Page 70 - Azerbaijan State University of Economics

Konstantia Darvidou, Evangelos Siskos: Digital Marketing Tools in the EU Tourism Sector

Asmopin 20.5 21.5 Tsmopin 18.8 28.0
Asmcust 70.1 81.3 Tsmcust 68.9 83.3
Asnetw 79.1 83.3 Tsnetw 77.9 85.5
Ablog 22.3 15.0 Tblog 32.1 28.2
Ammedia 26.8 55.1 Tmmedia 36.2 60.8
Asm 79.6 85.3 Tsm 79.5 86.1
A1smtype 44.2 30.3 T1smtype 34.1 23.5
Asevsmtype 35.4 55.0 Tsevsmtype 45.3 62.6

Source: Compiled by the authors

57% accommodation enterprises pay for advertising only (between 43% in Slovenia and
89% in Finland in 2024). Travel agencies overcame the digital gap with accommodation
enterprises in recent years in paid advertising online (64%). Thus, around 60% companies
in the entire tourism sector pay for advertising online, which became more targeted,
especially considering webpages' content or keywords searched by users (about 1/2
enterprises), while other targeting features are used less frequently (by around 1/3).
Geolocation of internet users is the most increasingly popular targeting feature.

Table 2: Growth of tourism exports and main digital marketing tools use in tourism
sector enterprises.
TE TEGDP Aweb Aadv Asm Tweb Tadv Tsm
2024/ 2024/ 2023/ 2024/ 2023/ 2023/ 2024/ 2023/
Economy 2016 2016 2016 2016 2015 2016 2016 2015
EU- 27 47.9 1.2 -1.2 2.6 10.2 1.5 15.6 12.0
Belgium 17.3 0.3 -1.7 49.8 4.2
Bulgaria 22.3 1.6 -4.6 18.5 -4.5
Czechia 47.9 1.6 -0.5 -7.8 18.9 -2.7 2.7 13.7
Denmark 42.9 1.1 -3.2 12.9 0 18.5
Germany 9.5 0.1 -0.6 12.1 4.8 22.8 20.6
Estonia 8.8 0.6 -4.3 12.4 3.9 4.3
Ireland 33.2 0.7 -1.0 -8.8 -2.4 -3.1 -1.5 -16.5
Greece 63.5 4.8 8.7 14.7
Spain 63.0 3.5 -1.8 3.0 10.5 1.8 2.5 26.4
France 50.3 1.1 -2.0 12.9 8.3
Croatia 85.1 15.1 6.6 -15.7
Italy 49.1 1.1 -2.5 -1.6 -2.6 -3.2
Cyprus 37.6 5.4 -0.7 24.7 7.6 -4.1 43.1 -0.9
Latvia 52.6 1.8 -3.2 13.3 29.1 8.9 10.7 19.9
Lithuania 62.3 1.8 0.6 13.1 18.7 0 1.5 10.9
Luxembourg 20.2 1.9 -3.6 20.3
Hungary 45.5 2.1 2.7 6.3 11.1 -2.1 25.4 32.8
Malta 103.5 13.2 -2.9 27.6 14.6 -8.0 -0.0 -0.5

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