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| The famous Greek island of Santorini is no longer the top tourist destination chosen by tourists. (Source: shutterstock) |
When it comes to the famous Greek island of Santorini, everyone probably wants to have a "dream" vacation here. However, the high airfare and hotel costs make many people hesitate to "open their wallets". How can we still go to our dream places but with an affordable budget and importantly, not too crowded? Belgians have found "alternative" destinations that are expected to be popular in 2024. That is Paros island instead of Santorini, Leiden city instead of Amsterdam...
According to travel operator Sunweb, demand for travel in 2024 is much stronger than in 2023. Tim Van den Bergh, Sunweb's director of Sun&Beaches, said bookings were significantly higher than last year, especially during the holiday period and to popular destinations.
So where will Belgians be going in 2024? Here are some travel trends for this year.
The appeal of “TikTok destinations”
The “TikTok destination” trend is spilling over into the travel industry. Many TikTokers post clips or photos of budget travel destinations on their social media that are no less glamorous than famous places. According to travel website Expedia, the travel trend in 2024 is that travelers prefer more famous destinations or similar places that are less expensive and less crowded.
Overtourism disappeared with the Covid-19 pandemic and is now back in the era of “rebound tourism,” says Connections spokesperson Frank Bosteels. The reality is that more people are looking for alternatives to popular and often oversaturated destinations.
For example, in the Netherlands, Leiden, with its canals and historic buildings, would be chosen instead of Amsterdam. In France, the Vallée du Loir, with its many castles, would be chosen instead of the famous Vallée de la Loire. In Spain, Valencia would be chosen instead of Barcelona. Paros would be preferred over Santorini if choosing Greece. In the UK, instead of London, tourists would choose Liverpool. In Portugal, Palermo would be chosen instead of Lisbon. Perth would be chosen instead of Sydney for Australia. Instead of Geneva, people would choose Quebec.
Choose Memphis over Nashville when traveling to the US or Taipei (China) over Seoul. “We flee crowded places in search of new lands like Alentejo in Portugal, which is reminiscent of Tuscany in Italy or Provence in France,” adds Frank Bosteels. And sometimes the alternative destination is even closer, which makes it more eco-friendly.
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| Tourists will choose Memphis over Nashville when visiting the US or Taipei (China) over Seoul, South Korea. (Source: Alamy Stock) |
New destination
Mediterranean newcomers such as Albania and Montenegro, which are still relatively unknown, will undoubtedly continue to be popular with those seeking tranquility, nature and the exotic, says Florence Bruyère, a spokeswoman for Belgium’s Tui airline. Indeed, these are great destinations, especially for active travellers, offering much better value for money.
“Since the pandemic, green, natural destinations where people can disconnect have been on the rise and we think they will still be successful next summer,” adds Florence Bruyère.
Belgians will still favour Europe in 2024, according to Frank Bosteels. Air travellers will choose destinations in the south, led by Spain, followed by Italy and Portugal. "Greece seems to be off to a particularly good start. Turkey is also in high demand," said Leen Segers, a spokesperson for Neckermann.
According to Sunweb, bookings to the Greek islands are up 72% compared to last year and Türkiye is returning as a favourite destination for Belgians. However, tour operators say the biggest growth in 2024 will come from Ireland and Iceland, thanks to their natural beauty and landscapes.
Travel companies are unanimous in their assessment that long-haul travel is on the rise, thanks to the return of long-haul flights, especially from the U.S. and Canada. In addition to the success of New York, West Coast parks and the strong return of motorcycle travel, Connections says Japan is also a success.
Many travelers from around the world choose Japan, causing flights to sell out months before what is considered peak season: cherry blossoms in full bloom across Japan from late March to late May, and October to November. In Asia, Thailand is Connections’ number one destination. Now, far-flung destinations like South Africa, Kenya, and Mexico are also popular with Connections.
Using artificial intelligence
Artificial intelligence (AI) is becoming increasingly popular in the travel industry. You can now plan your vacation using apps like ChatGPT, Roam Around or Guidegeek. Globally, 44% of travelers rely on AI to plan and research their trips, according to an August 2023 Skycanner study of 18,000 travelers. And 66% of U.S. travelers use AI via their smartphones, while in France, that number drops to 11%.
“On a budget, it’s true that prices have risen so much that off-peak travel is becoming more and more attractive,” says Frank Bosteels. And then, off-peak travel is also a great way to enjoy beautiful destinations without the crowds.
Additionally, June 2024 could be a good month for travel. Holidays and long weekends are concentrated in May. The European Football Championship (EURO 2024) starts in mid-June and continues until mid-July, followed by the Paris Olympics. “All of this could impact the behavior of vacationers,” Frank Bosteels said.
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| You can now plan your vacation using apps like ChatGPT, Roam Around or Guidegeek. (Source: Getty Images) |
Multi-generational or solo travel
Also popular are trips organized by grandparents with their grandchildren, without parents, or trips taken by just mother-daughter or father-son. Experts in the field note the growing number of multigenerational vacations.
On the other hand, according to Florence Bruyère of Tui Belgium, adults-only hotels are increasingly being chosen. “They have the infrastructure to allow you to have unique experiences: yoga, quiet pools…”
Finally, “the number of people traveling alone is increasing, which is encouraging us to do more organized trips,” says Connections’ Frank Bosteels. Not to mention the rise in solo travelers, mostly young people who go backpacking for a few months to explore the world beyond the usual tourist destinations.
When it comes to sustainability, according to a survey by Skyscanner on an international level, 64% of respondents said that responsible travel is essential. Travel less often, less far, slower and longer, offset the carbon footprint of the trip, conserve nature, eat local produce... The choice of sustainability is especially attractive to young people, even if in practice, and many studies show that additional costs are still the main obstacle.
(according to VNA)
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