FL 291 en

Flash Eurobarometer
European Commission
Survey on the attitudes of Europeans towards tourism Analytical report

Wave 2
Fieldwork: February 2010 Publication: March 2010
Flash Eurobarometer 291 The Gallup Organisation
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 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
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
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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 faceto-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.
http://ec.europa.eu/public_opinion/flash/fl_258_en.pdf
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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
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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 locations 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
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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.
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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)
...in 2008
Fl258 (02/2009)
...in 2009
Fl291 (02/2010)
Have not travelled in 2008, 28
Have travelled in 2008, 71
Have not travelled in 2009, 30
Have travelled in 2009, 69
DK/NA, 2
DK/NA, 1
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
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.
Flash Eurobarometer No 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.
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Proportion of respondents who had travelled in 2009 (minimum one night away from home, for private or business purposes)
100 80 60 40 20 0
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 56
51 48 44
37
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NO
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EU27
MK
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 selfemployed (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.
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).
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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 ...in 2008
Fl258 (02/2009) 2 9
Only short private trips
...in 2009
Fl291 (02/2010) 2 11
32
19
Only holiday trips (4 nights)
33
27
Both short private trips and holiday trips No short private trips or no holiday trips
39
DK/NA
27
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
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.
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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
Short private trips and holiday trips Only short private trips DK/NA
100
Only holiday trips ( 4 nights) No short private trips or holiday trips
80
60 40 20 0
10 14 19 20 21 22 19 16 24 24 26 27 20 29 31 33 34 36 31 39 38 39 11 8 37 42 23 13 7 11 11 8 11 17 15 10 16 13 21 15 11 8 3 15 14 34 22 29 32 29 17 19 17 10 15 6 15 34 27 24 44 33 22 27 31 42 21 20 22 16 12 17 52 46 40 37 43 40 34 37 42 31 29 27 25 30 32 26 25 30 28 24 27 22 28 18
44 42 44 48 51 54 57 58 66 9 28 17 13 7
3 21 10 9 15 27 18 15 16 25 20 18 20 14 8 17 9 9 16 15 21
15
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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
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.
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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 sociodemographic 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 Short private Only holiday Only short No short trips trips private trips private trips and holiday or holiday trips trips 27 27 11 33 28 25 30 33 29 20 33 38 18 20 36 26 23 11 24 40 32 26 28 29 29 26 28 25 29 27 27 29 27 27 24 27 28 30 11 11 13 11 11 10 11 11 13 10 10 11 11 8 11 11 13 32 34 26 27 32 41 28 19 41 41 24 33 37 56 35 18 23 DK/NA
(row %) EU27 Male Female AGE: 15-24 AGE: 25-39 AGE: 40-54 AGE: 55+ Self-employed Employees Manual workers Not working Metropolitan zone Other town/urban/centre Rural zone EDUCATION: -15 years of age EDUCATION: 16-20 EDUCATION: 20+ EDUCATION: Still in education
2 2 2 2 2 2 2 3 2 1 2 2 2 2 1 2 2 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
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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.
Number of short private trips EU27 (less than four nights away from home) ...in 2008
Fl258 (02/2009)
1 2 3 4-5 6 - 10 10+ DK/NA
...in 2009
Fl291 (02/2010) 33 24
1 2 3 4-5 6 - 10 10+ DK/NA
34 25 13 11 8 7
12 12 10 6
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
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.
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%).
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Number of short private trips in 2009

1
100 80 60 40
4-5
5+
DK/NA
8 8 12 10 6 5 7 8 7 7 4 15 13 11 14 22 20 26 28 30 29
6 7 8
10 8 10 17 15 17 13 16 12 20 8 12 15 9 15 12 9 9 11 13 11 14 12 12 14 10 13 11 6 15 11 15 10 16 13 16 13 14 12 19 18 27 29 28 26 22 22 25 30 24 25 23
56 57
20 0
23 20 15 46 46 44 40 45 40 41 36 35 36 38 38 34 29 33 30 33 32 33 29 36 29 33 30 24 26 29 21 20 19 23
20 17 17 18 18 20 17 19 17 19 22 11 12 12 13 15 13 16 14 14 15 18 11 14 14 20 16 9 11 15 16 18 13 24 22 24 17 24 19 20 18 23 24 22
25 28 28 13 17 17 14 14 13
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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.
Number of holiday trips EU27 (minimum four nights away from home) ...in 2008
Fl258 (02/2009)
1 2 3 4-5 6 - 10 10+ DK/NA
...in 2009
Fl291 (02/2010) 45
1 2 3 4-5 6 - 10 10+ DK/NA
MK
UK
NL
DK
48 27 12 8 3 1
28 12 9 4 2
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
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
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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
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100 80 60 40 20 0
2
5 6 6
3
5 4 6 5 6 5 12 10 9 7 7 9 6 7 8
4-5
5+
4 9
DK/NA
6 5 6 3 13 9 10 15 9 14 16 15 15 12 14 13 13 31 30 26 27 31 25 22 2 8 10 8 9 12
2 9 5
4 6 6
2 2 9
4 5 8
5 6 8
6 4 7
18 23 20 21 23 27 25 30 20 21 21 24 22 19
3 8 9
3 3 7
3 5 5 7 5 6 11 7 10 9 11 4 8 8 7 2 10 9 8 9 8 11 12 13 14 13 6 12 7 9 27 25 23 25 27 29 27 25 29 23
13 13 26 29
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
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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).
Number of short private trips and/or holiday trips EU27 ...in 2008
Fl258 (02/2009)
1 2 3 4-5 6 - 10 10+ DK/NA
...in 2009
Fl291 (02/2010) 18 23
1 2 3
27 22 16 17 10 6 2
14 20 14 9 2
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(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
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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
1
100 80 60 40 20 0
2
4 8 6 7
4-5
6-10
4 9
10+
DK/NA
3 10 3 3 8 6 7 12 7 16 15 5 24
3 7 8 8 7 9 10 9 10 10 12 9 9 12 14 17 16 16 18 17 17 17 15 10 11 13 9 16 20 23 26 18 21 23 19 27 20 20 27 19 2 3 6 11 13 15 15 17
51
22 13 16 15 18 41 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
3 4 6 7 10 9 16 4 10 10 14 11 17 12 18 13 17 13 18 14 15 13 20 18 19 16 16 14 15 16 11 10 24 19 23 22 14 15 19 21
4 4 7 5 9 10 8 11 9 18 15 14 12 11 10 11 13 8 17 20 19 14 17 19 20 21 23 20 17 24 22 17 19 15 21 21 13 16 14 17 20 13 23 22 20 27 24 22 21 12 17 15 12
RO
HR
BG
CY
PT
LT
IT
MK
LU
NL
CZ
EE
BE
AT
PL
IE
IS
EU27
MT
Across almost all EU Member States, the current survey showed a reduction in the frequency of travel when compared to 2008 i.e. among respondents who had travelled for private purposes during 2009, there was an increase in the proportion who had made just one short private or holiday trip and a decrease in the proportion who had been on two or more private trips. In accordance with the results discussed in the previous section, the largest increases in the proportions of respondents who had travelled for private purposes in 2009, and had made just one short private or holiday trip, were seen in countries such as Malta (from 17% in 2008 to 51% in 2009; +34 percentage points) and Cyprus (from 16% to 41%; +25). In Poland and Denmark, on the other hand, virtually no changes were seen in these proportions. Socio-demographic considerations The socio-demographic analysis of the frequency of travel showed that respondents with lower levels or education and respondents living in rural areas were less likely to have made more than one trip for leisure purposes this effect was seen both when looking at the number of short private trips and the number of holiday trips. For example, while 69% of the most educated respondents who had made short private trips in 2009 had made at least two such trips during 2009, only 56% of the least educated respondents had done so. Similarly, while 57% of the former had made at least two holiday trips in 2009, the corresponding proportion for the latter was 46%.
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HU
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
NO
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Analytical report
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.
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Analytical report
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.
EU citizens main reason for not having gone on holiday ...in 2008
Fl258 (02/2009)
Financial reasons Personal/private reasons Lack of time Financial reasons 41 Personal/private reasons 21
...in 2009
Fl291 (02/2010) 41 22 13
10
Lack of time
Prefer to stay at home or with family /friends Prefer to stay 9 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
9
4 2 1 8 1
4 2 1 8 4
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
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.
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Analytical report
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
100 80 60 40 20 0
65 62 61 61
57
53 51 50 50 49 49 49 46 46 44 42 42 41 40 37 36 34 33 31 31 28 28
21 21 21 20 18
12
LT
PT
CY
IE
IT
CZ
RO
MK
HR
LU
EE
BE
AT
PL
BG
MT
NL
5
FR
LV
EL
HU
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 2009
Base: all respondents
100 80 60 40 20 0
41 41 40 37 37 36 32
28 28 25 25 25 23 22 22 18 18 15 14 14 14 13 13 12 12 11 8
EU27
RO
HR
BG
PT
LT
IT
CY
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LU
EE
CZ
BE
AT
PL
NL
EU27
MT
HU
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 dont know response). These proportions were calculated by combining respondents responses to question 3 (section 1.2) and question 4 (this section).
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NO
TR
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LV
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ES
DK
SK
UK
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Analytical report
+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
100 80 60 40 20 0
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
CY
LU
LT
PT
PL
IE
IT
HR
MT
RO
6
EL
CZ
EE
BE
MK
DE
DK
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
100 80 60 40 20 0
29
24 22 20 18 16 15 15 15 15 13 13 13 12 12 11 11 10 10 10 9
EU27
HU
NO
UK
LU
CY
LT
HR
RO
CZ
EE
BE
MK
HU
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%).
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EU27
MT
EL
BG
FR
LV
AT
SK
NL
DK
DE
NO
TR
UK
PT
PL
IE
IT
IS
ES
SE
FI
SI
BG
5
FR
LV
NL
AT
SK
ES
SE
FI
TR
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Analytical report
Prefer to stay at home or with friends/family as a reason for not having gone on holiday in 2009
100 80 60 40 20 0
20 19 18 16 14 13 12 12 11 11 11 11 10 10 9
LU
CY
RO
MT
HR
CZ
EE
BE
EL
BG
FR
LV
LT
PT
IE
PL
IT
IS
MK
AT
NL
SK
DK
DE
ES
SE
FI
SI
HU
NO
UK
Other reasons for not having gone on holiday in 2009 such as not being motivated to take a holiday and a preference for short trips showed less variation across countries. The proportion of respondents who said they had not been motivated to take a holiday in 2009 ranged from virtually none in Turkey to 10% in Latvia. Similarly, the proportion of respondents who preferred to only make short trips ranged from virtually none in Turkey to 9% in Estonia. Finally, the proportion of interviewees who said they had not gone on holiday because of safety/security considerations remained below 3% in all countries surveyed. For more details, see annex table 4a. Socio-demographic considerations Financial reasons for not having gone on holiday in 2009 were cited more frequently by women, 2554 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 nonworking 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.
EU27
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TR
Analytical report
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 ...in 2008
Fl258 (02/2009)
Rest / recreation Sun / beach Visiting friends / relatives City trips Culture / religion Nature Sports-related Wellness / health treatment DK/NA
...in 2009
Fl291 (02/2010) 36
Rest / recreation Sun / beach Visiting friends / relatives City trips Nature Culture / religion Sports-related Wellness / health treatment DK/NA
37 19 17
20 16 7 7 6
7
6 6 4 3 1
3
3 1
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
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.
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Analytical report
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)
Rest/recreation Sun/beach Visiting someone Rest/recreation Sun/beach Visiting someone Rest/recreation Sun/beach
BE
36 16 16
Rest/recreation Visiting someone Sun/beach
FR
36 22 15
Rest/recreation Visiting someone Culture/religion
MT
62
FI
35 22
14 8
NL
11
SE
BG
40 21 17
IE
35 23 23
Rest/recreation Sun/beach Nature
40
Sun/beach Rest/recreation Visiting someone Rest/recreation Sun/beach
18 13
AT 22
26 22 21 36 27 21 35
CZ
44 24
Rest/recreation Visiting someone
IT
48 18 15
Rest/recreation Sun/beach
UK
Sports-related
8
29 18 15 30
Sun/beach
Rest/recreation Visiting someone Sun/beach Visiting someone Rest/recreation Culture/religion
Culture/religion
21 12
PL
Visiting someone
Rest/recreation DK Sun/beach Visiting someone Rest/recreation Sun/beach Visiting someone Rest/recreation Visiting someone Sun/beach Rest/recreation Visiting someone Sun/beach Rest/recreation
CY
65
Rest/recreation Sun/beach Visiting someone
44
HR
17 10
LV
20 13
PT
22 15
NO
DE
19 13
EE
38 37
Rest/recreation Sun/beach Visiting someone
42 24 18
Sun/beach Rest/recreation Visiting someone
9
LT
25 22 18 46 21
35 24 14
Rest/recreation City trips Visiting someone
40 17 15
RO
46
Rest/recreation Visiting someone Nature Rest/recreation Visiting someone Sun/beach
IS
18 13
SI
10
TR
EL
53 17 14
LU
28 18 17
Rest/recreation Sun/beach City trips
30 27 14
28 25 15
ES
35
Rest/recreation
HU
49
Rest/recreation
SK
42
Rest/recreation
MK
48
Sun/beach
Visiting someone
21 18
Sun/beach
Visiting someone
22 13
Sun/beach
Visiting someone
26
13
Sun/beach
Visiting someone
31
10
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
Socio-demographic considerations Younger EU citizens were more attracted by sun and beach (24% of 15-24 year-olds vs. 13% of the over 54 year-olds), while older respondents more frequently selected wellness/health treatment, nature and culture and religion (for example, 9% of the over 54s selected nature compared to 3% of 15-24 year-olds). The 25-54 year-olds, on the other hand, were more likely to say said that the major motivation for their main holiday had been rest and recreation (40%-42% vs. 33%-34% of younger and older respondents). As for the youngest respondents, full-time students were more likely to have wanted a sun/beach holiday (24% vs. 16%-21% of respondents who had completed their education) and they were less likely to mention rest and recreation (31% vs. 36%-39%). For EU citizens who were no longer in education, however, mainly small differences were seen: for example, across all educational levels, 6%-7% mentioned nature-related holidays. Finally, non-working respondents were less likely to have been motivated by rest and recreation when they went on their main holiday in 2009 (31% vs. 41%-44% across other occupational categories), but they were more likely to say that they had been motivated to visit friends or relatives (20% vs. 13%-17%). For more details, see annex table 5b.
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Analytical report
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 ...in 2008
Fl258 (02/2009)
Car / motorbike Airplane
...in 2009
Fl291 (02/2010) 47 36
Car / motorbike Airplane
48 35 7 6 2
Bus
Train
7 6 3
Train
Bus
Boat
Bicycle Other DK/NA
Boat
Bicycle Other DK/NA
0
1
0
1
Q6(2010)/Q8(2009). How did you travel there in 2009/2008? %, Base: respondents who made at least one holiday trip, EU27
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
100 80 60 40 20 0
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 35
27 24 22
14 1
LT
CY
PT
IT
RO
HR
LU
MK
NL
EE
BE
AT
BG
FR
LV
CZ
PL
IE
HU
Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
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EU27
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Analytical report
Method of transport: airplane

100
83
80 60 40 20 0
78
74 63 63
50 49 48 46
39 38 38 36 36 35 35 35 34 33 30 29 26 25
19 18 18 18 16
11 11 10 9
CY
PT
LT
IT
HR
RO
IE
LU
CZ
MK
EE
BE
FR
AT
NL
PL
MT
NO
DK
UK
DE
EU27
Q6. How did you travel there in 2009? %, Base: respondents who made at least one holiday trip in 2009, by country
As in the previous survey, holidaymakers from Greece (21%) with its many islands and Malta (15%) were the most likely to have reached their holiday destination by boat. In all other countries, however, not more than 1 in 20 respondents had chosen this mean of transport. Similarly, holidaymakers from Poland (14%), Romania (13%) and Hungary (10%) were once more the most likely to have travelled to their main holiday destination by train. In sharp contrast, virtually no Cypriots, Maltese, Turkish or Icelanders had travelled by train. Finally, buses were most frequently chosen by Turkish holidaymakers (39%), followed by those from Latvia (25%), the Czech Republic and Slovakia (both 20%); however, virtually none of the Maltese or Cypriot respondents had travelled by bus. For details see annex table 6a. Socio-demographic considerations Men were more likely to have travelled to their main holiday destination by car or motorbike (51% vs. 45% of women). Across the different age groups, 25-54 year-old holidaymakers were most liable to have travelled by car or motorbike (51%-55% vs. 40%-43% of 15-24 year-olds and the over 54s). Other groups of holidaymakers who were more likely to have travelled by car or motorbike were manual workers and respondents living in rural areas. The youngest and oldest holidaymakers (and those who were not working) were more likely to have gone on holiday by train or bus. For example, 9% of 15-24 year-olds and 11% of the over 54s had travelled to their main holiday destination by bus, compared to just 3% of 25-54 year-olds. The bus was also more frequently chosen by respondents with the lowest level of education (13% vs. 4% of respondents with the highest level of education), while metropolitan residents were somewhat more likely than rural residents to have taken the train (9% vs. 5%). Flights tended to be chosen more frequently by 15-24 year-olds (39% vs. 34%-36% across other age groups), those with the highest level of education (38% vs. 30% of the least educated respondents), metropolitan residents (40% vs. 32% of rural residents), self-employed respondents and employees (37%-39% vs. 27% of non-working respondents and 34% of manual workers). For details see annex table 6b.
HU
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Analytical report
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%).
How EU citizens organised their main holiday trip ...in 2008
Fl258 (02/2009)
Travel / accommodation organised individually Travel / accommodation organised individually 56
...in 2009
Fl291 (02/2010) 58 13 11 10 7 0
Travel or accomodation booked through a Travel or accomodation booked through a 16 travel agency travel agency
Package tour / All Inclusive holiday booked Package tour / All Inclusive holiday booked 10 via the Internet via the Internet
Package tour / All Inclusive holiday booked Package tour / All Inclusive holiday booked 9 through a travel agency through a travel agency
Other DK/NA
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
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).
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Analytical report
How respondents organised their main holiday trip in 2009

Travel organised individually Package tour booked via Internet Other
100 80 60
Travel booked through a travel agency Package tour booked through a travel agency DK/NA 8 12 7 9 9 14 12 7 6 9 12 13 3 6 7 4 9 9 7 5 4 10 10 9 17 15 10 9 11 6 14 13 5 11 7 13 10 11 6 11 13 7 10 8 11 17 19 14 30 13 18 17 12 14 18 16 16 12 15 16 7 11 9 5 13 12 14 18 6 18 19 18 34 15 10 10
2 8 2 7 2 2 2 4 8 3 7 2 2 14 3 11 5 4 7 4 10 11 7 5 5 2 4 4 15 5 4 4 3 5 20 12 11 5 3
14 9 4 7 7 9 9 5 11 17 9 21 11 9 7
40
20 0
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
LT
BE
EE
IT
CY
PT
RO
HR
BG
LU
LV
IE
MK
FR
DE
SK
HU
MT
AT
EL
NO
DK
NL
TR
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 Recreation/ Social Wellness Sun/Beach Culture In 2008 In 2008 In 2008 In 2008 47 21 10 13 8 In 2009 In 2009 In 2009 In 2009 50 17 10 15 8
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EU27
Travel / accommodation organised individually Travel or accommodation 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
71 9 6 3 10
75 8 8 2 7
58 15 10 8 9
61 13 10 8 7
47 19 13 14 6
45 16 14 18 6
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.
UK
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Socio-demographic considerations Holidaymakers who organised their trip individually were more likely to be aged 25-54 (61%-62% vs. 53% of 15-24 year-olds and 55% of the over 54s), highly-educated (64% vs. 54% of the leasteducated), living in metropolitan areas (63% vs. 55% of rural residents) and self-employed (63% vs. 56% of non-working respondents). The over 54 year-olds, holidaymakers with a lower level of education and non-working holidaymakers were more likely than their counterparts to have used a travel agency to book travel or accommodation or to book a package tour or all-inclusive holiday. For example, 14% of the least-educated respondents had booked a package tour though a travel agency, compared to only half as many (7%) of those with the highest level of education. The proportion of package tour and all-inclusive holidays booked via the Internet was higher for younger holidaymakers (13% of 15-24 year-olds vs. 7% of the over 54s), those with a higher level of education (11% vs. 6% of the least-educated ones), respondents in employment (12%-13% vs. 8% of non-working respondents). For more details, see annex table 7b.
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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
Fl258 (02/2009)
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
Fl291 (02/2010) 23 23
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
24
21
12 12 10 10 8 4
16 9
8
8 7 6
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
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).
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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)
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 DK BE
29 20 17
Beauty/Wellness Shopping Restaurants Shopping Restaurants Sports All of these Beauty/Wellness Shopping
FR
27 18 14
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
29 21 12
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
FI
19 18 16 27 19 17
BG
24 18 14 23 20 13 30 16 15
IE
25 22 18 19 19 17 25 25 18
NL
39 13 12
SE
CZ
IT
AT
32 27 11
UK
22 19 17 23 20 15 28 21 14
Shopping None Beauty/Wellness Restaurants Shopping All of these Restaurants All of these Shopping Beauty/Wellness Shopping Sports Beauty/Wellness Shopping Restaurants
CY
PL
29 17 13
HR
DE
28 27 12
LV
27 21 13
PT
21 18 16 21 18 15 29 22 15
NO
EE
22 19 15 23 23 14
LT
28
RO
IS
18 16
LU
23 22 14
EL
26 24 19
24 23 15
SI
Shopping Entertainment None Beauty/Wellness All of these Shopping
TR
25 20 18 22 18 14
ES
25 21 15
HU
SK
26 18 16
MK
Q8. When you are actually on holiday, what kind of leisure spending are you willing to reduce the most? %, Base: all respondents, by country
Socio-demographic considerations Older respondents, those with low levels of education and non-working respondents were not only more likely than their counterparts to say that they would give up or reduce all types of activities when trying to save money while on holiday, but they were also more likely to answer that they would reduce none of the listed leisure activities. For example, 15% of respondents with the lowest level of education said the former and 13% gave the latter response; the corresponding proportions for respondents with the highest level of education were 5% and 10%, respectively. Younger respondents, and those still in education, were more likely to say they would be willing to reduce spending on sports activities and entertainment while on holiday. For example, 17% of full-
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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.
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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 locations 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 dont know response). The ranking of attractions listed in the survey remained the same between the two waves of the survey.
Attractions influencing the choice of destination
Fl258 (02/2009)
The environment Cultural heritage Entertainment Gastronomy Art Festivals and other events The environment 31 Cultural heritage 24
Fl291 (02/2010)
32
25 16 6 6 5 8 3
15 7 5 5 8 6
Entertainment Gastronomy Art
Festivals and other events Others DK/NA
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
Country variations The proportion of respondents who named the locations 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 locations overall attractiveness.
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Attractions influencing the choice of destination: the environment

100 80 60 40 20 0
53
44 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
MT
AT
LV
CY
CZ
IS
DE
ES
HU
LT
SE
NO
LU
TR
EU27
MK
HR
UK PL
RO
EE
BG
BE
EL
FR
PT
PL
SK
IE IS
FI
SI
IT
Q12. From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: all respondents, by country
Although Dutch and Norwegian respondents were among the last likely to cons ider the locations 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
100 80 60 40 20 0
40 39 37 35 35
30 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
DK
MT
CZ
AT
LV
CY
IE
ES
DE
SE
FI
SI
LT
EU27
HU
NO
TR
UK
PT
IT
LU
HR
MK
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 locations 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 locations environment (the UK: 24% vs. 15%; Ireland: 29% vs. 14%).
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EE
BE
EL
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BG
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NL
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NL
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Analytical report
Attractions influencing the choice of destination: entertainment

100 80 60 40 20 0
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
MT
CZ
LV
IS
AT
CY
ES
HU
DE
IE
SE
LT
FI
SI
EU27
MK
HR
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 de cisions. 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 destinations 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 destinations 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.
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Analytical report
Attractions influencing the choice of destination (column %) Focus of the main holiday Recreation/ Social Wellness Sun/Beach in 2008 in 2008 in 2008 in 2009 in 2009 in 2009
Culture in 2008 in 2009 28 39 10 4 7 6 6

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The environment Cultural heritage Entertainment Gastronomy Art Festivals & other events Others
26 27 15 7 5 6 10
29 26 16 6 7 6 8
38 23 14 8 5 4 8
36 25 16 6 4 4 8
32 18 24 7 3 5 9
34 17 22 7 3 5 12
24 42 9 5 8 6 4
Q5 (2010)/Q6 (2009). What was the major motivation for your main holiday trip in 200x? Q12(2010)/Q20(2009). From the following attractions, please choose the one that has the major influence on your choice of destination? %, Base: respondents who made at least one holiday trip, EU27 (DK/NA not shown)
Socio-demographic considerations Younger respondents (and full-time students) were more likely than their older counterparts to name entertainment, and festivals and other events, as having a major influence on their decisions about a holiday destination; however, they were less likely to mention the locations 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 yearolds. For respondents who had completed their education, there were not many differences in terms of which attractions influenced the choice of holiday destination; an exception was cultural heritage: 31% of respondents with the highest level of education said it was a major influence when choosing a holiday destination, compared to 22%-23% of respondents with a lower level of education. Respondents living in rural areas and manual workers were also less likely than their counterparts to be attracted by the cultural history of a holiday destination (22% and 16%, respectively compared to, for example, 29% of metropolitan residents and 27% of employees). Manual workers were, nevertheless, more likely to name options for entertainment as a key consideration (20% vs. 14%-16% across other occupational groups). For more details, see annex table 13b.
5.2 Preferred holiday destinations

Most EU citizens (57%) preferred to spend their holidays in conventional tourist destinations (or at least what they consider as traditional or well-known destinations). About half as many (28%) would rather go off the beaten track and explore less obvious tourist targets (these will be referred to as emerging destinations in the terminology of this report). Thirteen percent of respondents had no preference about the type of destination, and 2% could not or did not want to specify a preference.
Analytical report
Preferred holiday destinations EU27

Fl258 (02/2009) 4 15
Traditional, well-known destinations Non-traditional, emerging destinations
Fl291 (02/2010) 2
13
54 28
Not important, no preference DK/NA
28
57
Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? %, Base: all respondents, EU27
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
Traditional, well-known destinations Not important, no preference
100 80 60
Non-traditional, emerging destinations DK/NA
1 1 2 1 1 3 2 3 4 1 1 3 5 2 3 2 2 5 2 3 2 3 2 5 3 5 10 13 10 13 12 12 12 12 15 19 17 16 13 18 18 25 20 20 22 20 26 19 33 27 35 32 28 32 20 26 19 23 25 38 24 30 22 25 17 30 35 37 25 38 39 37 25 25 36 39 25 26 23 30 37 1 6 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
3 1 2 2 3 5 2 1 11 14 9 14 16 13 10 18
40
20 0
CZ
EU27
MT
AT
NO
LV
ES
UK
DE
LT
HU
LU
RO
TR
CY
PT
HR
BG
SE
IE
IT
FI
Q9. What type of holiday destinations do you prefer? %, Base: all respondents, by country
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Analytical report
A comparison between the 2009 and 2010 results showed the largest increase in the preference for alternative or emerging tourist destinations in Latvia; in 2009, 26% of Latvians said they preferred to visit emerging destinations; however, in 2010, this proportion has increased to 39% (+13 percentage points). Conversely, the proportion of Latvians who preferred to spend their holidays in traditional tourist destinations decreased from 50% in 2009 to 41% in 2010 (-9 percentage points). The proportion of respondents who preferred going off the beaten track has also increased by roughly 10 percentage points in Bulgaria and Estonia; however, in these countries, there was also an increase in the proportion of interviewees who favoured traditional destination. In other words, both countries have seen an important decrease in the proportion of respondents who had no preference for a type of destination or who could not or did not want to specify a preference. Socio-demographic considerations Respondents who favoured emerging destinations were more likely to be young (38% of 15-24 yearolds vs. 21% of the over 54s), highly-educated or still in full-time education (35% and 40%, respectively, vs. 19% of respondents with the lowest level of education), self-employed or employees (31%-32% vs. 26% of non-working respondents and 28% of manual workers). Conversely, interviewees who preferred traditional destinations were more likely to be older (62% of the over 54s vs. 51% of 15-24 year-olds), with the lowest level of education (64% vs. 52% of respondents with the highest level of education), manual workers and non-working respondents (59% vs. 54%-55% of employees and self-employed respondents). For more details, see annex table 9b.
5.3 Anticipated benefits of emerging destinations

Irrespective of respondents preferences (see section 5.2), the survey asked for their opinions about the main rationale for choosing an alternative tourist destination. A third of EU citizens (33%) answered that such a destination would allow them to explore local cultures and lifestyles. As in the previous wave of this survey, financial considerations also played a role: 21% of EU citizens mentioned better value for money and 18% selected cheaper costs/lower prices. A better quality of service would be the primary expectation of approximately 11% of respondents when considering non-traditional travel destinations, while environmental concerns (e.g. a less polluted environment) was selected by 9% of interviewees. These results were, once again, similar to those from the previous wave of the survey. Nonetheless, a small increase was seen in the combined proportion of those who mentioned better value for money and cheaper costs/lower prices (from 36% in 2009 to 39% in 2010; +3 percentage points).
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The main expectations from a non-traditional, emerging destination EU27

Fl258 (02/2009)
Local culture, lifestyle and traditions Better value for money Lower prices Better environmental quality Better quality of service DK/NA Local culture, lifestyle and 33 traditions
Fl291 (02/2010)
33 21 18 11 9 8
19 Better value for money 17

10 10 11
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
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 destinati on 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
Local culture, lifestyle and traditions Lower prices Better quality of service
100
80 60 40 20 0
Better value for money Better environmental quality DK/NA

5 5 13 8 5 21 17 18 13 9 6 22 17 24 32 21 23 12 10 12
8 6 12 10 10 12 5 7 12 10 8 17 14 10 8 9 9 26 7 9 21 36 25 43 28 10 34 23 25 21 27 61 26 54 50 49 48 14 17 22 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
15 14 6 7 4 5 6 12 9 9
6 12 13 7 10 9 26 8 4 6 7 11 9 5 12 15 12 17 10 10 12 11 9 23 7
6 3 3 8 10 12 7 13 14 7 11 19 12 14 18 13 9 16 21 29 24 20 5 4 8
8 18 5 8 15 9 13 23
9 8 8 10 8 14 5 9 10 7 8 9 9 12 10 9 10 15 11 10 17 13 14 12 19 12 18 14 12 13 21 31 17 13 20 23 21 25 26 24 13 4
LU
CY
PT
LT
IE
IT
HR
MK
MT
HU
NO
UK
Q10. What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, by country
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Analytical report
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, Nonwell-known traditional 2009 Local culture, lifestyle and traditions Better value for money Lower prices Better environmental quality Better quality of service 28 21 20 10 11 2010 28 21 21 11 11 2009 48 17 11 12 8 2010 45 20 12 12 7
Q9. What type of holiday destinations do you prefer? Q10. What would be your main expectation from a non-traditional, emerging destination? %, Base: all respondents, EU27 (DK/NA not shown)
Socio-demographic considerations Respondents with the highest level of education, full-time students, those living in metropolitan areas, employees and the self-employed were more likely to say that visiting a non-traditional tourist destination would allow them to explore local cultures and lifestyles. For example, 43% of respondents with the highest level of education and 36% of full-time students mentioned this attraction of emerging destinations compared to 22% of respondents with the lowest level of education. Financial considerations were more frequently by respondents with a lower level of education, those living in rural areas or urban centres, and manual workers. For example, better prices would be the primary expectation of 21% of respondents with the lowest level of education and 27% of manual workers, when considering non-traditional travel destinations. The corresponding proportions for respondents with the highest level of education and employees were 12% and 13%, respectively. For more details, see annex table 10b.
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Analytical report
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).
Information sources when deciding about holidays EU27
Fl258 (02/2009)
Recommendations of friends and colleagues Recommendations of friends and colleagues 29 57
Fl291 (02/2010)
30 58
The Internet
Personal experience Travel / tourist agencies
22 19
38The Internet
Personal experience 31 Travel / tourist agencies 22
24
18 11 6 5 3 3 9 14 12 22 31
42
11
Catalogues, brochures (non-commercial) Catalogues, 5 14brochures (non-commercial) Guidebooks and magazines (commercial) Guidebooks 5 12 and magazines (commercial) Media (newspaper, radio, TV) DK/NA
3 5
Media (newspaper, radio, TV)
in total most important
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
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
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Analytical report
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
100 80 60 40 20 0
in total
most important
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 46
41
38 38
29
37 37 41 40 35 31 36 33 34 35 33 32 29 33 27 26 30 30 32 31 27 21 25 23 20 22 20 23 21 23
IS
LV
CZ
NO
TR
EU27
DE
HU
MK
MT CZ
AT
SE
HR
RO
ES
LT
UK
BG
PT
FI
SI
EE
CY
IE
IT
LU HU
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
100 80 60 40 20 0
in total
most important
58 58 57 57 55
51 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 38 30 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 13
IS
DK
NO
MT
DE
EU27
TR
AT
LV
RO
NL
MK
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.
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HR
ES
SE
FI
SI
UK
BG
LT
IT
LU
EE
CY
BE
FR
NL
DK
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SK
PT
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PL
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SK
Analytical report
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
100 80 60 40 20 0
in total
most important
50 50 49 46 46 46 43 42 41 41 40
36
32 32 31 31 31 30 30 28 28 27 27 25 25 25 25 24 23 23 23 22 21
37 30 31
34 30 25 23 30 26 19 18 22 28 17 19 19 18 16 17 16 16 17 15 16 16 16 12 16 14 14 13 13 13
LV
CZ
IS
EU27
MT
HU
HR
MK
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
100 80 60 40 20 0
in total
most important
36 35
29 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 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
9 3
CZ
LV
EU27
MT
MK
HU
HR
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%).
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NO
DE
RO
TR
AT
ES
SE
LT
FI
SI
UK
BG
IT
CY
EE
PT
LU
BE
FR
NL
EL
PL
IE
DK
SK
IS
NO
7 3
TR
DE
RO
BG
UK
EE
LU
BE
NL
FR
DK
AT
LT
PT
CY
PL
EL
SK
ES
SE
IE
IT
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SI
Analytical report
Commercial guidebooks and travel magazines were selected as their main source of information to be used when planning a holiday by almost a quarter (23%) of respondents in Cyprus, but by no more than 5% of respondents in Slovakia, Bulgaria and the former Yugoslav Republic of Macedonia. Finally, the proportion of respondents who said that their main source of information when making decisions about holidays and travel plans were media products and programmes ranged from 4%-5% (the Czech Republic, Sweden and Italy) to 14%-16% (Greece, Ireland, Romania, Finland and Malta). For more details, see annex table 11a and 12a. Information sources by holiday focus and preferred holiday destinations Analysing EU citizens choices by the focus of their main holiday in 2009, it was noted that holidaymakers who had visited friends or family were somewhat more likely to say that recommendations of friends and colleagues and personal experience were the first or second most important source of information when making decisions about travel and holiday plans. Respondents who had been on a cultural holiday, on the other hand, were less likely than their counterparts to rely on personal experience (25% compared to, for example, 32% of holidaymakers who had wanted rest and recreation) and more likely to rely on guidebooks and magazines (17% compared to, for example, 10% of holidaymakers who had wanted a sun/beach holiday).
Information sources when deciding about holidays (column %, first and second choice combined) Focus of the main holiday Recreation/ Wellness Sun/Beach in 2008 in 2008 in 2009 in 2009
Social in 2008 in 2009
Culture in 2008 55 45 24 25 18 18 11 in 2009 56 50 25 22 17 17 9

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Friends and colleagues The Internet Personal experience Travel / tourist agencies Catalogues, brochures (non-commercial) Guidebooks and magazines (commercial) Media (newspaper, radio, TV)
59 44 37 18 14 10 10
63 47 34 17 12 11 9
59 48 32 20 14 13 8
58 50 32 18 15 13 8
60 48 30 22 15 10 8
61 51 29 21 16 10 7
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.
Analytical report
Information sources when deciding about holidays (column %, first and second choice combined) Preferred holiday destinations Traditional, well-known Friends and colleagues The Internet Personal experience Travel / tourist agencies Catalogues, brochures (non-commercial) Guidebooks and magazines (commercial) Media (newspaper, radio, TV) 2009 60 37 34 24 15 11 9 2010 59 39 33 24 15 11 10 Non-traditional 2009 58 47 26 23 15 15 10 2010 59 51 27 21 14 15 8
Q9(2010)/Q17(2009). What type of holiday destinations do you prefer? Q11a(2010)/Q19a(2009). From the following information sources, which one do you consider to be the most important when you make a decision about your travel (/holiday) plans? Q11b(2010)/Q19b(2009). And what is the second most important? %, Base: all respondents, EU27 (DK/NA not shown)
Socio-demographic considerations While men were more likely to consider the Internet as an important source of information when planning a holiday (47% vs. 37% of women), the latter were more likely to say that travel and tourist agencies were the best information sources (25% vs. 19% of men). Travel and tourist agencies were also more frequently listed by the over 54 year-olds (26% vs. 19%21% across other age groups), respondents with the lowest level of education (32% vs. 16% of respondents with the highest level of education), respondents living in urban and rural areas (23%24% vs. 17% in metropolitan areas), manual workers and non-working respondents (24%-25% vs. 17% of self-employed respondents and 19% of employees). The Internet, on the other hand, was also more frequently mentioned as an information source by younger respondents (58% of 15-24 year-olds vs. 23% of the over 54 year-olds), those with a high level of education and full-time students (53% and 57%, respectively, vs. 21% of respondents with the lowest level of education), respondents living in metropolitan areas (48% vs. 39%-42% of those in urban and rural areas), self-employed respondents and employees (50% and 54%, respectively, vs. 42% of manual workers and 33% of non-working respondents). Additionally, younger respondents, full-time students and respondents living in metropolitan zones were more likely than their counterparts to consider recommendations from friends and family to be an important source of information when making holiday plans. For example, 66% of full-time students mentioned word-of-mouth recommendations, compared to 54%-59% of respondents who had completed their education. Finally, the over 54 year-olds, respondents with the lowest level of education and non-working respondents were somewhat more likely than their counterparts to say that they did not know which source of information they considered to be the most important. For more details, see annex tables 11b and 12b.
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Analytical report
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.
Holidays plans
...for 2009
Fl258 (02/2009)
...for 2010
Fl291 (02/2010) 19 15 8 7 28 21 1
Anights holiday with more than four 18 consecutive nights A holiday with more than four consecutive A holiday with more than15 13 consecutive nights A holiday with more than 13 consecutive nights
A combination of longer holidays and shorter trips A combination of longer holidays and shorter trips 10
Short-stay trip(s) (1 - 3 nights) only No decision yet No trip at all DK/NA Short-stay trip(s) (1 - 3 nights) only 7 No decision 28 yet
19 No trip at all 3
DK/NA
Q13(2010)/Q21(2009). What kind of holidays are you planning in 2010/2009? %, Base: all respondents, EU27
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%).
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Analytical report
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
A holiday with more than 13 consecutive nights A holiday with more than four 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
100 80 60 40 20 0
6 25
13 11 16 10 5 10 15 11 15 11 14 28 27 32 30 8
22 22
19 22 18 24 29 28 25 6 9 7 4 16 8 13 12 7 10 16 17 13 15 14 17 31 29 16 16 21 25 28 23 24 27 20 18 22 14 11 11
31 16
21 21 17 18 17 28 29 33 29 33
29 27 24 35 24 28 29 35 33 36 34 40 33 44 30 4 6 17 20 33 31 23 3 3 10 10 21 6 7 30 17 3 16 12 8 6 4 8
22 26 6 7 11 4 4 9 7 4 7 12 8 6 4 9 5 8 19 16 22 23 23 19 21 28 25 21 21 19 17
13 8 5 8 14 5 8 11 14 23
21 27 23 26 35 35 7 6 17 18 2 12 7 7
23 14 15 18 13 15 15 19 13 9 10 14 18
25 3 13 9 4 5 15 9 14 19 17 14 3 10 5 5 5 11 11 9
LT
PT
LU
CY
IE
RO
HR
MK
MT
NO
DK
BG
CZ
NL
EE
BE
AT
FR
PL
LV
EL
SK
ES
SE
IT
IS
SI
UK
DE
EU27
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.
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Analytical report
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 2010 travel plans (non-travellers adjusted*) will not travel have some plans undecided DK/NA Total Travel for leisure purposes in 2009 no some private private travel travel DK/NA Total 18 9 0 27 8 7 0 33 40 17 0 66 0 0 0 1 48 24 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% nontravellers).
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, %)
30
25 20 15 10 5 0
23 22 22 22
20 20 19 18 18 18 18 17 17 16 16 16 15 15 15
14 13 13 13 12 12 12 11 11 11
10 10
NO
LV
AT
RO
CZ
IS
EU27
TR
FI
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.
MK
HU
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Analytical report
Socio-demographic considerations In accordance with the results for leisure trips made in 2009, older EU citizens, those with the lowest level of education, rural residents and non-working respondents were the most likely to say that they would not travel in 2010. For example, about a third (32%) of the over 54 year-olds answered that they were certain they would not take a vacation in 2010, compared to just 9% of 15-24 year-olds. Similarly, while 42% of respondents with the lowest level of education were certain they would not travel for leisure purposes in 2010, this proportion decreased to 13% for respondents with the highest level of education. Conversely, younger people, those with higher levels of education and full-time students, metropolitan residents, the self-employed and employees were more likely to be planning a holiday in 2010 i.e. a short holiday (3-4 nights), a long holiday (2 weeks or more) or a combination of shorter and longer holidays. Almost no differences were seen Proportion of vulnerable tourists across socio-demographic groups in terms of the in the various socio-demographic proportion of respondents who were only planning segments short-stay trips (1-3 nights). For example, 10% of (see definition above) respondents with the lowest level of education were % vulnerable planning a long vacation (at least two weeks), compared 17 to 19% of respondents with the highest level of EU27 education and 15% of full-time students. Across all Male 17 educational groups, 6%-8% were planning short-stay Female 17 trips in 2010. AGE: 15-24 19 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 yearolds), the economically active (18%-19% vs. 15% of non-working respondents) and respondents with a high level of education (19% vs. 12% of respondents with the lowest level of education). Although one should realise that some or many of these respondents might be considering various destinations and types of holidays, and might take a holiday once a decision had been made; however, these people had not yet booked a holiday at the time of the survey and, therefore, might be more vulnerable to economic problems and decide to cancel their 2010 holiday plans. For more details, see annex table 14b. Holiday plans by holiday focus18 and preferred holiday destinations More than two-thirds of EU citizens who had wanted a sun/beach holiday in 2009 (68%) and those who had looked for a cultural experience (69%) were already planning a holiday in 2010. The former were, however, more likely to be planning a long vacation, while the latter were more likely to be planning shorter holidays. For example, 25% of holidaymakers who had been on a sun/beach holiday in 2009 were planning a vacation of at least two weeks, compared to 19% of holidaymakers who had been on a holiday with a cultural focus.
AGE: 25-39 AGE: 40-54 AGE: 55+ Self-employed Employees Manual workers Not working Metropolitan zone Other town/urban/centre Rural zone EDUCATION: -15 years of age EDUCATION: 16-20 EDUCATION: 20+ EDUCATION: Still in education 19 18 14 18 19 18 15 19 16 16 12 17 19 19
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.
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Analytical report
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 Recreation/ Social Wellness Sun/Beach Culture A holiday with more than 13 consecutive nights A holiday with more than 4 consecutive nights A combination of longer and shorter trips Short-stay trip(s) (1-3 nights) only ANY CURRENT PLANS No decision yet No trip at all 21 20 10 8 59 32 10 20 26 12 6 64 28 7 25 26 14 3 68 25 6 19 28 16 6 69 24 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.
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Analytical report
Having the necessary financial resources for the planned holidays ...in 2009
Fl258 (02/2009)
9 8 3 41
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
...in 2010
Fl291 (02/2010)
6
3
46
39
38
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
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 abovementioned 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%).
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Analytical report
Having the necessary financial resources for the planned holidays in 2010
Yes, without any major difficulties No, not without going into debt DK/NA
100 80 2 5 1
Yes, but we will need to make extra savings No, I cannot afford given the current financial situation
60
40 20 0
3 3 8 3 8 5 6 6 5 5 8 8 8 6 7 9 5 3 3 2 7 2 9 11 6 6 13 5 11 6 4 5 14 5 5 4 14 1 11 12 2 6 2 15 4 5 3 6 8 7 7 9 17 8 7 13 12 13 15 4 2 1 3 11 6 17 3 15 0 2 20 4 5 19 5 17 4 2 15 3 3 17 4 26 28 8 6 4 2 8 3 20 26 27 29 25 34 8 27 41 37 39 10 10 8 44 39 39
38
43
75
51 64 41 46 67 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
42 48 44
51 33
38
50 49 48 49 57
CY
PT
LT
IT
HR
EU27
MK
MT
NO
UK
RO
BG
IE
LU
CZ
EE
BE
AT
PL
FR
NL
DK
DE
TR
LV
IS
EL
SK
ES
SE
FI
SI
Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? %, Base: who are planning a holiday, by country
Variations by type of holidays taken in 2009 and planned in 2010, and preferred holiday destinations EU citizens who were planning more substantial holidays in 2010 were more confident about being able to afford them: 59% of respondents who said they were planning to have a long vacation of at least two weeks or more, and 56% of those who were thinking of a combination of longer holidays and shorter trips in 2010, felt there would be no financial problems; in comparison, 50% of those considering a vacation of between 4 and 13 consecutive nights and 40% of respondents who would make one or more short-stay trips, felt that way. EU citizens who had visited family and friends in 2009 and were planning a vacation in 2010 (as noted above, this group was the most likely to relinquish their travel plans) were the least optimistic about financing their holidays: 53% felt that they might not have sufficient funds and just 42% foresaw no difficulties. Optimism about having the necessary financial resources in order to take their planned holidays was higher among respondents who had been on a sun/beach holiday in 2009 (50% foresaw no financial difficulties), those who said that the major motivation for their main holiday in 2009 had been rest and recreation (53%) and those who had wanted a holiday with an emphasis on culture (59%). Examining the planned destinations for respondents main 2010 holiday (see next section for details), it was noted that domestic holidaymakers (those staying in their own country) were the most concerned about finances: 53% felt they would have sufficient funds and 41% were feeling that they would not be able to afford their planned holiday. Interviewees who were planning to travel to another EU country, or outside of the EU, were the more likely to foresee no problems in realising their holiday plans in 2010 (50% and 53%, respectively). Socio-demographic considerations Among those with 2010 holiday plans, men, the over 54 year-olds (who were actually the least likely to have such plans see section 6.1), respondents with the highest level of education, self-employed respondents and employees were the most likely to answer that they did not expect financial difficulties in realising their holiday plans in 2010. For example, 50% of men, who were planning to spend a holiday away from home in 2010, answered that they had sufficient funds to do this; the corresponding proportion for women was 41%.
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Conversely, women, younger respondents, those with lower levels of education, full-time students and manual workers were more likely than their counterparts to expect that they would need to make extra savings in order to take their planned holidays. For example, 46% of 25-39 year-olds said they would need to make extra savings, compared to 31% of the over 54 year-olds. Respondents with the lowest level of education and manual workers were, however, also more likely than their counterparts to feel that, despite having plans, they could not afford a holiday given the current financial situation (11% compared to 5% of respondents with the highest level of education and employees). For more details, see annex table 15b.
6.3 Planned destinations

When asked about their holiday destination in 2010, roughly a third (32%) of EU citizens answered that they were planning a holiday in their home country. One in six (18%) interviewees said they were planning to take a holiday within the EU and a somewhat lower proportion (15%) indicated that a nonEU 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
...in 2009
Fl258 (02/2009)
...in 2010
Fl291 (02/2010) 13 32 21
11
33
domestic holiday holiday elsewhere in the EU holiday outside the EU no holiday
19
20
17
DK/NA
15
18
Q15(2010)/Q23(2009). Where do you plan to spend your main holiday in 2010/2009? %, Base: all respondents, EU27
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.
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Planned destination of the main holiday in 2010 - including domestic holidays

30
20 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
10
Romania
Thailand
Portugal
Bulgaria
Belgium
Austria
Turkey
Egypt
Finland
Denmark
Spain
Czech Republic
Australia Republic of Cyprus
Norway
Croatia
Hungary
Canada
France
Greece
Slovakia
Poland
Other country
14.0
Netherlands
Sweden
United Kingdom
United States
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

