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Gen Z is set to be the biggest driver of Europe’s travel boom in 2025.
The youngest generation of travellers is planning to spend the most on international trips and take more holidays than any other age group, according to the newly released 2025 Portrait of European Travellers by MMGY Travel Intelligence.
The UK in particular stands out, with travellers leading Europe in projected spend, showing strong interest in ocean cruising, and expected to be among the biggest spenders at major international sporting events.
The survey of 4,107 leisure travellers across France, Germany, Italy, Spain and the UK reveals several key trends:
- Gen Z leads the way – Gen Z travellers expect to spend an average of $6,434 on international trips in the next 12 months and take the most holidays (3.4) over the next two years. They are also the most interested in joining organised group tours, with 45% planning to do so.
- Europe remains top of mind – 95% of Europeans plan to travel within the continent over the next three years, with Italy, Spain and Greece the most popular destinations. UK travellers stand out for their love of food experiences, with 68% prioritising culinary exploration compared to 56% across Europe.
- AI planning goes mainstream – Nearly half (48%) of European travellers now use AI-powered tools like ChatGPT for trip planning, up seven points from 2024. Travellers rely on AI primarily for itinerary building, inspiration and destination discovery.
- UK travellers plan early – Britons are Europe’s earliest planners, with 30% organising and 29% booking trips 6–12 months in advance.
- Sustainability and authenticity matter – 48% of Europeans say sustainability influences their travel decisions. Popular practices include shopping locally (96%), dining at local restaurants (95%) and reducing single-use plastics (89%). A quarter of UK travellers are even willing to pay an additional £100 on flights to offset their carbon footprint.
- Sports tourism surges – Almost one in four Europeans plan to travel for the 2026 FIFA World Cup, including nearly half of Gen Z. British travellers are forecast to spend the most on these trips, averaging $8,275, underlining the growing impact of sports tourism.
- Cruises and group tours gain traction – Interest in ocean cruising is strong, with 48% of Europeans keen to sail within the next two years. The UK leads here too, with 52% interested, particularly in Caribbean itineraries. Group tours remain attractive, especially among Gen Z travellers.
Irina Tsernjak, Senior Market Research Analyst at MMGY Travel Intelligence, says agents needn’t worry about the proliferation in the use of AI.
“Despite the growing use of AI for researching and planning trips, just under half of European travellers still intend to use a traditional travel advisor for an international holiday within the next two years. They’re particularly likely to turn to agents for booking holiday packages or accommodation, with British holidaymakers showing a higher tendency to do so compared to their European counterparts.
“So, while AI is proving useful for initial planning and building itineraries, many travellers still place their trust in traditional travel agents when it comes to actually booking their holidays.”
Other findings include that UK travellers are projected to spend the most overall, averaging £5,740 ($7,689) in the coming year, around $1,700 more than the European average. Rather than cancelling trips, Europeans are adapting plans to meet budgets, keeping outlooks for the year ahead optimistic.
“Gen Z is setting the pace for European travel in 2025, leading the way in both spend and number of trips,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence.
“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.”
