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1、Travel horizons:January-December 2025&January-April 2025Long-Haul Travel Barometer 1/2025ContentsOutlook for 2025|January-December Pages 04-15Outlook for early 2025|January-AprilPages 16-21MethodologyPage 03MethodologyMethodologyAnalysed samples January-December 2025(12 months horizon):Total respond

2、ents:7,087 Respondents likely to travel to Europe:3,273 Australia(523),Brazil(593),Canada(485),China(765),Japan(217),St.Korea(313),US(377)Respondents likely to travel long-haul but not to Europe:1,305Respondents not planning to travel long-haul:2,509Australia(245),Brazil(266),Canada(308),China(204),

3、Japan(658),St Korea(350),US(478).January-April 2025(4 months horizon):Total respondents:7,087 Respondents likely to travel to Europe:2,105 Australia(290),Brazil(393),Canada(230),China(721),Japan(104),St.Korea(182),US(185 Long-Haul Travel Barometer 1/2025Significant changesThe significant year-on-yea

4、r changes are presented in percentage points,marked with the following symbolsIncrease Decrease TargetPotential travellers from Australia,Brazil,Canada,China,Japan,South Korea(new market)and the US.Method1,000 online interviews with national representatives(18-70 years old),per market,per wave.Data

5、collection:2-18 December 2024The survey is meant to gauge travellers attitudes and intentions and not to quantify demand levels.03Outlook for 2025Travel horizon:January-December 202501Mixed Mixed outlookoutlook for Europes appeal in key overseas for Europes appeal in key overseas marketsmarketst t A

6、mong travellers in key long-haul markets,63%plan to take a long-haul trip in the next twelve months-a drop from last years 65%.Europe,in particular,is seeing a noticeable decline in interest,with 44%of respondents intending to visit the region in 2025,down from 49%in 2024.Chinese travellers show the

7、 strongest travel intention,with 61%planning a trip to Europe in 2025,up 4 percentage points from 2024,though not statistically significant.While travel sentiment in China continues to improve,it remains under pre-pandemic levels.Brazilians and Australians follow,with 57%and 54%of respondents,respec

8、tively,intending to visit Europe in the coming year.However,both markets have seen a sharp decline in travel intent compared to last year,when figures stood at 64%for Brazil and 59%for Australia.In Canada,48%of respondents plan to visit Europe,a slight decrease from the previous year.Rising travel c

9、osts remain the primary factor hampering most Canadians travel plans.Intentions for long-haul travelAnnual evolution(arrows indicate the significant YoY percentage point changes)JAPAN*2023 figures for the total sample are not included,as the South Korean market was not part of the research during th

10、at year.Sample size:1000 respondents per market.49%44%71%57%61%67%64%57%55%59%54%52%50%48%46%45%37%45%32%19%21%21%16%19%8%8%9%12%12%15%18%21%25%19%21%21%14%15%16%27%34%8%11%13%35%37%22%35%31%21%24%28%27%20%22%30%29%30%40%40%47%29%33%73%68%65%2024 20252023 2024 20252023 2024 20252023 2024 20252023 20

11、24 20252023 2024 20252024 20252023 2024 2025Do not intend to travel long-haulIntend to travel long-haul,not EuropeIntend to travel long-haul to EuropeBRAZILCHINAUSCANADAAUSTRALIAST KOREA-7pp-5pp-8pp-13ppTotal sample*-5pp05Continuation Meanwhile,travel intentions among US(37%)and South Korean(32%)cit

12、izens have dropped significantly.The share of US travellers planning a European trip has fallen by 8 percentage points (from 45%),marking the lowest level recorded since 2021.This decline aligns with the sharp 8.1 points drop in the Consumer Confidence Index seen in December 2024.While high travel c

13、osts remain a key deterrent,many US respondents also cite a preference for domestic travel as another major reason.South Korea has seen an even steeper decline,with European travel intentions dropping by 13 percentage points from last years 45%.Travel confidence in this market has also reached its l

14、owest level in over two years amid growing political uncertainty.Consumer spending within this market is down,with travel among the hardest-hit categories.In Japan,the outbound travel recovery remains slow,mainly due to the weak yen and rising travel costs,and while a gradual rebound is expected,pro

