While global travel intent remains resilient in 2026 with nearly three-quarters (74%) of people worldwide still planning a summer holiday, new research from Allianz Partners Global Travel Confidence Index reveals the sector is being increasingly reshaped by economic pressure, geopolitical uncertainty and changing consumer priorities.
The survey was conducted by Ipsos, of 11,010 people and covered 10 key markets — including China, France, Germany, Great Britain, India, Italy, the Netherlands, Spain, Switzerland and the United States – and highlights a global traveller who is adapting rather than retreating. While travel intentions remain robust, holidaymakers are changing how and where they take their holiday.
According to Allianz Partners Global Travel Confidence Index, domestic travel is leading the way for many travellers this summer, with 42% of global citizens planning to holiday within their own country.
Coastal, countryside and mountain destinations account for 31% of domestic plans, while 19% will opt for city breaks, signalling a clear interest in travel that is closer-to-home and value-conscious, but doesn’t compromise on the joy and rejuvenation a holiday provides.
Travellers in India (60 %), China (59 %), the United States (51 %), Spain (49 %) and France (41 %) are most likely to travel domestically, while those in Switzerland (61 %), the Netherlands (55 %), Great Britain (42 %) and Germany (41 %) show a stronger tendency to travel abroad. Those in France are more likely to say they do not plan on travelling this summer and will stay at home (41%).
Rising costs remain a defining challenge, with 77 % of global travellers concerned about inflated prices. However, demand for holidays remains strong, with 86 % still prioritizing an annual vacation and more than four in five (82 %) saying they “desperately need a holiday” this year – underscoring that travel is seen as a way to escape from the world’s ‘permacrisis’ state.
But rather than cancelling travel, consumers are making deliberate, value-based choices. Three in five (61 %) are cutting non-essential spending elsewhere, while nearly half (47 %) are thoughtfully scaling back their holiday plans to afford to travel.
Anticipated spending per trip also varies significantly across markets with a global average of 1,572 Euro per person. Switzerland leads at 2,580 Euro, followed by the United States (2,261 Euro), China (2,221 Euro), the Netherlands (1,752 Euro), Great Britain (1,489 Euro), Germany (1,431 Euro), France (991 Euro), Italy (986 Euro), Spain (952 Euro), and India (800 Euro). Overall, vacation spending intention across Europe and the US has reduced notably from last year.
Beyond cost and location shifts, authentic, experience-driven holidays continue to be a priority for travellers seeking richer experience and meaningful memories.
More than half (54 %) of global travellers will attend concerts, festivals or performing arts events during their trips, while 41 % plan to attend sporting events.
Over a third (36 %) are booking cruises, riverboats or expedition-style holidays, reinforcing a broader shift toward immersive, activity-rich travel rather than passive relaxation.
The research also found that global instability continues to weigh on traveller sentiment. More than half (51 %) are reconsidering destinations due to border controls and travel advisories, with travellers from China (85 %) and India (83 %) feeling the most concerned about geopolitical instability.
Geopolitical instability is cited as a concern by 72 % of respondents, while 66 % express anxiety around personal safety, including crime, scams and terrorism. Operational risks also remain top of mind, including delays and cancellations (59 %), illness abroad (57 %), lost luggage (52 %) and missing travel documents (50 %).
Delays and cancellations are a worry for 59 %, while health concerns loom large: 57 % fear falling ill while traveling, and 56 % worry about medical emergencies abroad. Practical mishaps add to the stress, with more than half (52 %) anxious about lost or delayed luggage and 50% fearing the loss of travel documents.
Travellers under 35 appear to be more anxious about travel than those over 50, particularly regarding illness (63% vs 48%) or emergencies (61 % vs 49%), the climate crisis (61 % vs 46%), public health situations (61 % vs 44%), losing luggage (61 % vs 41%) or travel documents (60 % vs 40%), and the need for mobile device repair or replacement (48 % vs 29%).
In this environment, travel insurance has become far more than protection – it is the permission to enjoy your vacation, with peace of mind and a source of reassurance.
Among those who do purchase insurance, the key motivations are peace of mind (85 %), protection against unforeseen disruption (85 %), and reimbursement for cancellations (84 %). This indicates that when travellers know they’re covered, they can stop worrying and start living in the moment.
Notably, two in five (42 %) summer travellers purchase their insurance concurrently with their trip booking. Many do so directly from an insurer (31 %), while others choose online travel sites (13 %), travel agencies or tour operators online (13 %), banks (9 %), airlines (6 %), or insurance comparison websites (6 %).
However, one in five (20 %) travellers still say they will not purchase cover this summer, while 13 % remain unsure.
Anna Kofoed, Chief Officer Global Strategic Partnerships, Allianz Partners, observed that: “What we are seeing is not a decline in travel demand, but a clear evolution in how people travel. This is a more conscious traveller, but also a more resilient one, that is reshaping the entire travel landscape.”
Kofoed continued: “Even in the face of economic pressure and global uncertainty, as travellers face rising costs, ongoing geopolitical uncertainty, and the very real prospect of disruption, from higher fuel prices to potential air traffic control strikes, holidays remain a non-negotiable lifeline to wellbeing and personal renewal. Travel has become essential to how we recharge, reconnect, and care for ourselves.”
And she noted that: “Rather than stepping back, consumers are adapting. They are choosing destinations closer to home, managing their budgets more carefully, and prioritizing meaningful, experience-led trips that justify the investment – because the memories and wellbeing benefits are priceless. At the same time, this more complex and potentially ‘bumpy’ travel environment is driving a greater focus on protection.”
Added Kofoed: “Travellers are increasingly aware that disruption is part of the journey, which is why confidence today is not just about where you go, but how well you are prepared for the unexpected. When you’re protected, you’re empowered. That’s what confidence really means in travel today -it’s the invisible co-traveller that lets you explore with peace of mind.”
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