London, UK – Gen Z is propelling Europe’s travel boom, with the youngest generation of travellers now planning to spend the most on international trips and take more holidays than any other age group in the next 12 months. According to MMGY’s 2025 Portrait of European Travellers™, this surge in Gen Z spending highlights how Europeans remain deeply committed to leisure travel despite economic pressures and global uncertainty. The survey also captures the growing role of artificial intelligence in trip planning, the demand for sustainable and authentic experiences, and the significant impact of international sporting events, such as the 2026 FIFA World Cup.
Gen Z is setting the pace for European travel in 2025, leading the way in both spend and number of trips. What’s clear from this year’s report is that travel remains a top priority across all generations, but how people plan and experience their journeys is evolving. From AI-assisted planning to sustainability and sports tourism, Europeans are seeking trips that are not only flexible and seamless but also meaningful, authentic and connected to local culture. Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence
Based on a survey of 4,107 active leisure travellers across five European countries (France, Germany, Italy, Spain and the UK), Portrait of European Travellers™ is the travel industry’s most comprehensive and trusted study of leisure travel behaviour in Europe. While spending is expected to remain steady at £4,261/€4,931 over the next 12 months, the overall outlook remains optimistic: Travellers are adapting their plans to fit their budgets but not abandoning their trips altogether.
Highlights from the report include:
- Gen Z Leads the Way – Gen Zers now plan to spend the most on international trips in the next 12 months ($6,434) and take the highest number of holidays (3.4) over the next two years. They are also the generation most interested in organised group tours in the next 12 months (45%).
- Europe Remains the Destination of Choice – Nearly all European travellers (95%) are interested in travelling within Europe in the next three years, with Italy (49%), Spain (49%) and Greece (41%) topping the list of preferred destinations. At the same time, interest in the U.S. has declined by 7 percentage points compared to 2024, while Canada and Asia are gaining momentum, with increases of 4 and 5 points, respectively.
- AI Planning Becomes Mainstream – 48% of European leisure travellers have used AI-powered tools, such as ChatGPT, for travel planning, an increase of 7 percentage points from 2024. Travellers primarily use AI to build itineraries, find inspiration and discover destinations.
- Smarter Planning Tools – Alongside AI, travellers continue to rely on online platforms, with 65% of Europeans using Booking.com to obtain travel information, up from 62% the previous year. In contrast, Tripadvisor usage has fallen by 8 percentage points since 2024, indicating a clear shift towards platforms that provide a more integrated user experience.
- Authentic Experiences and Sustainability Matter – A focus on sustainability by travel providers continues to play a role in decision-making, with 48% stating it impacts their travel choices. Travellers are prioritising practices such as buying from local shops (96%), dining at local restaurants (95%) and reducing single-use plastics (89%), reflecting a desire for both authentic and eco-conscious travel.
- Sports Tourism Scores Big – Major international events are driving travel across Europe. Nearly 1 in 4 European travellers (24%) plan to travel for the 2026 FIFA World Cup, including nearly half of Gen Zers (49%). Among those attending, more than 7 in 10 say the event is their primary reason for visiting the U.S., Mexico or Canada. With Brits expected to spend the most, averaging $8,275 per trip, sports tourism is set to deliver a substantial economic boost to host cities and surrounding regions.
- Cruises and Group Tours on the Rise – Interest in cruises is growing, with almost half of European travellers (48%) expressing interest in an ocean or big ship cruise within the next two years. Meanwhile, 33% say they are likely to join an organised group tour in the next 12 months, with demand strongest among Gen Z, Spanish and Italian travellers.
MMGY’s fourth edition of Portrait of European Travellers™ depicts a value-driven, tech-savvy traveller seeking authenticity, sustainability and cultural immersion. Featuring these insights along with in-depth data on family travel, AI adoption and more, the study is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s new AI-supported research platform. To learn more, visit mmgyintel.com.
About MMGY Global
MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit mmgyglobal.com.
