What are the travel trends for Europeans in 2025?

Every year, the Mastercard Economics Institute publishes its annual Travel Trends Report. This is an opportunity to take a closer look at the travel trends of Europeans. In 2025, it seems that Europeans are focusing more on holidays that reflect their values, with a search for well-being, adventure and culinary exploration.
 
An analysis of transactional data reveals the following trends:

Trending destinations for summer 2025

Based on flight bookings, Tokyo tops the list of the world's most popular destinations for summer 2025. While Tirana (in Albania) is showing surprising growth, the most popular cities for Europeans are Tokyo, Palma de Mallorca, Hurghada, Paris, Osaka, Beijing and London.

Well-being tourism

Wellness tourism is constantly evolving, with travellers seeking rejuvenation and escape in Namibia, South Africa and Thailand.

Culinary tourism in vogue

For food lovers, Europe is still a safe bet, with Istanbul, Cannes, Interlaken (in Switzerland), Barcelona and Dubrovnik (in Croatia).

Adventure in the North

When it comes to adventure tourism, the Nordic region stands out, mainly for the natural beauty of its forests and fjords and the serenity. Finland's national parks are the main attraction.


In these countries and also everywhere else, you can enjoy exclusive ISIC privileges and discounts: click here to discover them!