muslim travel index europe - comcec · travel party 25% travelled with family including children...
TRANSCRIPT
MUSLIM TRAVEL INDEX EUROPE
Launched at The Halal Tourism Conference
Granada Conference and Exhibition Centre, Andalucia, Spain
"Global/Regional Trends and Policies in
Promoting Muslim Friendly Tourism Products and
Services"
Research Approach
We conducted a 10 minute online survey working with
an established panel provider.
The survey was conducted in 3 countries where previous
desk research identified Saudi Arabia, UAE & Malaysia
as being in the Top 10 for outbound travel expenditure
amongst OIC countries (Muslim majority countries)*.
The sample was defined as:
• Muslim
• All to follow a Halal Lifestyle
County Sample size
achieved
UAE 102
Saudi Arabia 100
Malaysia 201
Total 403
*Source: DinarStandard/Crescent: Global Muslim lifestyle travel market 2012
* In 2013, the UK saw 32.8 million visitors to the country from across the world spending £21 billion which was an increase of 12.7% on the previous year.
* A deeper look at the countries which spent the most money in the UK revealed a very interesting picture. The top three places were dominated by Muslim countries from the Middle East. This statistic is even more amazing when you consider that these Muslim countries do not even make the top 15 of visitors to the UK by numbers.
* In 2011, Gulf countries accounted for 37 percent of Muslim tourist spending even though they represent a mere three percent of the global Muslim population.
PREFACE
* They also projected that until at least 2020 Muslim international tourism will increase at a faster rate than the average rate for international tourism -- 4.79 percent versus 3.8 percent. At that point, the study says, overall annual spending for international Muslim tourism is expected to reach US $192 billion.
* In a global economy that is growing, halal tourism presents an excellent opportunity for the tourism sector. Not only can it lead to direct investment within the economy, the possibilities for the business sector who can provide services are endless.
* Over the last year we have seen many countries across the world make a concerted effort to target this sector. Everyone from Japan, Malaysia and Australia are now active in this field.
PREFACE
* With Muslims now getting bolder in their holiday destinations and looking beyond their traditional places, every country in the world can tap into the halal tourism market.
* Whereas a Muslim countries previously dominated the rankings of popular destination, the emerging trend shows that Muslims are now increasing their range to consider non-Muslim countries.
* Indeed, countries with a low Muslim population such as Bosnia and Herzegovina came high on a list of top halal friendly holiday destinations for 2014 based on how it accommodated the Muslim traveller from halal food availability, prayer facilities on offer and halal friendly accommodation.
PREFACE
Over half from Middle-East and Far-East have travelled to Europe for leisure purposes
England, Italy, Turkey, France and Germany are the most popular destinations of choice
Travellers from the Middle-East and Far-East are choosing to stay in apartments/flats over hotels
Facilities that allow Islamic travellers to follow a Halal lifestyle are important to everyone when considering to travel abroad
And providing Halal Food or appropriate praying facilities are the most important factors
There is room for improvement amongst the popular destination countries as around 1/3 rate the facilities catering to a Halal lifestyle as ‘average’
SUMMARY
PAST EUROPEAN TRAVEL
Q: Thinking about each time you have travelled to Europe for leisure purposes, which of the following countries have you visited?
45%
31%
29%
26%
20%
17%
14%
12%
9%
8%
7%
5%
5%
5%
5%
England
Italy
Turkey
France
Germany
Spain
Austria
Netherlands
Greece
Sweden
Belgium
Denmark
Hungary
Republic of Ireland
Portugal
Top 15 European Destinations
Top 15 Destinations travelled to by Middle
Eastern & Far Eastern Travellers
Source: Visited European countries: 221
Q: Thinking about each time you have travelled to Europe for leisure purposes, which of the following countries have you visited?
