European Travel Commission (ETC) data for the pre-summer period confirm positive growth for European tourism in 2014, and there is growing optimism that the upcoming peak-summer season will consolidate preliminary positive expectations.
The ETC’s latest report, “European Tourism 2014 – Trends & Prospects,” points to demand for European destinations from both intraregional and overseas markets. The vast majority of ETC member countries reporting international tourism data from March through June show continued growth into 2014. Overnights persistently grow at a more moderate pace than arrivals, as demand for shorter breaks outside the main holiday season recovers. Notable exceptions are Spain and Germany. Iceland leads the way among the fastest growing Nordic countries in terms of international arrivals, followed by Lithuania and Latvia in the Baltics and Serbia in the Balkans.
Established source markets from Western and Northern Europe are making a steady contribution to international tourism growth in both large and emerging destinations. Favorable signs come from Italy, where rising optimism for an eventual economic recovery has encouraged an increasing number of Italians to travel abroad during the first three months of 2014. Similar dynamics can be observed in the French market.
An even more positive picture is emerging for travel from long-haul markets. Solid growth in the U.S. economy, coupled with improved unemployment figures, brightens the outlook for 2014. In this market, Europe continues to consolidate its long-dominant share of overseas travelers, currently at just above 40 percent. Unexpected growth came from Japan, in line with positive signals from its economy.
“In an increasingly vibrant landscape, marked by new players, technological innovation, and rapidly changing consumers, the need arises for European destinations to challenge the traditionally held perceptions of Europe,” says Eduardo Santander, executive director of ETC. “In key long-haul markets, where there is the largest potential for growth, the match is won by those who can truly inspire, excite, and engage potential travelers to experience their destination.”
