Survey: Europeans' travel interest is growing, but the Baltic states are left out

TALLINN - A travel intentions survey conducted in May across ten European countries by the European Travel Commission (ETC) revealed that while Europeans' interest in travel has grown by 4 percent over the past year, interest in Eastern Europe, a category that includes the Baltic states, has been cut in half.

According to the Estonian Association of Travel and Tourism Agents, the position of Estonia and the Baltics in Europeans' travel plans will not improve on its own, and more effort is needed to increase their visibility.

According to the ETC survey, 81 percent of respondents are planning at least one trip within the next six months, up from 77 percent the previous year. This confirms that travel remains a priority for Europeans, despite concerns about rising prices, climate change, geopolitical uncertainty, and security.

The Estonian Association of Travel and Tourism Agents (ETFL) believes the most significant message for Estonia from the survey is that while overall travel interest in Europe is growing, interest in Eastern Europe, a category that includes the Baltic states, has fallen from 8 percent to 4 percent over two years. At the same time, interest in Southern and Mediterranean Europe has surged from 50 percent to 61 percent.

"Estonia cannot rely on its cooler climate or more tranquil environment to automatically attract more European travelers. The survey indicates the opposite - despite heatwaves, there hasn't been an increased interest in cooler countries. Instead, travelers are adjusting their plans within Southern Europe, opting for mountainous regions or coastal destinations, for example," commented Ryan Jenkins, President of the ETFL.

According to the ETFL, Estonia's position is currently contradictory. The survey shows that destination safety is the most critical factor in travel decisions. While Estonia offers a safe, compact, and culturally and naturally rich travel experience, the spontaneous interest of European consumers in the Baltic states has diminished.

"This means that we need to address Estonia's visibility, accessibility, and marketing efforts in target markets more systematically than before. We must enhance Estonia's recognition and build trust in it as a safe destination," Jenkins added.

The survey also reveals that travelers' primary concerns are rising travel costs and their personal financial situations. Compared to last year, concerns about the impact of the situation in the Middle East on travel safety have increased, while worries about extreme weather conditions have slightly diminished.

"When travel interest in Europe is strong, but the share of the Baltic states in travel plans is shrinking, the key issue for Estonia is not a lack of demand, but how to make it into travelers' final selections. This requires better international visibility, a clearer value proposition, and closer cooperation between travel operators, destinations, and transport partners," Jenkins added.

The ETFL emphasizes that Estonia is competing not just with its neighbors, but with all European destinations. Travelers' decisions are increasingly influenced by price, accessibility, a sense of security, and a compelling reason to choose a particular destination.

The Estonian Association of Travel and Tourism Agents is a voluntary association of employers in the tourism industry, bringing together 70 members. Its main members are Estonian travel agencies and tour operators, while associate members include transport companies, tourism organizations, educational institutions, hotels, insurance companies, tourism support service providers, state and municipal authorities, and foreign tourism organizations. ETFL is a member of ECTAA, the European umbrella organization for associations of travel agents and tour operators.

The European Travel Commission (ETC) is a non-profit organization uniting the national tourism organizations of European countries. It comprises 35 national tourism boards that collaborate to strengthen Europe's competitiveness as a tourist destination by sharing best practices, conducting market research, and promoting European tourism on international markets.