Why Europe Risks Falling Behind as a Global Tourist Destination
Photo Credit: Tower Bridge in London is shown in this photo from November 2018. The UK saw international visitor numbers and spending drop last year. Flickr / Giuseppe Milo
Skift Take
Travelers will always want to visit Europe. But as the world continues to open up, there's more competition for tourist dollars. Destinations will need to adjust accordingly.
Europe may still draw the most international tourists, but the destination can't afford to rest on its laurels, new research from the World Travel & Tourism Council shows.
"It's very clear to me that Europe is losing market share," Gloria Guevara, president and CEO of WTTC, said in an interview Tuesday. Despite the popularity of the region for travelers, "the growth is not at the same level as the average."
The travel and tourism sector grew at a global average of 3.9 percent last year; that growth rate was 2.7 percent in the European Union. Asian destinations are seeing much stronger performance, with China growing 7.3 percent, India up 6.7 percent, and Thailand increasing 6 percent.
"This is a region that is mature; that's great
