Interest in summer travel to Europe has decreased among key long-haul markets, with rising costs and global tensions influencing decisions. However, China shows a significant increase in travel intent.
The latest findings from the European Travel Commission’s Long-Haul Travel Barometer (LHTB 2/2025) show a slight decline in the overall intention to travel overseas during the summer of 2025, with a 1% drop compared to the previous year.
Specifically, the desire to visit Europe has fallen from 41% in 2024 to 39% in 2025. This change is most pronounced in the United States, Brazil, Canada, and Japan, which have all seen a decrease in travel interest towards Europe. Conversely, China has experienced a robust increase in travel intent to Europe, with 72% of respondents indicating plans to visit, up 10% from last year.
Factors Influencing Travel Decisions
High travel costs are the primary barrier to European travel, cited by nearly half of the respondents who are not planning a trip to the region. This concern has grown 7% since last summer, reflecting increased price sensitivity. Economic uncertainties and the preference for domestic travel also play significant roles in dampening travel enthusiasm, particularly in markets like Japan, South Korea, and Australia. However, geopolitical concerns, such as those related to the Russo-Ukrainian War, have lessened, impacting only a small fraction of potential travelers.
Regional Variations in Travel Sentiment
Travel sentiment towards Europe varies significantly across different regions. Only 33% of respondents in the United States plan to visit Europe, a 7% decline from the previous year. Brazilian interest has also decreased, though 45% still intend to travel to Europe. Canadian interest is rebounding but remains lower than last year, with 37% planning a trip. Japan shows the lowest interest, with just 13% planning European travel, reflecting the impact of a weak yen and low consumer confidence. In contrast, Australia and China are seeing increased travel intent to Europe.
Changes in Travel Timing and Budgeting
There is a noticeable shift towards earlier summer travel, with increased interest in traveling during May and June rather than the traditional peak months of July and August. Additionally, there is a shift in budgeting, with fewer travelers planning to spend over €200 per day, while those expecting to spend between €100 and €200 per day have increased to 40%. Dining, tourist activities, and shopping remain the top budget priorities, indicating a continued interest in Europe’s cultural and leisure opportunities.
Miguel Sanz, President of the European Travel Commission, emphasizes the importance of adapting to these changing consumer behaviors and preferences. By improving the competitiveness and accessibility of European travel experiences and promoting lesser-known destinations and off-season travel, Europe can maintain its appeal as a top travel destination. This strategic focus is crucial in declining global consumer confidence and shifting travel dynamics.
The full summary report can be downloaded from: https://etc-corporate.org/reports/long-haul-travel-barometer-2-2025/
