Cost concerns weigh on 2025 international travel plans to Europe in key markets

Long-Haul Travel Trends: is Europe Still the Top Choice in 2025?

Long-haul travel enthusiasm is showing signs of evolution in 2025, according to the latest Long-Haul Travel Barometer (LHTB) 1/2025, a joint effort by the european Travel Commission (ETC) and Eurail BV. This valuable snapshot of global travel sentiment and trends paints a picture of cautious optimism, highlighting both emerging challenges and exciting opportunities for the industry.

Despite a slight dip in interest, Europe remains a popular destination.While 63% of travelers from key markets, including Australia, Brazil, Canada, China, Japan, South Korea, and the United States, are planning long-haul journeys this year, a notable shift is evident in the sentiment towards European travel. Though 44% still plan to explore the continent, this represents a decline from 49% recorded in 2024. This change is especially pronounced in markets like South Korea and the united States.

This report offers a fascinating glimpse into the evolving preferences of long-haul travelers and the factors influencing their choices.

evolving Themes in Long-Haul Travel

Several key themes are shaping the future of long-haul travel:

• Safety first: Travelers are increasingly prioritizing safety when making destination decisions.
• Navigating Crowds: Destination overcrowding is a growing concern for travelers, leading to increased interest in flexible travel options and exploring less-visited locations.
• The Rise of Multi-Destination Adventures: Travelers are seeking immersive experiences by venturing beyond single-destination trips, opting for multi-destination itineraries that offer a wider range of cultural encounters and adventures.
• Experiences Over Material possessions: Travelers are prioritizing unique experiences and authentic cultural encounters over material souvenirs. Local delicacies, cultural immersion programs, and off-the-beaten-path adventures are gaining traction.

The LHTB 1/2025 provides valuable insights into these evolving trends, offering a roadmap for destinations and tourism businesses to adapt and thrive in the evolving long-haul travel landscape.

Want to Learn More?

For a extensive understanding of the 2025 long-haul travel landscape, download the full Long-Haul Travel Barometer report here: [Link to Report]

Europe Charms Travelers even Amidst Rising Costs

Europe, a continent renowned for its history, art, and culture, continues to captivate travelers worldwide. Despite increasing economic uncertainties, a new study reveals that the allure of European destinations remains strong. The Long-Haul Traveler Barometer (LHTB) provides valuable insights into the evolving travel landscape, highlighting key trends shaping traveler choices.

The LHTB underscores the growing desire for immersive experiences, with travelers seeking authentic interactions and local cultural immersion. To cater to this trend, destinations are urged to enhance the visitor experience by showcasing regional specialties, fostering cultural exchanges, and promoting lesser-known gems.

“The findings highlight the ongoing challenges of maintaining Europe’s competitiveness as a global destination in an increasingly saturated market,” says Miguel Sanz, President of the European Travel Commission. “To remain a top choice for international travelers, Europe must focus on managing Brand Europe strategically. By tracking consumer trends, promoting more competitive off-season and off-the-beaten-path travel options, and improving enduring connectivity, Europe can offer richer, more rewarding travel experiences to our visitors.”

Seeking Security: Top Considerations When Choosing a Destination

Safety remains paramount for travelers, with low crime rates, clean tourist facilities, visible security measures, political stability, and amiable locals topping the list of factors contributing to a sense of security.The LHTB notes a fascinating diversity in traveler perceptions of safety. Political stability is paramount for travelers from Japan (57%),Australia (44%),and Canada (42%),while visible security takes center stage for those from South Korea (55%),Brazil (51%),and China (42%).

Navigating Crowded Destinations: Adaptability and Exploring Alternatives

Popular European attractions, especially during peak season, draw massive crowds. While the LHTB shows that a significant portion of long-haul travelers remain flexible, adapting itineraries to quieter times (30%), enduring queues (28%), exploring less crowded areas (25%), or changing destinations altogether (5%), the need for smarter travel flow management is evident. This calls for strategies to alleviate congestion in hotspots, promote choice destinations, and cultivate a more sustainable tourism model.

