Tourist Interest in Europe Drops in 2025 – China & Australia Buck the Trend

In the summer of 2025, Europe is witnessing a slight decline in tourist interest compared to the same period in 2024. According to recent data, the share of international travellers planning to visit Europe has dropped to 39 per cent, down by one percentage point from 41 per cent last year. The continent remains a leading global destination, but shifting economic conditions and global instability have impacted travel decisions—especially among key source markets.

Drop in Travel Intentions From US, Brazil, Canada & Japan

Travellers from the United States have shown the most significant drop in enthusiasm for visiting Europe. Only 33 per cent of US respondents say they plan to travel to Europe this summer—a 7 per cent decline compared to last year.

Other countries have seen similar trends:

• Brazil: 45 per cent of respondents intend to visit Europe, down 6 per cent from 2024.
• Canada: 37 per cent plan a trip, a 5 per cent drop year-on-year.
• Japan: Just 13 per cent of Japanese travellers plan to visit Europe this summer—the lowest rate among all surveyed nations, and a 5 per cent decline compared to 2024.

Economic concerns, inflation, and global uncertainty are contributing factors behind the reduced travel intentions from these regions. Despite the drop, younger and higher-income travellers continue to drive interest in Europe from these markets.

Surge in Interest From China & Australia

In contrast, China has emerged as a standout growth market. 72 per cent of Chinese respondents say they plan to visit Europe in summer 2025—a 10 per cent increase compared to last year. This growth is attributed to China’s economic recovery, easing of outbound travel restrictions, and a renewed appetite for cultural experiences.

Australia also recorded a positive shift in travel intentions. 40 per cent of Australian respondents plan to travel to Europe this summer, marking a 3 per cent increase year-on-year.

South Korea Also Shows Moderate Interest

Meanwhile, 30 per cent of South Korean travellers expressed plans to visit Europe. Their top destinations remain France, Spain, and Italy, reinforcing Europe’s appeal as a cultural and culinary hub.

Looking Ahead: Sustainable & High-Quality Tourism

Despite the decline in some key markets, the European tourism sector sees opportunities in prioritising high-value and sustainable tourism.

“With the right strategic focus, Europe can continue to deliver meaningful, high-quality tourism for visitors and residents alike,” said Miguel Sanz, President of the European Travel Commission.