AI and Sustainability Shape Gen Z’s European Travel Plans in 2025

Gen Z is leading the European travel boom in 2025, with increased spending and a focus on sustainable, authentic experiences, according to MMGY research.

A recent survey by MMGY Travel Intelligence reveals that Generation Z is at the forefront of a significant surge in European travel, showing a strong intent to spend more on international trips and take more holidays than any other age group in the next year. Despite economic pressures and global uncertainties, Europeans remain committed to leisure travel, with Gen Z setting the pace in terms of both expenditure and the number of trips planned. The study also highlights the growing influence of artificial intelligence in travel planning, a heightened demand for sustainable and authentic experiences, and the impact of major international sporting events.

Gen Z’s Influence on Travel Trends

According to the 2025 Portrait of European Travellers, Gen Z is leading the way in travel spending, with plans to spend an average of $6,434 on international trips over the next 12 months. They are also expected to take an average of 3.4 holidays over the next two years. This generation shows a strong interest in organized group tours, with 45% planning to participate in such trips in the coming year. This trend highlights Gen Z’s significant influence on shaping the future of European travel.

Preferred Destinations and Changing Interests

Europe remains the top choice for nearly all European travellers, with 95% expressing interest in traveling within the continent over the next three years. Italy and Spain are tied as the most popular destinations, each attracting 49% of potential travellers, followed by Greece at 41%. In contrast, interest in the United States has declined, while Canada and Asia are gaining popularity, showing increases of 4 and 5 percentage points, respectively.

The Role of Artificial Intelligence in Travel Planning

The use of AI in travel planning is becoming mainstream, with 48% of European leisure travellers utilizing AI-powered tools like ChatGPT, marking a 7 percentage point increase from 2024. These tools are primarily used for building itineraries, finding inspiration, and discovering new destinations. Alongside AI, the reliance on online platforms such as Booking.com has increased, while Tripadvisor’s usage has declined, indicating a shift towards more integrated user experiences.

Sustainability and Authentic Experiences

Sustainability continues to be a crucial factor in travel decisions, with 48% of travellers stating it influences their choices. There is a strong preference for supporting local economies, with 96% of travellers buying from local shops and 95% dining at local restaurants. Additionally, 89% are focused on reducing single-use plastics, reflecting a broader desire for eco-conscious and authentic travel experiences.

Impact of Sports Tourism

Major international sporting events are significantly influencing travel patterns across Europe. The 2026 FIFA World Cup is a prime example, with nearly 24% of European travellers planning to attend, including 49% of Gen Z. For many, the event is the primary reason for visiting host countries like the U.S., Mexico, or Canada. British travellers are expected to spend the most, averaging $8,275 per trip, highlighting the economic benefits of sports tourism for host cities and regions.

Rising Interest in Cruises and Group Tours

Interest in cruises is on the rise, with 48% of European travellers expressing interest in ocean or big ship cruises within the next two years. Additionally, 33% are likely to join organized group tours in the next 12 months, with Gen Z, Spanish, and Italian travellers showing the strongest demand.

Conclusion

The MMGY’s fourth edition of the Portrait of European Travellers portrays a value-driven, tech-savvy traveller who seeks authenticity, sustainability, and cultural immersion. These insights, along with detailed data on family travel and AI adoption, are available for purchase or as part of an all-access subscription to EurekA!, MMGY’s AI-supported research platform.