“For nearly 25 years, the Europ Assistance Holiday Barometer has revealed the evolving desires of travelers worldwide, offering a window into the aspirations and transformations shaping our society. More than a study, this barometer is a strategic compass to help us and our business partners stay ahead and offer quality services that match the needs and expectations of customers.” Antoine Parisi, CEO of Europ Assistance Group. “In a world shaped by tensions, risks, and paradoxes, travel has never been more desired, or more deliberate. Travelers are prioritizing safety, questioning destinations like the US for the first time, and staying alert to natural risks, yet their urge to go further, to explore beyond borders, keeps rising. The world is uncertain, but wanderlust is unwavering.”
Virginie Babinet, CEO of Travel Insurance & Assistance – Europ Assistance Group
Political unrest and climate paradoxes shaping travel decisions
The 2025 Holiday Barometer underscores how travelers today are navigating a delicate balance between wanderlust and global awareness, highlighting the growing prominence of a trend first observed last year: alongside the perennial favorites of pleasant weather and familiar landscapes, travelers are increasingly factoring personal safety and global events into their travel decisions.
Purchasing power: The main driver of travel ambitions
Financial constraints remain the leading barrier to travel, far surpassing safety concerns. In North America, 63% of non-travelers cite cost as the main obstacle, compared to 53% in North Asia. The issue is particularly pronounced in the UK (66%) and Portugal (70%).
Despite economic constraints, the average summer vacation budget in Europe reaches €2,080 in 2025, an increase of €162 compared to 2023. Nearly half of Europeans (47%) plan to increase their vacation budget this year.
Budgets vary by region:
- Western Europe: €2,532
- Southern Europe: €1,662
- Eastern Europe: €1,429
- Oceania: €2,967
- North America: €2,561
Environment: a contradictory gap between travelers’ intentions and behaviors
Most travelers say they want to support local economies (at least 80% across regions), use low-carbon transport (at least two thirds of respondents across regions) and choose closer destinations to reduce their footprint (from 55% in Oceania to 82% in India).
Yet when selecting a destination, environmental impact ranks lowest among decision factors — a trend unchanged in Europe since 2019.
The gap between intention and action is notable: air travel is at a four-year high of 50%. At the same time, climate-related concerns are rising. 40% of Europeans now worry about natural disasters during their trips — nearly double the 2022 figure — that could potentially lead them to avoid certain destinations affected by extreme weather in the future.
In short, travelers are more focused on avoiding climate-related disruptions than reducing their own ecological impact.
And still, the irresistible appeal of travel
At peak travel desire: Faraway destinations lead
Despite global uncertainties and rising geopolitical tensions, travel intentions are at an all-time high. In Europe, 79% of residents plan to travel this summer, an historic record. In North America, 71% of respondents share this intention, demonstrating sustained enthusiasm despite the international context. Among these travelers, younger generations (under 35) stand out for their enthusiasm: 85% of young Europeans plan to travel this summer, and 41% of them are planning multiple trips.
Travelers are also increasingly drawn to vacations far from their home countries. In North America, trips to Europe are on the rise (+13 points since 2017) and represent one-third of already planned trips, while Asia (15%, +8 points since 2017) and Africa (10%, +6 points) are increasingly attracting European travelers.
International travel is favored by most summer travelers, exceeding pre-pandemic levels, confirming an appetite for escape and discovery.
Ideal vacations focused on creating memorable experiences
Beyond the motivations of relaxation, family time, and discovery, a new dimension seems to be emerging: the experiential aspect of travel and the creation of lasting memories. In a newly introduced survey question about the most valued aspects of travel, over 4 respondents out of 10 across all geographic regions highlighted “making memories.” This underscores a shift in travel priorities, where the focus is not just on visiting a place, but on creating meaningful experiences and memories that enrich one’s life. In addition, 40% highlight discovering new cultures and gastronomy.
City trips are gaining popularity
While seaside vacations remain the preferred choice for Europeans (63%), city trips are gaining popularity, reaching 28%, with steady growth over the past 10 years. Outside Europe, city trips remain highly popular in North Asia (60%) and the Middle East (51%).
Download the full Europ Assistance 2025 Holiday Barometer
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For inquiries about the report, please contact:
Katya Skorik
Group Head of Travel Business Line
kskorik@europ-assistance.com