About

Summary 

Monitoring tourism demand from global and European tourism source markets and understanding the key trends impacting the sector were the key challenges for these two studies researched and produced for the CBI, the Netherlands Enterprise Centre.  The purpose of these extensive studies was to help SMEs in developing countries build their knowledge of the valuable European market as they prepare their tourism products.

Our Approach 

For these studies, Acorn Tourism consulted an extensive range of trusted sources to build a reliable picture of global and European tourism demand, especially important in the wake of the pandemic. The demand study outlined the current status of international tourism arrivals to the main regions, identified which regions were bouncing back and when tourism is likely to fully recover to 2019 levels. It also analysed international tourism arrivals from Europe and identified the top outbound markets to developing destinations. Future projections and challenges were offered as insights to support business planning. 

Acorn Tourism’s research into top trends for the tourism sector uncovered sustainability as the top issue that is impacting all tourism trends, highlighting the urgency of the task to tackle the climate crisis and meet the commitment to reduce carbon emissions. The key trend of transformational travel was identified, a concept that embraces many different types of responsible travel - meaningful travel, regenerative travel, volunteering, cultural exchanges, learning a new skill, doing work placements, experiential travel and so on. Understanding what the key trends are will help local tour operators all over the world to effectively target their sustainable and regenerative tours products to the European market. 

The two studies accompany a wide range of detailed business guides that have been developed for the CBI, Netherlands Enterprise Centre. The purpose of the studies is to support SMEs in developing countries who are looking to attract the lucrative European market.

Outcome 

Acorn Tourism’s sector studes to help local tour operators all over the world target the European market provided a wide range of insights into market demand and tourism trends. Understanding macro factors that impact the European market will help to ensure SMEs can prepare their products appropriately.