Emerging Eastern European Destinations Lead Growth in Amadeus & UN Tourism’s Travel Insights 2025
(IN SHORT) Travel Insights 2025: Focus on Europe, co-published by Amadeus and UN Tourism, reveals that emerging markets in Central and Eastern Europe—led by Azerbaijan’s 26 percent year-on-year growth in air bookings—are gaining traction among international travelers. While traditional leaders like Spain, the U.K., Italy, France, and Germany continue to dominate (accounting for 71 percent of trips), rising bookings to Kazakhstan (+7 percent) and the Czech Republic (+6 percent) indicate diversifying preferences. The report also documents modest increases in hotel occupancy and ADR across Western (67 → 68 percent occupancy; $198.32 → $204.24 ADR) and Northern Europe (73 → 75 percent occupancy; $197.77 → $200.74 ADR), alongside a projected 6.7 percent uptick in airline traffic to Europe for April–October 2025. These trends underscore opportunities for DMOs to support emerging destinations and optimize tourism flows year-round.
(PRESS RELEASE) MADRID, Spain, 2025-Jun-19 — /Travel PR News/ — Amadeus, in collaboration with UN Tourism, has unveiled Travel Insights 2025: Focus on Europe, a comprehensive analysis of evolving travel patterns across the continent. Drawing on Amadeus Navigator360™ data, the report reveals surging interest in emerging Central and Eastern European markets—most notably, Azerbaijan, which led the top-30 European destinations with a 26 percent jump in air bookings year-on-year (May 2023–April 2024 vs. May 2024–April 2025). Kazakhstan and the Czech Republic also posted growth of 7 percent and 6 percent, respectively, signaling a shift in traveler curiosity beyond Western Europe’s established hubs.
Despite this diversification, traditional hotspots maintain their dominance: Spain, the United Kingdom, Italy, France, and Germany collectively accounted for nearly 71 percent of all European air trips over the same period. In capacity terms, Spain and the U.K. each represented 12 percent of scheduled seats into Europe—underscoring their ongoing role as primary entry points.
The report highlights positive momentum in European hospitality. Western Europe saw average hotel occupancy climb from 67 percent to 68 percent year-on-year, while ADR rose from $198.32 to $204.24. Northern Europe recorded occupancy growth from 73 percent to 75 percent, with ADR increasing from $197.77 to $200.74. Airline data project a 6.7 percent increase in passenger traffic to Europe for April–October 2025, reflecting sustained global demand.
Javier Campo, Amadeus VP Commercial for Europe Hospitality, notes that these insights present “an opportunity for Destination Marketing Organizations to leverage rising interest in emerging locales through improved access, storytelling, and regional partnerships.” UN Tourism Secretary-General Zurab Pololikashvili added that “reliable, up-to-date data is vital for effective tourism management in an ever-evolving landscape.”
To download the full report, please follow this link.
Media contact:
Joanna Seymour-Taylor
Head of Communications EMEA, Amadeus
joanna.seymour-taylor@amadeus.com
SOURCE: Amadeus IT Group SA
