DESTINATION BRAND 18 First Selected Results

Schladming-Dachstein ViennaSalzburger Land Austria Argentina Lower Saxony Kassel Trentino Dachstein Vorarlberg Schladming Colombia South America Mexico Chiemsee - Chiemgau Carinthia Chile North Rhine-Westphalia SPO Düsseldorf Darmstadt Germany South Tirol Tirol Eifel Upper Austria Hamburg Holstein Switzerland Black Forest Luxembourg Flanders Styria Burgenland New Zealand Rügen Island Lower Austria Hesse Italy France Greece Munich Upper Lusatia South Africa City of Otto St.-Peter Ording Taunus Spain Croatia London Paris Berlin Baden-Württemberg Bavaria Ruhr Valley Usedom Island Budapest Dubrovnik Texel Norderney Sauerland Mecklenburg Lake District Rhineland-Palatinate Prague Ljubljana Ameland Lusatian Lake District Uckermark Schleswig-Holstein Saxony Peru Bratislava Kingdom of Fife Swabian Alp Thuringia Magdeburg Stuttgart DESTINATION BRAND 18 First selected results

March 2019

Destination Brand 18 | First selected results 1 DESTINATION BRAND 18: First selected results

In the frame of DESTINATION BRAND 18, the inspektour (international) GmbH and the Institute for First selected results Management and Tourism (IMT) of the FH Westküste measured the customer-oriented perceptions of DESTINATION (brand value and theme competence) of German and international tourism destinations (countries, BRAND 18 in AT, regions and cities) in Germany and for the first time in Austria, the Netherlands, and Switzerland . CH, DE and NL Based on population-representative samples 12,000 persons were queried online in autumn 2018.

This document contains first selected results of this latest DESTINATION BRAND 18 survey:

• Top 10 ranking of the destinations with the highest unsupported brand awareness in the four markets Top 10 rankings of • Top 10 rankings of the destinations considered most suitable for the holiday activities "enjoying unsupported culinary/gastronomic specialities", "visiting cultural facilities/using cultural offers", "enjoying nature", awareness, theme "taking a city breaks" and "being active and involved in sports". competence and • Top 10 ranking of the general interest potential of the respective local population in regard to more general interest than 30 holiday activities. potential

Besides, you find a list of the considered destinations and holiday activities (base for the evaluation of the general interest potential) in DESTINATION BRAND 18 on the next two pages and further important background information on the study series and the methodology at the end of this report (page 17ff).

The results of the DESTINATION BRAND 18 study are published by the Institute for Management and Tourism (IMT) of the FH Westküste and inspektour (international) GmbH. Inspektour (international) GmbH and the IMT of the FH Westküste hold the copyrights. All aspects relating to data protection are taken into account.

However, publication of data included in this report is allowed by stating the source of the study, as follows: "inspektour (international) GmbH / IMT of the FH Westküste".

Destination Brand 18 | First selected results 2 List of considered destinations in DESTINATION BRAND 18 DE AT CH NL DE AT CH NL DE AT CH NL 1. Argentina 27. Holstein Switzerland 53. Schladming 2. Austria 28. Italy 54. Schladming-Dachstein 3. Baden-Württemberg 29. Kassel 55. Schleswig-Holstein 4. Bavaria 30. Kingdom of Fife 56. South Africa 5. Berlin 31. Ljubljana 57. South America 6. Black Forest 32. London 58. South Tirol 7. Bratislava 33. Lower Austria 59. Spain 8. Budapest 34. Lower Saxony 60. SPO 9. Burgenland 35. Lusatian Lake District 61. St. Peter-Ording 10. Carinthia 36. Luxembourg 62. Stuttgart 11. Chiemsee - Chiemgau 37. Magdeburg 63. Styria 12. Chile 38. Mecklenburg Lake District 64. Swabian Alp 13. City of Otto 39. Mexico 65. Taunus 14. Colombia 40. Munich 66. Thuringia 15. Croatia 41. New Zealand 67. Tirol 16. Dachstein 42. Norderney 68. Trentino 17. Darmstadt 43. North Rhine-Westphalia 69. Uckermark 18. Dubrovnik 44. Paris 70. Upper Austria 19. Düsseldorf 45. Peru 71. Upper Lusatia 20. Eifel 46. Prague 72. Usedom Island 21. Flanders 47. Rhineland-Palatinate 73. Vienna 22. France 48. Rügen Island 74. Vorarlberg 23. Germany 49. Ruhr Valley 75. Wadden Island Ameland 24. Greece 50. Salzburger Land 76. Wadden Island Texel 25. Hamburg 51. Sauerland 26. Hesse 52. Saxony Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018

