| REPORT ATTRIBUTE |
DETAILS |
| Historical Period |
2020-2023 |
| Base Year |
2024 |
| Forecast Period |
2025-2032 |
| Europe SAVE Tourism Market Size 2024 |
USD 13,889.42 million |
| Europe SAVE Tourism Market, CAGR |
4.17% |
| Europe SAVE Tourism Market Size 2032 |
USD 19,252.65 million |
Market Overview
Europe SAVE Tourism market size was valued at USD 13,889.42 million in 2024 and is anticipated to reach USD 19,252.65 million by 2032, at a CAGR of 4.17% during the forecast period (2024-2032).
The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is primarily driven by the increasing demand for experiential and purpose-driven travel among individuals seeking educational and skill-enhancing experiences. Growing interest in sustainable tourism, cultural exchange, and volunteer programs has significantly contributed to market growth. Additionally, the rising emphasis on eco-tourism and responsible travel, coupled with government initiatives promoting educational tourism, further propels market expansion. The market also benefits from the increasing popularity of international academic exchange programs, skill development workshops, and cultural immersion activities, fostering cross-border knowledge sharing. Moreover, technological advancements such as online platforms facilitating easy access to SAVE tourism services and customized travel experiences contribute to market growth. The growing trend of universities and academic institutions collaborating with tourism organizations to promote educational trips is further fueling market demand. Overall, the market is poised for steady growth, driven by the rising interest in purposeful and educational travel experiences.
The geographical analysis of the Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market highlights the strong presence of educational, scientific, and volunteer tourism across countries such as the United Kingdom, Germany, France, and Italy. These countries attract a large number of international students, researchers, and volunteers due to their renowned educational institutions, cultural heritage, and collaborative research opportunities. The growing focus on sustainable and responsible tourism has also contributed to the increasing demand for volunteer tourism, particularly in environmental conservation and community development projects. Key players driving the market include WWF Travel, Earthwatch Institute, GVI (Global Vision International), Projects Abroad, Wildlife Conservation Society, PADI, Conservation Volunteers International Program, and Operation Wallacea Ltd. These companies focus on offering customized travel programs that combine education, scientific research, and volunteerism, promoting cross-cultural exchange and knowledge development. Additionally, partnerships between tourism service providers and academic institutions play a vital role in fostering the growth of SAVE tourism across Europe.
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Market Insights
- The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market was valued at USD 13,889.42 million in 2024 and is projected to reach USD 19,252.65 million by 2032, growing at a CAGR of 4.17% during the forecast period.
- Increasing demand for educational and academic tourism, driven by international student exchange programs, research collaborations, and academic conferences, is propelling market growth.
- Growing interest in volunteer tourism focused on environmental conservation, social welfare, and cultural preservation is creating new market opportunities.
- Partnerships between educational institutions, tourism agencies, and research organizations are fostering cross-border knowledge exchange, driving the demand for SAVE tourism.
- High travel costs, complex visa procedures, and limited funding opportunities for academic and volunteer tourism are posing challenges to market growth.
- Countries like the United Kingdom, Germany, France, and Italy are leading the market due to their strong academic infrastructure, research opportunities, and cultural appeal.
- Key players such as WWF Travel, Earthwatch Institute, Projects Abroad, and Wildlife Conservation Society are focusing on customized travel programs to promote experiential learning and volunteer tourism.
Market Drivers
Growing Demand for Purpose-Driven and Experiential Travel
The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is significantly driven by the increasing demand for purpose-driven and experiential travel. Modern travelers, particularly millennials and Gen Z, increasingly seek travel experiences that offer educational, cultural, and skill-enhancing opportunities. For instance, organizations like Machaon International offer study tours to European national parks, focusing on environmental education and biodiversity conservation, which appeal to travelers seeking meaningful experiences. This shift in travel preferences is encouraging the growth of SAVE tourism across Europe, as individuals look for opportunities to engage in meaningful activities such as volunteer work, academic exchange programs, and cultural immersion. The growing popularity of experiential tourism has prompted travel agencies and tourism organizations to offer curated travel experiences that combine leisure with educational and skill development aspects, further driving market expansion. Additionally, the increasing awareness of sustainable and responsible tourism among travelers has strengthened the demand for SAVE tourism, as individuals seek to make a positive social and environmental impact through their travel activities.
