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Gen Z is set to be the biggest driver of Europe’s travel boom in 2025.
The youngest generation of travellers is planning to spend the most on international trips and take more holidays than any other age group, according to the newly released 2025 Portrait of European Travellers by MMGY Travel Intelligence.
The UK in particular stands out, with travellers leading Europe in projected spend, showing strong interest in ocean cruising, and expected to be among the biggest spenders at major international sporting events.
The survey of 4,107 leisure travellers across France, Germany, Italy, Spain and the UK reveals several key trends:
UK travellers are projected to spend the most overall, averaging £5,740 ($7,689) in the coming year, around $1,700 more than the European average. Rather than cancelling trips, Europeans are adapting plans to meet budgets, keeping outlooks for the year ahead optimistic.
“Gen Z is setting the pace for European travel in 2025, leading the way in both spend and number of trips,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence.
“What’s clear from this year’s report is that travel remains a top priority across all generations, but how people plan and experience their journeys is evolving. From AI-assisted planning to sustainability and sports tourism, Europeans are seeking trips that are not only flexible and seamless but also meaningful, authentic and connected to local culture.”
mmgyintel.com
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