Western Europe

Western Europe is the single most important tourism-generating and tourism-receiving region in the world. Approximately 80 per cent of all tourism in Europe is domestic. Yet foreign travel is gaining in importance. The most important generators of foreign traffic are West Germany, the United Kingdom and France. The growth of travelers to Spain is the most significant trend in receiving countries. There is a marked seasonal effect with the vast majority of travel occurring during the summer. The automobile is used for about half the vacations taken, and hotels are the primary source of accommodation.

On a global basis Europe is the major tourist destination, accounting for about 75 per cent of all international tourist movements. Tourists come primarily from Western Europe and North America. Tourists from outside of Europe mainly frequent Italy, France, the United Kingdom and Spain.

When Europeans vacation outside of Europe they travel to North America and North Africa, the offshore Atlantic islands, and East Africa.

United Kingdom. The United Kingdom is made up of England, Scotland, Wales and Northern Ireland. The annual "holiday" is very important to the British, and the proportion of the population taking a vacation is over 60 per cent. While an increasing percentage vacation abroad, most holidays are taken within Britain itself. Recent growth in the number of vacations has come from the growing numbers of people who are taking a second and even a third break, usually a short, off-season holiday. However, approximately two out of three vacations are taken in either July or August.

Traditionally the British have had a pattern of spending their vacations at the same seaside resorts year after year. Habits are changing as more and more people travel outside the country. However, the old pattern, particularly with manual workers, can still be observed. Almost three-fourths of main holidays involve a stay by the seaside. Workers from the north of England make for Blackpool; in the south the favored places are Brighton, Margate, and Southend. The Southwest, because of increased accessibility to major population areas and its reliable climate, is the most important tourist region and has been ever since World War II. The major attraction is the coast. The Southwest is closely followed in importance by the Southeast and the South. The coast and the climate are, again, the major reasons.

Most tourists travel to one spot and stay. Only a small percentage take a touring holiday.

Outside of the Southwest, which attracts people from regions both near and far, the majority of visitors to other regions come from areas close by. Analysts have also noted a reluctance for people from the south to travel north on vacation, particularly on their main vacation.

There has been a tremendous growth in the numbers of British tourists traveling abroad. A major reason for the increase has been the growth of inclusive tours offering cut-rate holidays. The average length of stay abroad is two weeks in Europe although visits to North America average four to five weeks. About 90 per cent of all visits abroad are to Europe. In the 1950s the most popular destinations were France and Switzerland; today it is Spain. Increasing numbers are traveling farther afield to Yugoslavia, Turkey, Tunisia and Morocco.

The United States generates more visitors to Britain than any other country. Significant numbers also come from France, West Germany, the Netherlands and Canada. Visits from North America are primarily because of ethnic, cultural and historical ties. Geographic proximity together with the standard of living in the generating country probably accounts for the numbers from Western Europe.

The United Kingdom runs a surplus in its tourism account.

The so-called milk run for international visitors is London, Stonehenge, Stratford-Upon-Avon and Edinburgh. Yet outside of these four places, there is a variety of things to see and do. London is known for its history, its museums, the pageantry of royal occasions, and its theater. A number of famous cathedrals such as Canterbury,

Winchester, and Salisbury complement the monument of Stonehenge in the south. The Southwest has a mild climate with numerous small harbors. Plymouth was the departure point for the Mayflower Pilgrims. The Roman spas at Bath are spectacular enough without the magnificent eighteenth-century architecture of the buildings. Stratford-Upon-Avon is Shakespeare country and home to one of the loveliest gardens in England at the family cottage of his wife, Anne Hathaway. The Lake District in the northwest of England offers national park land in a lovely setting of lakes, hills, and moors.

Scotland is famed for its capital, Edinburgh, scene of the famous Edinburgh Arts and Music Festival every fall. Known as one of the most beautiful of capital cities, Edinburgh is famed for its spectacular castle.

The north of Scotland offers the Highlands, which attract hikers, cyclists, anglers, and those who want to marvel at its beauty. It is also home to Loch Ness of monster fame.

Wales offers the visitor the combined scenery of mountains and coast.

Eire. Eire is often referred to as the Republic of Ireland, or Southern Ireland. Compared to the rest of the world, Eire is not a major tourism country. Yet tourism is very important to Eire as a means of balancing its accounts with the rest of the world. Outside of Austria and Spain, no other European country is as dependent on tourism for this purpose.

