You’re not imagining it: since COVID more and more Australians are swapping winter for Euro Summer. In 2023, ANZ found that 110,200 cardholders visited Europe in June, July and August, up 47% from the same period in 2022. This year international arrivals to Europe in July and August showed 12% growth from the previous years, data from ForwardKeys shows.
“Five years ago many Australians opted for summer road trips through Canada or the US but now there’s a clear preference for Europe,” says Ivona Siniarska, director of travel agency Take Off Go.
“Typically they fly into London and leave from another European city which lets them ease into their European holiday in an English-speaking country with familiar food, language and social customs before fully immersing themselves in the diverse cultures of Europe.”
The Australian Bureau of Statistics (ABS) reports the top three Euro Summer destinations for Australians in 2023 were the UK (214,800 between June and August 2023), Italy (130,510), Greece (721,00). France (53,840), Spain (32,420), Germany (30.980) and Ireland (27,160) followed closely behind.
Siniarska says she’s seeing many Australians booking for at least 3-5 weeks to justify the lengthy flight. Families are extending their kids’ school holidays by an extra week at either end. The approach maximises the value of the travel time and costs.
“Europeans truly know how to savour their summers and the idea of sitting under a parasol on a beach along the Adriatic for instance is irresistibly appealing,” says Siniarska. “The combination of warm weather, cultural immersion and a relaxed pace of life makes Euro Summer a dream escape for many.”
Another Euro Summer trend Siniarska says she’s seeing is smaller ship cruises with lines like Seabourn, Silversea and Explora. These ships let guests embark on 7-14-day voyages, unpack once and effortlessly explore water-side destinations like Greece, Croatia, Malta and Turkey without catching trains or planes or dealing with multiple transfers.
“Cruising in Europe is really starting to gain momentum and I think it’s a brilliant way to travel,” says Siniarska.
“It offers the chance to unwind, immerse oneself in various cultures and still enjoy all the creature comforts of home. The allure of boarding a ship, being handed a glass of bubbles and sailing into the night to wake up in a new city every few mornings is becoming increasingly popular with travellers of all ages.”
As for US summer travel, Siniarska says she doesn’t think the US holds the same appeal it once did and that several factors contribute to this. One is the value of the US dollar which is strong now so less cost-effective for Australians.
“Also while the US has many fantastic sites, even after three weeks of travel, you’re still in the same country,” says Siniarska. “In contrast, in Europe over three weeks, you can comfortably explore 4-5 countries each offering unique sights, sounds and culinary experiences. The diversity of cultures and cuisines available within such a short distance in Europe makes it a more attractive option for many.”
Interestingly some data says the popularity of Euro Summer is on the decline. In June 2024 Webjet released data showing that flights to Europe by Australians were down 18% from 2023 while flights to Asian destinations rose 23%. It reported Asia accounting for 19% of all flights booked by Australians this winter, ahead of 12% bound for Europe.
In July 2024 data from the Bureau of Statistics and Travelex (via The Australian) showed Japan was attracting Australian visitors in record numbers along with longtime favourite Indonesia, specifically Bali. Thailand, Singapore and Vietnam also saw strong growth in Australian holidaymakers which travel agents interviewed by The Australian attributed to price and proximity.
Regardless of what the stats say Euro Summer was all over my Instagram feed this year and on the feeds of people I talked to. My take? Yes other destinations closer to us may become more popular in the coming years and cut into the slice of Australians doing Euro Summer. But with our longtime cultural ties to Europe and its unparalleled scenery, culture and cuisine, I don’t see the appeal waning anytime soon. Plus with the new ways to explore it like cruising, I see that potentially tapping into other types of travellers.
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