The search for destinations previously reserved for a certain social class increases with the offer of exclusive and personalized trips
According to data from official bodies, approximately 33.1 million international tourists visited the Greece during the European summer of 2023, an increase of 42.3% compared to the volume of visitors received by the country in 2010. In the same period, Portugal recorded a leap of 52.4%, Turkey of 82.7% and Croatia of 76.9%.
As for Brazilian travelers, the highlight was 2019, which broke the record for tourists crossing the ocean in July, with a total of 1.63 million. Traditional and renowned destinations on the old continent, such as Capri, Italy, Saint-Tropez, France, Mykonos, Greece, Mallorca, Spain, and many others, stood out for their growing popularity – and are among the most desired during the sunny season, summer in the Northern Hemisphere.
The current popularity, however, is not due to the fact that these are newly discovered places. According to luxury tourism specialist Eduardo Gaz, CEO of TTWGroup, which has been operating in the sector for over 30 years, the reason for the growth is different. “In the luxury market, European summer destinations have been the same for a long time, but they were very limited to one social class. With social networks, these places have begun to appear more, the volume of information has grown a lot and, with that, access and possibilities to consume something that was almost impossible before have also grown.”
In addition to the beauty and uniqueness of each destination, social networks have transformed trips to these places into open showcases of the luxurious experiences provided by the hotels present in each of these locations. The “desire factor” of European summer beaches is not associated exclusively with the destination itself, but rather with the current context, in which new experiences are lived and shown through the Instagram photos and videos of these luxury customers, generating even more demand. “Today luxury is not only linked to the place, but to the new experiences that the luxury market offers,” explains Gaz.
Driven by excellence in services, the offer of unique possibilities, personalization, humanization and exclusivity, the luxury tourism sector has shown intense changes in the last decade and has sought new ways to continue to delight this audience eager for exclusive spaces. Among the highlights are the new luxury cruises. The already well-known tourism format – in 2023, cruises were the travel choice of 31.7 million people – seems renewed for this audience. The smaller boats, from 50 to 200 cabins, that sail through landscapes accessible only by this means of transport, are the new bet for the luxury market audience to reach new destinations not yet discovered through social media.
Trend
“These boats are a trend,” Gaz points out, citing the Ritz Carlton hotel brand as an example, with three ships launched recently, one per year, from 2022 to today. “They are small boats, with a fully personalized service, maintaining the guidelines of each brand. The difference is that they are not limited to an address. As a result, they can be in places they would never have been before. You can go on a Galapagos excursion or an expedition to Greenland and return to your luxury floating hotel for a seafront suite and a Michelin dinner in your cabin,” Gaz says.
Rounding out the golden trio of the top summer tourism attractions in the Northern Hemisphere in 2024, along with the popularity hits of the European summer and new luxury ship tourism experiences, is Paris. The French capital has been synonymous with excellence and special experiences for decades. This recognition translates into a vision of the city already accustomed by the luxury customer, a classic.
This scenario, with the Olympics, could change in the coming years. “The Games have a different impact on the city’s tourism. During their edition, they attract a specific, more popular tourism. But the most important thing is the investment in advertising and exposure that will bring Paris to the world in these Olympics, with games and presentations in iconic settings of the city, which will produce extraordinary images that will resonate for a long time and make Paris even more desired by all the public”, says Gaz.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
