A study conducted by the Insa-Consulere market research institute has found that approximately 60% of the adult German population wants to travel in 2021, pandemic or no pandemic. The percentage rises to 65% in the group aged 25 to 34. This is hardly surprising: the Germans are among Europe’s most enthusiastic travellers, both because they are ideally positioned to reach the rest of the continent relatively easily and because they get on average between four and six weeks’ worth of holidays per year. The bursting sense of frustrated Wanderlust, however, is hardly a uniquely German problem: the whole world is struggling to stay put, so to speak. We miss travelling more than anything and we are constantly torn between the (somewhat desperate) ad campaigns of most airlines, promising full refunds and no fees for last-minute cancellations, and the alarming information we receive from our local health authorities on a daily basis. This is as valid when it comes to holidays as it is for incentive travel, which companies want to be able to offer their employees again. Italy, of course, is taking the restart of tourism seriously, since this industry is one of the drivers of the Country’s economy. That’s why many destinations are being marketed as allowing for socially distanced and health-secure options for incentive travel in 2021.
Informazioni sull'autore
Angela
Publisher and co-founder of the communication agency Fiore & Conti Gbr. She lives and works in Berlin.
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