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 one of the biggest and most interesting cocoa and chocolate markets in Europe. It offers good chances for cocoa exporters and small chocolate businesses from producing countries. Most of the cocoa which is ground and processed is still what is called bulk cocoa. There is however, a small but existing niche for premium, high-quality cocoa. This niche is slowly growing. Some consumers want cocoa that is high quality, organic, and made in a fair and sustainable way.

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.

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.

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.

The sun and beach tourism market is a large and one of the most popular holiday types. In recent years, there has been a notable shift away from traditional beach destinations towards places that are off the beaten track and offer cultural and adventurous activities. This creates great opportunities for local tour operators. Sustainability is key to success, as pristine beaches and clean, clear waters are the most important components to success in the sun and beach tourism sector.