EUROPE: Private sector shows most flexibility refunding visitors unable to travel

The Louvre Museum. Paris, France – Image: Gloria Villa/Unsplash

Ongoing hostilities impacting global travel routes have disrupted plans for a significant number of inbound visitors to Europe, particularly those travelling from Asia, Australia and the South Pacific via hubs in Gulf states. Despite these challenges, travel within Europe remains unrestricted, and a rise in intra-European tourism is helping to offset losses. 

Tour operators, many of whom are required to pre-book and pre-pay to secure supply, report a sharply divided response across the travel value chain. In most cases, bookings are being postponed rather than cancelled.  

Members of the European Tourism Association (ETOA) highlight that private sector partners are leading the way in flexibility, offering full or partial refunds and reduced rates for rescheduled bookings. This approach mirrors the solidarity and adaptability demonstrated during the COVID 19 pandemic, and it is important to note that cancellations are not widespread. Cristina Barsan, Global Contracts Service Manager from G2 Travel, said: 

“The response from many of our private sector partners has been extremely impressive. The willingness to offer refunds, credits, or improved terms for postponed travel shows a clear understanding that long term relationships matter more than short term gains. This spirit is exactly what sustained the industry through the pandemic. Strong collaboration with privately owned businesses across Europe proves once again how resilient our industry is, even when external factors hit us. It allows us to be fair and supportive towards our client partners.”  

Gaudi-Buildings in Barcelona, Spain – Image: Dorian D1/Unsplash

While contractual terms and conditions will limit refund obligations, and force majeure clauses may not apply where services remain operational, the industry is being reminded of the value of collaboration over rigid legal interpretation. Long term success depends on maintaining strong and cooperative partnerships. Marco Weijgertse, Group Head of Global Procurement and Supplier Relations, from Tour Axis, said: 

“We are experiencing relatively low volumes of cancellations from our Australasian and other main origin markets, but flexibility will be critical as we manage our way through the current situation. We’re very appreciative of the positive response of our supply-chain partners.”  

However, public sector institutions, including many of Europe’s leading museums and cultural attractions, are reportedly lagging. According to feedback from third party ticketing providers, some are operating under political directives that prohibit refunds, irrespective of a cancellation’s cause. Tim Fairhurst, Director General of ETOA said:  

“Publicly funded attractions benefit from their central role in Europe’s tourism offer, and with that comes a responsibility to act in the broader interest of the sector. Where visitors are unable to travel due to exceptional external events, a degree of flexibility is not only fair but commercially sensible. Most cancelled bookings will be postponed due to continued confidence in Europe as a destination. Maintaining goodwill now will help protect our reputation and future demand.” 

When exceptional factors cause cancellation, there is both an opportunity and a responsibility to mitigate loss. Strong regional and transatlantic demand, combined with opportunities to resell tickets locally, means that much of the affected inventory can be redistributed. 

Amphitheatre in Athens, Greece – Image: Enric Domas/Unsplash

Europe’s cultural attractions play a vital role in drawing international visitors and sustaining year-round economic activity across destinations. With many of these institutions facing financial pressures, prioritising the resale of unused inventory, rather than retaining revenue from cancelled visits, could offer a more productive path forward. 

The travel industry stands ready to assist. Digital platforms and distribution partners are well positioned to help attractions connect with in destination visitors and those still planning to travel. Intra-European operators and experience providers are also able to respond dynamically to shifting demand. 

As visitor numbers remain strong across many destinations this European spring, stakeholders caution that retaining revenue from bookings cancelled due to conflict risks undermining Europe’s global reputation. A balanced, flexible approach, particularly from publicly funded institutions, will be key to preserving the region’s long-term appeal. 

About European Tourism Association (ETOA)

ETOA is a member-driven community of over 1,000 organisations, from global brands to independent small businesses, DMOs, industry partners and technical specialists. Supported by our supplier members and partners, we work on behalf of tour operators, wholesalers, destination management companies and agents to enable a sustainable business environment in which European tourism can thrive and grow.
For more information, visit www.etoa.org or contact ETOA.

NAN/European Tourism Association (ETOA) 1 April 26

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