Summer 2025 Travel Trends: Europe Slows, Asia-Pacific Gains Momentum

Despite the continued resilience of global tourism, summer 2025 shows a slight dip in interest for Europe among long-haul travelers. According to the latest Long-Haul Travel Barometer from the European Travel Commission, only 39% of respondents in key overseas markets plan to visit Europe between May and August—down two percentage points compared to 2024. 

Regional trends highlight major contrasts: 

• China stands out with a sharp rise in interest: 72% of respondents plan to travel to Europe (+10%). A combination of economic growth and more favourable travel policies is fueling this surge. 

• Brazil, Canada, Japan, and the US show notable declines in interest, driven by rising travel costs, inflation, and geopolitical uncertainty. 

• Australia and South Korea are seeing stable or slightly growing demand. Australia, in particular, stands out with increased overnight stays in Europe during Q1 2025. 

If not Europe, where are travelers headed?
A significant 40% of long-haul travelers are turning to the Asia-Pacific region, up 2% from 2024. Improved air connectivity and competitive pricing are boosting destinations like South Korea, Japan, and Southeast Asia. Interest in the Americas has dropped sharply (-12%), likely impacted by geopolitical tension and shifting perceptions of key destinations. 

At Twissen, we have observed that, while Europe remains a key player in global tourism, the rise of more accessible and culturally distinct alternatives is reshaping the landscape—demanding more agile destination strategies. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.