Europe holds ground as long-haul travel demand softens in 2026
International demand for long-haul travel is expected to remain subdued in 2026, according to the European Travel Commission’s (ETC) Long-Haul Travel Barometer 1/2026, with rising costs and limited holiday time weighing on travelers’ plans.
The report shows that 59% of travelers from key overseas markets intend to take at least one long-haul trip in 2026, down 5 percentage points from last year. Despite this slowdown, Europe continues to attract strong interest, supported by its image as a safe and stable destination.
Around 42% of respondents are considering a trip to Europe in 2026, a slight annual decline of 3%. Interest is strongest in China (59%) and Brazil (54%), while lower intentions are recorded in Japan (20%) and the United States (34), where economic uncertainty is affecting travel decisions.
Safety emerges as Europe’s key competitive advantage, cited by 51% of travelers as the main factor in destination choice. Europe ranks highest globally for political stability, personal safety and exposure to natural risks, particularly among Chinese travelers.
Cost remains the main barrier to long-haul travel. More than half of those not planning such trips point to high prices, while 43% say affordability is the biggest obstacle to visiting Europe, especially among younger travelers aged 18–34.
The ETC also notes a shift in traveler behavior, with growing interest in semi-organized trips and fewer bookings made well in advance. Leisure remains the dominant travel motive, though business travel is gaining ground. According to ETC President Miguel Sanz, these trends underline the need for Europe to focus on authentic, flexible and experience-driven tourism offerings.
