U.S. interest in Europe dips, but 82% of Americans prioritize sustainability. Gen Z leads the shift from quick check-ins to local immersion, with Benidorm setting the eco-standard. Here’s what 2025 travelers need to know.
Europe’s tourism scene is undergoing a quiet revolution. While overall U.S. interest in European trips has dropped 7% year-over-year, a clear trend is emerging: travelers aren’t abandoning Europe—they’re reimagining how to experience it. Sustainability and deep, local connections have moved from “nice-to-have” to non-negotiable, with Gen Z leading the charge and destinations like Spain’s Benidorm rewriting the rulebook.
Data Doesn’t Lie: Sustainability Sells (Even Amid Costs)
Inflation hasn’t killed eco-conscious travel—far from it. A 2025 survey found 82% of American adults say sustainable travel is “very” or “somewhat” important to them, translating to 212 million people. What’s more, 71% are willing to pay extra to lower their carbon footprint, a stat that’s stunned industry insiders amid rising living costs.
The generational divide is stark. Only 13% of 18-29-year-olds refuse to prioritize sustainability, compared to 38% of those over 60. “Gen Z isn’t just traveling—they’re voting with their wallets,” says an MMGY Research analyst. “They want trips that align with their values, not just tick off landmarks.”
Benidorm’s Stunning Turnaround: From Party Spot to Eco-Pioneer
If you still think Benidorm is just beach bars and crowds, think again. The Spanish coastal city was named the EU’s 2025 “European Green Pioneer of Smart Tourism” for its transformative sustainability push—and it’s a masterclass for destinations everywhere.
Benidorm now boasts 95% water cycle efficiency thanks to greywater recycling, 130 km of cycling lanes, and protected areas covering 61% of its land. It’s even built sea walls to fight rising tides without ruining its beaches. “We’re proving you can have sun, fun, and a future,” a city official told reporters. Unsurprisingly, it’s become a hit with Gen Z travelers craving both vibe and purpose.
Gen Z’s Demand: Ditch the Sprint, Vibe with Locals
Gone are the days of 10-city “European sprints.” Gen Z, planning to spend $6,434 on average for 2025 trips, wants to live like locals, not just visit them. MMGY data shows 96% of young travelers prioritize buying from local shops, 95% dine at neighborhood spots, and 89% avoid single-use plastics.
Tuscany is capitalizing on this, promoting slow travel—renting a car to explore hilltop villages, joining truffle hunts, or learning to make pasta from nonnas. In Lisbon, travelers are skipping crowded trams for alpha district bakeries, where 70-year-old owners share family recipes over coffee. “It’s the ‘unplanned moments’ that go viral on TikTok,” says a travel influencer. “Not the Eiffel Tower selfies.”
Navigating 2025: Tips for the Conscious Traveler
Want to jump on the trend without stress? Start with eco-certified destinations—Benidorm, Tuscany, and Portugal’s Algarve top lists. Use AI tools (48% of travelers do now) to build itineraries that avoid overtourism. And embrace “wasteful” time: a afternoon at a Lyon food market or a Scottish Highlands hike beats rushing to the next landmark.
Europe’s tourism shift isn’t just good for the planet—it’s better for travelers. As one Gen Z traveler put it on Twitter: “I didn’t just see Italy—I tasted its olive oil, heard its stories, and left knowing I didn’t harm it.” That’s the future of European travel.