Trains and destinations in Central and Eastern Europe in focus for summer 2026.
New data from the ETC and Eurail reveals that overseas travellers are shortening their stays and cutting shopping budgets due to costs. At the same time, interest in Central and Eastern Europe and rail travel is visibly growing.
This summer, the global appetite for transatlantic travel has cooled slightly, which is directly reflected in European tourism sector. According to the latest Long-haul travel barometer, jointly published by the European Travel Commission (ETC) and Eurail, the intention to visit Europe has fallen by three percentage points compared with last year and now stands at 36%. For domestic agencies, hoteliers and destination managers, this is no cause for panic. Instead, it is a clear signal to adapt the offering. In fact, overseas guests are not giving up on Europe, but are becoming significantly more budget-conscious. They are also seeking greater value for money and increasingly choosing destinations beyond the traditional Western European five.
Railways and smarter budget management are redefining itineraries.
The spending structure of overseas guests is undergoing a serious transformation that directly affects tour operators and travel tech companies. Although most travellers continue to plan stays of one to two weeks, there is a growing proportion of those targeting a more modest daily budget of 50 to 100 euros per person. To compensate for the high costs of arrival itself, visitors are consciously reducing expenditure on accommodation and traditional shopping. On the other hand, gastronomy remains an absolute priority, as as much as two-thirds of respondents count on food and drink. At the same time, interest in wellness services is growing in parallel.
Another major trend redefining how tourists move around the continent is the explosion in popularity of rail travel. As many as three-quarters of visitors from distant markets plan to visit multiple countries on a single trip, on average four. Although low-cost flights remain the most common choice for cross-border travel, demand for rail passes and point-to-point tickets has jumped to over 40%. Quality and convenient rail connections now directly dictate the choice of destination for almost a quarter of overseas travellers. This opens up huge potential for integrating rail tickets into travel agency packages.
Shift towards the east and stability of Asian markets
Although France, Italy, Germany, the United Kingdom and Spain are expected to top the list of most desired destinations, traveller interests are visibly shifting towards Central and Eastern Europe. Countries such as Croatia, Poland, Slovakia and Bulgaria are recording significant year-on-year growth in popularity. The main driver of this trend is the search for authentic experiences that offer better value for money. This is an excellent opportunity for local DMCs to establish themselves with programmes that avoid overcrowded Western metropolises.
Looking at the geographical segmentation, Markets are sending mixed signals. China remains the strongest growth engine, with as many as 63% citizens planning to visit Europe this summer, followed by a stable Brazil. On the other hand, traditionally strong markets such as the United States and South Korea have recorded a decline for the third consecutive year. Their share has fallen to 28%, while Australia has recorded the sharpest drop in interest.
Security as a key currency in times of uncertainty
High travel costs remain the primary barrier for those bypassing Europe this season, but geopolitical concerns such as tensions in the Middle East and the war in Ukraine are becoming an increasingly visible factor. The closure of airspace has lengthened flight times and driven up ticket prices. This is most keenly felt by travellers from Australia and Japan.
Despite these challenges, Europe continues to enjoy the status of the safest region in the world. As many as 441 million long-haul travellers cite safety as the leading criterion when choosing a destination, placing it above well-known tourist attractions and developed infrastructure. ETC President Miguel Sanz concludes that this situation presents an ideal opportunity for Europe to further diversify visitor flows. Furthermore, Europe can strengthen its internal connectivity and offer solutions tailored to the new, more selective expectations of global travellers.
