Europe’s tourism industry will continue to grow in 2024, with record travel spending on the horizon despite challenges.Reported by Olivia Palamountain
The European tourism industry has experienced a strong recovery in the first months of 2024, according to the latest edition of the European Tourism Trends and Outlook Quarterly Report published by the European Travel Committee (ETC).
The report monitors the performance of European tourism in the first quarter of this year and the macroeconomic and geopolitical factors influencing the industry’s outlook for the continent, including the arrival of foreign tourists. The number of guests (up 7.2%) and number of nights stayed (up 6.5%) have been revealed. The numbers for the first quarter of this year exceeded those for 2019.
This recovery has been primarily driven by strong intraregional travel from Germany, France, Italy and the Netherlands, as well as demand from the United States, which remains Europe’s most important long-haul departure market.
This continues the upward trend observed in 2023, with foreign arrivals only 1.2% below 2019 levels and overnight stays only 0.2% below.
ETC President Miguel Sanz said: “Early figures for 2024 reveal a positive outlook for European tourism this year. Consumer travel spending has increased markedly across Europe and is expected to reach record numbers in the coming months. ing.
“This boost will support travel and tourism businesses that have been heavily impacted by years of pandemics and continued economic instability. High prices and geopolitical risks remain key obstacles for the tourism industry as it strives to adopt more responsible practices.
However, the recovery is not uniform across all regions and source markets. Southern European destinations such as Serbia (+47 percent), Bulgaria (+39 percent), Turkey (+35 percent), Malta (+35 percent), Portugal (+17 percent), and Spain (+14 percent); It is leading the recovery in international visitor numbers compared to 2019 levels.
These destinations offer competitively priced vacation experiences, often combined with mild winter temperatures. The Nordic countries, particularly Norway (up 18 percent), Sweden (up 12 percent) and Denmark (up 9 percent), are also seeing increased tourist activity, driven in part by winter sports tourism and northern attractions. Masu. light.
In contrast, the Baltic states continue to lag behind due to the challenges posed by the Ukraine war, with Latvia (-34%) having the lowest post-pandemic international arrivals and Estonia ( -15%), followed by Lithuania. (-14%).
Consumer demand remains strong despite challenges posed by inflationary pressures and geopolitical uncertainty. Online social conversations surrounding travel in Europe have an overwhelmingly positive tone and will surpass discussions about other world regions such as the Americas, Africa, and Asia-Pacific by early 2024.
Highlights include celebrating the beauty of the season, outdoor adventures, and unique cultural events such as Carnival, which is celebrated in European countries.
Consumer data shows that travel remains a top priority in 2024, with intra-European and long-haul tourist spending increasing in early 2024. According to forecasts, travelers will spend €742.8 billion in Europe this year, an increase of 14.3% year-on-year. In 2023 and 2024, Germany will account for 16% of Europe’s total spending.
Two major sporting events are scheduled to take place in Europe in the summer of 2024: the Olympic Games in France and the UEFA European Football Championship in Germany. These events are expected to drive significant demand in their respective host countries, with inbound spending growth expected to be 13% in Paris and 24% across France at 2019 levels.
The Euro, which will be held in 10 German cities, is expected to bring more distributed benefits, with all participating cities set to experience a significant increase in tourism receipts.
As Europe’s tourism industry continues to recover and adapt to the challenges posed by the pandemic and ongoing economic instability, we aim to meet the ever-increasing demand for unique and memorable tourism while benefiting local communities and There is a continued focus on adopting more responsible practices to protect the environment. travel experience.
