International travellers are displaying elevated warning about planning journeys to Europe between September and December this 12 months. This is in keeping with the newest Long-Haul Travel Barometer (LHTB) 3/2024 revealed by the European Travel Commission (ETC) and Eurail BV, which explores the sentiment and preferences of travellers concerning long-haul journey to Europe.
The report reveals that 58% of respondents plan to journey long-haul within the final 4 months of the 12 months, with 40% anticipating a go to to Europe. This represents a 4% decline in comparison with the identical interval final 12 months. Affordability is a main barrier to journey to Europe, cited by almost half of respondents (44%). This determine is on the rise throughout all key markets, excluding Australia which has seen a minor lower.
Notable rise in Chinese journey aspirations
The examine reveals a major year-on-year improve within the intention for abroad journey from China, with 83% of respondents expressing curiosity in visiting Europe, a 9% rise from final 12 months. This surge is supported by a number of components, together with the reintroduction of flights between China and Europe, which has made journey extra accessible. Additionally, the Golden Week vacation from 1-7 October offers a handy journey window for many guests.
Travel intentions from Brazilians carefully mirror these seen final autumn, with almost 48% of respondents planning to go to Europe within the final 4 months of the 12 months, pushed primarily by youthful and extra prosperous travellers. Despite the rising client confidence, the excessive prices stay a serious deterrent to journey for folks on this market.
Travellers from Canada and Australia are extra cautious, with 39% and 33% of respondents planning a visit to Europe till the top of the 12 months, carefully aligning with the figures from earlier years. Similarly, the need to go to Europe amongst South Korean and US respondents is sort of modest, at 27% and 23%, respectively. Sentiment for abroad journey from the US seems to be significantly weak, registering a substantial decline from final 12 months’s 41%, primarily on account of excessive journey prices (40%), an curiosity in exploring different areas (23%) and inadequate trip time (17%).
Safety and finances constraints affect journey plans
Safety stays the highest criterion when selecting a vacation vacation spot in Europe (52%) – with important year-on-year progress amongst travellers from Australia, Japan, China, Canada and the US – adopted by must-see websites (41%) and high quality tourism infrastructure (39%).
Inflation for tourism services and products is starting to say no, but the lasting impacts of latest years proceed to have an effect on journey habits. Most respondents (66%) plan to spend between €100 and €200 per day, just like autumn 2023. However, some markets are tightening their budgets as European holidays turn into much less inexpensive. Notably, there was a year-on-year 30% drop in Chinese travellers anticipating to spend over €200 per day. Additionally, in Australia and Canada, there are will increase of 6% and eight%, respectively, in travellers anticipating spending lower than €100 per day.
Culture stays a key pull to go to Europe
Leisure is the highest purpose for journey to Europe, with 78% responding that it was the primary motive for their go to. Culture and historical past stay the main points of interest for future journeys, with 44% of respondents citing them as a precedence. This rising curiosity advantages Europe’s historic centres and cultural hotspots. Notably, curiosity in exploring Europe’s wealthy tradition and historical past has surged in China (+13%), Japan (+11%), and the US (+14%) when in comparison with final 12 months. Prospective travellers have additionally cited gastronomic experiences as a specific draw for visiting Europe (39%), adopted by metropolis life (33%).
Featured for the primary time on this examine, the survey reveals that respondents planning journeys to Europe have a powerful curiosity in partaking with locals. Some 40% indicated they might sometimes work together with locals to boost their journeys. Additionally, 36% would search deeper cultural experiences by studying about native life and traditions, whereas 15% aspire to construct significant relationships with locals.
Commenting on the findings, Miguel Sanz, President of ETC, stated: “Travellers planning to visit Europe show a keen interest in connecting with locals, highlighting a broader shift towards more meaningful and authentic experiences. The barometer results underscore that locals are a key asset in shaping overseas visitors’ perceptions of European destinations, through their hospitality, culture, and daily life. By involving locals in tourism decision-making, empowering them to create their own tourism initiatives, and investing in authentic spaces like markets, cultural hubs, and events, destinations can cultivate sustainable relationships that benefit both travellers and residents. This approach is what can make Europe an even more culturally vibrant and welcoming destination.”
