Asian travelers continue to flock to Europe despite record-breaking summer heat, with searches for European destinations rising 57% year on year during the July-August travel season. France, Italy and Spain remain the most popular destinations by booking volume, while hotel bookings in Northern Europe doubled year on year. Flight bookings to both Southern and Northern Europe grew more than 30%, with Scandinavia and Nordic countries attracting increasing numbers of travelers seeking cooler climates, boosted by a growing number of luxury hotel openings. Travel spending to Norway is forecast to rise 8% for Chinese travelers and 4% for Singaporean travelers in 2026, with Singapore Airlines reporting an 85.5% passenger load factor on European routes in June.
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