2018 Travel Trends - Brazil, Germany, and France

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2018 Travel Trends - Brazil

The trends most likely to contribute to Brazilian tourism in 2018 are increases in online promotion and bookings, increased interest in its unique cultural experiences, and easier access to and safer travel within the country particularly for underserved markets such as the solo and female traveler. Brazil has recently taken steps to instill potential travelers with more confidence in these services and the tourism industry there is expected to grow.
In order to triangulate the biggest trends expected to affect tourism and travel in Brazil in the year 2018, we researched the predicted trends in the travel market using studies done by reputable businesses and travel sites such as Forbes and Intrepid Travel. Once the general trends were identified, we examined positive changes, services promoted, and lodging options offered by the Brazilian tourism market that aligned with the biggest trends.

Top Travel Trends for Brazil in 2018

We have determined that the biggest travel trends to affect the country of Brazil in 2018 are as follows:
1. Increases in online/mobile accessibility
Growth in the use of technology has affected many parts of the travel market for Brazil. The government of Brazil has recently provided its tourism market with more a more viable website and businesses throughout the country are showing stronger online presence and booking capabilities, including Airbnb rentals. Airbnb reported 89,700 active Airbnb hosts in Brazil as of January 2017, and the number continues to grow as travelers search for unique lodging experiences. Platforms like Airbnb also provide travelers with a way to positively review and comment on their experiences that will influence other potential visitors.
2. More focus on local culture, destinations, and experiences
Brazil is known for its friendly people and rich culture and has much to offer in the area of experiences. “Food experiences” are showing some of the biggest increases in bookings within the global market and Brazil has begun to tap into this sector using sites like "Viator" to offer food and wine tours. Travelers are also increasingly aware of the environmental impact tourism is having on some of the most popular destinations (Rio, São Paulo) and are choosing to pass them over for lesser-known places and experiences. Airbnb has reported a 209% increase in bookings in the city of Matinhos, and similar growth in Guarapari, and Ubatuba. Harder-to-reach destinations in Brazil such as Lagoinha do Leste Beach (which can only be reached by hiking) can expect an increase in tourism.
3. Increased ease of access
Based on information from international broadcaster Deutsche Welle and Brazil’s own tourism website we can see that the Brazilian government is working towards offering online visa applications for more foreigners, which has previously been one of the biggest hang-ups for those wishing to visit. Embratur, the board of tourism in Brazil, has recently doubled-down on this task and E-Visas are currently available for four major countries. As seen on the documentation page of the "Visit Brasil" site, “Australian Citizens are entitled to obtain the called E-Visa… Citizens from Canada, USA and Japan are also entitled to obtain the E-Visa since January of 2018.” According to the World Tourism Organization, these measures are expected increase tourism to Brazil from these countries by up to 25%.

4. Catering to solo, female, and other underserved travel markets
A general trend in solo and female travel will cross into the Brazilian market as they emphasize security and increase their international outreach, particularly if they can tap into the Asian demographic. Social media and blogs are giving Brazil a boost, providing tourists the encouragement they need to tackle some of the concerns Brazil has previously posed for travelers. Safety suggestions made by sites like "Responsible Travel" and "Hidden Pousadas Brazil," in which a woman describes her experiences traveling alone in the country, are opening up the market as people discuss their travel experiences and offer advice. Sites like these also encourage tourists to practice healthy habits to protect local people and places, be aware of environmental issues within the country, and to be respectful of the historic cultures of the country.
5. Visitation to health and wellness retreats
Another of 2018’s predicted travel trends is an increase in the popularity of retreats specific to “wellness.” Brazil has a head start on this trend, as it offers a variety of wellness retreats in popular destinations like Bahia. Yoga, Amazon tea-drinking ceremonies, and meditative surfing are just a small portion of the experiences to be found.


Although Brazil has not traditionally been considered one of the best countries for tourism and travel, recent changes in the global market and Brazilian efforts in safety and online accessibility are increasing Brazil’s popularity as a destination. An increase in availability of online bookings, exposing local travel experiences via social media, and providing popular services such as wellness retreats will boost Brazilian tourism throughout 2018.

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2018 Travel Trends - France

After extensive research, we found that the focus on Chinese tourism, the diversification of travel destinations, the rising popularity of wellness tourism, the initiatives of the government to promote tourism through food events, the still increasing number of visits to long-established tourist spots, and the adoption of long-haul travel routes are the biggest trends expected to affect France in 2018.


