In 2024, intention for overseas travel is generally positive across studied markets, with particularly high levels of positivity among Brazilians, Australians Canadians, and Koreans. While these findings largely align with last year's results, there is a positive shift in Japan, where an additional 5% of respondents now express an intention to travel long haul. In contrast, China stands out as the only market witnessing a significant 14% decrease in the number of individuals planning long-distance travel in 2024.
Despite a general inclination towards travelling to Europe in 2024, the survey reveals a notable 14% decrease in Chinese respondents expressing interest in visiting the region compared to the previous year. Unlike in other markets, China’s weakening interest in Europe is not primarily driven by concerns over high travel costs or growing interest in other world regions. Instead, it is influenced by factors such as limited vacation time and a preference for intra-regional travel (see next page). High travel costs are also cited as a deterrent by the Chinese, but only 20% of respondents (compared to 36% for the whole sample) express apprehension about them.
Europe Maintains Strong Position
Despite a general inclination towards travelling to Europe in 2024, the survey reveals a notable 14% decrease in Chinese respondents expressing interest in visiting the region compared to the previous year. Unlike in other markets, China’s weakening interest in Europe is not primarily driven by concerns over high travel costs or growing interest in other world regions. Instead, it is influenced by factors such as limited vacation time and a preference for intra-regional travel (see next page). High travel costs are also cited as a deterrent by the Chinese, but only 20% of respondents (compared to 36% for the whole sample) express apprehension about them.
A different trend emerges in South Korea, where close to half of respondents (45%) are optimistic about travelling to Europe this year, but another significant group (27%) displays a keen interest in exploring non-European destinations. Popular choices include nearby locations like Japan, Vietnam, Thailand, and Singapore. The most frequently cited reasons for bypassing Europe in 2024 include concerns regarding high travel costs, limited vacation time, and a curiosity about other global regions.
Canadian and Australian respondents also exhibit a comparatively higher interest in exploring destinations outside of Europe. Canadians often orient towards Caribbean destinations, while Australians lean towards Southeast Asian and North American locations.
In 2024, intention for overseas travel is generally positive across studied markets, with particularly high levels of positivity among Brazilians, Australians Canadians, and Koreans. While these findings largely align with last year's results, there is a positive shift in Japan, where an additional 5% of respondents now express an intention to travel long haul. In contrast, China stands out as the only market witnessing a significant 14% decrease in the number of individuals planning long-distance travel in 2024.
Despite a general inclination towards travelling to Europe in 2024, the survey reveals a notable 14% decrease in Chinese respondents expressing interest in visiting the region compared to the previous year. Unlike in other markets, China’s weakening interest in Europe is not primarily driven by concerns over high travel costs or growing interest in other world regions. Instead, it is influenced by factors such as limited vacation time and a preference for intra-regional travel (see next page). High travel costs are also cited as a deterrent by the Chinese, but only 20% of respondents (compared to 36% for the whole sample) express apprehension about them.
Europe Maintains Strong Position
Despite a general inclination towards travelling to Europe in 2024, the survey reveals a notable 14% decrease in Chinese respondents expressing interest in visiting the region compared to the previous year. Unlike in other markets, China’s weakening interest in Europe is not primarily driven by concerns over high travel costs or growing interest in other world regions. Instead, it is influenced by factors such as limited vacation time and a preference for intra-regional travel (see next page). High travel costs are also cited as a deterrent by the Chinese, but only 20% of respondents (compared to 36% for the whole sample) express apprehension about them.
A different trend emerges in South Korea, where close to half of respondents (45%) are optimistic about travelling to Europe this year, but another significant group (27%) displays a keen interest in exploring non-European destinations. Popular choices include nearby locations like Japan, Vietnam, Thailand, and Singapore. The most frequently cited reasons for bypassing Europe in 2024 include concerns regarding high travel costs, limited vacation time, and a curiosity about other global regions.
Canadian and Australian respondents also exhibit a comparatively higher interest in exploring destinations outside of Europe. Canadians often orient towards Caribbean destinations, while Australians lean towards Southeast Asian and North American locations.
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