Europe seen as safest global destination thanks to political stability and personal security
- 38% of long-haul travellers plan to visit Europe this autumn, with a notable increase from the US and South Korea offsetting a drop from China.
- Europe is rated the safest region worldwide, unmatched compared to other world regions.
- The Nordics see rising interest among overseas travellers, alongside multi-country itineraries.
The latest edition of the Long-Haul Travel Barometer (3/2025), published by the European Travel Commission (ETC) and Eurail BV, shows that overall long-haul travel demand for September to December 2025 has declined compared to last year, with 55% of respondents planning an overseas trip, down 4%. The share of travellers unwilling to travel longer distances has risen particularly in China, Brazil and Canada, signalling a growing sense of caution. Within this picture, intentions to visit Europe remain steady, underlining the region’s resilience in a challenging global environment.
Europe’s standing is reinforced by its reputation as the world’s safest destination, a factor that continues to shape traveller choices. At the same time, long-haul travel to Europe shows diverging patterns across markets, with growing demand in the US and South Korea, mild shifts in Brazil and Australia, a slowdown in China and Canada, and modest gains in Japan.
Mixed sentiment across markets
Overall, 38% of respondents across top overseas travel markets intend to travel to Europe in the next months, unchanged compared to 2024. Behind this headline figure, differences emerge:
- China remains the strongest market, with 69% planning a European trip, though down from 83% last year. Europe is still a priority, but short-haul travel is gaining ground as economic caution shapes spending choices.
- Brazil continues to rank high at 46%, down 2% year-on-year. High costs weigh heavily, but travel remains a strong priority for many Brazilians, who are still willing to allocate budgets to experiences abroad.
- Australia edges up to 37%, from 33% last year, reflecting steady demand despite cost concerns.
- Canada slips to 35%, from 39% in 2024, with more travellers cautious about long-haul trips amid the current political and economic climate.
- The US (29%) and South Korea (33%) both report notable increases from last year (23% and 27% respectively). In both markets, interest is strengthening despite wider geopolitical uncertainty, with Europe’s image of stability supporting demand.
- Japan remains lowest at 20%, up from 17% in 2024. Concerns about Europe’s political climate and personal safety continue to weigh on sentiment, but the modest improvement points to a slow recovery.
Safety as a competitive advantage
The research confirms that Europe is seen as the safest region worldwide, ahead of other global regions across measures of political stability, personal security, natural hazards, relations with locals and risks of conflict or terrorism. Safety remains the most important factor for travellers when choosing a destination, followed by must-see attractions and tourism infrastructure.
Cost pressures continue
Affordability continues to be the top obstacle for overseas travel to Europe, cited by 42% of respondents. Younger travellers in particular highlight costs as a barrier (61%), reinforcing the need for competitive and flexible offers. Spending expectations also reflect tighter budgets, with most visitors planning to spend between €100 and €200 per person per day, and fewer prepared to exceed €200 compared to 2024. This shift is particularly marked among Chinese and Brazilian travellers, where the share expecting to spend more than €200 fell sharply: from 38% to 25% in China and from 45% to 38% in Brazil.
Nordic growth and multi-country trips
Overseas travellers remain most eager to explore Europe’s enduring favourites – France (38%), Italy (31%), the UK (26%), Germany (25%) and Spain (24%). Yet interest is expanding northward, with the Nordics gaining remarkable momentum. Norway has seen interest rise from 9% in 2024 to 12% in 2025, followed by Finland (7% to 10%) and Iceland (5% to 8%). These gains reflect the growing interest in the region, particularly during the Northern Lights season.
The barometer also confirms the popularity of multi-country itineraries, with 73% of travellers planning to visit more than one country during their European trip. Chinese respondents stand out, intending to visit an average of 5.5 destinations compared with 3.8 in 2024.
Among travellers staying within a single country, more are turning to trains (38%) and cars (32%) this autumn, both of which have grown in popularity since last year. In contrast, the use of full-service flights has fallen sharply (-18%). The trend is most evident among Chinese visitors, reflecting a shift towards greater flexibility and more sustainable ways of travelling within a destination.
In response to the findings, Miguel Sanz, President of the European Travel Commission, noted:
Safety and stability remain Europe’s strongest advantages in an uncertain world. At the same time, this research reminds us that affordability must be addressed if we are to keep Europe accessible to younger generations. The growing appeal of destinations such as the Nordics shows how we can diversify demand and spread tourism more evenly. By acting together, European destinations can ensure that Europe continues to be a secure, attractive and sustainable destination for travellers from around the globe.
