
0.7
0.6
0.6
0.8
–
–
The number of Dutch tourists travelling to
Europe has risen since 2009 and it is expected
to exceed 25 million by 2015.
22.3
23.2
23.3
23.4
23.0
23.7
24.0
7 out of every 10 Dutch tourists use the Internet
when booking travel.
25.3
Internet
Physical travel
agencies
2005
2006
2007
2008
2009
2010
The use of intermediaries is significant in the
Dutch market, 75% of bookings being made
via an intermediary. 23% are via tour operators (the number is falling), while a rising
number use other options such as dynamic
packaging, zoover.nl (currently 52%).
The growth of ICT has led tour operators to
overhaul their business model and they now
use online channels to sell directly to the
public. 55% of the market is dominated by
the main tour operators: TUI, OAD, Thomas
Cook, Sundio Group and Corendon.
Other important agencies in this sector include clubs like the automobile club ANWB,
tour operators specialising in cycling and
hiking, coach operators, etc. The main destinations for tour operators are Spain (the
Canary Islands, Costa del Sol and Costa
Brava), Turkey and Greece.
A total of 127 flights come to Catalonia. 100
of these are to Barcelona, 23 to Girona and
4 to Reus.
2011 (est.) 2015
Phone
Barcelona
Girona
Reus
AMS
86
8
–
RTM
7
5
–
Source: Trendrapport, toerisme, recreati en vrije tijd 2010-2011.
EIN
7
5
4
MST
–
3
–
GRO
–
2
–
Total
100
23
4
127
The breakdown of airlines operating in Catalonia is as follows:
The most important motives for Dutch
18.3%
32.0%
Other
Nature
5.1%
Routes
Countryside
9.4%
14.3%
20.9%
Sun and beach
• KLM: 42 • Transavia: 42
• Ryanair: 14
• Vueling: 28
• Arkefly: 1
The most popular products with Dutch travellers visiting Catalonia are sun and beach
(51%) and city trips (31%). Barcelona is a
very popular destination, after Paris and London. We know there is great interest in activity and nature holidays, which is therefore an
interesting area for development.
benelux
markets
42
Sun and beach
City trips
Activity and nature
Travel abroad
28%
16%
30%
43
the netherlands
Travel to Catalonia
51%
31%
Not available
Today the Internet is a much more important
source of travel information than tour operators and travel agencies. The websites visited most often are the following (in order, by
type of content):
•Accommodation
•Information about destinations
•User opinions
•Ratings (www.zoover.nl, www.vakantiereiswijzer.nl, www.tripadvisor.nl, etc.)
•Travel blogs
•Facebook
25% of Dutch travellers share their experiences and photos during and after their trips
and 93% take smartphones or tablets with
them. Specialist publications still have a certain importance as a source of travel ideas.
There are two programmes devoted to travel
on Dutch TV: RTL Travel and Campinglife.
Patterns of demand
Most Dutch tourists travel to Catalonia by air
(50%), the remainder coming in private cars
(33%) and by coach (15%).
Air
Car
Coach
Travel to Spain
79%
13%
5%
Travel to Catalonia
50%
33%
15%
•As a lot of Dutch tourists use their cars to
travel to Catalonia, there is potential for
promoting routes for visitors.
With regard to accommodation, 45% stay in
hotels and 20% at campsites, a very popular
type of holiday in this market. 16% choose
to rent accommodation, often using websites
such as www.micazu.nl, where Dutch people
owning property in tourist destinations offer
rentals.
Hotel
Rentals*
Campsites
Travel to Spain
43%
22%
10%
Travel to Catalonia
45%
16%
20%
Holiday dates vary according to the country’s three main areas and the arrival of visitors is spread over summer, autumn, Christmas and Easter.
25% of Dutch
tourists share
photos and
experiences
during and
after their
holidays.
The Dutch are at the forefront in their commitment to sustainable tourism, as part of what
is often referred to as ‘bio-capitalism’. Many
tour operators and travel associations thus
subscribe to the Travelife platform, the WTO’s
Global Code of Ethics for Tourism and the
GreenSeat initiative.
This trend can also be seen in the fact that
TripAdvisor will soon be introducing sustainability rankings and the fact that Expedia is
currently compiling information about accommodation with sustainability certification.
TUI Netherlands has also announced sustainability targets for 2015:
Trends and
competitive
positioning
The Dutch economy is going through a difficult period, aggravated by a very pessimistic
perception of the situation by the population,
which may have a negative impact on people’s
decision to travel abroad for their holidays.
The tour operators have reacted to the economic situation by starting a price war for all
the Mediterranean destinations, which has
led to restructuring in the sector following
bankruptcies, takeovers, etc. However, the
real growth is in online booking options, such
as: upselling, dynamic packaging, auctions,
OTAs, etc.
Some platforms which operate exclusively
online have achieved a strong position in the
market. They include Weekendjeweg (10.5%
market share), BoelVandaag.nl, VakantiArena.
nl, Vliegtickets.nl, Vliegtarieven.nl and Zoover.
nl.
In the last season there was increased use of
last-minute booking, largely because of three
factors:
• Uncertainty about the economy
• Aggressive marketing by tour operators
• Bad weather
• Airlines (Arkefly): reduction of CO2 emissions
• Accommodation: 3,000 hotels available with
sustainability accreditation
• Staff: specific training to sell and advise customers on sustainable holidays
Catalonia’s main competitors in this market
are sun and beach destinations such as the
Canary Islands, Costa del Sol, Andalusia
and Portugal. For activity and nature holidays
the main competitors are Germany, Austria,
France and Italy.
Lastly, the destinations best known to Dutch
travellers are the Costa Brava and Costa Daurada, as they identify Catalonia as a sun and
beach destination, together with Barcelona.
44
markets
45
General description
of the market
Economic data
Eulàlia Cabana
Director of the Nordic
Countries office
751,000 tourists from the Nordic countries
visited Catalonia in 2013, a 16.6% increase
on 2012 figures. This is a market that has not
been seriously affected by the recession and
daily spending levels remain high (it is the
second most important market). People from
the Nordic countries travel throughout the
year and are well-read travellers. For their
summer holidays they are mainly interested
in sun and beach, with guaranteed good
weather. Among Spanish destinations the
Balearic Islands are becoming more popular, while the Canary Islands are still the top
winter destination.
Interest in Catalonia has grown in recent
years, although the Costa Brava and Costa Daurada are the brands known by most
people. Barcelona (among the top 5 in city
breaks) is the main entry point for Nordic
tourists. It is one of Catalonia’s main selling
points and is a leading destination for city
breaks, business and meetings. Golf and
sporting events are two other products to be
borne in mind. Increasing numbers of specialist tour operators are promoting products
such as hiking and wine tourism in Catalonia.
norway
denmark
finland
sweden
iceland
estonia
nordic
countries
We include six countries in the ‘Nordic countries’ group: Norway, Finland, Sweden, Denmark, Estonia and Iceland.
The most important motives for Nordic
20.6%
27.7%
Nature
Economic data (2011)*IMF estimate for 2012
Per capita
GDP
Journeys
Population income (million abroad 2010 Holidays abroad
(millions) (USD)*
USD)
(millions) (millions) 2010
SE
NO
FIN
DK
EST
ISL
Total
9.4
4.9
5.3
5.5
1.3
0.3
26.6
57,948
99,665
47,496
57,572
16,637
41,411
354,716
255,284
185,979
201,739
13
7.6
5
7
0.9
***
33.5
10.8
6.0
3.9
4.3
0.5
***
25.5
In 2013 the number of tourists rose by 16.6%,
while spending increased by 24.6%, making
the Nordic countries Catalonia’s sixth largest
market.
Average daily expenditure by Nordic tourists in Catalonia was €163.18 in 2013, an increase of 12.2% over the previous year, putting this market in third place after Japan and
the US. Average spending per Nordic tourist
rose by 6.8%. The only indicator which fell
was the number of nights spent here per visit, down from 6.5 to 6.3.
After the drop in 2009, journeys by Nordic
tourists to European countries have risen and
by 2015 the number is expected to reach 30
million.
Countryside
6.4%
Routes
8.6%
15.4%
21.3%
26.8
27.6
28.5
27.0
27.4
28.1
29.9
Spain is the top destination for Nordic tourists,
with 3.2 million visitors, 20% of whom came to
Catalonia.
Total Spain
Germany
United Kingdom
France
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
3.4
3.6
3.3
3.3
3.2
3.3
+3.2%
2.5
2.6
2.5
2.7
2.7
2.7
-0.2%
2.1
2.2
2.0
2.0
2.1
2.3 +11.9%
2.2
2.4
2.2
2.1
2.1
2.1
+1.0%
0.6
0.6
0.5
0.7
0.6
–
–
60% of Nordic tourists book travel online.
Online
Offline
2005
2006
2007
2008
2009
2010
Sun and beach
25.7
Other
2011 (est.) 2015
Source: Turespaña Tourist Information Office.
46
nordic
countries
markets
Market
structure
The Nordic countries are a good market for
tour operators and a number of large groups
have a strong presence there, including
TUI Nordic, Thomas Cook Nordic and Kuoni Scandinavia. The market is not greatly
structured by product. The main OTAs (online travel agencies) in the Nordic market
are eTraveli, which uses 10 different brands
in the Nordic countries, Travellink (Odigeo
group), Orbitz Worldwide with the ebookers
brands (NO, FI) and MrJet (DK, SE).
There are 166 direct flights to Catalonia in
peak season (July) from 20 airports in the
Nordic countries to two airports in Catalonia
(Barcelona and Girona). The number has
fallen by 2.3% as a result of the elimination of
8 flights by Ryanair.
However, in 2014, Vueling, Norwegian Express, SAS and Wow Air (formerly Iceland
Express) will be increasing the frequency
of their flights and extending the season on
their routes. Norwegian is establishing a hub
in Barcelona and opening a route from Barcelona to Oslo Torp TRF.
It is interesting to note that the numbers of
flights from Norway and Denmark have increased by 12.5% and 10% respectively.
The most popular products with Nordic tourists in Catalonia are city breaks (Barcelona
rose by 3%), MICE, golf and sporting events
and sports holidays. MICE groups often
combine their trip with other sub-products,
such as wine tourism.
The most important product in the Nordic
market is sun and beach, as tourists want to
be sure of good weather during their summer
holidays. Our main competitors in providing
sun and beach holidays are the rest of Spain,
especially Majorca and other destinations on
the Mediterranean coast, Greece (up 12%)
and Turkey.
