Understanding what motivates travellers is essential for building experiences that resonate. At Travellyze, we asked thousands of European consumers about the main reasons behind their leisure travel decisions. The answers offer valuable insights for Destination Marketing Organisations (DMOs), experience providers, and travel consultants looking to align their strategies with evolving preferences.
Top Travel Motivations in Europe
Across 10 key European outbound markets, the following motivations emerged as the most influential for travel decisions:
These common threads provide a useful baseline for destinations looking to create or promote travel products that align with real motivations across Europe.
Top Travel Motivations in Europe
Across 10 key European outbound markets, the following motivations emerged as the most influential for travel decisions:
- Visiting small and unique towns ranked first overall. This was especially prominent among travellers from Spain, Italy, and France, who show a strong preference for authenticity, charm, and local character.
- Food experiences came second. Countries like the United Kingdom, Sweden, and Finland place culinary exploration at the heart of their travel plans.
- Nature and outdoor experiences secured the third spot. Travellers from Denmark and Finland are particularly motivated by natural landscapes and open-air activities.
- Going to the beach remains a strong classic motivator, placing fourth overall. This is especially true in Germany, the UK, and Sweden, where sun-seeking habits persist.
- Cultural & Historical Experiences round out the top five. Notably high among travellers from the Netherlands and Spain, these experiences highlight the lasting appeal of heritage, museums, and historical sites.
These common threads provide a useful baseline for destinations looking to create or promote travel products that align with real motivations across Europe.
Country-by-Country Highlights
What Can DMOs Do With This Information?
Want to Know More? Travellyze gives you access to detailed motivations data filtered by market, persona, and traveller type.
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📲 Follow us on LinkedIn for more traveller insights & tourism trends.
- Spain: Small town charm leads, followed by cultural immersion and food. Spanish travellers value authenticity and depth.
- Germany: The beach ranks highest. Germans still love the sun, complemented by a strong interest in food and nature.
- France: The mountains and wilderness top the list—a clear sign of a traveller looking to disconnect. Small towns and cultural experiences remain strong drivers.
- Italy: Quintessential Italy. Travellers are drawn to its own heritage: charming towns, beaches, and natural beauty.
- UK: Food takes the crown, reflecting a growing interest in culinary tourism. The beach, nature, and small towns closely follow.
- Netherlands: Fine dining tops the list here, making Dutch travellers particularly appealing to premium food destinations. Shopping and cultural experiences round out the top 5.
- Sweden & Finland: Both Nordic countries show a balance of nature, food, and beach—highlighting the need for diverse, sustainable, and relaxing offers.
- Denmark: Nature is king. Danish travellers are motivated by landscapes, followed closely by food and small-town discovery.
What Can DMOs Do With This Information?
- Tailor Campaigns by Market: Use top motivations to shape communication. For example, push culinary storytelling in the UK and Netherlands, or highlight small-town itineraries in Spain and Italy.
- Co-Create Experiences: Work with local providers to develop packages around these motivations—beach + food, culture + small towns, nature + sustainability.
- Diversify Your Offer: Particularly for Nordic markets, where the top 5 motivations are well-balanced, offering diverse trip combinations can help increase appeal.
- Emphasise Authenticity: With small and unique towns ranking high, authenticity is more than a trend—it's a demand.
Want to Know More? Travellyze gives you access to detailed motivations data filtered by market, persona, and traveller type.
👉 Sign up for a free Travellyze account
📲 Follow us on LinkedIn for more traveller insights & tourism trends.