15、gress remains sluggish.Japanese respondents remain the most hesitant about long-haul travel,with only 21%planning a trip to Europe in 2025 similar to last year.06Intentions for long-haul travelAnnual evolution(arrows indicate the significant YoY percentage point changes)JAPAN*2023 figures for the to

16、tal sample are not included,as the South Korean market was not part of the research during that year.Sample size:1000 respondents per market.49%44%71%57%61%67%64%57%55%59%54%52%50%48%46%45%37%45%32%19%21%21%16%19%8%8%9%12%12%15%18%21%25%19%21%21%14%15%16%27%34%8%11%13%35%37%22%35%31%21%24%28%27%20%2

17、2%30%29%30%40%40%47%29%33%73%68%65%2024 20252023 2024 20252023 2024 20252023 2024 20252023 2024 20252023 2024 20252024 20252023 2024 2025Do not intend to travel long-haulIntend to travel long-haul,not EuropeIntend to travel long-haul to EuropeBRAZILCHINAUSCANADAAUSTRALIAST KOREA-7pp-5pp-8pp-13ppTota

18、l sample*-5ppMixed Mixed outlookoutlook for Europes appeal in key overseas for Europes appeal in key overseas marketsmarketst tWhats holding travellers back?46%of all respondents who do not plan overseas trips in 2025 cited the high costs as the primary deterrent.Younger(1834)and middle-aged(3549)tr

19、avellers are the ones most discouraged by the financial demands of long-haul travel.Market-wise,China presents a different picture from other markets.Limited holiday time is the dominant barrier,cited by 50%of respondents there.High travel costs follow,while the administrative burden of long-haul tr

20、avel,although cited by just 8%,remains the third most notable obstacle in this market.In the US,Japan,and Australia,the preference for domestic travel is the second most significant barrier to travelling abroad(after prices),with 21%,20%,and 19%of respondents,respectively,opting to stay closer to ho

21、me.Almost half(46%)of respondents who are open to international travel but not to Europe indicated high costs as the main deterrent,somewhat confirming the perception of Europe as an expensive destination.Additionally,17%shared an interest in other regions,while 15%cited the time constraints.Concern

22、s over geopolitical instability appear to have a lesser impact on travel decisions than in the past years-just 5%of respondents identified Russias war with Ukraine as a barrier to visiting Europe-those aged 50+showed greater concern about the wars impact on safety than the younger age groups.Barrier

23、s to travelling long-haul in 2025*46%17%15%6%5%11%High travel costsInterest in another regionLimited vacation timeExtreme weather eventsRussias war against UkraineOther46%17%15%3%3%0%10%20%30%40%50%60%70%Total sampleAustraliaBrazilCanadaChinaJapanSt KoreaUSHigh travel costsLimited vacation timeI pla

24、n to travel domesticallyGeopolitical conflctsAdministrative burdenBarriers to travelling to Europe in 2025*The sample comprises respondents from all markets who intend to travel long-haul but not to Europe.*The sample comprises respondents not planning to travel overseas in 2025.0772%63%52%28%37%48%

25、50+35-4918-34Shoulder months for deals and fewer crowdsPeak season for more activities and nicer weatherYounger travellers show the highest intention to visit Europe in 2025Intention to travel to Europe in 2025 by age group Compared to other age groups,younger travellers(under 35 years old)are less

26、decisive about their preferred time of travel to Europe.Nearly equal shares of the younger respondents prefer to travel during shoulder months(52%)and the peak travel months(48%).Additionally,younger respondents expressed a slightly stronger interest in popular destinations compared to those over 50

27、.Their relatively limited travel experience and desire to visit iconic,picturesque sites in Europe may explain this trend.54%59%60%46%41%40%50+35-4918-34Large cities or smaller but popular destinationsDestinations outside large cities or tourist hotspots37%47%51%18-3435-4950+When and where to expect

28、 them?Preferred period to visit EuropePreferred type of destination to visit in Europe08Despite being highly tech-savvy and having access to a wide range of information channels,respondents under 34 years old are significantly more inclined than their older counterparts(47%vs 35%)to purchase all-inc

