New research from Heineken has found that local bars and pubs influence tourists' choices in terms of destinations, neighborhoods to explore, and length of stay. Over a third (35%) of respondents said they visited a particular area specifically because of a local bar, while one in five extended their trip for the same reason.

With a strong presence in the hospitality and tourism sectors in Europe, Heineken highlights the important role that locals play in shaping destinations, visitor experiences, and local communities. The findings are supported by new economic analysis showing that tourism-related spending on Heineken's beer portfolio amounts to nearly €2.5 billion annually, representing 7% of Heineken's total contribution to GDP. Most of this spending is concentrated in pubs and bars, highlighting their importance to the European tourism economy. The European lifestyle attracts tourists from around the world, contributing to an estimated €828 billion in overall tourism spending annually.

Pubs, bars, cafes, and taverns are the beating heart of this tourism economy, offering visitors a glimpse into local life while supporting businesses and employment across the continent. For many tourists, this is because to fully experience a destination, it's essential to experience the local life.

Nearly three-quarters (73%) agree that they understand a place better when they spend time where locals frequent. Whether it's a lively neighborhood pub in London, a canalside café in Amsterdam, or a family-run tavern in Southern Europe, these spaces offer something visitors increasingly seek: the opportunity to experience local life firsthand.

Over three-quarters (77%) of tourists said they visited a local pub, bar, café, or tavern multiple times during their last European vacation, demonstrating the role these establishments play in creating memorable experiences and helping visitors connect with the places they visit. At the heart of these spaces is something more difficult to quantify in economic terms: socializing.

Nearly three-quarters (74%) agree that these spaces create meaningful opportunities for face-to-face interaction that are difficult to replicate elsewhere, while more than half (52%) have struck up a conversation with a stranger in one of these locations.

“Tourism is vital to Europe, and thriving pubs, bars, cafes, and taverns help make its cities and neighborhoods worth visiting,” comments Glenn Caton, President of Heineken Europe. “They bring visitors into local communities, support businesses and jobs in the hospitality sector, and give people a reason to explore beyond the traditional tourist trail. But their value isn't just economic. They're places where visitors can experience local life firsthand, meet people, discover local culture, and become part of a community, even if just for an evening. Europe's Living Rooms celebrates this broader role and the positive contribution that beer and hospitality make to Europe.”