Eastern Europe Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2024 Update

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Eastern Europe Destination Tourism Report Overview

In 2023, international arrivals into Eastern Europe reached 70.54 million travelers and is likely to reach pre-pandemic levels in 2024. The number of international arrivals is anticipated to grow at a CAGR of more than 13% from 2023 to 2028. Eastern Europe is well known for its key attractions, with numerous iconic destinations such as the Wieliczka salt mine, Royal łazienki Park, and St Mary’s Basilica among others. With both diverse and unique architecture, Eastern Europe can become a key destination for travelers. COVID has helped to increase the demand for tourism as travelers were restricted in terms of travel during COVID-19. The growing interest in sustainable travel provides an opportunity for Eastern European countries to focus on areas that might help them to position themselves as an eco-friendly destination.

Eastern Europe Destination Tourism Market Outlook 2023-2028 (Number of International Arrivals)
Eastern Europe Destination Tourism Market Outlook 2023-2028 (Number of International Arrivals)Buy the Full Report for More Insights on the Eastern European Destination Tourism Market Forecast, Download a Free Sample Report

The Eastern Europe destination tourism market research report provides an analysis of destination markets, infrastructure, attractions, main and emerging source markets, as well as risks and opportunities in Eastern Europe. The report explores the type of travelers that visit the region. It additionally provides a SWOT analysis.

Key Countries ·       Poland

·       Hungary

·       Czech Republic

·       Russia

·       Bulgaria

Key Tourism Types ·       Sun and beach

·       Visiting friends or family

·       City break

·       Cultural

·       Adventure/sport

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Eastern Europe Destination Tourism Trends

The pandemic had a significant impact on the Eastern European inbound tourism. There has been a significant growth in the number of international travelers to this region post-pandemic. This growth is attributed to the region’s reputation for attractive mountain villages, stunning castles and palaces, and modern cities. In 2023, many travelers came to the Eastern European region for leisure purposes. The governments of many Eastern European countries have developed their focus on developing the tourism industry.

Furthermore, many travelers prefer to travel by land within Eastern Europe because of landlocked countries like Hungary and Romania which make it easy to travel to neighboring countries in a cost-effective way as Eastern Europe has a well-developed land transportation infrastructure. With plenty of family-friendly activities, Eastern Europe has become one of the top choices for family vacations. The region offers a variety of activities, from exploring historic places to enjoying delicious cuisine and experiencing stunning beaches.

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Eastern Europe Destination Tourism Market Segmentation by Countries

Poland had the highest number of inbound trips to the Eastern European region in 2023

Poland has surpassed Russia to become the most popular tourist destination since 2020. Poland offers a variety of leisure activities, including sports, cycling, hiking, horse riding, canoeing, ballooning, and more. The country offers adrenaline-filled experiences and unforgettable emotions for both locals and visitors. Among the many expenditures by inbound travelers coming to Poland, the retail sector maintained the highest contribution in 2023.

Eastern Europe Destination Tourism Market Analysis by Countries, 2023 (%)

Eastern Europe Destination Tourism Market Analysis by Countries, 2023 (%) 

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Eastern Europe Destination Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type in the Eastern Europe destination tourism market in 2021

A few of the various types of holidays visitors prefer to enjoy in the Eastern Europe region are sun and beach holidays, visiting friends or family, city break holidays, cultural holidays, and adventure/sports holidays among others. Thanks to Eastern Europe’s rich and diverse regional heritage culture where the countries in the Eastern European region are surrounded by a variety of charming mountains, castles and palaces, beautiful cities, and stunning beaches that provide tourists a memorable experience for both long and short trips. Some of the popular places to visit in the region are Budapest, Bucharest, Lake Balaton, and Moscow. Additionally, many of the sun and beach destinations might offer a variety of water activities such as snorkeling, surfing, and swimming for those who are seeking adventure. Furthermore, sun and beach holidays provide the perfect opportunity for travelers to experience different cultures and try new cuisines.

Eastern Europe Destination Tourism Market Analysis by Types, 2021 (%)

Eastern Europe Destination Tourism Market Analysis by Types, 2021 (%)

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Segments Covered in the Report

Eastern Europe Destination Tourism Countries Outlook (2023)

  • Poland
  • Hungary
  • Czech Republic
  • Russia
  • Bulgaria

Eastern Europe Destination Tourism Types Outlook (2021)

  • Sun & Beach Holidays
  • Visiting Friends or Family
  • City Breaks
  • Cultural Holidays
  • Adventure/Sport
  • Others

Scope

  • This report is part of GlobalData’s Destination Market Insights Series.
  • These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market.

Key Highlights

In 2023, international arrivals into the region reached 70.54 million travelers and are expected to reach pre-pandemic levels in 2025 (102.57 million travelers). As per GlobalData, the number of international arrivals is projected to reach 132.61 million visits in 2028, growing at a CAGR of 13.46% from 2023 to 2028.

In 2023, many travelers came to the Eastern European region for leisure purposes, with 31.34 million travelers or 44.43% of overall international arrivals being for this purpose. As per GlobalData’s traveler demands and flows database, leisure purpose arrivals are expected to reach 50.56 million travelers in 2028 which will contribute 38.12% of overall international travelers. This is projected to be followed by VFR (visiting friends and relatives), which is expected to reach 34.62 million travelers, thus contributing 26.11% of overall international arrivals.

During 2023, land was the most common mode of transport, reaching 43.61 million travelers. This was an increase of 9.99% (3.96 million travelers) compared with 2022 (39.65 million travelers). As per GlobalData, land is expected to remain the most common mode of transportation in 2028 and is predicted to reach 61.97% of total arrivals (82.17 million travelers).

According to GlobalData’s Q3 2021 consumer survey, 38% of global respondents preferred city break holidays. Of these, 46.14% of respondents belong to Gen Y followed by Gen X with 28.09% respondents.

Reasons to Buy

  • Obtain a clear and detailed insight into new developments in two popular tourist destinations.
  • Use data and analysis to explore trends related to international arrivals and spending, tourism segments as well as construction, foreign direct investments (FDI), airlines, and hotel developments.
  • Gain a better understanding of the opportunities in the market, as well as the risks, to support better business decisions.

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