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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