ADVERTISEMENT The value of the European luxury goods market grew to almost €110 billion in 2024. "This is the result of several converging factors," assesses Rafal Drzewiecki, TikTok's Country Director for Central Europe, in an interview with Euronews. "The recovery of tourism after the pandemic, attractive exchange rates and the growing importance of emotional consumption. European luxury has become more accessible." In his opinion, a generational change is playing a key role. New consumers of