Tashkent, Uzbekistan (UzDaily.com) —  According to a new report by Accor, a leading global hospitality group, Europeans expect to travel more frequently and spend more on trips in 2025. However, with such growth, the tourism industry faces the pressing challenge of promoting sustainability, helping travelers turn good intentions into conscious choices.

The report, based on a survey of 8,000 travelers from seven European countries, shows that over half of respondents (53%) expect to increase their travel spending in 2025 compared to last year, while only 10% plan to cut back.

Travelers from Poland showed the highest confidence in their ability to spend on travel in 2025: 65% expect to raise their travel budgets, and only 8% plan to reduce them. They are followed by respondents from Germany (62% vs. 8%) and Spain (55% vs. 12%). In the Netherlands and the UK, 52% of respondents also plan to spend more, while only 12% and 10%, respectively, expect to reduce their travel expenses.

The volume of trips planned by Europeans for 2025 is also on the rise. The vast majority of those surveyed (88%) said they plan to take at least one international trip during their vacation next year, along with a notable increase in the number of international and domestic business trips.

Turning Sustainable Intentions into Real Choices

While the study shows sustained optimism among European travelers, it also highlights the need for the tourism industry to steer its growth towards sustainability. Climate change and eco-friendly options are important to 73% of travelers (up from 71% in the previous survey), including 25% for whom these aspects are very important (up from 22% previously).

Travelers from Italy and Germany are the most serious about the environmental impact of their trips (81%), followed by Spain (78%), Poland (77%), France (75%), the Netherlands (67%), and the UK (63%).

Among the changes travelers are willing to make due to climate concerns, 20% said they would avoid areas prone to extreme weather events. Travelers also plan to adjust their behavior to reduce their ecological impact, such as using reusable bottles (36%), reducing shower time (35%), choosing dishes made from local and seasonal products in restaurants (32%), and supporting local producers and suppliers (27%).

Overtourism

The majority of travelers surveyed (90%) said that issues caused by overtourism would influence their travel and movement choices in 2025. One-third (31%) plan to avoid peak tourist seasons and crowded areas. 27% intend to avoid destinations suffering from overtourism, while 22% will specifically choose less popular locations for their trips.

Overcoming Barriers

Cost remains the main obstacle to making more conscious decisions. 46% of respondents believe that lowering the markup on eco-friendly accommodation options would make them more attractive. Other factors include increased availability of eco-friendly options (36%), greater transparency regarding environmental impact (34%), and rewards for choosing sustainable alternatives (31%).

Respondents also support potential government measures to encourage "greener" travel, such as lowering train ticket prices (22%), as seen in Germany, and banning short-haul flights when more sustainable alternatives exist, as in France (16%).

“Our research clearly shows that travel is a priority for Europeans. This sustainable trend presents not only great opportunities but also challenges. While travelers are increasingly demonstrating good intentions, the industry must work harder and faster to turn those intentions into conscious choices by offering clear, actionable alternatives and transparency to reduce environmental impact and prioritize sustainable growth,” said Patrick Mendes, CEO of Accor’s Premium, Midscale, and Economy Division in Europe and North Africa.

Growth in "Workcation" Popularity

The expectation for international “workcation” trips (combining work and travel) is on the rise: from 0.6 trips per person last year to an expected 0.87 in 2025. Notably, one in four Europeans (25%) plans at least one such trip abroad in 2025, compared to 19% in the previous survey. Domestic travel expectations have also significantly increased: from 0.6 to 0.91 trips per person.

Budget Shifts

Despite the priority of travel, the pressure of rising living costs continues to influence tourists’ plans. 88% of respondents are taking measures to cut back on expenses, including avoiding peak season trips (30%), choosing cheaper accommodation options (23%), selecting less expensive destinations (22%), and reducing baggage (13%), cutting down on drinks (9%), or skipping snacks and desserts (7%).

Return of Long-Distance Travel

Although the share of travelers planning trips within Europe has dropped by 6% compared to last year (80% vs. 86%), there is expected growth in travel to other parts of the world: Asia (22% vs. 16%), North and Central America (20% vs. 16%), Africa (13% vs. 10%), South America (12% vs. 8%), and Australia/New Zealand (8% vs. 5%).