tourism in figures - toerisme vlaanderen · 2014. 8. 14. · 3 table of content a. economic...

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Tourism in Figures2013the Spanish market in Flanders

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TABLE OF CONTENT

A. ECONOMIC INDICATORS 5

B. THE SPANISH MARKET IN FLANDERS 7

1. Key figures 7

2. Distribution within Flanders 7

3. Trends 10

4. Motive of stay 14

5. Type of accommodation 15

6. Seasonality 16

7. Country benchmark 18

C. PROFILE OF THE SPANISH LEISURE MARKET IN FLANDERS 21

The Spanish market Fout! Bladwijzer niet gedefinieerd.

1. Profile 21

2. Competitive position and motivation 22

3. Characteristics of the trip 23

4. Information sources 24

5. Activities 24

6. Satisfaction and return visit 24

7. Spending 25

D. CONCEPTS AND DEFINITIONS 27

E. LIST OF TABLES AND FIGURES 28

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A. ECONOMIC INDICATORS

Table 1: Trend of the Spanish economy 2009-2013

2009 2010 2011 2012 2013 09-13

GDP, real (x1000 000€) 950 948 949 933 922 -3,0%

Consumer spending (x1000 000 €) 541 542 536 521 510 -5,8%

Consumer Price Index 110,4 112,4 116,0 118,8 120,5 +10,1%

Source: VISIT FLANDERS based on TDM

Figure 1: Trend of the Spanish economy 2009-2013


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Table 2: Trend of the Spanish population 2009-2013

2009 2010 2011 2012 2013 09-13

Population 46.393.900 46.599.500 46.761.600 46.747.000 46.808.800 +0,9% Population, 65+ 16,7% 17,0% 17,3% 17,6% 17,7% +0,9* Unemployment rate 18,0% 20,1% 21,7% 25,0% 26,4% +8,4*

* in percentage point Source: VISIT FLANDERS based on TDM

Figure 2: Spanish Outbound Travel 2009-2013 (spending, euro)


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B. THE SPANISH MARKET IN FLANDERS

1. Key figures

Table 3: Total foreign and Spanish market in Flanders 2013

Overall total Spanish % Spanish Ranking Spanish foreign travellers travellers market arrivals 6.411.852 314.776 4,9% 5th overnight stays 13.839.313 649.330 4,7% 6th length of stay (nights) 2,2 2,1 - -

Source: VISIT FLANDERS based on GDS

2. Distribution within Flanders

Table 4: The Spanish market in Flanders by region 2013

arrivals % overnights % Flemish region 129.963 41% 233.740 36% Brussels region 184.813 59% 415.590 64% Flanders 314.776 100% 649.330 100%


Figure 3: The Spanish market in Flanders by region 2013 (arrivals (left) and overnights (right))


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Figure 4: Spanish overnights in Flanders 2013


Table 5: The Spanish market in Flanders by destination 2013

overnights % Coast 7.562 1% Art cities 589.791 91% Flemish countryside 51.977 8% Flanders 649.330 100%


Table 6: The Spanish market in the Art cities 2013

overnights % Antwerp 28.181 5% Bruges 88.361 15% Brussels 415.590 70% Ghent 45.151 8% Leuven 8.831 1% Mechelen 3.677 1% Art cities 589.791 100%


Art cities

Coast

Flemish countryside

Walloon Region

Flanders

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Figure 5: Spanish overnights in the Art cities 2013


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3. Trends

Table 7: Trend of Spanish overnights, arrivals and average length of stay in Flanders 2004-2013

2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013* 04-13 Overnights (x1.000) 406 432 455 504 543 551 630 687 644 649 +60,1% Arrivals (x1.000) 215 227 236 257 276 274 316 341 314 315 +46,4% Aver. length of stay** 1,89 1,91 1,93 1,96 1,97 2,01 1,99 2,02 2,05 2,06 +9,3%

Source: VISIT FLANDERS based on GDS *B&Bs included

**nights

Figure 6: Trend of Spanish overnights in Flanders 2004-2013


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Figure 7: Trend of Spanish arrivals in Flanders 2004-2013


Figure 8: Trend of the average length of stay of Spanish in Flanders 2004-2013


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Table 8: Trend of Spanish overnights in Flanders 2009-2013

