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europe | regions


Travelers from North America are unlikely to experience new difficulties in moving between European countries. The recent trend for business journeys to be replaced


with virtual meetings looks set to continue; March 2021’s ITB Berlin is one of the major European trade fairs that will be entirely virtual. Inevitably, travelers remain cautious about booking


transatlantic vacations. Skepticism towards urban travel may continue until a vaccine is widespread. In the wake of Covid-19, labeling initiatives have been


introduced to reassure visitors that venues are applying secure cleaning protocols, including Switzerland’s high- profile ‘Clean & Safe’ campaign. As part of measures to slow the transmission


of Covid-19, hospitality and tourism businesses across much of the continent faced temporary closures during lockdowns in 2020. Governmental economic interventions helped secure the survival of many private-sector businesses as well as state- run institutions. Despite a fiscally challenging 2020, museums and tourism attractions that traditionally feature on international travelers’ ‘must-see’ lists remain operational. Several, including the Louvre in Paris and the Vatican Museums, now offer insightful virtual tours that may attract tech users and encourage them to make future visits. As part of social distancing measures and efforts to


limit numbers, it’s become normal for visitors to major attractions to pre-book entry times. This builds on a trend already being implemented to counter overtourism at the likes of Amsterdam’s popular Van Gogh Museum and Anne Frank House. Consequently, independent travelers are likely to see a greater need to plan further ahead to unlock the tourism potential of European cities. Increasingly, smartphones enhance and shape visitors’


experiences while traveling in Europe. SIM cards are, of course, widely available in airports and other transport hubs, making local data networks available. Micro- moments shape travelers’ decisions on where to go and what to do, facilitating independence from groups. Beyond making trip-defining choices, a wealth of apps use the Global Positioning System (GPS) to offer self-guided audio tours, including in off-the-beaten-track places. Apps also enhance trips to the likes of London’s British Museum and Madrid’s Prado Museum by providing information about exhibits and helping visitors to plan itineraries. The general trend towards increasingly ethical and


sustainable consumption is reflected in European travel trends. For example, online travelers are increasingly seeking out ‘local’ and ‘unique’ experiences that allow them to engage directly with smaller, independent businesses. Experiences are diverse and can range from cooking classes in rural Spain to stand-up paddleboarding in Slovenia’s capital, Ljubljana. Having evolved out of Italian protests against fast food, the slow travel movement is increasingly in vogue


across Europe. It encourages travelers to embrace destinations ‘like a local’ by consuming regional cuisine and connecting with residents — that may mean, for example, listening to anecdotes told by local experts during guided cycling or walking tours, such as those offered by Eating Europe in several cities. The anti-flying movement had been gathering pace in


Europe before the spread of Covid-19 resulted in airlines across the continent cutting capacity and services. The movement encourages and sometimes shames travelers into seeking environmentally friendly alternatives to flying, and has reinvigorated the demand for rail travel. Travelers are embracing trains as a way of admiring


landscapes while traveling seamlessly between city centers. Eurail passes, which are valid in 33 countries, including on Eurostar trains which use the Channel Tunnel between the UK and the continent, are increasingly appealing to travelers within a mature demographic; 18 percent of all Eurail passes sold in North America are to people over 60, while 60 percent of pass-holders are aged over 27. The trend towards environmental awareness is driving demand for more eco-friendly hotel services and a rise in sustainable vacations. Germany, France and the Netherlands lead the continent in terms of overnight eco-tourism offerings, which tend to be nature-related and encompass the likes of cycling and hiking vacations, dark skies and adventure tourism. Europe’s broad palette of cultural offerings remains one


of the continent’s key selling points. Traditional Christmas markets drive winter visits to cities such as Strasbourg, Tallinn and Vienna. Due to the pandemic, celebrations marking the 250th birth anniversary of classical composer Ludwig van Beethoven have been extended beyond 2020 into 2021. Similarly, plans to mark the 800th anniversary of the foundation of the Dutch city of Dordrecht have been pushed back into 2021. The 2020 edition of Bavaria’s Oberammergau Passion Play — a dramatic performance of Christ’s last days, held every ten years since 1634 — has been rescheduled for 2022. A report published by the European Travel Commission


in mid-2020 indicates that the continent’s tourism numbers are unlikely to recover to 2019 levels until at least 2023. It highlighted that visitor numbers to Croatia fell 86 percent on their usual level in the spring of 2020. It’s a stark turn of events for destinations like the Croatian walled city of Dubrovnik, a popular port of call for Adriatic cruises — the city had infamously become a victim of overtourism in the years before 2020. Travelers to Europe in 2021 are likely to enjoy recently overcrowded destinations, such as Barcelona and Venice, in very different circumstances. This provides a unique opportunity to sell travel to Europe, whose cultural vibrancy and readiness to adapt to a post-Covid world mean there will be a wealth of experiences when travelers feel ready to return. 


Worldwide Destination Guide 2021/22 | ASTA | 77


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