Tracking Multi-Destination Travel in Europe From Long-Haul Source Markets:

  • Publication year 2018
  • Online date Jul 2018
  • Language English
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In the recent decades, multi-destination travel in Europe has become increasingly popular among a wide share of overseas visitors. Today’s travellers are looking to maximise the benefits of their experiences by combining share visits to two or more destinations which would be hard to achieve in a single destination trip. The flexible visa regimes, improved air connectivity and technological advances have made Europe a well-suited destination for multi-destination tourism.

While each European destination has its own history, culture and natural features, it is the combination of countries that can provide visitors with the greatest set of experiences. In the light of the growing interest of overseas travellers in visiting multiple European destinations in one single trip, the European Travel Commission (ETC) is pleased to deliver a study that investigates multi-destination travel patterns of travellers from four key long-haul markets: China, India, Japan, and the United States.

The report aims to deliver a nuanced understanding of long-haul tourists’ movements in Europe to ETC members, the 33 National Tourism Organisations of Europe. The study identifies thirteen clusters of destinations that are typically part of the same itineraries and describes their seasonal profiles, attractiveness and associated themes. The research delves into multi-destination travellers’ needs, preferences and behaviours and provides strategic recommendations to European destination on how to leverage the country-clusters identified for joint marketing and promotional actions. Insights are meant to encourage also local tourism authorities and product providers to engage in cross-border cooperation.


We have summarized the key information in a brief infographic that you can download here

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