11 CONSUMPTION and TOURISM

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11 CONSUMPTION and TOURISM

• Geography of Europe

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Consumption
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Single market history

• 1986 Single European Act aimed to have common
  market by 1992
• 1999 Euro appears as accounting unit, 2002 as a
  currency

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Global reaches of European corporations
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Retail trends

• Globalization / larger markets still more
  significant in northern/western Europe than
  southern/eastern.
• Huge surge in eastern enterprises in 1990s,
  followed by infiltration of larger corporations

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Homogenization of consumption

• Convergence over time, e.g.
• Wine consumption down 11 in France (2001-2005)
  up in Britain and northern Europe

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Vacation time (OCED survey 2004)

• France 39 days Germany 27 days
  Netherlands 25 days Great Britain 23 days
  Canada 20 days United States 12 days
• Accepted vacation periods, e.g.
• Midsummer in Sweden
• August in Italy
• July August in France (through to La Rentrée)

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Historical trends in tourism

• Only for very wealthy in pre- or early-railroad
  era
• Gardens
• Spas
• Education
• Domestic parks for local consumption
• Increase through WWI
• Passport controls broke down through WWI

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Historical trends in tourism

• Sharp increase 1950-1970s
• Airline industry
• Traditional resorts (Spanish islands, Riviera,
  Black Sea)
• Sharp increase 1990s-
• Eastern European destinations
• More remote locations
• Changes in tourism geography over time

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Tourism on a global scale

• 9.4 (2009) gt 9.5 (2019)
• of global GDP (WTTO)
• 220m jobs (2009) gt 276m jobs (2019)
• 7.6 (2009) gt 8.4 (2019)
• Of total employment

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Sources of tourists

• Competition on global scale
• Currency-dependent

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Trends in Europe
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Tourism destinations
ltlt Absolute Net vv

• Telegraph (UK)

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Tourism within Europe (Feb 09 Gallup poll of
27,000 European Union citizens)

• 58 of Europeans took at least one holiday of
  four consecutive nights away from home
• Close to 75 in northern Europe

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Where people go

• INC DOMESTIC
• Spain (14)
• Italy (12)
• France (11)
• Germany (6)
• Greece (5)
• Poland (5)
• UK (4)

• ONLY EXTERNAL
• Spain (13)
• Italy (9)
• France (7)
• Greece (5)
• Turkey (5)
• USA (4)

• CITIES (WTO)
• 1.London (15m)
• 5.Paris (9m)
• 9.Istanbul (6m)
• 10. Rome (6m)
• 11. Barcelona (5m)
• 14. Dublin (5m)
• 18. Moscow (4m)
• 20. Amsterdam (4m)
• 23. Prague (4m)
• 116. Geneva (722k)

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Tourism as of GDP in Europe (WTTO)

• High in smaller states
• E.g., Cyprus (21), Estonia (20), Malta (23)
• High in summer home states
• E.g. , Portugal (16), Spain (17)
• Moderately high in most of Europe
• 8 to 14
• Low in least-developed states
• Romania (6), Serbia (5), Macedonia (6)

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Destinations

• Within country
• Counties with less disposable income
• Countries with tradition of country houses
• Eastern European countries, Portugal
• Larger countries
• (France, Italy, Germany)

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How

• Airplane more likely on island states
• Car more popular in larger countries and eastern
  Europe

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Easy Jet flight routes
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When
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Niche tourism

• Cultural / heritage tourism
• Culinary tourism
• Dark tourism
• Nautical tourism
• Ethnic / religion / lifestyle tourism
• Spa / wellness tourism
• Health tourism
• Ecotourism

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Health tourism

• Canary Islands (19/ c)
• Traditional spa
• Modern spa

• Modern issues
• Health tourism within-EU
• Finding cheaper medical prices
• Modern spas
• Health tourism from outside-EU

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Rural landscape preservation

• Open-air museums
• Strict land use laws
• Significant land-use and employment change
• E.g., Crete 15,000 annual visitors in 1971 2m
  visitors in 1995

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Second homes

• Domestically
• ½ of all Finns have access to second homes
• 1/3 of all Bulgarians own second homes
• Internationally
• Large ownership of southern homes by northerners

• Hiltunen, U Joensuu (FI)

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Tourism in the recession

• More people staying closer to home
• Larger decline in traditional destinations
• 2008 -gt 2009
• More people plan to travel within country (43 gt
  48)
• More people plan to travel to non-Euro countries

NY Times
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