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The Meaning of Travel and the Perception of Europe as Travel Destination

Publication date:
Feb 2016




Today’s travellers unquestionably desire unique experiences, and destinations respond to this request by designing and promoting experiences to add value to their goods and services. In line with global trends, the European Travel Commission (ETC) recently switched to a new marketing approach, where experiences and stories are at the heart of its promotional activities.

This ETC study aims to gain new and meaningful insights on consumers and their response to ETC’s new communication approach. Findings summarised in this report shed light on the meaning of travel among target groups from two long-haul markets – Brazil and Russian Federation– both in its ideal dimension and in terms of factors that urge them to book a holiday. The study also investigates the perception of Europe as a travel destination and provides recommendations on what type of online media content proves most effective in inspiring consumers

The study is available for ETC members only.