Tourism Market Profile THE NETHERLANDS

Transcription

1 Tourism Market Profile Google Maps 2010

2 This profile was developed by the USAID/Jordan Tourism Development Project in cooperation with Jordan Tourism Board

3 Table of Contents OVERVIEW COUNTRY BRIEF Currency Population Ancestry & Migration Language & Religion Economic Trends Consumer Confidence TRAVEL TRENDS OF THE DUTCH MARKET Outbound Trips International Travel Expenditure Seasonality & Average Length of Stay Dutch Traveler Profile DUTCH TRAVEL TRENDS TO JORDAN Tourism Arrivals in Jordan from The Netherlands Seasonality in Jordan Purpose of Trip & Market Penetration Nature of Trip Accommodation Spend in Jordan Sites Visited in Jordan ACCESS & TRANSPORT Airports Access Airline Routes to Jordan Cruise Services to Jordan TRAVEL PLANNING & BOOKING Travel Formalities Travel Decisions & Bookings Tour Operators & Travel Agencies Online Travel MEDIA IMAGE & PERCEPTIONS OF JORDAN Strengths & Weaknesses Competition PROSPECTS SOURCES

4 LIST OF ABBREVIATIONS LIST OF FIGURES & TABLES

5 OVERVIEW The Netherlands ranks as the world s fifth most important outbound travel market in terms of volume after Germany, the USA, the UK and France; and the tenth largest market in terms of international travel expenditure. Around two thirds of the Dutch population took at least one holiday trip abroad in Outbound holiday trips rose by 5%, in both 2007 and 2008, to 18.5 million trips. However the Netherlands was affected by the global financial crisis and bookings fell heavily in 2009 and have continued to slip further in the first four months of Reports in May 2010 were more promising, indicating that a recovery was beginning. The vast majority of holidays taken by the Dutch are within Europe. The most popular destinations are Germany and France. Just 15% of travelers ventured outside Europe in 2008 for air-based holidays organized by the retail travel trade. The most popular holiday destinations in 2008 were Turkey, Greece, Spain and Egypt; while the most popular long-haul destinations were the USA, the Netherlands Antilles, Thailand and Mexico. Jordan has a good reputation as a holiday destination in the Netherlands and the market is potentially a fertile one for marketing and promotional campaigns. Overnight visitor numbers have been rising rapidly, by an average of 30% a year between Bookings for summer 2010 were reported to be up an extraordinary 53%. However, the overall numbers achieved, 18,500 in 2009, are still modest. 3

6 COUNTRY BRIEF Currency The Netherlands is one of the countries of the Euro zone using the Euro currency. Avg Avg Dec Jun 2010 per US$ per JD Table 1 Currency Exchange Rates Euro ( ) against US$ and JD ( ) Source: International Monetary Fund (IMF), Economist Intelligence Unit (EIU) The Euro ( ), the common European currency, fluctuates against the US Dollar ($) and therefore the Jordanian Dinar (JD). This is an important factor for consideration both in terms of pricing tourism offerings and also in terms of competitiveness in the market as currency inflation or deflation can have significant effects. The Euro has suffered periods of weakness against the US Dollar (and therefore against the Jordanian Dinar), but the Euro has risen steadily from an average of US$1: 1.12 in 2001 to US$1: 0.68 in After the financial crisis of September / October 2008, the Euro fell sharply against the US Dollar, but by the end of 2009 it had largely recovered. It slipped back slightly in the first two months of Population The population of the Netherlands in 2010 is estimated at 16.6 million, growing by nearly 0.4% a year (because of immigration and rising life expectancy). The Netherlands is very densely populated, with nearly 500 inhabitants per square kilometer of land area. The population can be broken down as follows: 0-24 years: 30% years: 48% Over 60 years: 22% Table 2 - Dutch Age Distribution Source: UN Population Division 4

