Published on October 10, 2025
China, US, Canada, Australia, Japan, South Korea, and Brazil are rethinking their European travel plans for 2025 as global instability, rising costs, and economic uncertainty reshape long-haul travel trends. With soaring airfare prices, increasing accommodation costs, and a growing sense of geopolitical unpredictability, travelers from these countries are becoming more cautious about their destinations and travel budgets. Economic slowdowns and political tensions are pushing many to opt for closer, more affordable alternatives or reconsider their trips altogether. As safety and stability rise in priority, travelers are shifting their focus towards destinations that offer a greater sense of security and financial value. This recalibration signals a major change in how these key markets approach European travel, as they seek more cost-effective and flexible options amid the ongoing global uncertainty.
Europe’s position as a top travel destination continues to be supported by its global reputation for safety, a significant factor influencing travel decisions. While travel demand to Europe exhibits varying patterns across different markets, the overall trend highlights Europe’s ability to maintain interest despite shifting dynamics. Notably, the US and South Korea have shown rising demand, while countries like China and Canada are experiencing slower growth. Japan shows a slight improvement, reflecting a gradual recovery in interest.

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Diverging Sentiment Across Key Markets
The report reveals that 38% of respondents from major international travel markets intend to visit Europe in the coming months, unchanged from 2024. However, there are notable regional differences:

• China remains the strongest market for European travel, with 69% of respondents planning to visit, although this represents a decline from 83% last year. Despite the drop, Europe remains a top priority, though short-haul destinations are gaining ground due to economic constraints and rising travel expenses.
• Brazil shows continued strong interest, with 46% of respondents planning to travel to Europe, down 2% from last year. While high costs are a concern, many Brazilians continue to prioritize travel, choosing to allocate funds for international experiences.
• Australia demonstrates steady demand, with 37% of respondents intending to visit Europe, up from 33% in 2024, signaling continued interest despite cost-related concerns.
• Canada experiences a decline, with only 35% planning a trip to Europe, down from 39% in 2024. The decrease reflects growing caution regarding long-haul travel amidst the current political and economic environment.
• The US and South Korea report significant increases in interest, with 29% and 33% respectively, up from 23% and 27% the previous year. Despite global uncertainties, Europe’s image of stability is drawing more travelers.
• Japan remains the least interested market, with only 20% intending to visit Europe, although this marks a slight increase from 17% in 2024. Concerns about political instability and safety continue to affect sentiment, but the modest increase suggests a slow recovery.

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Safety as Europe’s Key Advantage
The data underscores that Europe is viewed as the safest region in the world, excelling in areas such as political stability, personal security, natural hazards, and relations with locals. Safety is the number one factor influencing travelers’ destination choices, followed by the allure of iconic landmarks and well-established tourism infrastructure.

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Cost Remains the Primary Barrier
Affordability continues to be the leading obstacle to international travel to Europe, with 42% of respondents citing high costs as a significant issue. This concern is particularly prominent among younger travelers, with 61% highlighting cost as a barrier. The report also reveals a shift in spending habits, with most travelers planning to spend between €100 and €200 per person per day. Fewer travelers are willing to spend more than €200, a shift most pronounced among Chinese and Brazilian travelers. In China, the number of those willing to spend over €200 has dropped from 38% to 25%, while in Brazil, it has decreased from 45% to 38%.
Growth in Interest for Nordic Destinations
While Europe’s top destinations like France (38%), Italy (31%), the UK (26%), Germany (25%), and Spain (24%) remain popular, there has been notable growth in interest for Nordic countries. Norway, Finland, and Iceland have all seen an uptick in demand, especially for the Northern Lights season. Norway’s popularity has increased from 9% in 2024 to 12% in 2025, followed by Finland (7% to 10%) and Iceland (5% to 8%).
The barometer also reveals a rising trend in multi-country itineraries, with 73% of travelers planning to visit more than one country during their European vacation. Notably, travelers from China are particularly eager to explore multiple destinations, planning to visit an average of 5.5 countries, up from 3.8 in 2024.
Changing Travel Habits: Trains and Cars on the Rise
When it comes to transportation, travelers opting to explore a single country are increasingly turning to trains (38%) and cars (32%), both of which have seen growth compared to last year. In contrast, the use of full-service flights has dropped by 18%. This shift is especially evident among Chinese visitors, reflecting a broader move toward greater flexibility and more sustainable travel options within Europe.
China, the US, Canada, Australia, Japan, South Korea, and Brazil are adjusting their 2025 European travel plans due to rising costs, economic uncertainty, and geopolitical instability, leading to a shift towards more affordable and secure destinations.

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Tags: china, Destination News, european travel, Travel News

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Friday, October 10, 2025
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