The Nordic Travel Market 2011

8/2/2019 The Nordic Travel Market 2011

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Ptential and Pssibilities

rePrt, MedieMinisteriet 2011

MeMber of:

the nrdic utbund

travel Market


2/19

readersguideThe report covers the outbound travel

market in the Nordic Countries: Sweden,Denmark, Finland and Norway. Differences

between the Nordic countries are relatively

small, so all essential points cover all four

markets. Country speciic information is

marked in italics.

All chapters start with a summary of the

most important points. This is followed by

a more extensive review of the subject.

The report is based on extensive research

carried out in May-June 2011. All research

sources are listed at the back.

Why investin the nrdiccuntries?

no o third largest outboundtravel market eop.

no o p 90 % more money than the averageEuropean tourist o foo, ommoo o w o o.

no o 5-6 weeks holiday .

The level of income in the Nordic countries is generallyhigh o- p of om p o.

no o the best tourists in the world mof p o fo .

o 60 % of no pop at least one vacation each year.


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cntents

01: The Nordic

Travel MarkeT

03: The ecoNoMic

SiTuaTioN iN The

Nordic couNTrieS

05: iMporTaNT

SegMeNTS

02: The Nordic

couNTrieS

04: Travel habiTS

06: bookiNg

behaviour

aNd plaTforMS

P. 06

P. 10

P. 24

P. 08

P. 14

P. 28

intrductin

Medieministeriet has been working with the

tourism and travel market for quite sometime, and throughout this period we have

experienced an increasing demand for more

information about the Nordic outbound

travel market among our clients and

partners.

This report should answer most questions

about Nordic tourists and their great

potential for the global tourism industry. Our

goal is to introduce Nordic tourists to those

who do not know them, explain who they

are, how they act and what they prefer. And

to explain the great potential of this

particular market.

In order to make the report relevant for as

many parties as possible, it covers general

tendencies across the four countries. We

hope this can serve as a foundation when

planning a strategy towards the Nordic

market.

If you want more detailed information, or

if you want to know more about what this

means for your destination, country or hotel,

you are always welcome to contact us.

Yours sincerely,

Henrik Koch

CEO, Medieministeriet

4


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01: the nrdictravel MarketAT TE N NTE

AE AE ATE, TN 25 N NATANT,TE N EN A TANT AET T-N TAE, AN T TET AET TNAET N EE.

They are big spendersNordic travellers spend more than USD20 billion on travelling each year.Currently, travel spending per capita inthe Nordic countries is among thehighest in the world, far surpassingspending in Germany and England.

They are frequent travellersThe high spending power facilitatesfrequent travel, and almost nowherein the world do people travel abroad asoften as the Nordic tourists.

They journey outside EuropeMore and more Nordic travellers(currently more than 18 %) head beyondthe borders of Europe each year in searchfor leisure and culture.

They plan more holidaysStatistics show that the Nordic touristsare planning more holiday travels in 2011.

TE ET TTA recent research study revealed that

Nordic tourists are the best tourists in the

world - based on ratings in ive different

categories:

1. Willingness to speak the local language

2. Polite and approachable

3. Willingness to adapt to local culture

4. Willingness to try the local cuisine

5. Give a generous tip

Nordic tourists take the lead when it comes

to willingness to speak the local language,

and they come in second in the next three

categories: polite and approachable,

willingness to adapt to local culture and

willingness to try the local cuisine.

When it comes to giving a generous tip,

Nordic tourists are only number four, but

since they are so well represented in all

other categories they earn the right to call

themselves the best.

suMMary


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02: the nrdiccuntriessWeden

opulation: 9.4 million peopleapital: Stockholm (1,900,000 people)acation: 6 weeks holiday each year

denMarkopulation: 5.5 million peopleapital: Copenhagen (1,182,000 people)acation: 5-6 weeks of holiday each year

Finlandopulation: 5.4 million peopleapital: elsinki (1,364,000 people)acation: 5-6 weeks of holiday each year

nrWayopulation: 4.9 million peopleapital: slo (599,000 people)acation: 5-6 weeks of holiday each year


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suMMary

EENT TAEE ENE

The level of income in the Nordiccountries is generally high and arecord-high percentage of income isspent on travelling. Nordic tourists percapita travel spending is among thehighest in the world and they travelabroad more frequently than othertourists in the world.

ver the past ten years, the Nordiccountries have had a noticeably greaterincrease in GDP than the average forWestern Europe, and this is expected tocontinue in 2011. Nordic tourists privateconsumption is also seeing a positivetrend.