The vast majority of tourists visiting the Republic of Ireland come from Great Britain. Despite a marked decline in numbers because of what the Irish call "the troubles", the violence that has occurred as supporters of the Irish Republican Army have attempted to unite the Republic of Ireland with Northern Ireland, Britain is still overwhelmingly the number-one market. Visitors from the United States comprise the second largest market, followed by travelers from Northern Ireland. These three markets account for essentially all tourist visits.

Tourists visit Eire for two reasons. First, they are attracted by the landscape, green rolling hills and undeveloped countryside that is quiet and restful. Second, they come to see and experience the Celtic culture, a distinctive and relaxed way of life. But this is a very difficult thing to "sell". As tourists are attracted, facilities must be developed for them. However, unless it is done very carefully, the development of modern hotels and restaurants can completely change the way of life that is being sold as an attraction. This is especially true in western Ireland, which has the greatest potential for tourism development. It is also the most rural area, which in itself is an attraction. Many of the locals speak Gaelic and rent out rooms as part of a bed-and-breakfast establishment. As more tourists are attracted there, the locals must speak English. Tourists create a demand for modern hotels. Yet both these factors can begin to break down the traditional way of life that tourists come to see. This is a problem, indeed a dilemma, not only in Eire but also in other lesser developed nations.

Scandinavia

Norway. Because there are no frontier restrictions among Norway, Sweden and Denmark it is difficult to get accurate accounts of travel among these three Scandinavian countries.

Norway is called the "northern playground". The word "ski" is Norwegian and Norwegians have capitalized on their natural resources to provide some of Europe's best ski slopes. In addition to the many winter attractions, Norway offers spectacular scenery, particularly on the Atlantic coast. The Norwegians are also known for their hospitality, their crafts and their quaint old towns.

Over 60 per cent of Norwegians take a vacation of four or more nights away from home in any one year. This high percentage is aided by the fact that all workers are allowed four weeks' vacation annually. Most holidays in Norway are to summer huts or chalets. Slightly more than 10 per cent of the population vacation abroad. Many visit Britain, about half traveling independently.

Of travelers to Norway, the major markets are Sweden, Germany, the United States, Great Britain and Denmark.

Sweden. Sweden runs a heavy tourism deficit on its balance of payments account. Nearly half of the tourists who annually visit Sweden come from Scandinavia, mainly Denmark and Finland. The British market is large, although many visits are on business.

Sweden has what is described as the least spoiled countryside in Europe. In addition to Stockholm with its royal palace and museums there is interesting folklore and crafts in the Dalarna region. A number of medieval cities and castles are to be found throughout the country.

Denmark. Denmark has over three times as many visitors as does Sweden, although many are travelers from West Germany en route somewhere else who stay only a short period of time. Sweden, the United States, and Great Britain, in addition to Germany, make up over 90 per cent of the travelers to Denmark.

Copenhagen's Tivoli Gardens are a major attraction. A variety of fishing villages and museums, including the famous open-air Maritime Museum, attest to the country's heritage.

Finland. The number-one tourist market for Finland is Sweden, followed by West Germany, Norway, the United States, and Great Britain. About half the tourists are Scandinavian. Helsinki is a favorite starting point for travel to the Soviet Union. The old town of Turku and Lapland in the Arctic are popular attractions.

Iceland. The United States accounts for almost 60 per cent of the tourists to Iceland. The national airline, Icelandic Airlines, markets one-and two-day stopovers for travelers en route to Europe. Reykjavik, the capital, is heated by natural hot springs. Tourists are attracted by the solitude, the geysers, and the glaciers. In addition, there are day trips to the nearby Greenland ice cap. The amount spent by visitors to Iceland is overshadowed many times by that spent by tourists from Iceland.

The Benelux countries

The Netherlands, Belgium, and Luxembourg comprise what are known as the Benelux countries. Because of their location all three have a significant number of visitors who are in transit to somewhere else and might stay a day or two in the region.

Belgium is known for its coastal resorts, the rich history of Flanders, and its capital, Brussels. The 64-kilometer stretch of coast between France and Holland is essentially one long beach made up of firm sand up to 1.6 kilometers wide in some places. Ideal for family holidays, Belgium's prime tourist season is the summer. The major resort towns are Ostend and Blan-kenberghe.

