Elena Isasi
ForwardKeys’ latest data offers a mixed picture for summer 2025 in Europe. From the resurgence of Mediterranean beach destinations to emerging shifts in long-haul visitor profiles, the upcoming high season offers both opportunities and challenges for travel stakeholders across the continent.
Growth Differs by Region
Air capacity continues to rise. Asia Pacific leads with a 10% year-on-year increase from June to August, followed by the Americas at 9%, Europe at 5%, and the Middle East & Africa at 4%. Within Europe, Southern Europe sees the strongest growth at 7%, while Central/Eastern Europe grows 6%, and Northern and Western Europe each rise 4%.
Sun & Beach Destinations Remain in Demand
Mediterranean destinations are leading the summer booking trend. ForwardKeys data shows increased interest in places like Larcana (+17% vs 2024), Catania (+13% vs 2024) and Heraklion (+13% vs 2024). Travellers are clearly favouring less crowded, sunshine destinations.
China’s Market Diverge
Chinese travellers are showing a clear shift towards premium travel in Q1 2025, with bookings in Economy Premium up 52%, Business Class up 25%, and First Class rising 20% year-on-year, according to ForwardKeys data. This trend aligns with a surge in arrivals to select European destinations, with Belgium (+339%), Austria (+112%) and Spain (+59%) emerging as the top-performing markets.
The combination of increased demand for comfort and strong growth in these destinations insinuates the importance of targeting high-value Chinese visitors with premium, experience-led offerings.
Millennials Drive Intra-European Travel
Millennials are powering intra-European demand. In Spain, travellers aged 26–45 make up 44% of international bookings for summer. This age group is highly motivated by lifestyle, culture and affordability — key areas for destinations to emphasize in campaigns.
“With demand becoming more fragmented, destinations need to move beyond broad campaigns. Accurate, forward-looking data enables actors across the travel industry to spot growth opportunities, tailor their messaging, and act early. In a summer shaped by changing behaviours, insight is your most valuable asset.”
Luis Millán, Head of Research at ForwardKeys
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