Europe looks set to see a drop in overseas visitors in 2026, according to a new survey.
The main drivers are affordability concerns, a growing preference for domestic or closer-to-home trips and limited vacation time.
In particular, young travellers cited high costs as a major barrier to visiting Europe. So what plans does the region have to avoid pricing out a new generation of adventurers?
High costs deter young travellers
The European Travel Commission (ETC) and Eurail’s Long-Haul Travel Barometer 1/2026 report points to a more cautious outlook for long-haul travellers to Europe from seven key overseas markets: Australia, Brazil, Canada, China, Japan, South Korea and the United States.
The survey found that 42% of respondents are considering a trip to Europe in 2026, down 3% from last year.
Among respondents not planning overseas travel, high costs are the leading deterrent (52%), followed by a growing preference for domestic trips.
Affordability remains the main barrier to travelling to Europe (43%), particularly among younger travellers aged 18-34.
On the plus side, safety remains a key competitive advantage for Europe. It has become the leading criterion when selecting a European destination, cited by 51% of respondents, rising significantly year-on-year.
Europe ranks highest globally across all safety dimensions, including political stability, personal safety and natural hazards, according to the report.
Making Europe more accessible for young travellers
“Affordability is clearly a concern, particularly for younger travellers, and it would be worrying if rising costs created structural barriers to travel,” Eduardo Santander, CEO of the ETC tells Euronews Travel.
He highlights that Europe’s strength lies in its diversity, offering a wide range of price points, travel modes and accommodation types.
“Younger travellers are adaptable and value-driven, and while they are more sensitive to cost, they remain highly motivated to travel,” he added. “The key is ensuring Europe continues to offer accessible pathways to meaningful experiences.”
To do so, Santander says destinations should focus on value creation rather than price reduction.
“Encouraging off-season travel, improving affordable rail connectivity, supporting youth-oriented accommodation and promoting experiences beyond major hotspots can make Europe more accessible,” he says.
In particular, he notes that young travellers are more likely to prioritise destinations that reflect their values, such as sustainability, inclusivity and equality, over specific attractions or experiences.
“Importantly, sustainability and affordability can align: longer stays, slower travel and deeper local engagement not only reduce pressure on peak destinations but also enhance the overall visitor experience for younger travellers,” he says.
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