2009 2010 2011 2012* 2013* 09-13 Coast 4.118 5.930 5.165 5.289 7.562 +83,6% Art cities 510.226 578.954 636.235 585.819 589.791 +15,6% Antwerp 26.507 27.356 30.908 32.425 28.181 +6,3% Bruges 79.732 85.179 102.097 85.729 88.361 +10,8% Brussels 363.357 420.204 453.355 415.889 415.590 +14,4% Ghent 31.585 36.996 39.122 39.759 45.151 +43,0% Leuven 7.364 7.023 8.530 7.739 8.831 +19,9% Mechelen 1.681 2.196 2.223 4.278 3.677 +118,7% Flemish countryside 37.098 45.453 46.007 52.958 51.977 +40,1% Flanders 551.442 630.337 687.407 644.066 649.330 +17,8%

Source: VISIT FLANDERS based on GDS *Bed & Breakfast included

Figure 9: Trend of Spanish overnights in Brussels and Bruges 2009-2013


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Figure 10: Trend of Spanish overnights in Antwerp, Ghent, Leuven, Mechelen 2009-2013


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4. Motive of stay

Table 9: The Spanish market in Flanders by motive of stay 2013 (overnights)

Leisure Congress, conference and

seminar

Other business

Total

Coast 6.600 87% 691 9% 271 4% 7.562 100% Art cities 403.612 68% 127.252 22% 58.927 10% 589.791 100% Antwerp 17.065 61% 6.987 25% 4.129 15% 28.181 100% Bruges 79.453 90% 6.804 8% 2.104 2% 88.361 100% Brussels 268.498 65% 105.549 25% 41.543 10% 415.590 100% Ghent 33.056 73% 5.432 12% 6.663 15% 45.151 100% Leuven 4.048 46% 1.723 20% 3.060 35% 8.831 100% Mechelen 1.492 41% 757 21% 1.428 39% 3.677 100% Flemish countryside 23.323 45% 13.367 26% 15.287 29% 51.977 100% Flanders 433.535 67% 141.310 22% 74.485 11% 649.330 100%


Figure 11: The Spanish market in Flanders by motive of stay 2013 (overnights)


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5. Type of accommodation

Table 10: The Spanish market in Flanders by type of accommodation 2013 (overnights)

Coast % Art cities % Flemish

countryside % Flanders %

Hotel 5.798 77% 552.683 94% 40.226 77% 598.707 92% Bed & Breakfast 279 4% 6.812 1% 3.732 7% 10.823 2% Camp site 1.059 14% 5.633 1% 5.658 11% 12.350 2% Holiday park 219 3% 0 0% 816 2% 1.035 0% Acc. for groups 207 3% 24.663 4% 1.545 3% 26.415 4% Total 7.562 100% 589.791 100% 51.977 100% 649.330 100%


Figure 12: The Spanish market in Flanders by type of accommodation 2013 (overnights)


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6. Seasonality

Figure 13: Spanish overnights in Brussels – seasonality 2013


Figure 14: Spanish overnights in Antwerp, Bruges, Ghent, Leuven, Mechelen – seasonality 2013


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Figure 15: Trend Spanish overnights in Flanders – seasonality 2008-2013


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7. Country benchmark

Table 11: Trend and forecast of the Spanish market in Flanders and competitive destinations (2009-

2018, x1.000, in arrivals)

destination 2009 2010 2011 2012 2013 2018 2009-2013 2013-2018 Flanders 274 316 341 314 315 358 +14,9% +13,7% Western Europe 13.625 13.591 14.463 14.342 13.838 16.770 +1,6% +21,2% sum competitors 4.579 4.744 5.021 4.585 4.115 5.119 -10,1% +24,4% Austria 249 275 326 312 297 301 +19,2% +1,3% Germany 761 843 890 890 876 947 +15,1% +8,1% Ireland 256 214 237 239 248 357 -3,0% +43,6% Italy 2.463 2.485 2.610 2.268 1.889 2.450 -23,3% +29,6% Netherlands 351 440 425 406 374 466 +6,5% +24,7% Switzerland 213 221 229 220 208 289 -2,2% +39,1% Czech Republic 285 267 303 251 222 309 -22,2% +39,2%

Source: VISIT FLANDERS based on TDM and GDS

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Figure 16: Trend and forecast of the Spanish market in Flanders, Western Europe and competitive

destinations (2007-2018, in arrivals)


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Figure 17: Trend and forecast of the Spanish market in Flanders and competitive destinations (2007-

2018, in arrivals)


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C. PROFILE OF THE SPANISH LEISURE MARKET IN FLANDERS This chapter is based on “the holiday maker in Flanders 2011”, an extensive market study carried out every five

years in Flanders. In this section we focus on the main characteristics of the Spanish leisure market in Flanders.

