This paper examines European leisure industry trends to 2010 and the demands that will be placed on tourist firms and destinations in order to remain competitive. To this end, the paper makes projections for the key factors that will shape tourism in 2010, taking WTTC forecasts as a starting point. These data indicate slight growth in the number of European tourists travelling abroad, which contrasts with 30% growth in this field during the period 2005-2010. ETC data are employed to analyse general demographic trends, lifestyles, prices, and changes in tourist activities. The 2010 scenario suggests: a drop in average spending per tourist; the splitting of holidays throughout the year; rapid growth in the reasons driving tourists' choices; the need for new ways of organising holidays and destinations as a result of population ageing; the entry of young immigrants into the market; and growth in Internet sales and marketing channels, driven by the expansion of low-cost carriers. The study finishes with a description of leisure types, revealing their dynamic nature and the way they are shaped by economic and leisure factors, as well as the requirements tourist companies will have to fulfil in order to be competitive. The study forms part of broader work, which will culminate in a Delphi study by European experts.

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