Europe was hot in 2007, with a record-breaking 13.25 million visitors from the U.S., a 2.7% increase over 2006. The previous record was 13.12 million, set in the boom year of 2000, according to the European Travel Commission. Overall, the U.S. accounts for more than 40% of the transatlantic market to Europe.
That said, the weak dollar, a shaky economy and high fuel prices are putting the brakes on optimistic predictions for 2008, so much so that travel agents might need a little pixie dust to position Europe as affordable in the coming summer months.
The ETC recently launched an online "You and Europe" campaign designed to offer just that by showcasing America's persistent love affair with Europe.
"With more than 18 million new passport holders in the U.S., we see a whole new market of first-time travelers for Europe," said new ETC Chairman Jean-Philippe Perol. "This campaign is designed to appeal to them in a friendly, flirtatious way, while reminding repeat visitors that it's a good time to renew their love affair with Europe."
Where and how to
In addition to the marketing campaign, the ETC members have compiled a list of suggestions that travel agents can use to help their clients keep costs low in the high season.
• Austria: Travelers to Vienna, for example, can use their Austrian Airlines boarding cards for free or discounted admission to such attractions in Vienna as the Kunsthistoriches Museum, Leopold Museum, Mozarthaus Wien, the Wine Museum Burgenland and the U4 Discotheque.
• Finland: Helsinki Card perks include free admission to most museums, including the Suomenlinna Sea Fortress, Seurasaari Open-Air Museum, the Olympic Stadium, Linnanmaki Amusement Park and Helsinki Zoo. The card is also good for free transportation on city trams as well as discounts on shopping.
• Germany: The region of Bavaria touts its budget-friendly amenities for families, particularly Gamisch-Partenkirchen, Chiemsee, Ruhpolding and Berchtesgaden. Hotels in the area are priced as low as $56 a night per person.
• U.K.: More than 250 national museums and galleries offer free admission, including London's National Museum and Scotland's Royal Museum.
Visitors looking to explore the nearly 600 castles, stately homes and gardens in England, Northern Ireland, Scotland and Wales can take advantage of the Great British Heritage Pass.
Good for four, seven, 15 or 30 days, the passes offer discounted admission and are available online at www.visitbritain.com.
• Hungary: The Hungary Card trims prices on transportation, museum admission, restaurants and accommodations as well as spas and entertainment across the central European country.
• Monaco: Le Club Diamant Rouge features free helicopter transfers to or from Nice Airport in France and complimentary admission to the casino, museums and other attractions.
• Netherlands: The Amsterdam Card is good for free public transportation, free entrance to most major attractions, a free canal ride and a whole menu of discounts. Amsterdam also offers plenty of free activities, such as performances in the Vondelpark in the summer.
• Portugal: The Pousada Passport in Portugal offers four-night vouchers and car rental packages at its network of cultural accommodations. Deals for seniors and last-minute travelers also are available.
• Slovenia: The Ljubljana Tourist Card, which costs about $20 for three days, is valid for free travel on city buses as well as admission to museums. The card also is good for 35% discounts on accommodations, taxis and car rentals, guided tours and dining, among other activities.
• Sweden: The Stockholm a la Carte hotel package bundles accommodations, breakfast and the card, which is valid for free public transportation, seven free boat tours and free admission at 60 attractions.
• Switzerland: The Swiss Railway Pass is good for free admission to 400 or so museums and exhibitions as well as free travel for kids under 15. Rail passes are valid on such high-end rail products as the Glacier Express, and the Jungfrau Railway as well as cable cars up the Klein Matterhorn and other mountains.
• Turkey: Private, crewed yacht charters along Turkey's coast start at about $400 per day, including the services of an onboard cook.
For more on travel to Europe, visit the ETC Web site at www.visiteurope.com.
To contact reporter Felicity Long, send e-mail to [email protected].