As a result, Europeans of all social strata, regardless of income, remembered that they live on a wonderful continent, where one can find excellent holiday spots to suit virtually every taste and budget. Instead of going far afield for new experiences, residents of the Old World have now begun to travel mainly within their own country and to European neighbors. This was facilitated to no small extent by the introduction of the single European currency, the euro, which made payments easier and largely evened out prices, albeit at a somewhat higher level. Internet services also helped democratize travel - so-called last-minute deals and short trips to various points on the continent became especially affordable. New technologies have significantly boosted youth tourism. Overall, from 2000 to 2002, the annual volume of online tourism turnover grew from 2 billion to 11 billion euros.
The Italian Institute for the Study of Tourism Flows (CISET) has concluded that in 2003 the number of tourists will increase in virtually all European countries. The biggest increases will be in Great Britain and Austria (plus 2.4% and 2.2% respectively), with increases also in France (2%), Italy (1.4%), Spain (0.9%) and other countries. The trend also extends to EU candidate countries, primarily Slovenia, Croatia, the Czech Republic and Hungary.
The new fashion for European travel has its own peculiarities. The main one is that cultural considerations have gained increased appeal. About a third of Europeans choose a city for a trip precisely because of their interest in the art masterpieces located there. However, it is no longer only about visiting famous ancient monuments, museums or churches - they have already seen them once. Now Europeans travel for major cultural events, of which European cities - large and small - are so rich. The Prado in Madrid recently was crowded with visitors at an exhibition of the great Dutch painter Johannes Vermeer, and in the provincial Italian town of Treviso, 200 thousand tickets were sold even before the opening of an exhibition of Vincent van Gogh's works!
But not only traditional exhibitions attract European travelers. In all major cities of the European Union - from Edinburgh to Seville, from Berlin to Athens - festivals, celebrations, fairs and other mass events are held. Local authorities are trying to develop this type of activity in every way in order to attract and pleasantly amaze visitors. Landscapes, natural scenery, gastronomic resources and much more are also becoming attractive. Marco Girolami, head of the research center of the Italian Tourist Club, says: "People are looking for places where they can combine the enjoyment of art, winemaking, gastronomy, nature, the sea... Naturally, the offer must adapt to these demands."
Many European regions have already responded to the changing market conditions. The Italian regions of Tuscany and Umbria, as well as the French region of Provence, have become particularly popular. Some areas are reviewing the results of the earlier period of mass tourism development. For example, in the Balearic Islands (Spain), a particularly favorite destination for visitors from Northern Europe, a program has been launched to demolish hastily built hotels that spoiled the landscape.
And the latest fad in European fashion is trips that are conventionally called "ethical travel". Their number has grown by 300% over the past five years. They involve people who go abroad in the name of some noble cause. For example, to save rare breed turtles from extinction on the Italian islet of Lampedusa, or seals in northern Scotland.