The autumn findings indicate softer long-haul travel intentions, while Europe maintains its share of overall demand. Half of respondents plan an overseas trip between September and December, down from 55% in 2025. Intention to visit Europe fell from 38% to 34% over the same period.
Both measures declined at a similar rate, leaving Europe with approximately two-thirds of overall long-haul travel intention. This edition uses a new data collection panel, with long-term trends reviewed across all markets and found consistent with previous survey waves.
Travel intentions vary across overseas markets
China remains the leading market for intended autumn travel to Europe, with 54% of respondents considering a trip. This figure represents a 15% decline compared with the previous year, continuing a gradual easing over the past two years.
Brazil follows with 45%, broadly unchanged year on year. South Korea recorded the only increase, with travel intention rising from 33% to 36%. However, the change does not reach statistical significance.
In Canada, 30% of respondents are considering a European trip. Australia and the United States each recorded 27%, while Japan remains the least inclined market at 12%.
In Australia, part of the decline may reflect a change in sample composition. The latest sample distributes respondents more evenly across income groups.
Confirmed bookings remain stable despite softer demand
Across the seven surveyed markets, 17% of all respondents have already booked flights to Europe. This share remains unchanged from last year. However, confirmed bookings account for a larger proportion of those intending to visit Europe. Among prospective visitors, 52% have booked their flights, compared with 42% in autumn 2025.
China also recorded an increase in confirmed bookings. Some 37% of Chinese respondents have booked tickets to Europe, compared with 33% last year and 26% in autumn 2019.
Travel costs remain the leading barrier to long-haul trips, although their influence has eased. Among respondents not planning an overseas trip, 44% cite high travel costs, down five percentage points year on year. Among travellers planning long-haul trips outside Europe, 30% identify cost as a barrier to visiting the region. This represents a decline of 12 percentage points. A further 23% prefer another world region, while 16% cite limited holiday time.
Geopolitical concerns feature less prominently among reported barriers. Only 7% cite the war in Ukraine as a reason not to visit Europe, while 6% mention conflict in the Middle East.
First-time visitors and multi-country itineraries
First-time visitors account for 53% of prospective travellers to Europe this autumn. Their share reaches 61% among respondents from China and 57% among those from the United States. First-time visitors show a greater preference for full package trips, with 52% planning this type of arrangement. Repeat visitors more often organise their journeys independently.
Leisure accounts for 73% of intended trips. Most visitors plan to stay for one to two weeks, while the largest budget group expects to spend 100 to 200 euros per person daily. Only 34% of prospective visitors plan to visit one European country. The remaining 66% intend to combine at least two countries, with itineraries averaging 2.7 countries.
Australian travellers plan the widest trips, averaging 3.3 countries per itinerary. Southern and Mediterranean Europe remains the leading regional choice, attracting 67% of prospective visitors. France leads destination preferences within Southern and Mediterranean Europe, mentioned by 52% of respondents. Italy follows at 35%, while Spain records 25%.
Transport choices and Europe’s shared destination image
Air travel remains the most frequently cited transport option for journeys between European countries. Low-cost airlines feature in the plans of 45% of respondents, while 44% favour full-service airlines.
Rail also features prominently in intended travel arrangements. Rail passes are planned by 40% of respondents, while 39% expect to use point-to-point tickets.
Overall, 39% of travellers to Europe view the region as a single destination. This share rises to 43% among first-time visitors. The perception is strongest among Japanese travellers, at 68%, and South Korean travellers, at 51%.
Respondents associate this perception with strong connections between countries and shared arrangements, including a common currency and visa framework. The findings identify cross-border connectivity as a factor shaping how visitors perceive Europe as a collective destination.
Miguel Sanz, President of the European Travel Commission, said: “Though long-haul travel intention may be cooling, Europe’s appeal remains strong. Newcomers and repeat travellers plan to visit in almost equal measure, and most want to explore several countries in one trip. Europe draws people in and keeps them coming back, with good connectivity and common systems contributing most to an image of a single destination. Collaborative work between destinations therefore stands at the heart of Brand Destination Europe, as ease of travel allows visitors to appreciate the unified diversity of our continent.”