39%
35%
32%
30%
29%
28%
14%
13%
13%
12%
9%
9%
7%
6%
6%
Italy
Turkey
Spain
England
France
Germany
Sweden
Austria
Netherlands
Belgium
Cyprus
Romania
Denmark
Bulgaria
Greece
Saudi Arabia
42%
26%
24%
22%
16%
14%
14%
10%
8%
4%
4%
4%
4%
4%
4%
England
Italy
Turkey
Germany
France
Austria
Netherlands
Greece
Spain
Belgium
Denmark
Hungary
Poland
Sweden
Scotland
UAE
57%
28%
27%
27%
15%
14%
12%
11%
11%
8%
8%
8%
6%
6%
6%
England
France
Italy
Turkey
Austria
Germany
Spain
Greece
Netherlands
Hungary
Portugal
Scotland
Belgium
Republic of…
Wales
Malaysia
Top 15 Destinations from outbound Market
Source: Visited Europe, Saudi Arabia: 69* UAE: 50, Malaysia: 102
45% have visited England from Middle-East/Far-East, with the majority of visitors coming from UAE and Malaysia
Length of visit
29% of those who visited England stayed for less than 7 days whilst a further 24% stayed for 10 days
Travel Party
25% travelled with family including Children aged under 16
Reason for Travel
43% travelled to England for a holiday break with family whilst a further 22% said it was their annual holiday 18% said it was a holiday break with friends
Reason for Destination Choice 69%
57%
43%
42%
38%
36%
20%
20%
20%
12%
9%
There are many places to go sight-seeing
It has a cooler weather climate compared to…
It has great cultural values I wanted to…
The shopping in this country is very good
It is a family friendly environment
The country has a lot of history I wanted to…
There are many places to eat out
There are many places for late night…
There are many flights available from where I…
It has a lot of Islamic heritage
It has a warm weather climate
ENG
63% rated England Excellent/Good for catering well for a Halal Lifestyle
England as a destination Choice
Source: Visited England: 100
31% have visited Italy from Middle-East/Far-East, with the majority of visitors coming from Saudi Arabia
Reason for Destination Choice
65%
50%
41%
40%
35%
34%
29%
25%
25%
21%
13%
There are many places to go sight-…
It has great cultural values I wanted…
The shopping in this country is very…
The country has a lot of history I…
It has a cooler weather climate…
There are many places to eat out
There are many flights available from…
It has a warm weather climate
It is a family friendly environment
There are many places for late night…
It has a lot of Islamic heritage
ITA Length of visit
38% of those who visited Italy stayed for less than 7 days whilst a further 25% stayed for 10 days
Travel Party
25% travelled with family including Children aged under 16
Reason for Travel
37% travelled to Italy for a holiday break with family whilst a further 24% said it was their annual holiday 21% said it was a holiday break with friends
58% rated Italy Excellent/Good for catering well for a Halal Lifestyle
Italy as a destination Choice
Source: Visited Italy: 68
29% have visited Turkey from Middle-East/Far-East, with the majority of visitors coming from Saudi Arabia
Reason for Destination Choice
63%
50%
50%
45%
38%
38%
31%
25%
23%
20%
17%
It has a lot of Islamic heritage
It has great cultural values I wanted to experience
There are many places to go sight-seeing
The country has a lot of history I wanted to…
It has a cooler weather climate compared to…
It is a family friendly environment
The shopping in this country is very good
There are many places to eat out
There are many flights available from where I live
There are many places for late night…
It has a warm weather climate
TUR Length of visit
80% of those who visited Turkey stayed for up to 10 days
Travel Party
30% travelled with family including Children aged under 16
Reason for Travel
45% travelled to Turkey for a holiday break with family whilst a further 22% said it was their annual holiday
91% rated Turkey Excellent/Good for catering well for a Halal Lifestyle
Turkey as a destination choice
Source: Visited Turkey: 64
TRAVEL EXPENDITURE
Expenditure – Saudi Arabia
Q: Approximately how much do you typically spend per person on the following when booking a holiday?
49%
31%
12%
4%
4%
Less than 6,500 Riyal
6,500 – 12,500 Riyal
12,500 – 19,000 Riyal
19,000 – 25,000 Riyal
25,000 + Riyal
Flights
28%
35%
21%
9%
7%
Accommodation
KEY:
Less than 6,500 Riyal = Less than £1000
6,500-12,500 Riyal = £1000 - £2000
12,500 – 19,000 Riyal = £2000 - £3000
19,000 – 25,000 Riyal = £3000 - £4000
25,000 + Riyal = £4000+
Source: Saudi Arabia: 100
Q: Approximately how much do you typically spend per person on the following whilst on holiday?
68%
26%
2%
0%
4%
Less than 6,500 Riyal
6,500 – 12,500 Riyal
12,500 – 19,000 Riyal
19,000 – 25,000 Riyal
25,000 + Riyal
Food & Drinks
49%
24%
19%
5%
3%
Excursions
66%
12%
9%
6%
7%
Travelling
53%
26%
10%
8%
3%
Souvenirs
41%
25%
14%
9%
11%
Shopping
KEY:
Less than 6,500 Riyal = Less than £1000
6,500-12,500 Riyal = £1000 - £2000
12,500 – 19,000 Riyal = £2000 - £3000
19,000 – 25,000 Riyal = £3000 - £4000
25,000 + Riyal = £4000+
Expenditure – Saudi Arabia
Source: Saudi Arabia: 100
Expenditure – UAE
Q: Approximately how much do you typically spend per person on the following when booking a holiday?
