It was the news tour operators and travel advisors had been anxiously anticipating for 15 months: On June 18, the European Commission recommended that the U.S. travel ban should gradually be lifted throughout the bloc. The metaphorical walls surrounding the 26 member states of the EU began to progressively crumble, opening borders for each other’s citizens and third-country nationals.
Following a period of mass uncertainty, concern and economic hardship, this announcement was a welcome glimpse of the return to “normal.” The absence of tourists sent every European economy spiraling, leaving hundreds of thousands jobless as hotels and restaurants shuttered and, between 2019 and 2020, airlines reported their most significant drop ever recorded.
Experts are already noticing divergent trends among U.S. travelers returning to Europe compared to their pre-pandemic jaunts. But just how markedly did this catastrophe ravage the continent? While we may not have an answer for years, we are already peeking into this new chapter of tourism for Europe as travelers trickle back.
Here, we highlight five emerging trends — both forecasted and witnessed — as the world slowly rebounds from this profound circumstance.
Bypassing Typical European Cities for Under-the-Radar Destinations
As travelers cautiously navigate the new norms of European travel, they are not necessarily eyeing traditionally touristed hot spots such as Barcelona, Paris or London.
Instead, motivated by fewer crowds, greater affordability and more hyperlocal experiences, the developing trend is to experience smaller European cities and unbridled hamlets of nature. Though this was an emerging trend continent-wide pre-pandemic, COVID-19 has accelerated the transition.
Spain’s coastal city of Valencia, for example, is a testament to popularity beyond capital cities.
“Besides being a vibrant city with direct access to the beach, it is a more affordable destination than Madrid and Barcelona, and tends to be much less crowded,” said Maximo Caletrio, promotions manager for Canada and the U.S. for Visit Valencia. “Today, the advantage of being in a smaller, less-discovered city is that there are fewer COVID-19 cases and a much lower risk of infection than in a larger city.”
Similarly, Atout France, the French Tourism Development Agency, observes travelers looking beyond Paris in more significant numbers.
“We understand that Paris is a central attraction, but due to France’s extensive train network and smaller size, it is easy to explore these under-the-radar cities or regions just an hour or two from the capital,” said Agnes Angrand, deputy director of Atout France. “We use these cities’ cultural strengths — for example, the Luma tower in Arles or the Miroir d’Eau in Bordeaux — as a departure point to help put these cities on the map.”
Visitors my look to visit smaller cities such as Bordeaux, France.
Credit: 2021 Alexander Demyanenko/stock.adobe.comAdvisors can become more knowledgeable about these secondary cities by engaging with regional tourism boards. Pre-pandemic, Atout France created a campaign titled “Top French Cities,” highlighting 29 affordable and accessible cities throughout the country besides the bustling capital.
“We have also had several training seminars during the pandemic,” Angrand said. “And next month, we are launching a new e-learning program.”
Spending More Time in One Country or City
Another trend emerging pre-pandemic was spending more prolonged periods in one country or city, rather than creating hectic itineraries that merely skim the highlights of multiple destinations. Slower travel enables clients to experience a destination more comprehensively, allowing for a more relaxed, stress-free pace. Plus, immersing oneself in a single culture can provide more authentic and meaningful interactions. COVID-19 is forecasted to increase this trend — travelers have been forced to decelerate dramatically, and many are not in a hurry to resume a fast-paced lifestyle.
Of course, complicated travel logistics propelled by the pandemic are another reason why clients may stick to one destination, especially in the near future. By thoroughly exploring just one country, travelers eliminate the risk of a multi-country itinerary being ruined if one of the destinations goes into emergency lockdown and closes its borders.
“We believe travelers are opting to fly to one destination to avoid crowded planes and possible flight cancellations,” said Radka Krizek, public relations manager for Czech Tourism. “Each EU country has its own entry conditions, making travel complicated. The EU countries are just beginning to lift travel restrictions, and it’s too soon to predict how long this trend will last.”
