Europe with less overseas travelers in summer 2025?

China is back to Europe

This decrease is most evident in the United States, Brazil, Canada, and Japan, where economic uncertainty and rising travel costs have impacted sentiment. In the US, just 33% of respondents intend to visit Europe, a 7% drop from last year, with affordability and political unease cited as key deterrents.

Brazilian interest has also declined by 6%, although enthusiasm remains strong among younger and higher-income travelers. In Canada, the share of those planning a European trip has fallen 5% to 37%, while Japan shows the lowest interest at 13%. The Japanese market is ageing which explains a cautious outlook from consumers. A weak Japanese Yen acts also as a deterrent factor. Meanwhile, sentiment in South Korea remains stable, with 30% considering Europe, focusing mainly on France, Spain, and Italy.

In contrast, China stands out as the only market with a major surge in travel intent. Driven by economic recovery and evolving consumer priorities, 72% of Chinese respondents now plan to visit Europe. This represents a 10% year-on-year increase.

Australia also shows a modest increase, with 40% of respondents indicating plans to travel to the region.

Europe to expensive?

The perception of Europe as an expensive destination remains the top barrier. Nearly half of those not planning to visit point to high spending, a 7% rise from 2024. Cost concerns are especially acute in the US and Brazil. Limited vacation time and a preference for domestic trips also play a role in markets like Japan and Australia. However, concerns about the Russo-Ukrainian war have notably declined, with only 4% citing it as a deterrent this year.

Travel patterns are also evolving. More travelers are opting for earlier summer departures, with interest in May and June trips rising from 24% to 34%. Budget preferences are shifting as well: fewer respondents now plan to spend over €200 per day, while 40% expect to spend between €100 and €200.

Dining remains the top spending priority (65%), followed by tourist activities and shopping, Transport budgets remain high (41%) due to the continued popularity of multi-destination itineraries.

European Travel Commission President Miguel Sanz stressed the importance of boosting Europe’s competitiveness and accessibility. He encouraged promoting off-season travel and lesser-known destinations to maintain the region’s global appeal.