European tourism is on the rise in 2024, with foreign tourist arrivals and nights surpassing 2019 levels in the first quarter. The recovery, though steady, varies across regions and source markets due to ongoing risks. Factors such as sporting events, high travel demand, and inflation are expected to drive tourist expenditure to record numbers.
The tourism industry in Europe is witnessing a strong recovery in the initial months of 2024. Data from reporting destinations indicate that foreign arrivals increased by 7.2% and overnights by 6.5% in the first quarter, exceeding figures from 2019. This positive trend follows the progress seen in 2023, when foreign arrivals were just 1.2% below 2019 levels and nights were 0.2% below. The recovery is primarily fueled by robust intra-regional travel, with Germany, France, Italy, and the Netherlands playing significant roles. Additionally, demand from the US, a crucial long-haul market for Europe, continues to contribute to the industry’s growth.
The European Travel Commission (ETC) recently released its ‘European Tourism Trends & Prospects’ quarterly report, highlighting the industry’s performance in the first quarter of the year and the macroeconomic and geopolitical factors influencing its outlook. Miguel Sanz, ETC’s President, expressed optimism about the future, stating that consumer travel spending is expected to increase significantly, reaching record levels in the upcoming months. This surge in spending will provide much-needed support to travel and tourism businesses that have been severely affected by the pandemic and economic instability. However, challenges such as high prices and geopolitical risks persist, prompting the sector to prioritize responsible practices that benefit local communities and the environment.
While European tourism is experiencing a strong rebound, discrepancies exist among destinations. Year-to-date data reveals that Southern European countries are leading the recovery in terms of international visitor numbers compared to 2019 levels. Countries like Serbia (+47%), Bulgaria (+39%), Türkiye (+35%), Malta (+35%), Portugal (+17%), and Spain (+14%) have seen substantial growth, offering competitively priced holiday options.
