Long-haul travel demand to remain resilient to Europe in 2026

Europe’s position across key overseas markets

Interest in visiting Europe remains solid, with 42% of long-haul travelers considering a trip to the region in 2026, down slightly (-3%) from last year.

Interest varies by market, led by China (59%) and Brazil (54%). In China, demand remains strong despite a small decline. Travelers increasingly favor personalized and experience-led itineraries. In Brazil, enthusiasm is holding steady, though higher costs are nudging some travelers toward domestic and short-haul options, even as Portugal continues to stand out as a preferred destination.

Several overseas markets are showing a clearer shift toward closer, better-value travel. Australia has seen the sharpest decline (47%, -7), reflecting a broader move away from long-haul travel toward nearby Asian destinations. Canada has edged down (45%) amid strong demand for domestic and warm-weather trips. In the US, intentions have softened to 34% as economic uncertainty and recession concerns influence destination choice, despite sustained overall travel appetite.

South Korea shows a modest rebound (34%), although opting out of long-haul travel has increased. Japan remains the least inclined market, with 20% considering a European trip in 2026.

Cost and time constraints shape travel decisions

Among respondents not planning overseas travel, high costs are the leading deterrent (52%), followed by a growing preference for domestic trips. Affordability remains the main barrier to traveling to Europe (43%), particularly among younger travelers aged 18–34. Limited vacation time continues to constrain travelers in South Korea and Japan the most, while Chinese respondents show heightened sensitivity to geopolitical tensions when planning long-haul trips compared to other source markets.

Safety emerges as a key competitive advantage

Safety has become the leading criterion when selecting a European destination, cited by 51% of respondents, rising significantly year-over-year. Europe ranks highest globally across all safety dimensions, including political stability, personal safety, and natural hazards. This perception is particularly strong among Chinese travelers, reinforcing Europe’s position as a reliable and secure destination in an uncertain global environment.

Changing travel behavior and emerging trends

Booking behavior suggests growing uncertainty. Just over one-third of travelers (36%) have already booked a European trip, down from last year, with particularly sharp declines in China and South Korea. Interest in fully packaged travel continues to ease, while demand for partial packages is rising. This shift is driven largely by Chinese travelers: preference for partial-package bookings has increased by 3% since 2025, signaling a move toward more independent travel planning. Separate bookings dominate among travelers from the US, Canada, and Australia.

Leisure remains the main motivation for travel to Europe (75%), but business travel has increased notably (9%, +3), with the highest shares coming from Australia and South Korea.

Culture and history top the list of planned activities, followed by gastronomy, city breaks, and nature. Slow travel is also gaining momentum, increasing from 22% in 2025 to 26% in 2026.

Spending priorities are shifting as well. Food and drinks remain the biggest budget item, while interest in shopping has declined. This is driven largely by China, where shopping intent dropped from 66% to 51%. Wellness remains niche, but interest is growing (+3%), again led by Chinese travelers (25%).

In response to the findings, Miguel Sanz, President of the European Travel Commission, noted: “As travelers 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.”