We look at the profile, motivations, characteristics of the trip, information source, activities, satisfaction and

spending of the foreign tourist in Flanders.

Spanish tourists accounted for 687,000 overnight stays in Flanders in 2011. Of those, 488,000 were for leisure.

The Spanish market, after our neighbouring countries, is the biggest foreign market for Flanders. The trend in

Spanish overnight stays has been strongly positive in recent years, showing average annual growth of +7% in

the last five years. 93% of Spanish overnight stays are in the art cities, the majority in Brussels.

The Spanish tourists come mainly from the region of Catalonia. 40% are from this region. The region of Madrid

is a major home region, accounting for 27% of the Spanish tourists. The other Spanish regions are less

significant.

1. Profile

The Spanish tourist surveyed in the art cities is, along with the Italian tourist, among the youngest. The

average age is 42. The Italians are a little younger. The majority of the Spanish tourists (42%) are between 35

and 49. Young and middle-aged people are equally represented, at 28%. The older age categories are barely

evident.

Figure 18: Age of the surveyed Spanish overnight leisure tourist in the art cities

Almost half of the Spanish tourists are from a family in which the head of the family is a white collar employee.

One quarter are executives, entrepreneurs or from the liberal professions. The other profession categories are

narrower, but approximately equally well represented at 8 to 9%. For no other nationality are blue collar

workers so prevalent.

45% of the heads of the family have a certificate of higher non-university education, 34% graduated from

university. Compared with the other markets, primary and lower secondary education score notably high, at

10%.

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Table 12: Profession and educational level of the head of the family of the Spanish overnight

leisure tourist in the art cities

Profession of head of family art cities Blue collar worker 9% White collar employee 49% Executive, entrepreneur, liberal profession 24% Self-employed 8% Retired early 8% Other non-working 2% Total 100% Educational level of head of family Primary or lower secondary education 10% Higher secondary education 11% Higher non-university education 45% University education 34% Total 100%

2. Competitive position and motivation

Of the Spanish tourists, just 2% had an alternative destination in mind.

On average, Spanish tourists have about three reasons for travelling to the art cities. 61% of the Spanish

tourists in our art cities say that they come for things such as the name and reputation of the cities. This is the

most frequently cited reason. 52% say they wish to enjoy a new experience. The heritage of the many places

of interest are also important motivators. The score given to art and historical heritage is notably high

compared with the other nationalities. The Spanish tourists are price-conscious, it seems. For 23%, a

promotion was the deciding factor in their visit to a Flemish art city. Only for Italians and Scandinavians was

this also a deciding factor. The recommendations of family and friends was a reason given by 22% of the

Spanish tourists, which is a high percentage.

Figure 19: Top 5 reasons for Spanish tourists visiting the art cities

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3. Characteristics of the trip

The overwhelming majority of Spanish groups come to the art cities without children. The average group size

is 2.4 people. 1.8 people in the group belong to the same family.

Table 13: Travel group of the Spanish overnight leisure tourist in the art cities

Art cities Family/group with children 7% Family/group without children 93% Total 100% Average family size 1.8 Average group size 2.4

The Spanish tourists come to our destination, as expected, by aircraft.

65% arrive via the airport in Zaventem and almost 30% via Charleroi. Foreign airports play virtually no role.

The next most important mode of transport, with 18%, is the coach. This is conspicuously high compared with

the other nationalities. Another 12% of the Spanish tourists arrive by car.

Table 14: Transport taken by the Spanish overnight leisure tourist to the art cities

Art cities Car 12% Ordinary train 1% HST, Thalys or Eurostar 1% Coach 18% Aircraft 69% Total 100%

Almost all Spanish visitors book their accommodation before leaving. Just 8% contact the owner directly. The

rest book through an intermediary. More than half of the Spanish tourists that come to our art cities book

their trip through a travel agent. This is an extremely high percentage for European tourists. 31% book

through an online travel agency or booking site.

Although many trips are booked through the travel agent, the Spanish tourists do often use the Internet. 63%

book their trip online. 38% of the online bookings go through booking.com, and 20% through atrapalo.com, a

player with market share only in Spain.

