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Global feeling about long-haul travel, including to Europe, weakened to 2025, as indicated in the latest Long-Haul Travel Barometer 2025, published by the European Travel Commission (etc) and Eurail BV. The barometer reveals cautious travel intentions, driven by concerns about economic accessibility and changes in preferences, but also highlights opportunities to reinforce Europe's global competitiveness through better management of its tourist assets.
The report shows that 63% of respondents in major international markets – Australia, Brazil, Canada, China, Japan, South Korea and the US – intend to travel to long -haul destinations this year. Of these, 44% plan to visit Europe, which underlines the strong position of the continent, despite the current challenges.
However, this value represents a drop in relation to the 49% recorded in 2024, with a weakening of feeling in markets such as South Korea, USA, Brazil and Australia. On the other hand, Chinese travelers demonstrate a growing interest, with 61% to express intention to visit Europe in the next twelve months.
Economic accessibility remains the largest barrier to international travel, mentioned by 46% of respondents who do not plan a trip to Europe. In addition, travelers referred interest to visiting other regions and the lack of vacation time as factors that influence their plans.
Security influences the choice of destination
Security remains the most important factor in choosing a destination, followed by well-developed iconic sights and infrastructures, with the report to explore, for the first time, the perception of travelers about security. According to long -haul travelers, the main elements that make a safe destination include low crime rates, well -kept and well -kept tourist establishments, visible security, political stability and hospitality of locations.
Travelers of each market tend to define security differently. While political stability is seen as essential by travelers from countries such as Japan (57%), Australia (44%) and Canada (42%), the presence of visible security is priority for others, especially in South Korea (55%), Brazil (51%) and China (42%).
Manage the influx to popular tourist places
Europe's tourist icons continue to attract international travelers in 2025, which often results in overcrowding, especially during the high season. Research results indicate that long -haul travelers are flexible to these situations: about one third would adjust their plans to visit in less crowded periods, 28% would keep their visit despite long lines, 25% would explore less moved areas within destination and only 5% would consider changing destination completely.
These conclusions highlight the need for “better tourism flow management in Europe, reducing the concentration of visitors in certain places and promoting alternative destinations”.
Trend of high multi-destination travel
Despite economic challenges, travelers demonstrate a growing preference for travel that include multiple destinations. The report reveals that 94% of respondents planning to visit Europe in the first four months of 2025 intend to explore more than one country. On average, long-haul travelers hope to visit 3.4 countries, with South Koreans leading the trend, with an average of 5.2 countries per trip. This trend is growing in all key markets, especially among Australians, who recorded a 15% increase compared to 2024. “This change underlines the attractiveness of European connectivity and the need to ensure more efficient and sustainable transport options for travelers,” says etc.
Evolution of budgetary and experience priorities
The report also highlights changes in consumer habits. In the first four months of 2025, 42% of respondents plan to spend between 100 and 200 euros per day, an increase of 14% compared to the same period last year. However, the percentage of travelers planning to spend more than 200 euros per day fell to 30%, reflecting a decrease of 13%.
Food and beverages emerge as the main category of expense for most travelers (67%). However, priorities vary depending on the market: For Chinese travelers, purchases represent the largest budget slice (67%), while for US travelers, accommodation ranks second (55%), a significantly higher percentage than other markets (24%). These data show the different consumption preferences among the main issuing markets.
Miguel Sanz, president of etc, stresses that the results highlight “the continuous challenges of maintaining Europe's competitiveness as a global destination in an increasingly saturated market. To continue to be the favorite choice of international travelers, Europe must focus on the strategic management of the 'Europa brand'. ”