30 28.6
20 8.3
10
6.1 5.8 4.5 3.9 3.0
United Arab
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
Thailand
Switzerland
Germany
Tunisia
Austria
Turkey
Portugal
Romania
Denmark
Australia
Morocco
Bulgaria
Norway
Croatia
Greece
Canada
France
Mexico
Russia
Egypt
Spain
Cuba
India
Hungary
Poland
Other country
Sweden
Netherlands
Switzerland
United Kingdom
United States
Germany
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 53
DK/NA
Ireland
Italy
DK/NA
Ireland
Italy
Analytical report
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
domestic holiday
100
holiday elsewhere in the EU
holiday outside the EU
no holiday / not sure
80
60 40 20 0
22 21 22 26 29 31 30 30 31 33 34 39 28 27 36 41 29 34 28 33 41 34 44 38 42 42 49 34 43 45 42 52 5 9 46 17 8 8 12 12 21 21 20 11 20 20 20 20 20 15 15 13 24 16 24 37 14 11 6 12 19 9 10 13 6 9 7 15 13 24 2 10 9 9 6 10 14 12 18 21
65 62
9 41 34 34 24 19 21 37 28 39 16 28 27 23 26 8 18 47 46 43 42 42 41 40 39 37 38 49 36 35 32 32 26 26 24 23 23 22 20 20 19 18 18 17 17 14 14 13 4 1
PT
LT
IT
CY
IE IE
RO
HR
BG
DK
MK
HU
EU27
%, Base: all respondents, by country
and focusing on those who will take a holiday in 2010

domestic holiday
100 80 60 40 20 0 12
holiday elsewhere in the EU
holiday outside the EU
6 12 15 13 17 17 11 21 16 23 22 23 19 23 20 16 28 26 28 4 11 10 18 28 27 36 30 29 23 28 36 29 27 41 11 15 18 15 19 25 52 22 16 15 24 28 33 34 28 37 34 53 58 47 40 42 34 40 30 12 43 52 55 67 84 83 78 70 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 18 7 2
LT
BE
EE
PT
IT
RO
CY
MT MT
UK
DE
NL
NO
HR
BG
MK
HU
DK
DE
EU27
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
A comparison of EU citizens travel plans for 2009 and 2010 showed that the largest inc reases 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 r espondents 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 54
NO
UK
NL
LU
LV
SK
FR
CZ
PL
IS
TR
AT
EL
ES
SE
FI
SI
LU
EE
TR
BE
FR
LV
EL
SK
AT
CZ
PL
FI
ES
SE
IS
SI
Analytical report
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)
Within country BE 23 France 18 Spain 6 Within country BG Greece Turkey Within country FR Spain Italy
50
Italy United Kingdom France Within country France
MT 16
Within country FI Spain Thailand
45
4 2
16 8
NL 15
4 3 36
59
3 3
Spain IE 16 Within country 14
United States
9 56
Italy
Within country Italy Croatia Within country Italy Croatia Within country Spain Brasil
9 6
AT
Within country SE Spain 5 Thailand
Within country CZ 27 Greece 10 Croatia 9 Within country DK 20 Italy 6 Spain 6 Within country DE Spain 7 Italy 7 Within country EE Russia 9 Finland 4 Within country EL Italy Germany
Within country IT France 5 Spain 4 Greece CY Within country United Kingdom
24
12 7
PL
Within country UK 23 Spain 10 United States 8
31 22
53
6 34
3 2
PT
Within country HR Italy 3 Spain 2 Within country NO 14 Croatia 6 Spain
78
26
Within country LV Estonia 3 Turkey
59
3 54
4 2
RO
5 35
34
Within country LT Turkey 4 United Kingdom
Within country Greece Italy
56
5 5
SI
Within country IS Spain 8 United States 4 Within country TR France U. Arab Emirates
76
2 2 64
France LU 13 Spain 8 Portugal 7

Within country HU Italy 5 Croatia
Croatia Within country Greece
30 29
82
3
SK
1 1
Within country ES Italy 3 France
58
Within country Croatia Italy
36
14
Within country MK 22 Greece 10 Turkey 9
Q15. Where do you plan to spend your main holiday in 2010? %, Base: who are planning a holiday, by country
Socio-demographic considerations Among those with 2010 holiday plans, older respondents, those with a lower level of education, respondents living in rural and urban areas, manual workers and non-working respondents were the most likely to say that they were planning a holiday in their home country. For example, 46% of the over 54 year-olds were planning a vacation at home, compared to 31% of 15-24 year-olds. Conversely, younger respondents and full-time students, those with higher levels of education, metropolitan residents, employees and the self-employed most frequently said they would visit another country in the EU or outside of the EU. For example, 34% of full-time students and 25% of respondents with the highest level of education who were planning a holiday in 2010 were thinking about visiting another EU country, compared to just 17% of respondents with the lowest level of education. Similarly, 22% of the most-educated respondents and 20% of full-time students said they would spend their main 2010 vacation outside of the EU, compared to 13% of the least-educated respondents. For more details, see annex table 16b.
page 55
Flash EB Series #291
Survey on the attitudes of Europeans towards tourism Wave 2
Annex Tables and Survey Details

THE GALLUP ORGANIZATION
Annex
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
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Annex
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 EU27 COUNTRY Belgium Bulgaria Czech Rep. Denmark Germany Estonia Greece Spain France Ireland Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden United Kingdom Croatia Norway Iceland Turkey The former Yugoslav Republic of Macedonia 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513 27115
% None 29.8 35.1 37.5 40.4 13.9 21.2 26.7 25.4 31.6 23.5 18.5 42.1 24.6 43.1 33.8 19.2 51.7 55.4 16.1 21.2 34.3 42.4 47.4 18.2 39.8 12.2 13.6 26.3 32.3 7.6 14.8 63.1 37.3
%1 16.8 19.4 14.2 18 14.5 17.9 18.6 14.4 18.6 20.2 11.2 17.6 29.3 20.3 12.7 17.1 15.1 22.9 16.9 16.3 15.4 18.1 16.3 16.3 13.4 11.8 10.6 12.8 15 5.8 11.7 11.9 15.1
%2 13.7 16.7 9.1 11.1 17.1 17.8 14.1 15 16.4 13.3 15.6 9.5 13.5 13.5 12.7 20.9 9.6 11 18.4 15.1 10.4 9.8 10.3 15 10.2 10.1 10.8 14.4 11.1 10.1 14.1 8.1 10.1
%3 10.3 12.1 5.9 7.2 12.8 14.1 10.4 11.2 7.5 9.8 12.4 8.6 12.5 4.9 10.8 13.2 7 3.6 17.1 15.8 8.2 5.2 7.7 10.1 7.2 10.9 11.7 11 8 9.8 16.6 4.8 9.9
% 4-5 12.9 8.7 11.3 9.9 18 15.1 14.3 13.2 12.1 13.6 19.6 10.2 9.3 7.2 16 15.7 5.5 2.8 16.8 13.6 12.5 8.4 6.7 15 9.1 18.6 17.7 15.4 8.3 19.7 17.8 6.3 10.5
% 6-10 8.9 5.2 9.9 6.4 13.1 8.5 9.3 10.6 6.2 8.9 14.9 8.3 6.9 4.2 5.1 9.3 5 1.6 9.3 10 9 7.1 6.6 16.8 9.5 17 18.1 11.4 12.8 21.5 14.4 3.6 13.2
% 10+ 6.9 2.4 10.8 5.9 9.9 5.1 3.4 9.7 7.6 9.9 6 3.3 3.3 6.3 7.5 4.4 5.6 2.5 5 7.4 9.3 7.3 3.9 8.1 8.6 18.6 15.1 7.1 11.3 21.9 9.9 2 3.8
% DK/NA 0.8 0.4 1.2 1.2 0.6 0.3 3.2 0.7 0 0.8 1.8 0.3 0.6 0.6 1.3 0.2 0.4 0.2 0.3 0.5 0.9 1.7 1.2 0.6 2.1 0.8 2.6 1.7 1.2 3.5 0.7 0.2 0
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Annex
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 EU27 SEX Male Female AGE 15 - 24 25 - 39 40 - 54 55 + EDUCATION (end of) Until 15 years of age 16 - 20 20 + Still in education URBANISATION Metropolitan Urban Rural OCCUPATION Self-employed Employee Manual worker Not working 2455 8585 2349 13596 4986 11684 10297 4220 11914 7635 2631 3914 6325 7269 9369 13110 14005 27115
% None 29.8 28.4 31.1 22.4 23.7 28.4 38
%1 16.8 14.9 18.5 19.4 17.5 16.4 15.6
%2 13.7 13 14.3 15.8 14.4 13.7 12.3
%3 10.3 10.1 10.5 10.9 10.6 10.8 9.6
% 4-5 12.9 13.4 12.4 15.4 14.1 12.6 11.3
% 610 8.9 10.3 7.6 8.6 10.4 9.6 7.4
% 10+ 6.9 9 4.9 7.1 8.7 7.4 5.2
% DK/NA 0.8 0.8 0.7 0.5 0.6 1.1 0.6
53 31.7 15.3 20.2 20.7 30.2 33.4 23.5 16.3 36.1 38.4
16.2 18 14.6 17.7 15.3 17 17.3 13.2 16.6 21.4 16.8
10.8 14 14 17 14 12.9 14.5 12.3 16.2 12.3 12.6
7.1 9.9 12.6 12.1 10.9 10.4 9.9 9.5 12.4 8.1 9.5
6.2 11.5 17.9 17 16.4 13.2 11 15.2 15.6 10.5 11.3
3.6 7.9 13.6 9.3 11.5 8.9 7.6 14 12.4 4.9 6.4
2.6 6.2 11 6.3 10.3 6.7 5.6 11.1 9.7 6 4.5
0.6 0.7 1 0.4 0.8 0.8 0.7 1.2 0.8 0.7 0.6
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Annex
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 EU27 COUNTRY Belgium Bulgaria Czech Rep. Denmark Germany Estonia Greece Spain France Ireland Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden United Kingdom Croatia Norway Iceland Turkey The former Yugoslav Republic of Macedonia 649 628 599 862 1583 385 750 1030 1151 815 868 378 286 332 406 484 226 841 788 991 579 528 410 608 885 864 1106 342 463 430 369 321 65.8 33.9 41.1 40.7 46.6 35 36.6 49.7 48.4 29 50.9 60.5 49 25.8 42.8 42.9 66.7 43.7 37.8 38 47.3 42.3 39.3 32.1 17.5 23.2 37.3 33.7 25.9 24.5 48.9 28.9 19.2 15.3 21.1 19.6 21.1 24.8 20.1 17.3 16.8 20.4 17.5 17.5 23.5 22.5 26.3 25.6 19.1 22.5 25.3 18.2 17.2 22 17.3 16.6 15.7 16 19.1 21.5 14.8 19.3 18.5 20.3 7.6 10 10.1 14.1 15.4 14 15 13.8 12 21.3 13 11 9.5 15 15 10 6.6 17 16.7 15 11.7 12.4 14.6 16.3 16.5 17 15.9 12.5 17 17.3 14.9 13 2.7 8.3 5.4 7.6 7.3 6.8 7.1 5.7 6.3 11.5 7.2 5 3.1 14.9 8.5 8.7 1.2 6 8.3 8.8 7.3 9.4 9.4 10 11.9 9.6 8.6 7 10.6 11.8 5.6 12.8 2.4 11.1 9 7.2 3.6 9 7.8 5.4 5.3 9.2 5.6 2.6 6.2 8 2.9 5 2.6 3.8 5.3 7.7 6.2 5.3 7.9 9.7 14.1 14 8.8 9.8 9.4 10.7 7.4 11.2 0.4 8.1 5.2 6.4 4.3 4 6.8 4 4.1 4.3 3.5 1.6 3.9 3.5 2.4 4.7 1.4 3.4 4.2 6.5 4.6 4.1 8 7 12.3 10.7 4.6 5.5 11 8.3 1.8 10.8 1.5 10.1 5.7 3.4 1.3 1.3 5.6 4 6.3 3.1 2.2 1.6 4.6 9.2 2.2 2.5 0.7 3.1 2.1 4.3 4.1 2.9 2.9 6 11.1 6.2 4.4 7.8 7.9 4.9 2.2 3 0.3 3.1 2.4 0.9 0.6 5.1 0.9 0.2 0.8 1.3 0.2 0.1 0.2 1 0 0.4 1.8 0.4 0.3 1.4 1.6 1.7 0.6 2.3 0.8 3.3 1.2 2.1 3.5 3.3 0.7 0 19032 % None 43.7 % DK/NA 0.9
%1 19.1
%2 14.2
%3 7.5
% 4-5 6.2
% 6-10 4.7
% 10+ 3.8
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Annex
Table 2b. Number of short private trips in 2009 by segment

QUESTION: Q2. And how many of these were short private trips, where you stayed away for less than four nights? Base: those who travelled for business or private purposes in 2009 Total N EU27 SEX Male Female AGE 15 - 24 25 - 39 40 - 54 55 + EDUCATION (end of) Until 15 years of age 16 - 20 20 + Still in education URBANISATION Metropolitan Urban Rural OCCUPATION Self-employed Employee Manual worker Not working 1878 7184 1501 8379 38.8 38.5 50.1 48 17.3 19.6 19.4 19.1 15.6 16 10.3 13.1 7.4 8.3 7.9 6.7 7.7 7 5.2 5.3 7.3 5.2 2.7 3.9 5.1 4.6 4.2 2.8 0.8 0.8 0.3 1 3953 8151 6854 40 43.7 45.8 17.2 19.4 19.9 14.8 13.7 14.4 9.2 7.4 6.6 7.3 6.4 5.2 5.4 4.5 4.4 5.6 3.9 2.8 0.6 1 0.9 1985 8134 6469 2099 56.4 45.6 37.4 41.8 18.3 20 18.4 19.1 10.4 13 16 16.8 5.7 7 8.5 8.1 3.7 5.7 8 5.2 2.3 4.3 5.9 4.9 2.4 3.4 4.9 3.7 0.8 1 0.9 0.4 3036 4828 5207 5809 41.8 39.8 42 49.3 20.1 20.5 19.8 16.9 14.9 14 15.4 12.9 8.1 8.1 7.5 6.7 5.7 6.6 6.3 6.1 4.3 5.4 5.1 4 4.4 4.9 3.2 3.1 0.7 0.8 0.7 1.2 9384 9647 42.1 45.2 17.5 20.7 15 13.3 7.9 7 6.9 5.5 4.9 4.4 4.8 2.9 1 0.8 19032 % None 43.7 % 610 4.7 % DK/NA 0.9
%1 19.1
%2 14.2
%3 7.5
% 4-5 6.2
% 10+ 3.8
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Annex
Table 3a. Number of holidays in 2009 by country

QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Base: those who travelled for business or private purposes in 2009 Total N EU27 COUNTRY Belgium Bulgaria Czech Rep. Denmark Germany Estonia Greece Spain France Ireland Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden United Kingdom Croatia Norway Iceland Turkey The former Yugoslav Republic of Macedonia 649 628 599 862 1583 385 750 1030 1151 815 868 378 286 332 406 484 226 841 788 991 579 528 410 608 885 864 1106 342 463 430 369 321 6.9 37.2 13.5 18.6 17.6 27.2 28.4 16.2 18.6 19.1 18.5 12.6 55.3 34.2 16.5 33 12.3 12.9 23.2 24.5 24.9 35.6 12.5 31 28.5 23.1 21.4 30.4 14.6 25.3 34.4 33.9 42.3 33.4 48.5 33.2 34.6 37.6 34.3 41.7 39.5 34 44.3 48.5 20.2 37.3 32.8 39.4 54.4 38.3 30.6 43.1 41.5 38 38.7 43 26.3 27.3 32.6 33.6 29.7 32.1 38.6 43.6 26.5 13.7 26.3 22.3 25 13.6 17.6 22.6 20.6 24.7 19.4 18.3 12 13.2 21.1 15.5 17.1 25 24 19.1 16 13.2 21.8 15.6 15.5 20 20.8 15.6 25 17.1 17.5 12.1 11.9 5.8 6.4 9.7 12.7 5.7 7.5 7 7.6 11 7.6 10.7 6.2 5.8 11.2 5.2 7.4 11.5 10.6 4.8 7.7 5.1 10.8 4 9 10.3 12 5.1 10.9 6.8 4.7 3.3 6.7 4.4 2.3 7.6 6.8 5.4 5.6 7.7 9.1 7.6 4.3 4.8 1 5.4 12.6 3.7 2.1 9 6.9 4.2 4.2 3.3 8.8 3.9 10.5 5.8 7.9 5.8 10.5 4.3 2.7 6 4.4 2.6 2 2.8 1.5 4.1 3.6 3 2.8 2.6 3.7 3.2 1.4 2.1 3.6 2.2 0.7 1.9 2.5 2.4 1.9 2 4.4 1.5 5.9 4.6 3.1 1.8 5.6 5.4 0.7 0.9 1.1 1.7 0.5 1.9 0.4 0.2 1.3 1.5 1.4 0.7 1.1 1.5 3.7 0.1 1.1 1 1 0.5 0.1 0.9 1.1 0.7 1.6 0.9 3.6 2.7 0.6 1.3 1.8 1.5 0 0.2 0.2 1.2 0.5 3.9 1.3 6.1 1.6 0.3 0.4 0.4 1.1 0.5 0.2 2 1.2 0.1 5 0.9 2.3 0.9 2.6 2.1 1.5 0.1 0.8 6.3 1.6 6.3 2.1 7.6 1.4 0 19032 % None 20.5 % DK/NA 1.2
%1 37.8
%2 21.1
%3 9.1
% 4-5 6.6
% 6-10 2.7
% 10+ 1
page 62
Annex
Table 3b. Number of holidays in 2009 by segment

