Europe remains travelers' top destination, but rising costs impact choices

October 09, 2024
Travellers in Paris
  • According to a European Travel Commission survey, when prices rise, visitors' decisions become more frugal.

International tourists continue to favour Europe, but growing expenses may make it more difficult for them to visit the region. 

International travellers are still interested in visiting Europe, according to the European Travel Commission (ETC). In the most recent Long-Haul Travel Barometer poll, 44% of respondents stated that their top worry is still cost. 

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 and safety are the main barriers for travelers choosing Europe

When going to Europe, Australians, Japanese, Chinese, Canadians, and Americans are most likely to worry about their safety. 

According to the Barometer, 52% of participants stated that their first concern when selecting a vacation spot is safety. The importance of must-see locations (41%), as well as high-quality tourist infrastructure (39%), comes in second. 

The report also shows that 66% of respondents stated they spend between €100 and €200 per day when travelling, which is the same as in 2023, indicating that inflation affects tourism. 

Chinese travelers' interest in Europe rises by 9%

Additionally, the report shows that almost 9% more Chinese citizens than the previous year wish to go to Europe. Eighty-three percent of Chinese respondents said they would be interested in visiting the zone in 2024. 

There are a number of potential causes for this spike, one of which being the availability of flights connecting China and Europe. 

Regarding nations, France is without a doubt the most popular choice, as indicated by the fact that 37% of respondents said they intended to visit there. The UK (23%) and Italy (29%) are the next two countries in line. 

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.