Travel costs in Europe are driving away tourists - According to data, fewer vacationers will visit the continent in 2025
Europe is no longer on the list of priorities for American citizens and not only, mainly due to high costs. Data from the European Travel Commission shows that the percentage of American travelers planning European vacations has fallen from 45% in 2024, to 37% in 2025. This is the lowest level since 2021, according to the latest report.
The statistics are based on a survey of 7,087 long-distance travelers from Australia, Brazil, Canada, China, Japan, South Korea and the US.
The main factor sinking Americans’ interest in Europe is cost, according to the report. A preference for domestic travel ranked as the second biggest obstacle. If these responses are any indication, European tourism boards will expect at least half a million fewer inbound visits this summer, as data from the Commerce Department shows that 2.6 million American travelers flew to Europe in July 2024 alone.
But it’s not just Americans. Nearly half of all respondents, regardless of national origin, cited travel costs as a top concern. While most plan to travel long distances in 2025, only 44% of global travelers said they intend to visit Europe this year, compared to 49% in 2024.
However, the decline in interest is greatest among American travelers, a warning sign for European hotel operators, who have said that big American spenders have formed the backbone of their businesses since the pandemic. Chinese travelers were the only group surveyed to show a growing appetite for European travel; 61% of them planned to vacation there in the next 12 months, up from 57% in 2024.
Despite the declines, Europe still attracts American citizens, reflecting an increase in their visits in 2024 compared to 2019 levels. The key to maintaining these levels will be "increasing affordability and flight network, analysts explain.
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