A recent report by the European Travel Commission sheds light on how long-haul travellers are changing their ways of exploring Europe. Conducted with Kairos Future, the study surveyed 3,000 travellers from major markets including the United States, Canada, Brazil, China, Japan, and Australia, and analysed online travel discussions and media trends. The results reveal a noticeable shift towards more responsible travel behaviours. The report examines four main areas: travelling green, visiting lesser-known destinations, engaging with local communities, and travelling off-season. All four areas have shown improvement since the 2024 baseline, with green travel experiencing the most significant growth.

Travellers are increasingly opting for lower-emission modes of transport, such as trains and public transport, when touring Europe. The use of human-powered or electric mobility has grown, while dependence on fossil fuels has decreased. This trend highlights a broader movement toward climate-conscious travel and the need for sustainable mobility infrastructure in European destinations.

Another notable trend is the growing desire for authentic, local experiences. Travellers are more often choosing locally owned accommodations, supporting regional businesses, and engaging with local culture, cuisine, and traditions. This approach helps promote community-based tourism and ensures economic benefits are shared more fairly among destinations. The report also points to an increasing willingness to explore destinations beyond the usual hotspots and to travel outside peak seasons. Although gradual, this shift offers Europe a valuable opportunity to tackle issues such as overtourism and seasonality. By encouraging visits to lesser-known regions and promoting year-round travel, destinations can ease the strain on popular sites and boost resilience in rural and peripheral areas.

However, the study also highlights existing barriers. Travellers often face practical challenges such as fragmented rail booking systems, uncertainty about off-season periods and limited infrastructure for electric mobility. These factors can prevent travellers from fully translating their intentions into action, underscoring the need for policy and infrastructure improvements. For European tourism, the report's implications are significant. The findings confirm that demand is moving towards more sustainable, experiential and locally embedded travel models. This aligns with key EU priorities such as the green transition, climate action and the development of resilient tourism ecosystems.

At the same time, the report demonstrates that small, practical changes can have a meaningful impact. Encouraging visitors to travel by train, stay longer, explore alternative destinations or engage with local communities can collectively reduce environmental pressure and improve the quality of tourism. As Europe continues to position itself as a leading sustainable destination, understanding and supporting these evolving travel behaviours will be crucial. The ETC report provides a clear message: travellers are ready to adopt more responsible practices — but destinations must make it easier for them to do so.

More information and full report:
https://etc-corporate.org/uploads/2026/03/Assessment-of-Responsible-Travel-Behaviours-of-Long-Haul-Travellers-to-Europe.pdf

Key words:
#SustainableTourism
#ResponsibleTravel
#ExperientialTourism
#Mobility
#SustainableDestinations

More information and full report:
https://etc-corporate.org/uploads/2026/03/Assessment-of-Responsible-Travel-Behaviours-of-Long-Haul-Travellers-to-Europe.pdf

#Report #Sustainable Tourism #Responsible Travel #Experiential Tourism #Mobility #Sustainable Destinations