Rick Steves: How to Travel With Gusto in 2024

Three Ways to Be a More Thoughtful Traveller

by Carolyn Ray

Rick Steves is one of the most beloved authors in travel, with over 50 European travel books, as well as being the host of public television’s “Rick Steves’ Europe“ and “Travel with Rick Steves.” An advocate for smart, affordable, perspective-broadening travel, Steves encourages people to travel as ‘temporary locals’ and to connect much more intimately and authentically with Europe — and Europeans — for a fraction of what mainstream tourists pay. 

On the occasion of JourneyWoman’s 30th anniversary, I spoke with Steves from Palermo, Sicily, near the end of my two-month stay in Europe. In our conversation, we talked about the evolution of women’s solo travel, low season travel and ways that we can all be more thoughtful tourists.  It’s hard not to feel inspired after talking with him about Europe, which he says has returned to travel with ‘gusto’, something I’ve experienced on my recent travels through France, Belgium, Italy and Malta.

Tourism in Europe has rebounded

Steves says: “People told me, ‘After the pandemic, nobody is going to be kissing cheeks in Paris anymore’. Well, they’re kissing cheeks with gusto, almost like they’re making up for lost time. So that’s all really good news.”

“Europe is the springboard — and the wading pool — for world travel,” he says. “I was afraid that all the little mom-and-pop shops that carbonate the experience would go out of business during COVID. But they survived remarkably well. And now, everybody’s making up for lost time and it’s busier than ever.”

Indeed, European travel hit new milestones in 2023, almost returning to pre-pandemic levels. According to the latest data from the World Tourism Organization (UNWTO), Europe, the world’s most visited region, reached 94% of 2019 levels, with France, Spain and Turkey being the most visited countries in 2023.  In 2024, more growth is expected in Europe as Romania and Bulgaria join the Schengen region in March 2024, and with Paris hosting the Summer Olympics in July and August. According to the US National Travel and Tourism Office (NTTO), US travel to Europe represents 21% of total US overseas travel. 

So, is all this travel to Europe a good thing?  

“The world would be a better place if we all travelled,” Steves says. “Travelling lets the world know each other. If we want a safer, more stable world, we’ve got to get out there and get to know the other 96% of humanity – especially Americans. That’s a beautiful, powerful thing.”