Bruges (the city of bridges) is the best-known and most beautiful of the medieval towns in the Plains of Flanders. Brussels is the site of both the parliament of the Common Market and headquarters of the North Atlantic Treaty Organization (NATO). Its best attractions are the Grande Place, the ornate town square which features a sound-and-light spectacular every night, and the nearby Mannequin Pis, a famous statue of a small boy.

The Ardennes in the south offer spas, streams, parks and woods. A number of designated parks and nature preserves attract the tourist. The town of Spar gave its name to the spa.

The major tourist markets attracted to Belgium are the Netherlands, West Germany, the United Kingdom and France. Outside of Europe, the United States sends the most visitors to Belgium.

The Grand Duchy of Luxembourg offers lovely scenery, a restful atmosphere, and good fishing and boating. Luxembourg has a romantic quality about it.

The Netherlands attracts tourists to see the spring flower festivals and auctions in the fields around Haarlem. Picturesque villages such as Volendam, where traditional costumes are worn, show a slice of the culture. Dutch hospitality is understated but sincere. Amsterdam, the capital, is a vibrant city with outstanding museums such as the Rijksmuseum and the Van Gogh museum in addition to the very moving Anne Frank house.

West Germany is responsible for about three times as many tourists as the United Kingdom, the second source of visitors. The United States, third as a source of tourists, is responsible for approximately 10 per cent of the visitors to Holland.

France

France, Spain and Italy are the three major tourist countries in Europe. France is a large nation with a number of regions offering a variety of attractions. France has a moderate to ideal climate, is blessed with an excellent location and a rich cultural heritage, and enjoys a well-deserved reputation for fine cuisine.

France was an important destination back in the days of the Grand Tour when the country was thought of as the most advanced and civilized nation in Europe. Outside of the spas, the Riviera, on the Mediterranean, was the first tourist area. It began as a fashionable winter resort center catering largely to the British. After World War II the Riviera became more popular as a summer attraction to middle-class vacationers.

America sends more tourists to France than does any other non-European country. This is probably due to the image that France has as an ally of the United States, the importance of Paris to Americans, together with the other numerous attractions of the country.

There are also strong numbers from West Germany, the United Kingdom, Italy and the Benelux countries. The majority of British tourists visit Normandy and Brittany.

Paris is the most popular attraction for foreigners. The city is beautifully laid out with many wide boulevards offering splendid vistas. As a center of culture, museums, history and shopping, Paris is difficult to surpass. Close to Paris is the palace of Versailles. Built by Louis XIV it is regarded as one of the most outstanding structures in the world.

The rise in domestic tourism can be attributed to events in 1936. At that time all workers were given 15 days of vacation a year. The onslaught of World War II obviously halted any type of tourism. After the war, tourism accelerated because of two factors: increased prosperity of the working classes and the institution of four weeks of holiday with pay for workers. The prosperity led to increased car ownership, more mobility, and the development of vacations based on auto travel.

There are several features to domestic tourism in France. While the French worker has time off, long vacations are expensive. This has led to an increase in camping as a way to have inexpensive holidays. Many tourists use their own cars, sleep in tents or trailers, and fix their own meals. Camping tends to disperse the economic benefits of tourism to rural areas that would not otherwise benefit from visitors.

France is one of many countries offering what is known as social tourism. Social tourism involves a degree of subsidization to people of limited means to allow them to vacation. It often means that people who belong to a club or union can vacation inexpensively. In France this is seen in the colonie de vacances, which are hostels for young children located in the country. Opportunities are available for different kinds of outdoor recreation. On the other hand, many professional organizations own their own apartments and villas, which provide vacations to their members at rates far below that charged by companies in the marketplace.

Another feature of French domestic tourism is the relatively high percentage who stay with relatives while on vacation.

The vast majority of the French vacation in France. Provence-Cote d'Azur is the most popular region. Most tourists travel south although Brittany is a popular regional destination. Spain and Italy are the most favored destinations outside the nation. July and August are the most popular months for holidays. The result, as elsewhere, is congestion and higher prices during the summer months.

In the northern part of France and Upper Normandy are a number of resorts that were very fashionable in the 1920s. A prime example is Le Touquet. These resorts now serve the industrial population of the north of France. Lower Normandy has a number of second homes on the coast owned by Parisians. This area of the Channel coast contains the entry ports for tourists arriving by hovercraft and ferry from England.

