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According to the latest Long-Haul Travel Barometer (LHTB 2/2025), who published European Travel Commission (ETC) i Eurail BV, interest in travel to Europe from distant markets has declined slightly for the upcoming summer 2025 season. While global tourism is showing resilience, concerns about costs, geopolitical instability and weakening consumer confidence are affecting the decisions of travelers from key markets.
Chinese are leading the way - as many as 72% plan to visit Europe
A total of 57% of respondents from long-haul source markets plan to travel abroad from May to August 2025, down 1% from last year. Of these, 39% plan to visit Europe, down from 41% last year. The largest decline was recorded in United States of America (-7%), Brazil (-6%), Canada (-5%) i Japan (-5%).
In contrast, China sees strong growth in interest, with even 72% of Chinese respondents who are planning a trip to Europe which is 10% increase compared to the summer of 2024. This trend is fueled by economic recovery and changing consumer values in that country.
High costs remain the main obstacle
Affordability remains the main reason for not traveling to Europe. Almost 50% of respondents who do not plan a trip cited high prices as an obstacle. This is an increase of 7% compared to last year.
Concerns are most pronounced in the US and Brazil, where more than half of respondents indicated travel expenses as a key reason for giving up. In addition, lack of vacation i tendency to travel domestically there are additional reasons in countries like Japan, South Korea and Australia.
The good news is that they Concerns about the war in Ukraine have significantly decreased, and only 4% of respondents see it as an obstacle.
Mood varies by region
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SAD: 33% plan to visit Europe, a 7% drop from 2024. Main reasons: costs and political uncertainty.
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Brazil: a 6% drop, but 45% of respondents are still planning a trip.
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Canada: slight recovery, but below last year's levels -37% of respondents are planning a trip.
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Japan: only 13% show interest, which is the lowest figure among the markets surveyed.
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South Korea: stable mood, with interest focused on France, Spain and Italy.
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Australija: records a growth of 3% compared to summer 2024.
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China: the strongest growth in interest among all markets.
Early departures and cost rationalization
The research showed a change in consumer behavior. More and more travelers are planning their summer vacations earlier., in May and June. 34% of them prefer those two months, which is a significant increase compared to last year's 24%.
Expenses are also changing - a smaller share of passengers plan to spend more than 200 euros per day, while 40% are willing to spend between 100 and 200 euros per day.
Food remains the top priority (65%), followed by tourist activities and shopping. Transportation budget is also important (41%), confirming the continuation of the trend of multi-destination travel within Europe.
Market adaptation is needed
In the context of declining consumer confidence, Europe must further strengthen its position through affordable offers, diversification of content and promotion of lesser-known destinations.
As the European Travel Commission points out, strategic focus on competitiveness, sustainability and off-season offers they are key to preserving interests and sustainable tourism development in the coming years.
"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. With the right strategic focus, Europe can continue to deliver meaningful, high-quality tourism for visitors and residents.", said Miguel Sanz, President of the European Commission for Travel.
The full report can be found at links.
