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© mascontour GmbH 2015
Sustainability in
German Tourism Destinations
Presentation of the Study Results
Dörte Kasüske, Consultant at mascontour GmbH
Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin1 18 June 2015
© mascontour GmbH 20152
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 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20153
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	
  
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 2015
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/
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20155
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.	
  
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20156
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?“	
  
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20157
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.	
  
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20158
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.	
  
18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
© mascontour GmbH 20159
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
© mascontour GmbH 2015 18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin10
§  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	
  
© mascontour GmbH 2015
So, what can travellers actually do to travel more responsible?
11
Key	
  Results	
  –	
  	
  Responsible	
  tourists	
  
Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin 18 June 2015
© mascontour GmbH 2015
Thank you!
12 18 June 2015
www.mascontour.info
Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin

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Sustainability Drinks #12 - Mascontour

  • 1. © mascontour GmbH 2015 Sustainability in German Tourism Destinations Presentation of the Study Results Dörte Kasüske, Consultant at mascontour GmbH Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin1 18 June 2015
  • 2. © mascontour GmbH 20152 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 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 3. © mascontour GmbH 20153 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   18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 4. © mascontour GmbH 2015 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/ 18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 5. © mascontour GmbH 20155 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.   18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 6. © mascontour GmbH 20156 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?“   18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 7. © mascontour GmbH 20157 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.   18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 8. © mascontour GmbH 20158 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.   18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin
  • 9. © mascontour GmbH 20159 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
  • 10. © mascontour GmbH 2015 18 June 2015Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin10 §  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  
  • 11. © mascontour GmbH 2015 So, what can travellers actually do to travel more responsible? 11 Key  Results  –    Responsible  tourists   Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin 18 June 2015
  • 12. © mascontour GmbH 2015 Thank you! 12 18 June 2015 www.mascontour.info Sustainable Tourism in German Tourism Destinations @ Sustainability Drinks Berlin