Amid a widely reported downturn in visits to the United States, the European Travel Commission (ETC) is pointing out that Europe too is looking at a dip in holidaymakers’ intention to travel long-haul to the region. However, the drop-off is just 2% from markets such as Brazil, Canada, Japan, and the US, while an increase in Chinese travellers planning a European vacation is in the double digits.
The figures are published in the ETC’s Long-Haul Travel Barometer (LHTB 2/2025) in conjunction with Eurail BV, and co-funded by the European Union. Headwinds found in the consumer survey include “growing cost concerns, geopolitical instability, and weakening consumer confidence” according to a press release.
Americans concerned about how they are perceived
Concerns about the Russia-Ukraine conflict are less influential this year than previously, but US travellers are 7% less likely to come to Europe, citing fear about how they are perceived in the continent and costs. That’s not much more than other markets such as Brazil (down 6%), Canada and Japan (both down 5%).
South Korean and Australian intentions to travel to Europe are stable, while a significant 10% more Chinese are saying they are more likely to come to Europe in 2025.
The price of travel is the biggest turn-off across the board. While these worries are influencing consumer decisions across key markets, travel remains resilient, the ETC says. Travellers are switching to mid-range budget options, but dining remains the “top budget priority (65%), followed by activities and shopping,” the Barometer shows.
A notable point for industry insiders and consumers alike is that holidaymakers are increasingly planning to undertake their trips earlier in the summer season. Interest in May and June has shot up by 10% to 34% this year.
Need to showcase off-season and lesser-known destinations
Miguel Sanz, President of the European Travel Commission, called for Europe to “strengthen its position as a top destination” amid declining consumer confidence globally. That means “improving the competitiveness and accessibility of European experiences while continuing to showcase lesser-known destinations and off-season travel,” he said.
The ETC report comes as a suite of Europe’s best-loved destinations are bracing for mass anti-tourism protests. From the Canary and Balearic Islands, across the Iberian Peninsula, into France and Italy, and even as far north as Amsterdam, around 60 anti-tourism groups have co-ordinated day of demonstrations and water-pistol deployment on 15 June 2025. The action is intended to highlight the negative effects of tourism on local communities in over-run resorts, towns, and cities, as well as pointing out the environmental impact of tourism, which UN figures have put at 9% of global emissions.