29、lusive packages from Tour Operators or Travel Agents,e.g.,including flights,accommodation,excursions,entrance fees,etc.A similar trend is observed with partial packages,such as those covering only flights or accommodation.This preference could be driven by a desire for clearer upfront pricing,the po

30、tential savings offered by package deals,the convenience of having all arrangements handled in advance,or simply a lack of travel experience leading to a preference for hassle-free planning.The 18-34 age group also appears to be the most decisive about the way they will purchase their next trip.In c

31、ontrast,21%of older respondents(50+years old)have yet to decide whether they prefer to use the services of a tour operator/travel agent or book the travel elements separately.21%26%37%35%17%32%36%40%14%34%33%47%Havent decided yetPackage from TourOperators/Agents withsome travel aspects includedBook

32、services separatelyfrom providersPackage from TourOperators/Agents withall travel aspects included18-3435-4950+Preferred way of booking trip to EuropeTravellers under 35 prefer purchasing complete packages for carefree holidays in Europe0923%12%16%16%24%34%27%49%56%38%61%60%62%52%67%46%13%29%13%18%8

33、%11%5%3%8%21%10%6%6%TotalsampleAustraliaBrazilCanadaUSSt KoreaChinaJapan 21 nightsLeisure remains the most common reason for visiting Europe in 2025While the most popular length for holidays in Europe remains 7-14 nights,as seen last year,there are noteworthy shifts in the share of people planning l

34、onger and shorter holidays.The number of respondents considering stays of less than 7 nights has risen significantly(+5%),while the proportion of those planning stays of 15-21 nights has dropped by the same margin(-5%)compared to a year ago.This trend is most evident among Australian,Brazilian and C

35、hinese respondents,where the share of prospective travellers expecting to spend 15-21 nights in Europe has fallen significantly compared to 2024.At the same time,a notably higher proportion of travellers in Australia,China and South Korea now expect to spend less than 7 nights.The interest in extend

36、ed stays declines76%10%6%6%2%LeisureVisiting friends and relativesBusinessAttending an eventOtherMain travel purposeLength of stay+5pp-5pp+6pp-8pp-4pp+9pp+13pp-11pp 10What matters whenchoosing a holiday destination?Visitors from overseas markets prioritise three key factors when choosing a European

37、destination for their holidays:the perceived safety of the location,its world-renowned sites,and a well-developed infrastructure,such as transport networks,accommodation and access to attractions.While the ranking of these priorities remains unchanged from last year,there are notable shifts in the r

38、elative importance of some destination selection criteria.For instance,the significance of iconic landmarks and attractions has grown,with Australian,Brazilian,and Japanese travellers placing greater emphasis on this factor than before.Likewise,more travellers are now factoring in direct transport r

39、outes when planning their itineraries,with a marked increase in importance among the Chinese respondents.In contrast,the significance of the destinations tourism infrastructure and its proximity to the war zone in Ukraine has decreased compared to 2024.Famous landmarks and direct routes play an incr

40、easingly important role in destination selection5%14%20%22%22%23%30%36%40%45%Proximity to the war zoneNot crowdedGood train connectionsLower costsDirect transport routesPreserves natural&cultural heritageStable weather conditionsHigh-quality tourism infrastructureMust-see world-renowned sitesSafe to

41、 visitDestination selection criteria-2pp+5pp+5pp-2pp 11What makes What makes a destination a destination safesafe?Safety is by far the most important-and consistently top-ranked-criterion for choosing a holiday destination among travellers worldwide.Yet,it remains highly subjective and personal.Here

42、 is what respondents in this research consider essential for a destination to feel safe.48%41%40%38%36%31%22%20%Low crime rates Clean touristestablishmentVisible securityPoliticalstabilityFriendly locals Trusted reviewsand ratingsAvailability oftouristinformationSignage inmultiplelanguages12Markets

43、perspectiveWhat makes a destination safe in your opinion?0%10%20%30%40%50%60%AustraliaBrazilCanadaChinaJapanSt KoreaUSLow crime rates(as communicated in media and official statistics)Clean and well-maintained tourist establishment(hotels,attractions,transport)Visible security(e g,police,security cam

