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Sustainability in German Tourism Destinations

Presentation of the Study Results Dörte Kasüske, Consultant at mascontour GmbH

Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin 1 18 June 2015

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Background

§  Tourism des+na+on development worldwide is guided more than ever by the principle of sustainable development.

§  So it is in Germany, where sustainable tourism has been a subject of debate for about 30 years.

§  Since years, market research has suggested that sustainable prac+ces are ever more important to German travellers.

§  In the past, policymakers, des+na+ons and companies have taken a variety of steps to make tourism development in Germany more sustainable.

Sustainable Tourism in Germany

The ques9on: What exactly can we say about the current state of sustainable tourism in Germany?

18 June 2015 Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin


How did we design the study?

§  Methodology: Online survey §  Dura9on: November to December 2014 §  Topics discussed: -  Understanding and Importance -  Responsibility and Commitment -  Implementa+on -  Need for Ac+on

§  Target group: Des+na+on management organisa+ons of all -  Federal states of Germany -  Tourism regions and local tourism associa+ons -  Ci+es with a popula+on of over 100,000

Methodology and Sta9s9cs



Percentage of the Sample

4

430 Popula9on (respondents) Sample (par9cipants)

134

Federal states: 16

Tourism regions: 312

Ci9es: 102

Federal states: 10

Tourism regions: 93

Ci9es: 31

Methodology and Sta9s9cs

Who par9cipated?

Download the complete study at www.mascontour.info/befragung/



Key Results – Understanding and Importance

Ques%on: “From the list below, please select five terms that you most associate with sustainable tourism.”

1.   The German tourism des9na9ons have a clear and comprehensive understanding of what sustainable tourism means.



Now

In five years

Key Results – Understanding and Importance

Ques%on: “How important is sustainability for tourism in…

2.   Sustainability does not play a major role for German tourism des9na9ons yet, but in their own view, this is going to change significantly in the next few years.

...Germany in general?“ ...your des%na%on?“



Key Results – Responsibility and Commitment

Ques%on: “In your opinion, which of the following stakeholders should bear most of the responsibility for sustainable tourism in Germany? Please rank the following six actors according to importance.”

Rank 1 Policymakers 2.7* Rank 2 Tourism companies 2.9 Rank 3 Des9na9ons 3 Rank 4 Tourism associa+ons 3.5

Rank 5 Consumers/guests 4.3

Rank 6 Associa+ons (environmental, social, cultural, etc.) 4.6

* Average rank

3.   It is believed that policymakers should bear most of the responsibility for sustainable tourism development in Germany.



Key Results – Implementa9on

Ques%on: “Which of the following ac%vi%es require strong commitment to the promo%on and/or implementa%on of sustainable tourism?”

4.   The steps taken by German des9na9ons primarily focus on the conserva9on and promo9on of tradi9ons, customs and cultural iden99es and on the responsible use of cultural heritage and a^rac9ons.



Key Results – Need for Ac9on

5.   Altogether, there is believed to be urgent need for implemen9ng sustainable tourism. Some achievements have been made, but there is s9ll a lot to do.

18 June 2015

“In which of the following areas is in your opinion (s%ll) urgent need to act in order to promote and/or implement sustainable tourism?”

Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin

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§  BUT 22% of all Germans already consider sustainability aspects when travelling

§  Additional 61% would like to do so, if…

6.   Sustainable tourism is considered to be of li^le importance to consumers/guests at this point.

*Source: FUR Reiseanalyse 2014

1.  there wouldn’t be additional costs involved

2.  sustainable trips would also satisfy their travel demands

3.  they would have more information 4.  there would be a sustainability label 5.  there would be more offers 6.  they would know more about the

benefits of sustainable travel

7.  public transport could be assured in the destinations

8.  it wouldn’t be so difficult to find offers 9.  travel agencies would offer advices for

sustainable travel 10.  there would be sustainable travel

options that perfectly fit their expectations

…

Key Results – Responsible tourists


So, what can travellers actually do to travel more responsible?

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Key Results – Responsible tourists

Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin 18 June 2015


Thank you!

12 18 June 2015

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Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin

sustainability drinks #12 - mascontour

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