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European
Commission
Fla
sh
Eu
rob
aro
me
ter
29
1 –
Th
e G
allu
p O
rga
nis
ati
on
This survey was requested by the Directorate General Enterprise and Industry, and
coordinated by Directorate General Communication.
This document does not represent the point of view of the European Commission.
The interpretations and opinions contained in it are solely those of the authors.
Flash Eurobarometer
Survey on the attitudes
of Europeans towards
tourism
Analytical report Wave 2
Fieldwork: February 2010
Publication: March 2010
European
Commission
Flash EB Series #291
Survey on the attitudes of Europeans
towards tourism Wave 2
Conducted by The Gallup Organisation, Hungary
upon the request of Directorate General Enterprise and Industry
Survey co-ordinated by Directorate General Communication
This document does not represent the point of
view of the European Commission. The interpretations and opinions contained in it
are solely those of the authors.
THE GALLUP ORGANISATION
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 3
Table of contents
Main findings ......................................................................................................................................... 5
1. Respondents’ travel profiles in 2009 ................................................................................................ 8
1.1 Proportion of respondents who travelled in 2009 ......................................................................... 8
1.2 “Short private” and holiday trips in 2009 ...................................................................................... 9
1.3 Frequency of “short private” and holiday trips ........................................................................... 13
2. Reasons for not taking a holiday in 2009....................................................................................... 18
3. Characteristics of respondents’ main holiday trip in 2009 .......................................................... 22
3.1 The major motivation for going on holiday in 2009 ................................................................... 22
3.2 Methods of transport used for 2009 holidays .............................................................................. 24
3.3 How respondents organised a holiday trip in 2009 ..................................................................... 26
4. Financial aspects: types of holiday leisure activities that would be given up first .................... 29
5. Considerations when planning a holiday and choosing a destination ........................................ 32
5.1 Choosing a holiday destination ................................................................................................... 32
5.2 Preferred holiday destinations ..................................................................................................... 35
5.3 Anticipated benefits of emerging destinations ............................................................................ 37
5.4 Sources of information used when making holiday plans ........................................................... 40
6. Vacation plans for 2010 .................................................................................................................. 45
6.1 Types of vacation ........................................................................................................................ 45
6.2 Financial constraints on holidays in 2010 ................................................................................... 49
6.3 Planned destinations .................................................................................................................... 52
I. Annex Tables .................................................................................................................................... 57
II. Survey details .................................................................................................................................. 90
III. Questionnaire ................................................................................................................................ 94
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 4
Introduction
This Flash Eurobarometer “Survey on the attitudes of Europeans towards tourism” (No 291) has been
conducted at the request of Directorate General Enterprise and Industry in the 27 EU Member States
and in five additional countries: Croatia, Turkey, the former Yugoslav Republic of Macedonia,
Norway and Iceland.
The objectives of this survey were, to study:
Respondents’ travel profiles in 2009 – distinguishing between “short private” and holiday trips
reasons why respondents did not go on holiday in 2009
characteristics of citizens’ main holiday trip in 2009 (e.g. method of transport used)
the financial aspects of taking a holiday (e.g. how to save money while on holiday)
various attitudes of citizens towards tourism (e.g. their preferred holiday destinations)
respondents’ vacation plans for 2010.
In February 2009, a similar Flash Eurobarometer was conducted (No 258)
1 in the 27 EU Member
States; this survey asked EU citizens about their holidays in 2008 and their vacation plans for 2009.
The current report presents comparative data between the two waves.
The fieldwork was conducted from 5 and 9 February 2010. Over 30,000 randomly selected citizens
aged 15 and over were interviewed in the 27 EU Member States, Croatia, Turkey, the former
Yugoslav Republic of Macedonia, Norway and Iceland. The sample size varied between countries,
ranging from about 500 in the smallest to about 2,000 in the largest countries (see section “Survey
details” in the Annex where the actual sample sizes for the 32 countries are indicated).
Interviews were predominantly carried out by telephone. However, due to the low fixed-line telephone
coverage in Bulgaria, the Czech Republic, Estonia, Latvia, Lithuania, Hungary, Poland, Romania and
Slovakia, face-to-face interviews were also conducted in those countries (700 telephone and 300 face-
to-face interviews). Note: Flash Eurobarometer surveys systematically include mobile phones in
samples in Austria, Finland, Italy, Portugal and Spain.
To correct for sampling disparities, a post-stratification weighting of the results was implemented,
based on the main socio-demographic variables. More details on survey methodology are included in
the Annex of this report (see section “Survey details”).
Some questions in this survey were only presented to a sub-group of respondents (e.g. only those who
had not travelled in 2009); as a result, the sample size per country could be relatively small. In the
event that the sample size for a country was below 150 (an unweighted number), a cautionary note has
been added in the report. Furthermore, where the report compares individual country results between
waves, it only discusses differences statistically significant at the 0.05 level.
1 http://ec.europa.eu/public_opinion/flash/fl_258_en.pdf
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 5
Main findings
Travel trends in 2009
About two-thirds (65%) of EU citizens said they had travelled – for private reasons – at least once in
2009: 27% had made at least one holiday trip and at least one “short private” trip, the same
proportion had made at least one holiday trip but no “short private” trips and 11% had made at least
one “short private” trip but no holiday trips. One-third of EU citizens had not travelled for leisure
purposes in 2009.
Countries where respondents were less likely to have travelled for leisure purposes included some
Eastern European countries – Hungary (57%), Latvia (54%) and Romania (51%) – and a few
Southern European countries – Malta (58%), Portugal (48%) and Italy (44%).
Comparing travel for leisure purposes in 2008 and 2009, it could be seen that, although similar
proportions of EU citizens had travelled at least once, there had been a decrease in those who had
made at least one “short private” trip and at least one holiday trip (from 39% in 2008 to 27% in
2009). Conversely, the proportion of EU citizens who had made at least one holiday trip but no
“short private” ones had increased in that timeframe.
Outlook for 2010
As to how many EU citizens would actually take a vacation in 2010, no clear picture emerged. At
the time of the survey (February 2010), 28% of EU citizens were undecided about the type of
vacation they wanted to take.
At the time of the survey, the proportion of EU citizens who were certain that they would not
travel in 2010 (21%) was below the proportion of those who had not travelled in 2009 (33%). It
remains to be seen what proportion of the currently undecided ones (28%) would eventually take a
holiday.
Turkish respondents were the most likely not to be planning a holiday in 2010 (44%); they were
followed by respondents in Hungary (40%), Slovakia (36%), Italy and Malta (both 35%). The
proportions of those still undecided about their vacation plans in 2010 were the highest in Italy
and Portugal (both 35%).
EU citizens who were already planning a 2010 holiday (49% in total) were most likely to be
considering one of 4-13 consecutive nights (19%). Fifteen percent of EU citizens said they were
planning one of at least two weeks or more. One or more short-stay trips (one to three nights away
from home) was the option chosen by 7% of EU citizens and 8% were thinking of a combination
of longer holidays and shorter trips.
When asked about their 2010 holiday destination, roughly a third (32%) of EU citizens said they
were planning to stay in their home country. Comparing 2009 and 2010 results showed that EU
citizens were now less likely to be planning a holiday outside of the EU (15% vs. 20% in 2009).
Travel budgets in 2009 and 2010
Across almost all countries included in this study, the largest proportion of respondents – who had
not taken a holiday in 2009 – said this for financial reasons. Such reasons were cited by more than
6 in 10 respondents in Bulgaria (65%), Romania (62%), Hungary and the former Yugoslav
Republic of Macedonia (both 61%).
EU citizens’ perceptions about their holiday budgets have slightly improved compared to 2009:
almost half (46%) of those who were planning to spend a holiday away from home in 2010 said
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 6
they had sufficient funds to do this – by comparison, in 2009, this proportion was 41% (five
percentage points lower).
Nonetheless, about 4 in 10 (39%) EU citizens said they would need to make extra savings in order
to take their planned holidays and 1 in 10 said they had serious financial problems that could
impact holiday plans.
In Hungary, Latvia, Lithuania, Bulgaria and Romania, of those respondents who were planning a
vacation in 2010, a quarter or less felt they could afford this without any problems.
When asked which holiday leisure activities EU citizens would give up first if savings were
needed when they were actually on vacation, the largest proportions of interviewees “beauty or
wellness treatments” (24%) and shopping (21%).
Holiday focus and attractions
The largest proportion of holidaymakers across the EU (37%) said that the major motivation for
their main holiday in 2009 had been “rest and recreation”. About a fifth (19%) had wanted a
sun/beach holiday and 17% said the main objective had been to visit friends or relatives.
In almost all countries surveyed, respondents who preferred to spend their holidays in “traditional”
tourist destinations outnumbered those who favoured visiting “alternative or emerging” tourist
locations. Countries with a high proportion of respondents who preferred “emerging” tourist
destinations were Latvia, Denmark, Norway, Slovenia, Iceland, Sweden and Croatia (37%-39%).
Those respondents attracted to non-conventional destinations were most likely to expect that this
would allow them to explore local cultures and lifestyles (45%) compared to 12% who thought
there would be lower prices.
When deciding on a holiday destination, the largest proportions (32%) of EU citizens named a
location’s overall attractiveness as the key consideration. Cultural heritage (25%) and options for
entertainment (16%) were the second and third most mentioned factors that influenced a choice of
destination.
Arranging a holiday
Almost half (48%) of holidaymakers from the EU had travelled to their main destination by car or
motorbike, and approximately one-third (35%) had taken a flight.
In almost all countries surveyed (27 out of 32), at least half of holidaymakers had organised their
holiday on their own. The proportions of holidaymakers who had done this were the highest in
Croatia (83%), Turkey (82%) and Hungary (80%).
Thirteen percent of EU citizens had booked travel tickets or accommodation through a travel
agency. About a fifth of EU citizens who took a holiday in 2009 had opted for a package tour or
all-inclusive holiday, either booked via the Internet (11%) or through a travel agency (10%).
Fifty-eight percent of EU citizens said that the views of friends and colleagues were the (first or
second) most important sources of information when making decisions about travel and holiday
plans. The Internet was considered to be the main source by 42% of respondents, and a lower
proportion (31%) mentioned personal experience.
Holidaymakers who had taken a vacation with a cultural focus were less likely than their
counterparts to rely on personal experience (25% compared to, for example, 32% of those who
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 7
had wanted rest and recreation) and more likely to rely on guidebooks and magazines (17%
compared to, for example, 10% of holidaymakers who had wanted a sun/beach holiday).
As in 2009, the largest difference in terms of information sources when comparing respondents
with a preference for “off the beaten track” holidays and those who preferred more “traditional”
destinations was seen when looking at the importance of the Internet: 51% of the former
respondents felt that it was an important source of information when planning a holiday compared
to 39% of the latter.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 8
1. Respondents’ travel profiles in 2009
1.1 Proportion of respondents who travelled in 2009 Almost 7 out of 10 EU citizens said they had travelled, either for business or private purposes, at least
once in 2009 (69%; -2 percentage points compared to 20082). Note: travelling was defined as spending
one night away from home, for private or business purposes.
Proportion of EU citizens who had travelled(minimum one night away from home, for private or business purposes)
Have not travelled in 2008, 28
Have travelled in
2008, 71
DK/NA, 2
Q1. During 2008/2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night?
%, Base: all respondents, EU27
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
Have not travelled in 2009, 30
Have travelled in
2009, 69
DK/NA, 1
Country variations3
The individual country results showed that Norwegians were the most likely to have travelled, for
business or private purposes, at least once in 2009 (89%). High proportions of travellers were also
observed in Finland (87%), Denmark (86%), Iceland (85%), Sweden and the Netherlands (both 84%).
In contrast, in Turkey (37%), Malta (44%) and Hungary (48%), less than half of interviewees had
travelled away from home, for a minimum of one night, at least once in the past year.
2 Flash Eurobarometer N
o 258 was conducted in February 2009 and asked EU citizens if they had travelled, for
business or private purposes, in 2008. 3 Country charts in this report show the results for each of the 27 EU Member States and for Croatia, Turkey, the
former Yugoslav Republic of Macedonia, Norway and Iceland. The “EU27” results present the average
proportion for the 27 EU Member States (and therefore excluding Croatia, Turkey, the former Yugoslav
Republic of Macedonia, Norway and Iceland) – taking into account differences in population size across
individual Member States.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 9
Proportion of respondents who had travelled in 2009(minimum one night away from home, for private or business purposes)
89 87 86 85 84 84 81 81 80 79 78 76 75 74 72 70 69 68 66 65 65 65 63 61 59 58 58 56 5651 48 44
37
0
20
40
60
80
100N
O FI
DK IS SE
NL SI
LU IE DE
AT
FR
CY
EL
UK
EE
EU
27
ES
HR
PL
LT
BE
MK
BG
CZ
SK IT LV
PT
RO
HU
MT
TR
Q1. During 2009, how many times have you travelled for business or private purposes where you were away from home for a minimum of one night?
%, Base: all respondents, by country
Socio-demographic considerations4
The older the respondents, and the earlier they had finished their education, the less likely they were to
have travelled in 2009. Indeed, 61% of the over 54 year-olds had travelled in 2009, for business or
private purposes, compared to 77% of 15-24 year-olds. Similarly, while 47% of respondents with the
lowest level of education had travelled in 2009, this proportion increased to 84% for respondents with
the highest level of education.
The proportion of travellers was also higher among EU citizens living in metropolitan areas (78% vs.
66% of rural residents and 69% of those living in urban areas) and among employees and the self-
employed (83% and 75%, respectively, vs. 61% of non-working respondents and 63% of manual
workers).
For further details, see annex table 1b.
1.2 “Short private” and holiday trips in 2009
The previous section looked at the proportion of respondents who had travelled for business or private
purposes in 2009. This next section focuses solely on travel for private purposes – distinguishing
between “short private” and holiday trips as defined below.
“Short private” trips: spending between one and three nights away from home for private
reasons
Holiday trips: spending four nights or more away from home – on holiday – while staying in
paid accommodation or in a second home.
4 This section – and other sections discussing results by socio-demographic characteristics – focuses solely on
interviews conducted in the EU (i.e. they do not include Croatia, Turkey, the former Yugoslav Republic of
Macedonia, Iceland and Norway).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 10
About two-thirds (65%) of EU citizens said they had travelled – for private reasons – at least once in
20095: 27% had made at least one holiday trip and at least one “short private” trip, the same proportion
had made at least one holiday trip but no “short private” trips and 11% had made at least one “short
private” trip but no holiday trips. One-third of EU citizens had not travelled for leisure purposes in
2009.6
“Short private” trips and/or holiday trips – EU27
9
19
39
32
2Only short private trips
Only holiday trips (≥4 nights)
Both short private trips and holiday trips
No short private trips or no holiday trips
DK/NA
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid
accommodation / or in your second home for a minimum of four nights?%, Base: all respondents, EU27
...in 2008Fl258 (02/2009)
11
27
27
33
2
...in 2009Fl291 (02/2010)
Comparing travel for leisure purposes in 2008 and 2009, it can be seen that, although similar
proportions of EU citizens had travelled at least once (65% in 2009 vs. 67% in 2008), the proportion
of EU citizens who had made at least one “short private” trip and at least one holiday trip has
decreased from 39% in 2008 to 27% in 2009 (-12 percentage points). Conversely, an increase can be
seen, from 2008 to 2009, in the proportion of EU citizens who had made at least one holiday trip but
no “short private” trips (from 19% in 2008 to 27% in 2009; +8 percentage points). Almost no change
was seen in the proportion of respondents who had made at least one “short private” trip but no
holiday trips (11% in 2009 vs. 9% in 2008).
Country variations
The individual country results showed a ranking that was similar to the one observed for the results of
travel in general (for business and private purposes – section 1.1). The proportion of respondents who
had not made any “short private” or holiday trips in 2009 ranged from 10% in Norway to 66% in
Turkey. It was not only Norway, but also the other Nordic countries – Finland (14%), Sweden (16%),
Denmark (19%) and Iceland (20%) – that were among the countries where one in five respondents or
fewer had not taken such private trips in 2009. Countries where respondents were less likely to have
travelled for leisure purposes included some Eastern European countries – Hungary (57%), Latvia
(54%) and Romania (51%) – and a few Southern European countries – Malta (58%), Portugal (48%)
and Italy (44%).
5 By comparison, in February 2009, 50% of EU citizens said they were planning a holiday in 2009 compared to
18% who were certain they would not take a vacation in 2009; 28% were still undecided about their vacation
plans for 2009 at the time of the fieldwork. 6 When comparing responses for the total number of trips taken (including business, see section 1.1 – Q1) and
the number of trips made for private reasons, it appears that only a minority (3%) of EU citizens had only
travelled on business. About half (51%) of EU citizens had only travelled for private reasons, while 14% had
travelled for both business and private purposes.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 11
A slim majority (52%) of interviewees in Norway had made at least one “short private” trip and at
least one holiday trip in 2009. In Finland, Ireland and Sweden, more than 4 in 10 respondents had
made at least one “short private” trip and at least one holiday trip (46%, 43% and 42%, respectively).
In Latvia, Malta and Turkey, on the other hand, this proportion was just 8%-9%.
Respondents in Cyprus and Belgium were the most likely to have made at least one holiday trip, but
no “short private” trips (44% and 42%, respectively). In Luxembourg, the Netherlands and France,
roughly a third (32%-34%) had made only holiday trips in 2009. The proportion of respondents, who
had made at least one “short private” trip but no holiday trips in 2009, was the highest in Finland
(23%), Latvia (21%) and the former Yugoslav Republic of Macedonia (19%).
“Short private” trips and/or holiday trips in 2009
52 4637 43 40 34 37 42
30 3222 28
4031 29 27 25
1826 25 30 28 24 27
18 20 25 20 148
179 9
21
14 34 22 2932 29 17
34 27 44 3315
2422 27 31 42 21
16 12 2017
2228
1615 21
1816
15 2715
1123
813 7 11 11
17 11 15 8 10 16 1315 11 8 3
1519 17 10
156 9
17 13 715
21 10 3
9
10 14 19 20 21 22 19 16 24 24 26 2720 29 31 33 34 36 31 39 38 39 37 42 44 42 44 48 51 54 57 58 66
0
20
40
60
80
100
NO FI
NL IE SI
LU
DK
SE
DE
AT
CY
FR IS
UK
EL
EU
27
ES
BE
EE
MK
LT
PL
HR
CZ IT BG
SK
PT
RO
LV
HU
MT
TR
Short private trips and holiday trips Only holiday trips (≥ 4 nights)
Only short private trips No short private trips or holiday trips
DK/NA
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation /
or in your second home for a minimum of four nights?%, Base: all respondents, by country
Although the EU aggregated results showed a decrease in the proportion of EU citizens who had made
at least one “short private” trip and at least one holiday trip (from 39% in 2008 to 27% in 2009),
similar proportions of EU citizens had travelled at least once (65% in 2009 vs. 67% in 2008); this
trend was also seen in a majority of individual EU Member States7.
Cyprus and Spain have seen the largest decrease in the proportion of EU citizens who had made at
least one “short private” trip and at least one holiday trip: in 2008, 53% of Spanish and 50% of Cypriot
respondents had travelled for leisure purposes; but in 2009 the figures were 25% and 22%,
respectively (both -28 percentage points). The proportion of Cypriots and Spaniards who had made at
least one holiday trip but no “short private” trips, however, increased by more than 20 percentage points
(Cyprus: from 21% in 2008 to 44% in 2009; Spain: from 10% in 2008 to 31% in 2009). Note that
almost no change was seen in the proportion of Cypriots and Spaniards who had not travelled for
leisure purposes.
A slightly different picture emerged when looking at the results for Malta and Greece. Both countries
have seen a decrease in the proportion who had made at least one “short private” trip and at least one
holiday trip (Malta: from 35% in 2008 to 9% in 2009; Greece: from 49% in 2008 to 29% in 2009).
Furthermore, these countries have seen an increase in the proportion who had not travelled for leisure
purposes; in 2008, 21% of Greek and 50% of Maltese respondents had not made any private trips; in
7 The survey conducted in February 2009 focussed solely on the 27 EU Member States and did not include
Croatia, Turkey, the former Yugoslav Republic of Macedonia, Iceland and Norway.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 12
2009, these proportions have increased to 31% and 58%, respectively (+10 and +8 percentage point
increases).
In Poland, Slovakia, Hungary, Denmark and France, on the other hand, almost no change was seen in
the results of travel for private purposes (distinguishing between short private trips and holiday trips).
For example, in 2009, 28% of Polish respondents had made at least one holiday trip and at least one
“short private” trip, 20% had made at least one holiday trip but no “short private” trips and 10% had
made at least one “short private” trip but no holiday trips; the corresponding proportions for 2008 were
29%, 16% and 9%, respectively.
Socio-demographic considerations
In accordance with the results for travel in general (for business and private purposes), certain socio-
demographic groups were less likely to have travelled for leisure purposes: the over 54 year-olds (41%
had not travelled vs. 26% of 15-24 year-olds), respondents with the lowest level of education (56% vs.
18% or those with the highest level of education), rural residents (37% vs. 24% of metropolitan
residents), manual workers and non-working respondents (41% vs. 19% of employees).
Frequent travellers – i.e. those who had made at least one “short private” trip and one holiday trip in
2009 – were more likely to be highly educated (40% vs. 11% of respondents with the lowest level of
education), employees (38% vs. 18% of manual workers) and living in metropolitan areas (36% vs.
23% of rural residents). Full-time students, 25-39 year-olds and self-employed respondents, however,
were also more likely than their counterparts to have made both “short private” trips and holiday trips
(all 32%-33%).
“Short private” and/or holiday trips in 2009
(row %)
Short private trips
and holiday trips
Only holiday trips
Only short private trips
No short private trips or holiday
trips
DK/NA
EU27 27 27 11 33 2
Male 28 26 11 32 2
Female 25 28 11 34 2
AGE: 15-24 30 29 13 26 2
AGE: 25-39 33 29 11 27 2
AGE: 40-54 29 26 11 32 2
AGE: 55+ 20 28 10 41 2
Self-employed 33 25 11 28 3
Employees 38 29 11 19 2
Manual workers 18 27 13 41 1
Not working 20 27 10 41 2
Metropolitan zone 36 29 10 24 2
Other town/urban/centre 26 27 11 33 2
Rural zone 23 27 11 37 2
EDUCATION: -15 years of age 11 24 8 56 1
EDUCATION: 16-20 24 27 11 35 2
EDUCATION: 20+ 40 28 11 18 2
EDUCATION: Still in education 32 30 13 23 2
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second
home for a minimum of four nights? %, Base: all respondents, EU27; by socio-demographics
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 13
1.3 Frequency of “short private” and holiday trips
Frequency of “short private” trips
Focusing solely on EU citizens who had made at least one “short private” trip in 2009, it was noted
that a majority had made one or two such trips (34% and 25%, respectively); these results were similar
to those for the frequency of “short private” trips in 2008. Thirteen percent of EU citizens had made
three “short private” trips, roughly 1 in 10 (11%) had made four or five “short private” trips, 8% had
made between 6 and 10 such trips and 7% had made more than 10 “short private” trips.
33
24
12
12
10
6
3
1
2
3
4 - 5
6 - 10
10+
DK/NA
Number of “short private” trips – EU27(less than four nights away from home)
Q2. And how many of these were short private trips, where you stayed away for less than four nights? %, Base: who made at least one short private trip, EU27
34
25
13
11
8
7
2
1
2
3
4 - 5
6 - 10
10+
DK/NA
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
In a majority of countries surveyed, at least half of respondents – who had made “short private” trips
in 2009 – said they had made one or two such trips (ranging from 50% in Lithuania to 78% in
Belgium). Furthermore, in Malta8 and Belgium, a majority had made one “short private” trip in 2009
(57% and 56%, respectively).
In Sweden (22%), Norway (25%), Finland and Bulgaria (both 28%), more than a fifth of respondents
– who had made short private trips in 2009 – had taken more than five such trips9. In Belgium, Malta,
Luxembourg, Cyprus, Turkey and Estonia, less than a tenth (6%-8%) of interviewees had made at
least four short private trips.
8 Note: in Malta, just 67 respondents had made at least one short private trip in 2009 (an unweighted number).
Some caution should therefore be exercised when interpreting the results for Malta in this section. In one
additional country – Cyprus – less than 150 respondents answered this questions (n=140). 9 Bulgarian respondents were less likely than Finnish respondents to have made “short private” trips in 2009
(37% vs. 69%, see section 1.2). As a consequence looking at all respondents (and not only those respondents
who had made at least one “short private” trip) showed that Bulgarian respondents were only half as likely as
Finnish respondents to have taken more than five such trips (11% vs. 21%).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 14
Number of “short private” trips in 2009
56 5746 44 40 40 41 36
46 4535 36 38 38 34 29 33 30 33 32 33 29
3629 33 30 24 26 29
21 20 19 23
22 20
26 28 30 29 2729
19 1828 26 22 22 25 30 24 25 23 24 22 24 17
24 19 2024 23 18
22 23 20 15
84 15 13 11 14 13
116 15 11 15
10 16 13 1613 14 12 11 14 14
9 1611
2015 16 18
13 1414 13
78
5 77 7 9 15
129
1112
149 11
1312 14
10 12 12 1315
1315
1114 14 16
18 13 17 17
66
8 8 12 10 10 817 13 16 12
8 12 15 10 17 15 20 20 17 17 1818
2017
19 1719
22 25 2828
0
20
40
60
80
100B
E
MT
LU
CY
NL
DE
AT
TR
LV
HU ES IT EE
RO
EU
27
IE DK
UK
FR
EL
PT
PL
CZ SI
HR
LT
SK IS
MK
SE
NO FI
BG
1 2 3 4-5 5+ DK/NA
Q2. And how many of these were short private trips, where you stayed away for less than four nights? %, Base: who made at least one short private trip in 2009, by country
Frequency of holiday trips
If we look at EU citizens who had been on holiday during 2009, it appears that almost half (48%) had
made one holiday trip and 27% had taken two such trips. Twelve percent of holidaymakers had made
three holiday trips in 2009, 8% had made four or five such trips, but only 4% had taken more than five
holidays. As in 2008, respondents were more likely to have made more than one “short private” trip
than to have taken more than one holiday.
45
28
12
9
4
2
1
1
2
3
4 - 5
6 - 10
10+
DK/NA
Number of holiday trips – EU27 (minimum four nights away from home)
Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid accommodation / or in your second home for a minimum of four nights?
%, Base: who made at least one holiday trip, EU27
48
27
12
8
3
1
2
1
2
3
4 - 5
6 - 10
10+
DK/NA
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
Focusing solely on respondents who had made at least one holiday trip in 2009, a majority of these
respondents in 14 countries, and a relative majority in the other 18 countries, had made one holiday
trip in that year – this proportion ranged from 35% in Norway to 66% in the former Yugoslav
Republic of Macedonia.
In almost all countries included in this study, the proportion of respondents who made at least three
holiday trips remained below a third (ranging from 13% in Malta and the Czech Republic to 31% in
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 15
Sweden). In Luxembourg and Norway, however, roughly a third (34%) of respondents who had been
on holiday during 2009, had actually made at least three such trips in 2009; in Finland, this proportion
reached 41%.
Number of holiday trips in 2009
66 62 62 59 59 59 57 57 56 56 55 54 53 52 50 49 48 48 48 45 45 44 44 43 42 42 42 41 40 39 37 36 35
18 23 20 21 23 27 2520
3021 21 24 22
19 27 25 23 25 27 29 27 25 2923 31 30 26 27 31
2522 26 29
5 6 9 8 87
69
712 10 9
98
8 97
11 12 13 1412
13
9
14 1615 12
1413
1313 13
9 6 2 5 6 46 8
35 6 5 7
7
9 118
8 8 72 10
10
6
9 810
99
1515 8
12
2 42 4 5 6
5 3 3 5 4 6 76
5 5
47 5 6 11 7 3
9
4 2 56
3 613
109
0
20
40
60
80
100
MK
SK
MT
RO
HU
TR
PL
LT
CZ
CY
PT IT BG
EE
ES
FR
HR
EL
EU
27
BE
LV SI
NL IS IE DE
UK
DK
AT
LU FI
SE
NO
1 2 3 4-5 5+ DK/NA
Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights?
%, Base: who made at least one holiday trip in 2009, by country
Frequency of “short private” and holiday trips
When looking separately at the frequency of “short private” and holiday trips, not many differences
were seen between the results for 2008 and 2009; however, when looking at the total number of trips –
i.e. summing the number of “short private” and holiday trips – a very different picture emerged.
In 2008, 18% of EU citizens who had travelled for leisure purposes had made just one trip; in 2009,
however, this proportion has increased to 27% (+9 percentage points). Seventeen percent had made
four or five “short private” trips or holiday trips in 2009 (-3 percentage points compared to 2008), 10%
had made between 6 and 10 leisure trips (-4 percentage points) and 6% had made more than 10 such
trips (-3 percentage points).
18
23
14
20
14
9
2
1
2
3
4 - 5
6 - 10
10+
DK/NA
Number of “short private” trips and/or holiday trips – EU27
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3(2010)/Q4(2009). How many times did you go on holiday in 2009/2008, where you either stayed in paid
accommodation / or in your second home for a minimum of four nights?%, Base: respondents who made at least one short private trip or holiday trip , EU27
27
22
16
17
10
6
2
1
2
3
4-5
6-10
10+
DK/NA
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 16
In most of the Nordic countries, less than a third of respondents – who had travelled for leisure
purposes in 2009 – had only made one or two private trips: Sweden (28%), Finland and Norway (both
29%) and Iceland (31%). In Malta, on the other hand, more than twice as many respondents had not
made more than one or two trips (51% had made one “short private” trip or holiday trip and 24% had
made two such trips). Cyprus, Turkey and Latvia were closest to Malta with 61%-62% of respondents
who had made not more than two “short private” or holiday trips in 2009.
In Finland and Norway, a majority of respondents, who had travelled for private purposes in 2009,
answered that they had been on at least four “short private” or holiday trips during that year (58% and
55%, respectively). In sharp contrast, only 13% of Maltese respondents had made at least four “short
private” or holiday trips in 2009; Turkey, Belgium, Cyprus and Romania followed with between 21%
and 24% of respondents who had made at least four private trips.
Number of “short private” trips and/or holiday trips in 2009
5141 39 36 36 35 35 34 32 32 30 29 28 27 27 27 27 26 26 25 25 23 23 22 22 22 20 20 17 16 15 13 11
24
20 23 2618 21 23 19 27
20 20 2719 22
1424 19 23
15 19 21 23 22 2027 24 22 21
2213 16 15 18
7
155
15
17 17 15
9
18
11 1310
16 16
10
1916 14
16 1115
2213
1315 21
16 14 17
1217 15 12
7 1216
1315 12 14
16
12
17 1717
16 17
18
1818 14
13 2015
17
17 2420 19
20 21 23
2017 19 21
3 86
6 11 8 710
7
9 99
10 10
13
916
1113
17 12
913 8
11 912 11
14
20 14 17 19
33 10 2 3 4 6
83
9 10 7 8 614
3 4
4 107 10 4 9 10
4 4 7 85
1810 11 15
0
20
40
60
80
100
MT
CY
LV
TR IT RO
HU PT
BE
CZ
FR
ES
PL
EU
27
BG
DE
MK
EE
HR SI
EL
AT
SK
LT
LU
NL
UK
DK IE FI
IS SE
NO
1 2 3 4-5 6-10 10+ DK/NA
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation /
or in your second home for a minimum of four nights?%, Base: respondents who made at least one short private trip or holiday trip in 2009, by country
Across almost all EU Member States, the current survey showed a reduction in the frequency of travel
when compared to 2008 – i.e. among respondents who had travelled for private purposes during 2009,
there was an increase in the proportion who had made just one “short private” or holiday trip and a
decrease in the proportion who had been on two or more private trips.
In accordance with the results discussed in the previous section, the largest increases in the proportions
of respondents who had travelled for private purposes in 2009, and had made just one “short private”
or holiday trip, were seen in countries such as Malta (from 17% in 2008 to 51% in 2009; +34
percentage points) and Cyprus (from 16% to 41%; +25). In Poland and Denmark, on the other hand,
virtually no changes were seen in these proportions.
Socio-demographic considerations
The socio-demographic analysis of the frequency of travel showed that respondents with lower levels
or education and respondents living in rural areas were less likely to have made more than one trip for
leisure purposes – this effect was seen both when looking at the number of “short private” trips and the
number of holiday trips. For example, while 69% of the most educated respondents – who had made
short private trips in 2009 – had made at least two such trips during 2009, only 56% of the least
educated respondents had done so. Similarly, while 57% of the former had made at least two holiday
trips in 2009, the corresponding proportion for the latter was 46%.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 17
The effect of age on the frequency of travel was only seen in terms of the number of holiday trips: the
frequency of such trips was highest among the over 54 year-olds – 29% of them made at least three
holiday trips in 2009 vs. 22%-23% of respondents in the other age groups. The effect of gender, on
the other hand, was only seen in relation to the number of short private trips: men were more likely to
have made more than one such trip in 2009 (68% vs. 61% of women). Finally, the effect of the
respondents’ occupational status was dependent on the type of travel: the frequency of short private
trips was lowest among non-working respondents (36% had made at least three such trips in 2009 vs.
45% of self-employed respondents), while the frequency of holiday trips was lowest among manual
workers (15% had made at least three holiday trips during 2009 vs. 24%-27% of those in other
occupational groups).
For more details, see annex tables 2b and 3b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 18
2. Reasons for not taking a holiday in 2009
Respondents who had not taken a holiday in 2009 (and those who had not travelled at all) were asked
to specify the main reason for not having gone on holiday. As in the previous wave of this survey,
roughly 4 out of 10 (41%) EU citizens – who had not gone on holiday in 2009 – said this was due to
financial reasons. All other explanations for not going on holiday (as listed in the survey) were
selected by considerably fewer respondents: 22% stated personal or private reasons, 13% said they
had had no time and 9% had preferred to stay at home or with family and friends. A minority of
respondents said they had not been motivated to take a holiday in 2009 (4%) or preferred to make
only short trips (2%). Virtually no respondents (1%) said they had not gone on holiday because of
safety/security considerations. These results are practically unchanged compared to 2008.
41
22
13
9
4
2
1
8
1
Financial reasons
Personal/private reasons
Lack of time
Prefer to stay at home or with family /friends
No motivation to take a holiday
Prefer to only make short-stay trips
Concerns about safety
Other
DK/NA
EU citizens’ main reason for not having gone on holiday
41
21
10
9
4
2
1
8
4
Financial reasons
Personal/private reasons
Lack of time
Prefer to stay at home or with family /friends
No motivation to take a holiday
Prefer to only make short-stay trips
Concerns about safety
Other
DK/NA
Q4(2010)/Q5(2009). What was the main reason why you did not go on holiday in 2009/2008? %, Base: respondents who did not make a holiday trip (and those who had not travelled at all), EU27
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
Respondents not going on holiday in 2009 because of financial reasons
Across almost all countries included in this study, the largest proportion of respondents – who had not
taken a holiday in 2009 – said this was because of financial reasons. Such reasons were cited by more
than 6 in 10 respondents – who did not make a holiday trip during that period – in Bulgaria (65%),
Romania (62%), Hungary and the former Yugoslav Republic of Macedonia (both 61%). In sharp
contrast, only about 1 in 10 respondents in Norway (12%)10
and roughly a fifth in the Netherlands
(18%), Finland (20%), Sweden, Luxembourg and Belgium (all 21%) said they had not gone on
holiday because they were financially constrained.
Looking at individual country results for the proportions of respondents who had not made any short
private trips or holiday trips and the proportions of respondents who named financial obstacles for not
having made any of such trips, similarities could be seen; for example:
Respondents in Hungary and Romania were not only among the most likely not to have travelled
for leisure purposes in 2009 (57% and 51%, respectively), but they were also among the most
likely to say that this had been because of financial reasons (61%-62%).
10
Note: in Norway, just 102 respondents had not made a holiday trip in 2009 (an unweighted number). Some
caution should therefore be exercised when interpreting the results for Norway in this section.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 19
Respondents in Norway, Finland, Sweden and the Netherlands, on the other hand, were the least
likely not to have made a leisure trip in 2009 (between 10% and 19%) and to state that financial
obstacles had prevented them from making such a trip (between 12% and 21%).11
Financial reasons for not having gone on holiday in 2009
65 62 61 6157
53 51 50 50 49 49 49 46 46 44 42 42 41 40 37 36 34 33 31 31 28 2821 21 21 20 18
12
0
20
40
60
80
100
BG
RO
HU
MK
PT
HR
ES
PL SI
EE
LV
TR
EL
MT
LT
SK IE
EU
27
CY
UK
FR
DE IT IS AT
DK
CZ
BE
LU SE FI
NL
NO
Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country
When looking at the total EU population (i.e. all EU citizens and not just those who did not go on
holiday in 2009), it can be seen that one out of six (18%) of all EU citizens had not gone on holiday in
2009 for financial considerations12
. At the individual country level, this proportion ranged from about
1 in 20 respondents in Norway (3%) and the Netherlands (5%) to approximately 4 out of 10 in
Bulgaria (40%), Hungary and Romania (both 41%).
Financial reasons for not having gone on holiday in 2009Base: all respondents
41 41 40 37 37 36 3228 28 25 25 25 23 22 22 18 18 15 14 14 14 13 13 12 12 11 8 8 7 7 7 5 3
0
20
40
60
80
100
HU
RO
BG
TR
LV
MK
PT
HR
MT
PL
LT
SK
EE
EL
ES
EU
27
IT UK IE SI
CY
FR
CZ
AT
DE IS
DK
BE FI
SE
LU
NL
NO
Q4. What was the main reason why you did not go on holiday in 2009? %, Base: all respondents, by country
A comparison between the reasons for not going on holiday in 2008 and in 2009 shows that the
proportion of respondents who cited financial reasons has increased by more than 10 percentage points
in Cyprus (from 25% in 2008 to 40% in 2009; +15 percentage points), Ireland (from 27% to 42%;
11
The correlation coefficient for the relationship between the proportion of respondents who had not made any
short private trips or holiday trips and the proportion of respondents who named financial obstacles for not
having made any such trips, in each EU country, was equal to .67 – this number signifies a moderately strong
correlation between the two variables at a country level. 12
Note: Looking at the total EU population, 54% of all EU citizens had made at least one holiday trip in 2009,
18% had not gone on holiday in 2009 for financial considerations and 26% listed non-financial reasons for not
having gone on holiday (2% gave a “don’t know” response). These proportions were calculated by combining
respondents’ responses to question 3 (section 1.2) and question 4 (this section).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 20
+15), Slovenia (from 37% to 50%; +13), Lithuania (from 31% to 44%; +13) and Estonia (from 38% to
49%; +11). An opposite trend was seen in Portugal: 66% of Portuguese respondents, who had not gone
on holiday in 2008, said this was for financial reasons; the corresponding proportion in the current
survey was 57% (-19 percentage points).
Non-financial reasons for not going on holiday in 2009
Over a quarter of Dutch (33%), Italian (31%) and German (28%) interviewees had their holiday plans
in 2009 disrupted because of personal reasons. Bulgarian and Romanian (both 10%), and Icelandic
respondents (12%) were the least likely to mention personal reasons for not having gone on holiday.
Personal or private reasons for not having gone on holiday in 2009
33 31 28 25 25 23 22 22 22 22 21 21 21 20 20 20 20 20 19 18 18 17 17 17 16 16 16 15 15 15 12 10 10
0
20
40
60
80
100
NL IT DE
LU
NO
DK
BE
EU
27
HR
FR
ES
CY FI
AT
CZ
SK
MT
UK
PL
SE
PT
LV
LT
TR IE EL
MK
EE
HU SI
IS
RO
BG
Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country
The proportion of respondents who did not have time to go on holiday ranged from approximately 1
in 20 respondents in Portugal (5%), Malta, Estonia, the UK and Slovenia (all 6%) to at least one in
five respondents in Turkey (29%), Italy (24%), Luxembourg (22%) and Finland (20%).
Lack of time as a reason for not having gone on holiday in 2009
2924 22 20 18 16 15 15 15 15 13 13 13 12 12 11 11 10 10 10 9 9 9 9 9 9 7 7 6 6 6 6 5
0
20
40
60
80
100
TR IT LU FI
IS CY
AT
SE
DE
PL
EL
BE
EU
27
RO LT
NO
CZ
LV
FR
SK
NL
BG IE
MK
ES
HR
DK
HU SI
UK
EE
MT
PT
Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country
Similarly, the proportion of respondents who did not go on holiday because they preferred to stay at
home or with friends or family was less than 1 in 20 respondents in Turkey (2%), the former
Yugoslav Republic of Macedonia (3%), Lithuania and Bulgaria (both 4%), but was roughly a fifth in
Norway (20%), Belgium (19%) and Luxembourg (18%).
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 21
Prefer to stay at home or with friends/family as a reason for not having gone on holiday in 2009
20 19 18 16 14 13 12 12 11 11 11 11 10 10 9 8 8 8 7 7 7 6 6 6 6 6 5 5 5 4 4 3 20
20
40
60
80
100N
O
BE
LU FI
SE
DK
UK
AT SI
FR
NL IE DE
SK
EU
27
MT
CZ
PL
EE
EL
PT
LV
RO ES IT IS CY
HU
HR
BG
LT
MK
TR
Q4. What was the main reason why you did not go on holiday in 2009? %, Base: respondents who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009), by country
Other reasons for not having gone on holiday in 2009 – such as not being motivated to take a holiday
and a preference for short trips – showed less variation across countries. The proportion of respondents
who said they had not been motivated to take a holiday in 2009 ranged from virtually none in Turkey
to 10% in Latvia. Similarly, the proportion of respondents who preferred to only make short trips
ranged from virtually none in Turkey to 9% in Estonia. Finally, the proportion of interviewees who
said they had not gone on holiday because of safety/security considerations remained below 3% in
all countries surveyed.
For more details, see annex table 4a.
Socio-demographic considerations
Financial reasons for not having gone on holiday in 2009 were cited more frequently by women, 25-
54 year-olds, respondents with a lower level of education, manual workers and respondents living in
urban areas. For example, while 52% of manual workers said financial considerations caused them not
to take a holiday in 2009, only 33% of self-employed respondents and 40%-41% of non-working
respondents and employees mentioned this as the main reason. Similarly, 31% of full-time students
and 34% of respondents with the highest level of education, who did not go on holiday in 2009, said
this was for financial reasons; this proportion increased to 42%-45% for respondents with a lower
level of education.
Women, the over 54 year-olds, respondents with the lowest and highest levels of education and non-
working respondents were more likely than their counterparts to cite personal reasons for not having
taken a holiday in 2009. For example, while almost three out of 10 (29%) of the oldest respondents
said they had not gone on holiday for personal reasons, just 15% of 15-24 year-olds and 18% of 25-54
year-olds selected this response.
Finally, a lack of time was most frequently cited by 15-24 year-olds (25%), those still in education
(26%) and self-employed respondents (28%). Other groups that were more likely than their
counterparts to answer that they had not gone on holiday due to a lack of time included men (15% vs.
10% of women), 25-39 year-olds (18% vs. 6% of the over 54 year-olds), respondents with the highest
level of education (16% vs. 7% of respondents with the lowest level of education), employees and
manual workers (15%-16% vs. 9% of non-working respondents).
For more details, see annex table 4b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 22
3. Characteristics of respondents’ main holiday trip in 2009
Respondents who took at least one holiday in 2009 were asked a number of questions about their main
holiday trip in that year. More precisely, they were asked to specify their major motivation for that
vacation (i.e. recreation, city trip, visiting friends etc.), to identify the method of transport used and to
say how the holiday had been organised.
Note: In this chapter, all results presented focus solely on those respondents who went on holiday in
2009 – for brevity we often refer to these respondents as “holidaymakers”.
3.1 The major motivation for going on holiday in 2009
The largest proportion of holidaymakers across the EU (37%) said that the major motivation for their
main holiday in 2009 had been “rest and recreation”. About a fifth (19%) had wanted a sun/beach
holiday and 17% said the main objective had been to visit friends or relatives. “City trips”, “nature”
and “culture and religion” were each selected by less than a tenth of holidaymakers (6%-7%). Less
than 1 in 20 EU citizens who took a holiday mentioned sports- or health-related factors as the major
motivation for their main holiday in 2009 (both 3%-4%). These results were, once again, similar to
those from the previous wave of the survey.
The major motivation for EU citizens’ main holiday trip
36
20
16
7
7
6
3
3
1
Rest / recreation
Sun / beach
Visiting friends / relatives
City trips
Culture / religion
Nature
Sports-related
Wellness / health treatment
DK/NA
Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 2009/2008? %, Base: respondents who made at least one holiday trip , EU27
...in 2008Fl258 (02/2009)
37
19
17
7
6
6
4
3
1
Rest / recreation
Sun / beach
Visiting friends / relatives
City trips
Nature
Culture / religion
Sports-related
Wellness / health treatment
DK/NA
...in 2009Fl291 (02/2010)
Country variations
In almost all countries included in this study, the largest proportion of holidaymakers said they were
looking in the first place for “rest and recreation” when they went on their main holiday in 2009. The
proportions selecting “rest and recreation” were the highest in Cyprus (65%) and Malta (62%).
In Austria, Norway and Sweden, on the other hand, just 22% of interviewees said this had been their
motivation and a similar, or even higher, proportion said they had wanted a sun/beach holiday (22%,
25% and 26%, respectively). “Sun/beach” was also among the three most mentioned factors that had
motivated respondents (in second/third position) in almost all other countries. Respondents in the
former Yugoslav Republic of Macedonia (31%), Slovenia and the UK (both 27%) were the most likely
to answer that they had wanted a sun/beach holiday.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 23
In Latvia, on the other hand, almost equal proportions of respondents said that they had been
motivated to find “rest and recreation” (37%) or to visit friends or relatives (38%). The proportion
mentioning such social reasons for their main holiday trip in 2009 was also high in Estonia and Turkey
where 24%-25% of respondents had visited friends or relatives (second position).
The major motivation for respondents’ main holiday trip in 2009
(three most mentioned motivations)36
16
16
40
21
17
44
24
8
29
18
15
30
19
13
35
24
14
53
17
14
35
21
18
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Sun/beach
Sports-related
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Sun/beach
Visiting someone
BE
BG
CZ
DK
DE
EE
EL
ES
Q5. What was the major motivation for your main holiday trip in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
36
22
15
35
23
23
48
18
15
65
17
10
38
37
9
40
17
15
28
18
17
49
22
13
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Visiting someone
Sun/beach
Visiting someone
Rest/recreation
Culture/religion
Rest/recreation
City trips
Visiting someone
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Sun/beach
Visiting someone
HU
IE
FR
IT
CY
LV
LT
LU
62
14
8
40
18
13
22
21
12
44
20
13
42
24
18
46
18
13
30
27
14
42
26
13
Rest/recreation
Visiting someone
Culture/religion
Rest/recreation
Sun/beach
Nature
Rest/recreation
Sun/beach
Culture/religion
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Sun/beach
City trips
Rest/recreation
Sun/beach
Visiting someone
SI
RO
MT
NL
AT
PL
PT
SK
35
22
11
26
22
21
36
27
21
35
22
15
25
22
18
46
21
10
28
25
15
48
31
10
Rest/recreation
Visiting someone
Sun/beach
Sun/beach
Rest/recreation
Visiting someone
Rest/recreation
Sun/beach
Visiting someone
Rest/recreation
Visiting someone
Sun/beach
Sun/beach
Rest/recreation
Visiting someone
Rest/recreation
Visiting someone
Nature
Rest/recreation
Visiting someone
Sun/beach
Rest/recreation
Sun/beach
Visiting someone
TR
IS
FI
SE
UK
HR
NO
MK
Socio-demographic considerations
Younger EU citizens were more attracted by sun and beach (24% of 15-24 year-olds vs. 13% of the
over 54 year-olds), while older respondents more frequently selected “wellness/health treatment”,
“nature” and “culture and religion” (for example, 9% of the over 54s selected “nature” compared to
3% of 15-24 year-olds). The 25-54 year-olds, on the other hand, were more likely to say said that the
major motivation for their main holiday had been “rest and recreation” (40%-42% vs. 33%-34% of
younger and older respondents).
As for the youngest respondents, full-time students were more likely to have wanted a sun/beach
holiday (24% vs. 16%-21% of respondents who had completed their education) and they were less
likely to mention “rest and recreation” (31% vs. 36%-39%). For EU citizens who were no longer in
education, however, mainly small differences were seen: for example, across all educational levels,
6%-7% mentioned nature-related holidays.
Finally, non-working respondents were less likely to have been motivated by “rest and recreation”
when they went on their main holiday in 2009 (31% vs. 41%-44% across other occupational
categories), but they were more likely to say that they had been motivated to visit friends or relatives
(20% vs. 13%-17%).
For more details, see annex table 5b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 24
3.2 Methods of transport used for 2009 holidays
Almost half (48%) of holidaymakers from the EU had travelled to their main holiday destination by
car or motorbike, and approximately one-third (35%) had taken a flight. As in 2008, less than a fifth of
EU citizens who took a holiday had travelled by train (7%), bus (6%) or boat (2%).
Method of transport for EU citizens’ main holiday trip
47
36
7
6
3
0
1
0
Car / motorbike
Airplane
Bus
Train
Boat
Bicycle
Other
DK/NA
Q6(2010)/Q8(2009). How did you travel there in 2009/2008? %, Base: respondents who made at least one holiday trip, EU27
...in 2008Fl258 (02/2009)
48
35
7
6
2
0
1
0
Car / motorbike
Airplane
Train
Bus
Boat
Bicycle
Other
DK/NA
...in 2009Fl291 (02/2010)
Country variations
Approximately two-thirds of holidaymakers from Iceland and Hungary (both 67%) and Slovenia
(66%) had travelled by car or motorbike for their main holiday trip in 2009. Such a means of
transport was also frequent in Bulgaria and Romania (both 64%), Croatia (63%), France (62%) and
Portugal (61%).
Not surprisingly, these methods of transport were the least popular among holidaymakers from the
smaller islands – Malta (1%) and Cyprus (22%) – and from Ireland (14%). As for holiday trips in
2008, a large majority of holidaymakers in these countries travelled by plane for their main holiday in
2009: 83% in Malta, 78% in Ireland and 74% in Cyprus. In sharp contrast, roughly a tenth, or less, of
Bulgarian (6%), citizens of Former Yugoslav Republic of Macedonia (9%), Romanian (10%),
Hungarian and Croatian (both 11%) holidaymakers had taken a flight to go on holiday in 2009.
Method of transport: car or motorbike
67 67 66 64 64 63 62 61 60 56 54 54 53 50 50 50 48 48 45 44 43 41 41 40 38 37 37 3527 24 22
14
10
20
40
60
80
100
IS
HU SI
BG
RO
HR
FR
PT
LT
MK
PL
NL
BE
AT
DE
EL
EU
27
ES
SK
LU IT FI
TR
DK
SE
EE
LV
CZ
NO
UK
CY IE
MT
Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 25
Method of transport: airplane
8378
74
63 63
50 49 48 4639 38 38 36 36 35 35 35 34 33 30 29 26 25
19 18 18 18 1611 11 10 9 6
0
20
40
60
80
100M
T IE CY
NO
UK
DK
SE
LU FI
AT IT BE
NL
ES
EU
27
EE
DE
CZ
LV IS PT
SK
FR
EL SI
TR
LT
PL
HR
HU
RO
MK
BG
Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
As in the previous survey, holidaymakers from Greece (21%) – with its many islands – and Malta
(15%) were the most likely to have reached their holiday destination by boat. In all other countries,
however, not more than 1 in 20 respondents had chosen this mean of transport.
Similarly, holidaymakers from Poland (14%), Romania (13%) and Hungary (10%) were once more
the most likely to have travelled to their main holiday destination by train. In sharp contrast, virtually
no Cypriots, Maltese, Turkish or Icelanders had travelled by train.
Finally, buses were most frequently chosen by Turkish holidaymakers (39%), followed by those from
Latvia (25%), the Czech Republic and Slovakia (both 20%); however, virtually none of the Maltese or
Cypriot respondents had travelled by bus.
For details see annex table 6a.
Socio-demographic considerations
Men were more likely to have travelled to their main holiday destination by car or motorbike (51% vs.
45% of women). Across the different age groups, 25-54 year-old holidaymakers were most liable to
have travelled by car or motorbike (51%-55% vs. 40%-43% of 15-24 year-olds and the over 54s).
Other groups of holidaymakers who were more likely to have travelled by car or motorbike were
manual workers and respondents living in rural areas.
The youngest and oldest holidaymakers (and those who were not working) were more likely to have
gone on holiday by train or bus. For example, 9% of 15-24 year-olds and 11% of the over 54s had
travelled to their main holiday destination by bus, compared to just 3% of 25-54 year-olds. The bus
was also more frequently chosen by respondents with the lowest level of education (13% vs. 4% of
respondents with the highest level of education), while metropolitan residents were somewhat more
likely than rural residents to have taken the train (9% vs. 5%).
Flights tended to be chosen more frequently by 15-24 year-olds (39% vs. 34%-36% across other age
groups), those with the highest level of education (38% vs. 30% of the least educated respondents),
metropolitan residents (40% vs. 32% of rural residents), self-employed respondents and employees
(37%-39% vs. 27% of non-working respondents and 34% of manual workers).
For details see annex table 6b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 26
3.3 How respondents organised a holiday trip in 2009
In 2009, almost 6 in 10 holidaymakers across the EU had personally organised their main holiday
(58%; +2 percentage points compared to 2008). Around one in eight had booked travel tickets or
accommodation through a travel agency (13%; -3 percentage points compared to 2008).
About a fifth of EU citizens who took a holiday in 2009 had opted for a package tour or all inclusive
holiday, either booked via the Internet (11%) or through a travel agency (10%).
58
13
11
10
7
0
Travel / accommodation organised individually
Travel or accomodation booked through a travel agency
Package tour / All Inclusive holiday booked via the Internet
Package tour / All Inclusive holiday booked through a travel agency
Other
DK/NA
How EU citizens organised their main holiday trip
56
16
10
9
9
1
Travel / accommodation organised individually
Travel or accomodation booked through a travel agency
Package tour / All Inclusive holiday booked via the Internet
Package tour / All Inclusive holiday booked through a travel agency
Other
DK/NA
Q7(2010)/Q10(2009). How did you organize your main holiday trip in 2009/2008? %, Base: respondents who made at least one holiday trip, EU27
...in 2008Fl258 (02/2009)
...in 2009Fl291 (02/2010)
Country variations
In almost all countries surveyed (27 out of 32), at least half of holidaymakers had organised their
holiday individually. The proportions of holidaymakers who had booked their main holiday
themselves were the highest in Croatia (83%), Turkey (82%) and Hungary (80%). In the Czech
Republic, the UK, Ireland, Malta and Belgium, on the other hand, less than half of interviewees, who
had made at least one holiday trip in 2009, had organised their main holiday themselves (between 42%
and 47%).
As in the previous survey, in the Czech Republic and Slovakia, at least 3 in 10 holidaymakers had
used a travel agency to book travel or accommodation for their main holiday trip (34% and 30%,
respectively). Holidaymakers from the UK, Ireland and Malta were the most likely to have booked a
package tour or all-inclusive holiday through a travel agency (12%-18%) or through the Internet
(18%-19%). Other countries with a high proportion of package tour or all-inclusive holiday booked
through a travel agency included Estonia, Austria, Latvia and Luxembourg (14%-15%), while other
countries with a high proportion of such a holiday booked through the Internet were the Netherlands
(19%) and Denmark (17%).
It should, however, also be noted that, although Denmark and the Netherlands remained highly ranked
compared to other EU countries in terms of the proportion of package tour and all-inclusive holidays,
both countries have seen a large increase in the proportion of holidaymakers who had organised their
main holiday themselves (Denmark: from 33% in 2008 to 51% in 2009; the Netherlands: from 39% in
2008 to 50% in 2009; +18 and +11 percentage point increases).
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 27
How respondents organised their main holiday trip in 2009
83 82 80 79 78 77 73 73 72 70 69 64 63 63 60 59 58 58 57 57 57 56 54 54 53 53 51 50 47 47 45 44 42
10 115 4 4 5 20
12 113
17
921
7 9 12 13 13 18 17 12 14 18 16 1630
12 15 16 1510 10
34
2 27 5 5 3
14 4
5
9
9
5
11 12 7 6 1110 11
13 710 8 11
5
17 1914 18
19 18
6
2 2 3 5 4 44
32 15
4
97
11 99 14 10 9 11
66
1514 13
911 7
13 1214 18
13
2 2 4 7 8 72 8 11
7 19 4 7 8 12 7 7 5 4
10 173 6 7 4 9 9 10 7 11 9 5
0
20
40
60
80
100
HR
TR
HU
EL IS BG
MK
PL
LT
LV IT FR SI
FI
SE
RO
EE
EU
27
CY
ES
NO PT
LU
AT
DE
SK
DK
NL
BE
MT IE UK
CZ
Travel organised individually Travel booked through a travel agency
Package tour booked via Internet Package tour booked through a travel agency
Other DK/NA
Q7. How did you organize your main holiday trip in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
Differences by type of holiday13
As in 2008, trips to visit relatives and friends, and recreation and wellness holidays were most
frequently organised by the respondents themselves (75% and 61%, respectively). By comparison,
45% of sun/beach holidays and 50% of cultural trips were organised in such a way.
Sixteen percent of holidaymakers, who had opted for a sun/beach holiday, had booked travel or
accommodation though a travel agency and roughly a third had booked a package tour or an all
inclusive holiday via a travel agency (18%) or though the Internet (14%). The corresponding
proportions for vacations with an accent on culture were 17%, 10% and 15%, respectively.
How respondents organised their main holiday trip (column %)
Focus of the main holiday
Social Recreation/
Wellness Sun/Beach Culture
In 2
00
8
In 2
00
9
In 2
00
8
In 2
00
9
In 2
00
8
In 2
00
9
In 2
00
8
In 2
00
9
Travel / accommodation organised individually 71 75 58 61 47 45 47 50
Travel or accommodation booked through a travel agency 9 8 15 13 19 16 21 17
Package tour/All Inclusive holiday booked via the Internet 6 8 10 10 13 14 10 10
Package tour/ All Inclusive holiday booked through a travel agency 3 2 8 8 14 18 13 15
Other 10 7 9 7 6 6 8 8
Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 200x? Q7(2010)/Q10(2009). How did you organize your main holiday trip in 200x?
%, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)
13
Please note that for further analysis, this report will feature four groups of holidaymakers based on the main
focus/objective of their 2009 holiday (see section 3.1). These objectives can be summarised as holidays that
have:
a recreational focus (i.e. to rest, enjoy nature, go to wellness centre/health spa, etc.)
an emphasis on going to the beach or “going to the sun”
an accent on culture (making city trips, going to events or specifically looking for opportunities to meet
people of different cultures or religions)
primarily – a social context – where the main goal is visiting family or friends.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 28
Socio-demographic considerations
Holidaymakers who organised their trip individually were more likely to be aged 25-54 (61%-62% vs.
