A survey of travel intentions conducted in May by the European Travel Commission (ETC) in ten European countries revealed that Europeans’ interest in travel has increased by 4% over the past year, but interest in Eastern Europe—a category that also includes the Baltic states—has fallen by half. According to the Estonian Association of Tourism and Travel Agencies, the position of Estonia and the Baltic states in European travel plans will not improve on its own, and more effort than before must be made to raise their profile.
According to an ETC survey, 81% of respondents plan to take at least one trip in the next six months. A year earlier, that figure was 77%. This confirms that travel remains important to Europeans even against the backdrop of rising prices, climate change, geopolitical uncertainty, and security concerns.
According to the Estonian Association of Tourism and Travel Agencies (ETFL), the most important message from the survey for Estonia is that overall interest in travel in Europe is growing, but interest in Eastern Europe—which, according to the survey, includes the Baltic states—has declined from 8 percent to 4 percent over the past two years. At the same time, interest in Southern and Mediterranean Europe has risen from 50 percent to 61 percent.
“Estonia cannot count on a cooler climate or a more peaceful environment automatically attracting more European travelers here. The study shows quite the opposite—despite heat waves, interest in countries with cooler climates has not increased. Instead, travelers are adjusting their choices within Southern Europe, preferring, for example, mountainous regions or coastal destinations,” commented ETFL President Ryan Jenkins.
According to the ETFL, Estonia’s position is currently contradictory. The study reveals that the most important factor in travel decisions is the safety of the destination. Estonia offers a safe, compact travel experience rich in nature and culture, but European consumers’ spontaneous interest in the Baltic states has declined. “This means that we need to address Estonia’s visibility, accessibility, and marketing efforts in target markets more systematically than before. We need to improve Estonia’s profile and build trust in Estonia as a safe destination,” Jenkins added.
The survey also reveals that travelers’ main concerns are related to rising travel costs and their personal financial situation. Compared to last year, concern about the impact of the situation in the Middle East on travel safety has increased, while concern about extreme weather conditions has decreased somewhat.
“While interest in travel to Europe remains strong, the share of the Baltic countries in travel plans is declining. For Estonia, the main issue is not a lack of demand, but rather how to make it onto travelers’ actual lists of options. This requires better international visibility, a clearer value proposition, and closer cooperation among travel companies, destinations, and transportation partners,” Jenkins added.
ETFL emphasizes that Estonia competes not only with its immediate neighbors but with all European destinations. Passengers’ choices are increasingly influenced by price, accessibility, a sense of security, and a clear reason for choosing a specific destination.
The Estonian Association of Tourism and Travel Companies is a voluntary association of employers in the tourism sector, comprising 70 members. The association’s core members are Estonian travel agencies and tour operators; its associate members include transportation companies, tourism organizations, educational institutions, hotels, insurance companies, providers of support services for the tourism sector, state and municipal agencies, and foreign tourism organizations. ETFL is a member of ECTAA, the pan-European umbrella organization for tourism industry associations.
Euroopa Reisikomisjon (European Travel Commission, ETC) on Euroopa riikide riiklikke turismiorganisatsioone ühendav mittetulundusühing. Organisatsiooni kuulub 35 riiklikku turismiametit, kes teevad koostööd Euroopa kui turismisihtkoha konkurentsivõime suurendamiseks, jagades parimaid praktikaid, koostades turu-uuringuid ning edendades Euroopa turismi rahvusvahelistel turgudel.