Download Marketing Europe in a Global Setting

Marketing Europe in a Global Setting
TTRA Annual International Conference 2014
Brugge, 18 June 2014
Eduardo Santander
Executive Director
European Travel Commission
The European Travel Commission (ETC)
“Work together to build the value of tourism to all the beautiful and diverse countries
of Europe through cooperating in areas of sharing best practices, market intelligence
and promotion".
ETC is an international non profit-making organisation based in Brussels.
ETC is responsible for the promotion of Europe as a tourist destination.
It represents 33 National Tourist Organisations (NTOs) in Europe.
ETC undertakes three basic activities: marketing, research and advocacy.
Facts and Figures
Established: In 1948 with funding from the Marshall Plan after World War II.
Members: National Tourist Organisations (NTOs) of 33 countries
European Union (25): Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark,
Estonia, Finland, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta,
Poland, Portugal, Romania, Slovak Republic, Slovenia, Spain, Sweden.
Others (8): Iceland, Monaco, Montenegro, Norway, San Marino, Serbia, Switzerland, Turkey
Budget: It is usually financed through membership and partnership contributions. The
European Commission finances ETC with a grant for a joint programme of activities for the
period 2013-2014.
MEMBERS
How do we work
Headed by a President (elected from
amongst the directors of its member
organisations);
Working and Operations Groups bring
together different tourism experts from the
member NTOs;
General Meeting
Board of
Directors
E-Marketing
Network
33 Members
President
3 Vice-Presidents
10 Members
Executive Unit
Executive Director
Operations
Groups
Headquarter in Brussels.
USA, Canada, China,
Brazil
Market
Intelligence
Group
Our Strategy
Central to ETC's strategy is the stimulation of competitiveness and the promotion
of a sustainable development of the tourism sector, by raising the awareness and
interest of Europe as a tourist destination in long haul markets.
ETC does this by initiating marketing activities to promote pan-European products
and themes, which are complementary to the individual marketing actions of its
members.
Prior market research determines the choice of activities and campaigns in the
overseas markets.
Europe generated 1 in 2 international arrivals in 2013
Market Share of International
Tourist Arrivals
Middle East
5.1%
Africa
4.7%
563 million tourist arrivals
368 billion EUR tourism receipts
Americas
15.5%
Europe
51.8%
top destinations by tourist arrivals are European
Asia and the Pacific
22.8%
top destinations by tourism receipts are European
Source: World Tourism Organization (UNWTO), April 2014
Growth in European inbound tourism was apace with
the world in 2013…
• European tourism proofed its resilience in a negative
economic climate.
Source: World Tourism Organization, ETC Dashboard
… and long-haul markets contributed significantly.
Source market contribution to growth in Europe, 2012-13
% of total Europe inbound arrivals growth 2012-13
Spain
Italy
Netherlands
India
Japan
Denmark
Poland
Canada
Austria
Norway
France
Sweden
Switzerland
Germany
China
United States
United Kingdom
Russia
-3%
Inbound tourism
exceeded prior
expectations in 2013.
•
Long-haul markets
contributed significantly
to growth.
•
Arrivals from Russia,
United States and China
rose steadily.
Positive
contribution
Negative
contribution
-8%
•
2%
7%
12%
Source: Tourism Economics, Webinar ETC Report European Tourism 2014 – Trends & Prospects (Q1/2014)
17%
International tourist arrivals are forecast to grow
2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
0
… on average +3,3%
between 2010 and 2030.
1980
World
1990
Europe
1995
2000
Asia and the Pacific
Source: World Tourism Organization (UNWTO), Tourism Towards 2030
Arrivals to Europe will grow
at an average of +2,3%.
2005
Americas
2010
Africa
2020
Middle East
2030
Europe will lose 10% of its market share by 2030
International Tourist Arrivals (% average growth)
Market Share of International
Tourist Arrivals
Middle East
8%
Africa
7%
Americas
14%
Europe
41%
Asia and the
Pacific
30%
Source: World Tourism Organization (UNWTO), Tourism Towards 2030
Asia and the Pacific will capture the
majority of the new arrivals in 2030,
largely intra-regional.
10
9
8
7
6
5
4
3
2
1
0
9,2
8,8
6,1
5,8
5,3
5,0
4,1
3,4
Europe
3,5
3,0
2,5
2,2
Asia and the
Pacific
1980-1995
5,7
4,0
2,6
Americas
Africa
1995-2010
2010-2030
Middle East
Why safeguard Europe’s share of
international tourism?
