Travellers’ Top Destination Remains Europe, But Rising Costs Affect Their Choices

Europe remains a favourite destination for international travellers, but rising costs could be a problem for them to afford to come to the zone. 

According to the European Travel Commission (ETC), internationals remain interested in travelling to Europe. Still, affordability is their main concern, as 44 per cent of respondents said in the latest study for Long-Haul Travel Barometer, Schengen.News reports. 

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. 

Costs & Safety – Main Barriers for Travellers Picking Europe as Their Next Travel Destination

Australians, Japanese, Chinese, Canadians and Americans are most likely to be concerned about safety when travelling to Europe. 

As the Barometer shows, 52 per cent of respondents claimed that safety is their top priority when picking a holiday destination. The second most important reason is related to must-see sites (41 per cent) and quality tourism infrastructure (39 per cent). 

The data also reveals that due to inflation playing a role in tourism, 66 per cent of respondents said they spend between €100 and €200 per day during their trip, which is no different from 2023. 

The interest of Chinese Travellers to Take Trips to Europe Increases by 9%

The study also reveals that Chinese nationals want to visit Europe around nine per cent more than they did in the previous year. In total, 83 per cent of Chinese respondents in 2024 expressed interest in visiting the zone. 

The reason for this surge could be related to different factors, including here the availability of flights between China and Europe. 

As per countries, France is indisputably the most preferred destination, with 37 per cent of respondents claiming they plan to travel there. The second to follow is Italy (29 per cent) and the UK (23 per cent). 

In terms of activities, culture and heritage exploration are the most sought after by tourists, as both first-time visitors and repeated visitors value this kind of activity the most. 

Brazilians have similar travel aspirations to last autumn, with nearly half of respondents (48 per cent) having plans to travel to Europe in the last four months. Canadians and Australians have less interest in visiting the zone, with 39 and 33 per cent of respondents planning a trip to visit the EU by the end of the year.