Europe is Considered Safe, but Long-Haul Tourists are More Price-Sensitive: What Does This Mean for Hungary?

According to the fresh Long-Haul Travel Barometer report published on June 18, 2026, by the European Travel Commission and Eurail, Europe continues to be perceived as one of the safest destinations in the world, while overseas travelers are making more cautious decisions based on prices, flight costs, and the reliability of routes. For Hungarian tourism, this is both a challenge and an opportunity: alongside classic Western European cities, interest may grow in value-for-money, multi-country Central and Eastern European routes.

The current report is not about a single flight launch or an airport disruption, yet it may be more important for the entire summer season than many more spectacular news items. The survey examined the travel intentions of seven major long-haul source markets: Australia, Brazil, Canada, China, Japan, South Korea, and the United States. These are the markets from which Europe expects many high-spending, longer-stay visitors, and whose decisions directly affect the summer load of major European airports, city hotels, rail connections, transfers, and tour packages.

The picture is nuanced. According to the report, overall long-haul travel desire has decreased by five percentage points to 52%, and travel intention toward Europe has moderated by three points to 36%. This is a decline, but not a collapse. Rather, it indicates that overseas travelers would still come to Europe, but they are weighing more heavily what they get for their money, how predictable the route is, and how many countries or experiences they can incorporate into a single longer trip.

What is New in the Fresh Report?

The most important novelty is that Europe's safety advantage has remained despite cost pressures. According to the survey, the continent performs best among the examined regions in all five examined safety dimensions, including political stability, personal safety, tensions between tourists and locals, and natural risks. 44% of respondents named safety as a leading consideration when choosing a European destination.

For the Hungarian reader, this is not just theoretical data. If Europe appears in the minds of overseas travelers as a region perceived as safe but expensive, then the competition is less and less about which city is the most famous. It matters more and more how easily a destination can be integrated into a multi-country route, how good the airport and rail connections are, and how much of a strong but not overcrowded experience it offers the visitor.

In this environment, Budapest and the cities of the region can enter an interesting position. The report specifically highlights that interest is strengthening beyond traditional European hit destinations, and several countries in Central and Eastern Europe, including Poland, Slovakia, Croatia, and Bulgaria, are receiving more attention. Hungary is not named separately in the communication, so it cannot be automatically concluded that Budapest is already a standout winner of the trend. However, it is a well-founded conclusion that regional routes, multi-country city visits, and value-for-money may provide a more favorable communication ground for Hungary than a campaign based purely on luxury or mass tourism.

Price Has Become the Main Filter

According to the report, cost remains the most significant barrier for those planning long-haul travel but who ultimately do not choose Europe. Nearly 40% of respondents mentioned that they cannot or will not bear the costs of a European trip. Although this proportion is nine percentage points lower than a year ago, it is still a far more important factor than the choice of alternative destinations or limited vacation time.

Price sensitivity appears in several places. According to the report, most long-haul travelers heading to Europe still plan a one-to-two-week trip, and the largest group expects a per-person daily cost of 100-200 euros. At the same time, the proportion of those thinking within a daily budget of 50-100 euros has increased, and shorter stays are becoming more common. This trend may benefit cities and regions that offer a good experience at a lower total travel cost, but only if visitors can easily reach them and the local logistics do not become complicated.

From a Hungarian perspective, this is important in two ways. First, Hungarian travelers should also note that not only local demand affects summer European flight and accommodation prices. If overseas traffic remains strong in certain cities, it can make hotel prices and the capacity of popular programs tighter. Second, Hungarian tourism providers, city hotels, transfer companies, and tour operators should think in terms of offers that provide a predictable total cost and an easy-to-understand route for the visitor.

Rail and Multi-Country Routes are Strengthening

One of the most interesting parts of the report is the strengthening of rail and multi-country travel. According to 23% of respondents, good rail connections already influence which European destination they choose. Three-quarters of overseas visitors plan to visit more than one country, averaging nearly four countries in a single trip. Low-cost flying remains the most common option for cross-border transport, but interest in rail passes and separately purchased train tickets has also grown.

