In this article, we will be looking at the 15 most visited countries in Europe. If you want to skip our detailed analysis, you can go directly to the 5 Most Visited Countries in Europe.
Tourism across the globe took a major hit due to the pandemic and Europe was not immune to it. The number of foreign tourist arrivals is improving gradually, however, has not yet returned to pre-pandemic levels. According to a report by the European Travel Commission, in the fourth quarter of 2023, European tourism showed resilience in a time marked by surging inflation and foreign arrivals were just 1.6% below 2019 levels. In the fourth quarter of 2023, inflation surged by 23% compared to 2019 levels. The recovery was driven by strong intra-European travel, notably from Germany, France, and the Netherlands. Southern European destinations saw significant growth, while Eastern European countries lagged. Furthermore, Chinese arrivals remained 67% below pre-pandemic levels, while North American markets showed significant recovery.
As European tourism rebounds from the pandemic lows, the travel industry is witnessing an increasing reliance on technology to enhance the travel experience and navigate challenges. Travel technology is becoming an integral part of trip planning. It enhances the visitor experience by providing convenience in planning and booking, access to real-time information, personalized recommendations, improved communication, and safety features.
Travel Technology Industry: An Overview
According to a report by IMARC Group, the global travel technology industry was valued at $10 billion in 2023. The market is expected to grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2032. The global travel technology industry is forecasted to reach a value of $17.8 Billion by 2032. Services are becoming more innovative, efficient, and personalized which is expected to fuel the growth of the global travel technology market during the forecast period.
Integration of the latest technologies including artificial intelligence and augmented reality is changing service delivery in the travel technology industry. Artificial intelligence, especially generative AI, is enabling users to get personalized travel itineraries and services. Tripadvisor Inc (NASDAQ:TRIP) is a notable company using AI to enhance customer experience. The company has added an AI-powered travel itinerary generator to its core trip-planning product, Trips. Leveraging OpenAI’s technology and insights from over a billion reviews, users can quickly create personalized itineraries by inputting their destination, travel dates, and interests.
In 2023, North America was the most dominant region in the global travel technology industry. The Asia Pacific region is experiencing rapid growth. The rapid adoption of digital solutions in countries including India and China is expected to contribute to the growth of the region during the forecasted period.
Prominent Players in the Travel Technology Industry
Amadeus IT Group SA (BME:AMS), Sabre Corp (NASDAQ:SABR), and Tripadvisor Inc (NASDAQ:TRIP) are some of the most notable companies in the global travel technology industry.
Amadeus IT Group SA (BME:AMS) is a major Spanish multinational technology company that specializes in providing advanced IT solutions to the travel and tourism industry. The company is helping both travel services providers and consumers streamline and enhance the travel experience using the latest tech solutions. On March 11, Amadeus IT Group SA (BME:AMS) announced the acquisition of Voxel. Voxel is a prominent provider of electronic invoice and B2B payment solutions for the travel industry. The acquisition would enable the company to enhance the travel payment experience and expand its payments business, Outpayce. The company would now be able to offer a broader range of payment services for travel sellers and streamline invoice management for various players in the travel sector.
Sabre Corp (NASDAQ:SABR) is another noteworthy company in the global travel technology industry. The company provides innovative solutions to airlines, hoteliers, agencies, and other travel partners. On March 11, Sabre Corp (NASDAQ:SABR) announced the development of Sabre Red Launchpad. The launchpad is a new booking solution aimed at new or independent travel consultants which has been developed in collaboration with Internova Travel Group. This tool streamlines the booking process for basic air, hotel, and car itineraries via a user-friendly interface. Internova will roll out a co-branded version, Internova SNAP, Powered by Sabre, to its US travel advisors. Sabre Red Launchpad complements the company’s existing agency booking solution Sabre Red 360 which was designed to offer flexibility and choice to travel agencies.
Tripadvisor Inc (NASDAQ:TRIP) was founded in 2000 and offers a comprehensive platform where travelers can access travel information, reviews, and opinions. On February 14, Tripadvisor Inc (NASDAQ:TRIP) reported earnings for the fiscal fourth quarter of 2023. The company reported an EPS of $0.38, beating estimates by $0.16. The company’s revenue for the quarter grew by 10.17% and amounted to $390 million, ahead of market consensus by $14.86 million. As of March 16, the stock has surged nearly 69.29% over the past six months. Here are some comments from the company’s earnings call:
“We were pleased to exit the year with results that exceeded our expectations. Q4 revenue was $390 million, reflecting year-over-year growth of 10%. Q4 adjusted EBITDA was $84 million, 22% of revenue, exceeding expectations due to revenue outperformance at brand Tripadvisor and marketing efficiencies at both Brand Tripadvisor and Viator.
