Institut für Tourismus- und Bäderforschung Fleethörn 23 Tel.: (+49) 431 666 5670 info@nit-kiel.de

in Nordeuropa GmbH (NIT) D-24103 Kiel Fax: (+49) 431 666 56710 www.nit-kiel.de

Opportunities for holiday destinations:About the growing demand for sustainable tourism

June 25, 2015Ulf Sonntag, NIT

2© NIT Kiel, September 2015

A short introduction of myself …

Focus of our work:Market research in tourism demand in Germany and Europe

Sustainable tourism development

Supporting tourism strategy, planning, policy

3© NIT Kiel, June 2014

It’s a good idea to talk about the consumers …

… because people in Europe care about sustainability:

59% think you should measure progress of a country based equally on social and environmental criteria and on economic criteria.

75% have a positive attitude towards environmentally friendly products even if they cost a bit more

Source: European Commission 2014, Special Eurobarometer 416, ATTITUDES OF EUROPEAN CITIZENS TOWARDS THE ENVIRONMENT

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Sustainable tourism demand in Germany: Many want it, few do it!

Sustainability was the most important decision criterion for this trip

Looking for a eco-friendly and socially acceptable holiday experience

Would generally like my holiday to be sustainable

1 million

19 million

36 million

Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/

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Characteristics of sustainable travel …

» Huge interest for sustainable holidays

» All socio-demographic segments

» They want: regional food/drinks, eco-friendly accommodation, specialist tour-operator, relevant information

» They do not want: Cut down in long-haul or plane travel

» 1/3 would pay more for a sustainable engagement of the tour-operator

$

Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/

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Opportunities for (more) sustainable holidays:

55%49%

43%

32%

20%

… this would not include

additional cost

… my holiday needs are still

fulfilled

… I could access more information

… the offer for these holidays

would be bigger

… if my travel companion

would also like it

I would like my holiday trips to be sustainable. It would be helpful for me, if …

Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/

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Who is responsible to make holidays more sustainable?

65%57%

41%40%

23%16%

Responsibility total First responsibility

Tourism Industry PolicyTourists

themselves

Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/

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» There is a substantial demand for sustainable tourism in Germany and the EU

» The offer for sustainable tourism in Germany is not sufficient …

» … existing products are often not found/recognised by the traveller

» Opportunities for destinations to attract sustainable tourists

Source: Reiseanalyse 2014 in www.bmub.bund.de/N51279/

Sustainable tourism in Germany/EU …

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5 million Germans generally interested to travel to Montenegro in 2014-2016

Competition: 13 destinations in their minds they want to travel to during the same time

1/3 of them looking for an eco-friendly holiday experience

Sustainability/Low Carbon can make the

difference

Source: Reiseanalyse 2014

Opportunities for Montenegro …

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Sources:

http://www.fur.de/ra/publications-and-press/german-holiday-travel-2025/

www.bmub.bund.de/N51279/

http://ec.europa.eu/public_opinion/archives/ebs/ebs_416_en.pdf

11© NIT Kiel, June 2014

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