Brittany offers a coast ideal for yachting and water sports because of its numerous coves and sandy bays. Small fishing villages show the Breton way of life. However, the region suffers from the moist air coming in off the Atlantic; the humidity is high and there are many cloudy and drizzly days. Winters are mild but not as pleasant as elsewhere in the south. Brittany is also physically remote from major centers of population. Because of the weather, the tourist season is very short.

The resorts of Aquitaine benefit from the southern location. The coast has a wide band of sand dunes. Several resorts, such as Biarritz, are popular in both summer and winter. The Trans-Aquitaine Canal runs parallel to the coast and provides opportunities for sailing and water sports.

Auvergne is the center of the Central Plateau region. Tourism began as an interest in the thermal springs and fresh mountain air as a treatment for various maladies. Winter sports have since developed in a region whose highest elevation is over 1.829 kilometers.

The Cote d'Azur or Riviera is probably the most famous tourist region of France. The coast is attractive; the climate is ideal; the sea is warm and deep blue; the resorts, St Tropez, Cannes, Nice, Monte Carlo (in the Principality of Monaco), are world famous. Originally a winter resort area, summer business in the Cote d'Azur is now three times as important as that in the winter months. Monte Carlo is best-known for its casino gambling.

The popularity of this region has led to a number of problems. Urban expansion has meant an almost continuous line of development the entire length of the coast. This has led to severe congestion. The growth of tourism has also made itself felt in inflated land prices. As a result, tourism has developed inland and swallowed up small agricultural villages. The high prices have also meant that industry cannot afford to develop in the area. While certain types of industry do not combine well with tourism, less industrialized development can offer employment in the off-season. A final problem is that of pollution. Certain beaches have been closed to the public because of this.

As tourism has changed from tourists who would stay many weeks or even months to those requiring cheaper forms of accommodation for a shorter period of time, many resort areas have been unwilling or unable to respond. They also face increasing competition from the resorts of Spain and Italy.

Languedoc-Roussillon on the Mediterranean is the site of the most extensive tourism development operation in Europe. A narrow strip of coast 193 kilometers in length, it had few residents, was not well known, and was backed by land difficult to reclaim. It did have excellent sandy beaches and many lagoons capable of being developed for water sports. The result has been the development of several resorts, population 50,000 each, capitalizing on the beaches, the sunshine, and the recreational capabilities of the area.

France has 200 winter sports resorts. Most are in the Alps. The coming of the railway was responsible for the development of tourism in the Alps by opening up previously inaccessible areas. The 11-kilometer tunnel under Mount Blanc has opened up a route between France and Italy. Opinion is divided as to whether or not this will mean that tourists will continue to Italy instead of skiing in France. The popularity of winter sports has meant, amongst other things, that new areas have been developed from scratch. The result has been the repopulation of previously declining communities.

The Pyrennes region, between France and Spain, is a scenic mountain area populated by the Basques. In the foothills is the religious shrine at Lourdes.

The island of Corsica is best-known as the birthplace of Napoleon. Its rocky coastline offers yachting and water sports, while inland there are thermal springs. Corsica remains relatively undeveloped.

West Germany

West Germany and the United States are the world's largest generators of foreign tourists. This is, in great part, a reflection of the strength of the economies of the two countries. However, whereas almost half of the travelers from the United States visit another world region, predominantly Europe, most West Germans vacation within the same region. West Germany shares borders with nine other countries. Denmark is the recipient of most visitors from West Germany although they tend to be short-term excursionists. As a combination of number of tourists and amount of money spent in the destination country, the most important destinations for Germans are Austria, Italy, Spain, Switzerland and France. German tourists spend more per capita than any other national outside of Americans.

Other European countries account for about 70 per cent of the visitors to West Germany. This percentage is one of the smallest for European countries. West Germany ranks a distant fourth among European nations as a destination, behind Spain, Italy and France. The two principal tourist-generating countries for West Germany are the Netherlands and the United States. The United Kingdom, France, and Belgium/Luxembourg follow distantly. The average length of stay tends to be short, an indication that much of the tourism is made up of people en route elsewhere. Visits tend to peak in June and July although tourism is strong throughout much of the year.

West Germany is known for its scenery and culture. The main tourist regions are the Rhine Gorge, the hill country of the Rift Valley, and Bavaria. On the middle Rhine in particular, between Bonn and Bingen, the scenery is spectacular. Romantic castles overlook the river every few hundred yards. Marksburg is the best-preserved of the castles. A number of towns feature curative mineral springs. The Rhine is also a major wine-producing region. Several villages have annual wine festivals. Riidesheim features the Drosselgasse, an extremely narrow street that is wall-to-wall wine taverns. While Germany is best known for white Rhine and Moselle wine, Assmannshausen is famous for its red wine.

