inspektour and the DITF presented this morning the first results from the Destination Brand 20 study, which examined the brand value of destinations in ten countries at the end of 2020 in times of Corona.
How is the perception of German and international destinations during the Corona pandemic at home and abroad? This question was the focus of the Destination Brand 20 study conducted by inspektour in cooperation with the DITF of the West Coast University of Applied Sciences, the results of which were presented to more than 100 interested DB20 customers during a webinar on February 11, 2021.
Within the scope of population-representative online surveys, the brand value of destinations and the influence of Covid-19 on the willingness to visit were investigated in ten central outgoing markets from October to December 2020. In addition, among other things, potential vacationers’ strategies for future travel were comparatively queried in all markets. The results show that the “strategies” for future vacations are similar in the central source markets: Hygiene and safety are top priorities everywhere. In central incoming countries for the recovery phase (Austria, Switzerland and the Netherlands), Germany has also become even better known (unsupported survey) – as it has in China. Outside Germany, it is mainly the big cities that are associated with Germany as destinations. With regard to longer vacation trips, the intentions to travel abroad in the European source markets indicate that international tourism will also pick up again as soon as possible. In the case of short breaks abroad, plans are somewhat more restrained overall. For the German source market, it can be added that short breaks within the next 12 months are more likely to be taken in Germany. Regions, small towns and municipalities are the preferred destination types. Interest in nature-based vacation activities has risen slightly compared with the previous year, with the highest positive change being in the theme “culinary”.