Why Travelers From The U.S., Australia, Brazil, Canada, China, Japan, And South Korea Are Rapidly Losing Interest In Europe In 2025

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Rising costs, economic concerns, and shifting travel preferences are making travelers from the U.S., Australia, Brazil, Canada, China, Japan, and South Korea rethink Europe in 2025.

As Americans begin planning their summer vacations, fewer are choosing Europe as their destination of choice. A new report from the European Travel Commission (ETC), in collaboration with Eurail BV, reveals a significant decline in the number of U.S. travelers booking European vacations.

According to the report, only 37% of U.S. tourists plan to visit Europe in 2025, a sharp drop from 45% in 2024. This marks the lowest level of interest in European travel among Americans since 2021. The findings, based on a survey of 7,087 long-haul travelers from major global markets—including the U.S., Australia, Brazil, Canada, China, Japan, and South Korea—highlight a key shift in travel preferences worldwide.

The Main Reason Americans Are Skipping Europe: Cost

The biggest factor discouraging Americans from traveling to Europe in 2025 is cost. Rising airfare, expensive accommodations, and inflation-related price increases across European destinations have made the idea of an overseas vacation less appealing.

A close second reason is a preference for domestic travel. With many Americans opting to explore the U.S. instead of venturing abroad, European tourism boards are bracing for at least 500,000 fewer American visitors in the summer months alone. To put this into perspective, 2.6 million U.S. travelers visited Europe in July 2024, according to the U.S. Department of Commerce.

The survey also revealed that nearly half of all global respondents—regardless of nationality—identified travel costs as a major concern. While a majority still plan long-haul trips in 2025, only 44% of international travelers intend to visit Europe, down from 49% in 2024.

Why This Drop Matters to the European Tourism Industry

For European hotels, airlines, and tour operators, American tourists represent a lucrative segment of the market. Many travel businesses rely on U.S. visitors, who tend to spend more per trip than travelers from other regions.

The steep decline in American interest could spell trouble for the industry, particularly in cities like Paris, Rome, and Barcelona, where American tourists have historically contributed significantly to tourism revenue.

Interestingly, the only nationality showing increased interest in European travel is Chinese tourists. The survey found that 61% of Chinese travelers are planning a trip to Europe in 2025, up from 57% in 2024—potentially offsetting some of the losses from declining U.S. interest.

Winter Travel to Europe Is Also Declining

The decline in European travel isn’t limited to summer vacations. Data from the report shows that only 18% of Americans plan to visit Europe in the first quarter of 2025—a dramatic drop from 28% in 2024.

This marks the lowest recorded winter travel interest since the ETC began tracking long-haul travel sentiment in 2015. The report attributes this decline to economic concerns, particularly uncertainty surrounding the incoming Trump administration, leading U.S. travelers to be more cautious with discretionary spending.

The survey, conducted between December 2-18, 2024, suggests that Americans are approaching 2025 with financial prudence, making fewer high-cost travel plans.

A Slow Start for Global Travel in 2025

The downturn in travel isn’t exclusive to Americans. Worldwide long-haul travel is also experiencing a slowdown.

In 2024, 43% of respondents planned to take an international trip in the first quarter of the year. In 2025, that number has dropped to 36%.

Among those still planning European trips, Scandinavia, Austria, and Italy have seen an increase in interest, particularly due to the growing popularity of Alpine ski vacations.

Overcrowding Isn’t Deterring Travelers From Major Cities

Despite growing concerns over overtourism, most travelers still prefer visiting Europe’s major cities and landmarks.

High-profile protests against excessive tourism in destinations like Venice, Barcelona, and the Canary Islands made headlines in 2024. However, the survey indicates that only 5% of travelers are changing their destination choices because of overcrowding.

Instead, 61% of respondents said they prioritize visiting famous landmarks and big cities over exploring off-the-beaten-path locations.

When asked how they would handle overcrowding:

• 39% said they would visit at a quieter time of day to avoid peak crowds.
• 26% said they would still visit, regardless of crowd levels.

Are Americans Still Big Spenders When Traveling?

The survey examined how much travelers are budgeting for their European vacations in 2025. Respondents were asked to categorize their daily budgets into three ranges:

• Less than €100 ($104) per day
• Between €100 and €200 per day
• More than €200 per day

Overall, 30% of travelers said they plan to spend over €200 per day on accommodations, food, and activities. However, American tourists are not the biggest spenders in this group.

• Only 33% of U.S. travelers are budgeting over €200 per day.
• 40% of Brazilian travelers fall into this high-spending category.
• Chinese travelers are spending more conservatively—just 29% plan to spend over €200 daily, a sharp drop from 78% in 2024, reflecting economic challenges in China.

Shorter Trips Are Becoming More Common

One of the most notable shifts in travel behavior for 2025 is the return of shorter trips.

While long vacations of 15-21 days were popular in previous years, the survey found a 5% decline in demand for extended stays. Meanwhile, more travelers are opting for vacations of fewer than seven nights.

The biggest reason? Limited paid time off.

• 17% of respondents cited lack of vacation days as a major reason for taking shorter trips.
• As more companies enforce return-to-office policies, flexible travel schedules are becoming less common.

This marks a shift from the pandemic-era trend of long, remote-work-friendly vacations, signaling a return to more traditional travel patterns.

What This Means for Travel in 2025

The ETC report paints a clear picture: 2025 is shaping up to be a transition year for international travel.

• American travel to Europe is at a multi-year low due to cost concerns and shifting domestic preferences.
• Winter travel is also dropping, with the lowest interest recorded since 2015.
• Global long-haul travel is slowing, with fewer people planning international trips.
• Overcrowding isn’t a major deterrent, as tourists continue to prioritize famous destinations.
• Shorter trips are back in style, driven by tighter work schedules and budget constraints.

For European tourism businesses, the challenge now is to adapt to these changes—whether by attracting more budget-conscious travelers, offering value-driven experiences, or shifting marketing efforts toward growing markets like China and Brazil.

As the global economy shifts, so too will the future of international tourism. 2025 will be a defining year in how travelers rethink where—and how—they explore the world.