Nature tourism in Europe requires a lot of hard work and knowledge. To help you prepare CBI provides a Market Potential study with a list of European countries that offer the most opportunities for nature tourism and it describes the trends that offer new opportunities. The Market Entry study on this page contains information about buyer requirements and certifications, main market segments and distribution channels as well as information about the competition.
Every day, millions of travellers use OTAs and other online travel platforms to plan and book their holidays and business trips, to destinations all over the world. The OTA market is crowded and competitive, and the Tours and Activities sector is one of the fastest growing sales channels. OTAs offer a quick, convenient way to enter the market, but local operators need to do their research, understand their target market and choose the most appropriate OTA to work with.
Communicate regularly with an OTA and their country representatives if there is one in your destination. You both have the same goal: selling more packages. It’s much easier to provide an offer that sells if you use their data and insights. When calculating your margins, look further than a one-off deal from the OTA, especially for day tours. One sale can lead to more sales – upgrades, more bookings, or references to your company to other customers. Make sure these bookings are direct bookings. And use the OTA offer to build trust.
Guido van de Graaf, Value through Passion
OTAs can help your business gain traction and put you in front of an audience you may never get. It’s a great way to generate revenue quickly, but you shouldn’t rely on OTAs for the bulk of your business. If you do, you aren’t really running a business but you’re the equivalent of an Uber driver for tours and activities. If you’re happy with that, then go for it, but if you want to grow a brand and business, make sure that 70% or above of your booking comes from direct channels. That’s the only way to be in control of your destiny.
Chris Torres, Founder – Touriosity, Tourism Marketing Agency
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Accessible tourism is the ongoing endeavour to ensure that tourist destinations, products and services are accessible to all people, regardless of their physical limitations, disabilities or age. This market offers great opportunities, as competition is still limited. Suppliers of accessible tourism should be aware of the high European standards.
Europeans love garlic. Europe is a major market for dried garlic from developing countries. Consumers and food manufacturers use large amounts of dried garlic in a wide variety of products, besides the typical spice grinders, while production of dried garlic in Europe is very small. This makes dried garlic buyers look for supplies from outside Europe and creates plenty of opportunities for you as a supplier. China will be your main competitor, as it dominates dried garlic supplies. This study will help you find ways to differentiate your offer from that of the Chinese suppliers.
Europe is a growing market for cardamom exporters. Increasing demand is fuelled by consumer appetites for exotic flavours and cuisines. Guatemala and India are the main suppliers of whole and crushed/ground cardamom to Europe and will be key competitors for new entrants. Suppliers from other countries may benefit from buyer demand for cardamom from unique origins and sustainably produced cardamom. Niche markets for high-quality and certified cardamom can also offer interesting export opportunities.
Europe is one of the largest global markets for pickles, especially fermented cucumbers. This is primarily because of its long tradition of consuming pickled cucumbers. Consumption is also driven by the awareness of the benefits of minimally processed foods amongst the general population. Pickles also provide a crunchy, tangy bite to sandwiches and burgers. In terms of health benefits, they contain antioxidants, probiotic organisms and minerals that protect against free radicals. Pickles are also a cost-effective choice for various cuisines.
The European Union is the largest market for pineapple juice, accounting for more than 45% of total global imports. The Netherlands is the leading European and global importer of pineapple juice. In Europe, it is followed by Spain, Italy, Germany and France. The leading developing country suppliers of pineapple juice are Costa Rica and Thailand.
Europe imports more than half of the world's canned beans. A major factor driving demand for canned beans in Europe is rising consumer demand for plant-based alternatives to meat, products with no additives and convenience products. Major importing markets in the region such as Germany, France, the Netherlands, Belgium, Austria and Sweden provide excellent opportunities for suppliers from developing countries.
Wellness tourism in Europe requires a lot of hard work and knowledge. To help you prepare CBI provides market information with trends which offer opportunities in the European market for wellness tourism. From information about what makes Europe an interesting market for wellness tourism, to European countries which offer the most opportunities for wellness tourism and trends opportunities in the European wellness tourism market.
Yoga, spa, hot springs tourism, eating healthily and maintaining fitness are all important elements of wellness tourism. Although wellness tourism was severely impacted by the pandemic, the practice of personal wellness is now more important to consumers than ever before. Strict regulations around health, safety, cleanliness and qualifications are key to keep participants safe and generate confidence in local operators’ abilities and professionalism.
Aim for quality over quantity. Instead of trying to cater to everything and everyone, do fewer things well. Pick what you ultimately want to be known for and strive to be the best at that. Guests will be more likely to recommend or revisit hotels/destinations that they enjoyed and truly believe in. They also tend to have a good idea of which wellness product they would like and are looking for a unique, authentic, personalised experience.
Alexis Gortler, English Market Manager, Spa Dreams
Wellness tourists who travel further afield are often looking to try wellness remedies, treatments or rituals that are unique and special to a particular destination. Local operators who combine these with other tourist experiences like being out in nature or learning about the local culture can attract these wellness tourists who want to maintain or improve their physical and mental wellbeing while on a trip.
Claudia Wagner, Managing Director, FIT Reisen
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