2500
Travel & Tourism Contribution to EU GDP
(US$ bn)
2000
10
30,000.00
9.8
25,000.00
9.6
1500
9.4
1000
9.2
9
500
8.8
0
8.6
2013
2014
GDP Direct Contribution
% Total Contribution to GDP
2024
GDP Indirect Contribution
Travel & Tourism Contribution to EU Employment
(# of jobs)
20,000.00
15,000.00
10,000.00
5,000.00
2013
2014
Employment Indirect Contribution
Emloyment Direct Contribution
% Total Contribution to Employment
Source: World Travel & Tourism Council (WTTC)
2024
9.6
9.4
9.2
9
8.8
8.6
8.4
8.2
8
netnography
desk research
A research-led approach to destination marketing
interviews
focus groups
questionnaires
Source: ETC Dashboard, Tourism Economics (2013)
New frontiers in market research
Tapping travellers’ minds
through ‘netnography’
•
•
•
•
Trends
Themes
Behaviour
Image of Europe
Netnography is defined as the branch of
ethnography that analyses the
spontaneous behaviour of individuals on
the internet.
China & Brazil – Two case studies
Internet usage has grown
exponentially between
2000 and 2012.
538
# of Internet users
(millions)
600
500
400
300
200
100
88.5
22.5
5
0
2000
Source: Internet World Stats, 2012
China
2012
Brazil
Understanding Chinese Outbound Tourism
Major themes on Chinese minds
•
Yearning for simplicity and authenticity
•
Increasing demand for in-depth travel
•
Shopping and luxury
•
Remaining price sensitive
•
High potential in lower-tier cities
•
Honeymoon boom
•
Travel goes mobile
•
The visa hurdle
•
Time – a major concern
Source: ETC & UNWTO, Understanding Chinese Outbound Tourism
Yearning for simplicity and authenticity
”The ideal destination is one with few people. If
you want to talk, you talk. If you want silence, you
keep silent.”
Source: ETC & UNWTO, Understanding Chinese Outbound Tourism
”Forget about Paris and London!
The small towns in Europe are so
much more beautiful than the big
cities. But most travel agencies
won’t take tourists there, we can
only go on our own.”
Europe is the place for shopping!
”Europe is a shopping heaven, it has all luxury brands, whether Louis Vuitton or Cartier
or Hermes. So I go to Europe to get the most choices when buying luxury products.”
Source: ETC & UNWTO, Understanding Chinese Outbound Tourism
Understanding Brazilian Outbound Tourism
The Image of Europe in Brazil
Major themes:
•
Educational program
•
Seeking their roots
•
Gastronomy
•
Seeking opportunity in crisis
•
Religious tourism
•
Sports tourism
•
Glamour and prestige
Source: ETC & UNWTO, Understanding Brazilian Outbound Tourism
Back to the roots
Brazilian Diaspora
“Getting to know Italy was simply
extraordinary [...] If you get lost in
Rome, wherever you go is beautiful
[...] there is so much history and
culture.”
"It was in one of the villages within the city of Riós that my father was born and my
grandparents lived. In addition to aunts and uncles, cousins and friends I have a true
affection for this region and I have come here ever since I was a child”.
Source: ETC & UNWTO, Understanding Brazilian Outbound Tourism
Europe = prestige + glamour = personal brand building
“Ah,
I miss
that!
“Ah,
I miss
that!
“Ah,
I miss
that!
Image: © ariwasabi
European gastronomy – a delight for Brazilian
travellers
“The church [Saint-Germain-des-Prés] was closed for maintenance, so we went to a
nearby restaurants instead. I am so happy it was closed, the food was heavenly.”
Source: ETC & UNWTO, Understanding Brazilian Outbound Tourism
Raising awareness and satisfaction among
long-haul travellers
• “Promoting what travellers want rather than what sellers prescribe”
Inspiration
•
Emotional connection
ties spurred by movies, music,
literature and online content
•
•
Collection of panEuropean experiences
not countries
A must-see destination
Pan-European Themes
•
•
•
•
•
•
History, culture, heritage
Gastronomy
Health and wellbeing
Sporting activities
Religious tourism
Shopping
Capitalise on delights
and eliminate barriers
•
•
•
Quality infrastructure
Diversity
Safe
•
Legal and perceptual
barriers
Promoting sustainable growth of the
European tourism sector
•
Strengthen the image of ‘Destination Europe’ in major outbound markets under one common brand
•
Foster Europe’s USPs through pan-European product development
market mix
Established and emerging
markets
Segmentation
product
development
competitiveness
Pan-European experiences
Public-private partnerships
Raising awareness for less-known
destinations
Branding “Destination Europe”
The pan-European experience
• A glimpse of the future...
B2C portal visiteurope.com
A refreshed consumer
portal and complementary
marketing activities
European Portal on Gastronomic Events
Enhance the promotion of
transnational thematic tourism
products
Thank you for your attention!
Eduardo Santander
Executive Director
European Travel Commission
contact: [email protected]
www.visiteurope.com
www.etc-corporate.org