INTERNATIONAL REPORT—A recent survey by MMGY Travel Intelligence reveals that Generation Z is at the forefront of a significant surge in European travel, showing a strong intent to spend more on international trips and take more holidays than any other age group in the next year. Despite economic pressures and global uncertainties, Europeans remain committed to leisure travel, with Gen Z setting the pace in terms of both expenditure and the number of trips planned. The study also highlights the growing influence of artificial intelligence in travel planning, a heightened demand for sustainable and authentic experiences, and the impact of major international sporting events.
Gen Z’s Influence on Travel Trends
According to the 2025 Portrait of European Travelers, Gen Z is leading the way in travel spending, with plans to spend an average of $6,434 on international trips over the next 12 months. They are also expected to take an average of 3.4 holidays over the next two years. This generation shows a strong interest in organized group tours, with 45 percent planning to participate in such trips in the coming year. This trend highlights Gen Z’s significant influence on shaping the future of European travel.
Preferred Destinations & Changing Interests
Europe remains the top choice for nearly all European travelers, with 95 percent expressing interest in traveling within the continent over the next three years. Italy and Spain are tied as the most popular destinations, each attracting 49 percent of potential travelers, followed by Greece at 41 percent. In contrast, interest in the United States has declined, while Canada and Asia are gaining popularity, showing increases of 4 and 5 percentage points, respectively.
The Role of Artificial Intelligence in Travel Planning
The use of AI in travel planning is becoming mainstream, with 48 percent of European leisure travelers utilizing AI-powered tools like ChatGPT, marking a 7 percent increase from 2024. These tools are primarily used for building itineraries, finding inspiration, and discovering new destinations. Alongside AI, the reliance on online platforms such as Booking.com has increased, while Tripadvisor’s usage has declined, indicating a shift towards more integrated user experiences.
Sustainability & Authentic Experiences
Sustainability continues to be a crucial factor in travel decisions, with 48 percent of travelers stating it influences their choices. There is a strong preference for supporting local economies, with 96 percent of travelers buying from local shops and 95 percent dining at local restaurants. Additionally, 89 percent are focused on reducing single-use plastics, reflecting a broader desire for eco-conscious and authentic travel experiences.
Impact of Sports Tourism
Major international sporting events are significantly influencing travel patterns across Europe. The 2026 FIFA World Cup is a prime example, with nearly 24 percent of European travelers planning to attend, including 49 percent of Gen Z. For many, the event is the primary reason for visiting host countries like the U.S., Mexico, or Canada. British travelers are expected to spend the most, averaging $8,275 per trip, highlighting the economic benefits of sports tourism for host cities and regions.
Rising Interest in Cruises & Group Tours
Interest in cruises is on the rise, with 48 percent of European travelers expressing interest in ocean or big ship cruises within the next two years. Additionally, 33 percent are likely to join organized group tours in the next 12 months, with Gen Z, Spanish, and Italian travelers showing the strongest demand.
Conclusion
The MMGY’s fourth edition of the Portrait of European Travelers portrays a value-driven, tech-savvy traveler who seeks authenticity, sustainability, and cultural immersion. These insights, along with detailed data on family travel and AI adoption, are available for purchase or as part of an all-access subscription to EurekA!, MMGY‘s AI-supported research platform.
