Europe enters 2026 with resilience and a widening global traveler base according to new report from Amadeus in collaboration with UN Tourism
Japan emerges as Europe's standout long-haul converter, leading year-on-year booking growth
Travel Insights 2026: Europe at a Glance:
European passenger traffic grew 2.3%, while hotel occupancy increased 2% and ADR rose 7% year over year.
Japan is Europe's fastest-growing long-haul source market, with searches up 62% and bookings up 12%.
Travelers are looking beyond traditional hotspots, with Czechia and Iceland among the fastest-growing booked destinations.
Adults aged 46–65 are driving demand, accounting for around 30% of all travel across Europe.
Nearly half of all bookings are made more than a month in advance, pointing to continued confidence in travel demand.
All insights are powered by Amadeus Travel Intelligence, combining air, hotel, and traveler data to provide a comprehensive view of travel demand across Europe.
Europe's travel sector is showing resilience and growth in the second quarter of 2026, according to a new report from Amadeus, Travel Insights 2026: Focus on Europe, released in collaboration with UN Tourism. Between May 2025 and April 2026, Amadeus Travel Intelligence data shows that European passenger traffic grew 2.3% year-over-year, hotel occupancy edged up by 2%, and average daily rates (ADR) rose a further 7%. Travelers aged 46 to 65 are driving demand, and the report finds a growing interest in destinations spanning north, central and eastern Europe.
"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, travel demand remains stable across the continent. For example, we're seeing a clear opportunity to attract Japanese travelers, as they are leading both search and booking gains to Europe, and we’re seeing travelers interested in lesser‑known destinations. Destination Management Organizations (DMOs) can use this insight to transform traveler search inquiries into bookings."
Javier Campo VP of Commercial, Europe, Hospitality, CompanyAmadeus
"Helping our Members grow tourism sustainably and inclusively is the heart of what we do, and it begins with a simple question: where is demand heading next? Our work with Amadeus is built to answer it, putting strong data in Members' hands so they can move early. And where demand is heading is quietly hopeful, a growing pull towards places that still feel like a discovery, just beyond the well‑photographed capitals, from Iceland to Czechia. The destinations that gain most will be the ones with the courage to be found before the rest of the world is looking."
Shaikha Al Nuwais Secretary-General, UN Tourism
According to the World Tourism Barometer by UN Tourism, Europe saw a 4% increase in international tourist arrivals in the first quarter of 2026, building on the strong momentum of 2025 (+5%). Southern Mediterranean Europe and Northern Europe both saw a 4% increase in arrivals in Q1 2026, while Central Eastern Europe (+6%) consolidated its rebound. Western Europe recorded a 2% increase in arrivals.
Shifting travel patterns: top destinations and origin markets
Beyond Europe’s traditional tourism powerhouses, booking data points to a growing shift toward destinations offering distinct experiences and seasonal balance. Czechia and Iceland stand out as the fastest‑growing booked destinations among Europe’s top markets, with respective 9% and 7% year-on-year growth, signaling strong traveler appetite for culturally rich city breaks and nature‑led travel in Northern and Central Europe.
With regards to origin markets, Japanese travelers are the most likely to pack their bags and travel to Europe. A 62% growth in search from Japan translated into a 12% growth in bookings, surpassing Denmark, the next origin market in terms of bookings growth, by 10 percentage points. This conversion rate is consistent across all European subregions, with booked traffic from Japan up +28% in Central and Eastern Europe, +14% in Southern and Mediterranean Europe, +10% in Western Europe and +8% in Northern Europe. For DMOs and airlines, this represents a clear, data-backed opportunity to develop targeted campaigns and dedicated route partnerships aimed at Japanese travelers.
Premium travelers driving value
Travelers aged 46 to 65 now account for approximately 30% of all demand across Europe, representing the single largest traveler segment. Amadeus’s Travel Dreams report indicates that this cohort shows growing interest in authentic local experiences, cultural discovery, wellbeing and a deeper connection to destinations, all of which align well with Europe's core offer.
This premium traveler profile is reflected in the region's hospitality performance. ADR held firm at approximately $215 across Europe over the past 12 months, peaking at $249 in June 2025, with France leading among the top markets at $441 in June and $391 in July. Hotel occupancy across the continent held at or above 73% from May through October 2025, peaking at approximately 80% in September.
Forward bookings are also reinforcing this picture. Nearly half of bookings (≈48%) happen more than a month in advance supporting early marketing and pricing strategies. On-the-books occupancy for September 2026 is currently tracking at 25%, compared to 22% at the same point last year. This is an early but meaningful signal of sustained traveler commitment heading into the next peak season.
Demand is diversifying and new destinations are gaining traction
Beyond the headline growth figures, the data points to a new interest in Central and Eastern European destinations, with Uzbekistan and Tajikistan the top two in terms of recorded search growth, both with +64%. More established destinations are also holding their own, with strong search growth also coming from Switzerland (+36%), Sweden (+36%), Denmark (+34%), Ireland (+33%), Belgium (+32%) and Norway (+31%).
The diversity of destinations gaining traction suggests that travelers are actively looking beyond the established hubs and seeking out new places. This trend gives DMOs across the continent an opportunity to grow visibility through differentiated, story-led campaigns.
About Amadeus Destination Gateway
"Travel Insights 2026: Focus on Europe" draws on data from Amadeus Destination Gateway, part of our Amadeus Travel Intelligence offering. The tool blends historical and forward-looking hotel, air and traveler sociodemographic data from Amadeus' expansive business intelligence suite for a 360° view of the traveler journey. Intuitive dashboards are designed to help destinations quickly identify what is happening in their market, including air searches, hotel bookings, emerging traveler trends, top source markets, visitor profiles and length of stay.
The full report is available to download atTravel Insights 2026: Focus On Europe - May 2025 To April 2026 - Amadeus Hospitality
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