长途旅行晴雨表1/2026

Contents Methodology Analysed samples Target January-December 2026 (12 months horizon): Potential travellers from Australia,Brazil, Canada, China, Japan, South •Total respondents:7,131•Respondents likely to travel to Europe:3,043Australia (451), Brazil (567), Canada (459), China (667), Japan(208), St. Korea (350), US (341)•Respondents likely to travel long-haul but not to Europe:1,196•Respondents not planning to travel long-haul:2,892 Method •1,000 online interviews with nationalrepresentatives (18-70 years old), permarket, per wave. Significantchanges January-April 2026 (4 months horizon): •Total respondents:7,131•Respondents likely to travel to Europe:2,013Australia (249), Brazil (384), Canada (235), China (626), Japan(106), St. Korea (238), US (175) Thesignificant year-on-year changesare presented inpercentage points, marked with the following symbolsIncreaseDecrease The survey is meant to gauge travellers’ attitudes and intentions andnot to quantify demand levels. Outlook for2026 Travel horizon:January-December 2026 Value and proximity reshape travel choices in 2026 •Acrosskeyoverseasmarkets,theoveralldesiretotakealong-haultripin2026hasnotablysoftened(-5%).Australians,Canadians,Brazilians,andSouthKoreansarenoticeablylessinclinedtoembarkonlong-hauljourneysin2026comparedwith2025,reflectingbroadereconomicandbehaviouralshifts.InterestinvisitingEuropespecificallyhasalsodeclined,with42%ofrespondentsindicatingplansforaEuropeantripthisyear—downfrom44%in2025,suggestingmorecautioustravelsentiment •ChinareportsthestrongestintentiontovisitEurope(59%),althoughwithasmalldecline(-2%)fromlastyear’soutlook.Themarketismaturingwithtravellersincreasinglyfavouringpersonalised,experience-driventripsandregionaloptions,buteconomiccautionmaybecontributingtothemodestdipinintenttovisitEurope. •BrazilmaintainsstronginterestinEurope(54%)despiteamodestthree-pointdeclinefromlastyear.Hightravelcostsremainamajorbarriertolong-haultravelin2026(68%)forthismarket,likelycontributingtoasignificantshifttowardshort-haulanddomestictrips(+5%).PortugalcontinuestostandoutastheleadingEuropean Intentions for long-haul travel Annual evolution(arrows indicate the significant YoY percentage point changes)* Value and proximity reshape travel choices in 2026 •For2026,EuropeattractsnotablylessinterestfromAustralians(47%,-7%)comparedtolastyear,asmoretravellersoptoutoflong-haultrips(+6%).Thisshiftmirrors2025trendsshowingastrongerfocusonvalue,culturalexperiences,affordabilityandnearerAsianmarkets.Similarly,CanadiansentimenttowardEuropehasedgeddownto45%,whileoptingoutoflong-haultravelhasrisensharply(+7%)fromlastyear.Growingdemandforwarm-weather(Mexico,theCaribbean)anddomestictrips,especiallyduringthe •U.S.travelsentimenttowardEuropehassoftenedslightlyfor2026comparedto2025,fallingto34%.Accordingtoseveralsurveys,Americanscontinuetoprioritisetravel,althougheconomicpressuresandrecessionconcernsareshiftingdemandtowardcloser-to-homedestinationsastheyplanahead.SimilartotheUSmarket,SouthKorea recordsrelativelymodestintentionstovisitEuropein2026(34%),showingaslightrebound(+2%)andoptingoutoflong-haultravel(+8%)thisyear.Thisshiftmightbedueto •Japanremainstheleastinclinedmarket,withonly20%planningaEuropeantripin2026,asmalldipfrom21%lastyear,underscoringpersistentlycautiousoutboundtravel Annual evolution(arrows indicate the significant YoY percentage point changes)* What’s holding travellers back? •Amongrespondentsnotplanningoverseastravelin2026,highcostsarethedominantdeterrent(52%),followedbyagrowingpreferencefordomestictrips(17%,+2%),suggestingheightenedvaluesensitivity.Inamarket-to-marketcomparison,Braziliansemergeasthemostcost-consciousmarket(68%),whileAustraliansshowthestrongestdesirefordomestictravel(27%),likelyreflectingmoresuitablelocalandregionaloptions.LimitedvacationtimecontinuestoconstrainSouthKorean(21%)andJapanese •AffordabilityremainsthemainbarriertotraveltoEurope(43%),weighingmostheavilyonyoungertravellersaged18–34(48%).Interestinexploringotherregionsrankssecond(18%),particularlyamongolderrespondents(21%),hintingatshiftingtravelprioritieslaterinlife.Limitedvacationtimeiscitedby12%ofrespondentsandhasdeclinedby3%-pointscomparedtolastyear,indicatingthattimeconstraintsmaybeeasing.ThisshiftpresentsanopportunityforEuropeandestinationstoencouragelongerstays,particularlybypromotingflexibleitineraries,slower-pacedtravel,andmulti-stopexperiences.WhileconcernsaboutgeopoliticaltensionslinkedtoUkraine(5%)remainlimited,arecentriseinconcernsaboutastrongeuro(6%,+3%)—alongsideenvironmentalconsiderations(3%,+2%)—maysignalgrowingcostsensitivityandrisk Who travels together:Partners lead, group Work trips increase thisyear as leisure holds steady LeisureremainsthemainreasonfortravellingtoEuropein2026,citedby75%ofrespondentsacrosskeymarkets,whilebusinesstravelandvisitstofriendsandfamilyeachaccountfor9%.Businesstravelhasincreasedsignificantly(+3%),withthehighestsharescomingfromAustraliaandSouthKorea(bothat12%),whileleisureandVFRtravellevelsremain