Alta blog

By Rakesh Patel

My recent trip to Barcelona and London underscored what’s on the mind of European tourists this summer: climate, crowds, costs – and the “Trump Slump”.

Heatwaves and climate risk are now hard to ignore. Wildfires in Europe have burned more than 400,000 hectares so far this year, which is 87% more than the average for this time of year over the last two decades. A study by Imperial College London showed that climate change tripled the heat-related deaths in the early part of this heatwave. As a consequence, tourists are adjusting – choosing cooler northern destinations – so called “coolcations”.

Over-tourism is another flashpoint. Protests across Spain, Greece, and France have started again, and reflects growing frustration with tourism-driven disruption. In Zakynthos, Greece, there were 150 tourists per 1 resident – the highest ratio in Europe. As more destinations impose new restrictions, this is pushing some travellers to seek out lesser-known destinations or off-season trips. For many, escaping the crowds is now part of the travel plan.

At the same time, affordability looms large. EU airfares were up 17% in early 2025, whilst hotel rates remained elevated. Tourists are responding with shorter, weekend breaks, flexible bookings to stretch their budgets, and more travel on budget airlines – look at the robust Ryanair 2Q results.

And lastly, what happened to the travel “Trump Slump”? Early on with Trump’s tariffs and stricter border rules, there was an impact on European travel plans to the US, with European arrivals to the US falling 17% in March. However, by the summer, Europeans were enticed back to the US by discounted air fares and hotel rates.

This summer makes it clear: tourism is no longer just about where we go – it’s about how climate, local regulations, economics, and geopolitics, shape the journey itself.

Below are a few of our recent thoughts posted on LinkedIn. Always good to hear your feedback. You can follow us directly on LinkedIn and go to our website.

ETC report on European tourism trends in Q2 2025

The arrival of summer in Europe always brings with it the topic of over-tourism. Tourism in the region is still growing unevenly, with a concentration on already crowded cities and coastal areas. This surge is straining housing, infrastructure, and local life, especially due to short-term rentals and cruise traffic. Protests across Spain, Greece, and France have started again, and reflect growing frustration with tourism-driven disruption.

Cities like Barcelona, Venice, and Amsterdam have introduced higher tourist taxes, rental bans, and visitor caps. The EU is supporting digital monitoring and sustainable tourism funding, with new rental platform regulations set for 2026. Efforts also aim to spread tourism more evenly across regions and seasons.

However the results are mixed. While some revenue is being reinvested in housing and preservation, tourist numbers remain high, and enforcement is patchy. The European Travel Commission (ETC) in this report stresses hat long-term success requires stronger regulation, better data, and a shift from growth-focused tourism to community-centered planning.

The Wellness Generational Shift: The Young Value Wellbeing Over Wealth

Younger generations are transforming the meaning of success by valuing wellbeing over wealth. Unlike previous generations that equated achievement with financial prosperity, today’s young adults prioritise mental and physical health as the foundation of a fulfilling life.

An EY global study of 18 to 34 year olds across ten countries reveals this reordering of priorities. Most respondents rank wellbeing as their top measure of future success, while money – though still important – has dropped to third place. For many young people, balance and purpose outweigh salaries or possessions as markers of achievement.

This shift has far-reaching consequences. As wellbeing becomes central to how success is defined, industries must evolve to meet growing expectations, and the wellness sector, in particular, should continue it’s long-term expansion as it aligns with these changing values.

Tourism in India Can Offset U.S. Tariff Losses, But Needs Big Investment

Former G20 Sherpa Amitabh Kant, is well followed when it comes to promoting India, as the architect of several flagship campaigns such as “Incredible India” and “Make in India”. He has urged India to make tourism a national growth engine. He called for INR200bn ($2.3 billion) in global promotion, calling the current INR30 million ($361,000) budget “absurd.”

The World Travel and Tourism Council estimates the sector could create 63 million jobs, but challenges include poor heritage experiences, limited airline capacity, and congestion. Experts stress the need for skilled manpower, new destinations, and enhanced visitor amenities.

Industry leaders warn India underutilizes inbound tourism and should measure success by revenue, not arrivals. With a 97% cut in promotion funding in 2024 and no major campaign since 2017, India risks falling behind global competitors.