China's enthusiasm for long-haul travel soars in late 2023
The positive sentiment for overseas travel from September to December 2023 is surging in China, with an impressive 85% of respondents eager to travel internationally during this period. Of them, 74% have selected Europe as their next destination. The travel eagerness is led by Chinese aged 34-49 (83%) and those aged 50 and above (70%).
Several factors contribute to this unfolding enthusiasm - The pent-up demand for travel plays a pivotal role, as does the alignment of the surveyed travel horizon with China's Golden Week -an eight-day break in late September and early October, providing extra time for travel. Moreover, in August 2023, consumer spending in China rebounded, with ‘revenge spending’ in the service sector showing a robust growth
momentum.
Brazilians' travel enthusiasm remains stable
Brazilians' intentions for long-haul travel to Europe between September and December 2023 resemble last year's trends. Over 50% of respondents express a desire to explore the Old Continent during this period, with heightened enthusiasm coming from Brazilians aged 18 to 49 and those residing in the North-East and South-East regions of the country.
Nevertheless, amidst this positive sentiment, concerns arise. In August 2023, Brazilian Consumer Confidence exhibited improvement, reflecting a brighter outlook on the nation's economic landscape. However, the government’s plans to introduce emergency measures to bolster tax revenue pose concerns regarding their potential impact on Brazilian travellers. Unfavourable currency exchange rates, possible reductions in disposable income, and economic uncertainties stemming from the government's tax revenue strategy could make long-haul travel to Europe financially unviable.
The US travel sentiment reaches new heights towards the year’s end
In the US, despite declining consumer confidence, driven by concerns over rising inflation, the travel sentiment has improved compared to a year ago. More than half of respondents want to embark on long haul journeys during the last four months of 2023, the highest percentage recorded since 2016. Of these travellers, 41% have set their sights on European destinations, reflecting a 3% increase over the same period last year and a larger 5% surge compared to the summer of 2022.
Travel sentiment is notably stronger among more affluent US travellers (61% vs. 30% in other income groups). Concerning age, the intention to visit Europe is higher among respondents aged 18-34 (57%) and those aged 35-49 (50%), while senior travellers (50+) are significantly more hesitant to visit the region (20%) by the end of 2023.
Canadians’ interest in visiting different world regions grows
Amid sluggish economic growth and persistent inflation, Canadians' sentiment for overseas travel in autumn remains nearly unchanged compared to a year ago. Notably, 38% of respondents want to travel to Europe during this period, with the strongest sentiment emerging from the youngest travellers. Geographically, British Columbia and Ontario stand out as regions with a stronger desire to travel to Europe.
Compared to the rest of the analysed markets, Canadians are more open to exploring other global regions this autumn. The motivation behind this preference includes concerns about the high travel costs associated with European destinations, an appreciation for exploring closer areas, and limitations on vacation time. Among those looking beyond Europe, the Caribbean emerges as the top choice, attracting over one-third of Canadian travellers.
Modest interest in travelling abroad from Australia
In the last four months of 2023, around a third of Australians plan to travel to Europe, showing a slight 3% dip from the previous year. Several factors may have influenced this relatively subdued intention for trips to the old continent. Firstly, September to December aligns with Australia's spring season, which offers great weather for outdoor activities and piques the interest of many in discovering their own country – 43% of the surveyed respondents do not plan overseas trips during this period.
Additionally, Australians are diversifying their destination interests. Among those not planning to travel to Europe in the next four months, 21% are eyeing the United States, 20% are considering Singapore, 16% are thinking about Thailand, and 15% are showing interest in Japan. Lastly, fluctuations in the Australian dollar's value may have affected travellers' confidence and where they choose to travel. Notably, 40% of respondents cite high travel costs as their main reason for considering destinations other than Europe.
The Japanese sentiment finally showing signs of improvement
The Japanese travel market saw a remarkable increase in the number of outbound travellers this June 2023, and the results of this survey add further to this dynamic. Intentions for long-haul trips between September and December 2023 have significantly improved compared to the past four autumn seasons. Notably, there's a 12% increase in the intention to visit Europe compared to the same period in 2022. Yet, compared to other markets, Japanese travellers remain the most reserved about overseas trips.
Those planning to travel long-haul but not to Europe often mentioned the higher costs associated with European destinations as their primary concern. Limited vacation days and a curiosity to explore alternative regions also factor into their decisions. The United States and Australia stand out among the top choices for Japanese travellers looking beyond Europe this autumn.
