rePort, MedieMinisteriet 2011

the nordic outbound travel Market

Potential and Possibilities

MeMber of:

readers guide
02
The report covers the outbound travel market in the Nordic Countries: Sweden, Denmark, Finland and Norway. Differences between the Nordic countries are relatively small, so all essential points cover all four markets. Country specific information is marked in italics. All chapters start with a summary of the most important points. This is followed by a more extensive review of the subject. The report is based on extensive research carried out in May-June 2011. All research sources are listed at the back.

Why invest in the nordic countries?

nordic countries are the third largest outbound travel market in europe. nordic tourists spend 90 % more money than the average European tourist on food, accommodation and attractions while on holiday. nordic tourists have 5-6 weeks holiday each year. The level of income in the Nordic countries is generally high and a record-high percentage of income is spent on travelling. nordic tourists are the best tourists in the world in terms of adaptability to foreign cultures. on average around 60 % of the nordic people take at least one vacation each year.

introduction
04
Medieministeriet has been working with the tourism and travel market for quite some time, and throughout this period we have experienced an increasing demand for more information about the Nordic outbound travel market among our clients and partners. This report should answer most questions about Nordic tourists and their great potential for the global tourism industry. Our goal is to introduce Nordic tourists to those who do not know them, explain who they are, how they act and what they prefer. And to explain the great potential of this particular market. In order to make the report relevant for as many parties as possible, it covers general tendencies across the four countries. We hope this can serve as a foundation when planning a strategy towards the Nordic market. If you want more detailed information, or if you want to know more about what this means for your destination, country or hotel, you are always welcome to contact us. Yours sincerely, Henrik Koch CEO, Medieministeriet

contents
P. 06 P. 08

01: The Nordic Travel MarkeT

P. 10

02: The Nordic couNTrieS

P. 14

03: The ecoNoMic SiTuaTioN iN The Nordic couNTrieS

P. 24

04: Travel habiTS

P. 28

05: iMporTaNT SegMeNTS

06: bookiNg behaviour aNd plaTforMS

suMMary

ThE worlds bEsT TourisTs

01: the nordic travel Market

06
01: ThE NorDiC TravEl MarkET

A recent research study revealed that Nordic tourists are the best tourists in the world - based on ratings in five different categories: 1. Willingness to speak the local language 2. Polite and approachable 3. Willingness to adapt to local culture 4. Willingness to try the local cuisine 5. Give a generous tip

Nordic tourists take the lead when it comes to willingness to speak the local language, and they come in second in the next three categories: polite and approachable, willingness to adapt to local culture and willingness to try the local cuisine. When it comes to giving a generous tip, Nordic tourists are only number four, but since they are so well represented in all other categories they earn the right to call themselves the best.

AlThough ThE Nordic couNTriEs ArE spArsEly populATEd, wiTh oNly 25 millioN iNhAbiTANTs, ThE Nordic rEgioN is A highly imporTANT mArkET for ouTbouNd TrAvEl, mAkiNg iT ThE Third lArgEsT ouTbouNd mArkET iN EuropE.
They are big spenders Nordic travellers spend more than USD 20 billion on travelling each year. Currently, travel spending per capita in the Nordic countries is among the highest in the world, far surpassing spending in Germany and England. They are frequent travellers The high spending power facilitates frequent travel, and almost nowhere in the world do people travel abroad as often as the Nordic tourists. They journey outside Europe More and more Nordic travellers (currently more than 18 %) head beyond the borders of Europe each year in search for leisure and culture. They plan more holidays Statistics show that the Nordic tourists are planning more holiday travels in 2011.

02: the nordic countries

08
02: ThE NorDiC CoUNTriES

sWeden

population: 9.4 million people capital: Stockholm (1,900,000 people) vacation: 6 weeks holiday each year

denMark

population: 5.5 million people capital: Copenhagen (1,182,000 people) vacation: 5-6 weeks of holiday each year

Finland

population: 5.4 million people capital: helsinki (1,364,000 people) vacation: 5-6 weeks of holiday each year

norWay

population: 4.9 million people capital: oslo (599,000 people) vacation: 5-6 weeks of holiday each year

