EN
HR
The results of a recent survey imply that long-haul travelers visiting Europe are increasingly open to more responsible travel habits, including choosing greener transportation options, engaging with local culture, traveling outside of the peak season, and exploring destinations outside of traditional tourist hotspots.
These are the key findings of the latest Assessments of responsible behavior of long-haul passengers to Europe which she published European Travel Commission (ETC), conducted by the company Kairos Future.
The research combines a survey of 3000 travelers in six key overseas markets (Australia, Brazil, Canada, China, Japan and the US) with an analysis of online travel discussions and editorial media coverage related to travel to Europe.
The study follows four responsible behaviors when traveling among long-distance visitors: off-season travel, off-the-beaten-path travel, engagement with local communities, and eco-friendly travel.
All four indicators improved slightly year-on-year compared to the initial values in 2024 (index = 100).
- Eco-friendly trips: 108
- Getting off the beaten track: 106
- Local preference: 105
- Off-season trips: 102
The findings are significant because sustainability currently occupies a relatively smaller share of global media attention than in recent years. Despite this, traveler behavior continues to shift towards more responsible travel patterns.
Ecological mobility and slower travel
The strongest improvement was seen in green travel choices, which rose from an initial index of 100 in 2024 to 108 in 2025.
Commuters report greater reliance on trains, public transit and other mobility options s lower emissions while traveling within Europe.
Transport patterns show a gradual shift towards sustainable mobility. The share of passengers predominantly using human or electric mobility options increased from 13% in 2024 to 18% in 2025, while reliance on primarily fossil-fuel-based transport decreased from 35% to 30%.
Local and authentic experiences
Integration with local communities also increased slightly. The “love of local” index rose to 105, reflecting a growing interest in experiences such as choosing locally owned accommodations, supporting local businesses, and engaging with regional culture, food, and traditions while traveling.
These trends are aligned with a broader shift towards slower and more immersive travel experiences. Survey responses also imply that travelers interpret local engagement differently, highlighting the need to clearly communicate which activities most benefit destinations and communities.
Off-season travel and alternative destinations
The survey also highlights a growing openness to visiting destinations off the beaten path. The index, which measures travel to lesser-known places, rose to 106.
Travelers are also increasingly open to visiting Europe outside the peak summer season. Although the growth is more moderate, the off-season travel index increased to 102, suggesting a moderate reallocation of travel outside the peak months.
What shapes travel decisions?
Despite the growing willingness to travel more responsibly, the study also identifies practical barriers that may limit travelers' ability to act on these intentions.
Thus, 53% of respondents say they largely intended to travel out of season, but only 49% report actually doing so, which reveals the gap between intention and behavior of 4%. For visits to lesser-known destinations, the gap is slightly larger at 5%.
Qualitative analysis of online travel discussions highlights recurring challenges. Travelers frequently mention uncertainty about which periods qualify as off-season in different destinations, fragmented train reservation systems, and the complex logistics of planning trips in electric vehicles across multiple countries. Price sensitivity continues to influence travel choices.
As a result, travelers are often most open to small, practical adjustments that facilitate responsible travel, like choosing local accommodations, planning slower itineraries, or using the train where appropriate.
"Long-haul travelers are increasingly seeking experiences that are authentic, locally rooted and environmentally conscious. Europe is uniquely positioned to meet these expectations thanks to its diverse destinations, rich local cultures and extensive rail network.", stated je Eduardo Santander, CEO of ETC.
Through initiatives like the campaign Unlock the Unexpected Upgrade, ETC collaborates with European destinations to promote trips that encourage visitors to explore beyond the obvious, travel year-round, and connect more deeply with local communities.
"At the same time, as we continue to raise awareness and inspire travelers to make responsible choices, tourism stakeholders must address practical barriers - from traffic planning to infrastructure - to turn these intentions into real change.", added Santander.
