Key findings
- Despite global uncertainty, people are travelling more eagerly than ever before. As many as 79% of Europeans and 71% of Americans plan trips between June and September this year, which is a record number. This travel enthusiasm is also shared by residents of Northern Asia and India, where excitement reaches 90%. In the USA, more people plan to travel than before the pandemic, indicating recovery and progress.
- The popularity of international travel is on the rise, with people seeking new cultural experiences despite geopolitical tensions. Countries that previously favoured domestic travel, like Italy and France, are now choosing trips abroad much more often.
- Europeans prefer seaside destinations, with Spain, Italy, and France remaining the most popular spots. However, more and more travellers from Europe are also turning to Asia and Africa. Japan is a particularly popular destination among Asians.
- For many people, the ideal vacation is about relaxation, family gatherings, and exploring nature. In Europe and elsewhere, people value time spent with loved ones and experiences. However, in Japan, the popular choice is also “enjoying home.”
Trends
- Financial constraints are the main obstacle to travelling, especially in Northern Asia and North America. Even so, there is a noticeable desire to travel, which leads people to willingly allocate a larger part of their budget to vacations. In Europe, financial limitations prevent 58% of people from travelling, while 47% plan to increase their travel budget.
- Safety is the number one priority for travellers when choosing a destination. In North America, it is the most important criterion for 32% of people, and its importance is also growing in Europe.
- The geopolitical situation is influencing travel decisions, especially when it comes to the USA, which appears on the list of destinations some travellers prefer to avoid. In 2024, the United States ranked among the top five countries that travellers are choosing to avoid due to political circumstances.
- Environmental concerns lose priority when it comes to travel decisions, as more and more people opt for air travel. In Europe and North America, the use of planes has reached its highest level in four years, despite growing awareness of environmental issues. This trend suggests that people are shifting their priorities in favour of fast and convenient travel, even if it comes at the expense of sustainability.
- Even though carbon footprint doesn’t play a major role in travellers’ decision-making, more and more of them are considering the risks associated with natural disasters. People are avoiding destinations with a higher likelihood of such events. This year, 40% of European travellers express this concern — nearly double compared to 2022 — indicating a growing awareness of the risks linked to the climate crisis.
Popular destinations
Spain, Italy, and France firmly hold their places as the top three most popular destinations in Europe. France is the number one choice for Belgians, and despite geopolitical tensions, it remains highly favoured by Americans, who prefer it as their main international destination this summer. Alongside this top trio, Portugal, Greece, and Croatia are also enjoying significant popularity.
Where are Czechs planning to travel this year? Surprisingly, it’s not Croatia as in previous years. The most common destinations are Italy (21%) and our eastern neighbour, Slovakia (14%). A significant portion (12%) also plans to head to Spain this year.
About the research:
Source: ipsos.com