Mastercard's Travel Trends Report 2025 has revealed that Europeans are prioritising deeper connections and purpose-driven journeys, with wellness escapes, cultural immersion and alfresco adventures topping the 2025 agenda. Olivia Palamountain reports

European travellers are increasingly seeking purpose-driven holidays focused on wellness, nature and bucket-list experiences, according to Mastercard's Travel Trends Report 2025.

This year's edition of the annual report reveals that despite economic uncertainties, Europeans are making travel choices guided by deeper motivations including wellness, sport, adventure and culinary pursuits.

Flight booking data shows Tokyo, Palma de Mallorca and Osaka leading the list of trending destinations for European travellers in summer 2025, with Tirana, Albania experiencing the largest percentage increase in European visitors since 2019 – primarily driven by Italian tourists.

"Europe's travel sector continues to demonstrate remarkable resilience," says Natalia Lechmanova, chief economist Europe at Mastercard Economics Institute. "Even in the face of economic uncertainty, we're seeing a clear pivot among European travellers toward experiences that deliver personal meaning and long-term value. Whether it's wellness retreats, cultural exploration, or adventure in nature, European travellers are prioritising journeys that align with their individual values and aspirations."

The report identifies Italy and Poland as rising stars for wellness tourism, with both countries showing significant growth in Mastercard's Wellness Travel Index. Meanwhile, sports events continue to drive significant tourism spending, with the Champions League Final in London generating a 148% year-on-year increase in Spanish visitor spending and a 61% increase from German visitors.

Food tourism remains a powerful draw, with Istanbul hosting tourists from 67 different countries in its restaurants last year – the highest international diversity among 43 cities measured. Six more European destinations – Cannes, Interlaken, Barcelona, Dubrovnik and Mykonos – featured in the global top 10 for international foodie destinations.

Adventure tourism is particularly booming in Nordic countries, where travellers are drawn to forests, fjords and outdoor experiences. Finland leads the region with national parks accounting for 7.1% of total cross-border visitor spending, with Switzerland, Poland, France and Norway also seeing significant nature-based tourism.

The report also noted changes in business travel patterns, with corporate trips becoming less frequent but longer in duration. For UK travellers, the average business trip length has increased compared to pre-pandemic levels, except for journeys to Canada and the United States.

According to Mastercard's Experience Economy Report 2025, travel ranks as the top spending priority for Europeans in 2025, with outdoor activities and dining following closely. Seventy percent of Europeans report that checking off bucket-list experiences is a key motivation for their travel plans.

The findings come as travel and tourism continues to recover globally, with Europeans showing a strong preference for experiences that offer deeper connection, cultural exploration and wellness opportunities over traditional sightseeing holidays.