东南亚出境旅游市场研究快照

EUROPEANTRAVELCOMMISSION STUDY ON THE SOUTH-EAST ASIAN WITH A FOCUS ON EUROPE A report produced forthe European Travel Commission Copyright © 2019 European Travel Commission (ETC) South-East Asian Outbound Travel Market All rights reserved. The contents of this report may bequoted, provided the source is given accurately and While we encourage distribution via publicly accessiblewebsites, this should be done via a link to ETC’s Data sources: This report is based on research conducted byMarket Vision Research & Consulting Services (www.market-vision.com) Published by the European Travel CommissionRue du Marché aux Herbes, 61,1000 Brussels, BelgiumWebsite:www.etc-corporate.orgEmail:info@visiteurope.com ISBN No:978-92-95107-34-2 This report was compiled and edited by:Kumud Sengupta, Market Vision Research and Consulting Serviceson behalf of the European Travel Commission ACKNOWLEDGEMENTSFOREWORDEXECUTIVE SUMMARY1INTRODUCTION1.1Scope of the study1.2Research methodology2.REGIONAL PROFILE: SOUTH-EAST ASIA2.1Travel Market Overview2.2Travel Trade Insights2.3Consumer Insights3.INDIVIDUAL COUNTRY INSIGHTS: SINGAPORE3.1Country Profile3.2Travel Market Overview3.3Consumer Insights4.INDIVIDUAL COUNTRY INSIGHTS: MALAYSIA4.1Country Profile4.2Travel Market Overview4.3Consumer Insights5.INDIVIDUAL COUNTRY INSIGHTS: INDONESIA5.1Country Profile5.2Travel Market Overview5.3Consumer Insights6.INDIVIDUAL COUNTRY INSIGHTS: THAILAND6.1Country Profile6.2Travel Market Overview6.3Consumer Insights7.CONCLUSIONS AND RECOMMENDATIONS8.ANNEXES0506070910101112141727282930505152537374757695969798117121 8.1Annex 1: NTOs with offices in South-East Asian countries8.2Annex 2: Travel trade shows and fairs in South-East Asian countries8.3Annex 3: Media landscape in South-East Asian countries8.4Annex 4: Travel trade in South-East Asian countries8.5Annex 5: Sources8.6Annex 6: Figures and tables122122123124125126 This study was prepared by Kumud Sengupta, co-founder and director of Market Vision Research and Consulting This report forms part of ETC’s ongoing Market Intelligence Programme and was carried out under thesupervision of Jennifer Iduh (ETC Executive Unit) and Lyublena Dimova (ETC Executive Unit) on behalf of ETC’s EXECUTIVE SUMMARY The four key outbound travel markets in the South-East Asian region: Singapore, Malaysia, Indonesia andThailand, have shown tremendous growth over the past several years, generating over 40 million outbounddepartures and USD 53 billion outbound travel expenditure in 2017. These markets have the potential to make This study was conducted amongstpotential visitors to Europe, both first-time and repeat visitors, who intendto visit Europe in the next five years. Findings of this study are therefore specific to this target segment and Overall outcomes from this study appear to be quite similar across the four markets under examination, albeit The study reveals that Europe is the most aspirational holiday spot among long-haul destinations for South-East Asian travellers. The region is perceived as a destination that offers scenic beauty and natural landscapes, Europe’s image as a prestigious holiday destination is also an important motivating factor for South-East Asiansto visit the continent. In fact, first-time visitors who tend to visit multiple destinations on their trip, prioritisecountries that are perceived to be more ‘prestigious’ such as France, Italy and Germany. The ease of borderless Holiday activities centre on sightseeing, visiting historical and cultural attractions, local gastronomy andshopping, which mirror the main drivers for travel to Europe. Specific exploration of different passion-related orinterest-based travel themes among South-East Asian consumers establishes Europe’s perceived competitive On the negative side, Europe is seen as an expensive holiday destination which is the main barrier to travel tothe continent. Limited air connectivity (direct flights), especially from Malaysia and Indonesia, and the need toapply for a Schengen visa (for citizens of Indonesia and Thailand) are other key deterrents for travel to Europe RECOMMENDATIONS Based on an overall analysis of Europe’s main strengths and opportunities, from a tourism destinationmarketing perspective, a focus on specific tourism products, Pan-European multi-destination travel themes Tourism products, themes and activities A combination of city life, culture/history, nature and local gastronomy would appeal to both first-time and repeatvisitor segments to Europe. Promotion of Pan-European multi-destination itineraries (regions and countries) •Mono-destination immersive travel experiences Slow adventure, incorporating local interactions and culturally authentic experiences, and local culinaryexperiences would be a draw among young couples and families. Destinations with high repeat visitation can •Seasonal festivals, events and experiences South-East Asian consumers are motivated to visit destinations to part