According to the latest Travel Insights 2026: Focus on Europe report from Amadeus, produced in partnership with UN Tourism, travel across Europe remained resilient over the past year.
Passenger traffic increased 2.3% year over year, hotel occupancy rose 2%, and average daily room rates climbed 7%, reflecting healthy demand despite ongoing economic uncertainty.
The report combines air, hotel, and traveler data from Amadeus Travel Intelligence to identify emerging travel patterns across Europe.
One of the strongest trends is the return of Japanese outbound travel. Searches for European trips from Japan jumped 62% year over year, translating into a 19% increase in bookings. That made Japan the fastest-growing long-haul source market and the strongest-performing origin market overall, outperforming Denmark, the next fastest-growing market by eight percentage points.
Western and Northern Europe benefited most from the renewed interest, with bookings from Japan increasing 17% and 15%, respectively.
For airlines and destination marketing organizations, the figures highlight renewed opportunities to expand air connectivity and launch targeted campaigns aimed at Japanese travelers, traditionally among the world’s highest-spending international visitors.
“The traveler intent is already there in the data,” said Javier Campo, Senior Vice President, Hospitality Europe at Amadeus. “The question is whether destinations are equipped to capture it.“
The report also points to changing destination preferences across Europe. While iconic cities continue to attract visitors, travelers are increasingly looking for authentic experiences, nature, and less crowded destinations.
Among Europe’s established destinations, Czechia recorded the strongest growth in bookings, up 18% year over year, while Iceland followed with an 11% increase, reflecting continued demand for cultural city breaks and outdoor experiences.
Search data also reveals growing interest in emerging destinations. Uzbekistan and Tajikistan recorded the fastest growth in searches, both rising 64%. Other countries posting strong increases included Switzerland and Sweden (36%), Denmark (34%), Ireland (33%), Belgium (32%), and Norway (31%).
The trend suggests travelers are becoming more willing to venture beyond Europe’s best-known destinations, creating new opportunities for secondary cities and emerging tourism markets.
UN Tourism Secretary-General Shaikha Al Nuwais said destinations that stand to benefit most will be those able to identify new demand early and position themselves before competitors.
The Amadeus findings align with the latest UN Tourism World Tourism Barometer, which reported that international tourist arrivals to Europe increased 4% during the first quarter of 2026, following 5% growth in 2025. Central and Eastern Europe led regional growth with a 6% increase, while Southern Mediterranean Europe and Northern Europe both grew by 4%.
The report also highlights the growing importance of mature travelers. Adults aged 46 to 65 now represent around 30% of all travel demand across Europe, making them the region’s largest traveler segment.
According to Amadeus research, these travelers increasingly seek authentic local experiences, cultural discovery, wellness, and deeper connections with destinations—preferences that align closely with Europe’s tourism offering.
Their spending habits continue to support hotel performance. Average daily room rates across Europe reached approximately $215 over the past year, peaking at $249 in June 2025. France posted the continent’s highest room rates, with ADR reaching $441 in June and $391 in July. Hotel occupancy remained above 73% throughout the main summer season and approached 80% in September.
Forward booking trends also point to continued confidence. Nearly half of all reservations are now made more than one month in advance, providing hotels, airlines, and destinations with greater booking visibility.
Early indicators for next year’s peak season remain positive, with September 2026 occupancy already tracking at 25%, compared with 22% at the same stage last year.
Amadeus/UN Tourism report concludes that Europe’s tourism landscape is becoming more diverse. Strong Japanese demand, rising interest in lesser-known destinations, and the growing influence of higher-spending mature travelers suggest future growth will extend well beyond the continent’s traditional tourism hubs.