44、eras)Political stability(as communicated in media and government reports)Friendly locals(as described in traveller reviews or recommendations)Trusted reviews and ratings from other touristsAvailability of tourist information centres and guidesClear signage in multiple languagesSafety perceptions are

45、 multifaceted and cultureSafety perceptions are multifaceted and culture-dependentdependentWhile some concerns,such as low crime rates,are common,the specific safety priorities vary across markets based on cultural expectations and experiences:Clean and well-maintained tourism establishments emerge

46、as the second key safety dominator across markets.Tourists expect a high standard of hygiene and upkeep,particularly in hotels,attractions,and transport.This reflects both practical concerns about health and hygiene and a broader desire for comfort and reassurance,especially among Koreans(49%),Japan

47、ese(48%),and US(45%)travellers.Both political stability and visible security are important factors in shaping safety perceptions,but their importance varies considerably across markets.While political stability is viewed as paramount by travellers from markets such as Japan(57%),Australia(44%)and Ca

48、nada(42%),visible security takes precedence in others,especially in St Korea(55%),Brazil(51%)and China(42%).The value of a welcoming environment driven by friendly locals is not as universal as other safety measures(e.g.low crime rates)but needs to be carefully considered as it plays a central role

49、for travellers from markets like Australia and the US(both 41%),China(40%)and Canada(39%)Trusted reviews and ratings also play a significant role in shaping safety perceptions,acting as a key deciding factor for many travellers when choosing a destination.Their impact is most pronounced in markets s

50、uch as St Korea(38%),Brazil (36%),and the US(31%),where social validation may be playing a stronger role in confirming a destinations safety.13Overseas travellers prefer Europes famous sights over hidden gemsPreferred attractions to visit once at the destinationsPreferred destination typePopular des

51、tinationsI prefer visiting large cities or smaller but popular destinations in the countries I visitI prefer visiting destinations outside the larger cities/tourism hotspots in the countries I visit61%39%Off-the-beaten-path33%34%35%35%39%40%Natural attractions(national parks,mountains,lakes)Urban at

52、tractions(iconic city squares,famous shopping streets)Gastronomy and culinary venues(food markets,wineries)Heritagesites(UNESCO sites,ancient ruins)Architectural buildings/sites(cathedrals,modern landmarks)Art and history museums(national galleries,historical exhibitions)14Would overcrowding change

53、travellers plans?Overseas travellers are drawn to Europes popular destinations and iconic attractions,which may lead to overcrowding,particularly during peak season.To explore how travellers might respond in such situations,this survey delved into the actions travellers would take if they found them

54、selves facing overcrowded attractions at their destination.Results indicate that while clearly affected by the crowds,long-haul travellers are flexible.A notable 29%would take a strategic approach,opting to return to the place during quieter times,such as early morning or evening,to avoid the crowds

55、.Another 28%of respondents would push through and still visit the crowded spots,despite the long queues and waiting times.For 25%,the solution would be to shift focus,exploring less crowded areas within the same destination.Only 5%of travellers would consider changing their destination altogether.Ch

56、inese travellers,in particular,stand out for their willingness to embrace the crowds.48%indicated they would still visit the attractions that they had originally planned to despite the high numbers of visitors and waiting time-a significantly higher share than the overall sample.What is your respons

57、e if your destination spot is overcrowded?*29%28%25%9%5%4%Return when less busyVisit despite crowds and waitsExplore quieter areas nearbyTry non-site-based activity(e.g.tours)Visit another destinationOther*Question:You are at your chosen European destination and see that a few places you wanted to v

58、isit(e.g.,a museum,local market,a panoramic view,etc.)are overcrowded.Which one of the following actions would you most likely take?Whats your response if your chosen destination spot is overcrowded?0%10%20%30%40%50%Australia BrazilCanadaChinaJapan St KoreaUSReturn when less busyVisit despite crowds

59、 and waitsExplore quieter areas nearbyTry non-site-based activities15Outlook for early 2025Travel horizon:January-April 20250228%55%37%30%23%20%18%10%8%3%6%10%8%21%6%3%64%42%57%60%69%59%75%87%Total sampleChinaBrazilAustraliaCanadaSt KoreaUSJapanDo not intend to travel long-haulIntend to travel long-

