欧洲境内旅游舆情监测研究

TRAVELINTENTIONS Research •Europeans’travel sentiment remains strong,with 73%planningtotravelthisautumnandwinter.Travellersaged45–54arethemosteagertotravel(76%,+3%),whiletravelsentimentamongEuropeansaged18–24(60%)has WAVE 23 •Europeans’travel interest peaks in October(24%)andDecember(23%)2025,mirroringlastyear’strend,withintra-European trips preferred by 64%of travellers(+3%). This report monitors intentions andshort-term plans for domestic and •For52%of travellers,Southern Europe and theMediterraneanhaverisenasthepreferreddestinations(+7%),whileinterestinEasternEuropehasslumpedto4% This report is the 23rdupdate since theseries began in September 2020. The findings are based on datacollected in September 2025 fromrespondents in 10 key European •HalfofEuropeansplantovisitmajortouristdestinations,whilethe rest seekless popular or off-the-beaten-pathlocations. It focuses on their travel plans betweenOctober 2025 and March 2026. •Travelmotivationsareholdingsteady,withleisuretripsaccountingfor71%ofplans,followedbyvisitingfriends •Asautumn arrives,City Breaks once again rank asEuropeans’mostpreferredtypeoftrip(20%),whileSun&Beachholidayssurge(19%,+5%),withtravellerschasing TRIPPLANNING Research •MoreEuropeansareplanningasingletripforthecomingautumnandwinter(45%,+7%),whileplanstotakemultipletripshavedeclined(50%,–6%). •Tripsof4–6nightsremainthetopchoicefor43%ofEuropeans,whereastheshareoftravellersplanningto •Europeans’demandforairtravelhasrisento57%(+4%),whiletrainjourneysremainstableat13%. TRAVELCONCERNSANDCONSIDERATIONS •Travellers’destination choice criteria remain steady,withsafety(20%),pleasantweather(15%,+3%),andattractivedeals(13%)topping the list.In contrast,risingtravelcosts(21%)andthepersonalfinancialsituation(16%)are Europeans’leading concerns,followedby the Russia–Ukraine war(14%)and •Geopoliticaltensionsimpactthetravelchoicesof89%ofEuropeans. •OverthreeinfourEuropeans(76%)adapttheirtravelbehaviourto the climate crisis,mainly by choosingdestinationswith milder temperatures(16%)and WAVE 23 Recommendations for destinations •The rise in travel intentions for Southern Europe and Mediterraneandestinationsthisautumnandwinteroffersanopportunitytoextendtheseasonandeasesummerpressure.Destinationsshouldcapitaliseonthistrendbypromotingoff-peakexperiences,diversifyingproductsbeyondthesummer •HalfofEuropeansintendtovisitquieter,lesspopularplaces.Tospreadtourismbenefitsmoreevenly,theselocationsshouldbestrategicallypromotedfortheirgenuinecharm,friendlylocals,smallercrowds,andbetterpricescomparedtotoptouristspots. •Asdemandforairtravelsoars,cuttingflightemissionsreliesonpromotingtraintravel.Thiscanbedonebyimprovingregionallinks,connectingtrainswithflights,offeringtrain-and-hoteldeals,andprovidingincentivesforvisitorswho •Geopoliticaltensionsinfluencethetravelchoicesof89%ofEuropeans,andincidentssuchasdronedisruptionscanunderminesafetyandconfidence.Toprotecttheirimageandreassurevisitors,destinationsshouldadoptproactivecrisiscommunicationwithclearresponseplans,trainedspokespeople,and WAVE 23 Recommendations for businesses •WithfamilytravelexpectedtopeakinDecember,businesses,museums,andlocalattractions are encouraged to offer family-friendly Christmas •AsEuropeanscontinuetoseekSun&Beachtripsincoolermonths,coastalbusinessesshould promote off-season value,mild weather,and theopportunitytoenjoylesscrowdedbeachesandensuretheyhavethecapacitytomeetapotentialincreaseinoff-seasondemand. •WithtwoinfiveEuropeansoptingforless-populardestinations,localbusinessescandevelopauthentic,experience-basedproducts–suchascraftsmentours,artisanworkshops,or cooking classes featuring local flavours–to attract •Consideringthemoderatetriplengthandrestrainedspendingintentionsforthisautumn and winter,businesses should adopt pricing strategies andtailoredpackagesthatincentiviselongerstaysandhigherexpenditure,helping •ManyEuropeanschecktheweatherbeforebookingtripsasakeymethodofadaptingtoclimatechange.Tosupportthis,businessesshouldofferflexiblebooking,easy-to-use online systems that let customers change dates or WAVE 23 Reading the data Analysed samples •Total respondents: 5,963•Respondents most likely to travel in thenext sixmonths: 4,332•Respondents planning to travel internationally Travel timings for Wave 23 Significant changes Changes are considered significant with a 2.5%threshold and marked with these symbols: In the context of this report, the travelperiods are as follow: Increase All data and insights refer to domestic andintra-European travel unless otherwise stated. Travel intentions01 Europeans’ travel intentions remainstrong, with 73% planning to travelthis autumn and winter Top three markets most likelyto travel in the next six months Travel intentions rise among 45–54-year-olds (+3%) but decline among travellersaged 18–24 (–4%) Limited time is the main barrier for 37%of Europeans aged 18–24 who are notplanning to travel, compared to just 16% No. of respondents: 864 Europeans’ travel inter