According to the latest survey by the European Travel Commission (ETC) and Eurail BV, the Long-Haul Travel Barometer 2/2025, the intention to travel long-haul to Europe has declined for the summer of 2025. The proportion of those planning to travel abroad is 57%, while the proportion of respondents who specifically indicated Europe as their destination has fallen from 41% to 39% compared to the previous year.
The decline is most noticeable in the United States (-7%), Brazil (-6%), Canada (-5%) and Japan (-5%). Economic uncertainty, geopolitical tensions and inflation have increased price sensitivity in these countries, which nearly half of respondents cited as the primary deterrent. In addition, a growing preference for domestic tourism and limited free time are also influencing travel decisions.
However, China stands out from the crowd: according to the survey, 72% of Chinese respondents plan to travel to Europe in the summer of 2025, representing a 10 percentage point increase in one year. Economic recovery, a more open consumer attitude and strong travel motivation may contribute to this increase.
The research also shows that travel habits are changing. More and more people are planning to travel earlier, in May–June. These dates are of interest to 34% of travellers, compared to 24% last year. In addition, the proportion of those willing to spend more than €200 per day is decreasing, and more and more people (40%) are planning on a mid-range budget (€100-200 per day). The main cost priorities remain food (65%), tourist programmes and shopping, but transport is also a significant item, especially for trips involving multiple destinations.
The report points out that although European tourism remains resilient, pricing strategy, flexibility and targeted promotions will play a key role in maintaining the region’s leading position in the international market (ETC Corporate).