In this article, we will look at the 15 most visited countries in Europe. If you want to skip the detailed analysis, you can go directly to her 5 most visited countries in Europe.
The pandemic has hit tourism around the world hard, and Europe has not been spared. Although the number of foreign tourist arrivals has gradually improved, it has not yet returned to pre-pandemic levels. European tourism showed resilience despite soaring inflation in the fourth quarter of 2023, with foreign arrivals just 1.6% below 2019 levels, according to a report by the European Travel Board. In the fourth quarter of 2023, the inflation rate surged by 23% compared to his 2019 level. This recovery was driven by strong intra-European travel, particularly from Germany, France and the Netherlands. Southern European destinations saw significant growth, while Eastern European countries lagged behind. Furthermore, while Chinese arrivals remain 67% below pre-pandemic levels, the North American market has shown a significant recovery.
As European tourism recovers from the pandemic-induced downturn, the travel industry is seeing an increased reliance on technology to enhance the travel experience and overcome challenges. Travel technology is becoming an integral part of travel planning. Improve your visitor experience by providing planning and booking convenience, access to real-time information, personalized recommendations, improved communication, and safety features.
Travel Technology Industry: Overview
The global travel technology industry is valued at $10 billion in 2023, according to a report by IMARC Group. The market is expected to grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2032. Services are becoming more innovative, efficient, and personalized, which is expected to drive the growth of the global travel technology market during the forecast period.
The integration of emerging technologies such as artificial intelligence and augmented reality is transforming service delivery in the travel technology industry. Artificial intelligence, especially generative AI, enables users to enjoy personalized travel itineraries and services. Tripadvisor Inc (NASDAQ:TRIP) is a notable company using AI to improve customer experience. The company has added an AI-powered travel itinerary generator to its core travel planning product, Trips. Leveraging OpenAI’s technology and insights from his 1 billion+ reviews, users can quickly create personalized itineraries by entering their destination, travel dates, and interests.
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In 2023, North America was the most dominant region in the global travel technology industry. Asia Pacific is experiencing rapid growth. Rapid adoption of digital solutions in countries including India and China is expected to contribute to the growth of the region during the forecast period.
Prominent players in the travel technology industry
Amadeus IT Group SA (BME:AMS), Saber Corp (NASDAQ:SABR), and Tripadvisor Inc (NASDAQ:TRIP) are some of the most notable companies in the global travel technology industry.
Amadeus IT Group SA (BME:AMS) is a leading Spanish multinational technology company specialized in providing advanced IT solutions to the travel and tourism industry. The company helps both travel service providers and consumers streamline and enhance their travel experiences using the latest technology solutions. On March 11, Amadeus IT Group SA (BME:AMS) announced its acquisition of Voxel. Voxel is a prominent provider of electronic invoicing and B2B payment solutions for the travel industry. The acquisition will enable the company to enhance its travel payments experience and expand its payments business, Outpayce. The company will now be able to offer travel merchants a broader range of payment services and streamline invoice management for various players in the travel industry.
Saber Corp (NASDAQ:SABR) is another company to watch in the global travel technology industry. The company provides innovative solutions to airlines, hoteliers, agencies and other travel partners. On March 11, Saber Corp (NASDAQ:SABR) announced the development of Saber Red Launchpad. Launchpad is a new booking solution developed in collaboration with Internova Travel Group aimed at new or independent travel consultants. This tool streamlines the basic flight, hotel, and car itinerary booking process through a user-friendly interface. Internova is rolling out a co-branded version, Internova SNAP (Powered by Saber), to U.S. travel advisors. Saber Red Launchpad complements the company’s existing agent booking solution, Saber Red 360, designed to provide flexibility and choice for travel agents.
Tripadvisor Inc (NASDAQ:TRIP) was founded in 2000 and provides a comprehensive platform for travelers to access travel information, reviews and opinions. On February 14, TripAdvisor, Inc. (NASDAQ:TRIP) reported its fourth quarter 2023 earnings. The company reported EPS of $0.38, beating estimates by $0.16. The company’s revenue for the quarter increased 10.17% to $390 million, beating the market consensus by $14.86 million. As of March 16, the stock price has increased nearly 69.29% in the past six months. Below are some of the comments made at the company’s financial results conference.
“We are pleased to end the year with results that exceeded our expectations. Fourth quarter revenue was $390 million, reflecting 10% year-over-year growth. Fourth quarter adjusted EBITDA was Revenue exceeded expectations with $84 million, representing 22% of revenue.” Brand TripAdvisor has achieved marketing efficiencies across both Brand TripAdvisor and Viator.
