CEE MARKET
Central & Eastern Europe
Why should you invest in it?
CEE stands as one of the fastest-growing regions in the EU. The data shows consistent GDP growth above the European average and a rapidly rising base of high-net-worth travelers. Over 166 million people live in the region, with outbound travel and premium spending increasing every year.
More than half of all bookings flow through travel agencies and tour operators, creating a strong B2B opportunity. For travel brands, the CEE market offers scale, purchasing power, and long-term commercial growth.
Global leaders in GDP per capita
We're looking at a region where a staggering 80% of the EU's fastest‑growing economies are located. By 2025, GDP growth here is projected to be double the European average, 2.5% to 3.4% versus 1.5%. We're looking at GDP growth that's consistently outpacing the European average, with countries like Poland and the Czech Republic leading the charge.
Number of UHNWI is growing
The number of high‑net‑worth individuals here is growing at an incredible pace. In 2023 alone, there was a 10% increase in millionaires. International departures are climbing year after year, with growth between 9% and 20% depending on the country.
Spending growth by 7%
Eastern European travel spending is on track to grow by 7% annually until 2030. Airports like Warsaw Chopin are seeing a 10% increase in international traffic.
Present reality
The CEE market isn't a future opportunity, it's a present reality. Over 166 million people, wealth growing twice as fast as the EU average, 55 million outbound travelers spending over 18 billion euros each year.
More than 50% of bookings are made through tour operators and travel agencies and about 5000 of them sell premium and high‑end vacations.
Country insight
Population over 10 million, growing appetite for sophisticated travel. Popular luxury destinations include the Maldives, Mauritius, Southeast Asia, the UAE, and European hotspots like Greece, Croatia and Italy. Typical journeys last 10–14 days, often with business class or private jet travel. Since 2020, trip expenditures exceed CZK 35,800.
Poland's robust population of over 41 million is fueling a strong resurgence in outbound travel. Driven by economic growth and rising incomes, a growing affluent segment is seeking premium travel experiences. This translates to increased demand for high-end accommodations, exclusive tours, and personalized luxury. Polish luxury travelers exhibit diverse destination preferences, including France, Italy, Spain, Greece, Thailand, Japan, the Maldives, the USA, the UAE, Kenya, Tanzania, and South Africa. Average per-person spending for these luxury trips ranges from €7,000 to €12,000.
Slovakia, with a population of nearly 5.8 million, demonstrates a strong appetite for international travel. Favouring destinations both within neighbouring countries like Austria, Czech Republic, Hungary, and Poland, as well as further afield, including Croatia, Italy, Spain, the UAE, and the Maldives. The country's central European location facilitates global access, a key advantage for luxury travellers utilising private jets. Travel preferences encompass tours, beach holidays, and city breaks, with peak seasons during summer (July/August) and winter holidays. Furthermore, business travel is a significant segment, characterised by a demand for comfort and efficiency, including business-class flights and upscale accommodations. Close proximity to Vienna allows them to fly from there instead of Bratislava airport.
Hungary, with a population exceeding 10 million, is experiencing a resurgence in international travel. In 2022, outbound trips reached approximately 18 million, reflecting strong growth. Economic expansion and foreign investment have fueled a rising middle class, driving demand for luxury travel experiences. Popular destinations for Hungarian travelers include Croatia, Italy, Spain, Greece, Austria, the Maldives, France, the UAE, Thailand, and the USA. The Hungarian travel market is supported by a robust network of approximately 3,000 active travel agencies and tour operators.
Romania has a population of nearly 20 million. In 2021, approximately 4.2 million Romanians traveled abroad, with Greek, Turkish, Maldivian, Emirati, and Italian destinations leading the way in 2022. The travel market is heavily reliant on travel agencies and online platforms, facilitating roughly 80% of bookings, with all-inclusive packages being a popular choice. Average trip durations range from 6 to 7 days, with summer being the peak travel season. While Romania's overall wealth is lower compared to other EU nations, a growing middle and upper class is driving increased demand for luxury travel experiences.
