A new report by the Mastercard Economics Institute highlights evolving travel trends in Europe. The Travel Report 2025 reveals that European travelers are prioritizing deeper, value-based motivations. These include wellness, adventure, and culinary exploration, even amidst economic uncertainty.
Europe remains a top global tourist destination. Its rich culinary heritage, diverse landscapes, and wellness offerings attract travelers worldwide. The report analyzes aggregated and anonymized transaction data to uncover key spending trends for the upcoming summer.
Tokyo is the top global destination for summer 2025, climbing from second place in 2024. Tirana, Albania, saw the largest increase in European visitors between 2019 and 2024, becoming a rapidly growing urban destination. Culinary tourism thrives in cities like Istanbul, Cannes, Barcelona, and Dubrovnik.
Barcelona boasts the highest variety of nationalities per establishment, averaging 60. Italy and Poland are gaining popularity for wellness travel, with rising scores on the Wellness Travel Index. Adventure tourism is booming in the Nordic region, particularly in Finland, where national parks drive tourism spending.
Business trips are less frequent but longer, with average trip durations increasing. Natalia Lechmanova, Chief Economist at Mastercard Economics Institute Europe, notes a shift towards experiences offering personal meaning and long-term value. Travelers are prioritizing trips that align with their individual values and aspirations.