7 Ancestry & Migration Official government estimates in 2005 suggested that 80.9% of the population are Dutch, 2.7% from Surinam and the Antilles, 2.4% Indonesian, 2.4% German, 2.2% Turkish, 1.9% Moroccan and 6% other. Figure 1 Various Nationalities in the Netherlands (2005) Source: Central Bureau voor de Statistiek (CBS) There are people of Dutch descent scattered in many countries around the world, with particularly large numbers in Australia, Canada and the USA (where over 5 million people claimed Dutch ancestry in 2006). There are also 3 million Afrikaners of Dutch descent in South Africa. Language & Religion The official national language is Dutch and is spoken by the overwhelming majority of the people. There are several important regional languages and dialects, of which the most important is Frisian, the official language in the province of Friesland. The Dutch have a proud tradition of speaking foreign languages, around 70% speak English, 60% speak German and 20% speak French; and many can speak additional languages. The Netherlands has become one of the most secular countries in Europe, in spite of strong Calvinist, Lutheran and Roman Catholic traditions. Nevertheless, nearly half the population still profess Christianity and there has been a rapid growth in the numbers of converts to Buddhism. There are nearly 1 million Muslims (mostly immigrants), 100,000 Hindus (mostly from Surinam) and 50,000 Jews. 5

8 Economic Trends As an open economy, the Netherlands was badly affected by the contraction in world trade in , but began to recover relatively early as destocking in trade channels came to an end and with generous fiscal stimulus support from the government e 2010f GDP (US$ billion) Real GDP Growth (%) Inflation (%) f: forecast e: estimate Table 3 - The Netherlands Key Economic Indicators Source: IMF, EIU The recovery in 2010 is expected to be modest and to be centered on public consumption and exports; personal consumption is expected to remain restrained. Unemployment, which has already risen from 2.8% in 2008 to 3.7% in 2009, is expected to rise further to averages of 5.2% in 2010 and 5.5% in However, this is a much improved outlook than was forecast earlier. Consumer Confidence The CBS consumer confidence indicator, which had slipped to extremely low levels (around -33) in October 2008, staged a gradual recovery (to -10) during 2009, but has tended to slip back again in the first five months of e 2010f f: forecast e: estimate Figure 2 - Consumer Confidence Indicators Source: Central Bureau voor de Statistiek (CBS) 6

9 TRAVEL TRENDS OF THE DUTCH MARKET Outbound Trips Official data from the Netherlands is not available for total trip volume, i.e. including business and non-holiday leisure trips such as visits to friends and relatives (VFR). However, IPK International s European Travel Monitor puts the total at 23 million in 2009, down 5% over 2008 s peak e Holiday Trips (mln) % Annual Change Table 4 - The Netherland s Outbound Trips in Millions ( ) Source: Continu Vakantie Onderzoek (CVO), Netherlands Board of Tourism & Conventions (NBTC) e: estimate IPK ranks the Netherlands as the world s fifth most important source market for tourists, in volume terms, after Germany, the USA, the UK and France. Approximately 82% of the Dutch population took at least one holiday in 2008 (defined as a trip involving at least one overnight stay), at home or abroad up from 80% in 2006 and 81% in Approximately 62% of the population visited an international destination. The Dutch took 18.5 million holiday trips abroad and 17.4 million trips at home in However, bookings for outbound holiday trips were down heavily in 2009 (much more than the 5% decline in overall foreign trip volume), they reportedly slipped a little further in the first four months of According to Euromonitor International, the number of Dutch traveling abroad for business purposes started to tail off in the second half of 2008 as the credit crisis emerged, and continued to fall in 2009 with a drop of 3% in numbers. This is accounted to the economic recession which has caused businesses worldwide to cut back on business travel. However, whereas travel for ad hoc meetings fell, Dutch business people continued to travel to overseas exhibitions and conferences, leading to a 3.5% increase in business travelers in

