Europe's safety advantage is strengthening: what does this mean for Hungary and summer travelers?

According to the fresh Long-Haul Travel Barometer 2/2026 report published on June 18 by the European Travel Commission and Eurail, travelers from distant markets have become more cautious, but Europe continues to hold up better than long-haul travel as a whole. The most important message for Hungary is that safety, good value for money, rail connections, and routes connecting multiple countries now matter simultaneously.

Tourism in the summer of 2026 is not simply about whether there is enough demand. Demand exists, but guests are choosing much more consciously. Airfare, accommodation costs, the uncertain geopolitical environment, longer routes, and the time frame all play a role in whether an Australian, Canadian, American, Brazilian, or Asian traveler ultimately chooses Europe. The fresh ETC-Eurail survey is therefore particularly important: it does not show closed statistics, but rather the intentions, fears, and priorities with which the main overseas markets are approaching the summer season.

The report examined seven key markets: Australia, Brazil, Canada, China, Japan, South Korea, and the United States. The overall picture is dual. Long-haul travel desire has decreased globally by five percentage points, to 52 percent. Interest in Europe is also lower, but the decline is milder: travel intention to the continent has decreased by three points, to 36 percent. This is not a reason for celebration, but neither is it a signal of crisis. Rather, it means that Europe remains competitive while travelers are calculating more carefully.

Why is this important for Hungarian tourism?

Hungary rarely operates as a completely independent, single national destination in long-haul markets. Those arriving from overseas often connect several stops: Vienna, Budapest, Prague, Krakow, Bratislava, Ljubljana, or the Croatian coast can be part of a single European tour. This is also reflected in the report: three-quarters of travelers from distant markets preparing for Europe plan to visit more than one country, averaging nearly four. This is an opportunity for the Hungarian market, because Budapest and the surrounding region fit well into a Central European route.

The advantage of the Hungarian capital is not only in its sights. Budapest's value for money remains strong compared to many Western European cities, the city's cultural offerings are dense, the gastronomy is easily communicable, and rail and air connections allow the traveler to view it as a route hub rather than a separate point. Therefore, the report is not only for large national tourism organizations, but also for hotels, inbound tour operators, city service providers, and those travelers who want to assemble their European trip more smartly.

Safety has become Europe's strongest argument

One of the strongest findings of the survey is that respondents perceive Europe as the safest region in the world. This applies to several dimensions: political stability, personal safety, a lower risk of tensions between tourists and locals, as well as natural hazards. Safety has become the number one consideration in destination choice, mentioned by 44 percent of respondents. Only then follow famous sights and strong tourism infrastructure.

This is also important from the perspective of Hungarian travelers and service providers. Those arriving from outside Europe do not always distinguish accurately between individual countries. The general image formed of the continent influences whether an American family, a Chinese tour group, or a Brazilian couple chooses Europe at all. If Europe seems safe, then Hungary can more easily enter the comparison. At the same time, this is not an automatic advantage: the guest will stick with Hungary if the price, the program, the transport, and the booking process are also convincing.

Price sensitivity remains the biggest brake

According to the report, among those who plan long-haul travel but do not consider Europe, nearly 40 percent cite unaffordable travel costs as the main reason. This is still by far the strongest deterrent, even if the impact of cost pressure has eased over a year. In second place is the fact that travelers want to visit other regions, and in third is limited vacation time.

In practice, this means that it is not enough for the Hungarian market to say: Budapest is beautiful and Europe is safe. Guests from distant markets look at the total cost. This includes the plane ticket, airport transfer, accommodation, urban transport, dining, programs, insurance, and how easy it is to travel from one country to another. Therefore, offers that are not only cheap but predictable and easy to understand can be competitive.

Hungarian travelers should also apply the same logic when planning within Europe or with overseas transfers. The cheapest plane ticket is not always the best decision if luggage is expensive, the transfer is uncertain, separate accommodation is needed for late evening arrivals, or it is difficult to get from the airport to the city. For those starting from Budapest, it can be useful to review the flights available from Budapest airport, and in the case of an alternative starting from Vienna, the connections of Vienna airport.

