What Tourists Want

In the latest Long Haul Travel Barometer:

• Interest in visiting Europe remains solid, with 42% of long-haul travellers considering a trip to the region in 2026, down (-3%) from last year but interest varies by market. 
• High travel costs are the main barrier to travelling to Europe  (52%), followed by a preference for domestic trips. 
• Affordability remains the main barrier to travelling to Europe (43%) particularly among younger travellers aged 18–34.
• Leisure remains the main motivation for travel to Europe (75%), but business travel has increased to 9%  increasing by +3%. 
• Europe is perceived to be the safest region globally by respondents.  

See more data in the full report. 

This global survey of 22,000 travellers and their travel plans for 2026  finds that:     

• 84% said they will travel more in 2026 

• 37% will spend more on flights, 31% will up their hotel budget. 

• 54% are more confident using AI to plan and book their travel, up from 47% in 2024.  

• However, 49% of respondents worry about the accuracy of information from AI tools. 

• Social and search are the sources for travel inspiration, research and planning particularly for younger generations. 

• Over tourism is influencing decision making - 34% now actively seek out quieter destinations, 31% plan to visit popular places only in shoulder seasons. 

See  more in the full report. 

In this report, 12,000 people were surveyed across 14 countries about their plans and preferences. Some findings: 

• 77% will pay more, but only for the right kind of experience
• 74% would pay to use hotel amenities without booking a room. 
• 78% now want (AI) to play a role in their travel experience.
• AI is accepted in countries like China, India and Thailand by over 90%, but 40% of Canadians and Australians prefer to have no AI involvement.

• Three things are still at the heart of hospitality, 

  • Value for money: 66%
  • Location: 51%
  • Warm and genuine staff service: 47%

See more in the full report. 

In the latest wave of this research which monitors European sentiment to travel in the next 6 months (October - March 2026)

• Travel sentiment remains robust with 73% of Europeans planning to travel this autumn/winter.
• 45–54 year olds are the most eager to travel (76%) while sentiment among younger Europeans aged 18 –24 (60%) has declined by - 4%.
• 52% of travellers, prefer Southern Europe and Mediterranean destinations.  
• Leisure trips account for 71% of plans. 
• City Breaks are the most preferred type of trip (20%), while Sun & Beach holidays are at 19%.  

See more data in the report. 

The island of Ireland welcomed 1.3 million American tourists who spent €2.0/£1.7 billion and stayed 11.4 million nights in 2024.  The US was the island's largest source of overseas revenue,
and the second-largest source of nights and tourists.

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.  

Gen Z now make up nearly 40% of global travellers.  This generation is reshaping the travel industry with its tech-savvy, eco-conscious, and experience-driven approach. 

‍

Gen Z travellers discover destinations through TikTok, Instagram, and YouTube. Social media is their go-to research tool, making influencer marketing and digital engagement essential for tourism brands.

‍

This report uncovers emerging trends, key statistics, and strategies to help businesses connect with this experience-driven generation. 

Millennials make up around one third of the world's population.  This report looks at Millennial travellers habits and behaviours and how they differ from other demographics.

• Millennials spent $4,141 on average per trip in 2024 and 84% of them plan to spend the same amount or more on travel in 2025. 
• The average Millennial Brit intends to travel five times in 2025. 
• 82% of millennials said they want to go on a vacation that has a minimal impact on the environment in 2023.
• 76% of millennials are planning a solo trip in 2025.
• 61% of millennial travellers prioritise trips that focus on personal wellness.    

See more in this report. 

The island of Ireland welcomed more than 480,000 German tourists who spent over €464/£403 million and stayed 3.8 million nights. This makes Germany the island's third largest source of overseas revenue, tourists and nights.

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.  

The island of Ireland welcomed 408,000 French tourists who spent over €398/£346 million and stayed 3.6 million nights in 2024. This makes France the island's fourth-largest source of overseas revenue, nights and tourists.

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.  

The island of Ireland welcomed around 216,000 Canadian tourists who spent almost €344/£299 million and stayed 2.3 million nights in 2024. Canada was the island's fifth largest source of overseas revenue, seventh-largest source of nights and the eighth-largest
source of tourists.

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.  

