A new international survey has revealed that the majority of global tourists prefer travelling to familiar destinations, with 66% opting for places they have previously visited or heard about through friends and family. The findings, published today by YouGov and commissioned by the Saudi Tourism Authority (STA), were released ahead of World Tourism Day 2023, set to take place this week in Riyadh.
The survey, which gathered data from over 17,500 people across 15 countries in Asia, Africa, America, Europe, and the Middle East, highlights tourists’ preference for familiar surroundings. A total of 67% of respondents indicated they tend to travel to destinations with which they have some personal connection, either from previous visits or through recommendations from their social network.
Notably, the study found significant regional differences. Tourists from the Middle East displayed the highest levels of preference for familiarity, with 90% citing it as a key factor in their travel decisions. In contrast, travellers from countries like the UK (62%), France (75%), China (68%), and Japan (74%) showed a more open attitude towards exploring unfamiliar destinations.
The survey’s findings highlight a challenge for countries with emerging tourism sectors, particularly those with limited budgets for international marketing campaigns. Destinations lacking the recognition that comes from promotional efforts or word-of-mouth recommendations may struggle to attract visitors. In contrast, mature tourism destinations are faced with a different challenge – encouraging tourists to explore beyond their well-known hotspots and venture into less crowded, lesser-known regions.
Fahd Hamidaddin, Chief Executive Officer of the Saudi Tourism Authority, commented on the significance of the survey’s results: “The findings of this international survey offer valuable insights into the habits and preferences of global tourists. While a sense of familiarity clearly plays a significant role in shaping travel decisions, this does not mean destinations must compromise their authenticity. In fact, the survey suggests that visiting new places can deepen our appreciation of diverse cultures and broaden our perspectives.”
Hamidaddin further emphasised the importance of responsible and sustainable tourism, a topic that has gained increasing attention as more destinations grapple with overcrowding. He expressed hope that by drawing attention to the broader benefits of travel, more people would be inspired to explore less familiar destinations.
The results of the survey align with recent efforts by countries like Croatia and France to manage tourism more sustainably. Dubrovnik, a popular tourist destination in Croatia, has implemented a “Respect the City” initiative aimed at mitigating the negative impacts of high visitor numbers, while France’s tourism minister, Olivia Gregoire, has called for better management of peak-season tourism to protect the environment and local communities.
The survey also underscored the positive impact of travel on cultural understanding. Of those tourists who had ventured to new and unfamiliar destinations, 83% reported that the experience had broadened their perspective and enhanced their appreciation of different cultures.