The second most popular product is city
breaks, which have grown in Barcelona, as
mentioned previously.
47
Patterns of demand
There is
increasing interest
in all-inclusive
trips, luxury
travel and unique
experiences.
Bookings in Spain as a whole rose by 18%.
The biggest increases were in Alicante
(47%), Gran Canaria (38%), Malaga (25%)
and Majorca (17%).
There was a marked drop in bookings for
Bulgaria, Croatia and Italy.
Top destinations booked via the Swedish
ticket agency in 2013:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Antalya, Turkey (1)
Gran Canaria (2)
London (4)
Palma de Mallorca (3)
Bangkok (7)
Paris (new)
Tenerife (6)
New York, USA (5)
Barcelona (new)
Crete (8)
92.4% of Nordic tourists fly to Catalonia on regular flights, 7% come by car, 0.3% by sea and
0.3% by train.
They are looking for sun and beach holidays
and 75% stay in hotels, often opting for all-inclusive accommodation at 3- and 4-star establishments. They have clear preferences for hotels which are specifically suitable for families
with children or adults travelling on their own.
Those looking for more active holidays often
choose golf and stay in 4-star hotels. Business
and MICE travellers choose 4- or 5-star hotels
and visitors coming for city breaks usually stay
at 4-star hotels.
Nordic countries, followed by the UK, have the
highest level of online sales (55% in 2012). 54%
of travel agency bookings were made online in
2012. Sales via OTAs rose by 22%, while there
was a 15% increase in sales via the portals of
conventional tour operators.
The main social networks are Facebook and
Twitter. Travellers from Nordic countries want
Internet access in their place of accommodation.
Business travel is also largely booked online
(47% for the Nordic countries as a whole).
Use of social networks in Sweden
Facebook: 66%
Twitter: 17%
Instagram: 15%
Nordic families have an average of 5 weeks’
holidays a year with great flexibility in the
choice of dates. There are very few public
holidays. School holidays begin in the first half
of July and end at the beginning of August.
Schools have a one-week holiday in October
and another in February. July is the most important holiday month.
Trends and
competitive
positioning
The number of regular flights to classic sun
and beach destinations has increased. Consequently, despite the strength of the tour
operators, Nordic travellers in search of sun
and beach holidays are increasingly using
regular flights and booking hotel accommodation via OTAs. The number of bookings in
Catalonia has remained steady, with a slight
increase (2%). There has been a change in
the profile of city breaks as families with children are also travelling to cities in the summer months. There is also a tendency for visitors to stagger their bookings during the year
and not restrict travel to July.
There has been an increase in all-inclusive
and business trips, luxury travel and unique
experiences. Smartphones are becoming
important tools for finding information when
people make bookings and the use of travel
portals and Internet search facilities has also
grown.
Classic sun and beach destinations continue
to attract more visitors (Antalya, Gran Canaria Palma, Costa del Sol). Greece continues
in top position for the summer months. Longdistance travel for sun and beach holidays
and city breaks is increasing in popularity.
For the golf product, Portugal and the Costa
del Sol are our main competitors.
Catalonia is well known in the tourism industry but it does not feature in marketing except
for minority products such as hiking and cycle tourism. The Barcelona and Costa Brava
brands are used.
48
markets
49
General
description
of the market
Josep Maria Perramon
Director of the Eastern
Europe office
Travel abroad by Russians has increased
by about 25%. The proportion of Russian
visitors to Catalonia has also risen (to nearly
28%) and the outlook for the future is very
positive. Catalonia remains at the forefront
among Spanish destinations, the most popular products still being sun and beach, Barcelona and family holidays.
The best known destinations in Catalonia
are the coast, certain towns and cities, such
as Barcelona, Girona, Figueres, Besalú and
Tarragona, and the monastery at Montserrat.
The singers Montserrat Caballé and Josep
Carreras are well known, as is Futbol Club
Barcelona.
Russian tourists travel with their families
and stay for long periods, around 12 days
on average. There has been an increase in
online booking and new products are emerging, such as trips for seniors, medical tourism, gastronomy tourism, etc. Average daily
spending is high, and most tourists stay in
4-star hotels on the sea front.
Catalonia was the first Spanish destination to
promote itself in Russia; there are strong personal links we should maintain and develop.
Russia has the sixth-largest share of world
GDP. Its GDP is 2.022 trillion USD and per
capita GDP is 14,247 USD. Inflation is 6%
and unemployment is also 6%.
In the last season the number of Russians
travelling abroad rose by 24%, with 14 million tourists travelling to Turkey as the top
destination, although the number of Russian
tourists fell by 10%. Egypt staged a recovery,
with visitor numbers rising by 30% to nearly
1.9 million. Travel to European destinations
and long-stay travel (3 to 4 weeks) grew.
Spain was the fourth most-popular destination and was visited by over 1 million Russian
tourists.
The most important motives for Russian
travellers are sun and beach and interesting
routes.
19.5%
40.3%
Other
Countryside
2.6%
Routes
17.9%
Sun and beach
19.7%
In 2013 Ukraine attracted nearly half of the total
number of Russian tourists (over 7 million),
while Catalonia was visited by nearly a million.
Since 2009 the number of journeys to Europe
by Russians has grown and it is expected to
exceed 20 million by 2015.
12.6
13.7
2005
2006
15.9
2007
20.8
18.0
17.0
17.7
18.6
2008
2009
2010
2011 (est.) 2015
Ukraine
Turkey
Finland
Total Spain
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
7.3
7.6
7.0
7.0
7.8
9.4 -20.3%
2.5
2.9
3.1
3.2
3.3
3.9 +17.8%
2.1
2.3
2.2
2.2
2.3
2.3
+4.1%
0.4
0.5
0.4
0.6
0.9
–
–
0.2
0.2
0.2
0.3
0.5
–
–
russia
Although 20% of Russians use online
channels, three-quarters of bookings are still
made via tour operators and offline agencies.
Offline travel
agencies and tour
operators
Online
Directly with
supplier in
destination
75%
20%
5%
Source: Russian Union of Travel Industry.
russia
markets
50
Market
structure
Tour operators control 80% of the market and
there has been a rise in the number of online
agencies, leading to an increase in bookings
made in this way, especially in major cities
such as Moscow and Saint Petersburg.
Transport
There has been an increase in the number
of regular direct flights by Vueling, Aeroflot
and Transaero, and the passenger capacity of the planes has been extended. In high
season the number of weekly flights rose by
16% to 207, including charter flights. There
was also an increase in the number of visitors to regional destinations and the number
of travellers in the Baltic countries using lowcost flights with Wizz Air and Air Baltic.
Patterns of demand
Products
50% of Russian tourists choose 4-star hotels
while 5-star hotels on the sea front are especially popular. There is also growing interest
in holiday apartments.
The most popular products are sun and
beach and family holidays (chosen by 60%),
followed by cultural products (18%) and
wellness (10%), the remaining percentage
corresponding to luxury travel, MICE, sport,
city breaks, education and trips for young
people, sports camps, language, courses,
etc.
Television is the most important of the media because of its impact on end consumers. Radio and the press help to maintain the
image of our destination and can be used
to promote more specific products, such as
wellness, shopping and gastronomy. There
is a notable increase in the use of social networks, which has led to the appearance of
new professional travel information websites.
90% of Russian tourists come to Catalonia
by air, while the rest travel by coach or using
the Europe+coach or fly&drive options.
Facebook is becoming increasingly popular
in Russia, together with such local networks
as odnoklassniki.ru and vkontakte.ru. An
interesting trend is the appearance of lastminute booking websites, such as cheaptrip.ru and the like, and websites offering
city breaks with online booking. Lastly, travel
booking sites with loyalty programmes have
been set up, such as www.tours.malina.ru.
School holidays are concentrated in summer, although there is a short autumn break
and the Christmas holidays last until midJanuary. This is a good period for promoting
snow products, shopping and city breaks.
Schools also close at Easter and there are
several long weekends.
51
60% of Russian
tourists travel
to enjoy sun
and beach and
holidays with
their families.
Trends and
competitive
positioning
Generally speaking, there is a tendency for
people to make more use of online booking
and to make short trips at any time of year.
There is also growing interest in new products
such as senior, medical and gastronomy tourism. More travellers are also staying in apartments and renting holiday homes.
Catalonia’s main competitors are Turkey,
Greece and other destinations in Spain.
Knowledge of the coastal area and Barcelona is medium-high as is familiarity with the
main cultural destinations such as Girona,
Figueres, Besalú, Montserrat and Tarragona.
52
markets
53
General
description
of the market
Ming Li
Director of
the China office
Catalonia is known to the Chinese as the
home of Gaudí’s Sagrada Família, Camp
Nou, Art Nouveau and Samaranch, who is
seen as a great friend of the Chinese people.
Over 100,000 Chinese tourists came to Catalonia, Barcelona being the most popular destination, and they account for 1% of all foreign visitors. China is the second country in
the world in spending on foreign travel. One
of our main challenges is to make Catalonia
one of the top five European destinations for
this market.
The profile of a typical Chinese tourist is
a woman aged 18 to 45. She has been to
university and usually travels in a group but
informs herself well before travelling and enjoys helping to plan the trip. New technologies must therefore be taken into account in
our future plans for this market.
It is interesting to note that the Catalonia/Barça combination is giving good results and
FCB is undoubtedly seen as number one in
world football.
Facts and figures
The Chinese market is the second largest in
the world, with a GDP of 56,884,500 million
and 7.7% growth vs. 2012. 52.6% of the population of China live in urban areas and their
average per capita income is 24,565 CNY, a
year-on-year increase of 12.6%, with a currency that is rising in value against the US
dollar. 1USD = CNY6.1932 (+1.93%).
These figures put China at the top of the
Globe Shopper Nations list for the first time
ever in the history of world tourism.
58.5% of Chinese tourists who travelled to
Spain last year visited Catalonia, mostly staying in Barcelona, a city which continues to
consolidate its position as a destination for
incentive trips organised by large companies.
There is a positive trend in travel to Europe
by Chinese tourists as substantial mediumterm growth is anticipated with the number of
travellers exceeding 6 million in 2015.
6.1
2.6
2.9
3.1
2.9
3.2
2005
2006
2007
2008
2009
3.7
4.1
2010
2011 (est.) 2015
Russia is the most popular destination for
Chinese tourists visiting Europe, with 1.2
million visitors. All markets have experienced
substantial growth.
