According to data from travel trend analyst Mabrian, tourists in Europe are increasingly opting for experiential activities over traditional cultural and beach-based activities.
Which European countries are well-positioned to attract customers as interest in nature-based and active experiences rises?
From January to October 2023, Mabrian utilized AI and natural language processing to analyze spontaneous conversations about travel on social media platforms.
The research involved examining over 380 million mentions to understand people’s travel preferences. By considering this data alongside information on environmental connectivity, locations that align with current and emerging trends were identified.
How were destinations selected for travel?
The study revealed a shift towards non-conventional and experiential travel motivations on a global scale.
While cultural tourism remains a significant draw for European visitors, the demand for experiential travel, including nature, active pursuits, and culinary experiences, has grown by 8% since 2019.
Mabrian assessed destinations with the highest demand for experiential activities while still maintaining a share of interest in traditional travel to predict the destinations likely to trend in 2024. The study also evaluated the global accessibility of these destinations by air.
Which German region is expected to be the most popular in 2024?
Italy emerged as a top contender, with Piedmont standing out as a prime location due to its rich blend of culture, nature, and gastronomy.
The western region offers a plethora of activities for adventurous travelers, ranging from the annual white truffle fair in Alba to the snowy slopes of Via Lattea, the vineyards in Langhe, and the picturesque Lake Maggiore. Turin International Airport provides convenient access from anywhere in the world.
Italy boasted the highest number of potential trending destinations in Europe, securing the second, seventh, and ninth positions, respectively.
Which other European regions are expected to gain popularity this year?
Nouvelle-Aquitaine in France secured the second spot, renowned for its wine, cuisine, and natural beauty. The southern region, famous for its oyster farms and Bordeaux vineyards, also serves as an excellent base for Pyrenean skiing and hiking.
East of England climbed to second place for its blend of heritage and natural landscapes. The region’s attractions are easily accessible from the capital, London, and through international airports, showcasing attractions like the prestigious galleries of Cambridge and the serene waterways of the Norfolk Broads.
Occitanie in France claimed the fourth spot, offering visitors the chance to explore fruit orchards, hiking trails in Le Puy-en-Velay, and the UNESCO-designated Canal du Midi. Vibrant cities like Toulouse and Montpellier are also situated in this region.
North Rhine-Westphalia in Germany, home to Cologne and numerous enchanting castles, secured the fifth position. Hamburg, Germany, claimed the seventh spot, followed by Lisbon, Portugal, in the tenth position.
