As travel confidence grows across the continent, Europeans are starting to cast a wider net when planning their next getaway—and the shift toward long-haul destinations is unmistakable.
A quarter-of-a-million Europeans used Vacaay's online itinerary planner in April in anticipation of governments' opening borders and easing quarantine restrictions in the coming months.
Whilst most travellers have been limited to domestic or short-haul international travel to select neighbouring countries due to the escalation of the virus throughout the region, momentum is slowly building for extended holidays with South Africa the most popular long-haul destination, ahead of the USA and Thailand.
South Africa surges ahead
April’s data revealed a 400% increase in the number of European travellers who were exploring long-haul holidays compared with the six months prior. Similarly, South Africa saw a 520% increase in Europeans adding the Rainbow Nation to their travel itineraries, with game parks, beaches and luxury lodges the most sought after attractions.
Europe is gaining confidence as new case numbers continue to subside, and this confidence is evident when analysing short to mid term consumer travel patterns. We're seeing the same trends across key source markets, with German, Dutch and Swiss travellers displaying a prominent shift toward longer flights and extended stays.
A call to action for tourism boards
This data suggests that tourism boards around the world should be escalating their marketing activities with a focus on the European market, if they aren't doing so already.
As travel restrictions ease and long-haul wanderlust returns, now is the time for destinations to re-engage with Europe’s high-intent travellers—and position themselves front and centre in the rebound.
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