# Travel Insights 2025: Focus on Europe

**Publisher:** Amadeus / UN Tourism  
**Published:** 2025-06-18  
**Category:** Travel tech  
**Type:** Report  
**Access:** Free  
**Official source:** https://amadeus.com/en/newsroom/press-releases/travel-insights-UNTWO-report-2025  
**Canonical:** https://tourismintel.ai/reports/travel-insights-2025

## At a glance
- Azerbaijan recorded 26% growth in air bookings year-on-year, fastest among top 30 European tourism destinations.
- Spain, UK, Italy, France and Germany dominated European air travel, accounting for 70.9% of trips May 2024–April 2025.
- Western Europe hotel occupancy rose to 68% (May 2024–April 2025); Northern Europe reached 75% over the same period.
- Worldwide passenger traffic to Europe projected to grow 6.7% year-on-year for April–October 2025.

## What the report covers
This joint report by Amadeus and UN Tourism analyses European travel trends using booking and capacity data from May 2023 to April 2025. It covers demand shifts across destinations, emerging markets in Central and Eastern Europe, and hospitality performance metrics across European regions. Published June 2025, the report draws on Amadeus Navigator360™ data to support DMOs and hospitality operators in strategic planning during post-pandemic recovery.

## Key findings
Central and Eastern Europe has emerged as a significant growth frontier for international travellers. Among the top 30 largest tourism destinations globally, Azerbaijan demonstrated the strongest expansion, recording 26% growth in air bookings between May 2023–April 2024 and May 2024–April 2025. Kazakhstan and the Czech Republic posted more modest gains at 7% and 6% respectively over the same period. This diversification signals shifting traveller preferences away from traditional Western European hubs.

Classic destinations retain market dominance despite emerging competition. The top ten booked European destinations—led by Spain, the United Kingdom, Italy, France and Germany—accounted for 70.9% of all air trips during May 2024–April 2025. Spain and the UK each commanded 12% of scheduled air capacity to Europe, reinforcing their position as primary gateways. This concentration underscores the persistence of established tourism patterns despite growing interest in alternatives.

Western European hospitality markets recorded incremental improvement over the 12-month period. Hotel occupancy in Western Europe (Austria, Belgium, France, Germany, Liechtenstein, Luxembourg, Monaco, the Netherlands, Switzerland) increased from 67% to 68% between May 2023–April 2024 and May 2024–April 2025. Average daily rates rose from $198.32 to $204.24 across the region. Northern Europe (Denmark, Finland, Iceland, Ireland, Norway, Sweden, UK) showed stronger performance, with occupancy reaching 75% and ADR climbing from $197.77 to $200.74.

Capacity planning reveals airline optimism ahead of demand across the April–October 2025 period. Worldwide passenger traffic to Europe faces 6.7% year-on-year growth projections for this timeframe. Notably, airline capacity consistently exceeds actual passenger traffic, particularly during April–September 2025, suggesting carriers are anticipating further growth or actively stimulating demand. This supply-demand imbalance presents opportunities for off-peak tourism development initiatives.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Air bookings growth, Azerbaijan | 26% | Year-on-year, May 2023–April 2024 vs May 2024–April 2025; fastest among top 30 tourism destinations |
| Air bookings growth, Kazakhstan | 7% | Year-on-year, May 2023–April 2024 vs May 2024–April 2025 |
| Air bookings growth, Czech Republic | 6% | Year-on-year, May 2023–April 2024 vs May 2024–April 2025 |
| Top 10 European destinations' share of air trips | 70.9% | May 2024–April 2025 |
| Scheduled air capacity share, Spain and UK each | 12% | May 2024–April 2025; of total capacity to Europe |
| Hotel occupancy, Western Europe | 68% | May 2024–April 2025; up from 67% in prior year |
| Average Daily Rate, Western Europe | $204.24 | May 2024–April 2025; up from $198.32 in prior year |
| Worldwide passenger traffic to Europe, projected growth | 6.7% year-on-year | April–October 2025 forecast |

## Why it matters
**DMOs & destinations** — Emerging destinations in Central and Eastern Europe present both opportunity and challenge. The 26% growth in Azerbaijan bookings signals untapped demand, yet top-ten destinations still command 70.9% of trips. DMOs should leverage storytelling and regional collaboration to capitalise on rising curiosity, while managing capacity in shoulder seasons to align with airline supply.

**Hotels & hospitality** — Occupancy gains and rate growth across Western and Northern Europe indicate resilient demand recovery. However, modest improvements (68% and 75% occupancy respectively) suggest market maturity. Hoteliers should explore ancillary revenue and targeted marketing in emerging markets alongside optimising pricing strategies to capture rising ADRs during peak periods.

**Travel tech & distribution** — Airline capacity exceeds passenger traffic through September 2025, creating distribution opportunities. Rising interest in non-traditional destinations diversifies booking patterns. Distribution platforms should enhance search-and-discovery tools for emerging destinations while helping carriers and hotels align inventory with projected 6.7% growth in European traffic.

## Methodology and limits
This analysis draws on Amadeus Navigator360™ booking and capacity data covering May 2023 to April 2025, published jointly by Amadeus and UN Tourism. Data encompasses air bookings, scheduled airline capacity, and hotel occupancy and rate metrics across European regions. Year-on-year comparisons are provided for emerging and established destinations. The report is based on transactional booking data and scheduled capacity; passenger traffic growth is a forecast projection for April–October 2025. This brief is based on the publicly available press release and summary.

---
© Amadeus / UN Tourism for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://amadeus.com/en/newsroom/press-releases/travel-insights-UNTWO-report-2025