Long-haul travel sentiment globally and to Europe has weakened for 2025, as reported in the latest Long-Haul Travel Barometer (LHTB) 1/2025, published by the European Travel Commission (ETC) and Eurail BV.
This report provides valuable insights into long-haul travel sentiments for 2025, along with trends and plans for the year’s first four months. The barometer reveals cautious travel intentions driven by affordability concerns and changing preferences, but also highlights opportunities to enhance Europe’s global competitiveness by better managing its tourism assets.
The report shows that 63% of respondents across key overseas markets—Australia, Brazil, Canada, China, Japan, South Korea, and the United States—intend to travel long-haul this year, with 44% planning to visit Europe, indicating its strong position despite current challenges. However, this reflects a decline from 49% in 2024, with weakening sentiment reported in markets such as South Korea, the US, Brazil, and Australia. In contrast, 61% of Chinese travellers demonstrate growing interest in visiting Europe in the next twelve months.
Affordability remains the most significant barrier to international travel, cited by 46% of respondents not planning a European trip, along with factors such as limited vacation time and the allure of other destinations.
Miguel Sanz: “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.”
Safety Shapes Destination Choices
Safety is the most critical factor when choosing a destination, followed by iconic landmarks and robust infrastructure. This report is the first to explore perceptions of safety among long-haul travellers, focusing on aspects such as low crime rates and visible security.
Navigating Crowded Hotspots
Europe’s iconic attractions remain a major draw, often leading to overcrowding during peak seasons. Nearly one-third of long-haul travellers are open to adjusting their travel plans to visit during quieter times.
Multi-Destination Travel Gains Momentum
Despite affordability challenges, there is a growing preference for multi-destination trips, with 94% of respondents intending to explore more than one country upon visiting Europe in early 2025.
Evolving Budget and Experience Priorities
42% of respondents plan to allocate between €100 and €200 daily for their travels, reflecting changing spending habits in comparison to previous years.
