ESSENTIAL NOTES
- Due to a favorable trend in summer travel demand, Europe, the most visited region in the globe, is entirely rebounding to 2019 levels.
- The desire to travel is greatly influenced by the Paris Olympics, which has seen a 0.5 percentage point rise in popularity.
- This summer, China, Miami, and Chicago are the top Asian destinations chosen by outbound travelers from Europe.
The market for summer travel in Europe has completely returned this year, returning to levels seen prior to the pandemic.
London benefits from the largest relative increase in the share of searches for travel in summer 2024, up 1.9 percentage points, according to a report by travel intelligence firm Forward Keys. The analysis of flight searches from January to April 2024 shows that London accounts for 5% of the share of flight searches for travel to the EU. Divine Visas reports.
Demand for European Travel Increases Due to the Paris Olympic Games
The analysis also demonstrates that growth is fueled by the enthusiasm around the Paris Olympics, with easy access to the French capital via transportation. Paris has a 0.5 percentage point rise in popularity, which is comparable. Though many guests to the Games will have scheduled direct travel further in advance, its share of searches is slightly lower.
Milan has increased by 0.7 percentage points, Rome has risen by 0.7 percentage points, and Istanbul has improved by 0.4 percentage points. While Palma de Mallorca, Madrid, Lisbon, and other locations in Spain, Greece, and Portugal are losing popularity after experiencing a surge in demand in the years following the Covid pandemic.
Regarding the EU’s eastern regions, Tirana is becoming more and more well-known, building on its previous achievements and joining Yerevan and Tbilisi.
Data on ticket sales for trips to EU cities in July and August of 2024 reveals a 19% increase in customer inclinations for the outdoors. At the same period, conventional sun and beach destinations witnessed an increase of 8%, while urban destinations saw an increase of 14%.
Sub-regionally, this is shown in the 25% year-over-year increase in foreign arrivals in Central and Eastern Europe, 15% in Western Europe, and 13% in Northern Europe, which has outpaced the 11% growth in Southern Europe.
“Overall, the picture is positive for destinations worldwide looking to attract lucrative European tourism over the coming years. With the disruption to demand and bookings caused by the COVID-19 pandemic now firmly in the past, the 2024 summer season looks likely to set a new benchmark for European travel both within the region and beyond.”
Director of Intelligence and Marketing at Forward Keys, Olivier Ponti
Travel from Europe is likewise trending upward, with long-haul journeys to various Asian markets showing a 16 percent increase year over year and intra-European travel showing a 14 percent growth.
Asian Travel Destinations Continue to Be EU Outbound Travelers’ First Choice
Tickets for the July–August 2024 period indicate that European tourists are increasingly opting to go outside their continent to experience the cultures and landscapes of the following nations:
Beijing increased by 132%.
Osaka (plus six6%).
Bangkok (up 21%).
Colombo (up 21%).
Kuala Lumpur increased by 14%.
Further increases were also noted in American markets, with Miami and Chicago recording nine percent and fourteen percent, respectively.
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