Survey highlights US travellers’ safety concerns
Safety is an increasingly important factor for US leisure travellers, according to the latest International Travel Confidence Index from NFO Plog Research.
Respondents were asked to weigh the perception of safety of various domestic and international destinations using a 10-point scale, where 10 meant ‘very safe’. Nearby and English-speaking locations earn the highest ratings (at least 9.0) from respondents in the fifth wave of the study conducted since 11 September, 2001. Conversely, Pakistan and countries of the Middle East region are considered least safe for leisure travel with ratings under 3.0.
Among those surveyed who said they currently resist overseas travel, almost one-quarter (23%) gave safety issues as a reason.
“Americans probably may always prefer Europe and Australia/New Zealand for leisure trips, but many of the destinations in the middle of the list are very worthwhile and also very safe”, said Peter Ostrowski, Senior Vice President of NFO Plog.
“Travel organisations in countries in East Asia and Central America can do more to address Americans’ concerns about conditions in these areas, and thereby encourage more visitation by these desirable travellers.”
An example mentioned by Mr Ostrowski is Singapore, which successfully avoided a terrorist incident that would have otherwise threatened its status as a safe leisure travel destination. Singapore has actually gained in public perception of its safety since the previous survey in March.
“This change is probably thanks to travellers’ awareness of its overall security and good public relations efforts”, he added.
The research shows that safety perceptions tend to mirror actual travel patterns. In total 60% of international travellers reported visiting Europe and the UK in the past 12 months; almost two out of five ventured to the non-US Americas; 17% to Asia and one out of ten to the South Pacific. Since the March study, travel to the non-US Americas slipped from 51% to 38%, as other areas held steady.
NFO Plog’s International Travel Confidence Index survey is conducted online at regular intervals. Conducted June 13-25, 2002, the current wave reports results from 363 respondents who have taken at least one international leisure trip within the past 12 months.
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