Since there is a close correlation betweenpeoples private consumption andholiday consumption, this will have apositive inuence on the amount ofmoney spent on holiday travels toforeign destinations by Nordic tourists.

03: the ecnMicsituatin in thenrdic cuntries

03:ThEECoNoMiC


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Private

cnsuMPtin

sWeden

denaMrk

Finland

nrWay

2011

+2.4%

+2.1 %

+2.9 %

+2.5 %

2012

+2.6 %

+2.2 %

*

+2.5 %

2013

+2.6 %

+2.1 %

*

+2.2 %

2014

+2.5 %

+2.1 %

*

+2.1 %

2015

+2.5 %

+2.1 %

*

+2.2 %

gPd

sWeden

denMark

Finland

nrWay

2011

+3.1 %

+2.2 %

+2.9 %

+2.3 %

2012

+2.9 %

+2.3 %

+2.7 %

+2.6 %

2013

+2.8 %

+2.4 %

*

+2.7 %

2014

+2.5 %

+2.4 %

*

+2.6 %

2015

+2.4 %

+2.3 %

*

+2.4 %

EAT T TE NNTE N A AE

* Figures not availableSource: xford Economics


High Level of IncomeThe Nordic countries differentiate

themselves from other countries by

combining high standards of living and

a relatively even distribution of income.

However, the inancing of the Nordic

welfare model entails a heavy tax burden

and a major redistribution of income

compared to most other countries

throughout the world. The level of income

is generally high and differences in

income levels are relatively small in the

Nordic countries compared to other OECD

countries.

The Nordic economy is the 9th largest

economy in the world, surpassed only

slightly in size by Canada and Spain. Nordic

tourists spend almost USD 700 billion

each year with a record-high percentage of

that sum pertaining to travel and tourism

outside their own countries.

Economic Growth

Economic growth in terms of gross

domestic product (GDP) is a good indicator

for activity in business. This variable has

an apparent correlation with business

travel, but it also inluences peoples

holiday travel. The development in GDP

has an impact on elements such as peoples

wages, unemployment etc. and therefore

also on peoples private consumption, which

will affect peoples holiday consumption.

Larger GDP-increase than theWestern Europe-averageOver the past ten years, the Nordic

countries had a noticeably larger increase

in GDP than the average in Western Europe

(the 15 EU countries before enlargement).

Measured by GDP per capita, the Nordic

countries have a higher wealth than the

EU-15. Norways GDP per capita is as high

as 60 % above the EU-15 average, and

Norway is actually one of the countries

with the highest standard of living.

EAT T NTT ATE NTNPrivate consumption is determined by peoples income to savings ratio.


p , no o o gdP W eop.

03:ThEECoNoMiC


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04:travelhabitssuMMary

N x AN NEExEENE

The Nordic tourists travel a lot and theywill be travelling more in 2011 than inrecent years.

bout 50 % of all their travels are toforeign countries and overseas holidaytravel will become more popular in thefuture.

The Nordic countries are the third largestoutbound market in Europe.

Nordic tourists are looking for a warmclimate and cultural experiences whentravelling, while package tours and citybreaks are especially popular.

They are becoming more and moredemanding and will increasingly look forunique travel experiences in the future.

In 2009, Swedish leisure travellers spent

an average of 100 euro per person per day

In 2005, Norwegians took more than six

million vacations to foreign countries and

Norwegian tourists also increased their

average expenditure per person

In 2006, Nordic tourists spent 27 billion

euro on travelling, and that makes

the Nordic countries the third largest

outbound tourism marked in Europe, in

front of France, Spain and Italy.

On average, each Danish tourist over the

age of 15 spends about 1,167 euro on

their holiday (including transport,

accommodation and consumption)

Danish tourists aged 24 to 44 are the

biggest spenders with a travel budget of

almost 1,340 euro per holiday

The average holiday budget for Finnish

tourists in 2010 was about 1,500 euro

NumbErsdoNTliE


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How much do theytravel?Travelling is a distinction from peoples

everyday life. People from the Nordic

countries generally experience pressure

during their leisure time, which means that

travelling in the future will involve more,

but shorter trips.

Nordic people have long holidays

compared to other countries. 5-6 weeks

is the average for all four countries. They

often take 3 successive weeks in the

summertime, where they have the time to

travel abroad.

