Brandmåling 2013 VisitDenmark, 2013 Viden & Analyse
2
3
Udfordring i at omsætte hollændernes vurdering af Danmark som attraktivt til besøgende. Udfordring i at øge Sveriges bedømmelse af Danmarks attraktivitet Udfordring at udnytte potentialet i at promovere Danmark som kystferiedestination. Sætte Danmark som Top of Mind hos hollænderne og englænderne 4
NO: Vedligehold Ambassadører ne i Norge skal fastholdes SV: Opbyg omdømme Danmark skal gøres mere attraktivt og revitaliseres i svenskernes øjne TY: Promovér kystferie Danmarks brand kan styrkes i Tyskland gennem kystferier. EN: Udnyt storby potentiale Udnyt stigning i præference for København HOL: Omdan attraktivitet til besøg Hollændernes positive syn på Danmark skal omdannes til besøg 5
6
7
8
9
10
Norway 60% Norway 42% Sweden 20% Spain 22% Denmark 19% Sweden 12% Spain 13% Denmark 12% United Kingdom 12% United Kingdom 10% Germany 10% Greece (incl. islands) 10% Greece (incl. islands) 7% Turkey 9% Turkey 6% USA 7% Italy 5% Italy 7% France 5% Germany 5% 11
Germany 59% Germany 36% Austria 18% Spain 16% Spain 10% Austria 13% Italy 10% Italy 12% France 10% Turkey 9% Netherlands 8% France 8% Turkey 5% USA 7% Switzerland 5% Greece 6% Czech Republic 5% Netherlands 5% USA 4% Egypt 5% 12
United Kingdom 67% United Kingdom 37% Spain 13% Spain 22% France 12% USA 14% USA 6% France 10% Italy 6% Italy 6% Ireland 5% Greece (incl. islands) 6% Netherlands 4% Portugal 5% Greece (incl. islands) 4% Turkey 4% Germany 4% Egypt 4% Turkey 3% Netherlands 3% 13
Destination for lange ferier Netherlands 53% Netherlands 30% Germany 23% France 16% Belgium 17% Germany 16% France 15% Spain 14% Spain 9% Italy 9% United Kingdom 6% Belgium 7% Italy 6% Austria 7% Austria 6% Turkey 7% Turkey 4% Greece (incl. islands) 5% Greece (incl. islands) 3% United States of America 5% 14
15
16
17
18
60% 50% 51% 46% 40% 30% 29% 25% 20% 10% 0% 3% 5% 12% 13% Much less Less Same amount More 10% 6% Much more Sverige Total 19
Norway Spain Denmark Sweden United Kingdom Greece (incl. islands) United States of America Italy Germany 20% 18% 15% 12% 11% 11% 27% 27% 32% 60% 50% 40% 30% 20% 10% 0% 3% 5% 13% 13% 51% 51% Much less Less Same amount Norge Total 27% 25% More 7% 6% Much more Don't expect to go on holiday 5% 20
Germany Spain Austria 12% 11% 32% 60% 50% 40% 54% 51% Italy 10% 30% 24% 25% Turkey France USA Netherlands 8% 8% 7% 5% 20% 10% 0% 5% 5% 11% 13% Much less Less Same amount More 5% 6% Much more United Kingdom 4% Tyskland Total Don't expect to go on holiday 12% 21
United Kingdom Spain USA France 12% 11% 21% 34% 60% 50% 40% 30% 51% 47% 27% 25% Italy Greece (incl. islands) Turkey Portugal 8% 6% 5% 5% 20% 10% 0% 4% 5% 14% 13% Much less Less Same amount More 7% 6% Much more Germany 5% England Total Don't expect to go on holiday 12% 22
Netherlands Germany France Spain Italy Belgium Turkey Austria 15% 13% 12% 8% 8% 6% 6% 27% 60% 50% 40% 30% 20% 10% 0% 6% 5% 21% 13% 52% 51% Much less Less Same amount 25% 18% More 3% 6% Much more United Kingdom 5% Holland Total Don't expect to go on holiday 11% 23
24
NPS II* 23% 75% 2% 9% 64% 26% 9% 51% 40% 6% 35% 59% 9% 36% 55% Besvarelserne Vey high og High er her klassificeret som Promoters, mens Very low og Low som Detractors. Besvarelserne Neither high nor low og Don t know svarer til Passives. * For dem, der har været på ferie i Danmark. Holland er udtaget, da basen er for lille relativt til de øvrige lande. 25
Potentialet for målgrupperne 2013 26
27
28
29
Germany 29% Spain 25% Italy 17% United Kingdom 16% France Austria 14% 13% USA 11% Greece (incl. islands) 11% Turkey 11% Portugal 9% 30
Sweden 26% Spain Italy 22% 21% Greece (incl. islands) 19% United Kingdom Germany 16% 16% Thailand USA 13% 15% Denmark 12% Croatia/Slovenia/ Montenegro 11% 31
Spain 39% Norway 30% United Kingdom 26% Greece (incl. islands) Denmark 22% 21% Italy 20% France USA 18% 17% Sweden 16% Germany 13% 32
Germany 39% Spain 22% Austria 17% Italy 17% France 12% Turkey USA 12% 11% Greece (incl. islands) Netherlands 7% 9% Egypt 7% 33
United Kingdom 40% Spain 32% Italy 18% France 17% Portugal 14% Greece (incl. islands) 13% USA 12% Germany 11% Turkey 10% Egypt 9% 34
Netherlands 26% Spain 22% Germany 21% France Italy 18% 19% Belgium 12% Greece (incl. islands) 11% Turkey 10% Austria 9% Portugal 9% 35
? Good value for money Good accommodation Nature and landscape Friendly and hospitable people Good local food and restaurants Beaches and bathing opportunities Interesting cities A safe destination Historical and cultural attractions Informal atmosphere Good service levels Guaranteed sunshine Easily accessible A sustainable and clean destination A destination where I have never been Shopping opportunities Luxury, comfort and the feeling of being Possibilities of sports and recreational Good nightlife Specific events Theme parks and other attractions Family friendly None of these Don t know 0% 1% 52% 51% 48% 47% 45% 44% 43% 37% 36% 32% 28% 27% 26% 24% 24% 20% 16% 11% 10% 8% 60% 64% 36
37
London 36% Barcelona 35% Paris Rome 30% 34% Berlin 29% New york Amsterdam 27% 27% Vienna 23% Madrid 20% Dublin 19% 38
39
London 52% Copenhagen 46% Rome Paris 41% 44% Barcelona 40% New york 38% Amsterdam 32% Stockholm 29% Berlin 28% Edinbourgh 25% 40
Berlin 29% London 27% Paris 25% Hamburg Barcelona 24% 23% Vienna 21% Rome Amsterdam 20% 20% New york 17% Dublin 12% 41
Barcelona 49% Paris 46% London 44% Rome 43% Amsterdam 40% New york 39% Edinbourgh 35% Madrid Dublin 32% 31% Berlin 30% 42
Barcelona 28% Paris 22% London 22% Rome 20% Berlin 19% Madrid 16% New york 13% Amsterdam 11% Bruxelles 10% Vienna 9% 43
? Interesting cities Good value for money 58% 66% Good accommodation Historical and cultural attractions 56% 55% A safe destination 44% Good local food and restaurants 44% Friendly and hospitable people 41% Easily accessible 34% Shopping opportunities 32% A destination where I have never been Good service levels 31% 31% Nature and landscape 28% Informal atmosphere 27% A sustainable and clean destination 21% Luxury, comfort and the feeling of being Good nightlife 17% 16% Specific events Beaches and bathing opportunities 16% 15% Family friendly 15% Guaranteed sunshine 13% Theme parks and other attractions 11% Possibilities of sports and recreational 10% None of these 1% Don t know 2% 44
45
Germany 24% Spain United Kingdom 20% 19% France 14% Italy 11% Netherlands 9% Austria 9% Turkey 8% United States of America 8% Greece (incl. islands) 7% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 235 46
Sweden 34% Spain 25% Greece (incl. islands) Denmark 15% 14% Turkey 14% Italy 9% USA 6% Thailand 6% Norway 5% France 5% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 23 47
Norway 39% Spain 24% Denmark 24% Sweden 23% Greece (incl. islands) 15% Turkey 8% United Kingdom 7% Croatia/Slovenia/ Montenegro 6% USA 6% Germany 6% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 235 48
Which destination(s) do you consider for your family holiday with children in the next 12 months? Germany 42% Spain 16% Austria 14% Italy 14% France Turkey 10% 10% Netherlands 9% Denmark 8% Croatia/Slovenia/ Montenegro 6% Greece (incl. islands) 6% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 235 49
United Kingdom 48% Spain 26% France 19% USA 13% Italy 8% Greece (incl. islands) Portugal 8% 7% Turkey 7% Egypt 6% Germany 6% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 235 50
Netherlands 44% France 22% Germany 15% Spain Italy 14% 13% Belgium 9% Austria 7% Turkey 7% Greece (incl. islands) 5% Croatia/Slovenia/ Montenegro 5% Total base: 1798 - Holland: 414, England: 468, Tyskland: 458, Norge: 223, Sverige: 235 51
Family friendly Good value for money Good accommodation Beaches and bathing opportunities A safe destination Friendly and hospitable people Nature and landscape Good local food and restaurants Informal atmosphere Good service levels Guaranteed sunshine Easily accessible A sustainable and clean destination Historical and cultural attractions Theme parks and other attractions Interesting cities Possibilities of sports and recreational Shopping opportunities A destination where I have never been Luxury, comfort and the feeling of being Specific events Good nightlife None of these Don t know 8% 6% 1% 2% 65% 62% 59% 52% 48% 47% 43% 38% 31% 31% 31% 30% 26% 26% 26% 24% 23% 22% 16% 16% 52
53
70% Sverige Norge Tyskland England Holland 64% 60% 50% 40% 30% 20% 10% 47% 49% 43% 44% 26% 54% 48% 45% 41% 48% 38% 20% 16% 8% 36% 34% 33% 31% 30% 28% 22% 19% 19% 15% 15% 16% 11% 8% 8% 10% 11% 9% 6% 7% 0% 54
55
56
100% Not or slightly attractive Neutral Moderately or very attractive 90% 80% 70% 60% 64% 61% 71% 72% 57% 50% 40% 30% 18% 23% 27% 20% 18% 18% 10% 0% 19% 16% 15% 11% 10% Sverige Norge Tyskland England Holland 57
100% Not or slightly attractive Neutral Moderately or very attractive 100% Not or slightly attractive Neutral Moderately or very attractive 90% 90% 80% 70% 60% 44% 46% 57% 47% 36% 80% 70% 60% 62% 67% 74% 60% 53% 50% 40% 30% 20% 10% 0% 21% 37% 24% 30% 23% 35% 30% 20% 23% 28% Sverige Norge Tyskland England Holland 50% 40% 30% 20% 10% 0% 17% 31% 24% 16% 14% 22% 17% 12% 16% 16% Sverige Norge Tyskland England Holland 58
59
60
61
ATTRAKTIVITET 5,4 5,2 5 Holland 5,1 Norge 5,1 4,8 England 4,7 Tyskland 4,9 4,6 4,4 Sverige 4,4 4,2 4 0% 10% 20% 30% 40% 50% 60% 70% 80% KENDSKAB 62
None Once 2-4 times 5 times or more Don't know Sverige 12% 17% 30% 40% 2% Norge 9% 11% 26% 52% 2% Tyskland 59% 22% 13% 6% 0% England 81% 13% 6% 1% 0% Holland 71% 19% 8% 2% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 63
64
100% 90% I don t know anything I know very little I know something I know a lot 3% 2% 9% 9% 25% 25% 20% 80% 70% 29% 29% 60% 39% 39% 39% 50% 40% 39% 30% 61% 20% 29% 28% 37% 10% 0% 7% 8% 24% Sverige Norge Tyskland England Holland 65
66
. 67
80% 70% 69% 66% 64% 60% 60% 57% 50% Sverige 40% 41% 37% 38% Norge Tyskland England 30% Holland 20% 20% 21% 20% 23% 10% 10% 11% 0% 2010 2012 2013 68
69
70
71
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Sverige Norge Tyskland England Holland 44% 39% 37% 31% 28% 27% 26% 26% 24% 23% 23% 22% 21% 22% 22% 20% 20% 19% 17% 16% 16% 16% 17% 17% 18% 14% 14% 15% 14% 12% 12% 12% 10% 8% 8% 5% 5% 5% 5% 5% 6% 4% 5% 5% 4% 3% 4% 4% 4% 3% 3% 3% 2% 3% 3% 72
Legoland 54% The little mermaid - Den lille havfrue 40% Tivoli Gardens Hans Christian Andersen s House 27% 31% Copenhagen zoo - Zoologisk Have i København 25% Copenhagen Operahouse - Operaen i København The Royal Palace - Amalienborg 17% 16% Frederiksborg Castle 16% Christiania 14% None of these 19% 73
74
75
76
Clean and fresh air Coast and beaches Holiday home Relaxed and pleasant Danish pastry Coastal holiday towns Vikings Bicycles Open sandwiches (Smørebrød) Environmentally friendly destination Island nation Child-friendly Healthy lifestyle Camping Windmills Art and culture Angling Design and architecture New Nordic cuisine The television series The Killing Gastronomy and culinary experiences Hotdogs Wellness and spas Dog-friendly The television series Borgen Films and television series Fashion None of the above Don't know 43% 40% 38% 35% 33% 31% 29% 27% 26% 22% 22% 20% 19% 18% 15% 15% 15% 14% 14% 11% 10% 10% 10% 7% 7% 6% 4% 3% 11% 77
78
79
Procentandel af respondenter, som har svaret, at landene passer til værdierne. 14 lande var repræsenteret på listen, hvorudfra de mest relevante lande er udvalgt til sammenligning. 80
81
Procentandel af respondenter, som har svaret, at landene passer til værdierne. 14 lande var repræsenteret på listen, hvorudfra de mest relevante lande er udvalgt til sammenligning. 82
83
Procentandel af respondenter, som har svaret, at landene passer til værdierne. 14 lande var repræsenteret på listen, hvorudfra de mest relevante lande er udvalgt til sammenligning.tyskland: 1995 84
85
of the following destinations do you think match to the attributes mentioned below when it comes to for example people, society, nature and culture? Procentandel af respondenter, som har svaret, at landene passer til værdierne. 14 lande var repræsenteret på listen, hvorudfra de mest relevante lande er udvalgt til sammenligning. Base 1606 86
87
88
89
Yes No Sverige 67% 33% Norge 83% 17% Tyskland 30% 70% England 17% 83% Holland 24% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 90
91
? Negative Neither positive or negative Positive Don t know Sverige 3% 17% 76% 4% Norge 6% 30% 60% 5% Tyskland 1% 19% 77% 3% England 2% 42% 53% 4% Holland 1% 32% 58% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 92
90% Sverige Norge Tyskland England Holland 80% 70% 79% 71% 71% 68% 78% 77% 76% 76% 60% 50% 64% 64% 60% 59% 54% 50% 60% 61% 51% 60% 58% 53% 40% 30% 40% 35% 20% 10% 0% 2008 2009 2010 2012 2013 93
Ja Nej/Ved inte Sverige 24% 76% Norge 95% 4% Tyskland 9% 91% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 94
VisitDenmark uses the following saying about Denmark as a holiday destination: [saying]. Regardless of the answer given to the previous question. Do you recognize this saying? 120% 100% 98% 97% 97% 97% 95% Kendskabet til VisitDenmarks pay off i dets forskellige former har ligget stabilt siden 2008. 80% 60% Sverige Norge Tyskland Den positive tendens i Sverige er stabiliseret på 24%, der kender sloganet. Tysklands kendskab er trods sit lave niveau faldet med en fjerdedel. 40% 20% 0% 22% 21% 24% 24% 15% 12% 9% 4% 3% 2008 2009 2010 2012 2013 95
96
What is your attitude towards this saying? 90% 80% 70% 78% 78% 72% 71% 67% Trods nordmændenes positive modtagelse af pay off, er deres liking faldet fra 71% i 2012 til 67% i 2013. 60% 50% 55% 54% 49% 57% 50% 59% 52% Sverige I modsætning til dette er både Sverige og Tysklands liking steget siden 2012. 40% 43% 42% Norge Tyskland 30% 20% 10% 0% 2008 2009 2010 2012 2013 Procentsatserne indikerer andelen af respondenterne der har svaret Very positive og Positive.. 97
98
99
Total 100