Amadeus and UN Tourism recently released “Travel Insights 2025 – Focus on Europe,” offering an in-depth look at European tourism. This report, leveraging data from Amadeus Navigator360, examines air travel, hospitality, and key destination trends, with projections spanning from May 2024 to October 2025, generally highlighting a strong rebound and the unfolding of new possibilities across the European tourism landscape of the region.
Air Traffic on the Rise
Air traffic is predicted to rise, specifically a 6.7% increase in international arrivals to Europe between April and October 2025 compared to the previous year. This growth seemingly indicates renewed global enthusiasm for European locales, propelled by an overall recovery in tourism and favorable trends in important markets. Airlines appear optimistic; air capacity frequently surpasses current demand, particularly from April through September 2025. According to Javier Campo, Amadeus’ Vice President for Europe, airlines are either anticipating growth or actively trying to generate it, or perhaps both.
Western Europe Dominates, Emerging Destinations Gain Traction
Western Europe remains a dominant force in tourism, with Spain, the United Kingdom, Italy, France, and Germany accounting for the lion’s share of air bookings. Notably, the top ten European destinations secured approximately 70.9% of flight bookings between May 2024 and April 2025. France leads, followed by Germany, the Netherlands, Switzerland, Austria, and Belgium, with Paris and Amsterdam serving as major hubs due to substantial search and booking activity.
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Alongside these well-established destinations, the report draws attention to considerable growth in emerging markets. Azerbaijan, for example, saw a noteworthy 26% year-on-year increase in air bookings, followed by Kazakhstan (+7%) and the Czech Republic (+6%). This perhaps reflects an increased desire to see parts of Europe outside the main centers.
Hospitality Sector Sees Modest Gains
The hospitality sector is experiencing a moderate improvement. Hotel occupancy rates in Western Europe are up from 67% (May 2023–April 2024) to 68% in the following year. The average daily rate (ADR) also saw a small increase, moving from €172.20 to €177.36. Though these figures suggest a slow but steady recovery, opportunities for expansion remain, especially during the off-season.
Opportunities for Off-Season Tourism in Europe
The report highlights the potential of off-season tourism to stabilize demand throughout the year. Because air capacity tends to exceed actual bookings, notably between April and September 2025, destination management organizations (DMOs) and tourist boards are urged to develop plans to attract visitors during quieter times. By aligning promotional efforts with airline capacity, destinations might better balance tourist flows and increase economic gains.