10 Figure 3 - Dutch Outbound Travel by Segment (2009) Source: Euromonitor International, Country Sector Briefing The vast majority of holidays taken by the Dutch are within Europe with just 14.6% of travelers venturing outside Europe in Germany 2,600 2,571 2,951 2,996 France 2,759 2,724 2,645 2,904 Spain & 1,921 1,788 1,880 2,157 Portugal Belgium 2,330 2,157 2,281 2,120 Austria 1,024 1,160 1,150 1,098 Other 3,937 4,018 4,319 4,490 Europe Long-haul 2,515 2,334 2,330 2,693 Table 5 The Netherland s Top Outbound Destinations (Millions) Source: CVO (Continuous Holiday Survey) The most popular destinations are Germany (16.2%) and France (15.7%), followed by Spain and Portugal (together accounting for 11.7%), Belgium (11.5%) and Austria (5.9%). Other destinations in Europe accounted for 24.3% of outbound holidays. Among air-based summer holidays organized by ANVR members (the Dutch Association of Travel Companies) in 2008, the most popular destinations were Turkey, Greece and Spain; the most popular long-haul destinations were the USA, Antilles and Thailand. For air-based winter holidays in 2008/09, the most popular destinations were Spain, Egypt and Turkey. Antilles, Thailand and Mexico were the most popular long-haul destinations. 8

11 Competing Destinations in the region include: Figure 4 - Dutch Arrivals in Selected Competing Destinations (2008) Source: UNWTO International Travel Expenditure At US$21.7 billion, international travel expenditure, excluding transport, rose by an average of 13% a year in US Dollar terms and 4.4% a year in Euro terms in It is important to note that these figures are not comparable with the data for numbers of trips in table 4 above which relate only to holiday trips e Total (US$ billion) % Annual Change* Table 6 - Dutch Expenditure on International Travel ( e) Source: World Tourism Organization (UNWTO) * In local currency terms e: estimate Spending on overseas organized holidays, (according to the Dutch Association of Travel Companies members), increased by an average of 10.3% in to US$13.5 billion. These figures do include transport to the destination. 9

12 The figure below illustrates expenditure trends of Dutch travelers by sector: Figure 5 Outgoing Tourist Expenditure by Sector, Value : 2008/2009 Source: Euromonitor International Other includes travel agent services Entertainment includes attractions, theatres, guided city tours, etc Food includes restaurants Seasonality & Average Length of Stay Public holidays in the Netherlands in 2010 fell as follows: Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec /13/ /31 Table 7 - Public Holidays in the Netherlands Source: JTB MBR Netherlands The main months for international travel are during the school holidays at Christmas/New Year (December-January), half-terms (May and October) and the peak summer months (July-August). The precise dates of school holidays vary but, in 2010, fell on: Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Table 8 - School Holidays in the Netherlands Source: JTB MBR Netherlands In addition to annual leave entitlement of days, in addition to public holidays, many Dutch employees are now statutorily entitled to take extended unpaid leave. 10

13 Of the 18.5 million holiday trips taken abroad by the Dutch in 2008, the distribution of trips according to average length of stay was as follows: Table 9 - Average Length of Stay Abroad / Trips (2008) Source: CVO Dutch Traveler Profile The preferred holiday of the Dutch is a sun & beach holiday, which account for approximately 27% of all holiday trips abroad, followed by countryside holidays and more distantly city breaks. Figure 6 - Distribution of Dutch Visitors by Type of Holiday Source: CVO According to a 2010 NBTC-NIPO survey, approximately 71% of the Dutch intend to book a summer holiday for the coming summer, but are displaying a significant trend for last minute bookings. Tailor-made travel is a substantial and growing market in the Netherlands according to VVV (the Union of Flemish Travel Agents). Approximately 75% of all Flemish travel agents experience a demand for personalized and bespoke experiences. 11

14 Families and couples are the most important consumers of leisure trips abroad, but both groups showed a decline in numbers in The only group showing an increase in numbers were those taking organized tours, many viewing them as a cheaper option. Figure 7 - Leisure Departures by Type (%), 2009 Source: Euromonitor International, Country Sector Briefing The use of holiday apartments and camping sites abroad is high among Dutch tourists and continues to be the most popular form of accommodation used. However, the Dutch Automobile Association (ANWB) reports that the use of hotels has seen the greatest growth. In 2008, 36% of Dutch tourists used hotels when traveling abroad, compared to 27% in It is reported that women have the dominant influence in choosing family holiday destinations. The Dutch consider their holidays important, with 80% of the population taking holidays in 2008 (as defined by at least one overnight stay). Table 10 - Average Length of Stay Abroad / Travelers (2008) Source: CVO The summer months are the preferred months for travel. 12

