Q2 - Country or autonomous region | % | N |
Åland | 1 % | 4 |
Denmark | 7 % | 33 |
Finland | 26 % | 123 |
Greenland | 0 % | 2 |
Iceland | 31 % | 150 |
Norway | 6 % | 31 |
Sweden | 29 % | 137 |
What type of organisation do you represent? | % | N |
Business support organisation | 5 % | 26 |
Destination Management Organisation (DMO) | 11 % | 53 |
Other (please specify) | 11 % | 54 |
Private enterprise | 72 % | 347 |
What type of organisation do you represent? | Iceland | Sweden | Finland | Norway | Denmark |
(n=150) | (n=137) | (n=123) | (n=31) | (n=33) | |
Private enterprise | 80 % | 74 % | 67 % | 71 % | 61 % |
Other | 9 % | 11 % | 18 % | 6 % | 0 % |
Destination Management Organisation (DMO) | 7 % | 14 % | 8 % | 19 % | 24 % |
Business support organisation | 5 % | 1 % | 7 % | 3 % | 15 % |
What is the (peak level) number of employees in your organisation? | % | N |
0-9 | 50 % | 241 |
9-49 | 28 % | 135 |
50-249 | 11 % | 52 |
250+ | 11 % | 52 |
What is the (peak level) number of employees in your company? | Iceland | Sweden | Finland | Norway | Denmark |
(n=150) | (n=137) | (n=123) | (n=31) | (n=33) | |
0-9 | 71 % | 35 % | 51 % | 39 % | 27 % |
10-49 | 23 % | 39 % | 20 % | 32 % | 36 % |
50-249 | 4 % | 14 % | 11 % | 13 % | 24 % |
250+ | 2 % | 12 % | 17 % | 16 % | 12 % |
Does your organization mainly operate on | % | N |
International level | 15 % | 70 |
Local level | 41 % | 198 |
National level | 21 % | 101 |
Regional level | 23 % | 109 |
Does your organization mainly operate on… | Iceland | Sweden | Finland | Norway | Denmark |
(n=150) | (n=137) | (n=123) | (n=31) | (n=31) | |
Local level | 49 % | 51 % | 25 % | 42 % | 29 % |
Regional level | 21 % | 19 % | 30 % | 19 % | 23 % |
National level | 18 % | 16 % | 27 % | 19 % | 32 % |
International level | 12 % | 14 % | 18 % | 19 % | 16 % |
Please select your organisation’s main line of business. | % | N |
Accommodation | 37 % | 128 |
Cultural services | 4 % | 14 |
Destination management | 1 % | 5 |
Destination marketing | 1 % | 3 |
Food and beverage serving | 22 % | 76 |
Other (please specify) | 8 % | 29 |
Passenger transport | 9 % | 31 |
Sports and recreation (and other activities) | 9 % | 31 |
Travel agency or reservation services | 9 % | 30 |
Please select your organisation’s main line of business | Iceland | Sweden | Finland | Norway | Denmark |
(n=120) | (n=101) | (n=82) | (n=22) | (n=20) | |
Accommodation | 40 % | 42 % | 38 % | 27 % | 0 % |
Food and beverage serving | 6 % | 27 % | 27 % | 59 % | 35 % |
Passenger transport | 17 % | 2 % | 7 % | 0 % | 15 % |
Sports and recreation (and other activities) | 8 % | 10 % | 10 % | 9 % | 5 % |
Travel agency or reservation services | 14 % | 2 % | 4 % | 5 % | 30 % |
Other (please specify) | 9 % | 9 % | 10 % | 0 % | 5 % |
Cultural services | 6 % | 5 % | 1 % | 0 % | 5 % |
Destination management | 0 % | 3 % | 1 % | 0 % | 5 % |
Destination marketing | 0 % | 1 % | 2 % | 0 % | 0 % |
Q7 - Is your organisation engaged in other lines of businesses? | % | N |
Accommodation | 17 % | 43 |
Cultural services | 12 % | 30 |
Destination management | 5 % | 12 |
Destination marketing | 7 % | 19 |
Food and beverage serving | 40 % | 104 |
Other (please specify) | 12 % | 32 |
Passenger transport | 11 % | 27 |
Sports and recreation (and other activities) | 13 % | 34 |
Travel agency or reservation services | 16 % | 40 |
What is approximately the share of tourism in general of your revenue? | Local level | Regional level | National level | International level |
