A significant and growing number of international travellers are abandoning their plans to visit certain countries, not because of cost, but because of frustrating and complex immigration rules, according to a major new survey from IATA.
A Rising Barrier to Global Travel
The 2026 Global
Passenger Survey from the International Air Transport Association (IATA) paints a stark picture: 43% of travellers say they have been discouraged from visiting a destination specifically because of its immigration requirements. This figure marks a significant jump from 33% in 2025, indicating that as global travel rebounds, the administrative hurdles are becoming a more prominent factor in decision-making. The core of the problem is not a reluctance to follow rules, but the sheer complexity of the process. A majority of those deterred—53%—cited complicated procedures as the main issue, far outweighing concerns about cost or data privacy, which were each named by 17% of respondents.
The 'Hassle Factor' in Detail
What this 'hassle factor' looks like in practice is a mix of confusing websites, strict and often peculiar documentation requirements, and a general lack of clarity. Travellers often face malfunctioning application portals and the need to restart processes multiple times. The survey highlights a clear demand for a move away from traditional, in-person applications. A strong majority, 60% of travellers, now prefer to apply for visas online, compared to just 25% who favour visiting a consulate or embassy. This frustration is creating a clear disconnect between the desire for seamless international travel and the bureaucratic reality that greets many prospective visitors. The issue is most pronounced for travellers from Africa, who are the most likely to be deterred by entry rules, followed by those in the Asia-Pacific region.
A Missed Economic Opportunity
For countries with cumbersome visa policies, these findings represent more than just traveller inconvenience; they signal a significant, self-inflicted economic wound. Every traveller deterred by a complex visa process is a loss of potential tourism revenue, business investment, and cultural exchange. While overall satisfaction with air travel remains high at 87%, satisfaction with border control and immigration processes languishes at just 70%. In response to these challenges, IATA is urging governments to simplify their entry requirements and eliminate redundant checks. The argument is that countries are effectively sabotaging their own tourism and business appeal by maintaining outdated and inefficient systems in an increasingly digital world.
The Digital Path Forward
The good news is that passengers are overwhelmingly willing to embrace technology to fix the problem. The survey found that 86% of travellers are likely to share their immigration information digitally before departure to speed things up. There is also strong interest in using Digital Travel Credentials (DTCs), or digital passports, with 84% of respondents saying they would use one for online check_in. Passengers are demonstrating a clear desire to complete these formalities before they even get to the airport. The technology to enable this shift already exists. More than 100 countries currently issue eVisas, but a lack of common standards for how they are verified creates bottlenecks for airlines and border agencies. IATA's call to action is for governments to adopt these existing tools and create a unified framework, making travel more convenient and secure without compromising border integrity.
