2026年春夏季欧洲境内旅游舆情监测报告

Contents TRAVEL INTENTIONS Research •Europeans’ travel sentiment for spring & summer 2026climbs by 10% up to82%, the highest level since 2020,with May, June and July as the peak travel months. •As summer draws near,leisure consolidates as theprimary travel motivation, cited by 77% of respondents(+10%), while the share of those intending to travel for WAVE 24 This report monitors intentions andshort-term plans for domestic and •Intra-European travel prevails at 65%, but this time withgrowing interest(+4%)in visiting non-neighbouring It is the 24thupdate since the seriesbegan in September 2020. •Sun & Beach holidays(28%) continue to maintain theirpositionas Europeans’leading travel choice(+5%),followed by City Breaks and Culture & Heritage trips (bothat 16%).The growing interest in Sun & Beach holidays is The findings are based on datacollected in March 2026 fromrespondents in 10 key European •Interest in destinations Europeans perceive as lesspopular rises to 41%(+6%), while intent to visitoff-the- •Over half of Europeans (53%) plan to stay in a singledestination,while interest in visiting multipledestinations within the same country rises to 42% TRIP PLANNING Research •More Europeans plan to take a single tripin the comingspring and summer (39%, +7%), while demand for two or •Shorter trips gain traction, with 38% planning stays of 4–6nights (+3%), while trips of 7–12 nights decline to 37% (–5%).As trip length shortens,budgets shift towards moremoderate levels,with those up to €1,000 increasing •Despite expectations of rising oil prices,car travelincreasesto 28%(+4%),while reliance on air travel TRAVEL CONCERNS AND CONSIDERATIONS •Geopolitical turbulence drives a 4%increase in theimportance of safetyas the leading destination choicefactor (22%),followed by pleasant and stable weather(15%), while cost-related factors also remain among the key •Rising trip costs are the top concern for 20%ofrespondents(+3%), followed by thepotential impact of •When asked about their response topotential climate-related disruptionsthis summer, aroundtwo-thirds ofEuropeans say they would adjust their travel plans, WAVE 24 Recommendations for destinations •With travel intent at record levels, destinations at risk of overcrowding shouldactively redistributevisitor flowsusing tools such as dynamic pricing for key attractions, real-time crowd indicators on officialapps, timed entry systems, and targeted promotion of alternative areas. •Strategies to stimulate demand beyond the traditional peak summer months, particularly intoOctober and November, should be implemented. Destinations can achieve this by developing autumnfestivals and cultural events, launching targeted shoulder-season marketing campaigns, and offering off- •The growing interest in less crowded destinations and multi-destination trips presents an opportunity todiversify tourism flows. In response, destinations could exploredeveloping integrated tourism offeringsthatcombine complementary experiences,and tourism boards could campaign for second-tierdestinations, offering visitors the opportunity to unlock unexpected upgradeswithfewer crowds, •As safety becomes increasingly important to travellers, destinations should ensurevisible multilingualsafety informationat key tourist touchpoints and establishclear protocols between tourism operatorsand local emergency services.Proactive communicationof safety records through official channels •Pleasant and stable weather is Europeans’ second most important factor for the choice of destination,and destinations should further adapt byintegrating heat preparedness into tourism planningfor thesummer season. This includes installing cooling infrastructure, enabling early morning and evening WAVE 24 Recommendations for businesses •As travellers shift towards shorter stays and tighter budgets, businesses should developflexible andprice-friendly offerings, including short-stay packages, room-only pricing, adaptive offers or moreaccommodating cancellation policies and value-driven bundles, while also introducingtargeted •The rise in multi-destination travel calls for partnerships between providers to create seamlessitineraries,including multi-location packages,coordinated transport and integrated booking •Travellers aged 18–24 tend to have tighter budgets and spend less than other age groups onaccommodation. Budget-friendly hotels in beach destinations can target this segment by creating avibrant, experience-driven atmospheretailored to younger travellers and effectively communicating •With climate risks influencing behaviour, businesses shouldadapt operations to heat and weatherconditions, adjusting activity timings, developing indoor alternatives and applying flexible booking andcancellation policies in the event of extreme weather phenomena. On top, measures that enhancevisitor comfort during elevated temperatures, and provisions for cooler months, may contribute to a •Current findings suggest a compa