Record summer projected for Europe inbound tourism in 2024
Travel intelligence provider ForwardKeys projects that inbound tourism to European countries will surpass all previous records in summer 2024, with year-on-year growth of 12% driven primarily by intraregional travel.
Visitation from long-haul markets is up also, particularly for Asia-Pacific (+11%) and the USA (+21%).
Growth projections for regions within Europe are:
- Central and Eastern Europe: +23%
- Northern Europe: +12%
- Southern Europe: +10%
Top-performing European cities by yoy growth in ticketed July-August arrivals are:
- Munich +37%
- Vienna +23%
- Zurich +23%
- Prague +22%
- Budapest +21%
- Edinburgh +19%
- Barcelona +19%
- Madrid +16%
- Nice +16%
- Venice +16%
Medium-length stays (4-14 nights) are dominating interregional arrivals (63%).
Arrivals to Europe from Asia Pacific are also up yoy for summer 2024: +64% from China and +53% from Japan
Major events driving demand up in summer 2024 include:
- UEFA Euro 2024 football tournament (Germany)
- Olympic Games (France)
- Taylor Swift's Eras Tour (Stockholm, Warsaw. London)
