The latest edition of the Long-Haul Travel Barometer (LHTB 2/2025), published by the European Travel Commission (ETC) and Eurail BV, reveals a drop in long-haul travel sentiment to Europe for the summer season 2025. While global tourism continues to show resilience, growing cost concerns, geopolitical instability, and weakening consumer confidence are influencing consumer decisions across key markets. The latest survey finds that 57 percent of respondents across major long-haul source markets plan to travel overseas between May and August 2025, a 1 percent decline compared to the same period last year.
The intention to visit Europe specifically has dropped from 41 percent in 2024 to 39 percent this year, with sentiment softening most notably in the United States (-7 percent), Brazil (-6 percent), Canada (-5 percent), and Japan (-5 percent). However, China remains a standout. Driven by economic recovery and a shift in consumer values, 72 percent of Chinese respondents now say they plan to visit Europe this summer, a remarkable 10 percent increase year-on-year.
The perception of high costs remains the most cited barrier to travel to Europe, mentioned by almost half of respondents not planning a trip to the region. This marks a significant 7 percent increase from last summer, reflecting growing price sensitivity amid inflation and exchange rate shifts.
Among U.S. and Brazilian respondents, where economic uncertainties and cost sensitivities are more acute, over half cite travel costs as the primary deterrent. Limited vacation time and preference for domestic holidays also remain important factors, especially in Japan, South Korea, and Australia.
On a more reassuring note, concerns about the Russo-Ukrainian War have significantly declined—only 4 percent of respondents cited it as a barrier to European travel this summer.
Travel sentiment towards Europe is diverging across key long-haul markets. In the United States, 33 percent of respondents plan to visit Europe this summer. This represents a 7 percent decline from 2024, with rising costs and political concerns, including unease over how the U.S. is perceived abroad, dampening enthusiasm. Brazilian interest has also declined compared to last year (-6 percent), yet 45 percent of respondents still intend to travel to Europe, with younger and higher-income travellers remaining the most enthusiastic.
In Canada, sentiment is rebounding from the lower levels seen earlier this year but remains below summer 2024. Currently 37 percent of Canadian respondents are planning a European trip, down 5 percent from last year, as travel costs and geopolitical tensions continue to influence decision-making. Japanese respondents show the lowest interest in visiting Europe among all surveyed markets, with only 13 percent planning to visit Europe, down 5 percent from last year. This reflects the ongoing impact of a weak yen and subdued consumer confidence.
In South Korea, overall long-haul travel sentiment remains stable. Only 30 percent of respondents are considering Europe, with preferences centred on France, Spain and Italy. Alongside China, Australia stands out as the only other market registering a clear increase in travel intent, with 40 percent of respondents now planning to travel to Europe, a 3 percent rise compared to last summer.
More travelers are choosing to travel earlier in the summer season this year. While July and August remain peak months for 46 percent of respondents, interest in May and June has grown from 24 percent in 2024 to 34 percent in 2025. Spending patterns are also shifting: the share of respondents planning to spend over €200 (around $229.5) per day has dropped by 11 percent, while those expecting to spend €100–€200 per day has risen to 40 percent.
Across all markets, dining remains the top budget priority (65 percent), followed by tourist activities and shopping. Transport budgets (41 percent) are also significant, likely reflecting the high number of multi-destination trips being planned—a trend that continues to define the appeal of European travel.
Miguel Sanz, president of the European Travel Commission, commented, “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 alike.”
The full summary report can be downloaded from: https://etc-corporate.org/
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