Andalusia
Catalonia
Castile and León
Valencia
Castile-La Mancha
2007
13.0
9.9
10.1
7.0
1.4
2008
11.6
9.8
10.1
7.3
1.4
2009
11.1
9.5
8.9
7.3
1.1
2010
11.5
9.7
8.7
7.4
1.0
2011
11.8
10.0
9.0
7.4
1.0
china
Half of the bookings made are via tour
operators or offline travel agencies, while 30%
of Chinese travellers use online channels.
Offline travel agencies
and tour operators
50%
30%
Online
Directly with supplier in
destination
No previous booking 5%
15%
china
markets
54
Market
structure Intermediaries
Although there has been considerable growth
in the percentage of individual tourists who
travel, an important feature of the Chinese
market is the role of tour operators and travel
agencies as intermediaries who process visa
applications and organise group travel.
The following online agencies are increasing
their market share: Crip.com, Lvmama.com
and Tuniu.com.
Transport
Air China has announced the route BeijingVienna-Barcelona starting in May 2014 with
four flights each week, although current
visitor numbers would justify the creation
of a Barcelona-Shanghai air link. Currently
the only direct flight from China to Spain is
the Beijing-Madrid route, operated by Air
China, with four flights per week. The hubs
used most extensively are Paris, Amsterdam,
Frankfurt, Helsinki, Istanbul and Dubai.
Products
The product most in demand by Chinese
tourists travelling to Spain is an organised
tour taking in the whole country, with 2/3
nights spent in Barcelona. The most popular routes are those focusing on architecture,
wine and gastronomy, golf and photography.
Barcelona is an important destination for
incentive trips. Incentive trips organised by
large companies usually include an average
of 4 nights at hotels in Barcelona.
Lastly, cruises are another option. They are
concentrated around the spring holidays and
during the school holidays in summer.
China is the world’s largest Internet user (618
million), with market penetration of 45.8%,
and it has the world’s largest number of mobile phone users (1.112 billion, 232 million of
whom have 3G).
The dominant Internet browser is still Baidu.
com, and its subsidiary, QuNar, is the leader
in the travel information sector. The main Internet portals for tourism are sina.com and
sohu.com, and the most important TV channel is CCTV.
55
Patterns of demand
Most Chinese visitors to Spain come by air,
using traditional airlines.
Holiday makers tend to prefer 3- and 4-star
hotels, while for meeting tourism 4- and
5-star hotels are usually chosen, with a
preference for hotel chains.
As a result of censorship, social networks
such as Facebook, Twitter and YouTube do
not reach the Chinese mainland market. In
the first quarter of 2013 the Catalan Tourist Board activated a weibo profile on the
Tencent and Sina portals. The first app in
Chinese for mobiles with the name ‘Top 10
Catalonia’ is now available from the iPhone
App Store. It was launched on 15 January
2014.
The longest holiday periods in 2014 will be
the Spring Festival Golden Week, from 30
January to 5 February, and National Day
Golden Week, from 1 to 7 October.
The most
popular product
is tours.
Trends and
competitive
positioning
According to the WTO, 100 million Chinese
people are expected to travel in 2020. They
usually travel in groups, although the number
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.
The Catalonia brand is well known to Chinese
tourism professionals, followed at a considerable distance by the Costa Brava. Catalonia
is one of the few European regions that maintain bilateral relations with China. Barcelona
is twinned with Shanghai, and Catalonia with
Canton. FCB and the 1992 Olympic Games
boosted the Barcelona brand among professionals and the general public.
56
markets
57
General
description of
the market
David Miró
Director of the
Singapore office
In 2013 the number of tourists coming to
Catalonia from Singapore was nearly 35,000.
Demand is expected to grow, geared to ‘light’
cultural experiences, shopping and making
interesting gastronomic discoveries. Growth
is anticipated in Mediterranean cruises and
in incentive trips.
The level of spending by this market is considerably higher than that of travellers from
European countries. Average spending per
visitor is around €2,300.
Tourists from Singapore continue to choose
4- and 5-star hotels located as centrally as
possible and near the main shopping areas.
They like to combine Catalan gastronomy
with Asian food.
Barcelona is an essential part of the European capitals route followed by tourists from
Singapore and it is hoped that in future it will
become an important destination for visitors
learning Spanish.
The main challenge for Catalonia is to foster
the loyalty of tourists who have been to Barcelona and who may be interested in visiting
other parts of Catalonia. It would also be very
valuable to position Catalonia as a centre for
unique and luxury experiences and add other points in Catalonia to tours linked to the
main Mediterranean cruises.
singapore
Singapore is an open economy which is
strongly influenced by other economies, and
has accordingly felt the effects of the eurozone crisis. In 2012 the Singapore economy
grew by only 1.3% of GDP, a small increase
which contrasts with the growth achieved in
the previous years (6% in 2011 and 15% in
2010).
Although there was a slight contraction in the
early months of 2013, it is hoped that the Singapore economy will recover so that growth
in GDP at the end of 2013 will be around 2%,
with 2% unemployment.
In 2012 the euro lost about 20% of its value
against the Singapore dollar. This makes Europe 20% more competitive as a destination
for the Singapore market.
The number of tourists from Singapore visiting Catalonia last year was 29,590, an increase of 13% over the previous year.
Catalonia continues to attract the largest
percentage of tourists from Singapore visiting Spain.
There is a positive trend in travel to Europe
by tourists from Singapore, as substantial
medium-term growth is anticipated with the
number of travellers exceeding half a million in
2015.
Tourists arriving in European destinations (thousands)
275.3
297.1
274.2
2005
2006
2007
505.3
364.1
61.6
371.9
406.9
2008
2009
2010
2011 (est.) 2015
France is the most popular destination with
tourists from Singapore, receiving 150,000
visitors, while about 25,000 come to Catalonia.
destinations (thousands)
France
Switzerland
Catalonia
Italy
Poland
2007 2008 2009 2010
91.3 132.5 137.3 138.5
22.0 25.3 41.0 41.0
–
–
–
11.7
24.4 31.2 28.7 20.2
4.3
5.2
6.6 12.8
2011
150.5
15.0
26.5
22.2
14.9
2015
194.2
58.6
–
22.8
17.5
%∆*
+12.1%
-36.3%
–
+22.6%
+17.5%
Half of the bookings made are via tour
operators or offline travel agencies, while
20% of travellers from Singapore use online
channels.
Offline travel agencies
and tour operators
Online
Directly with supplier in
destination
75%
20%
5%
singapore
markets
58
Market
structure
75% of Singaporeans use intermediaries
and offline agencies to make holiday bookings, 20% use online channels and only 5%
book holidays directly with service providers.
Approximately 300 travel agents among
the 900 members of the National Association of Travel Agents of Singapore (NATAS),
of which the ACT is an associate member,
sell trips to Europe and these are therefore of
special interest to Catalonia.
Transport
Singapore Airlines is still the only south-east
Asian airline to fly directly from Singapore to
Barcelona, with three direct flights to Barcelona every day. There are also two with technical stops in Milan. Improvements in the
connections and frequency offered by Qatar
Airways and Emirates, together with flights
by Finnair, Turkish Airlines and Lufthansa,
provide other links between Singapore and
Catalonia, in addition to direct flights.
Singapore Airlines is waiting for approval
from the Spanish Civil Aviation Authority for
an extension of its service to seven flights a
week, providing a connection to São Paulo
via Barcelona, which would establish a daily
service between Singapore and Barcelona.
Products
25% of all tourists from Singapore continue
to choose Catalonia mainly for ‘light’ cultural
products, with gastronomic experiences.
The second most-popular option is tours/cultural visits + shopping, chosen by 60%, and
the third choice is Mediterranean cruises,
which account for about 15%.
Shopping for the leading European fashion
brands is a compulsory activity for Singaporean tourists visiting Europe. In Catalonia
they also like to combine eating Catalan food
with Asian meals, to which they are more accustomed.
Sections on travel and gastronomy feature
in most of the main local newspapers in Singapore, especially The Straits Times, The
Business Times and Today, which frequently
contain articles and special reports on destinations in different parts of the world.
Patterns of demand
100% of visitors from Singapore travel to Catalonia by air, either directly to Barcelona or
via other European capitals or the main cities
in the Persian Gulf.
They appreciate the European high-speed
rail network, which may encourage Singaporean tourists to come to Catalonia by train
from other EU countries.
Regarding accommodation, Singaporean
tourists choose 4- and 5-star hotels. They
must be centrally located and near the main
shopping districts.
Tourists travelling on a more restricted budget do not rule out 3-star accommodation.
80% of the population have Internet access.
This figure places Singapore among the
leading countries in terms of Internet use.
There is a high level of confidence in the Internet as a means of obtaining information
and making travel purchases, especially
tickets, and its use is growing. The companies recording most online sales are Tiger
Airways, Qantas, Singapore Airlines and
AirAsia, which have now been joined by
Cheaptickets.
In Singapore travel continues to follow the
Chinese calendar, with greater volume at the
end of May, June, November and December,
coinciding with local school holidays.
59
Our main competitors for the cultural discovery/cultural routes product are Japan, the
United States, the United Kingdom, France
and Italy.
Trends and
competitive
positioning
The government’s monetary policy and the
exchange rate will allow Europe to become
more competitive as a destination, encouraging more travellers to choose it for their
holidays.
Better and more frequent connections between Singapore and Barcelona and links
via other European capitals and cities in
the Persian Gulf suggest that the market will
continue to grow, possibly even by double
figures.
Business and meeting tourism is increasingly
open to European destinations, especially
for incentive trips. Most trips of this kind take
place in September, October and November.
Apart from the Asian market our competitors are the middle east and some European
countries such as Germany.
Malaysia, China, the United Kingdom and
France have good market shares for breaks
in connection with major sporting events, an
area Catalonia also hopes to develop.
Destinations on the routes of north and southeast Asian cruises, the Nordic countries and
the Caribbean are the main competitors for
Mediterranean cruises, where Barcelona appears in all the programmes marketed in Singapore.
In Spain the destinations that compete with
Catalonia are Madrid, Andalusia, Segovia,
Avila and Toledo, although they also complement Catalonia as a destination.
Barcelona is the Spanish destination which
has best consolidated its position. La Roca
del Vallès (La Roca Village) also has a certain positioning together with Montserrat and
excursions to Catalonia’s main wineries.
Futbol Club Barcelona is also one of the images Singaporeans have when one speaks
about Catalonia.
60
markets
61
General
description
of the market
Cristina Gargallo
Director of
the United States office
568,045 American tourists visited us last
year, 3.6% of all foreign arrivals. Most go to
Barcelona. The United States is Catalonia’s
ninth-largest outbound market but the fourth
in terms of spending (€1.005 billion, down
9.2% from 2012). This market is, therefore, of
great interest to us.
