ETC: Travelers to Europe Seek Cheaper Options This Summer

Tourists in Italy.

Europe is still an attractive destination for long-haul travelers this summer but costs are a consideration, found the latest Long-Haul Travel Barometer May-August 2023 released this week by the European Travel Commission (ETC) in collaboration with Eurail BV.

Examining travel intent in major long-haul markets, the survey found that affordability has become a key consideration for travelers, with 32 percent of those polled saying that they will choose their next European holiday destination based on cost.

The top three criteria affecting traveler decisions are now safety for 39 percent of those polled, tourism facilities (35 percent) and affordability of travel services (32 percent).

Source: @ETC.

The study, which measures intention in Australia, Canada, Brazil, China, Japan, and the US for the May-August 2023 period found that in addition to the cost of travel products and services, weather conditions (30 percent) are also affecting traveler choices.

Other key takeaways of the ETC barometer include:

-value for money is a key criterion for travelers especially in view of a 10 percent rise in the cost of tourism products and services in Europe compared to the summers of 2021 and 2022

–reducing shopping expenses (37 percent) is the top budgeting strategy for overseas travelers

-vacationers are also cutting back on prices by booking all-inclusive packages (30 percent), using loyalty programs and booking cheaper accommodation (both 30 percent), as well as eating at less expensive restaurants or opting for self-catering options (26 percent)

-long-haul travelers are also interested in the presence of renowned landmarks (29 percent)

– 21 percent of those polled said they would prefer destinations that safeguard their natural and cultural heritage.

“It is encouraging to see long-haul markets slowly but surely recovering, with China finally open to the world. However, Europe must be wary of other challenges we face as an industry, namely inflation and the cost of living. As we can see from this research, affordability has become a key issue for travelers planning to visit Europe,” said ETC President Miguel Sanz.