International tourists are projected to spend an unprecedented $869 billion in Europe this year, according to a European Travel Commission report obtained by Bloomberg. This represents a remarkable 37 percent increase from pre-pandemic levels of $633 billion, based on United Nations Tourism data.
Eduardo Santander, CEO of the European Travel Commission, noted that southern European and Mediterranean destinations are particularly popular among travelers in Europe. “For now, we can see that southern European and Mediterranean destinations remain firm favorites for travelers in Europe,” Santander told Bloomberg.
Tourists are drawn to these regions for their warmer climates and often more affordable travel options. Greece continues to be a top destination, while southern locales like Croatia and Malta have seen significant increases in overseas tourists, with numbers rising 7.6 percent and 37 percent, respectively, compared to 2019. Albania has experienced an even more dramatic increase, with overnight tourist numbers jumping by an impressive 86 percent since 2019.
The report indicates that 72 percent of tourist spending occurs in Western Europe, with a majority of these tourists coming from America. However, many travelers are now seeking alternatives to the usual overcrowded vacation spots. This shift has led to increased international overnight stays in northern European countries: Denmark has seen a 38 percent rise, Norway an 18 percent increase, and Sweden a 9 percent uptick compared to 2019.
Some travelers are also choosing their destinations based on favorable exchange rates. International tourist arrivals have surged by 22 percent in Turkey and 29 percent in Bulgaria compared to 2019 figures. In Serbia, these arrivals have soared by 40 percent since before the pandemic.
While the nearly $900 billion influx into the European economy is undoubtedly beneficial, not all countries are welcoming the surge in tourists with open arms. Several destinations have implemented anti-tourism measures, including bans on new hotels and day-tripper fees. Local residents have even resorted to protesting against over-tourism, using tactics such as spraying visitors with water guns.
Despite these efforts to curb the influx, tourists remain undeterred. They continue to flock to Europe, bringing a significant economic boost along with them.
