A Growing Travel Deterrent
According to the 2026 Global Passenger Survey (GPS) from the International Air Transport Association (IATA), difficult immigration requirements are no longer a minor inconvenience but a major dealbreaker for a significant number of travellers. The survey,
which gathered over 10,000 responses from more than 200 countries, found that 43% of passengers were discouraged from travelling to a specific destination because of its entry requirements. This marks a substantial jump from 33% just a year prior in 2025, indicating that as global travel rebounds, administrative barriers are becoming an increasingly influential factor in holiday planning. The primary reason cited by those put off was sheer complexity, with 53% of respondents finding the process too convoluted. Cost and privacy concerns were far less significant factors, each cited by only 17% of discouraged travellers.
Travellers Vote With Their Feet
The data suggests a clear trend: when faced with cumbersome paperwork and uncertain timelines, travellers are simply choosing to go elsewhere. This directly impacts national economies that rely on tourism. A destination perceived as difficult to enter risks losing potential visitors to competing markets with simpler, more predictable visa processes. The effect is felt across the entire tourism value chain, from airlines and hotels to local tour operators and restaurants. The IATA survey highlights regional differences, noting that travellers from Africa (52%) and the Asia-Pacific region (49%) were the most likely to be deterred by immigration hurdles. This suggests that passport holders from these regions face more significant challenges, influencing global tourism flows. In contrast, North American travellers were the least affected, with only 35% being discouraged.
The Overwhelming Demand for Digital
While the problem is growing, the survey also points to a clear solution: digitalisation. An overwhelming majority of passengers are ready and willing to embrace technology to simplify their journey. The report found that 60% of travellers prefer to apply for a visa online, compared to just 25% who favour the traditional method of applying in person at a consulate or embassy. Furthermore, 86% of respondents stated they would be willing to share their immigration information digitally before departure to speed up the process. This appetite for digital solutions extends to the airport experience itself. Nearly half of passengers (45%) would prefer to complete all immigration procedures before even arriving at the airport, up from 41% in 2025.
A Call for Smarter Borders
The findings have prompted IATA to call on governments to streamline their entry requirements and adopt modern, digital solutions. Nick Careen, IATA's Senior Vice President, noted that while more than 100 countries now issue eVisas, a lack of common standards for verification creates inconsistencies and inefficiencies for airlines and passengers alike. The technology to create a smoother, more secure travel experience—such as digital passports and wider use of biometrics—already exists. Passengers have shown their trust in these systems, with 78% willing to share biometric data if it means skipping repetitive document checks at the airport. The message from travellers is clear: they are embracing technology like AI to plan trips and biometrics to speed through airports, but a critical part of the journey is lagging behind.
