Ulf Sontagg is a Research Director at NIT, an organisation that conducts market research in tourism demand in Germany and Europe with a focus on Sustainable Tourism Development

1. Institut für Tourismus- und Bäderforschung Fleethörn 23 Tel.: (+49) 431 666 5670 info@nit-kiel.de
in Nordeuropa GmbH (NIT) D-24103 Kiel Fax: (+49) 431 666 56710 www.nit-kiel.de
Opportunities for holiday destinations:
About the growing demand
for sustainable tourism
June 25, 2015
Ulf Sonntag, NIT

2. 2© NIT Kiel, September 2015
A short introduction of myself …
Focus of our work:
Market research in tourism demand in Germany and Europe
Sustainable tourism development
Supporting tourism strategy, planning, policy

3. 3© NIT Kiel, June 2014
It’s a good idea to talk about the consumers …
… because people in Europe care about sustainability:
59% think you should measure progress of a country based
equally on social and environmental criteria and on economic criteria.
75% have a positive attitude towards environmentally friendly
products even if they cost a bit more
Source: European Commission 2014, Special Eurobarometer 416, ATTITUDES OF EUROPEAN CITIZENS TOWARDS THE ENVIRONMENT

4. 4© NIT Kiel, June 2014
Sustainable tourism demand in Germany:
Many want it, few do it!
Sustainability was
the most important
decision criterion for
this trip
Looking for a eco-
friendly and socially
acceptable holiday
experience
Would generally
like my holiday
to be sustainable
1million
19million
36million
Source: Reiseanalyse 2014
in www.bmub.bund.de/N51279/

5. 5© NIT Kiel, June 2014
Characteristics of sustainable travel …
» Huge interest for sustainable holidays
» All socio-demographic segments
» They want:
regional food/drinks, eco-friendly accommodation,
specialist tour-operator, relevant information
» They do not want:
Cut down in long-haul or plane travel
» 1/3 would pay more for a sustainable
engagement of the tour-operator

$


Source: Reiseanalyse 2014
in www.bmub.bund.de/N51279/

6. 6© NIT Kiel, June 2014
Opportunities for (more) sustainable holidays:
55%
49%
43%
32%
20%
… this would not
include
additional cost
… my holiday
needs are still
fulfilled
… I could
access more
information
… the offer for
these holidays
would be bigger
… if my travel
companion
would also like it
I would like my holiday trips to be sustainable.
It would be helpful for me, if …
Source: Reiseanalyse 2014
in www.bmub.bund.de/N51279/

7. 7© NIT Kiel, June 2014
Who is responsible to make holidays more sustainable?
65%
57%
41%40%
23%
16%
Responsibility total First responsibility
Tourism
Industry
Policy
Tourists
themselves
Source: Reiseanalyse 2014
in www.bmub.bund.de/N51279/

8. 8© NIT Kiel, June 2014
» There is a substantial demand for
sustainable tourism in Germany and
the EU
» The offer for sustainable tourism in
Germany is not sufficient …
» … existing products are often not
found/recognised by the traveller
» Opportunities for destinations to
attract sustainable tourists
Source: Reiseanalyse 2014
in www.bmub.bund.de/N51279/
Sustainable tourism in Germany/EU …

9. 9© NIT Kiel, June 2014
5 million Germans generally interested to travel
to Montenegro in 2014-2016
Competition: 13 destinations in their minds
they want to travel to during the same time
1/3 of them looking for an eco-friendly holiday
experience
Sustainability/Low Carbon can make the
difference
Source: Reiseanalyse 2014
Opportunities for Montenegro …

10. 10© NIT Kiel, June 2014
Sources:
http://www.fur.de/ra/public
ations-and-press/german-
holiday-travel-2025/
www.bmub.bund.de/N5127
9/
http://ec.europa.eu/public_o
pinion/archives/ebs/ebs_41
6_en.pdf

11. 11© NIT Kiel, June 2014
Contact Details:
Thank you
very much!