European tourism faces a promising yet challenging year ahead
Among those eager to travel overseas in all key markets in 2024, 75% plan to visit Europe, with the remaining 25% considering other regions, according to a new study by the European Travel Commission
The evolving landscape of international travel demands that Europe adapt to the diverse preferences and expectations of travelers. It is especially clear that safety and economic factors play a pivotal role in travelers’ choice of destinations. Nevertheless, Europe’s enduring appeal and the resilience of its tourism sector remain steadfast.
Key takeaways
- High levels of optimism towards overseas travel in 2024 have been recorded in Brazil (76%), Australia (73%), Canada (72%), and South Korea (71%);
- In the US, intention to travel internationally remains consistent with 2023 levels, with 60% of respondents expressing a desire to do so;
- Japan has seen a modest 5% increase in respondents planning an overseas journey since 2023, yet intention remains relatively low at 35%;
- China is the only market where travel sentiment is in decline, recording a 14% decrease in long-distance travel intention. However, 64% of respondents still plan to embark on a long-haul trip in 2024.
Download the report at the European Travel Commission