A field of significant further development of Greek tourism is the overseas markets, such as the United States, Australia, China, Japan, Korea and Canada, from where the air journey to Greece takes more than 10 hours and from which the country can attract travelers.
Most of these travelers belong to the upper income classes and usually their daily expenditure per capita is significantly higher than that of other nationalities such as from the main European markets, namely Germany, France, Italy and also the United Kingdom, which are the backbone of Greek tourism.
This is according to the Long-Haul Travel Barometer (LHTB), the latest survey by the EuropeanTravel Commission and Eurail BV of a broad sample of respondents in these overseas markets about their travel intentions in 2024.
Yes, according to the same dataGreece is fifth (5) together with Austria in the preferences of Americans as well as Australians who intend to travel to Europe this year, sixth (6) in the preferences of Canadians, seventh (7) in the preferences of Brazilians and South Koreans, ninth (9) in the preferences of the Japanese and tenth (10) of the Chinese. These are markets that cumulatively have a population multiple times that of Europe and can potentially lead to a new era of growth and higher revenues for Greek tourism, economists comment. Across all markets, 38% of respondents are willing to spend more than €200 per day, more than double the average per capita daily spend in Greece in 2023.
THE security, quality of accommodation infrastructure and price competitiveness are the three “keys” for the final choice of destination, according to the survey. Among those, of the above seven key overseas markets they wish to travel abroad in 2024, 75% plan to visit Europe, with the remaining 25% considering other regions. And Greece is consistently in the top 10 choices and in some cases much higher. Those who will avoid traveling to Europe this year cite as the main reasons the war in Ukraine, the tension in the Middle East, the fact that they have visited the Old Continent again in the past and wish to visit another region of the planet, the high costs of air travel and the limited time they have available for vacations.
At USA, the intention to travel internationally remains at 2023 levels, with 60% of respondents expressing a desire to travel. Highest levels of optimism about traveling abroad this year were recorded in Brazil (76%), Australia (73%), Canada (72%) and South Korea (71%). Japan has seen a modest increase of 5% from 2023, yet the intention remains relatively low at 35%. China is the only market where travel sentiment is in decline, recording a 14% decline in long-haul travel intentions. However, 64% of respondents are still planning a long trip.
For travelers who wish to visit the Europe this year, safety is the primary factor influencing their choice of destination, with 45% prioritizing a safe travel environment. High-quality tourist infrastructure, i.e. good hotels, is in second place, with 38% considering it essential. Famous landmarks and destinations, archaeological or otherwise, as well as affordable service prices also play an important role in choosing a destination, with 35% of overseas travelers citing these as their top priorities. Pleasant weather also plays an important role in travel decisions, being considered decisive by 31%. Many express a strong preference for destinations that preserve their natural and cultural heritage, with 33% and 32% of respondents prioritizing this factor, respectively. This trend suggests a unique preference for destinations that retain their authenticity.
Among those choosing not to travel abroad to Europe in 2024, 36% cite significant travel costs as the main deterrent, with limited holiday time another important factor for 12% of respondents.
On average, international travelers plan to visit three European countries on their next trip. To accommodate these plans, most (58%) are considering vacations lasting between 1 and 2 weeks, while others such as Australians plan to stay even longer.
The Americans
The US continues to stand out as the main overseas traveler market for Europe, as is Greece in fifth place, contributing 5.4% of total visitors to the Old Continent in 2023. As late 2023 saw an increase in terms of consumer confidence, the expectations for increased trips to Europe from this market are positive, characteristically reports the European Travel Commission’s Long-Haul Travel Barometer.
At the same time, the initial enthusiasm for China’s opening up last year has now faded. A closer look at this trend, however, shows that the limitation of the willingness of the Chinese to visit Europe is mainly related to the very long distance and the requirement for a very long travel time which is not always available. Thus, Europe is falling by 14% this year in the preferences of the Chinese as a travel destination. However, those who eventually visit Europe aim for a stay of one to two weeks and a high daily budget of more than 200 euros per person.
Source: moneyreview.gr
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