EUROPE. A new survey of potential travellers by the European Travel Commission (ETC) and Eurail shows a strong increase in demand for travel to Europe in Australia, Brazil, Canada, China and the USA. Over 60% of travellers polled said they intend to make a long-haul trip in 2023.
Positive sentiment about travel to Europe in the first four months of the year has improved, with the most notable increases observed in China (+21 points year-on-year) and Brazil (+13 points). The exception to these positive trends is Japan, with just 27% of respondents enthusiastic about long-haul trips in 2023 as a whole and 13% between January and April.
The latest Long-Haul Travel Barometer (LHTB) for Q1 2023 provides a snapshot of travellers’ sentiment for the year and offer more detail for the first four months. The research examines travel intentions* to Europe in key overseas markets – Australia, Brazil, Canada, China, Japan, and the USA. The ETC represents the national tourism organisations of Europe.
ETC President Luís Araújo said: “ETC is pleased to see that long-haul travel sentiment is proving more positive this year than in 2022. A significant development that will surely have a major impact on travel to Europe in the coming year is China’s reopening. The removal of China’s zero Covid-19 policy has reinstated travel confidence among Chinese travellers, and China’s sentiment index for travelling to Europe is now at values close to pre-pandemic times.
“This is hopeful news, but still, there remain concerns that in the context of inflationary pressures, personal finances may limit long-haul travel overall. Promoting Europe in overseas markets remains crucial for the sector’s continued recovery in 2023.”
Focus on value
Despite the positive outlook for 2023, high inflation continues to influence travel sentiment. Financial worries remain high on the agenda for Australian, Brazilian, American and Canadian travellers.
When asked what would help them plan long-haul trips in 2023, 41% of respondents highlighted “an improved financial situation”. Another 35% of respondents said bargains and attractive deals for travel to and located at the destination would be influencing factors.
The removal of Covid-19 border restrictions also remains essential for travellers’ confidence, according to 35% of respondents.
China opportunity
The removal of China’s zero Covid-19 policy in December 2022 has caused a positive change in the potential for long-haul travel. After two difficult years, the sentiment for travel to Europe between January and April (115 points) has shown a significant improvement compared to the same periods in 2022 (94 points) and 2021 (103 points). Of Chinese respondents wishing to travel overseas in early 2023, 63% have a European destination in mind, said the ETC.
Barriers to the immediate recovery of tourism flows from China include air connectivity and capacity, the recent re-imposition of Covid-19 safety measures in some destinations, and health concerns.
For respondents in China, the main considerations when choosing a holiday destination are the tourism infrastructure, weather conditions, and the perceived safety of the destination, said the ETC. Notably, Chinese travellers are eager to return to luxury shopping in Europe.
Upbeat view in North America
Some 40% of US respondents intend to travel outside North America by April 2023, and 33% consider Europe as a destination. This marks a significant change to the same period in 2022, when only 28% of Americans planned to travel overseas, and 23% to Europe.
In the US, eagerness to travel is associated with a higher annual household income. Findings show that 55% of Americans earning US$75,000 or more look forward to travelling, compared to just 20% of respondents in the other income groups. In contrast to other markets, a large share of US respondents (20%) are open to solo travel.
The Canadian market is also on track for a gradual recovery, said the ETC. The share of Canadians planning to visit Europe between January and April increased from 15% in 2022 to 29% in 2023, with the sentiment index value remaining in positive territory (108 points).
Despite this, the majority (62%) of Canadian respondents will refrain from overseas trips in early 2023. The main deterrent for 39% of them is ‘disposable budget’. Canadians wishing to visit Europe in the next months will look for experiences revolving around history and culture, and the vibrant life of European cities. The top European destinations for Canadians are France, Italy, the UK, and Germany.
*Intention to travel is measured in an index that reflects the dominant sentiment expressed by a market, either positive or negative. Values above 100 index points indicate a positive evolution, whereas values below 100 indicate negative attitudes towards travel in a given period.
**Click here to access the full report. 
