American Express: 2025 Global Travel Trends Report  

The latest sentiment report for Chinese travellers found that: 

• Chinese travellers’ intentions to travel outbound continue to increase; 75% of survey respondents are interested in travelling outbound this year.  
• Most trips will be within Asia and the proportion of respondents travelling to Northeast Asia has surpassed Europe as the most favoured destination.
• Interest in travel to all other world regions has also grown since last year.
• Friends and family are important sources of inspiration for Chinese travellers - (39%), and also social media (50%)  with 94% sharing their own travel experiences online. providing information to others. 
• For Chinese travellers, “sustainability” is more about communities than carbon. 

See  more in the full report.

Tourism Ireland's research found that the Island of Ireland welcomed over 3.9 million British tourists in 2023 who spent €1.8/£1.5 billion and stayed 19.7 million nights. 

This makes Great Britain the island's largest source of overseas tourists (45%), nights (32%) and revenue (27%).

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland conducted research with RED C amongst potential holidaymakers (+8000) in eight key tourism markets – Great Britain, United States, Germany, France, Italy, Spain, Canada and Australia to understand their current views regarding international travel and what would compel them to choose the island of Ireland for a holiday.  They found that: 

• 7/10 are interested in visiting Ireland some time, with 3/10 actively planning. 
• Those considering Ireland for a holiday are also likely to consider Scotland, Iceland, Norway and England as options.
• Reasons visitors choose Ireland are because of the scenery (33%), culture (11%), sightseeing (9%), history (7%) and visiting friends and relatives (6%).
• Barriers to visiting Ireland include competition/other places to go (16%), weather (13%), cost (6%), access/difficulty getting here (5%).
• Value for money is important. Overall, half of overseas holidaymakers think Ireland represents good value for money, in line with Scotland and ahead of Nordic markets. However, this is not the same across all markets. 1/3 of holidaymakers seeking to reduce costs would consider shortening their stay.

See more in the full report. 

Tourism Ireland research found that the island of Ireland welcomed around 180,000 Canadian tourists who spent almost
€255/£222 million and stayed 1.9 million nights in 2023.

Canada was the island's sixth largest source of overseas revenue and the eighth-largest source of nights and tourists.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland Research found that the island of Ireland welcomed around 286,000 Spanish tourists who spent over €264/£230 million and stayed 3.5 million nights.

Spain was the island's fifth-largest source of overseas revenue, tourists and nights.  

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland research found that the island of Ireland welcomed around 229,000 Italian tourists who spent over €192/£167 million and stayed 2.1 million nights.

Italy was the island's sixth-largest source of overseas tourists and the eighth-largest source of overseas revenue.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland research found that the island of Ireland welcomed around 154,000 Nordic tourists who spent over €107/£93 million and stayed 850,000 nights.

The Nordics were the island's ninth-largest source of overseas tourists and the tenth-largest source of overseas revenue.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more.

In the latest wave of this research from the ETC: (travel horizon April - September 2025).

• Europeans plan longer and higher-budget holidays despite a slight drop in overall intent to travel.
• 30% of Europeans plan to spend €1,501–€2,500 per trip, while 17% consider spending over €2,500.
• While still a favourite, Southern destinations see an 8% decline in interest from last year.

The project “Monitoring Sentiment for Intra-European Travel” gauges the sentiment, drivers and behaviours for domestic and intra-European travel in ten high-volume European source markets – Germany, United Kingdom, France, Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria.

Tourism Ireland research found that the island of Ireland welcomed over 1.2 million American tourists who spent €1.7/£1.5 billion and stayed 10.4 million nights in 2023.

The US was the island's second-largest source of overseas revenue (27%), nights (17%) and tourists (15%). 

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland research found that the island of Ireland welcomed more than 463,000 German tourists who spent over
€430/£374 million and stayed 4 million nights.

This makes Germany the island's third-largest source of overseas revenue, tourists and nights.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

The ETC Long Haul Barometer provides insights into long-haul travel sentiment to Europe for the first four months of 2025. 

• Sentiment globally and to Europe has weakened for 2025. 
• 63% of respondents plan to take a long-haul trip in 2025, with 44% intending to visit Europe, a decline in sentiment compared to last year.
• Safety, iconic landmarks, and infrastructure are key factors influencing destination choices.
• US sentiment to travel to Europe is down but travellers from China have expressed strong interest in European holidays.
• Interest in multi-destination travel is rising, with travellers planning to explore an average of 3.4 European countries per trip.
• Affordability is given as the most significant barrier to international travel, (46%). 

Respondents are across key overseas markets – Australia, Brazil, Canada, China, Japan, South Korea, and the United States.

Tourism Ireland research found that the island of Ireland welcomed more than 395,000 French tourists who spent over
€362/£315 million and stayed 3.9 million nights in 2023.

This makes France the island's fourth-largest source of overseas revenue, nights and tourists. 

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

This study is a collaboration between Deloitte and Google.

The objective of this research is to deliver a 2040 vision to help travel operators and distributors anticipate and adapt to future trends. 

The key question is who will dominate global travel in the future? 

• China, India, and the United States are expected to dominate the global travel market over the next 15 years,
• The report analyses billions of search engine queries alongside trends from recent years, revealing that by 2040, there will be 2.4 billion international travellers worldwide, representing a 60% increase from today.

See more in this report. 

Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories.

This Horizons report was conducted with a survey of 19,000 travellers worldwide to reveal a unique forward-looking view of changing attitudes, planning and destination trends for 2025.

Findings include:

• Travel remains a priority, despite the cost of living squeezing budgets,
• Research shows that Millennials are now contributing to half of all air travel spending, with Gen Z's spending power also rising. 
• Travellers increasingly want to explore in ways that suit them and that are aligned to their values.  
• A major theme that has emerged this year is how the search for community is driving travel behaviour.  Travellers want experiences they can share alongside others with similar interests, to enjoy being part of something bigger.
• The question is: How can travel providers and destinations meet this demand and desire to travel?

Tourism Ireland Research found that the island of Ireland welcomed around 184,000 Dutch tourists who spent over €132/£115 million and stayed 1.1 million nights.

The Netherlands was the island's seventh-largest source of overseas tourists and the ninth-largest source of overseas revenue.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Insights from Expedia for 2025:

• Detour Destinations: Travellers are looking for less crowded locations, 63% say they are likely to visit one of these destinations on their next trip.  

• All-inclusive resorts are attracting Gen Zers who are looking for stress-free stays and a good deal.  They list minimal stress (41%), ease of booking (39%), and staying at all-inclusive hotels feels luxurious (38%) as reasons to book.
• Travellers will embrace JOMO, the joy of missing out by doing less on vacation to escape everyday life, to boost relaxation and reconnection. Two-thirds (62%) of travellers say these types of trips reduce stress and anxiety.  
• The Phenomena-List: People will travel great distances to see natural phenomena in real life. The Northern Lights (61%) are the top phenomenon travellers want to see, 

See  more on the trends for 2025 in this report.