Table 15: Accommodation reservation of the Spanish overnight leisure tourist in the art cities

Art cities Not booked in advance 2% Directly through the operator 8% Through an agent: 91%

Booking site, online travel agent 31% Travel agency, tour operator 53% Other 7%

Total 100%

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4. Information sources

Just about all of the Spanish tourists researched their trip in advance. The Internet was the main source; it was

used by 68% of the Spanish tourists. In second place come brochures and other printed matter. For no other

nationality does this source score as high. Friends, family and acquaintances were also cited as sources of

information, by more than half of the Spanish tourists.

Table 16: Information sources used by the Spanish overnight leisure tourist in Flanders

Art cities No research/Past experience 2% Research in advance 98% Total 100% Details checked in advance, overall basis: Online information and websites 68% TV, radio or press 15% Informal channels (family, friends and acquaintances) 53% Brochures, folders, printed matter 55% Travel guide, tourist guide 5% Other information 2%

5. Activities

No other tourist does as many activities as the Spanish tourist, on average 6.8. Just about every Spanish

tourist goes walking in the city centre. Nine in ten also visit monuments and historical buildings, as well as

notable churches. 71% of the Spanish tourists in the art cities enjoy the gastronomy, 58% enjoys a beverage

on a café terrace and 57% visit a museum. Compared to the other nationalities, Spanish tourists also like to try

regional specialities (33%).

56% of the Spanish tourists also go on an excursion to another place in Flanders. This is almost always another

art city.

6. Satisfaction and return visit Just about all the Spanish tourists are at least satisfied with their stay in the art cities. 23% are even very

satisfied to extremely satisfied. This equates to a score of 3.3 out of 5.

They also give a positive evaluation of the value for money. Just about no Spanish tourists are dissatisfied with

this, whereas 60% are very satisfied to extremely satisfied. This means that of all the tourists, the Spanish

tourist is the most satisfied with the value for money offered in the art cities. He gives 3.6 out of 5, which is

more than any other market. The fact that a great many Spanish tourists visit because of a special promotion

probably plays a role.

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Figure 20: Satisfaction, in general and with value for money, of the Spanish overnight leisure

tourist in the art cities

When asked if they intended to return in the next three years to one of the Flemish art cities, 68% were

undecided. The group that answered “possibly” or “almost certainly” exceeds 20%. This group is twice the size

of the group that said they would not return. From the actual return visit it seems that 6% of the Spanish

tourists in the art cities had visited one of the Flemish art cities in the last 5 years.

Figure 21: Actual* and intentional** return visit by the Spanish overnight leisure tourist in the art

cities

* The last 5 years ** Within this and 3 years

7. Spending

A Spanish tourist spends on average 118 euros per person per night during his stay in the art cities. This is

fairly low compared with the other markets. The reasons for their stay already revealed that they are price

conscious. The Spanish tourist spends most on food and drink, followed by accommodation. For

accommodation in particular, spending is lower than average. Shopping is also an important category.

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Table 17: Average spend of the Spanish overnight leisure tourist in the art cities

Spend, per person per night (euros) Art cities Accommodation 31 Food/drinks 47 Attractions 11 Travel 5 Shopping 25 Other 0

Total 118

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D. CONCEPTS AND DEFINITIONS

In Belgium, the FPS Economy, Directorate-general Statistics is authorised to demand from all

commercial lodging facilities each month the number of persons who stayed in the facility for

payment. Two basic indicators are obtained in this way: the number of arrivals and the number of

overnight stays.

Along with the division by accommodation form (hotels, camp sites, holiday parks and

accommodations for target groups), the Directorate-general Statistics’ statistics give volume

characteristics (the number of arrivals and overnight stays), trip characteristics (length of stay,

motive of stay, period of stay, place of stay) and personal characteristics (country of origin of the

residential tourist).

In 2010, a new decree concerning the accommodation sector reorganized the different types of

accommodations. B&B's could register their figures starting 2012 in the new category 'B&B'. Before

2012, only B&Bs with a hotel licence were represented in the statistics, in the category 'hotel'.

Because of this change, there is a deviation in the trend between 2011 and 2012. Please use the

five-year trend with caution.

Roughly speaking, the number of arrivals corresponds with the number of residential tourists, with

the qualification that each tourist is counted as an ´arrival´ each time he or she uses a new

accommodation. For this reason, the number of arrivals does not precisely correspond to the number

of holidays or business trips in our country. An example: hikers can generate several arrivals during 1

holiday, by staying in different successive lodging facilities. The volume of overnight stays is the sum

of all overnight stays which are coupled with the registered arrivals.

The data in this report are excluding overnights in accommodations for rent.

‘Flanders’= Brussels + Flemish Region.

