For the seven leading European cities culture remains the top draw for urban visitors
As summer 2025 approaches, Europe’s iconic cities are poised for another dynamic travel season, shaped by evolving traveller motivations, robust transatlantic demand and shifting price trends, according to a report by Data Appeal Company, a global data solutions firm.
According to a press statement, for the seven leading European cities, namely Barcelona, Berlin, Copenhagen, Helsinki, London, Paris and Rome, culture remains the top draw for urban visitors.
The report adds that in Rome, 51 pc of travellers cite culture as their main reason for visiting, a figure that has grown since 2019. Paris and Berlin follow closely, with nearly half of all visitors motivated by cultural experiences.
Data Appeal says that there is a noticeable rise in interest for active and outdoor pursuits. London, for example, has seen a 5.5 percentage point increase in visitors seeking nature and outdoor activities since 2019, while Paris and Barcelona report growing demand for cycling and movement-based experiences.
The report adds that flight search data shows a steady increase in the United States. There is demand for Paris, Rome and Barcelona, with air capacity from the US up 14.4 pc for Barcelona, 4.3 pc for Rome and 1.9 pc for Paris compared to last year.
Data Appeal says that London leads in hotel pricing, with average rates up 10.6 pc year-on-year, reflecting its enduring appeal and packed summer events calendar. Rome sees the highest rate increase of 13.2 pc, especially in mid-summer, while Berlin and Helsinki offer more affordable stays.
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