Switzerland has a strong reputation as a producer of high-quality chocolates. Switzerland is among the largest chocolate exporters in the world. Several Swiss chocolate brands are well known internationally, including Lindt and Toblerone. The domestic market is also strong: Swiss consumers record the world’s second-highest per capita chocolate consumption. Opportunities for premium chocolates made from speciality and certified cocoa are growing significantly.

Germany is a massive cocoa and chocolate market with ample opportunities for producing countries, both in bulk and speciality segments. The German cocoa processing industry relies heavily on cocoa supplies from West Africa. However, as the bulk market is reaching saturation point, there are new opportunities for exporters and producers, especially on the speciality market. This is mainly fuelled by the growing demand for darker chocolate, and the large organic and sustainable cocoa market in Germany.

The Netherlands is the largest importer of cocoa beans and home to one of the largest cocoa-grinding industries in the world. The Netherlands imported almost 91% of its cocoa beans from West Africa in 2020, primarily as bulk cocoa. The demand for high-quality cocoa, however, is growing and attracting further interest in cocoa beans from Latin American countries. The focus on the high-quality segment also offers an opportunity for a closer relationship with buyers such as smaller specialised traders and craft chocolate makers.

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+ market is growing, driven by increasing numbers in the Gen-Z group. Tolerance, acceptance and safety are major factors impacting travel decisions of this group. Germany and the UK have the largest LGBTQ+ populations, and travel to long-haul destinations is increasing in popularity across Europe. There are good opportunities for local operators to tap into this unique and diverse niche if they can meet its inclusivity needs.

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.