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Amidst the upcoming summer season, optimism is sweeping across China, Brazil, Australia, Canada, and the United States, as over 50% of respondents express their eagerness to travel overseas. Among these adventurers, Europe emerges as the ultimate destination for long-haul getaways between May and August 2023. Impressively, nearly half of those planning a European escapade are repeated visitors, reaffirming the region’s ability to captivate travellers and leave a lasting impression.

In a world where affordability plays a pivotal role, it is no surprise that 32% of respondents state their next European holiday spot will be determined by the cost of experiences offered at the destination. These insights are revealed in the Long-Haul Travel Barometer (LHTB) 2/2023, a comprehensive report published today by the esteemed European Travel Commission (ETC) in collaboration with Eurail BV. This study measures the intention of travellers from major overseas markets, including Australia, Canada, Brazil, China, Japan, and the US, to embark on long-haul journeys, explicitly focusing on Europe. The report covers the period from May to August 2023 and boasts a robust sample size of 1000 respondents per market, ensuring its representation of the travel population in each country.

Miguel Sanz, President of ETC, shared his thoughts on the findings of the LHTB 2/2023, stating, “It is encouraging to witness the gradual recovery of long-haul markets, with China finally embracing international travel. However, as an industry, we must remain cautious of other challenges such as inflation and rising living costs. This research emphasizes the increasing importance of affordability for travelers planning a visit to Europe. At the same time, we should not overlook our commitment to sustainability. Educating travelers about responsible travel choices in Europe should be a top priority for European destinations and businesses.”

Regarding the most enthusiastic travellers eyeing Europe this summer, Chinese and Brazilian tourists claim the spotlight. In China, an impressive 73% of respondents are hopeful about venturing into the region, reminiscent of the pre-Covid-19 months in 2020. Among these aspiring travellers, 52% possess unwavering certainty in realizing their European dreams. Similarly, 52% of respondents in Brazil express their intentions to visit Europe in the upcoming months, with 32% revealing a substantial likelihood of following through.

Meanwhile, Australia, Canada, and the United States display similar travel sentiments, with 38%, 37%, and 36% of respondents, respectively, indicating their desire to visit Europe between May and August 2023. Individuals under the age of 50 predominantly drive this positive sentiment.

On the other hand, Japan exhibits the weakest travel intent, with only 26% of surveyed respondents planning to venture outside of East Asia and a mere 15% of them expressing an inclination towards travelling to Europe.

As travellers assess their European destination options, affordability becomes a critical criterion. Notably, the cost of local tourism products and services has witnessed a 10% increase in importance compared to the summers of 2021 and 2022. Presently, the top three factors influencing destination selection are perceived safety (39%), tourism facilities (35%), and the affordability of travel services (32%).

To make their journeys more economical, travellers are employing various budgeting strategies. Reducing shopping expenses (37%) emerges as the most popular method, closely followed by booking all-inclusive packages (30%), utilizing loyalty programs and choosing cheaper accommodation (both 30%), as well as dining at less expensive restaurants or opting for self-catering options (26%).

As destination selection unfolds, weather conditions have gained prominence alongside the presence of internationally renowned landmarks. Favourable weather now holds equal importance (30%) to long-haul travellers, suggesting a growing awareness of extreme weather’s impact on their experiences.

Furthermore, the survey unveiled that 21% of respondents prioritize destinations safeguarding natural and cultural heritage, showcasing a heightened focus on sustainability. However, only 15% consider visiting less crowded destinations important, revealing a contentious viewpoint.

For further insights and to download the summary report, visit ETC’s corporate website here. Europe beckons with its promise of affordability, familiarity, and a memorable summer adventure for long-haul travellers from across the globe.