Destination Brand 18 | First selected results 3 List of considered holiday activities in DESTINATION BRAND 18

General themes Specific themes (examined for all destinations) (individual selection of 5 themes per destination)

1. Culinary 6. Amusement parks 20. Luxury 2. Culture 7. Castles 21. Motorcycling 3. Nature 8. Countryside 22. Mountain biking 4. Sports 9. Climbing fixed mountain routes 23. Mountaineering 5. City break 10. Cycling 24. Relaxation 11. Events 25. Shopping 12. Families 26. Study / educational offers 13. Football 27. Sustainable holiday trip 14. Gardens / parks 28. Swimming / beach 15. Health 29. Thalasso 16. Hiking 30. UNESCO world heritage sites 17. Indigenous peoples 31. Water sports 18. Industrial heritage 32. Wellness 19. Lively places 33. Winter sports

► Note: Last survey taken into consideration in November / December 2018

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results 4 Unsupported awareness as a foreign tourist destination Top 10 destinations in the source markets: DE, AT, CH, NL

Destination Brand 18 | First selected results 5 Which foreign tourist destinations spring to mind when thinking about a holiday trip with at least one overnight stay? TouristUnsupported destinations theme can competence be cities, regions, (Top of countries, Mind) “Culinary etc. Please“ name a maximum of 5 tourist destinations. Base:– Competitor All respondents analysis with valid Top responses 10 destinations

Respondents: 1,864 % of Respondents: 1,949 % of Responses: 5,435 respondents* Responses: 6,389 respondents* 1 Spain 23.3% 1 Italy 34.0% 2 Italy 23.0% 2 Croatia 26.2% 3 Austria 14.4% 3 Germany 16.4% 4 France 13.6% 4 Spain 12.9% 5 Netherlands 9.3% 5 Greece 11.6% 6Greece 8.7% 6London 8.3% 7 USA 8.2% 7 Hungary 8.0% 8Turkey 7.8% 8France 6.2% 9 Mallorca 7.7% 9 Turkey 5.8% 10London 7.2% 10Paris 5.6% Respondents: 2,949 % of Respondents: 2,688 % of Responses: 9,993 respondents* Responses: 8,187 respondents* 1 Italy 26.0% 1 Germany 26.1% 2 Germany 17.1% 2 Spain 19.5% 3 France 16.6% 3 France 19.4% 4 Spain 15.8% 4 Italy 14.2% 5 Paris 10.7% 5 Belgium 13.8% 6 London 9.2% 6 Paris 11.6% 7 Austria 8.2% 7 London 11.1% 8Berlin 6.5% 8Greece 8.3% 9 USA 6.1% 9 Austria 7.7% 10Greece 6.0% 10Berlin 6.6%

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com * Multiple responses possible.

Destination Brand 18 | First selected results Awareness 6 General interest potential Top 10 holiday activities per source market: DE, AT, CH, NL

