European tourism exhibited remarkable resilience in the last quarter of 2024 in spite of economic pressures, geopolitical uncertainties, adverse weather conditions, and shifting consumer behavior. The European Travel Commission’s (ETC) latest report indicates a 6.3% increase in foreign arrivals compared to 2019 levels and a 6.7% rise from 2023.

Key Insights:

• Overnight stays increased by 5.9% over 2019, and 4.8% year-on-year.
• The report emphasizes that travelers are increasingly favoring value-for-money destinations due to higher travel costs caused by service inflation.
• In 2024, tourists are expected to spend 7.8% more across Europe than in 2023, totaling approximately €705 billion.

Commentary from Miguel Sanz:
“As we look toward 2025, European tourism will continue to navigate an increasingly complex landscape, marked by heightened geopolitical and economic uncertainty.” He noted the importance of strategic investments in diversified offerings to sustain growth.

Current Travel Trends:

• Strong travel performance during autumn and winter, with consumers leaning towards affordable travel options.
• Destinations like Iceland saw arrivals surge due to interest in natural phenomena such as the Northern Lights.
• Long-haul travel recovery remains sluggish, particularly from the Asia/Pacific region, affecting the overall demand.