Tourism in Europe is not just recovering — it’s redefining itself.
According to data from the European Travel Commission (ETC), the average trip spending grew from €334 in 2020 to €510 in 2023. This surge reflects inflation, but also renewed passion for meaningful travel.
Spending grows with age
Travel spending clearly follows age.
Those aged 65+ spend around €568 per trip, compared to €405 among 18–24-year-olds. The middle groups spend €450 (25–44) and €520 (45–64).
Young travelers value authenticity and affordability; retirees invest in comfort, upgrading to premium hotels or flights.
Who travels the most?
The 25–44 age group is the most active, with 90% traveling at least once a year. Midlife stability allows for frequent weekend breaks and family vacations.
More than 50% of Europeans plan to travel within six months, rising to 75% for ages 35–44 and 55–64.
Eco-awareness, flexible work, and the rise of digital nomads are reshaping when and how Europeans travel.
Travel as therapy
Polls show 73% travel to relax, 63% for family connections, and 50% for mental health benefits.
While 46% want a break from routine, 39% seek new cultural experiences.
The young travel to escape, the middle-aged to reconnect, and seniors to find purpose — a transformation turning travel into personal growth.
All-inclusive or à la carte?
Gen Z (53%) and millennials (45%) favor all-inclusive resorts for simplicity and control over spending.
Older travelers prefer à la carte freedom — fine dining, spontaneous tours, and flexible choices.
This split reflects broader trends: younger people seek convenience amid economic pressure, while older generations value individuality and tailored comfort.
Companions and solo journeys
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55+ couples (58%) dominate romantic travel
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35–44 (43%) prioritize family vacations
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18–24 (31%) prefer trips with friends
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65+ (9%) increasingly travel solo
Europe is moving toward personalized travel, where age shapes perspective, not limits it.
From TikTokers in Tallinn to retirees sipping Chianti in Tuscany — travel is timeless.