Smaller cities in Europe attract Asian arrivals

Travellers from Asia are broadening their reach
Lesser-known destinations in Europe are quickly gaining in popularity among Asia’s travellers, according to Agoda’s latest Travel Smart study.
Compared to the traditionally popular cities of Paris and London, which still draw the largest crowds in terms of volume, bookings for smaller European cities are growing at a much faster rate.
UNESCO-listed Hallstatt in Austria was the fastest growing European destination, with more than twice as many bookings in 2015 than in 2014. This is followed by Germany’s Fussen – home to Neuschwanstein, a 19th-century castle. The Scottish city of Glasgow, increasingly known as an arts hub, ranks third.
The study, which looked at destinations with more than 1,000 bookings in 2015, compared millions of transactions made by Agoda travellers in Asia in 2014 and 2015.
“Our travellers from Asia are broadening their reach and we are seeing faster growth rates in the types of European destinations people visit after they’ve already been to the bigger cities,” said John Brown, Agoda’s chief executive.
Other destinations in the top 10 include Oxford, Avignon, Salzburg, Heidelberg, Cesky Krumlov and Interlaken.
TTG Asia


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