Middle East Crisis: Impact on European Suppliers and Destinations | September 2026
The September survey shows that the Middle East crisis continues to have a moderate impact on suppliers and destinations.
Reduced demand remains the main consequence, reported by 59% of respondents. Changes in booking patterns are also widespread (56%), while cancellations and requests to rebook to 2027 or later were each reported by 37% of respondents.
Businesses are responding primarily through marketing and operational flexibility, with 52% adjusting their marketing strategies and increasing flexibility in booking and cancellation terms. A further 37% have adjusted their sales strategies, while 30% have adjusted pricing or offered to postpone bookings at no cost.
Looking ahead, demand uncertainty (74%), client and market confidence (56%) and margin/price uncertainty (48%) remain the main concerns. For 2027, the strongest expected shift is towards European and domestic markets (72%), alongside diversification into other international source markets (52%) and product or activity diversification (34%).
Overall, the results suggest that suppliers and destinations are increasingly adapting their marketing, sales and market strategies in response to continued demand uncertainty. While 29% expect these changes to represent a lasting shift in how they operate, more than half (54%) consider it too early to say, with 54% expecting the continuing impact of the crisis to remain the biggest influence on their strategic planning.