On a pleasant spring day, both tourists and locals are enjoying the warm weather at El Postiguet Beach.
Marcos Del Mazo | Lightrocket | Getty Images
A recent study indicates that U.S. tourists are planning to reduce their summer travel to Europe, while travelers from China are compensating for that decline.
According to data released by the European Travel Commission (ETC) on Tuesday, only 33% of U.S. respondents said they intend to visit Europe this summer, which is a 7% decrease compared to last year.
This drop seems to be mainly due to financial reasons, with 54% of those surveyed citing high travel costs as a significant factor.
Political issues, especially related to how the U.S. is viewed overseas, also seem to be affecting travel plans, the ETC noted.
“Travel enthusiasm is particularly high among Americans from the Northeast (43% compared to 33% overall), a region that often has different political views than Trump,” the organization highlighted.
Popular European destinations typically attract millions of U.S. visitors each year. For instance, a record 5.1 million American tourists visited the U.K. in 2023, and U.S. travelers were among the top spenders in the French economy last year.
The decreased interest in European summer travel isn’t exclusive to Americans. About 39% of all respondents in the ETC survey expressed plans for a holiday in Europe in 2025, down from 41% for 2024. There has also been a noticeable decline in interest from travelers in Brazil, Canada, and Japan.
Conversely, the desire for summer trips to Europe among Chinese travelers has surged, with 72% of Chinese respondents planning such vacations—an increase of 10% from last year.
“This strong interest is backed by rising disposable incomes, favorable travel policies, and a greater emphasis on personal satisfaction and lifestyle experiences like tourism,” the ETC stated.
This year, the National Bureau of Statistics of China reported over a 5% growth in per capita disposable income in the first quarter compared to the previous year. However, concerns have grown regarding the strength of Chinese consumer spending, with recent weak demand leading to price drops and slower retail sales growth in April.
Europe has historically been a popular choice for Chinese tourists, who often seek luxury goods while traveling. This trend slowed down significantly during the Covid-19 pandemic but seems to be regaining momentum.
According to ETC data, more than half of Chinese travelers now include shopping in their European travel plans. However, there are indications that spending habits are changing, with fewer travelers expecting to spend over 200 euros ($229) a day, marking a 44% decline from last year. Instead, most Chinese visitors plan to spend between 100 and 200 euros per day.
