The European travel industry is constantly evolving, so it’s a good idea to check back early each year to stay up to date with this year’s trends and news.
Just in time for the start of the 2024 European travel season, here are some things every travel advisor selling Europe needs to know as the year progresses.
Eiffel Tower in Paris, France. (Photo courtesy: adisa/Adobe Stock)
No ETIAS yet
Travelers from over 60 visa-free countries planning short-term stays in 30 European countries will soon need a travel authorization known as ETIAS (European Travel Information and Authorization System). This electronic visa waiver, like his ESTA in the United States, is required upon entry and costs approximately 7 euros ($8).
But not yet.
In what has seemingly become an annual tradition, it was announced late last year that the rollout of ETIAS would be delayed until 2025. So don’t worry about this year, but be aware that it’s coming. When it’s running, it becomes a box every potential European traveler needs to check.
Fortunately, this process is expected to be quick and easy to complete.
La Boqueria market in Barcelona, Spain (Photo by Hans Brunk)
Crowded during peak season
If you thought Europe was a little crowded last year, just wait until the summer of 2024 when we get a ton of stuff.
A recent study by UNWTO confirmed what we all expected. Europe will become her world’s top destination in 2023, attracting approximately 550 million foreign tourists. This number is a staggering 56% of the total number of international travelers worldwide.
Therefore, to this we further add the return to normality after the pandemic (particularly the impact from East Asian markets, as well as the Paris Summer Olympics (July 26th – August 11th), the euro across Germany (June 14th to July 14th), and the fact that Taylor Swift (May 9th to August 20th) will be spending the entire summer here.
Yes, Europe is about to enter an era of severe congestion.
Given the inevitable summer heatwave, it’s likely to be a busy period.
At least we still have “shoulder season”, right?
It’s only April, but tourists are already flocking to Rome. (Photo courtesy of Bruce Parkinson)
Shoulder season is coming to an end
In previous years, the answer to the above concerns about crowds and high prices was simple. It was to be sent during the shoulder seasons (April and May, September and October).
During this magical “Goldilocks” period, the weather was very pleasant and the crowds were sparse, especially in southern Europe. Of course, we had to be careful during exceptionally large gatherings like Easter, but for the most part it was smooth sailing.
Then it wasn’t.
In recent years, more and more travel advisors and travelers are reporting that the benefits of this period have seemingly gone to waste. I’m even starting to wonder if November is the new October.
You can still avoid the most crowded places, but don’t expect Europe to be blissfully empty.
But hope is not lost to avoid the worst of the crowds. Because despite concerns about overtourism and complaints about bottlenecks at A-list attractions and tourist attractions, Europe is still full of hidden gems and off-the-beaten-path experiences that promise surprises. It’s from. The other side of the well-trodden tourist route.
So next, we look at what travel advisors need to know about Europe in 2024.
London, UK. (Photo courtesy of Emily Krauss)
Planning outside the box pays off
Let’s be honest: classic destinations and experiences never go out of style. Paris, Rome, London, Barcelona, Florence, Amsterdam, Venice – these iconic destinations dance in our clients’ dreams and are often places they have longed to visit for years.
Naturally, you will become familiar with each city. Get to know your hotel inside and out. For recommended restaurants, research popular hotspots and be prepared to secure a reservation. If you are a family with children, create a list of popular attractions based on your child’s interests. And for those looking for an authentic “local” experience, be prepared with suggestions of the best areas to explore in each city.
But to truly separate yourself from the crowd (and help your clients beat the crowd), plan ahead and always pre-arrange tickets to the major attractions available. is important. Simply put, if you can buy tickets in advance for your customers, do it.
We propose and plan offbeat attractions and unique experiences that allow our clients to delve deeper into the essence of these cities. You can stand out by offering something different, whether it’s gourmet tours, quirky landmarks, or special bookable experiences.
Additionally, it’s essential to keep up with these cities’ cultural calendars and major annual events. Knowing how these events affect availability and improve your customers’ experience demonstrates your company’s commitment to providing a comprehensive and personalized service and shows your customers a different side of the city. It will be.
Located within Krakow’s walled historic center, the city’s main public square is the largest in Europe. (Photo provided by Mimi Kmet)
New hotspots are emerging all the time
Or you could differentiate yourself by sending your clients to a variety of destinations in bulk, as Europe is full of places that are vibrant beneath the surface and ready to spend time in the sun. can.
A good example is Central Europe. Countries like the Czech Republic, Poland, Hungary, Slovakia and Croatia offer rich history, great cities like Prague, Krakow and Budapest, and delightful gourmet experiences, all at better prices. Customers can enjoy similar attractions as in Western Europe, but with slightly fewer crowds and lower prices.
Travelers love the feeling of discovering a “hidden gem,” but the region is so little known that surprises await.
However, even if your client’s trip is a classic one, instead of the typical London to Paris trip, visit vibrant cities like Brighton or Bristol in the UK, or stop in Manchester for a soccer match. Please consider suggesting something.
Rather than Italy’s standard trio of Rome, Florence and Venice, we suggest skipping one and exploring the charming hill towns of Tuscany or Umbria, or ultra-hip Milan. These lesser-known destinations often end up being the highlight of your trip.
Familiarize yourself with the locals’ favorite vacation destinations, as these places are often hidden from the radar of American travelers.
However, it’s also worth noting that new hotspots are constantly emerging, often thanks to TV, film, food and drink buzz, or other streams of inspiration.
A UK-bound customer is full of ‘Ted’ about a visit to Wrexham in London’s Richmond district (home of Wrexham AFC, owned by Ryan Reynolds Rob McElhenney and featured on the show ‘Welcome to Wrexham’) You may have already asked if you would like to drink. Russo’s Pub. ”
These places were unheard of a few years ago, but now they’re hot. Well, expect more from where it came from.
Netflix drama One Day is a huge hit this winter, featuring stunning locations in Rome, Greece, Edinburgh and London. Don’t be caught off guard the first time they appear, watch the show and understand exactly where your clients are coming from.
In Italy, cities like San Sebastian and Copenhagen and regions like Piedmont are growing their culinary reputations and becoming more well-known to more travelers.
Traveler checking into hotel using mobile app. (Photo credit: andresr / E+)
Get your technology ready
QR codes and contactless payments have come to the forefront during the pandemic, but you (and your clients) need to know they’re here to stay. In Northern Europe and Scandinavia, where the ‘contactless is king’ philosophy is well-established, prepare your customers to travel mostly cashless.
Photo: Protests, strikes (Photo credit: Thinkstock)
Europe is not Disneyland
Unless, of course, you’re sending your customers to Disneyland Paris. Europe is very attractive, but that doesn’t mean it’s always a dream come true. Most of the time, just! Things can go wrong here, specifically that industrial action (formerly known as artist strikes) is still rearing its head on the continent.
Most of the time it’s just a minor inconvenience, but something to be aware of. These events are usually scheduled in advance, so you should be able to navigate your clients through difficult situations.
Europeans can sometimes get very passionate about some issues. This means that demos may take place during the client’s travels. These are difficult to predict, but since they can occur in clusters (and are almost always covered in the media), it is possible to warn or advise clients about them.
I can’t stress enough how little impact these things have on a once-in-a-lifetime trip, but despite all the fairytale castles, Europe is a living, breathing place, and sometimes… It’s worth noting that it’s still an influence today. Some growing pains.
For the latest travel news, updates and deals, subscribe to our daily TravelPulse newsletter.
