In Brief: Europe remains the leading global destination for safety among long-haul travelers, with cost pressures and evolving travel preferences shaping international tourism to the region, according to the latest Long-Haul Travel Barometer from the European Travel Commission and Eurail.
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Rail Travel and Multi-Country Trips Rise Amid Changing European Tourism Trends – Image Credit European Travel Commission
The European Travel Commission (ETC) and Eurail released the Long-Haul Travel Barometer 2/2026, analyzing travel intentions, preferences, and barriers among travelers from Australia, Brazil, Canada, China, Japan, South Korea, and the United States. The report shows a continued decline in global long-haul travel intent for summer, down 5 points to 52%. Intent to visit Europe also decreased, but less sharply, down three points to 36%. The data indicates a more cautious approach to travel, primarily due to affordability and value considerations.
Regional Variations in Travel Intent
Intentions to visit Europe differ across source markets. China remains the strongest with 63% of respondents intending to visit Europe this summer, followed by Brazil at 47%. Canada holds steady at 40%, while Japan shows a slight improvement to 14%. Interest from the United States and South Korea continues to decline, with 28% of respondents in both countries planning European trips, marking the third consecutive summer of decline. Australia also saw a notable decrease, with intent falling by seven points to 33%.
Affordability as the Primary Barrier
Affordability remains the main reason travellers opt against visiting Europe. Among those planning long-haul trips but not considering Europe, nearly 40% cite travel costs as unaffordable, down 9 percentage points from last year. Other barriers include plans to visit other destinations (16%) and limited vacation time (11%). Geopolitical concerns, including tensions in the Middle East and the war in Ukraine, are cited by 15% of those ruling out Europe. Concerns about higher airfares or longer journey times due to airspace disruptions are present in Australia (12%), Japan (14%), and South Korea (7%), but remain limited compared to cost concerns.
Europe’s Safety Perception
Europe is perceived as the safest region globally, ranking highest in all five measured safety dimensions, including political stability, personal safety, tourist-local relations, and natural hazards. Safety is the leading criterion for choosing a European destination, cited by 44% of travellers. Renowned attractions and strong tourism infrastructure follow as key factors. Europe’s safety reputation remains a significant advantage as travellers prioritize reliability and confidence.
Trends in Travel Preferences
Leisure remains the primary purpose for travel to Europe, accounting for 71% of journeys. Most travellers plan stays of one to two weeks (60%) and expect to spend €100–200 per person per day (36%). There is a shift toward greater budget awareness, with 23% expecting to spend €50–100 per day, a five-point increase from last year. Shorter stays are also becoming more common.
Rail connectivity is increasingly influencing destination choices, with 23% of travellers considering good train connections, up three points from last summer. Three in four long-haul visitors plan to visit more than one country, averaging close to four countries per trip. While low-cost air remains the most common cross-border option (47%), interest in rail passes (42%) and point-to-point train tickets (40%) has increased by four points each from the previous year.
Destination and Activity Preferences
France (39%), Italy (29%), Germany (25%), the United Kingdom (22%), and Spain (21%) remain the top European destinations. However, there is growing interest in Central and Eastern Europe, including Poland, Slovakia, Croatia, and Bulgaria, as travellers seek destinations offering value and different experiences.
Cultural and historical activities are the leading interests for long-haul travellers, followed by city life, gastronomy, and nature. Spending priorities are shifting, with food and drink remaining the top category (67%), while spending on shopping (40%) and accommodation (27%) has declined. Interest in wellness activities has increased to 20%, up two points from last year.
Conclusion
The report indicates that Europe’s safety reputation continues to attract long-haul travelers, even as affordability and changing travel preferences influence destination choices and travel patterns. Interest in rail travel, multi-country itineraries, and alternative destinations is rising, reflecting evolving priorities among international visitors to Europe.
The full report can be downloaded here.
