European Tourism Trends 2023: Travel Budgets & Preferences

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european travel trends 2023

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Euro Directions

European travel trends 2023

Anush Bichakhchyan

Travel to Europe: what are the trends in 2023?

Table of Contents

We have already summed up the 2022 travel statistics and are ready to make predictions for the coming year. Many of us in the tourism industry are bracing ourselves for the European travel trends 2023 .  

Topics covered in the article European travel trends for 2023

✅ How was the travel industry in Europe – brief summary and statistics for 2021-2022 ✅ What is expected in 2023 in the European travel industry?  ✅ Travel industry-related activities in Europe in 2023 ✅ What are the expectations for 2023? What hinders tourism, and what are the positive influences? ✅ What European destinations will be demanded in 2023? ✅ What types of tours will be at the top in Europe? ✅ HORECA in Europe in 2023  (hotels, restaurants, cafes)

Prior to 2020, we had a fairly predictable travel industry, with increasing numbers of active tourist traffic around the world. The more tourists traveled, the more they wanted something new, eventually promoting less popular directions. In 2020, we had a major breakdown resulting in an absolute collapse of the industry. A year later, tourism started its revival, and, finally, in 2022, we may celebrate the glorious return of travel. But what can we expect next year in a world facing mass layoffs in the tech industry with specialists who are actually the largest number of travel lovers? Will see. 

Weekly Travel Digest by EuroDirections Travel Magazine

Throwback to the 2022 travel industry.

Let’s again celebrate the news that tourism has survived hard times and registered positive dynamics worldwide. Even the 35% rise in airfare (from the US to Europe) didn’t do much to dampen activity. In 2022, Europe registered the highest overall tourist volumes, mainly to beach destinations. Positive numbers are registered everywhere, but the second most impressive results were counted for Africa and the Middle East. 

  • In Q1 2022 , Europe’s best-performing countries were Croatia, Ireland, and Portugal. 
  • The countries affected by the conflict in the region registered lower performance (Latvia, Romania, Poland, and Hungary). The refugees still changed the pattern of inbound and outbound flights. 
  • The labor market, which faced mass unemployment in 2020, was not ready for a travel boom resulting in severe staff shortages in Europe, mainly in the hospitality and transport sectors. By 2032, the region will have 8 million new jobs. 

Travel to Europe in 2023: what to expect?

Starting in mid-to-late 2023, residents of over 60 non-EU countries will face a new electronic travel authorization to visit Europe (or most countries in Europe). Improvement and optimization, or yet another impediment? 

How will it work? Even though the European Commission promises ETIAS (the European Travel Information and Authorization System) to be simple and fast, it may be a hindrance for travelers. The application will cost 7 euros, and the authorization will be valid for unlimited entries for three years. We cannot draw any conclusions until the system is actually implemented. 

Another change for travelers to Europe, expected in May 2023, is the Entry/Exit System (EES) for registering travelers to Europe . The system will replace the manual Schengen visa stamping of passports with digital passports and fingerprints. As soon as the EES is functional, information about travelers will be logged into a shared database. Will biometric data sharing be accepted with hands wide open? Yet another big question. 

What’s the positive in the European travel industry?

In the summer of 2023, the EU travel industry will see a 20% increase in US travelers, driven by the dollar-euro parity. The European capitals will see an astonishing number of American tourists (almost as much as in 2019). For the industry, this is great news, as the average American tourist spends three times as much as any European traveling within the EU. The rise in demand for European destinations will lead to little to no accommodation options starting in the spring. It means people have already started booking tickets and hotels. 

Business travel in Europe will also see tremendous changes in 2023.

While the previous two years were all about remote-only work with daily video calls, 2023 will be the year of frequent face-to-face meetings and events at the corporate level. The tendency will be primarily driven by organizations that outsource services to offshore vendors. 

IT professionals who enjoy the benefits of remote working will seize the opportunity to travel while working, changing locations frequently.

Climate change impact on tourism

The impact of climate change and severe weather-related events will again be a serious obstacle for travel in some regions. Less snow will result in fewer tourists at ski resorts, and drought will make summer resorts less popular. In this negative perspective, there is still good news from Nepal, which is setting a new start for sustainable tourism in 2023.

Top Europe travel trends 2023 to watch out

Europe travel trends predicted for the coming year will also influence tourist inflow and satisfaction. To stay on trend and attract more guests, countries, hotels, travel agencies, and anyone related to travel should keep up with the event development pace.

