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| 03 May 2007 | Mumbai | | | Survey reveals India’s local culture, adventure holidays and low cost goods and services are biggest draws for international travelers | | | Visa and PATA ‘Asia Travel Intentions Survey 2007’ reveals that 52 percent of international travelers are considering Asia as their next travel destination | |
According to the Visa International Asia Pacific (Visa) and Pacific Asia Travel Association (PATA) ‘Asia Travel Intentions Survey 2007’, of those intending international travel in the next two years, 52 percent were considering Asia as their next travel destination[i]. This is a nine percent increase on the previous year’s survey results[ii] and an 18 percent increase over the results in 2005[iii]. Asia’s key attractions were the opportunity to interact with different cultures, the natural beauty of the region and relaxation.
India was included in the study for the first time this year, reinforcing the country’s growing status as a potential inbound and outbound tourism source, as evidenced by 4.4 million visitors to India and 8.3 million outbound Indian travelers in 2006 (PATA Visa Total Tourism India Report).
India’s local culture, low-cost goods and services and adventure holiday offerings were its most attractive characteristics according to survey respondents outside of India. Respondents from the UK were the most likely to visit India (52 percent) while respondents from the US were the most likely to have already visited India (42 percent).
Indian respondents indicated that the most important factors they considered when choosing a destination were ‘relaxation’ (32 percent), ‘outdoor adventure’ (24 percent) and it being ‘family friendly’ (17 percent). The family friendly experience was important considering the survey revealed that Indians were the most likely to travel with their family (51 percent).
In terms of outbound destinations, 55 percent of Indian respondents indicated they were very likely to visit an Asian destination outside of India, with Singapore (72 percent) and Malaysia (60 percent) being their most considered destinations.
One emerging trend observed from the 2007 survey was a desire for travelers to participate in environmentally and culturally sensitive travel. Almost nine out of 10 respondents said they would prefer to choose tourism products that showed concern about the impact tourism had on local cultures and customers and also protected the natural environment.
Indians proved to be environmentally-conscious travelers. Sixty percent of Indian respondents were ‘much more likely’ to consider environmental issues when planning a holiday and six percent of Indian travelers said they would pay up to 50 percent more for environmentally sensitive travel options such as selecting flights based on those airlines that produce the lowest carbon emissions.
For those destinations looking to maximize tourism revenue, using a card to obtain cash while traveling was the preferred option for all markets except Korea. In fact, the preference was for credit or debit cards ahead of cash and travelers cheques combined. For Indian travelers, credit or debit cards were the most popular means to obtain money when traveling (54 percent).
”Understanding and accommodating travelers’ payment preferences are important when you consider that the World Travel and Tourism Council estimates that tourism and travel will account for more than 10 percent of Asia Pacific’s gross domestic product in 2007[iv], which equates to around US$1.3 trillion in economic activity. It is important that we create the payment infrastructure for travelers to make payments they way in which they are most comfortable,” said Santanu Mukherjee, Country Manager – South Asia, Visa International Asia Pacific.
Converting cash was typically the preferred option for around one-third of respondents. Three origin markets had notably low levels of preference for converting cash – India (20 percent), China (21 percent) and the US (21 percent). Use of travellers cheques while traveling was typically low – especially among those from China, Sweden and Korea. Travellers cheques are most popular among people from India (26 percent), Canada and the UK (both 21 percent).
“Electronic payments are an important component for travel today. They provide travelers with security, ease of payment and accessibility around the world. We are working closely with tourism authorities in India to address the challenges faced by tourists in India – especially in terms of acceptance of payment cards, accessibility to cash and foreign exchange and planning and paying for their visits to India. We are proud to partner with PATA yet again in the launch of the ‘Asia Travel Intentions Survey 2007’, and are glad that India forms a key market of study for the survey,” said Mr. Mukherjee.
