Long-haul travel barometer 1/2026 published

The European Travel Commission (ETC) and Eurail have published the new Long-haul travel barometer 1/2026, providing insights into traveler attitudes from seven key overseas markets to Europe: Australia, Brazil, Canada, China, Japan, South Korea, and the United States.

Research results indicate a more cautious outlook for long-haul travel during 2026, as financial and time constraints encourage travelers toward domestic and short-haul trips closer to home.

Across all long-haul markets surveyed, 59% of respondents plan a long-haul trip between January and December 2026, representing a significant decrease of 5% compared to 2025. Interest in visiting Europe remains solid, with 42% of long-haul travelers considering a trip to Europe in 2026, a slight decline (-3%) from last year.

Interest varies by market, led by China (59%) and Brazil (54%). Demand in China remains strong despite a minor decrease. Travelers increasingly prefer personalized and experience-driven itineraries. In Brazil, enthusiasm persists, although higher costs are pushing some travelers toward domestic and short-term options, even as Portugal remains the preferred destination.

Several overseas markets show a stronger inclination toward closer, more affordable trips. Australia recorded the sharpest decline (47%, -7%), reflecting a broader shift from long-haul travel toward nearby Asian destinations.

Canada saw a slight drop (45%) amid strong demand for domestic and sun-destination travel. In the US, intentions decreased to 34% as economic uncertainty and recession concerns shape destination choices, despite a sustained overall appetite for travel.

South Korea shows a modest recovery (34%), although the rate of long-haul travel abandonment has increased. Japan remains the least inclined market, with 20% considering a trip to Europe in 2026.

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

Safety has become the leading criterion when choosing a European destination (51% of respondents), a significant year-on-year increase. Europe is ranked 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 safe destination in an uncertain global environment.

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

Vacation remains the primary motivation for traveling to Europe (75%). Business travel has significantly increased (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 also shifting. Food and beverages remain the largest budget item, while interest in shopping has declined. This primarily applies to China, where shopping intent dropped from 66% to 51%. Wellness remains a niche, but interest is growing (+3%), again led by Chinese travelers (25%).

“As travelers plan ahead for 2026, we see a more cautious approach to long-haul travel. In this context, Europe’s strong perception of safety, quality infrastructure, and wide range of cultural and natural experiences remain clear advantages. Europe continues to stand out as a reliable destination, well-positioned to meet the growing demand for more flexible and experience-driven travel. As preferences shift, it is more important than ever for Europe to strengthen its branding and global positioning around distinctive experience-driven journeys. A clear narrative helps us attract the right travelers: those who travel responsibly, stay longer, and spend locally,” said Miguel Sanz, President of the European Travel Commission.

Source and photo: European Travel Commission