Travel remains a priority but choices becoming more selective

Travellers are increasingly looking for destinations perceived to be safer, offer good value for money and are easy to reach, new research suggests.

 

Holidays are expected to remain a priority this summer despite continued economic uncertainty, according to the latest quarterly report from the European Travel Commission (ETC).

 

Leisure travel spending is forecast to remain steady at 13% of total consumer spending in key European source markets this year, well above the global average of 8.5%.

 

However, travellers are becoming more price-sensitive, with 48% of European respondents identifying affordability and value for money as a key opportunity for Europe, up from 32% in the first quarter of the year.

 

“This points to a more competitive summer season, with destinations that align closely with travellers’ budgets and preferences better placed to attract demand,” the ETC noted.

 

European travellers are also expected to favour nearby destinations that are easier to reach, more familiar and offer greater flexibility.

 

Southern and Mediterranean Europe is well-positioned to capture this demand, with interest in the region between June and November rising to 61%.

 

Shoulder months are also gaining importance, as travellers respond to concerns around extreme weather events and overcrowding, with September bookings rising strongly across Europe.

 

The largest increases in arrivals during the first months of 2026 were recorded by Greece (+38%), Italy (+21%) and Malta (+16%), supported by strong connectivity and efforts to spread demand beyond peak seasons and traditional hotspots.

 

Cyprus recorded a 17.9% decline in arrivals, partly due to Easter timing effects and weaker traveller sentiment linked to perceived proximity to the conflict in the Middle East.

 

Turkey also saw arrivals fall by 2.1%, reflecting softer demand from both European and long-haul visitors amid the regional conflict.

 

Sustainability is becoming a more visible part of travel planning. But awareness does not always translate into action, with only 41% of consumers intending to change their travel behaviour due to environmental concerns, according to the ETC.

 

ETC president Miguel Sanz said: “European tourism has continued to show resilience in Q2 2026, despite a more uncertain global environment.

 

“Travel remains a priority for consumers, but the way people travel is changing.

 

“Affordability, safety, proximity and value for money are becoming increasingly important in destination choice.

 

“For European destinations, the priority will be to remain competitive while supporting more balanced visitor flows across regions and seasons.”