For the full year, consolidated revenue grew by 20% to an all-time high of $1.8 billion and adjusted EBITDA grew 13% to $334 million. Last year, we made meaningful progress executing against our strategic priorities. We reinforced our market leadership position at Viator while sharpening our focus on smart user acquisition. Viator also finished the year at breakeven profitability, achieving the full year milestone a year earlier than anticipated. At Brand Tripadvisor, we invested in our strategy and delivered promising early proof points while maintaining financial discipline. Finally, at the fork, we delivered revenue gains while significantly improving our profit margin through disciplined cost management and exited the year at breakeven for Q4.
Our results also reflect how we’re building a stronger, more diversified and defensible position in the large and growing global travel and experiences industry. We have a unique and leading position in the high-growth experiences category, given the breadth of Tripadvisor and the depth of Viator.”
With the advancement of travel technology solutions planning a trip is becoming very convenient. Many countries across the globe are experiencing a huge influx of visitors and the numbers are increasing. Tourism in Europe is almost back to its pre-pandemic levels as well. Let’s take a look at the most visited countries in Europe.
15 Most Visited Countries in Europe
Our Methodology
To make our list of the most visited countries in Europe, we have used data from the UN World Tourism Organization (UNWTO). The UNWTO collects, analyses, and publishes statistics on tourism. We have used the number of arrivals per country as a metric to arrange our list. The latest available data is for 2022. The list has been arranged in ascending order.
15 Most Visited Countries in Europe
15. Hungary
Number of Arrivals In 2022: 12.65 Million
Hungary offers a rich tapestry of cultural and natural wonders that make it a captivating tourist destination in Europe. Budapest, Lake Balaton, and Eger are among the most popular places in the country. In 2022, 12.65 million people visited the country. Tourism formed 3.1% of the total exports of the country during that year.
14. Romania
Number of Arrivals In 2022: 12.7 Million
Romania is one of the most visited countries in Europe. The country offers a blend of history, culture, and natural beauty. The most visited cities in Romania include Bucharest, Constanța, and Brașov. Tourism accounted for 3.8% of the total exports in 2022. The country experienced an influx of 12.7 million visitors in 2022.
13. Denmark
Number of Arrivals In 2022: 14.19 Million
Denmark is a captivating destination in Northern Europe known for its rich history, picturesque landscapes, and vibrant culture. In 2022, 14.19 million people visited the country. Some of the top places to visit in Denmark include Copenhagen, Roskilde, and Odense.
12. Croatia
Number of Arrivals In 2022: 15.32 Million
Croatia is a country located in Eastern Europe on the Balkan Peninsula. The country is a diverse and enchanting destination known for its rich history and stunning landscapes. Tourism contributes significantly to the overall GDP of the country. In 2022, tourism accounted for 30.1% of the total exports. 15.32 million people visited Croatia in 2022.
11. Poland
Number of Arrivals In 2022: 15.95 Million
Poland is one of the most visited countries in Europe. Poland is a country located in Central Europe. The country offers a rich cultural heritage, with many historical sites, castles, and palaces. Some notable attractions include the 13th-century Wieliczka Salt Mine, the Masurian Lake District, and Białowieża Forest. In 2022, the country recorded a staggering 15.95 million tourist arrivals.
10. Netherlands
Number of Arrivals In 2022: 16.58 Million
The Netherlands, also known as Holland, is a country located in northwestern Europe. Amsterdam, the capital city of the country, is a popular tourist destination. The total number of visitors to the Netherlands was 16.58 million in 2022. The country has a highly developed economy. In 2022, tourism accounted for 1.5% of the total exports.
9. Portugal
Number of Arrivals In 2022: 22.25 Million
Portugal is one of the most visited countries in Europe. The country is located on the Iberian Peninsula, in Southwestern Europe. The country is also known for its unique cultural heritage, including its cuisine, wines, and hospitable people. 22.25 million individuals chose Croatia as their travel destination in 2022.
8. Austria
Number of Arrivals In 2022: 26.22 Million
Austria, officially known as the Republic of Austria, is a landlocked country in Central Europe. Popular tourist destinations in Austria include Vienna, Salzburg, Hallstatt, and Innsbruck. In 2022, tourism accounted for 7.6% of the total exports. The country welcomed 26.22 million tourists in 2022.
7. Greece
Number of Arrivals In 2022: 27.84 Million
Greece, officially known as the Hellenic Republic, is a country in Southeast Europe. It is one of the most visited countries in Europe. In 2022, a staggering 27.84 million tourists came to the country which made up 18.9% of the total exports. Greece is characterized by its stunning landscapes, including mountains, islands, and a vast coastline.
6. Germany
Number of Arrivals In 2022: 28.46 Million
Germany is a country in the western region of Central Europe. In 2022, 28.46 million people visited the country. The country has a rich history and culture. Some of the most popular destinations in the country include Brandenburg Gate, Museum Island, and Neuschwanstein Castle. Tourism accounted for 1.5% of the total exports of the country in 2022.
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Disclosure: None. 15 Most Visited Countries in Europe is originally published on Insider Monkey.