The Rhine Rift Valley, farther south, is best known for the Black Forest, a region that encourages outdoor recreation. Numerous youth hostels are available for the young traveler.

Bavaria is the end point of the 362-kilometer long Romantische Strasse (Romantic Highway) that runs south from Würzburg to Füssen. The capital of Bavaria is Munich, scene of the annual beer festival Oktoberfest. South of Munich lie the German Alps. Garmisch-Partenkirchen is the most famous of the winter sports center. Apart from winter sports and magnificent mountains (the Alps extend 322 kilometers) Bavaria is also known for the castles of King Ludwig II. His most famous castles are at Linderhof and the fairy tale Neuschwanstein, the "model" for Walt Disney's Disneyworld castle. Other important places are Oberammergau, site of the Easter Passion Play held every 10 years, the former concentration camp of Dachau, and Hitler's nest at Berchtesgaden.

Mention should be made of Berlin. The former capital of a unified Germany, Berlin today is divided into West Berlin and East Berlin, which is Communist controlled. A visit to the city makes for an interesting comparison.

Switzerland

The first visitors to Switzerland were in the Middle Ages when the attractions were the numerous mineral springs. The latter half of the nineteenth century saw the popularity of mountaineering in the country, predominantly by British climbers. Visitors who were attracted by the spectacular scenery or the possibilities of winter sports soon eclipsed the numbers of mountain climbers. Skiing was introduced from Norway in the 1870s and skating from Holland in the 1880s. The popularity of skiing increased dramatically after World War I and owes much of its success to the development of hydroelectric power and a transport system that allowed for the building of ski lifts and aerial cableways that opened up previously inaccessible areas.

Switzerland is blessed with almost year-round tourism. From Christmas to April winter sports are dominant in the Alpine areas in such famous resorts as Davos, Gstaad, St Moritz and Zermatt. Many of these resorts also attract the health conscious. Resorts on the lakes lure visitors, especially from West Germany, for their combination of healthy air and mineral springs. Centers at Montreaux, Lucerne, Lausanne and Interlaken are among the best known. The summer season runs from May to October.

The scenery of Switzerland is the best in Europe and offers abundant natural attractions such as mountains, glaciers, rivers, lakes, along with a good climate.

The country has also gained a well-deserved reputation for standards of excellence in hotel management. The Swiss specialize in comfort, cleanliness, fine food and special service.

Two other reasons for the success of tourism should be noted. First, Switzerland is located at the geographic center of Europe in a prime position to capture traffic across the Alps. Second, Switzerland has traditionally been a neutral country. It offers tourists a legacy of security and freedom.

Switzerland runs a large surplus on its tourism account, which makes up almost 10 per cent of total income for the country.

West Germany accounts for almost one-third of all visitors to Switzerland. The United States is the second most important market.

Liechtenstein. Located in the mountains between Switzerland and Austria, this tiny country is a place to buy stamps and send postcards from. Rumor has it that a Grand Duke put his nation on the tourist map by persuading tour operators in New York to stop in Liechtenstein for lunch. In this way they could advertise "Visit 9 countries in 15 days" rather than "Visit 8 countries in 15 days".

Austria. Mountains cover 70 per cent of Austria. It is not surprising, therefore, that the Alpine region or Tyrol is a major attraction. In the summer the resort center of Innsbruck offers access to glaciers, forests, green valleys, picturesque villages and mountain peaks. In the winter it is a skier's dream.

To the east is the Austrian Lakeland. Salzburg is the center for this region. A medieval city, it is known for its international music festival. Salzburg is the birthplace of Mozart and, much more recently, the location for the movie The Sound of Music.

Vienna was the capital of the Hapsburg Empire, and it remains a beautiful city with fine churches, palaces and museums. It is home to the Spanish Riding School, the Vienna Boys' Choir, and the Vienna Woods.

The peak tourist season is from June until the end of October. Tourism is very important to Austria, being the largest invisible (service) export. Few Austrians travel abroad. The result is a large tourism balance. Almost 60 per cent of visitors to Austria come from West Germany. The Netherlands, the United Kingdom and the United States make up the other most important markets.