ETCMARKETSTUDYEXPLORINGCONSUMERTRAVELEUROPEANATTITUDESANDEXPECTATIONSTRAVELTODRIVETOURISMRECOVERYCOMMISSION EUROPEANTRAVELCOMMISSIONExploringConsumerTravelAttitudesandExpectationstoDriveTourismRecoverySummer2022AreportproducedfortheEuropeanTravelCommissionbySilverlining ResearchBrussels, May 2022ETC Market IntelligenceReportCopyright 2022 European Travel CommissionSTUDY ON EXPLORING CONSUMER TRAVELATTITUDESANDCTATIONSTODRIVETOURISMRECOVERYPHASE1 EXPLORINGCONSUMERTRAVELATTITUDESANDEXPECTATIONSTODRIVETOURISMRECOVERYSUMMER2022All rights reserved. The contents of this report may be quoted, provided the source is given accurately andclearly. Distribution or reproduction in full is permitted for own or internal use only. While we encouragedistribution via publicly accessible websites, this should be done via a link to ETC's corporate website(www.etc-corporate.org), referring visitors to the Research/Trends Watch section.The designations employed and the presentation of material in this publication do not imply the expression ofany opinions whatsoever on the part of the Executive Unit of the European Travel Commission.Data sources: This report includes data from 36 in-depth interviews conducted with international travellersand non-travellers across seven key markets.PublishedbytheEuropeanTravelCommissionRue du Marche aux Herbes, 61,1000 Brussels, BelgiumWebsite: www.etc-corporate.orgEmail: info@visiteurope.comThis report was compiled and edited by:Silverlining ResearchISBN No: 978-92-95107-61-8Cover: Sand beach aerial view directly above, vertical shot. Sunbeds, sunshades and water sports equipment,people swimming and taking sunbathImage ID: 2053379888Copyright: Anna KucherovaSTUDY ON EXPLORING CONSUMER TRAVELATTITUDES AND EXPECTATIONS TO DRIVE TOURISM RECOVERYPHASE 1 FOREWORDperiod. In 2021, the European tourism economy was bouncing back from the severe impacts of the Covid-19pandemic supported by increased vaccination rates and the EU Digital COVID Certificate, which enabled theeasing of travel restrictions and the reopening of tourism destinations. Although such developments are causefor enthusiasm, it remains important to consider the lingering risks of new Covid-19 variants emerging and thegeopolitical tensions also continue to hold back the complete recovery of the tourism sector.The whirlwind of the pandemic has changed people's lives and relationships in many ways, including theirattitudes and behaviour towards travel. Additionally, research has demonstrated that these attitudes can bevolatile and will continue to evolve, in line with the development of the pandemic and other factors such asdigital advances, the health of the economy, or geopolitical conflicts as seen with the Russia-Ukraine crisis.The tourism recovery path therefore requires constant research, monitoring and analysis of consumers inorder to identify, in a timely manner, trends and behavioural changes relating to travel. Such analysis will notonly support better strategic decision-making and planning, but will also allow destinations to anticipateconsumer trends to provide higher quality visitor experiences, and build a more resilient and sustainabletourism ecosystem.To this end, the European Travel Commission (ETC) launched the Study on consumer Travel Attitudes andExpectations. This report comprises the first of a two-phase study aimed at providing NTOs and DMOs with apandemic on travel; their attitudes towards travel to European destinations; and their travel expectations forthe summer of 2022. ETC trusts that this report will provide guidance to its member countries in administeringthe necessary intelligence to prepare for the summer 2022 tourism season and beyond, ensuring conducivepaths to the recovery of the tourism industry.Luis ArajoPresident, European Travel Commission (ETC) ACKNOWLEDGEMENTSSilverlining Research for their creativity, commitment, and professionalism.This report forms part of ETC's ongoing Market Intelligence Programme and was carried out under thesupervision of Marieke Politiek (The Netherlands Board of Tourism & Conventions), Sergio Guerreiro (Turismode Portugal), Jennifer Iduh (ETC Executive Unit), Lyublena Dimova (ETC Executive Unit) and James Arnold (ETCExecutive Unit), on behalf of ETC's Market Intelligence Group (MIG). We thank them for their input anddedication to this project. TABLEOFCONTENTSINTRODUCTION.METHODOLOGY1.TRAVEL EXPERIENCES DURING THECOVID-19 PANDEMIC111.1 THE TRAVELLING EXPERIENCE DURING THE PANDEMIC111.2 KEEPING IT DOMESTIC151.3 CITY TRAVELLERS STAYED AT HOME.181.4 SUMMARY...202. THE EFFECT OF THE COVID-19 PANDEMIC ON TRAVEL BEHAVIOUR.232.1 THE IMPACT OF THE PANDEMIC ON TRAVEL BEHAVIOUR AND PREFERENCES2.2 SHORT- AND LONG-RUN CHANGES IN TRAVEL HABITS.272.3 RESEARCH AND PLANNING OF FUTURE TRIPS.292.4 SUMMARY....313. ATTITUDES TOWARDS TRAVEL TO EUROPEAN DESTINATIONS.3.1PERCEPTIONS OF EUROPE AND EUROPEAN DESTINATIONS.333.2 THE DESTINATIONS TO VISIT OR AVOID.363.3 SUMMARY....404.TRAVEL EXPECTATIO