The number of Europeans, who will spend a holiday without going abroad, in 2014 will increase by 114%, Ukraine ranked fifth among European countries in the number of vacationers who prefer domestic tourism, MasterCard has reported, with reference to data from research by Euromonitor.
"France ranked first in the number of tourists who plan to enjoy a holiday in their country, it is followed by Sweden, Spain, Britain and Ukraine," reads the report. The study also found that in 2013 two out of five Europeans took their annual holidays at home, and less than 20% of tourists traveled outside the borders of the European Union. According to the study, Europeans often choose familiar and proven places and routes: about 56% of travelers consider the recommendations of friends, colleagues and relatives to be most important in planning trips. And even after arriving in the place of rest they continue to choose proven and comfortable types of entertainment: in 2013 some 46% of Europeans preferred holidays on the beach to more adventurous options. "It seems that Europeans want to avoid the feeling of anxiety associated with going beyond the boundaries of their comfort zone, and therefore they tend to explore those places that are nearby," reads the report citing President of MasterCard Europe Javier Perez.