Destination Brand 18 | First selected results 7 How interested are you in the following touristic activities in the course of your holiday (with at least one overnight stay)? Unsupported theme competence (Top of Mind) “Culinary“ Top-Two-Box– Competitor on aanalysis scale from Top "1= not10 interesteddestinations at all" to "5= very interested" (in percentage of the cases) Base: All respondents % of % of % of % of % millions* millions* millions* millions* respondents respondents respondents respondents Respondents: 2,000 inProjection Respondents:2,000 inProjection Respondents: 3,000 inProjection Respondents: 2,000 inProjection 1 Relaxation 75 46.7 Relaxation 77 5.1 Relaxation 78 4.7 Relaxation 76 9.7 2 Nature 68 42.0 Nature 71 4.7 Culinary 73 4.4 City break 62 8.0 Swimming / Swimming / 3 62 38.6 69 4.6 City break 70 4.2 Nature 55 7.0 Beach Beach Castles, palaces 4 Culinary 60 37.3 Culinary 68 4.5 Nature 65 3.9 51 6.5 and cathedrals 5 City breaks 59 36.8 City breaks 65 4.3 Swimming / beach 64 3.9 Swimming / beach 48 6.1 Castles, palaces 6 52 32.2 Wellness 56 3.7 Gardens / parks 53 3.2 Culinary 47 6.0 and cathedrals Castles, palaces 7 Gardens / parks 49 30.5 50 3.3 Culture 50 3.0 Shopping 46 5.9 and cathedrals Indigenous 8 Culture 45 28.1 Gardens / parks 48 3.2 Wellness 49 3.0 44 5.7 (native) peoples Castles, palaces 9 Wellness 43 26.4 Hiking 47 3.1 48 2.9 Culture 43 5.5 and cathedrals 10 Hiking 42 26.1 Culture 46 3.0 Lively places 48 2.9 Gardens / parks 39 4.9

► Note 1: Last survey taken into consideration in November / December 2018 ► Note 2: Short versions of themes, wording in original questionnaire differs. * Projection of the absolute volume of the prospective interest potential (number of people). Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results Interest potential 8 Unsupported theme competence (Top of Mind) for the holiday activities

"enjoying culinary/gastronomic specialities", "visiting cultural facilities/using cultural offers", "enjoying nature", "taking a city breaks" and "being active and involved in sports"

Top 10 destinations per source market: DE, AT, CH, NL

Destination Brand 18 | First selected results 9 Please imagine that you intend to go on a culinary journey. Which foreign tourist destinations (countries, cities, regionsUnsupported etc.) do theme you consider competence particularly (Top suitableof Mind) for “Culinary this purpose?“ (max. 3 responses) – Competitor analysis Top 10 destinations Base: All respondents with valid responses

Respondents: 553 Respondents: 710 % of respondents* % of respondents* Responses: 1,283 Responses: 1,673 1 Italy 42.3% 1 Italy 49.3% 2 France 31.5% 2 France 25.5% 3 Spain 22.6% 3 Spain 22.7% 4 Austria 16.6% 4 Croatia 13.9% 5 Greece 10.5% 5 Greece 12.7% 6 Thailand 6.0% 6 Thailand 6.2% 7 India 5.2% 7 Tuscany 5.1% 8 South Tirol 4.2% 8 India 4.5% 9 Japan 4.0% 9 Hungary 4.4% 10 Turkey 3.8% 10 Germany 4.2%

Respondents: 1,070 Respondents: 566 % of respondents* % of respondents* Responses: 2,598 Responses: 1,260 1 Italy 43.7% 1 Italy 45.8% 2 France 29.3% 2 France 36.6% 3 Spain 17.7% 3 Spain 22.3% 4 Thailand 8.6% 4 Germany 13.8% 5 Austria 7.0% 5 Greece 7.2% 6 Japan 6.7% 6 Belgium 6.0% 7 Greece 6.6% 7 Paris 5.1% 8 India 6.0% 8 Thailand 4.6% 9 Germany 5.6% 9 Indonesia 4.4% 10 Asia 5.5% 10 Portugal 4.2% * Multiple response options possible (up to 3 responses) Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results Culinary 10 Please imagine that you intend to go on a cultural journey / holiday. Which foreign tourist destinations (countries, cities,Unsupported regions etc.)theme do competenceyou consider (Topparticularly of Mind) suitable “Culture“ for this purpose? (max. 3 responses) – Competitor analysis Top 10 destinations Base: All respondents with valid responses

