2014 Inbound Tourism Survey

Transcription

1 A c l o s e r l o o k a t o u r i n t e r n a t i o n a l v i s i t o r s 2014 Inbound Tourism Survey Please go to for the digital version of the 2014 Inbound Tourism Survey, a closer look at our international visitors. Version: August 2015

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3 General report 2014 Inbound Tourism Survey Contents Foreword Introduction 1. Development inbound tourism Purpose of visit 3. Search and book behaviour 4. Transport to and within Holland 5. Visiting behaviour 6. Expenditure 7. Appreciation 8. Profile Conclusions Colophon Annex: Survey method 3 / 97

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5 Foreword Inbound tourism is a major growth industry within the Dutch economy. Since the turn of the century, the number of international visitors to our country increased with no less than 40 percent, to some fourteen million in Inbound tourism is expected to continue to grow in the coming years. Potentially, our country may welcome some sixteen million international visitors in To take the best advantage of the opportunities provided by international tourism, data on the characteristics of international visitors to our country is essential. After all, this information will enable us to make the right choices for the marketing and branding of the destination Holland. At NBTC Holland Marketing we are, therefore, happy with the results of the major 2014 Inbound Tourism Survey findings. These findings provide important input for our marketing policy for the coming years, the Holland Branding & Marketing Strategy 2020 (nbtc.nl/holland2020). This strategy aims to achieve sustainable and smart growth through a seasonal spread of tourism, and to promote the lesser-known regions and places of interest, in addition to sights that are popular already. This document presents the main findings of the 2014 Inbound Tourism Survey. The survey was sponsored by various organisations. Approximately half of the costs for the survey were funded by the Ministry of Economic Affairs. The remainder was funded by the Ministries of Education, Culture and Science and Infrastructure and the Environment, provinces, cities, attractions, NBTC, and other parties. We thank all participating accommodations and the points of entry that cooperated in the survey. This survey would not have been possible without their support. Jos Vranken Managing Director 5 / 97

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7 Introduction The Inbound Tourism Survey is carried out once every four years. The survey population comprises international visitors who visit Holland for more than one day for leisure, business or other purposes. From February 2013 through August 2014 over 4,300 international guests were interviewed for the survey which was carried out in two phases. During phase one visitors were asked at random to take part in the survey. The survey targeted international visitors who stayed in a commercial accommodation in Holland for at least one night. Visitors were requested to take part by several accommodations in Holland and at various points of entry, such as airports, border crossings and international trains. The second phase was a follow-up survey. Respondents who wanted to take part in the survey were interviewed online after their return home. Questions covered a large number of topics related to their trip to Holland, such as their search and book behaviour, reason to visit, activities they undertook, expenditure, how they rated their visit, and consumer profile. More information on the set-up and execution of the survey is described in the survey method. The 2014 Inbound Tourism Survey is mainly a repeat of similar surveys in 2009 and We make comparisons with the previous surveys, to show developments and trends. 7 / 97

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9 1. Inbound tourism International tourism to Holland increased by almost 40 percent to a total of 13.9 million visitors between 2000 and Where do these visitors come from and what is their choice of accommodation? Which regions/cities are favourite among the foreign visitors? How do we compare with the competition? Click on the tiles for more information on the development of inbound tourism. 1.1 Development inbound tourism In 2014, 13.9 million international visitors visited our country, almost four million more than in 2000, i.e. a 39 percent increase. This is not a straight, linear increase, however. Various crises caused setbacks, including the 9/11 attacks and the worldwide economic crisis that started in But international tourism proved very resilient and recovered quickly after each setback. Reasons for the increase of international tourism to Holland - increase of visitors from Belgium and Germany; being a neighbouring country, Holland benefits more than average from the growing short breaks market in these countries; - strong growth of the number of low-cost flight connections to Holland; this results in additional city breaks to Holland, in particular; - more visitors from emerging markets in Asia and South America; continuous economic growth allows increasingly more people from these countries to travel to international destinations; - developments in product offerings which enhance the appeal of Holland as a travel destination. Examples are the re-opening of major museums and international events; - marketing activities by NBTC, together with the travel trade. Demarcation inbound tourism Holland s central bureau for statistics, Statistics Netherlands (CBS), has been recording how many foreign visitors stay in Holland, in its Accommodation Statistics (SLA), for decades. Statistics Netherlands registers foreign visitors who stay a minimum of one night in a hotel, holiday village, campsite or group accommodation. Not included in the Statistics Netherlands statistics are holidays spent on boats, hired or owned, in second homes, on cruises, nor new, up and coming types of holidays, such as social travelling. Visits for just one day, without an overnight stay, and visiting friends and relatives are not included either. 9 / 97

10 Figure: Development inbound tourism Source: Statistics Netherlands 1.2 Development inbound tourism by source country Some 80 percent of all international guests welcomed in Holland are from Europe. Most European visitors come from Germany, followed by Great Britain and Belgium. Other important European source countries are France, Italy, Spain, and the Scandinavian countries. Circa one out of five international visitors is from outside Europe, mainly from America and Asia. Compared with 2000, the European versus intercontinental visits ratio remains virtually unchanged. This does not mean, however, that the development from individual source markets also remained the same; on the contrary, we see major differences here. Within Europe, Belgium and Russia in particular show really good figures. The number of Belgian visitors who come to Holland for a multiday visit almost tripled compared with 2000, from approximately 680,000 to 1,828,000. The number of Russians also increased significantly, even though the geopolitical tensions and the related stagnating Russian economy resulted in a drop at the moment. America is still the main source continent of the long-haul markets, with 1.4 million visitors, from whom nearly one million are from the United States. Growth percentages are biggest from Asia, however. The main source market in Asia is China with 250,000 visitors. 10/ 97

11 Table: Development numbers of international visitors by source country % growth Europe 7,957 7,940 8,787 9,016 9,745 10,286 11,195 41% Germany 2,884 2,570 2,848 2,978 3,209 3,495 3,894 35% Great Britain 1,838 1,853 1,555 1,508 1,662 1,680 1,857 1% Belgium ,257 1,345 1,537 1,673 1, % France % Italy % Spain % Switzerland % Scandinavia * % Russia not known %*2 America 1,216 1,222 1,223 1,320 1,383 1,337 1,431 18% United States % Canada % Brazil not known %*2 Asia % Japan % China (incl. Hong Kong) not known %*2 India not known %*2 Australia & Oceania % Africa % Total 10,004 10,012 10,883 11,299 12,205 12,783 13,925 39% *1 including Finland *2 growth percentage relates to Source: Statistics Netherlands, deviation from the trend 2012 Emerging economies major growth markets International tourism from the so-called BRIC countries of Brazil, Russia, India, and China increased substantially in the past ten years. In 2005, Holland welcomed some 230,000 visitors from the BRIC countries; by 2014 this had increased to approximately 670,000, almost triple the 2005 number. Most of these visitors are from China, followed by Russia, Brazil and India. In addition to the BRIC countries, the so-called MIST countries of Mexico, Indonesia, South Korea, and Turkey are gradually 11/ 97

12 becoming more important for tourism to Holland. In the past ten years, the economies of these countries doubled in size. Increasingly more inhabitants of these countries are able to travel because of their increasing prosperity. In 2014 Holland welcomed 42,000 people from Indonesia, 45,000 from South Korea, 97,000 from Turkey, and an unknown number from Mexico. Figure: Development numbers of visitors (x 1,000) from BRIC countries Source: Statistics Netherlands 1.3 Development inbound tourism by region Most of our international visitors stay overnight in one of the four main cities. Amsterdam is particularly popular and hosts over five million visitors. The Dutch coast is the runner-up, well behind with two million international visitors. Compared with 2000, almost all regions show growth. This is a relatively strong growth for the main cities and the coastal areas, in particular. The number of visitors to water sports areas and the woods and heathlands in north-east Holland increased only modestly. 12/ 97