53% of 15-24 year-olds and 55% of the over 54s), highly-educated (64% vs. 54% of the least-
educated), living in metropolitan areas (63% vs. 55% of rural residents) and self-employed (63% vs.
56% of non-working respondents).
The over 54 year-olds, holidaymakers with a lower level of education and non-working holidaymakers
were more likely than their counterparts to have used a travel agency to book travel or accommodation
or to book a package tour or all-inclusive holiday. For example, 14% of the least-educated respondents
had booked a package tour though a travel agency, compared to only half as many (7%) of those with
the highest level of education.
The proportion of package tour and all-inclusive holidays booked via the Internet was higher for
younger holidaymakers (13% of 15-24 year-olds vs. 7% of the over 54s), those with a higher level of
education (11% vs. 6% of the least-educated ones), respondents in employment (12%-13% vs. 8% of
non-working respondents).
For more details, see annex table 7b.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 29
4. Financial aspects: types of holiday leisure activities that would be given up first
When asked which holiday leisure activities EU citizens would give up first if savings were needed
when they were actually on holiday, the largest proportions of interviewees selected – as in February
2009 – “beauty or wellness treatments” (24%) and shopping (21%).
EU citizens were – once again – less likely to be willing to reduce visits to restaurants and bars to save
money while on holiday (14%; -4 percentage points compared to 2009). A similar proportion would be
willing to give up or reduce sports activities while on holiday (12%; -3 percentage points compared to
2009) and a slightly lower proportion (10%) would reduce spending on entertainment, such as visits to
the theatre.
Finally, 10% of EU citizens would reduce none of the listed leisure activities, while 8% said they
would try to save money by reducing all types of activities (as listed in the survey).
Holiday leisure activities that EU citizens would reduce most to save money when on holiday
23
23
16
9
8
8
7
6
Shopping
Beauty/Wellness treatments
Restaurants and cafes
Entertainment (movies, theatres)
Sports and other activities
None (I would not reduce any)
All of these
DK/NA
Q8(2010)/Q15(2009). When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? %, Base: all respondents, EU27
24
21
12
12
10
10
8
4
Beauty/Wellness treatments
Shopping
Restaurants and cafes
Sports and other activities
Entertainment (movies, theatres)
None (I would not reduce any)
All of these
DK/NA
Fl258 (02/2009) Fl291 (02/2010)
Country variations
The chart on the following page shows – for each country – the most frequently mentioned holiday
leisure activities that respondents would give up first if savings were needed when they were actually
on holiday.
Interviewees in a majority of countries surveyed selected the same leisure activities: they were most
willing to reduce or give up beauty or wellness treatments and shopping. For example, 29% of
Belgian respondents selected “beauty or wellness treatments” (first position) and 20% mentioned
“shopping” (second position).
In 12 countries, reducing visits to restaurants and bars ranked among the three most frequently
mentioned leisure activities that respondents would give up first to save money while on holiday. For
example, 29% of Slovenes would reduce or give up shopping (first position), 22% said the same about
beauty and wellness treatments (second position) and 15% opted to give up visits to restaurants and
bars (third position). Sports and other activities appeared in the top three of most mentioned leisure
activities (to be given up) in 10 countries; for example, this type of activities was selected by 19% of
interviewees in Luxembourg (third position) and 13% in the Netherlands (second position).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 30
Saving money on entertainment, however, appeared among the three most mentioned activities in
just four countries: Turkey (20%, second position), Slovakia (16%, third position), the Czech Republic
and Poland (13%, third position).
Respondents in Croatia were the most likely to say they would reduce all types of leisure activities
when trying to save money while on holiday (23%, first position). “Reducing all types of activities”
was also the most frequently given response in Portugal and Italy (21% and 19%, respectively) and
appeared among the most frequently mentioned responses in Bulgaria, Lithuania and the former
Yugoslav Republic of Macedonia (18%, second position), and Romania (15%, third position).
Finally, 25% of Cypriots and 19% of Finns said they would reduce none of the listed leisure
activities – both countries have seen an increase of more than 10 percentage points in the proportion
of respondents who gave this response in comparison to 2009. Other countries where this response
was given more frequently were Turkey (18%), Belgium (17%), Spain (15%), Greece and Iceland
(both 14%).
Holiday leisure activities that respondents would reduce most to save money when on holiday (three most mentioned leisure activities)
29
20
17
24
18
14
23
20
13
30
16
15
28
27
12
22
19
15
23
23
14
25
21
15
Beauty/Wellness
Shopping
None
Restaurants
All of these
Shopping
Shopping
Beauty/Wellness
Entertainment
Beauty/Wellness
Shopping
Sports
Shopping
Beauty/Wellness
Sports
Restaurants
Shopping
Beauty/Wellness
Beauty/Wellness
Shopping
None
Beauty/Wellness
Shopping
None
BE
BG
CZ
DK
DE
EE
ES
EL
Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? %, Base: all respondents, by country
27
18
14
25
22
18
19
19
17
25
25
18
27
21
13
28
18
16
26
24
19
24
23
15
Beauty/Wellness
Shopping
Restaurants
Shopping
Restaurants
Sports
All of these
Beauty/Wellness
Shopping
Shopping
None
Beauty/Wellness
Restaurants
Shopping
All of these
Restaurants
All of these
Shopping
Beauty/Wellness
Shopping
Sports
Beauty/Wellness
Shopping
Restaurants
HU
IE
FR
IT
CY
LV
LT
LU
29
21
12
39
13
12
32
27
11
29
17
13
21
18
16
21
18
15
29
22
15
26
18
16
Beauty/Wellness
Shopping
Sports
Beauty/Wellness
Sports
Shopping
Shopping
Beauty/Wellness
Sports
Beauty/Wellness
Shopping
Entertainment
All of these
Restaurants
Beauty/Wellness
Shopping
Restaurants
All of these
Shopping
Beauty/Wellness
Restaurants
Shopping
Beauty/Wellness
Entertainment
MT
NL
AT
PL
PT
RO
SI
SK
19
18
16
27
19
17
22
19
17
23
20
15
28
21
14
23
22
14
25
20
18
22
18
14
None
Beauty/Wellness
Restaurants
Beauty/Wellness
Shopping
Sports
Beauty/Wellness
Shopping
Sports
All of these
Restaurants
Beauty/Wellness
Beauty/Wellness
Shopping
Sports
Shopping
Beauty/Wellness
None
Shopping
Entertainment
None
Beauty/Wellness
All of these
Shopping
FI
SE
UK
HR
NO
IS
TR
MK
Socio-demographic considerations
Older respondents, those with low levels of education and non-working respondents were not only
more likely than their counterparts to say that they would give up or reduce all types of activities when
trying to save money while on holiday, but they were also more likely to answer that they would
reduce none of the listed leisure activities. For example, 15% of respondents with the lowest level of
education said the former and 13% gave the latter response; the corresponding proportions for
respondents with the highest level of education were 5% and 10%, respectively.
Younger respondents, and those still in education, were more likely to say they would be willing to
reduce spending on sports activities and entertainment while on holiday. For example, 17% of full-
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 31
time students would give up or reduce sports activities, compared to 10%-12% of respondents who
had completed their education.
It was also noted that the higher the respondents’ level of education, the more likely they were to be
willing to reduce spending on shopping and beauty/wellness treatments. For example, while 16% of
respondents with the lowest level of education selected “beauty/wellness treatments”, this proportion
increased to 29% for respondents with the highest level of education.
For further details, see annex table 8b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 32
5. Considerations when planning a holiday and choosing a destination
5.1 Choosing a holiday destination
When deciding on a holiday destination, the largest proportions (32%) of EU citizens named the
location’s environment (e.g. its overall attractiveness) as the key consideration. Cultural heritage
(25%) and the options for entertainment (16%) were the second and third most widespread
responses in regard to factors that influenced a choice of destination.
Gastronomy, arts and festivals (or other events) were each considered as having a major influence on
holiday decisions by roughly 1 in 20 (5%-6%) EU citizens. Eight percent cited other attractions than
the ones listed in the survey as key considerations when choosing a holiday destination and 3% had
nothing to say (i.e. they gave a “don’t know” response). The ranking of attractions listed in the survey
remained the same between the two waves of the survey.
32
25
16
6
6
5
8
3
The environment
Cultural heritage
Entertainment
Gastronomy
Art
Festivals and other events
Others
DK/NA
Attractions influencing the choice of destination
31
24
15
7
5
5
8
6
The environment
Cultural heritage
Entertainment
Gastronomy
Art
Festivals and other events
Others
DK/NA
Q12(2010)/Q20(2009). From the following attractions, please choose the one that has the major influence on your choice of destination?
%, Base: all respondents, EU27
Fl258 (02/2009) Fl291 (02/2010)
Country variations
The proportion of respondents who named the location’s environment (e.g. its overall attractiveness)
as the key consideration when choosing a holiday destination ranged from less than a fifth in the
Netherlands, Ireland, the UK and Norway (between 13% and 16%) to a slim majority in Germany
(53%). In Finland, Austria, Lithuania, Slovenia, Hungary and Iceland, between 40% and 44% of
respondents named the location’s overall attractiveness.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 33
Attractions influencing the choice of destination: the environment
5344 43 43 42 41 40 39 37 37 35 33 33 33 32 32 31 31 30 28 27 27 26 25 23 22 22 21 21
16 15 14 13
0
20
40
60
80
100
DE IS
HU SI
LT
AT FI
PL IT EL
LU SE
LV
BG
MT
EU
27
MK
HR
EE
RO
BE
CY
FR
PT
TR
CZ
SK
DK
ES
NO
UK IE NL
Q12. From the following attractions, please choose the one that has the major influence on your choice of destination?
%, Base: all respondents, by country
Although Dutch and Norwegian respondents were among the last likely to consider the location’s
environment as an important factor when choosing a holiday destination, they were among the most
likely to name cultural heritage in this context (35% and 37%, respectively). Respondents in
Denmark (40%), Turkey (39%) and Cyprus (35%) were as likely, or even more likely, to list cultural
heritage. In sharp contrast, only 11% of Romanians named this as an important factor.
Attractions influencing the choice of destination: cultural heritage
40 39 37 35 3530 29 29 28 28 27 27 26 26 26 26 26 26 25 25 25 25 25 24 24 23 22 22 20 19 18 18
11
0
20
40
60
80
100
DK
TR
NO
CY
NL
UK
MT
EE
PT
SE IE SI
EL FI
IT BE
AT
LU LT
CZ
FR
EU
27
LV
ES
HR
MK
SK
DE
HU
BG
PL IS
RO
Q12. From the following attractions, please choose the one that has the major influence on your choice of destination?
%, Base: all respondents, by country
The proportion of interviewees who answered that the options for entertainment influenced their
choice of destination remained below 30% across all countries surveyed; ranging from 7% in Norway
to 29% in Ireland.
Respondents in almost all countries most frequently selected the same two attractions, i.e. the
location’s environment and cultural heritage; as in the previous wave of this survey, Bulgaria,
Romania, the UK and Ireland were the most notable exceptions. In Bulgaria and Romania,
respondents were more likely to list options for entertainment than they were to mention cultural
heritage as key factors in their decision to choose a holiday destination (Bulgaria: 26% vs. 19%;
Romania: 20% vs. 11%). In the UK and Ireland, on the other hand, “options for entertainment” ranked
higher than “the location’s environment” (the UK: 24% vs. 15%; Ireland: 29% vs. 14%).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 34
Attractions influencing the choice of destination: entertainment
29 26 24 24 23 22 21 21 20 20 20 19 19 19 18 18 17 16 15 15 13 13 13 13 12 12 11 11 10 9 8 8 7
0
20
40
60
80
100
IE BG
CY
UK
MK
SK
ES
HR
MT
RO
CZ
FR
PL
EL
BE
EE
TR
EU
27
LV
LU SE
LT
NL SI
HU IS AT IT PT FI
DK
DE
NO
Q12. From the following attractions, please choose the one that has the major influence on your choice of destination?
%, Base: all respondents, by country
All other attractions were listed by less than 10% of respondents in almost all countries. In Italy,
however, 13% of respondents selected “arts” as having a major influence on holiday decisions.
Similarly, between 10% and 12% of interviewees in France, Belgium, Luxembourg and Spain selected
“gastronomy”, while 10%-11% of Romanians and Irish named “festivals and other events”. Finally,
respondents in the Netherlands and Norway were the most likely to name other attractions than the
ones listed in the survey (22% and 19%, respectively).
For more details, see annex table 13a.
The influence of various types of attractions vs. the objectives of respondents’ main 2009 holiday
Analysing the importance of the various attractions by EU citizens’ main objective of their 2009
holiday14
, clear differences emerged across various holidaymaker segments in terms of which kind of
attractions were important.
As in the previous wave of this survey, the destination’s overall environment had most influence on
their decisions for those who had looked for a sun/beach holiday and for those where
recreation/wellness had been the focus (34%-36%). On the other hand, this was less important for
holidaymakers who had visited friends and family (i.e. holidays with a social focus) or for those who
had wanted a cultural experience (28%-29%). Not unexpectedly, the latter respondents were most
likely to name cultural heritage as the key consideration (39%, compared to, for example, 17% of
those who had wanted a sun/beach holiday).
Furthermore, the destination’s options for entertainment were selected by 22% of holidaymakers
whose main holiday had been a sun/beach holiday, compared to only half as many holidaymakers who
had wanted a cultural experience (10%).
14
i.e. the categories derived from the replies given to the question that asked what had motivated respondents to
make a particular choice of destination (Q5), as discussed in section 3.3.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 35
Attractions influencing the choice of destination (column %)
Focus of the main holiday
Social Recreation/
Wellness Sun/Beach Culture
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
The environment 26 29 38 36 32 34 24 28
Cultural heritage 27 26 23 25 18 17 42 39
Entertainment 15 16 14 16 24 22 9 10
Gastronomy 7 6 8 6 7 7 5 4
Art 5 7 5 4 3 3 8 7
Festivals & other events 6 6 4 4 5 5 6 6
Others 10 8 8 8 9 12 4 6
Q5 (2010)/Q6 (2009). What was the major motivation for your main holiday trip in 200x? Q12(2010)/Q20(2009). From the following attractions, please choose the one that has the major influence on your
choice of destination? %, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)
Socio-demographic considerations
Younger respondents (and full-time students) were more likely than their older counterparts to name
entertainment, and festivals and other events, as having a major influence on their decisions about a
holiday destination; however, they were less likely to mention the location’s environment and cultural
heritage. For example, 31% of 15-24 year-olds answered that options for entertainment were important
when choosing a holiday destination; this proportion, however, decreased to 9% for the over 54 year-
olds.
For respondents who had completed their education, there were not many differences in terms of
which attractions influenced the choice of holiday destination; an exception was cultural heritage: 31%
of respondents with the highest level of education said it was a major influence when choosing a
holiday destination, compared to 22%-23% of respondents with a lower level of education.
Respondents living in rural areas and manual workers were also less likely than their counterparts to
be attracted by the cultural history of a holiday destination (22% and 16%, respectively – compared to,
for example, 29% of metropolitan residents and 27% of employees). Manual workers were,
nevertheless, more likely to name options for entertainment as a key consideration (20% vs. 14%-16%
across other occupational groups).
For more details, see annex table 13b.
5.2 Preferred holiday destinations
Most EU citizens (57%) preferred to spend their holidays in conventional tourist destinations (or at
least what they consider as “traditional” or “well-known” destinations). About half as many (28%)
would rather go “off the beaten track” and explore less obvious tourist targets (these will be referred
to as “emerging” destinations in the terminology of this report). Thirteen percent of respondents had
no preference about the type of destination, and 2% could not – or did not want to – specify a
preference.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 36
Preferred holiday destinations – EU27
54
28
15
4
Traditional, well-known destinations
Non-traditional, emerging destinations
Not important, no preference
DK/NA
Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? %, Base: all respondents, EU27
5728
132
Fl258 (02/2009) Fl291 (02/2010)
In almost all countries surveyed, respondents who preferred to spend their holidays in “traditional”
tourist destinations outnumbered those who favoured visiting “alternative or emerging” tourist
destinations. The proportions of interviewees with a preference for traditional tourist destinations were
the highest in Malta, Spain, Slovakia, Hungary and Greece (all 62%-63%).
In Iceland and Latvia, on the other hand, respondents were just as likely to select “emerging” as
“traditional” destinations. Roughly 4 in 10 (39%) Latvians would prefer to explore less obvious tourist
targets and a similar proportion (41%) would spend their holidays in conventional tourist destinations.
The corresponding proportions for Iceland were 37% and 36%, respectively. Other countries with a
high proportion of respondents who would prefer “emerging” tourist destinations were Denmark
(39%), Norway and Slovenia (both 38%), Sweden and Croatia (both 37%).
Finally, about a quarter of respondents in Iceland and Estonia (25%-26%) and at least a fifth of
respondents in Lithuania, Portugal, Belgium and Bulgaria (20%-22%) answered that they had no
preference for a particular type of destination.
Preferred holiday destinations
63 63 62 62 62 60 60 60 59 59 59 58 58 57 57 57 55 54 53 52 51 50 49 49 49 49 48 48 47 46 44 41 36
20 2619 23 25
1724 30 33
2735
22 2532 28 32
2538
3025 25
35 3725 26 23 30
38 39 37 36 3937
1411
16 13 1018
14 9 612
517 16
10 13 1019
515
20 2013 12
22 20 26 1912 12
13 18 18 25
3 1 2 2 3 5 2 1 1 3 2 3 1 1 2 1 1 3 2 3 4 1 1 3 5 2 3 2 2 5 2 3 2
0
20
40
60
80
100
MT
ES
SK
HU
EL
RO
CZ
UK
LU PL IE TR
CY
FR
EU
27
DE IT SI
AT
BE
PT
NL
HR
BG
LT
EE FI
NO
DK
SE
MK
LV IS
Traditional, well-known destinations Non-traditional, emerging destinations
Not important, no preference DK/NA
Q9. What type of holiday destinations do you prefer? %, Base: all respondents, by country
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 37
A comparison between the 2009 and 2010 results showed the largest increase in the preference for
“alternative or emerging” tourist destinations in Latvia; in 2009, 26% of Latvians said they preferred
to visit emerging destinations; however, in 2010, this proportion has increased to 39% (+13 percentage
points). Conversely, the proportion of Latvians who preferred to spend their holidays in “traditional”
tourist destinations decreased from 50% in 2009 to 41% in 2010 (-9 percentage points).
The proportion of respondents who preferred going “off the beaten track” has also increased by
roughly 10 percentage points in Bulgaria and Estonia; however, in these countries, there was also an
increase in the proportion of interviewees who favoured traditional destination. In other words, both
countries have seen an important decrease in the proportion of respondents who had no preference for
a type of destination or who could not – or did not want to – specify a preference.
Socio-demographic considerations
Respondents who favoured emerging destinations were more likely to be young (38% of 15-24 year-
olds vs. 21% of the over 54s), highly-educated or still in full-time education (35% and 40%,
respectively, vs. 19% of respondents with the lowest level of education), self-employed or employees
(31%-32% vs. 26% of non-working respondents and 28% of manual workers).
Conversely, interviewees who preferred traditional destinations were more likely to be older (62% of
the over 54s vs. 51% of 15-24 year-olds), with the lowest level of education (64% vs. 52% of
respondents with the highest level of education), manual workers and non-working respondents (59%
vs. 54%-55% of employees and self-employed respondents).
For more details, see annex table 9b.
5.3 Anticipated benefits of emerging destinations
Irrespective of respondents’ preferences (see section 5.2), the survey asked for their opinions about the
main rationale for choosing an “alternative” tourist destination. A third of EU citizens (33%) answered
that such a destination would allow them to explore local cultures and lifestyles. As in the previous
wave of this survey, financial considerations also played a role: 21% of EU citizens mentioned “better
value for money” and 18% selected “cheaper costs/lower prices”.
A better quality of service would be the primary expectation of approximately 11% of respondents
when considering non-traditional travel destinations, while environmental concerns (e.g. a less
polluted environment) was selected by 9% of interviewees.
These results were, once again, similar to those from the previous wave of the survey. Nonetheless, a
small increase was seen in the combined proportion of those who mentioned better value for money
and cheaper costs/lower prices (from 36% in 2009 to 39% in 2010; +3 percentage points).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 38
33
21
18
11
9
8
Local culture, lifestyle and traditions
Better value for money
Lower prices
Better environmental quality
Better quality of service
DK/NA
The main expectations from a non-traditional, emerging destination – EU27
33
19
17
10
10
11
Local culture, lifestyle and traditions
Better value for money
Lower prices
Better environmental quality
Better quality of service
DK/NA
Q10(2010)/Q18(2009). What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, EU27
Fl258 (02/2009) Fl291 (02/2010)
Country variations
Expectations about emerging destinations varied widely across the different countries included in this
study. In the Nordic countries and the Netherlands (countries where many respondents preferred such
destinations), respondents’ main expectations of an emerging destination lay in the discovery of local
culture and lifestyle: 61% in Denmark, 54% in Norway, 50% in the Netherlands, 49% in Sweden and
48% in Finland.
In other countries, emerging destinations were expected to be more suited to budget travellers. A
relative majority of respondents in Bulgaria (27%) and Slovakia (25%) mentioned “better value for
money” and a relative majority of interviewees in Poland (43%), Hungary (36%), Romania (34%), the
former Yugoslav Republic of Macedonia (32%) and Lithuania (28%) selected “cheaper costs/lower
prices”. Furthermore, in most of these countries, the combined proportion of those who mentioned
better value for money and cheaper costs/lower prices was higher than 50% (e.g. 54% in Lithuania and
56% in Romania).
The proportion of respondents who said that a better quality of service would be the primary
expectation was the highest in Turkey (26%), while environmental concerns (e.g. a less polluted
environment) were most frequently mentioned by respondents in Greece (22%).
The main expectation from a non-traditional, emerging destination
6154 50 49 48 44 42 42 39 38 38 38 36 36 35 34 33 32 32 31 31 31 29 29 25 25 22 21 20 20 17 14 9
99
10 12 117
23
54
2029 24
17 13 20 23 21 25
413
26 24 2312
10 1225
21 2714
26
17 22
612 15 12 17
9
12
16 21
9
1213
13 2319 12 18 14
3121
12 13 1724
2132
21 36 2543 28
2334
4 5 7 11 9
10
6
14 1819
7 11
9
15 10 15 11 10 14 1217 13 13
6 229 7
109
89
10
9
6 7 8 4 9
5
1014
1310 12 7
8
5 7 8 9 9 129
1010 5 21
17 1814
712 10
826
17
15 14 12 13 7
26
6 8 6 3 3 818
8 9 8 8 10 8 145 9 13 8 5 5
12 5 8 612 10 10
0
20
40
60
80
100
DK
NO
NL
SE FI
IS
UK
CY SI
LU IE AT
BE
LV
FR
DE
EU
27
ES
HR
MT IT EE
PT
CZ
EL
MK
SK
HU
BG
PL
LT
TR
RO
Local culture, lifestyle and traditions Better value for money
Lower prices Better environmental quality
Better quality of service DK/NA
Q10. What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, by country
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 39
Main expectations of “traditional” vs. “non-traditional” holidaymakers
Expectations when visiting emerging destinations differed significantly between those who preferred
such locations and those who would normally favour “traditional” destinations. While 45% of
respondents who favoured non-conventional destinations expected that this would allow them to
explore local cultures and lifestyles, the corresponding proportion for respondents who preferred
traditional destinations was 28%. Members of the latter group were, however, more likely to expect
lower prices when visiting emerging destinations (21% vs. 12% among the former group of
respondents).
It could also be noted that the expectations of respondents who preferred non-traditional destinations
have slightly changed compared to the expectations measured in 2009; a small increase was seen in
the proportion who expected better value for money (from 17% in 2009 to 20% in 2010; +3
percentage points), while a small decrease was seen in the proportion who expected to be able to
explore local cultures (from 48% to 45%; -3).
Main expectations from an emerging destination (column %)
Preferred holiday
destinations
Traditional, well-known
Non-traditional
2009 2010 2009 2010
Local culture, lifestyle and traditions 28 28 48 45
Better value for money 21 21 17 20
Lower prices 20 21 11 12
Better environmental quality 10 11 12 12
Better quality of service 11 11 8 7
Q9. What type of holiday destinations do you prefer? Q10. What would be your main expectation from a non-traditional, emerging
destination? %, Base: all respondents, EU27 (DK/NA not shown)
Socio-demographic considerations
Respondents with the highest level of education, full-time students, those living in metropolitan areas,
employees and the self-employed were more likely to say that visiting a non-traditional tourist
destination would allow them to explore local cultures and lifestyles. For example, 43% of
respondents with the highest level of education and 36% of full-time students mentioned this attraction
of emerging destinations compared to 22% of respondents with the lowest level of education.
Financial considerations were more frequently by respondents with a lower level of education, those
living in rural areas or urban centres, and manual workers. For example, “better prices” would be the
primary expectation of 21% of respondents with the lowest level of education and 27% of manual
workers, when considering non-traditional travel destinations. The corresponding proportions for
respondents with the highest level of education and employees were 12% and 13%, respectively.
For more details, see annex table 10b.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 40
5.4 Sources of information used when making holiday plans
When EU citizens were asked to define the primary information source they used when making
decisions about travel and holiday plans, they opted for recommendations of friends and colleagues;
as in 2009, 30% of EU citizens chose this source. Roughly a quarter (24%) of EU citizens said they
looked for information on the Internet, and 18% mentioned personal experience. About 1 in 10 EU
citizens considered that travel/tourist agencies were the best sources (11%). No more than 6% of
interviewees chose any one of the other sources.
Respondents were also asked what they would choose as the second most important source. Adding
up the percentages of the first and second selections, the above ranking of information sources
remained the same at the EU level. Fifty-eight percent of EU citizens answered that recommendations
of friends and colleagues were the first or second most important source of information when making
decisions about travel and holiday plans. Using the same logic, the Internet was considered to be the
main source by 42% of respondents, and a lower proportion (31%) mentioned personal experience.
Other ratings were travel/tourist agencies (22%), non-commercial brochures (e.g. those of a regional
tourism association, 14%), commercial guidebooks (12%) and the media (e.g. newspapers, TV or
radio, 9%).
For most sources of information used when making decisions about travel and holiday plans, almost
no change was seen when comparing the 2009 and 2010 results; nonetheless, a small increase was
observed in the proportion of respondents who considered the Internet to be the main source of
information (from 38% in 2009 to 42% in 2010; +4 percentage points).
58
42
31
22
14
12
9
30
24
18
11
6
5
3
3
Recommendations of friends and colleagues
The Internet
Personal experience
Travel / tourist agencies
Catalogues, brochures (non-commercial)
Guidebooks and magazines (commercial)
Media (newspaper, radio, TV)
DK/NA
in total
most important
Information sources when deciding about holidays – EU27
57
38
31
22
14
12
9
29
22
19
11
5
5
3
5
Recommendations of friends and colleagues
The Internet
Personal experience
Travel / tourist agencies
Catalogues, brochures (non-commercial)
Guidebooks and magazines (commercial)
Media (newspaper, radio, TV)
DK/NA
Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important when you make a decision about your travel (/holiday) plans?
Q11b(2010)/Q19b(2009). And what is the second most important?%, Base: all respondents, EU27, DK/NA shown for the first option only
Fl258 (02/2009) Fl291 (02/2010)
In the following sections, variations by countries and socio-demographic groups are studied, based on
the total percentages of respondents who indicated that a particular source was their first or second
most important source of information when making decisions about travel and holiday plans.
Country variations
Recommendations from friends and family were considered to be the main source by a majority of
respondents in 26 of the 32 countries surveyed. Such word-of-mouth recommendations were most
frequently mentioned in Hungary, Croatia, Lithuania and Poland: roughly 7 in 10 respondents in these
countries referred to this source in the first or the second place (69%-71%). In Belgium, on the other
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 41
hand, just 41% of interviewees considered recommendations from friends and family to be an
important source of information when making holiday plans; in Luxembourg, Malta and the
Netherlands, the corresponding proportions were 46%-47%.
Information source: recommendations of friends and colleagues
71 70 69 69 68 68 67 65 64 64 63 62 62 62 61 61 60 59 59 59 58 58 57 55 55 53 51 50 49 47 47 4641
38 3829
37 37 41 40 35 31 36 33 3427
35 33 32 29 33 26 30 30 32 31 27 21 25 23 20 22 20 23 21 23
0
20
40
60
80
100
HU
HR
LT
PL
LV IE SI
UK
BG
TR
SE
ES IS EE
CZ
SK
NO
AT
MK
PT
EU
27
FR
EL
DE
DK
RO
CY FI
IT NL
MT
LU
BE
in total most important
Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?
Q11b. And what is the second most important?%, Base: all respondents, by country
As to the relevance of the Internet as an information source in holiday planning, the survey showed
that a majority of respondents in the Netherlands and Norway (both 58%), Iceland and Finland (both
57%), and Denmark (55%) considered the Internet to be an important source of information. In
Croatia, Hungary and the Czech Republic, on the other hand, less than 3 out of 10 respondents referred
to Internet-based information (26%, 27% and 28%, respectively).15
In 2010, across all countries, more than a quarter of respondents considered the Internet to be the main
source of information; in 2009, however, there were three countries where this proportion remained
below 25%: Hungary (19%), Romania and Bulgaria (both 23%). These three countries have seen some
of the largest increases, from 2009 to 2010, in the popularity of the Internet as an information source
to be used when planning a holiday (Hungary and Romania: +8 percentage points; Bulgaria: +12).