(n=139) | (n=71) | (n=78) | (n=57) | |
0-20 % | 24 % | 10 % | 19 % | 12 % |
21-40% | 14 % | 31 % | 17 % | 11 % |
41-60% | 10 % | 18 % | 8 % | 11 % |
61-80% | 13 % | 7 % | 13 % | 21 % |
81-100% | 39 % | 34 % | 44 % | 46 % |
What is approximately domestic tourism’s share of your revenue? | % | N |
0-20 % | 45 % | 155 |
21-40% | 22 % | 75 |
41-60% | 14 % | 49 |
61-80% | 12 % | 42 |
81-100% | 7 % | 26 |
What is approximately domestic tourism’s share of your revenue? | Iceland | Sweden | Finland | Norway | Denmark |
(n=120) | (n=101) | (n=82) | (n=22) | (n=20) | |
0-20 % | 72 % | 27 % | 28 % | 41 % | 45 % |
21-40% | 19 % | 30 % | 17 % | 23 % | 15 % |
41-60% | 6 % | 21 % | 16 % | 18 % | 20 % |
61-80% | 2 % | 18 % | 20 % | 5 % | 20 % |
81-100% | 2 % | 5 % | 20 % | 14 % | 0 % |
In the next three years, do you expect the share of the domestic tourism of... | % | N |
Decrease significantly | 5 % | 18 |
Decrease a little | 14 % | 48 |
Stay on the current level | 46 % | 160 |
Increase a little | 28 % | 98 |
Increase significantly | 6 % | 21 |
In the next three years, do you expect the share of the domestic tourism of your revenue to… | Iceland | Sweden | Finland | Norway | Denmark |
(n=120) | (n=101) | (n=80) | (n=22) | (n=20) | |
Decrease significantly | 8 % | 4 % | 1 % | 9 % | 5 % |
Decrease a little | 8 % | 14 % | 14 % | 23 % | 40 % |
Stay on the current level | 56 % | 46 % | 38 % | 41 % | 40 % |
Increase a little | 22 % | 32 % | 41 % | 23 % | 10 % |
Increase significantly | 7 % | 5 % | 6 % | 5 % | 5 % |
In the next three years, do you expect the share of the domestic tourism of your revenue to… | Local level | Regional level | National level | International level |
(n=138) | (n=70) | (n=78) | (n=57) | |
Decrease significantly | 8 % | 7 % | 0 % | 4 % |
Decrease a little | 17 % | 19 % | 8 % | 9 % |
Stay on the current level | 49 % | 39 % | 50 % | 47 % |
Increase a little | 22 % | 33 % | 31 % | 33 % |
Increase significantly | 4 % | 3 % | 12 % | 7 % |
In general, are you interested in attracting more domestic tourists in the future? | % | N |
Definitely yes | 50 % | 174 |
Probably yes | 22 % | 77 |
Hard to say / don't know | 18 % | 63 |
Probably no | 6 % | 20 |
Definitely no | 3 % | 11 |
In general, are you interested in attracting more domestic tourists in the future? | Iceland | Sweden | Finland | Norway | Denmark |
(n=120) | (n=101) | (n=80) | (n=22) | (n=20) | |
Definitely yes | 47 % | 56 % | 51 % | 50 % | 42 % |
Probably yes | 23 % | 15 % | 29 % | 18 % | 32 % |
Hard to say / don't know | 16 % | 23 % | 15 % | 23 % | 16 % |
Probably no | 10 % | 1 % | 5 % | 9 % | 5 % |
Definitely no | 4 % | 5 % | 0 % | 0 % | 5 % |
Please describe the three most typical preferences for domestic tourists in one or two words: The most mentioned words by country. | ||||
Iceland (n=128): | Sweden (n=90): | Finland (n=99): | Norway (n=22): | Denmark (n=23): |
Gott / Góða / Góð / Góðan: 40 % | Mat / Matupplevelser: 26 % | Luonto: 28 % | Opplevelse: 23 % | Natur / Naturen / Naturoplevelser: 35 % |
Þjónustu / Þjónusta: 21 % | Natur / Naturupplevelser: 18 % | Hinta / Edullinen / Edullisuus / Hinnoittelu: 18 % | Mat / Spisegjester: 23 % | Kultur / Kulturoplevelser / Kulturarv: 26 % |
Verð: 16 % | Bra / God / Gott: 17 % | Hyvä / Hyvät: 15 % | Natur / Naturopplevelser: 18 % | Mad: 17 % |
Náttúra / Náttúru: 13 % | Upplevelse: 9 % | Rauha / Rauhallisuus: 13 % | Lokal: 9 % | Gode / God: 17 % |
Afþreying / Afþreyingu: 12 % | Prisvärt / Pris: 9 % | Elämykset / Elämys: 13 % | Pris: 9 % | Outdoor: 13 % |
