Eastern Europe Travel Market Report 2026

Summary

Eastern Europe's online travel market is projected to reach $33.4 billion in bookings in 2026, with annual growth decelerating as the region matures. Bookings continue to move online at sharply different speeds by country and segment, and regional players—localizing faster than the global platforms can match—keep gaining share. Looking ahead, much depends on the duration of the war in Ukraine, how long Middle East disruption weighs on long-haul capacity and whether regional players can turn hyper-local inventory into an advantage as agentic AI reshapes distribution.

This report provides need-to-know information on the Eastern Europe travel market, including key developments and trends, market characteristics and major players. It focuses on the region's key travel markets—Greece, Poland, Hungary, the Czech Republic, the Baltics, Romania, Bulgaria and Ukraine—and includes market sizing and projections through 2029.