Tracey Poggio, chairman of Antor, speaks on how European destinations are reacting to market trends and the opportunities this presents to agents?
Brexit or not, Europe remains the UK?s top holiday destination, and is represented by 50% of Antor?s membership. But changing consumer behaviour, a move towards experiences rather than just places, generational differences and technology affect how our members re-invent themselves to attract tourists.
Gibraltar, Austria, the Netherlands, Finland and Greece are diversifying to target younger generations, experiential traveller and repeat visitors, highlighting year-round appeal so you can sell these destinations again and again.
Historically, Gibraltar?s pull with the British public has been via a long-held affection, often through its armed forces legacy. Today, the destination is appealing to a more youthful generation driven by events targeting audiences of different ages and interests. Vibrant new products such as the ?Thrill Seekers Trail? are capturing the imagination of the Instagram generation. Engaging with street artists and holding the ?of-themoment? annual International Music Festival have broadened brand appeal. It?s still important to highlight Gibraltar?s unique selling points for the UK, such as its sterling currency in times of currency volatility and its warm British welcome in the Mediterranean. Finding the right balance between the traditional and the cutting-edge is the focus for the coming years.
Austria promises Brits on their summer holiday that they will experience that one moment ? the moment they?ll remember for years to come. It could happen in an Alpine meadow in Tirol, surrounded by flowers; at the steepest point during an exhilarating mountain bike ride in SalzburgerLand; during a lazy summer day at the crystal blue lake of Zell am See-Kaprun; or as they explore centuries-old Innsbruck ? the moment is different for everyone. The Austrian National Tourist Office has sent some Brits to experience summer in Austria, to make it theirs and take the perfect selfie. See the results at www.Austria.info/summer.
In the Netherlands,the HollandCity strategy aims to spread international visits in time and space. One priority is to target repeat visitors who travel to Holland with their car, using one of the three main ferry providers; P&O Ferries, Stena Line & DFDS. Since these visitors drive in Holland, they can explore further afield ? and do so several times over a three-year period. The repeat visitor has seen the ?must-sees? and is open to new ideas. They have an interest in history, the Dutch Masters, stunning scenery and local traditions ? and want to relax with family and friends.
Finland is promoting its year-round Nordic appeal to inspire re-energising and active visits, with everything from the Northern Lights, Moomins, design and rally driving to heavy metal concerts and saunas. The country is the land of midnight sun and awe-inspiring Aurora Borealis, visible 200 days per year; and it?s the home of Santa Claus, activities such as husky-sledding, bearwatching and hiking in one of the 40 national parks or by the 188,000 lakes and the archipelago. Finnish cities offer a hip cultural scene and pure, local cuisine plus architectural treasures such as the modernist Oodi library in Helsinki?s beautiful city centre, Alvar Aalto?s unique buildings around the country and treehouse lodges in Lapland.
Greece aims to further establish itself as a leading destination combining islands and the multifarious mainland, offering authentic experiences all year, while enhancing the traditional ?sea and sun" model. The new strategy emphasises thematic experiences across all regions, showcasing Greece as an international destination for culture and gastronomy. The promotion of Greece?s thematic tourism to the UK market is a main priority of Ministry of Tourism this year. Cruising, diving, luxury, wellness, adventure, wineries and rural tourism are priorities as well as promoting new all year-round city breaks, integrating unique Greek features, such as beaches, into the city break product.
