Interest in Travel to Uzbekistan Surges by Record 64%

Tashkent, Uzbekistan (UzDaily.uz) — Uzbekistan is emerging as a new destination for international travelers, with search demand for the country rising by a record 64% between May 2025 and April 2026, according to the "Travel Insights 2026: Focus on Europe" report prepared by Amadeus in cooperation with UN Tourism. The increase was the highest among all destinations covered by the study.

Uzbekistan Outpaces Established Destinations

Neighboring Tajikistan recorded the same 64% increase in travel searches. The report highlights growing interest in destinations across Central and Eastern Europe, a grouping that the authors say includes the countries of Central Asia. Uzbekistan and Tajikistan posted the strongest growth in search demand, outperforming established destinations such as Switzerland and Sweden (36% each), Denmark (34%), Ireland (33%), Belgium (32%), and Norway (31%).

According to the report, the growing diversity of emerging destinations suggests that travelers are increasingly looking beyond traditional tourist hotspots in search of new experiences. This creates opportunities for destination management organizations (DMOs) to raise their profile through differentiated marketing campaigns and compelling storytelling.

"More travelers are looking to discover new destinations beyond the famous and widely photographed tourist hotspots. The destinations most likely to succeed are those bold enough to make themselves known today, before the rest of the world catches on," UN Tourism Secretary-General Shaikha Al Nowais said.

European Tourism Remains Resilient

Europe's tourism sector continued to show resilience and growth in the second quarter of 2026. According to Amadeus Travel Intelligence, passenger traffic to Europe increased by 2.3% between May 2025 and April 2026 compared with the previous corresponding period. Hotel occupancy rose by 2%, while average daily room rates (ADR) increased by 7%.

The UN Tourism World Tourism Barometer reported that international arrivals in Europe rose by 4% in the first quarter of 2026, following 5% growth in 2025. Central and Eastern Europe recorded overall growth of 6%, while Southern Mediterranean Europe and Northern Europe each posted 4% growth. Western Europe recorded a 2% increase.

"While travel across Europe faces some uncertainty due to the macroeconomic environment, demand across the continent remains resilient. We see a clear opportunity to attract Japanese travelers, who lead both in search volume and booking growth for Europe, while interest is also increasing in less well-known destinations," said Javier Campo, Vice President of Commercial for Europe at Amadeus Hospitality.

Czechia and Iceland Lead Booking Growth

In addition to Europe's traditional tourism leaders, booking data point to growing demand for destinations offering distinctive experiences and more balanced seasonality. Czechia recorded the fastest growth in bookings among Europe's leading markets, up 9%, followed by Iceland with 7%.

The report says the figures reflect strong interest in cultural city breaks as well as nature-based travel across Northern and Central Europe.

Japan Drives Growing Demand

Japan emerged as the fastest-growing source market for travel to Europe. A 62% increase in travel searches from Japan translated into a 12% rise in bookings, 10 percentage points higher than Denmark, which ranked second in booking growth.

Growth in bookings from Japan was recorded across all European subregions, rising by 28% in Central and Eastern Europe, 14% in Southern Mediterranean Europe, 10% in Western Europe, and 8% in Northern Europe.

According to the report, the trend creates significant opportunities for tourism organizations, destination management organizations, and airlines, ranging from more targeted marketing campaigns to strategic partnerships for developing travel routes.

Travelers Aged 46–65 Account for One-Third of Demand

Travelers aged between 46 and 65 account for around 30% of total travel demand across Europe, making them the largest customer segment.

According to the Amadeus Travel Dreams report, this age group is increasingly seeking authentic local experiences, cultural immersion, wellness, and deeper connections with the places they visit.

The trend is also reflected in the hotel sector. Average daily room rates remained close to US$215 across Europe over the past 12 months, peaking at US$249 in June 2025. France recorded the highest rates among major markets, with average daily rates of US$441 in June and US$391 in July.

Hotel occupancy across Europe remained at 73% or higher between May and October 2025, reaching nearly 80% in September.

Early Bookings Signal Stable Demand

Nearly half of all bookings, around 48%, are made more than one month before arrival, underscoring the effectiveness of early marketing and pricing strategies.

Hotel occupancy for September 2026 has already reached 25%, compared with 22% at the same point a year earlier, providing an early indication of sustained traveler demand ahead of the next peak season.

The "Travel Insights 2026: Focus on Europe" report is based on data from Amadeus Destination Gateway, which combines historical and forecast information on hotels, air travel, and travelers' demographic characteristics.