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European Tourism: Trends & Prospects
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European Tourism: Trends & Prospects



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  • 1
  • First a short introduction about ETC.
  • 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
  • 14


  • 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: +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?
  • 10. Game changers
  • 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.
  • 13. POWERED BY
  • 14. Thank you for your attention! Valeria Croce contact: