Pulse Check: Operating environment for tourism – April 2026
Pulse Check
Results
ETOA’s Pulse Check asks one question each time. It’s a rapid and straightforward way to highlight our members’ voices to policymakers and the wider travel industry community.
April 2026
This time we asked our members
How do you feel the operating environment for European tourism is at the moment compared with the same time last year?
Overall, our members say that operating conditions have worsened for most businesses, with geopolitical instability and cost pressures driving their difficulties.
There is a strong negative shift in sentiment compared with this time last year, with 70% feeling conditions have become more difficult (52% moderately more difficult, 19% much more difficult). 20% say conditions are unchanged, whilst 8% report improvement.
When asked what changes could improve business success in 2026, members most frequently pointed to the need for greater stability in the operating environment, alongside more practical improvements to reduce cost and complexity.
The main areas where members see opportunity for improvement are:
Stability & Geopolitical Conditions
Ongoing geopolitical uncertainty, especially in the Middle East continues to affect demand and business confidence. Members highlight the need for a more stable global environment, noting the impact of conflicts and political tensions on key source markets.
Costs, Taxes & Financial Pressures
Rising operational costs remain a consistent concern. Members refer to increasing taxes, employment costs, and general cost inflation, all of which are putting pressure on margins and making forward planning more difficult.
Access, Transport & Practical Barriers
Operational complexity is an ongoing issue. Members cite challenges around transport access, including rail booking systems and broader logistical constraints, which can limit flexibility and efficiency when building itineraries.
General Call for Simplicity and Predictability
Across responses, there is a recurring emphasis on the need for a more predictable and manageable business environment, rather than major structural change.
European tourism businesses are navigating a tougher environment than this time last year. Our members have called for greater stability, lower cost pressure, and fewer practical barriers in order to plan with confidence and operate more efficiently into 2026. We continue to support them in this endeavour.