15 Tourism Arrivals in Jordan from The Netherlands DUTCH TRAVEL TRENDS TO JORDAN Dutch travelers seek value for money and expect good facilities and service at their destinations. In the period , overnight visitors from the Netherlands to Jordan increased very rapidly by an average of 30% a year. The 1.5% increase in 2009 over 2008 is very satisfactory, given the decline in travel to many long-haul destinations however, the total of 18,545 overnight visitors in 2009 is still modest. Figure 8 - Dutch Tourism Arrivals to Jordan Source: Ministry of Tourism and Antiquities (MOTA) The share of same-day visitors appears to have declined sharply since 2007, possibly due to increasing numbers of Dutch visitors choosing Jordan as their main destination rather than making a quick side trip to Petra while on holiday in Egypt or Israel according to JTB s MBR in the Netherlands. 13

16 Seasonality in Jordan According to the NTVS , visitors from the Netherlands stay an average of 16 days, somewhat above the global average of 13.6 days. The peak seasons for Dutch travel to Jordan are similar to the general patterns of other European travelers peaking in April, May and October. Figure 9 - Dutch Arrivals to Jordan per Month ( ) Source: MOTA Purpose of Trip & Market Penetration Analysis of the National Tourism Visitor Survey (NTVS) showed that, of the 30,000 people visiting Jordan from the Netherlands in 2006 and 2007, including some 4,500 Jordanian nationals, 47% were on holiday, 41% were visiting friends or relatives while 10% were on business trips. Figure 10 Dutch Arrivals to Jordan by Purpose of Trip Source: NTVS

17 Some 8% of Dutch visitors to Jordan visited other countries on the same trip, most often Syria, at 9%, and Israel at 7% according to the same study. In terms of market penetration, Jordan receives a minute share of Dutch travelers less than 0.2%. Table 11 illustrates Dutch market penetration by purpose of travel: Purpose of Travel Total Leisure Business MICE Other Dutch Outbound ,812 14, N/A ( 000) Dutch Arrivals into 24,099 19,933 3, Jordan 2009 Jordan s Market Share % 0.14% 0.13% 0.13% 0.06% N/A Table 11 Jordan s Penetration of Dutch Outbound Market by Purpose of Travel Source: Euromonitor Int., Country Sector Briefing & NTVS (Adjusted for 2009 & Based on Overnight Visitors) Nature of Trip The research conducted for the NTVS showed that in general travelers from the Netherlands are not frequent visitors to Jordan: 48% were on their first visit, and 27% on their second. Table 12 Profile of Dutch Visitors to Jordan Source: Compilation by JTB & USAID / JTDP based on NTVS Data (Based on Overnight Visitors Only) 15

18 Accommodation The accommodation choice for the Dutch on their main holidays in 2009 was predominantly hotels and boarding houses, according to the Continu Vakantie Onderzoek (CVO) survey. In 2008, 7.7 million of the 18.5 million holidays taken (a substantial 42%) were to hotels and boarding houses, while 16% stayed at campsites, 15% at rented apartments, 11% rented holiday homes and 16% in other types of accommodation. A H H Figure 11 Dutch Visitors Accommodation Preferences Source: CVO & NTVS The NTVS showed that in , 48% of Dutch visitors to Jordan stayed in hotels and 28% in the homes of friends or relatives. Figure 12 -Total Arrivals and Nights in Hotels for the Netherlands Distributed by Location and Classification 2009 / Based on Packaged Tours Source: MOTA 16

19 Spend in Jordan According to the NTVS analysis, the Dutch spend slightly more than other visitors in Jordan, averaging JD52/day as compared with JD45 for all visitors. Those on holiday similarly spend a little more than average (JD68 versus JD65). Figure 13 - Daily Expenditure by Dutch Tourists in Jordan (JD) Source: NTVS Sites Visited in Jordan About 90% of travelers from the Netherlands in visited at least one major tourism destination while in Jordan, 40% liked Petra best and 14% liked Aqaba. Figure 14 shows most attractive sites as rated by Dutch visitors to Jordan. Figure 14 - Most Attractive Sites in Jordan as Rated by Dutch Travelers Source: NTVS

