Published on
October 10, 2025
In recent years, Europe has solidified its place as the top destination for long-haul travelers. While global travel trends have shifted, Europe remains the preferred choice for many, especially travelers from the US and South Korea. Amid this growing preference, Nordic destinations—Norway, Finland, and Iceland—are quickly rising in popularity, drawing attention for their natural beauty and unique offerings. Travelers are increasingly combining multiple countries into their itineraries, often including these Northern European hotspots. As economic factors and safety concerns shape decisions, Europe’s reputation for security continues to bolster its appeal, while the demand from some countries, such as China, sees a noticeable decline.
Europe’s Stronghold in Global Travel
Despite a general drop in global travel demand, Europe continues to attract a significant share of long-haul visitors. According to a recent report, around 38% of travelers are planning European trips in the coming months, which mirrors interest levels from the previous year. The continent’s stability and safety are key elements influencing these preferences, particularly for travelers from the US and South Korea. Norway, Finland, and Iceland are standing out as prime destinations due to their scenic landscapes and iconic seasonal experiences like the Northern Lights.
Changes in Travel Interest by Region
While interest in European destinations remains strong, there has been a noticeable shift in some markets. For instance, travelers from China—traditionally a large market for European tourism—have dropped from 83% to 69%, with many now opting for shorter, more affordable travel options. Brazil and Canada are also seeing slight decreases in travel interest, as factors like high costs and economic uncertainties push travelers to reconsider their European plans.
On the flip side, markets like South Korea and Australia are showing positive growth. The US, in particular, stands out, with interest climbing from 23% to 29%. This increase reflects the US travelers’ growing desire for international travel, especially to places offering a safe and enriching experience like Europe.
The Growing Popularity of Nordic Destinations
Among the many European destinations, the Nordic countries—comprising Norway, Finland, and Iceland—are seeing an uptick in tourism. Interest in Norway has grown from 9% to 12%, while Finland has experienced an increase from 7% to 10%, and Iceland from 5% to 8%. These countries offer unique natural wonders, from glaciers to the Northern Lights, making them particularly attractive to travelers seeking experiences that differ from more traditional European hotspots.
The increasing number of multi-country itineraries is also contributing to the rise of Nordic destinations. Many visitors are choosing to explore more than one country in a single trip, with Chinese travelers planning to visit an average of 5.5 destinations—a sharp rise from 3.8 in 2024. This trend indicates that Nordic countries are becoming part of broader European travel experiences, with tourists combining visits to Scandinavian countries with other well-known European spots.
Economic Factors and Travel Behavior
One of the critical factors influencing European travel is affordability. With many travelers citing high costs as a barrier, especially younger ones, the need for budget-friendly options is more pronounced than ever. 42% of travelers indicated that costs were a concern, and 61% of younger travelers highlighted it as a primary issue. This trend is particularly evident among Chinese and Brazilian visitors, who are less inclined to spend over €200 per day compared to previous years.
At the same time, the use of sustainable travel modes is gaining traction, with more visitors opting for trains and cars rather than traditional flights. This shift aligns with broader environmental trends and a growing preference for flexibility in travel, especially among Chinese tourists.
What Should Travelers Do?
Travelers looking to explore Europe in 2025 should consider multi-country itineraries, especially those including the Nordic countries. Whether seeking the spectacular Northern Lights in Iceland or experiencing the natural wonders of Norway and Finland, there are plenty of opportunities for a diverse travel experience across the continent.
For those concerned with travel costs, consider booking train travel or renting a car to explore smaller towns and off-the-beaten-path locations. Additionally, planning trips during the off-peak seasons or staying in budget accommodations could help ease the financial burden, allowing for more extended trips and memorable experiences.
Growing Focus on Sustainability and Safety
With safety continuing to be a significant concern for travelers, Europe’s reputation for political stability, minimal natural disaster risks, and low levels of terrorism makes it a reliable destination in uncertain global times. Additionally, travelers are increasingly interested in sustainable travel options, such as eco-friendly tours and low-carbon transport methods like trains.
To fully enjoy Europe, it’s essential to prioritize safety, budget appropriately, and explore options that reduce environmental impact. This will ensure that travelers can experience all that Europe offers while being mindful of both their finances and the planet.
Closing Thoughts
As Europe maintains its position as a top global travel destination, the rise of the Nordic countries presents exciting opportunities for travelers seeking new adventures. While the travel landscape is undoubtedly changing, Europe’s ability to offer safety, natural beauty, and cultural richness will continue to make it a favorite for long-haul tourists. However, travelers must balance their budgets and consider sustainable travel options to make the most of their European experience.
