European travellers are changing. According to the annual Travel Trends 2025 report by the Mastercard Institute of Economics , the new year marks a major shift in travel behaviours. From mass travel for leisure, Europeans are now moving towards experiences that are meaningful, personal and value-driven: wellness, connection with nature, culture, gastronomy, and the realisation of lifelong dreams.
🔍 The 7 key travel trends 2025
1. Travel as a life experience: 7 out of 10 realise their “bucket list”
The need for inner fulfillment and dream fulfillment leads 70% of Europeans to set as their main goal for 2025 trips that have been on their wish list for years. This shift reflects a new model of consumer behaviour where experiences take precedence over material goods.
2. The rise of wellness tourism – Italy and Poland lead the way
Mastercard’s Wellness Travel Index shows a rapid increase in demand for wellness travel, especially to Italy and Poland. Destinations with tranquil natural environments, hot springs, holistic retreats and activities that promote physical and mental health are being sought.
3. Sport as a travel incentive
The link between tourism and major sporting events is proving crucial. For example, during the Champions League final in London, Spanish spending increased by 148% and German spending by 61% compared to last year, indicating that fans are combining support for their team with a desire to travel.
4. Gastronomy with international appeal – Mykonos in the top 10
International travellers are showing increasing interest in local cuisine. Istanbul topped the list of the most multicultural gastronomic destinations, while Mykonos was among the top 10 cities in Europe where restaurants welcomed visitors from dozens of nationalities. Mediterranean cuisine remains a timeless attraction.
5. Focus on nature – Adventure and tranquillity in Scandinavia
Adventure tourism is booming in the Nordic countries, with Finland standing out: its national parks account for 7.1% of cross-border spending. Travellers are looking for forests, fjords and natural landscapes that offer not only exploration but also mental renewal.
6. New summer destinations: Tirana, Palma de Mallorca and Tokyo
Based on flight bookings for summer 2025, Mastercard identifies new hotspots such as Tirana, which has the highest visitor growth in Europe, as well as exotic and urban destinations such as Tokyo, Beijing, Hurghada and London.
7. Transformation of business travel
Although business travel is decreasing in frequency, its duration is increasing. Americans travelling to Europe on business now stay for more than 8 days, suggesting a hybrid combination of business and leisure travel.
🚨 Threats & Protection: The rise of digital fraud
The report notes that fraud attempts in popular tourist destinations increase by up to 28% in high season. The solution? Digital wallets and AI-based prevention technologies that offer increased security for travellers’ transactions.
💬 What Mastercard says for 2025
“Even amidst economic uncertainty, we are seeing a clear shift among European travellers towards experiences that are personally meaningful and have long-term value,” says Natalia Lechmanova, Chief Economist for Europe at Mastercard’s Institute of Economics. “Travel choices now reflect people’s values and aspirations.”
📈 Conclusions on short-term rental and tourism professionals
The new Mastercard Travel Trends 2025 report provides critical indications for the future of tourism and especially for the short-term rentals sector:
Wellness and experiential experiences need to be integrated into accommodation offerings.
Natural destinations and quality gastronomy can be competitive advantages.
Digital nomads and leisure travellers will now seek longer stays and higher quality.
Similar conclusions about 2025 travel trends are included in the Airbnb study.
📚 More about the exhibition
The “Travel Trends 2025” report by the Mastercard Institute of Economics is based on anonymised transaction data, supplemented by demographic and economic analysis, offering a rare forecasting tool for the tourism industry.
Read the full report here: Mastercard Travel Trends 2025
