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1、Travel horizon:September-December 2024Long-Haul Travel Barometer 3/2024ContentsTravel Intentions and BarriersPage 04Planning DetailsPage 10Attitudes Towards Responsible Choices Page 17MethodologyPage 03MethodologyMethodologyData collection period5-18 August 2024Travel horizon:September-December 2024

2、Analysed samplesTotal respondents:7,000Respondents likely to travel to Europe:2,737Australia(324),Brazil(502),Canada(398),China(820),Japan(190),St.Korea(266),US(237)Respondents likely to travel long-haul but not to Europe:1,501Australia(319),Brazil(189),Canada(220),China(89),Japan(146),St.Korea(336)

3、,US(202)Long-Haul Travel Barometer 3/2024Significant changesThe significant changes,indicating year-on-year increases or decreases,are marked with the following symbols:Increase Decrease TargetPotential travellers from Australia,Brazil,Canada,China,Japan,South Korea(new market)and the US.Method1,000

4、 online interviews with national representatives(18-70 years old),per market,per wave.FrequencyInterviews are conducted 3 times per year and provide insights into the travel horizons:January-December,January-April,May-August and September-December.The survey is meant to gauge travellers attitudes an

5、d intentions and not to quantify demand levels.Travel intentionsand barriers01Travel horizon:September-December 2024Sample size per market 1,00040%83%48%39%33%27%23%17%18%5%19%22%32%33%20%13%41%12%33%39%35%40%57%70%Totalsample*CHINABRAZILCANADAAUSTRALIAST KOREAUSJAPANDo not intend to travellong-haul

6、Intend to travel long-haul,not EuropeIntend to travel long-haul to EuropeTravel sentiment to Travel sentiment to E Europe softens in the final urope softens in the final months of 2024months of 2024 40%of prospective travellers in overseas markets plan to visit Europe between September and December

7、2024,reflecting a notable 4%decline compared to the same period last year.The sharpest drops in interest are seen in the US and Japan.In the US,intentions to visit Europe have fallen dramatically from 41%in autumn 2023 to 23%now,while Japan has experienced a smaller,but still significant,decline fro

8、m 25%in September-December 2023 to 17%now.In contrast,travel enthusiasm from China has surged,with 84%of respondents planning to visit Europe,a 10%rise over last autumn.Brazil remains steady,showing no significant change in travel sentiment.South Korea,a new addition to the research,reveals a relati

9、vely modest interest in European travel,while Canada and Australia continue to approach travel cautiously,with no notable shifts compared to last year.Intentions for long-haul travel in Autumn 2024 Horizon:September-December-4%*The total sample excludes the intention in the St Korean market,which wa

10、s not part of the 2023 autumn research wave+9%-18%-8%Evolution of longEvolution of long-haul travel haul travel intentions in selected marketsintentions in selected marketsSentiment for travel to Europe on the rise in ChinaThe intention for overseas travel from China has seen a significant increase

11、for the upcoming September-December period,with a strong focus on Europe.An impressive 83%of surveyed Chinese travellers express a desire to visit Europe,reflecting a 9%increase compared to last autumn.One key driver of this strong interest may be the Golden Week(October 17),offering a convenient 7-

12、day window for international travel.The reintroduction of direct flights between China and Europe is also fuelling travel interest,as expanded routes make travel more accessible.Survey data indicates strong intentions from a broad range of demographics,with both younger travellers and those aged 50+

13、showing high enthusiasm.Cost sensitivity shapes Brazilian travel intentions for EuropeThe intention for overseas travel among Brazilians this autumn closely mirrors the trend seen last autumn.Nearly 48%of respondents plan to visit Europe between September and December 2024,with younger and wealthier

14、 travellers leading the way in terms of enthusiasm.The majority of Brazilians planning to visit Europe in the next months have never travelled to the region before(61%),while 29%are repeat visitors,highlighting both fresh interest and loyalty.Despite the growing consumer optimism and confidence in h

15、ousehold finances,Brazil still faces challenges.Rising inflation and high youth unemployment pose a risk for the future evolution of the travel sentiment.1 The survey reveals that cost is a key consideration for many Brazilians.63%of those not planning overseas trips cited the high cost as a major d

