Travelers Rethink Long-Haul Plans
The survey shows that only 59% of respondents plan to take a long-haul trip this year, a 5-point drop from 2025. Interest in Europe specifically has slipped to 42%, reflecting the steepest declines among travelers from Australia, Canada, and the U.S. In contrast, China remains the most Europe-leaning market at 59%, though even that figure shows a slight decrease from last year. Brazil follows at 54%, while Japan trails at 20%.
Industry analysts note that several factors are driving this trend: rising travel costs, shorter vacation windows, and the growing appeal of regional alternatives are reshaping the traditional long-haul mindset.
High Costs Hit Hard
Affordability is the most significant barrier to overseas travel. Over half of those skipping long-haul trips cited high costs as the primary reason, with young travelers (ages 18–34) being particularly sensitive—48% said Europe is simply out of their budget.
Price-consciousness varies by country. Brazilians are the most affected, with 68% citing expenses as a deterrent. Australians are increasingly opting for domestic trips, while South Koreans and Japanese travelers more often point to limited vacation time as the main constraint. In China, geopolitical concerns add another layer of caution, influencing travel decisions more than in other markets.
Safety Becomes a Priority
Safety now ranks as the top factor in selecting a European destination, cited by 51% of respondents. Europe’s perception as politically stable, personally safe, and relatively free from natural hazards remains a strong selling point.
Confidence varies by market: Chinese travelers express the highest trust in Europe’s safety, whereas South Koreans and Japanese are more cautious. Even within countries, perceptions differ—personal safety scores highly across most markets, but public security, infrastructure, and the friendliness of locals evoke mixed responses. Some Americans also express concerns about feeling unwelcome, ranking this fourth among U.S. travelers.
Evolving Booking Habits
Long-haul travelers are also shifting the way they plan trips. Only 36% of respondents have booked Europe travel for 2026, down from 39% in 2025. Full-package tours are declining in popularity, particularly in China, where bookings for complete bundles dropped from 74% to 46%.
Partial packages or flexible flight-and-hotel combinations are on the rise, especially among younger travelers who value spontaneity. Meanwhile, U.S., Canadian, and Australian tourists continue to favor independent planning—nearly half of Americans report organizing flights, accommodation, and excursions themselves.
Slow Travel and Local Experiences
Leisure travel still dominates, accounting for 75% of planned trips, but patterns are shifting. Business travel has risen slightly to 9%, led by Australians and South Koreans. There is also growing interest in “slow travel,” where longer stays focus on local experiences and relaxation; this segment rose to 26% from 22% in 2025.
Spending habits reflect these priorities. Dining remains the top expense for 70% of travelers, followed by tourist activities and shopping. Chinese and Japanese visitors maintain a strong interest in shopping, although overall engagement has dipped. Americans prioritize accommodation, while Brazilians report the highest daily budgets.
Crowds and Timing
Overcrowding concerns are present but not prohibitive. Only 5% of respondents said they would change destinations due to crowded sites. Many prefer traveling in off-peak months or exploring quieter neighborhoods.
Tolerance for crowds is falling among Chinese travelers, from 48% willing to visit busy sites to 33%. Canadians and Brazilians show a preference for shoulder-season travel to avoid congestion and access better deals.
Transportation Preferences
Rail travel continues to be a favored mode of moving across Europe, valued for comfort, safety, and affordability. Train passes are particularly popular among Japanese and Brazilian travelers, while U.S. and Australian tourists still gravitate toward full-service flights. Chinese visitors show the highest interest in low-cost airlines for intra-European travel, while Canadians increasingly value the reliability of trains.
Values Influence Destinations
Travelers’ personal values are becoming as important as traditional attractions. Among Chinese respondents, 70% prefer destinations that align with their values—such as sustainability or inclusivity—over famous landmarks. Younger travelers across markets share this perspective, with 63% prioritizing value alignment. Americans, however, place greater emphasis on experiences and activities, with 53% favoring these over value considerations.
New Border Systems May Affect Plans
Technological and regulatory changes are also shaping long-haul travel. The European Union’s Entry/Exit System (EES), set for full rollout by April 2026, will track non-EU travelers digitally, replacing manual passport stamps with biometric data. While intended to streamline border checks, initial delays are possible.
The European Travel Information and Authorization System (ETIAS), launching later in 2026, will require pre-travel online approval for visitors from visa-exempt countries—including the U.S., Canada, and Australia. Although low-cost and efficient, this extra step may deter spontaneous travel or pose challenges for less tech-savvy tourists.
Policies Shape Perceptions
EU immigration and public policy also influence how Europe is perceived abroad. While migration regulations primarily target non-tourist flows, media coverage and public discourse can affect travelers’ sense of how welcoming Europe is, particularly for those from Asia and the Americas. Clearer procedures and transparent rules could counteract some of these concerns.
Travel Trends Remain Resilient
Despite evolving priorities, long-haul travel is far from stagnant. Travelers are simply more discerning, weighing safety, affordability, and flexibility more heavily than in previous years. Europe remains a strong contender, but it now faces stiffer competition from closer, cheaper, and more personalized alternatives. The key challenge for the industry will be adapting to these shifting preferences while maintaining the continent’s enduring appeal.