The world is unstable – let’s travel!
Europ Assistance’s 2025 Holiday Barometer reveals a surprising trend: global travel is surging despite political unrest, climate concerns, and economic pressures. Discover why wanderlust is stronger than ever
Travel in 2025: a paradox of caution and curiosity
Despite a world fraught with uncertainty, the 24th edition of the Europ Assistance Holiday Barometer -conducted across 23 countries with the support of Ipsos - shows that global travel is not only resilient but thriving. Travellers are more cautious, but their desire to explore is stronger than ever.
Safety first: the new compass for travellers
Political instability and conflict shape destination choices
Safety has become a top priority. In Europe and North America, 32% of travellers now cite safety as their primary criterion - up from 23% in 2021. The fear of armed conflict has tripled since 2023, with 57% of Europeans, 48% of North Americans, and 49% of Australians expressing concern.
The US joins the “Avoid” list
For the first time, the United States appears among the top five destinations to avoid due to political climate in 17 of the 23 surveyed countries. However, this hasn’t significantly impacted actual travel to the US, revealing a complex relationship between perception and behaviour.
Budget vs Wanderlust: who wins?
Cost remains the biggest barrier to travel. In North America, 63% of non-travellers cite it as the main obstacle. Yet optimism prevails: nearly half of Europeans plan to increase their vacation budgets in 2025, with the average spend reaching €2,080.
Regional Budget Breakdown
- Western Europe: €2,532
- Southern Europe: €1,662
- Eastern Europe: €1,429
- Oceania: €2,967
- North America: €2,561
Climate awareness: Intentions vs Actions
Travellers want to be green - but aren’t
While most travellers express a desire to support local economies and reduce their carbon footprint, environmental impact ranks lowest in actual decision-making. Air travel is at a four-year high, and 40% of Europeans now worry about natural disasters during trips - up from 2022.
The irresistible pull of exploration
Record-breaking travel intentions
In Europe, 79% plan to travel this summer - a historic high. In North America, 71% share the same intention. Younger generations are leading the charge: 85% of Europeans under 35 plan to travel, with 41% planning multiple trips.
Long-haul travel on the rise
- North Americans are increasingly visiting Europe (+13 points since 2017)
- European interest in Asia (+8 points) and Africa (+6 points) is growing
- International travel has surpassed pre-pandemic levels
Travel as a memory-making experience
It’s not just about the destination
Over 40% of respondents say “making memories” is the most important part of travel. Cultural discovery and gastronomy also rank high, with 40% citing them as key motivators.
City trips gain ground
While beach holidays remain the favourite in Europe (63%), city trips are gaining popularity - now at 28% and rising steadily. In North Asia and the Middle East, city escapes are even more popular, at 60% and 51% respectively.
The significance of the Holiday Barometer
In conclusion, Europ Assistance’s Holiday Barometer has become a powerful tool for understanding how we envision, plan, and embark on our holidays. It reveals a travel landscape shaped by safety concerns, political climates, and financial constraints. Yet, despite these challenges, the desire to explore and create meaningful experiences remains strong.
As Homer wisely noted, "The journey is its own reward." Travellers are adapting to new realities, balancing their wanderlust with a heightened awareness of global events. Moving forward, the resilience and adaptability of travellers will continue to shape holiday trends, showcasing the enduring spirit of adventure.
Download the report to discover more:
