Tourists prioritize their trips in places that seem familiar, according to study

An international YouGov survey of more than 17,500 people in 15 destinations reveals that almost two-thirds of people around the world are prioritizing their trips to places where their friends and families have already been, feeding the tourism in certain places and leaving other destinations generally undiscovered.

66% of tourists believe that traveling to a place that offers familiarity is important, with just under half of those surveyed feeling uncomfortable traveling to places they know little about.

However, of those who travel to new destinations, 83% accept that they return with a changed or expanded perspective.

International tourists are less likely to consider exploring unfamiliar tourist destinations, opting to travel to places they are more familiar with, according to an international YouGov survey published today.

The YouGov survey of more than 17,500 people, commissioned by the Saudi Tourism Authority and published ahead of this year’s World Tourism Day in Riyadh, was carried out in 15 countries across Asia, Africa, the Americas, Europe and the Middle East.

While results vary across geographies, the study reveals that 66% of tourists prefer to travel to countries that provide familiarity, while 67% tend to travel to destinations they have visited or heard of through their network, such as Family and friends.

There are some global differences in the findings with 90% of tourists from Middle Eastern countries seeing familiarity with the destination as a key factor in making travel decisions, while British (62%), French (75%), Chinese (68%) and Japanese (74%) feel more comfortable traveling to places they know less about.

The implication for those destinations that have a developing tourism sector with less purchasing power for international promotional efforts is that they will fall short of the ability to generate the familiarity that is clearly an important factor for people when choosing where to travel.

On the other hand, for more mature tourist destinations, their challenge is to encourage tourists to move away from the hotspots and into their lesser-known regions.

Highlighting with previous studies that found that 80% of tourists visit only 10% of the world’s tourist destinations, the strong findings of this survey not only emphasize tourists’ preference for family-friendly destinations, but also shed light on the need of more sustainable tourism practices around the world.

Fahd Hamidaddin, CEO and board member of the Saudi Tourism Authority, said: “The findings from this international survey give us great insight into the trends and habits of tourists around the world and how important a sense of familiarity is for them when choosing destinations.”

“However, familiarity does not mean that destinations need to compromise their authenticity, as research also supports the notion that visiting new places deepens our appreciation for diverse cultures and fosters mutual understanding. When we travel, we are agents of good: we export our own cultures and return home with new discoveries, new ideas and new perspectives.”

“I hope that by highlighting how travel has the power to broaden perspectives, we will inspire more people to opt for lesser-known destinations. I look forward to discussing the results of this survey with my peers during World Tourism Day in Riyadh this week to explore how, together, we continue to make every corner of the world welcoming and accessible to all.”

The results support recent news reports from nations such as Croatia and France, which have implemented measures to better control high volumes of tourists in their most popular destinations. The city of Dubrovnik, Croatia, has implemented a campaign “Respect the city” to manage tourism and minimize its impacts, while French Tourism Minister Olivia Gregoire stated that France needed to better manage inflows during the peak season that threatened “the environment, the quality of life of the locals and the experiences of its visitors.”

Of tourists who have ventured to new destinations, 83% report that the experience changed or broadened their perspective, offering compelling evidence of tourism’s profound impact on connecting people and improving mutual understanding.

Commissioned by the Saudi Tourism Authority, the global survey was conducted ahead of this year’s World Tourism Day (WTD), which will take place in Riyadh from September 27 to 28. DMT 2023 will unite global tourism ministers, industry leaders and sector experts under the theme “Green Tourism and Investments”.

Through a series of engaging sessions, roundtables and workshops, participants will explore the essential role of tourism and global collaboration in promoting prosperity, safeguarding cultures, preserving the environment and promoting a better world. more harmonious and interconnected.

Source: AP