DESTINATION

EUROPE
Long-Haul Travel Barometer

EDITION 12, FEBRUARY 2018

2017 was an exceptional year for European tourism. The region
welcomed a total of 671mn international tourist arrivals , a
remarkable 8% increase compared to 2016*. Besides the strong
demand from intra-European markets, US, China and the Russian
Federation have contributed significantly to the reported growth in
tourist arrivals. Will this positive trend be sustained in the near future?
Results from the latest Long-Haul Travel Barometer indicate that
among highest-volume extra-European markets, intention for
overseas trips in the first months of 2018 is strongest among
respondents from China.**
The positive sentiment in this market is a reassuring indicator paving
the way for more than 12 million expected Chinese arrivals in
2018.*** Although, sentiment index values remain positive in the US,
Russia and Japan, less than 30% of respondents from these markets
are considering trips to Europe between January and April this year.
* UNWTO – World Tourism Barometer, January 2018
** The survey uses stratified sample of 1000 respondents to
represent the travel population in each market (Brazil, China,
Japan, Russia and US). Read more
***ETC Dashboard, Tourism Economics 2017

CHINESE RESPONDENTS ARE MOST POSITIVE ABOUT LONG-HAUL

TRIPS BETWEEN JANUARY AND APRIL 2018

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Brazil China Japan Russia U.S.A

To Europe** To other long-haul destinations Not planning any long-haul trips yet

*Sample size N=1000 per market

**Country aggregate for Europe: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France,
Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Monaco, Montenegro, Netherlands, Norway,
Poland, Portugal, Romania, San Marino, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom, Other

The majority of respondents

Robust household spending, from Japan, US, Russia and
improved connectivity, Brazil are not certain about
competitive airfares and the overseas travels at the
opening of many new visa beginning of 2018.
application centers across China Nevertheless, results confirm
boost the demand for European Europe’s growing appeal as an
holidays at the beginning of attractive travel destination,
2018. 1 in 2 (54%) Chinese which remains the first choice
respondents are optimistic about of those travellers who intend
taking a trip to the region to travel long-haul between
between January and April. January and April 2018.

HOW DO POTENTIAL TRAVELLERS FORESEE THEIR NEXT TRIP IN EUROPE?

CHINESE TRAVELLERS

3% 6%
8% Length of stay Number of countries
to visit while in Europe
< 7 nights
22% More than
1 country
7 to 14 nights
23%
1 country
15 to 21 nights

Other
> 21 nights
67% 72%

Top countries to visit Travel Experiences to try

60% 24%
France
France Enjoy Europe’s natural landscapes

36% 18%
Germany
Germany Learn about the history and cultural heritage

30% 16%
Italy
Italy Sightseeing

30% 9%
United
UnitedKingdom
Kingdom Taste the cuisine

21% 8%
Switzerland Practice outdoor activities

For the majority (67%) of Chinese respondents, holidays during the first months of 2018 are expected to last last approximately
one week. 3 in 4 (72%) potential travellers are likely to visit more than one European country with France (60%), Germany (36%)
and Italy (30%) being most frequently mentioned destinations.

*Sample size:540

JAPANESE TRAVELLERS

3% 1%
Length of stay Number of countries
23% to visit while in Europe
< 7 nights
More than
1 country
7 to 14 nights
47%
1 country
15 to 21 nights
48% Other
> 21 nights 46%
31%

Top countries to visit Travel Experiences to try

35% 22%
France Enjoy Europe’s natural landscapes

34% 20%
Italy Sightseeing

30% 15%
Germany Taste the cuisine

? 17% 12%
I do not know yet Learn about the history and cultural heritage

11% Tickets 7%
United Kingdom Attend a special event
(e.g. cultural events, sport events, etc.)

Europe’s natural beauty, renowned attractions and rich assortment of foods are certainly drawing the attention of Japanese at
the beginning of 2018. Travellers from this market are likely to look for such experiences in Europe’s top inbound destinations-
France, Italy, Germany and UK.

Sample size: 140

RUSSIAN TRAVELLERS

4% 1% 10%
Length of stay Number of countries
to visit while in Europe
< 7 nights
More than
28% 7 to 14 nights
1 country

1 country
15 to 21 nights
68% Other
> 21 nights 49%
41%

Top countries to visit Travel Experiences to try

17% 22
25%
France Sightseeing

17% 15% 20%

Italy Enjoy Europe’s natural landscapes

15% 15%
14%
czech republic Practice outdoor activities

13% 11%12%
Finland Taste the cuisine

13% 710
% %

Germany Learn about the history and cultural heritage

In contrast to other survey participants, half of the Russian respondents intend to visit only one country during their next holiday
in Europe. Their plans are, however, to travel to several different places within the chosen destination and look primarily for
experiences related to famous attractions, natural surroundings and outdoor activities

*Sample size: 287

US TRAVELLERS

2%
10% Length of stay 9% Number of countries
to visit while in Europe
< 7 nights
More than
1 country
7 to 14 nights

1 country
27% 15 to 21 nights
61% Other
> 21 nights 36% 55%

Top countries to visit Travel Experiences to try

35% 22%
Italy Sightseeing

33% 16%
France Enjoy Europe’s natural landscapes

28% 12%
United Kingdom Relax and recharge in special surroundings

21% 11%
Spain Meet new people, engage with locals

12% 10%
Germany Learn about the history and cultural heritage

Famous landmarks and natural landscapes are considered top pull-factors to attract American travellers to Europe in the first months of
2018. More than 1 in 2 travellers from this market are willing to spend between 7 and 14 nights exploring different countries in the region.

*Sample size: 228

BRAZILIAN TRAVELLERS

10% 12%
Length of stay Number of countries
to visit while in Europe
15% < 7 nights
More than
1 country
7 to 14 nights

1 country
15 to 21 nights
33%
50% Other
24% > 21 nights 55%

Top countries to visit Travel Experiences to try

43% 18%
Portugal Sightseeing

34% 14%
Italy Relax and recharge in special surroundings

32% 14%
France Taste the cuisine

27% 12%
Spain Enjoy Europe’s natural landscapes

17% 12%
United Kingdom Learn about the history and cultural heritage

More than 1 in 2 (55%) Brazilians who plan to travel to Europe before summer, intend to visit several countries in the region. Together with
the visitation to iconic landscapes, Brazilian respondents express quite a strong urge for activities associated with relaxation and
gastronomy. Often cited as most preferred destinations are Portugal (43%), Italy (34%) and France (32%).

*Sample size: 346

The Long-Haul Travel Sentiment Survey & Index captures people’s intention to travel abroad, their motivations
and barriers to travel, as well as key characteristics of their trip. It monitors travel sentiment in five key
extra-European markets: Brazil, China, Japan, the Russian Federation and the USA. The survey is not meant
to quantify prospect demand levels.
More information: www.etc-corporate.org

The findings are brought to you by the European Travel

Commission etc-corporate.org, European Tourism Association
etoa.org and Eurail Group G.I.E. eurailgroup.org, realised by
TCI Research tci-research.com. © European Travel
Commission. All rights reserved.