Long-Haul Travel Demand Softens as Europe Holds Appeal

Safety and Flexibility Shape Travel Intentions for 2026

Demand for long-haul travel is showing signs of moderation in 2026, according to the Long-Haul Travel Barometer 1/2026 published by the European Travel Commission and Eurail. The study examines travel intentions across seven major overseas markets, including the United States, Canada, China, Japan, South Korea, Brazil and Australia, and points to a more cautious approach driven by rising costs and changing travel behaviours.

The findings show that 59 percent of respondents plan to take a long-haul trip between January and December 2026, representing a five percentage point decline compared to the previous year. Financial pressure, limited vacation time and a growing preference for domestic and short-haul travel are the primary factors shaping this shift.

Europe Remains Competitive Despite Price Sensitivity

Despite the overall softening in long-haul demand, Europe continues to attract strong interest from overseas travelers. Around 42 percent of respondents are considering a trip to Europe in 2026, only slightly lower than last year. Interest remains particularly high in China and Brazil, although both markets are becoming more price-sensitive.

Chinese travelers continue to show robust demand for Europe, with a growing preference for personalised, experience-led itineraries. In Brazil, rising travel costs are prompting some travelers to favour domestic or regional trips, even as Portugal stands out as a preferred European destination.

Shift Toward Closer and Better-Value Destinations

Several markets show a clearer move away from long-haul travel. Australia recorded the sharpest decline in interest in Europe, reflecting a broader pivot toward Asian destinations. Canada has also seen a slight reduction in European travel interest, supported by strong domestic tourism demand. In the United States, interest in Europe has softened amid economic uncertainty, while South Korea shows a modest rebound. Japan remains the least inclined market, with only one in five respondents considering a European trip.

Cost Pressures and Europe’s Safety Advantage

Cost remains the most significant barrier to overseas travel. More than half of respondents not planning international trips cited high expenses as the main deterrent. Affordability is also the leading obstacle to visiting Europe, particularly among travelers aged 18 to 34. Limited vacation time weighs most heavily on travelers from Japan and South Korea, while geopolitical concerns are more pronounced among Chinese respondents.

At the same time, safety has emerged as a decisive competitive advantage for Europe. Over half of respondents identified safety as the most important factor when choosing a European destination. Europe ranked highest globally across political stability, personal safety and exposure to natural hazards, with especially strong perceptions among Chinese travelers.

Flexible Booking and Evolving Travel Patterns

Booking behaviour reflects growing uncertainty among travelers. Only 36 percent of respondents have already booked a European trip, marking a decline from the previous year. Fully packaged tours continue to lose popularity, while demand for semi-packaged trips is increasing, particularly in China. Separate bookings remain the dominant approach in the United States, Canada and Australia.

Leisure remains the primary motivation for travel to Europe, although business travel intentions have increased slightly. Cultural and historical experiences continue to dominate travel activities, followed by gastronomy, city breaks and nature-based tourism. Interest in slow travel is rising steadily, while spending priorities are shifting toward food and local experiences, with shopping becoming less central.

As reported by experts at International Investment, the easing of long-haul travel demand in 2026 reflects a structural adjustment rather than a temporary slowdown. Europe’s strong safety profile, reliable infrastructure and focus on experience-led tourism position the region to capture resilient demand and attract long-term investment in sustainable travel.