Respondents: 540 Respondents: 687 % of respondents* % of respondents* Responses: 1,207 Responses: 1,651 1 Italy 21.5% 1 Italy 22.6% 2 France 11.7% 2 Rome 14.8% 3 Spain 10.7% 3 Spain 13.1% 4 Rome 10.0% 4 Paris 11.5% 5 Greece 9.8% 5 Greece 11.4% 6 Vienna 9.4% 6 Germany 9.0% 7 Paris 8.1% 7 London 8.7% 8 Austria 7.6% 8 France 8.3% 9 London 5.4% 9 Prague 7.1% 9 Egypt 5.4% 10 Egypt 6.6%

Respondents: 1,099 Respondents: 571 % of respondents* % of respondents* Responses: 2,728 Responses: 1,338 1 Italy 18.3% 1 Italy 28.0% 2 Paris 13.1% 2 Spain 16.8% 3 Rome 11.6% 3 France 15.9% 4 Greece 11.6% 4 Germany 15.1% 5 France 11.1% 5 Greece 12.3% 6 Berlin 10.0% 6 Rome 10.7% 7 Spain 8.5% 7 Berlin 8.4% 8 Germany 8.2% 8 Paris 8.1% 9 London 8.0% 9 London 5.4% 10 Vienna 6.1% 10 England 4.6% * Multiple response options possible (up to 3 responses) Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results Culture 11 Please imagine that you intend to go on a nature-based holiday. Which foreign tourist destinations (countries, cities,Unsupported regions etc.)theme do competenceyou consider (Topparticularly of Mind) suitable “Nature“ for this purpose? (max. 3 responses) – Competitor analysis Top 10 destinations Base: All respondents with valid responses

Respondents: 577 Respondents: 618 % of respondents* % of respondents* Responses: 1,240 Responses: 1,353 1 Austria 27.6% 1 Croatia 16.5% 2 Norway 12.0% 2 Italy 15.0% 3 Sweden 10.7% 3 Switzerland 10.2% 4 Switzerland 9.4% 4 Spain 9.9% 5 New Zealand 8.5% 5 Germany 8.7% 6 Canada 7.5% 6 Norway 8.1% 7 Ireland 7.3% 7 South Tirol 7.9% 8 Spain 6.6% 8 Bavaria 7.3% 8 South Tirol 6.6% 9 Iceland 7.1% nses) 10 France 6.1% 10 Ireland 6.6%

Respondents: 1,034 Respondents: 598 % of respondents* % of respondents* Responses: 2,411 Responses: 1,369 1 Austria 13.7% 1 Germany 19.6% 2 France 12.1% 1 Austria 19.6% 3 Italy 11.5% 3 France 17.9% 4 Canada 8.1% 4 Norway 14.9% 5 Germany 7.9% 5 Italy 9.5% 6 Iceland 7.4% 6 Switzerland 8.7% 7 Spain 6.8% 7 Spain 6.9% 8 Ireland 6.1% 7 Sweden 6.9% 9 Norway 5.5% 9 Ardennes 6.4% response * Multiple options possibleto (up 3 respo 10 Sweden 5.4% 10 Ireland 5.5% 10 Scotland 5.5% Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results Nature 12 Please imagine that you intend to go on an active sports holiday . Which foreign tourist destinations (countries, cities,Unsupported regions etc.)theme do competenceyou consider (Topparticularly of Mind) suitable “Sports“ for this purpose? (max. 3 responses) – Competitor analysis Top 10 destinations Base: All respondents with valid responses

Respondents: 418 Respondents: 498 % of respondents* % of respondents* Responses: 840 Responses: 1,023 1 Austria 47.1% 1 Italy 29.1% 2 Switzerland 19.1% 2 Croatia 22.9% 3 Italy 11.7% 3 Spain 18.5% 4 Spain 10.5% 4 Switzerland 17.1% 5 Tirol 8.4% 5 Germany 14.3% 6 France 6.7% 6 South Tirol 6.6% 7 South Tirol 5.0% 7 Greece 6.2% 8 Alps 4.8% 8 France 4.4% 9 Norway 4.5% 9 USA 4.2% 10 Netherlands 3.8% 10 Norway 3.8%

