Main Sources of Travel Ideas for European Tourists 2025

European tourists diverge from the influencer-heavy global norm, placing the most trust in official channels, 26% cite travel company websites as their primary source, a figure that outpaces every other region. This preference likely stems from Europe’s mature travel infrastructure and the popularity of direct booking with airlines or national rail systems.Facebook (25%) remains surprisingly strong, especially among older travelers and in Eastern Europe where it continues to be a vital planning and inspiration tool. Unlike APAC or LATAM, TikTok and Instagram hold only marginal influence here, underscoring a more pragmatic, research-driven travel mindset across the continent.

Gain a broader perspective by reviewing Preferred travel styles in Europe, most visited air travel hotspots in Europe, preferred accommodations among European leisure travelers.