Azerbaijan leads rise in European travel bookings amid new trends

New data shows that destinations in Western and Central Asia are seeing increased interest among international travellers, as revealed in a joint report by Amadeus and UN Tourism.

The report, titled "Travel Insights 2025: Focus on Europe," uses data from Amadeus Navigator360TM to examine travel trends over the period from May 2023 to April 2025. Among the top 30 largest tourism destinations, Azerbaijan stands out as the fastest growing, recording a 26% rise in air bookings when comparing figures between May 2023 and April 2024 and May 2024 and April 2025. Kazakhstan saw a 7% increase, while the Czech Republic experienced a 6% rise over the same period.

Javier Campo, Vice President of Commercial, Europe, Hospitality at Amadeus, commented on the trends highlighted by the research.

Our research alongside UN Tourism has unearthed some fascinating results, with growth in air bookings particularly notable in destinations including Azerbaijan, Kazakhstan, and the Czech Republic. Destinations outside the usual core of Western Europe are becoming more attractive, and this could reflect a diversification in traveller preferences or targeted regional marketing.

Campo added:

For Destination Marketing Companies (DMOs) there may now be increased value in exploring how rising interest in lesser-known or emerging destinations can be supported through accessibility, storytelling, or regional collaboration, helping turn growing curiosity into confirmed visits.

The study notes that despite the growing popularity of emerging locations, classic European destinations continue to dominate the overall landscape. The top ten booked destinations in Europe for air travel—led by Spain, the United Kingdom, Italy, France, and Germany—account for 70.9% of all trips from May 2024 to April 2025.

In terms of scheduled air capacity, Spain and the United Kingdom each make up 12% of available seats to Europe for the May 2024–April 2025 period, indicating their ongoing role as main gateways to the region.

Zurab Pololikashvili, Secretary-General of UN Tourism, said:

We are pleased to collaborate once again with Amadeus, one of our valuable Affiliate Members, to publish the first Travel Trends 2025 – Focus on Europe. At UN Tourism, we are committed to strengthening the capacity of our Members to access strategic data and enhance market intelligence. Reliable and up-to-date data is more critical than ever for the effective management of tourism and to be better prepared in an ever-evolving tourism landscape.

Amadeus Navigator360TM data also points to a generally optimistic picture for the European hospitality sector. Western Europe, which comprises Austria, Belgium, France, Germany, Liechtenstein, Luxembourg, Monaco, the Netherlands, and Switzerland, saw occupancy rates rise from an average of 67% between May 2023 and April 2024 to 68% for the following year. Over the same period, the Average Daily Rate (ADR) climbed from USD $198.32 to USD $204.24.

Northern Europe—including Denmark, Finland, Iceland, Ireland, Norway, Sweden, and the United Kingdom—exhibited a similar trend. Occupancy rates rose from 73% in the earlier period to 75% in the subsequent year, while ADR increased from USD $197.77 to USD $200.74.

Airline sector data supports this positive trajectory, with worldwide passenger traffic to Europe projected to grow by 6.7% year-on-year for April–October 2025, indicating sustained global interest in European destinations.

Javier Campo said:

Amadeus Navigator360TM data shows both traffic and capacity follow a familiar seasonal pattern, peaking in July and August, reflecting strong summer travel demand. Interestingly, for most of the timeline, capacity is consistently higher than actual passenger traffic, especially for the April–September 2025 period. This indicates that airlines are planning ahead of demand, perhaps anticipating continued growth or attempting to stimulate it.

He continued:

For DMOs, it may be worth considering initiatives that support year-round tourism development, particularly in the shoulder and off-peak seasons, to help better align with available airline capacity and smooth demand throughout the year.