75%
22%
4%
0%
0%
Less than 6,000 Dirham
6,000 – 12,500 Dirham
12,500 – 18,500 Dirham
18,500 – 24,500 Dirham
24,500 + Dirham
Flights
65%
28%
7%
0%
0%
Accommodation
KEY:
Less than 6,000 Dirham = Less than £1000
6,000-12,500 Dirham= £1000 - £2000
12,500 – 18,500 Dirham= £2000 - £3000
18,500 – 24,500 Dirham= £3000 - £4000
24,500 + Dirham= £4000+
Source: UAE: 102
Expenditure – UAE
Q: Approximately how much do you typically spend per person on the following whilst on holiday?
91%
8%
1%
0%
0%
Souvenirs
83%
15%
2%
0%
0%
Excursions
85%
8%
5%
1%
1%
Travelling
91%
7%
2%
0%
0%
Less than 6,000 Dirham
6,000 – 12,500 Dirham
12,500 – 18,500 Dirham
18,500 – 24,500 Dirham
24,500 + Dirham
Food & Drinks
66%
24%
6%
3%
2%
Shopping
KEY:
Less than 6,000 Dirham = Less than £1000
6,000-12,500 Dirham= £1000 - £2000
12,500 – 18,500 Dirham= £2000 - £3000
18,500 – 24,500 Dirham= £3000 - £4000
24,500 + Dirham= £4000+
Source: UAE: 102
Expenditure – Malaysia
Q: Approximately how much do you typically spend per person on the following when booking a holiday?
68%
26%
4%
1%
0%
Less than 5,500 Ringgit
5,500 – 11,000 Ringgit
11,000 – 16,000 Ringgit
16,000 – 21,500 Ringgit
21,500 + Ringgit
Flights
67%
25%
5%
3%
0%
Accommodation KEY:
Less than 5,500 Ringgit = Less than £1000
5,500-11,000 Ringgit = £1000 - £2000
11,000 – 16,000 Ringgit = £2000 - £3000
16,000 – 21,500 Ringgit = £3000 - £4000
21,500 + Ringgit = £4000+
Source: Malaysia: 201
Expenditure – Malaysia
Q: Approximately how much do you typically spend per person on the following whilst on holiday?
72%
17%
7%
1%
1%
Shopping
89%
7%
3%
0%
0%
Souvenirs
80%
14%
4%
2%
0%
Excursions
86%
11%
2%
0%
0%
Travelling
85%
14%
1%
0%
0%
Less than 5,500 Ringgit
5,500 – 11,000 Ringgit
11,000 – 16,000 Ringgit
16,000 – 21,500 Ringgit
21,500 + Ringgit
Food & Drinks
KEY:
Less than 5,500 Ringgit = Less than £1000
5,500-11,000 Ringgit = £1000 - £2000
11,000 – 16,000 Ringgit = £2000 - £3000
16,000 – 21,500 Ringgit = £3000 - £4000
21,500 + Ringgit = £4000+
Source: Malaysia: 201
IMPORTANCE OF HALAL LIFE STYLE
FRIENDLY FACILITIES
Facilities catering to a halal lifestyle are important to almost all
travellers when considering where to travel to
Q: When thinking about travelling abroad, how important is it that a country has good facilities enabling you to follow a Halal Lifestyle?
70%
23%
4%
3%
Very Important
Important
Not important
Not at all important
Importance of facilities catering for a Halal Lifestyle when travelling abroad
All
travelled
to Europe
Saudi
Arabia UAE Malaysia
95% 86% 93% 98% 93%
Source: Total Base: 403, All travelled to Europe: 221, Saudi Arabia: 100, UAE: 102, Malaysia: 201
Halal food, praying and separate leisure facilities are
all important factors that travellers look for
Q: When you are thinking about countries to travel to, how important is it that a country allows you to practice the following aspects of a Halal lifestyle?
83%
62%
37%
24%
27%
14%
27%
26%
28%
24%
Provides Halal food
Provides praying facilities
Separate leisure facilities for men andwomen (such as separate swimming pools)
Separate eating areas for families and men
There are private beaches available
Very Important Important
Top 2 Box:
97%
89%
63%
52%
51%
93%
85%
62%
64%
54%
98%
83%
62%
55%
59%
99%
93%
64%
44%
44%
Saudi Arabia
(Top 2 Box):
UAE
(Top 2 Box):
Malaysia
(Top 2 Box):
All travelled to
Europe
(Top 2 Box):
96%
85%
61%
50%
54%
Source: Total Base: 403, All travelled to Europe: 221, Saudi Arabia: 100, UAE: 102, Malaysia: 201
The Future
Halal Tourism Conference 2016