Travellyze blog

European Cultural Travel

Embarking on a journey is more than just a mere change of location; it's a transformative experience that can enrich our lives in countless ways. As we traverse the globe, we become immersed in diverse cultures, breathtaking landscapes, and unforgettable encounters. However, amidst the thrill of exploration lies a fascinating interplay of factors that can significantly impact our travel experiences. From the allure of wanderlust to the psychological undercurrents that guide our choices, each traveler brings a unique set of "travel factors" that shape their voyages.

For this blog, we focused on countries that have the highest number of cultural travelers:

  1. Spain 🇪🇸
  2. Italy 🇮🇹
  3. Denmark 🇩🇰

As mentioned earlier, we concentrated on analyzing the travel factors that affect individuals deciding to embark on a journey. Currently, Travellyze encompasses 37 travel factors to analyze specific traveler segments, providing insights for destinations or businesses to effectively tailor their offerings. To conduct this analysis of travel factors affecting the European markets (Spain, Italy, and Denmark) with the highest cultural traveler output, we decided to categorize travel factors into two groups: catalysts and enables. We carry out this division because within all the travel factors that Travellyze possesses, there are some that are internal motivations of the person to travel, and others that must be present without fail, that is, they are important but not a motivation. For catalyst travel factors, examples include: cultural and historical experiences (museums, cultural & historical sites), nature/outdoor experiences, food experiences, among others. On the other hand, the enablers travel factors: cleanliness, safety standards/low crime levels, health and hygiene standards.
Now, let's move on to the specific data...



  1. Cultural & Historical Experiences (museums, cultural & historical sites) 45.23%
  2. Big city experiences 39.88%
  3. Exciting food experience opportunities 38.32%
  4. Nature/outdoor experiences 37.78%


  1. Safety standards/low crime levels 44%
  2. Cleanliness 42.92%
  3. Health and hygiene standards (local / global outbreaks) 39.65%
  4. Direct flight 39.21%
  5. Easy access to medical facilities (infrastructure, availability, proximity) 38.89%
  6. Living new experiences 37.73%



  1. Cultural & Historical Experiences (museums, cultural & historical sites) 45.19%
  2. Big city experiences 41.33%
  3. Nature/outdoor experiences 38.08%
  4. Exciting food experience opportunities 36.68%


  1. Cleanliness 44.05%
  2. Health and hygiene standards (local / global outbreaks) 41.93%
  3. Safety standards/low crime levels 41.51%
  4. Living new experiences 36.68%
  5. Direct flight 36.38%
  6. Flights from my local airport 34.06%



  1. Cultural & Historical Experiences (museums, cultural & historical sites) 44.74%
  2. Nature/outdoor experiences 41.77%
  3. Exciting food experience opportunities 38.11%
  4. Big city experiences 36.72%


  1. Cleanliness 38.59%
  2. Health and hygiene standards (local / global outbreaks) 37.62%
  3. Safety standards/low crime levels 37.42%
  4. Flights from my local airport 34.8%
  5. Direct flight 33.22%
  6. Living new experiences 29.17%
To conclude this article, we will draw insights from the data. It is evident that the #1 catalytic travel factor across all markets is "cultural and historical experiences," which is a positive signal considering our focus on cultural travelers. The subsequent top 3 factors vary among other alternative aspects, but we can observe that "big city experiences" and "nature/outdoor experiences" remain prominent.

Regarding the enabling travel factors, the #1 factor varies - in Spain, it is "safety standards/low crime levels," while in Italy and Denmark, it is "cleanliness." "health and hygiene standards" consistently maintain a position in the top 3. This is attributed to travelers placing significant importance on their well-being at the destination and ensuring a pleasant experience. Factors such as cleanliness, safety, and health standards at the destination have become indispensable for travelers in recent years.
Market intelligence Travel/tourism insights