Seventy European leaders from the tourism sector are expected in Luxembourg over the next two days for the 108th general assembly of the European Travel Commission, which brings together the national tourist offices of every European country. The aim of the meeting is “to work together to enhance tourism in different destinations through cooperation in sharing best practice, marketing intelligence and promotion,” says the association. More generally, the aim is to take stock of the trends and issues specific to this sector, which employs 12.3m people in Europe according to the European Parliament.

According to the latest quarterly report from the European Travel Commission, which examines the trends and prospects for the sector in Europe, a robust recovery in European tourism has emerged in 2024, with arrivals and spending exceeding pre-2019 levels, which became a benchmark year before the covid-19 pandemic shook up tourism. The report highlights strong demand from the American and European markets, but also from destinations in Central and Eastern Europe, which are lagging behind due to the geopolitical context, particularly in Ukraine.

More generally, three major trends in European tourism emerge from the report. First, the report highlights a “strong recovery” despite the economic situation. Although tourism “reached new heights in 2024,” it has been impacted by inflation, which this year has resulted in “higher travel costs, forcing tourists to look for more affordable destinations. Recent forecasts suggest that tourists will spend 10.3% more in Europe in 2024 than in 2023. However, economic uncertainty, geopolitical tensions and rising travel costs pose significant risks to sustainable recovery,” says the report. Travellers have opted for shorter stays or have travelled less frequently. Some destinations have been directly affected, such as Turkey, according to the ECT, which has seen its popularity decline due to rising prices, to the detriment of other Mediterranean regions.

Overtourism versus sustainability

The notion of ‘overtourism’ is presented in the report as a growing concern. Overtourism occurs when the tourist presence in an area is perceived as excessive and harmful. This phenomenon can even lead to conflicts with the local population, with the environment or with preserved heritage or historical sites. Some cities, such as Barcelona and the Canary Islands, have taken steps to control the influx of visitors. In Amsterdam, too, ‘digital dissuasion’ campaigns aim to discourage tourists who are… too much of a party animal.

Faced with this phenomenon, the report notes that more and more tourists are opting for lesser-known destinations. Albania, for example, is a popular destination. Cities such as Vilnius and Bucharest are also benefiting from this trend. According to the ETC, this search for alternative destinations can also be explained by the desire to discover more authentic, less frequented places, but also by the growing awareness of sustainability issues among the general public.

And here is the third major trend to emerge from the report: the growing importance of sustainable and responsible tourism. Tourists are increasingly looking for experiences that are more than just holidays, and that are authentic and respectful of the environment. “This trend is reflected in the growing popularity of sustainable tourism labels and certifications, as well as in the growing interest in activities such as ecotourism, slow tourism and solidarity tourism,” says the report, which cites destinations such as the Nordic countries, Slovenia and Portugal.

Challenges

The European Travel Commission’s report also identifies a number of challenges facing the tourism sector. Some of these are directly linked to the trends detailed above: such as the importance of better managing flows in the face of mass tourism, or the challenge of competitiveness in the face of rising costs and inflation in recent years. The ETC also points to the disruptions and uncertainties associated with the many disruptions that have affected air traffic this year, including cybersecurity incidents, strikes and staff shortages.

“The frequent disruptions to air traffic over the summer, involving a number of European countries, are likely to have put the brakes on recovery and growth in the region. Recent statistics show that almost 40% of passengers in Europe experienced delays or cancellations this summer. Delays and disruptions are nothing new for tourists in Europe, as they have been fairly persistent since the reopening of international borders following the pandemic. Numerous problems (cancelled flights in Sicily following the eruption of Mount Etna and air traffic control delays in Greece affecting around 50% of passengers between June and August) have been reported in southern and Mediterranean countries, particularly Greece and Italy,” notes the report.

An opportunity for Luxembourg

The host of the event, Luxembourg for Tourism, will be taking advantage of the opportunity to showcase Luxembourg as a destination with a capacity of 7,742 rooms. In 2023, 1.4m arrivals were recorded in Luxembourg’s accommodation, up 9% on 2019. Historically, in Luxembourg, the share of GDP directly attributable to tourism has been around 1.2%. In 2022, the sector employed 40,421 people in Luxembourg.

It is described by the ETC as a niche destination. “Luxembourg is not mentioned among the most popular destinations in the main non-European issuing markets, such as the United States, Canada, Australia or China,” says the report.

This summer, Luxembourg stood out–along with Iceland–for having recorded a fall in overnight stays (-4.3% year-on-year), unlike the other European countries, which all saw an increase. However, the report points out that “for Luxembourg, the drop in overnight stays was largely due to a decline in the camping sector (particularly from Dutch customers), given the exceptionally high level last year.”

This article was originally published in .