Demand for European tourism is expected to maintain an upward trajectory over 2019. However, growth rates by destination are slower than in previous years. The region will struggle to remain resilient as trade tensions disrupt the global economy. While Europe’s largest long-haul markets continue to support tourism growth, the contribution from intra-European demand will become even more significant.
Virtually all reporting destinations registered significant increases in tourist arrivals early in the year, although data into the summer months will provide a more stable picture of yearly performance. Balkan destinations’ efforts to expand the tourism season, diversify the product offer, and develop niche marketing are bearing fruit: Montenegro (+50%) and Turkey (+12%) were the only destinations which have posted double-digit expansions so far this year. Star performers were also Slovenia and Greece (both +8%); following almost five years of solid growth, 2019 prospects for Greece are positive despite the return of competing destinations.