03: the econoMic situation in the nordic countries

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03: ThE ECoNoMiC SiTUaTioN iN ThE NorDiC CoUNTriES

suMMary frEquENT TrAvEllErs big spENdErs

The level of income in the Nordic countries is generally high and a record-high percentage of income is spent on travelling. Nordic tourists per capita travel spending is among the highest in the world and they travel abroad more frequently than other tourists in the world. over the past ten years, the Nordic countries have had a noticeably greater increase in GDP than the average for Western Europe, and this is expected to continue in 2011. Nordic tourists private consumption is also seeing a positive trend. Since there is a close correlation between peoples private consumption and holiday consumption, this will have a positive influence on the amount of money spent on holiday travels to foreign destinations by Nordic tourists.

forEcAsT for growTh of ThE Nordic couNTriEs gdp iN locAl vAluE

gPd sWeden denMark 2011 +3.1 % +2.2 % +2.9 % +2.3 % 2012 +2.9 % +2.3 % +2.7 % +2.6 % 2013 +2.8 % +2.4 % * +2.7 % 2014 +2.5 % +2.4 % * +2.6 % 2015 +2.4 % +2.3 % * +2.4 %

12
03: ThE ECoNoMiC SiTUaTioN iN ThE NorDiC CoUNTriES

High Level of Income

The Nordic countries differentiate themselves from other countries by combining high standards of living and a relatively even distribution of income. However, the financing of the Nordic welfare model entails a heavy tax burden and a major redistribution of income compared to most other countries throughout the world. The level of income is generally high and differences in income levels are relatively small in the Nordic countries compared to other OECD countries. The Nordic economy is the 9th largest economy in the world, surpassed only slightly in size by Canada and Spain. Nordic tourists spend almost USD 700 billion each year with a record-high percentage of that sum pertaining to travel and tourism outside their own countries.

Finland norWay

* Figures not available Source: oxford Economics

over the past ten years, the nordic countries had a noticeably larger increase in gdP than the average in Western europe.
Larger GDP-increase than the Western Europe-average
Over the past ten years, the Nordic countries had a noticeably larger increase in GDP than the average in Western Europe (the 15 EU countries before enlargement). Measured by GDP per capita, the Nordic countries have a higher wealth than the EU-15. Norways GDP per capita is as high as 60 % above the EU-15 average, and Norway is actually one of the countries with the highest standard of living.

forEcAsT for growTh of Nordic TourisTs privATE coNsumpTioN

Private consumption is determined by peoples income to savings ratio.
Private consuMPtion sWeden denaMrk Finland norWay 2011 +2.4% +2.1 % +2.9 % +2.5 % 2012 +2.6 % +2.2 % * +2.5 % 2013 +2.6 % +2.1 % * +2.2 % 2014 +2.5 % +2.1 % * +2.1 % 2015 +2.5 % +2.1 % * +2.2 %

Economic Growth

Economic growth in terms of gross domestic product (GDP) is a good indicator for activity in business. This variable has an apparent correlation with business travel, but it also influences peoples holiday travel. The development in GDP has an impact on elements such as peoples wages, unemployment etc. and therefore also on peoples private consumption, which will affect peoples holiday consumption.

* Figures not available Source: oxford Economics

04: travel habits

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04: TravEl habiTS

suMMary lookiNg for luxury ANd uNiquE ExpEriENcEs

The Nordic tourists travel a lot and they will be travelling more in 2011 than in recent years. about 50 % of all their travels are to foreign countries and overseas holiday travel will become more popular in the future. The Nordic countries are the third largest outbound market in Europe. Nordic tourists are looking for a warm climate and cultural experiences when travelling, while package tours and city breaks are especially popular. They are becoming more and more demanding and will increasingly look for unique travel experiences in the future.

NumbErs doNT liE

In 2009, Swedish leisure travellers spent an average of 100 euro per person per day In 2005, Norwegians took more than six million vacations to foreign countries and Norwegian tourists also increased their average expenditure per person In 2006, Nordic tourists spent 27 billion euro on travelling, and that makes the Nordic countries the third largest outbound tourism marked in Europe, in front of France, Spain and Italy.

On average, each Danish tourist over the age of 15 spends about 1,167 euro on their holiday (including transport, accommodation and consumption) Danish tourists aged 24 to 44 are the biggest spenders with a travel budget of almost 1,340 euro per holiday The average holiday budget for Finnish tourists in 2010 was about 1,500 euro

How much do they travel?

