What Tourists Want

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 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. 

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. 

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. 

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. 

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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.

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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. 

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 latest sentiment report for Chinese travellers found that: 

• Chinese travellers’ intention to travel continues to increase; 75% of survey respondents are interested in travelling outbound this year with most trips will be within. 
• Interest in travel to all other world regions has also grown since last year.
• Friends and family are important sources of inspiration for Chinese travellers (39%), and also social media (50%)  with 94% sharing their own travel experiences online providing information to others. 
• For Chinese travellers, “sustainability” is more about communities than carbon. 

See  more in the full report.

Tourism Ireland research found that the island of Ireland welcomed over 1.2 million American tourists who spent €1.7/£1.5 billion and stayed 10.4 million nights in 2023.

The US was the island's second-largest source of overseas revenue (27%), nights (17%) and tourists (15%). 

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

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. 

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. 

In the latest ETC Long Haul Travel Barometer: 

• 38% of long-haul travellers plan to visit Europe this autumn,  with an increase from the US and South Korea and a decline from China. 

• Europe is rated the safest region worldwide. 

• The Nordics are seeing a rise in interest among overseas travellers.   

• The share of travellers unwilling to travel longer distances has risen, but intention to visit Europe remains steady,

• Europe’s standing is reinforced by its reputation as the world’s safest destination, a factor that continues to shape traveller choices. 

See more data 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.

Tourism Ireland conducted research in June 2025 amongst +8000 potential holidaymakers in eight key tourism markets.  They found that: 

• The challenging macro environment has created uncertainty with a quarter of holidaymakers holding off on booking. 
• Visitors need to be assured that Ireland is a value for money destination and they will have a quality experience
• Beautiful landscape and scenery remains a key driver to visit.
• Recommendations remain a key source of inspiration.
• Artificial Intelligence (AI) experimentation continues to gain traction in holiday planning and inspiration.

See more data in this report.

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

Tourism Ireland's research found that the Island of Ireland welcomed over 3.9 million British tourists in 2023 who spent €1.8/£1.5 billion and stayed 19.7 million nights. 

This makes Great Britain the island's largest source of overseas tourists (45%), nights (32%) and revenue (27%).

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more. 

Tourism Ireland research found that the island of Ireland welcomed more than 463,000 German tourists who spent over
€430/£374 million and stayed 4 million nights.

This makes Germany the island's third-largest source of overseas revenue, tourists and nights.

See more information in this report on:

• where they visited
• the type of accommodation they used 
• the activities they engaged in
• how they planned and researched their trip and more.