QUESTION: Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Base: those who travelled for business or private purposes in 2009 Total N EU27 SEX Male Female AGE 15 - 24 25 - 39 40 - 54 55 + EDUCATION (end of) Until 15 years of age 16 - 20 20 + Still in education URBANISATION Metropolitan Urban Rural OCCUPATION Self-employed Employee Manual worker Not working 1878 7184 1501 8379 21.1 17.7 28.1 21.4 36 38 44.4 36.8 20.2 23 16.3 20.6 9.2 9.5 4.8 9.5 7.3 7 3.4 6.7 3.9 2.6 1.6 2.7 1.3 1 1.1 0.9 1 1.2 0.4 1.4 3953 8151 6854 17.1 20.1 22.9 34.1 38.3 39.3 23.8 20.6 20.2 9.9 9.4 8.3 8.5 6.5 5.6 4 2.7 1.9 1.8 1 0.6 0.9 1.4 1.1 1985 8134 6469 2099 23.7 22.5 17 19.6 40.8 39.8 34.2 37.5 20 19.1 23.8 22.2 7.2 8.5 10.7 9.3 4.9 5.7 8.2 7.2 1.9 2.4 3.5 2 0.8 0.9 1.2 0.9 0.8 1.1 1.4 1.4 3036 4828 5207 5809 22 19.7 20.1 20.6 39.2 39.3 39.5 34.6 20.9 22.4 20.9 20.3 8.6 7.8 9 10.5 5.8 6.2 5.9 7.9 1.7 2.6 2.5 3.5 0.7 1 1 1 1 1 1 1.6 9384 9647 21.2 19.7 36.1 39.4 21.5 20.7 9 9.3 6.9 6.4 3.1 2.3 1.1 0.9 1.1 1.3 19032 % None 20.5 % 610 2.7 % DK/NA 1.2
%1 37.8
%2 21.1
%3 9.1
% 4-5 6.6
% 10+ 1
page 63
Annex
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)
% Prefer to stay at home or with family / friends
% Concerns about safety
% No motivation to take a holiday in 2009
% Prefer to only make short-stay trips
% Personal/ private reasons
% Lack of time
% Financial reasons
EU27 COUNTRY Belgium Bulgaria Czech Rep. Denmark Germany Estonia Greece Spain France Ireland Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden United Kingdom Croatia Norway Iceland Turkey The former Yugoslav Republic of Macedonia
page 64
11976 396 610 486 300 705 245 469 642 567 340 792 171 374 284 164 678 308 270 394 759 571 663 142 590 375 335 631 267 106 183 758 300
21.8 22.4 10.1 20 22.6 28 15.4 15.6 20.8 21.7 15.9 31.2 20.8 16.8 16.6 25.3 15.3 19.6 32.7 20.3 18.5 17.5 10.3 14.9 19.7 20.8 17.7 19.5 21.8 24.9 12.2 16.5 15.6
40.8 21 65.1 27.6 27.8 34.1 49.1 46.2 50.5 35.6 41.6 33 39.6 49 43.6 20.6 61.1 45.9 18 30.9 49.5 56.7 61.6 49.5 41.8 19.8 20.5 36.5 52.9 11.7 31.1 48.6 61
12.6 13 9.2 10.6 6.9 14.5 5.7 13.1 9 9.5 9.2 23.5 16.4 10.3 12.1 21.6 6.5 5.5 9.4 15 14.5 5.3 12.3 6.4 9.5 19.9 15 6.3 8.5 10.9 18.2 28.8 9.2
2.4 2.2 2.5 1.1 0.6 2 9.4 1.6 2.2 3.2 4.9 2.4 0.7 0.6 1.3 2.8 3.4 0.5 2.2 5.3 1.2 1.5 1.3 6.1 2.6 6.1 5.9 3.2 0.6 4.2 2.1 0.3 1.1
3.9 7.5 2.9 6.1 8.6 4.6 7 3.3 3.2 4.4 5 2.3 2.6 9.6 5.2 6.6 0.5 5.8 8.7 5.9 1.1 2.8 1.4 4.3 5.2 6.3 5.6 6.6 2.9 4.7 4.6 0.2 3.8
0.6 0.4 0.1 0.9 0 0.2 0 0 0.7 0.3 0.4 0.5 1.1 0 0 0.5 1.2 1.9 0.4 0.3 0.9 0.6 0.5 0 0.3 0.6 0.4 1.2 0 0 0 0.2 0
8.6 18.5 4.4 7.7 13 10.3 7.2 7.1 5.6 10.7 10.6 5.6 5.1 6.1 3.9 18.4 5.1 7.8 10.7 12 7.6 6.6 5.7 10.8 9.6 16.4 13.5 12.2 4.7 19.9 5.5 2.4 2.6
8 12 3.5 8.9 12.7 5.4 5.8 10.6 8 13.2 11.3 1.3 10.1 6.2 7.7 4.3 6 10.3 14 8.5 6.4 6.9 6.5 7.5 10.2 7.5 15.6 14.2 5.2 20.3 13.2 1.8 5.2
1.4 3 2.1 17.1 7.9 0.9 0.4 2.3 0 1.3 1.2 0.2 3.5 1.6 9.6 0 0.8 2.7 3.8 1.8 0.4 2.1 0.5 0.5 1 2.7 5.8 0.3 3.4 3.4 13.1 1.2 1.5
% DK/NA
% Other
Total N
Annex
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)
% No motivation to take a holiday in 2009
% Prefer to only make short-stay trips
% Prefer to stay at home or with family / friends
% Financial reasons
% Personal/ private reasons
% Concerns about safety
% Lack of time
EU27 SEX Male Female AGE 15 - 24 25 - 39 40 - 54 55 + EDUCATION (end of) Until 15 years of age 16 - 20 20 + Still in education URBANISATION Metropolitan Urban Rural OCCUPATION Self-employed Employee Manual worker Not working
11976 5719 6257 1547 2449 3109 4755
21.8 19.8 23.6 14.6 17.2 17.9 29
40.8 38.7 42.7 35.9 45.3 50.3 33.9
12.6 15.2 10.3 24.7 18.3 12.7 5.8
2.4 2.6 2.2 2.3 2.6 1.7 2.9
3.9 5.1 2.8 4.7 2.5 3.5 4.4
0.6 0.5 0.6 0.7 0.5 0.2 0.8
8.6 8.6 8.6 9 5.1 6.8 11.4
8 8.4 7.6 6.5 6.3 5.8 10.5
1.4 1.2 1.6 1.6 2.1 1.1 1.3
2706 5607 2266 944 1708 5174 5011 973 2674 1269 7011
25.9 19.4 23.6 16.1 22.6 21.9 21.5 17.3 19.7 15.4 24.4
42 44.9 34.2 31.1 38.8 43.1 39.2 32.6 40.6 51.6 40
7.3 12.2 15.9 26 11.2 12.9 13 27.8 15.9 14.9 8.8
2.5 2.2 2.9 3.1 2.6 1.9 2.8 3.2 3.2 2.6 2
3.6 3.7 5.2 3 5 3.7 3.6 4.2 3.2 3.8 4.1
0.4 0.5 0.4 1.2 1.1 0.5 0.4 0.5 0.5 0.2 0.7
9.2 7.9 7.4 11.4 8 8.1 9.2 5.9 7.2 5.5 10
8.5 7.6 8.3 6.7 8.6 6.9 8.7 6.9 7.8 4.9 8.7
0.6 1.5 2 1.5 2 1.1 1.6 1.6 1.9 1.1 1.2
page 65
% DK/NA
% Other
Total N
Annex
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 % Wellness/health treatment % Rest/recreation
% Visiting friends / relatives
% Sports-related
% Sun/beach
% City trips
% Culture / religion
page 66
15139 604 395 518 702 1304 280 537 863 937 660 708 330 128 218 339 325 198 733 606 748 435 340 359 420 633 665 869 238 395 321 242 213
19 15.8 21.1 23.5 18.3 18.7 13.9 13.6 21.1 15 22.6 14.5 9.5 2.7 11.8 17.1 21.6 1.9 17.7 20.6 19.5 23.6 13.4 26.7 25.7 11.2 26.2 26.5 15.1 25 6.7 14.9 31
3.2 2 5.9 5.7 1.2 4.1 11.5 4.5 1.8 4.2 0.7 2 1.5 1.6 10.1 2.8 7 0.3 0.7 6.1 4.3 5 7.3 4.8 2.8 3.5 0.3 0.6 2.5 2.5 2 3.5 2.1
37.3 36 40 43.8 29.3 29.9 35.2 53.2 35 36.4 35.3 48.1 65.4 36.7 40.3 28.3 49 62 39.8 21.7 44.4 42.1 46 30.4 41.7 35.4 22.2 36 35.2 22.1 45.6 28.1 48.3
7 6.6 1.3 3.1 7.6 7.3 1.5 1.5 9.9 13.5 6.2 5 1.4 4.2 17.1 10.4 2.9 4.9 3.6 7.4 7.5 2.8 6.3 13.8 1.6 8.2 3.5 2.9 8.9 9.3 1.7 12.2 3.9
3.8 4.1 1.2 7.5 4.8 7.1 3.1 1.3 1.6 1.7 5.4 2.6 1.2 1.5 2.3 5.3 2.7 2.9 3.8 9.8 3.6 2.1 1.5 5.9 4.5 5 6.5 2.9 3.5 2.9 5.6 0.1 0
6.1 13.1 11.7 7.3 9.5 10.9 4 2.3 3.9 4 1.2 2.2 0.8 3.9 2.7 9.5 2.4 2.9 12.6 10.6 4.6 1.6 4.6 5.7 7 8.9 9.6 2.8 4.9 7.6 9.5 9.1 1
5.9 6.6 1.3 3.3 11.9 8.4 5.7 4.4 8.1 2.2 4.4 6.8 2.4 9.3 0.4 8.6 1.5 8 10.5 11.7 2.2 4.8 2 2.4 3.3 5.6 7.9 5.1 4.6 9.2 0.8 4.8 2.4
16.7 15.6 17.3 5.3 15.4 12.5 23.5 16.8 17.9 22.1 22.9 18.1 16.5 37.8 14.8 17.7 12.7 13.9 10.8 10 12.9 17.6 17.5 7.7 13.4 21.5 21.4 20.8 21.9 17.9 21.4 24.8 9.9
0.2 0.3 0.6 2.1 1 1.5 2.4 0.8 0.9 1.4 0.7 1.3 2.2 0.4 0.4 0.3 3.1 0.5 2.2 1 0.5 1.5 2.5 0 0.8 2.4 2.4 3.4 3.5 6.5 2.6 1.3
% DK/NA 1.1
% Nature
Total N
Annex
Table 5b. The major motivation for respondents main holiday trip in 2009 by segment
QUESTION: Q5. What was the major motivation for your main holiday trip in 2009? Base: those who made at least one holiday trip in 2009
% Culture / religion
% Visiting friends / relatives 16.7 15 18.3 20.1 17.6 13.5 17.1 18.2 15.2 16.7 20.5 17.2 16.8 16.2 13.8 13.3 17.3 20.4
% Wellness/health treatment
% Rest/recreation
% Sports-related
% Sun/beach
% City trips
15139 7391 7748 2367 3877 4160 4613
19 18.1 19.9 24.2 20.4 21.2 13.2
3.2 2.9 3.4 0.8 2.2 2.5 5.8
37.3 39.4 35.3 33.6 41.9 40.3 32.5
7 7.2 6.7 6.7 5.5 6.3 9
3.8 4.8 2.9 6.9 3.3 3.6 3
6.1 6.2 5.9 3.3 4.1 6.5 8.8
5.9 4.9 6.7 3.8 3.8 5.1 9.1
1.5 0.8 0.5 1.1 1.1 1.4
1514 6307 5369 1687 3278 6511 5286 1482 5911 1079 6585
16.4 21.2 15.7 24 18.2 18.6 20 19.8 20.4 18.2 17.6
4.3 3.4 3.1 1 2.8 2.9 3.7 2.1 2.3 3.2 4.1
36.4 38 38.9 30.6 37.4 37.7 36.6 43.9 41.4 42.6 31.2
8.1 5.7 8 7.4 7.1 7.2 6.6 4.9 6.6 5.4 8.1
2.3 3.5 3.6 7 3.3 3.8 4.1 4.4 3.7 2.7 4
6.8 6.5 6.3 3.5 6.7 5.3 6.7 3.7 6.3 5.8 6.6
6.4 5 6.7 5.8 6.6 6.2 5 5.6 5.1 3.4 7
1.5 1.1 0.2 0.7 1.3 1.1 1.9 1 1.4 1.1
page 67
% DK/NA 1.1 1.1
% Nature
Total N
Annex
Table 6a. Method of transport for respondents main holiday trip in 2009 by country
QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?) Base: those who made at least one holiday trip in 2009
% Bicycle (not motorised)
% Airplane
% Car / motorbike
page 68
15139 604 395 518 702 1304 280 537 863 937 660 708 330 128 218 339 325 198 733 606 748 435 340 359 420 633 665 869 238 395 321 242 213
35.4 37.5 6.1 34.3 50.2 34.6 35.4 18.5 35.6 25.2 78.4 37.9 73.6 33.4 17.5 48.1 10.5 83.1 36.1 39.1 15.9 29.3 10.2 18.3 26.2 45.8 49.2 62.7 11.3 62.9 30.4 17.8 8.7
2.4 0.5 0 0.2 2.2 1.9 5.1 20.6 3.3 1.8 3.6 2.7 2.1 0.5 1.8 1 0 15.1 1.8 1.3 0.1 1.7 0 1.9 1.1 2.6 3.2 3.1 1.5 3.6 0.2 2.2 0
6.6 4.1 7.4 7.9 2.9 5.8 7.4 2 5.4 8.2 3.2 9.4 0 4.3 2.8 2.2 9.5 0 2.9 2.9 14.4 2.1 13.3 3.7 5.9 5.6 4.7 3.6 4.7 2.9 0 0.4 3.6
6.3 5 19.4 20.2 3.6 6.4 14.2 8 7.8 2 0.5 4.7 0 24.7 18.3 5 10.8 0 2.9 4.2 14.3 5.9 10 9.4 20 4.3 4 3.2 18 2.5 0.5 38.6 29.7
47.7 52.8 64 34.7 39.7 50 37 49.8 47.7 62.1 14 43 22 36.9 59.6 43.7 66.8 1 53.9 50.3 54.3 60.5 63.8 66.3 45.3 41 37.7 24.2 63.4 26.7 67.3 40.7 56.2
0.4 0 2 2.2 0.2 0.4 1 0 0 0.2 0 0 0 0 0 0 0.2 0 1 0.3 0.4 0 0 0 1.4 0.2 0.2 0.6 0 0 0 0 0.5
1 0 0.8 0.1 1.2 0.6 0 0.6 0.1 0.5 0.4 2.4 2.2 0.2 0.1 0 2.2 0.7 1.3 1 0.5 0 2.1 0.4 0.1 0.5 0.6 2.7 1.1 0.6 1.5 0.4 0.4
0.1 0 0.2 0.5 0 0.3 0 0.6 0 0 0 0 0 0 0 0 0 0 0.1 0.8 0.1 0.6 0.5 0 0 0.1 0.3 0 0 0.7 0 0 0.8
% DK/NA
% Other
% Train
Total N
% Boat
% Bus
Annex
Table 6b. Method of transport for respondents main holiday trip in 2009 by segment
QUESTION: Q6. How did you travel there in 2009? (what was the main method of transport?) Base: those who made at least one holiday trip in 2009
% Bicycle (not motorised)
% Airplane
% Car / motorbike
15139 7391 7748 2367 3877 4160 4613
35.4 34.6 36.2 38.8 36 34.2 34.1
2.4 2.3 2.5 2.4 2.3 2.4 2.6
6.6 5.8 7.3 8.9 6.6 4.1 7.6
6.3 4.9 7.7 8.8 3.1 2.8 10.9
47.7 50.7 44.9 40.2 51.1 54.9 42.6
0.4 0.4 0.3 0.5 0.1 0.4 0.4
1 1.1 1 0.5 0.7 1 1.6
0.1 0.2 0.1 0 0.1 0.2 0.1
1514 6307 5369 1687 3278 6511 5286 1482 5911 1079 6585
29.7 33.9 38.3 39 39.8 36.1 31.8 37 38.9 26.8 33.5
2.6 2.3 2.8 1.7 2.7 2.8 1.8 2.7 2.4 1.8 2.5
7.5 5.5 6.5 9.3 9.3 6.8 4.7 4.1 4.5 7.9 8.8
12.5 5.6 3.6 10.5 5 7 6.3 2.7 2.9 4.1 10.5
45.4 51 47.6 38.6 42.4 45.6 53.8 52.1 50.1 57.6 42.9
0.2 0.3 0.4 0.5 0.1 0.5 0.3 0.2 0.3 0.5 0.4
2.1 1.3 0.7 0.4 0.5 1.2 1.1 1 0.7 1.1 1.3
0.1 0.2 0.1 0 0.1 0.1 0.1 0.3 0.1 0.1 0.1
page 69
% DK/NA
% Other
% Train
Total N
% Boat
% Bus
Annex
Table 7a. How respondents organised their main holiday trip in 2009 by country
QUESTION: Q7. How did you organize your main holiday trip in 2009? Base: those who made at least one holiday trip in 2009
% Package tour /All Inclusive holiday booked through a travel agency
% Package tour/All Inclusive holiday booked via the Internet
% Travel or accommodation booked through a travel agency
% Travel / accommodation organised individually
page 70
15139 604 395 518 702 1304 280 537 863 937 660 708 330 128 218 339 325 198 733 606 748 435 340 359 420 633 665 869 238 395 321 242 213
58.2 46.6 77.3 41.5 51.3 53.4 58.3 79.2 57.3 64.2 45.4 68.7 57.4 70 71.7 54.3 80.3 46.6 50.2 54.3 72.8 55.7 59.3 63.4 52.8 62.7 60.3 44.1 83.1 56.6 78.4 81.5 73.1
13.4 16.3 5.2 34.2 11.8 15.5 13.1 4.2 16.6 8.6 10 17.4 18.4 3 10.6 17.6 5.1 15 14.7 16.3 11.5 13.6 12.2 20.8 30.1 7.4 9.2 10.1 9.9 12.4 4.4 11.2 19.7
10.6 14.1 3.4 5.9 16.9 10.6 5.9 5.1 10.6 8.9 18.6 9 9.7 4.8 3.5 10.2 7 18.3 19.2 7.6 4.1 6.9 6.5 5.1 4.6 10.8 12.4 17.9 2.1 12.9 4.7 2.2 0.8
10.1 12.6 4.4 12.7 10.6 12.9 14.2 4.9 11.1 8.9 14.2 3.5 9.2 15.4 1.7 14.5 3.3 12 6.9 14.1 3.4 5.7 8.5 7.2 8.5 11.2 8.6 18.1 2 5.9 3.8 2.1 4.1
7.3 10.4 6.8 5.3 8.8 7.1 7.2 6.6 4.3 9.3 10.8 1.1 5.1 6.9 11.4 3.4 4.2 7.3 8.7 6.3 8 16.9 11.9 3.5 3.8 6.9 7.7 9.4 1.7 10 7.7 1.8 1.8
0.4 0 2.9 0.4 0.6 0.4 1.2 0 0.2 0.2 1 0.3 0.2 0 1.1 0 0 0.7 0.3 1.4 0.2 1.2 1.6 0 0.1 0.9 1.8 0.4 1.3 2.1 0.9 1.2 0.4
% DK/NA
% Other
Total N
Annex
Table 7b. How respondents organised their main holiday trip in 2009 by segment
QUESTION: Q7. How did you organize your main holiday trip in 2009? Base: those who made at least one holiday trip in 2009
% Package tour/All Inclusive holiday booked via the Internet
% Travel or accommodation booked through a travel agency
% Travel / accommodation organised individually
% Package tour /All Inclusive holiday booked through a travel agency
15139 7391 7748 2367 3877 4160 4613
58.2 59.4 57.1 53.2 62 61.3 54.7
13.4 12.6 14.2 12.5 11.8 12.3 16.3
10.6 11.3 10 13.4 12.3 11.3 7.2
10.1 9.5 10.7 10.7 7.6 8.8 12.9
7.3 6.8 7.7 9.2 5.8 6.1 8.6
0.4 0.5 0.4 1 0.4 0.2 0.3
1514 6307 5369 1687 3278 6511 5286 1482 5911 1079 6585
54 55.8 64.1 53.1 63 58.2 55.4 63.3 58.5 60.1 56.4
17.3 14.3 11.9 11.6 13 13.1 14.1 11.8 12.5 13 14.8
6.3 11.2 10.9 12.1 8.4 10.6 11.8 11.9 13 13 7.8
13.8 11.2 7.2 11.2 8 11 10.2 7.4 9.9 6.7 11.4
8.3 7.2 5.7 10.4 7 6.8 7.9 5.1 5.9 7 9
0.3 0.3 0.2 1.5 0.5 0.3 0.5 0.6 0.1 0.2 0.7
page 71
% DK/NA
% Other
Total N
Annex
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?
% Entertainment (movies; theatres)
% Beauty/Wellness treatments
% None (I would not reduce any)
% Sports and other activities
% Restaurants and cafes
% All of these 7.7 3.9 17.7 6.7 4 3.2 11.9 8.2 7.8 5.2 1.2 19.4 8.9 13.4 17.5 1.1 7.8 4.4 2.9 1.8 8 20.6 14.5 7.1 7.3 6.7 4.9 2 23.4 6.1 8.5 11.8 18.4
% Shopping
page 72
27115 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513
9.9 7.1 8.7 12.9 7 10.5 5.3 8.6 7.6 11.5 12.5 6.9 5.1 12.1 9.1 9.3 11.2 8.5 6.7 8 13.4 5.8 7.4 10.9 16.2 12.5 7.2 12.5 6.6 8.8 5.6 20.1 9.8
12.3 6.7 23.8 9.9 7.7 8.1 21.6 8.2 13.9 13.5 21.9 8.4 7.6 27.4 28.1 12.1 14.7 7.7 10.7 6.9 13.3 17.7 17.9 14.8 8.8 15.5 7.6 16.2 20.1 4.9 10.7 4.6 11.4
20.6 19.7 13.7 23.4 15.6 28.4 18.8 23 21.1 18.2 25.1 17.1 24.8 21.4 16.2 24 22.8 21.1 12.1 32 17 14.9 20.9 29.3 25.6 13 18.5 19.3 12.6 20.8 22.6 25.1 14.2
23.7 29.4 8.2 19.6 30.1 27.4 15 23.2 24.9 26.9 15.1 18.7 17.7 7.2 8 26.1 23.8 29.2 39.3 26.8 28.7 16.3 10.6 21.7 17.6 17.9 26.7 21.9 14.9 27.9 22 7.2 21.8
11.7 9.6 6.5 11.6 14.5 12 8.9 8 7.6 10.9 18.1 14.4 8.5 5.3 4.3 19.1 9.4 12.4 13.4 11.2 9.3 4.7 10 5.2 10.2 11.5 17.2 17.4 6 14.2 6.3 6.7 9.2
10 17.4 11.9 12.1 12.7 7.8 14.6 14.2 14.9 10.2 4.1 12.4 24.6 9.8 9.3 6.1 5.6 11.8 11.8 9.2 5.5 13.6 7 8.3 12.1 19.3 11.9 6.4 10.3 9.8 13.9 17.8 11.7
4.2 6.3 9.5 3.7 8.3 2.7 3.7 6.6 2.3 3.7 1.9 2.7 2.8 3.6 7.5 2.1 4.8 5 3 4.1 5 6.5 11.7 2.6 2.3 3.6 5.9 4.4 6.1 7.5 10.4 6.6 3.5
% DK/NA
Total N
Annex
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?
% Beauty/Wellness treatments
% Sports and other activities
% Restaurants and cafes
% Entertainment (movies; theatres)
% None (I would not reduce any)
% All of these
% Shopping
27115 13110 14005 3914 6325 7269 9369
9.9 10 9.7 14.6 10.5 9.9 7.5
12.3 11.9 12.7 14 12.1 11.5 12.1
20.6 21.4 19.9 19.9 21.7 22.5 18.9
23.7 25.3 22.2 26 26.2 26.4 19.1
11.7 10.7 12.6 16.3 14.1 10.3 9.3
10 10.9 9.1 4.8 8.5 9.6 13.3
7.7 6.2 9.2 2.6 4.3 7.4 12.5
4.2 3.6 4.6 1.8 2.7 2.4 7.4
4220 11914 7635 2631 4986 11684 10297 2455 8585 2349 13596
7.8 11.2 8.4 13.3 10.4 9.9 9.7 8.9 10.3 12.1 9.4
11.5 13.1 11.3 13 13 12.1 12.1 12.1 11.8 12.9 12.5
17.4 20.8 23.2 19.5 21 20 21.2 22.1 23.3 21.3 18.6
15.6 22.8 29.1 28.2 25 24.3 22.4 24.2 28.6 22.1 20.8
11 12.1 10.3 16.5 11.2 11.2 12.5 11 12 12.1 11.6
13.2 9.2 10.3 4.8 10 10.3 9.5 11.4 8.2 9.9 10.7
15.3 7.1 4.9 2.8 6.3 8.3 7.7 6.2 3.9 7 10.5
8.2 3.6 2.6 1.9 3 3.8 4.9 4.1 1.9 2.5 5.8
page 73
% DK/NA
Total N
Annex
Table 9a. Preferred holiday destinations by country

