The findings indicate a more cautious outlook for
long-haul travel in 2026, driven by financial pressures, limited vacation time
and a growing preference for domestic and short-haul trips. Across the surveyed
markets, 59% of respondents plan to take a long-haul trip between January and
December 2026, representing a 5% decline compared to the previous year.
Despite the overall softening in demand, Europe continues to attract strong
interest. Some 42% of long-haul travellers are considering a trip to Europe in
2026, down slightly by three percentage points year-on-year. Interest remains
highest in China (59%) and Brazil (54%), although both markets show signs of
increased price sensitivity.
In China, demand for Europe remains robust, with travellers showing a growing preference for personalised and experience-led itineraries. In Brazil, higher travel costs are encouraging some travellers to favour domestic or short-haul options, even as Portugal continues to stand out as a preferred European destination.
Other markets show a clearer shift towards closer and
better-value travel. Australia recorded the steepest decline in European travel
interest, down seven percentage points to 47%, reflecting a broader move
towards Asian destinations. Canada has seen a slight decline to 45%, influenced
by strong domestic and warm-weather travel demand. In the United States,
interest has softened to 34% amid economic uncertainty, while South Korea shows
a modest rebound to 34%. Japan remains the least inclined market, with 20%
considering a European trip in 2026.
Cost remains the primary barrier to overseas travel.
Among respondents not planning international trips, 52% cited high costs as the
main deterrent, followed by a preference for domestic travel. Affordability is
also the leading obstacle to travelling to Europe, identified by 43% of
respondents, particularly among travellers aged 18–34. Limited vacation time
continues to weigh most heavily on travellers in South Korea and Japan, while
Chinese travellers demonstrate heightened sensitivity to geopolitical tensions.
Safety has emerged as a key competitive advantage for
Europe. More than half of respondents (51%) identified safety as the most
important factor when selecting a European destination, marking a significant
year-on-year increase. Europe ranked highest globally across all safety
dimensions, including political stability, personal safety and exposure to
natural hazards, with particularly strong perceptions among Chinese travellers.
Booking behaviour reflects growing uncertainty. Just
36% of respondents have already booked a European trip, a decline from the
previous year, with the sharpest drops recorded in China and South Korea.
Interest in fully packaged travel continues to decline, while demand for
semi-packaged trips is increasing, especially among Chinese travellers.
Separate bookings remain dominant among travellers from the United States,
Canada and Australia.
Leisure travel continues to be the primary motivation
for visiting Europe, cited by 75% of respondents. However, business travel
intentions have increased to 9%, up three percentage points year-on-year, with
Australia and South Korea recording the highest shares. Cultural and historical
experiences remain the most popular activities, followed by gastronomy, city
breaks and nature-based travel.
Slow travel is gaining momentum, with interest rising
from 22% in 2025 to 26% in 2026. Spending priorities are also shifting, with
food and beverages remaining the largest budget category, while interest in
shopping has declined, particularly among Chinese travellers. Wellness travel
remains a niche segment but shows gradual growth, increasing by three
percentage points, again led by China.
“As travellers plan
further ahead for 2026, we are seeing a more cautious approach to long-haul
travel. In this context, Europe’s strong safety perceptions, quality
infrastructure and wide range of cultural and nature-based experiences remain
clear strengths. Europe continues to stand out as a reliable destination,
well-positioned to respond to evolving demand for more flexible travel and
experience-led journeys.” said Miguel
Sanz, President of the European Travel Commission.
“As preferences evolve, it’s more important than ever that Europe strengthens
its branding and global positioning around distinctive, experience-led travel.
A clear narrative helps us attract the right travellers: those who travel
responsibly, stay longer, and spend locally.”
Tags: Miguel Sanz European Travel Commission Eurail
