The tourism industry in Europe has finally surpassed 2019 levels, foreign arrivals exceeding pre-Covid numbers by 7.2% and overnights by 6.5% in the first quarter of 2024, according to the latest “European Tourism Trends & Prospects” quarterly report from the European Travel Commission (ETC).

1. Strong disparities in recovery

Year-to-date data shows that destinations in Southern Europe are leading the recovery in terms of international visitor numbers compared to 2019 levels, including Serbia (+47%), Bulgaria (+39%), Türkiye (+35%), Malta (+35%), Portugal (+17%) and Spain (+14%). These destinations offer competitively priced holiday experiences, often combined with milder winter temperatures.

Nordic countries are also witnessing an uptake in tourist activity, as overnight stays grew above pre-pandemic levels. This increase is particularly evident for Norway (+18%), Sweden (+12%) and Denmark (+9%). This high interest is partially driven by winter sports tourism and the allure of the Northern Lights.

Meanwhile, countries in the Baltic region continue to lag behind due to challenges caused by the war in Ukraine, with Latvia registering the lowest post-pandemic international arrivals (-34%), followed by Estonia (-15%) and Lithuania (-14%).

Data from the first few months of 2024 also shows an uneven long-haul source market performance. The US and Canada continue to dominate, mirroring trends from 2023. There was also an increase in travellers from Latin America, particularly Brazil, during the first quarter of the year. Conversely, though the APAC region shows signs of improvement compared to last quarter, recovery remains modest and uneven. While Chinese travellers are beginning to return to Europe, recovery from Japan is still slow.

2. Consumer demand remains strong

Inflationary pressures and geopolitical uncertainties remain significant concerns for the European tourism industry. The war in Ukraine continues to impact tourism flows, particularly in Central and Eastern Europe. Meanwhile, the war between Israel and Hamas now significantly affects travel from Israel to Europe, with Israeli arrivals down 54% on last year in Q1 across reporting destinations.

High prices and geopolitical risks remain key hurdles for tourism, as the sector as a whole also strives to adopt more responsible practices to benefit the locals and preserve the environment.

Miguel Sanz, ETC President

However, online social conversations surrounding travel in Europe have overwhelmingly positive tones, surpassing discussions about other global regions such as the Americas, Africa and Asia-Pacific in early 2024. Highlights include praise for seasonal beauty, outdoor adventures and unique cultural events like Carnival celebrated across European countries.

Consumer data also shows that travel remains a top priority in 2024. Both intra-European and long-haul tourist spending have increased in early 2024. Forecasts indicate that travellers will spend €742.8 billion in Europe this year, a 14.3% increase compared to 2023. This can be attributed to both inflation and evolving travel preferences, with travellers potentially opting for longer stays or more diverse experiences.