Inflation in the United States is currently
1.7%, GDP grew by 2.5% in the first quarter
of 2013 and per capita GDP is 49,800 USD.
Unemployment is currently 8.1%. The exchange rate is €1 = USD1.30.
Americans made 60.7 million trips in 2012,
53% of which were to Canada and Mexico
and 47% to other destinations. 11 million
trips were to Europe, 4% more than in 2011.
united
states
Online
Offline travel
agencies and tour
operators
Source: Catalan Tourist Board CPT, based on Office of Travel and
Tourism Industries figures.
There is not a single profile for American tourists but many consumers fall into two clearly
differentiated groups: the baby boomers and
the millennials (aged 18 to 30).
Both know the Barcelona brand well and either organise a trip to visit it or come to the
city in the course of a cruise. Unfortunately,
they do not know Catalonia and do not identify it with anything in particular. They often
use ‘Barcelona’ to refer to the whole of Catalonia. We are thus faced with the great challenge of raising awareness of our country in
a market that places great value on heritage,
history, gastronomy and wine, subjects of
great interest in the United States at this time,
as is the search for unique experiences that
put visitors in touch with local culture.
Over 50% of American tourists use online
channels when booking travel.
The number of American tourists travelling to
Europe has risen since 2009 and it is expected
to reach 22 million by 2015.
17.9
19.7
20.1
18.5
17.5
18.2
18.1
CATALONIA in the American market:
what does it include?
· Barcelona: pre-/post-cruise stays
· Barcelona: stage in grand tour of Spain
· Barcelona city and day trips:
· Costa Brava - Figueres
· Wine tourism
21.9
Main challenges for the immediate future:
2005
2006
2007
2008
2009
2010
2011 (est.) 2015
American travellers, with 3.4 million visitors.
Catalonia was visited by about half a million
American tourists.
France
Italy
Germany
Total Spain
Catalonia
2007 2008 2009 2010 2011 2015 %∆*
3.4
3.3
3.0
3.0
2.9
3.4 +16.8%
2.4
2.3
2.3
2.5
2.4
2.7 +11.0%
2.1
2.0
1.9
2.1
2.1
2.5 +18.4%
1.0
1.1
1.1
1.1
1.0
1.1
+8.0%
0.4
0.4
0.4
0.5
0.5
–
–
·Maintain cruises.
·Consolidate air links against a background
of falling capacity.
· Most important challenge for the future:
increasing recognition of the Catalonia brand
and positioning it more effectively.
united states
markets
62
Market
structure
Patterns of demand
This is a market with few intermediaries. Only
15% of those visiting Europe had bought a
package. The main groups/consortia of
travel agents, by number of associates are
vacation.com, Travelsavers, Ensemble, Virtuoso, Nest and Signature. By turnover (not
only US business) the largest companies
are: American Express; Expedia; Carlson
Wagonlit Travel; Priceline; BCD Travel; Hogg
Robinson Group; Orbitz Worldwide.
Americans
normally book
travel 90 days
before they
leave.
Transport
City
New York
New York
New York
Miami
Philadelphia
Atlanta
Charlotte
Airport
Newark
JFK International Airport
JFK International Airport
Miami International Airport
Philadelphia International Airport
Hartsfield-Jackson Atlanta International Airport
Douglas International Airport
Products
The main priorities for American tourists are
city tourism, cultural products, cruises, gastronomy and wine tourism, and meeting tourism. A second important group of products
includes LGBT tourism, language courses
and Jewish tourism.
Printed media are losing their influence while
cable TV and Internet are growing, especially via mobile phones in the case of the latter.
The consumer travel magazines with the largest circulation are:
1. National Geographic 4,493,024
2. Via Magazine 2,740,435
3. AAA Living 2,469,830
4. AAA Going Places 2,404,121
5. Sunset 1,259,750
6. Where Magazine 1,191,152
7. Travel + Leisure 996,217
8. Midwest Living 989,424
9. National Geographic International 883,357
10.Condé Nast Traveler 810,713
11.National Geographic Traveler 742,575
12.Arthur Frommer’s Budget Travel 680,097
Company
United Airlines / Continental
American Airlines
Delta
American Airlines
US Airways
Delta Airlines
US Airways
63
The vast majority (95%) come by air, while
4% arrive by car and only 1% by ship or train.
Trends and
competitive
positioning
76% of US tourists stay in hotels or similar
establishments, 6% have free accommodation and 9.7% use other types of accommodation.
The proposed trip is decided 111 days before
the date of departure. The average length of
stay is 18.2 days and tourists visit an average of
1.5 countries during one trip.
78.3% use the Internet and Google is the
most popular search engine, followed by
Bing (Microsoft), Yahoo, Ask and AOL. 166
million Americans are on Facebook. Surfing
using mobile phones increased by 50 minutes per day (+28.9% vs. 2010). The greatest
growth in number of phone and tablet apps
is in those related to travel. 60% of users
have downloaded one or have made searches concerning a trip.
The average annual income of an American
family who travels to Europe is $144,534. The
average age for men is 49 and for women it is
47.
Potential tourists use the Internet to find information about a trip (62%), read the opinions
of other travellers (42%), watch videos (31%)
and post comments about their trip (16%).
Americans normally have 10 to 15 days’
holiday entitlement each year but they often take only 10 and lose one or two. Except
New Year’s Day, the 4th of July, Thanksgiving
and Christmas, public holidays are moved to
Mondays, giving them more time to travel.
The most popular activities when travelling to
Europe are: tourist visits and shopping, followed
by visits to historical sites, museums and art galleries, small towns and rural areas.
Demand for the following products is increasing:
• Multi-generation holidays: family groups with
widely varying ages.
• Cruises: river and thematic cruises
• There is growing interest in experience tourism and authentic travel.
The most important foreign destinations for
Americans are Mexico (20.6 million tourists) and
Canada (11.8 million). Europe was visited by 11
million.
The European destinations most often chosen
are:
•
•
•
•
•
Italy: 73%
United Kingdom: 70%
France: 63%
Spain: 55%
Ireland: 52%
The Barcelona brand is well known in the American market but there is relatively little knowledge
of the Catalonia brand. Outside Barcelona, the
most popular destinations are Girona, Figueres,
Costa Brava, Montserrat and El Penedès.
64
south america
markets
argentina
65
General description
of the market
Joan Romero
Director of the South
America office
Over 5 million tourists travelled outside South
America last season. Argentina is Catalonia’s
second-largest outbound market in South
America, with nearly 100,000 tourists visiting
us. Tourism from Brazil is growing exponentially each year.
South American tourists tend to have high
purchasing power and opt for quality tourism
which is differentiated and personalised. The
Barcelona brand is well known and visitors
are showing interest in extending their stay
by spending time on the Costa Brava. They
are also interested in sport (especially Barça
and the team’s Brazilian players) and in the
cultural field they are familiar with Picasso,
Salvador Dalí and the Sagrada Família. Travel is a leisure activity with a high social status and indicative of personal prestige, apart
from being entertaining and bringing cultural
benefits.
For these travellers Catalonia is a destination
with a Mediterranean life style and it is seen
as a place where they can buy international
brands at more affordable prices.
south
america
Inflation is one of the main problems in Argentina: according to the National Institute
of Statistics and Censuses (INDEC) it was
9.5% in 2011, but private consultants set the
figure at nearly 23%. GDP in Argentina grew
by 8.8% in 2011. At present the exchange
rate is between 5.80 and 5.85, although it
depends on fluctuations in the value of the
dollar against the euro. Per capita GDP is
€17,400.
Unemployment in 2010 was 7.3%, an improvement on the preceding years. The
numbers of travellers from Argentina arriving
in Europe and forecasts for the future are as
follows:
Destination
Europe
2006
439.63
2012
529.26
2007
413.92
2013
525.08
2008
457.68
2014
523.58
2009
458.53
2015
531.18
2010
601.82
Data and forecasts last updated on 5 April, 2011, Fixed: Visits/
Nights = (1000), Facts = Value.
For other destinations, the figures are as follows:
Volume, forecast and growth
Destination
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
argentina
brazil
2005
365.84
2011
561.72
Uruguay
-0.1%
-12.0%
-6.9%
12.9%
12.2%
10.2%
-0.4%
2.4%
3.0%
2.2%
3.9%
Brazil
7.6%
-6.0%
-1.2%
10.4%
19.0%
-15.3%
-5.1%
-5.1%
1.2%
13.6%
-0.8%
Chile
5.2%
12.8%
11.1%
14.2%
15.4%
-9.6%
4.1%
2.1%
3.6%
0.9%
1.5%
USA
12.6%
12.3%
25.9%
19.2%
12.0%
22.4%
9.6%
3.7%
4.4%
1.7%
3.4 %
Spain
23.4%
-17.4%
7.4%
-2.2%
39.0%
-14.6%
-10.6%
-5.3%
-4.3%
-4.3%
-1.6%
Total spending by Argentinians travelling
abroad in 2007 was 3,826.1 million dollars,
27% more than 2006 and 54% more than
2004. 24% of all spending was in Europe.
It is the most visited destination not bordering on Argentina and accounts for 33% of all
journeys. In 2008 Argentine tourists spent
3,554.23 million euros, 16.5% more than in
2007. In 2009, however, spending fell by
2.5% to 3,464.3 million euros. Estimated
spending for 2011 is 4,246.42 million euros,
an increase of 13.2% on the figure for 2010.
Argentina was Spain’s nineteenth-largest international market in 2011, after Japan and
Brazil. In 2011 the number of Argentine tourists visiting Spain grew by 8.3% to a record
level of 299,396. Spain accounted for 5.6%
of the Argentine outbound market.
Foreign travel by Argentine tourists varies
considerably because of the country’s economic situation. Since 2007 there has been
a rising trend in the number of Argentines
travelling abroad (from 4,391,453 in 2007
to 6,686,469 in 2011). Spending by the
6,686,469 travellers visiting Europe in 2011
totalled 4,246 million euros.
86.2% of those travelling abroad were from
the Buenos Aires region, 34.1% being from
the city itself.
The most popular destinations in Spain are
Madrid, which was visited by 128,180 tourists, and Catalonia, with 93,297 tourists. Andalusia and Galicia were in third and fourth
place respectively. Catalonia and Madrid account for 70% of the tourists coming to Spain.
In 2011 Catalonia was visited by 64.7% more
tourists than in 2010.
south america
markets
66
Market
structure
Purchases of tour packages have been declining since 2005. In 2007 there was an increase in trips organised by third parties.
