ETC: International travellers eye Europe for cultural immersion

BRUSSELS – International travellers are showing increased caution about planning trips to Europe between September and December this year. This is according to the latest Long-Haul Travel Barometer (LHTB) 3/2024 published by the European Travel Commission (ETC) and Eurail BV, which explores the sentiment and preferences of travellers regarding long-haul travel to Europe.

The report reveals that 58% of respondents¹ plan to travel long-haul in the last four months of the year, with 40% anticipating a visit to Europe. This represents a 4% decline compared to the same period last year. Affordability is a primary barrier to travel to Europe, cited by nearly half of respondents (44%). This figure is on the rise across all key markets, excluding Australia which has seen a minor decrease.

Notable rise in Chinese travel aspirations

The study by ETC reveals a significant year-on-year increase in the intention for overseas travel from China, with 83% of respondents expressing interest in visiting Europe, a 9% rise from last year. This surge is supported by several factors, including the reintroduction of flights between China and Europe, which has made travel more accessible. Additionally, the Golden Week holiday from 1-7 October provides a convenient travel window for many visitors.

Travel intentions from Brazilians closely mirror those seen last autumn, with nearly 48% of respondents planning to visit Europe in the last four months of the year, driven primarily by younger and more affluent travellers.  Despite the growing consumer confidence, the high costs remain a major deterrent to travel for people in this market.

Travellers from Canada and Australia are more cautious, with 39% and 33% of respondents planning a trip to Europe until the end of the year, closely aligning with the figures from previous years. Similarly, the desire to visit Europe among South Korean and US respondents is quite modest, at 27% and 23%, respectively. Sentiment for overseas travel from the US appears to be particularly weak, registering a considerable decline from last year’s 41%, mainly due to high travel costs (40%), an interest in exploring other regions (23%) and insufficient vacation time (17%).

Safety and budget constraints influence travel plans

Safetyremains the top criterion when choosing a holiday destination in Europe (52%) – with significant year-on-year growth among travellers from Australia, Japan, China, Canada and the US – followed by must-see sites (41%) and quality tourism infrastructure (39%).

Inflation for tourism products and services is beginning to decline, yet the lasting impacts of recent years continue to affect travel habits. Most respondents (66%) plan to spend between €100 and 200 euros per day², similar to autumn 2023. However, some markets are tightening their budgets as European holidays become less affordable. Notably, there has been a year-on-year 30% drop in Chinese travellers expecting to spend over €200 per day. Additionally, in Australia and Canada, there are increases of 6% and 8%, respectively, in travellers anticipating spending less than €100 per day.

Culture remains a key pull to visit Europe

According to ETC, leisure is the top reason for travel to Europe, with 78% responding that it was the main motive for their visit. Culture and history remain the leading attractions for future trips, with 44% of respondents citing them as a priority. This growing interest benefits Europe’s historic centres and cultural hotspots. Notably, interest in exploring Europe’s rich culture and history has surged in China (+13%), Japan (+11%), and the US (+14%) when compared to last year. Prospective travellers have also cited gastronomic experiences as a particular draw for visiting Europe (39%), followed by city life (33%).

Featured for the first time in this study, the survey reveals that respondents planning trips to Europe have a strong interest in engaging with locals. Some 40% indicated they would occasionally interact with locals to enhance their trips. Additionally, 36% would seek deeper cultural experiences by learning about local life and traditions, while 15% aspire to build meaningful relationships with locals.

Commenting on the findings, Miguel Sanz, President of ETC, said: “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.”

ETC_Long-Haul-Travel_Barometer-3_2024