Long-haul markets, such as China and the U.S., increase their interest in traveling to Europe in autumn

16-10-23

Travelers from long-haul markets are enthusiastic about exploring European destinations this fall, with travel intentions remaining the same or growing compared to last year, according to a European Travel Commission (ETC) study in China, Japan, Australia, the United States, Canada and Brazil.

In particular, interest in traveling to Europe has increased especially in China, with 74% of respondents intending to visit a European destination between September and December 2023. This is up 10 percentage points compared to 2022 and up nine points compared to 2019.

In Australia and Brazil, the intention to travel to Europe decreased slightly compared to last year. Australia recorded a three-point decline, possibly due to increased interest in exploring other destinations and the southern hemisphere summer season, which makes domestic travel more attractive to them.

Brazil also recorded a three-point drop, but sentiment remains strong in this market, with more than half (52%) of respondents expressing a desire to travel to Europe, according to the ETC report.

This trend in these countries is followed by the U.S. and Canada, with declines of three and two percentage points from the period between September and December of the previous year, although they do exceed the pre-pandemic figures. Forty-one percent of Americans intend to travel to Europe, while Canadians have a 38% preference.

Finally, Japanese respondents show a significant increase in their intention to travel to Europe, up 12 percentage points from the same period in 2022, although they remain the most reserved among all markets surveyed, with only 25% intending to visit Europe in the coming months.

Inflation, the main obstacle

While the desire to travel to Europe remains strong overall, prospective travelers in all six markets cite high prices as the main obstacle. This is especially true for Brazil and Australia, where 45% and 40% of travelers, respectively, feel deterred from a European vacation due to high costs.

Faced with rising travel-related costs, tourists are adopting new strategies to maximize their experience while staying within their available budget. The most popular tactic is to reduce shopping expenses (35%), an approach especially popular among respondents from Canada, Australia and Japan.

For ETC, other new spending patterns include the use of loyalty programs and affordable all-inclusive packages, both of which are considered by 30% of respondents in all markets and especially favored in Brazil and China.

Attracted by Europe's culture and history

Culture and history are mentioned as Europe's biggest attractions for travelers in 5 of the 6 markets surveyed. The exception is China, where travelers' strong interest in culture and history is only secondary to gastronomic and urban experiences.

World-renowned locations are also popular with long-haul travelers this fall. An increasing number of respondents (+6%) indicated that they are more interested in visiting destinations that are home to iconic European landmarks, compared to the same period in 2022.

According to the ETC report, favorable weather conditions are another determining factor when choosing a destination. Weather considerations are particularly important for Chinese tourists (39%), followed by Australians and Brazilians (both 34%).

Favorite modes of transport

Australian travelers have shown an interesting shift in preferred modes of transport between destinations. While air travel remains the predominant choice, there has been a notable increase (+8%) in interest in rail passes and a slight uptick in bus travel (+2%).

For Canadian tourists, rail remains the preferred mode of transportation, with 34% of respondents inclined to purchase a rail pass and 32% interested in at least a single rail ticket. U.S. travelers are also attracted to rail travel and the efficiency of travel times, despite having traditionally preferred air travel.

Although rail holds a strong position, low-cost flights are the most popular. For Brazilians, rail has traditionally been the preferred option, but air travel is gaining popularity, with interest in low-cost flights increasing by 13% in the Brazilian market. The same trend is seen in the Canadian market, where the popularity of low-cost flights increased by 9%.