Workation, slow tourism, culinary tours: Niche travel big in Middle East, India and North Asia

Europ Assistance recently concluded its 2024 Holiday Barometer Power Breakfast in Singapore, a deep dive into global travel trends and insights from Europ Assistance and IPSOS, in line with their 23rd edition of the Holiday Barometer report. The survey gathered insights from 21,000 respondents across 21 countries (Europe, North America, Asia, and Australia), offering a view of global travel trends. In each country, 1,000 consumers aged 18 years and older took part in an online questionnaire.

2024 global travel trends: Amid global uncertainty, travel emerges as an escape and a means of anxiety relief

The 2024 Europ Assistance / IPSOS Global Holiday Barometer highlights a growing travel appetite across the world. However, there are notable variations observed among the 21 countries included in the survey.

“Despite global concerns surrounding inflation, geopolitical tensions and conflicts, the desire to travel remains remarkably resilient across all regions surveyed. With notable variations observed among the 21 countries included in the survey, this year’s barometer reflects genuine excitement about embarking on new adventures. It’s fascinating to see how travelers adapt their practices to address constraints, for example related to inflation. The survey brings a wealth of insights to all our partners who want to decrypt new trends, expectations and preferences!”, Virginie Babinet, CEO Travel Insurance & Assistance, Europ Assistance Group.

Holiday Barometer 2024 – Key Takeaways

Travel enthusiasm remains strong: According to the survey data, 80% of the European population exhibits enthusiasm for travel. This enthusiasm is high across other zones as well, with a sizable portion—ranging from a third (31% in North Asia) to nearly half (53% in India)—expressing genuine excitement (“really excited”) about embarking on new adventures.

Europeans lead the charge when it comes to summer vacation with over two-thirds (68%) having planned a summer getaway. In contrast, summer travel is less prevalent in other regions, with only around half of Australians (47%) and Americans (53%) planning trips, and even fewer Japanese (29%) are gearing up for summer adventures. 

An intense desire to escape and change scenery: Notably, 49% of European and 50% of North Asian travelers wish to embark on international trips this summer, indicating a pent-up demand for cross-border travel experiences. The report suggests that behind the overall European figure, significant differences exist inside Europe: while Southern Europe and France favor domestic travel, other countries are eager to cross borders during their holidays.

Traveler motivations – Prioritising safety: Across regions, travellers prioritise safety measures and health protocols when planning their trips, with respondents citing safety as a top priority in destination selection for North American, Middle Eastern, Indian, North Asian, and Australian travelers.

“We are thrilled to witness the strong enthusiasm for travel reflected in the survey results. Despite the challenges posed by the pandemic and global uncertainties, travelers around the world remain eager to explore new destinations. At Europ Assistance, we are committed to supporting and facilitating these aspirations, ensuring safety and peace of mind for our customers who need to escape and explore” – Antoine Parisi, Group CEO.

The risk of armed conflict in the destination zone is top among these safety concerns, which has seen a significant uptick of 28 points in Europe. This surge has led to an impressive 49% of Europeans citing it as an “essential” factor. (Note that in 2023, the item specifically mentioned the “war in Ukraine”.)

Navigating inflationary pressures: Rising inflation and economic uncertainty continue to pose challenges for travelers, impacting trip planning and budgeting decisions. Despite these constraints, travelers are adapting by seeking cost-effective alternatives and adjusting their spending habits to mitigate the impact of inflation on their travel plans.

Balancing travel and environmental concerns: While travelers express a growing awareness of environmental issues, their commitment to sustainable travel practices remains nuanced. While the ecological footprint of travel remains a consideration for only 18% of European travelers when choosing a destination, and travelers may not always prioritize eco-conscious choices in transportation and accommodation, there’s a growing consciousness about environmental impact, and a notable shift towards mindful travel practices. Supporting local economies and minimizing waste have become widespread behaviors, with 88% of Europeans and 85% of North Americans actively incorporating these principles into their journeys.

Emerging travel trends: The survey also identifies a range of emerging travel trends, including the rise of niche travel segments such as “workation,” slow tourism, and culinary tours. A quarter of active European travelers intend to embark on a “workation” this year – defined as the seamless integration of work and vacation, where individuals work remotely from a holiday destination. Interestingly, this trend is even more pronounced in the Middle East (76%), India (75%), and to a lesser extent, in North Asia (44%) and North America (38%). 

Exploring new horizons responsibly

According to the Holiday Barometer, 69% of Europeans express interest in slow tourism, a trend characterized by immersive experiences that support local communities and minimise environmental impact. Likewise, 38% are drawn to wellbeing trips/tours, seeking health-focused travel experiences that prioritize relaxation and rejuvenation.

Adventures await: Global travel trends

According to the report, the allure of international travel remains undeniable, with destinations such as Italy, Spain, and France continuing to captivate European travellers. Meanwhile, countries like Japan and Turkey emerge as top choices for travellers from across the globe, reflecting a growing interest in cultural exploration and diverse experiences.