20 Airports ACCESS & TRANSPORT The principal international airport in the Netherlands is Amsterdam Schiphol, one of the largest and busiest in Europe. Smaller airports with scheduled passenger services, especially on short-haul routes, are Rotterdam, The Hague (formerly known as Zestienhoven), Groningen Eelde, Eindhoven and Maastricht Aachen. Access Land transport is the most popular mode of transport amongst Dutch consumers traveling abroad at 66% of all travelers, with the use of cars being the most popular (61%), although coach journeys are popular amongst the budget-conscious according to Euromonitor. Accounting for approximately one third of all travel abroad, air travel remains the second most popular option for outbound tourism, however it saw the steepest decline in 2009 at 5% overall. According to the travel industry umbrella group ANVR, bookings for long-haul destinations fell 24%, whilst plane-based holidays saw a 14% decline. Instead, an increasing number of Dutch are choosing to book their own plane tickets, helped by the volume of information available online, rather than buying all-in packages from travel agents. Destinations such as Turkey, catered to by low cost carriers continued to perform relatively well, with an abundance of cheap flights often offered at a last minute discounted price. EasyJet expanded the destinations that it serves in 2009, adding popular destinations Berlin and Rome, with plans to operate flights to Madrid. It also started offering the easyjet4parking service in October 2009, offering discounts of up to 70% on parking. Figure 15 reflects the distribution of Dutch arrivals to Jordan by mode of transport: Figure 15 - Dutch Arrivals by Type of Transport Source: NTVS

21 Airline Routes to Jordan Royal Jordanian operates five direct flights to Amman a week from Amsterdam Schiphol. With one flight per airline per week, seasonal charter flights are operated between Amsterdam and Aqaba during the winter months by Transavia Airlines and Arkefly. Indirect flights are not popular choices for Dutch travelers. Some of these are operated from Amsterdam to Amman by: KLM/Air France (via Paris) Lufthansa (via Germany) Austrian Airlines (via Vienna). Cruise Services to Jordan There are no cruise operators offering cruises to Jordan from the Netherlands however, there are reportedly a number of Dutch tourists using other European cruises, such as German cruise operators, to reach Jordan. Exact numbers are undetermined. 19

22 Travel Formalities TRAVEL PLANNING & BOOKING In 2009, Jordan relaxed its visa restrictions for many important markets, including the Netherlands. Dutch nationals traveling to Jordan on tour operated packages (in groups or as individuals) can now receive their visas upon arrival. Starting January 2011, an increase in visa fees will be applied for all nationalities as follows: One Visit 20 JD Two visits 30 JD 6 Months and Multiple Entries 60 JD Tourist Groups for Free Foreign Currencies Exchange (Euro & USD) JD 1 : For 1.5 Euro / 1.5 USD Table 13 - Jordan Entry Visa Fees (Starting 1/1/2011) Source: MOTA A departure tax of JD8 (US$12) was reintroduced in summer Travel Decisions & Bookings The most important information source when making holiday plans is travel websites on which holidaymakers themselves share their experiences. Equally important are recommendations from family, friends and acquaintances. Travel agency and accommodation brochures and websites of travel or accommodation providers are also important when researching holiday options. Visits to a travel agency are less important and advertisements in magazines and newspapers are even less influential. Dutch bookings for international trips are made through a mix of online tour operators and the more traditional retail travel agents. In 2008 ANVR members organized 17.6 million outbound trips, which allowing for a total of about 23 million outbound trips, holiday and other, suggests that about three quarters of outbound trips are organized by the travel trade. According to ANVR reports in 2010, 70% of holidays organized by their members are booked online, 21% by a visit to the travel agency and 4% are booked on the telephone. However, analysis of the NTVS showed that only 15% of visitors to Jordan from the Netherlands in came on a package tour. The same survey said that 15% of arrangements for Dutch visitors were made by travel agents. 20

