A WTTC-commissioned macroeconomic study warns that if border delays become entrenched, Europe could lose up to 41 million visitors and $45.4 billion (€40 billion) in tourism revenue.

The report surveyed over 2,500 travellers from the UK, US, Canada, and Australia, Europe’s most strategic long-haul markets.

Regular three- to four-hour waits in the Schengen Area would sharply deter travellers; around one-third would likely avoid or cancel trips to Europe.

Tolerance for delays varies: 39% of UK citizens would avoid Europe if faced with three-hour waits.

Rejection rates

Americans and Canadians show 33% rejection rates; Australians, 27%. The WTTC notes that while the public favours modernised controls, unpredictable queues deter travel, hurting Europe's image.

Despite these concerns, the WTTC sees digital transition as both inevitable and positive. President Gloria Guevara calls the EES vital for security and describes current disruptions as typical early challenges of major transformations.

The challenge now is for governments, border authorities, and the tourism sector to coordinate and invest in digital solutions to ease these issues.

A paradox emerges: 65% of respondents support the EES after learning how it works, with just 6% rejecting biometrics—yet most know little about it.

Over half of travellers (55%) know little about the EES; 49% are unaware of the required procedures. The main expected benefits are increased security (57%), faster travel (52%), and greater confidence in controls (43%).

WTTC proposes three priority action areas to help EU Member States preserve their reputation and visitor numbers.

First, accelerate digital pre-registration by promoting the Travel to Europe app to submit advance biographical data. Second, launch broad campaigns and provide detailed guides to travel stakeholders to prepare customers.

Third, ensure all borders have fully operational biometric systems, more staff, and express lanes for travellers who have previously provided data.

Travellers prefer improving digital borders to abandoning them, favouring continued investment in technology and efficiency.

With advanced technology, strong information campaigns, and more staff, Europe can strengthen security while keeping tourism attractive and efficient.