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Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery

Publication date:
Dec 2022





For destinations to be well prepared in an evolving travel landscape, it has become fundamental to identify trends and behavioural changes related to travel in a timely manner. Recognising this, the European Travel Commission has published a market study titled: “Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery”.

This report comprises the second part of a two-phased study. It is based on in-depth interviews with consumers from European markets (France, Germany, Italy, the Netherlands, and the United Kingdom) and long-haul markets (Australia and the United States), as well as interviews with experts in the tourism industry. It covers travellers’ behaviour and experiences during the summer of 2022; the lasting effects of the COVID-19 pandemic, challenges such as inflation, and the Russia-Ukraine war; as well as travellers short- and long-term expectations and desires with regard to European destinations. Based on these findings, the report provides a set of recommendations for European destinations, allowing them to plan and make strategic decisions to enhance tourist experiences and ensure adequate responses to the shifts in tourism demand.