According to the latest edition of the 'Long-Haul Travel Barometer' report, interest in visiting Europe has plummeted, with less than half of long-haul travelers expressing a desire to visit the continent. Notably, the sharpest declines in interest come from travelers in Japan (down 20%), the United States (down 34%), and Australia (down 47%). This trend highlights that Europe is increasingly perceived as an expensive destination, especially for younger travelers from countries with visa-free access to the European Union.

The report further emphasizes that the rising costs associated with accommodation, transportation, and dining have led to a structural crisis within the European tourism sector. A notable 48% of travelers aged 18 to 34 cited the high expenses associated with traveling to Europe, making alternative, more affordable destinations in Asia increasingly appealing. As the costs continue to rise steeply, Europe risks losing a significant segment of its tourist demographic.

As these trends emerge, the European tourism industry faces challenging obstacles, suggesting a need for strategic planning and adjustments to retain visitor interest. The implications are clear: if Europe cannot become more accessible and affordable for tourists, it may suffer lasting economic harm as travelers redirect their spending to more budget-friendly destinations, altering the tourism landscape in the years to come.