The Cultural and Tourist Value of European Hospitality Venues

According to HEINEKEN’s latest research, European pubs, bars, cafés and taverns have become destinations with their own unique appeal: they significantly influence where people choose to travel and how much time they spend there. Meanwhile, their impact on tourism plays an important role in Europe’s economy and also influences the continent’s cultural life.

Today, Europe’s hospitality venues have also become key players in travel: by drawing visitors to a particular neighborhood, they offer a glimpse into the daily life of the area and the lives of the locals over a glass of cold beer.

Local bars and pubs have a major influence on which destinations tourists choose, which neighborhoods they explore, and how long they stay there – according to the latest research from HEINEKEN, Europe’s leading beer producer. More than one-third (35%) of those surveyed said they specifically visited a particular neighborhood because of a local bar, while one in five respondents even extended their trip for this reason.

HEINEKEN, which has long been active in the European hospitality and tourism sectors, highlights the pivotal role that hospitality venues play in shaping the image of travel destinations, influencing visitor experiences, and contributing to the life of local communities. This finding is supported by a new economic analysis, which shows that tourism-related spending on HEINEKEN’s beer portfolio amounts to nearly EUR 2.5 billion annually and accounts for 7% of the company’s total contribution to GDP. A significant portion of this spending takes place in pubs and bars, which clearly demonstrates the important role these establishments play in European tourism.

The European lifestyle attracts tourists from all over the world, who spend a total of approximately EUR 828 billion on the continent each year. Pubs, bars, cafés, and taverns are at the heart of the tourist experience: they offer visitors a window into the lives of locals, while helping to sustain businesses and jobs across Europe.

For many tourists, truly getting to know a destination is closely linked to discovering the establishments where locals go about their daily lives. Nearly three-quarters of respondents (73%) agreed with the statement that we can better understand a place by spending time in the spaces where real social life takes place. Whether it’s a bustling London pub, a canal-side café in Amsterdam, or a family-run tavern in Southern Europe, these places offer something that’s increasingly sought after by travelers: the opportunity to get a close-up look at the lives of the locals.