This is particularly important for Hungarian and regional route planning. Budapest often appears not on its own, but as part of a Central European circuit alongside Vienna, Prague, Bratislava, or Warsaw. For travelers arriving by plane, the entry point could be Budapest Airport, but Vienna, Prague, or Warsaw could be equally realistic starting points if the route connects several cities. The decision is often based not only on the ticket price but also on the arrival time, the connection, the journey from the airport to the city, and the logic of the first night.

That is why practical services such as Budapest airport transfer, accommodation around Budapest airport, or car rental at Budapest airport are not insignificant details. For a traveler arriving from a distant market, these represent the difference between a simply bookable, confident trip and a plan containing too many uncertainties.

Why Does This Matter to Hungarian Tourism?

Long-haul tourists generally arrive with higher spending and longer travel times than many short-haul European city visitors. They do not always stay in a single country, but if Budapest or Hungary is included in a multi-stop route, it can bring hotel, catering, cultural, and transport revenue. Based on the current report, however, this guest group has become more selective. It is not enough for a destination to be beautiful, historical, or safe. The visitor must also feel that the price, the time spent, and the logistics are proportionate to the experience.

Budapest has strong foundations for this: an internationally known cityscape, bath culture, gastronomy, Danube-bank heritage, festivals, and a good regional location. The challenge is for the city not to appear only as a cheaper alternative to Western Europe, but as a well-organized, comfortable, and high-quality stop. For long-haul tourists, a route such as Budapest-Vienna-Prague or Budapest-Zagreb-Adriatic will be truly attractive if the transport transitions, airport arrivals, accommodations, and local programs are transparent in advance.

Regional competition may also strengthen. If overseas travelers increasingly seek alternative European destinations, Hungary must clearly position itself alongside Poland, Slovakia, Croatia, and Bulgaria. Not necessarily with the same message in every market. For example, according to the report, Chinese and Brazilian travelers show a much stronger intention for Europe than American or South Korean respondents. Interest from the United States and South Korea has been declining for the third summer, which warrants caution against excessive expectations.

Flight Capacity is Not Infinite

Eastern trends should also be compared with the situation of European aviation. According to EUROCONTROL's summer network forecast, traffic in Europe may grow by an average of 2% in the summer of 2026 compared to 2025, with increases exceeding 5% in some weeks. The organization also warns that the network is already saturated, and air traffic continues to be distributed over approximately 80% of the previously available airspace due to restrictions existing since the Russian invasion of Ukraine.

This does not mean that Hungarian travelers or tourists arriving in Hungary should expect mass disruptions on every route. However, it means that summer schedules, early morning rotations, transfer times, and airport arrival buffers have become more important. Long-haul guests often arrive on multi-segment routes, so even a small delay can disrupt the train connection, hotel check-in, or a pre-booked program.

The lesson is similar for Hungarian outbound travelers. If someone connects several European cities in the summer, or travels with a family member, business partner, or group arriving from overseas, it is advisable to avoid overly tight connections. Rail and air combinations can be useful, but only if the itinerary does not depend on a single delay. For city circuits, choosing the location of the first and last night, pre-booking airport transfers, and flexible ticket conditions can prevent many frustrations.

What Should Be Noted in the Coming Weeks?

Based on the report, three questions will be particularly important in the summer season. First, whether overseas demand truly shifts from the large Western European iconic cities toward regions with better value-for-money. Second, whether interest in rail and rail-based multi-country routes manifests in actual bookings. Third, how well the aviation network can handle peak days without significant delays.

For the Hungarian tourism market, the best response is not excessive optimism, but precise product development. There is a need for city and regional offers that clearly show how Budapest can be connected with other Central European destinations, approximately how much a day costs, where it is worth staying, how to get from the airport to the city, and when it is worth choosing a train or a plane. The long-haul traveler is not necessarily looking for the cheapest option, but the one that seems safe, predictable, and valuable.

Conclusion

The most important message of the fresh ETC-Eurail barometer is that Europe is still a strong brand in the eyes of overseas travelers, but the decision today is far more rational than in previous boom years. Safety alone is not enough if the trip seems too expensive, too complicated, or too risky. For Hungary, the opportunity lies in making Budapest and the region more attractive not as an isolated city visit, but as part of a well-connected, value-for-money, culturally strong, and logistically transparent European route.

Sources: European Travel Commission and Eurail Long-Haul Travel Barometer 2/2026, EUROCONTROL summer European air traffic forecast, Eurostat Tourism statistics.