The study found that both Italy and Spain show similar trends where the primary market in August is domestic
With the summer tourism season about to commence in Europe, a report by Data Appeal Company, says that thanks to the Olympics France will see a prolonged rush well beyond September. Similarly, Italy is also headed for an extended peak season, while Greece will see an overwhelming majority of tourists from overseas, while most European countries see many more domestic visitors than overseas ones.
These are some of the findings of Unlocking off-peak potential: Insights into Mediterranean tourism beyond summer 2024 report released by Data Appeal Company that is part of Almawave Group.
According to a press statement, the analysis, conducted with the destination marketing & management platform D / AI Destinations, highlights significant patterns and market dynamics as the high summer season winds down, offering valuable insights for the travel and hospitality industry. This report explores tourism trends, Online Travel Agency (OTA) rates, and Global Distribution System (GDS) flights in September and October, comparing them to the bustling summer months.
The study found that both Italy and Spain show similar trends where the primary market in August is domestic, which declines by 9-10 pc in September and October. Italy stands out as the only country where GDS bookings in September exceed those in August.
The report also shows that unlike the other countries analysed, Greece sees the vast majority of its visitors coming from international markets during both high and low seasons. Similarly, in France, the Olympics have a significant impact throughout the summer, with OTA rates surging from late July to early August and remaining stable until early October.
The report says that Americans and Germans are the two nationalities that are the leading markets for GDS flight bookings to all analysed destinations throughout September and October.
Damiano Meola
“Our analysis confirms consistent post-summer season trends across all examined destinations with specific noted differences. The extension of the summer tourism season beyond expectations, as indicated by data following the peak in August, could have positive sustainability impacts by reducing the risk of summer overtourism,” explains Damiano Meola, Director of Marketing at Data Appeal Company.
“The decrease in accommodation prices across all analysed countries in September and October presents an opportunity for budget-conscious travellers and a potential strategy to extend the tourism season. The increase in visitors from diverse markets, particularly from the United States and Germany, during the off-peak season highlights a growing trend among travellers to avoid the congestion of August, opting for less crowded and potentially more economical periods,” Meola adds.
According to the statement, Data Appeal Company specialises in collecting and analysing online feedback, geographic, and contextual data. The company’s mission is to simplify data use and understanding, helping businesses and tourist destinations make informed decisions.
It adds that in France, the 2024 Olympics have significantly influenced tourism patterns, with a surge in OTA rates from late July to early August that remains stable until early October. This stability is notable as the domestic market sees only a slight decline of 3 pc in September and October compared to August.
French travellers tend to reduce international travel post-summer, while German and British tourists increase. Additionally, there is a noticeable rise in visitors from the USA and emerging Asian markets like South Korea and Japan. This trend indicates that France remains a strong attraction for international tourists beyond the summer peak, supported by the prolonged impact of the Olympics.
In the case of Greece, this country stands out with a predominantly international tourist base, both in high and low seasons. Domestic visitors account for only 16 pc in August, dropping to 10 pc in September and October. This period coincides with a decline in Italian and French visitors who prefer August travel.
Conversely, Americans and Germans see a rise in GDS flight bookings during these months. Hospitality rates in Greece continuously decrease from late August to October, reaching a 25 pc drop by late October. This pronounced seasonal fluctuation presents an opportunity for budget-conscious travelers to explore Greece in the less crowded off-season.
Moving on to Italy, it experiences a shift in tourist demographics post-August, with domestic tourism dropping by nearly 10 pc in September and October. The USA and Germany become the primary markets during these months, replacing the domestic dominance of August. Accommodation rates decrease by 15 pc, and the average length of stay shortens from 12.7 to 8.8 nights, indicating shorter visits by off-season travellers.
Notably, Italy is the only country where GDS bookings in September surpass those in August, highlighting a steady demand from international tourists even as the summer ends. This trend suggests that Italy remains a favoured destination for American and German tourists during the off-peak season.
Lastly, analysing the case of Spain, this country mirrors Italy in its post-summer tourism trends, with domestic travel decreasing by 9 pc in September and October. This drop is accompanied by a significant rise in tourists from Germany, Sweden, and Norway, whose numbers double compared to August. Accommodation rates in Spain fall by 16 pc during these months, with consistent weekend rate surges indicating a demand for short getaways.
The data shows a shift from Southern European travellers in August to Northern Europeans in the following months. This trend underscores Spain’s appeal as a destination for weekend travelers and those looking to avoid the summer crowds while still enjoying favorable weather and reduced prices.
In September and October, Americans emerge as the leading market for flight bookings to Italy with 22 pc, Greece with 21 pc and France 14 pc, while also ranking as the third largest market in Spain at nine pc.
The statement adds that this significant presence underscores the ongoing interest and travel flexibility of American tourists. Meanwhile, Germans closely follow, being the second largest market in Italy at 11 pc, Spain at 10.5 pc and Greece at 13 pc. The substantial influx of both American and German tourists during these months indicates a strategic shift towards off-peak travel, favoring less crowded destinations and more economical travel periods.
