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Eurocamp : Proposal for development in Slovenia

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  1. Introduction.
  2. The tourism market.
    1. Generalities.
    2. Tourism in France.
  3. An attractive new market : Slovenia.
    1. The structure.
    2. The consumer profile.
    3. Slovenia and tourism.
  4. Eurocamp's future development in Slovenia.
    1. Product.
    2. Price.
    3. Distribution.
    4. Promotion.
  5. References.

Eurocamp is a UK-based tour operator specializing in self-drive camping holidays. The company was founded in 1975 and began with camping holidays in Brittany. Initial success spurred the managers on to expand the product range over the next 10 years to include holiday locations in South and West of France, Austria and Switzerland. Eurocamp's product is simple: to offer all-in-one camping holidays including travel arrangements, accommodation, reception and information. Eurocamp will provide tents with full equipment in high quality sites with good facilities, aimed especially at families with children. In 1984 the company looked to expand its market and chose Holland as its first foreign market. Success was instant as sales from Eurocamp Holland reached 25% of total company sales. Therefore a second foreign market was searched for and the company chose Germany. Further international development was done and soon Belgium, Switzerland, Austria, Denmark, Sweden and Ireland all had there own Eurocamp distributors.

[...] Here is the holiday calendar for the EU countries (Slovenia is included in As we can see, Slovenia enjoys the same number of holidays as the other countries: Christmas period, skiing holidays, Easter holidays What's more, they have more holidays in the summer: 01/07 until 31/08 Source : EUROSTAT Statistics in Focus Figure 1 presents the average number of trips (here, holidays of four nights or more) made within a year by EU tourists (above the age of 14). In Slovenia (abbreviated the Slovene's made about 1.6 trips per year. [...]

[...] The diagram above shows the most visited countries in the world in 2001, with three European countries in the top four. The figure below represents tourism receipts and expenditure in the EU between 2000 and 2004. It shows that receipts and expenditure remained fairly consistent between 2000 and 2004. Source : EUROSTAT Statistics in Focus Cross-border tourism is a very important economic factor for the EU. In 2004, expenditure on tourism in the EU 25 countries was 223.4 bn, whilst the income received from tourism was 222.5 bn. B. [...]

[...] Source : EUROSTAT Statistics in Focus ( This proves another opportunity for Eurocamp to move into the Slovenian market. III. Eurocamp's future development in Slovenia Here are the recommendations we make for Eurocamp's move into the Slovenian market. It is important to keep in mind the new tendencies which have appeared in Slovenia: - shorter trips, cheaper, but more often - ecological holiday - importance of elderly population - rise of long distance flights A. Product The product offered by Eurocamp to the Slovenian market is a package holiday in the Eurocamp campsites. [...]

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