13 Table: Development number of international visitors by area Arrivals x 1, % growth Coast *1 1,493 1,403 1,694 1,721 1,793 1,991 2,169 45% Water sports areas % Woods and heathlands central Holland % Woods and heathlands north-east Holland % Woods and heathlands province of Zuid- Holland 1,363 1,305 1,465 1,500 1,728 1,788 1,811 33% Four main cities 4,041 4,486 4,914 5,085 5,553 5,660 6,292 56% Other Holland 1,459 1,381 1,407 1,507 1,517 1,641 1,834 26% Total 10,004 10,013 10,883 11,299 12,206 12,783 13,925 39% *1 North Sea seaside resorts and Wadden Islands Source: Statistics Netherlands, deviation from the trend 2012 Table: Development number of international visitors (x 1,000) in the four main cities % growth City Amsterdam 3,371 3,787 4,184 4,330 4,674 4,733 5,259 56% Rotterdam % The Hague % Utrecht % 4,041 4,486 4,914 5,085 5,553 5,660 6,292 56% Source: Statistics Netherlands, deviation from the trend Development inbound tourism by season Spring and summer are the main seasons for a visit to Holland. 30 percent and 31 percent of all visits are in these two seasons, respectively. Long-term, however, the biggest growth is in autumn and winter. As a result, the share of spring and summer visits in the total number of visits is gradually decreasing. The growth in autumn and winter is a result of the increased popularity of city breaks. City breaks, more than other types of holidays, show a reasonably equal spread throughout the year. A different story altogether applies to coastal holidays; three-quarters of all visits to the Dutch coast are in spring and summer. 13/ 97

14 Table: Development number of international visitors by season Arrivals x 1, % growth Winter (January-March) 1,673 1,838 1,947 1,946 2,138 2,231 2,424 45% Spring (April-June) 3,086 2,784 3,143 3,385 3,676 3,716 4,146 34% Summer (July- September) 3,243 3,170 3,423 3,495 3,773 4,054 4,362 35% Autumn (October- December) 2,001 2,220 2,371 2,474 2,619 2,782 2,993 50% Total 10,003 10,012 10,883 11,299 12,206 12,783 13,925 39% Source: Statistics Netherlands, deviation from the trend Development inbound tourism by type of accommodation Nearly 80 percent of the international visitors who travel to Holland stay in a hotel. The large majority of this group (80%) opts for a three, four or five-star hotel. Holiday villages are the most popular type of self-catered accommodations, followed by campsites and group accommodations. The hotels welcome guests from a wide range of countries, while the self-catered accommodations attract mainly German and Belgian guests. Compared with 2000, the number of international guests who stayed in a hotel or holiday village increased above average. The campsites and group accommodations, in contrast, showed a decrease. Table: Number of international visitors by type of accommodation % growth Arrivals x 1, Hotels 7,739 8,081 8,727 9,027 9,725 10,017 10,978 42% Holiday villages 1,257 1,055 1,323 1,437 1,625 1,871 1,976 57% Campsites % Group accommodations % Total 10,004 10,012 10,883 11,299 12,145 12,783 13,925 39% Source: Statistics Netherlands, deviation from the trend Development inbound tourism compared with the competition International tourism increased substantially in the past few decades. In 2014 the UNWTO (United Nations World Tourism Organization) registered well over 1.1 billion international arrivals worldwide. Compared with 2000 this is an increase of almost 70 percent. Europe is still the main continent to which and within which people travel, but the share of Europe did decrease in the past fifteen years, 14/ 97

15 from 57 percent in 2000 to 51 percent in The biggest increase worldwide is in Asia. The increased travel from this region is the result of the economies that continue to show strong growth. Within Europe there are over 580 million arrivals, with considerable differences between the various destinations. Southern Europe is the main destination; it enjoys a share of 37 percent, followed by Western Europe with 30 percent. The UNWTO considers Holland a part of Western Europe. The biggest growth in the past fifteen years was in Central and Eastern Europe (+75%), followed by South and North Europe (+62% and +59% respectively). Western Europe enjoyed the lowest relative growth (+25%). Compared with our direct competition, the so-called benchmark countries, Holland performed slightly below average in the long term. Holland performed better than Belgium and Denmark, but not as well as Great Britain and Germany. Inbound tourism to Germany in particular has grown considerably in the past few years. This growth may be explained by Germany s geographic location compared with Eastern European growth markets, the country s improved image, and its good pricequality ratio. Table: Development number of international visitors compared with competition Arrivals (x million) % growth World ,038 1,087 1,133 68% Europe % Benchmark countries Belgium % Denmark % Germany % Holland % UK % Sub total % Market share Holland 14.6% 13.3% 13.0% 13.4% 13.6% 14.0% compared with benchmark countries 2014: estimated numbers for Belgium Sources: UNWTO, National Bureaus for Statistics 15/ 97

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17 2. Purpose of visit International visitors travel to Holland for a wide range of reasons. Logically, we first make a distinction between leisure and business visitors. But do people from different source countries also have different reasons to visit our country? Do people who come in spring visit for different reasons than those who travel in autumn? The findings of the Inbound Tourism Survey give an insight into the trends and developments regarding reasons to visit Holland. 2.1 Leisure versus business Most international visitors come to Holland for a holiday, usually a short holiday. In 2014 this applied to almost 9.6 million people, i.e. 69 percent of all visitors. Well over 25 percent of all visitors travel for business, such as attending a convention or a meeting, or to visit their head office. In 2014 well almost 3.6 million international business travellers travelled to Holland. The remaining six percent of international visitors came to our country for another reason, e.g. to visit friends or relatives, or for sports or education. The reasons to visit have hardly changed compared with The increase in the share of leisure visitors seems to have stabilized after a period of growth. Figure: Purpose of visit international visitors / 97

18 Figure: Development purpose of visit international visitors Business visits Within the business visit segment, we distinguish between individual and organised business visits to Holland. Organised business visitors usually come here to attend a business gathering, for an incentive, a convention or a trade show. This type of business visit is usually classified as MICE (Meetings, Incentives, Conventions and Exhibitions). Business travellers who come to Holland for a different purpose are ranged in the category of individual business visits. This includes carrying out work, going on a course, or a visit to their head office. Ratio individual/organised business The majority of the nearly 3.6 million business visitors visit Holland for individual business purposes. Over 25 percent of the business visitors is here for a MICE-related visit. Compared with 2009, the ratio individual business (73%) and organised business (27%) has remained the same. Within the organised visits (MICE), most visitors (15%) come to Holland to attend a corporate meeting. In addition, a relatively large number of business travellers come to Holland for a convention (8%). Compared with 2009, the share of corporate meetings increased from twelve to fifteen percent. The share of trade fairs and shows decreased from six to three percent. Four out of five international business visitors did not stay longer in Holland than strictly necessary for their work. Some 710,000 guests did stay longer. The majority of these visitors extended their stay after they had finished their business activities (67%), while 41 percent stayed here prior to their business activities. About nine percent of the business travellers extended their stay both before and after their business activities. 18/ 97

19 Figure: Type of business visit 2.3 Purpose of visit by source country The reasons to visit Holland differ substantially per source country. Relatively many leisure visitors come to Holland from our neighbouring countries of Germany and Belgium (86%). A relatively large number of people from China, Japan and Italy come to Holland for business reasons. In absolute numbers, most holiday-takers hail from Germany, Belgium and Great Britain. The top three of source countries for business visits to Holland is different, i.e. United Kingdom, United States and Germany. 19/ 97

20 Figure: Purpose of visit by source country 2014 Table: Top 5 source countries for holidays as the purpose of visit 2014 Number of leisure visitors (x 1,000) 1. Germany 3, Belgium 1, United Kingdom 1, United States France 483 Table: Top 5 source countries for business as the purpose of visit 2014 Number of business visitors (x 1,000) 1. United Kingdom United States Germany Italy Belgium / 97

