According to Euronews, the main reasons for the drop in tourist traffic are concerns about the affordability of travel, the growing popularity of domestic vacations and the limited number of vacation days.
High prices discourage young travelers
A fresh Long-Haul Travel Barometer 1/2026 report by the European Travel Commission (ETC) suggests a more cautious mood among long-haul travelers to Europe from seven key overseas markets: Australia, Brazil, Canada, China, Japan, South Korea and the United States.
The survey found that 42% of respondents are considering a trip to Europe in 2026 – down 3 percentage points from a year earlier. Among respondents who are not planning foreign travel, high cost was named as the main deterrent (52%), followed by a growing desire for domestic vacations.
Affordability remains the main barrier to travel to Europe (43%), especially for young travelers aged 18 to 34.
At the same time, safety is Europe’s key competitive advantage. It has become the main criterion for choosing a European destination: it was cited by 51% of respondents, and this figure has increased significantly compared to last year.
“Don’t reduce cost, create value”
“The issue of affordability, especially for younger travelers, is a concern and it would be worrying if rising prices created structural barriers to travel,” said ETC CEO Eduardo Santander.
He emphasized that Europe’s strength lies in its diversity: there is a wide range of price levels, types of travel and accommodation options. Young people are flexible and focused on the value of experiences, and while they are more price sensitive, their desire to travel remains strong, he added. – The key is for Europe to continue to offer affordable pathways to meaningful, truly meaningful experiences. To do this, destinations need to emphasize adding value rather than lowering prices.”
This is about encouraging off-season travel, developing affordable rail connections, supporting youth-oriented accommodation and promoting experiences beyond the major tourist hotspots.