European travel trends 2023. Image by PixMeta Studio

  • Solo travel: One of the main trends in Europe and worldwide is solo travel options and perks. The travel industry is reporting a 24% rise in solo travelers for 2023 compared to 2019. The main age group is Gen Zs, who actively use the #solotravel hashtag and offer solo travel tips on social channels. EasyJet, a budget airline, offers discounts for solo travelers to promote solo travel.
  • Sustainable tourism: In many European countries, sustainable travel is already the norm, encouraging both travelers and tourists to care more about the environment and be more conscious of their choices and lifestyles. As an example of sustainability, hotels, and restaurants recycle waste, refuse using plastic, and implement sophisticated water filtering systems instead of water bottles.
  • Hutlife: Next year, more travelers will be choosing rural tourism , booking huts and cabins, and being maximum connected with nature. This trend will eventually promote new destinations and offbeat paths in less popular European countries.
  • NFT travel: With the expanse of blockchain technology, NFT will break into the travel industry , becoming key to different offline travel experiences. Already hotels and travel companies across the world reward travelers with NFTs who complete certain activities or visit places. It can be a discount or an Artwork in Metaverse. Plus, the technology promotes destinations available to pay in cryptocurrencies.
  • Virtually enhanced destinations: One great thing we can expect next year is the rise of virtual travel. In 2023, the metaverse will gain 40% of tourists seeking travel experiences not limited by physical borders. The trend will be heavily supported by new AR and VR technologies and IoT tools getting smarter and more sophisticated. The most wanted virtual travel will be virtual tours of hotels where travelers will be able to see hotel rooms and not be scared of any unexpected surprises.
  • Rail revival: The revival of night trains across Europe in 2023 will be driven by travelers’ desire to become more eco-friendly. Nightjet, an international consortium led by Austria’s ÖBB, is at the forefront of this movement, offering “a new generation of sleeper trains” that connect major cities like Vienna, Munich, and Paris.
  • Hyper-Personalization in HORECA: Next year personalized approach will be the major trend across high-end hotels and budget accommodations. If not in 2023, then in the coming years, we will have contactless check-ins, more vegan food options, and exclusive offers based on personal interests.
  • Increased expenses on travel: The average leisure travel expense will be $4.000, and more and more tourists will be ready to “go big” next year.
  • More last-minute deals: People have become spontaneous, planning travel and making last-minute bookings. The availability of hot deals is crucial for them.

Top 10 European destinations in 2023

Finally, here are some already popular and underrated European destinations that promise to have higher tourist inflows next year.

Airport flights timetable. Image by PixMeta

  • Italy’s offbeat regions, like Piedmont , Emilia – Romagna , and Veneto, will be more popular next season as the new Tuscany. Spain and Greece follow Italy, chosen by travelers who have already been there. 
  • Off-season travel during Christmas to the Amalfi Coast and Greece , which had become popular in 2021, will be again in high demand.
  • As means of luxury travel, Berlin , Paris , and Milan will become top destinations for “art travel,” with several art events and festivals planned in 2023.
  • Before the 2024 Olympics in Paris , next year will be the last chance to enjoy the capital of love and romance without the buzz. 
  • Wild tourism and harmony with nature will drive more tourists to the pristine beaches of Slovenia and the river Soča. 
  • Estonia’s capital, Tallinn , will be called Europe’s 13th Green Capital in January for its model of sustainable governance, promoting the destination among tourists seeking history and nature.
  • Austria will still remain one of the top popular winter travel destinations. The number of tourists has returned to the pre-Covid level.
  • Paphos and Seville are chosen as Europe’s two capitals of Smart Tourism for their excellence in travel sustainability, accessibility, digitalization, and keeping the balance of cultural heritage and modern comfort.
  • 2023 will present Normandy in new lights in the charming medieval town of Bayeux, the medieval city of Caen, waterfront Honfleur, countrysides, cheese dairies, chateaus, distilleries, and more.
  • Off-path Azores in the middle of the Atlantic Ocean will attract tourists seeking privacy, unique landscapes, and unspoiled nature. 

Bonus destination: Istria will offer tourists a new perspective on Croatia in 2023. The heart-shaped peninsula promoting rural life will please guests with amazing authentic cuisine, lots of seafood, and wines.

The future of tourism: Conclusion

Europe, the world’s biggest tourist destination, will still keep leading the ranking, hosting hundreds of millions of tourists. There will be both hindrances and incentives affecting the travel industry, and the flexibility of countries to use any of the impulses in their favor will be crucial.

There are so many places yet to discover in Europe and around the globe, and so many ways to live your life to the fullest. After all, we have one life, and traveling is one of the best ways to enjoy it.

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European travel is well on its way to recovery and normalization in 2023, as all travel segments have bounced back following pandemic hardships. Broadly, Europeans remain eager to travel and many continue to prioritize spending on leisure trips, even while facing some economic challenges and shifting their travel shopping and booking activities.

Phocuswright’s Europe Consumer Travel Report 2023 series provides a snapshot of Europeans’ recent behavior and sentiment regarding travel in the post-pandemic environment. Based on a comprehensive survey of European (French, German, Italian, Spanish, British) leisure travelers, this collection of reports provides a range of data and analysis on the European consumer travel market. Each country-focused report in this series examines core consumer metrics, the travel shopping and booking experience, key travel product consumption and more.