21 2.4 Purpose of visit by season The season in which Holland is visited is closely related to the purpose of the visit. The summer months of July to September are most popular with leisure visitors. Especially in the month of August many foreign visitors come to enjoy a holiday to Holland. The summer months are, however, a little less popular with business travellers. Visits for business purposes are more evenly spread throughout the year, with the first and fourth quarters the most often chosen periods. Figure: Purpose of visit by season Purpose of visit by destination/region The great majority of holiday-takers stay in the four main cities. Many leisure travellers also stay along the Dutch coast and in the water sports areas. Nearly half of the business travellers stay in the four main cities. In addition, a relatively large number of business travellers stay in the woods and heathland areas in the province of Zuid-Holland and in other Holland. They mainly stay in the cities in these areas. 21/ 97

22 Figure: Purpose of visit by destination/region 2014 Basis: international visitors 22/ 97

23 3. Search and book behaviour of international visitors Prior to an international visitor arriving on Dutch soil, there has been a process of searching for information and booking. Some travellers spend a lot of time on travel websites and getting inspiration through travel guides and TV shows. Others simply receive a good offer and they book their trip immediately, possibly only just a few days prior to departure. We want to understand the search and book process of our foreign visitors better. What sources of information do they consult? What websites do they visit? What is the part played by social media? Do people book their holidays in advance, and if yes, how do they do this? 3.1 Search behaviour of international visitors Most visitors prepare for their trip to Holland by consulting one or several sources of information. They read travel books, for instance, and visit websites, talk with acquaintances who were in Holland before. The way in which people look for information has been mainly influenced by the developments in mobile internet in the past decade. Increasingly more people own a laptop, tablet or smart phone. This, in combination with the growing coverage of the internet worldwide, enables people access to travel information anywhere, anytime. It is not surprising, therefore, that the internet is the most often used source of information by far. In addition, people often consult relatives and friends, while many people also read travel guides. The percentage of international visitors who searched for information prior to and during their visit to Holland has increased further in the past years. In 2005, one quarter of the respondents said they did not look for information, by 2014 only eight percent of the visitors had not gathered information. 23/ 97

24 Figure: Sources consulted prior to or during the visit to Holland Search behaviour by purpose of visit and source country International leisure visitors who travel to Holland have a greater wish for information about their trip 95 percent consults at least one source - than business travellers (83%). Leisure travellers like to get information from travel books, brochures, family and friends. Visitors who travel to Holland for business prefer to get their information on the internet. Figure: Information sources consulted prior to or during the visit to Holland by purpose of visit / 97

25 The internet is the main source of information by far, irrespective of the country of origin of the visitors, even though the intercontinental visitors use the internet even more often for their trip to Holland than the visitors from Europe. Travel supplements in magazines or newspapers are often used as sources of information by Belgians, Italians, Brazilians and Asians. Travel shows on TV are very popular among Russians; no fewer than 27 percent responded that they used this as their source of information for their trip to Holland. French, Scandinavian and Japanese visitors most often use travel guides (31%, 36% and 43% respectively). Websites visited 87 percent of the international visitors use the internet to look for information prior to or during their visit. Accommodation websites are consulted most often by far. Figure: Websites visited prior to trip to Holland 2014 Basis: persons who consulted the internet while preparing for their trip (87% of all international visitors) Social media, review sites and weblogs These days, review sites also play a part in the search behaviour of the international visitors. 39 percent of the travellers visited websites with reviews of accommodations and destinations, such as tripadvisor.com and travelpost.com, prior to their visit. Visitors from Southern European and intercontinental source countries in particular use such websites. Weblogs are used by ten percent of the visitors. The percentage of weblog visitors from Brazil, Russia, China, Japan and Spain is remarkably high. Visitors from these countries, with the exception of Japan, also look for experiences of other travellers on social media more often than visitors from other countries. A total of eight percent of the international visitors in 2014 indicated that they used social media to obtain information prior to their visit to Holland. 25/ 97

26 Table: Use of social media, review sites and weblogs prior to visit to Holland in 2014 % experiences on social media % websites with accommodation and destination reviews % weblogs visitors / inhabitants of Holland Germany 5% 22% 7% United Kingdom 5% 45% 5% Belgium 5% 33% 6% France 3% 37% 11% Italy 7% 58% 8% Spain 17% 59% 19% Scandinavia 6% 32% 7% Russia 22% 51% 33% Other Europe 10% 43% 13% United States 7% 53% 10% Canada 8% 43% 8% Brazil 23% 66% 36% China (incl. Hong Kong) 29% 53% 24% Japan 3% 50% 27% Other intercontinental 16% 59% 17% Total 8% 39% 10% Ownership and use of apps on smart phone and tablet In the past few years, substantially more people around the world acquired smart phones and tablets. In 2014, 82 percent of all international visitors to Holland owned a smart phone and/or tablet. More business travellers have a smart phone/tablet than leisure travellers. The Brazilian and Chinese travellers have the highest percentage of ownership, and Belgians the lowest. 26/ 97

27 Figure: Percentage of international visitors in 2014 who own a tablet or smart phone Approximately half of the owners of a smart phone/tablet occasionally or regularly download applications (apps) related to travel or destinations. Business travellers download apps on travel and destinations more often than holiday-takers. Figure: Percentage which downloads apps by purpose of visit 27/ 97

28 Smart phones and tablets can be used prior to and during the visit to our country. Seven percent of the international guests indicated that they used apps for the tablet or smart phone as a source of information, prior to their departure to Holland (see paragraph 3.1). Almost nine of out ten international visitors who own a smart phone or tablet also use these devices during their stay in Holland. The majority use their devices to connect to the internet (68%), twenty percent does not use the internet connection during their holiday. Business travellers use the internet via smart phone or tablet more often during their stay than tourists (73% and 67% respectively). 3.2 Organisation visit to Holland The great majority of international visitors book their transport and/or accommodation prior to departure (94%). The group of visitors who book both their transport and accommodation beforehand has increased greatly in the past ten years to more than 50 percent in One out of three only book accommodation beforehand, seven percent only book transport beforehand. Figure: Transport and/or stay booked prior to departure Organisation transport and accommodation by purpose of visit and source country More business travellers than tourists book both transport and accommodation beforehand. Three out of four business travellers booked both prior to their visit to Holland. A relatively large share of leisure travellers only booked their accommodation beforehand (43%). 28/ 97

29 Figure: Organisation transport and accommodation by purpose of visit 2014 Visitors from Belgium and Germany in particular book only their accommodation beforehand. They often travel to our country by their own means of transport. The percentage of bookings of both transport and accommodation is biggest among the visitors from the other countries. Package and group tours Some seventeen percent of all visitors with a leisure motive booked a package tour, i.e. some 1.6 million international visitors in A package tour is a tour for which the tourist has paid one tour operator or booking organisation the total amount for a combination of transport and accommodation. This package may have been put together by the travel organisation or by the traveller himself and was booked as a package. Five percent of all international leisure visitors enjoyed an organised group tour in Holland, over 430,000. A relatively large share of the visitors from the intercontinental source countries and Scandinavia undertakes group tours in our country. Two percent of all German tourists undertake a group tour with a tour manager. This share may seem small, however, the number of Germans who visit our country annually is large. This makes Germany, together with the United States, the main source market for group tours in Holland. Eighteen percent of all group tours is undertaken by Germans and a similar share by Americans. 29/ 97

30 Figure: Group tours with a tour manager by source country in 2014 Basis: international leisure visitors 3.3 Booking behaviour of international visitors The majority of visitors to Holland arrange their accommodation prior to departure (86%). A small part opts not to book accommodation before departure (11%), the others do not know whether anything was booked. Seventeen percent of the visitors who did not book accommodation beforehand booked accommodation en route, i.e. after departure but prior to arrival at the accommodation. We call these mobile bookings. Well over 270,000 visitors made a mobile booking for their accommodation in Holland in / 97

31 Figure: Accommodation bookings after departure in 2014 Transport booking behaviour In 2014, 44 percent of all international visitors to Holland arrived by plane (6.13 million visitors). Most of the plane tickets were booked directly with the airline or through a travel agency/tour operator. Online booking, through the internet or by , is the most popular way of booking. Figure: Channel and method to book plane tickets in 2014 Basis: persons who travelled to Holland by plane (= 44% of all international visitors) 31/ 9 7

