For its 2026 edition, Mastercard’s annual report (based on macroeconomic analysis of real, aggregated and anonymized transaction data) paints a portrait of a global traveler who is resilient yet highly selective.
In the face of persistent inflation and rising fuel costs that drive higher hotel and airline prices, travelers do not give up on traveling. Instead, they weigh options, compare, and optimize their choices.
“Our data confirm that the travel economy remains resilient. Behaviors are shifting toward a more thoughtful approach, with Europeans placing greater emphasis on value for money, financial affordability, and authentic experiences“, analyzes Natalia Lechmanova, Chief Economist for Europe at the Mastercard Economics Institute.
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Europe remains the queen of the game (with Paris leading the spotlight)
Despite disruptions in energy supply chains and airspace disturbances forcing carriers to adjust certain routes, optimism prevails for the summer season.
Projections for air capacities from June to September indicate sustained growth compared with the previous year.
In this context, Paris is expected to register the strongest global growth.
Behind the French capital, Amsterdam and Brussels show similar momentum, while Barcelona, Madrid and Frankfurt also benefit from a notable rise in international arrivals.
Spending disparities: each nationality has its priorities
Swiss travelers favor retail, notably high-end shopping, making Paris their preferred destination. The British and the Dutch, meanwhile, clearly dedicate their budgets to gastronomy, emphasizing dining and haute cuisine.
The Germans adopt a more pragmatic approach, allocate a significant portion of their spending to everyday grocery purchases.
In Spain, the situation is radically different: nightlife occupies a prominent place. Consequently, British tourists spend on average 32% more than other nationalities in clubs and nightlife venues.
The eco-responsible boom: train travel (luxury) on the right rails
Supported by Europe’s strategy for sustainable mobility, which aims to double high-speed rail traffic by 2030, rail travel is no longer just a zero-emission transport option: it is becoming a true immersive experience.
Some nationalities stand out in this dynamic. Spanish travelers now allocate 2.7% of their travel budget to rail (versus 1.8% in 2022), followed closely by the Dutch (2.2%), as well as Belgians and the British (2.1%).
Beyond the conventional network, it is the luxury rail travel segment that is experiencing exceptional growth. Today it accounts for nearly 20% of global rail tourism expenditures. This premium market, particularly buoyant, especially appeals to Italian travelers, who alone dedicate half (50%) of their rail budget to these exceptional rail cruises.