Even geographically smaller countries are expecting a surplus of long-stay travelers. The Czech Republic, for example — 125 times smaller than the U.S. — previously positioned itself as an optimal segment on a tour of Central Europe; now, it’s showcasing its strength as a standalone destination. The tourism board is eager to share more comprehensive, “slow” itineraries for travelers post-pandemic, which enable visitors to soak in the country’s more undiscovered attractions and local culture.
“Taking a quick train, bus ride or road trip outside the capital city of Prague will show travelers a whole new side of the Czech Republic, including nature, World War II history, architecture, spas and beer,” Krizek said.
Smaller destinations, such as Prague, Czech Republic, might appeal to travelers.
Credit: 2021 Kennymax/stock.adobe.comSimilarly, less-conventionally touristed Estonia has been promoting slow travel since it first became interested in international tourism, and it is further encouraging the trend post-pandemic.
“Estonia has 47 cities, most with fewer than 50,000 residents, which means that slow travelers can enjoy small-town charm and authenticity without facing hordes of tourists on every corner,” said Liina Maria Lepik, director of the Estonian Tourist Board. “Tourism development in Estonia strongly supports the local traditional lifestyle, creating a positive attitude and allowing visitors to experience the authentic way of living.”
And of course, Estonia’s vast natural offerings provide plentiful opportunities to enjoy more conscientious travel.
“For a more extended time, we would suggest American travelers explore destinations outside of Tallinn, such as Estonia’s islands or the luxurious manor houses in the south,” Lepik said.
An Increase in Private "Bubble" Group Tours and Luxury Offerings
After 18 months of isolation, people all over the world are craving exploration and connecting with loved ones again. The pent-up demand for travel coincides with various operators providing more opportunities for private group tours, which capitalize on a shared experience amongst an inner circle of friends or family. Often highly customized, these private “bubble” group tours are appealing post-pandemic as they limit interaction with outsiders and may be perceived as safer.
“Traveling together with people you know makes more sense now than ever, as being put on a trip with strangers is more worrisome than before,” said Sandra Weinacht, president and co-founder of Inside Europe, which has specialized in group tours from its onset. “We have always focused on giving our travelers great value by sharing private transportation and benefiting from special rates offered to small groups.”
According to Liam Dunch, Europe product manager for Abercrombie & Kent (A&K), privacy, exclusivity and special access are more in demand than ever before. The company has seen a definite rise in demand for these personal, tailor-made bubble tours.
“We’re also seeing guests take over entire small-group departures as exclusive for their private group of family or friends,” Dunch said. “For Americans whose savings were not affected by the pandemic, the strong stock market is encouraging them to reimagine postponed holidays. After months of not being able to travel, they have had plenty of time to plan and dream big, and now they want to experience these places and can spend more on privacy and exclusivity.”
Traveling together with people you know makes more sense now than ever, as being put on a trip with strangers is more worrisome than before.
A&K has fused this pent-up luxury demand with group-bubble security to create itineraries that enable a small cohort of travelers to explore an entire region all in one trip. One such A&K journey, Wings Over the World, explores a region in-depth, using private air to fly directly between destinations. These programs are available on an exclusive basis, allowing guests to choose when and with whom they want to travel.
“Each itinerary can be customized based on group size and aircraft availability,” Dunch said. “We had great success with guests who have taken our Wings Over the Mediterranean private journey. They appreciated the privacy of chartered air, exploring with their local guides and enjoying five-star hospitality at the finest hotels.”
Recognizing the industry demand, Trafalgar launched an option for groups of 12 or more who want to book an entirely private itinerary. And the company has further prioritized hygiene by hiring a Wellbeing Director on all trips who is responsible for ensuring protocols are adhered to by partners and suppliers; assisting with any health-related queries; and staying up to date on COVID-19 restrictions at destinations.
Exploring for Longer and Making the Trip Count
Pre-pandemic, Americans were not known for taking long vacations. In fact, in 2019, 55% of Americans did not even utilize all their paid vacation time. But following this disruption to reality and months of Zoom meetings, travelers are ready to replace desks chairs with beach loungers — and for longer periods of time.
