1. European Tourism: Trends & Prospects
IC-IC Conference
28th May 2014, Paris
Valeria CROCE
Head of Department, Research & Development
European Travel Commission
3. Europe is by far the most visited destination worldwide…
Source: www.etc-dashboard.org
+3.6%
+5.6%
+6.0%
+0.3%
+5.4%
4. … but relative weights are changing.
57%
52%
41%
16% 23% 30%
Share (%) of international tourist arrivals by region of destination, UN World Tourism Organization.
5. Annual average growth by region of destination, UN World Tourism Organization.
A bright future ahead for world tourism
+2.6%
+5.0%
+4.9%
+4.6%
+2.3%
6. Annual average growth 2010-2030, UN World Tourism Organization.
Key trend 1: emerging economies on the rise
7. Share of intra-regional and inter-regional travel by region of destination in 2030, UN World Tourism Organization .
Key trend 2: most travel remains within regions
8. Key trend 3: emerging economies invest in tourism
9. Source: UN World Tourism Organization (UNWTO).
A new world tourism order by 2030?
11. Source: ETC Portfolio Analysi.s
Where does growth for Europe come from?
-8% -3% 2% 7% 12% 17%
Germany
United Kingdom
Russia
United States
France
Netherlands
Switzerland
China
Spain
Italy
Austria
Sweden
Norway
Japan
Denmark
Canada
India
Poland
Source market contribution to growth in Europe, 2013-16
% of total Europe inbound arrivals growth 2013-16
Negative
contribution
Positive
contribution
12. Where will growth come from?
International arrivals generated by 100 population, UN World Tourism Organization.
1.8 bn is double the volume of ITA in 2010
The way these arrivals will distributed across region varies greatly -> speed of growth -> first league and second league
This is explained by three key trends occurring in the global tourism secor
Tourism is booming in emerging economies
Emerging markets (e.g. China – boost in intra-regional travel)
More and more destinations tap into the potential of international tourism creating new destinations
Emerging markets (e.g. China – boost in intra-regional travel)
We know from our studies that Europe ranks on top of visitors’ wish list of destinations to visit.
In general a very strong brand, Europe has deficiencies that may become relevant in far distant markets: diversity, cost, low quality compared to newly build destinations in Asia, ME, Africa.
Another game changer is aspects that enable visitors to travel
These game changers are critical for a region that needs to address distant markets to reverse the trend presented before.
And long haul markets are really critical to Europe. The current share of international arrivals from outside Europe is currently 10%, most of which made up by US. But new distant markets are increasingly contributing to growth.
Looking beyond 2030
This is a core element at ETC. Since 1948 NTOs joined their efforts to strengthen the brand Europe all over the world.
But with all the good will, no initiative can be successful without the endorsement, if not the commitment of the private business.
ETC is an established reality that has strong ties with major institutions in the field of tourism as well as top players from the private sector.
ETC can offer this to new players