Respondents: 949 Respondents: 473 % of respondents* % of respondents* Responses: 1,674 Responses: 1,009 1 Austria 23.5% 1 Austria 40.0% 2 Italy 16.4% 2 Germany 24.3% 3 France 14.8% 3 France 23.9% 4 Spain 14.5% 4 Switzerland 15.0% 5 Germany 14.1% 5 Spain 10.1% 6 Tirol 6.5% 5 Belgium 10.1% 7 South Tirol 5.6% 7 Italy 8.7% 8 USA 5.3% 8 Norway 6.8% 9 Mallorca 4.2% 9 Ardennes 6.1% 10 Canada 3.9% 10 Sweden 4.2% * Multiple response options possible (up to 3 responses) Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results Sports 13 Please imagine that you intend to take a city break . Which foreign tourist destinations (countries, cities, regions etc.)Unsupported do you consider theme particularlycompetence suitable (Top offor Mind) this purp “City“ose? (max. 3 responses) – Competitor analysis Top 10 destinations Base: All respondents with valid responses

Respondents: 612 Respondents: 723 % of respondents* % of respondents* Responses: 1,468 Responses: 1,786 1 Paris 30.6% 1 Paris 22.3% 2 London 27.3% 2 London 20.9% 3 Vienna 19.9% 3 Rome 16.5% 4 Rome 15.0% 4 Berlin 14.7% 5 Barcelona 10.5% 5 Hamburg 13.0% 6 New York 9.3% 6 Barcelona 12.4% 7 Italy 7.8% 7 Italy 9.7% 8 Spain 7.2% 7 New York 9.7% 9 Prague 6.7% 9 Prague 8.7% nses) 10 France 6.0% 10 Amsterdam 7.1%

Respondents: 1,110 Respondents: 644 % of respondents* % of respondents* Responses: 2,873 Responses: 1,605 1 London 25.7% 1 London 25.0% 2 Paris 22.7% 2 Paris 23.8% 3 Berlin 17.5% 3 Berlin 20.2% 4 Rome 13.6% 4 Barcelona 16.6% 5 Vienna 10.9% 5 Rome 12.4% 6 Barcelona 10.6% 6 Germany 12.1% 7 New York 10.5% 7 Spain 11.5% 8

8 Italy 7.3% Italy 8.9% response * Multiple options possibleto (up 3 respo 9 Hamburg 6.8% 9 Prague 8.7% 10 Prague 6.5% 10 France 7.6%

Source: inspektour (international) GmbH / Institute for Management and Tourism (IMT) of FH Westküste, 2018 Image source: www.pixabay.com

Destination Brand 18 | First selected results City break 14 DESTINATION BRAND 19 I Upcoming survey waves

► 2019: ► DESTINATION BRAND Austria, Germany, the Netherlands and Switzerland: Evaluation of the “spontaneous associations” of tourist destinations (3 rd part of the study series) ► Introduction of DESTINATION BRAND in China

► 2020: ► Introduction of DESTINATION BRAND in France, Italy, Spain, UK and USA ► Start of a new DESTINATION BRAND-cycle with the research focus on “brand value” (1 st part of the study series) in all source markets: • Austria, Germany, the Netherlands and Switzerland • China • France, Spain, Italy, UK and USA

You would like to receive detailed information on the upcoming survey wave? You are interested in participating in DESTINATION BRAND 19?

Please contact us at any time (contact details – see next page).

Destination Brand 18 | First selected results 15 Questions? More information? Please contact us at any time:

Contact person for DESTINATION BRAND Coordination of international market research Ellen Böhling , M.A. Anne Köchling , MTM CEO inspektour international GmbH IMT of the FH Westküste Tel.: +49 (0) 40. 414 3887 412 Tel.: +49 (0) 481. 85 55 556 E-Mail: [email protected] E-Mail: [email protected]

DESTINATION BRAND team:

