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Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery

Publication date:
Jun 2022





As travel restrictions are eased globally and the European tourism industry bounces back from the COVID-19 pandemic, countries are finally seeing a significant rebound in tourist arrivals. To manage this recovery process, it is important to understand how consumers have been affected by the pandemic, as well as their attitudes and expectations towards the future. Recognising this, and with the summer 2022 season approaching, the European Travel Commission has published a market study titled: “Exploring Consumer Travel Attitudes and Expectations to Drive Tourism Recovery”.

This report comprises the first part of a two-phased study. It is based on in-depth interviews with consumers from European markets (France, Germany, Italy, the Netherlands & the UK) and long-haul markets (Australia & the US), covering the impact of COVID-19 on travel experiences and tourist behaviour, as well as travellers’ attitudes towards travel to Europe and their expectations for summer 2022. Additionally, the report provides recommendations for European destinations, allowing them to take strategic actions in order to enhance tourist experiences and ensure an adequate recovery of their tourism sectors.

The second phase will provide insights into consumer travel expectations for winter 2022 and for 2023 , analysing new developments and building on the main findings from the current report.