BRIC markets are teased by all destinations especially because they are seen as active shoppers. But is it a fact or a cliché?
New global competitive survey results report that BRIC tourists are actually shopping 30% more than average.
Based on its reference global benchmarking survey TRAVELSAT© Competitive Index, TCI Research confirms that over 25% of BRIC tourists mention shopping as main purpose of visit: it is twice as much as for other markets!
The survey also reports that more than 7 out of 10 BRIC visitors regularly shop during their stay, which is also 30% more vs average visitors.
Analyzing destinations’ brand experience however, countries and cities may need to extend shops’ opening days and hours if they wish to fully meet their expectations and emerge from competition:
Commenting on the results, TCI Research CEO Olivier Henry-Biabaud adds: “BRIC tourists are not only the fastest growing outbound markets: they also represent valuable visitors in terms of economic impact for destinations who will be able to attract them and meet their expectations better than others.
The “shopping fan” cliché usually associated to these markets is confirmed, however marketing the “BRICs” as a uniform segment is risky: each of the four markets has very specific expectations related to the shopping experience and other facets that drastically impact destinations’ competitiveness (visa and accessibility issues, safety feeling, accommodation, food, environment…).
About TCI Research
TCI Research is a Brussels based leading independent research agency specializing in destinations’ competitiveness evaluation. It carries out the UNWTO Innovation Award Winning TRAVELSAT Index, a reference global competitive survey benchmarking countries, regions and cities’ brand experience, helping public and private tourism decision makers increase efficiency of their policy, management and marketing by providing global and comparable demand data combining structured surveys and web social media conversations audits.
abouTourism is the exclusive representative of TRAVELSAT© Competitive Index in Greece & SE Europe/Eastern Med Destinations. For more information you may contact us at: info@abouTourism.com or (+30) 210 8941610.