About

Summary 

The CBI, the Netherlands Enterprise Agency, commissioned Acorn Tourism to provide a detailed study about Sun and Beach Tourism, one of the major niche markets for European travellers.  There are numerous sun and beach destinations around the world and significant opportunities for tourism providers in developing countries to attract Europeans.  The report offered practical support to SME’s in developing countries to develop initiatives to support the sun and beach niche market. 

Our Approach 

The study provided key insights into the European market for sun and beach tourism, including:

1. The need to establish safety standards to reassure European travellers in the wake of the Covid-19 pandemic.
2. What requirements must be complied with that are either mandatory or desirable for the niche, and how to present sun and beach tourism travel products with a particular focus on the need for coastal sustainability.
3. What type of activities appeal to European travellers whilst on a sun and beach holiday and how to develop suitable experiences based on tangible features in the destination.
4. Analysis of the different types of traveller, sales channels and an outline of the competition in terms of destinations and products.

Outcome

The study provided a detailed analysis of Sun and Beach tourism and offered a wide range of practical advice to help local tour operators develop their own sun and beach travel products to attract the various markets in Europe.

It also revealed key highlights including the importance of sustainable tourism in coastal destinations and how becoming a certified sustainable tourism provider is becoming more common around the world.