New Traveler Survey Finds Europe is Top Spot for Tours

Travel agents and travel insurance figure prominently in tour planning with historical sites in Europe proving most attractive for tour bookings

Richmond, VA, December 11, 2023 – A new survey of 1,000 Allianz Travel Insurance customers who included a tour in their 2023 travel itinerary has found that Europe is the most popular destination for travelers booking tours.  While Europe held the top spot among tour seekers by a wide margin, other popular tour destinations included the Caribbean, the Continental US, Asia, Mexico and Africa.  Travel advisors were listed as the top resource when planning a tour, followed by friends and family and third-party reviews. The survey also found that the majority of customers surveyed said that purchasing travel insurance gave them peace of mind when planning their tour.

The allure of Europe draws many to its tapestry of countries with 52% of surveyed travelers including at least one tour on the old-world continent. Survey respondents listed 10 other destinations they had toured in 2023, which included a wide variety of scenery and experiences.

Link to download chart HERE 

The survey found that the most popular theme of guided tours is historical/archeological (34%), so the landmarks and architecture offered by easily accessible countries in Europe was a natural fit. Whether exploring the White Cliffs of Dover, the Parisian City of Lights, Italian countryside or ancient Greek treasures, the continent offers much to see and experience any time of year. Cultural immersion (12%) and adventure travel (10%) also were popular travel themes, and more than a quarter of those surveyed chose to combine more than one theme (27%) on their vacation.


Link to download chart HERE 

Survey respondents pointed to travel insurance as a key confidence builder when planning their tour.  When asked about the role of travel insurance in booking a tour, 73% said having travel insurance gave them peace of mind and 71% said travel insurance increased their confidence to go on their tour.

The survey also found that travelers who choose a guided tour are most comfortable tapping into the service and expertise of professionals, relying on the guidance and recommendations of a travel advisor (37%) when planning their trip.

“A guided tour is a great way to explore a new and exciting destination and our customers seek the knowledge of travel advisors and the peace of mind provided by travel insurance when booking their tours,” said Daniel Durazo, director of external affairs at Allianz Partners USA. “Travel insurance is the perfect complement to any trip, with or without a guide, thanks to the reliable travel protection it offers for covered travel delays, trip interruptions and cancellations plus available ‘round-the-clock travel assistance and important emergency medical coverage.”

Allianz Partners offers travel insurance through most major U.S. airlines, leading travel agents, online travel agencies, hotel companies, cruise lines and directly to consumers. For more information on Allianz and available travel policies, please visit

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*Methodology: This press release highlights results from an Allianz Partners survey of 1,012 customers who purchased Allianz Travel Insurance and traveled on a guided tour for a 2023 trip. The survey ran from October 24 - 30, 2023, and asked questions about customer purchasing behavior and guided tours.


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About Allianz Partners
In the United States, Allianz Partners USA (AGA Service Company) offers Allianz Travel-branded travel protection plans and serves millions of customers each year. In addition to travel protection, the company offers event ticket protection, registration protection for endurance events and unique travel assistance services such as international medical assistance and concierge services. AGA Service Company is doing business as Allianz Global Assistance Insurance Agency in California (License # 0B01400) and Massachusetts. Allianz Partners USA is part of the Allianz Partners group. Allianz Partners is a world leader in B2B2C insurance and assistance, offering global solutions that span international health and life, travel insurance, mobility and assistance. Customer driven, our innovative experts are redefining insurance services by delivering future-ready, high-tech, high-touch products and solutions that go beyond traditional insurance. Present in over 75 countries, our 19,400 employees speak 70 languages, handle over 58 million cases each year, and are motivated to go the extra mile to offer peace of mind to our customers around the world.


For Allianz Partners USA products offered and sold in the U.S.: Terms, conditions, and exclusions apply to all plans. Plans are available only to U.S. residents. Not all plans are available in all jurisdictions. Availability of coverage, including the epidemic-related benefits and covered reasons described here, varies by product and by state. Products may not include all benefits or covered reasons described here. All benefits are subject to maximum limits of liability, which may in some cases be subject to sublimits and daily maximums. Benefits and limits vary by plan. For a complete description of the coverage and benefit limits offered under your specific plan, carefully review your plan’s Letter of Confirmation/Declarations and Certificate of Insurance/Policy. Insurance coverage is underwritten by BCS Insurance Company (OH, Administrative Office: Oakbrook Terrace, IL), rated "A" (Excellent) by A.M. Best Co., under BCS Form No. 52.201 series or 52.401 series, or Jefferson Insurance Company (NY, Administrative Office: Richmond, VA), rated "A+" (Superior) by A.M. Best Co., under Jefferson Form No. 101‐C series or 101‐P series, depending on state of residence. A+ (Superior) and A (Excellent) are the 2nd and 3rd highest, respectively, of A.M. Best’s 13 Financial Strength Ratings. Except as otherwise specified, AGA Service Company d/b/a Allianz Global Assistance is the licensed producer and administrator of Allianz Travel-branded travel protection plans in the U.S. and an affiliate of Jefferson Insurance Company. Allianz Global Assistance is a mark of AGA Service Company or its affiliates. The insured shall not receive any special benefit or advantage due to the affiliation between Allianz Global Assistance and Jefferson Insurance Company. Plans include insurance and assistance services. Noninsurance benefits/products are provided and serviced by Allianz Global Assistance.