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.
Rising incomes and growing interest in high-quality coffees bring interesting opportunities to the Eastern European coffee market. Multinational companies and mainstream brands currently dominate the market in this region, but specialised small coffee roasters are rapidly emerging, especially in Poland, the Czech Republic and Romania. The specialty market is still a very small niche market, but it opens doors for exporters of high-quality coffees and the establishment of more direct relationships with buyers.
The Scandinavian market offers many opportunities for producing country suppliers. The Scandinavian market is not the largest, but it values quality and sustainable sourcing. This market therefore offers special opportunities to certified suppliers and suppliers of premium and specialty coffee. Five larger roasters dominate the Scandinavian market.
Exporting specialty coffee to Europe comes with strict rules about quality, labels and sustainability. To succeed, exporters need to understand different market segments and how to sell their coffee. Creating a good relationship with your buyers is of key importance. You need this to establish trust and a long-term trading relationship. Many European buyers will have their own quality requirements. This creates opportunities to diversify and appeal to European importers and roasters.
Helping farmers understand their buyers’ markets enables them to adjust their produce to their needs. Producers benefit from improved communication, while all links in the chain benefit from mutual exchanges of knowledge. It starts with ripe cherries on the shrub.
Stijn van Mourik, Product and supply chain expert, Coffee farm manager – Cafés Dagobert, France; La Perla Roja, Colombia
Webinar recording
19 May 2022 Exporting Specialty Coffee to Europe
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The market for specialty coffee in Europe has grown in recent years. It is expected to continue growing in the coming years. Within the specialty market, coffee suppliers compete mainly on quality, sustainability and long-term relationships. Direct trade relations with small roasters open up interesting opportunities that may lead to better margins. It has become essential in the specialty segment to tell the story behind your coffee. This includes its origin and other environmental and social sustainability aspects.
Belgian chocolate is famous the world over. It is produced under strict requirements and is a major export product for Belgium. With its large chocolate industry, Belgium is a major hub for cocoa bean imports from producing countries. Most of its chocolate is produced by three manufacturers: Barry Callebaut, Cargill and Puratos. These three companies dominate the chocolate supply. Sustainability is very important in Belgium, and a large share of the market already buys certified cocoa. This share is expected to keep growing.
Adventure travel is one of the biggest tourism niches in the world today, and it is likely to grow in the near future. European nationals represent a substantial group of adventure travellers, and they are keen to visit new landscapes and go on adventures in different parts of the world. Opportunities to create adventure experiences in developing countries are considerable, but local tour operators must be clear about the requirements for, and process of, launching travel experiences for the European market.
The cruise industry is a vast, global industry and cruising is growing in popularity throughout the major markets, including Europe, the second-largest cruise market. Safety is the industry’s most important consideration, and entrants to the market must implement a large number of strict safety regulations. River cruising offers much potential for development in developing countries, as some of the world’s longest and most spectacular rivers are located in Asian, African and South American nations.