European tourism has performed vigorously in recent years, although long-term projections point to a slower growth of international arrivals when compared to other regions.
The
European Travel Commission (ETC) announced a firm commitment to
promote European destinations in overseas markets at the official
opening of the 27th Annual Meeting of the ETC Market Intelligence
Group (MIG) in Brussels on Wednesday, 20th February 2013.
Despite
a turbulent economic environment, European tourism (+4%) demonstrated
substantial growth in 2012, following a year of even stronger growth
(+7%) in 2011. However, long-term projections point to a slow - but
steady - decline in Europe’s share of the global tourism market.
Challenged by the increasingly fierce competition of emerging
destinations in long-haul markets, and by the persistence of an
uncertain economic climate in its internal market, Europe needs bold
actions to realise its growth potential. The European Travel
Commission – the organisation responsible for the promotion of
Europe as a tourist destination in overseas markets – announced
research-driven, innovative marketing strategies to promote
‘Destination Europe’ in four key markets: US, Canada, Brazil and
China. “Our common goal”, said Mr. Pedro Ortn, Director in charge
of tourism in the Directorate-General Enterprise and Industry of the
European Commission “is to reinforce public and private efforts at
EU level to better promote Europe in the main and most promising
origin markets, after an improved socio-economic knowledge of such
markets”.
Europe’s
diversified and high-quality tourism offerings present tangible
growth opportunities, as demonstrated by the region’s recent
tourism performance. Europe’s tourist industry exceeded
expectations in 2012, with growth reported by the majority of both
established and emerging destinations. Emerging destinations lead
growth, falling in line with worldwide trends. Iceland
(+20%), Lithuania (+12%),
and Romania (+10%) topped the ranking with exceptional double-digit
figures. Healthy growth was also reported by the more established
European destinations such as Germany (+8%), Spain (+5%), and Austria
(+5%).
In
2012, long-haul demand for
travel to European destinations remained
robust while travel from a few traditionally small origin markets
steadily gained significance. Most European destinations reported
robust growth from the US market, coupled with a strong rebound of
Japanese travellers after the devastating earthquake of 2011. Among
European outbound markets, Russia remained the fastest growing market
for all reporting countries. This resurgence of the economies in key
long-haul markets positively contributed to the rise of international
arrivals to Europe.
“With
shifting patterns in world tourism flows, Europe must respond to and
capitalise on the potential of tomorrow’s outbound travel markets”,
said Mr Peter De Wilde, ad interim President of ETC and CEO of Visit
Flanders. “It is highly important that National Tourism
Organisations strengthen their collective work under the auspices of
a common European brand in order to be successful in promoting
'Destination Europe’ to long-haul markets”, added Mr Eduardo
Santander, Executive Director of ETC “extensive market research as
well as cooperation between public and public-private stakeholders is
essential at the European, national, and regional level”.
The
long-established and internationally recognized value of ETC’s
research activities provides adequate tools to develop effective,
research-driven strategies. For three decades the ETC Market
Intelligence Group, consisting of the research directors of ETC’s
33 members, has provided an active forum for sharing market
intelligence and research on best practice; ultimately benefitting
Europe as a whole. “We have worked together over the years to
create an open network aimed at enhancing knowledge and understanding
tourism in a healthy manner“, said Mr Leslie Vella, Chairman of
ETC’s Market Intelligence Group (MIG). “Our annual meetings have
been undoubtedly established as one of the most important events in
the European tourism research calendar. Aware of the current
situation and future prospects for Europe, we feel the even greater
responsibility of assisting our members in fulfilling their ambitious
objectives”.
Outlook
“UNWTO
forecasts through 2030 indicate that Europe will gain more
international travellers over the coming decades, but competition on
market share is fierce”, indicates Mr Michel Julian, senior program
officer of the World Tourism Organization (UNWTO). “Over the coming
decades, Asia and the Pacific will show the fastest pace of growth,
with arrivals forecast to increase by 204 million in 2010 to reach
535 million in 2030 (+4.9% per year). The Middle East and Africa are
also expected to more than double their arrivals in this period, from
61 million to 149 million and from 50 million to 134 million
respectively. Europe (from 475 million to 744 million) and the
Americas (from 150 million to 248 million) will grow comparatively
less. As a consequence there will be a decline in the share of Europe
(to 41% from 51%) and the Americas (to 14% from 16%)”.
In
general, the outlook for Europe’s immediate future is more positive
and it is evident that the most significant risks for the global
economy eased through 2012 and the 2013
outlook for
the global economy is more optimistic. Although it will be hard to
match the strong recent performance, ETC expects European
destinations to grow on average by 1% to 3% next year, with marked
differences across destinations.