For the full year, consolidated sales increased 20% to $1.8 billion, a record high, and adjusted EBITDA increased 13% to $334 million. Last year, we made meaningful progress in executing our strategic priorities. We strengthened our market leadership position at Viator while increasing our focus on smart user acquisition. Viator also ended the year with a break-even profit margin, hitting its full-year milestone a year earlier than expected. Brands At TripAdvisor, we have maintained financial discipline while investing in our strategy and providing promising early proof points. At the final turning point, disciplined cost management significantly improved margins and increased revenue, ending the fourth quarter at breakeven.
Our results reflect how we are building a stronger, more diverse and defensible position in the large and growing global travel and experiences industry. Given TripAdvisor’s breadth and Viator’s depth, we have a unique and leading position in the high-growth experience category. ”
Advances in travel technology solutions have made planning trips much more convenient. Many countries around the world are experiencing a large influx of tourists and their numbers are increasing. Tourism in Europe has also largely returned to pre-pandemic levels. Let’s take a look at the most visited countries in Europe.
Top 15 most visited countries in Europe
Top 15 most visited countries in Europe
our methodology
To create a list of the most visited countries in Europe, we used data from the United Nations World Tourism Organization (UNWTO). UNWTO collects, analyzes and publishes tourism statistics. We used the number of arrivals per country as a metric to organize the list. The latest data available is for 2022. The list is arranged in ascending order.
Top 15 most visited countries in Europe
15. Hungary
Number of arrivals in 2022: 12.65 million people
Hungary has a rich tapestry of cultural and natural wonders that makes it an attractive tourist destination in Europe. Budapest, Lake Balaton and Eger are among the most popular places in the country. In 2022, 12.65 million people visited the country. Tourism in the same year accounted for 3.1% of the country’s total exports.
14. Romania
Number of arrivals in 2022: 12.7 million
Romania is one of the most visited countries in Europe. This country is a blend of history, culture and natural beauty. Some of the most visited cities in Romania include Bucharest, Constanta, and Brasov. Tourism accounted for 3.8% of his total exports in 2022. In 2022 he saw an influx of 12.7 million tourists to the country.
13. Denmark
Number of arrivals in 2022: 14.19 million
Denmark is a fascinating Nordic destination known for its rich history, picturesque landscapes, and vibrant culture. In 2022, 14.19 million people visited the country. Popular tourist attractions in Denmark include Copenhagen, Roskilde and Odense.
12. Croatia
Number of arrivals in 2022: 15.32 million people
Croatia is a country located on the Balkan Peninsula in Eastern Europe. The country is a diverse and fascinating destination known for its rich history and beautiful landscapes. Tourism contributes significantly to the country’s overall GDP. In 2022, tourism accounted for 30.1% of total exports. In 2022, 15.32 million people visited Croatia.
11. Poland
Number of arrivals in 2022: 15.95 million
Poland is one of the most visited countries in Europe. Poland is a country located in Central Europe. The country has a rich cultural heritage, including many historical sites, castles, and palaces. Famous tourist attractions include the 13th century Wieliczka Salt Mine, the Masurian Lake District, and the Białowieża Forest. In 2022, the country recorded an impressive figure of 15.95 million tourist arrivals.
10. Netherlands
Number of arrivals in 2022: 16.58 million
The Netherlands, also known as the Netherlands, is a country located in northwestern Europe. The capital, Amsterdam, is a popular tourist destination. The total number of visitors to the Netherlands in 2022 was 16.58 million. This country has a highly developed economy. In 2022, tourism will account for 1.5% of total exports.
9. Portugal
Number of arrivals in 2022: 22.25 million people
Portugal is one of the most visited countries in Europe. This country is located on the Iberian Peninsula in southwestern Europe. The country is also known for its unique cultural heritage, including its cuisine, wine, and hospitable people. 22.25 million people chose Croatia as their 2022 travel destination.
8. Austria
Number of arrivals in 2022: 26.22 million people
Austria, officially known as the Republic of Austria, is a landlocked country in Central Europe. Popular tourist destinations in Austria include Vienna, Salzburg, Hallstatt, and Innsbruck. In 2022, tourism accounted for 7.6% of total exports. In 2022, the country welcomed 26.22 million tourists.
7. Greece
Number of arrivals in 2022: 27.84 million people
Greece, officially known as the Hellenic Republic, is a country in southeastern Europe. It is one of the most visited countries in Europe. In 2022, 27.84 million tourists visited the country, accounting for 18.9% of total exports. Greece is characterized by stunning landscapes, including mountains, islands, and a vast coastline.
6.Germany
Number of arrivals in 2022: 28.46 million
Germany is a country in western Central Europe. In 2022, 28.46 million people visited the country. This country has a rich history and culture. Some of the country’s most popular destinations include the Brandenburg Gate, Museum Island, and Neuschwanstein Castle. Tourism accounted for 1.5% of the country’s total exports in 2022.
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Disclosure: None. “Europe’s 15 Most Visited Countries” was originally published on Insider Monkey.