Travelling is a distinction from peoples everyday life. People from the Nordic countries generally experience pressure during their leisure time, which means that travelling in the future will involve more, but shorter trips. Nordic people have long holidays compared to other countries. 5-6 weeks is the average for all four countries. They often take 3 successive weeks in the summertime, where they have the time to travel abroad.

In Norway, there has been an increase of 4.6 % in travelling abroad from 2006-2011 and since the millennium, Swedes holiday travel has increased by 17.5 %. According to new research, 50 % of Swedish tourists are planning more travels abroad in 2011 compared to last year. The corresponding figures for Norway and Denmark are 42 % and 36 % respectively.

16
04: TravEl habiTS

Generally, tourists from the Nordic countries travel a lot and they will be travelling more in 2011 than in recent years. About 50 % of all their travels are to foreign destinations On average, around 60 % of people in the Nordic countries take at least one holiday each year and the numbers are increasing During 2009, Finnish residents aged 15-74 made a total of 5.6 million leisure trips abroad.

How much money do they spend on travelling?

Research shows that Nordic tourists spend more money on travelling than any other European group and the numbers are increasing each year. The research also shows that after Germany and UK the Nordic countries are the marked that spends the most money on travelling in Europe. Danish travel spending has for instance grown 63 % in just three years. Swedish tourists holiday consumption in 2011 is expected to amount to 11.1 billion euro, while the Norwegian tourists are expected to spend 11.9 billion euro.

research shows that nordic tourists spend more money on travelling than any other european group and the numbers are increasing each year.

Nordic tourists spend 90 % more money than the average European tourists on food, accommodation and attractions while away on holiday. The average Nordic tourist spends more than 1,000 euro when vacationing (including transport, accommodation and consumption).

When and where do they travel?

Nordic tourists mostly travel in the summer period. Holiday travel lasting more than 4 nights typically occurs in July and August.

They travel in the summertime

possibility for different experiences, which is also important for Nordic tourists. Approximately one out of four holidays go to a destination outside Europe and the US is one of the most popular destinations. It is mainly in the winter that Nordic tourists make these overseas journeys. Nordic travelers are very aware of exchange rates and make good use of the possibilities this brings.

They like a good deal

30 % of all Danish vacations in 2010 took place in July and August. This is almost the same in Sweden with 32.2 % of all annual outbound travel.

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04: TravEl habiTS

Travel patterns are changing, and the number of tourists who take more than one vacation each year is increasing. For instance, they take city breaks in the Easter period or autumn holidays, and then a longer vacation in the summer or during the winter.

Shorter trips becoming popular

I.e. the low dollar rate encourages them to travel across the Atlantic.

How do they prefer to travel?

Nordic tourists prefer to travel to destinations with a warm climate where they can relax and spend time with family, relatives and friends. Experiencing big cities and different cultures are other elements that attract Nordic tourists when traveling abroad.

They prefer a warm climate

The most popular forms of travel among Nordic tourists are: All-inclusive Package Tours City Breaks Cruises

The most popular holiday destination for Nordic tourists is Spain. However, there seems to be an increasing interest in non-European destinations when buying package tours.

Popular destinations

All-inclusive Package Tours are especially popular among families with children. All-inclusive hotels and holiday apartments are popular due to convenience and the need to know the exact cost of a holiday.

All-inclusive Package Tours

Generally city breaks are popular all year round and the increasing supply of lowpriced flights to popular metropolitan destinations has affected city breaks popularity among Nordic tourists.

City Breaks

How do they prefer to stay?

Statistics show that hotels and similar establishments are the preferred type of accommodation for Europeans when vacationing. This is also applicable to Nordic tourists.

Destinations such as London and New York are the most popular. London is attractive because of cheap flights and New York is enduringly popular.

Holiday destinations such as Turkey, Bulgaria, Egypt and Tunisia are especially popular. Holiday travel to these countries is typically about 15 % cheaper and the spending money will last longer. Thailand is a very popular holiday destination outside Europe and Nordic tourists are among the most frequent visitors to Thailand relative to the countries populations. This is due to low prices for flights and hotels and the

travel patterns are changing, and the number of tourists who take more than one vacation each year is increasing.
There is a widespread tendency among Nordic families with children to have a greater focus on luxury than before. This means choosing 4 or 5 star hotels when booking. Some travel agencies are also experiencing an increase in exclusive family travel, such as safari trips where parents take their children out on great adventures.

there is a widespread tendency among nordic families with children to have a greater focus on luxury than before.

