What are the opportunities in the European sun and beach tourism market?

For many decades, sun and beach holidays have traditionally been one of the largest tourism segments. There has been a shift in recent years to sustainable sun and beach tourism in locations away from mass tourism destinations and with a focus on connections with additional activities. As the trend for unique, immersive experiences grows and reaches more consumer groups, from the Millennials to the Baby Boomers, so the opportunities for local operators in developing countries will continue to grow.