The intention to travel to Europe has dropped to 34%, while bookings have increased

According to the results of the European Travel Commission's Long-Haul Travel Barometer (3/2026), the intention to travel to Europe in the September–December period has fallen from 38% to 34%. At the same time, 52% of potential visitors have already booked their flight tickets — last year this figure was 42%.

Cost remains a barrier, but its impact is diminishing: the share of those citing cost as a reason for not going to Europe is 30%. More than half of visitors (53%) will be coming to Europe for the first time, mainly from China and the USA. The most preferred destinations are France, Italy and Spain.

Although the intention indicator has declined, the share of those booking has increased: the market is not expanding, but those who do travel are more decisive guests who book earlier.

For the long-haul guest flow coming to Azerbaijan, this means a strengthening of early-booking and advance-planning behaviour. For hotels and guesthouses, early-booking rates and long-stay packages can do more to attract this type of guest.