A whopping three quarters of Europeans intend to travel between May and October 2024, according to a new report by the European Travel Commission (ETC).
Interest in travel up 5%
Interest in travel is up 5% compared to 2023. The survey, conducted in April 2024, questioned consumers in Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland, and Austria. It found 37% of respondents are looking at a single trip getaway, while a lucky 57% intend to go away twice or more, during the period.
People across all age demographics are bitten by the travel bug according to the analysis, but the desire to travel really peaks among “more mature travellers (aged over 55)”, where up to 81% of respondents expressed enthusiasm to travel.
Southern Europe on top
When it comes to destination preferences, Italy and Spain are the favourites, with Southern Europe heading up the wish list for 43% of would-be vacationers. This ties in with a marked preference for sun and beach trips (20%) and a taste for “scenic beauty” (19%).
But practicality and well-being are high up on people’s list of priorities too. Feeling safe is the number one factor when selecting a destination for 16% of respondents. This was followed by pleasant weather (13%), bargains and attractive deals (11%), friendly local communities (9%), and lower cost of living at the destination (8%).
The health fears and administrative burdens of the Covid-19 pandemic seem almost forgotten, with European air traffic almost back in line with benchmark pre-Covid figures. This is reflected in the data. 55% of respondents said they intended to fly to their holiday destination – up 5% on last year. 28% said they would take a car, and 13% are looking at train or bus travel.
Desire to travel beats headwinds
The report notes that headwinds remain for the travel sector, including the ongoing conflicts in Ukraine and the Middle East, not to mention cost-of-living worries for the 22% of Europeans who say they are concerned about rising travel expenses, and the 17% who are struggling with personal finances.
Nonetheless, Miguel Sanz, President of ETC, hailed the report as good news for the travel industry. “It is very positive to see Europeans maintaining their desire to travel despite the ongoing geopolitical and economic circumstances,” he said. “Popular destinations will continue their strong performance this summer season, but there are also great opportunities for lesser known and quieter destinations as many travellers look for peaceful, authentic experiences.”
