Tourist spending in Europe has grown strongly over the past decade, but inflation alone does not explain the trend.
Based on a twelve-year analysis of trips, nights, prices and population across the 27 EU countries, the evidence shows that the main driver of growth has been the increase in spending per night, not the duration of trips, nor the number of trips per person, nor participation alone.
Even in real terms, net of inflation, spending per night has increased. This suggests that travellers are increasingly choosing more expensive accommodation, more services, or more rewarding experiences during fewer trips. It also signals the need to understand how value, comfort and experience design are reshaping tourism demand.
