European tourism 2019: positive start, challenges ahead

BRUSSELS -- According to the European Travel Commission's latest quarterly report entitled "European Tourism - Trends & Prospects Q1 2019," the tourism sector in Europe started this year on a positive note following an impressive 6 percent growth in 2018.

Looking ahead to the rest of the year, a more moderate (around 3.6 percent) rate of expansion is expected with short-term risks, such as the slowing global economy, trade tensions and political uncertainty weighing on growth projections.

The majority of destinations that have reported data for early 2019 performances have registered continued growth in foreign arrivals and overnight stays, the report says.

Among the most impressive performers is Montenegro, which has invested in improved winter infrastructure allowing it to extend the tourism season for interested travelers. This investment, coupled with significant promotional activities and improved air connectivity, has seen the country record a 41 percent growth in arrivals compared to the same period a year ago.

Other destinations that have registered considerable growth in international arrivals are Turkey and Ireland, (both 7 percent). Despite lingering weakness in the value of the British pound relative to the euro, growth in travel to Ireland from the UK was modest but significant given the fact that the UK accounts for over 40 percent of total arrivals to Ireland. Amidst the Brexit downturn, Ireland is set to reduce reliance on its second largest source market through a market diversification approach, the report says.

Elsewhere, large destinations, such as Portugal (+6 percent) and Spain (+2 percent) broke arrival records in absolute terms early in the year, benefiting from increasing year-on-year tourism revenues.

"Strong air connectivity, significant promotional activities and strong demand from Europe's largest long-haul source markets have all played a key part in delivering this growth. However, at all times, it is important for us to be conscious of the challenges that lie ahead. We must work together across Europe, with the assistance of European and national policy makers, to ensure the drivers of sustainable tourism growth are in place for the benefit of all," commented Eduardo Santander, executive director of ETC.

Europe's key long-haul markets continue to have an increasing impact on tourism demand. Among other factors, travel facilitation reforms, improved transport capacities and investments in marketing and product development have been key drivers of growth from the Chinese travel market in recent years.

Cyprus saw the strongest growth in arrivals (125 percent) from China. Growth in overnights was led by Slovenia (125 percent), followed by Montenegro (66.6 percent) and Serbia (53.5 percent).