In the ‘Luxury Shopping Insights 2026’ report, Global Blue mentioned that global tax-free luxury market recorded a 5% increase in H1 2026. This overall growth was driven by a 7% rise in average spend per shopper, which offset a slight 2% decline in the total number of shoppers worldwide. The global trend is being fuelled by strong growth in the Asia-Pacific region - up 18% - while spending levels in Europe remain stable compared with 2025. After a sluggish start to the year, the European market rebounded in May and June, increasing by 6% and 7%, driven in particular by the performance of the Watches & Jewellery. Two main drivers underpin this growth: the ultra-high-net-worth individuals segment and tourist flows from the United States.