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European tourism in 2023: Resilient recovery amidst economic challenges

european travel trends 2023

European tourism nears pre-pandemic levels in 2023, driven by strong intra-regional and US travel, despite economic pressures. Uneven growth seen across destinations, with Southern Europe leading the rebound

As of 2023, European tourism has shown remarkable resilience and is on track for a robust recovery. Despite financial pressures, tourism spending remains a priority for travelers, contributing to the sector’s approach to pre-pandemic levels. The European Travel Commission ‘s report for the third quarter of 2023 indicates that foreign arrivals in Europe were only 3.2% below 2019 levels, with a significant contribution from intra-European travel and a notable influx of US travelers capitalizing on favorable exchange rates.

The recovery, however, has been uneven across different destinations. Approximately one-third of destinations have surpassed 2019 levels of foreign arrivals. Southern European and Mediterranean destinations like Serbia, Montenegro, Portugal, Türkiye, Malta, and Greece have reported particularly strong rebounds. In contrast, about 65% of reporting destinations are yet to reach pre-pandemic levels of arrivals 1 .

In the first quarter of 2023, Europe had recovered to about 95% of the 2019 levels of international tourist arrivals. This recovery has been underpinned by strong travel enthusiasm, despite economic challenges such as inflation and higher living costs. Destinations offering better value for money, such as Serbia, Bulgaria, Montenegro, and Türkiye, have seen significant growth in foreign tourist arrivals 2 .

According to the United Nations World Tourism Organization ( UNWTO ), international tourism in Europe reached 90% of pre-pandemic levels in the first quarter of 2023. The UNWTO’s forward-looking scenarios for the year project that international arrivals will recover 80% to 95% of pre-pandemic levels. The recovery is driven by strong intra-regional demand and is part of a global trend where international tourism is gradually returning to pre-pandemic levels 3 .

Regarding the preferences of American and Asian tourists in Europe, the US has emerged as the strongest long-haul source market to Europe in 2023. US travelers, leveraging favorable exchange rates, are driving the recovery in many European destinations. Southern Mediterranean destinations such as Portugal, Türkiye, and Montenegro have reported substantial growth in arrivals from the US market. In Eastern Europe, countries like Latvia and Poland also recorded significant arrivals growth from the US.

These trends highlight the dynamic nature of European tourism in 2023, reflecting the industry’s ability to adapt and recover amidst varying global economic and social conditions.

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Travel abroad is poised 'for a big comeback' in 2023 as Americans eye trips to Asia, Europe

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  • Thirty-one percent of Americans are more interested in international than domestic travel, according to a recent poll by tourism market research firm Destination Analysts.

Households are continuing to unleash two or three years' worth of pent-up demand as Covid-19 fears wane and the last vestiges of pandemic-era border restrictions have eased.

  • Asia-Pacific is drawing particularly vigorous interest, although European destinations retain their popularity, too.

Americans are poised to travel overseas in a big way in 2023.

The U.S. dollar also remains relatively strong versus currencies like the euro , hybrid work yields more flexibility for big trips and some airlines have added new long-haul routes to overseas destinations, according to travel experts.

"The travel industry is just going gangbusters," said Erin Florio, executive editor of Condé Nast Traveler.

Why travel abroad is poised 'for a big comeback'

Thirty-one percent of Americans are more interested in international than domestic travel, according to a recent poll by tourism market research firm Destination Analysts. That was a six-point increase from February and a year-to-date high, according to the survey , published in November.

Meanwhile, 62% of 2023 flight searches in the first week of December were for international destinations, up from 55% the same time last year, according to a recent Hopper report . It cited international travel among the top three trends for 2023, saying it's poised "for a big comeback."

Searches on Kayak for flights abroad are up 1.3% versus a year ago, according to company data as of Dec. 18. Those for domestic flights were down 13%.

Thailand will be a stand-out country in 2023, says economist

In 2022, the share of international trips for which Americans bought travel insurance was on par with 2019 levels, the first time that had occurred in the pandemic era, according to data from online travel insurance marketplace Squaremouth. The trend has continued for trips booked for 2023.

American travelers largely stayed within U.S. borders in 2020 and 2021 amid health concerns and overseas Covid-related restrictions such as testing requirements, mandatory quarantines or outright bans on foreign tourists. Visits to U.S. national parks boomed and RV rentals soared as outdoor vacations offered the dual benefits of travel and relative virus safety.

Now, fear of the virus has waned. In September, the share of travelers unconcerned about contracting Covid surpassed those who are concerned, the first time that had happened in the pandemic era, according to Destination Analysts.

'There's a lot of pent-up travel demand'

2022 was also a year for more big trips abroad — but a spike in virus cases toward the end of 2021 and into the new year, fueled by the highly contagious omicron variant, somewhat dampened enthusiasm , experts said.