Rising Popularity of Academic Exchange and Study Tour Programs
The increasing emphasis on academic exchange and study tour programs across Europe is another key driver of the SAVE tourism market. Educational institutions, universities, and academic organizations are actively promoting educational tourism to facilitate cross-border knowledge exchange, skill development, and cultural understanding. For example, the European Union’s Erasmus+ program has been instrumental in fostering academic mobility and cultural exchange among European students, enhancing the appeal of educational tourism in the region. The growing number of student exchange programs, study-abroad opportunities, and collaborative research projects has significantly boosted the demand for SAVE tourism. Additionally, academic institutions are partnering with travel agencies to offer tailored travel experiences that enhance academic learning and provide hands-on practical exposure to students. The European Union’s continued efforts to promote educational mobility and cultural exchange through initiatives such as the Erasmus+ program have further accelerated the growth of educational tourism in the region. Such programs not only attract international students and researchers but also contribute to the socio-economic development of the host countries.
Increasing Focus on Sustainable and Responsible Tourism
The growing emphasis on sustainable and responsible tourism is another crucial factor driving the growth of the SAVE tourism market in Europe. Travelers are increasingly becoming conscious of their environmental and social impact, prompting them to seek travel experiences that promote sustainability and community engagement. Volunteer tourism, which involves travelers participating in community service activities, environmental conservation programs, and social welfare initiatives, has gained significant popularity in Europe. Additionally, educational and scientific tourism activities that promote environmental awareness, wildlife conservation, and cultural preservation are gaining momentum, further driving market demand. Tourism organizations and travel companies are also aligning their services with sustainability principles by promoting eco-friendly accommodations, ethical tourism practices, and responsible travel experiences. This growing inclination towards sustainable tourism is fostering the growth of the SAVE tourism market in Europe.
Government Initiatives and Policy Support
Supportive government initiatives and policy frameworks promoting educational, scientific, and volunteer tourism are significantly driving the Europe SAVE tourism market. Various European governments are actively encouraging educational mobility, research collaboration, and volunteer tourism as a means to strengthen cultural exchange, educational development, and international cooperation. For instance, the European Commission’s Erasmus+ program has played a pivotal role in facilitating student exchange and academic collaborations across European countries, thereby promoting educational tourism. Additionally, government support for environmental conservation programs, cultural preservation initiatives, and community-based tourism further contributes to the growth of SAVE tourism. Moreover, favorable visa policies for academic researchers, volunteers, and educational travelers have made it easier for individuals to participate in international tourism activities, further driving market expansion. This strong policy support, coupled with increasing government investment in tourism infrastructure, is expected to fuel the growth of the Europe SAVE tourism market in the coming years.
Market Trends
Growing Preference for Experiential and Purpose-Driven Travel
A prominent trend shaping the Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is the increasing preference for experiential and purpose-driven travel. Modern travelers, particularly young individuals and professionals, seek travel experiences that offer educational, cultural, and skill-enriching opportunities. For instance, companies like European Study Tours specialize in organizing educational trips for students, providing them with immersive learning experiences that combine cultural exploration with academic enrichment. This shift has led to a growing demand for academic tours, volunteer tourism, research expeditions, and cultural immersion activities. Travelers are now prioritizing trips that contribute to their personal and professional development while making a positive social impact. Consequently, tourism companies and educational institutions are aligning their offerings to meet these evolving preferences, further driving the growth of the SAVE tourism market across Europe.
Expansion of Cross-Border Academic Exchange Programs
The expansion of cross-border academic exchange programs is another notable trend influencing the Europe SAVE tourism market. Educational institutions and government bodies are increasingly promoting academic mobility through programs that enable students, researchers, and educators to participate in international study tours, research collaborations, and academic workshops. For example, the European Union’s Erasmus+ program has been instrumental in facilitating student exchange and academic collaborations across European countries, thereby promoting educational tourism. Additionally, several universities have started incorporating study-abroad programs, internships, and cross-border research collaborations as part of their curriculum to offer practical exposure to students. This trend is expected to continue driving the demand for SAVE tourism in Europe.
