Long-haul Travelers to Europe Prioritize Safety and Affordability, Says ETC

Safety, infrastructure and affordability are the key factors affecting potential long-haul travelers when choosing a destination in Europe, found a report released this week by the European Travel Commission (ETC) in collaboration with Eurail BV.

According to the latest Long-Haul Travel Barometer, 45 percent of respondents across all markets examined said safety was the primary factor influencing their destination choice in Europe, with 38 percent citing high-quality tourism infrastructure, 35 percent landmarks and affordable services, and 31 percent pleasant weather.

For the Canadians, Americans and Australians, affordability was a top factor.

Among those eager to travel overseas in all key markets, 75 percent said they plan to visit Europe.

Meanwhile, respondents in seven international markets who hope to travel in the coming months have included Greece in their top choices in 2024.

The barometer, which is based on data collected in seven overseas markets for the first four months of the year found high levels of optimism towards overseas travel in Brazil (76 percent), Australia (73 percent), Canada (72 percent), and South Korea (71 percent).

Source: ETC

There appears to be however a “reluctance to visit Europe” in the initial four months of the year.

Overseas travel intent in the US is consistent with 2023 levels, with 60 percent of respondents saying they wish to visit Europe.

In Japan, respondents planning an overseas journey were up by 5 percent but intention remained low at 35 percent.

On the down side, long-haul travel sentiment is declining in China down by 14 percent in the first four months of 2024 but 64 percent of poll participants said they still plan to embark on an overseas trip in 2024.

Meanwhile, among those polled who said they will not travel overseas to Europe in 2024, 36 percent cited substantial travel costs as the main deterrent and limited vacation time (12 percent).

Source: ETC

Despite the rising travel costs and growing appeal of alternative regions, Europe is still a top long-haul choice in the first four months of 2024 for the Chinese (50 percent) and Brazilians (49 percent).

Travel sentiment is moderate in Australia and South Korea with close to 40 percent considering trips to Europe by April while 28 percent of Canadians and Americans are planning a European trip in the January-April period.

On average, international travelers plan to visit three European countries during their next trip with 58 percent staying for one or two weeks. A total 38 percent said they were willing to spend more than 200 euros per day.