Travel to Europe dips for summer 2025 amid rising costs, uncertainty: ETC

The Long-Haul Travel Barometer, released by the European Travel Commission (ETC) and Eurail BV, shows a slight decline in long-haul travel interest to Europe for the upcoming summer season.

Although international tourism remains resilient, rising travel costs, ongoing geopolitical issues, and wavering consumer confidence are shaping travel decisions in major source markets, says the ETC.

According to the latest findings, 57% of respondents from key long-haul markets intend to travel overseas between May and August 2025, a marginal 1% drop from last year.

Interest in Europe specifically has slipped from 41% in 2024 to 39% this year, with the most noticeable declines coming from the U.S. (-7%), Brazil (-6%), Canada (-5%), and Japan (-5%).

In contrast, Chinese travellers are showing renewed enthusiasm, with 72% now planning trips to Europe, marking a 10% year-on-year increase — the largest gain among surveyed countries. This is attributed to China’s economic rebound and evolving travel preferences.

Rising costs deter travellers

High travel costs remain the most frequently mentioned obstacle to visiting Europe.

Nearly half of those not planning a European trip cite affordability as a concern — a 7% increase over last summer.

This issue is especially prominent in the U.S. and Brazil, where more than half of respondents point to cost as the main deterrent. In Japan, South Korea, and Australia, limited vacation time and a preference for domestic destinations also play a major role in shaping travel decisions.

On a positive note, worries about the Russo-Ukrainian conflict have notably diminished. Only 4% of respondents now cite it as a reason to avoid Europe — down significantly from previous levels.

Regional differences

Travel sentiment towards Europe is becoming more varied across different long-haul markets:

In the United States, only 33% of respondents plan to visit Europe — a 7% drop compared to 2024. Rising prices and political concerns, including worries about how Americans are perceived abroad, are key factors in this decline.

Brazilian interest has fallen by 6%, yet 45% still intend to travel, particularly among younger and wealthier travellers.

Canada shows signs of recovery from a sluggish start to the year, but at 37%, travel intent remains 5% below last summer.

Japan continues to record the lowest interest, with only 13% of respondents planning a European trip, largely due to a weak yen and low consumer confidence.

South Korean interest is holding steady, with 30% of respondents showing intent — primarily to France, Spain, and Italy.

Australia joins China in showing growth, with 40% now planning to travel to Europe, up 3% year-on-year.

Changes in timing and budget

Travellers are showing a preference for earlier departures, with interest in trips during May and June increasing from 24% in 2024 to 34% in 2025, the report says.

While July and August remain the most popular months (46%), the season is beginning to stretch.

Budget expectations are also shifting. The share of travellers planning to spend over €200 per day has fallen by 11%, while those budgeting €100–€200 per day has increased to 40%.

Despite tighter budgets, dining remains the top priority (65%), followed by sightseeing and shopping. Transport is another key spending area (41%), reflecting the popularity of multi-country itineraries — a distinctive feature of European travel appeal.

“At a time of declining consumer confidence globally, it is more important than ever to strengthen Europe’s position as a top destination,” said Miguel Sanz, president of the European Travel Commission, in a statement. “This means improving the competitiveness and accessibility of European experiences while continuing to showcase lesser-known destinations and off-season travel. With the right strategic focus, Europe can continue to deliver meaningful, high-quality tourism for visitors and residents alike.”

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