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What the numbers say: The COVID-19 pandemic cratered inbound tourism in Europe, as it did in many other regions. Now, the numbers are going back up. Thanks to improving conditions and (in the case of U.S. visitors) a strong dollar in 2022, 584.9 million international tourists arrived in Europe last year, the most since 2019. Relevance: Hotel stays are up, too, with Eurostat showing 2022’s overnight stays in European hotels within 5% of where they were in 2019. Brands that should care: Sites to book trips and accommodations, such as Airbnb, will see reasons for optimism, even as high inflation presents challenges. |