China's enthusiasm for long-haul travel soars in late 2023
The positive sentiment for overseas travel from September to December 2023 is surging in China, with an impressive 85% of respondents eager to travel internationally during this period. Of them, 74% have selected Europe as their next destination. The travel eagerness is led by Chinese aged 34-49 (83%) and those aged 50 and above (70%).
Several factors contribute to this unfolding enthusiasm - The pent-up demand for travel plays a pivotal role, as does the alignment of the surveyed travel horizon with China's Golden Week -an eight-day break in late September and early October, providing extra time for travel. Moreover, in August 2023, consumer spending in China rebounded, with ‘revenge spending’ in the service sector showing a robust growth
momentum.
Brazilians' travel enthusiasm remains stable
Brazilians' intentions for long-haul travel to Europe between September and December 2023 resemble last year's trends. Over 50% of respondents express a desire to explore the Old Continent during this period, with heightened enthusiasm coming from Brazilians aged 18 to 49 and those residing in the North-East and South-East regions of the country.
Nevertheless, amidst this positive sentiment, concerns arise. In August 2023, Brazilian Consumer Confidence exhibited improvement, reflecting a brighter outlook on the nation's economic landscape. However, the government’s plans to introduce emergency measures to bolster tax revenue pose concerns regarding their potential impact on Brazilian travellers. Unfavourable currency exchange rates, possible reductions in disposable income, and economic uncertainties stemming from the government's tax revenue strategy could make long-haul travel to Europe financially unviable.
The US travel sentiment reaches new heights towards the year’s end
In the US, despite declining consumer confidence, driven by concerns over rising inflation, the travel sentiment has improved compared to a year ago. More than half of respondents want to embark on long haul journeys during the last four months of 2023, the highest percentage recorded since 2016. Of these travellers, 41% have set their sights on European destinations, reflecting a 3% increase over the same period last year and a larger 5% surge compared to the summer of 2022.
Travel sentiment is notably stronger among more affluent US travellers (61% vs. 30% in other income groups). Concerning age, the intention to visit Europe is higher among respondents aged 18-34 (57%) and those aged 35-49 (50%), while senior travellers (50+) are significantly more hesitant to visit the region (20%) by the end of 2023.
Canadians’ interest in visiting different world regions grows
Amid sluggish economic growth and persistent inflation, Canadians' sentiment for overseas travel in autumn remains nearly unchanged compared to a year ago. Notably, 38% of respondents want to travel to Europe during this period, with the strongest sentiment emerging from the youngest travellers. Geographically, British Columbia and Ontario stand out as regions with a stronger desire to travel to Europe.
Compared to the rest of the analysed markets, Canadians are more open to exploring other global regions this autumn. The motivation behind this preference includes concerns about the high travel costs associated with European destinations, an appreciation for exploring closer areas, and limitations on vacation time. Among those looking beyond Europe, the Caribbean emerges as the top choice, attracting over one-third of Canadian travellers.
Modest interest in travelling abroad from Australia
In the last four months of 2023, around a third of Australians plan to travel to Europe, showing a slight 3% dip from the previous year. Several factors may have influenced this relatively subdued intention for trips to the old continent. Firstly, September to December aligns with Australia's spring season, which offers great weather for outdoor activities and piques the interest of many in discovering their own country – 43% of the surveyed respondents do not plan overseas trips during this period.
Additionally, Australians are diversifying their destination interests. Among those not planning to travel to Europe in the next four months, 21% are eyeing the United States, 20% are considering Singapore, 16% are thinking about Thailand, and 15% are showing interest in Japan. Lastly, fluctuations in the Australian dollar's value may have affected travellers' confidence and where they choose to travel. Notably, 40% of respondents cite high travel costs as their main reason for considering destinations other than Europe.
The Japanese sentiment finally showing signs of improvement
The Japanese travel market saw a remarkable increase in the number of outbound travellers this June 2023, and the results of this survey add further to this dynamic. Intentions for long-haul trips between September and December 2023 have significantly improved compared to the past four autumn seasons. Notably, there's a 12% increase in the intention to visit Europe compared to the same period in 2022. Yet, compared to other markets, Japanese travellers remain the most reserved about overseas trips.
Those planning to travel long-haul but not to Europe often mentioned the higher costs associated with European destinations as their primary concern. Limited vacation days and a curiosity to explore alternative regions also factor into their decisions. The United States and Australia stand out among the top choices for Japanese travellers looking beyond Europe this autumn.
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