54 % of the Danish tourists prefer to stay at hotels when travelling, while 20 % lodge with family or friends. 5 % prefer to go camping, 9 % want to stay in a rented holiday home and 4 % have their own holiday property. Statistics show that 6.6 million Finnish overnight stays were in hotels, which is an increase of four percent since 2008. 3.9 million overnight stays were in rented cottages, which is an increase of three percent. Norwegians also prefer hotels as their first choice of accommodation. 63 % stay in hotels followed by campsites, rented holiday homes and other commercial accommodation.

The purpose of this kind of break from everyday life is to feel good, eat well and do some shopping. Barcelona and Paris are also popular all year round destinations. Cruises are another form of travel that Danes dream about in particular, and large ships with relative low prices and smaller ships with relatively high prices are popular.

Cruises

cArEErlErs TrAvEl
As people in the Nordic countries travel more, they also become more awa re of the culture and environment of the pla ces they visit, and they reflect more on their own experiences and lifestyle.

20
04: TravEl habiTS

As travel experiences become rich er, they feed the desire for more travelling. People are therefore becoming so-called car eer travellers, demanding an endless sou rce of new experiences and looking for deeper experiences within the communiti es they visit.

As tourism develops, there seems to be a shift away from purely external trav el determinations, such as demograph y and climate towards internal determina tions, such as self-development and creativ e expression.

What will they be looking for?

As people in general travel more and gain greater insights through their own experiences and the Internet, they also become more demanding in relation to future vacations. Overseas travel and unique travel experiences are future travel trends among Nordic tourists.

New perspectives

22
04: TravEl habiTS

What do they want?

Culture and local people Cleanliness Active holidays Shopping Restaurants

According to new research, there are five important factors when Nordic tourists choose a holiday destination.

Nordic tourists want experiences that give new perspectives in their lives. They will still travel to popular Spain, but there will be an increasing interest and desire to travel to more exotic destinations.

Nordic tourists are very similar when it comes to their travel habits and preferences. sWeden travel ForMs iMPortant Factors activities Package tour City breaks Climate Cleanliness Culture Sunbathing Swimming Shopping air travel denMark Package tour City breaks Climate Culture local People relaxing Sightseeing Shopping restaurants air Travel Finland Package tour City breaks Climate Culture Shopping Sports air Travel norWay Package tour City breaks Climate Cleanliness Culture relaxing Shopping Sports air Travel

USA and Canada will remain popular, but other destinations such as Brazil, Australia, Japan and exotic places as Samoa and East Timor will be popular travel destinations in the future. Unique experiences that have not been tried before will become more popular. This could be a culinary experience, such as cooking local meals.

Unique experiences

Remote destinations are also expected to become more popular.

Sustainability, wellness and authenticity

Nordic tourists will be more climateconscious in terms of sustainability and they will also search for travel forms that include wellness activities.

PreFerred transPort

In addition, authentic experiences will be popular such as meeting local people in their local surroundings and participating in volunteer activities. Volunteering is also popular since students can accumulate points in relation to their education.

Families with children

05: iMPortant segMents

24
05: iMPorTaNT SEGMENTS

Families with children are an important segment in the outbound tourism market. These families typically use the school holidays to be together and to experience things together because the parents have less and less time.

The majority of Nordic tourists who take all-inclusive holidays are families with children, and the reasons for choosing these are convenience and control over expenses. Five years ago, only 3 % of all package-tour travellers preferred all-inclusive holidays, but the numbers are increasing and in 2010, the figure in Denmark alone was more than 15 %. Holiday destinations such as Egypt and Turkey are popular among packagetour travellers because of low priced all-inclusive offers.

There are three important segments with great potential when entering the Nordic travel market. They are: Families with children Singles with no children Empty Nesters

Travel activity is increasing for all groups.

The most important aspects for these families when travelling are: The children should have fun The family should have shared experiences The parents want to relax The parents need time with their children The children should be active

Why do they go?

This chapter will highlight the most important characteristics in terms of travel habits and potential.

Previously, holiday destinations were the most important aspect when families were choosing a holiday. This is no longer the case. There is an increasing tendency for families to focus more on luxury, which includes booking 4-5 star hotels with child-friendly facilities. Families want to retain the same good standards that they have at home. This is closely related to the fact that allinclusive holidays are becoming more popular among families in the Nordic region.

