Summer 2025: tourists shy away from Europe amid high prices & instability

Europe is projected to experience a drop in foreign tourist arrivals during summer 2025, as rising costs and global instability lead travellers to rethink their vacation plans.

According to a joint report by the European Travel Commission (ETC) and Eurail BV, only 57% of global respondents plan to visit Europe between May and August 2025 — a 1% drop from the same period in 2024.

Europe appears to be the most impacted region when it comes to declining tourism interest due to economic and geopolitical factors.

US, Brazil, Canada & Japan: Sharpest declines in intention

American travellers showed the largest drop in interest, with only 33% planning to visit Europe, compared to 40% last summer — a 7% decline.

Other declines include:

Brazil: down 6%

Canada: down 5%

Japan: down 5% (only 13% planning a European trip — the lowest among all surveyed markets)

“We’re seeing travel hesitancy grow across markets with strong currencies but high sensitivity to risk,” said an ETC representative.

China and Australia buck the trend

Amid the widespread dip, China and Australia stand out with increased interest in European travel:

China: 72% of respondents plan to visit Europe — a 10% increase from 2024.

Australia: 40% plan a trip, up 3% year-on-year.

Experts attribute this to China's economic recovery and a shift toward high-quality, experience-driven travel.

Who is still coming?

Despite the decline, interest remains high among younger and higher-income travellers, as well as those pursuing multi-country tours, such as France–Spain–Italy.

“With the right strategy, Europe can continue to attract meaningful tourism, even in times of uncertainty,” said Miguel Sanz, President of the ETC.