Travel intentions, preferences and barriers all point towards a cautious outlook for travellers, one who is increasingly asking ‘how safe is it to go there?’
-Close to home
There is a growing preference for domestic trips. Australia is shifting away from long-haul travel in favour of neighbouring Asian countries and Canada is keen to remain in-country. Familiar environments reduce perceived risk, improve response times in emergencies, and offer a stronger sense of security.
Geopolitical concerns and time-constraints are deterring further travel, but 52% mainly say high costs limit travel, with the US booking fewer trips despite eagerness to travel.
-Trends
Travellers are leaning towards personalised and experience-led itineraries, with a growing interest in semi-package trips, and rising demand for wellness and slow travel. This could reflect travellers desiring guidance with the flexibility of freedom.
-Europe Popularity
Interest in Europe remains strong, largely due to its reputation for stability, infrastructure, and accessibility, with many travellers considering a trip in 2026 to explore its nature and cultural variety.
– Safety
Europe continues to rank highest globally on safety, with 51% stating safety as the main reason when choosing a European holiday. Political stability, climate hazards and personal safety are all taken into account – with Europe consistently coming out top as a safe and reliable destination.
-Business Travel
Business travel has increased, particularly so for Australia and South Korea.
Finances, economic uncertainty and potential recessions are shaping travel movements of 2026. With domestic travel gaining popularity, it’s a cost-effective way to explore new places, support the local economy and for those to experience their own country from a fresh perspective.
Travellers are becoming more informed, more selective, and far less willing to compromise when it comes to risk.