Motivations to take a holiday
O i th l k f t t ith l l
28.2
0 10 20 30 40 50 60 70 80 90
Contact with locals
One in three looks for contact with locals
18.4
17.4
Museums and exhibitions
Extraordinary experience
15.3
11.9
11
Wellness
Sport
Pl f iliti f hild .5
6.8
6.4
Right now, in many industries, the risks are greater than the
opportunities
• For tourism, the opposite is true:
– the opportunities are greater than the risks
– but competition among the holiday countries and regions is but competition among the holiday countries and regions is
growing
– only those able to offer solutions customised to their target holidaymaker
groups will be successful maker groups will be successful