2025 Portrait of European Travellers™

MMGY's 2025 Portrait of European Travellers™ explores the evolving behaviours, preferences and motivations of travellers across five key European markets - France, Germany, Italy, Spain and the United Kingdom.

This report examines key themes such as international travel outlook, trip planning habits, destination interests, travel motivators and activities, and international travel
preferences. The modules uncover major events like the 2026 FIFA World Cup and key topics including sustainability, AI usage, organised group tours and many others that shape the travel outlook of European travellers.
These insights equip destinations, travel providers and industry stakeholders to develop a deeper understanding of the needs, behaviours and emerging trends of European leisure travellers.