With remote work across traditional industries making extended travel more widely attainable, clients may not be as restricted by employers’ personal time off limits.
“Even before the pandemic, there were concerns about travelers city- or country-hopping too frequently, so it seems like this trend will last for a while,” said Angrand of Atout France. “Especially if companies embrace remote working, then employees will have the possibility of spending more extended time in one city or country.”
The U.K. — which recently announced it is opening to vaccinated U.S. travelers — is anticipating a surge of visitors ready to spend more time and money on travel.
“We know from our research and our relationships with the travel community that there is a lot of pent-up demand for travel, and specifically for bucket-list trips where travelers can do it all and make up for lost time,” said Paul Gauger, senior vice president of the Americas for VisitBritain.
We know from our research and our relationships with the travel community that there is a lot of pent-up demand for travel, and specifically for bucket-list trips where travelers can do it all and make up for lost time.
Gauger cites Britain’s compact geography and plethora of unique experiences as reasons it’s an optimal destination to explore for a longer duration post-pandemic.
“We have our bustling cities with countless museums, theaters and luxurious hotels, as well as our adored countryside destinations with serene lakes, quaint cottages, historic castles and national parks,” he said. “There’s truly something for everyone to enjoy on a longer stay.”
Favoring Wide-Open Spaces to Crowded Urban Environments
After months of isolation-induced claustrophobia, travelers prefer nature, wide-open spaces and privacy to crowded urban environments. Some of us are still psychologically programmed to associate congestion with heightened chances of illness — cities have been portrayed as less hygienic and, frankly, more threatening for the past year. Many Americans turned to socially distanced walks and the outdoors throughout isolation for physical and mental wellness, and these active hobbies will likely continue post-pandemic.
Countries such as Norway, where most of the land is unpopulated and undeveloped, are forecasted to be especially coveted post-pandemic destinations. Thanks to some of the longest coastlines globally, over 700 fjords and thousands of miles of untouched nature, Norway is likely to see a tourism boom, according to Harald Hansen, industry specialist for Visit Norway.
“Wherever you decide to go, you also find nearby towns and villages for culture, food and history, where you can rent all kinds of equipment for your adventures or join expeditions and tours into nature,” Hansen said. “Norwegian travel includes hiking, biking, skiing (including summer skiing), mountain climbing and more.”
Hansen believes opportunities for cultural immersion align harmoniously with Norwegian wilderness escapes. For example, the central Norwegian region of Trondelag is not only recognized as a wilderness playground, boasting coastlines for kayaking and dramatic mountains to climb — it will also attract a global audience in advance of the region’s designation as the official European Region of Gastronomy for 2022.
In Bergen, Norway, visitors can experience nature.
Credit: 2021 Scanrail/stock.adobe.com“Wherever you travel in nature, you will also find local culture, festivals, museums and attractions,” Hansen said.
Croatia, which has been open with limited coverage for the entirety of the pandemic, cites its eight national parks, stunning Adriatic coastline and thousands of islands as the main reasons for its vibrant tourism scene: More than 84,000 Americans visited in the first half of 2021.
Croatia has been ope to visitors throughout the pandemic.
Credit: 2021 Yasonya/stock.adobe.comAfter all, “wide-open and unspoiled spaces are the most important factor in today’s modern living,” said Cristina Vojic-Krajcar, marketing manager for the Istria Tourist Board.
Istria, the bucolic peninsula mainly encapsulated by Croatia, is famed for its rolling hills and secluded indented coastline.
While Europe’s travel industry has witnessed its darkest days throughout the COVID-19 pandemic, perhaps these new trends reveal a necessary rebirth for the continent. Rediscovering the region meaningfully and intentionally — with slow travel, human connection and wilderness prioritized — may alter the fate of an industry once in danger of losing its authenticity.
“Rediscovering natural shapes, colors, scents and sounds is something fundamental,” said Vojic-Krajcar. “It is the most valuable entertainment.”