Information source: Internet
58 58 57 57 5551 50 49 46 45 44 43 42 42 40 40 39 39 39 39 37 36 36 35 33 32 32 31 30 30 28 27 26
36 38 40 37 3830 29 28 27 27 29 23 24 21 23 23 20 28
20 24 20 22 15 17 17 12 17 16 17 18 14 13 130
20
40
60
80
100
NL
NO IS FI
DK
SE
LU IT DE
UK
MT IE
EU
27
AT
FR
EL
EE
CY
BE
ES
PL
TR SI
BG
LT
LV
MK
RO
SK
PT
CZ
HU
HR
in total most important
Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?
Q11b. And what is the second most important?%, Base: all respondents, by country
15
Note: the penetration of Internet/broadband access is, of course, closely related to the proportion of people
who could use it when planning a holiday or “short trip”.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 42
Making holiday decisions based on personal experience was most widely seen in Bulgaria, Croatia
and Hungary, where roughly half (49%-50%) of respondents selected this option as the first or second
most important element when making holiday plans. In 10 countries, however, only half as many, or
less, respondents gave this answer: for example, 21% in Norway, 22% in Austria and 23% in Spain,
Sweden and Finland.
Information source: personal experience
50 50 49 46 46 46 43 42 41 41 4036
32 32 31 31 31 30 30 28 28 27 27 25 25 25 25 24 23 23 23 22 21
37 30 3122 28 34 30 25 23 30 26 19 18 17 19 19 18 16 17 16 16 17 15 16 16 16 12 16 14 14 13 13 13
0
20
40
60
80
100
BG
HR
HU
TR
CZ
LT
RO PL
SK
MK
LV
PT
BE IE EE
EL
EU
27
UK IT CY
NL IS LU
FR
DE SI
MT
DK FI
SE
ES
AT
NO
in total most important
Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?
Q11b. And what is the second most important?%, Base: all respondents, by country
Italy and Spain somewhat stood out from other countries with a high proportion of respondents who
considered that travel/tourist agencies were the best sources when making holiday plans (36% and
35%, respectively). It should be noted, however, that Italians and Spaniards were not necessarily the
most likely to have booked their main holiday in 2009 through a travel agency (see section 3.3).
In more than half of the countries surveyed, travel and tourist agencies were mentioned by less than a
quarter of respondents; respondents in Iceland (7%), Norway and Denmark (both 9%) were the least
likely to select this source.
Information source: travel and tourist agencies
36 3529 28 28 26 26 26 25 25 24 23 22 21 20 18 18 17 17 15 13 13 12 11 10 10 10 10 10 10 9 9 7
21 18 16 16 13 12 13 13 12 12 11 11 11 8 12 10 9 8 7 7 6 5 6 5 5 5 6 3 4 4 4 3 30
20
40
60
80
100
IT ES
BE
LU
CY
SK
AT
MT
DE
MK
EE
FR
EU
27 SI
PT
NL
CZ
RO
LT
EL
UK
SE
HR FI
PL
TR
LV
BG IE
HU
DK
NO IS
in total most important
Q11a. From the following information sources, which one do you consider to be the most important when you make a decision about your travel plans?
Q11b. And what is the second most important?%, Base: all respondents, by country
The highest proportion of respondents who said that non-commercial catalogues or brochures (e.g.
those of a regional tourism association) were an important source of information was seen in
Luxembourg (25%). In Denmark, France, Slovenia and Finland, roughly a fifth of respondents
mentioned non-commercial brochures (all 21%); however, in Lithuania and Turkey, less than 1 in 20
respondents did so (both 4%).
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 43
Commercial guidebooks and travel magazines were selected as their main source of information to
be used when planning a holiday by almost a quarter (23%) of respondents in Cyprus, but by no more
than 5% of respondents in Slovakia, Bulgaria and the former Yugoslav Republic of Macedonia.
Finally, the proportion of respondents who said that their main source of information when making
decisions about holidays and travel plans were media products and programmes ranged from 4%-5%
(the Czech Republic, Sweden and Italy) to 14%-16% (Greece, Ireland, Romania, Finland and Malta).
For more details, see annex table 11a and 12a.
Information sources by holiday focus and preferred holiday destinations
Analysing EU citizens’ choices by the focus of their main holiday in 2009, it was noted that
holidaymakers who had visited friends or family were somewhat more likely to say that
recommendations of friends and colleagues and personal experience were the first or second most
important source of information when making decisions about travel and holiday plans.
Respondents who had been on a “cultural” holiday, on the other hand, were less likely than their
counterparts to rely on personal experience (25% compared to, for example, 32% of holidaymakers
who had wanted rest and recreation) and more likely to rely on guidebooks and magazines (17%
compared to, for example, 10% of holidaymakers who had wanted a sun/beach holiday).
Information sources when deciding about holidays (column %, first and second choice combined)
Focus of the main holiday
Social Recreation/
Wellness Sun/Beach Culture
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
in 2
00
8
in 2
00
9
Friends and colleagues 59 63 59 58 60 61 55 56
The Internet 44 47 48 50 48 51 45 50
Personal experience 37 34 32 32 30 29 24 25
Travel / tourist agencies 18 17 20 18 22 21 25 22
Catalogues, brochures (non-commercial) 14 12 14 15 15 16 18 17
Guidebooks and magazines (commercial) 10 11 13 13 10 10 18 17
Media (newspaper, radio, TV) 10 9 8 8 8 7 11 9
Q5(2010)/Q6(2009). What was the major motivation for your main holiday trip in 200x? Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important
when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important?
Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)
As in 2009, the largest difference in terms of information sources when comparing respondents with a
preference for “off the beaten track” holidays and those who preferred more “traditional” holiday
destinations was seen when looking at the importance of the Internet: 51% of the former respondents
said that the Internet was an important source of information when planning a holiday compared to
39% of the latter.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 44
Information sources when deciding about holidays (column %, first and second choice combined)
Preferred holiday destinations
Traditional, well-known
Non-traditional
2009 2010 2009 2010
Friends and colleagues 60 59 58 59
The Internet 37 39 47 51
Personal experience 34 33 26 27
Travel / tourist agencies 24 24 23 21
Catalogues, brochures (non-commercial) 15 15 15 14
Guidebooks and magazines (commercial) 11 11 15 15
Media (newspaper, radio, TV) 9 10 10 8
Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider
to be the most important when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important?
%, Base: all respondents, EU27 (DK/NA not shown)
Socio-demographic considerations
While men were more likely to consider the Internet as an important source of information when
planning a holiday (47% vs. 37% of women), the latter were more likely to say that travel and tourist
agencies were the best information sources (25% vs. 19% of men).
Travel and tourist agencies were also more frequently listed by the over 54 year-olds (26% vs. 19%-
21% across other age groups), respondents with the lowest level of education (32% vs. 16% of
respondents with the highest level of education), respondents living in urban and rural areas (23%-
24% vs. 17% in metropolitan areas), manual workers and non-working respondents (24%-25% vs.
17% of self-employed respondents and 19% of employees).
The Internet, on the other hand, was also more frequently mentioned as an information source by
younger respondents (58% of 15-24 year-olds vs. 23% of the over 54 year-olds), those with a high
level of education and full-time students (53% and 57%, respectively, vs. 21% of respondents with the
lowest level of education), respondents living in metropolitan areas (48% vs. 39%-42% of those in
urban and rural areas), self-employed respondents and employees (50% and 54%, respectively, vs.
42% of manual workers and 33% of non-working respondents).
Additionally, younger respondents, full-time students and respondents living in metropolitan zones
were more likely than their counterparts to consider recommendations from friends and family to be
an important source of information when making holiday plans. For example, 66% of full-time
students mentioned word-of-mouth recommendations, compared to 54%-59% of respondents who had
completed their education.
Finally, the over 54 year-olds, respondents with the lowest level of education and non-working
respondents were somewhat more likely than their counterparts to say that they did not know which
source of information they considered to be the most important.
For more details, see annex tables 11b and 12b.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 45
6. Vacation plans for 2010
In the final section, the survey asked respondents about their 2010 vacation plans. Respondents were
presented with three questions:
what type of holiday they were planning (if already decided),
the destination of that holiday, and
if they would have sufficient funds to be able to afford the planned holiday.
6.1 Types of vacation
As in 2009, many EU citizens were still undecided about their vacation plans for 2010 at the time of
the fieldwork (28%). Roughly a fifth (21%) of EU citizens said they were sure that they would not
take a vacation in 2010.
EU citizens who were already planning a holiday (49% in total) in 2010 were most likely to answer
that they were considering a vacation between 4 and 13 consecutive nights (19%). Fifteen percent of
EU citizens said they were planning to have a long vacation of at least two weeks or more (i.e. more
than 13 consecutive nights) in 2010. One or more short-stay trips (spending one to three nights away
from home) was the option chosen by 7% of EU citizens and 8% were thinking of a combination of
longer holidays and shorter trips in 2010. EU citizens’ holiday plans for 2010 were practically the
same as those observed early in 2009.
19
15
8
7
28
21
1
A holiday with more than four consecutive nights
A holiday with more than 13 consecutive nights
A combination of longer holidays and shorter trips
Short-stay trip(s) (1 - 3 nights) only
No decision yet
No trip at all
DK/NA
Holidays plans
18
15
10
7
28
19
3
A holiday with more than four consecutive nights
A holiday with more than 13 consecutive nights
A combination of longer holidays and shorter trips
Short-stay trip(s) (1 - 3 nights) only
No decision yet
No trip at all
DK/NA
Q13(2010)/Q21(2009). What kind of holidays are you planning in 2010/2009? %, Base: all respondents, EU27
...for 2009Fl258 (02/2009)
...for 2010Fl291 (02/2010)
Country variations
Approximately two-thirds of interviewees in Finland (68%), Denmark (67%), Sweden, Austria and
Slovenia (both 66%) were planning a vacation in 2010. Turkish respondents were the most likely to
state that they were not planning a holiday in 2010 (44%); they were followed by respondents in
Hungary (40%), Slovakia (36%), Italy and Malta (both 35%). The proportions of those still undecided
about their vacation plans in 2010 were the highest in Italy and Portugal (both 35%), Estonia, Cyprus
and France (all 33%).
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 46
Roughly a quarter of Dutch (27%) and Norwegian (24%) respondents were planning a long vacation
(at least two weeks). In Sweden and Denmark, about 3 in 10 (29%-31%) interviewees were planning a
vacation of between 4 and 13 consecutive nights.
Equal proportions of Finnish respondents were planning one or more short-stay trips (16%) or a
combination of longer and shorter trips (17%). Although many respondents in Latvia and Lithuania
were not planning any holiday in 2010 (28% and 34%, respectively) or were still undecided about
their holidays (27% and 31%, respectively), the proportion of respondents who were planning both a
longer holiday and short trips in 2010 was somewhat higher than in Finland: 17% and 21%,
respectively.
Holidays plans for 2010
1118 22
14 1124 27
20 2314 15 18 23
13 15 15 19 13 9 10 14 188 6 4 8 7 7 5 5 11 11 9
23
2931
25 2816 16
21 1623 23 19
19
21 19 1722
21 28 25 21 17 30
1712
16 1812
519
17 1410
17
108
14 15 17 1613 14
8 11 14 512 8 8
46 4 9 5 6 3
7
3
6 6
2 14
54
13
16 9 613 12 7 4
7 813 8 5 8 6 7 11 4 9 7 4 7 4 3
1021
10 717 13 9 3
5 9
2519 22 18 24 29 28
25 28 27 32 3022
1628 29 33 29 33
22 26 3020 33 31
23 21 27 23 26 3535
25
613 11 16 10 5 10 15 11 15 11 14
2231
21 21 17 18 1729 27 24
3524 28
33 3634 40 33
29 3544
0
20
40
60
80
100
FI
SE
DK
AT SI
NO
NL
DE
LU
EL IE UK
MK IS
EU
27
HR
FR
PL
CY
CZ
ES
BE
MT
EE
LT
RO
SK
LV
HU
BG
PT IT TR
A holiday with more than 13 consecutive nightsA holiday with more than four consecutive nightsA combination of longer holidays and shorter tripsShort-stay trip(s) (1 - 3 nights) onlyNo decision yetNo trip at all
Q13. What kind of holidays are you planning in 2010? %, Base: all respondents, by country
A comparison of EU citizens’ travel plans for 2009 (measured in February 2009) and in 2010
(measured in February 2010) showed that Italy has seen the largest increase in the proportion of
respondents who said they were certain they would not take a vacation: from 21% in 2009 to 35% in
2010 (+14 percentage points). Other countries that have seen a large increase in this proportion
included Estonia (+11 percentage points), Belgium (+9) and Cyprus (+7).
The opposite trend, i.e. a decrease in the proportion of respondents who said they were certain they
would not make a holiday trip – was seen, for example, in Portugal (from 35% in 2009 to 29% in
2010; -6 percentage points) and Hungary (from 46% to 40%; -6). In Portugal, this decrease coincided
with an increase in the proportion of respondents who were planning a vacation of between 4 and 13
consecutive nights (from 8% to 17%; +9). In Hungary, on the other hand, the largest increase was seen
in the proportion of respondents who were thinking of a combination of longer holidays and shorter
trips (from 9% to 14%; +5).
“Vulnerable” tourists
Due to the large number of undecided respondents, it was not possible to directly compare the current
plans with the actual trips made in 2009. One-third of EU citizens had not travelled for leisure
purposes in 2009; in February 2010, 21% of EU citizens already knew that they would not go on
holiday in 2010. The unknown factor is how many of the currently undecided respondents (28%)
would opt for or against making a holiday trip in 2010.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 47
If one compares the current plans for 2010 with the reported number of private trips in 2009 in a more
segmented manner (and also with the addition – to the non-traveller segment – of those who said they
could not afford to take a holiday in 2010, see section 6.2), it is easy to pinpoint the most critical
population segment: those who travelled in 2009, but were still undecided as to whether they would
take a holiday – or what kind it would be – in 201016
. This is one in six (17%) of the EU adult
population and their eventual decision will have an impact on the tourism industry. Furthermore, one
might expect those who had not travelled in 2009 and were still hesitating about their vacation plans in
2010 – this is 7% of the EU adult population – to be just as likely to stay at home in 2010 as well.
2010 plans compared to 2009 actual situation (total %)17
Travel for leisure purposes in 2009 2010 travel plans (non-travellers adjusted*)
no private travel
some private travel DK/NA Total
will not travel 18 9 0 27
have some plans 8 40 0 48
undecided 7 17 0 24
DK/NA 0 0 0 1
Total 33 66 1 100
* non-travellers estimated on the basis of the primary replies to the question that asked about the type of holiday planned and answered that they did not plan to make a trip (Q13: 21%). Those who indicated that they thought they would not be able to afford their trip most probably would not travel in 2010 (Q14 inquired about the 2010 travel budget) and were therefore added to this proportion (resulting in 27% non-travellers).
The largest proportions of “vulnerable” tourists – i.e. those who had travelled in 2009 and were still
undecided about 2010 – were the highest in Ireland, Italy, Norway and Cyprus (22%-23%). In Malta
and Turkey, on the other hand, just 7%-8% of respondents were classified in this category.
“Vulnerable” tourists(those who had travelled for private reasons in 2009 but were still undecided about 2010 plans, %)
23 22 22 2220 20 19 18 18 18 18 17 17 16 16 16 15 15 15
14 13 13 13 12 12 12 11 11 1110 10
87
0
5
10
15
20
25
30
CY
NO IT IE NL
BE
FR
LT
PT
LU FI
SI
EU
27
UK
ES
DE
PL
DK
SE
HR
EE
EL
AT
BG
LV
SK
RO
CZ IS
MK
HU
TR
MT
16
Some or many of these respondents might be considering various destinations and types of holidays, and
might take a holiday once a decision has been made. However, these people had not booked a holiday at the time
of the survey and, therefore, might be more vulnerable to economic problems and cancel their 2010 plans. 17
Note: due to rounding, the figures shown in the “total” columns/rows may not always add up exactly to the
numbers shown in the individual columns/rows.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 48
Socio-demographic considerations
In accordance with the results for leisure trips made in 2009, older EU citizens, those with the lowest
level of education, rural residents and non-working respondents were the most likely to say that they
would not travel in 2010. For example, about a third (32%) of the over 54 year-olds answered that they
were certain they would not take a vacation in 2010, compared to just 9% of 15-24 year-olds.
Similarly, while 42% of respondents with the lowest level of education were certain they would not
travel for leisure purposes in 2010, this proportion decreased to 13% for respondents with the highest
level of education.
Conversely, younger people, those with higher levels of education and full-time students,
metropolitan residents, the self-employed and employees were more likely to be planning a holiday in
2010 – i.e. a short holiday (3-4 nights), a long holiday (2 weeks or more) or a combination of shorter
and longer holidays. Almost no differences were seen
across socio-demographic groups in terms of the
proportion of respondents who were only planning
short-stay trips (1-3 nights). For example, 10% of
respondents with the lowest level of education were
planning a long vacation (at least two weeks), compared
to 19% of respondents with the highest level of
education and 15% of full-time students. Across all
educational groups, 6%-8% were planning short-stay
trips in 2010.
It should, nevertheless, be noted that the proportion of
EU citizens who travelled in 2009 but were still
undecided about their 2010 plans (i.e. “vulnerable”
tourists) was also higher among those younger than 55
years-of-age (18%-19% vs. 14% of the over 54 year-
olds), the economically active (18%-19% vs. 15% of
non-working respondents) and respondents with a high
level of education (19% vs. 12% of respondents with
the lowest level of education). Although one should
realise that some or many of these respondents might be
considering various destinations and types of holidays,
and might take a holiday once a decision had been
made; however, these people had not yet booked a
holiday at the time of the survey and, therefore, might
be more vulnerable to economic problems and decide to
cancel their 2010 holiday plans.
For more details, see annex table 14b.
Holiday plans by holiday focus18
and preferred holiday destinations
More than two-thirds of EU citizens who had wanted a sun/beach holiday in 2009 (68%) and those
who had looked for a cultural experience (69%) were already planning a holiday in 2010. The former
were, however, more likely to be planning a long vacation, while the latter were more likely to be
planning shorter holidays. For example, 25% of holidaymakers who had been on a sun/beach holiday
in 2009 were planning a vacation of at least two weeks, compared to 19% of holidaymakers who had
been on a holiday with a cultural focus.
18
i.e. the categories derived from the replies given to the question that asked what had motivated respondents to
make a particular choice of destination (Q5), as discussed in section 3.3.
Proportion of “vulnerable” tourists in the various socio-demographic
segments (see definition above)
%
vulnerable
EU27 17
Male 17
Female 17
AGE: 15-24 19
AGE: 25-39 19
AGE: 40-54 18
AGE: 55+ 14
Self-employed 18
Employees 19
Manual workers 18
Not working 15
Metropolitan zone 19
Other town/urban/centre 16
Rural zone 16
EDUCATION: -15 years of age 12
EDUCATION: 16-20 17
EDUCATION: 20+ 19
EDUCATION: Still in education 19
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 49
The proportion of holidaymakers who were already planning holidays for 2010 was the lowest among
respondents who had visited friends or relatives in 2009 (59%); roughly a third (32%) of these
respondents were still undecided about their holiday plans for 2010 and 10% were certain that they
would not go on holiday in 2010.
Holiday plans for 2010 (column %)
Focus of the main 2009 holiday
Social Recreation/
Wellness Sun/Beach Culture
A holiday with more than 13 consecutive nights 21 20 25 19
A holiday with more than 4 consecutive nights 20 26 26 28
A combination of longer and shorter trips 10 12 14 16
Short-stay trip(s) (1-3 nights) only 8 6 3 6
ANY CURRENT PLANS 59 64 68 69
No decision yet 32 28 25 24
No trip at all 10 7 6 6
Q5. What was the major motivation for your main holiday trip in 2009? Q13. What kind of holidays are you planning in 2010?
%, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)
A possible market contraction would be more likely to hit the traditional tourist destinations than the
new emerging destinations: 23% of EU citizens who preferred “traditional” destinations were already
sure that they would not go on a vacation in 2010, compared to 14% of those who preferred
“emerging” destinations.
6.2 Financial constraints on holidays in 2010
EU citizens’ perceptions about their holiday budgets have slightly improved compared to 2009: almost
half (46%) of EU citizens, who were planning to spend a holiday away from home in 201019
, answered
that they had sufficient funds to do this – by comparison, in 2009, this proportion was 41% (five
percentage points lower).
About 4 in 10 (39%) EU citizens said they would need to make extra savings in order to take their
planned holidays. A tenth of interviewees said they had serious financial problems that could impact
their holiday plans: 3% said they would not be able to go on holiday without going into debt and 7%
felt that, despite having plans, they could not afford a holiday given the current financial situation.
Finally, 6% of respondents did not answer the question.
19
Note: this group excludes respondents who were sure that they would not take a vacation in 2010, but includes
respondents who were still undecided about their holiday plans for 2010.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 50
Having the necessary financial resources for the planned holidays
41
38
3
8
9 Yes, without any major difficulties
Yes, but we will need to make extra savings
No, not without going into debt
No, I cannot afford given the current financial situation
DK/NA
Q14(2010)/Q22(2009). Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010/2009? %, Base: who are planning a holiday, EU27
46
39
37
6
...in 2009Fl258 (02/2009)
...in 2010Fl291 (02/2010)
Country variations
In 10 of the countries surveyed, a majority of respondents who were planning a vacation in 2010 were
confident that they would be able to afford it without major difficulties: Denmark (75%), the
Netherlands (67%), Austria and Norway (both 65%), Sweden and Luxembourg (both 64%), Finland
(63%), Belgium (62%), Germany (57%) and Iceland (56%). In 2009, respondents in the above-
mentioned EU countries were also the most likely to foresee no problems in being able to afford a
holiday in that year.
As in the previous wave of this survey, in roughly half of the countries included in this study, the
largest proportion of respondents said they would need to make extra savings in order to take their
planned holidays. Respondents in Hungary (64%), Lithuania (57%), Latvia and the Czech Republic
(both 51%) were the most likely to select this response. Estonia (20%), Turkey (19%), Greece and
Bulgaria (both 17%) had the highest proportions of respondents who felt they would have to cancel
their 2010 holiday plans for financial reasons. Respondents in Romania and Turkey (both 10%),
Estonia, Latvia, Bulgaria and Slovakia (all 8%) were the most likely to answer that they would not be
able to go on holiday in 2010 without going into debt.
It should be noted that many of the countries listed above were also indentified as the countries with
the highest proportions of respondents who had not gone on holiday in 2009 for financial reasons (see
chapter 2). The most important exception was the Czech Republic; although the proportion of Czech
respondents who had not gone on holiday in 2009, because of financial considerations, was below the
EU average (13% vs. 18%), the proportion of Czechs who were planning to take a vacation in 2010
and who said they would need to make extra savings in order to take their planned holidays was
considerably higher than the EU average (51% vs. 39%).
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 51
Having the necessary financial resources for the planned holidays in 2010
7567 65 65 64 64 63 62 57 56
49 48 47 46 46 44 44 39 34 33 31 31 31 29 28 26 26 25 23 22 21 17 14
1726 28
20 26 27 2925 34
27 4137 39 39 39 38 44
4342 48
4433
51
3850 49 48 49 57
4151
4664
1 1 1
01 2 1
22
43
2 1 3 3 51
22
46
10
5
8
4 4 8 33
8
810
3
5 4 4
42
5 46
55
46 8 7 7 9 7
8 157 13
194
2015
11 6 17 12
17
1515
13
2 3 211 7 2 3 5 3 8 3 8 5 6 6 5 5 8 8 8 6 7 9 5 3
9 11 6 613
5 11 6
0
20
40
60
80
100
DK
NL
AT
NO SE
LU FI
BE
DE IS IT UK
FR
EU
27
CY
ES SI
PT
MT IE HR
TR
CZ
EE
MK
PL
SK
EL
LT
BG
LV
RO
HU
Yes, without any major difficulties Yes, but we will need to make extra savings
No, not without going into debt No, I cannot afford given the current financial situation
DK/NA
Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? %, Base: who are planning a holiday, by country
Variations by type of holidays taken in 2009 and planned in 2010, and preferred holiday
destinations
EU citizens who were planning more substantial holidays in 2010 were more confident about being
able to afford them: 59% of respondents who said they were planning to have a long vacation of at
least two weeks or more, and 56% of those who were thinking of a combination of longer holidays and
shorter trips in 2010, felt there would be no financial problems; in comparison, 50% of those
considering a vacation of between 4 and 13 consecutive nights and 40% of respondents who would
make one or more short-stay trips, felt that way.
EU citizens who had visited family and friends in 2009 and were planning a vacation in 2010 (as noted
above, this group was the most likely to relinquish their travel plans) were the least optimistic about
financing their holidays: 53% felt that they might not have sufficient funds and just 42% foresaw no
difficulties. Optimism about having the necessary financial resources in order to take their planned
holidays was higher among respondents who had been on a sun/beach holiday in 2009 (50% foresaw
no financial difficulties), those who said that the major motivation for their main holiday in 2009 had
been “rest and recreation” (53%) and those who had wanted a holiday with an emphasis on culture
(59%).
Examining the planned destinations for respondents’ main 2010 holiday (see next section for details),
it was noted that domestic holidaymakers (those staying in their own country) were the most
concerned about finances: 53% felt they would have sufficient funds and 41% were feeling that they
would not be able to afford their planned holiday. Interviewees who were planning to travel to another
EU country, or outside of the EU, were the more likely to foresee no problems in realising their
holiday plans in 2010 (50% and 53%, respectively).
Socio-demographic considerations
Among those with 2010 holiday plans, men, the over 54 year-olds (who were actually the least likely
to have such plans – see section 6.1), respondents with the highest level of education, self-employed
respondents and employees were the most likely to answer that they did not expect financial
difficulties in realising their holiday plans in 2010. For example, 50% of men, who were planning to
spend a holiday away from home in 2010, answered that they had sufficient funds to do this; the
corresponding proportion for women was 41%.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 52
Conversely, women, younger respondents, those with lower levels of education, full-time students and
manual workers were more likely than their counterparts to expect that they would need to make extra
savings in order to take their planned holidays. For example, 46% of 25-39 year-olds said they would
need to make extra savings, compared to 31% of the over 54 year-olds.
Respondents with the lowest level of education and manual workers were, however, also more likely
than their counterparts to feel that, despite having plans, they could not afford a holiday given the
current financial situation (11% compared to 5% of respondents with the highest level of education
and employees).
For more details, see annex table 15b.
6.3 Planned destinations
When asked about their holiday destination in 2010, roughly a third (32%) of EU citizens answered
that they were planning a holiday in their home country. One in six (18%) interviewees said they were
planning to take a holiday within the EU and a somewhat lower proportion (15%) indicated that a non-
EU country would be their main holiday destination in 2010. Comparing the 2009 and 2010 results
showed that EU citizens were now less likely to be planning a holiday outside of the EU (15% vs. 20%
in 2009).
Planned destination of the main holiday
33
1720
19
11domestic holiday
holiday elsewhere in the EU
holiday outside the EU
no holiday
DK/NA
Q15(2010)/Q23(2009). Where do you plan to spend your main holiday in 2010/2009? %, Base: all respondents, EU27
32
1815
21
13
...in 2009Fl258 (02/2009)
...in 2010Fl291 (02/2010)
Spain, France and Italy were the most popular holiday destinations for EU citizens (who were
planning a holiday in 201020
). About 3 in 10 EU citizens, who were planning a holiday in 2010, said
they were thinking about spending it in one if these three countries (9% in Italy, 10% in France and
10% in Spain), regardless of whether they were residents of those countries or of another EU country.
The lower chart of the two below focuses on those respondents who were planning to travel to a
foreign country, with 6-8% choosing one of those same three destinations in 2010. Other popular
countries for non-domestic holidays included the United States (selected by 5% of EU citizens who
were planning a holiday in a foreign country), Greece (4%) and Turkey (3%).
20
Note: this group excludes respondents who were sure that they would not take a vacation in 2010, but includes
respondents who were still undecided about their holiday plans for 2010.
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 53
Planned destination of the main holiday in 2010 - including domestic holidays
10.4 9.9 9.2
5.6 4.5 4.2 4.0 2.8 2.7 2.0 1.8 1.6 1.5 1.2 1.2 1.2 1.0 1.0 0.8 0.8 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5
10.9
16.9
0
10
20
30
Sp
ain
Fra
nce
Ita
ly
Ger
ma
ny
Po
lan
d
Gre
ece
Un
ited
Kin
gd
om
Ro
ma
nia
Un
ited
Sta
tes
Po
rtu
ga
l
Tu
rkey
Au
stri
a
Cro
ati
a
Hu
ng
ary
Sw
eden
Bu
lga
ria
Net
her
lan
ds
Eg
yp
t
Th
ail
an
d
Cze
ch R
epu
bli
c
Bel
giu
m
Fin
lan
d
Den
ma
rk
Irel
an
d
No
rwa
y
Sw
itze
rla
nd
Ca
na
da
Slo
va
kia
Au
stra
lia
Oth
er c
ou
ntr
y
DK
/NA
Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, EU27
Countries mentioned at least 0.5% shown
Planned destination of the main holiday in 2010 - excluding domestic holidays
8.36.1 5.8
4.5 3.9 3.0 2.6 2.0 1.8 1.6 1.5 1.4 1.3 1.2 0.9 0.8 0.8 0.8 0.8 0.8 0.7 0.7 0.7 0.6 0.6 0.6 0.5 0.5 0.5 0.5 0.5 0.5 0.5
14.0
28.6
0
10
20
30
Sp
ain
Ita
ly
Fra
nce
Un
ited
Sta
tes
Gre
ece
Tu
rkey
Cro
ati
a
Au
stri
a
Un
ited
Kin
gd
om
Eg
yp
t
Ger
ma
ny
Po
rtu
ga
l
Th
ail
an
d
Ro
ma
nia
No
rwa
y
Sw
itze
rla
nd
Ca
na
da
Au
stra
lia
Tu
nis
ia
Sw
eden
Irel
an
d
Net
her
lan
ds
Mo
rocc
o
Den
ma
rk
Bu
lga
ria
Cu
ba
Ind
ia
Mex
ico
Un
ited
Ara
b …
Po
lan
d
Ru
ssia
Hu
ng
ary
Rep
ub
lic
of
Cy
pru
s
Oth
er c
ou
ntr
y
DK
/NA
Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, EU27
Countries mentioned at least 0.5% shown
Country variations
Looking at all respondents, a majority of Greeks and Croatians were thinking about spending their
2010 holiday within their own country (65% and 62%, respectively). In Turkey and Spain, almost half
of respondents were attracted by a domestic holiday (46%-47%). The least likely to plan a vacation “at
home” were respondents in two of the smaller EU Member States, namely Luxembourg and Malta
(1% and 4%, respectively); they were followed by respondents in Ireland (13%), Norway and the
Netherlands (both 14%).
