Greece has once again emerged as a leading European destination, capturing 14% of long-haul tourists from seven markets, like China, Japan, Australia, the United States, and Brazil, placing it in 8th spot among forty European destinations, according to the “Long-Haul Travel Barometer 3/2025” published by the European Travel Commission.

China remains the most dynamic market for long-haul tourists, with 69% expressing interest in traveling to Europe, despite a 14-point drop from the previous year. Brazil follows at 46%, while interest from Australia has grown to 37%, with many travelers opting for off-peak periods for better value and less crowding.

In contrast, Canada (35%) and Japan (20%) show more restrained travel intentions, affected by currency fluctuations and rising costs.

France leads the rankings with 38% of preferences, followed by Italy (32%), the United Kingdom (26%), Germany (25%), Spain (24%), Switzerland (18%), and Portugal (16%), up from 12% last year.

Many travelers benefit from Europe’s geographic proximity, with 73% saying they plan to visit more than one country during their trip. Chinese respondents stand out, planning an average of 5.5 destinations per trip—up from 3.8 in 2024.

More than half (54%) of those surveyed from the seven markets said they intend to travel to Europe between September and December 2025. Although this is four points lower than in 2024, interest in Europe remains strong, with 38% planning to visit, compared to 40% last year.