Generally, tourists from the Nordic

countries travel a lot and they will be

travelling more in 2011 than in recent years.

About 50 % of all their travels are to

foreign destinations

On average, around 60 % of people in the

Nordic countries take at least one holiday

each year and the numbers are increasing

During 2009, Finnish residents aged 15-74

made a total of 5.6 million leisure trips

abroad.

In Norway, there has been an increase of 4.6

% in travelling abroad from 2006-2011 and

since the millennium, Swedes holiday travel

has increased by 17.5 %.

According to new research, 50 % of Swedish

tourists are planning more travels abroad

in 2011 compared to last year. The corre-

sponding igures for Norway and Denmark

are 42 % and 36 % respectively.

How much moneydo they spend ontravelling?

Research shows that Nordic tourists

spend more money on travelling than any

other European group and the numbers

are increasing each year. The research

also shows that after Germany and UK

the Nordic countries are the marked that

spends the most money on travelling in

Europe.

Danish travel spending has for instance

grown 63 % in just three years.

Swedish tourists holiday consumption in

2011 is expected to amount to 11.1 billion

euro, while the Norwegian tourists are

expected to spend 11.9 billion euro.

r ow no o pmo mo o o eopop m .

Nordic tourists spend 90 % more moneythan the average European tourists on

food, accommodation and attractions while

away on holiday.

The average Nordic tourist spends

more than 1,000 euro when vacationing

(including transport, accommodation and

consumption).


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When and where dothey travel?

They travel in the summertimeNordic tourists mostly travel in the

summer period. Holiday travel lasting

more than 4 nights typically occurs in July

and August.

30 % of all Danish vacations in 2010 took

place in July and August. This is almost the

same in Sweden with 32.2 % of all annual

outbound travel.

Shorter trips becoming popularTravel patterns are changing, and the

number of tourists who take more than

one vacation each year is increasing. For

instance, they take city breaks in the Easter

period or autumn holidays, and then a

longer vacation in the summer or during

the winter.

They prefer a warm climateNordic tourists prefer to travel to destina-

tions with a warm climate where they can

relax and spend time with family, relatives

and friends. Experiencing big cities and

different cultures are other elements that

attract Nordic tourists when traveling

abroad.

Popular destinationsThe most popular holiday destination for

Nordic tourists is Spain. However, there

seems to be an increasing interest in

non-European destinations when buying

package tours.

Holiday destinations such as Turkey,

Bulgaria, Egypt and Tunisia are especially

popular. Holiday travel to these countries

is typically about 15 % cheaper and the

spending money will last longer.

Thailand is a very popular holiday

destination outside Europe and Nordic

tourists are among the most frequent

visitors to Thailand relative to the

countries populations. This is due to low

prices for lights and hotels and the

possibility for different experiences, which

is also important for Nordic tourists.

Approximately one out of four holidays go

to a destination outside Europe and the US

is one of the most popular destinations. It

is mainly in the winter that Nordic tourists

make these overseas journeys.

They like a good dealNordic travelers are very aware of

exchange rates and make good use of the

possibilities this brings.

I.e. the low dollar rate encourages them to

travel across the Atlantic.

How do they preferto travel?

The most popular forms of travel among

Nordic tourists are:

All-inclusive Package Tours

City Breaks

Cruises

All-inclusive Package ToursAll-inclusive Package Tours are especially

popular among families with children.

All-inclusive hotels and holiday apartments

are popular due to convenience and the

need to know the exact cost of a holiday.

t p , m

of o wo mo o o .

There is a widespread tendency among

Nordic families with children to have a

greater focus on luxury than before. This

means choosing 4 or 5 star hotels when

booking. Some travel agencies are also

experiencing an increase in exclusive

family travel, such as safari trips where

parents take their children out on great

adventures.

City BreaksGenerally city breaks are popular all year

round and the increasing supply of low-

priced lights to popular metropolitan

destinations has affected city breaks

popularity among Nordic tourists.

Destinations such as London and New York

are the most popular. London is attractive

because of cheap lights and New York is

enduringly popular.

t wp mo nofm w o

fo ox fo.

The purpose of this kind of break from

everyday life is to feel good, eat well and

do some shopping. Barcelona and Paris are

also popular all year round destinations.

CruisesCruises are another form of t ravel that

Danes dream about in particular, and

large ships with relative low prices and

smaller ships with relatively high prices

are popular.