PATA President and CEO Peter de Jong said, “The study has revealed some interesting trends that can go a long way in enhancing tourism development across the Asia Pacific region. Visa and PATA have a long-standing commitment to work with the relevant authorities and bodies to create the opportunity to break down travel barriers in the region.”
Key highlights of the report
Previous Travel Experience
Asian markets (China, Korea, Japan and India) had the highest percentage of respondents to have already visited Asia. At least three quarters of respondents from these markets had traveled within the region. The least experienced travelers to Asia were from the United States.
Considered Destinations
The most widely considered destination in Asia was Thailand (57 percent).
What sort of Experience is Most Important?
The origin market which varied most dramatically from the others was India which recorded the highest proportion of travellers who chose ‘outdoor adventure’ (24 percent), ‘family friendly’ (17 percent) and ‘shopping’ (12 percent).
How Will You Plan?
A majority of people from the six non-Asian markets said that their travel would be mainly ‘self-planned.’ These markets also tended to be the most likely to undertake ‘mainly unplanned’ travel (although this was still less than 1 in 10 travellers).
People from the four Asian origin markets were clearly the most likely to plan ‘with help from a travel agent’ and/or to select a ‘package from a tour operator’ when visiting other Asian destinations.
[i] The Asia Travel Intentions Survey 2007 is based on survey findings of 5,050 respondents from 10 markets (Australia, Canada, China, Germany, India, Japan, Korea, Sweden, the United Kingdom and the United States of America) between 20 February and 2 March 2007. [ii]The Asia Travel Intentions Survey 2006 is based on survey findings of 5,010 respondents from 10 markets (markets (Australia, Canada, China, France, Germany, Japan, Korea, Sweden, the United Kingdom and the United States of America) conducted in March 2006 [iii]The Asia Travel Intentions Survey 2005 report is based on survey findings of 5,037 respondents from 10 markets (Australia, Canada, China, France, Germany, Japan, Korea, Sweden, the United Kingdom and the United States of America) in February 2007. [iv] World Travel and Tourism Commission, ’Navigating the Path Ahead - The 2007 Travel and Tourism Economic Research’. | |
About the Asia Travel Intentions Survey 2007
Commissioned by Visa Asia Pacific and PATA, the research was conducted between 20 February and 2 March 2007, using an online methodology. The research was conducted by panel partner GMI Research in 10 countries: Australia, Canada, China, Germany, India, Japan, Korea, Sweden, the UK and the US. A total of 5,050 respondents were identified and categorized as committed or possible Asia travelers and were asked to comment on the following potential barriers: travel experience and intentions, attitudes to travel in Asia and particular destinations, the 2008 Beijing Olympic Games, perceptions of negative events and culturally and environmentally sustainable tourism. | | About Visa
Visa connects cardholders, merchants and financial institutions through the world's largest electronic payments network. Visa products allow buyers and sellers to conduct commerce with ease and confidence in both the physical and virtual worlds. Visa is committed to the sustained growth of electronic payment systems to support the needs of all stakeholders and to drive economic growth.
Visa products currently generate more than $4 trillion in sales volume worldwide. Visa enjoys unsurpassed acceptance around the world. In addition, Visa/Plus is one of the world’s largest global ATM networks, offering cash access in local currency in over 170 countries. For more information, visit www.corporate.visa.com.
| | About PATA
Mission statement: "The Pacific Asia Travel Association (PATA) is a membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry. In partnership with PATA's private and public sector members, we enhance the sustainable growth, value and quality of travel and tourism to, from and within the region."
Founded in 1951, PATA is the recognized authority on Asia Pacific travel and tourism. PATA provides leadership and advocacy to the collective efforts of nearly 100 government, state and city tourism bodies, more than 55 airlines and cruise lines, and hundreds of travel industry companies. In addition, thousands of travel professionals belong to dozens of PATA chapters worldwide. PATA is a not-for-profit organization. Find out more atwww.PATA.org.
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