For the September–December 2025 period, 55% of respondents in key overseas markets plan to travel abroad, marking a 4% decline compared to last year. Despite this dip, 38% of long-haul travellers intend to visit Europe this autumn – unchanged from 2024 – confirming the region’s resilience amid economic caution and geopolitical uncertainty.
Diverging trends across key markets
Travel sentiment towards Europe varies by source market. China remains the largest market, with 69% intending to visit Europe, although this marks a decline from 83% in 2024. Interest remains strong but is tempered by domestic economic caution and a preference for shorter trips.
Brazil maintains robust interest at 46% (down 2%), while Australia shows gradual growth from 33% to 37%. In contrast, Canada has dropped to 35% from 39%, reflecting increased caution.
The United States (29%) and South Korea (33%) are showing notable increases in European travel intentions – up six points in both cases – driven by confidence in Europe’s safety and strong cultural appeal. Japan, though still lowest at 20%, continues its slow recovery.
Safety as Europe’s strongest competitive advantage
The ETC research confirms that Europe ranks first globally for safety, ahead of all other regions across key measures such as political stability, personal security, low exposure to natural hazards, and peaceful relations with local populations. Safety remains the leading factor influencing destination choice, followed by iconic attractions and quality infrastructure.
Miguel Sanz, President of the European Travel Commission, commented: “Safety and stability remain Europe’s strongest advantages in an uncertain world. At the same time, this research reminds us that affordability must be addressed if we are to keep Europe accessible to younger generations.”
Cost concerns and shifting spending patterns
Affordability continues to pose a major challenge. 42% of respondents cite cost as a barrier to long-haul travel to Europe, with this share rising sharply among younger travellers (61%). Most visitors plan to spend 100 – 200 euros per person per day, while fewer expect to exceed 200 euros compared with 2024.
In China and Brazil, the proportion of travellers expecting to spend over 200 euros per day fell from 38% to 25% and 45% to 38%, respectively. These figures underline tightening budgets and a growing demand for value-driven, flexible travel options.
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Nordic destinations gain ground
While traditional favourites – France (38%), Italy (31%), the UK (26%), Germany (25%), and Spain (24%) – remain the most desired destinations, interest is expanding northward. The Nordic countries are recording strong momentum, with Norway rising from 9% to 12%, Finland from 7% to 10%, and Iceland from 5% to 8%, supported by the appeal of nature, sustainability, and Northern Lights experiences.
Multi-country travel and sustainable mobility
The majority of long-haul travellers (73%) plan to visit more than one country during their European trips, reflecting the appeal of cross-border mobility. Chinese respondents lead this trend, intending to visit an average of 5.5 destinations, up from 3.8 last year.
Sustainable intra-European transport options are also gaining traction. This autumn, train (38%) and car travel (32%) are both on the rise, while full-service flights have fallen by 18%. The trend is most visible among Asian travellers, who are prioritising flexibility and eco-conscious mobility.
Outlook
The Long-Haul Travel Barometer confirms Europe’s enduring position as a secure and desirable destination in an uncertain global travel environment. However, the findings also highlight the need to balance safety and sustainability with greater affordability and accessibility.
As Sanz emphasised, “The growing appeal of destinations such as the Nordics shows how we can diversify demand and spread tourism more evenly. By acting together, European destinations can ensure that Europe continues to be a secure, attractive and sustainable destination for travellers from around the globe.”
