About

Summary 

Acorn Tourism was commissioned by the CBI, Netherlands Enterprise Agency, to provide studies that outlined global and European market demand in the form of statistics, providing an outlook into the market over the next year and beyond. A second study examined key trends in the tourism sector that influence tourism. 

Our Approach 

Acorn Tourism undertook comprehensive research using a variety of trusted sources to provide an overview of the global and European tourism industry, particularly in view of recovery after the pandemic. Tourism statistics of the six key source markets of Germany, the UK, Italy, France, Spain and the Netherlands were analysed, and travel behaviour, characteristics and motivations of each market were uncovered to provide reliable travel intelligence upon which to make decisions. 

The second study focused on identifying the key trends in the market that affect the sector, and in particular, the urgent and mandatory need to embed sustainable actions throughout the tourism value chain. The tourism industry is undergoing considerable transformation change in terms of sustainability and digitalisation and this study sought to inform the SME market. Other trends highlighted the increasing influence of the Gen Y and Gen Z consumer groups on travel, along with the changing face of bleisure travel, and the need to embrace accessibility and the ageing market. 

Outcome 

Backed up by robust and detailed market research, Acorn Tourism produced two extensive and detailed studies to complement the wide range of niche segment and target group reports it has produced for the CBI, Netherlands Enterprise Centre.