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.

September 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?

When asked how the operating environment for European tourism compares with the same time last year, 58% of respondents said conditions had become more difficult, including 18% who felt they had become much more difficult.

37% felt the environment was broadly unchanged, while just 5% reported an improvement. No respondents felt conditions had become much easier.

This points to a challenging operating environment, although the largest shift is towards conditions being moderately rather than significantly more difficult.

What could improve business success?

When asked what changes could improve their business success, members highlighted a combination of greater geopolitical and economic stability and practical improvements to make it easier to operate tourism across Europe.

The topics where there is most opportunity for improvement are:

Geopolitical & Economic Stability
Conflict and geopolitical uncertainty are affecting confidence and demand, particularly from some long-haul markets. Members would welcome greater stability, alongside improved economic conditions, lower energy and fuel costs and stronger consumer spending power.

Entry, Borders & Visa Processes
Entry requirements and border processes remain a concern. Members call for smoother implementation of EES, more consistent entry formalities across Europe and simpler visa processes, particularly for key Asian source markets. There are also concerns about the impact of uncertainty and negative messaging around new entry requirements on consumer confidence.

Attractions, Ticketing & Group Access
Booking and accessing major attractions is becoming increasingly difficult for organised tourism. Members would like simpler group reservation systems, clearer information, better allocations and fewer changes to admission and guiding policies. Restrictions affecting coaches and small groups in major destinations are also creating operational challenges.

Costs, Taxation & Regulation
Rising costs and regulatory complexity continue to put pressure on businesses. Members call for greater stability around taxation, fewer increases in visitor and other business taxes, reduced bureaucracy and a more supportive regulatory environment. Employment, energy and supplier costs are also highlighted.

Supplier Relations, Pricing & Commercial Conditions
Greater flexibility and predictability from suppliers would support forward planning. Members mention high and changing hotel rates, late availability, restrictive cancellation terms and reduced scope for negotiation. Better communication and closer collaboration between buyers and suppliers would help businesses respond more effectively to changing demand.

Connectivity, Infrastructure & Destination Management
Members highlight the importance of reliable air connectivity, efficient airports and sustainable transport infrastructure. There are also calls for better management of congestion and crowding in major destinations, alongside investment and coordinated destination marketing to maintain Europe’s attractiveness.

Demand & Source Market Recovery
Some members would like to see stronger demand from North America and Asia, with particular concern around weaker performance from some Far Eastern markets. Changing booking behaviour, shorter stays and increasingly last-minute demand are also making business harder to predict.