What are the opportunities on the European cultural tourism market?

The world is a vast melting pot of vibrant heritage and diverse cultures, and cultural tourism is a very large tourism segment, comprised of tangible and intangible products that showcase a country or destination’s unique history. Taking part in cultural activities while on a trip abroad is very popular with European travellers from Germany, the UK, France and the Netherlands, among others, as they are very keen to learn about cultures that are different from their own.

As the pandemic eases and tourism resumes, cultural tourism is set to become more popular and there are numerous opportunities for developing countries to create unique, authentic and immersive experiences for a broad market of cultural tourists.