- Foreign tourist arrivals and overnight stays will exceed 2019 levels in the first quarter of 2024.
- The recovery is well underway, but uneven across regions and source markets due to continuing risks.
- Sporting events, high travel demand, and inflation driving tourism spending to record levels.
Europe's tourism industry is Strong recovery expected in first months of 2024. Based on data from reporting destinations, foreign arrivals (+7.2%) and overnight stays (+6.5%) in the first quarter of this year exceeded 2019 numbers. This continues the upward trend observed in 2023, with the number of foreign arrivals being 1.2% below 2019 levels and the number of overnight stays being only 0.2% below. This recovery has been primarily driven by strong intra-regional travel from Germany, France, Italy and the Netherlands. This is coupled with demand from the US, which remains Europe's most important long-distance source market.
This is according to the latest edition ofEuropean tourism trends and prospects” Quarterly report released today by the European Travel Commission (ETC). This report monitors the performance of European tourism in the first quarter of this year and the macroeconomic and geopolitical factors influencing the industry's outlook for the continent.
Commenting on the publication of the report: Miguel Sanz, ETC PresidentSaid: “Early figures for 2024 reveal a positive outlook for European tourism this year. Consumer travel spending is expected to increase markedly across Europe and reach record numbers in the coming months. This boost will support travel and tourism businesses that have been hit hard by years of pandemic and ongoing economic instability. High prices and geopolitical risks remain major obstacles for tourism as we strive to adopt more responsible practices to protect the environment.
Europe's tourism industry recovers strongly, but disparities remain
According to data from the beginning of the year to date, southern europe Countries leading the recovery in international visitor numbers compared to 2019 levels are Serbia (+47%), Bulgaria (+39%), Turkiye (+35%) and Malta (+35%). ) and Portugal (+17%). , Spain (+14%). These destinations offer competitively priced vacation experiences, often combined with mild winter temperatures. nordic countries Tourist activity has also increased as overnight stays have increased above pre-pandemic levels. This increase is particularly pronounced in Norway (+18%), Sweden (+12%) and Denmark (+9%). This high level of interest is partially driven by winter sports tourism and the attraction of the Northern Lights.
On the other hand, countries baltic region Latvia continues to lag behind due to challenges from the Ukraine war, with the lowest number of international arrivals post-pandemic (-34%), followed by Estonia (-15%) and Lithuania (-14%). became.
Data for the first months of 2024 also shows uneven performance in the long-distance source market.of we and Canada Reflecting the trend in 2023, it will continue to dominate. There has also been an increase in the number of tourists from. latin america, Especially in Brazil, it will happen in the first quarter of this year. Conversely, the APAC region has shown signs of improvement compared to the previous quarter, but the recovery remains slow and uneven.meanwhile chinese traveler Although they are starting to return to Europe, the recovery from Japan is still slow.
Despite challenges, consumer demand remains strong
Inflationary pressures and geopolitical uncertainty remain significant concerns for the European tourism industry. The war in Ukraine continues to impact tourist flows, particularly in Central and Eastern Europe. Meanwhile, the war between Israel and Hamas is currently having a major impact on travel from Israel to Europe, with Israeli arrivals dropping 54% year-on-year across reporting countries in the first quarter. For tourism industry professionals, Accommodation fee (59%), expense (52%) and Shortage of manpower (52%) are considered the biggest challenge.
vice versa, online social conversations The conversation surrounding European travel has an overwhelmingly positive tone, and by early 2024 it will surpass discussions about other world regions such as the Americas, Africa, and Asia-Pacific. Highlights include admiration for the beauty of the season, outdoor adventures, and unique cultural events such as Carnival celebrated in European countries. .
Consumer data also shows that travel remains in recession. Top priority 2024.Both within Europe and over long distances tourist spending Increase in early 2024.According to forecasts, travelers 742.8 billion euros In Europe this year, there was an increase of 14.3% compared to 2023. This is due to both inflation and evolving travel preferences, with travelers potentially opting for longer stays and more diverse experiences. Germany will become the main source of tourist spending, accounting for 16% of total European spending in 2024.
Paris Olympics and Euro 2024 expected to drive demand in France and Germany
Two major sporting events will take place in Europe this summer. olympic competition with france UEFA European Football Championship into German. The Olympics are expected to bring a surge in domestic and international tourists, and the impact will extend beyond the city of Paris itself. Inbound spending growth is projected to be 13% in Paris and 24% across France at 2019 levels. The Euros will be less concentrated in the German capital, with matches being held in 10 cities. This is expected to result in more distributed benefits, with all participating cities set to experience a significant increase in tourism receipts.