Five years ago, only 3 % of all package-tour travellers preferred all-inclusive holidays, but the numbers are increasing and in 2010, the figure in denmark alone was more than 15 %.
Another important factor for Nordic families is that they discover child-friendly places when deciding where to stay. They consider a place child-friendly when they are secure, employ staff with a positive attitude towards children, have access to water parks, playgrounds and childfriendly menus at restaurants.

Child friendly and safe

All-inclusive is key

Singles

Singles either travel with other singles or they go alone, which more and more singles are daring to try. Single culture is growing, and a large proportion of singles have no children. This makes singles holiday travel a growing industry.

Empty Nesters

Empty nesters are adult couples, aged 45+ with no children living at home.

They have money and are ready to spend it

More and more dare to travel alone

26
05: iMPorTaNT SEGMENTS

Research carried out by a dating site showed that 30 % of male respondents and 26 % of female respondents are open towards singles vacations and have considered taking one. Singles holiday travelling is a tendency that can be compared to dating on the Internet: it was considered taboo 10 years ago, but today it is a well-known phenomenon. Singles camping is also a new tendency that more and more people are trying. The advantages of singles holidays are freedom and social interaction between single travellers. Only 30 % of the women and half of the men would travel to find a partner. Instead, the majority choose singles vacations in order to find new friends and share experiences.

This group used to focus their time on their children and grandchildren, but in the future they will spend more time on themselves, and the biggest share of their leisure time consumption will be on travel.

Empty nesters will typically have paid off their mortgages, while also owning countryside cottages and possibly holiday homes abroad. They are generally a wealthy segment of society and they spend slightly more money than other tourists when on vacation. They also take longer vacations and most of them are able to travel outside of peak season, for instance in September, April and May since they are no longer working. There are many different types of couples, with different needs when travelling. Generally, empty nesters are travelling to have experiences and they will not waste their time relaxing in a hammock. Instead, they want to take different trips that are more physically demanding, such as cycling and hiking in the countryside.

it is expected that the empty nester segment will make up 21 % of the worlds population by 2050.
Empty nesters are a rapidly growing segment globally and in all the Nordic countries

48 % prefer to stay in holiday apartments 30 % prefer hotels without children

Why do they go?

A growing segment

Why do they go?

It is expected that the segment will make up 21 % of the worlds population by 2050. In Denmark, the number of people over 60 will make up 33 % of the Danish population. This makes them very interesting for the outbound travel market.

More than half want to make unusual trips to have holiday experiences. Living in the centre and dining at restaurants are also highly preferred among this segment.

56 % mention renewed energy as one element they get out of their holiday 33 % emphasise time for romance 30 % state they strengthen their relationship

rEsEArch shows ThAT

EmpTy NEsTErs ArE AN ATTrAcTivE TArgET group duE To ThE fAcT ThAT ThEy

Have a great desire to travel Have a lot of money Spend more money than the average tourist Take longer vacations Can take vacations outside the peak season

06: booking behaviour and PlatForMs

28
06: bookiNG bEhavioUr aND PlaTForMS

suMMary iNformATioN sEArchErs oNliNE bookErs

The Nordic countries are at the forefront when it comes to penetration and use of information and communication technologies (iCT). Nordic tourists are therefore well acquainted with and heavy users of all the new communication platforms. This means that online information searches on the internet are increasing and an average of 60 % book their vacations online. Nordic tourists prefer booking online because it is flexible and they can search and plan their holiday exactly the way they want it, and they can do it whenever it fits their busy schedule. The high level of iCT penetration also means that social and mobile media play an important role when tour operators are inspiring or communicating with potential tourists.

Planning and Booking

Nordic tourists gather more information than the average European tourist. Information searches on the Internet are increasing and an average of 60 % book their vacations online. In Norway, travel and holidays are the most bought or ordered products online.

Active Online Searchers

research shows that women take the lead when vacations are being planned and booked. 4-5 years ago only one in four women decided on the holiday.

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06: bookiNG bEhavioUr aND PlaTForMS

Nordic tourists prefer booking online because it is flexible and they can search and plan their holiday exactly the way they want it, and they can do it whenever it fits their busy schedule.

Booking should be flexible

Children have some influence, especially when it comes to taking the initiative, but they have less say than their parents in the decision making process.