32 Accommodation booking behaviour In 2014, some twelve million international visitors to Holland booked their accommodation beforehand. This is 86 percent of all international visitors. The great majority booked directly with the accommodation (44%), followed by online intermediary organisations (21%), and travel agencies/tour operators (13%). Over two-thirds of accommodation bookings are made online. Figure: Channel and method of booking 2014 Basis: persons who booked accommodation beforehand (= 86% of all international visitors) How long beforehand do visitors book accommodation? The time between booking accommodation and visiting our country differs per purpose of visit and source country. Business travellers, for instance, book less long before departure than leisure travellers. Visitors from Scandinavia and North-West Europe book slightly longer before departure than visitors from Southern Europe, Russia and China. Almost half of all international visitors book their accommodation in Holland less than one month prior to departure. 32/ 97

33 Table: Period between booking accommodation and visit to Holland 2014 Less than 1 month Between 1 and 3 months 3 months or more Do not know Germany 40% 31% 27% 2% United Kingdom 47% 32% 17% 5% Belgium 45% 29% 20% 6% France 57% 26% 14% 3% Italy 57% 26% 12% 5% Spain 63% 26% 9% 2% Scandinavia 36% 37% 18% 9% Russia 54% 30% 4% 12% Other Europe 57% 24% 8% 12% United States 43% 36% 19% 2% Canada 42% 26% 28% 4% Brazil 47% 42% 9% 2% China (incl. Hong Kong) 68% 25% 3% 4% Japan 43% 33% 22% 2% Other intercontinental 54% 27% 13% 6% Business 40% 33% 24% 4% Holiday 70% 20% 4% 7% Total 47% 30% 18% 5% Booking behaviour entertainment Nine percent of all international visitors bought admission tickets or discount cards for places of interest or attractions in Holland prior to departure. This corresponds with almost 1.28 million visitors. Leisure travellers buy tickets beforehand more often (10%) than business travellers (3%). The percentage of visitors who buy tickets is relatively large among Italians and Scandinavians. Germans and Russians least often buy tickets beforehand. 33/ 97

34 Figure: admission tickets or discount cards for places of interest and attractions in Holland, bought prior to departure / 97

35 4. Transport to and within Holland Most international visitors arrive in our country by plane or car. At which airport do they arrive and what is their preferred type of airline? What is the most important means of transport for their travel within Holland? We also asked intercontinental visitors whether they stayed in another country before or after their visit to Holland. The Inbound Tourism Survey gives an insight into transport to and within Holland. 4.1 Transport to Holland Many international visitors cross the Dutch borders by plane (44%) or by car (40%). Almost one out of ten travel by train to Holland. Coaches transport approximately four percent of all visitors to Holland. Understandably, many visitors from our neighbouring countries of Belgium and Germany arrive by car. Planes are the most often used means of transport from all other countries. By far the most international visitors land at Amsterdam Airport Schiphol, even though the regional airports have become increasingly more important points of entry in the past few years. Figure: Transport to Holland in 2014 Transport to Holland over the years Most international visitors cross the Dutch border by plane (44%) or by their own, rental or borrowed car (40%). These percentages have been very stable since Train travel is on the rise again, after many years of decreasing arrivals; the train was the preferred means of transport for 35/ 97

36 one out of ten visits in Coach/bus travel has a stable share and accounted only for four percent of all visitors to Holland in Figure: Transport to Holland Transport to Holland by source country We asked international visitors by which means of transport they crossed the Dutch border. Planes are the most often used means of transport to travel to Holland for visitors from all markets, with the exception of Belgium and Germany. Understandably, many visitors from our neighbouring countries of Belgium and Germany choose to travel by car. Some eight out of ten Belgians and Germans travelled to Holland by car. One out of three French and Scandinavian visitors came to Holland by car. Most intercontinental visitors who arrive in Holland by train or coach visit Holland as one of several European countries during a multi-country trip. 36/ 97

37 Figure: Transport to Holland by source country in Transport to Holland by purpose of visit Most business travellers fly to Holland (77%), while 50 percent of the leisure visitors travel by car. Figure: Transport to Holland by purpose of visit in / 97

38 Airport of arrival Amsterdam Airport Schiphol is the most important airport of arrival by far for international visitors to Holland. 95 percent of the international visitors who arrive here by plane touch down at Amsterdam Airport Schiphol, even though the regional airports have become more important points of entry in the past few years. In percent of the international visitors arrived at Eindhoven Airport or Rotterdam The Hague Airport. By 2014 this had increased to five percent. A relatively large number of Italian, German, British, and Spanish visitors and visitors from other Europe, such as Poland and Austria, arrive at Eindhoven Airport. Rotterdam The Hague Airport welcomes relatively many British and Spanish visitors. Many visitors from these countries travel on low-cost carriers which usually fly to regional airports. Figure: Airport of arrival in Holland in 2014 Basis: international visitors who arrived in The Netherlands by plane Type of airline 77 percent of the international visitors who travel to Holland by plane book with a traditional carrier. One out of five visitors opts for a low-cost carrier. Business visitors travel more often on traditional airlines than leisure travellers (86% versus 69%). Many Spanish, British, Italian, and German visitors who travel by plane use low-cost carriers (49%, 46%, 43%, and 23%, respectively). 38/ 97

39 Figure: Type of airline in 2014 Basis: international visitors who arrived in the Netherlands by plane 4.4 Transport within Holland The most often used means of transport within Holland is the car, taxis not included. Mainly German and Belgian visitors use this means of transport. Many of them travel to our country in their own, rental or borrowed car. Public transport (train, bus, tram and metro) is the most important means of transport for travel within Holland for one out of three international visitors. In 2014 this equalled no fewer than four million foreign visitors. Business visitors, most of whom arrive by plane, often travel by train (29%) or taxi (20%) within Holland. 39/ 97

40 Figure: Main means of transport in Holland in 2014 International visitors and public transport In 2014 public transport, i.e. train, bus, tram and metro, was the main means of transport within Holland for almost four million foreign visitors. Slightly more than half of the respondents replied that the train was their main mode of transport within Holland. The Dutch public transport system was used by scores of visitors from the United Kingdom, the United States and Germany, almost 1.5 million. 40/ 97

41 Figure: Use of public transport in Holland by source country in 2014 Basis: international visitors whose main means of transport within Holland was the train or bus/coach/ tram/metro. 4.5 Holland part of a European tour We asked intercontinental visitors whether they had stayed overnight in another country, prior to or after their visit to Holland. Some six out of ten intercontinental visitors did. Holland was the final destination to visit for 25 percent of the intercontinental visitors, and the first country for seventeen percent. Eighteen percent stayed in another European country both before and after their visit to Holland. The share of visitors who combine Holland with other European destinations (61%) is slightly lower than in the past years, when almost two-thirds indicated to have sp ent time also in other countries during the same trip. This share has decreased because there are fewer visitors who stayed in another country both before and after their visit to Holland. 41/ 97

42 Figure: Holland one destination during a European tour Basis: intercontinental visitors from outside Europe Multi-country trips by purpose of visit Intercontinental business visitors far less often combine their visit to Holland with one or more other countries (39%) than intercontinental leisure visitors (78%). Did you stay overnight in any other countries during the trip as a part of which you visited Holland? Basis: intercontinental visitors 42/ 97

43 5. Visiting behaviour What do international visitors do during their stay in Holland, and how much do they see of our country? How many of them are first-time visitors, and how many are repeat visitors? What effect has their purpose of visit, the type of holiday and the duration of the trip on their choice of activities? Find out which activities are the most popular among foreign visitors and which they designate the most important. 5.1 First visit versus repeat visit to Holland Just over half of all international visitors has stayed in Holland before, during the previous three years. In addition, 21 percent had visited Holland before, albeit more than three years prior. Well over 25 percent of the guests visited our country for the first time; a decrease of three percent compared with Figure: First visit versus repeat visit First visit versus repeat visit to Holland by source country Generally speaking, the further away the source country, the higher the percentage who visit Holland for the first time. Visitors from the intercontinental countries especially, but also guests from Spain, have not visited Holland before. Almost three-quarters of the Russians visit Holland for the first time, as do seven out of ten Brazilians. The opposite applies to visitors from Germany and, especially, Belgium. Two-thirds to more than three-quarters of the guests from these two countries visited Holland in the past three years, with an average visiting frequency of approximately three times in those three years. This means that Germans and Belgian who know Holland well enjoy a multi-day trip to Holland once per year on average. 43/ 97

