Heineken research puts tourism-attributable spending on its beer portfolio at almost EUR 2.5 billion a year

• Heineken published research suggesting Europe’s hospitality venues are increasingly driving tourist destination choice and length of stay.
• Survey results showed 35% visited a neighborhood specifically for a local venue; about 20% extended trips because of one.
• Economic analysis estimated tourism-attributable spending on Heineken’s beer portfolio at almost EUR 2.5 billion annually.
• That spending represented 7% of Heineken’s total supported GDP contribution, with most purchases occurring in pubs and bars.

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