2026 Portrait of European Travellers™

Portrait of European Travellers™ 2026 | MMGY Travel Intelligence The fifth annual study of European leisure travel behaviour. Portrait of European Travellers™ explores the travel behaviours, preferences, and motivations of active leisure travellers across five key European markets: France, Germany, Italy, Spain, and the United Kingdom. The report examines international travel outlook, trip planning, motivators and activities, and key drivers shaping travel decisions today — including the growing role of AI, evolving perceptions of the U.S. as a leisure destination, and the impact of the 2026 FIFA World Cup. Methodology An online survey of 4,035 active leisure travellers was conducted in March 2026 across France, Germany, Italy, Spain, and the UK. Active leisure travellers are defined as adults aged 18+ who intend to take at least one overnight international leisure trip in the next 12 months. Respondents were randomly selected for the 20-minute survey and the sample was weighted by age and gender. What's Inside The report covers 19 chapters: International Travel Outlook · Travel Motivators & Activities · Trip Planning · Sources of Information & Social Media · International Travel Preferences · Travel to the U.S.: Perceptions & Leisure Travel Intent · Sustainability in Travel · Cruising · Traditional Travel Advisors · Organised Group Tours · Flight Preferences · FIFA World Cup 2026 · Faith-Based Travel · International Business Travel · Interest in Destinations · Respondent Demographics · Key Takeaways · Appendix Key Data Highlights European travellers plan 2.1 international trips in the next 12 months UK remains the highest-spending market 87% plan to adjust their travel behaviour, most commonly by choosing safer destinations (44%), travelling closer to home (34%), and opting for flexible bookings (29%) 58% of European travellers have used AI in travel planning Who Is This For? This report equips destinations, travel providers, and industry stakeholders with the consumer intelligence needed to understand the changing expectations and priorities of European leisure travellers — supporting more informed decision-making in an evolving travel landscape.