For more detailed figures see ‘Tourism in figures XL’ www.toerismevlaanderen.be/figures (in English), www.toerismevlaanderen.be/cijfers (Dutch) or contact [email protected].

http://www.toerismevlaanderen.be/figures

http://www.toerismevlaanderen.be/cijfers

mailto:[email protected]

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E. E. LIST OF TABLES AND FIGURES Figure 1: Trend of the Spanish economy 2009-2013 .............................................................................................. 5 Figure 2: Spanish Outbound Travel 2009-2013 ....................................................................................................... 6 Figure 3: The Spanish market in Flanders by region 2013 (arrivals (left) and overnights (right)) ........................... 7 Figure 4: Spanish overnights in Flanders 2013 ........................................................................................................ 8 Figure 5: Spanish overnights in the Art cities 2013 ................................................................................................. 9 Figure 6: Trend of Spanish overnights in Flanders 2004-2013 .............................................................................. 10 Figure 7: Trend of Spanish arrivals in Flanders 2004-2013 ................................................................................... 11 Figure 8: Trend of the average length of stay of Spanish in Flanders 2004-2013 ................................................. 11 Figure 9: Trend of Spanish overnights in Brussels and Bruges 2009-2013 ........................................................... 12 Figure 10: Trend of Spanish overnights in Antwerp, Ghent, Leuven, Mechelen 2009-2013 ................................ 13 Figure 11: The Spanish market in Flanders by motive of stay 2013 (overnights) ................................................. 14 Figure 12: The Spanish market in Flanders by type of accommodation stay 2013 (overnights) .......................... 15 Figure 13: Spanish overnights in Brussels – seasonality 2013 .............................................................................. 16 Figure 14: Spanish overnights in Antwerp, Bruges, Ghent, Leuven, Mechelen – seasonality 2013 ..................... 16 Figure 15: Trend Spanish overnights in Flanders – seasonality 2008-2013 .......................................................... 17 Figure 16: Trend and forecast of the Spanish market in Flanders, Western Europe and competitive destinations

(2007-2018, in arrivals) ................................................................................................................................. 19 Figure 17: Trend and forecast of the Spanish market in Flanders and competitive destinations (2007-2018, in

arrivals) ......................................................................................................................................................... 20 Figure 18: Age of the surveyed Spanish overnight leisure tourist in the art cities ............................................... 21 Figure 19: Top 5 reasons for Spanish tourists visiting the art cities ...................................................................... 22 Figure 20: Satisfaction, in general and with value for money, of the Spanish overnight leisure tourist in the art

cities .............................................................................................................................................................. 25 Figure 21: Actual* and intentional** return visit by the Spanish overnight leisure tourist in the art cities ........ 25 Table 1: Trend of the Spanish economy 2009-2013 ............................................................................................... 5 Table 2: Trend of the Spanish population 2009-2013 ............................................................................................. 6 Table 3: Total foreign and Spanish market in Flanders 2013 .................................................................................. 7 Table 4: The Spanish market in Flanders by region 2013 ....................................................................................... 7 Table 5: The Spanish market in Flanders by destination 2013................................................................................ 8 Table 6: The Spanish market in the Art cities 2013 ................................................................................................. 8 Table 7: Trend of Spanish overnights, arrivals and average length of stay in Flanders 2004-2013 ...................... 10 Table 8: Trend of Spanish overnights in Flanders 2009-2013 ............................................................................... 12 Table 9: The Spanish market in Flanders by motive of stay 2013 (overnights) .................................................... 14 Table 10: The Spanish market in Flanders by type of accommodation 2013 (overnights) ................................... 15 Table 11: Trend and forecast of the Spanish market in Flanders and competitive destinations (2009-2018,

x1.000, in arrivals) ......................................................................................................................................... 18 Table 12: Profession and educational level of the head of the family of the Spanish overnight leisure tourist in

the art cities .................................................................................................................................................. 22 Table 13: Travel group of the Spanish overnight leisure tourist in the art cities .................................................. 23 Table 14: Transport taken by the Spanish overnight leisure tourist to the art cities............................................ 23 Table 15: Accommodation reservation of the Spanish overnight leisure tourist in the art cities ........................ 23 Table 16: Information sources used by the Spanish overnight leisure tourist in Flanders ................................... 24 Table 17: Average spend of the Spanish overnight leisure tourist in the art cities .............................................. 26 July 2014

tourism in figures - toerisme vlaanderen · 2014. 8. 14. · 3 table of content a. economic...

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