The latest Long-Haul Travel Barometer 2026, published by the European Travel Commission (ETC), reveals encouraging signs for Europe’s tourism sector. The barometer tracks travel intent and booking behaviour across major long-haul source markets — including North America and Asia — providing a snapshot of how global demand for European travel is shaping up in 2026.
Key findings show that, despite ongoing economic concerns and global geopolitical uncertainties, consumers in the United States, Canada, Japan, South Korea and Australia continue to express strong interest in visiting Europe. The report highlights that cultural attractions, food and wine experiences, natural landscapes and multi-country travel remain among the top motivations for long-haul visitors. This sustained interest is a positive signal for Europe’s tourism economy, particularly for destinations that rely on international arrivals and higher-value travel segments.
While economic conditions and exchange rate pressures can influence travel decisions, the ETC report notes resilience in travel intent, with many potential travellers already planning trips well into 2026 and beyond. Interest in sustainable travel options and experiential tourism also appears to be increasing, mirroring broader trends in which travellers seek meaningful, low-impact experiences that align with personal values and environmental awareness.
For the European tourism industry, long-haul demand is particularly important because these visitors typically spend more per trip than short-haul travellers, stay longer and explore multiple destinations. Strong demand from North American and Asian markets therefore supports job creation, investment in tourism infrastructure and regional economic development across the continent. Furthermore, long-haul arrivals help diversify tourism sources, reduce dependence on specific regional markets and create resilience against local economic downturns.
The barometer also underscores the value of integrated marketing and collaboration among European destinations to capture long-haul demand effectively. Coordinated promotion, clear travel information, simplified visa processes and bundled multi-destination products can improve Europe’s competitiveness vis-à-vis other global destinations. Additionally, highlighting seasonal travel opportunities and extending travel periods beyond peak months can bolster long-haul visitor dispersion throughout the year.
As the tourism sector looks toward future growth, the ETC Long-Haul Travel Barometer provides valuable data for policymakers, destination marketers and tourism businesses. By understanding evolving traveller behaviours and preferences, stakeholders can tailor offers that resonate with long-distance visitors, enhance Europe’s attractiveness and strengthen the continent’s position in the global travel market.

Full report here:
https://etc-corporate.org/uploads/2026/02/ETC_Press-release_Long-Haul-Travel-Barometer-1_2026.pdf

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