Travel & Tourism

Study of visitors to the North Sea

Insights into German preferences for advertising materials, aimed at enhancing and refining the marketing of North Sea cultural destinations.

Background

In the autumn of 2022, Silverlining Research conducted an analysis of cultural consumption and preferences for visitors to the North Sea. The analysis was prepared for Visit Vesterhavet and Danish Coastal and Nature Tourism.

Visit Vesterhavet and Danish Coastal and Nature Tourism wanted to focus on German tourists in order to contribute knowledge to the development and marketing work of Destination North Sea. In this regard, they want to understand Germans’ preferences for promotional material.

Method

This material test consists of a total of 1,000 German respondents in the northern states of Germany and was conducted via an online questionnaire where respondents rated different advertising materials.

Results

The results are used to strengthen market knowledge and marketing among North Sea cultural institutions to better target interesting and relevant experiences to German tourists. Specifically, it is used to clarify and improve marketing for cultural destinations in the North Sea.