How do they preferto stay?

Statistics show that hotels and similar

establishments are the preferred type

of accommodation for Europeans when

vacationing. This is also applicable to

Nordic tourists.

54 % of the Danish tourists prefer to stay

at hotels when travelling, while 20 %

lodge with family or friends. 5 % prefer to

go camping, 9 % want to stay in a rented

holiday home and 4 % have their own

holiday property.

Statistics show that 6.6 million Finnish

overnight stays were in hotels, which is an

increase of four percent since 2008. 3.9

million overnight stays were in rented

cottages, which is an increase of three

percent.

Norwegians also prefer hotels as their

irst choice of accommodation. 63 % stay

in hotels followed by campsites, rented

holiday homes and other commercial

accommodation.


11/19

As people inthe Nordic countries travelmore, theyalsobecome more aware oftheculture and environmentof the places theyvisit, and theyreflectmore on their ownexperiences and lifestyle.

As tourism develops, there seems to bea shift awayfrom purelyexternal traveldeterminations, such as demographyandclimate towards internal determinations,such as self-developmentandcreativeexpression.

As travel experiences become richer, theyfeed the desire for more travelling. Peopleare thereforebecomingso-called careertravellers, demandingan endless sourceofnewexperiences and lookingfor deeperexperiences within the communities theyvisit.

cArEEr

TrAvEllErs


12/19

travel FrMs

iMPrtantFactrs

activities

PreFerred

transPrt

sWeden

Package tourCity breaks

ClimateCleanlinessCulture

SunbathingSwimmingShopping

ir travel

denMark


ClimateCultureocal People

elaxingSightseeingShoppingestaurantsir Travel

Finland


ClimateCulture

ShoppingSports

ir Travel

nrWay


ClimateCleanlinessCulture

elaxingShoppingSports

ir Travel

What do they want?According to new research, there are ive

important factors when Nordic tourists

choose a holiday destination.

Culture and local people

Cleanliness

Active holidays

Shopping

Restaurants

Nordic tourists are very similar when

it comes to their t ravel habits and

preferences.

What will they belooking for?

New perspectivesAs people in general travel more and

gain greater insights through their own

experiences and the Internet, they also

become more demanding in relation to

future vacations. Overseas travel and

unique travel experiences are future travel

trends among Nordic tourists.

Nordic tourists want experiences that give

new perspectives in their lives. They will

still travel to popular Spain, but there willbe an increasing interest and desire to

travel to more exotic destinations.

USA and Canada will remain popular, but

other destinations such as Brazil, Australia,

Japan and exotic places as Samoa and East

Timor will be popular travel destinations

in the future.

Unique experiencesUnique experiences that have not been

tried before will become more popular.

This could be a culinary experience, such

as cooking local meals.

Remote destinations are also expected to

become more popular.

Sustainability, wellness andauthenticityNordic tourists will be more climate-

conscious in terms of sustainability and

they will also search for travel forms thatinclude wellness activities.

In addition, authentic experiences will be

popular such as meeting local people in

their local surroundings and participating

in volunteer activities. Volunteering is also

popular since students can accumulate

points in relation to their education.


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05: iMPrtantsegMentsThere are three important segments with

great potential when entering the Nordictravel market.

They are:

Families with children

Singles with no children

Empty Nesters

Travel activity is increasing for all groups.

This chapter will highlight the most

important characteristics in terms of travel

habits and potential.

Families withchildrenFamilies with children are an important

segment in the outbound tourism market.

These families typically use the school

holidays to be together and to experience

things together because the parents have

less and less time.

Why do they go?The most important aspects for these

families when travelling are:

The children should have fun

The family should have sharedexperiences

The parents want to relax

The parents need time with their children

The children should be active

Previously, holiday destinations were the

most important aspect when families were

choosing a holiday. This is no longer the

case. There is an increasing tendency for

families to focus more on luxury, which

includes booking 4-5 star hotels with

child-friendly facilities. Families want to

retain the same good standards that they

have at home.

All-inclusive is keyThis is closely related to the fact that all-

inclusive holidays are becoming more

popular among families in the Nordic

region.

The majority of Nordic tourists who take

all-inclusive holidays are families with

children, and the reasons for choosing

these are convenience and control over

expenses. Five years ago, only 3 % o f

all package-tour travellers p referred

all-inclusive holidays, but the numbers

are increasing and in 2010, the igure in

Denmark alone was more than 15 %.

