Intentions for long-haul travel to Europe
More than 60% of potential travellers from Australia, Brazil, Canada, China, and the US plan to travel overseas this year. In the wake of China’s removal of the zero Covid-19 policy, 63% of Chinese travellers have expressed an interest in visiting Europe. Intentions for long-haul travel to Europe
Compared to a year ago, overseas travel has increased significantly in large travel markets in 2023. In 2023, more than 60% of potential travellers in Australia, Brazil, Canada, China, and the US intend to travel long-haul, with Europe being a top destination. A year-over-year increase in travel sentiment to Europe has also been observed in the first four months of the year, with the most noteworthy gains observed in China (+21 points) and Brazil (+13 points). A notable exception is Japan, where 27% of respondents are enthusiastic about long-haul trips in 2023 as a whole and 13% between January and April.
It is based on the latest Long-Haul Travel Barometer (LHTB) 1/2023 published by the European Travel Commission (ETC) and Eurail BV. The LHTB 1/2023 provides a snapshot of travellers’ sentiment for 2023 and dives into more detail for the year’s first four months. In addition, the research examines travel intentions to Europe in key overseas markets such as Australia, Brazil, Canada, China, Japan, and the US.
A good value for a limited budget
Travel sentiment remains negatively impacted by high inflation despite the positive outlook for 2023. Australians, Brazilians, Americans, and Canadians are concerned about their financial situation. Travellers must make sure to get the best value for their budget in light of this. 41% of respondents said improved economic conditions would make long-haul trips more comfortable in 2023. According to 35% of respondents, bargains and attractive deals at and near the destination would influence their decision.
According to 35% of all respondents, removing Covid-19 border restrictions is also essential to travellers’ confidence. Destinations that have fully lifted travel barriers may appear more appealing to travellers in 2023.
The Chinese are finally ready to travel long hauf
As a result of the removal of China’s zero Covid-19 policy in December 2022, long-haul travel has become more viable. As a result, there has been a significant improvement in sentiment towards travelling to Europe between January and April (115 points) compared to the same periods in 2022 (94 points) and 2021 (103 points). Sixty-three per cent of Chinese respondents who intend to travel overseas in early 2023 choose a European destination.
Even so, China’s tourism flows still depend on the improvement of significant barriers. Some of these concerns are air connectivity and capacity, the recent reintroduction of Covid-19 safety measures in some destinations, and health concerns.
China’s respondents consider tourism infrastructure, weather conditions, and perceived safety when choosing a holiday destination. European luxury shopping is particularly popular with Chinese travellers.
Overseas travel is more prevalent among North Americans.
By April 2023, 40% of US respondents plan to travel outside North America, and 33% plan to visit Europe. The percentage of Americans who plan to travel overseas had increased significantly since 2022 when only 28% planned to travel abroad and 23% to Europe.
A higher household income is associated with greater eagerness to travel in the US. Compared to respondents in other income groups, 55% of Americans earning $75,000 or more look forward to travelling.
Similarly, the Canadian market is expected to recover gradually. From 15% in 2022 to 29% in 2023, Canadians plan to visit Europe between January and April, with the sentiment index value remaining positive (108 points). At the beginning of 2023, however, most Canadians (62%) will refrain from travelling overseas. Their disposable income deters 39% of them.
The next few months will see Canadians visiting Europe in search of experiences centred around history, culture, and the vibrant life of European cities. French, Italian, British, and German destinations are among the most popular for Canadians.
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