The island of Ireland welcomed around 263,000 Spanish tourists who spent over €233/£203 million and stayed 2.4 million nights. Spain was the island's fifth-largest source of overseas tourists and nights, and the seventh-largest source of revenue.

This research was conducted amongst 8,000+ potential holidaymakers to Ireland in eight markets: Great Britain, United States, Germany, France, Italy, Spain, Canada and the Netherlands. The findings concluded that:  

• Interest in visiting Ireland remains high at over 70%.

• 79% said that exploration is key. The ability to disconnect is also important for 67% of respondents.
• About half of respondents believe they will find good value for money.   
• Beautiful landscapes is the the key reason to consider visiting. Scenery is particularly motivating for visitors from Germany, France and the Netherlands.
• Word of mouth remains influential, others use online search (37%), social media (23%), TV and film (23%) for inspiration. AI is being used by 11% for trip research.
• Over 70% consider food in Ireland will be good. 

See more in the full report. 

Over 22,000 consumers from Europe, the Middle East and Africa were surveyed to uncover travel plans, preferences and aspirations for 2026. The findings reveal: 

• Demand for leisure travel is positive, 79% of consumers are planning to take a trip. 
• 39% intend to go on more holidays than in 2025 and 40% plan to take the same number.
• Consumers typically book their holidays 3.4 months in advance, which slightly earlier than last year (3.6 months).
• Sustainability remains a strong consideration, 73% say that they look at the environmental impact of their travel plans. 
• Consumers favour booking online directly with the hotel or airline (28%) or booking with an online travel agent (22%). 

See the full report for more data.

This report looks in detail at Gen Z, who will be the largest and wealthiest generation by 2035 with an estimated worth of $74T. Some findings include:

• 64% spend time online using social media, on average time spent online is 7hrs per day.
• They travel 3 times a year on average. 
• 30% feel financially insecure, there is pressure to save but also the need to live fully as unconstrained young adults.
• 55% distrust AI and they are generally slow to fully adopt it. 
• 56% are more connected to content creators rather than influencers and media personalities.

See more in the full report. 

Booking.com conducted a survey of 29,733 respondents across 33 countries and territories about their travel plans to discover 10 trends. 

See more details in this article. 

The island of Ireland welcomed almost 4 million British tourists who spent €1.8/£1.6 billion and stayed 19 million nights in 2024. This makes Great Britain the island's largest source of overseas tourists and nights, and the second largest source of revenue. 

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.  

In the 2025 edition of the Ipsos Holiday Barometer some of the findings include:

• Intention to travel is robust and there is a strong desire to explore new horizons. 
• Interest in international travel is at an all-time high despite
  current geopolitical tensions worldwide.
• Travellers are seeking vacations that offer relaxation, family time and nature exploration, escape from routine.
• Financial constraints are the main barrier to travel, however, travellers are dedicating more budget to their holidays. 
• Safety is the top priority when choosing destinations. 

See more results in the full report. 

Solo travel has evolved in recent years:

• Searches for Solo travel have increased by 60% since 2022,  driven mainly by Millennials and Gen Z.
• 62% will take 2-5 trips in 2025. 

• 65–70% of solo travellers are women. 

• Top Destinations (2025): India, Japan, Italy, Egypt, Thailand, and Iceland.  

• 76% of solo travellers prefer planning their trips using mobile apps and online platforms.

• Solo travellers tend to spend more daily and heavily rely on apps for booking, navigation, and safety is a top concern.

This report explores Gen Z,  unveiling the trends, values, and behaviours shaping the next generation of consumers.  Some of the insights include: 

• They care about the planet, but want to be rewarded for their eco-positive behaviours.  
• They are constantly connected 
• Finances are front of mind, Gen Z are much savvier than previous generations at the same age.
• In terms of travel - Since 2023, there’s been a 16% rise in Gen Z saying that the safety of solo travellers is important when booking trips. 

• Take active holidays like surfing or climbing

•  Research trips on online forums and message boards

See more in this report. 

The definition of wellbeing can differ, and a key area is sleep.  

The island of Ireland welcomed around 254,000 Italian tourists who spent over €233/£203 million and stayed 2.1 million nights. Italy was the island's sixth-largest source of overseas revenue and tourists, and the eighth-largest source of overseas nights.

This report also provides data on:

• where they came from
• where they visited
• how much the spent 
• the activities they engaged in and more. 

See more in the full report.