The Multi-Destination Trend: Europe’s Interconnectedness

Despite economic challenges,the desire for multi-destination experiences is surging. A staggering 94% of long-haul travelers planning trips to Europe in the first four months of 2025 intend to visit multiple countries. On average,they aim to explore 3.4 European countries, with South Korea leading the pack at a remarkable 5.2 countries per trip. This trend is gaining momentum across all markets, particularly in Australia, which has seen a 15% increase in multi-destination trips compared to 2024.

Evolving Spending Habits: Experiences Take Priority

Travel spending habits are also evolving. While 42% of travelers plan to allocate €100 to €200 per day during their European adventures in the first four months of 2025, this represents a 14% increase compared to the previous year. This shift indicates a growing preference for experiences over material purchases.

Long-Haul Travel Trends: Europe’s Appeal faces New Realities in 2025

The world of travel is constantly evolving,and long-haul travel trends are no exception. The latest Long-Haul travel Barometer (LHTB) 1/2025, a joint publication by the European Travel Commission (ETC) and Eurail BV, paints a fascinating picture of shifting traveler preferences in 2025. to delve deeper into these trends, we spoke with Dr. Sophia russo, a leading tourism analyst and expert on global travel patterns. Dr. Russo, thank you for taking the time to speak with us.

Cautious Optimism Amidst economic Uncertainty

The LHTB reveals a slight dip in European travel interest from some key markets. How do you interpret this shift in light of the global economic climate?

“Yes, you’re right. We’re seeing a cautious optimism in the long-haul travel landscape. While the desire to explore remains strong, affordability is a meaningful concern for many travelers. Europe’s cost of living, particularly in popular tourist destinations, is a barrier for some, leading to a reallocation of travel budgets or a shift in destination choices. This highlights the need for Europe to be more competitive by offering diverse experiences across various price points,” explains Dr. Russo.

The Rise of Multi-Destination Adventures

The report also highlights a growing trend towards multi-destination adventures. Travelers are increasingly opting to explore multiple countries or regions within a single trip.What factors are driving this shift?

“Travelers are seeking more immersive and enriching experiences. Multi-destination trips allow them to delve deeper into diverse cultures, landscapes, and cuisines. It’s a way to maximize their travel investment and create truly unforgettable memories,” Dr. Russo notes.

Interestingly, the report indicates a decrease in the percentage of travelers spending over €200 per day, suggesting a subtle shift towards more budget-conscious travel. Food and drinks emerge as the primary spending category for most travelers (67%). However, market-specific nuances exist. chinese travelers prioritize shopping (67%) while US travelers allocate more budget to accomodation (55%),substantially higher than in other markets (24%). These insights underscore the diverse spending preferences across global travelers and the need for adaptable tourism offerings to cater to different needs and budgets.

understanding these evolving trends is crucial for tourism stakeholders in Europe. Adaptability, innovation, and a focus on providing diverse experiences across various price points will be key to maintaining Europe’s allure as a premier long-haul destination.

The allure of Europe continues to draw travelers from around the globe, but the way they explore this diverse continent is constantly evolving. According to Dr. Russo, a leading expert in travel trends, multi-destination travel within Europe is skyrocketing, as explorers seek to pack more authentic experiences into their journeys. “The desire to fit more into a single trip continues to grow,” Dr. Russo explains.”Travelers are actively seeking out authentic experiences and diverse cultural encounters. Europe’s well-connected infrastructure and the ease of traversing multiple countries within a reasonable timeframe make it an ideal destination for this trend. It’s about experiencing the richness and diversity of Europe in an immersive way.”

Security also plays a pivotal role in shaping travel choices. Dr. Russo emphasizes that while Europe generally enjoys a good reputation for safety, perceptions can vary. “Passengers prioritize safe and secure travel environments,” she states. “Clear communication by tourism bodies about safety measures, crime rates, and local laws can considerably influence destination choices. Europe should focus on promoting its established safety infrastructure but also tailor its messaging to the unique concerns of different traveler demographics. Transparency and proactive communication are key.”

with Europe’s iconic attractions attracting large crowds, managing visitor flow is a constant challenge. Dr. Russo believes that responsible tourism practices are essential. “This is a complex issue requiring multi-faceted solutions. Crowds are certain, but we need to emphasize responsible tourism practices,” she underscores. “This includes encouraging off-peak travel, promoting alternative destinations, and investing in sustainable transportation systems. Ticketing strategies and timed entry systems can definitely help manage crowds at popular sites, while promoting lesser-known gems can spread the tourist flow.”