Mat: 10 % | Dryck: 8 % | Helppous / Helppo: 13 % | | Afslapning: 9 % |
Ódýrt / Ódýra: 10 % | Service: 8 % | Palvelut / Palvelu: 10 % | | Oplevelser: 9 % |
Veður: 8 % | Evenemang: 6 % | Ruoka: 9 % | Tryghed: 9 % | |
Gistingu: 8 % | Kultur: 4 % | Aktiviteetit / Aktiviteetti: 8 % | | |
Upplifun : 8 % | Kvalitet: 4 % | Sijainti: 6 % | ||
In comparison to time before Covid-19 pandemic, what is the situation in your company now? | Significantly Smaller | Somewhat Smaller | About the same | Somewhat Larger | Significantly Larger | Did not exist |
Revenue | 9 % | 23 % | 26 % | 19 % | 16 % | 7 % |
Number of Employees | 7 % | 20 % | 46 % | 15 % | 7 % | 6 % |
Number of customers | 6 % | 27 % | 23 % | 22 % | 17 % | 6 % |
Number of domestic customers | 7 % | 16 % | 43 % | 20 % | 7 % | 6 % |
Investment in domestic tourism | 9 % | 15 % | 45 % | 18 % | 6 % | 7 % |
Interest towards domestic tourism markets | 4 % | 10 % | 43 % | 25 % | 12 % | 7 % |
In comparison to time before Covid-19 pandemic, what is the situation in your region now? | Significantly Smaller | Somewhat Smaller | About the same | Somewhat Larger | Significantly Larger |
Number of domestic tourists | 4 % | 17 % | 28 % | 32 % | 19 % |
Investment in domestic tourism | 4 % | 23 % | 47 % | 19 % | 8 % |
Interest towards domestic tourism markets | 2 % | 9 % | 25 % | 45 % | 19 % |
During the pandemic, have you created, developed or received useful practices to enhance domestic tourism in your enterprise or organization? | % | N |
No | 57 % | 273 |
Yes | 43 % | 207 |
During the pandemic, have you created, developed or received useful practices to enhance domestic tourism in your enterprise or organization? | Iceland | Sweden | Finland | Norway | Denmark |
(n=150) | (n=137) | (n=123) | (n=31) | (n=33) | |
No | 64 % | 61 % | 50 % | 45 % | 48 % |
Yes | 36 % | 39 % | 50 % | 55 % | 52 % |
During the pandemic, have you created, developed or received useful practices to enhance domestic tourism in your enterprise or organization? | Private enterprise | Other | Destination Management Organisation (DMO) | Business support organisation |
(n=347) | (n=54) | (n=53) | (n=26) | |
No | 59 % | 70 % | 34 % | 50 % |
Yes | 41 % | 30 % | 66 % | 50 % |
How do you think the offering of your company could be developed to better meet the needs of domestic tourists? | % | N |
Development of current services or products | 34 % | 109 |
Higher quality of service | 21 % | 67 |
I am not sure, there's lack of knowledge of domestic visitors' preferences | 12 % | 37 |
Innovation of new kinds of services or products | 32 % | 102 |
Lower prices | 23 % | 75 |
More marketing to domestic tourists | 50 % | 159 |
New sales channels to domestic tourists | 27 % | 85 |
Other (please specify) | 2 % | 5 |
There’s no need to change our services | 11 % | 35 |
How do you think the offering of your company could be developed to better meet the needs of domestic tourists? | Iceland | Sweden | Finland | Norway | Denmark |
(n=117) | (n=96) | (n=66) | (n=19) | (n=20) | |
More marketing to domestic tourists | 52 % | 50 % | 45 % | 47 % | 45 % |
Development of current services or products | 32 % | 32 % | 41 % | 21 % | 45 % |
Innovation of new kinds of services or products | 27 % | 25 % | 45 % | 26 % | 45 % |
New sales channels to domestic tourists | 28 % | 25 % | 24 % | 47 % | 15 % |
Lower prices | 23 % | 25 % | 18 % | 26 % | 35 % |
Higher quality of service | 12 % | 30 % | 21 % | 21 % | 30 % |
