The Mastercard Economics Institute (MEI) released its annual Travel Trends Report 2026 of global consumer travel-related spending insights.
Drawing on a unique analysis of aggregated and anonymized transaction data and third-party data sources, the report uncovers what is shaping travel choices today amid ongoing economic and geopolitical uncertainty. Europe’s travel story reflects a broader global shift in how people travel in this environment: travellers are adapting and reallocating where they go, how they get there, and what they prioritize.
For Europe, the findings point to a mature and resilient travel market that is moving toward a more normalized, value-driven phase of growth. Despite a more challenging global backdrop, Europe continues to stand as a global anchor for cultural, culinary and journey-based travel. Key findings include:
- Europe remains a global centre for cultural and experience-led tourism. Ongoing disruptions to energy supply chains and airspace have reduced capacity on selected routes, prompting rerouting and the emergence of alternative transit hubs across Europe. Even so, analysis of seats scheduled between June and September indicates continued strength of European destinations in terms of growth relative to a year ago. Six out of top 10 global destinations are European. Paris is set to be the fastest-growing, reaffirming its position as a leading international travel hub. Amsterdam and Brussels follow closely, with Barcelona, Madrid and Frankfurt also recording strong gains in inbound travel.
- Major cities retain momentum. Distinct spending patterns underscore Europe’s role as a diverse, experience-rich destination. Swiss travellers in France tend to concentrate their spending in retail, with Paris as a destination in its own right. The UK and Dutch visitors prioritise dining and culinary experiences, while German travellers allocate more spend to groceries. In Spain, nightlife remains a defining part of the visitor economy, particularly among British tourists, whose bar spending is 32% higher than the average international visitor.
- Affordability remains a key driver of the travel economy, particularly as rising fuel and energy prices continue to increase transportation and accommodation costs. Meanwhile, volatile foreign exchange movements and uneven income growth are shaping destination choice and travel frequency. These pressures have led to more selective travel behaviour and softer inbound demand in parts of the world, though overall demand remains resilient, supported by strong labour markets and sustained spending on experiences. Europeans too continue to prioritise travel, with greater focus on value, timing, and quality.
- Rail travel gains momentum across Europe. Tourist spending on trains rose between 2022 and 2025, signalling a gradual but meaningful shift in travel behaviour toward journey-led travel experiences. Within Europe, Spanish travellers lead rail usage, with a share of 2.7% (up from 1.8% in 2022), followed by Dutch (2.2%, up from 1.3% in 2022) and Belgian and British travellers (both at 2.1%). The region is the epicenter of the flourishing train tourism story, thanks in part to the EU’s Sustainable and Smart Mobility Strategy, with the stated goal of doubling high-speed rail traffic by 2030, making rail an increasingly accessible low-carbon choice. Luxury train travel is also experiencing significant growth, now accounting for around 20% of global train‑travel spending. European demand is strongest among travellers from Italy, Spain and the UK. Italian travellers, in particular, allocate more than 50% of their total train spend to luxury rail experiences.
"Against a backdrop of continued geopolitical uncertainty, Europe’s travel economy has shown resilience thus far," said Natalia Lechmanova, chief economist, Europe, at Mastercard. "As travel patterns normalize, Europeans are placing greater emphasis on value, affordability and experience-led journeys. Our data shows that Europe’s enduring appeal continues to anchor global travel demand, even as geopolitical backdrop, currency shifts and wider economic conditions increasingly shape how and where people choose to travel."