44 Figure: First visit versus repeat visit by source country 2014 First visit versus repeat visit to Holland by purpose of visit More business visitors visited Holland recently (61% in the past three years) than tourists (49% in the past three years). Compared with five years ago, however, the difference between the two groups of travellers has decreased. In 2009 this difference between the business visitors and the leisure visitors was twenty percent. 5.2 Length of stay in Holland Well over half of the foreign visitors stay in Holland one to three nights. One-third stays four to seven nights, and well over ten percent stays eight days or more; not necessarily in just one accommodation. We see clear differences in the types of accommodation. International visitors usually only stay one to three nights in hotels, guest houses and bed & breakfasts, and usually stay longer than one week at campsites (37%). Holiday villages often welcome guests for a long weekend or midweek stay (60%), or for a week or longer (22%). 44/ 97

45 Figure: Length of stay by type of accommodation 2014 Length of stay in Holland by source country Holland is predominantly a short break destination. Short breaks in Holland are especially popular among visitors from the United Kingdom, France and Belgium. More than half of the visitors from Germany, however, stay four nights or longer. Many Canadians and Russians stay in Holland longer than other visitors from the intercontinental source markets. Length of stay in Holland by purpose of visit Visits to Holland for business purposes are usually short ones. Only one-third of the business visitors stay in Holland four nights or longer. Nearly half of the international leisure visitors, in contrast, stay four nights or longer. 5.3 Number of accommodations stayed in Fifteen percent of the international visitors stay in two or more accommodations in Holland, and, therefore, visit several places. The average stay for people who spend time in several accommodations in Holland is 2.5 nights. International visitors who stay in group accommodations or holiday cottages hardly ever stay in more than one accommodation, while those who stay at campsites relatively often stay in two or more accommodations in our country. Almost all visitors who stay along the Dutch coast opt for just the one accommodation, while those who stay in central Holland and in the water sports areas most often go to several places. This may be related to the type of holiday. These areas host an above-average number of guests who replied that they mainly came to Holland to tour the country and for a sports holiday. 45/ 97

46 Figure: Number of accommodations stayed in by type of accommodation 2014 Number of accommodations stayed in by source country Generally speaking, visitors from the intercontinental source markets and Russia stay in several locations in Holland more often than our guests from European countries. Number of accommodations stayed in by purpose of visit Slightly fewer foreign business travellers stay in just one accommodation in Holland than tourists. One out of six business travellers stay in two or more locations during their stay in Holland. Number of accommodations stayed in by type of holiday Logically, tourists who tour our country often stay in more than one accommodation. International guests who enjoy a cultural or sports holiday in Holland also stay in more than one location in our country relatively often. 46/ 97

47 Figure: Number of accommodations in Holland by type of holiday 2014 Basis: international leisure visitors in Holland 5.4 Activities undertaken in Holland The activities that international visitors in Holland undertake most of all are city walks (54%) and going to a bar or pub (45%). Two out of five guests go hiking, fun shopping, or enjoy a meal in a restaurant, gastro pub or brasserie. 47/ 97

48 Figure: Top 20 of activities most often undertaken in Holland 2014 Compared with 2009, international visitors to Holland ride bikes and visit an event or festival more often. In addition, there are also more visitors who do not undertake any of the activities mentioned. Activities in Holland by source country The activities undertaken differ per source market. Intercontinental visitors and Scandinavians like to go fun shopping in Holland. City walks are extremely popular among Brazilian, Russian, Canadian and American visitors. Cycling is a popular pastime among the German, Belgian and Spanish tourists. Activities in Holland by purpose of visit It goes without saying that tourists undertake more tourist activities in Holland, and undertake these more often, than people who visit Holland for business purposes. The most popular activities of tourists are virtually the same as the most popular activities of all visitors. Foreign business travellers like to go shopping, enjoy a drink in a bar or pub, and dine out. In addition to their business activities, they go on a city walk even more often. Two out of five of all business travellers like to explore Dutch cities on foot. 48/ 97

49 Culture A visit to a museum, exposition or exhibition is a popular activity while in Holland. No fewer than 37 percent of the 13.9 million foreign visitors in 2014 replied that this was one of their activities. Just like in 2005 and 2009, Southern European and intercontinental guests visited museums relatively often. People who visit museums in Holland visit an average of two to three during their stay. Museum visits by international tourists Many people consider a visit to a museum an important part of their stay in Holland. Out of the almost 9.6 million international tourists, 43 percent visited one or more museums, expositions, or temporary or permanent exhibitions during their holiday or short break. This percentage is comparable with Spaniards, Brazilians, Italians, and Japanese most often visit one or several museums while in Holland. Belgians and Germans least often visit a museum. In spite of the high percentage of people who visit museums, this is not the main activity of international tourists during their trip. It is the main activity of six percent only. One percent comes to Holland especially for specific expositions or exhibitions. Most tourists combine a visit to a museum or museums with other activities. This is also apparent from the holiday classification. Most international tourists who visited a museum classify their holiday as a city trip (51%). Approximately one out of six museum visitors indicated that the main objective of their holiday was culture. 49/ 97

50 Figure: Museum visits by international tourists by source country 2014 Basis: International visitors who spent their holiday in the Netherlands and visited at least one museum Visiting museums International tourists who go to museums in Holland visit an average of 2.6 museums during their stay. The Russians visit the most museums; their average is 3.4 museums. Spanish (average 3.3 museums), Italian and American tourists also visit many museums (average 3.1 museums). 50/ 97

51 Table: Frequency museum visits by source country 2014 Country Frequency Russia 3.4 Spain 3.3 Italy 3.1 United States 3.1 Japan 3.0 Brazil 3.0 Other Europe 2.9 Other intercontinental 2.8 Canada 2.8 China (incl. Hong Kong) 2.7 France 2.5 United Kingdom 2.4 Scandinavia 2.3 Germany 2.0 Belgium 1.8 Total international tourists 2.6 Basis: international visitors who visited at least one museum while in Holland The Van Gogh Museum, the Rijksmuseum and the Anne Frank House attract the highest number of international tourists. Approximately one out of six international tourists visited one of these museums. Relatively many international tourists also visit the Hermitage and the Stedelijk Museum Amsterdam. Expenditures by foreign visitors on cultural activities Tourists who come to Holland to enjoy our culture spend more on their stay than tourists who are not interested in culture. The average amount spent on a short break is EUR 599 per foreign visitor (see paragraph 6.3). International tourists who come to Holland with the specific aim to visit museums, however, spend an average of EUR 779 per stay. Leisure visitors who define their holiday as a cultural holiday spend an average of EUR 880 on their stay in Holland. Restaurants Eating in a restaurant is popular while in Holland. In 2014 well over half of the international visitors ate in one or more restaurants. This results in over 7.5 million international restaurant visitors. A mere six percent of all visitors replied that eating out was the main activity during their stay. Eating out is a popular pastime among Canadians, Americans, the French, and Russians. The Chinese least often eat in a restaurant while in Holland. 51/ 97

52 Gastronomic restaurants We distinguish between gastronomic and other restaurants, such as gastro pubs and brasseries. About 25 percent of the visitors replied that they enjoyed a meal in a top-notch restaurant during their visit to Holland, some 3.6 million persons. Canadians, Americans, and Russians like to eat in gastronomic restaurants. It is remarkable that so few Belgians eat in a top-quality restaurant. Relatively many of them enjoy a meal in a restaurant (55%), but they do not often consider this to be gastronomic. Figure: Eating out in restaurants by international visitors Basis: International visitors who visited a restaurant in the Netherlands Figure: Eating out in gastronomic restaurants by source country Basis: international visitors who visited a gastronomical restaurant in the Netherlands 52/ 97