I am not sure, there's lack of knowledge of domestic visitors' preferences | 17 % | 8 % | 11 % | 11 % | 0 % |
There’s no need to change our services | 15 % | 10 % | 6 % | 0 % | 15 % |
Other | 3 % | 1 % | 0 % | 0 % | 0 % |
How do you think the offering of your company could be developed to better meet the needs of domestic tourists? | Local level | Regional level | National level | International level |
(n=132) | (n=65) | (n=65) | (n=56) | |
More marketing to domestic tourists | 55 % | 46 % | 45 % | 46 % |
Development of current services or products | 33 % | 32 % | 35 % | 38 % |
Innovation of new kinds of services or products | 23 % | 45 % | 28 % | 43 % |
New sales channels to domestic tourists | 29 % | 22 % | 31 % | 23 % |
Lower prices | 20 % | 34 % | 15 % | 25 % |
Higher quality of service | 17 % | 15 % | 25 % | 30 % |
I am not sure, there's lack of knowledge of domestic visitors' preferences | 11 % | 14 % | 14 % | 7 % |
There’s no need to change our services | 13 % | 9 % | 11 % | 9 % |
Other | 2 % | 2 % | 2 % | 0 % |
In your opinion, which are the most significant challenges for domestic tourism in the next three years? | % | N |
Financial situation of consumers | 59 % | 278 |
Financial situation of domestic tourism enterprises | 21 % | 96 |
Lack of know-how in product development or marketing | 13 % | 62 |
Lack of knowledge about the domestic market | 22 % | 103 |
Other (please specify) | 4 % | 20 |
Quality-price -ratio of domestic tourism | 34 % | 159 |
Recovered interest in tourism abroad | 41 % | 194 |
Relatively low market volume/ potential | 17 % | 80 |
Shortage of qualified staff | 31 % | 145 |
In your opinion, which are the most significant challenges for domestic tourism in the next three years? | Iceland | Sweden | Finland | Norway | Denmark |
(n=146) | (n=133) | (n=121) | (n=29) | (n=33) | |
Financial situation of consumers | 38 % | 68 % | 79 % | 62 % | 42 % |
Recovered interest in tourism abroad | 51 % | 40 % | 36 % | 34 % | 30 % |
Quality-price -ratio of domestic tourism | 40 % | 24 % | 37 % | 34 % | 39 % |
Shortage of qualified staff | 23 % | 31 % | 40 % | 38 % | 24 % |
Lack of knowledge about the domestic market | 30 % | 22 % | 14 % | 14 % | 27 % |
Financial situation of domestic tourism enterprises | 18 % | 21 % | 17 % | 24 % | 39 % |
Relatively low market volume/ potential | 24 % | 11 % | 16 % | 17 % | 15 % |
Lack of know-how in product development or marketing | 16 % | 11 % | 12 % | 7 % | 21 % |
Other | 7 % | 2 % | 2 % | 10 % | 6 % |
In your opinion, which are the most significant challenges for domestic tourism in the next three years? | Private enterprise | Other | Destination Management Organisation (DMO) | Business support organisation |
(n=336) | (n=54) | (n=52) | (n=26) | |
Financial situation of consumers | 58 % | 61 % | 67 % | 54 % |
Recovered interest in tourism abroad | 40 % | 37 % | 44 % | 62 % |
Quality-price -ratio of domestic tourism | 35 % | 37 % | 27 % | 31 % |
Shortage of qualified staff | 27 % | 30 % | 52 % | 42 % |
Lack of knowledge about the domestic market | 22 % | 33 % | 12 % | 23 % |
Financial situation of domestic tourism enterprises | 20 % | 28 % | 17 % | 23 % |
Relatively low market volume/ potential | 18 % | 17 % | 19 % | 8 % |
Lack of know-how in product development or marketing | 11 % | 13 % | 23 % | 19 % |
Other | 4 % | 6 % | 6 % | 0 % |
Q19 - In your opinion, which are the most significant pull factors for domestic tourism in the next three years? | % | N |
Development of new kind of services in the domestic market | 28 % | 94 |
