Across major long-haul markets in Europe, expectations for international travel in 2024 are overwhelmingly optimistic. However, travelers become more reluctant to visit Europe during the first four months of the year. This is according to the latest Long Range Travel Barometer (LHTB) 1/2024 published today by the European Travel Commission (ETC) and Eurail BV.
The survey provides a snapshot of travel sentiment and plans for the first four months of 2024. It analyzes travel intentions to Europe in his 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 consistent. 2023, with 60% of respondents expressing a desire to do so. In Japan, the number of respondents planning to travel overseas after 2023 has increased by just 5%, but the intention remains relatively low at 35%. The only market where travel sentiment is increasing is China. Intentions for long-distance travel fell by 14%. However, his 64% of respondents still plan to embark on a long-distance trip in 2024. Of those aspiring to travel abroad in 2024 across all major markets, 75% are planning a visit to Europe, with the remaining 25% considering other regions.
ETC President Miguel Sanz commented on the publication of LHTB 1/2024: It is particularly clear that 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,” he said. added.
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 in his second place, 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. Pleasant weather conditions play an important role in travel decisions, with an average of 31% of respondents considering them important.
In addition to these main considerations, Korean and Chinese holidaymakers also strongly prefer destinations with preserved natural and cultural heritage, with 33% and 32% of respondents, respectively, prioritizing this factor. I am. 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 reason, while limited vacation time was cited by 12% of respondents. This 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 a strong intention to visit Europe. In both markets, positive sentiment is driven by younger, higher-income respondents. Australia and South Korea showed moderate travel sentiment, with nearly 40% considering traveling to Europe by April. Canadians and Americans have expressed interest in traveling to Europe this year, but enthusiasm remains subdued in early 2024. Less than a third (28%) of respondents in each market are planning a trip to Europe during this period. Similarly, despite an increase in Japanese travelers’ travel intentions this year, their level of optimism about visiting Europe has declined. The number was minimal from January to April, with only 14% considering traveling to the region.
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 traveling for 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 were willing to spend more than 200 euros per day on their Popular with travelers.
Mid-range budget between 100 and 200 euros is the second most popular choice, chosen by 31% of long-distance travelers. This budget range is particularly popular in Australia (40%) and South Korea (42%). Only 21% of respondents considered their daily budget to be less than 100 euros, but this number was up to 36% of Canadian travelers.