The most important sources of information

63 % are satisfied with planning their holiday themselves 57 % used three or more websites to plan their holiday 39 % will definitely plan their next holiday themselves

The most important sources of information/reasons for choosing a specific destination for Nordic tourists, are: 1. Been there before 2. Google.com 3. Recommendations from friends or families 4. Official website for travel agency 5. Official website for hotels, attractions etc.

Increased use of online booking also means that people have expectations in relation to making a good deal, for instance when booking a hotel room. Research shows that women take the lead when vacations are being planned and booked. 4-5 years ago only one in four women decided on the holiday.

The women make the decisions

This is primarily because women are more comfortable using the Internet when buying goods online, including holiday travel. Women handle all the preliminary work, searching the Internet, reading magazines and speaking to friends and relatives to gain inspiration about their own vacation.

Whats important? Inspiration from the Internet makes up three out of five information sources and therefore it plays a very important role in terms of searching for inspiration and booking a holiday.

Whats not important? The most ineffective information sources are TV spots, exhibition visits and travel programmes on TV. Nordic tourists clearly prefer new communication technologies over traditional media.

NETwork rEAdiNEss
The Networked Readiness Index is the capacity of countries to fully benefit from new technologies in their competitiveness strategies and their citizens daily lives. Source: The Global Information Technology Report (2010-2011)

country/ econoMy 1 sWeden 2 singaPore 3 Finland 4 sWitzerland 5 unite states 6 taiWan, china 7 denMark 8 canada 9 norWay

score 5.6 5.59 5.43 5.33 5.33 5.30 5.29 5.21 5.21

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06: bookiNG bEhavioUr aND PlaTForMS

how cAN ThEy bE rEAchEd?

SMarTphoNeS AN ApplicATioN for EvEry vAcATioN
For smartphones, new travel-related apps are constantly becoming available. I.e. travel tips, translation apps, cultural information, navigation and maps, flight information and taxi cab services.

NEw TEchNology ExpErTs

facebook picTurEs ENcourAgE TrAvElliNg

The pace of technological advance is accelerating and ICT is increasingly becoming an essential part of peoples behaviour and social networks. Mobile phones, smart phones, computers and the Internet have opened up new channels of communication. Several studies show that the Nordic countries are at the forefront when it comes to ICT penetration and use.

The use of mobile phones and other mobile devices makes it easier to make last minute bookings, while last minute decisions about when and where people want to travel will increase.

lAsT miNuTE bookiNg mAdE EAsiEr

The sharing of holiday snaps is a popular activity on Facebook, and research shows that pictures have a very strong influence on Facebookers travel plans. 52 % state that seeing friends holiday pictures had inspired them to book a holiday to the same destination 45 % say that Facebook encourages them to visit their friends abroad more

Norway - 52 % Denmark - 46 % Sweden - 44 % Finland - 35 %

Nordic tourists have a high individual usage level of ICT tools and the number of mobile and broadband Internet subscribers, Internet users, PCs, mobile phone subscriptions with data access and Internet access in schools is high.

With large booking portals and apps like hotels near me, it is possible to be anywhere in the world and book the nearest hotel straight away.

TwiTTer whErE ArE you?

ThEy ArE fAmiliAr wiTh icT

Social Media EvErybodys ThErE

Young people are developing a wave of social media activities. Older generations have been influenced by the use of social media and the behaviour of young people and are themselves increasingly active users of social media.

The social networking and microblogging service Twitter has rapidly gained popularity, especially in USA but in recent times the Nordic people have start taking it to heart. The Twitter application, MySkyStatus, lets users automatically share flight information via Twitter, Facebook or LinkedIN while in the air. The site is open for all major airlines and the site has distributed more than 400,000 status updates.

Most people in the Nordic countries have a personal Facebook profile and are active users of the site.

