What are the opportunities in the European FIT tourism market?
The free or fully independent traveller (FIT) tourism market is characterised by independence. FITs like to make their travel plans themselves and prefer active or immersive experiences. FITs are particularly numerous in western Europe, from where many low-cost airlines fly regularly to developing countries in Asia and Africa. FITs are looking for good value trips, fuelling demand for unique local experiences and sustainable travel.