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.
Dried garlic is a popular taste enhancer in the European market. Food makers love its long shelf life, clean label and ability to replace salt. European imports from developing origins rose to 78,800 tonnes in 2024 and should keep increasing in 2025-2026. China still supplies the largest volumes, but buyers now also look to Egypt, India, Serbia and Uzbekistan to spread their risk.
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.
European importers urgently need new pineapple juice sources because droughts and disease have led to reduced volumes from their current suppliers. Companies that can ship safe, certified juice in sustainable packs have stronger bargaining power. Opportunities exist for exporters from Kenya, Ghana, South Africa and Indonesia once they meet strict EU safety rules and show sustainable practices. Organic, high-pulp and not-from-concentrate (NFC) lines win shelf space in health-driven markets.
Canned beans meet many of Europe’s future food needs: affordable protein, quick cooking and a low-carbon crop. Buyers look for protein-rich, plant-based foods and want them in lighter, BPA-free packs. The biggest opportunities are in the United Kingdom and Germany, but the fast-growing markets of Romania and Sweden reward competitive prices and clean labels. Importers still control up to 95% of volumes, so gaining their trust with quality and sustainability certificates is the fastest way in.
The European wellness tourism market offers strong opportunities for tourism businesses in low- and middle-income countries (LMICs). Demand for wellness travel is growing. More and more European travellers are seeking holidays that improve their physical and mental wellbeing. Nature-based experiences, healthy lifestyles, sustainability and authentic local culture are shaping the future of the wellness tourism market.
European demand for wellness tourism is continuing to grow. Today’s wellness travellers are looking for experiences that deliver clear outcomes, such as better sleep, reduced stress, improved health and greater wellbeing, rather than simply relaxation. This trend is attracting a wide range of travellers, from younger, solo travellers to luxury clients and older, active consumers. Suppliers that offer personalised programmes with credible wellness expertise, using local remedies, are best placed to succeed.
Marlies Sobczak-Boumans, Wellness Consultant at Vita-Con Consultancy
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Wellness tourism is a fast-growing segment of the global tourism industry. It offers significant opportunities for tourism businesses in low- and middle-income countries. European wellness travellers prioritise holidays that improve their physical, mental and emotional wellbeing through nature, healthy lifestyles, relaxation and authentic cultural experiences. To succeed in this market, European tour operators expect sustainability credentials, a consistent online presence and a track record of delivering wellbeing experiences.