Holiday destinations such as Egypt

and Turkey are popular among package-

tour travellers because of low priced

all-inclusive offers.

F o, o 3 % of p-o pf -o, m 2010, dmo w mo 15 %.

Child friendly and safeAnother important factor for Nordic

families is that they discover child-friendly

places when deciding where to stay. They

consider a place child-friendly when they

are secure, employ staff with a positive

attitude towards children, have access

to water parks, playgrounds and child-

friendly menus at restaurants.


14/19

Singles

Singles either travel with other singles

or they go alone, which more and more

singles are daring to try.

Single culture is growing, and a large

proportion of singles have no children.

This makes singles holiday travel a

growing industry.

More and more dare totravel aloneResearch carried out by a dating site

showed that 30 % of male respondents

and 26 % of female respondents areopen towards singles vacations and have

considered taking one.

Singles holiday travelling is a tendency that

can be compared to dating on the Internet:

it was considered taboo 10 years ago, but

today it is a well-known phenomenon.

Singles camping is also a new tendency

that more and more people are trying.

Why do they go?The advantages of singles holidays are

freedom and social interaction between

single travellers. Only 30 % of the women

and half of the men would travel to ind

a partner. Instead, the majority choose

singles vacations in order to ind new

friends and share experiences.

Empty Nesters

Empty nesters are adult couples, aged 45+ with

no children living at home.

This group used to focus their time on

their children and grandchildren, but in

the future they will spend more time on

themselves, and the biggest share of their

leisure time consumption will be on travel.

i xp mp m

w m p 21 % of wo popo 2050.

A growing segmentEmpty nesters are a rapidly growing

segment globally and in all the Nordic

countries

It is expected that the segment will make

up 21 % of the worlds population by 2050.

In Denmark, the number of people over 60

will make up 33 % of the Danish population.

This makes them very interesting for the

outbound travel market.

They have money and areready to spend itEmpty nesters will typically have paid

off their mortgages, while also owning

countryside cottages and possibly holiday

homes abroad. They are generally a

wealthy segment of society and they spend

slightly more money than other tourists

when on vacation.

They also take longer vacations and most

of them are able to travel outside of peak

season, for instance in September, April

and May since they are no longer working.

48 % prefer to stay in holiday apartments

30 % prefer hotels without children

Why do they go?There are many different types of couples,

with different needs when travelling.

Generally, empty nesters are travelling to

have experiences and they will not waste

their time relaxing in a hammock. Instead,

they want to take different trips that

are more physically demanding, such as

cycling and hiking in the countryside.

More than half want to make unusual trips

to have holiday experiences. Living in the

centre and dining at restaurants are also

highly preferred among this segment.

EEA TAT 56 % mention renewed energy as one

element they get out of their holiday

33 % emphasise time for romance

30 % state they strengthen their

relationship

ET NETE AE ANATTATE TAET E T TE AT TAT TE Have a great desire to travel

Have a lot of money

Spend more money than the average

tourist

Take longer vacations

Can take vacations outside the peak

season


15/19

06: bkingbehaviur andPlatFrMssuMMary

NATN EAE NNE E

The Nordic countries are at the forefrontwhen it comes to penetration and use ofnformation and communicationtechnologies (CT).

Nordic tourists are therefore wellacquainted with and heavy users of allthe new communication platforms.

This means that online informationsearches on the nternet are increasingand an average of 60 % book theirvacations online.

Nordic tourists prefer booking onlinebecause it is exible and they can searchand plan their holiday exactly the waythey want it, and they can do itwhenever it ts their busy schedule.

The high level of CT penetration alsomeans that social and mobile mediaplay an important role when touroperators are inspiring or communicatingwith potential tourists.


16/19

Planning andBooking

Active Online SearchersNordic tourists gather more information

than the average European tourist.

Information searches on the Internet are

increasing and an average of 60 % book

their vacations online. In Norway, travel

and holidays are the most bought or

ordered products online.

Booking should be lexibleNordic tourists prefer booking online

because it is lexible and they can searchand plan their hol iday exactly the way they

want it, and they can do it whenever it its

their busy schedule.

63 % are satisied with planning their

holiday themselves

57 % used three or more websites to

plan their holiday

39 % will deinitely plan their next

holiday themselves

Increased use of online booking also

means that people have expectations in

relation to making a good deal, for instance

when booking a hotel room.

