Saturday, March 22, 2025
In 2025, 63% of global travelers expressed plans to embark on long-haul trips, though the percentage planning to visit Europe has dropped from 49% in 2024 to 44%. The findings of the Long-Haul Travel Barometer (LHTB) 1/2025, as reported by the European Travel Commission (ETC) and Eurail BV, indicate that long-haul travel sentiment has declined globally, with shifts in traveler priorities and concerns about affordability.
Key Drivers for Destination Choices
The primary factors influencing travelers’ destination choices are safety, iconic landmarks, and well-developed infrastructure. Safety has emerged as the top consideration for many long-haul travelers. The report sheds light on the differing perceptions of safety across various countries. Travelers from markets like Japan (57%), Australia (44%), and Canada (42%) view political stability as essential, while those from South Korea (55%), Brazil (51%), and China (42%) prioritize visible security measures.
Interestingly, Europe still holds a strong appeal for global travelers, especially those from China, with 61% of travelers from this country intending to visit Europe within the next year. However, the general sentiment from other major markets such as the US, South Korea, Brazil, and Australia is weaker, contributing to the overall decline in long-haul travel intentions.
The Influence of Affordability and Travel Preferences
Affordability has been identified as the most significant barrier to international travel, cited by 46% of respondents who are not planning a European trip. Budget constraints, in addition to interest in visiting other regions or limited vacation time, were found to be key factors influencing the decision not to travel to Europe.
As travelers’ budgets and preferences evolve, the report highlights the need for better management of Europe’s tourism assets. This includes tracking consumer trends, promoting off-season travel, and ensuring sustainable and competitive travel options. Europe will need to adapt its offerings to maintain its position as a top destination in the increasingly competitive global market.
Safety Considerations in Travel Choices
For the first time, the report delves into travelers’ perceptions of safety. It identifies that the safety of a destination is seen as a primary concern, with travelers looking for low crime rates, clean and well-maintained tourist establishments, visible security, political stability, and friendly locals. As Europe continues to attract tourists to its iconic landmarks, ensuring that travelers feel safe at these locations will be critical for sustaining future interest.
Moreover, Europe’s iconic attractions remain major draws, but they also lead to overcrowding during peak seasons. The report indicates that travelers are flexible, with about one-third willing to adjust their plans to visit at quieter times. 28% would tolerate long queues, while 25% would explore less crowded areas. However, only 5% would consider changing their destination entirely. These insights suggest that better travel flow management in Europe could help alleviate overcrowding, creating a more sustainable travel experience while benefiting less-visited regions economically.
Multi-Destination Travel on the Rise
The preference for multi-destination trips is steadily gaining momentum, with travelers eager to explore multiple countries in one journey. The report shows that 94% of those planning to visit Europe in the first four months of 2025 intend to visit more than one country. The average number of countries per trip is 3.4, with South Korean travelers leading the trend by planning to visit an average of 5.2 countries. This trend is gaining traction in multiple markets, including Australia, where there has been a 15% increase compared to the previous year.
As travelers increasingly seek more connected, diverse experiences, the demand for seamless transport options between countries is growing. Europe’s ability to enhance sustainable and efficient travel connections will be pivotal in catering to this shift in preferences.
Evolving Spending Habits of Travelers
The report also highlights an evolution in spending habits among long-haul travelers. In the first quarter of 2025, 42% of respondents plan to allocate €100 to €200 per day, a 14% increase from the previous year. Meanwhile, the percentage of travelers planning to spend over €200 per day has decreased to 30%, showing a 13% decline.
Food and drink emerged as the top spending category for the majority of travelers (67%), while others, such as shopping (67%) and accommodation (55%), are more significant in specific markets like China and the US. This variability in spending priorities indicates that travel destinations, including Europe, will need to cater to diverse consumer preferences to remain appealing to a broad range of international visitors.
Impact on the Travel Industry
The findings from the LHTB 1/2025 report indicate that while long-haul travel sentiment to Europe has weakened, there remains significant potential for growth, especially from emerging markets like China. Travel industry players will need to address affordability concerns, adapt to changing traveler preferences, and ensure safe, seamless, and multi-destination experiences to stay competitive. As travelers prioritize experiences over luxury, offering diverse, affordable options will be essential for attracting and retaining the next wave of tourists to Europe.
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