Rising Costs and Geopolitical Tensions Deter Tourists from Europe
Fewer Tourists Plan European Trips in 2025 Amid Rising Costs and Global Uncertainty
Travelers are growing more cautious about visiting Europe due to mounting costs and increasing geopolitical instability. New data reveals a noticeable decline in interest among international tourists, with Europe emerging as the most affected destination.
Drop in Interest Compared to 2024
In summer 2025, only 39% of surveyed international travelers expressed interest in visiting Europe — down by 1% from the 41% recorded during the same period in 2024. The decline is especially pronounced in several key markets.
Sharp Declines Among US, Brazil, Canada, and Japan
The United States has seen the most significant drop in travel intention to Europe. Only 33% of American respondents plan to visit this summer, marking a 7% decrease from 2024. Brazil and Canada followed with declines of 6% and 5%, respectively. Interest from Japan also fell by 5%, with only 13% of Japanese respondents indicating plans to travel to Europe this summer — the lowest among all countries surveyed.
Despite the drop, younger and higher-income travelers from these regions remain the most enthusiastic about European travel.
China and Australia Buck the Trend
In contrast to other markets, China has seen a surge in interest in European travel. Around 72% of Chinese respondents say they plan to visit Europe this summer — a 10% increase from 2024. Analysts attribute this growth to China’s economic recovery and shifting consumer preferences.
Australia also recorded a 3% increase in travel intention, with 40% of respondents planning a trip to Europe.
European Tourism Faces a Shift in Market Dynamics
South Korea continues to show moderate interest, with 30% of respondents considering Europe for their summer travel. Preferred destinations include France, Spain, and Italy.
According to Miguel Sanz, President of the European Travel Commission, these changing patterns signal the need for a focused strategy:
“With the right strategic focus, Europe can continue to deliver meaningful, high-quality tourism for visitors and residents alike.”
As Europe faces a shifting global tourism landscape, targeted efforts in marketing, infrastructure, and value-driven experiences will be key to reversing the trend and maintaining its status as a leading travel destination.
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