Increasing Popularity of Volunteer Tourism and Community Engagement
Volunteer tourism, or voluntourism, is gaining substantial traction across Europe, contributing significantly to the growth of the SAVE tourism market. Travelers are increasingly opting for travel experiences that involve community service, environmental conservation, and social welfare activities. Programs such as wildlife conservation, teaching in underprivileged areas, and participating in humanitarian projects have become highly popular among travelers seeking to make a positive impact. Tourism companies and non-profit organizations have also started promoting volunteer tourism packages to meet this growing demand. Additionally, the increasing focus on sustainable tourism practices has further accelerated the adoption of volunteer tourism, as it aligns with the principles of responsible travel and community engagement.
Integration of Digital Platforms to Facilitate SAVE Tourism
The growing integration of digital platforms and technology in the tourism sector is another emerging trend driving the Europe SAVE tourism market. Online platforms, mobile applications, and digital booking services have simplified access to SAVE tourism experiences, allowing travelers to explore various educational, scientific, and volunteer travel opportunities with ease. Educational institutions and tourism agencies are increasingly leveraging digital platforms to promote study tours, academic conferences, research expeditions, and volunteer programs. Moreover, the adoption of virtual reality (VR) and augmented reality (AR) in educational tourism is gaining popularity, offering immersive learning experiences to travelers. This digital transformation has not only enhanced accessibility but also expanded the reach of SAVE tourism, contributing to market growth.
Market Challenges Analysis
High Travel Costs and Limited Funding Opportunities
One of the primary challenges hindering the growth of the Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is the high cost associated with international travel and limited funding opportunities for participants. SAVE tourism often involves cross-border travel, accommodation, and program participation fees, making it financially burdensome for students, researchers, and volunteers, especially those from developing countries. While certain educational exchange programs and research collaborations provide financial assistance or scholarships, the overall availability of funding remains limited. Additionally, high travel and accommodation costs across major European destinations further restrict the participation of individuals in SAVE tourism. This financial constraint poses a significant challenge for tourism agencies, academic institutions, and government bodies aiming to promote educational and volunteer tourism in Europe. Addressing this challenge requires the introduction of affordable travel packages, increased government funding, and scholarship opportunities to enhance accessibility and participation in SAVE tourism.
Complex Visa Policies and Regulatory Barriers
Complex visa policies and regulatory barriers also present a major challenge for the Europe SAVE tourism market. International travelers, particularly students, researchers, and volunteers, often face difficulties in obtaining visas due to lengthy processing times, documentation requirements, and strict immigration policies. For example, the European Travel Commission has noted that three-quarters of the world’s population need a visa to visit Europe, which can deter potential participants in SAVE tourism, especially those from non-EU countries. Additionally, regulatory restrictions related to volunteer work permits and research collaboration approvals further complicate the participation process in SAVE tourism. Such barriers not only limit the influx of international participants but also hinder cross-border knowledge exchange and cultural interaction. To overcome this challenge, there is a critical need for European governments to simplify visa policies, streamline work permits, and facilitate cross-border educational and volunteer tourism. Implementing favorable policies and reducing bureaucratic complexities can significantly enhance the growth potential of the SAVE tourism market in Europe.
Market Opportunities
The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market presents significant growth opportunities driven by the increasing demand for experiential learning and cultural exchange. The rising interest in educational tourism, particularly among students, researchers, and professionals, has created opportunities for tourism agencies and educational institutions to collaborate and design tailored travel experiences. By offering specialized programs such as study tours, research expeditions, and skill development workshops, service providers can attract a broader audience seeking practical knowledge and global exposure. Additionally, expanding partnerships between universities and tourism organizations to promote academic tourism can further enhance the market’s growth potential. These collaborations can facilitate cross-border educational mobility, fostering knowledge exchange and strengthening international academic relations. This trend also opens doors for the development of innovative tourism packages that combine leisure with educational, volunteer, or scientific activities, ultimately driving demand for SAVE tourism.
