On June 9, 2021, the United States Tour Operator Association (USTOA) launched its new, weekly “Wednesdays at One” webinar series with a session dedicated exclusively to Europe.
Led by Tom Jenkins, CEO of the European Tourism Association (ETOA), and Eduardo Santander, CEO of the European Travel Commission (ETC), the webinar represented both the public and private sectors for inbound tourism in Europe.
During the session, the speakers discussed what has already happened in the continent since the COVID-19 pandemic began, as well as what they expect to see in the future. Currently, the EU does not have a blanket strategy for reopening. While some European nations have begun welcoming vaccinated visitors, others remain closed. Even among the reopening countries there are differences in exact protocol, with some still requiring fully vaccinated visitors to provide a negative COVID-19 test to enter, while others only need proof of vaccination.
Here were the top takeaways from the webinar.
Travelers’ Main Concerns Are Tied to Government Regulations
Sharing data from a recent survey by data solutions company STR, Jenkins illustrated the top worries travelers have about taking international trips. Among those surveyed, 77% report concerns about government legislation and restrictions, while 64% report a fear of both their fellow travelers not following the rules, as well as the potential hassle of quarantining. Rounding out the top five concerns, 53% of respondents said they worry for their own health while traveling, and 51% are wary of last-minute cancellations.
“Government is responsible for [handling] three of the top five concerns,” Jenkins said. “[What the tourism industry is] experiencing is partly due to the nature of the crisis, because there’s a real health emergency, but it’s also due to how governments are handling that health emergency.”
Jenkins and Santander pointed to a lack of harmony in various governments’ regulations as a major roadblock in the road to Europe’s tourism recovery.
“Europe has to work together if we want to stay competitive,” said Santander, who also shared the panic he witnessed among Britons vacationing in Portugal when the U.K. moved the country from its “green list” to its “amber list” (thus requiring a mandatory quarantine upon return).
Both Jenkins and Santander also agreed that such sudden changes in rules and regulations do not help to quell travelers’ fears.
Now Is the Best Time to Visit Europe
In discussing the variety of factors impacting travelers’ ability and willingness to visit Europe this year, Jenkins argued that motivation and desire to explore the continent are still high, but some believe that cities around the world have been permanently damaged by the pandemic.
Jenkins thinks otherwise.
“The things that people come to Europe to see are essentially unchanged. The Monalisa will not change. David in Florence will still be stark naked, sitting in the Accademia. They’re just looking a bit lonely at the moment,” he said. “It’s possible some of the vibrancy will have been taken out of the cities, but we don’t know. It may be that they’ve become more vibrant because they’ve become more open and economically fluid.”
Having money and a means to travel are also major influencers, according to Jenkins, who noted that younger travelers were hit harder by the pandemic, while others were able to increase their savings over the past year.
Increasing airlift will also be crucial to move forward, he added.
But despite the challenges, Jenkins and Santander believe now is the best time to visit Europe. Coming off the pandemic’s tight travel restrictions just before summer means more availability, lower prices and a lack of crowds — even in popular destinations.
Santander also predicts a longer-than-usual summer season that could extend into October and possibly even November. By then, more people will also be traveling, meaning hotel and tour operator supply, which is usually plentiful in the shoulder season, may be scarce this year.
His advice for travel advisors? Start planning your clients’ Europe trips now, and rely on the EU’s Reopen Europe website for updated travel information.
The Details
European Tourism Association
European Travel Commission
