European tourism shows resilience in the face of economic and environmental challenges in 2024
20-02-25
In 2024, the European tourism sector demonstrated remarkable resilience, overcoming economic pressures and environmental challenges to achieve record numbers of overnight stays. According to Eurostat data, the European Union recorded approximately 2.99 billion nights in tourist accommodation, representing an increase of 53.4 million nights, or 2%, compared to the previous year.
Despite facing significant economic headwinds, especially high inflation rates, the tourism sector maintained its dynamism. The European Commission's Winter 2024 economic forecast projected a decline in Harmonized Index of Consumer Prices (HICP) inflation from 6.3% in 2023 to 3.0% in 2024, with a further reduction to 2.5% expected in 2025. Despite these pressures, tourism spending reached €705 billion, with Western Europe accounting for almost 75% of total spending. Inflation influenced travelers' behavior, driving a shift to destinations with better value for money. For example, in countries such as Serbia, tourism spending increased significantly, up 92.9% over 2019, indicating that travelers are looking for enriching experiences without placing a large financial burden.
Extreme weather events posed additional challenges to the tourism industry. Regions such as Valencia in Spain experienced disruptions, with tourist arrivals down 4.2% in November and 6.3% in December 2024. These conditions have led to a growing trend towards off-season travel, as tourists seek to avoid periods prone to extreme weather conditions. This shift has benefited smaller, less traditional destinations. For example, Iceland became a popular winter destination, with arrivals up 14%, driven largely by interest in Northern Lights tourism.
Southern European countries showed mixed results. Portugal, Greece and Serbia outperformed their 2019 tourism levels, while Montenegro lagged behind. This disparity highlights the uneven recovery and the impact of economic and environmental factors in different regions. The recovery in long-haul travel remained slow, with arrivals still 5% below 2019 figures. This shortfall is mainly attributed to the slow resurgence of tourism from the Asia-Pacific region, particularly China. In contrast, tourism from the United States showed a solid performance, with 22 of the 27 European destinations exceeding their 2019 arrivals figures. Turkey (+153%), Portugal (+91%) and Lithuania (+67%) led in attracting U.S. tourists. However, economic uncertainties could influence future travel demand from the United States.
In response to environmental challenges and growing awareness of sustainability, the European Climate Pact launched the “Manifesto for Sustainable Tourism” in February 2025. This initiative seeks to engage tourism stakeholders in reducing their environmental impact and promoting an economically, socially and ecologically responsible model. The manifesto establishes objectives such as reducing the carbon footprint, protecting ecosystems and biodiversity, boosting local economic development and promoting cultural respect and inclusion. In addition, the “Sustainable Traveler's Handbook” has been prepared, a practical guide for those who wish to minimize their environmental impact during their travels.
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