We determined that all trends included within this research are the
"biggest" based on popularity and importance as stated by the corresponding sources of all information included in this write-up. In addition to this, all information included was taken from the most recent government announcements in France, the most recent tourism market reports for France, the latest relevant press releases for tourism in the country, the latest available data from tourism research firms, and the most talked about and recurring topics found within travel-related articles published in 2018.


An article published on the official website of the government of France states that the country is currently prioritizing its tourism. The article mentions that France aims to reach 100 million tourists and €50 billion in economic revenue by 2020. It plans to allocate 3 percent of the revenue generated from visa processing—amounting to €6 billion—to Atout France, the tourism development agency of the country. In total, findings indicate that €15 billion will be allocated. The objective is to attain €1 of promotion for every tourist welcomed in 2020.


According to an article published by Jing Travel, the government of France is launching several initiatives to once again attract the “enormous Chinese tourism market”. This in response to the drop in Chinese tourism in France as a result of a combination of complications and unfortunate events that took place within the past few years and growing problems that experts believe will soon cripple travel in the country.
An example of such initiatives is the reduction in processing time for visas for Chinese tourists. The Schengen Area represents an agreement among 26 countries within Europe to abolish all internal borders with neighboring countries. The article states that because France is a Schengen Area member, they are currently tied to European-level visa policies. This limits the minimum processing time for visas for France to two weeks. According to French Foreign Minister Jean-Yves le Drian, the local government is planning on developing 15 visa service centers around China. As a result, they will be able to reduce visa processing time for Chinese tourists to 48 hours.
France is also currently working on tightening security in the country, especially for tourists. This is in response to criticism from China after Chinese tourists were attacked with tear-gas by robbers outside a hotel in Paris. The article states that the issue was publicized via Chinese media, pulling down France’s attractiveness to China as a tourist destination.
Paris is currently prone to over tourism. As an effect, travel is constantly getting more challenging due to increasing traffic and fares. In response to this, France is hoping to diversify their currently available travel destinations by further developing and advertising vacation spots in other regions to lessen the influx of tourists in Paris.


Skift, a globally-recognized travel marketing and research platform, defines wellness tourism as “travel associated with the pursuit of maintaining or enhancing one’s personal well-being.” Wellness Tourism activities consist of long visits to spas, hot springs, ashrams, or even yoga classes. Experts believe that France will be among the most popular destinations for wellness tourism in 2018, with the government planning to finance €1 billion to develop health and wellness tourism facilities and boost tourism growth. An article published by Adventure Travel News states that Air France has acknowledged this trend. The company partnered with Mind back in June 2017 to provide free meditation lessons to passengers during flights.


According to an article published by World Traveler, countries with delicious food are among the most popular tourist destinations in 2018. CaterWing conducted a study about the top 100 acclaimed foodie cities in the world. The survey covered all types of establishments, from street food vendors to Michelin-star restaurants. Their findings suggest that France is among the top 10 countries for foodie tourists to visit. The cuisine of France is listed as a UNESCO World Heritage and is recognized as a symbol of “French-style excellence”.
The government of France is planning to launch three events which aim to promote the local cuisine to further boost tourism.
Good France will be an annual initiative that celebrates French cuisine abroad.
Davos for Foodies aims to transform Paris into the world capital for “debates on changing tastes and consumer trends”.
The Fête de la Gastronomie will be a festival for anyone who wishes to showcase their local produce, knowledge, and skills. This will be done through activities such as picnics, tasting sessions, banquets, or even workshops and lectures.


According to an article published by Independent, Air France is one of the few airlines that first jumped on the emerging trend for “pay-for-what-you-use long-haul travel”. Long haul travel is defined as air travel along new routes to avoid stops. Findings suggest that people are willing to pay more for such flights for the convenience of traveling directly to their chosen destinations.


According to an article published by NBC, the market size of the travel and tourism industry in France is anticipated to reach US$285.6 billion by 2021, growing at a CAGR of 5.4 percent from 2017. The primary driver of this trend is the already established popularity of landmark destinations such as the Arc de Triomphe, the Louvre, Disneyland, and the Eiffel Tower. Supplementing these findings, we also found that despite the terrorist attacks in 2015 and 2016, the number of people that visited the Louvre increased to 8.1 million in 2017—10 percent higher than in 2016.