90% of Argentine tourists arrange their trips
via travel agencies, although Internet is also
used extensively as a source of information.
Products
In 2011 the most popular tour packages
were air-land packages to Madrid or Barcelona, visiting cities in Spain or Europe, city
tours in Madrid or Barcelona, and Mediterranean cruises sailing from Barcelona.
Spain’s main attractions are cultural and city
tourism, Barcelona being one of the destinations most in demand. Business tourism and
major event tourism in Spain also attract this
market.
The most decisive factors in the choice of
destination are travel for pleasure, associated with the beach, mountain holidays and
spas, followed by cultural tourism, especially
in Europe. The products most in demand by
Argentine travellers in Europe are air tickets,
air-land tours visiting various European cities, and cruises (these have become more
popular than in previous years). In Catalonia
there is demand for air-land tours starting in
Barcelona, high-speed train travel and Mediterranean cruises sailing from Barcelona.
argentina
Patterns of demand
Transport
The majority of tourists (94%) came to Spain
by air, while 5% came by road. The most
popular type of accommodation was betterclass hotels, chosen by 39.4%. The second
choice was accommodation with relatives
and friends, followed by 1-, 2- and 3-star hotels.
67
Spain is a
very attractive
destination for
meeting tourism.
Trends and
competitive
positioning
The average length of stay for Argentine tourists in Spain is 13.4 nights. 30.9% of visitors
spend from 4 to 7 nights in Spain, followed
by those who spend 8 to 15 nights and then
those who spend over 15 nights. The average length of stay has fallen slightly, compared with previous years.
Type of accommodation chosen by Argentine
tourists in Spain
0.6%
47.1%
52.3%
Main reason for visit
Unspecified
Non-hotel
Hotels and similar
establishments
Source: IET. Survey Movimientos Turísticos en Fronteras (Frontur).
Personal
Work / business
/ trade fairs /
conferences
Pleasure / holiday
Other
In the case of Spain, many tourists (52%)
looked at the Internet when planning their
trips and 41.3% of these made online bookings. In the case of Spain the opinion of relatives, friends and acquaintances is very important, although, as with other destinations,
the Internet and travel agencies are useful
sources of information. Social networks are a
point of contact, the most widely used being
Facebook, the country being the network’s
sixth largest user; Twitter is ninth by market
penetration.
The first quarter of the year is when most Argentinians travel, coinciding with summer in
Argentina. However, in the case of Europe,
the most popular time to travel is the fourth
quarter and the first quarter is when there are
fewest visitors.
In Spain, 64% of Argentine tourists go on cultural visits, 22% go shopping and 13% are
interested in activities related to gastronomy.
Barcelona is among the most important destinations for cultural tourism. Spain is also a
very attractive destination for meeting tourism.
0
10
20
30
40
50
60
70
80
2011
2010
Source: IET. Survey Movimientos Turísticos en Fronteras (Frontur).
Many tourists choose beach and mountain
locations and spas for a restful holiday. Others prefer entertainment, learning about other cultures and places, etc.
Bookings for foreign travel used to be made
well in advance (1 to 6 months). There
is, however, a tendency not to book so far
ahead and a good number plan their trips as
they go. Bookings are usually now made 30
to 45 days in advance.
Major events play an important part in the
choice of destination: in 2010 there was a
considerable increase in the direct purchase
of tour operators’ packages that included
tickets for football matches involving both
Futbol Club Barcelona and Real Madrid.
Spain is still the top destination in Europe
for Argentine tourists but Italy, France and
Germany compete with us. The main competitors outside Europe are the United States
and Canada, followed by Chile and the other
South American countries. Asian countries
are growing rapidly in popularity.
68
markets
south america
69
brazil
General description
of the market
Brazil is the world’s seventh largest economy and it is expected to have climbed two
places by 2016. GDP has an average annual
growth of 5%. The population is nearly 200
million, with an average age of 29.
The areas generating most tourism are the
south of the country (Paranà, Santa Catarina
and Mato Grosso do Sul) and the south-east
(São Paulo, Rio de Janeiro, Minas Gerais and
Espírito Santo). In these regions we find Brazil’s richest states, which account for 75% of
the country’s wealth. São Paulo is the most
prosperous, with 33.9% of the country’s total
GDP, followed by Rio de Janeiro and Paranà.
In 2010 per capita GDP was 10,650 USD,
with falling unemployment due to economic
growth; in 2012 the working population grew
by 1.9% compared to 2011.
The number of Brazilian tourists arriving in
Europe is shown below:
In 2011, 5.4 million Brazilians travelled
abroad, an increase of 2% on the figure for
2010. 718,948 Brazilian tourists visited Spain
in 2011, 69.9% more than in 2010. Catalonia
was visited by 136,106 Brazilians in 2011, a
year-on-year increase of 59.08%.
Spending by Brazilian tourists continues to
grow in line with the trend in recent years.
In 2011, it was 39,979.1 million reais. Fashion and clothing are the items on which they
spend most, followed by electronics.
The leading destinations in Europe are Spain
and Portugal, followed by Italy and France.
In Spain the most popular destinations are
the Autonomous Community of Madrid and
Catalonia, both of which saw growth of over
50%. In the first quarter of 2012, year-on-year
growth in Catalonia was greater than in Madrid, a difference which has been observed
in the first quarter of all the years 2007 to
2012.
Market
structure
Only 25% of Brazilian tourists contract packages when travelling to Spain. Organised
travel is giving way to independent travel and
tourists only visit travel agencies to deal with
specific issues or to obtain more specialised
information. In Spain only 16% of Brazilian
tourists opted for package tours.
There is a direct flight between Barcelona
and São Paulo which runs daily except on
Sundays.
Singapore Airlines - direct FLIGHTS
SÃO PAULO, GUARULHOS AIRPORT - BARCELONA-EL PRAT AIRPORT
Route
Flight
Day
São Paulo - BCN SQ67 Monday
São Paulo - BCN SQ67 Thursday
São Paulo - BCN SQ67 Saturday
BCN - São Paulo SQ68 Monday
BCN - São Paulo SQ68 Thursday
BCN - São Paulo SQ68 Saturday
Departure
17:40
17:40
17:40
09:00
09:00
09:00
Arrival
9:05 (next day)
9:05 (next day)
9:05 (next day)
16:10
16:10
16:10
Products
Destination
Europe
2004
2005
2006
2007
2008
2009
982.21 1,250.53 1,516.52 1,840.82 1,999.03 2,302.03
2010
2011
2012
2013
2014
2015
2,302.71 2,721.05 3,100.16 3,274.77 3,278.95 3,234.49
Data and forecasts last updated on 5 April, 2011, Fixed: Visits/
Nights = (1000), Facts = Value.
Destinations and forecast growth:
Numbers and forecast growth
Destination
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
USA
26%
8%
22%
20%
16%
28%
10%
9%
7%
0%
-1%
Argentina
8%
26%
30%
17%
11%
18%
19%
16%
10%
7%
6%
France
44%
11%
45%
13%
-3%
15%
13%
10%
3%
-2%
-3%
Uruguay
5%
16%
25%
5%
12%
24%
11%
2%
1%
0%
0%
Spain
21%
16%
-2%
10%
10%
22%
22%
17%
7%
1%
-1%
The activities most often contracted by Brazilians are travel and excursions within the
country, spa packages, tours, cultural visits
in cities and cruises. There is growing interest in cultural and gastronomy tourism, relaxing holidays, sport and adventure travel and
nature tourism.
70
south america
markets
brazil
Patterns of demand
online sales, although most travellers still
shop in person.
Most people arrive in Spain by air. Only a few
come by road, although in recent years the
number has risen.
Number of tourists visiting Spain (thousands) by access
mode, 2006-2011
2007
2008
2009
2010*
TOTAL
Total
252,061 226,110 227,731 241,094
Year-on-year chge. (%) -1.8
-10.3
0.7
5.9
AIRPORT
Total
183,677 173,670 196,185 210,971
Year-on-year chge. (%) 29.8
-5.4
13.0
7.5
ROAD
Total
66,157 50,228 29,295 25,252
Year-on-year chge. (%) -41.5 -24.1 -41.7 -13.8
OTHER
Total
308
2,215 2,251 4,871
-0.6
1.6
116.4
2011
1st Q 2012*
360,006
49.2
80,059
27.7
321,454
52.4
64,635
9.9
29,865
18.2
14,105
373.3
8,688
74.2
1,319
39.7
Source: Frontur (*provisional data).
The most important item of expenditure for
Brazilian travellers is accommodation, 80.1%
of tourists paying for this item in Spain in
2011. Accommodation and air travel are the
products consumed most extensively.
Number of tourists visiting Spain (thousands) by type of
accommodation, 2006-2011
2007 2008 2009 2010* 2011 1st Q 2012*
TOTAL
Total
252,061 226,110 227,731 241,094 360,006 80,059
-10.3
0.7
5.9
49.2
27.7
Hotels and similar
establishments
Total
163,339 163,776 145,038 186,267
0.3
-11.4 28.4
Non-hotel
Total
88,721 62,100 81,829 64,623
Year-on-year chge. (%) 30.3 -30.1 31.8 -32.2
Unspecified
Total
–
236
865
203
Year-on-year chge. (%)
–
–
266.5 -74.5
71
288,424
54.8
67,658
38.5
71,544
30.8
12,401
-9.8
28
-83.7
–
–
Brazil is the largest online market in South
America, with approximately 80 million users. Information about travel and bookings is
obtained from the Internet, although the opinions of relatives, friends and acquaintances
are very important and may be decisive. The
number of queries posted on social networks
and blogs has increased compared to previous years. There is considerable growth in
Apart from these options most people consult guidebooks and travel agents and, to a
lesser extent, travel magazines and television reports.
Brazilians have 20 days’ holiday a year, normally in January and July, coinciding with
the winter and summer school holidays.
Most Brazilian tourists come from the wealthier classes and they have a wide range of
interests, including art, culture, nature and
adventure. Sun and beach are not of great
interest when they travel abroad, as they can
enjoy them in Brazil.
In the case of Europe, the main reason for
travelling is holidays and pleasure, followed
by work and business and lastly visits to
friends and relations. In Catalonia, holidays
and pleasure are still the main reason, but
business tourism, which was previously in
second place, has fallen slightly in importance.
Brazilian tourists immerse themselves in
the culture of the country they visit, look for
unique experiences and prefer quality to
quantity.
