ETOA’s Pulse Check asks one question each time. It’s a rapid and straightforward way to highlight our members’ voices to policymakers and the wider travel industry community.

March 2025
This time we asked our members

How do you feel about the operating environment for European tourism in 2025 compared with 2024?

There has been a marked shift in sentiment amongst ETOA members in the first quarter of 2025, compared with the end of 2024. Significantly more people feel that the environment is becoming moderately or much more difficult (57% now, compared with 39% in December 2024. Within this bracket, nearly three times the proportion feel things are becoming much more difficult, than did at the end 2024 (11% now compared with 4% then).

Roughly similar numbers say things are mostly unchanged as did in December (31% versus 30%), but in December far more people felt the environment was becoming moderately easier than are saying that now (30% in December versus only 12% now).

When asked what changes could improve business success in 2025, our members primarily cited more clarity over the wider roll out of the ETA requirements for the UK. Other areas mentioned that would improve business success are:

• Less onerous regulation compliance procedures
• Greater flexibility for group bookings
• More favourable exchange rates
• Less economic uncertainty globally, caused by conflicts and the volatile actions of the new US government