A new report from the Mastercard Economics Institute highlights the trends shaping European tourism in 2026, with travelers placing greater emphasis on the value and quality of the travel experience.
Despite ongoing economic and geopolitical challenges, Europe remains one of the most appealing travel destinations worldwide. According to the new Travel Trends Report 2026 by the Mastercard Economics Institute (MEI), travelers continue to choose the European continent for its culture, gastronomy, and the unique experiences it offers, while at the same time paying closer attention to the value they get from each trip.
Strong momentum for European cities
Europe steadily maintains its position as a key pillar of global travel activity, with six of the ten fastest-growing destinations located on the continent. Data for the June–September period confirm that demand remains strong, up compared to last year.
Paris is expected to record the largest increase, reinforcing its role as a leading international travel hub. Amsterdam and Brussels follow, while Barcelona, Madrid, and Frankfurt also see a significant rise in inbound travel.
Experiences at the heart of travel choices
The report highlights the growing importance of experiences when choosing a destination. Visitors are increasingly seeking activities tied to local culture, gastronomy, entertainment, and each region's way of life, confirming Europe's role as a leading destination for experiences.
Greater focus on value and cost
Cost remains a key factor shaping travel choices. Higher fuel and energy prices affect the cost of transport and accommodation, while exchange-rate fluctuations and differing income growth rates lead consumers to plan their trips more carefully. Even so, travel demand remains strong, with Europeans continuing to prioritize travel experiences while seeking better value for money.
Rise of rail travel
Interest in rail travel across Europe is also rising sharply. Tourist spending on train journeys increased significantly over the 2022–2025 period, as more travelers focus not only on the destination but on the journey itself.
At the same time, there's growing interest in luxury rail travel, especially among travelers from Italy, Spain, and the United Kingdom.
Natalia Lechmanova, Chief Economist Europe at the Mastercard Economics Institute, commented: «Despite ongoing geopolitical uncertainty, travel activity in Europe remains resilient. As travel habits return to more normal levels, we see Europeans placing greater emphasis on value, affordability, and meaningful experiences».