60、haul,not EuropeIntend to travel long-haul to EuropeWeak consumer confidence and high costs dampen travel plans in early 2025Weak consumer confidence and high costs dampen travel plans in early 2025Intentions for long-haul travel in Winter/Spring 2025Horizon:January-April(arrows indicate the signific

61、ant YoY percentage point changes)As 2025 begins,long-haul travel sentiment has taken a noticeable hit.In key overseas markets,only 36%of respondents plan to take a long-haul trip in the first four months of the year,representing a drop of seven percentage points compared to early 2024.Among those st

62、ill considering long-haul trips,just 28%plan to visit Europe,down significantly from 35%in the same period last year.Only China bucks this trend.Chinese stand out as the most eager to travel,with 55%of respondents planning to visit Europe between January and April 2025,up slightly from 50%last year.

63、Brazil registers the second-highest intention to visit Europe(37%),but this represents a sharp drop of 12 percentage points from 49%in early 2024.Travel intentions have also taken a hit in Australia and Canada.In Australia,the share of travellers planning a European trip has fallen from 39%to 30%,wh

64、ile in Canada,it has declined from 28%to 23%.The sharpest declines,however,come from the US and South Korea.Just 18%of Americans plan to visit Europe in early 2025,down from 28%and the lowest recorded figure since 2015(when this research was launched).This decline may be a reflection of customers un

65、certainty surrounding Trumps second term and policies,which may push for domestic tourism and result in changes to international travel agreements,causing further caution among US consumers.Meanwhile,South Korea has seen travel intentions drop from 36%to 20%,continuing a downward trend since this ma

66、rket was first introduced in the research in 2023.Japan remains the most hesitant market,with only 10%planning a European trip,down from 14%last year.+7pp+13pp+6pp+7pp+12pp+10pp-12pp-5pp-4pp-16pp-10pp-7pp-9ppWhats driving this shift?Whats driving this shift?High travel costs remain the biggest barri

67、er,cited by 46%of respondents.Limited holiday time(17%)and a preference for domestic(15%)or regional(13%)travel are also keeping more people closer to home.Falling consumer confidence is weighing on travel sentiment,particularly in the US,South Korea,and Brazil,where economic and political challenge

68、s have made travellers more cautious about spending.China is the exception,with stronger demand driven by the upcoming Chinese New Year and recovering air connectivity.+7pp17-7ppIn line with cost concerns,planned holiday budgets decrease vs 2024The most frequently cited daily budget for European hol

69、idays falls between 100-200 per person,chosen by 42%of respondents,representing a 14 percentage points increase from the same period last year.Meanwhile,the share of those planning to spend over 200 per day has dropped to 30%,a notable 13 percentage point decline.The most significant shifts are seen

70、 in China.For years,the majority of Chinese respondents planned to allocate more than 200 per day,but this is no longer the case.Instead,the 100-200 range has become the most common,while the share of those planning to spend over 200 has dropped sharply to 29%,down from 78%last year.A somewhat simil

71、ar trend is evident in Brazil,where the 200+daily budget remains the most frequently mentioned(40%)but has dropped significantly over last year,while the share of Brazilians considering spending up to 100 daily has increased.23%22%27%41%9%23%28%25%42%40%24%31%60%44%50%36%30%32%40%20%29%32%20%33%5%6%

72、9%8%7%TotalsampleAustraliaBrazilCanadaChinaJapanSt KoreaUS 200 I dont knowIntended daily budget*Expenditure is per person and includes accommodation,food and other activities-excluding flight tickets to Europe+14pp-13pp 18-10pp+8pp+46pp+5pp-50pp+5pp Asian travellers splurge on shopping,Americans on

73、accommodation-who spends on what?67%53%50%39%24%20%16%0%10%20%30%40%50%60%70%80%Total sampleAustraliaBrazilCanadaChinaJapanSt KoreaUSFood and drinksShoppingTourist activitiesTransportationAccommodationLuxury experiencesWellnessWhich of the following categories do you expect to spend the most on duri

