Greece is strengthening its position in long-haul travel markets, even as international demand for long-distance travel shows signs of weakening. According to the latest Long-Haul Travel Barometer 2/2026, published by the European Travel Commission (ETC) and Eurail, the country is improving its standing among travelers from some of the world’s most important overseas source markets.
Greece ranks tenth among European destinations attracting the strongest interest from travelers in the United States, Canada, Brazil, China, Japan, South Korea and Australia, capturing 12% of preferences, up from 11% a year earlier. While the increase may appear modest, it represents a meaningful gain at a time when overall appetite for long-haul travel is declining.
The survey found that although global interest in long-haul travel has weakened, with demand falling to 52%, Europe remains the leading destination for travelers from overseas markets. Greece ranked tenth among the most sought-after European destinations, increasing its share of traveler preferences to 12% from 11% a year earlier.
France remains the most popular European destination, followed by Italy and Germany. China is Europe’s strongest growth market, with 63% of respondents planning a trip to the continent this summer, ahead of Brazil and Canada. In contrast, interest from the United States, South Korea and Australia continues to decline.
Despite economic and geopolitical challenges, Europe continues to benefit from its strongest advantage: safety. The region is perceived as the world’s safest tourism destination, and 44% of travelers cite safety as their top criterion when choosing where to travel.
Cost remains the main barrier, with nearly four in ten travelers saying Europe is too expensive, although price sensitivity appears to be easing compared with last year.
The report also points to shifting travel habits. While leisure travel remains dominant, visitors are increasingly seeking affordable options, authentic experiences, local gastronomy, culture and wellness activities.
Multi-country trips are also gaining popularity, with three in four long-haul travelers planning to visit more than one European destination. As a result, seamless transport links, particularly rail connections, are becoming an increasingly important factor in travel decisions.
