Europe Seems Safe, but Price Decides Summer Long-Haul Travel

Long-haul inbound tourism to Europe is not visibly weakening this summer, but it is becoming increasingly cautious: according to the fresh European travel barometer, the continent remains strong as a safe destination, while price, convenient transport, and routes connecting multiple countries have become much more important decision factors. This is also a significant signal for Hungary, as Budapest and surrounding Central European cities compete in a field where visitors seek good value for money, cultural experiences, and easily organized regional travel.

The Long-Haul Travel Barometer 2/2026 report published by the European Travel Commission and Eurail on June 18, 2026, examined seven long-haul source markets: Australia, Brazil, Canada, China, Japan, South Korea, and the United States. The survey does not simply measure how many people dream of Europe, but also what obstacles, costs, and route planning considerations influence summer decisions. The picture is nuanced: global long-haul travel intent is moderating, and momentum toward Europe is also lower, but the continent is losing less of its appeal than the broader long-haul market.

What does the fresh barometer show?

According to the report, overall long-haul travel intent has decreased to 52 percent, while 36 percent of respondents plan to visit Europe. This is a three percentage point decline for Europe, meaning it is not a collapse, but rather a more cautious, better-calculated demand. The strongest interest comes from China, where 63 percent of respondents plan a European trip, followed by Brazil at 47 percent. Canada is relatively stable, Japan is improving from a low base, while in the United States and South Korea, the desire for European travel has been weakening for the third consecutive summer.

The more important message behind the numbers is that the traveler does not necessarily give up on Europe, but weighs options much more consciously. A European vacation today is no longer just about which city is on the bucket list. The price of flight tickets, accommodation costs, daily spending, the reliability of transfers, the combinability of rail and air connections, and how much real experience the traveler can achieve in one trip are playing an increasingly larger role in the decision.

Price remains the strongest brake

Among those who plan long-haul travel but do not choose Europe, nearly 40 percent cite high costs as the main obstacle. This is a smaller proportion than a year earlier, but still a far stronger factor than other deterrents. Geopolitical uncertainty has become more visible, especially due to routes passing through the Middle East, but according to the research, it remains secondary to price.

This presents a dual opportunity for the Hungarian tourism market. On one hand, Hungary can rarely compete solely with the most famous European icons like Paris, Rome, or Barcelona. On the other hand, Budapest and the region can offer strong arguments to those who no longer want to see just one expensive metropolis, but rather a more affordable yet substantial European route. Sightseeing, gastronomy, bath culture, Danube riverside experiences, and close Central European connections together form a package that fits well with current demand patterns.

Safety is one of Europe's strongest advantages

One of the most important findings of the barometer is that Europe continues to appear as the safest region in the world in the eyes of long-haul markets. The survey examined several safety dimensions, including political stability, personal safety, tensions between tourists and locals, and natural risks. Europe performed favorably in all of them, and safety has become a leading criterion for destination choice within the continent.

This is particularly valuable in a period when travelers seek not only inspiration but also predictability. Long-haul travel is an expensive decision: someone departing for Europe from Australia, Canada, China, or the United States generally risks several weeks of vacation, significant flight costs, and a more complex route. In this situation, safety is not an abstract image element, but a practical consideration. If a destination seems stable, well-organized, and easy to navigate, it is more likely to be included in the final plan.

Why is this important for Hungary?

Hungary does not appear as an isolated destination in the minds of most long-haul travelers, but as one of the possible stops on a European tour. This is not a disadvantage if the market understands the trend. According to fresh data, three-quarters of long-haul visitors want to visit more than one country, averaging nearly four. Meanwhile, interest in rail passes and point-to-point train tickets is growing, while low-cost airlines remain important players in intra-continental movement.

Budapest is well-positioned from this perspective. Those flying to Hungary can often count on alternative regional gateways besides the Budapest airport, such as the Vienna airport, the Prague airport, the Warsaw airport, or the Zagreb airport. These do not replace Budapest, but travelers arriving from long-haul markets often do not think in terms of a single city. In a well-constructed route, Vienna, Budapest, Prague, Krakow, Zagreb, or Ljubljana can reinforce each other rather than taking demand away from one another.

Rail and multi-country routes are gaining value

According to the report, good rail connections influence the European destination choice for 23 percent of respondents. At first glance, this does not seem like a majority view, but the growth is important: some long-haul tourists do not want another flight, baggage drop, and security check at every country change after arriving at the airport. For them, rail is also a matter of convenience, experience, and sustainability.

From Hungary's perspective, this means that in tourism communication, it is not enough to present Budapest on its own. It is worth showing how it can be integrated into a Central European route: how many days are worth spending in the capital, in which directions one can travel further, and when it is practical to continue the journey by plane, train, or car. For those who want to move flexibly after arrival, the Budapest airport transfer or car rental at Budapest airport can be useful, especially if the stay in Hungary is combined with rural programs or neighboring countries.

The chance for Central and Eastern European destinations

According to ETC data, the classic large European destination countries still lead: France, Italy, Germany, the United Kingdom, and Spain remain the most well-known choices. However, the report highlights that interest is also growing in Central and Eastern Europe, including Poland, Slovakia, Croatia, and Bulgaria. Hungary is not highlighted separately in the communication, but the regional trend is clearly relevant: some travelers are looking for alternative, better value-for-money, and less overcrowded destinations.

This does not mean the region automatically wins. Guests arriving from long-haul markets need a simple booking process, clear transport information, reliable English-language content, and easy-to-understand package offers. If a traveler plans four countries in two weeks, the decision is often not decided by which city is more beautiful, but by which destination can be integrated with less friction. Here, the airport, the rail, urban transport, accommodation, and the range of programs together create a competitive advantage.

What does all this mean for travelers?

The barometer is useful for Hungarian travelers because it reflects the same market processes that can influence ticket prices and summer capacities. If Europe remains sought after from long-haul markets, accommodation prices and flight tickets in popular large cities may remain high. At the same time, due to cost-sensitive demand, more travelers may seek alternative dates, secondary airports, and combined routes.

Practically, this means that for summer European trips, it is worth comparing airport options earlier, paying attention to the buffer for transfer times, and not just looking at the base ticket price. A cheaper flight ticket can easily become more expensive if late evening arrival, extra baggage fees, a distant airport, or a risky separate-ticket connection is involved. For those planning via Vienna or Prague, comparing Vienna airport hotels and Prague airport hotels can also help if an overnight stay is required due to the schedule.

Market Conclusion: Safety Alone is Not Enough

The most important lesson from the fresh European barometer is that tourism in the summer of 2026 does not move in a single direction. Europe is strong because it appears safe, culturally rich, and easy to navigate. However, travelers arriving from long-haul markets are increasingly less willing to accept any price. Value, convenience, and a predictable route are now at least as important as the list of famous sights.

For Hungary, this is good news if the market can clearly show what a Central European route provides more of. Budapest is a strong urban destination on its own, but based on current trends, it can be even more attractive if it appears as part of a flexible, multi-stop, affordable European trip. In the coming months, those destinations that are not only beautiful and safe, but also easy to book, well-connected, and offer a financially understandable choice will gain the most.