Now that summer has wrapped, let’s reflect. We saw it everywhere on a record scale, and a part of me has to address it. I’m referring to the manic surge in travel to Europe.
Correct me if I’m wrong, but until about 5-10 years ago, people still seemed to consider other travel destinations just as enthusiastically. Hawaii, Bali, Australia, Tokyo, and Dubai – These were all places that I was seeing just as repeatedly on my social feeds as Italy, Greece, and the like.
There has to be something more behind the motivation to be so single-mindedly specific about the location choice. What has changed over the last five or so years, culturally, socially, technologically, and psychologically, for the majority of people from all generations and backgrounds to book the now normalized, costly flights and hotels, pack up the family and/or partner, and head straight to Europe?
I decided to reflect on and conduct research on this phenomenon. Please let me know if you agree?
WHY EUROPE?
The perceived status?
I think that for the generation currently in their twenties, in their “building” era, the years of inflated ego and extreme desire for accomplishment, they may be the ones who can relate to this first point the most.
There’s nothing quite like the feeling of doing something “big”, exotic, and expensive for the first time in your young life that can do a lot for your confidence, social status and overall cultural development. In that regard, Europe does somewhat supercede other places (to the uninformed mind).
It takes a level of maturity and depth that only comes with age to develop a genuine curiosity to pursue travel to less “glamorous” places. I would probably equate it to only watching blockbuster hit movies rather than also including classic films, educational documentaries, and thought-provoking independent movies to your repertoire.
The aesthetic.
Suppose you’re an active participant on social media, or any sort of aesthetic creative or “content creator” with a social media account. In that case, European travel provides the perfect backdrop and subject matter. The timeless, flawless, and intricate architecture, tree-lined vistas, ancient cathedrals, museums, and galleries (each with its own story), offer so much to discuss, write about, and photograph.
Not to mention the gorgeous people, food, fashion, beaches, and so much more. Other countries and places can and certainly do offer these as well, but sometimes not all of the above elements are close to one another, as is the case in Europe, which provides a level of ease of access.
The romance.
With the current state of modern dating leaving a lot to be desired for today’s generation, the potential of a meet-cute set in Florence, Paris, London, or Santorini surely sets the mood and motivation for many a young and single traveller.
Singledom aside, travelling to Europe with your spouse or partner, no matter how long you have been together, always enhances the romance, connection, chemistry, and love that made you get together in the first place.
The variety of countries to travel between with ease.
There are just so many “vibes” to choose from. Italy, Greece, Spain. You can cross international borders overnight. Catch a 2-hour flight from a French-speaking country to a Balkan-speaking one, and all you need to do is ensure your passport is current and your carry-on is packed 2 hours before departure.
It’s just too easy, too much fun, and just plain logistically doable – A massive part of the appeal.
The temporary identity shift/break.
Who doesn’t want to feel Portuguese for a day, Italian for a week, or embody the sophistication of a French woman for at least a few hours? If I weren’t born as Brigitte Bardot, can I at least act like her on my 24-hour trip to Paris?!
The childhood relevance.
At the risk of sounding too whimsical, for my version of the obsession, the fairytale connection to timeless stories set in “Europe” was what really did it for me. Cinderella, Sleeping Beauty, Beauty and the Beast, all had serious, real-life elements of European castles, people, traditions, and landscapes that do in fact exist to this day in modern-day Europe, which is why I (and many grown women I know) pack our bags and book the next flight for a taste of Disney once more.
The feeling of time travel.
Nothing, and I mean nothing – no other destination – has given me the feeling of travelling back in time more than the time that I have spent all over Europe. The magic is simply undeniable, and in my opinion, it is worth every last penny spent.
The fact that you can read about something in a history book or novel, and then book a flight to visit the still-existing structures and sites mentioned in the book, will never cease to blow my mind, no matter my age.
The viral nature of social media.
Lastly, but certainly not least, the majority of Gen Z, who share the Europe-obsessed mindset, are also the age group most prominent on social media at the moment. All it takes is for a handful of the most-watched influencers to post a series of Reels or Stories from a luxurious location, and the others quickly follow suit.
It’s practically the concept of what used to be “word of mouth”, but now on steroids.
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Thank you for taking the time to read this article. I hope what you have read has somehow educated, informed, or inspired you.
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