survey on the attitudes of europeans towards tourism ... · analytical report oflash eb n 291 –...

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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


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


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


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.


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.


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

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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).


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.


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.


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


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%).


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


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)


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.


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%.


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.


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.


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).


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


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


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%).


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


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.


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.


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.


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


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%).



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


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.


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.


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).


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.


page 28


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).



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).


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


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-


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.


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.


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?


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



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%).


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



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.


page 35

Attractions influencing the choice of destination (column %)


Social Recreation/


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)


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).


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.


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


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.


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).


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).


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


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)


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.



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


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




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”.


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




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




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%).


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)


Social Recreation/


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.


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)


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.


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%).


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.


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.


page 48


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.


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


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/


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.


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%).


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).


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%.


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).


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.


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.


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


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%).


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


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.


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


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


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


321 28.9 20.3 13 12.8 11.2 10.8 3 0


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?


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


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?


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


321 33.9 43.6 12.1 3.3 6 0.9 0.2 0


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?


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


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


300 15.6 61 9.2 1.1 3.8 0 2.6 5.2 1.5


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


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


213 31 2.1 48.3 3.9 0 1 2.4 9.9 1.3


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?


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


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?)


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


213 8.7 0 3.6 29.7 56.2 0.5 0.4 0.8


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?)


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)


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


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?


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


213 73.1 19.7 0.8 4.1 1.8 0.4


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?


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


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


513 9.8 11.4 14.2 21.8 9.2 11.7 18.4 3.5


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


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


513 43.5 36.3 17.9 2.3


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


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


513 17.8 31.6 11.7 24.5 9.4 5


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


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


513 30 25.8 2.4 5.1 16.9 12.3 3.2 4.2


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


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


513 10.5 33.4 2.8 6.6 14.7 12.8 9.7 9.4


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


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


513 4.9 4.3 22.6 23.4 6.9 30.9 3.4 3.7


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)


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


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


513 23.3 18.8 5 7.8 21.9 22.1 1


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


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


400 28.3 49.9 4.1 15 2.7


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?


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


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?


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


398 21.8 23.2 1.7 14 11.3 0.2 0.5 1.2 0 0.5 1.7 23.7


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?


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


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)


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


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.


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

http://abcnews.go.com/images/PollingUnit/MOEFranklin.pdf


page 94

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?


[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?


[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


page 95

[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


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


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]


page 98

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

survey on the attitudes of europeans towards tourism ... · analytical report oflash eb n 291 –...

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