Travelers from long-haul markets show their enthusiasm for exploring European destinations this fall, with travel intentions remaining the same or growing compared to last year, according to a study by the European Travel Commission (ETC) in China, Japan, Australia, United States. , Canada, and Brazil.
In particular, the interest in traveling to Europe has increased especially in China, as 74% of respondents intend to visit a European destination between September and December 2023. This represents an increase of 10 percentage points compared to 2022 and nine points compared to 2019.
In Australia and Brazil, the intention to travel to Europe decreased slightly compared to last year. Australia saw a three-point drop, likely due to increased interest in exploring other destinations and the summer season in the southern hemisphere, which makes domestic travel more attractive.
For its part, Brazil also recorded a three-point decrease, but sentiment remains strong in this market, with more than half (52%) of respondents expressing their desire to travel to Europe, according to the ETC report.
This trend in these countries is followed by the US and Canada, with a decrease of three and two percentage points compared to the period between September and December of last year, although it exceeded the numbers before the pandemic. 41% of Americans intend to travel to Europe, while Canadians prefer it at 38%.
Finally, Japanese respondents showed a significant increase in the intention to travel to Europe, 12 percentage points more than the same period in 2022, although it remains the most reserved among all markets surveyed, with only 25% intending to travel. in the coming months.
INFLATION, FIRST OBSTACLE
Although the desire to travel to Europe remains strong overall, potential travelers from all six markets cite high prices as the main obstacle. This applies particularly to Brazil and Australia, where 45% and 40% of travelers respectively are deterred from a European holiday due to high costs.
As the costs associated with travel increase, tourists are adopting new strategies to maximize their experience while staying within their available budget. The most popular tactic is to reduce the cost of shopping (35%), a method that is more popular among respondents in Canada, Australia, and Japan.
For ETC, other new spending patterns include the use of loyalty programs and affordable all-inclusive packages, both considered by 30% of respondents in all markets and particularly favored in Brazil and China.
CULTURE AND HISTORY OF EUROPE
Culture and history were cited as Europe’s biggest attractions for travelers in 5 of the 6 markets studied. The exception is China, where travelers interested in culture and history are second only to gastronomic and urban experiences.
World-famous locations are also popular with long-distance travelers this fall. An increasing number of respondents (+6%) indicated that they are more interested in visiting destinations that are home to iconic locations in Europe, compared to the same period in 2022.
According to the ETC report, favorable weather conditions are another factor in choosing the destination. Climate considerations are particularly important for Chinese tourists (39%), followed by Australians and Brazilians (both 34%).
FAVORITE METHOD OF TRANSPORTATION
Australian travelers show an interesting shift in preferred modes of transportation between destinations. Although the plane remains the top choice, there was a notable increase (+8%) in interest in rail passes and a slight rebound in bus travel (+2%).
For Canadian tourists, rail remains the preferred mode of transportation, with 34% of respondents inclined to purchase a rail pass and 32% interested in at least one train ticket. American travelers are also attracted to rail transportation and the efficiency of travel times, despite the usual preference for air travel.
Although the railway occupies a strong position, cheap flights are the most popular. For Brazilians, rail has traditionally been the preferred option, but air travel is gaining popularity, with interest in low-cost travel increasing by 13% in the Brazilian market. The same trend can be seen in the Canadian market, where the popularity of low-cost flights increased by 9%.