As travel demand surges across the continent, Europeans are pivoting their attention towards less-crowded and more authentic experiences for their 2025 getaways, according to the Wave 22 “Monitoring Sentiment for Intra-European Travel” report published by the European Travel Commission (ETC) in mid-July 2025. Despite persistent economic uncertainty, a remarkable 77% of Europeans say they plan to take at least one trip between June and November 2025—a signal of robust consumer confidence in travel.

Strong Demand Overcoming Economic Pressures

With inflation and sluggish GDP growth challenging household finances across much of the continent, it might be expected that discretionary spending would falter. Instead, travel remains a top priority for European consumers. 62% are keeping their travel budgets steady through November, while 22% expect to increase spending, a testament to the value Europeans place on holidays and exploration. Notably, the share of those budgeting between €1,500 and €2,500 per trip has increased by 3% year-on-year, signaling a tilt towards mid-to-high value journeys.

The ETC attributes this resilience to a “rebound effect” post-pandemic, with many Europeans seeking experiences they missed in previous years. Additionally, strong travel intent is consistent across age groups, with the highest enthusiasm among those aged 55 and over (82%), closely followed by the 45-54 (79%) and 35-44 (78%) age brackets. Even the 18-24 demographic, typically more budget-constrained, records 66% planning a trip—suggesting renewed interest despite ongoing barriers related to cost and time.

Shift to Quieter Places and Off-Peak Travel

One of 2025’s most notable trends is an increasing desire for tranquility: 55% of European travellers now aim to visit lesser-known or off-the-beaten-path destinations, up from 48% in spring. This shift is partly driven by growing discomfort with overtourism. Concern about “too many tourists” at popular spots has climbed 3% since 2024, while 11% of travellers now specifically prioritize less-crowded locations, marking a 4% year-on-year rise.

Seasonality is also evolving. While July and August remain popular (each with 25% share), September is gaining traction, with 22% of Europeans considering this early autumn window for their trips. Milder climate, fewer crowds and better value for money motivate this shift, offering opportunities for destinations to extend their tourism seasons and stabilize local economies.

Regional Travel and Changing Mobility Choices

The urge to travel is overwhelmingly pan-European: 91% of those surveyed are planning trips within Europe, while just 8% look further afield. Domestic travel maintains a steady 26% share, and travel to neighboring countries holds at 33%. Intriguingly, longer intra-European journeys—beyond neighboring states—are on the rise at 32%, climbing 5% since summer 2024. This trend suggests a hunger for broader cultural experiences, balanced by the ease and safety of remaining within continental Europe.

The Mediterranean dominates as the preferred region: Spain is the top pick (13%, a 5% annual increase), followed by Italy (10%), France (8%), and Greece (6%). That said, the swell in interest for undiscovered destinations means secondary cities, rural regions, and emerging tourism markets may reap greater benefits in 2025.

Travel mode preferences are subtly shifting as well. Air travel remains most popular, used by 53%, due to speed (27%) and price (21%). However, the number of Europeans opting for car travel—valued for flexibility, comfort, and reaching remote locations—has increased to 32%, up 4% year-on-year. This could reflect more demand for rural and nature-based trips, which often lack robust public transport connections.

Budgets and Spending Priorities by Age Group

Despite broader economic anxieties, the majority of Europeans are maintaining rather than reducing their travel budgets, suggesting travel is seen as an essential rather than a luxury expense. Accommodation constitutes the largest budget segment for 32% of respondents, followed by food and beverage (24%). Age remains a key differentiator: those over 45 are inclined towards comfort and quality dining, while younger segments prioritize experiences—such as activities, lifestyle upgrades, wellness, and shopping.

According to industry data, European tourists contributed over €600 billion to the bloc’s tourism economy in 2024, with early indicators suggesting the trend could continue or even accelerate in 2025 should planned travel materialize.

Implications for Destinations and Industry Stakeholders

The rise in demand for quieter places and off-peak travel presents both challenges and opportunities. Miguel Sanz, President of the ETC, urges destinations to promote less-crowded locales and shoulder-season experiences, echoing sustainability imperatives. “Destinations should enhance efforts to market off-the-beaten-track experiences and uphold sustainable practices to foster a resilient European tourism sector,” he noted.

In response, several European destinations have rolled out targeted marketing campaigns for secondary regions, digital nomad incentives, and infrastructure upgrades that address crowding while boosting the appeal of previously overlooked areas. For example, Italy’s National Tourism Agency has teamed up with regional bodies to spotlight hidden gems, while Greece and Spain are investing in sustainable transport and accommodation networks to disperse flows.

Furthermore, innovations in digital tourism—such as AI-driven itinerary recommendations and virtual pre-trip experiences—are supporting European travellers as they seek tailored, out-of-the-mainstream adventures. According to the European Tourism: Key Figures, the sector’s digital transformation is strengthening the visibility and accessibility of less-traveled destinations, crucial for balanced growth and community engagement.

Conclusion: A New Chapter for European Travel

As summer and autumn 2025 approach, the key message from the ETC report is clear: Europeans are eager to get back on the road and skies—this time, seeking value, comfort, and authenticity. Destinations that adapt to these evolving preferences by emphasizing sustainable, quiet, and off-season options stand best positioned to thrive amidst shifting patterns and broader industry disruptions.

This report is co-funded by the European Union. The full ETC summary can be accessed here.