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

Publication date:
Jul 2018





This 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.