74、ng your next trip to Europe?Dining emerges as the top spending priority for travellers across all surveyed markets,except for China,with 67%of respondents highlighting food and drinks as their primary expenditure.Japanese(80%),Canadian(80%),and Brazilian(72%)travellers,in particular,place the greate

75、st emphasis on this category.Shopping follows as the second most significant holiday expense,though its importance varies widely among markets.It is a major spending priority for travellers from China(67%)and Japan(70%),while interest in shopping is notably lower among US travellers(34%).Tourist act

76、ivities also figure prominently,with 50%of respondents considering them a key area of spending.For Brazilian travellers(61%),this category ranks second in budget allocation.A large share of Japanese travellers(67%)prioritise it as well,although it is ranked less important than shopping.When it comes

77、 to luxury experiences,Chinese travellers are the most willing to allocate funds,with 31%prioritising this expense compared to just 20%of the total sample.39%of respondents classify spending on transport as essential.Moving around is particularly prominent among travellers from China(47%)and South K

78、orea(49%),backed up by their strong interest in multi-destination travel within Europe.Surprisingly,accommodation is not a top priority,ranking fifth overall,with just 25%of travellers allocating substantial funds to it.Notably,US travellers(55%)plan to allocate significantly more budget on accommod

79、ation than travellers in the rest of the analysed markets.1922%13%11%11%9%9%9%8%7%7%7%4%4%3%3%3%2%2%2%2%2%40%32%24%20%18%11%Where to?Where to?6%2%5%18%MultiMulti-destination destination travel is on the rise!travel is on the rise!Monaco:4%Luxembourg:3%Cyprus:4%Montenegro:3%San Marino:2%Malta:2%Prefe

80、rred European destinations for holidays in winter/spring 202594%94%+14ppRespondents are showing a stronger intention for multi-destination trips in Europe,with 94%planning to visit more than one country,up 14 percentage points from last year.The average number of countries planned is 3.4,with South

81、Korea leading at 5.2.Significantly more less respondents want to visit this country compared to January-April 2024.Sample size:2,1052051%Full package from a tour operator(flights,accommodation,food excursions,entrance fees,etc.)39%Separate bookings of different travel aspects(flights,accommodation,e

82、xcursions,events,etc.)from various providers.36%Partial package from a tour operator(only flight tickets,flight tickets and accommodation only,etc.)Full-package holidays to Europe are the preferred choice for most surveyed travellers,with first-time visitors showing a significantly stronger preferen

83、ce(59%)compared to repeat travellers(41%).Per market:76%of Chinese respondents prefer to book a full-package deal,making it the dominant choice in this market.In contrast,interest in full-package deals is much lower among Canadians(24%)and Americans(37%).58%of respondents in St Korea plan to book a

84、partial package deal,followed by Chinese(55%).In contrast,Brazilians(24%),Americans(23%)and Canadians(28%)show the least interest in this option.Booking travel services separately is the preferred choice among US(45%),Canadian and Australian(44%both)respondents.Significantly more travellers in these

85、 markets opt for this approach than in the total sample.In contrast,separate bookings are less favoured in Brazil and China(28%both).Multiple answer questionWhat are the most preferred booking strategies?What are the most preferred booking strategies?21Copyright 2025European Travel Commission(ETC)Lo

86、ng-Haul Travel Barometer 1/2025All rights reserved.The contents of this report may bequoted,provided the source is given accurately andclearly.Distribution or reproduction in full is permitted forown or internal use only.While we encourage distribution via publicly accessiblewebsites,this should be

87、done via a link to ETCscorporate website,www.etc-corporate.orgPublished by the European Travel CommissionRue du March aux Herbes,61,1000 Brussels,BelgiumWebsite:www.etc-corporate.orgEmail:ISBN No:978-92-95107-76-2Cover photo:Karl Werner on UnsplashThis project is realised with the support ofSilverli

88、ning Research()This project is co-funded by the European Union.Views and opinions expressed are,however,those of the author(s)only and do not necessarily reflect those of the European Union or European Commission.Neither the European Union nor the European Commission can be held responsible for them.A black and white logoDescription automatically generated