Summer 2026 is opening under the sign of caution for international tourism. The current situation is captured by the Long-Haul Travel Barometer 2/2026, the study carried out by the European Travel Commission and Eurail analysing the travel intentions of tourists from seven of the main non-European markets: Australia, Brazil, Canada, China, Japan, South Korea and the United States.
The picture that emerges is one of travellers who are increasingly attentive to costs and value for money: compared with last year, the overall propensity for long-haul travel has fallen by five percentage points, settling at 52%. Europe is also affected by this trend, but to a more limited extent, as the decline amounts to only three percentage points, with 36% of respondents stating that they intend to visit the European continent during summer 2026.
China the most dynamic market, while the United States and South Korea continue to slow down
Europe is therefore holding up better than the overall trend, although there are significant differences between markets. According to the Long-Haul Travel Barometer 2/2026, the visitors most likely to travel to Europe in the coming months are those from China (63% of respondents), Brazil (47%) and Canada (40%). Signs of a slight recovery are also emerging from Japan, which, despite starting from relatively low levels, reaches 14%.
The slowdown continues, however, in the United States and South Korea, where only 28% of respondents are planning a holiday in Europe, marking the third consecutive summer decline in both markets. Australia is also experiencing a significant contraction, with a decrease of seven percentage points bringing intentions to travel to Europe down to 33%.
Cost remains the main obstacle, while safety is a competitive advantage
The cost of travel continues to represent the main obstacle to choosing Europe: almost 40% of travellers planning a long-haul holiday but excluding Europe cite excessively high prices as the main reason, although this figure is down by nine percentage points compared with 2025. Other reasons are much less significant, such as a preference for other destinations (16%) or limited holiday time (11%). Geopolitical concerns also remain a secondary factor: 15% of those ruling out Europe cite international tensions such as the war in Ukraine or the situation in the Middle East.
While costs may dampen demand, safety continues to represent one of Europe’s main strengths, with travellers perceiving it as the safest region in the world. It is therefore no surprise that 44% of respondents identify safety as the most important criterion when choosing a European destination, ahead even of the reputation of tourist attractions and the quality of infrastructure. Political stability, personal safety, positive relations between residents and tourists and natural risks all contribute to Europe’s reputation as a safe holiday destination.
Greater attention to budgets and growing interest in rail travel
The Long-Haul Travel Barometer 2/2026 highlights several other trends in traveller behaviour. First of all, tourism to Europe remains primarily leisure-driven (71% of trips), with stays generally lasting one or two weeks (60%) and daily spending mostly ranging between €100 and €200 (36%). However, budget sensitivity is increasing, with the proportion of travellers expecting to spend between €50 and €100 per day rising to 23%, while shorter stays are also becoming more common.
From a trip-planning perspective, 75% of tourists from long-haul markets visit more than one country during the same holiday, with an average of almost four destinations per trip. The role of rail is also growing: for 23% of travellers, rail connections influence destination choice, while interest in rail passes (42%) and point-to-point train tickets (40%) continues to rise.
Among destinations, traditional favourites – France, Italy, Germany, the United Kingdom and Spain – remain dominant, but interest in Central and Eastern Europe is growing, particularly in Poland, Slovakia, Croatia and Bulgaria, driven in part by the search for better value for money. Travellers’ preferences continue to be led by culture and history, followed by urban experiences, gastronomy and nature, while in terms of spending, food and beverages remain the top priority (67%). By contrast, expenditure on shopping (40%) and accommodation (27%) is declining, while interest in wellness experiences is increasing (20%).
Barbecue areas and perceived value: how the camping experience takes shape