Global survey on the perception of residents

towards city tourism: impact and measures

Executive Summary

© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be
disclosed or reproduced without the prior written consent of Ipsos.

Copyright ©, 2019, UNWTO and IPSOS.

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 Introduction &
Methodology
© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be
disclosed or reproduced without the prior written consent of Ipsos.

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Introduction

This research is a result of a partnership between the World Tourism Organization

(UNWTO) and IPSOS.

To better manage the issues arising from the growing tourism demand in urban
destinations it is essential to understand resident's experiences and perceptions
on city tourism.

The research aims at understanding the perception of residents towards city

tourism, its impacts, as well as the most adequate strategies to manage the
growing tourism flows in cities.

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Methodology

12.000 online surveys in 15 countries

Methodology Sample Participants 15 Countries

Online survey. In each country 1.000/500 Adults aged 18-64 in the US and Country Sample Country Sample
December’s IPSOS individuals representative of Canada, aged 16-64 in all other
Argentina 500 Japan 1000
Global @dvisor wave. global population. countries.
Australia 1000 Poland 500
Fieldwork from 21st December
Belgium 500 Republic of
2018 to 14th January 2019. Korea
500
Canada 1000
Spain 1000
France 1000 Sweden 500
Germany 1000 United
1000
Hungary 500 Kingdom
USA 1000
Italy 1000

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 Key Findings
© 2015 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be
disclosed or reproduced without the prior written consent of Ipsos.

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✓ 47% of respondents think ‘they reside in cities with a high number of tourists’.

✓ On the positive side, 52% of respondents think tourism has a big or moderate impact in

generating wealth and income. On the other spectrum, 46% of respondents think it ‘creates

overcrowding’.

✓ 49% of respondents feel that there should be measures to better manage tourism.
✓ Respondents are most supportive of the following measures: ‘improve infrastructures and facilities’

(72%) and ‘create experiences and attractions that benefit both residents and visitors’ (71%),

whereas only 12% think that there should be limitations to the number of visitors.

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Q1. Do you think you live in a city with a high number of tourists?
47% of respondents think ‘they reside in cities with a high number of tourists’.

Australia 68%
Argentina 63%
Sweden 61%
Spain 59%
Canada 50%

TOTAL Hungary
Republic of Korea
50%
45%

Yes
United Kingdom 44%
Italy 43%
Poland
Yes USA
42%
38%

47% Germany 37%

Belgium 36%
Japan 33%
France 33%

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Q2. How does tourism impact your city?
On the positive side, 52% of respondents think tourism has a big or moderate impact in
generating wealth and income. On the other spectrum, 46% of respondents think it
‘creates overcrowding’.

Big Impact Moderate Impact Low Impact No Impact Big + Moderate Impact

Generates wealth and income 17% 35% 26% 21% 52%

Creates intercultural exchanges 17% 34% 26% 23% 51%

Creates new offers and leisure activities 15% 35% 27% 23% 50%

Creates more jobs 15% 33% 28% 24% 48%

Creates overcrowding on the streets/shops/transports 17% 29% 28% 26% 46%

Increases cost of housing 17% 28% 28% 27% 45%

Increases cost of goods and services 15% 30% 29% 26% 45%

Increases cost of transport 11% 25% 32% 32% 36%

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 Q2. How does tourism impact your city? (by country)

Generates wealth Creates intercultural Creates new offers and Creates more jobs Creates overcrowding on the Increases cost of Increases cost of goods Increases cost of
and income exchanges leisure activities streets/shops/transports housing and services transport

Total 52% 51% 50% 48% 46% 45% 45% 36%

Argentina 66% 65% 63% 55% 51% 51% 56% 42%

Australia 72% 58% 61% 59% 52% 45% 49% 39%

Belgium 44% 42% 44% 40% 41% 44% 40% 33%

Canada 56% 53% 53% 53% 43% 41% 43% 32%

France 44% 41% 45% 39% 41% 42% 38% 26%

Germany 39% 43% 45% 41% 41% 44% 36% 36%

Hungary 60% 55% 52% 39% 45% 47% 51% 36%

Italy 50% 50% 50% 46% 43% 43% 42% 34%

Japan 25% 31% 28% 28% 35% 29% 33% 28%

Poland 51% 48% 48% 42% 36% 46% 43% 36%

Republic of Korea 54% 64% 55% 53% 65% 65% 70% 61%

Spain 64% 59% 53% 59% 56% 56% 55% 39%

Sweden 61% 62% 74% 65% 55% 45% 45% 38%

United Kingdom 55% 47% 48% 53% 45% 39% 35% 31%

USA 48% 42% 42% 44% 41% 38% 37% 32%

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Q3. Do you think there should be measures to manage tourism better in your city?
49% of respondents feel that there should be measures to better manage city tourism.

Argentina 75%
Spain 69%
Republic of Korea 67%
Poland 64%
Italy 64%

TOTAL Hungary
Australia
61%
49%

Yes
Sweden 48%
Belgium 46%
Canada 41%
Yes France 37%

49% USA 32%

United Kingdom 30%
Germany 24%
Japan 24%

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Q4. What measures do you think are more adequate to deal with the increase in
the number of tourists to your city?
‘Improve infrastructures and facilities’ (72%) and ‘create experiences and attractions that
benefit both residents and visitors’ (71%) – the most important measures to address the
growing number of visitors.
TOTAL
Improve infrastructures and facilities 72%

Create experiences and attractions that benefit residents as well as visitors 71%

Ensure local communities benefit from tourism 65%

Communicate with and engage local communities 50%

Communicate with and engage visitors 48%

Promote tourism to other type of visitors 46%

Promote dispersal visitors all year long 40%

Set a System to measure and monitor tourism 36%

Promote the dispersal of visitors whithin the city and beyond 35%
n
Limit the number of tourism establishments 16%
n
Limit the number of visitors 12%

Stop tourism promotion 9%

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Further
information:
Vicente Castellanos
Ipsos Public Affais
Service line leader.
Vicente.castellanos@ipsos.com
Eva Aranda
Ipsos Public Affais
Associate director
Eva.aranda@ipsos.com
Sandra Carvão
Chief, Tourism Market Intelligence and
Competitiveness Department
scarvao@unwto.org
Diana Oliveira
Project Specialist, Tourism Market
Intelligence and Competitiveness
Department
doliveira@unwto.org
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