International travelers are cautiously excited about visiting Europe in 2024.
They are focusing on safe and affordable destinations, while showing some reluctance toward trips early in the year, according to a travel report from the European Travel Commission.
Different Views Across Main Tourism Countries
The report looked at travel plans across seven main countries that send travelers to Europe. It found high levels of excitement in Brazil, Australia, Canada, and South Korea.
In the US, around 60% are planning international trips, similar to 2023. Meanwhile, Japan saw a small 5% increase to 35%.
China was the only country with a decrease — 14% fewer plan to travel overseas compared to last year.
Of travelers hoping to go abroad from these countries, 75% want to visit Europe, while 25% are considering other areas. However, interest varies for Europe trips from January to April 2024.
Half of the Chinese and 49% of Brazilians plan to visit Europe in early 2024. Around 40% in Australia and South Korea are thinking about early European trips, too.
Meanwhile, below 30% in Canada, the US, and Japan are planning early trips there, showing cautious excitement for now.
Cost and Safety in Picking Destinations
For those aiming to visit Europe, safety is the top factor in choosing destinations, a priority for 45% across the countries.
Other factors for travelers, from highest to lowest, include:
- Quality of tourism infrastructure — 38%
- Famous sights and affordable options — 35%
- Good weather — 31%
Additionally, natural and cultural heritage preservation is a major draw, especially for travelers from South Korea (33%) and China (32%).
Of hesitant travelers, the top reason is high travel costs, according to 36%.
Limited vacation time also stops 12% from going.
Trips Pack Itineraries with Different Budgets
The typical 2024 Europe visitor plans to see three countries over a one- to two-week trip, the most popular length for 58% overall.
However, 50% of Australians want over two-week vacations.
Daily budgets vary, too. Across the countries, 38% can spend over €200 per day, especially 78% of Chinese and 50% of Brazilians.
Another 31% have €100 to €200, preferred by 40% of Australians and 42% of South Koreans. However, 36% of Canadians have under €100 per day to spend, versus just 21% overall.
ETIAS Rules Apply to Longer and Permanent Stays
The report shows big interest in longer European trips. This could impact travelers needing the European Travel Information and Authorization System (ETIAS) starting in 2025.
Over 50% of Australians want holidays over two weeks. Also, China and Brazil travelers have heavy demand for over €200 daily budgets in Europe. Such information suggests more longer-term and permanent visitors like families, investors, digital nomads, and students coming to Europe.
The ETIAS requires these visitors to get pre-travel approval for stays over 90 days in the European Union (EU). Therefore, planning ahead for ETIAS will be key.
Immigration Policies Growing With Tourism
With the ETIAS beginning in 2025, immigration rules are getting ready for bouncing back tourism.
ETIAS approval will be mandatory for overseas visitors not needing full visas for over 90-day Europe stays.
As interest rises in longer vacations across multiple countries, the easy ETIAS process aims to balance security and tourist access.
Alongside ETIAS regulations, countries seeing spikes in demand like Spain, France, and Greece may also expand existing immigration programs to draw more foreign investment in response to tourism industry growth. The Schengen Area’s open borders make planning important.
Natural and Cultural Priorities Emerge
With rebounding visitor numbers comes a need for Europe to fit different traveler priorities around safety, costs, sustainability, and authentic local heritage — making 2024 a challenging but fruitful year for European tourism.