The European Travel Council has revealed that international travelers to Europe will prioritize safe destinations and affordability this year.Reported by Jenny Southan
The European Travel Commission (ETC) and Eurail BV say in their latest long-haul travel barometer that international travel from long-haul markets to Europe is “generally optimistic”.
The survey provides a snapshot of travel sentiment and plans for the first four months of 2024. It analyzes travel intentions to Europe in seven international markets: Australia, Brazil, Canada, China, Japan, South Korea, and the United States. Key findings for 2024 include:
High optimism for international travel in 2024 was recorded in Brazil (76%), Australia (73%), Canada (72%) and South Korea (71%). In the United States, intentions to travel abroad remain unchanged from 2023 levels, with 60% of respondents expressing such a desire. In Japan, there was a slight 5% increase in respondents planning to travel abroad from 2023 onwards, but that intention remained relatively low at 35%. China was the only market with a decline in travel intentions, with long-distance travel intentions down 14%. However, 64 percent of respondents still plan to embark on a long-distance trip in 2024. Of those looking to travel abroad in 2024 across all major markets, 75 percent plan to visit Europe, with the remaining 25 percent considering other regions. .
Miguel Sanz, President of ETC, said: “As the international travel landscape evolves, Europe is required to adapt to the diverse tastes and expectations of travelers. Safety and economic factors play a vital role in travelers’ destination choices. Nevertheless, Europe’s enduring appeal and the resilience of its tourism sector remain strong.
“Europe’s tourism industry faces a promising but challenging year in 2024, requiring the industry to manage recovering consumer demand and adopt responsible and sustainable practices.”
Safety, infrastructure and affordability are key to destination selection
For travelers looking to visit Europe this year, safety is the main factor influencing their destination choice, with 45% of respondents across all markets prioritizing a safe travel environment. Quality tourism infrastructure ranks second to him, with 38% considering it essential.
Famous landmarks and affordable offerings also weigh heavily in destination selection, with 35% of international travelers citing these as top priorities. In particular, Canada, the United States, and Australia stand out for their focus on affordability. Comfortable weather conditions play an important role in travel decisions, with an average of 31% of respondents considering this important.
In addition to these main considerations, Korean and Chinese holidaymakers strongly prefer destinations with preserved natural and cultural heritage, with 33% and 32% of respondents giving priority to this factor, respectively. . This trend indicates a unique preference for destinations that maintain authenticity.
Of those choosing not to travel abroad to Europe in 2024, 36% cited high travel costs as the main deterrent, and limited vacation time for 12% of respondents. is another important factor.
Travel plans for early 2024 are a mix of optimism and caution.
Despite the challenges posed by rising travel costs and the increasing attractiveness of alternative regions, Europe remains attractive for long-distance travelers in the first four months of 2024, January to April.
Chinese (50%) and Brazilians (49%) have the strongest intentions to visit Europe. In both markets, positive sentiment is driven by younger, higher-income respondents. Australia and South Korea have a medium appetite for travel, with nearly 40% considering traveling to Europe by April. Canadians and Americans have expressed interest in traveling to Europe this year, but their enthusiasm remains subdued in early 2024. Less than a third (28%) of respondents in each market were planning a trip to Europe during this time. Similarly, despite increased travel intentions among Japanese travelers this year, there is only a modest level of optimism about visiting Europe between January and April, with fewer people considering traveling to the region. It was only 14%.schedule and budget
On average, international travelers plan to visit three European countries on their next trip. Most (58%) consider a 1-2 week vacation for their girlfriends to accommodate their busy itineraries. Australians are planning to stay longer, with half of respondents considering a trip of two weeks or more.
This data also reveals that daily budget preferences are diverse, requiring travel companies to provide experiences that cater to a variety of visitors, from high spenders to budget-conscious travelers. It highlights gender. Across all markets, 38% of respondents are willing to spend more than 200 euros per day on her, and this budget is particularly Popular among travelers.
Mid-range budget from 100 to 200 euros is the second most popular choice, chosen by 31 percent of long-distance travelers. This budget range is particularly popular in Australia (40%) and South Korea (42%). Only 21 per cent of respondents considered their daily budget to be less than €100, compared to 36 per cent of Canadian travelers.