16、eterrent.ChinaBrazil40%24%34%34%33%14%19%21%18%16%6%12%16%15%19%40%44%30%33%33%0%20%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to travel to EuropeBrazilRespondents are asked to use a slider ranging from 1 to 100(1-definitely not

17、,100-definitely yes)to express their intention to travel to Europe in the next four months.The category very likely comprises the share of people who place the slider between 70 and 100,indicating a high level of confidence in their travel plans.46%22%35%50%55%72%11%12%15%14%19%11%6%37%12%7%9%5%0%20

18、%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to travel to Europe83%+9%24%18%20%14%16%13%21%23%32%41%43%35%0%20%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to

19、travel to EuropeCanadian travel intentions for Europe stagnateRegardless of expanded connectivity between Europe and Canada over the past months2,Canadian sentiment for overseas travel between September and December 2024 remains largely unchanged from 2022 and 2023.39%of respondents express a desire

20、 to visit Europe during this period,with the strongest interest seen among younger travellers(18-27)and middle-aged groups(35-49).Up until the summer 2024,Canadian travel to European destinations showed a mixed picture,with some destinations reporting declines in arrivals or nights compared to the p

21、revious period,while others reported growth.3 In June,however,the Canadian government updated travel advisories for several European countries due to an increased terrorism threat,potentially reducing travel interest for the summer and autumn months.4 Additionally,high travel costs,preferences for c

22、loser destinations,and limited vacation time remain significant factors that deter Canadians from visiting Europe.Australians cautious about Europe due to cost concernsIn the final four months of 2024,one-third of Australians plan to travel to Europe,reflecting the same level of hesitance seen in Se

23、ptember-December 2023,potentially caused by growing fears about the economy and rising unemployment.5 Despite this cautious enthusiasm,Europe retains strong loyalty among Australian travellers,as 64%of those planning a visit are repeat visitors.In the meantime,the interest in destinations beyond Eur

24、ope has grown(+9%)since the same period last year,with 32%of respondents wishing to visit other regions.This shift is largely driven by the high cost of travel to Europe(37%)and a growing desire to explore other parts of the world(28%).Additionally,the September to December period aligns with Austra

25、lias spring season,encouraging domestic travel due to favourable weather for outdoor activities.Of those not planning overseas trips in the next months,24%cited they have plans for domestic travel,instead.CanadaBrazilAustraliaEvolution of longEvolution of long-haul travel haul travel intentions in s

26、elected marketsintentions in selected marketsRespondents are asked to use a slider ranging from 1 to 100(1-definitely not,100-definitely yes)to express their intention to travel to Europe in the next four months.The category very likely comprises the share of people who place the slider between 70 a

27、nd 100,indicating a high level of confidence in their travel plans.+9%12%20%21%21%15%16%17%18%17%21%23%22%56%42%39%39%0%20%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to travel to EuropeCanada and Australia were added to the surv

28、ey later than other markets,which is why data prior to 2021 and 2022 is unavailable.9%3%3%4%9%7%7%8%8%9%16%10%5%5%6%9%10%13%79%83%84%78%64%70%0%20%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to travel to EuropeUSBrazilJapan24%19%

29、25%24%28%13%9%12%14%14%13%10%7%9%12%14%13%20%61%61%49%48%46%57%0%20%40%60%80%100%Unlikely to trave long-haulLikely to travel long-haul,not EuropeLikely to travel to EuropeVery likely to travel to Europe23%-18%vs 2023-8%vs 202317%Cost and time barriers dampen US interest in long-haul travelSentiment

30、for overseas travel from the US is weak for the September-December 2024 period,with an increasing number of respondents(+11%)not planning any long-haul trips.Interest in visiting Europe has also dropped sharply,from 41%in autumn 2023 to just 23%now,in autumn 2024.A significant 40%of respondents cite

31、 high travel costs as the primary reason for not considering Europe,while 23%prefer to explore other regions,and 17%mention insufficient vacation time as a key barrier.Additionally,the distractions and uncertainty associated with the upcoming election may also be a factor contributing to reduced tra

32、vel enthusiasm.Among different demographic groups,Americans aged 35-49 show the strongest intention to travel,with 30%planning to take a trip to Europe in the last four months of 2024.In contrast,younger(18-34)and more mature travellers(50+)show less enthusiasm,with only 22%and 19%,respectively,expr