Number of tourists visiting Spain (thousands) by main
reason for travelling, 2006-2011
2007
TOTAL
Total
Pleasure / holiday
Total
Work / business
Total
Personal / family
Total
Other
Total
Chge. (year-on-year)
2008
2009
2010*
2011
1st Q 2012*
252,061 226,110 227,731 241,094 360,006
-1.8
-10.3
0.7
5.9
49.2
80,059
27.7
183,062 160,844 165,529 199,146 285,909
-9.1
-12.1
2.9
20.3
43.57
67,436
31.10
28,788 32,383 27,653
15.7
12.5
-14.6
17,280
-37.5
26,884
55.6
4,989
29.9
29,055 17,243 22,979
29.8
-40.7
33.3
16,425
-28.8
22,165
34.9
4,507
21.8
11,157
36.9
1,897
-74.5
18,193
859
289
-60.4
6,258
0.6
3,616
-42.2
Trends and
competitive
positioning
The average length of stay in Spain is 4 to 7
nights, although over the last year there has
been a substantial increase in stays of 8 to
15 days and a decrease in short stays of 1 to
3 nights, reflecting the fact that the country
has positioned itself more strongly as a single destination rather than part of a circuit.
Travel packages are being displaced by independent travel and tourists only visit travel
agencies to deal with specific issues or to
obtain more specialised information. In Spain
only 16% of Brazilian tourists opted for package tours. Prices are important when choosing a destination but cultural and linguistic
proximity carry more weight.
Spain is sold as a single product and tours
round the country are on offer or tours of
Spain as part of a European tour. Barcelona is among the cities most often visited in
Spain and in Europe. Many tours use Spain
as a starting or finishing point.
There
has been
considerable
growth in
online sales.
72
73
73
Catalonia is a country with a wide variety of resources and attractions. It has unique, highly valued cultural resources, icons
with a great reputation, excellent tourism infrastructures, numerous urban destinations with character in very different
settings and a series of very beautiful landscapes, all giving
rise to a wide range of experiences.
When matching products and markets we need to focus on
how attractive and competitive the product category is, geographical proximity, and the stage in the product’s life in the
case of Catalonia as a destination.
products
vs. markets
74
catalan
coast: sun
and beach
Journeys to the coast
are mainly motivated by a
desire to relax and enjoy
the sun and the beach. The
Catalan coast offers many
and varied attractions. This
includes the possibility of
doing water sports and
other complementary
activities in the same
setting, and visitors can
travel along all or part of the
Catalan coast.
priority markets: germany, austria,
belgium, france, the netherlands, italy,
nordic countries, the united kingdom,
the rest of spain, russia and switzerland
75
The markets at the forefront in the growing
demand for the sun and beach product are
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.
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
products. After families, the largest segment
is senior tourists.
In the case of Catalonia tourists are offered
trips to the Catalan coast so that they can
relax and enjoy the Mediterranean sun and
beach lifestyle. They are, moreover, visiting a
coast with many additional attractions, such
as water sports, gastronomy and other cultural activities. Visitors can also travel along
all or part of the Catalan coast.
Average length of stay: 7 to 15 days.
Season: summer
Product lines include:
•
•
•
•
•
Coastal towns with special charm
Villages with a maritime tradition
Major beach resorts
Family holidays on the Catalan coast
Sailing and water sports in the Mediterranean
catalan coast: sun and beach
76
The basic factors to compete internationally
are:
• Excellent accessibility
• Comprehensive food and accommodation
deals
• Good value for money
• Thematic activities and experiences available
• Well-trained staff and good customer service
• Mild climate during most of the year
• Plenty of clean beaches
• Sufficient, suitable accommodation of acceptable quality near the beach
• Proximity of a town or city to give more life
to the destination
• Hospitable local population
Key factors for success are:
• Excellent conservation of the environment
• Well-tended destinations without massive
tourist presence
• Destinations with an identity of their own,
with strong, distinctive positioning
• Qualified workforce with knowledge of languages and customer care skills
• Varied, good quality additional attractions
(food, activities, shopping, etc.)
• High levels of security
Spain, Turkey and Greece stand out as the
main destinations, as 50% of trips are to these
countries. European tourists in search of sun and
beach travel to various parts of the Mediterranean.
Main destinations for Europeans
Top destinations in Europe
Destinations competing with Catalonia
Country /
region
Traditional
destinations
New
destinations
Tourists travelling in Europe
Spain
Balearic Islands, Canary
Islands, Costa Brava,
Costa Daurada, Costa
Blanca, Costa del Sol
France
Italy
Côte d'Azur, Corsica
Adriatic coast, Versilia,
Ligurian Riviera, Costa
Smeralda
2005
0
Crete, Rhodes, Corfu
Algarve
Istria, Dalmatia, Kvarner
Aegean coast,
Mediterranean coast, Black
Sea coast
Egypt
Morocco
Sharm el-Sheikh, Hurghada
Agadir
Spain
Turkey
Greece
Italy
Croatia
5
1
4
3
2
A high proportion of tourists are concentrated
in the period May to August and most visits
last at least a week.
Profile of European tourists
Breakdown by seasons
Seniors
Couples without
children
Young
professionals
Adults without
children
Students
23%
63%
18%
17%
14%
14%
11%
9%
7%
10
15
20
25
January - April
May - August
September - December
(% of total sun and beach travel)
Spending
74.9
78.6
2010
2011
20.0%
United Kingdom
8.5%
Russia
8.2%
63%
> €150 per night
€80-150 per night
< €80 per night
13%
25%
60%
7.8%
05
Length of stay (days)
40%
15.3%
Nordic countries
France
2000
>10
Greece
Portugal
Croatia
Turkey
05
Germany
67.6
>20
Sun and beach holidays attract all segments of
the population to a greater or lesser extent and
are especially popular with families. Spending
levels are lower than with other tourism
products.
Main outbound markets in Europe
+19.2%
65.9
% market share
Country / area
Families
78.6 million tourists chose sun and beach holidays in Europe in 2011; it is the largest sector in the
European market and is standing up well to the crisis. Germany and the United Kingdom are the
biggest consumers.
77
10
15
20
From 1 to 3
From 4 to 7
From 8 to 14
78
getaways
Short trips, over a weekend
or long weekend, to
discover a city, enjoy an
event or just relax in the
country and enjoy nature.
These getaways may be
thematic (gastronomy,
wine, sport, etc.).
79
Short getaways, especially city breaks, are
growing in importance. They have become
the second most-popular type of travel in Europe, with demand totalling about 46 million
tourists. Germany and the United Kingdom
are the largest outbound markets.
Getaways are usually to visit large towns with
easy access and varied attractions or to attend major events. London and Paris top the
European ranking in this segment. These
breaks may be thematic (gastronomy, wine,
sport, etc.) or intended to allow people to relax and enjoy nature.
Average daily spending is €100-€150 and
they are less seasonal than other products,
although good weather is an important consideration.
Average length of stay: 2 to 4 days, over a
weekend or long weekend.
Season: all year.
•Culture, gastronomy and wine, with special
features. Visitors may enjoy access to restricted architectural sites, attend cookery
classes with chefs, harvest and taste wine,
etc.
•Cities with character.
•Getaways with a theme: culture, gastronomy, wine, countryside, nature, adventure,
sport, special interest, etc.
priority markets: germany, austria, the
united states, france, italy, nordic countries,
the united kingdom, the rest of spain,
russia, singapore, switzerland and china
getaways
80
are:
•The availability of cultural attractions for
tourists
•Proximity to outbound markets
•Significant volume of accommodation of
an appropriate standard
•Inter-city transport services
•An effective system for signposting tourism resources and attractions
•Excellent accessibility
•Comprehensive food and accommodation
deals
•Good value for money
•Thematic activities and experiences available
•Well-trained staff and good customer service
•Mild climate during most of the year
81
% market share
>20
Main destinations for
Europeans taking city breaks
London
>15
Paris
>10
0
Berlin
Rome
Madrid
Barcelona
Prague
Vienna
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
population. Spending averages €100-€150 per
day, although this can vary according to the
destination, and the services and activities
chosen.
Getaways are less seasonal than other
products, as they are available throughout the
year, although they are more attractive when
the weather is good. People usually choose
weekends or long weekends for this type of trip.
Couples without
children
Adults without
children
Young
professionals
Seniors
City breaks are growing in importance and are now the second most-popular type of
travel in Europe. In 2011 demand reached 46 million. Germany and the United Kingdom
are the largest outbound markets.
21%
19%
January - April
8%
05
(% of city break travel)
+35.3%
14%
Families
Main outbound markets for Europe
05
10
15
20
34.3
37.3
42.6
46.4
Nordic countries
2005
2010
2011
3
6
7%
73%
6.9%
0
43%
<€80 per night
8.6%
The Netherlands
50%
>€150 per night
€80-€150 per night
11.5%
Spain
2000
27%
12.3%
14.2%
United Kingdom
May - August
25
Spending
Germany
33%
26%
18%
Students
41%
20%
9
12
15
From 1 to 3
From 4 to 7
From 8 to 14
82
routes
Long journeys to discover
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.).
belgium, the united states, france, the
netherlands, italy, the united kingdom, the
rest of spain, russia, switzerland and china
83
This is the third most-popular type of travel
in Europe, with demand at 41 million; France
and Italy are the largest outbound markets.
These long journeys enable visitors to discover 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 Germany. Travel can be organised or independent,
in tourists’ own vehicles.
Users are mostly middle-aged adults and
seniors travelling in a group. They have considerable purchasing power. Daily spending
averages €110-€150.
Season: mostly in summer and mid-season if
the weather is good.
•Major cultural and natural icons such as
Montserrat, the Sagrada Família, the Dalí
triangle, Aigüestortes i Estany de Sant
Maurici National Park, the Ebro Delta, etc.
•The 5 main routes through Catalonia: major
icons and experiences built into routes.
•Thematic routes: culture, nature, wine and
gastronomy, luxury, etc.
routes
84
are:
•A large number of major tourist attractions
to create a critical mass
•Availability of structured routes
•Good internal communications and access
routes
•Food, accommodation and basic services
available in all parts of the route
•Excellent accessibility
•An effective system for signposting tourism
resources and attractions
•Authentic destinations
•Authentic, varied and innovative experiences should be developed
•Tourists should be able to obtain information, book and make purchases on line or
using mobiles
85
% market share
>15
Spain
>10
>5
France
Italy
Germany
Croatia
0
4
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.
Trips mainly take place in high and midseason, when weather and temperatures are
most favourable. Tours usually last between 1
and 2 weeks.
