Increased international tensions and escalating expenses pose challenges for individuals planning European travel during the summer of 2025.
An Unfiltered Gaze into Europe's Travel Trends for 2025
In the sphere of travel, the European Travel Commission (ETC) has its eyes set on a possible dip in the intention of long-haul vacationers, particularly from markets like Brazil, Canada, Japan, and the United States, to visit Europe. However, this decline is minimal, barely reaching 2%, while a notable growth of Chinese tourists planning a European escapade is recorded at double digits.
These figures are a part of the ETC's Long-Haul Travel Barometer (LHTB 2/2025) in association with Eurail BV, and co-funded by the European Union. The survey points to a few roadblocks such as escalating cost concerns, geopolitical instability, and dented consumer confidence.
Fear and Finances
While concerns about the Russia-Ukraine conflict have lost some ground this year, American tourists are 7% less likely to set foot in Europe, citing apprehensions about how they'll be perceived in the continent and costs. These concerns aren't unique - they mirror the sentiments of tourists from Brazil (-6%), Canada (-5%), and Japan (-5%).
South Korean and Australian intentions to travel to Europe remain steady, but a significant 10% more Chinese are gearing up for a European adventure in 2025.
The cost of travel is the biggest deterrent across the board. Although these concerns are swaying consumer decisions across key markets, the travel industry remains robust, according to the ETC. Travelers are opting for mid-range budget options, but dining remains the "top budget priority (65%), followed by activities and shopping," the Barometer reveals.
Ready for an Earlier Summertime Serenade
Industry insiders and consumers alike should note that travelers are increasingly planning their trips earlier in the summer season. Interest in May and June has surged by 10% to 34% this year.
Strengthen Europe's Allure
In the face of dwindling consumer confidence globally, Miguel Sanz, President of the European Travel Commission, urges Europe to "amplify its allure as a premier destination." This entails "boosting the competitiveness and accessibility of European experiences while showcasing lesser-known destinations and off-season travel."
The ETC report drops at a time when several Europe's most cherished vacation spots are readying themselves for anti-tourism protests. From the Canary and Balearic Islands, across the Iberian Peninsula, into France and Italy, and even up to Amsterdam, approximately 60 anti-tourism groups are joining forces on 15 June 2025 for a day of demonstrations and water-pistol battles. The aim is to shed light on the adverse effects of tourism on local communities and the environment, which, as per UN figures, accounts for 9% of global emissions.
Behind the Scenes:- Travel, particularly for Americans, is increasingly viewed as a necessity rather than a luxury, which reflects a strong desire for escapism [2].- The economic downturn has led to some price drops in airfare, making travel more affordable [2].- American tourists are moving away from conventional tourist attractions and seeking more authentic experiences, like local markets and slower-paced activities [1].- Europe continues to be a top choice for American tourists, with countries like France, Italy, and Spain being particular favorites [1][3].- Specific regions like Campania in Italy are experiencing a surge in interest due to their coastal attractions and cultural offerings [3].- While travel plans initially indicated a significant increase in travel budgets, this has been adjusted downward in response to economic fluctuations [4].
- The European Travel Commission (ETC) anticipates a slight dip in long-haul vacation intentions, particularly from markets like Brazil, Canada, Japan, and the United States, toward Europe, but an increase in Chinese tourists is expected at double digits.
- The ETC's Long-Haul Travel Barometer (LHTB 2/2025) reveals fear and financial concerns as the main roadblocks for potential travelers.
- American tourists are 7% less likely to visit Europe due to apprehensions about costs and perceptions, echoing the sentiments of tourists from Brazil, Canada, and Japan.
- The cost of travel is the sternest deterrent across all markets, but the travel industry remains robust, according to the ETC, with travelers opting for mid-range budget options.
- Dining and activities are identified as travelers' top budget priorities, with 65% prioritizing dining.
- Travelers are planning their trips earlier in the summer season, with a surge in interest observed in May and June, according to industry insiders.
- In an effort to boost European tourism, Miguel Sanz, President of the European Travel Commission, urges Europe to showcase lesser-known destinations and off-season travel.
- Anti-tourism protests are scheduled for the 15th of June across several European vacation spots, with approximately 60 anti-tourism groups aiming to shed light on tourism's adverse effects on local communities and the environment.
- Travel, particularly for Americans, is increasingly perceived as a necessity rather than a luxury, reflecting a strong desire for escapism.
- The economic downturn has resulted in some price drops in airfare, making travel more affordable, and American tourists are moving away from conventional tourist attractions, seeking more authentic experiences.