QUESTION: Q9. What type of holiday destinations do you prefer?
% Traditional, well-known destinations 57 51.6 49 59.9 47.1 56.7 48.6 61.7 62.6 57.4 58.6 54.9 57.5 40.8 49 58.9 62.1 63.1 50.4 53.2 58.9 51 60 53.7 62.3 48.2 45.5 59.5 49.2 48.2 36.2 58.3 43.5
% Non-traditional, emerging destinations 28.4 25.1 25.2 24.3 38.8 31.9 23 25 25.9 31.9 34.7 25.2 25.1 38.7 25.5 33.4 22.8 20.4 35.1 29.5 26.7 25.4 17 38.2 19.3 29.9 36.6 30.3 37.1 37.9 36.8 22.2 36.3
% Not important, no preference 12.8 20.2 22.3 13.8 11.9 10.3 26.3 10.2 10.8 9.7 5.1 19.1 16.2 17.6 20.1 6.4 13.1 13.8 13.1 15 11.6 19.5 18 5.4 16.3 19 12.6 8.9 12.3 11.9 25.1 17 17.9
% DK/NA 1.7 3.1 3.4 2.1 2.1 1.1 2 3.1 0.7 0.9 1.6 0.8 1.2 2.9 5.3 1.2 1.9 2.6 1.4 2.3 2.8 4.1 5 2.7 2.1 3 5.3 1.3 1.4 2 2 2.5 2.3
page 74
Annex
Table 9b. Preferred holiday destinations by segment