33、essing plans to visit the region by the end of the year.Pessimism about overseas trips persists in JapanReluctance to travel abroad remains strong in Japan,driven by several factors,including economic uncertainties,a weaker yen,stagnant wage growth,and limited vacation time.These challenges have kep

34、t outbound travel aspirations low,with 70%of respondents not considering any long-haul trips for the remainder of 2024.Interest in Europe is also notably low,with only 17%of respondents considering trips to the region,marking an 8%decrease compared to the same period last year(September-December 202

35、3).Mature travellers in St Korea most eager to visit Europe this autumnSouth Korea is a new addition to this research,and data on travel intentions evolution is not yet available.However,this research wave reveals that 60%of Korean respondents are positive about long-haul travel in the coming months

36、,with 27%specifically considering Europe.Interestingly,sentiment toward Europe is stronger among mature travellers*,contrasting with trends in other markets where younger groups typically show more interest.Evolution of longEvolution of long-haul travel haul travel intentions in selected marketsinte

37、ntions in selected marketsRespondents are asked to use a slider ranging from 1 to 100(1-definitely not,100-definitely yes)to express their intention to travel to Europe in the next four months.The category very likely comprises the share of people who place the slider between 70 and 100,indicating a

38、 high level of confidence in their travel plans.+11%*30%of Koreans over the age of 50 intend to travel to Europe vs 24%among 18-34 years old respondents44%High travel costs that I cannot afford18%My vacation timeis limited17%I would like to visitanother world regionRising costs,time constraints and

39、interest in other regions are cited most often as barriers to travel to EuropePer market:In markets like Canada,Brazil,Japan,and South Korea,the cost of travel remains the most significant deterrent,with nearly half of respondents(48-49%)in these countries highlighting it as their primary reason for

40、 not visiting Europe.While cost is still the main deterrent for travel to Europe in China and Australia,much fewer respondents in these markets(25%and 37%respectively)view it as a barrier compared to the other markets.Interest in exploring regions outside Europe is notably stronger among respondents

41、 from Australia(28%),the US(23%),and Brazil(20%).In contrast,this curiosity is less felt in markets like China,South Korea(7%both),Canada and Japan(13%both).Time constraints pose a challenge,particularly in South Korea,where 29%of respondents indicate limited vacation time as the main barrier to vis

42、iting Europe.Sample of respondents planning long-haul trips but not to Europe(N=1,501)Why not Europe?Why not Europe?Planningdetails02Travel horizon:September-December 2024Sample of respondents likely to travel to Europe(N=2,737)Most respondents plan leisure trips to Europe this autumn;Most responden

43、ts plan leisure trips to Europe this autumn;40%with a partner by their side40%with a partner by their side4%4%5%9%78%OtherAttending an event for personal reasonsBusinessVisit friends and relativesLeisurePurpose of travelTravel party4%10%13%16%18%40%OtherWith friend(s)With family(adults only)With fam

44、ily(children 18 years)AloneWith partnerBy market:Visiting friends and family is the second most popular reason for travel to Europe among Australians and Canadians(both 16%),Brazilians(12%),and Americans(11%),versus 9%in the total sample.Business travel is more frequently cited by U.S.respondents(16

45、%)compared to 5%for the total sample.Traveling to Europe to attend a non-business-related event(e.g.,sports,exhibitions,festivals)is notably higher among South Koreans(13%)than in any other market(4%in the total sample).Canadians show the strongest preference for solo travel to Europe this autumn(22

46、%),compared to 18%in the overall sample.Traveling with family,including children under 18,is most common among Brazilians(24%)and Australians(22%),higher than the total sample average of 16%.The highest interest in traveling with friends comes from Japanese(18%)and South Korean(16%)respondents,in co

47、ntrast to 10%in the total sample.46%Full package from a tour operator(flights,accommodation,food excursions,entrance fees,etc.)36%Separate bookings of different travel aspects(flights,accommodation,excursions,events,etc.)from various providers.34%Partial package from a tour operator(only flight tick

48、ets,flight tickets and accommodation only,etc.)Overseas travellers lean toward package deals for their next European holiday.yet many opt for independent planningPer market:70%of Chinese respondents prefer to book a full-package deal,making it the dominant choice in this market.In contrast,interest

