DB21 webinar: Presentation of key results to around 200 DMO representatives from Europe
Yesterday morning, inspektour presented the first results from the current Destination Brand 21 study – on the thematic competence of 170 destinations in ten source markets – to an international audience.
For which holiday activities are destinations considered suitable by your target groups? How high is the general interest in almost 60 holiday activities in the source markets? And how can the general travel intentions be described?
These questions were the focus of the Destination Brand 21 study conducted by inspektour, the results of which were presented to around 200 DMO representatives from Europe yesterday morning during a webinar.
Within the framework of population-representative online surveys, the theme competence of destinations was examined in ten central outgoing markets from October to December 2021. The influence of Covid-19 on the willingness to visit as well as the general travel intentions were also evaluated in analogy to the previous study DB20. In addition, potential holidaymakers were asked about possible shifts in their attitudes towards future travel choices.
The result shows that the relevance of these corona travel strategies still exists, especially for the hygiene and safety aspects – however, compared to DB20, this is (often significantly) declining across source markets.
The general intention to travel abroad within the next 12 months has increased (slightly to significantly) in most source markets compared to DB20 – for both short and long holidays, while for the period within the next 3 years there are almost universal declines compared to DB20. This also applies to Germans’ domestic travel intentions for both time periods, both in terms of short holidays and longer holidays.
Overall, interest in holiday activities is generally constant in the ranking of holiday activities compared to previous studies; in individual source markets, slight (e.g. in source market DE “Relax and rest” -2% points to DB20) to significant (e.g. in source market DE “Enjoy culinary / gastronomic specialities” -8% points) declines in the share values can be observed among the top 10 holiday activities.
The recording of the webinar can be found here – the handout is available for download.
Further DB21 webinars with a focus on the perception of business travel destinations, city destinations, alpine regions, coastal travel destinations but also specifically for Austrian travel destinations are planned. Below you will find the corresponding dates and further information. Our webinars are free of charge. You are welcome to register directly:
17.03.2022 I 10 am CET I DB21 Business-Webinar
“Presentation of first selected results for business travel destinations“
Language of presentation: German
22.03.2022 I 10 am CET I DB21-Webinar
“City tourism in the second year of the coronavirus pandemic”
Language of presentation: English
29.03.2022 I 10 am CET I DB21-Webinar
“The theme competence of Austrian destinations in the DACH region“
Language of presentation: German
21.04.2022 I 10 am CET I DB21-Webinar
“The theme competence of low mountain ranges and Alpine regions“
Language of presentation: German
28.04.2022 I 10 am CET I DB21-Webinar
“The theme competence of coastal destinations“
Language of presentation: German
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