53 Expenditures by foreign visitors on fine dining Visitors who opt for a gastronomic restaurant during their stay in Holland spend more, proportionally, than visitors who do not eat in a gastronomic restaurant. The average expenditure of a foreign visitor on his stay in Holland is approximately EUR 725 (see paragraph 6.1), while the average amount spent by a visitor who eats in a gastronomic restaurant is EUR 905. Retail Fun shopping and shopping ranks fourth on the list of most often undertaken activities in Holland. 41 percent of the 13.9 million international visitors in 2014, i.e. nearly 5.7 million, went shopping while in Holland or bought souvenirs. Compared with five years ago, the share of fun shopping and shopping does show a slight decrease. Among the Chinese, Russians, Brazilians, Americans, and Scandinavians it is still a popular activity, however. Italians and Belgians shop least often in our country. In spite of the fact that international visitors enjoy shopping here, it is not often the reason to travel to Holland. Only three percent of the international visitors indicated that shopping was their main activity while here. Shopping is particularly popular during a city break. Clothes and gift shops Foreign visitors who go shopping/fun shopping in Holland have a preference for clothes, gift and souvenir shops. In addition, delicatessen and department stores are quite popular. Figure: Types of stores visited by international visitors in Holland Basis: international visitors who undertook (funshopping) in the Netherlands 53/ 97

54 Expenditures by foreign guests in the Dutch retail industry In 2014 foreign visitors spent well over EUR 1 billion on shopping and souvenirs (see paragraph 6.2). This means that out of every EUR 1,000 spent by foreign visitors, at least EUR 100 are spent in the Dutch retail industry. The average spend by an international visitor who goes fun shopping in Holland is over EUR 865 per day, which is considerably higher than the average spend of some EUR 725 per stay for all visitor groups together. 5.5 Main activity in Holland The discrepancy between the activities that were undertaken and the main activity is interesting. The main activity is often an activity about which visitors know beforehand that they will want to do this during their trip. This activity is also decisive when, for instance, choosing the accommodation. Even though many visitors go to a bar or pub this is the main activity in Holland for very few people. City walks, beach walks, cycling, and visiting places of interest and historical places are the main activities of many respondents. Figure: Top 20 of activities most often undertaken in Holland 2014 Main activity in Holland by source country The survey shows major differences per source country in respect to the main activity while in Holland. Germans and Belgians prefer nature-related activities. They enjoy biking and hiking, and 54/ 97

55 going to a nature reserve or the beach. The coast and culture, on the other hand, are more favoured by Italians and Americans. Their main activities are visiting museums, places of interest and historical places. Cultural activities rank in the top five of the French and Spanish visitors, however, they also consider hiking and biking main activities. Many of them go on a city break to Holland and they walk and ride bikes to explore the city. The same applies to visitors from the United Kingdom. Many Brits, however, also designate eating in restaurants as their main activity. The Amsterdam canals enjoy worldwide fame. Visitors from various countries rank a canal cruise among their top five of main activities. Six and five percent, respectively, of the visitors from Russia and other Europe consider a canal cruise their main activity while in Holland. Table: Top 5 most important activities in Holland by source country 2014 Germany United Kingdom 1. visited beach for beachwalk/ get fresh air 24% 1. walk through town/city 16% 2. cycling 9% 2. visited a museum 6% 3. walk through town/city 9% 3. visited a gastronomic restaurant 6% 4. visited beach for sunbathing 7% 4. visited notable/historical places or buildings 5% 5. visited notable/historical places or buildings 7% 5. visited family/friends 5% Italy Spain 1. walk through town/city 21% 1. walking 15% 2. visited notable/historical places or buildings 12% 2. visited notable/historical places or buildings 15% 3. visited a museum 12% 3. walk through town/city 14% 4. walking 9% 4. visited a museum 9% 5. visited a gastronomic restaurant 5% 5. cycling 5% other Europe United States 1. walk through town/city 15% 1. walk through town/city 22% 2. visited notable/historical places or buildings 8% 2. visited notable/historical places or buildings 12% 3. visited family/friends 8% 3. visited a museum 11% 4. visited a gastronomic restaurant 5% 4. walking 9% 5. made a journey in a canal boat 5% 5. visited family/friends 7% China Japan 1. walk through town/city 14% 1. visited a museum 35% 2. walking 12% 2. walk through town/city 15% 3. (fun)shopping 11% 3. visited family/friends 8% 4. visited a bar or cafe 8% 4. visited a gastronomic restaurant 7% 5. visited notable/historical places or buildings 7% 5. walking 5% Belgium France 1. cycling 20% 1. walk through town/city 24% 2. walking 9% 2. visited a museum 12% 3. visited beach for beachwalk/ get fresh air 8% 3. cycling 6% 4. walk through town/city 7% 4. (fun)shopping 6% 5. visited area of natural beauty or wooded area 6% 5. visited notable/historical places or buildings 5% Scandinavia Russia 1. walk through town/city 21% 1. walk through town/city 33% 2. visited family/friends 12% 2. visited notable/historical places or buildings 14% 3. visited tulip fields/ Keukenhof 6% 3. visited buildings/ places of architectural interest 8% 4. visited another type of restaurant/diner/brasser 6% 4. visited a museum 7% 5. visited sports game/event 5% 5. made a journey in a canal boat 6% Canada Brazil 1. walk through town/city 16% 1. walk through town/city 16% 2. visited family/friends 15% 2. visited a museum 15% 3. visited a museum 11% 3. walking 14% 4. walking 10% 4. visited buildings/ places of architectural interest 9% 5. visited notable/historical places or buildings 7% 5. visited notable/historical places or buildings 6% other intercontinental 1. walk through town/city 21% 2. walking 9% 3. visited notable/historical places or buildings 7% 4. visited a museum 6% 5. (fun)shopping 6% 55/ 97

56 Main activity in Holland by purpose of visit City walks are the main activity for both international business and leisure visitors. The beach (beach walk/relaxing) and cycling complement the top three of main activities of tourists. Business travellers also rate eating in restaurants, walking and going to museums relatively highly. 5.6 Regional spread in visiting behaviour Amsterdam welcomes well over five million foreign visitors annually, making it the most popular Dutch destination (see paragraph 1.2). Do the visitors who stay overnight in Amsterdam only spend time in this city or do they also undertake activities elsewhere in the country? Thirteen percent of the international visitors who stay in Amsterdam also stay overnight in at least one other location in Holland during the same trip. This group of visitors comprises relatively many Italians, Russians, Canadians, and Chinese. Business travellers stay elsewhere in Holland, in addition to Amsterdam, relatively more often than tourists. 95 percent of the people who come to our country for a city trip stay in Amsterdam only. It goes without saying that the types of holidays during which people do not just stay in Amsterdam are, obviously, touring the country, and cultural and sports holidays. Day trips to other cities Well over 25 percent of the visitors who stay in Amsterdam go on a day trip to another Dutch city, usually one of the other big cities of The Hague and Rotterdam. Volendam is also popular for a day trip from Amsterdam. The Southern European, Canadian and Chinese visitors in particular visit many other Dutch cities. Visitors who go on day trips from Amsterdam to other cities usually go to two other Dutch cities. Day trips to places of interest and attractions Almost 20 percent of the international visitors who stay in Amsterdam visit one or more places of interest or attractions outside the capital city. This group visits an average of 1.3 attractions outside Amsterdam. The Keukenhof and Zaanse Schans, both not far from Amsterdam, are popular. Most popular, however, is visiting a national park. The Chinese, Canadian, Spanish, and other intercontinental and European guests visit the most attractions outside Amsterdam. International guests who stay in Amsterdam do not often visit museums in other parts of the country (2%). Among those who do, museums in The Hague are the most popular. Six percent of the international visitors who stay in Amsterdam also go to the beach. Day trips to Amsterdam Three out of ten of the international visitors who do not stay in Amsterdam go on a day trip to Amsterdam; well over 2.6 million foreign visitors in absolute numbers. These are German, British, other European, and other intercontinental visitors in particular. People who stay in other Holland, the water sports areas or central Holland most often choose to go to Amsterdam for a day trip. Fewer people who enjoy a stay in a coastal destination or a destination in northeast Holland or the province of Zuid-Holland go on a day trip to our capital city. 56/ 97

