Long-Haul Travel in 2025: Opportunities and Challenges for European Tourism

The “Long-Haul Travel Barometer 1/2025” by the European Travel Commission (ETC) provides a detailed overview of long-haul travel trends for 2025. Based on an analysis of over 7,000 respondents from key markets such as China, Brazil, the United States, Australia, Canada, Japan, and South Korea, significant trends are emerging that will impact European tourism in the coming year. 

According to the report, 63% of respondents intend to travel long-haul in 2025, but Europe’s attractiveness is declining: only 44% plan to visit it, compared to 49% in 2024. However, Chinese travelers remain the most interested, with a 4-percentage-point increase in travel intentions towards Europe compared to 2024. In contrast, Brazil and Australia show a sharp decline compared to the previous year (-7% and -5%, respectively). 

In the United States, the number of travelers heading to Europe has decreased by 8pp, with only 37% of respondents planning to visit the continent. This decline coincides with reduced consumer confidence and a growing preference for domestic tourism. The trend is even more pronounced in South Korea (-13%), where political uncertainty has negatively impacted travelers’ confidence. 

The primary deterrent to long-haul travel remains the high cost (46% of respondents). In China, however, the most significant barrier is the lack of sufficient vacation time (50%). Preference for domestic tourism is another obstacle, especially for travelers from the United States, Japan, and Australia. 

Surprisingly, only 5% of participants cited the war in Ukraine as a reason for hesitation in visiting Europe, indicating a decreasing perceived impact of geopolitical conflicts on travel decisions. 

Key factors in choosing a European destination include safety, iconic landmarks, and a well-developed tourism infrastructure. Young travelers under 34 show a higher interest in all-inclusive packages (+47%), suggesting a preference for stress-free travel solutions. 

At Twissen, we observe that Europe remains a desirable destination, but its appeal is declining compared to previous years. Rising costs and economic uncertainties play a crucial role in reshaping travel plans. However, Chinese tourism represents a growing opportunity, while young travelers seek simplified experiences. To attract more visitors, the European tourism sector must focus on more accessible and flexible offers, adapting to the new needs of global travelers. 

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.