China is strong, the United States and South Korea are more cautious

There are great differences between the markets. China continues to be the long-haul market showing the strongest interest in Europe: 63 percent of respondents indicated they are considering a European trip. Brazil follows with 47 percent, and Canada is relatively stable at 40 percent. Japan starts from a lower base but has improved slightly to 14 percent. In contrast, intention toward Europe in the United States and South Korea has decreased to 28 percent, which represents the third consecutive summer decline in both markets.

Hungary should not conclude from this that it must give up on certain markets. Rather, different messages are needed. In the case of Chinese and Brazilian interest, the cultural and urban experience, the route connecting multiple countries, and the good rail-logistical background may be important. In the American and South Korean markets, the role of price, flight time, transfers, and safe, simple planning may be stronger. It is not enough to give inspiration to the distant guest; uncertainty must also be reduced.

Rail and multi-country travel are gaining value

Eurail's participation in the research is not accidental. According to the report, good train connections influence the destination choice for 23 percent of respondents, which is three points higher than last year's value. In intra-continental movement, low-cost flying is still very strong, with 47 percent mentions, but the intention for rail passes and point-to-point train tickets has also grown significantly. This is particularly important in Central Europe, where distances are often just right for the train or a combined rail-air route to be a convenient alternative.

Budapest can profit a lot from this if the city appears not as an isolated destination, but as part of a European route. For a long-haul traveler, the Vienna-Budapest-Prague, Budapest-Bratislava-Vienna, Budapest-Balaton-Zagreb, or Budapest-Krakow direction can be attractive. In practice, this means that airport arrival, the first night, urban transport, and onward travel must be handled in a single logical plan. For late evening or early morning flights, for example, hotels around Budapest airport or hotels next to Vienna airport may not be luxury extras, but parts of risk reduction.

What does all this mean for travelers?

Based on the fresh data, travelers should think more flexibly. Those who want to visit several countries within Europe should not only compare plane ticket prices, but also how much the entire trip from one city center to another costs. A cheap flight can be expensive if it arrives at a distant airport, involves separate luggage fees, or requires a night transfer. The same is true conversely: a flight that is initially more expensive but arrives at a better time can mean less stress, fewer extra costs, and a safer connection.

Airport logistics, especially during the summer peak, should not be left to the last moment. In Budapest, pre-planning airport transfer and taxi, and in Vienna, access to Vienna airport, can help ensure that decisions do not have to be made on-site after a long journey. This is especially important for families, older travelers, those with a lot of luggage, or late evening arrivals.

What does all this mean for Hungarian tourism players?

The most important lesson for Hungarian tourism providers from the report is that value for money should not be communicated simply as a low price. Guests from distant markets seek value: a safe environment, an authentic cultural experience, good transport, transparent booking, clear cancellation terms, and programs that justify including Budapest in the trip within Europe. Gastronomy, bath culture, the Danube bank, historical quarters, music and festival offerings together can provide a strong package, but only if they are assembled into an easy-to-understand itinerary.

The report also warns that the traditional European heavyweights remain strong: France, Italy, Germany, the United Kingdom, and Spain lead the wish list. At the same time, interest in Central and Eastern Europe is growing, especially where visitors find good value, less crowding, and different experiences. In this field, Hungary should not copy the large Western destinations, but show why it is worth spending a few days in Budapest and the Hungarian regions as part of a longer European tour.

Conclusion

The fresh barometer from ETC and Eurail does not message that the summer of 2026 will be carefree for European tourism. Rather, it shows that the quality of demand is changing. Travelers from distant markets are more cautious, more price-sensitive, and expect more certainty. Meanwhile, Europe remains in a strong position because it is seen as a safe, well-organized region offering a variety of experiences.

For Hungary, this is good news, but not an automatic success. The opportunity favors those providers and routes that can simultaneously demonstrate safety, transport simplicity, multi-country planning, and transparent costs. For travelers, the most important advice is simple: in the summer of 2026, do not just choose a destination, but plan a full route, full cost, and buffer time.

The article is based on the summary of the Long-Haul Travel Barometer 2/2026 published on June 18, 2026, by the European Travel Commission and Eurail, as well as fresh summaries appearing in industry press.