49、in full-package deals is much lower among Australians(24%),Americans and Canadians(29%both).54%of Chinese respondents plan to book a partial package deal,followed by Japanese(36%)and South Koreans(34%).In contrast,Canadians(17%),Australians(22%),and Brazilians(24%)show the least interest in this opt

50、ion.Australians(60%),Canadians(47%),and U.S.respondents(41%)are the most inclined to book travel services separately.In contrast,separate bookings are less favoured in the Asian markets,with only 28%of respondents from China,South Korea,and Japan considering this option.Multiple answer questionWhat

51、are the most preferred booking options?What are the most preferred booking options?Where to?Where to?Preferred European destinations for holidays in autumn 20249%12%12%12%2%1%5%2%17%21%Top 5 destination selection criteria41%41%World-renowned sites to visitHigh-quality tourism infrastructure32%32%Sta

52、ble weather conditions52%52%The destination is safe to visit39%39%The destination takes action to preserve its natural and cultural heritage25%25%What drives the choice?What drives the choice?Luxembourg:3%Monaco:4%43%37%30%31%20%19%14%13%14%10%12%44%41%35%26%26%15%13%14%10%12%7%Culture and heritage

53、explorationCulinary discoveriesExploring the city-lifeEnjoying natural landscapesSlow travelRelax at the coastCreative art activities(e.g.music,film,literature)Luxury shoppingActive coastal break(e.g.surfing,diving)Go off the beaten trackActive adventure(e.g.,hiking,climbing,skiing)First-time visito

54、rsRepeat visitorsEurope offers a captivating travel experience that entices many travellers to return53%47%FIRST-TIMEVISITORSREPEATVISITORSCultural exploration,culinary experiences,and vibrant city life are key drivers for both first-time and repeat visitors53%of the respondents planning to visit Eu

55、rope this autumn will be visiting the region for the first time and 47%will be repeat visitors.Most wanted activitiesBeyond the tourist trail travellers willingness to interact with localsFrom casual encounters to deep cultural immersion Casual Interaction(40%):The largest group of respondents prefe

56、rs occasional interactions with locals to discover authentic spots like cafes and markets.They seek an interaction without prolonged cultural exchanges,enriching their journey through practical engagement.Deeper Cultural Understanding(36%):Close to the same proportion of travellers wishes to move be

57、yond casual conversations and actively seek to understand local life and culture They are interested in how people live,their daily routines,traditions,and culture.This interest is likely to translate into activities that involve learning and observation,such as guided cultural tours,visits to local

58、 neighbourhoods,or participation in festivals and other cultural activities.Immersion and Meaningful Connections(15%):A smaller but dedicated group of respondents aims to fully immerse themselves by establishing meaningful relationships with locals.This suggests a drive toward slow travel,where the

59、goal is not just to visit but to live like a local.These travellers may spend extended periods in a single location,volunteer,attend local gatherings,or even stay with local hosts to build genuine connections.I will not prioritise interacting with localsI will interact occasionally to enrich my expe

60、rienceI will seek genuine opportunities to learn from locals about their cultureI will strive to build meaningful connections 36%40%9%15%To what extent do you plan to interact with locals?Spending caution growsamong overseas travellers to EuropeIntended daily budget*26%30%21%41%18%20%30%28%35%39%25%

61、26%44%37%36%30%31%20%45%19%38%23%24%31%9%11%9%13%20%10%11%Total sampleAustraliaBrazilCanadaChinaJapanSt KoreaUSAI dont knowMore than 200 100-200 Up to100+6%-7%+8%-5%+14%+22%-30%-6%+5%As travellers plan their next European holidays,a trend of cautious financial management is emerging.While many respo

62、ndents(66%)still intend to allocate between 100-200 per day,consistent with autumn 2023,there is a noticeable shift in spending patterns,particularly in key markets such as Australia,Canada,and China.In Australia and Canada,the percentage of respondents choosing to stick to tighter budgets of under

63、100 per day has increased by 6%and 8%,respectively.Meanwhile,China,typically characterised by its high-spending tourists,has seen the most dramatic change.A 14%increase in those opting for a lower daily budget(under 100 per day)has been accompanied by a 30%decline in travellers planning to spend ove

