POPULAR European cities are wooing more upmarket, niche and cultured travellers – and fewer mass-market tourists, according to the new report “Megatrends Shaping the Future of Travel” from global market research provider, Euromonitor International unveiled at World Travel Market London.
Euromonitor International’s new study reveals the tourist boards of many European destinations are on a “quest for the right traveller”, amid media headlines about overtourism.
Euromonitor International’s research team also predicts a ripple effect across the continent when the UK leaves the European Union in March 2019, as the outbound British travel market will be affected by the outcome of trade talks.
The Euromonitor International research found that Europe’s tourism industry has proved remarkably resilient, despite economic and political turmoil, the migrant crisis, and terrorist attacks over recent years. As well as a shift away from the mass market, Euromonitor International identified a trend towards being “respectful of local cultures and residents”.
It cites the case study of Amsterdam which is trying to shed its party destination image and is piloting several initiatives to minimise the negative impacts of tourism and events on local residents.
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