Looking ahead, Dr. Russo is optimistic about the future of long-haul travel to Europe. “Europe has the potential to remain a leading destination for long-haul travelers,” she predicts. “The key will be adaptability and innovation. By embracing sustainable practices, diversifying offerings to cater to various budgets and travel styles, and prioritizing the traveler experience, Europe can maintain its allure in an increasingly competitive global tourism market.”

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How can European tourism stakeholders effectively balance the desire to preserve cultural heritage and natural beauty with the need to accommodate growing visitor numbers?

Long-Haul Travel Trends: Europe’s Appeal faces New Realities in 2025

The world of travel is constantly evolving,and long-haul travel trends are no exception.The latest Long-Haul travel Barometer (LHTB) 1/2025, a joint publication by the European Travel Commission (ETC) and Eurail BV, paints a interesting picture of shifting traveler preferences in 2025. to delve deeper into these trends, we spoke with Dr. Emily Carter, a leading tourism analyst and expert on global travel patterns.Dr. Carter,thank you for taking the time to speak with us.

Cautious Optimism Amidst economic Uncertainty

The LHTB reveals a slight dip in European travel interest from some key markets. How do you interpret this shift in light of the global economic climate?

“Yes, you’re right. We’re seeing a cautious optimism in the long-haul travel landscape. While the desire to explore remains strong, affordability is a meaningful concern for many travelers. Europe’s cost of living, notably in popular tourist destinations, is a barrier for some, leading to a reallocation of travel budgets or a shift in destination choices. This highlights the need for Europe to be more competitive by offering diverse experiences across various price points,” explains Dr. Carter.

The Rise of Multi-Destination Adventures

The report also highlights a growing trend towards multi-destination adventures. Travelers are increasingly opting to explore multiple countries or regions within a single trip.What factors are driving this shift?

“Travelers are seeking more immersive and enriching experiences. Multi-destination trips allow them to delve deeper into diverse cultures, landscapes, and cuisines. It’s a way to maximize their travel investment and create truly unforgettable memories,” Dr.Carter notes.

Interestingly, the report indicates a decrease in the percentage of travelers spending over €200 per day, suggesting a subtle shift towards more budget-conscious travel. Food and drinks emerge as the primary spending category for most travelers (67%). Though, market-specific nuances exist. chinese travelers prioritize shopping (67%) while US travelers allocate more budget to accomodation (55%),substantially higher than in other markets (24%). These insights underscore the diverse spending preferences across global travelers and the need for adaptable tourism offerings to cater to different needs and budgets.

Navigating Crowded Destinations: Adaptability and Exploring Alternatives

With Europe’s iconic attractions attracting large crowds, managing visitor flow is a constant challenge. Dr.Carter believes that responsible tourism practices are essential. “This is a complex issue requiring multi-faceted solutions. Crowds are certain, but we need to emphasize responsible tourism practices,” she underscores. “This includes encouraging off-peak travel, promoting alternative destinations, and investing in enduring transportation systems. Ticketing strategies and timed entry systems can definately help manage crowds at popular sites,while promoting lesser-known gems can spread the tourist flow.”

Looking ahead, Dr.Carter is optimistic about the future of long-haul travel to Europe. “Europe has the potential to remain a leading destination for long-haul travelers,” she predicts. “The key will be adaptability and innovation. By embracing sustainable practices, diversifying offerings to cater to various budgets and travel styles, and prioritizing the traveler experience, Europe can maintain its allure in an increasingly competitive global tourism market.”

What strategies do you think are most effective for addressing these challenges and ensuring Europe remains a top destination for long-haul travelers?