Europe Remains the Top Destination for Travelers, but Rising Costs Influence Their Decisions

Europe Remains the Top Destination for Travelers, but Rising Costs Influence Their Decisions

Key Points

1. Europe remains a top destination for international travelers, with 44% of respondents expressing interest in visiting.
2. A study by the European Travel Commission shows that rising costs are influencing travelers to spend less during their trips.
3. Interest from Chinese travelers in visiting Europe, especially France, has increased.

Europe continues to be a favorite destination for global travelers, though rising costs may limit their ability to visit. 

According to the European Travel Commission (ETC), international tourists still show strong interest in Europe, with 44% of respondents citing it as their preferred destination in the latest Long-Haul Travel Barometer. However, affordability remains a major concern for many potential visitors.

Costs and Safety: Key Concerns for Travelers Choosing Europe

Safety and costs are the primary factors influencing travelers from countries like Australia, Japan, China, Canada, and the United States when considering Europe as a holiday destination. 

According to the Barometer, 52% of respondents identified safety as their top priority when choosing a destination, followed by must-see sites (41%) and well-developed tourism infrastructure (39%).

The study also highlights the impact of inflation on tourism, with 66% of travelers reporting daily spending of €100 to €200—similar to 2023 levels.

Chinese Interest in European Travel Grows by 9%

The study reveals a 9% increase in interest among Chinese nationals in visiting Europe compared to the previous year, with 83% expressing interest in 2024. Several factors, including the availability of flights between China and Europe, may have contributed to this growth.

France leads as the top destination for Chinese travelers, with 37% planning to visit, followed by Italy (29%) and the UK (23%). 

Cultural and heritage activities are the most popular among both first-time and repeat visitors to Europe. 

Brazilian travelers show similar interest levels as last year, with 48% planning to visit Europe in the final four months of 2024. Interest from Canadians (39%) and Australians (33%) has decreased slightly, with fewer respondents planning trips to Europe by the year’s end.

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