"There's a lot of pent-up travel demand," said Jessica Griscavage, a travel advisor and CEO of Runway Travel. "We missed travel for two to three years."

This so-called " revenge travel " trend — a term recently coined to describe burgeoning, pent-up wanderlust — coincides with looser health rules abroad and at home.

The U.S. dropped a Covid testing requirement for inbound air travelers from abroad in June. That rule, which also applied to U.S. citizens, mandated a negative test within a day of flying.

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Many countries had also fully closed their borders to foreign tourists. Now, most are again welcoming visitors — especially those with a Covid vaccine.

Fully vaccinated tourists can access 197 countries without Covid-19 testing or quarantine, and an additional 16 are open but require testing, according to Kayak data .

"We're pretty much at a place where we can go anywhere," Florio said.

Just 12 countries, including China, Libya, Turkmenistan and Yemen, are still closed to vaccinated Americans, according to Kayak.

Those traveling to Japan right now are 'mostly rich people,' says Japan Association of Travel Agents

Many countries have more restrictions in place for the unvaccinated. About 69% of Americans are fully vaccinated , according to the Centers for Disease Control and Prevention. The CDC recommends being up to date on vaccines before international travel.

Many nations — including Australia , Bhutan , Israel , Japan , Malaysia , Morocco , New Zealand , the Philippines and Singapore — eased border closures in 2022 . Many European nations also dropped testing requirements for Americans. (Travelers should consult the U.S. State Department website for country-specific Covid restrictions.)

In addition, the pandemic-era surge in remote work has made "bucket-list trips more of an achievable reality," said Nitya Chambers, executive editor and senior vice president of content at Lonely Planet.

Indeed, Hopper found 67% of travelers take trips more often and 20% travel farther away due to the flexibility of remote work.

Where travel is ramping up most

The Asia-Pacific region is poised for the biggest bounce in 2023 due to its broad reopening in the second half of 2022, travel experts said.

Japan has seen perhaps the biggest boost in interest, they said. The country re-opened its borders to travelers Oct. 11, with some remaining restrictions.

"You almost can't talk about travel without the country of Japan being referenced for 2023," Florio said, adding that Australia and New Zealand are also "massive."

Asia has surged in demand the most of all regions, according to Hopper data, which shows 27% of international flight searches are to Asian cities versus 19% last year.

Indeed, eight of the top 10 trending international flight destinations in early December were within Asia and Oceania, Hopper said. Tokyo; Ho Chi Minh City, Vietnam; and Bangkok were the top three, with airfare averaging around $1,200 per round trip ticket.

G Adventures, an international tour operator, has seen 2023 sales swell most for Japan, Thailand and Vietnam, said managing director Ben Perlo. This November was a record overall month for the company; sales for the three Asian nations each surpassed their November 2019 numbers, he said.

However, Europe has remained the most popular destination in terms of total volume, with European cities capturing a third of all international flight searches, about the same as 2021, Hopper said.

Long-term rentals (those 28 days or longer) have "become substantially more popular in Asia-Pacific compared to a year ago," Catherine Powell, Airbnb's Global Head of Hosting, said. Most long-term stays are in Europe and North America, though.

Major European hubs were among the top searched this year through Sept. 30, according to Google Flights data. London ranked No. 1, followed by Paris (No. 3), Rome (No. 6) and Lisbon (No. 9). Ho Chi Minh City was No. 2, while other Asian cities like Delhi and Mumbai also ranked highly (No. 4 and 7, respectively).

We're pretty much at a place where we can go anywhere. Erin Florio executive editor of Condé Nast Traveler

Italy, the U.K. and France ranked a respective first, third and fifth among top foreign destinations in 2023, according to a recent Destination Analysts poll. (Canada, Mexico and Japan ranked second, fourth and sixth, respectively.)

"Everybody wants to go to Europe," said Griscavage. "It was a destination everyone missed through the pandemic."

Due to the demand, people have gotten more "creative" on how to travel to Europe, she added. Many are opting for the typically less busy (and less costly) shoulder season, perhaps as early as March or in the late fall, Griscavage said.

Global demand for travel has played out similarly, with most interest directed at Europe and Asia, according to Expedia data . Edinburgh, Scotland, and Sydney, Australia, rank No. 1 and 6 partly due to respective major events like the Fringe , the world's largest arts and media festival, and WorldPride , Expedia said.

Economic concerns, inflation 'aren't stopping people'

This isn't all to say travel is without headwinds, though. Value has been of particular concern for travelers, whose budgets have been stressed by high inflation . Overall prices for airline fares and hotels are up 36% and 3%, respectively, in the past year, according to the consumer price index.

International trips are poised to be more expensive next year, Hopper said, despite signals from the consumer price index that airfare, hotel and rental car prices have been trending downward in recent months. The desire to travel abroad has swelled through 2022 despite these economic anxieties, said Destination Analysts.

