The tourism sector is signaling a potential shift in pricing and destination preferences for European travelers, with TUI Germany’s CEO, Benjamin Jacobi, projecting only modest price increases for the summer of 2026. Jacobi’s statements, published in Funke-Mediengruppe newspapers, suggest that holiday costs will likely mirror inflation, estimated at a 1-3% rise. This nuanced prediction comes amidst ongoing economic pressures and evolving geopolitical landscapes.
While some destinations, notably areas along Bulgaria’s Black Sea coast, Albania and Tunisia, are anticipated to remain relatively stable in price, others, like the popular Greek islands of Santorini and Rhodes, could experience price reductions. Jacobi notes a historical irony in this, highlighting that these islands, previously considered premium destinations, now face downward pressure.
A key factor potentially influencing affordability will be a planned reduction in air travel taxes scheduled for July 2026. Jacobi emphasizes TUI’s commitment to pass these savings directly to consumers, characterizing it as a “politically important first step”. He underscored the impact of even small savings, suggesting an eight-euro reduction per flight could translate into a family indulging in a celebratory meal abroad. This gesture aims to counterbalance the perception that travel is increasingly inaccessible to average earners, a politically sensitive point given rising living costs.
Beyond destination pricing, Jacobi is urging early booking to secure the best deals. He warns against the expectation of last-minute discounts, a trend prevalent in recent years due to hoteliers attempting to fill vacancies. This advice subtly acknowledges a power dynamic shift, suggesting hotels are increasingly confident in their occupancy rates, minimizing their need to incentivize late bookings.
Furthermore, travelers are being encouraged to explore alternative departure airports to capitalize on variations in school holiday schedules, potentially saving hundreds of euros – a strategy TUI actively facilitates through inclusive rail travel options.
Destination preferences are also undergoing alteration. Greece has reportedly surpassed both Spain and Turkey as the most sought-after holiday destination for European tourists, signaling a broader reassessment of traditional favorites. Despite the political climate surrounding the administration of former US President Donald Trump, the United States continues to retain its appeal for long-haul travel, demonstrating a lingering fascination with American culture and experiences. This continued demand raises questions about the long-term impact of geopolitical factors on international tourism.