Seniors
Adults without
children
Families
Adults without
children
Young
professionals
Students
Routes are the third most-popular type of travel in Europe, with demand at 41 million in 2011.
France and Italy are the largest outbound markets.
Users are mostly middle-aged adults and
seniors travelling in groups. They have
considerable purchasing power and average
daily spending is €110 - €150.
Main outbound markets for Europe
(% of all tours)
+30.5%
37%
52%
23%
18%
27%
8%
2%
05 05
January - April
10
15
20
25
30
35
31.4
33.9
36.6
41.0
12.3%
Italy
Nordic countries
2010
2011
25%
58%
>€150 per night
42%
<€80 per night
8.9%
Russia
2005
9.7%
Germany
2000
25%
10.5%
May - August
40
Spending
France
21%
14%
6.2%
0
3
6
9
12
15
50%
From 4 to 7
From 8 to 14
86
nature, inland,
mountains
and adventure
Trips to enjoy nature, parks,
the mountains and the
countryside. In the ‘softer’
version, tourists spend their
time walking, going on easy
hikes, pony trekking, etc.
In the ‘tougher’ version,
tourists do adventure
sports. The trip may use a
town as a base to explore
the area or move from
place to place.
priority markets: germany, belgium,
france, the netherlands, italy, the united
kingdom and the rest of spain
87
Nearly 17 million European travellers opted to
spend holidays enjoying nature, natural parks,
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.
Travellers are usually groups of adults without
children and seniors. They spend less than
those choosing other tourism products.
In Catalonia tourists can choose a lighter version and spend their time walking, going on
easy hikes, hiking, pony trekking, etc. Alternatively they can choose a tougher version and
do adventure sports. The trip may use a town
as a base to explore the area or move from
place to place.
Average length of stay: 7 to 10 days, over a
weekend or long weekend.
Season: especially in summer or at times when
the weather is good (May to August).
•Experiences and natural and rural spaces,
such as staying in inland parts of Catalonia
and the Pyrenees, activities in natural parks
and other open spaces, etc.
•Adventure and activity tourism, such as
pony trekking, balloon flights, parachuting,
paintball, climbing, etc.
•100% cycling and walking, for example
along the Saint James’ Way, GR and PR
trails, on-road and off-road cycling, etc.
•Family holidays in a natural setting, where
the above products are adapted to the
needs of families.
•Fun in the snow, with activities such as skiing, snowboarding, snow-shoes, trekking,
etc.
•Adventure and activity tourism in the Catalan Pyrenees, e.g. rafting, canoeing, etc., in
addition to snow-related activities.
nature, inland, mountains and adventure
88
% market share
Main destinations for Europeans
>15
France
>10
>5
6
are:
•Environmental awareness and well-conserved destinations
•Significant volume of accommodation of an
appropriate standard
•A range of well-marked routes and circuits,
both of general interest and specifically for
mountain bikers, cyclists, hikers, bird watchers, etc.
•Good value for money
•Basic transport connections (by air or overland)
•A wide range of activities with specialist professional guides
•Additional attractions linked to themes such
as discovering local culture or cuisine
•The existence of towns and villages with
charm and authentic areas of great natural
beauty
•Easy access to the destination, routes and
natural parks
Nature travel in Europe
2
4
3
Western Europe leads the market but Eastern Europe is also becoming popular.
Nature tourism attracts mostly adults without
children and seniors. Travellers spend less
than those choosing other tourism products.
Over half of visitors are concentrated in the
months May to August and most trips take
place at weekends or over long weekends.
Adults without
children
Seniors
In 2011, 16.8 million trips in Europe were made so that people could enjoy activities in nature.
Germany is the main outbound market for this type of travel.
Spain
0
5
1
Austria
Italy
Switzerland
Germany
51%
Families
27%
23%
Students
Couples without
children
Young
professionals
January - April
May - August
(% of all nature trips)
+57.2%
Spending
Germany
26.1
16.6
16.8
20.4
United Kingdom
2005
2010
2011
44%
10.3%
Nordic countries
8.9%
5.1%
50%
50%
From 1 to 3
From 4 to 7
>€150 per night
15.4%
The Netherlands
France
2000
49.0%
<€80 per night
56%
89
90
MICE
Trips to meet a small,
medium-sized or large
group of people to
exchange ideas, work,
innovate, build teams, etc.,
or provide incentives for
staff. Catalonia can add
value to this type of trip
because of the services it
offers, its infrastructures,
spaces and resources,
in urban and inter-urban
locations which meet the
needs of companies.
france, italy, nordic countries, the united
kingdom, the rest of spain, russia,
singapore, switzerland and china
91
In 2010 meeting tourism attracted over 7 million visitors. Growth in this sector has been
halted by the crisis. Nevertheless, it is a very
attractive sector, providing better returns
than other products.
The leading markets in MICE tourism are
Germany and the United Kingdom. Barcelona holds second place in the ranking of cities
organising most international meetings.
Catalonia can add value to trips of this type
because of the services it offers, its infrastructures, spaces and resources, in urban
and inter-urban locations which meet the
needs of companies. MICE tourism allows
travellers to meet a small, medium-sized or
large group of people to exchange ideas,
work, innovate, build teams, etc., and can be
used to provide incentives for staff.
Season: all year except summer.
•Catalonia Congresses and Events (generally large-format congresses)
•Different-sized meetings aimed mainly at
small groups, in attractive settings which
stimulate participants’ imagination and encourage them to ‘think outside the box’.
•Team-building in Catalonia: meetings attended by 50-100 participants in a setting
which is very different from the workplace.
•Meetings in non-urban locations allowing
participants to enjoy outdoor leisure activities.
•Incentive trips to Catalonia or incentive
stays for employees, based on other product lines.
MICE
92
are:
•Wide range of modern infrastructures and
centres where meetings can be held.
•Accommodation of different categories
(mainly 4- and 5-star)
•Good accessibility and proximity to outbound markets
•Local and private transport services
•High levels of security
•Excellent access (direct flights, low-cost
airlines, etc.)
•State-of-the-art infrastructures with the latest technology
•Hotels with facilities for meetings and additional services
•Availability of pre- and post-meeting activities
93
Seven of the ten cities organising the most international meetings are in Europe. Barcelona is in
second place, with nearly 150 meetings held in 2010.
Seasonality: the period from May to November
(excluding the months of July and August) has
always been the most popular for organising international meetings. Most meetings are annual
events.
Length of trip: the average length of international meetings has fallen in recent years and now
stands at 3.85 days.
International meeting market share by
continent
2%
Africa
4%
Australia
8%
South America
North America
18%
57%
Asia
Europe
In 2010, MICE tourism attracted 7.1 million visitors, but growth in this sector has been halted by the
crisis. Germany and the United Kingdom are the largest markets.
MICE tourism in Europe
Germany
7.96
9.23
Nordic countries
Russia
2011*
World
Europe
City
Meetings
2005
Meetings
2010
1
2
3
4
6
7
8
9
14
15
1
2
3
4
5
6
7
8
9
10
Vienna
Barcelona
Paris
Berlin
Madrid
Istanbul
Lisbon
Amsterdam
London
Copenhagen
144
135
132
106
69
60
86
103
104
83
154
148
147
138
114
109
106
104
97
92
2015*
2020*
Breakdown of daily spending
12.6%
Other
5% 3%
15.4%
United Kingdom
France
2000
Main destinations in Europe
MICE tourism is a very attractive sector, as it brings to the destination income well above that
generated by other sectors, such as traditional sun and beach holidays. Events tend to be
organised when the weather is better, they last 3 to 4 days on average and are attended by a
wide range of professional profiles.
Spending
+29.3%
7.35
• Veterans: enthusiastic and very experienced
• Unmotivated: frequent travellers but not enthusiastic; they avoid travelling if they can
• Insecure: worried and anxious about the challenges involved in trips
• Technological: young and very enthusiastic,
they adapt to any technological innovation
• Traveller 2.0: inexperienced but very enthusiastic, adaptable, keen to explore and share
experience
(% of all meeting trips)
7.14
Profile of tourists: business tourism segments,
according to Concur study:
Transport
6%
$305
33%
11%
7.0%
Shopping
$100
5.8%
Food
13%
5.3%
Conventions and congresses
Sun and beach
Leisure
Accommodation
29%
Registration fees
94
special
interest
holidays
Trips to pursue a hobby or
other activity people like
in depth. The destination
chosen will be one
recognised as having
natural or cultural resources
allowing visitors to pursue
their interest.
priority markets: germany, belgium,
the united states, france, the netherlands,
nordic countries, the united kingdom,
russia, singapore and china
95
Trips to pursue a hobby or other activity people like in depth. The destination chosen will
be one recognised as having natural or cultural resources allowing visitors to pursue
their interest.
Average length of stay: very variable.
Season: all year.
• 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+
96
appendix
97
Marketing intelligence is one of the key issues to be tackled in
the coming years; work needs to be done both on analysing
market structures and trends and on monitoring the activities
of tourists and visitor satisfaction and loyalty.
This appendix contains tables summarising statistics of IET operations: the survey Moviments Turístics en Fronteres [Tourist Movement at Borders] (Frontur) and the survey Despesa
Turística [Tourist Spending] (Egatur), broken down by country
as far as possible within the limitations of the sample.
appendix
statistics
appendix
98
99
france
italy
Tourists resident in France whose main destination is Catalonia.
Basic indicators. September 2013
Tourists resident in Italy whose main destination is Catalonia.
Tourist profile
Tourist profile
Reason for trip
Pleasure / holiday
Work / business / trade fairs and conferences
Study
Personal (family, health, shopping)
Other
Means of transport
Air
Sea
Train
Own vehicle
Type of accommodation**
Hotels and similar establishments
Free accommodation
Rented accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
total cumulative % in last 12 months
82.6%
total % for month
80.0%
8.0%
1.5%
5.9%
2.0%
–
–
–
–
21.7%
total % for month
16.6%
0.5%
0.4%
77.4%
–
–
82.5%
53.0%
total % for month
59.0%
26.6%
11.7%
8.7%
–
–
–
10.9%
total % for month
–
32.9%
38.0%
12.7%
5.5%
40.3%
33.1%
–
–
Breakdown of spending by tourists
Item***
Tour package
Accommodation and other
Transport
Restaurants and other
Food and other
Excursions and other
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
75.0%
total % for month
76.6%
10.8%
6.8%
4.2%
3.2%
10.7%
6.6%
2.4%
3.7%
75.0%
total % for month
71.0%
14.4%
0.1%
10.5%
18,3%
10.6%
73.4%
total % for month
75.7%
14.1%
10.0%
2.5%
8.7%
11.9%
3.7%
4.2%
total % for month
5.8%
28.5%
54.2%
10.5%
2.5%
16.3%
63.6%
11.0%
3.3%
total % for month
10.8%
% of total
9.2%
25.9%
26.6%
17.5%
3.5%
15.7%
28.6%
25.2%
17.8%
3.0%
16.3%
total % for month
1.6%
% of total
0.1%
33.9%
21.6%
17.5%
8.8%
16.8%
26.4%
22.3%
16.8%
9.4%
25.1%
Item***
Tour package
Transport
Food and other
Source: IET Frontur and Egatur
*€K: thousands of euros
**Type of accommodation
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.
appendix
100
101
united kingdom
germany
Tourists resident in the United Kingdom whose main destination is Catalonia.
