European Travel Interest Grows: Quiet Destinations Popular
Europeans Embrace Quieter Destinations and Steady Budgets for Summer 2025 Travel
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New data reveals a notable shift in european travel preferences, with a growing number of travelers seeking less crowded destinations and prioritizing value and comfort, even as economic uncertainties persist.
Summer Travel Shifts Toward Quieter and Less Crowded Destinations
Europeans are increasingly aware of the uneven distribution of travel flows and seasonal peaks.Concerns about “too many tourists” at popular locations have risen by 3% since summer 2024, highlighting a growing desire for more serene travel experiences. this sentiment is reflected in the increasing number of travelers prioritizing “less crowded destinations,” a key factor for 11% of respondents, a notable increase of 4% from the previous year.
In line with these evolving preferences, a ample 55% of Europeans plan to spend their 2025 summer holidays in “less popular or off-the-beaten-track destinations.” This marks a significant increase from the 48% who expressed similar intentions in spring 2025. Conversely, interest in customary tourist hotspots has seen a proportional decline, now attracting onyl 45% of respondents.
Air Travel Remains Dominant, Car Travel Gains Traction
Despite the shift towards less conventional destinations, “air travel” continues to be the most popular mode of transport, chosen by 53% of Europeans. Its appeal is primarily driven by its speed (27%) and affordability (21%). However, the burgeoning interest in lesser-known locales is beginning to influence mobility choices. “Car travel” is experiencing a surge in popularity, with 32% of Europeans now opting for this mode of transport, an increase of 4% year-on-year. This rise is attributed to the flexibility, comfort, and enhanced accessibility to destinations not well-served by public transport that car travel offers.
Budgets Hold Steady as Travelers Prioritize Value and Comfort
despite ongoing economic uncertainties, the majority of Europeans (62%) intend to maintain their “travel budgets” at current levels through november 2025. Furthermore, a significant 22% anticipate spending more, underscoring the enduring importance of travel in their lives.
European holiday budgets remain comparable to the previous year. However, there has been a discernible increase in the proportion of travelers planning to allocate between €1,500 and €2,500 per person for their next trip. This “mid-to-high range” budget is now the most commonly cited,representing a 3% increase compared to summer 2024.
Spending Priorities: Accommodation and Dining Lead,Age Groups Differ
When it comes to “spending priorities” at their destinations,”accommodation” (32%) and “food & drinks” (24%) emerge as the top choices for European travelers. However, these preferences exhibit variations across different age groups. Travelers over 45 tend to prioritize comfort and quality dining experiences. In contrast, those under 35 demonstrate a stronger inclination towards experience-driven travel, allocating a larger portion of their budgets to activities, shopping, wellness, and lifestyle upgrades.
This project is co-funded by the European Union.
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About the European Travel Commission
Established in 1948, the European Travel Commission (ETC) is a unique association in the travel sector, representing the National Tourism Organisations of the countries of Europe. Its mission is to strengthen the lasting development of Europe as a tourist destination. Over the past several decades, ETC has positioned itself at the forefront of the European tourism scene, building expertise and fostering partnerships in tourism promotion, market intelligence, and best practice sharing.