Travelers are prioritizing safe and affordable destinations, with some hesitation towards trips early in the year, according to a report by the European Travel Commission.

Varied Travel Interests Across Countries

The report examined travel plans from seven key countries that typically send tourists to Europe, revealing high enthusiasm in Brazil, Australia, Canada, and South Korea. 

Approximately 60% of Americans plan international trips, mirroring 2023 figures, while Japan saw a slight increase to 35%. Conversely, China experienced a 14% decline in those planning overseas trips compared to last year.

Among those intending to travel abroad, 75% favor Europe, though interest for trips from January to April 2024 varies. About half of Chinese and 49% of Brazilian travelers plan early-year European visits, followed by 40% of Australians and South Koreans. 

However, fewer than 30% of Canadians, Americans, and Japanese are planning early trips, indicating cautious optimism.

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Factors Influencing Destination Choices

Safety is the primary consideration for 45% of travelers when choosing European destinations. Other key factors include:

·        Quality of tourism infrastructure (38%)

·        Famous sights and affordable options (35%)

·        Favorable weather (31%)

Moreover, natural and cultural heritage preservation is a significant draw for travelers from South Korea (33%) and China (32%). For those hesitant to travel, the high cost of travel is the main deterrent for 36%, while limited vacation time affects 12%.

Travel Budgets and Itineraries

The typical European trip in 2024 is planned to span one to two weeks, covering three countries, which is the preferred duration for 58% of travelers. However, 50% of Australians prefer vacations lasting over two weeks.

Daily budgets also vary: 38% of travelers can spend over €200 daily, including 78% of Chinese and 50% of Brazilians. Meanwhile, 31% budget between €100 and €200, favored by 40% of Australians and 42% of South Koreans. In contrast, 36% of Canadians plan to spend less than €100 per day.

ETIAS and Long-Term Stays

With growing interest in longer European trips, the European Travel Information and Authorization System (ETIAS), starting in 2025, will require pre-travel approval for stays over 90 days in the EU. This will affect travelers such as families, investors, digital nomads, and students, emphasizing the need for advanced planning.

Tourism and Immigration Policies

The introduction of ETIAS will streamline travel for non-visa-required visitors staying over 90 days. As tourism rebounds, countries like Spain, France, and Greece might expand immigration programs to attract more foreign investment, benefiting from the Schengen Area’s open borders.

Sustainable and Authentic Travel

As European tourism numbers rebound, there is an increased focus on meeting travelers’ priorities for safety, cost-efficiency, sustainability, and authentic local experiences, making 2024 a pivotal year for the industry.