The euro has been trading at historically weak levels against the U.S. dollar, meaning Americans have been able to get bargains when booking travel to countries like France, Germany, Italy and Portugal. That dynamic is likely driving at least part of the popularity, Perlo said. (The euro has strengthened a bit in recent weeks, though.)

"The economy right now and prices aren't stopping people from traveling," Chambers said. "People have been home, they want to get back out there, they have a list of things they want to experience and they're doing that."

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european travel trends 2023

  • The European Tour

Travel Trends 2023: the themes set to dominate this year

New research reveals three key trends and a shift in behavioural patterns.

The travel industry is set to return to or even exceed pre-pandemic levels in 2023, but consumers are showing different behaviours and have new priorities.

Travel Trends 2023, a new multimedia feature , published by European Tour Destinations, explores this changing landscape and identifies three key trends set to influence the industry.

european travel trends 2023

Verdura Resort, Sicily

The feature, which draws on external research as well as its own insights, investigates how these trends will impact the golf travel market, and how venues are adapting accordingly.

Ian Knox, Head of European Tour Destinations, said: “The gradual recovery of the global travel industry has given our network of venues an opportunity for self-reflection, innovation and to examine what the post-covid consumer is looking for.

“We know from industry research that 45% of travellers plan to travel more in 2023 and 41% intend to spend more money, so it’s important that our Destinations are ready to capitalise on this demand by staying relevant and offering the things that are attractive to customers right now.”

european travel trends 2023

Camiral Golf & Wellness, Spain

The trends identified are wellness travel , the rise of digital nomads and eco-tourism , and the feature includes insights from four leading European Tour Destinations – Camiral Golf and Wellness (formerly PGA Catalunya), Bom Sucesso Resort north of Lisbon, Verdura Resort in Sicily and Costa Navarino in Greece – on how they are driving, adapting and embracing these new trends.There is also a temperature check on the golf travel market from The European Tour Group’s Head of Tourism Development, Simon Cory-Wright, who predicts a buoyant 2023 despite likely economic challenges.

european travel trends 2023

Costa Navarino, Greece

Knox added: “Our research has given plenty of reason for optimism this year as travel maintains its resurgence. We know demand is there, and as long as destinations stay abreast of what their customers want, they will continue to thrive.”

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Top European Destinations and Travel Trends: Summer 2023 Guide

As the world recovers from the pandemic and travel restrictions ease, European summer travel is on the rise. According to reports from Adara, RateGain, Key Data, and Expedia, the European travel industry has impressively rebounded in the first quarter of 2023 and is expected to continue growing throughout the year, reaching pre-pandemic levels by year-end. In this article, we will explore the top European destinations and travel trends for summer 2023, based on insights from these trusted travel data sources.

Whether you are a business traveler or seeking a leisurely escape to explore the beautiful continent, this guide provides a comprehensive overview of where to go and what to expect when traveling to Europe this summer.

1. Explosive growth in bookings in Europe — and globally.

european travel trends 2023

The European travel market has impressively recovered in the first quarter of 2023 and is expected to grow by 20% throughout the year, reaching pre-pandemic levels by year-end, with popular European destinations already surpassing pre-COVID travel levels.

The resurgence of business travel and the sustained demand for leisure travel have resulted in the revival of domestic and regional travel in Europe. High demand for leisure travel from the US, with the strong USD increasing purchasing power, has also contributed to this growth.

european travel trends 2023

The average daily rate (ADR) has risen by 13.2% YoY in Europe, from €125.17 to €141.64. On May 24th, 2023, Key Data reported a 16% global increase in Q2 stays in the short-term rental industry, with a 15.9% annual increase in the number of nights booked compared to the same period last year.

On the other hand, Expedia’s annual report shows that 81% of travelers worldwide have pledged to travel in 2023, and hotels, resorts, and vacation rentals such as Airbnb and Vrbo are the top three types of accommodations that travelers are most likely to book.

2. Business travel is booming.

european travel trends 2023

Business travel is recovering with many companies keen to resume face-to-face meetings and build relationships with clients. As a result, there has been a sharp increase in demand for business travel in major cities and nature-bound settings.

The rise of remote work has also contributed to the growth in business travel. People are eager to meet in person and travel to events, conferences, and business meetings while extending their time in the destinations. In 2023, many property owners have seen an increase in the trend of turning business trips into leisure travel by staying in Airbnb, vacation rentals, and other short-term rental properties that offer convenient, modern luxuries like kitchens, outdoor spaces, fast WIFI, and multiple rooms.

european travel trends 2023

Remote workers are likely to choose accommodation close to coworking spaces

The post-pandemic world has also brought about changes in traveler preferences and demands. Travelers are increasingly bringing their pets , which is now one of the top-searched filters on booking sites. Additionally, guests are seeking more remote places for their travels.

