Flying in the skies of Europe Photo: SHUTTERSTOCK Demand for long-haul travel to Europe has weakened towards the fall, but the continent continues to maintain its share of all such travel plans.
This is according to the third edition of the 2026 Long-Haul Travel Barometer, a report by the European Travel Commission (ETC), which examines travel intentions, tourism barriers and the image of Europe in seven key markets outside the continent: the US, Canada, Brazil, China, Japan, South Korea and Australia.
The Barometer surveys attitudes and intentions, not actual tourist numbers. The data was collected between August 7 and 19, 2026, among 5,799 respondents aged 18-70, and is published three times a year to track changes in travel plans.
According to the report, 50% of respondents plan some kind of long-term trip this fall, compared with 55% during the same period last year. The share planning to visit Europe fell from 38% to 34%.
China remains the market with the highest intentions to visit the continent, at 54%, despite a sharp drop of 15 percentage points. Japan, by contrast, ranks lowest, at just 12%.
Southern Europe attracts the most interest. 67% of respondents planning a trip to Europe mentioned a destination in the south of the continent or the Mediterranean region. France leads with 52%, and Italy is in second place with 35%. Spain ranks with 25%, Portugal with 19% and Greece with 15%.
The nature of the vacation also indicates a preference for extended trips: 66% plan to visit more than one country, and the average itinerary includes 2.7 countries. The common length of stay is 7-14 nights, and 37% plan a daily budget of 100-200 euros per person.
Travel cost remains the main barrier: 44% of respondents not planning a long-term trip cited high prices as a reason. However, the proportion of those with travel plans who have already booked a flight to Europe remains stable, at 17% of the total sample.