Another promising opportunity lies in the promotion of sustainable and responsible tourism practices, aligning with the principles of SAVE tourism. With the increasing global focus on environmental conservation and social responsibility, tourism companies and non-profit organizations have the opportunity to promote volunteer tourism experiences that contribute to community development, wildlife conservation, and cultural preservation. Moreover, the growing use of digital platforms and emerging technologies, such as virtual and augmented reality, presents an opportunity to enhance SAVE tourism offerings by providing immersive learning experiences. Developing online platforms for easy booking, program registration, and remote learning experiences can further increase accessibility and participation in SAVE tourism. Additionally, favorable government policies, increased funding for educational exchange programs, and simplified visa processes can attract a larger pool of international participants, fostering the long-term growth of the Europe SAVE tourism market. Capitalizing on these opportunities can position tourism service providers as key enablers of educational and social impact-driven tourism in Europe.
Market Segmentation Analysis:
By Type:
The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is segmented into scientific, academic, volunteer, and educational tourism. Among these, academic tourism holds a significant market share, driven by the rising number of student exchange programs, international educational tours, and research collaborations. Universities and educational institutions actively promote academic tourism through study-abroad programs, internships, and academic workshops to enhance cross-border knowledge exchange and cultural exposure. Scientific tourism is also witnessing steady growth, as researchers, scientists, and academic professionals participate in international conferences, research expeditions, and collaborative projects to gain scientific knowledge and professional development. Additionally, volunteer tourism is gaining traction as travelers seek purpose-driven experiences by engaging in social welfare, community service, and environmental conservation activities. This segment aligns with the growing demand for sustainable and responsible tourism, significantly contributing to market growth. Furthermore, educational tourism continues to expand as educational institutions and tourism agencies collaborate to offer curated travel experiences that combine learning with leisure, driving substantial demand in the market.
By Age Group:
Based on age group, the Europe SAVE tourism market is segmented into 18-34 years, 35-54 years, 55-64 years, and 65+ years. The 18-34 years age group dominates the market, primarily driven by university students, young professionals, and researchers seeking academic exchange programs, volunteer tourism, and educational tours. This age group is highly inclined toward experiential and knowledge-enhancing travel, contributing significantly to the market’s growth. The 35-54 years segment also holds a considerable share, with working professionals, educators, and researchers participating in study tours, international conferences, and collaborative research projects. This group actively seeks opportunities for skill enhancement and professional development, boosting demand for scientific and academic tourism. The 55-64 years and 65+ years segments, though smaller, are gradually gaining momentum as retirees and older individuals increasingly engage in educational tourism, cultural immersion, and volunteer programs. These groups often participate in community service initiatives or educational tours, contributing to the market’s overall expansion.
Segments:
Based on Type:
- Scientific
- Academic
- Volunteer
- Education
Based on Age Group:
- 18-34 Years
- 35-54 Years
- 55-64 Years
- 65+ Years
Based on Sales Channel:
- Travel Agent
- Online
- Others
Based on the Geography:
- UK
- France
- Germany
- Italy
- Spain
- Russia
- Belgium
- Netherlands
- Austria
- Sweden
- Poland
- Denmark
- Switzerland
- Rest of Europe
Regional Analysis
United Kingdom
The United Kingdom (UK) dominates the Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market, accounting for approximately 25% of the total market share in 2024. The region’s leadership can be attributed to its well-established academic infrastructure, renowned educational institutions, and robust research and volunteer tourism programs. The presence of globally recognized universities, such as the University of Oxford, the University of Cambridge, and Imperial College London, significantly drives academic and educational tourism. Additionally, the UK hosts numerous international conferences, seminars, and workshops, attracting a large number of students, researchers, and academic professionals. The increasing collaboration between educational institutions and tourism agencies to offer curated study tours and international exchange programs further strengthens the market. Moreover, the growing trend of volunteer tourism in the UK, particularly in areas such as environmental conservation, social welfare, and community development, contributes significantly to market growth. The government’s support for cross-border educational exchange programs and simplified visa policies further enhance the region’s dominance in the SAVE tourism market.
