European Travel Interest Rises, but Baltic Destinations Lose Appeal Among Tourists

European enthusiasm for travel has increased over the past year, but destinations in Eastern Europe, including the Baltic states, are seeing a decline in interest, according to a recent survey by the European Travel Commission (ETC).

The survey, conducted in May across 10 European countries, found that 81% of respondents plan to take at least one trip within the next six months, compared with 77% a year earlier. The findings suggest that travel remains a strong priority despite concerns over higher costs, climate change, geopolitical tensions and security risks.

However, the Estonian Association of Travel and Tourism Agents (ETFL) said the results highlight a challenge for Estonia and its Baltic neighbours. Interest in Eastern Europe has fallen from 8% to 4% over the past two years, even as overall demand for European travel has grown. Meanwhile, Southern and Mediterranean Europe has seen its share of traveller interest rise from 50% to 61%.

ETFL President Ryan Jenkins said Estonia should not assume that its cooler climate or quieter environment will automatically attract visitors seeking alternatives to hotter destinations.

“Estonia cannot rely on its cooler climate or more tranquil environment to automatically attract more European travelers,” Jenkins said, noting that travellers affected by heatwaves are often adjusting their choices within Southern Europe rather than moving towards northern destinations.

The association said Estonia & Latvia currently faces a mixed situation. While safety remains one of the most important factors influencing travel decisions—and Estonia offers a secure, compact destination with cultural and natural attractions—spontaneous consumer interest in the Baltic region has weakened.

Jenkins said Estonia needs to improve its international visibility, strengthen marketing efforts and build greater awareness of the country as a safe and attractive destination.

The survey also showed that the biggest concerns among travellers are rising travel costs and personal financial pressures. Compared with last year, worries about the impact of instability in the Middle East on travel safety have increased, while concerns over extreme weather have eased slightly.

According to ETFL, the issue for Estonia & Latvia is not a lack of interest in travelling to Europe, but the challenge of becoming part of travellers’ final destination choices.

“When travel interest in Europe is strong, but the share of the Baltic states in travel plans is shrinking, the key issue for Estonia is not a lack of demand, but how to make it into travelers’ final selections,” Jenkins said, adding that stronger international promotion, clearer messaging and closer cooperation between tourism operators, destinations and transport providers will be needed.

The association noted that Estonia is competing not only with neighbouring countries but with destinations across the entire continent. Factors such as affordability, accessibility, safety and unique experiences are increasingly shaping travellers’ decisions.

The Estonian Association of Travel and Tourism Agents (ETFL) is a voluntary industry organisation representing 70 members, including travel agencies, tour operators, transport companies, hotels, tourism organisations and other sector stakeholders. It is also a member of the European association of travel agents and tour operators, ECTAA.

The European Travel Commission (ETC) is a non-profit organisation representing 35 national tourism organisations across Europe. It works to strengthen Europe’s position as a global tourism destination through research, cooperation and international promotion.