Demand for long-haul travel to Europe this autumn remains broadly stable compared to last year, according to the latest edition of the Long-Haul Travel Barometer (3/2025) published by the European Travel Commission (ETC) and Eurail BV.
Although overall long-haul travel intentions have declined (55% vs. 59% in 2024), 38% of respondents from long-haul markets plan to visit Europe in the period September – December 2025, a percentage that remained at last year’s levels.
In particular,
-China continues to be the strongest long-haul “player” with 69% of travelers choosing Europe, although the percentage is down compared to 2024 (83%), as economic concerns lead more to shorter-distance travel.
-Brazil remains strong (46%), showing a 2% decrease from last year, with cost being a key barrier.
-Australia is up (37% from 33% last year), while Canada is down to 35%, compared to 39% in 2024 due to the current economic and political climate.
-The US (29%) and South Korea (33%) are recording significant increases, showing that the image of Europe as a safe region outweighs geopolitical uncertainties.
-Japan, although last on the list (20%), has made a slight recovery (17% last year), with the main concerns being the political climate in Europe and personal safety issues.
The barometer shows that Europe continues to be considered the safest destination in the world, in indicators of political stability, personal safety, relations with locals and risk of conflict or terrorism. Safety emerges as the most decisive factor in choosing a destination, followed by iconic attractions and developed tourist infrastructure.
The challenge of cost
Despite Europe’s attractiveness, punctuality remains the main inhibiting factor. 42% of respondents state that cost is an obstacle to long-distance travel, with younger travelers appearing more financially sensitive (61%). Most people plan to spend between €100 and €200 per day, while the percentage of those planning to spend more than €200 is decreasing significantly — especially in China and Brazil.
Nordic countries in the spotlight
Traditional destinations such as France (38%), Italy (31%), the United Kingdom (26%), Germany (25%) and Spain (24%) continue to attract the most interest. However, the rise of the Nordic countries is impressive: Norway has increased from 9% to 12%, Finland from 7% to 10% and Iceland from 5% to 8%. The magical Northern Lights season and natural beauty are attracting more and more travelers.
Multiple destinations and sustainable mobility
73% of visitors plan to visit more than one country, with Chinese travellers standing out with an average of 5.5 destinations per trip.
At the same time, preference for trains (38%) and cars (32%) is increasing, with a significant decrease in air travel (-18%), indicating a shift towards more flexible and sustainable forms of transport.
“Safety and accessibility: the keys to the future”
ETC President Miguel Sanz commented that “safety and stability remain Europe’s strongest assets in an uncertain world”, but highlighted the need to address the issue of accessibility for younger generations. “The growing popularity of the Nordic countries shows that we can diffuse demand and promote more balanced forms of tourism”, he noted.