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Heritage Tourists 2010:BSR Cultural Heritage Tourists

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Whithin the 59.02 mn EU27 citizens interested in the Baltic Sea Region (BSR) there are 13.34 mn persons (22,6%) with a major destination choice influence of "cultural heritage".

Unless indicated otherwise all results shown here are based on the on the Flash Eurobarometer 291[1] of March 2010

Contents

Sociodemografics

Sex

53% female [EU27 with BSR interest: 52%]
47% male [EU27 with BSR interest: 49%]

Age

16% age 15-30 years [EU27 with BSR interest: 24%]
12% age 31-40 years [EU27 with BSR interest: 15%]
21% age 41-50 years [EU27 with BSR interest: 23%]
18% age 51-60 years [EU27 with BSR interest: 13%]
19% age 61-70 years [EU27 with BSR interest: 15%]
14% age 71+ years [EU27 with BSR interest: 11%]

Profession

With professional activity:

9% self-employed [EU27 with BSR interest: 9%]
7% upper employee [EU27 with BSR interest: 9%]
5% civil servant [EU27 with BSR interest: 6%]
19% other employees [EU27 with BSR interest: 21%]
9% manual worker [EU27 with BSR interest: 9%]

Without professional activity:

36% retired [EU27 with BSR interest: 27%]
7% full time student [EU27 with BSR interest: 11%]
4% looking after the home [EU27 with BSR interest: 5%]
4% seeking a job/other [EU27 with BSR interest: 5%]

City size

24% metropolitan zone [EU27 with BSR interest: 21%]
35% other town/urban center [EU27 with BSR interest: 41%]
41% rural zone [EU27 with BSR interest: 39%]

Country of residence

85% live within the BSR of the BSR-interested with a major destination choice influence of "cultural heritage"

  1. Germany 36% [EU27 with BSR interest: 39%]
  2. Poland 26% [EU27 with BSR interest: 32%]
  3. Sweden 7%[EU27 with BSR interest: 6%]
  4. Denmark 5% [EU27 with BSR interest: 2%]
  5. Finland 5% [EU27 with BSR interest: 5%]
  6. Netherlands 4% [EU27 with BSR interest: 2%]
  7. Lithuania 3% [EU27 with BSR interest: 3%]
  8. Italy 3% [EU 27 with BSR interest: 2%]
  9. France 2% [EU 27 with BSR interest: 1%]
  10. Spain 2% [EU 27 with BSR interest: 1%]

all other countries 1% and less.

Holiday travel behaviour 2009

Travel propensity and frequency

Long holiday trips (4 nights and longer)

 % of the BSR-interested with a major destination choice influence of "cultural heritage" went on at least one long holiday trip in 2009 [EU27 with BSR interest: %]
On average each of these long holiday travellers went on 2.2 long holiday trips in 2009 [EU27 with BSR interest: 2.2]

Short private trips (1-3 nights)

 % of the BSR-interested with a major destination choice influence of "cultural heritage" went on at least one short private trip in 2009 [EU27 with BSR interest: %]
On average each of these short holiday travellers went on 3.2 short private trips in 2009 [EU27 with BSR interest: 3.8]

Major Motivation for main holiday trip 2009

  1. Rest/recreation 29% [EU27 with BSR interest: 37%]
  2. Visiting someone 15% [EU27 with BSR interest: 15%]
  3. Culture/religion 14% [EU27 with BSR interest: 5%]
  4. Nature 13% [EU27 with BSR interest: 11%]
  5. City trip 12% [EU27 with BSR interest: 7%]
  6. Sun/beach 7% [EU27 with BSR interest: 13%]
  7. Wellness/health 7% [EU27 with BSR interest: 6%]
  8. Sports-related 3% [EU27 with BSR interest: 4%]

Method of transport for main holiday trip 2009

  1. Car 49% [EU27 with BSR interest: 59%]
  2. Airplane 22% [EU27 with BSR interest: 18%]
  3. Train 13% [EU27 with BSR interest: 10%]
  4. Bus 13% [EU27 with BSR interest: 9%]
  5. Boat 3% [EU27 with BSR interest: 2%]

Organisation of main holiday trip 2009

63% Travel organised individually [EU27 with BSR interest: 67%]
15% Travel booked through travel agency [EU27 with BSR interest: 10%]
5% Package tour booked via Internet [EU27 with BSR interest: 8%]
8% Package tour booked through travel agency [EU27 with BSR interest: 6%]
9% Other [EU27 with BSR interest: 9%]

Holiday planning

Information sources for holiday planning

Total:

  1. Recommendations of friends/relatives 63% [EU27 with BSR interest: 62%]
  2. Internet 45% [EU27 with BSR interest: 48%]
  3. Personal experience 26% [EU27 with BSR interest: 31%]
  4. Catalogues/brochures 15% [EU27 with BSR interest: 15%]
  5. Guidebooks/magazines 15% [EU27 with BSR interest: 13%]
  6. Travel and tourist agencies 18% [EU27 with BSR interest: 14%]
  7. Media (TV, radio, newspaper) 12% [EU27 with BSR interest: 11%]

Planned destinations (main holiday 2010)

  1. Germany 41% [EU27 with BSR interest: 41%]
  2. Poland 29% [EU27 with BSR interest: 33%]
  3. Sweden 19%[EU27 with BSR interest: 9%]
  4. Finland 5% [EU27 with BSR interest: 5%]
  5. Denmark 6% [EU27 with BSR interest: 5%]
  6. Lithuania 4% [EU27 with BSR interest: 3%]
  7. Russia 3% [EU 27 with BSR interest: 2%]

all other countries 1% and less.

References

  1. European Commission: Flash Eurobarometer 291, March 2010: Survey on the attitudes of Europeans towards tourism [1]