International travelers face cost barriers

• 58% of respondents plan to take a long-distance trip between September and December 2024, and 40% intend to visit Europe.
• 83% of the Chinese tourists surveyed said they wanted to travel to Europe, an increase of 9% from last year.
• Affordability remains the most significant barrier to travel to Europe.
• Safety, iconic landmarks and quality infrastructure are the top three criteria for choosing a European holiday destination.
• As travelers seek a deeper understanding of local cultures, they are increasingly attracted to authentic travel experiences.
  

International travelers are becoming more cautious about planning trips to Europe between September and December this year. This is according to the latest Long-Distance Travel Barometer (LHTB) 3/2024, published today by the European Travel Council (ETC) and Eurail BV, which explores travelers’ perceptions and preferences for long-distance travel in Europe.

The report shows that 58% of respondents plan to take long-distance travel in the last four months of this year, of which 40% expect to go to Europe. This was a decrease of 4% compared to the same period last year. Nearly half of respondents (44%) believe affordability is a major barrier to traveling to Europe. The figure was rising in all major markets except Australia, where the figure fell slightly.

Chinese people’s willingness to travel has increased significantly

Research shows that China's outbound travel intentions have increased significantly year-on-year, with 83% of respondents expressing interest in traveling to Europe, an increase of 9% from last year. The surge has been supported by a number of factors, including the reopening of flights between China and Europe, which has made travel more accessible. In addition, the Golden Week holiday from October 1st to 7th provides many tourists with a convenient travel window.

Brazilians' travel intentions are very similar to last autumn, with nearly 48% of respondents planning to visit Europe in the last four months of the year, driven mainly by young and affluent tourists. Despite growing consumer confidence, high costs remain a major barrier to travel in this market.

Tourists from Canada and Australia are more cautious, with 39% and 33% of respondents respectively planning to travel to Europe before the end of the year, closely matching the figures from previous years. Similarly, Korean and American respondents' willingness to visit Europe is also quite modest, at 27% and 23% respectively. Outbound travel sentiment from the United States appears to be particularly weak, down sharply from 41% last year, mainly due to high travel costs (40%), interest in exploring other regions (23%) and lack of vacation time (17%).

Security and budget constraints impact travel plans

Safety remains the top criterion when choosing a European holiday destination (52%) – with significant year-on-year growth in visitors from Australia, Japan, China, Canada and the US – followed by must-see attractions (41%) and quality tourism infrastructure (39%).

Inflation for travel products and services has begun to decline, but the lasting effects of recent years continue to impact travel habits. The majority of respondents (66%) plan to spend between 100 and 200 euros per day, similar to autumn 2023. However, as European holidays become increasingly unaffordable, some markets are tightening budgets. It is worth noting that the number of Chinese tourists expected to spend more than 200 euros per day fell by 30% year-on-year. Additionally, in Australia and Canada, the number of travelers expecting to spend less than €100 per day increased by 6% and 8% respectively.

Culture remains key factor in visiting Europe

Leisure is the top reason for traveling to Europe, with 78% of respondents saying it was their main motivation for visiting Europe. Culture and history remain the main attractions for future travel, with 44% of respondents ranking it as a priority. This growing interest benefits Europe's historical centers and cultural hotspots. Notably, interest in exploring Europe’s rich culture and history has surged in China (+13%), Japan (+11%) and the United States (+14%) compared to last year. Potential tourists also said that gastronomic experiences are a major attraction of traveling to Europe (39%), followed by city life (33%).

The survey, which appears in the study for the first time, shows that respondents planning a trip to Europe have a strong interest in socializing with locals. About 40% said they occasionally interacted with locals to enrich their travels. Additionally, 36% seek deeper cultural experiences by learning about local life and traditions, while 15% desire meaningful relationships with locals.

Travelers planning a trip to Europe are showing a strong interest in connecting with locals, underscoring a broader shift toward more meaningful and authentic experiences. The barometer results highlight that local people are key assets in shaping overseas visitors’ perceptions of European destinations through their hospitality, culture and daily life. By involving locals in tourism decisions, empowering them to develop their own travel plans and invest in real spaces such as markets, cultural centers and events, destinations can foster sustainable relationships that benefit both visitors and residents. This approach could make Europe a more culturally vibrant and welcoming destination. “

Miguel Sanz, Chairman of ETC

The full summary report can be downloaded at: https://etc-corporate.org/reports/long-haul-travel-barometer-3-2024/