In the world of hospitality, small business owners and entrepreneurs are doing just that: creating the future of travel, one guest, one unforgettable experience, one treasured memory at a time.

Through their innovative approaches and dedication to service, European hoteliers facilitate human connections and help craft a world where travelers cross borders not just physically but culturally – broadening understanding and encouraging open-mindedness.

This volume, a collaboration between Statista and Booking.com, explores European travel and tourism, reaffirming established conventions while challenging some myths.

How significant is the sector in European economies? How fast is it growing? What differentiates Europe’s accommodation sector from other regions? What are the drivers of change, and how does the industry contribute to economic competitiveness?

At the heart of European travel lies an often overlooked force: thousands of small and medium-sized enterprises (SMEs) – the backbone of the accommodation industry.

These hoteliers, many of whom own and operate their cherished properties across generations, are preserving the cultural vibrancy of their local regions and making travel more accessible and meaningful.

This unique ability of European hoteliers to adapt quickly to changing demands, provide personalized services, and create authentic local experiences makes them essential in the evolution of tourism.

Bold entrepreneurs will continue to lead the way, further empowered by partnerships with digital platforms that provide access to scale and strengthen the competitiveness of European SMEs. Together, we can create a path towards a more connected and empathetic world.

One where people travel not just to escape, but to engage – to better understand one another, the places we visit, and what makes up our global community. In the following pages, we’ll show that small businesses can and do have a big impact.

This eBook presents 50 insightful infographics that unpack the significance of European travel and tourism and the thousands of small and medium-sized enterprises that make up the backbone of the industry.

Get your free copy here