23 Tour Operators & Travel Agencies The leading travel agents and tour operators tend to be generalists, conducting business in all segments of the market, including FIT and group tours, leisure, business, MICE, ticketing and car rental. There are 209 tour operators members of ANVR (the Dutch Association of Travel Companies). There are 1,713 travel agency members of ANVR, among which 1,585 are leisure orientated and 138 business-orientated. The leading companies offer tours to Jordan, which may be offered in conjunction with Egypt, Syria or Israel. Travel agents sell only tour operator packages to Jordan and have no direct travel offerings. Leading Tour Operators Leading Retail Travel Agencies TUI Netherlands BCD Travel OAD OAD Thomas Cook Nederlands Globe Sundio Group D-Reizen ANWB Reizen Group TUI Netherlands Table 14 - Leading Tour Operators and Travel Agencies Source: JTB MBR Netherlands Online Travel There are 5.6 million internet users in the Netherlands (34% of the population) according to Internet World Stats. The Dutch use the internet as a vital source of research in deciding on their holidays. It is said that Dutch travelers typically spend about 10 hours researching a holiday online. According to ANVR, 65% of visits to Jordan are booked through an online tour operator a much higher proportion than the general Dutch market pattern of 35%. The most popular search engine in the Netherlands is 21

24 MEDIA With numerous publication launches in there is a growing media landscape throughout the Netherlands. There is also large growth in online newspapers with rapidly growing readerships a trend that bucks the OECD average. Leading trade magazines include: Reisrevue Reisburo Actueel Travelution High Profile Meridian Travel. Online trade publications include: OpReisGids.nl Tourpress Travelution.nl All trade magazines and publications may carry at least 6 articles/news items on Jordan a year. Roughly in order of importance, newspapers and consumer magazines with travel sections include: Telegraaf Metro Spits De Pers. Regional newspapers are also of key importance for travel sections throughout the country. All of these generally carry an article or news items about Jordan 1-4 times per month. Significant online publications include: Telegaaf.nl Trouw.nl Verkantie.nl De Pers. These sites cover Jordan around 6-12 times per year. Three of the major Dutch television channels, Nederland 1, Nederland 3, and RTL, featured Jordan in the last year. 22

25 Strengths & Weaknesses IMAGE & PERCEPTIONS OF JORDAN Jordan is regarded by the Dutch as a safe and hospitable destination with good value for money and relatively easy accessibility. In the Netherlands approximately 85% of media coverage of Jordan is positive. The dominating theme of media coverage about tourism to Jordan is history and culture. Other themes include: Figure 16 - Media Coverage on Jordan by Niche Source: JTB MBR Netherlands Reports about Jordan normally cover multiple destinations, with 40% featuring Petra, Wadi Rum and the Dead Sea. Broken down individually, Petra and the Dead Sea receive 15% of all coverage when featured individually, Aqaba 10% of coverage and Wadi Rum 8%. There is very little media coverage of Madaba and Jerash. Analysis of the NTVS showed that 84% of Dutch visitors to Jordan considered their trip outstanding, while another 14% enjoyed their visit without giving it the highest rating. Some 82% said they would like to come again, while 88% would recommend Jordan to friends or relatives. 23

26 Competition According to JTB s MBR in the Netherlands, Jordan s main competitors in the Dutch market include: Figure 17 - Jordan s Competitors by Niche Source: JTB MBR Netherlands More affluent travelers are interested in exotic destinations around the world, including Latin America and sub-saharan Africa. Asia is probably the favorite given the Netherlands historical links with Indonesia and other parts of the region. Mid-market/budget travelers are more focused on price and value for money, so Turkey, Egypt and Thailand are popular holiday destinations. Figure 18 - Competing Destinations by Segment Source: JTB MBR Netherlands Egypt appears to be the most direct competitor with the most similar range of tourism offerings. 24

27 PROSPECTS ANVR reports that overall holiday bookings for summer 2010 (starting April ) were 1% behind those of the same period last year which were themselves far behind the level of those in However, bookings for flight-based travel were up 3%, with those to long-haul destinations up much more than those to Europe. JTB s MBR in the Netherlands expects some further expansion in the Netherlands market to Jordan in 2011 and over the foreseeable future, despite predictions of intercontinental travel facing a general decline. ANVR reported in May 2010 that summer bookings to Jordan were up an extraordinary 53%, significantly better than Egypt s 33%. A research conducted for the JTB concluded that Jordan was a particularly good match for the Dutch market in the following segments: 25

