Europe Travel Sentiment Dips Amid Cost Concerns
Rising Prices and Uncertainty Dampen Summer Outlook
European tourism faces a slight slowdown this summer as escalating costs and global instability weigh on travelers’ minds, according to the latest Long-Haul Travel Barometer. While overall travel remains resilient, a shift in spending habits and destination choices is becoming apparent.
Shifting Travel Intentions
The recent survey indicates that 57% of respondents from key longhaul markets intend to travel internationally between May and August 2025, a 1% decrease from the previous year. Interest in visiting Europe specifically has fallen from 41% in 2024 to 39% in 2025, with the United States, Brazil, Canada, and Japan showing the most significant declines in enthusiasm.
However, China is bucking the trend. A remarkable 72% of Chinese respondents are planning a European trip this summer, a 10% year-on-year increase, fueled by economic recovery and evolving consumer preferences. This surge comes as China’s outbound tourism is projected to reach 160 million trips in 2025, a significant rebound from pre-pandemic levels (China Daily).
“At a time of declining consumer confidence globally, it is more important than ever to strengthen Europe’s position as a top destination. This means improving the competitiveness and accessibility of European experiences while continuing to showcase lesser-known destinations and off-season travel.”
—Miguel Sanz, ETC president
Affordability Takes Center Stage
The primary obstacle to European travel, cited by nearly half of those not planning a trip, is cost. This represents a substantial 7% increase from last summer, highlighting growing price sensitivity amid inflation and fluctuating exchange rates. Over half of respondents from the US and Brazil specifically identified travel costs as the main deterrent.
Regional Variations and Timing Shifts
Travel sentiment varies considerably across regions. In the US, only 33% of respondents plan a European vacation this summer, a 7% drop from 2024. Concerns about rising expenses and political perceptions are contributing to this decline. Japan shows the lowest interest, with just 13% planning a trip, impacted by a weak yen and cautious consumer spending. Australia, alongside China, is an exception, with 40% of respondents expressing travel intent – a 3% increase.
Travelers are also adjusting their timing, with a growing preference for earlier summer departures. Interest in May and June has risen from 24% in 2024 to 34% in 2025, while July and August remain the most popular months for 46% of respondents.
Budget Adjustments and Priorities
Spending patterns are also evolving. The proportion of travelers anticipating daily expenses exceeding 200 euros has decreased by 11%, while those expecting to spend between 100 and 200 euros has increased to 40%. Dining remains the top priority for travel budgets (65%), followed by activities and shopping. Transport costs (41%) are also significant, reflecting the popularity of multi-destination itineraries.
Notably, concerns regarding the Russo-Ukrainian War have diminished, with only 4% of respondents citing it as a barrier to travel this summer.
Europe’s tourism sector faces a complex landscape, requiring strategic adjustments to maintain its appeal in a challenging global environment.