The women make the decisionsResearch shows that women take the lead

when vacations are being planned and

booked. 4-5 years ago only one in four

women decided on the holiday.

This is primarily because women are

more comfortable using the Internet when

buying goods online, including holiday

travel.

Women handle all the preliminary work,

searching the Internet, reading magazines

and speaking to friends and relatives to

gain inspiration about their own vacation.

r ow wom w o p oo. 4-5 o o o fowom o o.

Children have some inluence, especially

when it comes to taking t he initiative, but

they have less say than their parents in the

decision making process.

The most important sources ofinformationThe most important sources of

information/reasons for choosing a

speciic destination for Nordic tourists, are:

1. Been there before

2. Google.com

3. Recommendations from friends

or families

4. Oficial website for travel agency

5. Oficial website for hotels,

attractions etc.

Whats important?

Inspiration from the Internet makes up

three out of ive information sources and

therefore it plays a very important role

in terms of searching for inspiration and

booking a holiday.

Whats not important?

The most ineffective information sources

are TV spots, exhibition visits and travel

programmes on TV. Nordic tourists clearly

prefer new communication technologies

over traditional media.


17/19

cuntry/

ecnMy scre

5.65.595.435.335.335.305.295.215.21

1 sWeden

2 singaPre

3 Finland

4 sWitzerland

5 unite states

6 taiWan, china

7 denMark

8 canada

9 nrWay

NE TENExETThe pace of technological advance is

accelerating and ICT is increasingly

becoming an essential part of peoples

behaviour and social networks. Mobile

phones, smart phones, computers and the

Internet have opened up new channels of

communication.

Several studies show that the Nordic

countries are at the forefront when it

comes to ICT penetration and use.

TE AE AA T TNordic tourists have a high individual

usage level of ICT tools and the number

of mobile and broadband Internet

subscribers, Internet users, PCs, mobile

phone subscriptions with data access and

Internet access in schools is high.

AN TEE EAE?SMarTphoNeS

AN AATN EE AATNFor smartphones, new travel-related

apps are constantly becoming available.

I.e. travel tips, translation apps, cultural

information, navigation and maps, light

information and taxi cab services.

AT NTE N AE EAEThe use of mobile phones and other mobile

devices makes it easier to make last minute

bookings, while last minute decisions

about when and where people want to

travel will increase.

With large booking portals and apps

like hotels near me, it is possible to

be anywhere in the world and book the

nearest hotel straight away.

Social Media

EE TEEYoung people are developing a wave of

social media activities. Older generations

have been inluenced by the use of social

media and the behaviour of young people

and are themselves increasingly active

users of social media.

Most people in the Nordic countries have

a personal Facebook proile and are active

users of the site.

Norway - 52 %

Denmark - 46 %

Sweden - 44 %

Finland - 35 %

facebook

TE ENAE TAENThe sharing of holiday snaps is a popular

activity on Facebook, and research shows

that pictures have a very strong inluence

on Facebookers travel plans.

52 % state that seeing friends holiday

pictures had inspired them to book a

holiday to the same destination

45 % say that Facebook encourages

them to visit their friends abroad more

TwiTTer

EE AE ?The social networking and microblogging

service Twitter has rapidly gained

popularity, especially in USA but in recent

times the Nordic people have start taking it

to heart.

The Twitter application, MySkyStatus,

lets users automatically share light

information via Twitter, Facebook or

LinkedIN while in the air. The site is open

for all major airlines and the site has

distributed more than 400,000 status

updates.

NETEANEThe Networked Readiness Index is the

capacity of countries to fully beneit from new

technologies in their competitiveness strategies

and their citizens daily lives.

Source: The Global Information Technology

Report (2010-2011)


