Germany is Europe’s largest importer of green coffee beans. The German coffee roasting industry is enormous, serving both its domestic coffee market — the largest in Europe — and export markets. Sustainability commitments have become mainstream in the German coffee market, where the demand for specialty coffee is growing. Organic certification can be interesting for coffee exporters targeting the German coffee market, since this market segment is growing steadily.

The LGBTQ target group in Europe makes a very promising market. The estimated LGBTQ population of Europe is approximately 5.9% of the total and the market value of LGBTQ tourism in just seven countries (Germany, UK, France, Italy, Spain, Poland and Netherlands) combined is already €64 billion and expected to grow 1.4% annually on average. This group is very diverse, but one important factor that is common to the entire group is  to feel welcome and respected.

The SAVE tourism (Scientific, Academic, Volunteering and Educational) market is an important niche market of the adventure tourism segment, and with an increasing trend towards responsible travel, is set to grow. Appealing to skilled and unskilled people who want to make a difference in other people’s lives, there are multiple opportunities for developing countries to enter this lucrative market. Operators must take care when deciding on a project to establish that positive impact can be measured and that no harm is done to communities or the environment.

Multigenerational travel refers to people of various ages spending holidays together. The rise of multigenerational holidays is a growing trend among European travellers. Multigenerational groups can be an interesting target group, if you are able to meet their complex and diverse needs.

Italy is Europe’s second-largest import market for green coffee. Over 96% of the green coffee is sourced directly from producing countries. It is home to a strong coffee culture. Italians favour strong espresso-based coffees, which are usually blends using Arabica and Robusta varieties. Next to a substantial consumer market, Italy represents a huge roasting industry. The Italian market remains traditional in certain aspects.

Diaspora tourists feel a stronger connection to their holiday destinations than other tourists. They are more likely to visit local shops, eat at local restaurants and stay at local accommodations. The money that they spend usually goes straight to the local community. They also help to promote your destination to friends and family back home.

The Generation Y or Millennial consumer group is the world’s largest consumer group today. They prize authentic, unique and exciting travel experiences over buying high-value items, such as a house or a car. They are tech-savvy, heavy internet users and often buy online. Millennials in Germany and the UK represent the largest markets in Europe. Millennials are at the forefront of new travel trends, such as ‘bleisure’ and sustainable travel. Local tour operators in destinations have considerable opportunities to reach European millennials.

The free or fully independent traveller (FIT) tourism market is characterised by independence. FITs like to make their travel plans themselves and prefer active or immersive experiences. FITs are particularly numerous in western Europe, from where many low-cost airlines fly regularly to developing countries in Asia and Africa. FITs are looking for good value trips, fuelling demand for unique local experiences and sustainable travel.

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.

Belgium is one of the main points of entry and trade hubs for coffee in Europe. It is also an increasingly interesting market for certified coffees, following a consumer trend towards sustainable, traceable and high-quality products. The specialty coffee market in Belgium is also growing while maintaining the country’s tradition for small coffee houses and cafés. The growing interest in high-quality and certified coffees in Belgium underlines the growing importance of origin, traceability and social impact in coffee.