QUESTION: Q9. What type of holiday destinations do you prefer?
% Traditional, well-known destinations 57 56.6 57.3 50.9 52.9 57.4 62 63.7 59.5 51.6 48.6 54.7 57.7 57.3 53.6 54.7 58.6 58.7
% Nontraditional, emerging destinations 28.4 29.2 27.7 38.4 32.4 28.9 21.4 18.8 26.1 34.9 39.6 31.4 27.9 27.8 31.4 32 27.5 25.9
% Not important, no preference 12.8 12.8 12.8 9.8 13.7 12.6 13.6 13.4 13 12.5 11.2 12.7 12.9 12.8 13.4 12.6 12.3 13
% DK/NA 1.7 1.4 2.1 0.8 1 1.2 3 4 1.4 1 0.6 1.2 1.6 2.1 1.5 0.7 1.6 2.4
page 75
Annex
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?
% Better quality of service 9.4 7.5 11.8 20.8 6 8.1 10.1 16.6 8.7 6.5 11.6 9.8 14.3 5 7.7 10.4 7.1 8.9 7.6 6.7 9.9 5.3 16.5 12.8 13.6 9.2 3.7 10.4 11.5 6.9 5.1 26.2 17.8
% Lower prices 17.9 13.3 24.7 23.5 6.4 11.5 13.2 21.1 14 18.6 11.5 12.3 16.1 23 28.3 8.8 36.2 21.1 14.7 12.9 42.6 16.7 33.5 21.1 20.8 16.7 11.6 11.9 30.6 12 8.9 22.6 31.6
% Better value for money 20.9 16.6 26.6 12 8.7 23.3 24.4 9.8 24.9 20.2 29 25.7 5 13.3 25.7 20.3 20.6 13.3 9.5 23.6 14.2 23.2 21.8 3.8 25.1 10.5 12 23.1 4.2 9 6.9 17.1 11.7
% Local culture, lifestyle and traditions 32.7 35.9 20.3 29.1 60.7 34.1 30.6 25.1 32.4 35.2 37.7 30.9 42.1 35.8 17.4 38.3 20.9 31.2 50.1 37.5 19.6 29.2 9.1 38.8 21.9 47.7 48.5 42.4 32.2 53.8 43.9 13.6 24.5
% Better environmental quality 11.2 8.6 9.1 6.4 3.5 15.2 13.2 22.2 10.2 10.4 7.1 16.6 14.3 14.6 8.6 18.9 9.9 12 6.6 10.9 7.9 12.8 9.1 17.8 6.9 8.8 11.3 6.3 13.7 4.9 9.6 10.4 9.4
% DK/NA 8 18 7.6 8.1 14.6 7.8 8.5 5.1 9.8 9.1 3 4.8 8.2 8.3 12.3 3.4 5.3 13.5 11.5 8.3 5.8 12.8 10.1 5.7 11.7 7.1 12.9 5.9 7.8 13.5 25.5 10.2 5
page 76
Annex
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?
% Better quality of service 9.4 9.9 8.9 10.2 10.4 9 8.7 8.7 9.8 9.2 8.8 8.5 10 9.1 10.6 9.4 10 9
% Lower prices 17.9 16.6 19.1 18.9 18.3 16.3 18.5 20.8 20.6 11.9 17.2 15.4 18.1 18.8 12.8 13.4 27.2 20.1
% Better value for money 20.9 22.6 19.3 21.5 22.7 22.6 17.9 21.5 22.7 19.2 18.9 19.6 20.9 21.5 23.1 22.5 25.1 18.7
% Local culture, lifestyle and traditions 32.7 31.5 33.8 32.6 35.2 34.2 29.9 22.4 29.6 43.3 35.8 38.9 32.8 29.6 36.2 39.9 22.2 29.3
% Better environmental quality 11.2 11.5 10.9 13.7 8.9 10.9 12.1 12.7 9.9 10.9 16 11.4 10.7 11.7 9.9 9.8 9.6 12.6
% DK/NA 8 7.9 8.1 3.2 4.5 7.1 13 13.8 7.4 5.4 3.4 6.1 7.4 9.3 7.3 5 5.9 10.3
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Annex
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? % Personal experience % Media (newspaper, radio, TV) 3.3 3.4 4.1 1.3 4.3 4.5 3.4 6 2.2 2.1 3.9 2 3.2 4.8 1.2 2.8 2.5 6.5 2.6 3 2.3 2.5 6.5 2.5 4.1 5.6 5 3.9 3.7 3.5 2.5 4.1 3.2 % Recommendations of friends and colleagues
% Guidebooks and magazines (commercial)
% Travel / tourist agencies
% Catalogues, brochures (noncommercial)
% The Internet
page 78
27115 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513
18.2 17.8 36.7 27.8 16.1 15.7 19.1 18.5 12.6 15.8 16.9 17.4 16 26 34.3 14.7 30.7 12.3 16 13 24.9 19.3 29.8 16 23.2 13.8 13.7 15.7 30.2 12.9 16.5 22.4 30
29.7 22.7 31.3 32.6 20.8 26.7 35 31.2 34.1 31.5 40.8 21.6 22.7 37.4 28.5 20.9 37.5 23.1 19.9 32.5 36.8 29.8 24.5 40.2 32.3 19.5 33 35 37.9 29.1 26.7 35.6 25.8
4.8 7.2 0.8 6.2 6.2 6.1 4.5 6.7 2.9 4.6 3.5 4.9 10.6 5 4.1 4.5 5.2 6.9 5.5 6.4 4.4 3.4 3.1 4.7 1.7 6.9 4.1 4.9 2.4 3.3 3 1.9 2.4
5.5 8.3 2.8 8.3 9.1 6.3 4.1 3.5 3.1 8.2 5.8 4 4.9 3.8 1 12 3.8 5.4 8 7.3 3.6 2.4 3.1 10.9 7.9 9.8 7.1 6 2.7 7.4 4.7 2.1 5.1
24.3 20.3 17.1 13.8 37.9 27.2 20.4 23.1 23.7 23.4 23.2 27.9 27.5 12.3 17.4 28.5 12.5 29.3 36.1 21.1 19.7 18.3 16.2 15.2 17.3 36.9 30.2 26.6 13.1 37.8 40.2 22.3 16.9
11.1 15.8 3.3 8.7 3.7 11.9 10.6 7.2 17.7 10.6 4.2 21 13 6.1 7.2 15.5 4 12.9 9.8 13 4.9 11.5 8.4 7.6 11.7 5.2 5.3 5.6 5.9 3.1 2.9 4.6 12.3
3.1 4.6 4 1.3 2 1.6 2.9 3.8 3.8 3.8 1.6 1.3 2.1 4.7 6.3 1.1 3.9 3.6 2.2 3.6 3.4 12.7 8.5 2.9 1.8 2.3 1.5 2.3 4.2 2.9 3.6 7 4.2
% DK/NA
Total N
Annex
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?
% Personal experience
% Media (newspaper, radio, TV) 3.3 3.3 3.2 3.7 1.3 2.8 4.7 3.9 3.1 3.2 3 2.9 3.3 3.4 2.5 2.8 2.6 3.9
% Recommendations of friends and colleagues
% The Internet
27115 13110 14005 3914 6325 7269 9369
18.2 19.4 17.2 15.3 16.3 18.1 20.8
29.7 28 31.3 32.2 33.6 29.8 25.9
4.8 4.5 5.1 3.4 3.7 5 6
5.5 5.3 5.7 3 3.6 4.4 8.7
24.3 28.2 20.6 33.3 32.1 27.7 12.8
11.1 8.7 13.2 8.2 8.4 10.3 14.7
3.1 2.5 3.7 0.8 1 1.9 6.3
4220 11914 7635 2631 4986 11684 10297 2455 8585 2349 13596
18.8 19.7 16.8 15.6 18.4 18.4 18 21.6 15.5 20.2 19
29.2 30 28.6 33.2 29.8 29.4 29.9 28.2 30.7 33.1 28.7
4.5 4.4 5.9 4.3 5.2 4.9 4.5 4.6 4.9 3.5 5
6 6 5.2 3.2 4.8 5.5 6.1 3.8 4.6 4.6 6.6
10.7 23.4 31.9 32 27.8 24.7 22.2 29.1 32.6 23.9 18.3
18.8 11.3 7.1 8.3 9.2 11.1 11.9 8.5 8.1 10.1 13.6
2.2 1.4 0.4 1.9 2.7 4 1.7 0.8 2 4.9
page 79
% DK/NA 8
Total N
Annex
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 % Recommendations of friends and colleagues
% Media (newspaper, radio, TV) 5.7 6.1 6.6 2.5 7.5 6.7 8.4 7.8 3.1 4.5 9.7 3.5 5.8 7.1 5.2 6.2 6.6 9.7 5.9 7 6.2 5 8.1 8.9 8.4 8.8 7.4 6.5 7.6 7.6 4.5 7.5 9.7
% The Internet
26272 954 965 991 982 1977 510 968 1448 1446 984 1481 490 478 470 498 964 488 981 964 1456 878 918 486 992 985 985 1466 484 486 486 930 513
12.7 14.9 14.3 18.1 8 9.8 12.8 12.6 10.5 9.9 14.9 12.5 12.5 14.2 12.2 12 19 12.7 12 9.8 18 18.8 14.7 9.1 18.1 9.8 9.7 15 20.8 8.2 10.5 25.8 10.5
29.4 18.9 34.4 29.2 34.4 28.8 27.6 26.7 29.4 27.4 27.5 27.8 29.2 32.1 43.4 25.2 34.4 24.8 28 27.8 33 33.4 30.7 27.6 28.9 31 30.3 30.6 33.4 31.7 36.5 30.5 33.4
7.6 8.4 4.3 10.3 9.9 8.4 9.3 8 5.9 5.7 8.8 9.1 12.6 6.3 4.4 6.6 9.8 7.5 9.2 8.4 8.2 7 6.6 4.3 2.9 8.9 7.4 7.7 3.3 8.3 8.1 4.7 2.8
9.2 10.4 6.3 11 11.9 10 4.9 6.4 6.3 13.3 10.8 7.6 8.6 7 3.5 13.5 6.2 8.7 10.8 9.1 6.5 5.8 5.9 10 8.6 10.7 9 11.8 8.6 10 10.6 2.2 6.6
18.3 19.9 18.7 14.6 17.9 18.7 19.5 17 15.8 17.2 20.4 21.3 12.1 20.8 16.8 21.5 14.8 15.8 22.8 21.4 18.3 13.2 16 21.3 12.8 20.3 21.5 18.5 13.4 20.9 17.8 15.1 14.7
11.5 14.1 7 9 5.9 13.4 13.7 8.3 18 12.8 5.9 15.1 14.8 4.3 10.1 12.6 6 13.2 8.6 13.4 5.7 10 9.3 14.2 14.5 6 7.7 8 6.8 5.7 4.8 6.2 12.8
5.6 7.3 8.3 5.3 4.5 4.2 3.8 13.1 11 9.1 2.1 3.1 4.4 8.2 4.5 2.5 3.2 7.8 2.7 3 4.1 6.9 8.7 4.5 5.8 4.5 7.1 1.9 6.1 7.6 7.2 8 9.4
page 80
% DK/NA
Total N
Annex
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
% Media (newspaper, radio, TV) 5.7 5.9 5.5 4.6 4.7 6.4 6.3 6.2 5.6 5.9 4.4 5.4 5.8 5.5 5.7 5.6 5.1 5.8
% Recommendations of friends and colleagues
% The Internet
26272 12783 13489 3883 6264 7132 8776
12.7 12.7 12.6 12.6 12.5 12.1 13.3
29.4 29.7 29.1 32.3 31.5 29.2 27
7.6 7.4 7.9 5.7 6.6 8 8.9
9.2 8.5 9.9 6.4 7.5 9.5 11.4
18.3 19.7 17 24.9 22.5 20.4 10.8
11.5 10.5 12.5 11 11.4 10.4 12.4
5.6 5.6 5.6 2.4 3.3 3.9 9.8
3882 11654 7527 2620 4890 11367 9886 2414 8514 2302 12923
13.5 12.4 12 14.2 12.3 13.2 12.4 13.2 11.9 12.3 13.3
26.8 29.5 30.1 32.5 32.4 28.4 29.2 30.3 31.4 27.2 28.4
7.1 7.2 9.3 5.4 7.6 8 7.3 8.4 7.4 7.3 7.8
9.7 9.9 8.8 6.5 8.6 9.1 9.6 7.2 8.4 9.9 10
11.2 17.6 21.3 25.2 20.6 18.1 17.5 20.8 22 18 15.5
14.6 12.5 8.6 10 8.1 12.4 12.2 9 10.6 14 12.1
5.3 3.9 2 5.1 5.1 6.3 5.4 2.8 6.2 7.3
page 81
% DK/NA 11
Total N
Annex
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?
% Entertainment
% Festivals and other events
% Gastronomy
% The environment
% Cultural heritage
page 82
27115 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513
5.6 3.9 4.6 5.1 3.6 3 3.1 4.7 8.7 6.6 2.6 12.9 3.5 3.7 2.5 3.6 4.5 4.1 3.7 3.8 4.3 3.8 7.1 1.5 5 3.1 2.6 2 3.5 3.1 0.5 3.8 4.9
6.2 11.3 1.1 6.8 5.1 4 1.7 2 12 9.6 3.4 8 2 2.6 1.9 12.2 3.9 3.6 4.2 6.2 4.4 8.7 3.8 7.5 6.4 2.7 5.9 3.6 4.6 8.7 3.3 1.8 4.3
16 18.2 25.6 19.5 7.8 7.6 17.7 18.6 21.4 19.4 28.9 10.5 24.2 15.2 13 14.7 12.4 20.1 12.6 10.9 18.7 9.7 19.9 12.6 21.6 8.7 13.4 24.1 20.7 6.6 11.8 17.4 22.6
24.5 25.9 19.3 25.1 40.4 21.9 28.5 26.4 24 25.1 27.4 26 35.4 24.5 25.2 25.5 20 29.3 34.7 25.7 17.9 28.3 11.1 27 22.4 26.4 27.7 29.8 23.8 36.5 17.6 38.8 23.4
5.3 3.2 5.4 4.9 3.9 4 5.4 4.8 4.8 6.7 10.5 2.5 2.7 9 4.1 6.3 7.2 3.3 9 4.6 6.1 8.2 9.5 3.3 5.8 6.6 5.4 5.7 6.1 8 6.4 5.7 6.9
31.8 26.7 32.7 22 21.3 52.5 30.2 36.6 20.6 25.5 14.1 37 26.7 32.9 41.6 35.3 43.2 32 12.7 40.8 38.7 24.6 27.8 43 21.7 40.2 33 15.2 30.5 15.7 44.3 22.5 30.9
7.9 7.3 4 14.7 16.3 6 10.5 5.5 5.7 4.8 12.1 2.7 3.2 7 7.5 1.7 5.7 4.5 22.1 5.1 6.1 7.7 6.9 4.4 13.7 10.9 9 17.5 6.6 18.5 10.3 2.4 3.4
2.7 3.7 7.2 1.9 1.7 1 2.9 1.4 2.8 2.4 0.9 0.4 2.2 5 4.3 0.7 3.1 2.9 1.1 2.9 3.8 9 14 0.7 3.5 1.5 3 2.1 4.2 3 5.8 7.6 3.7
% DK/NA
% Others
Total N
% Art
Annex
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?
% The environment
% Cultural heritage
% Entertainment
% Festivals and other events
% Gastronomy
27115 13110 14005 3914 6325 7269 9369
5.6 5.1 6 4.9 4.1 5.4 7.1
6.2 7.4 5.1 4.9 6.8 6.7 6
16 17.4 14.8 31.1 21.5 12.2 9.1
24.5 22.5 26.3 15.7 22.9 25.1 28.5
5.3 5.8 4.9 12.9 5.6 4.2 2.9
31.8 31.9 31.6 24.2 30.1 35.3 33.7
7.9 7.8 8 5.9 7.8 9.2 7.6
2.7 2.2 3.2 0.5 1.4 1.9 5.1
4220 11914 7635 2631 4986 11684 10297 2455 8585 2349 13596
6.7 4.4 6.8 5.5 6.2 6.4 4.4 5 4.3 4.6 6.7
7.9 6.3 5.5 4.5 5.8 5.6 7 7.5 6.1 8.7 5.6
13.7 17 11.7 29.2 16.1 16.7 15.1 14.4 16.2 20.4 15.5
21.9 23.1 31 18.1 29 24.6 22.2 26 26.8 16.1 24.1
3.6 5.6 3.7 12.1 4.8 5.7 5.3 5 4.5 7.5 5.6
31.3 32.9 32.6 24.9 29 31.1 34.1 31.3 32 33.8 31.5
8.1 8.3 7.9 5.4 7.3 7.6 8.5 8.7 9.5 6.4 6.9
6.7 2.5 0.7 0.3 1.8 2.3 3.4 2.1 0.7 2.5 4.1
page 83
% DK/NA
% Others
Total N
% Art
Annex
Table 14a. Holidays plans for 2010 by country

QUESTION: Q13. What kind of holidays are you planning in 2010?
% Short-stay trip(s) (1 - 3 nights) only
% A combination of longer holidays and shorter trips
% A holiday with more than 13 consecutive nights
% A holiday with more than four consecutive nights
% No decision yet
% No trip at all
27115 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513
15.1 18.2 4.5 9.7 22.1 19.7 5.9 14.2 14.2 18.5 15 10.5 9.4 7 3.9 22.6 5 8.2 26.8 13.9 13.1 10.7 7.8 11 7.3 11.4 18.4 17.6 14.5 23.8 12.6 8.5 23.3
19.3 16.6 18.9 24.9 31 20.6 16.8 22.9 20.6 22.1 23.2 13.5 27.8 11.8 11.7 16.1 5.4 30.3 15.8 25.2 20.9 17.3 15.9 28 18.4 23.4 29.2 18.5 17 15.9 21.1 10.1 18.8
8.2 5.6 4.9 9 7.7 12.8 7.2 8.2 4.9 4.4 10.8 1.4 3.7 2 3.1 13.5 13.7 2.5 16.1 13.7 6.1 3.5 5.5 14.5 6.4 17 9.9 14.3 7.5 17.2 12 2.5 5
6.9 4.4 8.6 3.8 5.8 7.3 10.3 13.3 6.8 4.3 7.6 4.7 6.7 17.3 20.9 7.9 13.2 2.9 3.6 12.9 9.3 2.6 10.3 12.2 7 16.4 9.3 5.4 10.6 6.9 5.7 8.5 7.8
28.2 30.1 25.5 21.6 21.9 25 33.4 26.7 26.1 32.6 32.1 34.5 33.4 27.4 30.7 28 22.9 19.7 27.9 17.7 29 34.5 23.4 23.6 21.3 25.3 19.3 29.9 28.6 28.9 16.3 25.4 21.9
21.1 23.5 33 28.6 11.1 14.6 23.9 14.6 26.6 16.7 10.9 35 17.3 34.3 27.7 10.5 39.7 34.9 9.8 15.8 18.2 29 33.1 9.5 35.6 6.3 12.5 13.8 20.7 5 30.6 44.4 22.1
1.6 4.5 2.5 0.3 0 2.4 0 0.8 1.4 0.4 0.4 1.7 0.2 2 1.4 0.2 1.6 0 0.9 3.5 2.4 4.1 1.3 4 0.1 1.3 0.6 1.2 2.2 1.6 0.6 1
page 84
% DK/NA 1.1
Total N
Annex
Table 14b. Holidays plans for 2010 by segment

