Long-haul travel to Europe declines for 2025 as affordability and shifting preferences impact demand

Long-haul travel sentiment for 2025 has weakened, according to the Long-Haul Travel Barometer 1/2025 by the European Travel Commission and Eurail BV. Affordability concerns and shifting preferences influence cautious travel intentions. While 63% of respondents across key markets plan long-haul trips, only 44% aim to visit Europe, down from 49% in 2024. Declines are seen in South Korea, the US, Brazil, and Australia, but interest from Chinese travellers is rising, with 61% planning European visits within twelve months. Affordability remains the most significant barrier to international travel, cited by 46% of respondents not planning a European trip. In addition to affordability, travellers cited interest in visiting other overseas regions or limited vacation time as factors influencing their plans. Miguel Sanz, President of ETC, commented: “The findings highlight the ongoing challenges of maintaining Europe’s competitiveness as a global destination in an increasingly saturated market. To remain a top choice for international travellers, Europe must focus on managing Brand Europe strategically. By tracking consumer trends, promoting more competitive off-season and off-the-beaten-path travel options, and improving sustainable connectivity, Europe can offer richer, more rewarding travel experiences to our visitors”.<br/>