REPORT: EUROPEANS ARE CHANGING THEIR TRAVEL PLANS
Europe Is Rethinking Safety, Bookings and Tourist Confidence
The joint discussions focus, among other things, on crisis management, disruptions in air transport, repatriation of travellers, the economic outlook and consumer confidence. Alongside tourism representatives, the conference also features experts from the European Commission, the European External Action Service, Mastercard Economics Institute, the Czech National Bank and the Vrije Universiteit Brussel.
Initial data from ECTAA show that the current situation in the Middle East is already affecting summer holiday bookings across Europe. Most respondents report weaker or stagnating sales. Travellers are increasingly choosing closer European destinations, shorter flights and Mediterranean holidays, while long-haul travel is losing momentum mainly due to geopolitical tensions and operational restrictions. Better results are being recorded by destinations such as Spain, Portugal, Greece and Italy.
“European tourism has repeatedly demonstrated its resilience in recent years. At the same time, we can clearly see that safety and stability are playing an increasingly important role in travellers’ decision-making. For travel agencies and destinations alike, fast communication, flexibility and the ability to react to changes are therefore essential. Tourism today faces a wide range of challenges – from geopolitical developments and economic uncertainty to changing customer expectations. International cooperation and the sharing of experience are therefore more important than ever,” says ECTAA former President Frank Oostdam.
Czechs Increasingly Prioritise Certainty and Safety
Current data from the confirm similar trends. According to the latest survey, people are increasingly choosing closer and safer destinations and are paying more attention to where they travel. Ten percent of Czechs have postponed a planned trip because of the current situation, while seven percent changed their originally selected destination. Interest in foreign holidays is also declining. This year, 49% of Czechs plan to travel abroad, down by eight percentage points year-on-year.
“It is becoming increasingly clear that safety and certainty now play a much greater role in people’s travel decisions. Czechs still want to travel, but they are thinking more carefully about where they go and how safe they will feel during their holidays. Alongside price and service quality, accessibility, flexibility and overall travel certainty are becoming more important. This is exactly where Czechia has a major advantage,” said František Reismüller – Director of the Czech Tourist Authority – CzechTourism when presenting the survey results.
According to the (AČCKA), more and more people are also choosing organised tours. Clients are mainly looking for certainty, service and support in case of complications. According to data from the Czech Statistical Office, 49% of Czechs used the services of a travel agency or tour operator for organising their foreign holiday in 2025, compared to 48% a year earlier.
“In uncertain times, Czechs are increasingly choosing holidays organised through travel agencies and tour operators. Alongside comfort and service, they are mainly looking for certainty, assistance in case of complications and price guarantees. The current situation in the Middle East once again highlights the difference between individual travel and organised package holidays,” adds Executive Director of the AČCKA Kateřina Chaloupková.
Prague as a Venue for the European Tourism Debate
The ECTAA meeting in Prague is also an important opportunity for Czechia to present itself to European partners as a safe, stable and high-quality destination. In addition to professional discussions, the programme also includes presentations of Czech regions and accompanying events in Prague and South Moravia.
“We are delighted to return to Czechia and at the same time strengthen cooperation with CzechTourism. Czechia combines rich cultural heritage with modern infrastructure and excellent accessibility – key elements for European travel professionals. Thanks to a strong recovery in visitor numbers, an innovative MICE offering and a strong focus on sustainability, Czechia represents an inspiring partner for our members. We believe this cooperation will strengthen business relations between Czech destination management companies and travel agencies and tour operators across Europe,” highlights Eric Drésin – Secretary General of ECTAA.
Both Czechia and Prague have recently confirmed their strong position in congress and event tourism. According to the latest ICCA rankings, they rank among the world’s leading congress destinations and continue to benefit from quality infrastructure, excellent accessibility and a growing emphasis on sustainability.
“The fact that ECTAA selected Prague for this year’s meeting is a very important signal for us. Czechia has long been perceived as a safe, stable and attractive destination, and international gatherings like this help strengthen our position on the European tourism map. But Prague is only the beginning. Czechia’s compact geography and one of the densest railway networks in Europe create ideal conditions for comfortable travel between regions and for building attractive multi-destination itineraries. Czechia offers European travel agencies and their clients an exceptionally diverse mix of experiences,” concludes Director of Product Management, Research and B2B Cooperation at CzechTourism Tereza Hofmanová.
A Shared Focus on Sustainability and Responsible Growth
Tourism remains one of Europe’s key economic sectors. It accounts for approximately 10% of the European Union’s GDP and plays a crucial role in employment, regional development and the connectivity of the European continent. According to Eurostat data, European tourism contributes 10% to EU GDP and remains a major driver of growth and employment.
The partnership between ECTAA and CzechTourism includes joint marketing activities, B2B networking, know-how sharing and the development of sustainable tourism projects. CzechTourism has long been promoting and supporting sustainable tourism. This approach fully aligns with ECTAA’s Climate Action Plan and confirms that sustainability is one of the key pillars of the cooperation. The May meeting in Prague is therefore not just a conference, but also a concrete impulse for new business projects, long-term cooperation and the further development of European tourism.
Facts about ECTAA
ECTAA – the European Travel Agents’ and Tour Operators’ Associations – brings together national associations of travel agencies and tour operators across Europe. The organisation focuses on consumer protection, travel legislation, sustainability, digitalisation and the future of European mobility, while long supporting competitive, innovative and sustainable tourism. ECTAA represents 34 national associations across Europe, including the Czech AČCKA, and more than 80,000 tourism businesses. These include travel agencies, tour operators, online sellers and business travel specialists. Together, ECTAA members sell approximately 210 million holiday packages every year.
