European travel is recovering, although it is becoming increasingly expensive.

It's not just Chinese tourists; many travelers from Brazil, Australia, Canada, and the US have indicated that Europe remains their top choice for longer trips between May and August this year. Furthermore, European hotels are hoping for the return of Chinese tourists, recognizing their high spending power.

European tourism is on the rise.

The two markets with the highest intention to travel to Europe for the short term are China and Brazil. 73% of respondents in China hope to visit Europe this summer, with 52% saying they have already made detailed plans for the trip. Following China, Brazil has the highest percentage of people choosing to travel to European countries, at 52%.

In three other countries—Australia, Canada, and the United States—the percentage of tourists wanting to visit Europe was roughly the same, at 38%, 37%, and 36% respectively. The majority of visitors were under 50 years old.

Du khách từ Trung Quốc, Brazil, Mỹ mong muốn tham quan các địa điểm du lịch ở châu Âu dịp hè. Ảnh: Schengenvisainfo. — Tourists from China, Brazil, and the US are eager to visit tourist destinations in Europe during the summer. Photo: Schengenvisainfo.

According to travel insurance provider Allianz Partners, London (UK), Paris (France), and Dublin (Ireland) top the list of the 10 most popular destinations for travelers at the beginning of the year. Capitals such as Rome (Italy), Reykjavik (Iceland), Amsterdam (Netherlands), and Lisbon (Portugal) also made it into the top 10.

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According to a survey by Schengen Visa Info, the cost of travel products and services in Europe has increased by nearly 10% compared to the summer of 2021-2022. Hotel prices continue to rise sharply across the continent. According to travel management company American Express Global Business Travel (AEGBT), European hotel prices are expected to increase most significantly this year. Paris is projected to see a 10% year-on-year increase, followed by Stockholm at 9% and Dublin at 8.5%, with AEGBT predicting the highest increases.

Europe attracts tourists because the continent meets three main criteria: perceived safety, tourist amenities, and affordability of tourism services. "When choosing a travel destination, tourists are still interested in famous landmarks, followed by whether the weather conditions at the destination are favorable for sightseeing," the ETC report stated.

High cost

The increasing number of tourists flocking to European countries has led to a significant increase in the prices of services and hotels. Many tourists are forced to switch to trains or ferries due to the high cost of airfare during the peak summer travel season.

Nhiều du khách Nhật Bản cho biết các điểm đến ở Đông Á vẫn là lựa chọn hàng đầu. Ảnh: Clement/Unsplash. — Many Japanese tourists say that destinations in East Asia remain their top choice. Photo: Clement/Unsplash.

Many tourists from various countries, including those living in Europe, are also facing difficulties planning their summer vacations. Sarah Ferguson, a resident of Florida (USA), moved to Amsterdam in April 2021. However, she says she has been unable to return to the US with her family because she cannot afford the cost of six plane tickets.

With rising costs, discount programs such as loyalty programs or lowered hotel standards are preferred by travelers. Additionally, tourists are opting for less expensive restaurants and self-service options to optimize their budget.

According to ETC, cutting shopping expenses by 37% is a top budgeting strategy for foreign tourists.

Furthermore, the survey revealed that many tourists prioritize destinations that protect cultural and natural heritage.