Databases and websites

research sources
34
Statistics and reports
European Commission: Survey on the attitudes of Europeans towards tourism, 2011 European Travel Commission: Tourism trends for Europe, 2006 Eurostat (European Statistics from the European Commission): Inbound and outbound tourism in the European Union, 2006 Eurostat (European Statistics from the European Commission): Tourism Statistics, 2008 Ministry of Transport in Denmark: Danish Airfreight, 2015, 2005 Norden (The official collaboration of the Nordic countries): Nordic Statistical Yearbook, 2010 Statistics Denmark: Denmark in numbers 2011, 2011 Statistics Denmark: Spain and Italy as favorite destinations, 2010 Statistics Denmark: Danish Facebook habits, 2009 Statistics Finland: Finnish residents leisure trips increased and business travelling declined in 2009, 2010 Statistics Norway: Most Norwegians prefer to travel in the summer holiday season, 2010 Statistics Norway: More popular to travel abroad, 2007 Statistics Norway: Number of holiday trips, by main destination and different criteria, 2007 Statistics Norway: Travel Survey, 2005 Statistics Sweden: The Travel and Tourism Industry in Sweden, 2008 Visit Denmark: Tourism in numbers, 2009 Visit Denmark: Forecast on Danish

Tourism 2011-2015, 2011 Visit Denmark: Mom, dad and kids - roles and wishes in connection with the family vacation, 2004 Visit Denmark: Market profile of Finland, 2010 Visit Denmark: Market profile of Norway, 2011 Visit Denmark: Market profile of Sweden, 2009 Visit Denmark: Swedish adult couples, 2005 Visit Finland: Outbound Travel: Ruotsi Sweden, 2010 Zunia Knowledge Exchange: The Global Information Technology Report 20102011, 2011.

Agri-info.eu (www.agri-info.eu) Ministry of Foreign Affairs of Denmark (www.udenrigsministeriet.dk) New Media Trend Watch (The European Travel Commission) (www.newmediatrendwatch.com) Official Site of Scandinavian Tourist Boards of North America (www.goscandinavia. com) Statistics Denmark (www.dst.dk) Statistics Finland (www.stat.fi) Statistics Norway (www.ssb.no) Statistics Sweden (www.scb.se)

Articles

Check-in (Danish travel magazine): The frequency of the Danes restaurants visit on holiday, 2011 Check-in (Danish travel magazine): The Danish tourists choose luxury hotels on their holiday, 2011 Check-in (Danish travel magazine): Intercon tinental routes set a record in 2010, 2011 Check-in (Danish travel magazine): Star Tour wants to focus on couples travels, 2010 Check-in (Danish travel magazine): All inclusive is a hit, 2010 Check-in (Danish travel magazine): CHP strengthens the intercontinental traffic, 2010 Crezcan: About the Nordic travel market, 2011 Din Side (Norwegian travel website): Dont relax on holiday, 2011 Fri.dk (Danish lifestyle website): Singles travel together, 2008 Guide 24 (Danish news site): The airlines focus on Denmark in 2010, 2010 Helsinki Times (Finnish national newspaper): Facebook lacks friends in Finland, 2011 Hotels.com: Young Danes dream about shopping, sun and thrill, 2009 Invest in Finland (Finnish business website): All-inclusive holiday a growing trend among Finnish tourists, 2011 Invest in Finland (Finnish business website): Travel agencies in Finland expect

a year of growth for foreign travel, 2011 Invest in Finland (Finnish business website): Finlands future pensioners will spend more money on travelling, 2010 Jyllands-Posten (Danish national newspaper): Scandinavians are the best tourists in the world, 2011 My News Desk Hotels.com: The Danes have 5 weeks holiday, 2011 New Media Trend Watch (The European Travel Commission): Friends holiday pictures on Facebook inspire 52 percent to book a holiday the same place, 2011 Rejsefeber (Danish travel website): New research, section: activities and preferences, 2011 Rejse Guide (Danish travel website): Couples disagree on the destination, 2010 Rejseliv (Danish travel website): More people choose to travel outside of the Euro countries, 2011 Rejseliv (Danish travel website): Travel trends 2010: We want unique experiences far far away, 2010 Rejseliv (Danish travel website): Travel trends 2010: We want to do it ourselves and it has to be unique, 2010 Stand By (Scandinavian travel magazine): Every third has their holiday planned, 2011 Skyscanner Flight search: Explore: Travel features, 2011 The Local Swedens news in English: Fast facts: Swedes travel habits, 2007 TIC Travel (Danish online travel community): The Danes want to live in luxury on their holiday, 2011 TIC Travel (Danish online travel community): 3 travel trends in 2011, 2011 Travelmarket (Danish travel website): Danes most popular searches, second half of 2010, 2011 TV 2 Norge (Norwegian national television): The Norwegians have new travel habits, 2011 Zoover World (blog about travel news, tips, trends and research): Social media during holiday, 2011

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