With traffic volumes back at 2019 levels and with many operators seeing results above pre-Covid levels, Tom Jenkins, CEO of ETOA, speaking at the recent Destinations Exchange Europe at the Hilton London Mertropole, said this is a partial recovery.
Italy has outstripped other European countries
“There has undoubtedly been an increasing interest in individual destinations amongst local markets like the USA and Canada, China, Japan, Australasia, India and all the main far-flung markets. These are showing an increased interest in Europe, and in the individual countries of Europe. Of these the country which has been showing the most sustained level of growth over the last ten years is undoubtedly Italy.”
“We’d be very, very happy with more destinations like Venice, Florence and Rome”
“Italy remains of unique and global appeal as a European destination, and if only we had more hotels and more destinations like Venice, Florence and Rome I think we'd be very, very happy. This is not for one moment denigrating the universal appeal of the Mezzogiorno, on or Milan or Naples.”
The industry is returning to pre-Covid levels
“We’ve obviously had three really tough years, so it is great to see the extent to which not only the markets, principally North America at the moment, are bouncing back. The industry which supports these markets is returning as well, and the fact that you're seeing a new event which has proved to be a success (Destinations Exchange Europe 2023 was organized by ETOA, in collaboration with CityDNA. Ed) shows how strongly the underlying demand is for Europe as a destination, and for Italy in particular.”