28 SOURCES The principal sources used for this market profile are: Central Bureau voor de Statistiek (CBS) Continu Vakantie Onderzoek (Continuous Holiday Survey) (CVO) Dutch Association of Travel Companies (ANVR). International Monetary Fund (IMF) IPK International s European Travel Monitor. Jordan Tourism Board (JTB) JTB Market-Based Representative Netherlands (JTB MBR) Ministry of Tourism and Antiquities (MOTA) The Netherlands Board of Tourism & Conventions (NBTC) (including the NBTC-NIPO Domestic Tourism Report 2008). United Nations Population Division USAID/Jordan Tourism Development Project (JTDP) 2009 study Tourism Patterns in Jordan: Analysis of the National Tourism Visitor Survey World Tourism Organization (UNWTO) 26

29 LIST OF ABBREVIATIONS ANVR Avg. EU FIT GDP JTB JTDP MBR MICE mln MOTA NTVS OECD PPP UNWTO USAID VFR Dutch Association of Travel Agents and Tour Operators Average European Union Frequent Independent Traveler Gross Domestic Product Jordan Tourism Board Jordan Tourism Development Project Market-Based Representative Meetings, Incentives, Conferences and Exhibitions Million Ministry of Tourism and Antiquities National Tourism Visitors Survey Organization for Economic Co-operation and Development Purchasing Power Parity United Nations World Tourism Organization United States Agency for International Development Visiting Friends and Relatives 27

30 LIST OF FIGURES & TABLES Figure 1 - Various Nationalities in the Netherlands (2005) 5 Figure 2 - Consumer Confidence Indicators 6 Figure 3 - Dutch Outbound Travel by Segment (2009) 8 Figure 4 - Dutch Arrivals in Selected Competing Destinations (2008) 9 Figure 5 - Outgoing Tourist Expenditure by Sector, Value: 2008 / Figure 6 - Distribution of Dutch Visitors by Type of Holiday 11 Figure 7 - Leisure Departures by Type (%), Figure 8 - Dutch Tourism Arrivals to Jordan Figure 9 - Dutch Arrivals to Jordan per Month ( ) 14 Figure 10 - Dutch Arrivals to Jordan by Purpose of Trip 14 Figure 11 - Dutch Visitors Accommodation Preferences 16 Figure 12 - Total Arrivals and Nights in Hotels for the Netherlands Distributed by Location and Classification 2009 / Based on Packaged Tours 16 Figure 13 - Daily Expenditure by Dutch Tourists in Jordan (JD) 17 Figure 14 - Most Attractive Sites in Jordan as Rated by Dutch Travelers 17 Figure 15 - Dutch Arrivals by Type of Transport 18 Figure 16 - Media Coverage on Jordan by Niche 23 Figure 17 - Jordan s Competitors by Niche 24 Figure 18 - Competing Destinations by Segment 24 Table 1 - Currency Exchange Rates Euro ( ) against US $ and JD ( ) 4 Table 2 - Dutch Age Distribution 4 Table 3 - The Netherlands Key Economic Indicators 6 Table 4 - The Netherland s Outbound Trips in Millions ( Table 5 - The Netherland s Top Outbound Destinations (Millions) 8 Table 6 - Dutch Expenditure on International Travel ( e) 9 Table 7 - Public Holidays in the Netherlands 10 Table 8 - School Holidays in the Netherlands 10 Table 9 - Average Length of Stay Abroad / Trips (2008) 11 Table 10 - Average Length of Stay Abroad / Travelers (2008) 12 Table 11 - Jordan s Penetration of Dutch Outbound Market by Purpose of Travel 15 Table 12 - Profile of Dutch Visitors to Jordan 15 Table 13 - Jordan Entry Visa Fees (Starting 1/1/2011) 20 Table 14 - Leading Tour Operators and Travel Agencies 21 28