Ease of travel, familiar destination (e.g. no cultural or language barriers) | 24 % | 79 |
Feeling of safety | 31 % | 103 |
Increase of interest in domestic tourism attractions (other than nature) | 29 % | 96 |
Increase of interest in nature tourism destinations | 51 % | 170 |
Increase of interest in sustainable and responsible modes of tourism | 49 % | 164 |
Increase of interest in travelling that´s shorter in time | 33 % | 110 |
Other | 2 % | 7 |
In your opinion, which are the most significant pull factors for domestic tourism in the next three years? | Iceland | Finland | Norway | Denmark |
(n=147) | (n=119) | (n=31) | (n=33) | |
Increase of interest in nature tourism destinations | 50 % | 54 % | 45 % | 45 % |
Increase of interest in sustainable and responsible modes of tourism | 45 % | 54 % | 52 % | 52 % |
Increase of interest in travelling that´s shorter in time | 29 % | 34 % | 42 % | 33 % |
Feeling of safety | 28 % | 38 % | 26 % | 21 % |
Increase of interest in domestic tourism attractions (other than nature) | 33 % | 24 % | 29 % | 30 % |
Development of new kind of services in the domestic market | 33 % | 21 % | 19 % | 39 % |
Ease of travel, familiar destination (e.g. no cultural or language barriers) | 22 % | 26 % | 19 % | 24 % |
Other | 4 % | 1 % | 0 % | 0 % |
In your opinion, which are the most significant pull factors for domestic tourism in the next three years? | Private enterprise | Other | Destination Management Organisation (DMO) | Business support organisation |
(n=242) | (n=39) | (n=33) | (n=22) | |
Increase of interest in nature tourism destinations | 51 % | 46 % | 48 % | 59 % |
Increase of interest in sustainable and responsible modes of tourism | 46 % | 56 % | 55 % | 55 % |
Increase of interest in travelling that´s shorter in time | 30 % | 38 % | 45 % | 32 % |
Feeling of safety | 29 % | 36 % | 30 % | 36 % |
Increase of interest in domestic tourism attractions (other than nature) | 28 % | 23 % | 36 % | 36 % |
Development of new kind of services in the domestic market | 28 % | 28 % | 30 % | 27 % |
Ease of travel, familiar destination (e.g. no cultural or language barriers) | 23 % | 33 % | 18 % | 18 % |
Other | 3 % | 0 % | 0 % | 0 % |
What would benefit domestic tourism in your region? (Choose up to 4 answers) | % | N |
Developing the local infrastructure, transportation, and accessibility | 40 % | 184 |
Developing the national-level coordination of domestic tourism support | 19 % | 89 |
Developing tourism-related digital services | 24 % | 111 |
Development of alternative tourism products for domestic markets | 29 % | 134 |
Economic data about domestic tourism | 12 % | 57 |
Information about best practices concerning domestic tourism | 11 % | 53 |
Information about domestic tourists’ profiles and preferences | 17 % | 77 |
Marketing campaigns to increase domestic tourism | 44 % | 203 |
New marketing strategies | 21 % | 99 |
Opportunities for training and skills development for the local enterprises | 23 % | 104 |
Opportunities to collaborate and network with other businesses and organizations | 40 % | 185 |
Other (please specify) | 5 % | 21 |
What would benefit domestic tourism in your region? | Iceland | Sweden | Finland | Norway | Denmark |
(n=141) | (n=132) | (n=119) | (n=31) | (n=33) | |
Marketing campaigns to increase domestic tourism | 49 % | 39 % | 49 % | 42 % | 27 % |
Opportunities to collaborate and network with other businesses and organizations | 43 % | 32 % | 40 % | 48 % | 52 % |
