A study by Ipsos in Spain, in collaboration with Turespaña, and Mabrian, looks at what we can expect from international and domestic tourism this summer and beyond. It combines public opinion data from an international (14-country) survey, findings from Spain, and data from online flight searches and availability.
The data tells us that 2021 should not be considered lost in terms of tourism. There are six months ahead, full of opportunities to take advantage of. While there remains uncertainty about the safety and logistics of international travel, our survey finds that many are getting ready to book vacations in 2021. The most willing to do so is Italy (62%), followed by Spain (58%) France (51%), Great Britain (48%) and Germany (48%).
In Europe, more are opting for domestic travel than international trips and the “staycation” trend is increasingly popular in countries that are still waiting for restrictions to be lifted. This means that international travel plans are likely to be delayed to later in the year, so we can expect tourists to increasingly travel outside of the “peak” season.
Looking at preferred destinations, Spain remains the top choice within Europe, although searches for flights to the country are down 27% on 2019.
When on holiday this season, tourists are looking to spend more time doing more personalised activities with their “bubble”. Outdoor and sporting activities, eating outside and spending time on terraces are all popular experiences on the tourist agenda.
Find out more in our report Understanding the International Tourist.
Be-Italy! Exploring the dynamics of Italy’s international reputation
Ipsos in Italy has completed a research study looking at the attractiveness of the country abroad. It comprised an online survey of the general public in 19 countries (N=500 per country, including 200 in higher socioeconomic grades. In addition, 40 interviews were conducted with international business leaders and a social listening exercise was carried out in three languages: English, French and Spanish.
[WEBINAR] Are we ready to share again?
Join us for a complimentary webinar as Ipsos’ Frank Forkin (President, Automotive Client Organisation), John Kiser (SVP of Automotive & Mobility), and Mike VanNieuwkuyk (SVP of Automotive Advisory) share the latest findings from our 2021 Module 3 Mobility Navigator focused on Shared Mobility.