57 5.7 Type of holiday in Holland We asked international visitors who spent a holiday in Holland how they would characterise their holiday. They were given a choice of seven types of holidays. Over one-third of the tourists indicated that their holiday was a city break. Compared with five years ago, this share increased substantially by eight percent. Almost 25 percent of the visitors characterised their stay as a coastal holiday. In addition, twelve percent enjoyed a rural holiday, and one-tenth toured Holland. Cultural holidays rank fifth with nine percent of all holidays. Figure: Type of holiday in Holland 2014 Basis: international visitors who spent their holiday in the Netherlands Classification holiday in Holland by source country We see differences between the tourists from the various source countries; nearly half of the German tourists enjoy a holiday along Holland s coast. A holiday in the hinterland, the rural areas, is favourite among Belgians, however. More than one-third of the Belgians characterize their stay in Holland as a rural holiday. The type of holiday enjoyed most by tourists from all European countries is the city break, with the exception of our immediate neighbours, the Belgians and Germans. A cultural holiday in Holland is especially popular among tourists from Canada, the United States, China, France, and Italy. Scandinavians, Southern Europeans (the French, Italians and Spaniards), Americans, and Chinese tour the country more often than tourists from other countries and regions. 5.8 Purpose of visit People travel for different reasons. We asked international visitors who chose Holland as their holiday destination what their travel purpose was. What were they looking for, what was the feeling they wanted to have when they went back home? Three out of ten foreign tourists travelled to Holland to explore our country, its surroundings, culture, and people, and to really get to know 57/ 97

58 Holland. Another reason mentioned often was to rest, relax and recharge batteries. One out of five tourists came to Holland for this reason. Approximately as many people spent their holiday in Holland to have a fun time with their family or travel party. Figure: Purpose of visit to Holland 2014 Basis: international visitors who spent a holiday in the Netherlands Purpose of visit to Holland by source country The reason why people spend their holiday in Holland differs per source country. Most visitors from Southern Europe and Brazil come to Holland to get to know our country and its culture. Rest, relaxation and fun are more important for our neighbours, the Germans and Belgians. This latter purpose is also the main reason why Chinese and Scandinavian tourists travel to Holland. Many Belgians also mention spending time together as a reason to have a short break in Holland. The Japanese like to undertake many activities in our country, while relatively many Russians wish to enjoying the good life. Purpose of visit to Holland by type of holiday The reason to travel to Holland is very much related to the type of holiday that people spend here. The main reason for people who travel to Holland for a city break, cultural holiday or to tour the country is to discover the country. Many people spend their holiday at the coast to rest, relax and recharge their batteries. The most often mentioned reason to spend a holiday in rural Holland is to have a fun time with others. 58/ 97

59 Figure: Purpose of visit by type of holiday 2014 Basis: international visitors who spent a holiday in the Netherlands 59/ 97

60 60/ 97

61 6. Spend by international visitors The almost fourteen million international visitors who spent time in our country in 2014 spent a total of EUR 10.2 billion on their visit. What did they spend the most money on? Are there any links between the amount of money spent and the source country or purpose of visit? The Inbound Tourism Survey results give the answers to these questions. 6.1 Spend - general The 13.9 million international visitors who spent time in Holland in 2014 jointly spent EUR 10.1 billion on their visit to our country. EUR 6.5 billion was actually spent in Holland. The other EUR 3.6 billion was spent prior to arrival in Holland, mainly on transport and pre-paid accommodation. Table: Total spend 2014 Expenditure before arrival in Holland EUR 3.6 billion Expenditure while in Holland EUR 6.5 billion Total expenditure EUR 10.1 billion An international visitor spends an average of EUR 726 on travel to and stay in Holland, i.e. EUR 213 per person per day. It goes without saying that there are great differences in amounts spent, depending on purpose of visit, source country and type of accommodation chosen. Compared with the previous Inbound Tourism Survey in 2009, the spend is considerably higher in One explanation for this is the volume effect; we welcomed 40 percent more foreign visitors in 2014 compared with In addition, the price effect is relevant, as hotel room rates are higher and we have had five years of inflation. Moreover, we changed our method of defining spend. Because of this change, we cannot really compare the results with previous Inbound Tourism Surveys in this regard. 6.2 Spend by category Most of the EUR 10.1 billion spent by the international visitors in 2014 on their visit to and stay in Holland, was spent on accommodation (EUR 3.7 billion). Second ranks food and drink on which EUR 2.1 billion was spent, followed by transport to Holland (EUR 1.7 billion). These three categories together make up almost three-quarters of the overall spend. 61/ 97

62 Figure: Spend by category (in millions of EUR) 6.3 Spend by purpose of visit Most of the international visitors come to Holland for a short or long holiday (9.6 million). These tourists spend EUR 599 per stay on their visit to Holland, i.e. EUR 180 per day. The 3.6 million business visitors spend considerably more per stay. Their spend per stay is EUR 1,035. i.e. EUR 307 per day. Business visitors spend more because they usually buy more expensive plane tickets and they often stay in the more expensive hotels. Figure: Spend by purpose of visit / 97

63 6.4 Spend by source country The average spend per international visitor is EUR 726 per stay and EUR 213 per day. We see considerable differences by source country. Intercontinental visitors spend the most, on average. The main explanation for this are the higher transport costs to Holland, however, this group also spends more while here. The average spend per person per stay, and per day, is lowest for visitors from our neighbouring countries of Germany and Belgium. This lower spend is related to their choice of accommodation. Relatively many of them stay in holiday cottages and at campsites. Their purpose of visit also plays a part; the large majority of this group comes to Holland for a holiday. The total spend by German visitors is highest of all, though with well over EUR 1.7 billion, followed by the Brits (over EUR 1.2 billion) and the Americans (almost EUR 1.2 billion). Table: Total spend and spend per person by source country 2014 Total spend (x million) Spend per person per stay Spend per person per day Germany 1, United Kingdom 1, Belgium France Italy Spain Scandinavia Russia 230 1, Other Europe 1, United States 1,170 1, Canada 200 1, Brazil 141 1, China (incl. Hong Kong) 313 1, Japan 195 1, Other intercontinental 1,597 1, Spend by type of accommodation Well over three-quarters of the international visitors stay in hotels. The average spend per stay of this group is above-average, i.e. EUR 806. This is not just because the average room rate in most hotels is higher than other types of accommodation; international visitors who stay in hotels also spend more on other things during their stay. 63/ 9 7

64 Figure: Spend by type of accommodation Expenditures for the benefit of the Dutch economy Not all expenditures on travel and stay of the 13.9 million international visitors to Holland in 2014, are for the benefit of the Dutch economy. Of the total expenditures (10.1 billion), 3.6 billion is spent prior to the visit to Holland (see paragraph 6.1). Costs for transportation accounts for the biggest share of this amoutn. Examples of such transportation costs are the purchase of tickets for ferry, train or plain for travelling to Europe/Holland. However, in case the travelling is done with a non- Dutch transportation company, not the entire ticket price is for the benefit of the Dutch economy, but only a (small) share of it. Of the total expenditures of 10.1 billion, a share of 51% of the transportation costs to Holland does not contribute to the Dutch economy. This results in EUR 9.25 billion direct economical value of inbound overnight tourism for Holland in / 97