3. Significant travel insights for summer 2023

european travel trends 2023

Adara and RateGain have uncovered key insights through their access to billions of data points from more than 300 trusted partners. The data reveals that the US is contributing the highest intercontinental leisure travel bookings in EMEA (Europe, Middle East, and Africa), and also has the highest number of searches made for most EMEA destinations.

european travel trends 2023

France, the UK, Spain, Portugal, and Germany show a high surge in exchange of travelers, while Denmark and Sweden have high leisure demand for European destinations. Germany emerges as an important business destination for EMEA, while couples prefer traveling to Spain, Italy, France, and Greece.

european travel trends 2023

As for family travel in Europe, Italy, Fransce, and Greece are the top origins contributing to this demand. These insights demonstrate the varied and specific preferences of different traveler groups, both for leisure and business travel.

4. The top 10 Europe destinations for summer 2023 — Portugal takes the crown.

According to RateGain’s International Inbound Flight Bookings for June-Aug’23, Portugal has emerged as the most-visited destination in Europe for summer 2023, climbing up three places.

european travel trends 2023

Spain lost its position to Portugal, which has become the most economically viable destination in 2023.

european travel trends 2023

Italy is third on the list, while the UK has seen a rise in the post-COVID period and is in fourth position. France is in fifth place, while Greece, Germany, Netherlands, Switzerland, and Ireland complete the top 10 overall list.

european travel trends 2023

Wrapping up, Portugal has become a lucrative destination for business with its economic viability, and it also claimed the crown for top leisure destination, with Spain. Both Portugal and Spain are top destinations for both business and leisure, with Italy coming in at third in all sectors.

5. Top 10 European Cities for Summer 2023 (by international arrivals)

european travel trends 2023

Lisbon is the top leisure travel destination , attracting tourists from Europe as well as the Americas. Lisbon has also surpassed some of the most popular destinations in Europe in terms of international arrivals this summer, serving as a center for business meetings and a hub for traveling to other leisure destinations in Portugal.

european travel trends 2023

London comes next, with a high number of arrivals from the US, and Paris has the third highest international arrivals expected in summer 2023.

european travel trends 2023

Barcelona , Rome , Madrid , Porto , Palma de Mallorca , Athens , Amsterdam , Milan , and Copenhagen complete the rank.

In conclusion, this summer looks to be an exciting and bustling season for European travel, with countries like Portugal, Spain, and Italy emerging as some of the most popular and economically viable destinations.

european travel trends 2023

With this guide as a starting point, you can plan your trip knowing that you will be able to make the most of your time in Europe.

Whether you are looking for popular destinations or off-the-beaten-path locations , Europe has something to offer everyone. Enjoy!

european travel trends 2023

european travel trends 2023

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european travel trends 2023

5 TOP European Summer Travel Trends In 2023

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The outlook for the upcoming European travel season is highly optimistic, with expectations pointing towards a full recovery and potential surpassing of pre-pandemic levels witnessed in 2019. The continent is on a positive trajectory, indicating a promising summer for the travel industry.

Looking for connection

In Europe, there is a trend among travelers to actively seek a deeper connection to the communities and attractions they encounter. This inclination is reflected in their choice of tours and excursions. 

According to Adam Lawless, director of communication at Viator, U.S. travelers are increasingly drawn to historic tours, cultural experiences and outdoor adventures. These activities consistently rank among the most popular options based on the 2023 Viator Experience Awards.

Make the most of the destination

Tours and experiences that provide a behind-the-scenes look at a well-known destination or art gallery are also becoming increasingly popular, as they offer the opportunity to learn more about a place while providing a unique experience that is ideal for posting on social media.

The famous cathedral in York, England, called York Minster, serves as a beautiful illustration of this. The Minster’s stonemasons can now be seen at work before visitors climb the scaffolding to get a glimpse of the ongoing renovations and see both medieval and contemporary stonework and grotesques.

8 Safest Travel Destinations To Visit Around The World This Summer

Packing Their Values

According to a recent analysis by Euromonitor, consumer values feed into every aspect of their lifestyle, with vacation choices increasingly reflecting consumer preferences, attitudes and interests. From 2023 to 2027, value-based packages are expected to outpace regular packages with an average value growth of nearly 12% per year.

The Rail Renaissance 

According to Jody Bauer, research analyst at Eurail, there is a notable resurgence of interest in train travel as travelers take a more leisurely approach to exploring the diverse offerings in Europe. Eurail has observed this trend firsthand. 

The number of U.S. travelers has increased significantly, even surpassing 2019 levels and outpacing other international markets. This new enthusiasm for train travel is driven by the growing rail network, improved infrastructure and the introduction of new overnight trains. As a result, train travel in Europe is expected to maintain its popularity and continue to grow in the coming years.

E-transportation

Electric modes of transportation such as e-scooters, e-bikes and e-tuk-tuks have become increasingly common, revolutionizing the way travelers move around major European cities and even venture into the countryside. The introduction of e-bikes in the Alps has made mountain biking accessible to a greater number of people who might not have otherwise enjoyed the experience. 

