Rising Costs and Global Unrest Lead to Decline in European Tourism
Rising Costs and Global Tensions Lead to Decline in Travel to Europe in 2025
International travel to Europe is witnessing a notable slowdown in 2025, as rising costs and ongoing geopolitical tensions dampen tourists' enthusiasm. According to recent data, interest in visiting Europe has dropped to 39%, down from 41% during the same period in 2024 — making the continent the most affected region by declining travel demand.
Sharp Declines from Key Markets: US, Brazil, Canada, and Japan
The most significant drop in travel interest comes from the United States, where intention to travel to Europe has fallen by 7% compared to last year. Only 33% of American respondents now plan a trip to Europe this summer.
Brazil and Canada have also seen notable decreases, with travel interest falling by 6% and 5% respectively. Japan matches Canada with a 5% drop in interest. Particularly concerning, only 13% of Japanese respondents expressed a desire to travel to Europe in 2025 — the lowest figure among all countries surveyed.
Despite these declines, younger travelers and those in higher income brackets remain more optimistic and interested in European travel.
China and Australia Buck the Trend with Increased Interest
In contrast to the downward trend, China continues to emerge as a key growth market for European tourism. Due to economic recovery and shifting consumer behavior, interest in visiting Europe among Chinese travelers has surged. A strong 72% of Chinese respondents said they intend to travel to Europe this summer — a 10% increase from 2024.
Australia also showed a positive change, with 40% of respondents planning to travel to Europe, marking a 3% rise year-over-year.
South Korea Remains a Moderate Market
Interest from South Korean travelers remains steady, with 30% indicating plans to visit Europe. Popular destinations among South Koreans include France, Spain, and Italy.
Industry Outlook: A Call for Strategic Focus
Despite the challenges, tourism officials remain cautiously optimistic. Miguel Sanz, President of the European Travel Commission, emphasized the importance of adapting strategies to attract quality tourism.
“With the right strategic focus, Europe can continue to deliver meaningful, high-quality tourism for visitors and residents alike,” he stated.
As Europe navigates an evolving travel landscape, targeting key growth markets and enhancing value for money will be critical in maintaining its position as a top global destination.
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