探索消费者旅游态度和期望，推动旅游业复苏

STUDY ON EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY – PHASE 21 Exploring Consumer Travel Attitudes andExpectations to Drive Tourism Recovery A report produced forthe European Travel Commission Copyright © 2022 European Travel Commission EXPLORING CONSUMER TRAVEL ATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERY – All rights reserved. The contents of this report may be quoted, provided the source is given accurately andclearly. Distribution or reproduction in full is permitted for own or internal use only. While we encouragedistribution via publicly accessible websites, this should be done via a link to ETC's corporate website The designations employed and the presentation of material in this publication do not imply the expression ofany opinions whatsoever on the part of the Executive Unit of the European Travel Commission. Data sources: This report includes data from 46 in-depth interviews conducted with international travellersand non-international travellers across seven key markets, as well as 3 in-depth interviews with industry Published by the European Travel CommissionRue du Marché aux Herbes, 61, 1000 Brussels, Belgium Website:www.etc-corporate.org Email:info@visiteurope.com This report was compiled and edited by:Silverlining Research ISBN No: 978-92-95107-64-9 Cover:Top view of Neumarkt square in Dresden, GermanyImage ID:202055722Copyright:Shutterstock / Joyfull FOREWORD The COVID-19 outbreak in early 2020 brought tourism’s decade-long boom to a standstill. Worldwide tourismdeclined by 73% in 2020 compared to the previous year, while Europe saw a decline of 68% over the sameperiod. In 2021, the European tourism economy was bouncing back from the severe impacts of the Covid-19 The year 2022 was the year of tourism recovery. European tourism experienced a strong rebound over thesummer months of 2022 as the lifting of COVID-19 travel restrictions allowed people to pursue their desire totravel again. However, the recovery of European travel demand throughout the summer of 2022 was notwithout its pitfalls, as concerns of overcrowding resurfaced and labour shortages hit the sector. New challengesare on the horizon, arising from the energy crisis driven by the war in Ukraine, soaring inflation across Europe For destinations to be well prepared in an evolving travel landscape, it has become fundamental to identifytrends and behavioural changes related to travel in a timely manner. Such analysis will not only inform betterstrategic tourism decision-making and planning, but will also support destinations in their efforts to build a To this end, the European Travel Commission (ETC) launched the Study on Consumer Travel Attitudes andExpectations. This report comprises the second part of a two-phased study, aimed at providing NTOs and DMOswith an understanding of consumer travel behaviour and experiences, and helping identify opportunitiestowards the future. The second phase covers travellers’ behaviour and experiences during the summer of2022; the lasting effects of the COVID-19 pandemic, challenges such as inflation, and the Russia-Ukraine war; ACKNOWLEDGEMENTS This study was prepared byBjarke Bøgeskov, Terje Vammen and Kristian Rasmussen from Silverlining Researchfor the European Travel Commission (ETC). ETC would like to place on record its gratitude to the team of This report forms part of ETC’s ongoing Market IntelligenceProgrammeand was carried out under thesupervision of Marieke Politiek (The Netherlands Board of Tourism & Conventions), Sérgio Guerreiro (Turismode Portugal), Jennifer Iduh (ETC Executive Unit), Lyublena Dimova (ETC Executive Unit) James Arnold (ETCExecutive Unit), and Menno van IJssel (ETC Executive Unit) on behalf of ETC’s Market Intelligence Group (MIG). Lastly, ETC would like to thank Christina Russe from The European Travel Agents’ and Tour Operators’Association (ECTAA), Rachel Read from the European Tourism Association (ETOA), and a contributing expertfrom Expedia Group Media Solutions, for providing their valuable expert insights for this report. TABLE OF CONTENTS EXECUTIVE SUMMARY ......................................................................................................................... 7INTRODUCTION...................................................................................................................................... 8METHODOLOGY................................................................................................................................ 91. TRAVEL BEHAVIOUR DURING THE SUMMER OF 2022 ...............................................................121.1 THE CHOICE OF TRAVELLING ABROAD ................................................................................121.2 THE PLANNING PROCESS FOR THE SUMMER HOLIDAYS..................................................152. TRAVEL EXPERIENCES DURING THE SUMMER OF 2022 ...........................................................212.1