Interest in European travel is still high, but rising costs and other issues are changing how people plan their trips.
Many visitors are eager to experience Europe’s rich culture, but inflation and safety concerns are affecting where and how they choose to travel.
Affordability emerges as key barrier
As travel costs keep rising, price is now the biggest barrier for those wanting to visit Europe.
According to the latest Long-Haul Travel Barometer (LHTB) by the European Travel Commission (ETC), 44% of international travelers said affordability was the main reason limiting their travel plans.
The study showed most travelers plan to spend between €100 and €200 per day, the same as last year, despite higher costs for accommodations, meals, and activities.
The survey revealed a general tightening of budgets across key global markets, with noticeable drops in spending expectations. In China, for example, there has been a 30% drop in travelers willing to spend more than €200 per day.
Similar trends are seen in countries like Australia and Canada, where travelers have also reduced their expected daily expenses.
Desire for safety, culture, authenticity
Safety is a top concern for travelers choosing European destinations.
According to the ETC, 52% of respondents said safety was their most important factor. This is especially true for travelers from the US, Australia, Japan, and China.
After safety, tourists also look for iconic landmarks and good tourism infrastructure when making their decisions.
Europe’s rich cultural heritage remains a strong draw. Over 78% of travelers said leisure was their main reason for visiting, with 44% prioritizing culture and history.
More travelers are also seeking meaningful experiences, with a growing interest in connecting with locals and exploring authentic culture. Forty percent said they plan to interact with locals, and 36% want to take part in local traditions and daily life.
(Image courtesy of Drazen Zigic via Freepik)
Growing demand from Chinese travelers
One of the key trends in 2024 is the growing interest in European travel among Chinese tourists. The LHTB reports that 83% of Chinese respondents plan to visit Europe, up from 74% last year.
This increase is partly due to more flights between China and Europe, making travel easier. The timing of major holidays, like Golden Week, has also boosted demand.
France remains the top destination for Chinese travelers, with 37% planning to visit. Italy is next at 29%, followed by the UK at 23%.
This rising interest from Chinese tourists is a positive sign for Europe’s tourism industry, especially as travel intentions from other regions, like the US, have declined.
Travel sentiment among American and Brazilian tourists
While interest in European travel has increased among Chinese tourists, it has dropped significantly among American travelers. Only 23% of US respondents plan to visit Europe, down from 41% last year.
The main reasons for this decline are high travel costs, interest in other destinations, and limited vacation time.
In contrast, interest from Brazilian travelers remains steady, with nearly 48% planning to visit Europe in the second half of 2024. Europe’s appeal continues to grow among Brazil’s younger and more affluent population, despite rising costs.
Rising travel expenses for visitors, migrants
Rising travel costs and ongoing safety concerns will affect both short-term visitors and those considering longer stays in Europe. Tourists, especially those traveling for leisure, may shorten their trips, spend less each day, or choose more affordable destinations within Europe.
Migrants and long-term visitors also face challenges due to higher living costs.
The upcoming European Travel Information and Authorization System (ETIAS) adds another hurdle for travelers. The ETIAS will require non-EU citizens from visa-exempt countries to get authorization before entering the Schengen Area. This, along with rising costs, could make Europe less appealing for budget-conscious visitors and migrants.
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Can Europe stay competitive?
Shifts in global travel trends are likely to impact EU immigration and tourism policies. European countries may need to adjust their strategies to attract tourists and migrants as travel costs rise and preferences change.
With inflation driving up travel expenses, EU member states might face pressure to offer incentives or lower costs to stay competitive with other destinations.
Tourism authorities may also need to focus more on safety, improve local infrastructure, and promote cultural tourism to keep Europe appealing.
The growing interest in authentic cultural experiences offers the EU a chance to promote sustainable tourism that benefits both travelers and local communities.
Involving locals in tourism decisions and supporting community-led initiatives could strengthen visitor experiences while boosting local economies.
The future of travel to Europe
Europe is still a popular destination for international travelers, but rising costs and safety concerns are changing how and where tourists plan their trips.
Despite these obstacles, interest in Europe’s cultural heritage remains strong. To keep attracting visitors, tourism authorities and policymakers must address the financial and logistical barriers that may limit access.
By focusing on sustainability, authenticity, and affordability, Europe can continue to draw tourists and support its tourism industry amid new challenges.
Source link : https://etias.com/articles/europe-remains-top-travel-destination-despite-rising-costs
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Publish date : 2024-10-17 06:49:00
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