Eastern Europe Tourism Destinations Report Summary
In 2023, international tourist arrivals to Eastern Europe will reach 70.54 million people, likely reaching pre-pandemic levels in 2024. International tourist arrivals are expected to grow at a CAGR of over 13% from 2023 to 2028. Eastern Europe is well known for its major tourist attractions, with numerous iconic destinations such as Wieliczka Salt Mine, Lazienki Park, and St. Mary’s Church. With its diverse and unique architecture, Eastern Europe could become a key destination for travelers. COVID contributed to an increase in tourism demand, as travel restrictions were imposed for tourists during COVID-19. The growing interest in sustainable travel provides an opportunity for Eastern European countries to focus on areas that could help them establish themselves as environmentally friendly travel destinations.
Eastern Europe Tourism Market Outlook 2023-2028 (International Arrivals)
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Eastern Europe tourist destinations market research report provides analysis of Eastern Europe tourist destinations market, infrastructure, attractions, major and emerging source markets, risks and opportunities. The report studies the types of tourists visiting the region. It also provides a SWOT analysis.
Main countries Poland
Hungary
· Czech Republic
Russia
Bulgaria
Main type of tourism Sun and beach
Visiting friends and family
・City break
Culture
Adventure/Sports
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Trends in Eastern European destinations
The pandemic had a significant impact on inbound tourism in Eastern Europe. After the pandemic, the number of international travelers to the region increased significantly. This increase is due to the region’s reputation for its charming mountain villages, stunning castles and palaces, and modern cities. In 2023, many travelers visited the Eastern European region for leisure purposes. The governments of many Eastern European countries have placed a strong focus on developing the tourism industry.
Additionally, many travelers prefer to travel overland within Eastern Europe, as Eastern Europe has a well-developed land transportation infrastructure and landlocked countries such as Hungary and Romania make it easy to travel to neighboring countries in a cost-effective manner. The abundance of family-friendly activities makes Eastern Europe one of the top choices for family travel. The region offers a wide range of activities, from exploring historical sites to enjoying delicious cuisine and experiencing beautiful beaches.
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Eastern European tourism market country segmentation
Poland to have the highest number of arrivals to Eastern Europe in 2023
Poland has overtaken Russia as the most popular tourist destination since 2020. Poland offers a wide range of leisure activities, including sports, cycling, hiking, horse riding, canoeing and hot air ballooning. The country offers adrenaline-packed experiences and unforgettable impressions to both locals and tourists. Among the many expenditures by tourists visiting Poland, retail remained the largest contributor in 2023.
Eastern Europe Tourism Market Analysis (by Country), 2023 (%)
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Eastern European tourism market segmentation by type
Sun and beach holidays were the most preferred type of vacation in the Eastern European tourism market in 2021.
Types of holidays preferred by travelers in Eastern Europe region include sun and beach holidays, vacations visiting friends and family, city breaks, cultural holidays, adventure and sports holidays. Thanks to the rich and diverse regional traditional cultures of Eastern Europe, countries in the Eastern Europe region are surrounded by a variety of fascinating mountains, castles and palaces, beautiful cities and amazing beaches that provide travelers with memorable experiences on long or short trips. Popular tourist destinations in the region include Budapest, Bucharest, Lake Balaton and Moscow. In addition, many of the sun and beach destinations offer a variety of water activities such as snorkeling, surfing and swimming for adventure seekers. Moreover, sun and beach holidays provide a great opportunity for travelers to experience different cultures and try new cuisines.
Eastern Europe Tourism Market Analysis (by Type), 2021 (%)
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Segments Covered in the Report
Eastern European Tourism Destination Outlook (2023)
Poland Hungary Czech Republic Russia Bulgaria
Eastern European Destination Type Outlook (2021)
Sun and beach holidays Visiting with friends and family City break Cultural break Adventure/sports Other
range
This report is part of GlobalData’s Tourism Destinations Market Insights series. These reports provide in-depth analysis of tourism destinations and their key source markets, as well as an assessment of trends and issues in the targeted tourism destinations market.
Key highlights
In 2023, international tourist arrivals to the region are expected to reach 70.54 million, before reaching pre-pandemic levels (102.57 million) in 2025. According to GlobalData, international tourist arrivals are forecast to reach 132.61 million in 2028, growing at a compound annual growth rate of 13.46% from 2023 to 2028.
In 2023, many travelers will visit the Eastern Europe region for leisure purposes, with 31.34 million travelers, or 44.43% of total international arrivals. According to GlobalData’s traveler demand and flows database, leisure arrivals are expected to reach 50.56 million in 2028, accounting for 38.12% of total international travelers, followed by VFR (visiting friends and relatives) travelers, who are forecast to reach 34.62 million, accounting for 26.11% of total international arrivals.
In 2023, road will be the most popular mode of travel, reaching 43.61 million travelers, an increase of 9.99% (3.96 million travelers) compared to 2022 (39.65 million travelers). According to GlobalData, road is expected to remain the most popular mode of travel in 2028, reaching 61.97% (82.17 million travelers) of total arrivals.
According to GlobalData’s Consumer Survey Q3 2021, 38% of respondents globally prefer city breaks. Of this, 46.14% of respondents belong to Gen Y, followed by Gen X at 28.09%.
Reasons to buy
Gain clear, detailed insights into new developments in two popular tourist destinations. Use data and analytics to explore trends related to international arrivals and spend, tourism sector, construction, Foreign Direct Investment (FDI), airlines and hotel development. Gain a deeper understanding of market opportunities and risks to support better business decisions.
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