Developing the local infrastructure, transportation, and accessibility | 52 % | 33 % | 35 % | 39 % | 30 % |
Development of alternative tourism products for domestic markets | 35 % | 21 % | 31 % | 23 % | 30 % |
Developing tourism-related digital services | 24 % | 24 % | 27 % | 32 % | 6 % |
Opportunities for training and skills development for the local enterprises | 20 % | 24 % | 20 % | 23 % | 27 % |
New marketing strategies | 17 % | 27 % | 19 % | 26 % | 24 % |
Developing the national-level coordination of domestic tourism support | 22 % | 18 % | 17 % | 23 % | 18 % |
Information about domestic tourists’ profiles and preferences | 13 % | 20 % | 18 % | 6 % | 15 % |
Economic data about domestic tourism | 5 % | 21 % | 9 % | 6 % | 24 % |
Information about best practices concerning domestic tourism | 12 % | 9 % | 12 % | 16 % | 15 % |
Other | 7 % | 5 % | 4 % | 0 % | 0 % |
What would benefit domestic tourism in your region? | Private enterprise | Other | Destination Management Organisation (DMO) | Business support organisation |
(n=330) | (n=54) | (n=52) | (n=26) | |
Marketing campaigns to increase domestic tourism | 43 % | 50 % | 38 % | 54 % |
Opportunities to collaborate and network with other businesses and organizations | 38 % | 41 % | 54 % | 31 % |
Developing the local infrastructure, transportation, and accessibility | 39 % | 46 % | 37 % | 42 % |
Development of alternative tourism products for domestic markets | 30 % | 30 % | 17 % | 38 % |
Developing tourism-related digital services | 22 % | 28 % | 31 % | 27 % |
Opportunities for training and skills development for the local enterprises | 21 % | 20 % | 27 % | 42 % |
New marketing strategies | 23 % | 17 % | 25 % | 4 % |
Developing the national-level coordination of domestic tourism support | 18 % | 19 % | 23 % | 23 % |
Information about domestic tourists’ profiles and preferences | 15 % | 17 % | 21 % | 31 % |
Economic data about domestic tourism | 10 % | 22 % | 19 % | 8 % |
Information about best practices concerning domestic tourism | 11 % | 13 % | 13 % | 8 % |
Other | 5 % | 4 % | 6 % | 4 % |
Do you think domestic tourism development should be coordinated between different organisations | % | N |
On local level | 37 % | 172 |
On national level | 41 % | 190 |
On Nordic level | 24 % | 109 |
On regional level | 55 % | 252 |
There is no need to coordinate domestic tourism development between different organisations | 5 % | 22 |
Do you think domestic tourism development should be coordinated between different organisations | Iceland | Sweden | Finland | Norway | Denmark |
(n=141) | (n=132) | (n=119) | (n=31) | (n=33) | |
On local level | 28 % | 49 % | 33 % | 55 % | 31 % |
On regional level | 55 % | 50 % | 66 % | 48 % | 38 % |
On national level | 38 % | 37 % | 45 % | 45 % | 47 % |
On Nordic level | 30 % | 20 % | 20 % | 29 % | 13 % |
There is no need to coordinate domestic tourism development between different organisations | 9 % | 5 % | 2 % | 0 % | 6 % |
Do you think domestic tourism development should be coordinated between different organisations | Private enterprise | Other | Destination Management Organisation (DMO) | Business support organisation |
(n=330) | (n=54) | (n=52) | (n=26) | |
On local level | 37 % | 41 % | 37 % | 36 % |
On regional level | 54 % | 56 % | 51 % | 64 % |
On national level | 36 % | 50 % | 57 % | 56 % |
On Nordic level | 21 % | 33 % | 25 % | 28 % |
There is no need to coordinate domestic tourism development between different organisations | 6 % | 4 % | 2 % | 0 % |