CEO Market research / Data analysis Ralf Trimborn Alexander Koch Dipl.-Kulturmanager, Dipl.-Kfm. (FH) M.A. International Tourism Management Tel.: +49 (0) 40. 414 3887 42 Tel.: +49 (0) 40. 414 3887 46 E-Mail: [email protected] E-Mail: [email protected] Data analysis / data preparation Workshops Simon Rahe Nadine Reede M.Sc. Sporttourismus/Erholungsmanagement Dipl.-Betriebswirtin (FH) Tel.: +49 (0) 40. 414 3887 47 Tel.: +49 (0) 40. 414 3887 45 E-Mail: [email protected] E-Mail: [email protected] Academic advisory Prof. Dr. Bernd Eisenstein Director IMT of the FH Westküste Tel.: +49 (0) 481. 85 55 545 E-Mail: [email protected]

Destination Brand 18 | First selected results 16 Background information

Destination Brand 18 | First selected results 17 DESTINATION BRAND 18: First selected results

What is DESTINATION BRAND?

DESTINATION BRAND is a study series which is split in three parts that build on each other. The three DESTINATION alternating research foci are: BRAND: Study series in a 3-year- • brand value, cycle, annually • theme competence and changing research • characteristics / spontaneous associations. focus By participating in all three studies, destination managers get a holistic picture of the customer-oriented external image of their destination. From 2020 on: The study series was developed and implemented in Germany in 2009. So far more than 150 German DESTINATION travel destinations are evaluated in Germany each year. In 2018 the renowned study series was BRAND in AT, CH, introduced in Austria, the Netherlands and Switzerland. From 2019 on, an implementation is planned in CN, DE, ES, FR, IT, further countries like China, UK, Spain, France, Italy and the USA. NL, UK, US Cooperation partners

Academic partner NL:

Competence partners:

Industry partners:

Destination Brand 18 | First selected results 18 DESTINATION BRAND 18: First selected results

Research focus of DESTINATION BRAND 18:

In DESTINATION BRAND 18 the first two studies, “brand value” and “theme competence”, were implemented in the mentioned markets at the same time:

• Brand value : The study is based on the brand-funnel approach. Thus, the following four dimensions are measured and the results compared between all participating destinations: • awareness (supported / unsupported) as a holiday destination • likeability • willingness to visit (next 3 years) Two studies in 2018: • visit in the past “Brand value” and “Theme competence” • Theme competence: The three-dimensional competitor analysis is the base for this study, considering the evaluation of the • (1) general interest of the population in more than 30 different holiday activities • (2) the perceived core competences in terms of attributed holiday activities (= the supported / unsupported theme suitability) of each participating destination based on 10 holiday activities (5 standardized for all participating destinations + 5 individually chosen once) • (3) the competitive environment: benchmark with all participating destinations per holiday activity to get to know with which “themes” the destination competes best in the analysed source markets. Beside the univariate results for each participating destination the study results include socio- Detailed analyses of demographic, target group and competitor analyses (benchmarks) between all participants. the findings for Each participating destination receives its evaluation results in a comprehensive PDF report for each participating source market and study. destinations

Destination Brand 18 | First selected results 19 DESTINATION BRAND 18: First selected results

Methodological key facts DESTINATION BRAND 18:

• Online-survey, quota sample, sample-size: 1,000 respondents per destination per source market (12,000 respondents in total) Online-survey in AT, • In each source market (DE, AT, CH, NL) representative sample of the local population living in private CH, DE and NL households between 14-74 years representative of the • Field work: November 2018 executed by IPSOS local population • The questionnaire mainly consists of closed, scaled questions. In addition, open questions for the aged between 14 evaluation of the unsupported awareness as a holiday destination or the unsupported theme and 74 years competence (Top of Mind) are included.

Special features of the study series:

• Potential (prospective) analysis by considering the customer-oriented perception of national and international destination brands independent of a visit in the past Potential analysis, • Wide pool of considered destinations in the survey each year which guarantees interesting benchmark benchmarks and options controlling of brand • Repetition of the single studies with the same methodology / same survey design every five years (from development over 2020 on) which assures data comparison options and a monitoring of results over time time • The methodology is approved since 2009 in Germany and since 2012 in an international frame

Destination Brand 18 | First selected results 20