European Tourism 2024 – Trends & Prospects (Q3/2024)

European travel demand showed strong momentum during the summer months. Foreign arrivals to date increased 6% over 2019 while year-on-year growth rose 7%. The upward trend is supported by major events, improved air connectivity, particularly from China and lingering pent-up demand. Pre-pandemic recovery is slow but steady, in Central and Eastern Europe due to the ongoing impacts of the war in Ukraine.

While tourism has hit new heights so far in 2024, a number of protests against the impact of mass tourism took place across Europe this summer. While headline inflation in Europe has peaked services inflation remains stubbornly high, translating into higher travel costs, that compel tourists to seek more affordable destinations. Recent forecasts suggest that tourists are expected to spend 13.7% more across Europe in 2024 compared to 2023. However, economic uncertainty, geopolitical tensions and rising travel costs pose significant risks for Europe’s sustained recovery in 2024.

Over 50% of reporting destinations have surpassed 2019 volumes of foreign arrivals based on year-to-date data, with nearly one third increasing over 10%. A mix of small and large destinations in Southern & Mediterranean Europe outperformed, including Malta (+32%) and Serbia (+34%), albeit from a lower base, Portugal and Greece (both +19%). Türkiye (+16%) is facing increased competition from other Mediterranean destinations as budget-conscious travellers are deterred by rising prices. Montenegro (+14%) also performed well, while Spain (+11%) achieved record numbers this summer amid overtourism protests. Slowest recovery remains evident in The Baltics, Finland, Romania and Slovakia all reporting declines between 24% and 11% compared to 2019.