In vibrant European metropolises, e-scooters and e-bikes have made it easier to explore beyond the confines of city centers, allowing travelers to discover and traverse different parts of the city. This shift toward electric mobility options is changing the way tourists get around and enhancing their ability to explore both urban and rural areas in Europe.

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  • Use of AI by accommodation businesses in Europe 2023, by country

In an August 2023 study by Statista, Germany was the European country with the highest share of accommodation businesses that already used artificial intelligence (AI). Overall, two in ten surveyed companies in Germany reported already using AI, whereas just four percent in Spain did the same. That said, nearly a quarter of Spanish accommodation businesses planned to use AI over the next six months.

Use of artificial intelligence (AI) by accommodation businesses in Europe as of August 2023, by country

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October 2023

July 17 to August 29, 2023

940 respondents

executives and managers of travel accommodation

Telephone interview

Nordics refers to Finland, Norway, Sweden, and Denmark.

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IMAGES

  1. 2023 Travel Trends and Tips for Tourism Marketers

    european travel trends 2023

  2. 2023 Travel Trends and Tips for Tourism Marketers

    european travel trends 2023

  3. 2023 Travel Trends and Tips for Tourism Marketers

    european travel trends 2023

  4. Travel trends for 2023 -- KAYAK Travel Hacker Blog

    european travel trends 2023

  5. 2023 Tourism Trends

    european travel trends 2023

  6. 2023 Travel Trends and Tips for Tourism Marketers

    european travel trends 2023

COMMENTS

  1. Europe travel trends 2023

    In early 2023, Europe's top 3 international travel destinations include: the United Kingdom, Spain and the United States. Leisure flight bookings in the United Kingdom were up 75% in March 2023 compared to March 2019. Leisure flight bookings in France were up 21% in March 2023 compared to March 2019. Leisure flight bookings in Germany were ...

  2. Top Three Travel Trends for 2023

    Nature-based tourism - including adventure, eco-tourism, and sun and sea - is also enjoying increased consumer appetite, expected to account for 57% of all travel packages worldwide in 2023 alone. These packages encompass rural, beach and adventure destinations and activities, as the appeal of nature and the wild continues to grow post ...

  3. Euronews releases its 2023 Travel Trend Report!

    Two years after releasing its 'Travel After 2020' trend report, Euronews worked alongside key players in the travel industry to map out travel and tourism pathways for 2023 . Co-authored by ...

  4. European Tourism 2023

    In the first quarter of 2023, Europe has recovered to about 95% of 2019 levels of international tourist arrivals based on data from reporting destinations. Strong travel enthusiasm has supported this recovery despite stubborn inflation and higher living costs straining consumers' wallets.

  5. Europe's tourism rebound predicted to continue into 2023

    The European Travel Commission (ETC) has today released its "European Tourism: Trends & Prospects" report for the fourth quarter of 2022, which provides a comprehensive analysis of the region's latest tourism and macroeconomic developments. ... Re-opening of Asia Pacific countries to boost travel flows to Europe in 2023. Long-haul travel ...

  6. European Tourism 2023

    The challenges from 2022, however, are expected to spill into 2023 in terms of elevated food and jet fuel prices, higher operating costs for airlines and hospitality establishments and risks and uncertainty around Russia's war against Ukraine. European tourism demand has entered 2023 on a firm footing. Year-to-date data indicates that almost ...

  7. New Data: 5 Summer Travel Trends And Top Destinations in Europe For 2023

    5 TRAVEL TRENDS AND TOP DESTINATIONS IN EUROPE FOR SUMMER 2023 1. Expect an explosive growth in bookings in Europe — and globally. There's been a remarkable recovery in the European travel market in the first quarter of 2023. The market is projected to grow by 20% in 2023, reaching pre-pandemic levels by the end of the year.

  8. 2023 Travel Trend Report Euronews 2023 Travel Trend Report

    Euronews is a leading international news media in Europe. Euronews is available in 17 distinct languages (12 language editions & 5 branded affiliates). Euronews travel is the digital & social destination aiming to inspire curious, passionate and diverse travelers to change their perspective on the world. Authors. 2023 Travel Trends. CONTACT US

  9. European Tourism Trends 2023: Travel Budgets & Preferences

    Tourism is starting to rebound following the lifts in cross-border travel. European tourism trends in 2023 are showing signs of increased spending & record-breaking visits in areas like Spain.

  10. European travel trends 2023

    Solo travel: One of the main trends in Europe and worldwide is solo travel options and perks. The travel industry is reporting a 24% rise in solo travelers for 2023 compared to 2019. The main age group is Gen Zs, who actively use the #solotravel hashtag and offer solo travel tips on social channels. EasyJet, a budget airline, offers discounts ...

