European travel trends to watch in 2025

The true face of the so-called "swap & dupe" trend is that travelers are visiting these destinations in addition to the major ones, not instead of them

While the idea sounds promising, few are likely to swap Barcelona for Girona or Florence for Turin, despite numerous press releases attempting to change the narrative. Unfortunately, overtourism remains a persistent problem in Europe.

Key takeaways

Eco-conscious travel: More and more travelers, especially Gen Z and Millennials, are choosing rail travel as one of the most sustainable transportation options. Rail Europe anticipates a growing demand for rail travel driven by increasing climate awareness;

Shift to day trips: Instead of choosing alternative destinations, many tourists are opting for shorter day trips, such as visiting the Amalfi Coast and Pompeii from Rome, Tuscany from Florence, Prosecco from Venice, Champagne and Normandy from Paris, Windsor, Bath and Stonehenge from London, Montserrat from Barcelona or Sintra from Lisbon.

Events drive tourism: Search trends indicate that "shows/concerts/events" are a major draw for travelers, second only to sightseeing. A notable example is the upcoming Jubilee in Rome, which is expected to attract millions of tourists to Europe next year.

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