Enthusiasm for journey is rising in key worldwide markets, with 59% of respondents focused on abroad journeys for summer time 2024 — a notable 9% improve in comparison with 2019. Europe’s enchantment is regularly choosing up, albeit at a slower tempo, as a result of safety and affordability considerations. However, Europe stays a prime vacation spot alternative, with 41% of surveyed people planning to go to this summer time, down 4% from 2019 ranges.
That is based on the most recent Lengthy-Haul Journey Barometer (LHTB) 2/2024 printed by the European Journey Fee (ETC) and Eurail BV. Focusing on 7000 travellers from seven main abroad markets – Australia, Brazil, Canada, China, Japan, South Korea, and the US – this examine analyses journey sentiment to Europe for the summer time months, from Could to August 2024.
Findings from the important thing markets embrace:
- China and Brazil display the strongest intention to go to Europe this summer time, with 62% and 52% of travellers planning a visit. In each international locations, this quantity is basically pushed by extra prosperous people.
- Travellers from the US and Canada exhibit a extra cautious strategy to European journey, with curiosity rising barely since final yr to 40% and 42% respectively.
- Australia and South Korea present average enthusiasm, as curiosity sits at 37% and 35% respectively.
- Japan reveals extra restricted curiosity at 19%, as journey restoration from this market continues to be gradual.
- Throughout all markets, youthful travellers(ages 18-24 and 34-49) and people with greater incomes present the strongest choice for European journeys.
Commenting following the publication of the LHTB 2/2024, ETC President Miguel Sanz, mentioned: “The optimistic traits we’re recording in journey behaviour are a win-win for travellers and locations. We’re seeing an elevated curiosity in longer stays, permitting vacationers to develop a deeper reference to the native tradition and assist the companies that make every vacation spot distinctive. As well as, the openness to low season journey presents a golden alternative to unfold tourism extra evenly all year long. This will help cut back peak durations’ social and environmental pressure and higher assist locations’ customer financial system.”
Affordability takes a again seat in journey priorities
Security has emerged as the highest criterion for long-haul travellers when selecting a vacation spot in Europe this summer time. Almost half (45%) of respondents prioritise European locations perceived as safe, marking a 9% improve in comparison with summer time 2022 and 6% since summer time 2023. High quality tourism infrastructure locations second (38%), adopted by a 7% resurgence within the enchantment of iconic landmarks, from 29% in summer time 2023 to 36% in summer time 2024.
Included within the survey for the primary time, ‘secure climate situations’ is the highest issue for 31% of respondents. Comfort additionally performs a notable position, with 20% of travellers choosing locations which could be reached by a direct flight and 20% preferring a vacation spot with good prepare connections to different locations of curiosity.
Whereas affordability stays a consideration for 23% of respondents, it has decreased from 32% final yr. This shift signifies that travellers are more and more specializing in high quality and security, valuing a clean journey expertise over strict price range limitations.
Travellers choosing multi-country journeys as curiosity in longer holidays grows
67% of long-haul travellers to Europe are choosing multi-country itineraries. For worldwide journey inside Europe, full-service airways stay the popular alternative for 51% of respondents. Practice passes emerge because the second hottest possibility (30%) as a result of their flexibility and cost-effectiveness in navigating a number of locations. Low-cost airways (29%) and single/return prepare tickets (24%) are additionally common amongst budget-conscious travellers.
Conversely, 21% of respondents reported planning an in-depth go to of a single European nation. For these home journeys, single/return prepare tickets are the preferred alternative (32%), providing a handy and environment friendly strategy to journey between cities over brief to medium distances. Travellers in search of extra freedom and adaptability are as a substitute choosing automobile leases (29%).
Total, travellers display a shift in priorities, with a rising want for extra immersive journey experiences. Regardless of the growing reputation of mid-range each day budgets (€100-€200) since 2019 (+8%), there may be additionally a larger curiosity in prolonged holidays. Whereas one-to-two-week journeys stay the preferred alternative (57%), getaways exceeding two weeks have risen from 13% in 2019 to 21% in 2024.
Travellers cut up between accountable behaviours and prioritising familiarity
For the primary time, the survey additionally delved deeper into traveller flexibility to discover sure journey behaviours related to elevated social and environmental sustainability. Notably, 53% of respondents reported being open to travelling to Europe throughout off-peak durations, attracted by potential price financial savings and the chance to expertise iconic points of interest extra intimately.
Nonetheless, relating to selecting particular locations and experiences, travellers usually prioritise familiarity. 61% of respondents gravitate in the direction of locations with well-developed infrastructure and famend points of interest. Whereas the attract of common spots stays robust, 39% present curiosity in exploring lesser-known areas throughout Europe.
The same choice for both new experiences or familiarity could be seen in how travellers work together with tourism companies. Half of the respondents need to assist native suppliers, whereas the remaining half choose acquainted lodging, eating and procuring manufacturers.