18/19

researchsurcesStatistics and reports

European Commission: Survey on the

attitudes of Europeans towards tourism,

2011

European Travel Commission: Tourism

trends for Europe, 2006

Eurostat (European Statistics from the

European Commission): Inbound and

outbound tourism in the European Union,

2006

Eurostat (European Statistics from the

European Commission): Tourism Statistics,

2008

Ministry of Transport in Denmark: Danish

Airfreight, 2015, 2005

Norden (The oficial collaboration of

the Nordic countries): Nordic Statistical

Yearbook, 2010

Statistics Denmark: Denmark in numbers

2011, 2011

Statistics Denmark: Spain and Italy as

favorite destinations, 2010

Statistics Denmark: Danish Facebook

habits, 2009

Statistics Finland: Finnish residents

leisure trips increased and business travel-

ling declined in 2009, 2010

Statistics Norway: Most Norwegians prefer

to travel in the summer ho liday season,

2010

Statistics Norway: More popular to travel

abroad, 2007

Statistics Norway: Number of holiday trips,

by main destination and different criteria,

2007

Statistics Norway: Travel Survey, 2005

Statistics Sweden: The Travel and Tourism

Industry in Sweden, 2008

Visit Denmark: Tourism in numbers, 2009

Visit Denmark: Forecast on Danish

Tourism 2011-2015, 2011

Visit Denmark: Mom, dad and kids - rolesand wishes in connection with the family

vacation, 2004

Visit Denmark: Market proile of Finland,

2010

Visit Denmark: Market proile of Norway,

2011

Visit Denmark: Market proile of Sweden,

2009

Visit Denmark: Swedish adult couples,

2005

Visit Finland: Outbound Travel:

Ruotsi Sweden, 2010

Zunia Knowledge Exchange: The Global

Information Technology Report 2010-

2011, 2011.

Databases and websites

Agri-info.eu (www.agri-info.eu)

Ministry of Foreign Affairs of Denmark

(www.udenrigsministeriet.dk)

New Media Trend Watch (The European

Travel Commission)

(www.newmediatrendwatch.com)

Oficial Site of Scandinavian Tourist Boards

of North America (www.goscandinavia.

com)

Statistics Denmark (www.dst.dk)

Statistics Finland (www.stat.i)

Statistics Norway (www.ssb.no)

Statistics Sweden (www.scb.se)

Articles

Check-in (Danish travel magazine): The

frequency of the Danes restaurants visit on

holiday, 2011

Check-in (Danish travel magazine):

The Danish tourists choose luxury hotels

on their holiday, 2011


Intercon

tinental routes set a record in 2010, 2011

Check-in (Danish travel magazine): Star

Tour wants to focus on couples travels,

2010


All inclusive is a hit, 2010

Check-in (Danish travel magazine): CHP

strengthens the intercontinental trafic,

2010

Crezcan: About the Nordic travel market,

2011

Din Side (Norwegian travel website): Dont

relax on holiday, 2011

Fri.dk (Danish lifestyle website):

Singles travel together, 2008

Guide 24 (Danish news site):

The airlines focus on Denmark in 2010,

2010

Helsinki Times (Finnish national

newspaper): Facebook lacks friends in

Finland, 2011

Hotels.com: Young Danes dream about

shopping, sun and thrill, 2009

Invest in Finland (Finnish business

website): All-inclusive holiday a growing

trend among Finnish tourists, 2011


website): Travel agencies in Finland expect

a year of growth for foreign travel, 2011


website): Finlands future pensioners will

spend more money on travelling, 2010

Jyllands-Posten (Danish national

newspaper): Scandinavians are the best

tourists in the world, 2011

My News Desk Hotels.com: The Danes

have 5 weeks holiday, 2011

New Media Trend Watch (The European

Travel Commission): Friends holiday

pictures on Facebook inspire 52 percent to

book a holiday the same place, 2011

Rejsefeber (Danish travel website): New

research, section: activities and prefer-

ences, 2011

Rejse Guide (Danish travel website):

Couples disagree on the destination, 2010Rejseliv (Danish travel website):

More people choose to travel outside of the

Euro countries, 2011

Rejseliv (Danish travel website):

Travel trends 2010: We want unique expe-

riences far far away, 2010

Rejseliv (Danish travel website): Travel

trends 2010: We want to do it ourselves

and it has to be unique, 2010

Stand By (Scandinavian travel magazine):

Every third has their holiday planned,

2011

Skyscanner Flight search: Explore: Travel

features, 2011

The Local Swedens news in English: Fast

facts: Swedes travel habits, 2007

TIC Travel (Danish online travel

community): The Danes want to live in

luxury on their

holiday, 2011

TIC Travel (Danish online travel

community): 3 travel trends in 2011, 2011

Travelmarket (Danish travel website):

Danes most popular searches, second half

of 2010, 2011

TV 2 Norge (Norwegian national televi-

sion): The Norwegians have new travel

habits, 2011

Zoover World (blog about travel news, tips,

trends and research): Social media during

holiday, 2011


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The Nordic Travel Market 2011

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