From the vineyards of Bordeaux to the Norfolk Lakes region, AI predicts Europe’s most popular regions in 2024.
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European tourists are increasingly looking for experiential activities rather than culture and beaches, according to data from travel trends analyst Mavrian.
With interest in nature-based active travel surging, which countries in Europe are best placed to attract visitors?
Mavrian used AI and natural language processing to mine spontaneous conversations about travel on social media from January to October 2023.
More than 380 million tourism mentions were analyzed to determine people’s motivations for traveling. This information, along with data on air connectivity, was used to identify destinations that best fit current and growing trends.
How were the destinations chosen?
The research reveals a global trend in recent years towards less traditional and more experiential travel motivations.
While the popularity of experiential travel, such as nature tourism, active tourism and gastronomic tourism, has increased by 8% since 2019, cultural tourism remains the main motivation for travelers visiting Europe.
So to find out which destinations are likely to be trending in 2024, Mavrian looks at which destinations have the highest demand for experiential activities, while maintaining their share of interest in cultural travel. I paid attention. Finally, we analyzed the international accessibility of destinations from an air travel perspective.
Which European country will be the most popular in 2024?
Italy came out on top with four potential trending destinations. Piedmont takes first place for its attractive combination of culture, nature and gastronomy.
From Alba’s annual white truffle fair to the powdery slopes of Via Lattea, from the Langhe vineyards to the sparkling waters of Lake Maggiore, the northwest region is packed with activities for the experiential traveler. Turin International Airport is easily accessible from all over the world.
In 5th, 7th and 9th place are Campania, Lombardy and Emilia-Romagna, giving Italy the highest share of potential trend destinations in Europe.
What other parts of Europe are expected to be popular this year?
Wine, food and nature took France’s Nouvelle Aquitaine in second place. Famous for its oysters and Bordeaux vineyards, the southwest region is also the gateway to hiking and skiing in the Pyrenees.
The East of England ranks third due to its balance of culture and nature. From Cambridge’s famous museums to the tranquil rivers of Norfolk Lakes, the region’s attractions are easily accessible from the capital and international airport.
In fourth place again is France’s Occitanie region. Explore the orchards, the hiking trails of Le Puy-en-Velay and the Canal du Midi, a UNESCO World Heritage Site, on the regional train liO. The region is also home to major cities such as Toulouse and Montpellier.
Germany’s North Rhine-Westphalia, home to Cologne and its many fairy-tale castles, came in sixth place. Hamburg, Germany came in 9th place, followed by Lisbon, Portugal in 10th place.