QUESTION: Q13. What kind of holidays are you planning in 2010?
% A holiday with more than 13 consecutive nights
% A holiday with more than four consecutive nights
% A combination of longer holidays and shorter trips
% No decision yet
% No trip at all 21.1 18.8 23.3 9.3 13.7 20.2 31.7 41.5 20.4 12.5 9.4 14.6 21.7 23.5 16.8 10.6 19.2 28.8
% Short-stay trip(s) (1 - 3 nights) only
27115 13110 14005 3914 6325 7269 9369
15.1 16.4 13.9 16.2 13.9 15.4 15.5
19.3 20 18.6 22.7 22.5 18.6 16.3
8.2 8 8.3 10.1 9.1 9.3 5.8
6.9 7.2 6.6 8.2 8.3 6.2 6
28.2 28.4 28 32 31.3 29.2 23.7
1.2 1.1 1.4 1.2 1.1 0.8
4220 11914 7635 2631 4986 11684 10297 2455 8585 2349 13596
10.4 14.6 19.1 14.9 17.4 15.7 13.4 16.2 17.9 11.3 14
13.8 19.6 21.3 23.1 21.5 18.8 19 20.6 23.9 18.9 16.3
2.7 6.7 12.7 12.6 11.3 8.6 6.3 10.5 11.7 3.8 6.3
6.1 7.2 6.9 8 6.5 6 8.2 6.9 7.2 7.5 6.7
24.7 30.2 26.6 30.4 27.5 28.2 28.6 27.9 28.1 36.8 26.8
0.8 1.3 0.9 1.6 1.2 1.1 1 1.1 0.7 2.5 1.2
page 85
% DK/NA 1.1
Total N
Annex
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 % Yes, but we will need to make extra savings 38.6 24.6 40.5 51.3 16.7 34 37.5 49.3 38.3 38.7 48.4 40.6 38.8 51 56.8 26.8 63.9 41.7 25.6 28 49.1 43 46.4 43.8 48.2 29.4 26 36.8 43.6 20.4 26.8 32.7 49.9 % No, I cannot afford given the current financial situation 7.2 6 16.7 3.7 4.5 4.6 19.9 17.2 8.6 8.4 7.3 4 6.8 15.2 11.5 4.9 13.1 14.8 3.5 4 10.8 7.9 15.4 6.8 6.4 4.4 2 6.1 12.6 3.6 5.2 19 15
Total N EU27 COUNTRY Belgium Bulgaria Czech Rep. Denmark Germany Estonia Greece Spain France Ireland Italy Cyprus Latvia Lithuania Luxembourg Hungary Malta Netherlands Austria Poland Portugal Romania Slovenia Slovakia Finland Sweden United Kingdom Croatia Norway Iceland Turkey The former Yugoslav Republic of Macedonia
page 86
% Yes, without any major difficulties 45.7 61.7 22.1 31.2 75.3 56.5 29.1 25 43.6 46.5 32.9 49.1 45.5 20.9 23.2 64 14.1 34.1 66.7 65.2 26.4 39.1 17.1 43.5 26.4 62.7 64.2 47.7 31.3 65 55.7 31.3 28.3
% No, not without going into debt 2.9 2.4 8 5.3 1 2 8.3 2.9 4.5 1.3 3.8 2.9 2.6 8 2.9 1.9 3.3 1.8 1.1 0.7 4.2 1.9 10.3 0.8 7.9 0.9 0.9 1.7 6.3 0.2 4.2 10 4.1
% DK/NA 5.6 5.2 12.8 8.6 2.4 3 5.1 5.6 5.1 5 7.6 3.4 6.3 5 5.6 2.4 5.6 7.5 3.2 2.2 9.4 8.1 10.8 5.1 11.1 2.6 6.9 7.6 6.2 10.7 8.2 7.1 2.7
21382 765 674 717 890 1715 399 859 1104 1252 891 975 414 330 363 450 605 330 904 842 1233 715 671 453 651 944 875 1293 401 476 350 556 400
Annex
Table 15b. Having the necessary financial resources for the planned holidays in 2010 by segment
QUESTION: Q14. Will you have the necessary financial resources to be able to afford to take your planned holidays in 2010? Base: who are planning a holiday in 2010
% Yes, without any major difficulties 45.7 50.4 41.1 38.4 37.9 46.8 55.3 44.9 42.2 54.4 35.5 47 44 47.1 51.3 49.9 32.4 43.9
% Yes, but we will need to make extra savings 38.6 35.4 41.8 44.1 46.3 37.1 30.8 36 41.3 33.7 46.8 38.6 40.5 36.4 35.2 38.8 45.8 37.8
% No, not without going into debt 2.9 3 2.7 3.7 3.1 3.2 1.9 2 3.4 2.1 4 2.8 2.8 3 2.4 2.4 4.9 2.9
% No, I cannot afford given the current financial situation 7.2 6.1 8.4 7.1 7.6 7.2 7 10.7 7.8 5.4 6.2 5.7 7.1 8.3 5 4.9 10.7 8.9
% DK/NA 5.6 5.1 6 6.7 5.1 5.6 5 6.3 5.3 4.5 7.4 5.9 5.6 5.2 6 4 6.2 6.5
page 87
Annex
Table 16a. Planned destination of the main holiday in 2010 by country

QUESTION: Q15. Where do you plan to spend your main holiday in 2010? Base: who are planning a holiday in 2010 % Middle and South America
% Resident country
% Other European countries
% North America
% Other country 2.9 1.1 12.1 2.3 3.7 3 4.3 1.5 1.4 3 2.2 1.2 5.1 2.5 7.6 1.4 2.7 6.3 3.6 0.6 6.1 1.4 5.1 2.7 0.7 2.9 4.2 2.4 6.9 1.7 6.5 7.8 1.7
% EU Candidate countries
page 88
21382 765 674 717 890 1715 399 859 1104 1252 891 975 414 330 363 450 605 330 904 842 1233 715 671 453 651 944 875 1293 401 476 350 556 398
41 22.7 59.4 26.5 20.4 25.5 33.8 76 64.4 49.7 14.2 56 22.3 34.3 53.8 1.6 58.2 6.4 15.4 23.7 53 58.8 55.7 28.6 35.8 44.8 36.4 22.8 77.6 14.3 34.6 82.3 21.8
23 44.1 8.8 36.1 38.1 32.5 31.1 9.8 14.5 11.9 44.1 19.2 50 24 13.4 54.4 14.9 58.1 40.6 32.4 15.2 12.1 21.6 9.4 33 20 23.6 26.3 9.8 29.9 26.9 3.6 23.2
1.1 1.7 0.1 1.5 3.1 2.4 3.4 0.4 1.2 0.7 0.1 0.3 0.3 0.3 1.4 3.1 0.2 2.4 1.5 1.4 0.6 1.5 0.3 0.3 0.1 1.6 2.3 0.6 0.4 0.6 3.1 0.3 1.7
3.3 4.4 2.5 10.7 2 6 2.3 0.9 1.2 0.7 1.9 0.8 1.6 3.1 4.1 1.9 3.7 1 4.2 8.6 3 0.3 1.6 31.4 16.5 3.7 3.1 2.9 0.5 8.2 2 0.5 14
0.5 0.3 0 0.1 0.7 0.5 9.1 0.6 0.5 0.5 0.7 0.6 0.6 3 0.3 1.1 0.4 1.3 0 1.3 0.2 0.4 0.5 1.7 0.1 0.8 0.6 0.2 2.7 0.4 0 0 11.3
3.1 1.7 0.3 1.8 4.1 2.8 1.2 1 2 2.3 9.3 3.4 1.6 0.8 1.4 3.1 0.5 4.8 3.3 2.9 1.2 1 0.6 1 0.5 1.3 3.3 8.8 0 5.3 4.4 0.1 0.2
2.8 2.8 0.4 2.5 5.4 3.5 3.1 1.1 2 2.6 2.7 3.1 2.5 3.2 0.2 5.6 1.1 3 4.4 3.4 0.3 1.3 0.8 1.4 0.6 5.5 7.4 3.8 0.4 5.6 0.6 1.6 0.5
2.8 3.5 0 2.7 2.5 2.6 1.4 0.3 1.8 6.1 1.9 2.5 1.2 1 3.1 4 1.9 0.7 2.3 3.9 1.9 1.8 0 1.8 1.9 1.3 1.3 3.7 0.3 1.1 0.9 0.8 1.2
0.6 0.2 0 0.4 0.9 0.8 0.7 0 0.3 0.3 1.2 0.3 0.6 0 0.1 1.1 0.2 2.8 0.4 0.8 0.2 0.1 0 0 0.1 0.4 0.9 2.2 0.2 1.2 0.8 0.1 0
1.9 1.1 0 0.6 0.9 1.3 0.1 0.2 5.6 2.2 1.8 1.8 1 0.1 0.2 0.9 0.4 0.5 2.8 1.2 0.3 4.4 0.7 0.2 0.5 0.5 0.9 2.9 0.2 0.8 0 0.3 0.5
16.9 16.5 16.3 14.8 18.2 19.1 9.4 8.2 5.1 20.2 19.7 10.8 13.5 27.7 14.5 21.9 15.8 12.7 21.5 19.9 17.9 17 13.1 21.5 10.1 17.2 15.9 23.5 1 30.9 20.2 2.6 23.7
% DK/NA
% Pacific
% Africa
% EFTA
% EU27
Total N
% Asia
Annex
Table 16b. Planned destination of the main holiday in 2010 by segment

QUESTION: Q15. Where do you plan to spend your main holiday in 2010? Base: who are planning a holiday in 2010
% Middle and South America
% Resident country
% Other European countries
% North America
% Other country 2.9 3.1 2.8 2.6 3.2 2.8 3 1.7 3.1 3.4 2.3 3.3 2.8 2.9 3.5 3 3.4 2.7
% EU Candidate countries
21382 10640 10741 3549 5457 5800 6399
41 40.8 41.2 30.5 40.6 42.1 46.4
23 23.3 22.8 31.1 21.1 22.8 20.6
1.1 1.2 1.1 0.5 0.7 1.2 1.7
3.3 3.3 3.3 3.8 3.5 3.5 2.6
0.5 0.4 0.6 0.9 0.5 0.3 0.4
3.1 3.3 3 4.5 4 2.4 2.4
2.8 2.8 2.7 3.2 3.3 2.5 2.5
2.8 2.8 2.8 2.4 3.6 2.7 2.5
0.6 0.7 0.5 0.6 0.9 0.4 0.7
1.9 2.1 1.7 1.8 2.9 1.9 1.1
16.9 16.1 17.6 18.2 15.8 17.4 16.1
2467 9486 6680 2384 4259 9154 7878 2042 7674 1898 9683
54.9 42.7 37 30 37.5 42.3 41.5 39.1 36.8 49.2 43.1
16.9 21.1 24.6 33.7 23 22.5 23.8 23.9 24.4 15.7 23.4
1 1 1.6 0.5 1.2 1 1.2 1.4 1.3 0.7 1
2.3 3.8 2.9 3.8 3.5 3.3 3.1 2.7 3.5 3.1 3.3
0.5 0.3 0.5 1 0.7 0.3 0.5 0.5 0.4 0.1 0.6
1.6 3.1 3.3 4.7 3.7 3.7 2.3 3.2 4 1.5 2.8
1.2 2.3 4 3.2 3.4 3 2.2 2.6 3.2 2.3 2.6
2.1 2.8 3.4 2 3.1 2.7 2.8 3.2 3.4 1.8 2.4
0.8 0.5 0.5 1.3 1 0.5 0.5 0.7 0.7 0 0.7
1.7 2.1 2.1 1 2.5 2.1 1.5 1.5 2.3 3.3 1.5
15.4 17.2 16.6 16.4 17 15.8 17.8 17.6 17.1 18.8 15.9
page 89
% DK/NA
% Pacific
% Africa
% EFTA
% EU27
Total N
% Asia
Annex
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 Czech Republic CZ Denmark DK Germany DE Estonia EE Greece EL Spain ES France FR Ireland IE Italy IT Cyprus CY Latvia LV Lithuania LT Luxembourg LU Hungary HU Malta MT Netherlands NL Austria AT Poland PL Portugal PT Slovenia SI Slovakia SK Finland FI Sweden SE United Kingdom UK Bulgaria BG Romania RO Croatia HR Norway NO Iceland IS Turkey TR the former Yugoslav Republic of Macedonia MK Gallup Europe Focus Agency Hermelin IFAK Saar Poll Metroanalysis Gallup Spain Efficience3 Gallup UK Demoskopea CYMAR Latvian Facts Baltic Survey Gallup Europe Gallup Hungary MISCO MSR Spectra Gallup Poland Consulmark Cati d.o.o Focus Agency Norstat Finland Oy Hermelin Gallup UK Vitosha Gallup Romania Gallup Croatia Fieldwork Scandinavia Capacent Gallup Konsensus Ipsos Strategic Puls (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010) (Interviews: 05/02/2010 - 09/02/2010)
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Annex
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 Total BE BG CZ DK DE EE EL ES FR IE IT CY LV LT LU HU MT NL AT PL PT RO SI SK FI SE UK HR NO IS TR MK 30138 1000 1005 1004 1002 2009 525 1006 1505 1504 1000 1500 501 502 502 503 1003 506 1003 1000 1507 1006 1003 501 1010 1008 1000 1500 505 501 504 1000 513 % of Total 100 3.3 3.3 3.3 3.3 6.7 1.7 3.3 5.0 5.0 3.3 5.0 1.7 1.7 1.7 1.7 3.3 1.7 3.3 3.3 5.0 3.3 3.3 1.7 3.4 3.3 3.3 5.0 1.7 1.7 1.7 3.3 1.7 EU27 weighted 27115 571 432 573 288 4609 74 623 2472 3358 224 3304 42 128 185 25 555 22 871 456 2088 583 1187 112 294 285 492 3261 % of Total (weighted) 100 2.1 1.6 2.1 1.1 17.0 0.3 2.3 9.1 12.4 0.8 12.2 0.2 0.5 0.7 0.1 2.0 0.1 3.2 1.7 7.7 2.1 4.4 0.4 1.1 1.0 1.8 12.0
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Annex
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.
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Annex
Margin of error (95% confidence interval) Sample size (n) Survey estimate 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 Franklins 2007 paper: The Margin of Error for Differences in Polls http://abcnews.go.com/images/PollingUnit/MOEFranklin.pdf
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Annex
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 [99] DK/NA GO TO Q4
Q2. And how many of these were short private trips, where you stayed away for less than four nights? Record the actual number: _______________________ [00] None [99] DK/NA
Q3. How many times did you go on holiday in 2009, where you either stayed in paid accommodation / or in your second home for a minimum of four nights? Record the actual number: _______________________ [00] None [99] DK/NA
IF Q3=0 OR Q1=0 Q4. What was the main reason why you did not go on holiday in 2009? [ROTATE] - Personal/private reasons ..................................................................... 1 - Financial reasons ............................................................................... 2 - Lack of time ...................................................................................... 3 - Prefer to only make short-stay trips .................................................. 4 - No motivation to take a holiday in 2009 ........................................... 5 - Concerns about safety ....................................................................... 6 - Prefer to stay at home or with family / friends .................................. 7 - Other .................................................................................................. 8 - [DK/NA] ............................................................................................ 9
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Annex
[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
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Annex
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
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Annex
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] [2] Male Female
D2.
How old are you? [_][_] years old [ 0 0 ] [REFUSAL/NO ANSWER]
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Annex
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
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Flash Eurobarometer

Survey on the attitudes of Europeans towards tourism Analytical report

Fieldwork: February 2010 Publication: March 2010

Flash Eurobarometer 291 The Gallup Organisation

Flash EB Series #291

Survey on the attitudes of Europeans towards tourism Wave 2

THE GALLUP ORGANISATION

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

1. Respondents travel profiles in 2009

Have not travelled in 2008, 28

Have travelled in 2008, 71

Have not travelled in 2009, 30

Have travelled in 2009, 69

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

1.2 Short private and holiday trips in 2009

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Only holiday trips (4 nights)

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Only holiday trips ( 4 nights) No short private trips or holiday trips

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

1.3 Frequency of short private and holiday trips

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Number of short private trips in 2009

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

4-5 6-10 10+ DK/NA

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

2. Reasons for not taking a holiday in 2009

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

3. Characteristics of respondents main holiday trip in 2009

3.1 The major motivation for going on holiday in 2009

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Rest/recreation Visiting someone Sun/beach

Rest/recreation Visiting someone Culture/religion

Rest/recreation Visiting someone Sun/beach

Rest/recreation Visiting someone Sun/beach

Rest/recreation Sun/beach Nature

Sun/beach Rest/recreation Visiting someone Rest/recreation Sun/beach

Rest/recreation Visiting someone

Rest/recreation Sun/beach Visiting someone

Rest/recreation Visiting someone Sun/beach

Rest/recreation Sun/beach Visiting someone

Sun/beach Rest/recreation Visiting someone

Rest/recreation City trips Visiting someone

Rest/recreation Visiting someone Sun/beach

Rest/recreation Visiting someone Nature Rest/recreation Visiting someone Sun/beach

Rest/recreation Visiting someone Sun/beach

Rest/recreation Sun/beach City trips

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

3.2 Methods of transport used for 2009 holidays

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2

Method of transport: airplane

Flash EB No 291 Survey on the attitudes of Europeans towards tourism, wave 2