Greece Among Top Choices for Long-Haul Travelers in Winter/Spring 2025

Photo source: Visit Greece

Greece is among the top European destinations for long-haul travelers in winter and spring 2025, according to the latest Long-Haul Travel Barometer released by the European Travel Commission (ETC) in collaboration with Eurail BV. The report analyzes travel sentiment and trends for the first four months of the year.

According to the findings, 63 percent of respondents from Australia, Brazil, Canada, China, Japan, South Korea, and the United States plan to take a long-haul trip in 2025, with 44 percent intending to visit Europe.

Despite this strong interest, the figure reflects a decline from 49 percent in 2024, mainly due to weakening sentiment in South Korea, the U.S., Brazil, and Australia. However, Chinese travelers show increased interest, with 61 percent planning a trip to Europe within the next year.

Travel trends: Affordability and multi-destination preferences

Source: ETC

Affordability remains the biggest barrier to international travel, cited by 46 percent of respondents not planning a European trip. Other factors influencing travel decisions include interest in other regions and limited vacation time.

Despite cost concerns, multi-destination trips are becoming more popular. The report shows that 94 percent of travelers planning to visit Europe in early 2025 intend to explore more than one country. On average, long-haul visitors aim to visit 3.4 countries per trip, with South Korean travelers leading at 5.2 countries. The trend is particularly strong among Australian travelers, who have increased their multi-country travel plans by fifteen percent compared to 2024.

Greece ranks 6th among preferred destinations

Source: ETC

Greece ranks sixth among long-haul travelers’ top choices for winter and spring 2025, according to the report.

France is the most preferred destination, with 40 percent of respondents from surveyed long-haul markets indicating they would travel there. Italy follows with 32 percent, while Spain secures 24 percent, making them the top three choices. Germany (20 percent) and the United Kingdom (18 percent) round out the top five.

Greece remains a key choice for long-haul travelers, with 11 percent expressing interest in visiting. The same share of respondents also selected the Netherlands and Switzerland as preferred destinations. Close behind, Austria, Norway, Sweden, and Finland each attracted 9 percent, placing them collectively in seventh place. Meanwhile, Portugal, Iceland, and Cyprus attracted 7 percent of travelers, earning them the eighth spot. Belgium follows with 6 percent, while Denmark, at 5 percent, completes the top ten.

A total of 2,105 respondents participated in the survey.

Key factors influencing travel decisions

Source: ETC

Safety plays a crucial role in destination selection, followed by iconic landmarks and well-developed infrastructure.

The report, which explores safety perceptions for the first time, found that travelers define safety differently depending on their market.

For example, political stability is a priority for travelers from Japan (57 percent), Australia (44 percent), and Canada (42 percent), while visible security measures matter more to respondents from South Korea (55 percent), Brazil (51 percent), and China (42 percent).

Meanwhile, Europe’s iconic attractions continue to draw international visitors, though overcrowding remains a concern.

Nearly one-third of long-haul travelers say they would adjust their itinerary to visit at quieter times, while 28 percent would proceed despite long queues. Only 5 percent would consider changing destinations entirely, underscoring the need for improved crowd management.

Spending habits and future outlook

*Expenditure is per person and includes accommodation, food and other activities – excluding flight tickets to Europe. Source: ETC

Spending patterns are also evolving. In early 2025, 42 percent of travelers plan to spend between 100 and 200 euros per day, a 14percent increase from last year. Meanwhile, the percentage of travelers planning to spend over 200 euros per day has dropped to 30percent, reflecting a 13 percent decline.

The ETC highlights the need for Europe to adapt to shifting travel behaviors while enhancing its global competitiveness.

“To remain a top choice for international travelers, Europe must manage Brand Europe strategically,” said ETC President Miguel Sanz. “By tracking consumer trends, promoting competitive off-season and lesser-known destinations, and improving sustainable connectivity, we can ensure richer, more rewarding travel experiences for visitors.”