Tourists resident in Germany whose main destination is Catalonia.
Tourist profile
Tourist profile
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
84.8%
total % for month
88.8%
11.4%
1.0%
1.8%
0.9%
10.4%
0.1%
0.7%
0.1%
95.8%
total % for month
95.6%
0.5%
0.3%
3.3%
0.7%
0.2%
3.5%
73.3%
total % for month
71.6%
9.1%
10.9%
6.6%
6.6%
11.5%
10.2%
4.0%
total % for month
2.5%
24.6%
51.2%
18.2%
2.1%
21.7%
56.7%
17.1%
2.0%
Item***
Tour package
Transport
Food and other
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
82.3%
total % for month
80.8%
13.4%
1.1%
2.8%
0.3%
17.6%
0.4%
0.9%
0.3%
78.1%
total % for month
80.2%
0.5%
0.2%
21.2%
0.4%
0.2%
19.2%
63.1%
total % for month
62.9%
20.1%
9.4%
7.3%
16.3%
10.3%
10.4%
3.8%
total % for month
3.4%
18.4%
48.5%
18.2%
11.1%
27.0%
40.9%
19.0%
9.8%
total % for month
8.5%
% of total
9.3%
27.6%
25.1%
16.9%
6.0%
15.9%
29.0%
23.9%
16.2%
5.9%
15.8%
total % for month
22.8%
% of total
24.9%
22.4%
21.2%
15.5%
3.3%
14.8%
23.5%
22.2%
13.3%
3.1%
12.9%
Item***
Tour package
Transport
Food and other
appendix
102
103
switzerland
belgium
Tourists resident in Switzerland whose main destination is Catalonia.
Tourists resident in Belgium whose main destination is Catalonia
Tourist profile
Tourist profile
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
82.0%
9.1%
1.7%
4.9%
2.4%
84.4%
0.2%
0.3%
15.2%
66.9%
21.6%
9.3%
2.1%
3.5%
25.8%
52.0%
14.1%
4.7%
Item***
Tour package
Transport
Food and other
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
86.2%
9.4%
0.3%
2.9%
1.3%
61.1%
0.9%
0.1%
38.0%
57.8%
23.8%
10.9%
7.4%
3.1%
19.8%
45.0%
23.2%
9.0%
% of total
6.8%
23.5%
30.4%
17.6%
4.2%
17.4%
Item***
Tour package
Transport
Food and other
% of total
9.0%
26.6%
25.2%
16.2%
7.3%
15.8%
appendix
104
105
the netherlands
nordic countries
Tourists resident in the Netherlands whose main destination is Catalonia.
Tourists resident in the Nordic countries (Denmark, Finland, Norway, Sweden) whose main destination
is Catalonia. Basic indicators September 2013
Tourist profile
Tourist profile
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
86.9%
total % for month
78.4%
8.8%
0.6%
3.0%
0.7%
18.5%
-
70.1%
total % for month
70.2%
0.8%
0.0%
29.1%
1.1%
28.7%
49.1%
total % for month
61.5%
17.0%
13.6%
20.3%
13.1%
9.2%
16.1%
2.9%
total % for month
3.4%
16.3%
43.7%
25.2%
11.9%
19.1%
42.5%
24.4%
10.6%
Item***
Tour package
Transport
Food and other
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
82.2%
total % for month
80.6%
13.3%
1.1%
1.6%
1.9%
18.0%
0.3%
0.6%
0.5%
97.3%
total % for month
97.6%
0.3%
0.2%
2.2%
0.3%
0.3%
1.9%
74.7%
total % for month
81.4%
7.9%
14.1%
3.3%
6.1%
9.9%
2.6%
2.3%
total % for month
1.9%
21.6%
61.6%
11.6%
2.9%
31.7%
55.5%
8.7%
2.2%
total % for month
11.7%
% of total
15.4%
21.9%
28.0%
17.2%
2.5%
18.7%
20.5%
26.6%
20.4%
1.8%
15.4%
total % for month
6.4%
% of total
7.1%
30.3%
24.3%
17.8%
6.2%
14.9%
33.5%
22.5%
17.4%
5.4%
14.0%
Item***
Tour package
Transport
Food and other
appendix
106
107
united states
russia
Tourists resident in Russia whose main destination is Catalonia
Tourists resident in the United States whose main destination is Catalonia.
Tourist profile
Tourist profile
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
93.8%
total % for month
96.8%
5.2%
0.1%
0.4%
0.5%
1.4%
0.0%
1.8%
88.8%
total % for month
84.3%
0.1%
0.0%
11.1%
0.0%
0.0%
15.6%
91.8%
total % for month
96.0%
3.4%
4.5%
0.4%
1.9%
1.6%
0.5%
1.5%
total % for month
1.3%
5.9%
28.1%
57.6%
6.9%
3.2%
19.0%
73.9%
2.6%
Item***
Tour package
Transport
Food and other
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
86.7%
total % for month
88.9%
8.4%
3.3%
1.2%
0.4%
8.7%
0.4%
1.9%
0.2%
93.4%
total % for month
95.6%
1.0%
1.1%
4.4%
1.4%
1.6%
1.4%
75.8%
total % for month
85.1%
6.3%
7.8%
10.1%
5.1%
2.9%
6.9%
5.4%
3.8%
29.6%
29.5%
38.9%
18.7%
7.5%
37.6%
23.2%
5.8%
2.6%
total % for month
26.5%
% of total
-
15.4%
32.9%
10.2%
1.6%
13.5%
-
total % for month
35.8%
% of total
45.1%
12.3%
13.9%
14.1%
2.3%
21.6%
10.5%
9.9%
12.9%
2.2%
19.4%
Item***
Tour package
Transport
Food and other
appendix
108
109
foreign residents
bibliography
Foreign residents whose main destination is Catalonia.
Balanç turístic 2012. Observatori d’Empresa i
Ocupació. Generalitat de Catalunya.
Familitur, forecast for June 2012.
Tourist profile
Reason for trip
Pleasure / holiday
Study
Other
Means of transport
Air
Sea
Train
Own vehicle
Free accommodation
Other accommodation
Duration of stay
1 night
From 2 to 3 nights
From 4 to 7 nights
From 8 to 15 nights
Over 15 nights
83.0%
total % for month
83.8%
10.4%
1.5%
3.7%
1.4%
12.8%
0.9%
1.6%
0.9%
66.8%
total % for month
70,7%
1.5%
0.4%
31.2%
1.7%
0.3%
27.3%
67.1%
total % for month
72.9%
16.7%
9.6%
6.6%
13.2%
7.4%
6.4%
5.9%
total % for month
4.9%
24.5%
44.9%
18.8%
5.9%
23.0%
44.4%
22.4%
5.3%
Item***
Tour package
Transport
Food and other
TURESPAÑA (2011). Estudios de mercados
turísticos emisores. Argentina mercado emisor.
total % for month
14.9%
% of total
18.2%
22.9%
26.9%
14.9%
4.1%
16.3%
22.0%
25.7%
14.9%
3.4%
15.8%
Familitur. IET.
FUR Reiseanalyse 2013.
Instituto de Estudios Turísticos.
Ministerium für Wirtschaft und Technologie,
Jahreswirtschaftsbericht 2013.
Observatori de Turisme de Catalunya.
Ranking Hosteltur de Grandes Redes de
Agencias de Viaje.
LookInSide.Travel 2012.
Reiseanalyse 2013, Erste Ausgewählte Ergebnisse der 43.
SECO 2011.
Series Contabilidad Nacional INE 2012 and
Contabilidad Regional 2011, www.ine.es.
Tourism Economics.
turísticos emisores. Austria mercado emisor.
turísticos emisores. Brasil mercado emisor.
turísticos emisores. Suiza mercado emisor.
turísticos emisores. Visión general del país.
Argentina.
Austria.
Brasil.
Suiza.
110
appendix
111
catalan tourist board
offices abroad
Benelux
CATALAN TOURIST BOARD
Wetstraat 227 Rue de la Loi (3ème étage)
BRUXELLES 1040
[email protected]
32 26 406 151
United Kingdom and Ireland
17, Fleet Street (3rd Floor)
LONDON EC4Y 1AA
[email protected]
442 075 838 855
Italy
Via Montebello, 27
20121 MILANO
[email protected]
39 02 87393573
Nordic Countries
Korkeavuorenkatu 30 A
00130 HELSINKI
Finland
[email protected]
35 84 07 17 72 95
Central Europe
Palmengartenstrasse, 6
60325 FRANKFURT
AM MAIN
[email protected]
49 69 7422 4873
Russia and Eastern Europe
Ul.Serafimovicha 2/20 entrance 12
office 219
MOSCOW 119072
[email protected]
7 495 567 1871
France
50, rue Saint Ferdinand
PARIS F-75017
[email protected]
33 1 40 46 97 97
Spain
TOURIST INFORMATION OFFICE OF CATALONIA
Centre Cultural Blanquerna
Alcalá, 44
28014 MADRID
[email protected]
915 241 000
China
Capital Mansion, Room 1906
nº6, Xin Yuan Nan Rd.
Chaoyang District
BEIJING 100004
[email protected]
0086 10 84 86 82 84
Asia Pacific
10 Anson Road
International Plaza 25 – 07
SINGAPORE
079903
[email protected]
65 62204022
United States, Canada and Mexico
360 Lexington Avenue,
Suite 1801
NEW YORK NY 10017
[email protected]
1 212 7823332
South America
Avda. Juscelino Kubitschek, 1726, 11º andar,
conj.111/112
04543-000 Vila Olímpia - São Paulo
SP BRASIL
[email protected]
55 11 30530477
Legal deposit: B 7708-2014
www.act.cat
www.catalunya.com

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