The proportions of respondents who were planning to visit another EU country were highest in
Luxembourg (49%), Cyprus (41%), Ireland (39%), Malta (38%) and the Netherlands (37%). A
vacation outside of the EU was the most popular in Slovenia (37%); this is explained by the fact that
many Slovenian tourists picked destinations in other countries of the former Republic of Yugoslavia
(most prominently in Croatia – see further in the report). In Norway, the former Yugoslav Republic of
Macedonia and the UK, roughly a quarter of respondents (24%) were planning to spend their 2010
holiday in a non-EU country.
The second chart in the two below focuses solely on respondents who were planning a holiday in 2010
and had already chosen a destination. In 13 countries, a majority of these respondents were planning to
spend their holiday in their own country: ranging from 54% in Finland to 83%-84% in Greece and
Turkey. In another four countries, a relative majority were planning a domestic holiday.
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Analytical report
page 54
In 11 countries, the largest proportion of respondents, who were planning a holiday in 2010, had
chosen a destination elsewhere in the EU; respondents in Luxembourg and Malta were the most likely
to have made such a choice (70% and 67%, respectively). Finally, in three countries – Slovenia (52%),
the former Yugoslav Republic of Macedonia (41%) and the UK (36%) – the largest proportion of
respondents were planning a holiday outside the EU.
Planned destination of the main holiday in 2010…
65 6247 46 43 42 42 41 40 39 37 36 35 32 32 26 26 24 23 23 22 20 20 19 18 18 17 17 14 14 13 4 1
8 811
2 12 199 10 6 10 14 12 9 18 21
824 19 21 16 28 27 23 26
41 34 3418
37 28 3938 49
5 912
611
17
9 1510 13 6 9
715
2137
2013 14
9
20 20 24 16
12 2113
24
2024
20
1520
22 21 3046
3322
41 3444 38 42 42 49
34 26 29 3145 42
5231 33 34 39
28 27 36 4129 34 28
4330
0
20
40
60
80
100
EL
HR
ES
TR
PL FI
PT
FR
BG
LT
RO IT
HU
EU
27
SE SI
EE IS SK
LV
DE
AT
UK
CZ
CY
DK
BE
MK
NL
NO IE
MT
LU
domestic holiday holiday elsewhere in the EU holiday outside the EU no holiday / not sure
Q15. Where do you plan to spend your main holiday in 2010? %, Base: those who are planning a holiday in 2010, without DK/NA, by country
… and focusing on those who will take a holiday in 2010
%, Base: all respondents, by country
84 83 78 71 71 69 68 65 64 63 63 62 54 49 47 43 43 40 37 36 31 31 30 30 29 27 26 25 21 20 187 2
4 11 1011 15 18 15 19 25
16 22 15 24 28 33 34 28 37 3412
40 42 34 4030
53 5847
43 52 55 67 70
12 6 12 18 15 13 17 17 1121 16 23 22 23 19 23 29 23 28
5228 27 36 30
4120 16
28 36 29 27 26 28
0
20
40
60
80
100
TR
EL
HR
BG
PT
HU ES
PL
RO LT IT FR FI
EU
27
LV IS SE
SK
EE SI
DE
CZ
UK
AT
MK
BE
CY
DK
NO
NL IE
MT
LU
domestic holiday holiday elsewhere in the EU holiday outside the EU
A comparison of EU citizens’ travel plans for 2009 and 2010 showed that the largest increases in the
proportion of respondents, who were thinking about spending their 2010 holiday within their own
country, were in Romania (from 20% in 2009 to 37% in 2010; +17 percentage points), Slovenia (from
13% to 26%, +13), Lithuania (from 27% to 39%; +12) and Hungary (from 25% to 35%; +10).
In Romania and Slovenia, this increase happened at the expense of holidays outside of the EU: in
2009, 28% of Romanians and 47% on Slovenes said they would spent their main 2009 vacation
outside of the EU; in 2010, however, these proportions have decreased to 6% and 37%, respectively
(-22 and -10 percentage point decreases).
In Lithuania and Hungary, on the other hand, this increase was simply caused by the fact that fewer
respondents said that they would not go on holiday in 2009 or that they were undecided whether to go
on holiday or even where to go on holiday (Lithuania: from 48% in 2009 to 38% in 2010; Hungary:
from 63% in 2009 to 49% in 2010).
A closer look at the results across all countries in regard to respondents’ planned destinations showed
that in 27 of the 32 countries surveyed, the largest proportion of interviewees – who were planning a
holiday in 2010 – said they were thinking about spending it in their own country. In accordance with
the results discussed above, the proportions of “domestic holidays” were the highest in Croatia (82%),
Turkey (78%) and Greece (76%).
Analytical report Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 55
As expected, based on the EU-wide results, Spain, France and/or Italy were popular holiday
destinations in many of the surveyed countries. For example, 18% of Belgians – who were planning a
holiday in 2010 – were planning to go to France. Similarly, 12% of Austrian holidaymakers had
chosen Italy as the destination of their main holiday in 2010.
In 17 countries, a non-EU country appeared in the top three of most popular holiday destinations for
2010. As noted above, a vacation outside of the EU was the most popular in Slovenia; 30% of
Slovenes – who were planning a holiday in 2010 – said they were thinking about spending this holiday
in Croatia.
Planned destination of the main holiday in 2010 (three most mentioned destinations)
23
18
6
59
3
3
27
10
9
20
6
6
26
7
7
34
9
4
76
2
2
64
3
3
Within country
France
Spain
Within country
Greece
Turkey
Within country
Greece
Croatia
Within country
Italy
Spain
Within country
Spain
Italy
Within country
Russia
Finland
Within country
Italy
Germany
Within country
Italy
France
BE
BG
CZ
DK
DE
EE
ES
EL
Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, by country
50
4
2
16
14
9
56
5
4
31
22
6
34
3
3
54
4
3
13
8
7
58
5
4
Within country
Spain
Italy
Spain
Within country
United States
Within country
France
Spain
Greece
Within country
United Kingdom
Within country
Estonia
Turkey
Within country
Turkey
United Kingdom
France
Spain
Portugal
Within country
Italy
Croatia
HU
IE
FR
IT
CY
LV
LT
LU
16
16
8
15
9
6
24
12
7
53
3
2
59
4
2
56
5
5
30
29
3
36
14
8
Italy
United Kingdom
France
Within country
France
Italy
Within country
Italy
Croatia
Within country
Italy
Croatia
Within country
Spain
Brasil
Within country
Greece
Italy
Croatia
Within country
Greece
Within country
Croatia
Italy
MT
NL
AT
PL
PT
RO
SI
SK
45
4
3
36
5
5
23
10
8
78
3
2
14
6
5
35
8
4
82
1
1
22
10
9
Within country
Spain
Thailand
Within country
Spain
Thailand
Within country
Spain
United States
Within country
Italy
Spain
Within country
Croatia
Spain
Within country
Spain
United States
Within country
France
U. Arab Emirates
Within country
Greece
Turkey
FI
SE
UK
HR
NO
IS
TR
MK
Socio-demographic considerations
Among those with 2010 holiday plans, older respondents, those with a lower level of education,
respondents living in rural and urban areas, manual workers and non-working respondents were the
most likely to say that they were planning a holiday in their home country. For example, 46% of the
over 54 year-olds were planning a vacation “at home”, compared to 31% of 15-24 year-olds.
Conversely, younger respondents and full-time students, those with higher levels of education,
metropolitan residents, employees and the self-employed most frequently said they would visit another
country – in the EU or outside of the EU. For example, 34% of full-time students and 25% of
respondents with the highest level of education – who were planning a holiday in 2010 – were
thinking about visiting another EU country, compared to just 17% of respondents with the lowest level
of education. Similarly, 22% of the most-educated respondents and 20% of full-time students said they
would spend their main 2010 vacation outside of the EU, compared to 13% of the least-educated
respondents.
For more details, see annex table 16b.
Flash EB Series #291
Survey on the attitudes of Europeans
towards tourism Wave 2
Annex Tables and
Survey Details
THE GALLUP ORGANIZATION
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 57
I. Annex Tables
Table 1a. Number of business or private trips in 2009 – by country ..................................................... 58
Table 1b. Number of business or private trips in 2009 – by segment .................................................... 59
Table 2a. Number of “short private” trips in 2009 – by country ........................................................... 60
Table 2b. Number of short private trips in 2009 – by segment ............................................................. 61
Table 3a. Number of holidays in 2009 – by country ............................................................................. 62
Table 3b. Number of holidays in 2009 – by segment ............................................................................ 63
Table 4a. The main reason for not going on holiday in 2009 – by country ........................................... 64
Table 4b. The main reason for not going on holiday in 2009 – by segment .......................................... 65
Table 5a. The major motivation for respondents’ main holiday trip in 2009 – by country ................... 66
Table 5b. The major motivation for respondents’ main holiday trip in 2009 – by segment .................. 67
Table 6a. Method of transport for respondents’ main holiday trip in 2009– by country ....................... 68
Table 6b. Method of transport for respondents’ main holiday trip in 2009 – by segment ..................... 69
Table 7a. How respondents organised their main holiday trip in 2009 – by country ............................ 70
Table 7b. How respondents organised their main holiday trip in 2009 – by segment ........................... 71
Table 8a. Holiday leisure activities that respondents would reduce most to save money when on
holiday – by country .................................................................................................................... 72
Table 8b. Holiday leisure activities that respondents would reduce most to save money when on
holiday – by segment ................................................................................................................... 73
Table 9a. Preferred holiday destinations – by country .......................................................................... 74
Table 9b. Preferred holiday destinations – by segment ......................................................................... 75
Table 10a. The main expectations from a non-traditional, emerging destination – by country ............ 76
Table 10b. The main expectations from a non-traditional, emerging destination – by segment ........... 77
Table 11a. Information sources when deciding about holidays – most important – by country ........... 78
Table 11b. Information sources when deciding about holidays – most important – by segment .......... 79
Table 12a. Information sources when deciding about holidays – second most important – by country 80
Table 12b. Information sources when deciding about holidays – second most important – by segment81
Table 13a. Attractions influencing the choice of destination – by country ........................................... 82
Table 13b. Attractions influencing the choice of destination – by segment .......................................... 83
Table 14a. Holidays plans for 2010 – by country .................................................................................. 84
Table 14b. Holidays plans for 2010 – by segment ................................................................................. 85
Table 15a. Having the necessary financial resources for the planned holidays in 2010 – by country .. 86
Table 15b. Having the necessary financial resources for the planned holidays in 2010 – by segment . 87
Table 16a. Planned destination of the main holiday in 2010 – by country ............................................ 88
Table 16b. Planned destination of the main holiday in 2010 – by segment........................................... 89
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 58
Table 1a. Number of business or private trips in 2009 – by country
QUESTION: Q1. During 2009, how many times have you travelled for business or private purposes where you were
away from home for a minimum of one night?
Total
N
%
None % 1 % 2 % 3 % 4-5 % 6-10 % 10+
%
DK/NA
EU27 27115 29.8 16.8 13.7 10.3 12.9 8.9 6.9 0.8
COUNTRY
Belgium 1000 35.1 19.4 16.7 12.1 8.7 5.2 2.4 0.4
Bulgaria 1005 37.5 14.2 9.1 5.9 11.3 9.9 10.8 1.2
Czech Rep. 1004 40.4 18 11.1 7.2 9.9 6.4 5.9 1.2
Denmark 1002 13.9 14.5 17.1 12.8 18 13.1 9.9 0.6
Germany 2009 21.2 17.9 17.8 14.1 15.1 8.5 5.1 0.3
Estonia 525 26.7 18.6 14.1 10.4 14.3 9.3 3.4 3.2
Greece 1006 25.4 14.4 15 11.2 13.2 10.6 9.7 0.7
Spain 1505 31.6 18.6 16.4 7.5 12.1 6.2 7.6 0
France 1504 23.5 20.2 13.3 9.8 13.6 8.9 9.9 0.8
Ireland 1000 18.5 11.2 15.6 12.4 19.6 14.9 6 1.8
Italy 1500 42.1 17.6 9.5 8.6 10.2 8.3 3.3 0.3
Cyprus 501 24.6 29.3 13.5 12.5 9.3 6.9 3.3 0.6
Latvia 502 43.1 20.3 13.5 4.9 7.2 4.2 6.3 0.6
Lithuania 502 33.8 12.7 12.7 10.8 16 5.1 7.5 1.3
Luxembourg 503 19.2 17.1 20.9 13.2 15.7 9.3 4.4 0.2
Hungary 1003 51.7 15.1 9.6 7 5.5 5 5.6 0.4
Malta 506 55.4 22.9 11 3.6 2.8 1.6 2.5 0.2
Netherlands 1003 16.1 16.9 18.4 17.1 16.8 9.3 5 0.3
Austria 1000 21.2 16.3 15.1 15.8 13.6 10 7.4 0.5
Poland 1507 34.3 15.4 10.4 8.2 12.5 9 9.3 0.9
Portugal 1006 42.4 18.1 9.8 5.2 8.4 7.1 7.3 1.7
Romania 1003 47.4 16.3 10.3 7.7 6.7 6.6 3.9 1.2
Slovenia 501 18.2 16.3 15 10.1 15 16.8 8.1 0.6
Slovakia 1010 39.8 13.4 10.2 7.2 9.1 9.5 8.6 2.1
Finland 1008 12.2 11.8 10.1 10.9 18.6 17 18.6 0.8
Sweden 1000 13.6 10.6 10.8 11.7 17.7 18.1 15.1 2.6
United Kingdom 1500 26.3 12.8 14.4 11 15.4 11.4 7.1 1.7
Croatia 505 32.3 15 11.1 8 8.3 12.8 11.3 1.2
Norway 501 7.6 5.8 10.1 9.8 19.7 21.5 21.9 3.5
Iceland 504 14.8 11.7 14.1 16.6 17.8 14.4 9.9 0.7
Turkey 1000 63.1 11.9 8.1 4.8 6.3 3.6 2 0.2
The former Yugoslav Republic of Macedonia
513 37.3 15.1 10.1 9.9 10.5 13.2 3.8 0
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 59
Table 1b. Number of business or private trips in 2009 – by segment
QUESTION: Q1. During 2009, how many times have you travelled for business or private purposes where you were
away from home for a minimum of one night?
Total
N
%
None % 1 % 2 % 3 % 4-5
% 6-
10 % 10+
%
DK/NA
EU27 27115 29.8 16.8 13.7 10.3 12.9 8.9 6.9 0.8
SEX
Male 13110 28.4 14.9 13 10.1 13.4 10.3 9 0.8
Female 14005 31.1 18.5 14.3 10.5 12.4 7.6 4.9 0.7
AGE
15 - 24 3914 22.4 19.4 15.8 10.9 15.4 8.6 7.1 0.5
25 - 39 6325 23.7 17.5 14.4 10.6 14.1 10.4 8.7 0.6
40 - 54 7269 28.4 16.4 13.7 10.8 12.6 9.6 7.4 1.1
55 + 9369 38 15.6 12.3 9.6 11.3 7.4 5.2 0.6
EDUCATION (end
of)
Until 15 years of age 4220 53 16.2 10.8 7.1 6.2 3.6 2.6 0.6
16 - 20 11914 31.7 18 14 9.9 11.5 7.9 6.2 0.7
20 + 7635 15.3 14.6 14 12.6 17.9 13.6 11 1
Still in education 2631 20.2 17.7 17 12.1 17 9.3 6.3 0.4
URBANISATION
Metropolitan 4986 20.7 15.3 14 10.9 16.4 11.5 10.3 0.8
Urban 11684 30.2 17 12.9 10.4 13.2 8.9 6.7 0.8
Rural 10297 33.4 17.3 14.5 9.9 11 7.6 5.6 0.7
OCCUPATION
Self-employed 2455 23.5 13.2 12.3 9.5 15.2 14 11.1 1.2
Employee 8585 16.3 16.6 16.2 12.4 15.6 12.4 9.7 0.8
Manual worker 2349 36.1 21.4 12.3 8.1 10.5 4.9 6 0.7
Not working 13596 38.4 16.8 12.6 9.5 11.3 6.4 4.5 0.6
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 60
Table 2a. Number of “short private” trips in 2009 – by country
QUESTION: Q2. And how many of these were short private trips, where you stayed away for less than four nights?
Base: those who travelled for business or private purposes in 2009
Total
N
%
None % 1 % 2 % 3 % 4-5 % 6-10 % 10+
%
DK/NA
EU27 19032 43.7 19.1 14.2 7.5 6.2 4.7 3.8 0.9
COUNTRY
Belgium 649 65.8 19.2 7.6 2.7 2.4 0.4 1.5 0.3
Bulgaria 628 33.9 15.3 10 8.3 11.1 8.1 10.1 3.1
Czech Rep. 599 41.1 21.1 10.1 5.4 9 5.2 5.7 2.4
Denmark 862 40.7 19.6 14.1 7.6 7.2 6.4 3.4 0.9
Germany 1583 46.6 21.1 15.4 7.3 3.6 4.3 1.3 0.6
Estonia 385 35 24.8 14 6.8 9 4 1.3 5.1
Greece 750 36.6 20.1 15 7.1 7.8 6.8 5.6 0.9
Spain 1030 49.7 17.3 13.8 5.7 5.4 4 4 0.2
France 1151 48.4 16.8 12 6.3 5.3 4.1 6.3 0.8
Ireland 815 29 20.4 21.3 11.5 9.2 4.3 3.1 1.3
Italy 868 50.9 17.5 13 7.2 5.6 3.5 2.2 0.2
Cyprus 378 60.5 17.5 11 5 2.6 1.6 1.6 0.1
Latvia 286 49 23.5 9.5 3.1 6.2 3.9 4.6 0.2
Lithuania 332 25.8 22.5 15 14.9 8 3.5 9.2 1
Luxembourg 406 42.8 26.3 15 8.5 2.9 2.4 2.2 0
Hungary 484 42.9 25.6 10 8.7 5 4.7 2.5 0.4
Malta 226 66.7 19.1 6.6 1.2 2.6 1.4 0.7 1.8
Netherlands 841 43.7 22.5 17 6 3.8 3.4 3.1 0.4
Austria 788 37.8 25.3 16.7 8.3 5.3 4.2 2.1 0.3
Poland 991 38 18.2 15 8.8 7.7 6.5 4.3 1.4
Portugal 579 47.3 17.2 11.7 7.3 6.2 4.6 4.1 1.6
Romania 528 42.3 22 12.4 9.4 5.3 4.1 2.9 1.7
Slovenia 410 39.3 17.3 14.6 9.4 7.9 8 2.9 0.6
Slovakia 608 32.1 16.6 16.3 10 9.7 7 6 2.3
Finland 885 17.5 15.7 16.5 11.9 14.1 12.3 11.1 0.8
Sweden 864 23.2 16 17 9.6 14 10.7 6.2 3.3
United Kingdom 1106 37.3 19.1 15.9 8.6 8.8 4.6 4.4 1.2
Croatia 342 33.7 21.5 12.5 7 9.8 5.5 7.8 2.1
Norway 463 25.9 14.8 17 10.6 9.4 11 7.9 3.5
Iceland 430 24.5 19.3 17.3 11.8 10.7 8.3 4.9 3.3
Turkey 369 48.9 18.5 14.9 5.6 7.4 1.8 2.2 0.7
The former Yugoslav Republic of Macedonia
321 28.9 20.3 13 12.8 11.2 10.8 3 0
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 61
Table 2b. Number of short private trips in 2009 – by segment
QUESTION: Q2. And how many of these were short private trips, where you stayed away for less than four nights?
Base: those who travelled for business or private purposes in 2009
Total
N
%
None % 1 % 2 % 3 % 4-5
% 6-
10 % 10+
%
DK/NA
EU27 19032 43.7 19.1 14.2 7.5 6.2 4.7 3.8 0.9
SEX
Male 9384 42.1 17.5 15 7.9 6.9 4.9 4.8 1
Female 9647 45.2 20.7 13.3 7 5.5 4.4 2.9 0.8
AGE
15 - 24 3036 41.8 20.1 14.9 8.1 5.7 4.3 4.4 0.7
25 - 39 4828 39.8 20.5 14 8.1 6.6 5.4 4.9 0.8
40 - 54 5207 42 19.8 15.4 7.5 6.3 5.1 3.2 0.7
55 + 5809 49.3 16.9 12.9 6.7 6.1 4 3.1 1.2
EDUCATION (end
of)
Until 15 years of age 1985 56.4 18.3 10.4 5.7 3.7 2.3 2.4 0.8
16 - 20 8134 45.6 20 13 7 5.7 4.3 3.4 1
20 + 6469 37.4 18.4 16 8.5 8 5.9 4.9 0.9
Still in education 2099 41.8 19.1 16.8 8.1 5.2 4.9 3.7 0.4
URBANISATION
Metropolitan 3953 40 17.2 14.8 9.2 7.3 5.4 5.6 0.6
Urban 8151 43.7 19.4 13.7 7.4 6.4 4.5 3.9 1
Rural 6854 45.8 19.9 14.4 6.6 5.2 4.4 2.8 0.9
OCCUPATION
Self-employed 1878 38.8 17.3 15.6 7.4 7.7 7.3 5.1 0.8
Employee 7184 38.5 19.6 16 8.3 7 5.2 4.6 0.8
Manual worker 1501 50.1 19.4 10.3 7.9 5.2 2.7 4.2 0.3
Not working 8379 48 19.1 13.1 6.7 5.3 3.9 2.8 1
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 62
Table 3a. Number of holidays in 2009 – by country
QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or
in your second home for a minimum of four nights?
Base: those who travelled for business or private purposes in 2009
Total
N
%
None % 1 % 2 % 3 % 4-5 % 6-10 % 10+
%
DK/NA
EU27 19032 20.5 37.8 21.1 9.1 6.6 2.7 1 1.2
COUNTRY
Belgium 649 6.9 42.3 26.5 11.9 6.7 4.4 1.1 0.2
Bulgaria 628 37.2 33.4 13.7 5.8 4.4 2.6 1.7 1.2
Czech Rep. 599 13.5 48.5 26.3 6.4 2.3 2 0.5 0.5
Denmark 862 18.6 33.2 22.3 9.7 7.6 2.8 1.9 3.9
Germany 1583 17.6 34.6 25 12.7 6.8 1.5 0.4 1.3
Estonia 385 27.2 37.6 13.6 5.7 5.4 4.1 0.2 6.1
Greece 750 28.4 34.3 17.6 7.5 5.6 3.6 1.3 1.6
Spain 1030 16.2 41.7 22.6 7 7.7 3 1.5 0.3
France 1151 18.6 39.5 20.6 7.6 9.1 2.8 1.4 0.4
Ireland 815 19.1 34 24.7 11 7.6 2.6 0.7 0.4
Italy 868 18.5 44.3 19.4 7.6 4.3 3.7 1.1 1.1
Cyprus 378 12.6 48.5 18.3 10.7 4.8 3.2 1.5 0.5
Latvia 286 55.3 20.2 12 6.2 1 1.4 3.7 0.2
Lithuania 332 34.2 37.3 13.2 5.8 5.4 2.1 0.1 2
Luxembourg 406 16.5 32.8 21.1 11.2 12.6 3.6 1.1 1.2
Hungary 484 33 39.4 15.5 5.2 3.7 2.2 1 0.1
Malta 226 12.3 54.4 17.1 7.4 2.1 0.7 1 5
Netherlands 841 12.9 38.3 25 11.5 9 1.9 0.5 0.9
Austria 788 23.2 30.6 24 10.6 6.9 2.5 0.1 2.3
Poland 991 24.5 43.1 19.1 4.8 4.2 2.4 0.9 0.9
Portugal 579 24.9 41.5 16 7.7 4.2 1.9 1.1 2.6
Romania 528 35.6 38 13.2 5.1 3.3 2 0.7 2.1
Slovenia 410 12.5 38.7 21.8 10.8 8.8 4.4 1.6 1.5
Slovakia 608 31 43 15.6 4 3.9 1.5 0.9 0.1
Finland 885 28.5 26.3 15.5 9 10.5 5.9 3.6 0.8
Sweden 864 23.1 27.3 20 10.3 5.8 4.6 2.7 6.3
United Kingdom 1106 21.4 32.6 20.8 12 7.9 3.1 0.6 1.6
Croatia 342 30.4 33.6 15.6 5.1 5.8 1.8 1.3 6.3
Norway 463 14.6 29.7 25 10.9 10.5 5.6 1.8 2.1
Iceland 430 25.3 32.1 17.1 6.8 4.3 5.4 1.5 7.6
Turkey 369 34.4 38.6 17.5 4.7 2.7 0.7 0 1.4
The former Yugoslav Republic of Macedonia
321 33.9 43.6 12.1 3.3 6 0.9 0.2 0
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 63
Table 3b. Number of holidays in 2009 – by segment
QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or
in your second home for a minimum of four nights?
Base: those who travelled for business or private purposes in 2009
Total
N
%
None % 1 % 2 % 3 % 4-5
% 6-
10 % 10+
%
DK/NA
EU27 19032 20.5 37.8 21.1 9.1 6.6 2.7 1 1.2
SEX
Male 9384 21.2 36.1 21.5 9 6.9 3.1 1.1 1.1
Female 9647 19.7 39.4 20.7 9.3 6.4 2.3 0.9 1.3
AGE
15 - 24 3036 22 39.2 20.9 8.6 5.8 1.7 0.7 1
25 - 39 4828 19.7 39.3 22.4 7.8 6.2 2.6 1 1
40 - 54 5207 20.1 39.5 20.9 9 5.9 2.5 1 1
55 + 5809 20.6 34.6 20.3 10.5 7.9 3.5 1 1.6
EDUCATION (end
of)
Until 15 years of age 1985 23.7 40.8 20 7.2 4.9 1.9 0.8 0.8
16 - 20 8134 22.5 39.8 19.1 8.5 5.7 2.4 0.9 1.1
20 + 6469 17 34.2 23.8 10.7 8.2 3.5 1.2 1.4
Still in education 2099 19.6 37.5 22.2 9.3 7.2 2 0.9 1.4
URBANISATION
Metropolitan 3953 17.1 34.1 23.8 9.9 8.5 4 1.8 0.9
Urban 8151 20.1 38.3 20.6 9.4 6.5 2.7 1 1.4
Rural 6854 22.9 39.3 20.2 8.3 5.6 1.9 0.6 1.1
OCCUPATION
Self-employed 1878 21.1 36 20.2 9.2 7.3 3.9 1.3 1
Employee 7184 17.7 38 23 9.5 7 2.6 1 1.2
Manual worker 1501 28.1 44.4 16.3 4.8 3.4 1.6 1.1 0.4
Not working 8379 21.4 36.8 20.6 9.5 6.7 2.7 0.9 1.4
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 64
Table 4a. The main reason for not going on holiday in 2009 – by country
QUESTION: Q4. What was the main reason why you did not go on holiday in 2009?