Expedia Media Solutions conducted a generational travel survey for France on a local level. We have highlighted key findings which may prove insightful.
1. French travellers state that relaxation is their primary objective when travelling, followed by sightseeing.
2. French travellers prefer to travel by plane, followed by cars, and by train.
3. French travellers prefer hotel stays the most for their accommodations during travels, followed by staying with family, house sharing, and staying in resorts.
4. Search engines are the preferred channel of French travellers when planning for travels, followed by online travel agencies, and discussions with family and friends.
5. Online travel agencies are the preferred channel of French travellers for booking trips, followed by airlines sites/apps, and home sharing sites/apps.


The biggest travel trends expected to affect France in 2018 are the still increasing number of visits to long-established tourist spots, the diversification of travel destinations, the focus on Chinese tourism, the initiatives of the government to promote tourism through food events, the adoption of long-haul travel routes, and the rising popularity of wellness tourism.
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2018 Travel Trends - Germany

We were able to compile a list of seven travel trends that will impact Germany in 2018, they are:

1. A continued demand for Mediterranean holiday destinations;
2. More trips to Egypt, Tunisia and, Turkey;
3. Traveling within Germany;
4. A greater demand for cruise holidays;
5. An increase in travel spend;
6. Travel suppliers will continue to dominate the online market; and
7. More travel bookings will be made via smartphones.


In order to best answer your question, we searched through a number of credible sites such as top German travel sites and government sites for reports, data, and statics regarding the 2018 travel trends in Germany. After an exhaustive search, we were only able to find a few articles highlighting "top/big" travel trends for 2018. We used the findings from various sources to compile a list of seven travel trends. However, due to the limited availability of information regarding such trends, we had to resort to citing sources from 2015 in order to provide a more comprehensive list. Below is a deep dive of our findings.


1. Mediterranean Destinations

FVW Touritik & Business Travel predicts that Mediterranean destinations, specifically Spain and Greece, will remain a continuing trend for German travelers throughout 2018. It is predicted that Germans will travel to these destinations in "record numbers," particularly, Spain.

2. Egypt, Tunisia and, Turkey as a Top Destinations

Germany and the U.K. are the top contributors to Turkish tourism, sending a combined "8 million tourists a year." According to FVW Touritik & Business Travel, trips to Egypt increased by 55% and 2018 will continue to see growth in these three major destinations.

3. Explore Germany

Many Germans are interested in exploring cities and towns in their own backyard. This type travel is ideal for short holidays, with the most attractive destinations being Berlin, Hamburg, and Munich. In fact, "one-third of German holidaymakers remain in their own country." This trend is expected to continue through 2018.

4. Demand for Cruise Holidays

In 2017, cruise holiday sales grew at a double-digit rate and the German Travel Association (DRV) predicts that 2018 will see a strong demand for cruise holidays. According to the DRV, more "than two million Germans took a cruise in 2016."

5. German Travelers Increase Spend

According to Trip Advisor, 25% of German travelers will increase their spending in 2018:
• Travelers ages 18-34 years old will increase their spend by 31% to $4,456.
• Travelers ages 35-64 years old will increase their spend by 25% to $6,489.
• Travelers ages 65+ years old will increase their spend by 18% to $7,347.

6. Suppliers Control Online Travel Market

In 2016, suppliers "controlled 59% of the online travel market," compared to "41% for online travel agencies (OTA)." According to ITB Berlin News, travel suppliers will continue to dominate Germany's online travel market. By 2018, suppliers are expected to generate revenues of over €16 billion, compared to the just over €11 billion in revenue by OTA's.

7. Mobile Dominates Online Booking

In 2016, Germany's mobile travel revenue was estimated at just over €5 billion. It is estimated that "half of all trip research is conducted via smartphone." Additionally, Germans book "50% of vacations and 32% of travel packages" via smartphone. This trend is expected to continue in 2018.


Germany's 2018 travel trends are a continued demand for Mediterranean holiday destinations, more trips to Egypt, Tunisia and, Turkey, increased traveling within Germany, a greater demand for cruise holidays, an increase in travel spend, travel suppliers will continue to dominate the online market; and more travel bookings will be made via smartphones.