Western Europe Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2023 Update

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Western Europe Destination Tourism Insight Report Overview

The total inbound trips in Western Europe was 403.9 million in 2022. For many years France remained the most visited country in Western Europe and is forecast to continue to be the most visited in the coming years. France is popular amongst European tourists, with the UK, Germany, and Belgium being the biggest source markets. However, France is also a popular country for visitors from further afield including the United States and Canada.

Western Europe Destination Tourism Market Analysis by Countries

Western Europe Destination Tourism Market Analysis by Countries

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This Western Europe destination tourism market report provides an in-depth analysis of a tourist destination and its key source markets. It also provides an assessment of the trends and issues in the covered destination Western Europe market.

Key Countries ·       Austria

·       Belgium

·       Denmark

·       Finland

·       France

·       Germany

·       Greece

·       Ireland

·       Italy

·       Netherlands

·       Norway

·       Portugal

·       Spain

·       Sweden

·       Switzerland

·       United Kingdom

Key Destination Attractions ·       Sun and Beach Holidays

·       Visiting Friends or Family

·       Cultural Holidays

·       Adventure/Sport Holidays

·       City Break Holidays

·       Gastronomical Holidays

·       Multi-Stop Trip Holidays

·       Wellness/Medical Holidays

·       Wedding Related Holidays

·       Others

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Western Europe Destination Tourism Market Trends

The key trends influencing the Western Europe destination tourism market are inbound tourism trends and tourist spending trends.

Inbound Tourism – 14 out of 16 Western European countries are forecast to reach and exceed 2019 levels by 2023. Leisure is the most popular purpose for travel. The leading destination for leisure is Spain, followed closely by France. Furthermore, leisure is the top inbound travel purpose for all 16 Western European countries and is particularly prevalent in countries such as Spain, France, Greece, and Portugal. As a destination, the region has an abundance of characteristics to appeal to any inbound leisure traveler, including the sun and beach, cuisine, tradition, nature, the city, relaxation, art, and outdoor activities. Western Europe is an attractive destination for all user types, including solo travelers, groups, families, and couples. Families account for the largest share of inbound travelers in 2022.

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Western Europe Destination Tourism Construction Projects Overview

Construction projects involving infrastructure, amenities, and lodging that are expressly designed to assist and advance the travel and tourism sector are referred to as tourism construction projects. Balancing the needs of tourism development with responsible and sustainable practices is crucial for the long-term success and positive impacts of these projects on the travel and tourism industry. The major projects are currently in the ‘announced’, ‘design, ‘planning’, or ‘execution’ phase on GlobalData’s Tourism Construction Project Database and are all likely to provide many benefits to the tourism industry across Western Europe. This includes Airport City Manchester (ACL) is planning to build a hotel in Manchester, UK and Matterhorn Peak AG (MP) is planning to construct a luxury resort in Zermatt, Valais, Switzerland.

Western Europe Destination Tourism Types

Some of the most common destination tourism types include sun and beach, visiting friends or family, city break, cultural, adventure/sport, gastronomical, multi-stop trip, cruise, religious, wedding related, and wellness/medical among others. The sun and beach holidays are the mostly preferred holiday type. VFR, City Breaks, and Culture are other prominent kinds of travel. Western Europe is a region with a variety of breathtaking landscapes, including high mountains, gorgeous beaches, and vibrant ecosystems. Western Europe is a desirable location for anyone wanting this kind of vacation due to the coastal regions and islands there.

Western Europe Destination Tourism Market Analysis by Tourism Types

Western Europe Destination Tourism Market Analysis by Tourism Types

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Western Europe Destination Tourism SWOT Analysis

Efficient infrastructure is one of the strengths of Western Europe. Low-cost airlines like Ryanair, easyJet, and WizzAir allow for accessibility and affordability for many travelers internationally and within Europe. Especially travelers that are budget-conscious, including students and young adults.

High cost is one of the weaknesses of  Western Europe. Some Western European countries have high costs of living and travel, which might deter budget-conscious travelers, which makes some destinations uncompetitive. For instance, Zurich, Paris, Geneva, and Copenhagen all feature in the world’s top 10 most expensive cities. The pandemic has also highlighted this with higher-than-normal rising inflation rates projected over the next few years for many countries in the region, impacting spending.


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, Western Europe.

Key Highlights

  • A significant portion of international arrival growth can be attributed to Western Europe’s largest destination markets of France, Spain, and Italy.
  • Total inbound expenditure to Western Europe has grown rapidly, simultaneous with increased inbound visitation.
  • Many UK respondents prefer to take sun and beach holidays according to GlobalData’s consumer survey 2021 Q3, therefore, many tourists are attracted to Spain’s beautiful beaches.

Reasons to Buy

  • Obtain a clear and detailed insight into new developments in two popular tourist destinations.
  • 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.

Norwegian Air

Table of Contents


Key Trends

Tourism Construction Projects

Foreign Direct Investment

Types of Tourism

Destination Focus

Risk & SWOT Analysis


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