Destination Europe: Long-Haul Travel Barometer | 01/2016
Long-haul travel markets are a significant source of growth for European tourism. In 2015, China and the United States were at the forefront, having contributed positively to Europe’s +5% in international tourist arrivals. However, what are the expectations for Europe’s key long-haul markets in the near future? Measuring travel sentiment sheds light on potential travellers’ dreams.
For Europe, the future looks promising in the majority of key markets under scrutiny. Among the highest volume long-haul markets, Chinese and American respondents are keener to travel to European destinations than a year ago. But competition is at their heels. 2016 will show if Europe can reap the positive effects of its established image and joint marketing efforts in key markets.
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.