Image via Shutterstock
Structural and legal handicaps, insufficient promotional funds and increasing competition threaten Europe’s position as the world’s top tourist destination, a World Travel Market panel heard.
A highly complex regulatory framework, separate visa policies, Air Passenger Duty and a lack of a clear brand image are creating “hassle and expense,” claimed Europe Tour Operators Association chief executive Tom Jenkins.
“These are priority areas that need to be addressed urgently by all the relevant authorities,” he urged.
A new VisitEurope.com portal, built by ETC technology partner Amadeus in conjunction with the international travel marketing alliance Travel Consul, was unveiled following two years of research.
The website guides potential travellers on a journey, beginning with inspiration about a European holiday to planning the trip and sharing ideas.
The site is optimised for mobile devices at www.visiteurope.com in its beta version in English. Further language versions in French, Portuguese, Russian, Spanish and Japanese will follow before the end of the year.
ETC marketing manager Miguel Gallego said: “The visiteurope.com portal is a state-of-the-art platform that will engage a new generation of digitally sophisticated travellers and drive them to action.”
ETC chief executive Eduardo Santander said that Europe reached a record 563.8 million international tourist arrivals last year, representing a market share of almost 52%.
Tourism receipts hit €368.5 billion, corresponding to a share of around 42% of global tourism expenditure.
European destinations are expected to grow by 2.1% on average a year, 0.3% slower than previously, while worldwide international arrivals will grow by 3.5%.
“It is essential to increase funds to promote Europe as a unique destination, especially in third country markets, where there is growing demand,” he warned. “If not, Europe’s share of international tourism will decline even more rapidly.”
Half of all international arrivals to Europe are generated by only eight markets, with modest growth rates, the debate heard.
PATA chiuef executive Martin Craigs said: “Some emerging origin markets such as Russia and China have become much more important recently, with strong growth in household wealth and spending power.
“However, these two markets combined still only represented 7% of tourism arrivals in 2013.
“China remains of strategic importance for destinations in Europe in the medium to long term for its immense growth potential.”