64、r 200 per dayWhats driving this shift?Whats driving this shift?While excitement for cultural exploration,dining,and city life remains high,the cost of indulging in these experiences continues to be a concern.Although inflation for tourism products and services is softening,it still presents a challe

65、nge,making European holidays less accessible than travellers may have hoped.As a result,many travellers will likely recalibrate their spending habits,choosing less costly options and prioritising essential experiences.*Expenditure is per person and includes accommodation,food and other activities-ex

66、cluding flight tickets to EuropeAttitudes towards responsible choices 03Travel horizon:September-December 2024Respondents were presented with a series of statements and asked to select the option that best reflects their travel preferences and intentions for their upcoming trip to Europe.The results

67、 on the following slides disclose how prospective travellers balance their values with practical travel decisions.Sample of respondents likely to travel to Europe(N=2,737)74%63%76%43%63%55%64%26%37%24%57%37%45%36%AustraliaBrazilCanadaChinaJapanSt.KoreaUSAI am more open to travelling during the shoul

68、dermonths for potentially better deals and fewer crowdsI prefer to travel during peak season when theres themost activity and guaranteed good weatherOff-seasonPeak seasonI am more open to travelling during the shoulder months for potentially better deals and fewer crowdsI prefer to travel during pea

69、k season when theres the most activity and guaranteed good weather59%41%Off-peak travel to Europe appears as the preferred choice across all markets,except for ChinaComfort and speedLimiting CO2While environmental impact is a consideration,prioritising comfort and efficiency in transportation will b

70、e more important during my next tripLimiting my carbon footprint is a priority,so I am willing to choose eco-friendly transportation options like trains or buses,even if it takes longer64%36%Comfort and speed take precedence over environmental concerns67%54%62%62%73%76%71%33%46%38%38%27%24%29%Austra

71、liaBrazilCanadaChinaJapanSt.KoreaUSAWhile environmental impact is a consideration,prioritisingcomfort and efficiency in transportation will be moreimportLimiting my carbon footprint is a priority,so I am willing tochoose eco-friendly transportation options like trains orbuses,even if it takes longer

72、Popular destinationsOff-the-beaten-pathI prefer visiting large cities or smaller but popular destinations in the countries I visitI prefer visiting destinations outside the larger cities/tourism hotspots in the countries I visit63%37%Popular destinations lead,off-the-beaten-path trails lag far behin

73、d57%60%57%67%76%71%59%43%40%43%33%24%29%41%AustraliaBrazilCanadaChinaJapanSt.KoreaUSAI prefer visiting large cities or smaller but populardestinations in the countries I visitI prefer visiting destinations outside the larger cities/tourism hotspots in the countries I visitChoose localChoose familiar

74、I enjoy immersing myself in the local culture,so I prefer to support small and local businesses for accommodation,shopping,experiences,and foodWhen travelling long-haul,I prioritiseconvenience and familiarity,so I would rather stick with established brands for accommodation and other services 52%48%

75、Local vs Global:market-specific preferences are in play57%49%62%50%37%49%60%43%51%38%50%63%51%40%AustraliaBrazilCanadaChinaJapanSt.KoreaUSAI enjoy immersing myself in the local culture,so I prefer to supportsmall and local businesses for accommodation,shopping,experiences,and foodWhen travelling lon

76、g-haul,I prioritise convenience and familiarity,so I would rather stick with established brands foraccommodation and other servicesCopyright 2024European Travel Commission(ETC)Long-Haul Travel Barometer 3/2024All rights reserved.The contents of this report may bequoted,provided the source is given a

77、ccurately andclearly.Distribution or reproduction in full is permitted forown or internal use only.While we encourage distribution via publicly accessiblewebsites,this should be done via a link to ETCscorporate website,www.etc-corporate.orgPublished by the European Travel CommissionRue du March aux

78、Herbes,61,1000 Brussels,BelgiumWebsite:www.etc-corporate.orgEmail:ISBN No:978-92-95107-74-8Cover photo:Makasanaphoto on ShutterstockThis project is realised with the support ofSilverlining Research()This project is co-funded by the European Union.Views and opinions expressed are,however,those of the author(s)only and do not necessarily reflect those of the European Union or European Commission.Neither the European Union nor the European Commission can be held responsible for them.A black and white logoDescription automatically generated