The 2025 Europ Assistance Holiday Barometer reveals changing travel habits shaped by climate, politics and practicality. 

Nearly three-quarters of Belgians are planning a summer holiday between June and September this year, but the motivations behind their choices are evolving. 

Travel insurance company Europ Assistance’s 24th Holiday Barometer, carried out with Ipsos, shows how climate change, geopolitical instability and practical convenience are reshaping travel decisions. While enthusiasm for holidays remains high at 76%, Belgian travellers are becoming more cautious, selective, and conscious of both cost and impact.

Safety now a key criterion for choosing destinations

In 2025, 57% of Belgian respondents say they consider geopolitical risks—such as armed conflict and political unrest—when selecting a destination. 

This is a dramatic rise from just 24% three years ago. Destinations like Russia, Israel and Ukraine have seen a significant drop in interest due to ongoing conflicts.

The United States, while still drawing some Belgian visitors, has also lost appeal. Many cite dissatisfaction with the political climate under President Donald Trump (R) as a reason for choosing other destinations. 

This trend is echoed across Europe, where even traditional favourites like Spain, Portugal, France and the United Kingdom are seeing subtle declines amid rising concern over political and economic stability.

Climate change and extreme weather alter travel patterns

Climate anxiety is growing. Although Belgians still pursue sunny destinations, 77% now express concern about the risks of extreme heat and unpredictable weather events affecting their holidays. 

32% say they are concerned about the environmental impact of their travel, although only 24% are willing to significantly change their travel habits to reduce their carbon footprint.

There is, however, a clear rise in climate-aware behaviours. September is becoming increasingly popular (chosen by 22%), thanks to cooler temperatures and lower prices, even though July (24%) remains the top month for travel, followed by August (20%). 

In terms of travel types, 63% of Belgians now favour slow tourism, and 61% prefer destinations away from mass tourism. Sustainability is no longer a niche concern, even if it still trails convenience in actual decision-making.

Holiday enthusiasm high, but budgets and duration vary

Despite the challenging context, Belgian travellers remain eager to travel. 73% of respondents intend to go on holiday this summer. However, most are scaling back slightly: 45% will take a short holiday of up to one week, 39% plan a two-week trip, and only 16% expect to travel for three weeks or more.

Budget-wise, Belgians continue to rank among Europe’s biggest spenders, with an average holiday budget of €2,710—significantly above the European average of €2,080, and only behind Switzerland and the UK. Still, most travellers plan to take only one holiday (45%), while 28% will take multiple trips.

Familiar destinations and coastal breaks remain popular

Familiarity continues to play a major role in destination choice. Forty-two per cent of Belgians say they will return to a known holiday location, mainly due to favourable climates (37%) and available leisure activities (33%). France remains the top destination (22%), followed by Belgium itself (15%), Spain (14%), Italy (7%) and the Netherlands (6%).

Coastal holidays are still the most popular (62%), while mountains attract 26%, and both rural escapes and city breaks are preferred by 24% of respondents. Newer trends like event-based travel (e.g. festivals or major events) are gaining traction, now appealing to 30% of Belgian holidaymakers.

Air travel overtakes car travel for the first time

For the first time ever, air travel (51%) has overtaken car travel (44%) as the most popular way for Belgians to reach their holiday destination. This shift is largely due to the practical limitations of electric vehicles—such as limited charging infrastructure and long waiting times at motorway stations during peak periods—as well as the rising cost of road travel in places like southern France or Switzerland.

At the same time, the rise of low-cost airlines has made flying more accessible and cost-effective. Airlines like Ryanair are operating at 96% occupancy, while Brussels Airlines averages 80%. 

Carriers such as Transavia, Corendon and Vueling continue to expand their routes, often providing direct flights to smaller, attractive destinations. 

Brussels South Charleroi Airport recently surpassed 10 million passengers in a single year, a record milestone that highlights the boom in air travel.

Rail still trails despite growing green sentiment

Though air travel dominates, there is a clear call for greener alternatives. 

Just 15% of Belgians opt for train travel, and 9% for the bus. Environmental campaigners argue this is not for lack of interest but due to infrastructure and price. Green MP Staf Aerts and other experts stress the need for European Union level investment in affordable, accessible international rail services. Without significant changes, they warn, greener travel options will remain a secondary choice.

AI slowly gains ground in holiday planning

The 2025 Holiday Barometer also sheds light on how Belgian travellers use new tools to plan their holidays. Seventeen per cent have already used artificial intelligence to organise their trip, while 19% plan to do so. 

However, 56% remain sceptical, citing lack of trust. AI is slowly emerging as a tool, but widespread adoption will likely depend on more user-friendly and trustworthy solutions.

Insurance coverage reflects a cautious traveller

Belgian holidaymakers are also well-insured, with 79% covered for medical issues abroad, 71% insured against accommodation problems, and 73% protected in case of vehicle breakdowns. This high level of preparedness reflects the growing importance of security and peace of mind in a world shaped by unpredictability.

A travel landscape in transition

The 2025 outlook reveals a complex mix of tradition and transformation. 

Belgians remain deeply attached to their summer holidays, but increasingly prioritise safety, sustainability, and convenience. The dominance of air travel, rising climate awareness, and growing political caution all point to a shift in mindset. 

As the pressure builds for greener and more resilient travel infrastructure, the challenge for policymakers and industry alike will be to keep pace with the changing expectations of today’s travellers.

Some tourism statistics

• Belgium sees modest tourism growth in 2024, led by Flanders and Brussels.
• Travel in 2024: Spain, France, USA, China, Mexico lose ground and Saudi Arabia, Indonesia, UAE to grow market share.
• France, Spain, USA, China and Italy most visited countries in the world, Belgium 41st.
• France welcomed 100 million international visitors in 2024.
• Turkey welcomed 62 million international tourists who together spent $61 billion in 2024.
• SPAIN | 94 million international visitors and €108.7 billion tourism income in 2024.
• UN WORLD TOURISM BAROMETER | International tourism recovers pre-pandemic levels in 2024.
• Outside the EU, Europeans mostly travel to Switzerland, Turkey and the United Kingdom.
• Intra-European travel mostly for fun and / or family.
• Europeans visit other European countries over 7 nights on average.

On tourism

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• Spain saw a surge of Belgians visiting in the first quarter of 2024.
• Antwerp number 1 of 40 most exciting cities to visit in 2024.
• Antwerp’s municipal museums welcomed over 1.5 million visitors in 2023.
• CLIMATE CHANGE & TRAVEL | Is Belgium ready to be the Spain and Italy of the future?.
• Condé Nast Traveler praises Antwerp as one of the Best Places to Go in 2024 in Europe.
• Flanders’ art cities residents still proud of their city, but highlight drawbacks of tourism more
• Antwerp hotel industry demands stricter rules and enforcement for Airbnb as business tourism is not recovering.
• ANTWERP | 13.5 million day tourists, 2.6 million overnight stays and less Dutch visitors in 2023.
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• City happy with Winter in Antwerp 2022-2023 edition.
• City sees Winter in Antwerp 2023-2024 breaking attendance records.
• Belgians make 4.5 million day trips to Antwerp every year.
• ANTWERP | 2.2 million day tourists and 398K overnight stays in the summer of 2023.
• ANTWERP | 2 million day tourists and 337K overnight stays in the summer of 2022.
• Belgians travelled massively in the first quarter of 2022.
• The Major Flaws of domestic tourism in Belgium.
• Discovering Belgium and the Netherlands in COVID times.