  11. Europe Consumer Travel Report 2023 (Series): Phocuswright

    Phocuswright's Europe Consumer Travel Report 2023 series provides a snapshot of Europeans' recent behavior and sentiment regarding travel in the post-pandemic environment. Based on a comprehensive survey of European (French, German, Italian, Spanish, British) leisure travelers, this collection of reports provides a range of data and analysis on the European consumer travel market.

  12. European tourism in 2023: Resilient recovery amidst economic challenges

    The European Travel Commission's report for the third quarter of 2023 indicates that foreign arrivals in Europe were only 3.2% below 2019 levels, with a significant contribution from intra-European travel and a notable influx of US travelers capitalizing on favorable exchange rates.

  13. European Tourism Draws Close to Pre-Pandemic Levels in 2023

    European travel remained resilient in the last months of 2023, with two-thirds of destinations reporting either a full recovery or recording arrivals and/or overnights within 10 percent of pre ...

  14. Travel abroad set for 2023 surge as Americans eye Asia, Europe trips

    It cited international travel among the top three trends for 2023, saying it's poised "for a big comeback." Searches on Kayak for flights abroad are up 1.3% versus a year ago, according to company ...

  15. Travel Trends 2023: the themes set to dominate this year

    The travel industry is set to return to or even exceed pre-pandemic levels in 2023, but consumers are showing different behaviours and have new priorities. Travel Trends 2023, a new multimedia feature, published by European Tour Destinations, explores this changing landscape and identifies three key trends set to influence the industry.

  16. European Tourism 2023

    Nevertheless, foreign arrivals to Europe are expected to pick up by the end of 2023, albeit at a slower pace, reaching 91% of pre-pandemic levels. Projections indicate international tourist arrivals to Europe will achieve 2019 levels by 2024, a year earlier than expected. EUROPEAN TOURISM DISPLAYED ENCOURAGING RESILIENCE THIS SUMMER, ALTHOUGH ...

  17. 2023 Travel Trends Report

    2023 Travel Trends Report Post-Pandemic State of Travel & Consumer Spending . ... with the planning process for trips to Europe starting a full two weeks closer to travel dates than in 2019. Trips to South America, Africa, and the Mideast are all being planned at least 2 weeks closer to departure dates, while trips to all other regions of the ...

  18. Top European Destinations and Travel Trends: Summer 2023 Guide

    In this article, we will explore the top European destinations and travel trends for summer 2023, based on insights from these trusted travel data sources. ... On the other hand, Expedia's annual report shows that 81% of travelers worldwide have pledged to travel in 2023, and hotels, resorts, and vacation rentals such as Airbnb and Vrbo are ...

  19. 5 TOP European Summer Travel Trends In 2023

    According to a recent analysis by Euromonitor, consumer values feed into every aspect of their lifestyle, with vacation choices increasingly reflecting consumer preferences, attitudes and interests. From 2023 to 2027, value-based packages are expected to outpace regular packages with an average value growth of nearly 12% per year.

  20. The 15 Travel Trends That Will Define 2023

    Beach Vacations Will Rule. 3/16. Data from Travelzoo's October survey of its 15 million members revealed that 57 percent of travelers are interested in beach vacations in 2023, followed by 53 percent who are eyeing cultural and historical getaways and 44 percent who are looking forward to a road trip in the coming year.

  21. PDF European Tourism: Trends Prospects (Q3/2023) 1

    EUROPEAN TOURISM: TRENDS & PROSPECTS (Q3/2023) 9 1. TOURISM PERFORMANCE SUMMARY 2023 SUMMARY Travel recovery across Europe continued to edge closer to pre-pandemic levels during the summer months, with TourMIS data to September implying total foreign arrivals has recovered to just 3.2% below 2019 levels and nights to 1.3% below.

  22. Europeans' travel intentions by destination 2023

    A September 2023 survey focusing on the travel intentions of Europeans revealed that roughly 60 percent of respondents intended to travel in Europe, outside their country, in the next six months.

  23. Business of Travel 2023

    Accept. Decline. Business is back but purpose is key. A new report from Accor explores the returning demand for business travel and the changes industry leaders forecast in 2023 and 2024.

  24. AI use in European accommodation by country 2023

    Use of mobile devices to plan travel with an AI chatbot worldwide 2023, by country Use of generative AI for leisure travel planning in the U.S. and Canada 2023 Satisfaction with AI travel ...

  25. Travel Insurance Costs Rise: February 26, 2024

    Here's what you can expect to pay for travel insurance when visiting the top 10 most popular destinations. ... Tax Brackets 2023-2024 ... Heading To Europe In 2025? You'll Need This New Travel ...

  26. Russia Air Travel Safety Incidents Doubled In 2023, Bucking

    There were 124 fatalities worldwide aboard passenger jets in 2023, the fewest in any year other than 2017, based on data compiled by Jacdec, a German consulting firm that tracks aviation safety.