Summer travelers to Europe are increasingly emphasizing safety and quality when planning their holidays, reflecting a shift in priorities across major European destinations. In 2026, summer travelers to Europe are seeking well-managed locations, reliable infrastructure, and high service standards as they return in strong numbers to the region.

The Long-Haul Travel Barometer (LHTB) 2/2024 reveals a growing interest in summer travel to Europe, with a 9% increase compared to 2019. Safety is the top concern for 45% of travelers, followed by quality tourism infrastructure (38%) and iconic landmarks (36%). Multi-country itineraries appeal to 67% of long-distance travelers, and there’s a trend toward longer stays and off-peak travel.

Travelers from China and Brazil show the highest interest in visiting Europe, while those from the US and Canada remain more cautious. Australia, South Korea, and Japan also exhibit varying levels of interest in European travel. Younger travelers and those with higher incomes are particularly keen on exploring Europe.

The study highlights the importance of keeping updated on entry requirements, such as the ETIAS, which will be implemented in mid-2025 to ensure a secure travel experience.

The focus on safety, quality, and convenience reflects the evolving preferences of long-distance travelers post-pandemic. This shift emphasizes a balanced approach to budget and experience, with travelers increasingly seeking reliable and high-quality experiences.

The trend of prioritizing safety includes concerns about health measures, political stability, and personal security. Quality tourism infrastructure is also critical, encompassing accommodations, transport, and services that enhance the travel experience. Additionally, famous landmarks and cultural experiences continue to draw travelers to Europe.

In response to these preferences, European destinations are likely to enhance their offerings, focusing on safety protocols, improving infrastructure, and maintaining the allure of their cultural and historical sites. This strategic approach aims to meet the demands of modern travelers, ensuring that Europe remains a top choice for long-distance summer travel.

The overall sentiment among potential travelers is optimistic, with a clear inclination towards destinations that can offer a safe, high-quality, and enriching travel experience. This trend suggests a robust recovery and sustained interest in European tourism in the coming years.