Summary: A new Long-Haul Travel Barometer from the European Travel Commission and Eurail finds weaker long-haul intentions for 2026 (59% plan a long-haul trip), while 42% are considering Europe. Cost, limited vacation time and preference for closer trips are dampening demand; safety and flexibility make Europe attractive.

A new Long-Haul Travel Barometer published by the European Travel Commission (ETC) and Eurail shows long-haul travel demand softening in 2026, with safety perceptions and the desire for flexible, experience-led trips shaping interest in Europe.

Overall picture: a more cautious outlook for long-haul travel

The study surveyed travellers from seven overseas markets — Australia, Brazil, Canada, China, Japan, South Korea and the United States — and finds a softer appetite for long-haul trips in 2026. Across these markets, 59% of respondents say they plan to take a long‑haul trip between January and December 2026, a decline of 5 percentage points from the prior year.

  • Share planning long‑haul trips in 2026: 59% (down 5 percentage points year-on-year)
  • Planning to travel to Europe in 2026: 42% (down 3 percentage points year-on-year)
  • Markets with highest Europe interest: China 59%, Brazil 54%

Other markets show varying degrees of pullback toward nearer or domestic options. Australia recorded the largest fall in interest for Europe, down seven percentage points to 47%, while Canada eased to 45%. Interest in Europe among US travellers fell to 34% amid economic uncertainty; South Korea rose modestly to 34%, and Japan remained the least likely market with 20% considering a European trip in 2026.

Affordability, time and safety shape decisions

Cost pressures and limited leave are the main obstacles deterring overseas trips. Among respondents who do not plan international travel, 52% pointed to high costs as the primary reason. Affordability is the top barrier to visiting Europe (43%), with younger travellers aged 18–34 especially price sensitive.

  • Primary barrier to overseas travel: high costs (52%)
  • Top obstacle to visiting Europe: affordability (43%), especially among 18–34s
  • Limited vacation time particularly affects travellers from South Korea and Japan
  • Chinese travellers show increased sensitivity to geopolitical tensions
Passengers preparing for long-haul flights to Europe amid travel demand shifts, highlighting safety and flexibility considerations
Travellers are re-evaluating long‑haul plans for 2026; safety and flexible options are influencing destination choice

Safety becomes a competitive advantage for Europe

Safety rose in importance across markets. More than half of respondents (51%) said safety was the most important factor when choosing a European destination — an increase from the previous year. Europe ranked highest globally on political stability, personal safety and exposure to natural hazards, a perception especially strong among Chinese travellers.

Miguel Sanz, President of the European Travel Commission, commented on the findings:

“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.”

Shifts in booking and trip formats

Booking behaviour is also changing: just 36% of respondents had already booked a trip to Europe, down from last year. The appetite for fully packaged holidays is falling while semi-packaged options are gaining ground — particularly among Chinese travellers. Independent bookings remain most common for travellers from the US, Canada and Australia.

  • Already booked a European trip: 36% (decline year-on-year)
  • Leisure motivations: 75% of planned trips are for leisure
  • Business travel: 9% (up three percentage points)
  • Rising interest in slow travel: 26% in 2026 (up from 22% in 2025)
  • Spending priorities: food & beverage highest; shopping interest falling, wellness growing modestly

Cultural and historical experiences remain the most in-demand activities, followed by gastronomy, city breaks and nature-based travel. Wellness travel is a small but growing niche, led by Chinese demand.

Why this matters: For destinations and providers, the barometer highlights the need to emphasise safety credentials, flexible booking options and distinctive, experience-led products to attract travellers who are planning further ahead and prioritising value.

So what? For travellers and industry stakeholders, the findings mean travellers should expect more emphasis on flexible, safety‑focused offerings and experience-driven itineraries from European destinations in 2026. Travel planners should compare flexible booking terms and factor in higher costs and limited leave when scheduling long‑haul trips.