Inbound tourism in Europe: record summer 2024

12-07-24

The summer season is setting a milestone for inbound tourism in Europe, with figures projected to surpass all previous records, according to the European Tourism Association (ETOA) and Forwardkeys. This year has started with remarkable momentum, characterized by a significant increase in international arrivals during July and August, which are expected to be 12% higher than last year. This growth even exceeds the overall rate of increase of 11%, underlining the robustness of the European tourism market in a challenging global economic context.

The report highlights several key factors that have contributed to this increase. Firstly, the resurgence of the Asian market has been notable, with travel from Asia-Pacific to Europe increasing by 11%. Countries such as China and Japan have recorded impressive increases of 64% and 53%, respectively, reflecting a renewed interest in European destinations by Asian travelers. In addition, intra-regional travel within Europe has seen a 10% increase, underscoring the preference for exploring multiple destinations within the continent.

Urban destinations have been the main beneficiaries of this resurgence. Cities such as Munich, with major sporting events this summer, have seen a 37% increase in arrivals. Vienna and Zurich follow, each with a 23% increase, followed closely by Prague and Budapest with 22% and 21% growth, respectively. Barcelona and Madrid also stand out in the top 10 destinations with strong performance, reflecting the diversity of interests and activities tourists seek in European cities.

In terms of booking behavior, Forwardkeys has observed a significant increase in searches and bookings for flights to European destinations, indicating solid interest despite persistent economic challenges. Specifically, demand for economy seats has increased by 11%, while premium seats have remained stable compared to the previous year.

The report also highlights the crucial role that international events are playing in attracting tourists. Germany, for example, has seen a 19% increase in arrivals due to its role as host of Euro 2024, while Paris, home of the upcoming Olympic Games, has also seen a significant increase in tourism demand. In addition, cultural events and concerts, such as Taylor Swift's tour of several European cities, have contributed to dramatic increases in arrivals during specific periods.

Despite this positive outlook, the Forwardkeys report also warns of the continuing challenges facing tourism in Europe, including protests against mass tourism in some popular destinations. The sustainable management of tourism flows and the need to balance the interests of visitors with local communities remains a key priority to ensure harmonious and sustainable tourism development in the region.

In summary, the summer of 2024 is shaping up to be an exceptional period for tourism in Europe, with record numbers reflecting both the resilience of the sector and the continued attractiveness of European destinations to global travelers.