The LGBTQ+ market is growing, driven by increasing numbers in the Gen-Z group. Tolerance, acceptance and safety are major factors impacting travel decisions of this group. Germany and the UK have the largest LGBTQ+ populations, and travel to long-haul destinations is increasing in popularity across Europe. There are good opportunities for local operators to tap into this unique and diverse niche if they can meet its inclusivity needs.

Multigenerational travel refers to people of various ages spending holidays together. The rise of multigenerational holidays is a growing trend among European travellers. Multigenerational groups can be an interesting target group, if you are able to meet their complex and diverse needs.

Italy is Europe’s second-largest import market for green coffee. Over 96% of the green coffee is sourced directly from producing countries. It is home to a strong coffee culture. Italians favour strong espresso-based coffees, which are usually blends using Arabica and Robusta varieties. Next to a substantial consumer market, Italy represents a huge roasting industry. The Italian market remains traditional in certain aspects.

Diaspora tourists feel a stronger connection to their holiday destinations than other tourists. They are more likely to visit local shops, eat at local restaurants and stay at local accommodations. The money that they spend usually goes straight to the local community. They also help to promote your destination to friends and family back home.

The Generation Y or Millennial consumer group is the world’s largest consumer group today. They prize authentic, unique and exciting travel experiences over buying high-value items, such as a house or a car. They are tech-savvy, heavy internet users and often buy online. Millennials in Germany and the UK represent the largest markets in Europe. Millennials are at the forefront of new travel trends, such as ‘bleisure’ and sustainable travel. Local tour operators in destinations have considerable opportunities to reach European millennials.

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.

The sun and beach tourism market is a large and one of the most popular holiday types. In recent years, there has been a notable shift away from traditional beach destinations towards places that are off the beaten track and offer cultural and adventurous activities. This creates great opportunities for local tour operators. Sustainability is key to success, as pristine beaches and clean, clear waters are the most important components to success in the sun and beach tourism sector.

Belgium is a major importer of green coffee and an important trade hub in Europe. The port of Antwerp is known for its large capacity for stocking. However, the country also has a significant roasting industry and consumer market. EU legislation applies as Belgium is part of the European Union. Brazil, Honduras and Peru are Belgium’s main Arabica suppliers. Vietnam and India are the most important Robusta suppliers.

Rising incomes and growing interest in high-quality coffees bring interesting opportunities to the Eastern European coffee market. Multinational companies and mainstream brands currently dominate the market in this region, but specialised small coffee roasters are rapidly emerging, especially in Poland, the Czech Republic and Romania. The specialty market is still a very small niche market, but it opens doors for exporters of high-quality coffees and the establishment of more direct relationships with buyers.

The Scandinavian market offers many opportunities for producing country suppliers. The Scandinavian market is not the largest, but it values quality and sustainable sourcing. This market therefore offers special opportunities to certified suppliers and suppliers of premium and specialty coffee. Five larger roasters dominate the Scandinavian market.