Consumers are increasingly opting for value-for-money destinations and shorter stays due to higher travel costs, according to latest European tourism statistics.
Europe demonstrated ”strong resilience” in the closing months of last year despite economic pressures, geopolitical uncertainties, adverse weather conditions and evolving consumer behaviour.
Tourism performance was stronger across both arrivals and overnights compared to the previous quarter, suggesting travel in the September-October shoulder season and into the winter period remained robust.
“This trend aligns with growing consumer preference for value-for-money travel, as these months typically offer lower prices. Additionally, extreme summer temperatures in some sub-regions and fewer travellers may have influenced travel patterns,” the European Travel Commission noted in a review of the final quarter of 2024.
Extreme weather events, including flooding, storms and snowfall, impacted travel across Europe in the final quarter of 2024 , leading to flight delays and cancellations in major hubs such as France, Germany, Spain and the UK.
Spain’s province of Valencia was particularly affected by severe flooding, with arrivals growth slowing in November (4.2%) and December (down 6.3%) following a strong performance during the rest of the year, when arrivals growth outpaced Spain as a whole.
Despite this, the ETC reported a rise of 6.3% in foreign arrivals over pre-Covid 2019 levels and a rise of 6.7% compared to 2023.
Overnight stays also grew by 5.9% above 2019 levels, and 4.8% year-on-year.
While travel performance remained strong in the autumn to winter period, the ETC indicated that consumers are increasingly opting for value-for-money destinations.
This is likely due to higher travel costs caused by elevated service inflation and increased demand for travel.
The latest estimate suggests that tourists spent 7.8% more across Europe last year than in 2023, equating to €705 billion, with almost three-quarters of total regional spend driven by western Europe.
US transatlantic travel helped to sustain momentum during Europe’s post-pandemic recovery.
“However, uncertainty under the Trump administration grows as inflation risks could shrink disposable income, potentially reducing international travel,” the Brussels-based organisation warned.
ETC President Miguel Sanz said: “As we look toward 2025, European tourism will continue to navigate an increasingly complex landscape and heightened geopolitical and economic uncertainty.
“Despite challenges such as rising travel costs and shifting consumer preferences, Europe’s tourism sector has shown remarkable resilience.
“At the same time, we are witnessing positive trends, such as a growing focus on off-season travel, which helps distribute tourism demand more evenly throughout the year.
“Looking ahead, sustaining this momentum will require strategic investments in diversified offerings to ensure continued performance and competitiveness.”