From bastis

13,6% of the EU 27-citizens aged 15+years (59.02 mn) planned their main holiday trip 2010 within the Baltic Sea Region (BSR). 23.61 mn were planning a holiday in Germany and 18.97 mn wanted to travel to Poland. There is a huge gap between these two outstanding destinations and Sweden, Finland and Denmark who follow on rank 3 to 5. Lithuania, Russia, Latvia and Estonia are the least mentioned destinations within the BSR.

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

Contents 1 Planned destination of main holiday 2010 2 Destination choice: Most important attractions 3 Motivation for main holiday 2009 4 REPORT: Target Groups of Baltic Sea Heritage Tourism 5 References

Planned destination of main holiday 2010

Taking all EU27 citizens interested in the BSR as a basis, it can be easily seen that Germany and Poland cover three quarters of the overall interest in the whole region:

1. 41% Germany
2. 33% Poland
3. 9% Sweden
4. 5% Finland
5. 5% Denmark
6. 3% Lithuania
7. 2% Russia
8. 1% Latvia
9. 1% Estonia

Destination choice: Most important attractions

Cultural heritage and the environmentare the most important attractions influencing the choice of a holiday information of the EU27 citizens interested in the BSR:

1. The environment 46% [EU27: 32%]
2. Cultural heritage 23% [EU27: 25%]
3. Entertainment 12% [EU27: 16%]
4. Festivals/events 5% [EU27: 5%]
5. Art 4% [EU27: 6%]
6. Gastronomy 3% [EU27: 6%]

This means, whithin the 59 million EU27 citizens interested in the BSR there are 27.1 million persons with a major destination choice influence of "the environment" and 13.6 million persons with a major destination choice influence of "cultural heritage". For analyses of these two segments in detail have a look at BSR "Environment Tourists" and BSR "Cultural Heritage Tourists".

Motivation for main holiday 2009

On their main holiday trip, most of of the EU27 citizens interested in the BSR simply wanted to relax, but visiting friends and sun & beach were important motives as well. Nature and culture/religion were much less important.

1. Rest/recreation 37% [EU27: 37%]
2. Sun/beach 15% [EU27: 19%]
3. Visiting someone 13% [EU27: 17%]
4. Nature 11% [EU27: 6%]
5. City trip 7% [EU27: 7%]
6. Wellness/health 6% [EU27: 3%]
7. Culture/religion 5% [EU27: 6%]
8. Sports-related 4% [EU27: 4%]

This means, whithin the 59 million EU27 citizens interested in the BSR there are 6.5 million persons with a major holiday motivation "nature" and 3.0 million persons with a major holiday motivation "culture/religion". For analyses of these two segments in detail have a look at BSR "Nature Tourists" and BSR "Culture/Religion Tourists".

REPORT: Target Groups of Baltic Sea Heritage Tourism

This report analyses tourism target groups for the Baltic Sea Region and its heritage assets, i.e. the natural and cultural heritage of the region. It should in turn provide useful information for tourism suppliers in the Baltic Sea Region for successfully marketing their products. In order to develop profiles of the relevant target groups that can easily be adopted for marketing purposes, the following questions shall be answered:

1. Which regions within the BSR are most interesting for EU 27-citizens? Who shows interest in the BSR? What motivations do they have and which attractions have most influence on their choice of destination?
2. Which target groups for BSR Heritage tourism can be defined? How big are the target groups for BSR Heritage Tourism?
3. Are there any differences between nature and culture-orientated BSR-prospectives? How did these people travel in the past? What holiday plans do they have for the following year? Which information sources do they use? Do they prefer traditional or emerging destinations? How can they be described socio-demographically? Where do they come from?

Now have a look yourself and download the full report.

If you just want to have a short overview of the report look here

References

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