ITB Berlin: Reactivating Long-haul Travel Crucial to Europe’s Tourism Recovery

ETC press conference: “Long-Haul travel to Europe: What to expect in 2023?” – Speaker: Bruno Walter, Head of ITB Advisory Berlin; Luis Araujo, President European Travel Commission (ETC) and Turismo de Portugal; David Goodger, Managing Director EMEA – Tourism Economics; Tom Jenkins, CEO, European Tourism Association (ETOA). Photo source: ITB Berlin

Keeping long-haul travel strong is key if Europe wants to sustain its post-Covid travel recovery, said industry experts on Monday during ITB Berlin, which officially opens on March 7.

According to the findings of a press conference at the Palais am Funkturm (Messe Berlin) on expectations for overseas recovery, the return of long-haul arrivals is necessary for complete travel and tourism recovery. The press conference was jointly organized by the European Travel Commission (ETC), Tourism Economics and European Tourism Association (ETOA).

The associations note that Europe will need tourist spending to support its destinations through ongoing economic turmoil. Indicatively, long-haul arrivals account for 25 percent of total international nights spent in Europe before Covid-19.

Source: ETC.

In addition to staying longer and traveling to more destinations, long-haul tourists also tend to spend more. Meanwhile, the share of nights and spend from overseas markets in Europe exceeds the proportion of arrivals thanks to the longer trips and higher associated budgets.

“Considering the economic instability in Europe, it is crucial to boost long-haul travel demand in order to support and sustain tourism recovery in European destinations,” said ETC President Luis Araujo.

Araujo added that visitors who come from further away tend to spend more money and stay for longer periods of time, providing greater value to European destinations.

ETC President Luis Araujo. Photo source: ETC.

“We are teaming up with many of our member destinations this year to reactivate long-haul markets. 2023 will be a turning point for international tourism recovery and this is the ideal moment to re-establish Europe as the top global travel destination,” he added.

The latest data reveals that international travel to Europe is forecast to recover pre-Covid levels in 2025. Long-haul travel has been a main weakness in the post-pandemic rebound to date and continues to lag behind other arrivals.

According to Tourism Economics Director David Goodger, “people worldwide are continuing to prioritize experiences, including travel, and European cities and countries should seize this opportunity to benefit as preferred destinations”.

David Goodger, Managing Director EMEA, Tourism Economics. Photo source: ITB Berlin

Lastly, commenting on the findings, ETOA CEO Tom Jenkins underlined the importance of doing away with “barriers” to long-haul travel.

“Increased fuel costs reduced capacity in Europe, the issuance of passports and the global political situation: all these count against a full recovery. So where we can do the right thing, we should. Visas must be simplified and issued promptly. Testing requirements (particularly when medically unnecessary) should be eased. Every effort must be made to make these visitors welcome,” he said.

Tom Jenkins, CEO, European Tourism Association (ETOA). Photo source: ITB Berlin

US remains Europe’s largest long-haul market, exhibiting the strongest rebound to date

It should be noted that Europe relies greatly on long-haul markets and mainly from the US, which is the continent’s largest source market driving recovery thanks to the strength of the US dollar.

According to findings presented at ITB 2023, travel from the US to Europe is expected to recoup over 80 percent of pre-pandemic levels in 2023, with a full rebound of 2019 arrivals slated for 2024.

The US is also one of Greece’s key source markets contributing to Greece’s tourism recovery last year and expected to pick up further thanks to the launch of 56 direct flights a week to Athens, set to bring more than 1 million travelers to the country and generate 1 billion euros in tourism revenue this year.

Additionally, the associations also cited the importance of China’s reopening to tourism which they expect will accelerate global tourism recovery.

In 2023, travel from China to European destinations is projected to remain 60 to 70 percent lower than pre-pandemic levels. Full return of Chinese travelers to Europe is not expected before 2026.

With the slogan “Open for Change”, the ITB Berlin expo will open its doors as an in-person event on Tuesday, March 7, for the first time as a pure B2B event. The exhibition will run until March 9.