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28% of Europeans now prefer emerging holiday destinations

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A new Eurobarometer Survey on the attitudes of Europeans towards tourism has found that an increasing number of Europeans enjoy their holidays and that 68% of EU citizens travelled for private reasons in 2010 compared to 65% the previous year.

The survey also found that 28% of EU citizens preferred to spend their holidays ‘off of the beaten track’ to explore ‘emerging’ destinations.

More than a third of these respondents stated that such destinations allowed them to explore local cultures, while others cited financial considerations. Environmental concerns and expectations of a higher quality of service also played a role. Expectations towards emerging destinations varied widely in the different countries surveyed.

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