Base: those who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009)
T
ota
l N
% P
erso
na
l/
pri
va
te r
easo
ns
% F
ina
nci
al
rea
son
s
% L
ack
of
tim
e
% P
refe
r to
on
ly
ma
ke
sho
rt-s
tay
tr
ips
% N
o m
oti
va
tio
n
to t
ak
e a
ho
lid
ay
in
20
09
% C
on
cern
s a
bo
ut
safe
ty
% P
refe
r to
sta
y a
t h
om
e o
r w
ith
fa
mil
y /
fri
en
ds
% O
ther
% D
K/N
A
EU27 11976 21.8 40.8 12.6 2.4 3.9 0.6 8.6 8 1.4
COUNTRY
Belgium 396 22.4 21 13 2.2 7.5 0.4 18.5 12 3
Bulgaria 610 10.1 65.1 9.2 2.5 2.9 0.1 4.4 3.5 2.1
Czech Rep. 486 20 27.6 10.6 1.1 6.1 0.9 7.7 8.9 17.1
Denmark 300 22.6 27.8 6.9 0.6 8.6 0 13 12.7 7.9
Germany 705 28 34.1 14.5 2 4.6 0.2 10.3 5.4 0.9
Estonia 245 15.4 49.1 5.7 9.4 7 0 7.2 5.8 0.4
Greece 469 15.6 46.2 13.1 1.6 3.3 0 7.1 10.6 2.3
Spain 642 20.8 50.5 9 2.2 3.2 0.7 5.6 8 0
France 567 21.7 35.6 9.5 3.2 4.4 0.3 10.7 13.2 1.3
Ireland 340 15.9 41.6 9.2 4.9 5 0.4 10.6 11.3 1.2
Italy 792 31.2 33 23.5 2.4 2.3 0.5 5.6 1.3 0.2
Cyprus 171 20.8 39.6 16.4 0.7 2.6 1.1 5.1 10.1 3.5
Latvia 374 16.8 49 10.3 0.6 9.6 0 6.1 6.2 1.6
Lithuania 284 16.6 43.6 12.1 1.3 5.2 0 3.9 7.7 9.6
Luxembourg 164 25.3 20.6 21.6 2.8 6.6 0.5 18.4 4.3 0
Hungary 678 15.3 61.1 6.5 3.4 0.5 1.2 5.1 6 0.8
Malta 308 19.6 45.9 5.5 0.5 5.8 1.9 7.8 10.3 2.7
Netherlands 270 32.7 18 9.4 2.2 8.7 0.4 10.7 14 3.8
Austria 394 20.3 30.9 15 5.3 5.9 0.3 12 8.5 1.8
Poland 759 18.5 49.5 14.5 1.2 1.1 0.9 7.6 6.4 0.4
Portugal 571 17.5 56.7 5.3 1.5 2.8 0.6 6.6 6.9 2.1
Romania 663 10.3 61.6 12.3 1.3 1.4 0.5 5.7 6.5 0.5
Slovenia 142 14.9 49.5 6.4 6.1 4.3 0 10.8 7.5 0.5
Slovakia 590 19.7 41.8 9.5 2.6 5.2 0.3 9.6 10.2 1
Finland 375 20.8 19.8 19.9 6.1 6.3 0.6 16.4 7.5 2.7
Sweden 335 17.7 20.5 15 5.9 5.6 0.4 13.5 15.6 5.8
United Kingdom 631 19.5 36.5 6.3 3.2 6.6 1.2 12.2 14.2 0.3
Croatia 267 21.8 52.9 8.5 0.6 2.9 0 4.7 5.2 3.4
Norway 106 24.9 11.7 10.9 4.2 4.7 0 19.9 20.3 3.4
Iceland 183 12.2 31.1 18.2 2.1 4.6 0 5.5 13.2 13.1
Turkey 758 16.5 48.6 28.8 0.3 0.2 0.2 2.4 1.8 1.2
The former Yugoslav Republic of Macedonia
300 15.6 61 9.2 1.1 3.8 0 2.6 5.2 1.5
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 65
Table 4b. The main reason for not going on holiday in 2009 – by segment
QUESTION: Q4. What was the main reason why you did not go on holiday in 2009?
Base: those who did not make a holiday trip in 2009 (and those who had not travelled at all in 2009)
To
tal
N
% P
erso
na
l/ p
riv
ate
re
aso
ns
% F
ina
nci
al
rea
son
s
% L
ack
of
tim
e
% P
refe
r to
on
ly m
ak
e sh
ort
-sta
y t
rip
s
% N
o m
oti
va
tio
n t
o
tak
e a
ho
lid
ay
in
20
09
% C
on
cern
s a
bo
ut
safe
ty
% P
refe
r to
sta
y a
t h
om
e o
r w
ith
fa
mil
y /
fr
ien
ds
% O
ther
% D
K/N
A
EU27 11976 21.8 40.8 12.6 2.4 3.9 0.6 8.6 8 1.4
SEX
Male 5719 19.8 38.7 15.2 2.6 5.1 0.5 8.6 8.4 1.2
Female 6257 23.6 42.7 10.3 2.2 2.8 0.6 8.6 7.6 1.6
AGE
15 - 24 1547 14.6 35.9 24.7 2.3 4.7 0.7 9 6.5 1.6
25 - 39 2449 17.2 45.3 18.3 2.6 2.5 0.5 5.1 6.3 2.1
40 - 54 3109 17.9 50.3 12.7 1.7 3.5 0.2 6.8 5.8 1.1
55 + 4755 29 33.9 5.8 2.9 4.4 0.8 11.4 10.5 1.3
EDUCATION
(end of)
Until 15 years of
age 2706 25.9 42 7.3 2.5 3.6 0.4 9.2 8.5 0.6
16 - 20 5607 19.4 44.9 12.2 2.2 3.7 0.5 7.9 7.6 1.5
20 + 2266 23.6 34.2 15.9 2.9 5.2 0.4 7.4 8.3 2
Still in education 944 16.1 31.1 26 3.1 3 1.2 11.4 6.7 1.5
URBANISATION
Metropolitan 1708 22.6 38.8 11.2 2.6 5 1.1 8 8.6 2
Urban 5174 21.9 43.1 12.9 1.9 3.7 0.5 8.1 6.9 1.1
Rural 5011 21.5 39.2 13 2.8 3.6 0.4 9.2 8.7 1.6
OCCUPATION
Self-employed 973 17.3 32.6 27.8 3.2 4.2 0.5 5.9 6.9 1.6
Employee 2674 19.7 40.6 15.9 3.2 3.2 0.5 7.2 7.8 1.9
Manual worker 1269 15.4 51.6 14.9 2.6 3.8 0.2 5.5 4.9 1.1
Not working 7011 24.4 40 8.8 2 4.1 0.7 10 8.7 1.2
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 66
Table 5a. The major motivation for respondents’ main holiday trip in 2009 – by country
QUESTION: Q5. What was the major motivation for your main holiday trip in 2009?
Base: those who made at least one holiday trip in 2009
T
ota
l N
% S
un
/bea
ch
% W
elln
ess
/hea
lth
tr
eatm
ent
% R
est/
recr
eati
on
% C
ity
tri
ps
% S
po
rts-
rela
ted
% N
atu
re
% C
ult
ure
/
reli
gio
n
% V
isit
ing
fri
end
s /
rela
tiv
es
% D
K/N
A
EU27 15139 19 3.2 37.3 7 3.8 6.1 5.9 16.7 1.1
COUNTRY
Belgium 604 15.8 2 36 6.6 4.1 13.1 6.6 15.6 0.2
Bulgaria 395 21.1 5.9 40 1.3 1.2 11.7 1.3 17.3 0.3
Czech Rep. 518 23.5 5.7 43.8 3.1 7.5 7.3 3.3 5.3 0.6
Denmark 702 18.3 1.2 29.3 7.6 4.8 9.5 11.9 15.4 2.1
Germany 1304 18.7 4.1 29.9 7.3 7.1 10.9 8.4 12.5 1
Estonia 280 13.9 11.5 35.2 1.5 3.1 4 5.7 23.5 1.5
Greece 537 13.6 4.5 53.2 1.5 1.3 2.3 4.4 16.8 2.4
Spain 863 21.1 1.8 35 9.9 1.6 3.9 8.1 17.9 0.8
France 937 15 4.2 36.4 13.5 1.7 4 2.2 22.1 0.9
Ireland 660 22.6 0.7 35.3 6.2 5.4 1.2 4.4 22.9 1.4
Italy 708 14.5 2 48.1 5 2.6 2.2 6.8 18.1 0.7
Cyprus 330 9.5 1.5 65.4 1.4 1.2 0.8 2.4 16.5 1.3
Latvia 128 2.7 1.6 36.7 4.2 1.5 3.9 9.3 37.8 2.2
Lithuania 218 11.8 10.1 40.3 17.1 2.3 2.7 0.4 14.8 0.4
Luxembourg 339 17.1 2.8 28.3 10.4 5.3 9.5 8.6 17.7 0.4
Hungary 325 21.6 7 49 2.9 2.7 2.4 1.5 12.7 0.3
Malta 198 1.9 0.3 62 4.9 2.9 2.9 8 13.9 3.1
Netherlands 733 17.7 0.7 39.8 3.6 3.8 12.6 10.5 10.8 0.5
Austria 606 20.6 6.1 21.7 7.4 9.8 10.6 11.7 10 2.2
Poland 748 19.5 4.3 44.4 7.5 3.6 4.6 2.2 12.9 1
Portugal 435 23.6 5 42.1 2.8 2.1 1.6 4.8 17.6 0.5
Romania 340 13.4 7.3 46 6.3 1.5 4.6 2 17.5 1.5
Slovenia 359 26.7 4.8 30.4 13.8 5.9 5.7 2.4 7.7 2.5
Slovakia 420 25.7 2.8 41.7 1.6 4.5 7 3.3 13.4 0
Finland 633 11.2 3.5 35.4 8.2 5 8.9 5.6 21.5 0.8
Sweden 665 26.2 0.3 22.2 3.5 6.5 9.6 7.9 21.4 2.4
United Kingdom 869 26.5 0.6 36 2.9 2.9 2.8 5.1 20.8 2.4
Croatia 238 15.1 2.5 35.2 8.9 3.5 4.9 4.6 21.9 3.4
Norway 395 25 2.5 22.1 9.3 2.9 7.6 9.2 17.9 3.5
Iceland 321 6.7 2 45.6 1.7 5.6 9.5 0.8 21.4 6.5
Turkey 242 14.9 3.5 28.1 12.2 0.1 9.1 4.8 24.8 2.6
The former Yugoslav Republic of Macedonia
213 31 2.1 48.3 3.9 0 1 2.4 9.9 1.3
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 67
Table 5b. The major motivation for respondents’ main holiday trip in 2009 – by segment
QUESTION: Q5. What was the major motivation for your main holiday trip in 2009?
Base: those who made at least one holiday trip in 2009
To
tal
N
% S
un
/bea
ch
% W
elln
ess
/hea
lth
tr
eatm
ent
% R
est/
recr
eati
on
% C
ity
tri
ps
% S
po
rts-
rela
ted
% N
atu
re
% C
ult
ure
/ r
elig
ion
% V
isit
ing
fri
end
s /
rela
tiv
es
% D
K/N
A
EU27 15139 19 3.2 37.3 7 3.8 6.1 5.9 16.7 1.1
SEX
Male 7391 18.1 2.9 39.4 7.2 4.8 6.2 4.9 15 1.5
Female 7748 19.9 3.4 35.3 6.7 2.9 5.9 6.7 18.3 0.8
AGE
15 - 24 2367 24.2 0.8 33.6 6.7 6.9 3.3 3.8 20.1 0.5
25 - 39 3877 20.4 2.2 41.9 5.5 3.3 4.1 3.8 17.6 1.1
40 - 54 4160 21.2 2.5 40.3 6.3 3.6 6.5 5.1 13.5 1.1
55 + 4613 13.2 5.8 32.5 9 3 8.8 9.1 17.1 1.4
EDUCATION (end
of)
Until 15 years of age 1514 16.4 4.3 36.4 8.1 2.3 6.8 6.4 18.2 1.1
16 - 20 6307 21.2 3.4 38 5.7 3.5 6.5 5 15.2 1.5
20 + 5369 15.7 3.1 38.9 8 3.6 6.3 6.7 16.7 1.1
Still in education 1687 24 1 30.6 7.4 7 3.5 5.8 20.5 0.2
URBANISATION
Metropolitan 3278 18.2 2.8 37.4 7.1 3.3 6.7 6.6 17.2 0.7
Urban 6511 18.6 2.9 37.7 7.2 3.8 5.3 6.2 16.8 1.3
Rural 5286 20 3.7 36.6 6.6 4.1 6.7 5 16.2 1.1
OCCUPATION
Self-employed 1482 19.8 2.1 43.9 4.9 4.4 3.7 5.6 13.8 1.9
Employee 5911 20.4 2.3 41.4 6.6 3.7 6.3 5.1 13.3 1
Manual worker 1079 18.2 3.2 42.6 5.4 2.7 5.8 3.4 17.3 1.4
Not working 6585 17.6 4.1 31.2 8.1 4 6.6 7 20.4 1.1
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 68
Table 6a. Method of transport for respondents’ main holiday trip in 2009– by country
QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?)
Base: those who made at least one holiday trip in 2009
To
tal
N
% A
irp
lan
e
% B
oa
t
% T
rain
% B
us
% C
ar
/ m
oto
rbik
e
% B
icy
cle
(no
t m
oto
rise
d)
% O
ther
% D
K/N
A
EU27 15139 35.4 2.4 6.6 6.3 47.7 0.4 1 0.1
COUNTRY
Belgium 604 37.5 0.5 4.1 5 52.8 0 0 0
Bulgaria 395 6.1 0 7.4 19.4 64 2 0.8 0.2
Czech Rep. 518 34.3 0.2 7.9 20.2 34.7 2.2 0.1 0.5
Denmark 702 50.2 2.2 2.9 3.6 39.7 0.2 1.2 0
Germany 1304 34.6 1.9 5.8 6.4 50 0.4 0.6 0.3
Estonia 280 35.4 5.1 7.4 14.2 37 1 0 0
Greece 537 18.5 20.6 2 8 49.8 0 0.6 0.6
Spain 863 35.6 3.3 5.4 7.8 47.7 0 0.1 0
France 937 25.2 1.8 8.2 2 62.1 0.2 0.5 0
Ireland 660 78.4 3.6 3.2 0.5 14 0 0.4 0
Italy 708 37.9 2.7 9.4 4.7 43 0 2.4 0
Cyprus 330 73.6 2.1 0 0 22 0 2.2 0
Latvia 128 33.4 0.5 4.3 24.7 36.9 0 0.2 0
Lithuania 218 17.5 1.8 2.8 18.3 59.6 0 0.1 0
Luxembourg 339 48.1 1 2.2 5 43.7 0 0 0
Hungary 325 10.5 0 9.5 10.8 66.8 0.2 2.2 0
Malta 198 83.1 15.1 0 0 1 0 0.7 0
Netherlands 733 36.1 1.8 2.9 2.9 53.9 1 1.3 0.1
Austria 606 39.1 1.3 2.9 4.2 50.3 0.3 1 0.8
Poland 748 15.9 0.1 14.4 14.3 54.3 0.4 0.5 0.1
Portugal 435 29.3 1.7 2.1 5.9 60.5 0 0 0.6
Romania 340 10.2 0 13.3 10 63.8 0 2.1 0.5
Slovenia 359 18.3 1.9 3.7 9.4 66.3 0 0.4 0
Slovakia 420 26.2 1.1 5.9 20 45.3 1.4 0.1 0
Finland 633 45.8 2.6 5.6 4.3 41 0.2 0.5 0.1
Sweden 665 49.2 3.2 4.7 4 37.7 0.2 0.6 0.3
United Kingdom 869 62.7 3.1 3.6 3.2 24.2 0.6 2.7 0
Croatia 238 11.3 1.5 4.7 18 63.4 0 1.1 0
Norway 395 62.9 3.6 2.9 2.5 26.7 0 0.6 0.7
Iceland 321 30.4 0.2 0 0.5 67.3 0 1.5 0
Turkey 242 17.8 2.2 0.4 38.6 40.7 0 0.4 0
The former Yugoslav Republic of Macedonia
213 8.7 0 3.6 29.7 56.2 0.5 0.4 0.8
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 69
Table 6b. Method of transport for respondents’ main holiday trip in 2009 – by segment
QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?)
Base: those who made at least one holiday trip in 2009
To
tal
N
% A
irp
lan
e
% B
oa
t
% T
rain
% B
us
% C
ar
/ m
oto
rbik
e
% B
icy
cle
(no
t m
oto
rise
d)
% O
ther
% D
K/N
A
EU27 15139 35.4 2.4 6.6 6.3 47.7 0.4 1 0.1
SEX
Male 7391 34.6 2.3 5.8 4.9 50.7 0.4 1.1 0.2
Female 7748 36.2 2.5 7.3 7.7 44.9 0.3 1 0.1
AGE
15 - 24 2367 38.8 2.4 8.9 8.8 40.2 0.5 0.5 0
25 - 39 3877 36 2.3 6.6 3.1 51.1 0.1 0.7 0.1
40 - 54 4160 34.2 2.4 4.1 2.8 54.9 0.4 1 0.2
55 + 4613 34.1 2.6 7.6 10.9 42.6 0.4 1.6 0.1
EDUCATION (end
of)
Until 15 years of age 1514 29.7 2.6 7.5 12.5 45.4 0.2 2.1 0.1
16 - 20 6307 33.9 2.3 5.5 5.6 51 0.3 1.3 0.2
20 + 5369 38.3 2.8 6.5 3.6 47.6 0.4 0.7 0.1
Still in education 1687 39 1.7 9.3 10.5 38.6 0.5 0.4 0
URBANISATION
Metropolitan 3278 39.8 2.7 9.3 5 42.4 0.1 0.5 0.1
Urban 6511 36.1 2.8 6.8 7 45.6 0.5 1.2 0.1
Rural 5286 31.8 1.8 4.7 6.3 53.8 0.3 1.1 0.1
OCCUPATION
Self-employed 1482 37 2.7 4.1 2.7 52.1 0.2 1 0.3
Employee 5911 38.9 2.4 4.5 2.9 50.1 0.3 0.7 0.1
Manual worker 1079 26.8 1.8 7.9 4.1 57.6 0.5 1.1 0.1
Not working 6585 33.5 2.5 8.8 10.5 42.9 0.4 1.3 0.1
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 70
Table 7a. How respondents organised their main holiday trip in 2009 – by country
QUESTION: Q7. How did you organize your main holiday trip in 2009?
Base: those who made at least one holiday trip in 2009
To
tal
N
% T
rav
el /
a
cco
mm
od
ati
on
o
rga
nis
ed
ind
ivid
ua
lly
% T
rav
el o
r a
cco
mm
od
ati
on
b
oo
ked
th
rou
gh
a
tra
vel
ag
ency
% P
ack
ag
e to
ur/
All
In
clu
siv
e h
oli
da
y
bo
ok
ed v
ia t
he
Inte
rnet
% P
ack
ag
e to
ur
/All
In
clu
siv
e h
oli
da
y
bo
ok
ed t
hro
ug
h a
tr
av
el a
gen
cy
% O
ther
% D
K/N
A
EU27 15139 58.2 13.4 10.6 10.1 7.3 0.4
COUNTRY
Belgium 604 46.6 16.3 14.1 12.6 10.4 0
Bulgaria 395 77.3 5.2 3.4 4.4 6.8 2.9
Czech Rep. 518 41.5 34.2 5.9 12.7 5.3 0.4
Denmark 702 51.3 11.8 16.9 10.6 8.8 0.6
Germany 1304 53.4 15.5 10.6 12.9 7.1 0.4
Estonia 280 58.3 13.1 5.9 14.2 7.2 1.2
Greece 537 79.2 4.2 5.1 4.9 6.6 0
Spain 863 57.3 16.6 10.6 11.1 4.3 0.2
France 937 64.2 8.6 8.9 8.9 9.3 0.2
Ireland 660 45.4 10 18.6 14.2 10.8 1
Italy 708 68.7 17.4 9 3.5 1.1 0.3
Cyprus 330 57.4 18.4 9.7 9.2 5.1 0.2
Latvia 128 70 3 4.8 15.4 6.9 0
Lithuania 218 71.7 10.6 3.5 1.7 11.4 1.1
Luxembourg 339 54.3 17.6 10.2 14.5 3.4 0
Hungary 325 80.3 5.1 7 3.3 4.2 0
Malta 198 46.6 15 18.3 12 7.3 0.7
Netherlands 733 50.2 14.7 19.2 6.9 8.7 0.3
Austria 606 54.3 16.3 7.6 14.1 6.3 1.4
Poland 748 72.8 11.5 4.1 3.4 8 0.2
Portugal 435 55.7 13.6 6.9 5.7 16.9 1.2
Romania 340 59.3 12.2 6.5 8.5 11.9 1.6
Slovenia 359 63.4 20.8 5.1 7.2 3.5 0
Slovakia 420 52.8 30.1 4.6 8.5 3.8 0.1
Finland 633 62.7 7.4 10.8 11.2 6.9 0.9
Sweden 665 60.3 9.2 12.4 8.6 7.7 1.8
United Kingdom 869 44.1 10.1 17.9 18.1 9.4 0.4
Croatia 238 83.1 9.9 2.1 2 1.7 1.3
Norway 395 56.6 12.4 12.9 5.9 10 2.1
Iceland 321 78.4 4.4 4.7 3.8 7.7 0.9
Turkey 242 81.5 11.2 2.2 2.1 1.8 1.2
The former Yugoslav Republic of Macedonia
213 73.1 19.7 0.8 4.1 1.8 0.4
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 71
Table 7b. How respondents organised their main holiday trip in 2009 – by segment
QUESTION: Q7. How did you organize your main holiday trip in 2009?
Base: those who made at least one holiday trip in 2009
To
tal
N
% T
rav
el /
a
cco
mm
od
ati
on
o
rga
nis
ed
ind
ivid
ua
lly
% T
rav
el o
r a
cco
mm
od
ati
on
b
oo
ked
th
rou
gh
a
tra
vel
ag
ency
% P
ack
ag
e to
ur/
All
In
clu
siv
e h
oli
da
y b
oo
ked
via
th
e In
tern
et
% P
ack
ag
e to
ur
/All
In
clu
siv
e h
oli
da
y b
oo
ked
th
rou
gh
a t
rav
el
ag
ency
% O
ther
% D
K/N
A
EU27 15139 58.2 13.4 10.6 10.1 7.3 0.4
SEX
Male 7391 59.4 12.6 11.3 9.5 6.8 0.5
Female 7748 57.1 14.2 10 10.7 7.7 0.4
AGE
15 - 24 2367 53.2 12.5 13.4 10.7 9.2 1
25 - 39 3877 62 11.8 12.3 7.6 5.8 0.4
40 - 54 4160 61.3 12.3 11.3 8.8 6.1 0.2
55 + 4613 54.7 16.3 7.2 12.9 8.6 0.3
EDUCATION
(end of)
Until 15 years of
age 1514 54 17.3 6.3 13.8 8.3 0.3
16 - 20 6307 55.8 14.3 11.2 11.2 7.2 0.3
20 + 5369 64.1 11.9 10.9 7.2 5.7 0.2
Still in education 1687 53.1 11.6 12.1 11.2 10.4 1.5
URBANISATION
Metropolitan 3278 63 13 8.4 8 7 0.5
Urban 6511 58.2 13.1 10.6 11 6.8 0.3
Rural 5286 55.4 14.1 11.8 10.2 7.9 0.5
OCCUPATION
Self-employed 1482 63.3 11.8 11.9 7.4 5.1 0.6
Employee 5911 58.5 12.5 13 9.9 5.9 0.1
Manual worker 1079 60.1 13 13 6.7 7 0.2
Not working 6585 56.4 14.8 7.8 11.4 9 0.7
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 72
Table 8a. Holiday leisure activities that respondents would reduce most to save money when on holiday – by country
QUESTION: Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most?
To
tal
N
% E
nte
rta
inm
ent
(mo
vie
s; t
hea
tres
)
% R
esta
ura
nts
a
nd
ca
fes
% S
ho
pp
ing
%
Bea
uty
/Wel
lne
ss
trea
tmen
ts
% S
po
rts
an
d
oth
er a
ctiv
itie
s
% N
on
e (I
wo
uld
n
ot
red
uce
an
y)
% A
ll o
f th
ese
% D
K/N
A
EU27 27115 9.9 12.3 20.6 23.7 11.7 10 7.7 4.2
COUNTRY
Belgium 1000 7.1 6.7 19.7 29.4 9.6 17.4 3.9 6.3
Bulgaria 1005 8.7 23.8 13.7 8.2 6.5 11.9 17.7 9.5
Czech Rep. 1004 12.9 9.9 23.4 19.6 11.6 12.1 6.7 3.7
Denmark 1002 7 7.7 15.6 30.1 14.5 12.7 4 8.3
Germany 2009 10.5 8.1 28.4 27.4 12 7.8 3.2 2.7
Estonia 525 5.3 21.6 18.8 15 8.9 14.6 11.9 3.7
Greece 1006 8.6 8.2 23 23.2 8 14.2 8.2 6.6
Spain 1505 7.6 13.9 21.1 24.9 7.6 14.9 7.8 2.3
France 1504 11.5 13.5 18.2 26.9 10.9 10.2 5.2 3.7
Ireland 1000 12.5 21.9 25.1 15.1 18.1 4.1 1.2 1.9
Italy 1500 6.9 8.4 17.1 18.7 14.4 12.4 19.4 2.7
Cyprus 501 5.1 7.6 24.8 17.7 8.5 24.6 8.9 2.8
Latvia 502 12.1 27.4 21.4 7.2 5.3 9.8 13.4 3.6
Lithuania 502 9.1 28.1 16.2 8 4.3 9.3 17.5 7.5
Luxembourg 503 9.3 12.1 24 26.1 19.1 6.1 1.1 2.1
Hungary 1003 11.2 14.7 22.8 23.8 9.4 5.6 7.8 4.8
Malta 506 8.5 7.7 21.1 29.2 12.4 11.8 4.4 5
Netherlands 1003 6.7 10.7 12.1 39.3 13.4 11.8 2.9 3
Austria 1000 8 6.9 32 26.8 11.2 9.2 1.8 4.1
Poland 1507 13.4 13.3 17 28.7 9.3 5.5 8 5
Portugal 1006 5.8 17.7 14.9 16.3 4.7 13.6 20.6 6.5
Romania 1003 7.4 17.9 20.9 10.6 10 7 14.5 11.7
Slovenia 501 10.9 14.8 29.3 21.7 5.2 8.3 7.1 2.6
Slovakia 1010 16.2 8.8 25.6 17.6 10.2 12.1 7.3 2.3
Finland 1008 12.5 15.5 13 17.9 11.5 19.3 6.7 3.6
Sweden 1000 7.2 7.6 18.5 26.7 17.2 11.9 4.9 5.9
United Kingdom 1500 12.5 16.2 19.3 21.9 17.4 6.4 2 4.4
Croatia 505 6.6 20.1 12.6 14.9 6 10.3 23.4 6.1
Norway 501 8.8 4.9 20.8 27.9 14.2 9.8 6.1 7.5
Iceland 504 5.6 10.7 22.6 22 6.3 13.9 8.5 10.4
Turkey 1000 20.1 4.6 25.1 7.2 6.7 17.8 11.8 6.6
The former Yugoslav Republic of Macedonia
513 9.8 11.4 14.2 21.8 9.2 11.7 18.4 3.5
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 73
Table 8b. Holiday leisure activities that respondents would reduce most to save money when on holiday – by segment
QUESTION: Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most?
To
tal
N
% E
nte
rta
inm
ent
(mo
vie
s; t
hea
tres
)
% R
esta
ura
nts
an
d
cafe
s
% S
ho
pp
ing
% B
eau
ty/W
elln
ess
trea
tmen
ts
% S
po
rts
an
d o
ther
a
ctiv
itie
s
% N
on
e (I
wo
uld
n
ot
red
uce
an
y)
% A
ll o
f th
ese
% D
K/N
A
EU27 27115 9.9 12.3 20.6 23.7 11.7 10 7.7 4.2
SEX
Male 13110 10 11.9 21.4 25.3 10.7 10.9 6.2 3.6
Female 14005 9.7 12.7 19.9 22.2 12.6 9.1 9.2 4.6
AGE
15 - 24 3914 14.6 14 19.9 26 16.3 4.8 2.6 1.8
25 - 39 6325 10.5 12.1 21.7 26.2 14.1 8.5 4.3 2.7
40 - 54 7269 9.9 11.5 22.5 26.4 10.3 9.6 7.4 2.4
55 + 9369 7.5 12.1 18.9 19.1 9.3 13.3 12.5 7.4
EDUCATION (end
of)
Until 15 years of age 4220 7.8 11.5 17.4 15.6 11 13.2 15.3 8.2
16 - 20 11914 11.2 13.1 20.8 22.8 12.1 9.2 7.1 3.6
20 + 7635 8.4 11.3 23.2 29.1 10.3 10.3 4.9 2.6
Still in education 2631 13.3 13 19.5 28.2 16.5 4.8 2.8 1.9
URBANISATION
Metropolitan 4986 10.4 13 21 25 11.2 10 6.3 3
Urban 11684 9.9 12.1 20 24.3 11.2 10.3 8.3 3.8
Rural 10297 9.7 12.1 21.2 22.4 12.5 9.5 7.7 4.9
OCCUPATION
Self-employed 2455 8.9 12.1 22.1 24.2 11 11.4 6.2 4.1
Employee 8585 10.3 11.8 23.3 28.6 12 8.2 3.9 1.9
Manual worker 2349 12.1 12.9 21.3 22.1 12.1 9.9 7 2.5
Not working 13596 9.4 12.5 18.6 20.8 11.6 10.7 10.5 5.8
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 74
Table 9a. Preferred holiday destinations – by country
QUESTION: Q9. What type of holiday destinations do you prefer?
Total N
% Traditional,
well-known
destinations
% Non-traditional,
emerging
destinations
% Not
important, no
preference % DK/NA
EU27 27115 57 28.4 12.8 1.7
COUNTRY
Belgium 1000 51.6 25.1 20.2 3.1
Bulgaria 1005 49 25.2 22.3 3.4
Czech Rep. 1004 59.9 24.3 13.8 2.1
Denmark 1002 47.1 38.8 11.9 2.1
Germany 2009 56.7 31.9 10.3 1.1
Estonia 525 48.6 23 26.3 2
Greece 1006 61.7 25 10.2 3.1
Spain 1505 62.6 25.9 10.8 0.7
France 1504 57.4 31.9 9.7 0.9
Ireland 1000 58.6 34.7 5.1 1.6
Italy 1500 54.9 25.2 19.1 0.8
Cyprus 501 57.5 25.1 16.2 1.2
Latvia 502 40.8 38.7 17.6 2.9
Lithuania 502 49 25.5 20.1 5.3
Luxembourg 503 58.9 33.4 6.4 1.2
Hungary 1003 62.1 22.8 13.1 1.9
Malta 506 63.1 20.4 13.8 2.6
Netherlands 1003 50.4 35.1 13.1 1.4
Austria 1000 53.2 29.5 15 2.3
Poland 1507 58.9 26.7 11.6 2.8
Portugal 1006 51 25.4 19.5 4.1
Romania 1003 60 17 18 5
Slovenia 501 53.7 38.2 5.4 2.7
Slovakia 1010 62.3 19.3 16.3 2.1
Finland 1008 48.2 29.9 19 3
Sweden 1000 45.5 36.6 12.6 5.3
United Kingdom 1500 59.5 30.3 8.9 1.3
Croatia 505 49.2 37.1 12.3 1.4
Norway 501 48.2 37.9 11.9 2
Iceland 504 36.2 36.8 25.1 2
Turkey 1000 58.3 22.2 17 2.5
The former Yugoslav Republic of Macedonia
513 43.5 36.3 17.9 2.3
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 75
Table 9b. Preferred holiday destinations – by segment
QUESTION: Q9. What type of holiday destinations do you prefer?
