Europe’s travel industry continues to strengthen
Europe’s travel sector continues to show resilience, with Japan emerging as the fastest-growing long-haul source market for the region, according to Travel Insights 2026: Focus on Europe, a new report released by Amadeus in collaboration with UN Tourism.
The report combines air, hotel, and traveller data from Amadeus Travel Intelligence to provide a comprehensive view of travel demand across Europe between May 2025 and April 2026.
Travel Insights 2026: Europe at a glance
- European passenger traffic increased 2.3% year over year.
- Hotel occupancy rose 2%, while average daily rate (ADR) increased 7%.
- Japan recorded the strongest long-haul growth, with searches up 62% and bookings up 19%.
- Czechia and Iceland ranked among Europe’s fastest-growing booked destinations.
- Travellers aged 46–65 generated around 30% of total travel demand.
- Nearly 48% of bookings were made more than one month in advance, reflecting continued confidence in travel.
Japan tops long-haul booking growth
Among all international source markets, Japan recorded the strongest booking momentum for Europe.
A 62% increase in travel searches translated into a 19% rise in bookings, outperforming Denmark—the second-fastest-growing source market—by eight percentage points.
Most of Japan’s booking growth was concentrated in Western Europe and Northern Europe, where bookings increased 17% and 15%, respectively.
Javier Campo, Senior Vice President Europe, Hospitality, Amadeus, said:
“Travel Insights 2026: Focus on Europe translates our global travel search and booking data into actionable trends and insights.
“While travel across Europe carries its share of uncertainty due to the macro context, European travel is diversifying. Japanese travellers are now leading booking growth to Europe, with a 62% surge in searches converting into a 19% uplift in bookings.
“Demand is also spreading beyond traditional hubs. The opportunity for Destination Marketing Organisations (DMOs) is clear: traveller intent is already visible in the data. The question is whether destinations are equipped to capture it.”
For airlines, tourism boards, and destination marketers, the findings present a strong opportunity to develop targeted campaigns and expand route partnerships aimed at Japanese travellers.
International arrivals continue to rise
The report aligns with the latest UN Tourism World Tourism Barometer, which recorded a 4% increase in international tourist arrivals across Europe during the first quarter of 2026, building on 5% growth recorded in 2025.
Southern Mediterranean Europe and Northern Europe each posted 4% growth, while Central and Eastern Europe led regional gains with a 6% increase. Meanwhile, Western Europe recorded 2% growth.
Shaikha Al Nuwais, Secretary-General of UN Tourism, said:
“Helping our Members grow tourism sustainably and inclusively begins with understanding where demand is heading next.
“Our work with Amadeus puts reliable data into the hands of destinations so they can act early. We are seeing growing interest in places that still feel like a discovery, from Iceland to Czechia.
“The destinations that benefit most will be those with the confidence to be discovered before everyone else arrives.”
Travellers are exploring beyond traditional hotspots
The report highlights a clear shift away from Europe’s traditional tourism centres.
Among established destinations, Czechia and Iceland recorded the strongest booking growth, increasing 18% and 11%, respectively. Their popularity reflects rising demand for authentic cultural experiences, city breaks, and nature-based travel.
Search data also revealed significant interest in emerging destinations. Uzbekistan and Tajikistan each posted 64% growth in travel searches, while Switzerland (+36%), Sweden (+36%), Denmark (+34%), Ireland (+33%), Belgium (+32%), and Norway (+31%) also experienced strong gains.
The findings suggest travellers are increasingly seeking less-crowded destinations and unique experiences, creating new opportunities for destination marketing organisations across Europe.
Premium travellers continue to drive tourism value
Travellers aged 46 to 65 now represent approximately 30% of all travel demand across Europe, making them the region’s largest traveller segment.
According to Amadeus’ Travel Dreams report, these travellers increasingly value authentic local experiences, cultural exploration, wellness, and meaningful connections with destinations.
This trend is also reflected in hotel performance.
Across Europe, ADR averaged approximately US$215 over the past year and peaked at US$249 in June 2025. France recorded the region’s highest ADR, reaching US$441 in June and US$391 in July.
Hotel occupancy remained at 73% or higher between May and October 2025, reaching approximately 80% in September.
Forward booking data also points to sustained demand. Nearly 48% of reservations are made more than one month before arrival, supporting early pricing and marketing strategies.
In addition, on-the-books occupancy for September 2026 currently stands at 25%, compared with 22% at the same stage last year, providing another positive indicator for the upcoming peak travel season.
Amadeus Destination Gateway powers the report
Travel Insights 2026: Focus on Europe is powered by Amadeus Destination Gateway, part of the company’s Amadeus Travel Intelligence platform.
The solution combines historical and forward-looking air, hotel, and traveller demographic data to provide destination organisations with a comprehensive view of travel demand. Interactive dashboards help users monitor air searches, hotel bookings, visitor profiles, source markets, traveller behaviour, and length of stay.
The full report, Travel Insights 2026: Focus on Europe, is available from Amadeus.
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Editorial disclosure: This article is an independently written editorial analysis based on industry reoprting from Amadeus. The content has been rewritten and contextualised for editorial clarity and relevance.
