The European Travel Commission’s survey results show that American interest in traveling to Europe this fall has declined compared to last year, with only 23% of Americans expressing interest in visiting Europe between September and December, down from 41% last year. The primary reason cited for this drop in interest is high travel costs, with 40% of those not interested in traveling to Europe attributing their decision to the rising costs of international travel. This decrease in American interest follows a surge in travel to Europe this summer, with nearly 8 million U.S. citizens flying to Europe between June and August, up from 6.7 million the previous year.
American demand for travel to Southern Europe has been described as “gigantic” and “unbelievable” by United Airlines’ executive vice president and chief commercial officer, Andrew Nocella. However, the rising costs of international travel have deterred some American tourists from traveling abroad this fall, with American bookings for trips abroad over Labor Day weekend down 4% due to an 11% increase in travel costs, including airfares and hotel stays. This trend is not unique to Americans, as at least 48% of Canadian, Brazilian, Japanese, and South Korean tourists also cited cost as their primary reason for not visiting Europe.
Among travelers who plan to visit Europe, about 66% plan to allocate between €100 ($109) and €200 ($219) per day, similar to last year. In response to rising costs, the European Travel Commission anticipates that travelers will adjust their spending habits by choosing less costly options and prioritizing essential experiences. Additionally, Chinese interest in traveling to Europe has surged, with 83% of Chinese travelers expressing a desire to visit the region, up 9% from last fall. This increase in interest was driven by Golden Week in early October as well as the reintroduction of direct flights between China and Europe by major carriers such as China Eastern and Air China.
Despite their growing interest in Europe, Chinese tourists are traveling with smaller budgets this fall, with only 38% planning to spend over €200 (around $219) per day, down from 68% last year. This change in spending patterns may impact the region, as Chinese tourists were among the highest spenders before the pandemic. As Americans cut back on international travel this fall, Europe may need to depend more on Chinese tourists to sustain its growth in inbound tourism. However, with both American and Chinese travelers adjusting their budgets and spending habits in response to rising travel costs, the European tourism industry may need to adapt to attract and accommodate these key tourist groups.
