Tajikistan and Uzbekistan recorded the strongest increase in travel searches among the destinations covered by a new Amadeus and UN Tourism report.

Online travel searches for Tajikistan increased by 64% year on year, placing the country alongside Uzbekistan as the fastest-growing destination for search interest in a new international tourism report.

The findings are included in Travel Insights 2026: Focus on Europe, published by travel technology company Amadeus in collaboration with UN Tourism on July 15.

According to Amadeus, the increase indicates that travelers are increasingly looking beyond established tourism centers and exploring destinations offering distinctive cultural experiences, natural attractions and less familiar routes.

The figure reflects growth in searches made by people planning flights and trips. It does not mean that bookings or actual tourist arrivals increased by the same amount.

More established destinations also recorded strong search growth. Searches for Switzerland and Sweden increased by 36%, followed by Denmark at 34%, Ireland at 33%, Belgium at 32% and Norway at 31%.

Amadeus said the trend gives national tourism authorities an opportunity to convert growing interest into bookings through targeted promotional campaigns, partnerships with airlines and tour operators, and greater visibility for lesser-known attractions.

Travelers increasingly look beyond traditional destinations

Europe’s tourism market continued to grow between May 2025 and April 2026. Passenger traffic increased by 2.3% compared with the previous 12-month period, while hotel occupancy rose by 2% and average daily room rates increased by 7%.

The average hotel room rate across Europe was approximately $215 over the period, reaching a peak of $249 in June 2025.

International tourist arrivals in Europe increased by 4% in the first quarter of 2026, according to the UN Tourism World Tourism Barometer.

Central and Eastern Europe recorded the strongest growth, at 6%. Arrivals increased by 4% in Northern Europe and Southern and Mediterranean Europe, and by 2% in Western Europe.

Among major European destinations, Czech Republic and Iceland recorded the fastest growth in bookings, rising by 18% and 11%, respectively. Amadeus said this reflected increased demand for both culturally focused city breaks and nature-based tourism.

Japan emerged as one of the most promising source markets for European tourism. Searches from Japan increased by 62%, while bookings rose by 19%.

Bookings by Japanese travelers to Central and Eastern Europe grew particularly strongly, increasing by 28%.

Travelers are booking further in advance

People aged between 46 and 65 accounted for approximately 30% of travel demand in Europe, making them the largest traveler segment covered by the report.

According to Amadeus, travelers in this age group show particular interest in local culture, authentic experiences, wellness tourism and deeper engagement with the destinations they visit.

Nearly 48% of hotel bookings are made more than one month before check-in. Advance occupancy for September 2026 had already reached 25% when the report was prepared, compared with 22% at the same point last year.

What attracts tourists to Tajikistan?

Tajikistan’s mountains, wildlife, mountaineering routes and historical and cultural attractions remain among the main draws for international visitors.

National statistics also indicate an increase in actual tourist arrivals. Tajikistan received 889,400 foreign tourists in the first half of 2026, up by 127,100 people, or 16.7%, from the same period last year.

Of the total, 806,900 tourists arrived from other Commonwealth of Independent States countries, while 82,500 came from countries outside the CIS.

The country’s main tourism season has only recently begun and is expected to continue until around October. Tajik tourism officials have said the number of foreign tourists could exceed 2 million by the end of 2026.

The 64% increase in search interest suggests that Tajikistan is becoming more visible in the international tourism market. Converting that interest into actual visits, however, will require more active promotion abroad, new tourism routes, qualified guides and improvements in service quality.