65 7. Appreciation of Holland by international visitors The appreciation of their stay is an important aspect within the travel process of visitors. It is not just about how a person perceived his or her time in a country, it may also play a part in their future travel behaviour. A positive experience with a country increases the likelihood of a repeat visit. In addition, we see that experiences are often shared with others, also online. A positive experience may contribute, therefore, to new visitors wanting to see a country. The Inbound Tourism Survey results show how international visitors rate their stay in our country. 7.1 General appreciation Their visit to Holland is rated highly by most international visitors. Well over eight out of ten visitors rated their visit excellent/very good. One out of ten visitors rated their stay good. Compared with 2009 the general appreciation went up, with slightly more international visitors rating their stay excellent. Figure: Development appreciation of stay in Holland General appreciation by purpose of visit The general appreciation differs by purpose of visit. International leisure visitors are most enthusiastic about their stay in Holland. Almost nine out of ten tourists rate their holiday excellent/very good. Business travellers are slightly less enthusiastic, but still very happy with their stay. Circa four out of five business travellers rate their stay excellent/very good. 65/ 97

66 Figure: Appreciation by purpose of visit 2014 General appreciation by source country Most international visitors are very positive about their stay in Holland. However, there are small differences between the various source countries. Americans and Canadians are usually very positive by nature. It is no surprise, therefore, that they are most enthusiastic about their visit to Holland. Well over nine out of ten Americans and Canadians rate their stay excellent/very good. The Brits and the French are very pleased with their stay in Holland. The Japanese are a little less categorical. Three out of five Japanese find their stay is excellent/very good, while almost one out of five rate their stay average. It is not in the nature of the Japanese to give either a very high or very low score. 66/ 97

67 Figure: Appreciation by source country Intention to recommend We asked international visitors whether they would recommend a multi-day visit to Holland. They could indicate their willingness to recommend Holland on a scale from 0 (very unlikely) to 10 (very likely). These intentions to recommend resulted in the Net Promoter Score (NPS). Net Promoter Score (NPS) The NPS is a method used globally to indicate the intention to recommend. The NPS indicates to what degree people are willing to recommend a product or service. This survey focused on the recommendation of a multi-day visit to Holland. The likelihood to recommend is measured on a scale from 0 to 10. Based on the NPS, the international visitors are subdivided into three groups. These are the promoters (scores 9 and 10), passives (scores 7 and 8) and detractors (scores 0 through 6). The NPS is the difference between the percentage of promoters and detractors. The willingness to recommend a multi-day visit to Holland is very high among our visitors, +53 NPS. A large majority will very likely recommend a multi-day visit (promoters), while only ten percent think this less likely (detractors). The result is the +53 NPS. 67/ 97

68 Figure: Intention to recommend 2014 Intention to recommend by reason to visit Just like for the general appreciation, the likelihood to recommend Holland differs per purpose of visit. The intention of foreign leisure visitors to recommend Holland (+63) is much higher than that of the business visitors (+26). Despite this, the NPS of business visitors is good. Figure: Intention to recommend by reason to visit / 97

69 Intention to recommend by source country The intention to recommend differs per source country. Brazilians have the highest intention to recommend Holland of all source countries surveyed (NPS +82), followed by Canadians and Americans. Japan is the only source country with a negative intention to recommend (NPS -3). The Japanese are slightly less categorical, which results in the negative NPS. Japan also scores lower than the other source countries in the general appreciation. The intention to recommend Holland is high among the Chinese, but lower than that of the other nationalities (NPS +23). Figure: Intention to recommend by source country Intention to visit Holland again The intention to visit again is influenced by previous experiences of visitors with Holland, among other things. A positive perception often results in a higher intention to visit again. Three-quarters of the visitors replied that they want to visit Holland again in the future. Compared with 2009 this percentage went up slightly. It is also noteworthy that many respondents with a high intention to visit again also visited Holland in the past. Well over three-quarters of the visitors who want to travel to Holland again in the future were not, therefore, in Holland for the first time when taking part in the survey. 69/ 97

70 Figure: Intention to visit again Intention to visit again by reason to visit The relatively high intention to visit again among business travellers is remarkable. The difference with the tourists is quite small, while the difference is much bigger for the general appreciation and the intention to recommend Holland. Figure: Intention to visit again by reason to visit / 97

71 Intention to visit again by source country Compared with the other nationalities, the Japanese and Chinese are somewhat more reticent about visiting Holland again. Even so, approximately eight out of ten Japanese and Chinese say they want to come to Holland again. Despite the long distance, their intention to visit again is quite high. Figure: Intention to visit again by source country 2014 Basis: international visitors who certainly or probably would visit the Netherlands for more than one day again 7.4 Suggestions for improvements An open-ended question was put to the international visitors about what could be improved to make Holland even more attractive to foreign tourists. Even though most visitors are very happy with their stay in Holland, they made ample suggestions for improvements. Approximately three out of five international visitors who were asked this question, suggested improvements. By far the most often mentioned suggestions for improvements related to the information provided during their stay in Holland. The international visitors want more information and more clear information, in English or in their own language. They refer to the signposting and tourist information, among other things. The information and signposting in public transport and at the airports are not always clear, or the information is not available in English or their own language. Relatively many Canadians, Chinese, Japanese, and Americans indicated that the information provided could be improved. In addition to the information provided, many respondents also replied that there is room for improvement in respect of the price level. It is remarkable that this was mentioned by Americans, Germans and visitors from the long-haul markets in particular. Many respondents were of the opinion that accommodation is too pricey, compared with other cities and countries, and that eating 71/ 97

72 in restaurants is also expensive. The respondents also suggested to issue more discount vouchers especially for tourists. The third main suggestion for improvement relates to public transport. Many international visitors perceive public transport as non-user friendly. The main reasons for this perception are their difficulties with the public transport smart card and how to pay for tickets. There is also room for improvement regarding the information provided on means of public transport. Visitors indicated that the information is often not clear, or not in English or their own language. The respondents fourth and fifth suggestions are related to the quality in hotels, restaurants and pubs, and to hospitality. The range of food and the price/quality ratio could be better. Many respondents indicated that they found some Dutch people in general, or staff in a hotel or restaurant, not very hospitable. The number of international visitors that commented on cyclists in Amsterdam is quite remarkable. Visitors would appreciate being warned for them. Table: Suggestions for making Holland even more attractive to foreign tourists 2014 Information provided (better/clearer information/signposting, several languages, free tourist information, etc.) Price level (cheaper accommodations/restaurants/taxis/public transport, discounts for tourists, etc.) Public transport (user-friendliness, improved public transport smart card, payment options, information provided) Hotels, restaurants and pubs/cafés (better accommodations/restaurants, variation in restaurants) Hospitality (more friendly/customer-oriented) Attractions (longer opening hours, reduce queues) Payment options (pay by foreign credit cards/debit cards, easier withdrawal of money) 35% 21% 12% 12% 7% 6% 6% Holland is more than just the well-known places 5% Wifi hotspots (free wifi, better connections) Safety (safety on the streets, fewer drugs/less prostitution) 5% 3% Other 20% Basis: international visitors who made suggestions for improvements 72/ 97

73 8. Profile of international visitors Who exactly visit our country for a holiday or business trip? Based on the results of the Inbound Tourism Survey, we describe our visitors by way of several characteristics. These include the party they travel with, the region in which they live, and their level of education. 8.1 NBTC s segmentation model NBTC breaks down its target audiences based on a lifestyle segmentation model, for the purpose of its consumer activities,. This segmentation model, developed by Motivaction, does not just break down consumers by socio-demographic variables, but also by lifestyles and travel needs. We distinguish five tourist target groups, which are represented by five personas, i.e. Mary (Traditional), Peter (Mainstream), Nora (Postmodern), Paul (Upper Class) and Michael (Achiever). The personas and the results described here only pertain to tourists from Belgium, Germany, France, the United Kingdom, Italy, Spain, Denmark, Sweden, and the United States. Tourists are the international visitors who spend a holiday or break in Holland. Business travellers and visitors with other reasons to visit are not included. When we compare the share of the segments within the total group of international travellers from these countries with the volume within the total number of visits, it is noteworthy that we attracted relatively many Noras and Marys in Figure: Volume segments visitors to Holland and total international travellers Basis: international holidaymakers from Belgium, Germany, France, United Kingdom, Italy, Spain, Denmark, Sweden and United States 73/ 97