Pasta, the Sistine Chapel and Gondolas: Americans Choose Italy as Top Vacation Destination Outside U.S.

NEW YORK, July 22 /PRNewswire/ -- It's a fantasy everyone has – if money was no object, think of the one place you would want to go on vacation. Some might choose a historic location, for others, a far-away beach getaway or maybe a romantic second honeymoon. For Americans, if they could vacation in any country in the world, outside the U.S. without any worry about the cost, Italy would be the number one country, up from number 2 on the list last year. Australia drops from number 1 to number 2 this year; only the second time since 1997 it has left the top spot.

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These are some of the results of The Harris Poll of 2,227 adults surveyed online between June 14 and 21, 2010 by Harris Interactive.

Moving up to number 3 from 5th last year is Ireland, while Great Britain drops one spot to 4th and France drops one spot to 5th on the list this year. Rounding out the top ten, in a tie for 6th is Greece (up from 8th last year) and Germany (6th last year); Japan is number 8 (down from number 7); Spain moves up one spot to number 9; and New Zealand moves down one spot to number 10.  Looking a little further into the list, Israel returns to the list for the first time since 2001 at number 11, followed by Canada at number 12 (down from number 11) and Mexico at number 13 again this year. The Netherlands debuts on the vacation destination list at number 14 and Switzerland is at number 15, down from 12th on the list last year.

Two countries drop off the list this year – Brazil, which was number 14 last year and Jamaica, which was number 15.

Men and women have different favorites. For men, Australia is number one, while for women, Italy takes the top spot. There are also differences by generation. Echo Boomers (those 18-33) and Baby Boomers (those 46-64) choose Italy as their top vacation destination. However, for Gen Xers (those 34-45) and Matures (those 65 and older), Australia is number one.

It is also possible to look at the top countries chosen by geographic region. By region, almost half of Americans (49%) choose a country in Europe, while one-quarter (24%) choose a destination in Asia or the Pacific region. Just over one in ten U.S. adults (11%) pick a country in the Americas or the Caribbean, while 4% choose a country in Africa and 3% choose one in the Middle East. There is also a small percentage of people (7%) who wouldn't go anywhere outside the U.S., more than last year (4%).

So What?

As the summer moves out of July and into August, the summer vacation season is in high gear. Potentially, a number of Americans are in Italy, Australia or Ireland this year. But, for many others, these types of vacations are dreams to save up for, not routinely take. But fantasizing about these destinations can certainly help get one through a rough work week.

Countries that were in the top 15 last year, but dropped out this year:

Brazil (was # 14), Jamaica (was # 15)

Methodology

This Harris Poll was conducted online within the United States between June 14 and 21, 2010 among 2,227 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

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The Harris Poll® #92, July 22, 2010

By Regina Corso, Director, The Harris Poll, Harris Interactive

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

SOURCE Harris Interactive

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