Europe continues to strengthen its position as a global travel destination, the report shows Travel Insights 2026: Focus on Europe, which Amadeus has developed together with the UN tourism organization UN Tourism.
Between May 2025 and April 2026, passenger traffic to Europe increased by 2.3 percent compared to the previous year. At the same time, hotel occupancy rose by 2 percent and average room rates (ADR) increased by 7 percent.
According to the report, demand is driven primarily by travelers aged 46–65. This group now accounts for around 30 percent of all travelers in Europe and is increasingly seeking authentic experiences, culture, and nature.
“Despite an uncertain macroeconomic environment, travel demand remains stable in Europe. We see a clear opportunity to attract more Japanese travelers and a growing interest in lesser-known destinations,” says Javier Campo, VP Commercial Europe Hospitality at Amadeus.
Japan largest growth market
Japan is the origin market showing the strongest growth. Searches for trips to Europe increased by 62 percent, resulting in a 12 percent increase in bookings – the highest among all international markets.
Growth is being felt throughout Europe, with increases of 28 percent in Central and Eastern Europe, 14 percent in Southern Europe, 10 percent in Western Europe and 8 percent in Northern Europe.
Iceland and the Czech Republic are growing fastest
Among European destinations, the Czech Republic and Iceland are the fastest growing, with booking increases of 9 and 7 percent respectively.
The report also points to a growing interest in less established travel destinations. Uzbekistan and Tajikistan top the search statistics with an increase of 64 percent each.
The Nordic region also shows positive development. Searches for trips to Sweden increased by 36 percent, followed by Denmark (34 percent) and Norway (31 percent).
The hotel market continues to rise
The hotel sector is also developing positively. The average price per hotel room was around $215 over the past 12 months and occupancy was above 73 percent for most of the 2025 peak season.
Almost half of all bookings are also made more than a month before departure, and the booking situation for September 2026 is already above last year's level. This is seen as an early signal that demand is expected to remain strong during the next peak season.
The full report is available to download at Travel Insights 2026: Focus On Europe – May 2025 To April 2026 – Amadeus Hospitality
Source: breakingtravelnews.com