Total N
% Traditional,
well-known
destinations
% Non-
traditional,
emerging
destinations
% Not
important,
no
preference % DK/NA
EU27 27115 57 28.4 12.8 1.7
SEX
Male 13110 56.6 29.2 12.8 1.4
Female 14005 57.3 27.7 12.8 2.1
AGE
15 - 24 3914 50.9 38.4 9.8 0.8
25 - 39 6325 52.9 32.4 13.7 1
40 - 54 7269 57.4 28.9 12.6 1.2
55 + 9369 62 21.4 13.6 3
EDUCATION (end of)
Until 15 years of age 4220 63.7 18.8 13.4 4
16 - 20 11914 59.5 26.1 13 1.4
20 + 7635 51.6 34.9 12.5 1
Still in education 2631 48.6 39.6 11.2 0.6
URBANISATION
Metropolitan 4986 54.7 31.4 12.7 1.2
Urban 11684 57.7 27.9 12.9 1.6
Rural 10297 57.3 27.8 12.8 2.1
OCCUPATION
Self-employed 2455 53.6 31.4 13.4 1.5
Employee 8585 54.7 32 12.6 0.7
Manual worker 2349 58.6 27.5 12.3 1.6
Not working 13596 58.7 25.9 13 2.4
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 76
Table 10a. The main expectations from a non-traditional, emerging destination – by country
QUESTION: Q10. What would be your main expectation from a non-traditional, emerging destination?
Total N
% Better
quality of
service
% Lower
prices
% Better
value for
money
% Local
culture,
lifestyle
and
traditions
% Better
environmental
quality
%
DK/NA
EU27 27115 9.4 17.9 20.9 32.7 11.2 8
COUNTRY
Belgium 1000 7.5 13.3 16.6 35.9 8.6 18
Bulgaria 1005 11.8 24.7 26.6 20.3 9.1 7.6
Czech Rep. 1004 20.8 23.5 12 29.1 6.4 8.1
Denmark 1002 6 6.4 8.7 60.7 3.5 14.6
Germany 2009 8.1 11.5 23.3 34.1 15.2 7.8
Estonia 525 10.1 13.2 24.4 30.6 13.2 8.5
Greece 1006 16.6 21.1 9.8 25.1 22.2 5.1
Spain 1505 8.7 14 24.9 32.4 10.2 9.8
France 1504 6.5 18.6 20.2 35.2 10.4 9.1
Ireland 1000 11.6 11.5 29 37.7 7.1 3
Italy 1500 9.8 12.3 25.7 30.9 16.6 4.8
Cyprus 501 14.3 16.1 5 42.1 14.3 8.2
Latvia 502 5 23 13.3 35.8 14.6 8.3
Lithuania 502 7.7 28.3 25.7 17.4 8.6 12.3
Luxembourg 503 10.4 8.8 20.3 38.3 18.9 3.4
Hungary 1003 7.1 36.2 20.6 20.9 9.9 5.3
Malta 506 8.9 21.1 13.3 31.2 12 13.5
Netherlands 1003 7.6 14.7 9.5 50.1 6.6 11.5
Austria 1000 6.7 12.9 23.6 37.5 10.9 8.3
Poland 1507 9.9 42.6 14.2 19.6 7.9 5.8
Portugal 1006 5.3 16.7 23.2 29.2 12.8 12.8
Romania 1003 16.5 33.5 21.8 9.1 9.1 10.1
Slovenia 501 12.8 21.1 3.8 38.8 17.8 5.7
Slovakia 1010 13.6 20.8 25.1 21.9 6.9 11.7
Finland 1008 9.2 16.7 10.5 47.7 8.8 7.1
Sweden 1000 3.7 11.6 12 48.5 11.3 12.9
United Kingdom 1500 10.4 11.9 23.1 42.4 6.3 5.9
Croatia 505 11.5 30.6 4.2 32.2 13.7 7.8
Norway 501 6.9 12 9 53.8 4.9 13.5
Iceland 504 5.1 8.9 6.9 43.9 9.6 25.5
Turkey 1000 26.2 22.6 17.1 13.6 10.4 10.2
The former Yugoslav Republic of Macedonia
513 17.8 31.6 11.7 24.5 9.4 5
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 77
Table 10b. The main expectations from a non-traditional, emerging destination – by segment
QUESTION: Q10. What would be your main expectation from a non-traditional, emerging destination?
Total
N
%
Better
quality
of
service
%
Lower
prices
%
Better
value
for
money
% Local
culture,
lifestyle
and
traditions
% Better
environmental
quality
%
DK/NA
EU27 27115 9.4 17.9 20.9 32.7 11.2 8
SEX
Male 13110 9.9 16.6 22.6 31.5 11.5 7.9
Female 14005 8.9 19.1 19.3 33.8 10.9 8.1
AGE
15 - 24 3914 10.2 18.9 21.5 32.6 13.7 3.2
25 - 39 6325 10.4 18.3 22.7 35.2 8.9 4.5
40 - 54 7269 9 16.3 22.6 34.2 10.9 7.1
55 + 9369 8.7 18.5 17.9 29.9 12.1 13
EDUCATION (end of)
Until 15 years of age 4220 8.7 20.8 21.5 22.4 12.7 13.8
16 - 20 11914 9.8 20.6 22.7 29.6 9.9 7.4
20 + 7635 9.2 11.9 19.2 43.3 10.9 5.4
Still in education 2631 8.8 17.2 18.9 35.8 16 3.4
URBANISATION
Metropolitan 4986 8.5 15.4 19.6 38.9 11.4 6.1
Urban 11684 10 18.1 20.9 32.8 10.7 7.4
Rural 10297 9.1 18.8 21.5 29.6 11.7 9.3
OCCUPATION
Self-employed 2455 10.6 12.8 23.1 36.2 9.9 7.3
Employee 8585 9.4 13.4 22.5 39.9 9.8 5
Manual worker 2349 10 27.2 25.1 22.2 9.6 5.9
Not working 13596 9 20.1 18.7 29.3 12.6 10.3
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 78
Table 11a. Information sources when deciding about holidays – most important – by country
QUESTION: Q11A. From the following information sources, which one do you consider to be the most important
when you make a decision about your travel plans?
To
tal
N
% P
erso
na
l ex
per
ien
ce
% R
eco
mm
end
ati
on
s o
f fr
ien
ds
an
d
coll
eag
ues
% G
uid
ebo
ok
s a
nd
m
ag
azi
nes
(c
om
mer
cia
l)
% C
ata
log
ues
, b
roch
ure
s (n
on
-co
mm
erci
al)
% T
he
Inte
rnet
% T
rav
el /
to
uri
st
ag
enci
es
% M
edia
(n
ewsp
ap
er,
rad
io,
TV
)
% D
K/N
A
EU27 27115 18.2 29.7 4.8 5.5 24.3 11.1 3.3 3.1
COUNTRY
Belgium 1000 17.8 22.7 7.2 8.3 20.3 15.8 3.4 4.6
Bulgaria 1005 36.7 31.3 0.8 2.8 17.1 3.3 4.1 4
Czech Rep. 1004 27.8 32.6 6.2 8.3 13.8 8.7 1.3 1.3
Denmark 1002 16.1 20.8 6.2 9.1 37.9 3.7 4.3 2
Germany 2009 15.7 26.7 6.1 6.3 27.2 11.9 4.5 1.6
Estonia 525 19.1 35 4.5 4.1 20.4 10.6 3.4 2.9
Greece 1006 18.5 31.2 6.7 3.5 23.1 7.2 6 3.8
Spain 1505 12.6 34.1 2.9 3.1 23.7 17.7 2.2 3.8
France 1504 15.8 31.5 4.6 8.2 23.4 10.6 2.1 3.8
Ireland 1000 16.9 40.8 3.5 5.8 23.2 4.2 3.9 1.6
Italy 1500 17.4 21.6 4.9 4 27.9 21 2 1.3
Cyprus 501 16 22.7 10.6 4.9 27.5 13 3.2 2.1
Latvia 502 26 37.4 5 3.8 12.3 6.1 4.8 4.7
Lithuania 502 34.3 28.5 4.1 1 17.4 7.2 1.2 6.3
Luxembourg 503 14.7 20.9 4.5 12 28.5 15.5 2.8 1.1
Hungary 1003 30.7 37.5 5.2 3.8 12.5 4 2.5 3.9
Malta 506 12.3 23.1 6.9 5.4 29.3 12.9 6.5 3.6
Netherlands 1003 16 19.9 5.5 8 36.1 9.8 2.6 2.2
Austria 1000 13 32.5 6.4 7.3 21.1 13 3 3.6
Poland 1507 24.9 36.8 4.4 3.6 19.7 4.9 2.3 3.4
Portugal 1006 19.3 29.8 3.4 2.4 18.3 11.5 2.5 12.7
Romania 1003 29.8 24.5 3.1 3.1 16.2 8.4 6.5 8.5
Slovenia 501 16 40.2 4.7 10.9 15.2 7.6 2.5 2.9
Slovakia 1010 23.2 32.3 1.7 7.9 17.3 11.7 4.1 1.8
Finland 1008 13.8 19.5 6.9 9.8 36.9 5.2 5.6 2.3
Sweden 1000 13.7 33 4.1 7.1 30.2 5.3 5 1.5
United Kingdom 1500 15.7 35 4.9 6 26.6 5.6 3.9 2.3
Croatia 505 30.2 37.9 2.4 2.7 13.1 5.9 3.7 4.2
Norway 501 12.9 29.1 3.3 7.4 37.8 3.1 3.5 2.9
Iceland 504 16.5 26.7 3 4.7 40.2 2.9 2.5 3.6
Turkey 1000 22.4 35.6 1.9 2.1 22.3 4.6 4.1 7
The former Yugoslav Republic of Macedonia
513 30 25.8 2.4 5.1 16.9 12.3 3.2 4.2
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 79
Table 11b. Information sources when deciding about holidays – most important – by segment
QUESTION: Q11A. From the following information sources, which one do you consider to be the most important
when you make a decision about your travel plans?
To
tal
N
% P
erso
na
l ex
per
ien
ce
% R
eco
mm
end
ati
on
s o
f fr
ien
ds
an
d
coll
eag
ues
% G
uid
ebo
ok
s a
nd
m
ag
azi
nes
(c
om
mer
cia
l)
% C
ata
log
ues
, b
roch
ure
s (n
on
-co
mm
erci
al)
% T
he
Inte
rnet
% T
rav
el /
to
uri
st
ag
enci
es
% M
edia
(n
ewsp
ap
er,
rad
io,
TV
)
% D
K/N
A
EU27 27115 18.2 29.7 4.8 5.5 24.3 11.1 3.3 3.1
SEX
Male 13110 19.4 28 4.5 5.3 28.2 8.7 3.3 2.5
Female 14005 17.2 31.3 5.1 5.7 20.6 13.2 3.2 3.7
AGE
15 - 24 3914 15.3 32.2 3.4 3 33.3 8.2 3.7 0.8
25 - 39 6325 16.3 33.6 3.7 3.6 32.1 8.4 1.3 1
40 - 54 7269 18.1 29.8 5 4.4 27.7 10.3 2.8 1.9
55 + 9369 20.8 25.9 6 8.7 12.8 14.7 4.7 6.3
EDUCATION (end
of)
Until 15 years of age 4220 18.8 29.2 4.5 6 10.7 18.8 3.9 8
16 - 20 11914 19.7 30 4.4 6 23.4 11.3 3.1 2.2
20 + 7635 16.8 28.6 5.9 5.2 31.9 7.1 3.2 1.4
Still in education 2631 15.6 33.2 4.3 3.2 32 8.3 3 0.4
URBANISATION
Metropolitan 4986 18.4 29.8 5.2 4.8 27.8 9.2 2.9 1.9
Urban 11684 18.4 29.4 4.9 5.5 24.7 11.1 3.3 2.7
Rural 10297 18 29.9 4.5 6.1 22.2 11.9 3.4 4
OCCUPATION
Self-employed 2455 21.6 28.2 4.6 3.8 29.1 8.5 2.5 1.7
Employee 8585 15.5 30.7 4.9 4.6 32.6 8.1 2.8 0.8
Manual worker 2349 20.2 33.1 3.5 4.6 23.9 10.1 2.6 2
Not working 13596 19 28.7 5 6.6 18.3 13.6 3.9 4.9
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 80
Table 12a. Information sources when deciding about holidays – second most important – by country
QUESTION: Q11B. And what is the second most important?
Base: those who mentioned a information source
To
tal
N
% P
erso
na
l ex
per
ien
ce
%
Rec
om
men
da
tio
ns
of
frie
nd
s a
nd
co
llea
gu
es
% G
uid
ebo
ok
s a
nd
m
ag
azi
nes
(c
om
mer
cia
l)
% C
ata
log
ues
, b
roch
ure
s (n
on
-co
mm
erci
al)
% T
he
Inte
rnet
% T
rav
el /
to
uri
st
ag
enci
es
% M
edia
(n
ewsp
ap
er,
rad
io,
TV
)
% D
K/N
A
EU27 26272 12.7 29.4 7.6 9.2 18.3 11.5 5.7 5.6
COUNTRY
Belgium 954 14.9 18.9 8.4 10.4 19.9 14.1 6.1 7.3
Bulgaria 965 14.3 34.4 4.3 6.3 18.7 7 6.6 8.3
Czech Rep. 991 18.1 29.2 10.3 11 14.6 9 2.5 5.3
Denmark 982 8 34.4 9.9 11.9 17.9 5.9 7.5 4.5
Germany 1977 9.8 28.8 8.4 10 18.7 13.4 6.7 4.2
Estonia 510 12.8 27.6 9.3 4.9 19.5 13.7 8.4 3.8
Greece 968 12.6 26.7 8 6.4 17 8.3 7.8 13.1
Spain 1448 10.5 29.4 5.9 6.3 15.8 18 3.1 11
France 1446 9.9 27.4 5.7 13.3 17.2 12.8 4.5 9.1
Ireland 984 14.9 27.5 8.8 10.8 20.4 5.9 9.7 2.1
Italy 1481 12.5 27.8 9.1 7.6 21.3 15.1 3.5 3.1
Cyprus 490 12.5 29.2 12.6 8.6 12.1 14.8 5.8 4.4
Latvia 478 14.2 32.1 6.3 7 20.8 4.3 7.1 8.2
Lithuania 470 12.2 43.4 4.4 3.5 16.8 10.1 5.2 4.5
Luxembourg 498 12 25.2 6.6 13.5 21.5 12.6 6.2 2.5
Hungary 964 19 34.4 9.8 6.2 14.8 6 6.6 3.2
Malta 488 12.7 24.8 7.5 8.7 15.8 13.2 9.7 7.8
Netherlands 981 12 28 9.2 10.8 22.8 8.6 5.9 2.7
Austria 964 9.8 27.8 8.4 9.1 21.4 13.4 7 3
Poland 1456 18 33 8.2 6.5 18.3 5.7 6.2 4.1
Portugal 878 18.8 33.4 7 5.8 13.2 10 5 6.9
Romania 918 14.7 30.7 6.6 5.9 16 9.3 8.1 8.7
Slovenia 486 9.1 27.6 4.3 10 21.3 14.2 8.9 4.5
Slovakia 992 18.1 28.9 2.9 8.6 12.8 14.5 8.4 5.8
Finland 985 9.8 31 8.9 10.7 20.3 6 8.8 4.5
Sweden 985 9.7 30.3 7.4 9 21.5 7.7 7.4 7.1
United Kingdom 1466 15 30.6 7.7 11.8 18.5 8 6.5 1.9
Croatia 484 20.8 33.4 3.3 8.6 13.4 6.8 7.6 6.1
Norway 486 8.2 31.7 8.3 10 20.9 5.7 7.6 7.6
Iceland 486 10.5 36.5 8.1 10.6 17.8 4.8 4.5 7.2
Turkey 930 25.8 30.5 4.7 2.2 15.1 6.2 7.5 8
The former Yugoslav Republic of Macedonia
513 10.5 33.4 2.8 6.6 14.7 12.8 9.7 9.4
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 81
Table 12b. Information sources when deciding about holidays – second most important – by segment
QUESTION: Q11B. And what is the second most important?
Base: those who mentioned a information source
To
tal
N
% P
erso
na
l ex
per
ien
ce
% R
eco
mm
end
ati
on
s o
f fr
ien
ds
an
d
coll
eag
ues
% G
uid
ebo
ok
s a
nd
m
ag
azi
nes
(c
om
mer
cia
l)
% C
ata
log
ues
, b
roch
ure
s (n
on
-co
mm
erci
al)
% T
he
Inte
rnet
% T
rav
el /
to
uri
st
ag
enci
es
% M
edia
(n
ewsp
ap
er,
rad
io,
TV
)
% D
K/N
A
EU27 26272 12.7 29.4 7.6 9.2 18.3 11.5 5.7 5.6
SEX
Male 12783 12.7 29.7 7.4 8.5 19.7 10.5 5.9 5.6
Female 13489 12.6 29.1 7.9 9.9 17 12.5 5.5 5.6
AGE
15 - 24 3883 12.6 32.3 5.7 6.4 24.9 11 4.6 2.4
25 - 39 6264 12.5 31.5 6.6 7.5 22.5 11.4 4.7 3.3
40 - 54 7132 12.1 29.2 8 9.5 20.4 10.4 6.4 3.9
55 + 8776 13.3 27 8.9 11.4 10.8 12.4 6.3 9.8
EDUCATION (end
of)
Until 15 years of age 3882 13.5 26.8 7.1 9.7 11.2 14.6 6.2 11
16 - 20 11654 12.4 29.5 7.2 9.9 17.6 12.5 5.6 5.3
20 + 7527 12 30.1 9.3 8.8 21.3 8.6 5.9 3.9
Still in education 2620 14.2 32.5 5.4 6.5 25.2 10 4.4 2
URBANISATION
Metropolitan 4890 12.3 32.4 7.6 8.6 20.6 8.1 5.4 5.1
Urban 11367 13.2 28.4 8 9.1 18.1 12.4 5.8 5.1
Rural 9886 12.4 29.2 7.3 9.6 17.5 12.2 5.5 6.3
OCCUPATION
Self-employed 2414 13.2 30.3 8.4 7.2 20.8 9 5.7 5.4
Employee 8514 11.9 31.4 7.4 8.4 22 10.6 5.6 2.8
Manual worker 2302 12.3 27.2 7.3 9.9 18 14 5.1 6.2
Not working 12923 13.3 28.4 7.8 10 15.5 12.1 5.8 7.3
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 82
Table 13a. Attractions influencing the choice of destination – by country
QUESTION: Q12. From the following attractions, please choose the one that has the major influence on your choice
of destination?
T
ota
l N
% A
rt
% G
ast
ron
om
y
% E
nte
rta
inm
ent
% C
ult
ura
l h
erit
ag
e
% F
esti
va
ls a
nd
o
ther
ev
ents
% T
he
env
iro
nm
ent
% O
ther
s
% D
K/N
A
EU27 27115 5.6 6.2 16 24.5 5.3 31.8 7.9 2.7
COUNTRY
Belgium 1000 3.9 11.3 18.2 25.9 3.2 26.7 7.3 3.7
Bulgaria 1005 4.6 1.1 25.6 19.3 5.4 32.7 4 7.2
Czech Rep. 1004 5.1 6.8 19.5 25.1 4.9 22 14.7 1.9
Denmark 1002 3.6 5.1 7.8 40.4 3.9 21.3 16.3 1.7
Germany 2009 3 4 7.6 21.9 4 52.5 6 1
Estonia 525 3.1 1.7 17.7 28.5 5.4 30.2 10.5 2.9
Greece 1006 4.7 2 18.6 26.4 4.8 36.6 5.5 1.4
Spain 1505 8.7 12 21.4 24 4.8 20.6 5.7 2.8
France 1504 6.6 9.6 19.4 25.1 6.7 25.5 4.8 2.4
Ireland 1000 2.6 3.4 28.9 27.4 10.5 14.1 12.1 0.9
Italy 1500 12.9 8 10.5 26 2.5 37 2.7 0.4
Cyprus 501 3.5 2 24.2 35.4 2.7 26.7 3.2 2.2
Latvia 502 3.7 2.6 15.2 24.5 9 32.9 7 5
Lithuania 502 2.5 1.9 13 25.2 4.1 41.6 7.5 4.3
Luxembourg 503 3.6 12.2 14.7 25.5 6.3 35.3 1.7 0.7
Hungary 1003 4.5 3.9 12.4 20 7.2 43.2 5.7 3.1
Malta 506 4.1 3.6 20.1 29.3 3.3 32 4.5 2.9
Netherlands 1003 3.7 4.2 12.6 34.7 9 12.7 22.1 1.1
Austria 1000 3.8 6.2 10.9 25.7 4.6 40.8 5.1 2.9
Poland 1507 4.3 4.4 18.7 17.9 6.1 38.7 6.1 3.8
Portugal 1006 3.8 8.7 9.7 28.3 8.2 24.6 7.7 9
Romania 1003 7.1 3.8 19.9 11.1 9.5 27.8 6.9 14
Slovenia 501 1.5 7.5 12.6 27 3.3 43 4.4 0.7
Slovakia 1010 5 6.4 21.6 22.4 5.8 21.7 13.7 3.5
Finland 1008 3.1 2.7 8.7 26.4 6.6 40.2 10.9 1.5
Sweden 1000 2.6 5.9 13.4 27.7 5.4 33 9 3
United Kingdom 1500 2 3.6 24.1 29.8 5.7 15.2 17.5 2.1
Croatia 505 3.5 4.6 20.7 23.8 6.1 30.5 6.6 4.2
Norway 501 3.1 8.7 6.6 36.5 8 15.7 18.5 3
Iceland 504 0.5 3.3 11.8 17.6 6.4 44.3 10.3 5.8
Turkey 1000 3.8 1.8 17.4 38.8 5.7 22.5 2.4 7.6
The former Yugoslav Republic of Macedonia
513 4.9 4.3 22.6 23.4 6.9 30.9 3.4 3.7
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 83
Table 13b. Attractions influencing the choice of destination – by segment
QUESTION: Q12. From the following attractions, please choose the one that has the major influence on your choice
of destination?
To
tal
N
% A
rt
% G
ast
ron
om
y
% E
nte
rta
inm
ent
% C
ult
ura
l h
erit
ag
e
% F
esti
va
ls a
nd
o
ther
ev
ents
% T
he
env
iro
nm
en
t
% O
ther
s
% D
K/N
A
EU27 27115 5.6 6.2 16 24.5 5.3 31.8 7.9 2.7
SEX
Male 13110 5.1 7.4 17.4 22.5 5.8 31.9 7.8 2.2
Female 14005 6 5.1 14.8 26.3 4.9 31.6 8 3.2
AGE
15 - 24 3914 4.9 4.9 31.1 15.7 12.9 24.2 5.9 0.5
25 - 39 6325 4.1 6.8 21.5 22.9 5.6 30.1 7.8 1.4
40 - 54 7269 5.4 6.7 12.2 25.1 4.2 35.3 9.2 1.9
55 + 9369 7.1 6 9.1 28.5 2.9 33.7 7.6 5.1
EDUCATION (end
of)
Until 15 years of age 4220 6.7 7.9 13.7 21.9 3.6 31.3 8.1 6.7
16 - 20 11914 4.4 6.3 17 23.1 5.6 32.9 8.3 2.5
20 + 7635 6.8 5.5 11.7 31 3.7 32.6 7.9 0.7
Still in education 2631 5.5 4.5 29.2 18.1 12.1 24.9 5.4 0.3
URBANISATION
Metropolitan 4986 6.2 5.8 16.1 29 4.8 29 7.3 1.8
Urban 11684 6.4 5.6 16.7 24.6 5.7 31.1 7.6 2.3
Rural 10297 4.4 7 15.1 22.2 5.3 34.1 8.5 3.4
OCCUPATION
Self-employed 2455 5 7.5 14.4 26 5 31.3 8.7 2.1
Employee 8585 4.3 6.1 16.2 26.8 4.5 32 9.5 0.7
Manual worker 2349 4.6 8.7 20.4 16.1 7.5 33.8 6.4 2.5
Not working 13596 6.7 5.6 15.5 24.1 5.6 31.5 6.9 4.1
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 84
Table 14a. Holidays plans for 2010 – by country
QUESTION: Q13. What kind of holidays are you planning in 2010?
To
tal
N
% A
ho
lid
ay
wit
h
mo
re t
ha
n 1
3
con
secu
tiv
e n
igh
ts
% A
ho
lid
ay
wit
h
mo
re t
ha
n f
ou
r co
nse
cuti
ve
nig
hts
% A
co
mb
ina
tio
n o
f lo
ng
er h
oli
da
ys
an
d
sho
rter
tri
ps
% S
ho
rt-s
tay
tri
p(s
) (1
- 3
nig
hts
) o
nly
% N
o d
ecis
ion
yet
% N
o t
rip
at
all
% D
K/N
A
EU27 27115 15.1 19.3 8.2 6.9 28.2 21.1 1.1
COUNTRY
Belgium 1000 18.2 16.6 5.6 4.4 30.1 23.5 1.6
Bulgaria 1005 4.5 18.9 4.9 8.6 25.5 33 4.5
Czech Rep. 1004 9.7 24.9 9 3.8 21.6 28.6 2.5
Denmark 1002 22.1 31 7.7 5.8 21.9 11.1 0.3
Germany 2009 19.7 20.6 12.8 7.3 25 14.6 0
Estonia 525 5.9 16.8 7.2 10.3 33.4 23.9 2.4
Greece 1006 14.2 22.9 8.2 13.3 26.7 14.6 0
Spain 1505 14.2 20.6 4.9 6.8 26.1 26.6 0.8
France 1504 18.5 22.1 4.4 4.3 32.6 16.7 1.4
Ireland 1000 15 23.2 10.8 7.6 32.1 10.9 0.4
Italy 1500 10.5 13.5 1.4 4.7 34.5 35 0.4
Cyprus 501 9.4 27.8 3.7 6.7 33.4 17.3 1.7
Latvia 502 7 11.8 2 17.3 27.4 34.3 0.2
Lithuania 502 3.9 11.7 3.1 20.9 30.7 27.7 2
Luxembourg 503 22.6 16.1 13.5 7.9 28 10.5 1.4
Hungary 1003 5 5.4 13.7 13.2 22.9 39.7 0.2
Malta 506 8.2 30.3 2.5 2.9 19.7 34.9 1.6
Netherlands 1003 26.8 15.8 16.1 3.6 27.9 9.8 0
Austria 1000 13.9 25.2 13.7 12.9 17.7 15.8 0.9
Poland 1507 13.1 20.9 6.1 9.3 29 18.2 3.5
Portugal 1006 10.7 17.3 3.5 2.6 34.5 29 2.4
Romania 1003 7.8 15.9 5.5 10.3 23.4 33.1 4.1
Slovenia 501 11 28 14.5 12.2 23.6 9.5 1.3
Slovakia 1010 7.3 18.4 6.4 7 21.3 35.6 4
Finland 1008 11.4 23.4 17 16.4 25.3 6.3 0.1
Sweden 1000 18.4 29.2 9.9 9.3 19.3 12.5 1.3
United Kingdom 1500 17.6 18.5 14.3 5.4 29.9 13.8 0.6
Croatia 505 14.5 17 7.5 10.6 28.6 20.7 1.2
Norway 501 23.8 15.9 17.2 6.9 28.9 5 2.2
Iceland 504 12.6 21.1 12 5.7 16.3 30.6 1.6
Turkey 1000 8.5 10.1 2.5 8.5 25.4 44.4 0.6
The former Yugoslav Republic of Macedonia
513 23.3 18.8 5 7.8 21.9 22.1 1
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 85
Table 14b. Holidays plans for 2010 – by segment
QUESTION: Q13. What kind of holidays are you planning in 2010?
To
tal
N
% A
ho
lid
ay
wit
h
mo
re t
ha
n 1
3
con
secu
tiv
e n
igh
ts
% A
ho
lid
ay
wit
h
mo
re t
ha
n f
ou
r co
nse
cuti
ve
nig
hts
% A
co
mb
ina
tio
n
of
lon
ger
ho
lid
ay
s a
nd
sh
ort
er t
rip
s
% S
ho
rt-s
tay
tr
ip(s
) (1
- 3
n
igh
ts)
on
ly
% N
o d
ecis
ion
yet
% N
o t
rip
at
all
% D
K/N
A
EU27 27115 15.1 19.3 8.2 6.9 28.2 21.1 1.1
SEX
Male 13110 16.4 20 8 7.2 28.4 18.8 1.2
Female 14005 13.9 18.6 8.3 6.6 28 23.3 1.1
AGE
15 - 24 3914 16.2 22.7 10.1 8.2 32 9.3 1.4
25 - 39 6325 13.9 22.5 9.1 8.3 31.3 13.7 1.2
40 - 54 7269 15.4 18.6 9.3 6.2 29.2 20.2 1.1
55 + 9369 15.5 16.3 5.8 6 23.7 31.7 0.8
EDUCATION (end
of)
Until 15 years of age 4220 10.4 13.8 2.7 6.1 24.7 41.5 0.8
16 - 20 11914 14.6 19.6 6.7 7.2 30.2 20.4 1.3
20 + 7635 19.1 21.3 12.7 6.9 26.6 12.5 0.9
Still in education 2631 14.9 23.1 12.6 8 30.4 9.4 1.6
URBANISATION
Metropolitan 4986 17.4 21.5 11.3 6.5 27.5 14.6 1.2
Urban 11684 15.7 18.8 8.6 6 28.2 21.7 1.1
Rural 10297 13.4 19 6.3 8.2 28.6 23.5 1
OCCUPATION
Self-employed 2455 16.2 20.6 10.5 6.9 27.9 16.8 1.1
Employee 8585 17.9 23.9 11.7 7.2 28.1 10.6 0.7
Manual worker 2349 11.3 18.9 3.8 7.5 36.8 19.2 2.5
Not working 13596 14 16.3 6.3 6.7 26.8 28.8 1.2
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 86
Table 15a. Having the necessary financial resources for the planned holidays in 2010 – by country
QUESTION: Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays
in 2010?
