I REGION I EUROPE I
I REGION I EUROPE I European tourism shines bright in 2022 International tourist arrivals in Europe reached 80% of 2019 volumes last year, making it the leading destination in the world, with over 585 million visitors, according to UNWTO. With 80% of total pre-pandemic arrivals in 2022, Europe has been one of the most dynamic regions for the tourism sector according the the organisation. The recovery in Europe has been remarkable despite ongoing socio-economic challenges. The European continent welcomed 585 million international travellers in 2022 according to estimated data from UNWTO. This is compared to 305 million in 2021. Within the continent, Western Europe had the best track record, with international arrivals dropping by only 13% compared to 2019, representing a total of 178.1 million international tourists. In December, the difference with 2019 was even narrower, just -7%. South/Mediterranean Europe was down by 18% (but narrowed to -7% in December 2022). It remains Europe's largest tourism destination with 248 million international travellers, a market share of 27%. Northern Europe recorded 18% less tourists than in 2019. The region was however closing the gap in December with figures down by only 15% compared to December 2019. For Central/Eastern Europe recovery shows a gap of 29% compared to 2019 numbers. When looking at individual countries, Albania and Andorra were the best performers, exceeding 2019 tourism figures by respectively 17% and 14%. Other countries which recorded good performances were Liechtenstein (up 0.2%), Iceland (-0.3%), San Marino (-1.3%), Denmark (-2.1%), Luxemburg (-4%) and Serbia (-6%). UNWTO indicated that France and Spain reached 85% of 2019 numbers, Italy 75%, Germany and the UK 70%. The UNWTO expects that Europe should continue to drive world's tourism results in 2023, with arrivals reaching or exceeding pre-pandemic levels 585 million Travellers to Europe in 2022 -7% Europe has almost fully recovered 2019 levels, with a gap of just 7% 17% Albania exceeded 2019 levels by 17% OPTIMISTIC PREDICTIONS OF THE EUROPEAN TRAVEL COMMISSION IN 2023 The outlook for travel to Europe is promising according to the latest forecasts released by the ETC, European Travel Commission. After the strong performance of Europe's tourism industry in 2022, the rebound is expected to continue well into 2023, though at a slower pace. The slowdown is due to global pressures such as high inflation, the war in Ukraine and consequent energy crisis and the looming economic recession. Looking forward, international travel to Europe is forecast to reach prepandemic levels in 2025, while domestic travel will fully recover in 2024. ETC gives a growth of 4% in total arrivals next year and 17.3% in 2024 WITHIN EUROPE, WESTERN EUROPE REPRESENTED 19.5% OF ALL ARRIVALS IN 2022 SOUTH EUROPE HAS BEEN POPULAR AMONG TRAVELLERS IN 2022, SUCH AS ROME Basel in Switzerland 40 ITB BERLIN NEWS • TUESDAY 7 TH MARCH 2023 www.itb-berlin-news.com
I REGION I EUROPE I ADVERTORIAL Great Britain turns heads with new marketing campaign ahead of coronation and Eurovision song contest Britain’s national tourism agency VisitBritain is promoting its new international GREAT marketing campaign at ITB Berlin – encouraging visitors to ‘See Things Differently.' Nick de Bois CBE, Chairman of VisitBritain, says he is "delighted to attend ITB Berlin as it is a valuable event to bring British tourism suppliers together with global buyers to promote Britain". "We have headed into 2023 with our latest tourism forecast showing strong recovery in overseas visitor spending in the UK. International spending should reach £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019, while 35.1 million visitors are expected, 86% of 2019 figures." "VisitBritain is showcasing its new GREAT Britain marketing campaign at this year's ITB Berlin. It encourages visitors to ‘See Things Differently,’ showing Britain as a dynamic, fun, inclusive destination, full of exciting experiences", says Mr de Bois. Nick de Bois CBE Chairman, British Tourist Authority In 2023, all eyes will be on Britain with the Coronation of King Charles III and Liverpool hosting the Eurovision Song Contest on behalf of Ukraine. The Coronation is a great opportunity for a once-in-a-lifetime experience that only happens in Britain. "We know, our royal heritage, pomp and pageantry are proven tourism draws. The Eurovision Song Contest presents fantastic opportunities to tell the story of Britain’s rich musical heritage alongside its legendary festivals, music venues and year round concerts. I know our British suppliers and the VisitBritain team are looking forward to an exciting and valuable few days at ITB Berlin, making connections, doing business and showing why Britain should be at the top of your destination list in 2023" Hall 20 / Stand 207 Lisardo Morán Urdiales General Director, Turismo Andaluz Andalusia launches its most innovative tourism offering on record Turismo Andaluz reveals the region's latest campaign, "Connecting the experiences of the future", which comes with a commitment from Andalusia – its most ambitious, unconventional, innovative and enterprising to date. ITB Berlin speaks the tourism organisation's brand new general director Lisardo Morán Urdiales about the campaign and what to expect from Andalusia at this year's show. What is the meaning of your new campaign? We are known all over the world for our heritage, our beaches, our golf courses, our natural areas, our cuisine, and in short for all those things that make up the powerful brand that we present to the world. But we want to go further… It's knowing how to combine the enormous talent in Andalusia with its finest and most original assets: Andalusia as a destination, opportunity and life project. Which segments of the tourism industry are you promoting at ITB Berlin? We come here to show that we are a major tourism player with a strong cultural heritage that sets us apart. But we also have a unique natural heritage, an appealing climate and an enterprising and innovative capacity that makes Andalusia the perfect place not only to come on holiday, whatever the time of year, but to live and invest. The truth is, we come here to sell happiness. In Andalusia, everyone can find what they need to be happy and fulfilled in every sense. What role should technology play in transforming the tourism industry? The absolute lead role. Our aim is to be ahead of the curve, which means recognising the importance of data processing, analysis, and innovation in technology and management. We are currently developing a product to position Andalusia as a leader by strengthening the business fabric and adding value to the ecosystem through our Tourism Hub Hall 2.1 / Stand 201a,b,c ITB BERLIN NEWS • TUESDAY 7 TH MARCH 2023 41
