Tourism Destination Market Insight: Western Europe - Analysis of source markets, infrastructure and attractions, and risks and opportunities

Tourism Destination Market Insight: Western Europe - Analysis of source markets, infrastructure and attractions, and risks and opportunities


Due to a rich mix of cultures within Western Europe, each individual country is known for specific dishes, or entire cuisines. This attracts Chinese tourists who want a varied gastronomical experience. 67% of Chinese tourists typically take gastronomical holidays. Destinations such as Italy and Austria are set to experience a rapid growth in Chinese visitor numbers over the next four years. Diversifying their gastronomy product should be a tourism strategy that both countries should be focusing on.

The number of Chinese tourists to Austria is expected to grow at a compound annual growth rate (CAGR) of 8.5% between 2019 and 2023. Numbers to Italy are expected to grow at a CAGR of 7.8% during the same period. Western European countries can utilize their gastronomy offering to spread Chinese tourist numbers around different regions. This will help to avoid over-tourism in hotspots such as Salzburg and Rome.

Western Europe attracts different types of gastronomy tourists such as Foodies, Adventurers and Traditionalists due to the presence of a range of countries, which have varying relationships with their culinary heritage.

Gastronomy tourists will often travel to Western Europe to experience unique cuisines that are famed for dishes that have achieved global success. Italian food is a prime example; Chinese tourists want to sample authentic pizza and pasta, allowing for them to be culturally submerged in the process.

The key challenge surrounding gastronomy tourism is that it is mainly restaurants which receive the economic benefit. DMO’s need to encourage all food tour companies to take travelers to real, authentic food suppliers where they can taste local dishes and interact with locals from different parts of the supply chain. Encouraging this strategy within gastronomy tourism will assist in spreading the economic benefit of this niche type of tourism. International tourists will gain a more authentic experience, creating a culturally enriching experience.

The report” Tourism Destination Market Insight: Western Europe - Analysis of source markets, infrastructure and attractions, and risks and opportunities” provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the Western Europe destination market.

The report uses regional and country focused analysis to explore inbound tourist markets, infrastructure and attractions, as well as risks and opportunities. The report provides clear insight into current and future tourism developments in the region. The countries included in this report are the Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the UK.


  • Inbound tourism to Portugal has the highest forecast CAGR out of all established destinations.
  • Inbound tourism to Ireland has the highest forecast CAGR out of all developing destinations.
  • Inbound tourism to Italy has the highest forecast CAGR of all major destinations.
  • There is a vast amount of major and developing city break destinations in Western Europe.
Reasons to buy
  • Obtain a clear and detailed insight into new developments in popular, well-established and upcoming tourist destinations.
  • Use data and analysis to explore future trends related to international arrivals, airlines, niche tourism, and hotel developments.
  • Gain a strong understanding of the opportunities in the market, as well as the risks, to support better business decisions.

The countries of Western Europe
Country Snapshot
Western Europe in 2018
Key Trends
New Developments
New Projects
New International Flights
Types of Tourism
City break tourism
Gastronomy tourism
Book, film and television tourism
Major Destination Focus: Italy
Established Destination Focus: Portugal
Developing Destination Focus: Ireland
Regional Risk & SWOT Analysis
Regional Risk
SWOT Analysis

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook