Although southern Europe remains a top travel destination for South Africans, northern Europe is steadily gaining ground in terms of popularity.
A recent Travel News poll revealed that nearly 30% of travel agents noticed an increasing number of travellers choosing northern European destinations over southern Europe this summer.
“We haven’t seen travellers choosing northern Europe over southern Europe as such, but there has definitely been steady growth in travel to the northern region. Interest in destinations like Scandinavia and the UK is growing year on year,” said Darsha Soobramoney, Marketing and Events Manager of The Travel Corporation South Africa.
In the cruise industry, NCL has noticed the same trend. “While the Mediterranean remains our number-one cruise destination for South Africans, we’re seeing pleasing growth in northern Europe bookings – particularly to the Nordic countries and Baltic states,” said Nirosha Sidat, NCL Country Manager, Africa.
Although Thompsons Holidays says demand for southern Europe far outweighs the north, destinations such as the UK remain consistently popular, along with Finland for its Lapland experiences, said Celeste Muir, Marketing Manager – Thompsons Holidays.
Why are travellers choosing northern Europe?
Soobramoney noticed that some travellers were choosing northern Europe to avoid the summer crowds and extreme heat further south, while others were drawn to the unique natural experiences, such as the Northern Lights or fjords. The UK, Ireland and Scandinavia, particularly Norway, Sweden and Denmark, are popular.
According to NCL, repeat clients are more likely to choose northern Europe. “Seasoned cruisers are seeking new adventures, with destinations like Iceland and the Norwegian fjords on many travellers’ bucket lists. Demand comes primarily from repeat customers who have already experienced a Med cruise and are now looking for something new and different. Whether climate concerns or overtourism will become significant factors remains to be seen, but right now the appeal is immersive cultural experiences beyond the traditional cruise routes,” said Sidat.
A northern Europe cruise allows travellers to see multiple countries and Unesco World Heritage Sites in a relatively short time, with fewer sea days and generally fewer crowds than other popular cruise destinations. NCL is seeing an interest in the Baltic region (Copenhagen, Helsinki, Estonia, Finland), Norway (Bergen, Ålesund), Iceland (Reykjavik) and the British Isles.
Southern Europe remains top favourite
While northern Europe destinations are starting to see interest, for most South African travellers, southern Europe remains a firm favourite, particularly for those escaping the South African winter.
“Southern Europe – specifically Spain, Italy, Greece, and Portugal – is renowned for its Mediterranean climate, offering warm, sunny weather that’s particularly appealing to South Africans seeking to escape our chilly winters,” said Muir.
First-time travellers to Europe are also more likely to choose southern Europe, with warmer weather, iconic sights and a generally more affordable price point, according to Soobramoney.
The same can be said for first-time cruisers. “They want to see iconic destinations like Rome, Barcelona, Florence and Pisa – and escape South Africa’s winter for the warm waters of the Med. But Europe’s latest heatwave may convince travellers to consider shoulder season to avoid the heat and crowds,” said Sidat.