Germany
Germany holds a considerable market share of approximately 18%, positioning itself as one of the leading contributors to the Europe SAVE tourism market. The country’s strong emphasis on research, science, and innovation has attracted a large influx of international students, researchers, and academic professionals seeking scientific and educational travel experiences. Germany is home to prestigious institutions such as the Max Planck Society, the Helmholtz Association, and several top-ranking universities, fostering a thriving academic tourism market. Additionally, Germany hosts numerous international scientific conferences, research exhibitions, and collaborative projects, enhancing the growth of scientific tourism. The government’s active promotion of academic exchange programs, such as the German Academic Exchange Service (DAAD), has further facilitated cross-border educational tourism. Moreover, the increasing popularity of volunteer tourism, particularly in social and environmental development programs, significantly contributes to the region’s market growth. Germany’s well-developed infrastructure and cultural diversity make it an attractive destination for SAVE tourism.
France
France has emerged as a key market for SAVE tourism in Europe, capturing approximately 15% of the total market share. The country’s rich cultural heritage, renowned educational institutions, and strong emphasis on international academic collaborations drive the growth of educational and academic tourism. Prestigious universities such as Sorbonne University, Université PSL, and HEC Paris attract thousands of international students and researchers annually, boosting the demand for academic tourism. Additionally, France’s hosting of major international conferences, exhibitions, and scientific seminars further contributes to the growth of scientific tourism. The country’s commitment to sustainable and responsible tourism has also promoted volunteer tourism, where travelers actively participate in community development, cultural preservation, and environmental protection initiatives. The French government’s support for cross-border educational exchange programs and affordable travel packages further strengthens the country’s position in the SAVE tourism market.
Italy
Italy is witnessing steady growth in the Europe SAVE tourism market, holding a market share of approximately 12%. The country’s rich historical and cultural heritage, combined with a strong academic infrastructure, has significantly contributed to the expansion of educational and cultural tourism. Italy attracts a large number of international students, researchers, and volunteers through its prominent academic institutions, such as the University of Bologna, Sapienza University of Rome, and Politecnico di Milano. Additionally, Italy’s numerous research centers and historical sites foster strong demand for scientific and academic tourism. The growing popularity of volunteer tourism, particularly in the areas of cultural heritage preservation, archaeological research, and social welfare, has further accelerated market growth. Government initiatives promoting educational and volunteer tourism, along with favorable visa policies, have also contributed to the increasing demand for SAVE tourism in Italy. The region’s unique blend of educational opportunities and cultural experiences continues to position it as a key market for SAVE tourism in Europe.
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Key Player Analysis
- WWF Travel
- Earthwatch Institute
- GVI (Global Vision International)
- Projects Abroad
- Wildlife Conservation Society
- PADI
- Conservation Volunteers International Program
- Operation Wallacea Ltd.
- Responsible Vacation
- The Travel Foundation
- NECSTouR, ABTA Ltd.
- ATTITUDE HOSPITALITY LTD (AHL)
- Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH
- Bookdifferent
- Four Communications
Competitive Analysis
The competitive landscape of the Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is characterized by the presence of several leading players offering diverse and purpose-driven travel programs. Key players such as WWF Travel, Earthwatch Institute, GVI (Global Vision International), Projects Abroad, Wildlife Conservation Society, PADI, Conservation Volunteers International Program, and Operation Wallacea Ltd. are actively shaping the market by promoting sustainable and educational tourism. These companies focus on providing travel experiences that combine research, academic learning, volunteerism, and environmental conservation, allowing travelers to gain practical knowledge and contribute to social and environmental causes. For instance, organizations like Earthwatch Institute collaborate with UNESCO World Heritage sites to support conservation efforts through volunteer research projects, enhancing the educational value of these experiences. To strengthen their market presence, these players emphasize strategic collaborations with educational institutions, tourism agencies, and government bodies to offer affordable and impactful travel programs. Additionally, they continuously innovate their service offerings by incorporating cultural immersion, wildlife conservation, and hands-on educational experiences to attract a diverse customer base. The growing demand for responsible and sustainable tourism has prompted these companies to expand their program portfolio, enhancing traveler engagement and cross-cultural learning. Furthermore, the increasing adoption of digital platforms for marketing and trip bookings has enabled companies to reach a broader audience, fostering growth in the Europe SAVE tourism market.
