Trends: Europe travel trends for DMCs and Event Planners

With a market share of 50%, the European MICE market dominates the world industry. In fact, in terms of the number of international association conference participants, Europe is the largest market in the world. Some of Europe’s best MICE destinations include Athens in Greece, Barcelona in Spain, Berlin in Germany, Istanbul in Turkey, among others.

Needless to say, Europe’s MICE industry has also been badly affected by the COVID-19 pandemic. While there is still uncertainty on the outcome of this pandemic, the rules for traveling to and from some areas of Europe are complex and every country has imposed different regulations for outbound and inbound travelers. However, with several countries finally opening their borders, the demand for face-to-face events and incentive trips are slowly rising.

Planning to take your events to Europe this year? Here are a few trends to consider, especially for event planners and DMCs.

​1. Travel hopefuls are more open to short-term trips.

European travelers are seen to be more determined to adhere to their travel plans rather than wait or postpone. Being in lockdown for quite some time, travel sentiment continues to improve and pandemic restrictions become the new normal.

2. City breaks in Europe are a top last-minute getaway.

As trip planning becomes more last-minute, higher interest in city breaks poses as an indicator of the gradual return to normality and towards more spontaneous trips in the near future. More city breaks come along with the increased popularity of shorter trips. Arles has been named a top city break destination by Time Out.

3. With strong health and safety concerns, air travel preference increases.

European travelers are now more eager to switch to air transport. This is another sign of improved consumer confidence towards using commercial flights to optimize travel times.

2022 could be a tempting time for European travel if vaccination efforts are successful and the coronavirus pandemic eases.

If vaccination efforts are successful and the coronavirus pandemic eases, 2022 could be a tempting time for European travel, thanks to discounts and smaller crowds as visitors slowly trickle back to popular tourism sites.

Above all, your client’s health matters. Prioritize it.

Author: Deb Davad