CBI market intelligence on tourism – 2018

Globally Cool regularly performs market research for the Centre for the Promotion of Imports (CBI). Our extensive portfolio on attracting European tourists supports suppliers (from developing countries) who would like to enter the European market. It provides them with up-to-date information and concrete tips.

Products

adventure tourism, community-based tourism, culinary tourism, cultural tourism, cycling tourism, inner wellness tourism, luxury tourism, nature & eco tourism, religious tourism, rural tourism, surf tourism, trekking tourism, light medical tourism, senior travel, solo tourism

Year

2018

Country

Developing countries, EU (general)

Type of activity

  • Market research & intelligence

Year

2018

Country

Developing countries, EU (general)

Type of activity

  • Market research & intelligence

1) In 2018, we delivered sector modules and analysed:

  • Trends – key trends like the increasing interest in authentic, personalised and sustainable travel.
  • Buyer requirements – a comprehensive list of legal and non-legal requirements.
  • Tourism statistics – the demand from Europe and its individual countries, as well as the performance of developing country destinations.
  • Competition – the competitive landscape, including opportunities, barriers and power dynamics, as well as potential rivals and substitutes.
  • Market channels and segments – the key channels and segments that offer opportunities.

In addition, our study on supplier codes of conduct illustrates how European tourism buyers list their requirements in contracts.

2) A key new study we put together in 2018 is our analysis of the new European Package Travel Directive. This legislation came into force in July 2018, to ensure European travellers’ rights when booking package holidays. In this study, we explore how the new Directive affects non-European tourism suppliers.

3) Our research on specific tourism segments also covers trends, buyer requirements, tourism statistics, competition, market channels and segments. In addition, it includes an extensive product description and price information.

In 2018, we upgraded our factsheets on 12 popular tourism segments. We also upgraded our study about tourism from Europe to recovering destinations.

4) In addition to popular tourism segments, we analysed 3 key traveller groups: light medical tourists, senior travellers and solo travellers.

5) To support tourism suppliers in dealing with common issues in the industry, we updated 4 of our How-to’s with tips for online marketing and risk management.

Activities

  • Analysis of outbound tourism statistics from the World Tourism Organisation (UNWTO):
    • outbound trips from Europe (in total and per member state).
    • trips to developing countries (in total, per member state and per capita).
    • leading suppliers within developing countries.
    • developments over the last five years.
  • Analysis of outbound tourism expenditure per European country.
  • Analysis of additional indicators and sources to determine opportunities per tourism segment and traveller group.
  • Interviews with sector experts.
  • Focus group with various stakeholders.
  • Trade fair visits.
  • Desk research using information from sector associations, travel trade reports and magazines, webinars, social media, etc.

Results

  • Sector-wide intelligence on:
    • trends.
    • buyer requirements.
    • tourism statistics.
    • competition.
    • market channels & segments.
    • supplier codes of conduct.
    • the Package Travel Directive.
    • tourism from Europe to recovering destinations.
  • Factsheets on the specific tourism segments of:
    • adventure tourism.
    • community-based tourism.
    • culinary tourism.
    • cultural tourism.
    • cycling tourism.
    • inner wellness tourism.
    • luxury tourism.
    • nature & eco-tourism.
    • religious tourism.
    • rural tourism.
    • surf tourism.
    • trekking tourism.
  • Analysis of key traveller groups:
    • light medical tourism.
    • senior travel.
    • solo tourism.
  • How-to’s on:
    • managing risks in tourism.
    • determining the unique value proposition.
    • achieving online success.
    • starting a travel blog.

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