Post on 22-Jan-2017
Institut für Tourismus- und Bäderforschung Fleethörn 23 Tel.: (+49) 431 666 5670 info@nit-kiel.de
in Nordeuropa GmbH (NIT) D-24103 Kiel Fax: (+49) 431 666 56710 www.nit-kiel.de
Opportunities for holiday destinations:About the growing demand for sustainable tourism
June 25, 2015Ulf Sonntag, NIT
2© NIT Kiel, September 2015
A short introduction of myself …
Focus of our work:Market research in tourism demand in Germany and Europe
Sustainable tourism development
Supporting tourism strategy, planning, policy
3© NIT Kiel, June 2014
It’s a good idea to talk about the consumers …
… because people in Europe care about sustainability:
59% think you should measure progress of a country based equally on social and environmental criteria and on economic criteria.
75% have a positive attitude towards environmentally friendly products even if they cost a bit more
Source: European Commission 2014, Special Eurobarometer 416, ATTITUDES OF EUROPEAN CITIZENS TOWARDS THE ENVIRONMENT
4© NIT Kiel, June 2014
Sustainable tourism demand in Germany: Many want it, few do it!
Sustainability was the most important decision criterion for this trip
Looking for a eco-friendly and socially acceptable holiday experience
Would generally like my holiday to be sustainable
1 million
19 million
36 million
Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/
5© NIT Kiel, June 2014
Characteristics of sustainable travel …
» Huge interest for sustainable holidays
» All socio-demographic segments
» They want: regional food/drinks, eco-friendly accommodation, specialist tour-operator, relevant information
» They do not want: Cut down in long-haul or plane travel
» 1/3 would pay more for a sustainable engagement of the tour-operator
$
Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/
6© NIT Kiel, June 2014
Opportunities for (more) sustainable holidays:
55%49%
43%
32%
20%
… this would not include
additional cost
… my holiday needs are still
fulfilled
… I could access more information
… the offer for these holidays
would be bigger
… if my travel companion
would also like it
I would like my holiday trips to be sustainable. It would be helpful for me, if …
Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/
7© NIT Kiel, June 2014
Who is responsible to make holidays more sustainable?
65%57%
41%40%
23%16%
Responsibility total First responsibility
Tourism Industry PolicyTourists
themselves
Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/
8© NIT Kiel, June 2014
» There is a substantial demand for sustainable tourism in Germany and the EU
» The offer for sustainable tourism in Germany is not sufficient …
» … existing products are often not found/recognised by the traveller
» Opportunities for destinations to attract sustainable tourists
Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/
Sustainable tourism in Germany/EU …
9© NIT Kiel, June 2014
5 million Germans generally interested to travel to Montenegro in 2014-2016
Competition: 13 destinations in their minds they want to travel to during the same time
1/3 of them looking for an eco-friendly holiday experience
Sustainability/Low Carbon can make the
difference
Source: Reiseanalyse 2014
Opportunities for Montenegro …
10© NIT Kiel, June 2014
Sources:
http://www.fur.de/ra/publications-and-press/german-holiday-travel-2025/
www.bmub.bund.de/N51279/
http://ec.europa.eu/public_opinion/archives/ebs/ebs_416_en.pdf
11© NIT Kiel, June 2014
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