Base: who are planning a holiday in 2010
Total N
% Yes,
without
any major
difficulties
% Yes, but
we will
need to
make extra
savings
% No, not
without
going into
debt
% No, I cannot
afford given
the current
financial
situation
%
DK/NA
EU27 21382 45.7 38.6 2.9 7.2 5.6
COUNTRY
Belgium 765 61.7 24.6 2.4 6 5.2
Bulgaria 674 22.1 40.5 8 16.7 12.8
Czech Rep. 717 31.2 51.3 5.3 3.7 8.6
Denmark 890 75.3 16.7 1 4.5 2.4
Germany 1715 56.5 34 2 4.6 3
Estonia 399 29.1 37.5 8.3 19.9 5.1
Greece 859 25 49.3 2.9 17.2 5.6
Spain 1104 43.6 38.3 4.5 8.6 5.1
France 1252 46.5 38.7 1.3 8.4 5
Ireland 891 32.9 48.4 3.8 7.3 7.6
Italy 975 49.1 40.6 2.9 4 3.4
Cyprus 414 45.5 38.8 2.6 6.8 6.3
Latvia 330 20.9 51 8 15.2 5
Lithuania 363 23.2 56.8 2.9 11.5 5.6
Luxembourg 450 64 26.8 1.9 4.9 2.4
Hungary 605 14.1 63.9 3.3 13.1 5.6
Malta 330 34.1 41.7 1.8 14.8 7.5
Netherlands 904 66.7 25.6 1.1 3.5 3.2
Austria 842 65.2 28 0.7 4 2.2
Poland 1233 26.4 49.1 4.2 10.8 9.4
Portugal 715 39.1 43 1.9 7.9 8.1
Romania 671 17.1 46.4 10.3 15.4 10.8
Slovenia 453 43.5 43.8 0.8 6.8 5.1
Slovakia 651 26.4 48.2 7.9 6.4 11.1
Finland 944 62.7 29.4 0.9 4.4 2.6
Sweden 875 64.2 26 0.9 2 6.9
United Kingdom 1293 47.7 36.8 1.7 6.1 7.6
Croatia 401 31.3 43.6 6.3 12.6 6.2
Norway 476 65 20.4 0.2 3.6 10.7
Iceland 350 55.7 26.8 4.2 5.2 8.2
Turkey 556 31.3 32.7 10 19 7.1
The former Yugoslav Republic of Macedonia
400 28.3 49.9 4.1 15 2.7
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 87
Table 15b. Having the necessary financial resources for the planned holidays in 2010 – by segment
QUESTION: Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays
in 2010?
Base: who are planning a holiday in 2010
Total N
% Yes,
without
any major
difficulties
% Yes,
but we
will need
to make
extra
savings
% No,
not
without
going
into debt
% No, I
cannot
afford given
the current
financial
situation
%
DK/NA
EU27 21382 45.7 38.6 2.9 7.2 5.6
SEX
Male 10640 50.4 35.4 3 6.1 5.1
Female 10741 41.1 41.8 2.7 8.4 6
AGE
15 - 24 3549 38.4 44.1 3.7 7.1 6.7
25 - 39 5457 37.9 46.3 3.1 7.6 5.1
40 - 54 5800 46.8 37.1 3.2 7.2 5.6
55 + 6399 55.3 30.8 1.9 7 5
EDUCATION (end of)
Until 15 years of age 2467 44.9 36 2 10.7 6.3
16 - 20 9486 42.2 41.3 3.4 7.8 5.3
20 + 6680 54.4 33.7 2.1 5.4 4.5
Still in education 2384 35.5 46.8 4 6.2 7.4
URBANISATION
Metropolitan 4259 47 38.6 2.8 5.7 5.9
Urban 9154 44 40.5 2.8 7.1 5.6
Rural 7878 47.1 36.4 3 8.3 5.2
OCCUPATION
Self-employed 2042 51.3 35.2 2.4 5 6
Employee 7674 49.9 38.8 2.4 4.9 4
Manual worker 1898 32.4 45.8 4.9 10.7 6.2
Not working 9683 43.9 37.8 2.9 8.9 6.5
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 88
Table 16a. Planned destination of the main holiday in 2010 – by country
QUESTION: Q15. Where do you plan to spend your main holiday in 2010?
Base: who are planning a holiday in 2010
T
ota
l N
% R
esid
ent
cou
ntr
y
% E
U2
7
% E
FT
A
% E
U C
an
did
ate
co
un
trie
s
% O
ther
Eu
rop
ean
co
un
trie
s
% N
ort
h A
mer
ica
% A
sia
% A
fric
a
% P
aci
fic
% M
idd
le a
nd
So
uth
A
mer
ica
% O
ther
co
un
try
% D
K/N
A
EU27 21382 41 23 1.1 3.3 0.5 3.1 2.8 2.8 0.6 1.9 2.9 16.9
COUNTRY
Belgium 765 22.7 44.1 1.7 4.4 0.3 1.7 2.8 3.5 0.2 1.1 1.1 16.5
Bulgaria 674 59.4 8.8 0.1 2.5 0 0.3 0.4 0 0 0 12.1 16.3
Czech Rep. 717 26.5 36.1 1.5 10.7 0.1 1.8 2.5 2.7 0.4 0.6 2.3 14.8
Denmark 890 20.4 38.1 3.1 2 0.7 4.1 5.4 2.5 0.9 0.9 3.7 18.2
Germany 1715 25.5 32.5 2.4 6 0.5 2.8 3.5 2.6 0.8 1.3 3 19.1
Estonia 399 33.8 31.1 3.4 2.3 9.1 1.2 3.1 1.4 0.7 0.1 4.3 9.4
Greece 859 76 9.8 0.4 0.9 0.6 1 1.1 0.3 0 0.2 1.5 8.2
Spain 1104 64.4 14.5 1.2 1.2 0.5 2 2 1.8 0.3 5.6 1.4 5.1
France 1252 49.7 11.9 0.7 0.7 0.5 2.3 2.6 6.1 0.3 2.2 3 20.2
Ireland 891 14.2 44.1 0.1 1.9 0.7 9.3 2.7 1.9 1.2 1.8 2.2 19.7
Italy 975 56 19.2 0.3 0.8 0.6 3.4 3.1 2.5 0.3 1.8 1.2 10.8
Cyprus 414 22.3 50 0.3 1.6 0.6 1.6 2.5 1.2 0.6 1 5.1 13.5
Latvia 330 34.3 24 0.3 3.1 3 0.8 3.2 1 0 0.1 2.5 27.7
Lithuania 363 53.8 13.4 1.4 4.1 0.3 1.4 0.2 3.1 0.1 0.2 7.6 14.5
Luxembourg 450 1.6 54.4 3.1 1.9 1.1 3.1 5.6 4 1.1 0.9 1.4 21.9
Hungary 605 58.2 14.9 0.2 3.7 0.4 0.5 1.1 1.9 0.2 0.4 2.7 15.8
Malta 330 6.4 58.1 2.4 1 1.3 4.8 3 0.7 2.8 0.5 6.3 12.7
Netherlands 904 15.4 40.6 1.5 4.2 0 3.3 4.4 2.3 0.4 2.8 3.6 21.5
Austria 842 23.7 32.4 1.4 8.6 1.3 2.9 3.4 3.9 0.8 1.2 0.6 19.9
Poland 1233 53 15.2 0.6 3 0.2 1.2 0.3 1.9 0.2 0.3 6.1 17.9
Portugal 715 58.8 12.1 1.5 0.3 0.4 1 1.3 1.8 0.1 4.4 1.4 17
Romania 671 55.7 21.6 0.3 1.6 0.5 0.6 0.8 0 0 0.7 5.1 13.1
Slovenia 453 28.6 9.4 0.3 31.4 1.7 1 1.4 1.8 0 0.2 2.7 21.5
Slovakia 651 35.8 33 0.1 16.5 0.1 0.5 0.6 1.9 0.1 0.5 0.7 10.1
Finland 944 44.8 20 1.6 3.7 0.8 1.3 5.5 1.3 0.4 0.5 2.9 17.2
Sweden 875 36.4 23.6 2.3 3.1 0.6 3.3 7.4 1.3 0.9 0.9 4.2 15.9
United Kingdom 1293 22.8 26.3 0.6 2.9 0.2 8.8 3.8 3.7 2.2 2.9 2.4 23.5
Croatia 401 77.6 9.8 0.4 0.5 2.7 0 0.4 0.3 0.2 0.2 6.9 1
Norway 476 14.3 29.9 0.6 8.2 0.4 5.3 5.6 1.1 1.2 0.8 1.7 30.9
Iceland 350 34.6 26.9 3.1 2 0 4.4 0.6 0.9 0.8 0 6.5 20.2
Turkey 556 82.3 3.6 0.3 0.5 0 0.1 1.6 0.8 0.1 0.3 7.8 2.6
The former Yugoslav Republic of Macedonia
398 21.8 23.2 1.7 14 11.3 0.2 0.5 1.2 0 0.5 1.7 23.7
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 89
Table 16b. Planned destination of the main holiday in 2010 – by segment
QUESTION: Q15. Where do you plan to spend your main holiday in 2010?
Base: who are planning a holiday in 2010
To
tal
N
% R
esid
ent
cou
ntr
y
% E
U2
7
% E
FT
A
% E
U C
an
did
ate
co
un
trie
s
% O
ther
Eu
rop
ean
co
un
trie
s
% N
ort
h A
mer
ica
% A
sia
% A
fric
a
% P
aci
fic
% M
idd
le a
nd
So
uth
A
mer
ica
% O
ther
co
un
try
% D
K/N
A
EU27 21382 41 23 1.1 3.3 0.5 3.1 2.8 2.8 0.6 1.9 2.9 16.9
SEX
Male 10640 40.8 23.3 1.2 3.3 0.4 3.3 2.8 2.8 0.7 2.1 3.1 16.1
Female 10741 41.2 22.8 1.1 3.3 0.6 3 2.7 2.8 0.5 1.7 2.8 17.6
AGE
15 - 24 3549 30.5 31.1 0.5 3.8 0.9 4.5 3.2 2.4 0.6 1.8 2.6 18.2
25 - 39 5457 40.6 21.1 0.7 3.5 0.5 4 3.3 3.6 0.9 2.9 3.2 15.8
40 - 54 5800 42.1 22.8 1.2 3.5 0.3 2.4 2.5 2.7 0.4 1.9 2.8 17.4
55 + 6399 46.4 20.6 1.7 2.6 0.4 2.4 2.5 2.5 0.7 1.1 3 16.1
EDUCATION
(end of)
Until 15 years of
age 2467 54.9 16.9 1 2.3 0.5 1.6 1.2 2.1 0.8 1.7 1.7 15.4
16 - 20 9486 42.7 21.1 1 3.8 0.3 3.1 2.3 2.8 0.5 2.1 3.1 17.2
20 + 6680 37 24.6 1.6 2.9 0.5 3.3 4 3.4 0.5 2.1 3.4 16.6
Still in education 2384 30 33.7 0.5 3.8 1 4.7 3.2 2 1.3 1 2.3 16.4
URBANISATION
Metropolitan 4259 37.5 23 1.2 3.5 0.7 3.7 3.4 3.1 1 2.5 3.3 17
Urban 9154 42.3 22.5 1 3.3 0.3 3.7 3 2.7 0.5 2.1 2.8 15.8
Rural 7878 41.5 23.8 1.2 3.1 0.5 2.3 2.2 2.8 0.5 1.5 2.9 17.8
OCCUPATION
Self-employed 2042 39.1 23.9 1.4 2.7 0.5 3.2 2.6 3.2 0.7 1.5 3.5 17.6
Employee 7674 36.8 24.4 1.3 3.5 0.4 4 3.2 3.4 0.7 2.3 3 17.1
Manual worker 1898 49.2 15.7 0.7 3.1 0.1 1.5 2.3 1.8 0 3.3 3.4 18.8
Not working 9683 43.1 23.4 1 3.3 0.6 2.8 2.6 2.4 0.7 1.5 2.7 15.9
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 90
II. Survey details
This general population survey “Survey on the Attitudes of Europeans towards Tourism, Wave 2” (No
291) was conducted for the European Commission, Enterprise and Industry Directorate General – New
Approach Industries, Tourism & CSR.
Telephone interviews were conducted in each country, with the exception of the Bulgaria, Czech
Republic, Estonia, Latvia, Lithuania, Hungary, Poland, Romania, Slovakia and the former Yugoslav
Republic of Macedonia where both telephone and face-to-face interviews were conducted (70%
webCATI and 30% F2F interviews). Note: Flash Eurobarometer surveys systematically include
mobile phones in samples in Austria, Finland, Italy, Portugal and Spain.
Telephone interviews were conducted in each country between the 05/02/2010 and the 09/02/2010 by
the following institutes:
Belgium BE Gallup Europe (Interviews: 05/02/2010 - 09/02/2010)
Czech Republic CZ Focus Agency (Interviews: 05/02/2010 - 09/02/2010)
Denmark DK Hermelin (Interviews: 05/02/2010 - 09/02/2010)
Germany DE IFAK (Interviews: 05/02/2010 - 09/02/2010)
Estonia EE Saar Poll (Interviews: 05/02/2010 - 09/02/2010)
Greece EL Metroanalysis (Interviews: 05/02/2010 - 09/02/2010)
Spain ES Gallup Spain (Interviews: 05/02/2010 - 09/02/2010)
France FR Efficience3 (Interviews: 05/02/2010 - 09/02/2010)
Ireland IE Gallup UK (Interviews: 05/02/2010 - 09/02/2010)
Italy IT Demoskopea (Interviews: 05/02/2010 - 09/02/2010)
Cyprus CY CYMAR (Interviews: 05/02/2010 - 09/02/2010)
Latvia LV Latvian Facts (Interviews: 05/02/2010 - 09/02/2010)
Lithuania LT Baltic Survey (Interviews: 05/02/2010 - 09/02/2010)
Luxembourg LU Gallup Europe (Interviews: 05/02/2010 - 09/02/2010)
Hungary HU Gallup Hungary (Interviews: 05/02/2010 - 09/02/2010)
Malta MT MISCO (Interviews: 05/02/2010 - 09/02/2010)
Netherlands NL MSR (Interviews: 05/02/2010 - 09/02/2010)
Austria AT Spectra (Interviews: 05/02/2010 - 09/02/2010)
Poland PL Gallup Poland (Interviews: 05/02/2010 - 09/02/2010)
Portugal PT Consulmark (Interviews: 05/02/2010 - 09/02/2010)
Slovenia SI Cati d.o.o (Interviews: 05/02/2010 - 09/02/2010)
Slovakia SK Focus Agency (Interviews: 05/02/2010 - 09/02/2010)
Finland FI Norstat Finland Oy (Interviews: 05/02/2010 - 09/02/2010)
Sweden SE Hermelin (Interviews: 05/02/2010 - 09/02/2010)
United Kingdom UK Gallup UK (Interviews: 05/02/2010 - 09/02/2010)
Bulgaria BG Vitosha (Interviews: 05/02/2010 - 09/02/2010)
Romania RO Gallup Romania (Interviews: 05/02/2010 - 09/02/2010)
Croatia HR Gallup Croatia (Interviews: 05/02/2010 - 09/02/2010)
Norway NO Fieldwork Scandinavia (Interviews: 05/02/2010 - 09/02/2010)
Iceland IS Capacent Gallup (Interviews: 05/02/2010 - 09/02/2010)
Turkey TR Konsensus (Interviews: 05/02/2010 - 09/02/2010)
the former Yugoslav
Republic of Macedonia MK Ipsos Strategic Puls (Interviews: 05/02/2010 - 09/02/2010)
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 91
Representativeness of the results
Each national sample is representative of the population aged 15 years and above.
Sample sizes
In most countries, the target sample size was 1000 respondents, but in Germany the sample size was
2000 interviews, 1500 interviews in Spain, France, Italy, Poland, United Kingdom, and 500 interviews
in Estonia, Cyprus, Latvia, Lithuania, Luxembourg, Malta, Slovenia, Croatia, Norway, Iceland, the
former Yugoslav Republic of Macedonia. The table below shows the achieved sample size by country.
For EU countries, a weighting factor was applied to the national results in order to compute a marginal
total where each country contributes to the EU-wide results in proportion to its population.
The table below presents, for each of the countries:
(1) the number of interviews actually carried out
(2) the population-weighted total number of interviews
Total Interviews
Conducted % of Total EU27 weighted
% of Total
(weighted)
Total 30138 100 27115 100
BE 1000 3.3 571 2.1
BG 1005 3.3 432 1.6
CZ 1004 3.3 573 2.1
DK 1002 3.3 288 1.1
DE 2009 6.7 4609 17.0
EE 525 1.7 74 0.3
EL 1006 3.3 623 2.3
ES 1505 5.0 2472 9.1
FR 1504 5.0 3358 12.4
IE 1000 3.3 224 0.8
IT 1500 5.0 3304 12.2
CY 501 1.7 42 0.2
LV 502 1.7 128 0.5
LT 502 1.7 185 0.7
LU 503 1.7 25 0.1
HU 1003 3.3 555 2.0
MT 506 1.7 22 0.1
NL 1003 3.3 871 3.2
AT 1000 3.3 456 1.7
PL 1507 5.0 2088 7.7
PT 1006 3.3 583 2.1
RO 1003 3.3 1187 4.4
SI 501 1.7 112 0.4
SK 1010 3.4 294 1.1
FI 1008 3.3 285 1.0
SE 1000 3.3 492 1.8
UK 1500 5.0 3261 12.0
HR 505 1.7
NO 501 1.7
IS 504 1.7
TR 1000 3.3
MK 513 1.7
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 92
Questionnaires
1. The questionnaire prepared for this survey is reproduced at the end of this results volume, in
English.
2. The institutes listed above translated the questionnaire in their respective national language(s).
3. One copy of each national questionnaire is annexed to the results (volume tables).
Tables of results
VOLUME A: COUNTRY BY COUNTRY
The VOLUME A tables present the European results country by country.
VOLUME B: RESPONDENTS’ DEMOGRAPHICS
The VOLUME B tables present the European results with the following socio-demographic
characteristics of respondents as breakdowns:
Volume B:
Sex (Male, Female)
Age (15-24, 25-39, 40-54, 55 +)
Subjective urbanisation (Metropolitan zone, Other town/urban centre, Rural zone)
Occupation (Self-employed, Employee, Manual worker, Not working)
Education (-15, 16-20, 21+, Still in full time education)
Sampling error
Surveys are designed and conducted to provide an estimate of a true value of characteristics of a
population at a given time. An estimate of a survey is unlikely to exactly equal the true population
quantity of interest for a variety of reasons. One of these reasons is that data in a survey are collected
from only some – a sample of – members of the population, this to make data collection cheaper and
faster. The “margin of error” is a common summary of sampling error, which quantifies uncertainty
about (or confidence in) a survey result.
Usually, one calculates a 95 percent confidence interval of the format: survey estimate +/- margin of
error. This interval of values will contain the true population value at least 95% of time.
For example, if it was estimated that 45% of EU citizens are in favour of a single European currency
and this estimate is based on a sample of 100 EU citizens, the associated margin of error is about 10
percentage points. The 95 percent confidence interval for support for a European single currency
would be (45%-10%) to (45%+10%), suggesting that in the EU the support for a European single
currency could range from 35% to 55%. Because of the small sample size of 100 EU citizens, there is
considerable uncertainty about whether or not the citizens of the EU support a single currency.
As a general rule, the more interviews conducted (sample size), the smaller the margin of error. Larger
samples are more likely to give results closer to the true population quantity and thus have smaller
margins of error. For example, a sample of 500 will produce a margin of error of no more than about
4.5 percentage points, and a sample of 1,000 will produce a margin of error of no more than about 3
percentage points.
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 93
Margin of error (95% confidence interval)
Survey
estimate
Sample size (n)
10 50 100 150 200 400 800 1000 2000 4000
5% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7%
10% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9%
25% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3%
50% 31.0% 13.9% 9.8% 8.0% 6.9% 4.9% 3.5% 3.1% 2.2% 1.5%
75% 26.8% 12.0% 8.5% 6.9% 6.0% 4.2% 3.0% 2.7% 1.9% 1.3%
90% 18.6% 8.3% 5.9% 4.8% 4.2% 2.9% 2.1% 1.9% 1.3% 0.9%
95% 13.5% 6.0% 4.3% 3.5% 3.0% 2.1% 1.5% 1.4% 1.0% 0.7%
(The values in the table are the margin of error – at 95% confidence level – for a given survey
estimate and sample size)
The examples show that the size of a sample is a crucial factor affecting the margin of error.
Nevertheless, once past a certain point – a sample size of 800 or 1,000 – the improvement is small. For
example, to reduce the margin of error to 1.5% would require a sample size of 4,000.
When comparing individual country results between waves, the maximum margin of sampling error
ranges from ±3 percentage points (when a question was presented to 2000 respondents – in both
waves) to ±11 percentage points (when a question was presented to just 150 respondents). More
details on calculating the margin of error for differences between surveys can be found in Franklin’s
2007 paper: “The Margin of Error for Differences in Polls”
http://abcnews.go.com/images/PollingUnit/MOEFranklin.pdf
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
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III. Questionnaire
Q1. During 2009, how many times have you travelled for business or private purposes where you
were away from home for a minimum of one night?
Record the actual number: _______________________
[00] – Have not travelled at all GO TO Q4
[99] – DK/NA
Q2. And how many of these were short private trips, where you stayed away for less than four
nights?
Record the actual number: _______________________
[00] – None
[99] – DK/NA
Q3. How many times did you go on holiday in 2009, where you either stayed in paid
accommodation / or in your second home for a minimum of four nights?
Record the actual number: _______________________
[00] – None
[99] – DK/NA
IF Q3=0 OR Q1=0
Q4. What was the main reason why you did not go on holiday in 2009?
[ROTATE]
- Personal/private reasons ..................................................................... 1
- Financial reasons ............................................................................... 2
- Lack of time ...................................................................................... 3
- Prefer to only make short-stay trips .................................................. 4
- No motivation to take a holiday in 2009 ........................................... 5
- Concerns about safety ....................................................................... 6
- Prefer to stay at home or with family / friends .................................. 7
- Other .................................................................................................. 8
- [DK/NA] ............................................................................................ 9
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
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[IF Q3 NOT EQ 0 OTHERWISE GO TO Q8]
Q5. What was the major motivation for your main holiday trip in 2009? (choose one)
[ROTATE]
- Sun/beach .......................................................................................... 1
- Wellness/health treatment ................................................................. 2
- Rest/recreation ................................................................................... 3
- City trips ............................................................................................ 4
- Sports-related .................................................................................... 5
- Nature ................................................................................................ 6
- Culture / religion ............................................................................... 7
- Visiting friends / relatives ................................................................. 8
- [DK/NA] ............................................................................................ 9
Q6. How did you travel there in 2009? (what was the main method of transport?)
[ROTATE]
- Airplane ............................................................................................. 1
- Boat ................................................................................................... 2
- Train .................................................................................................. 3
- Bus ..................................................................................................... 4
- Car / motorbike .................................................................................. 5
- Bicycle (not motorised) ..................................................................... 6
- Other .................................................................................................. 7
- [DK/NA] ............................................................................................ 9
Q7. How did you organize your main holiday trip in 2009?
- Travel / accommodation organised individually ................................ 1
- Travel or accommodation booked through a travel agency ............... 2
- Package tour/All Inclusive holiday booked via the Internet............... 3
- Package tour /All Inclusive holiday booked through a travel agency 4
- Other .................................................................................................. 5
- [DK/NA] ............................................................................................ 9
Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the
most?
[ROTATE]
- Entertainment (movies; theatres) ....................................................... 1
- Restaurants and cafes ........................................................................ 2
- Shopping ............................................................................................ 3
- Beauty/Wellness treatments .............................................................. 4
- Sports and other activities ................................................................. 5
- [None (I would not reduce any)] ....................................................... 6
- [All of these] ...................................................................................... 7
- [DK/NA] ............................................................................................ 9
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
page 96
Q9. What type of holiday destinations do you prefer?
- Traditional, well-known destinations ................................................ 1
- Non-traditional, emerging destinations ............................................. 2
- [Not important, no preference] .......................................................... 3
- [DK/NA] ............................................................................................ 9
Q10. What would be your main expectation from a non-traditional, emerging destination?
[ROTATE]
- Better quality of service .................................................................... 1
- Lower prices ...................................................................................... 2
- Better value for money ...................................................................... 3
- Local culture, lifestyle and traditions ................................................ 4
- Better environmental quality ............................................................. 5
- [DK/NA] ............................................................................................ 9
Q11a. From the following information sources, which one do you consider to be the most
important when you make a decision about your travel plans?
[ROTATE]
- Personal experience ........................................................................... 1
- Recommendations of friends and colleagues .................................... 2
- Guidebooks and magazines (commercial) ......................................... 3
- Catalogues, brochures (non-commercial) .......................................... 4
- The Internet ....................................................................................... 5
- Travel / tourist agencies .................................................................... 6
- Media (newspaper, radio, TV) .......................................................... 7
- [DK/NA] ............................................................................................ 9
Q11b.And what is the second most important?
[ROTATE]
- Personal experience ........................................................................... 1
- Recommendations of friends and colleagues .................................... 2
- Guidebooks and magazines (commercial) ......................................... 3
- Catalogues, brochures (non-commercial) .......................................... 4
- The Internet ....................................................................................... 5
- Travel / tourist agencies .................................................................... 6
- Media (newspaper, radio, TV) .......................................................... 7
- [DK/NA] ............................................................................................ 9
Annex Flash EB No 291 – Survey on the attitudes of Europeans towards tourism, wave 2
page 97
Q12. From the following attractions, please choose the one that has the major influence on your
choice of destination?
[ROTATE]
- Art ..................................................................................................... 1
- Gastronomy ....................................................................................... 2
- Entertainment .................................................................................... 3
- Cultural heritage ................................................................................ 4
- Festivals & other events .................................................................... 5
- The environment ............................................................................... 6
- Others ................................................................................................ 7
- [DK/NA] ............................................................................................ 9
Q13. What kind of holidays are you planning in 2010?
- A holiday with more than 13 consecutive nights ............................... 1
- A holiday with more than four consecutive nights ............................. 2
- A combination of longer holidays and shorter trips .......................... 3
- Short-stay trip(s) (1 - 3 nights) only .................................................. 4
- No decision yet .................................................................................. 5
- No trip at all -- GO TO DEMOGRAPHY ...................................... 6
- [DK/NA] ............................................................................................ 9
Q14. Will you have the necessary financial resources to be able to afford to take your planned
holidays in 2010?
- Yes, without any major difficulties ................................................... 1
- Yes, but we will need to make extra savings ..................................... 2
- No, not without going into debt ......................................................... 3
- No, I cannot afford given the current financial situation .................... 4
- [DK/NA] ............................................................................................ 9
Q15. Where do you plan to spend your main holiday in 2010?
[Precoded, including the at home and within the country]
D1. Gender [DO NOT ASK - MARK APPROPRIATE]
[ 1 ] Male
[ 2 ] Female
D2. How old are you?
[_][_] years old
[ 0 0 ] [REFUSAL/NO ANSWER]
Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2 Annex
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D4. As far as your current occupation is concerned, would you say you are self-employed, an
employee, a manual worker or would you say that you are without a professional activity?
Does it mean that you are a(n)...
[IF A RESPONSE TO THE MAIN CATEGORY IS GIVEN, READ OUT THE RESPECTIVE
SUB-CATEGORIES - ONE ANSWER ONLY]
- Self-employed
i.e. : - farmer, forester, fisherman ............................................................................ 11
- owner of a shop, craftsman ........................................................................... 12
- professional (lawyer, medical practitioner, accountant, architect,...) .......... 13
- manager of a company .................................................................................. 14
- other ............................................................................................................... 15
- Employee
i.e. : - professional (employed doctor, lawyer, accountant, architect) .................. 21
- general management, director or top management ...................................... 22
- middle management ...................................................................................... 23
- Civil servant .................................................................................................. 24
- office clerk ..................................................................................................... 25
- other employee (salesman, nurse, etc...) ....................................................... 26
- other ............................................................................................................... 27
- Manual worker
i.e. : - supervisor / foreman (team manager, etc...) ................................................ 31
- Manual worker .............................................................................................. 32
- unskilled manual worker ............................................................................... 33
- other ............................................................................................................... 34
- Without a professional activity
i.e. : - looking after the home .................................................................................. 41
- student (full time) .......................................................................................... 42
- retired ............................................................................................................ 43
- seeking a job .................................................................................................. 44
- other ............................................................................................................... 45
- [Refusal] ........................................................................................................................... 99
D6. Would you say you live in a ...?
- metropolitan zone ........................................................................................ 1
- other town/urban centre .............................................................................. 2
- rural zone ..................................................................................................... 3
- [Refusal] ...................................................................................................... 9