Recent Developments
- In June 2024, GoPro, PADI, and the Tourism Authority of Thailand (TAT) collaborated to promote ocean health and sustainable tourism. Activities included GoPro Workshops for capturing underwater beauty and the SeaGlass workshop for repurposing marine debris. The event aimed to inspire responsible travel and marine conservation through storytelling and visual documentation. Additionally, the launch of Thailand’s first PADI Instructor course on Koh Tao will enable new instructors to teach the GoPro PADI Distinctive Specialty Course, further supporting marine conservation efforts.
- In January 2024, Agoda expanded its partnership with WWF, pledging USD 1 million to support eight conservation projects in Southeast Asia through the Eco Deals Program. Key initiatives include donating USD 1 per booking to conservation efforts and supporting significant milestones such as volunteer training sessions in Singapore, ranger training in Cambodia, reforestation in Indonesia, and successful anti-poaching patrols in Malaysia.
- In November 2023, Jersey Overseas Aid (JOA) launched its 2024 volunteering projects, expanding from three to four destinations due to high demand. Volunteers could work on diverse initiatives in Malawi, Kenya, Rwanda, and Nepal, including building schools, supporting local teachers, and constructing sand dams. The program, running for over 50 years, focused on sustainability and impactful volunteer work, fostering long-term community connections and personal development. JOA also planned to introduce online volunteering opportunities in Accountancy and Health by Spring 2024.
Market Concentration & Characteristics
The Europe SAVE (Scientific, Academic, Volunteer, and Educational) tourism market exhibits a moderate to high market concentration, with several key players offering diverse and purpose-driven travel programs. The market is primarily characterized by the strong presence of established organizations focusing on educational, scientific, and volunteer tourism, allowing travelers to engage in knowledge-based and socially responsible experiences. Companies emphasize providing customized travel packages that promote academic learning, cultural exchange, and environmental conservation, catering to diverse age groups and interests. Additionally, the market showcases significant collaboration between educational institutions, non-profit organizations, and tourism service providers to enhance travel experiences. The rising demand for sustainable tourism, along with growing awareness about responsible travel practices, is driving market growth. Market players continually innovate their offerings by introducing immersive and educational travel experiences, ensuring higher traveler engagement. Moreover, increasing digitalization in the tourism sector has facilitated wider outreach, further strengthening market penetration across Europe.
Report Coverage
The research report offers an in-depth analysis based on Type, Age Group, Sales Channel and Geography. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook
- The Europe SAVE tourism market is expected to witness steady growth driven by increasing demand for educational, scientific, and volunteer tourism.
- Growing collaboration between educational institutions, tourism agencies, and research organizations will enhance cross-border knowledge exchange and travel experiences.
- Rising awareness about sustainable and responsible tourism will encourage travelers to participate in community development and environmental conservation projects.
- Advancements in digital platforms and online booking systems will facilitate easy access to travel programs, boosting market growth.
- Increasing government support for academic exchange programs and volunteer tourism initiatives will positively impact market expansion.
- Continuous innovation in travel packages, including customized learning experiences and hands-on research opportunities, will attract a diverse customer base.
- Growing demand for personalized and purpose-driven travel experiences will encourage market players to expand their service offerings.
- Market players will focus on strategic partnerships with educational institutions and non-profit organizations to strengthen their market presence.
- Enhanced promotional activities through social media, online platforms, and digital marketing will drive higher traveler participation in SAVE tourism.
- Increasing interest in cultural immersion and experiential learning will continue to fuel the growth of SAVE tourism across Europe.
