Western Europe Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2024 Update

Western Europe Destination Tourism Report Overview

In 2023, international arrivals into the region reached 476.68 million travelers. However, inbound trips remained below their pre-pandemic level. As per GlobalData, the number of international arrivals is anticipated to grow at a CAGR of more than 7% from 2023 to 2028, helped by the region’s reputation for attractive mountain villages, castles and palaces, and modern cities. In 2023, France had the highest percentage of overall international arrivals in the Western European region followed by Spain.

The Western Europe destination tourism market research report provides an in-depth analysis of destination markets, infrastructure developments, and attractions. The report also offers an in-depth understanding of the Western Europe destination tourism market dynamics through SWOT analysis along with sector risk assessment. Furthermore, a comprehensive analysis of the types of travelers that visit the destination will help in ascertaining the demand side.

Western Europe Destination Tourism Trends

Western Europe has several culturally rich locations, such as historical sites, museums, and natural areas, which draws travelers looking for genuine and traditional experiences. Food lovers are drawn to Western Europe’s culinary delights paired with rich cultural heritage in nations like France, Italy, and Spain. Moreover, several countries in the region boast of a well-strutured infrastructure, allowing gives travelers the option of using a variety of transportation methods, such as air or land travel.

The main purpose of travel to Western Europe, in terms of inbound tourism, is leisure. The overall number of international travelers for leisure purposes  was deeply impacted due to COVID-19 restrictions. In order to retain Europe’s status as a top global destination and to transform Europe into a sustainable destination, the governments of several Western European countries governments began to welcome visitors by reducing international limitations after COVID-19. As a result, foreign travelers began visiting Western Europe.

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Western Europe Destination Tourism Market Segmentation by Countries

France had the highest number of international arrivals in the region in 2023

There was a rebound in the number of visitors traveling to France after the pandemic. This growth can is because of France’s enduring appeal to global tourists. In 2023, the country was established as a prominent tourist hotspot in Western Europe. Despite having a smaller overall population compared to some neighboring countries, France has a strong economy. So, visitors can expect very good tourism infrastructure that ensures a smooth travel experience. Alongside the country’s rich cultural attractions, landscapes, and cuisine, there is plenty to explore and enjoy.

Western Europe Destination Tourism Market Analysis by Countries, 2023 (%)

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Western Europe Destination Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type in the Western Europe destination tourism market in 2021

A few of the various types of holidays visitors prefer to enjoy in the Western Europe region are sun and beach holidays, visiting friends or family, city break holidays, cultural holidays, and adventure/sports holidays. Western Europe has an extensive coastline with destinations such as Spain, Portugal, and Italy renowned for their sun-soaked beaches. These destinations are favored by travelers seeking a range of options, from budget-friendly to luxurious, to suit their preferences. In recent years, there has been a noticeable trend towards sustainable sun and beach tourism in less crowded destinations.

Western Europe Destination Tourism Market Analysis by Types, 2021 (%)

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Segments Covered in the Report

Western Europe Destination Tourism Countries Outlook (2023)

• France
• Spain
• Italy
• The UK
• Germany

Western Europe Destination Tourism Types Outlook (2023)

• Sun & Beach Holidays
• Visiting Friends or Family
• City Breaks
• Cultural Holidays
• Adventure/Sport

Scope

This report is part of GlobalData’s Destination Market Insights Series. These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case the Western Europe.

Key Highlights

Before COVID-19, inbound flows to Western Europe grew at a CAGR of 4.55% between 2015 and 2019, to reach 490.54 million international arrivals in 2019. As per GlobalData’s traveler demands and flows database, this decreased to 164.40 million in 2020 due to the pandemic, before rebounding somewhat to 190.40 million in 2021.

Switzerland is expected to experience a significant increase in international arrivals, with a compound annual growth rate of 8.20% between 2023 and 2028. This growth is anticipated to result in a total of 20.4 million international arrivals in 2028.

Western Europe enjoys a relative advantage in certain aspects, such as political stability and legal frameworks. However, environmental concerns, social risks, and the need for technological advancements require attention.

GlobalData’s consumer survey respondents indicate that city breaks are particularly popular among individuals aged 35 to 55. It is observed that the current generation tends to have a higher income compared to millennials and the Gen Z population.

Reasons to Buy

• Obtain a clear and detailed insight into new developments in Western European countries.
• Use data and analysis to explore trends related to international arrivals and spending, tourism segments, as well as construction, foreign direct investments (FDI), airlines, and hotel developments.
• Gain a better understanding of the opportunities in the market, as well as the risks, to support better business decisions.