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Southern Europe and North America are experiencing the largest increases in international travel demand for the summer season, according to a report by travel intelligence firm Data Appeal.
The analysis of flight search data between June and August 2026 shows Southern Europe will capture 11.71% of global travel intent, rising 2.47% compared with last year.
Meanwhile, North America increased its market share by 1.01% to 8.36%, driven partly by demand for host cities of the football World Cup.
Eastern Asia and South-Eastern Asia retain the largest total shares of global summer demand at 14.41% and 13.58% respectively. However, Eastern Asia recorded a year-on-year drop, while Western Asia fell 2.69% due to travel disruptions linked to conflict in the Middle East.
Carlos Cendra, marketing and communications director at Data Appeal, said: “Summer travel intent data suggests that, as air connectivity and flight corridors are disrupted by rerouting, higher costs and geopolitical uncertainty, long-haul demand is naturally reorganising towards destinations that feel closer, more familiar and more accessible.”
