A busy summer for European travel is already well underway, and our Research & Insights team have looked at some of the latest trends released by Tourism Economics. They consider some of the top European destinations for passengers, recovering markets and the undeniable rise of overtourism.

1. There has been a notable rise in the idea of “overtourism” – with recent protests in Spain and an increase in tourists from UK, Germany and France. Media coverage of overtourism is also increasing; in fact, there has been 3.5 times more coverage of overtourism in Europe so far this year!
2. City breaks are on the rise – the concentration of travel to the main European cities’ accounts for over 50% of visitors to Europe. Passengers are in search of rich, immersive cultural experiences packed into a short time frame, so their experience at the airport, including their travel retail experience, should help to deliver this. Sense of place experiences will be increasingly important.
3.  Central and Eastern Europe continues with its post pandemic recovery, and these locations have also seen an increase in long-haul travel from China. These destinations are certainly “ones to watch” for new growth opportunities. The increase in passenger traffic, along with the introduction of new long-haul routes, is paving the way for expanded travel retail presence and enhanced commercial engagement.

Are you already seeing these trends take effect?