Greece is set to experience a significant surge in long-haul travel for the autumn of 2025, with travellers from key markets such as China, Japan, Canada, Australia, South Korea, Brazil, Spain, Italy, and the US showing a notable increase in interest. According to the European Travel Commission, Greece's rise in popularity reflects its growing appeal as a top European destination, surpassing many of its regional competitors. The reasons behind this boost are multifaceted, including Greece's rich cultural heritage, stunning landscapes, and continued efforts to position itself as a must-visit destination for international tourists. Additionally, Greece's steady upward momentum can be attributed to its growing reputation as a safe, accessible, and diverse travel choice, offering everything from historical sites to modern attractions. This growth also highlights the global trend of travellers seeking unique European experiences, with Greece emerging as a leader among long-haul travellers from these major markets.

Greece's growing popularity among international travellers continues to outpace the European average for long-haul travel this autumn, according to a recent travel report. From September to December, Greece's share of preferences across all long-haul markets has risen to 14%, an increase from 12% the previous year. This steady upward momentum is a clear indication of the country's continued appeal as a tourist destination. The report, which offers insights into travel trends for this autumn, reveals that Greece remains a favorite destination for travellers from several key international markets.

In particular, Greece holds a prominent position among travellers from seven major long-haul markets. These include Australia, Brazil, Canada, China, Japan, South Korea, and the United States. Greece's strong performance places it in eighth position among nearly 40 European destinations, including Turkey, with only a few countries surpassing it in terms of travel preferences. Countries such as France, Italy, the United Kingdom, Germany, Spain, Switzerland, and Portugal lead Greece in popularity, with France at the top with 38%, followed by Italy at 32%, and the United Kingdom at 26%. These numbers reflect the general tendency of travellers to choose established European destinations, but Greece's growth indicates that it has become a more attractive option for many long-haul tourists.

Despite the continued dominance of classic European destinations, there has been a noticeable increase in interest in Northern Europe, with the Nordic countries seeing significant growth in travel preferences. Norway has experienced a rise from 9% in 2024 to 12% in 2025, Finland has grown from 7% to 10%, and Iceland has moved from 5% to 8%. This growth is largely attributed to the rising popularity of Northern Lights tours, which have become a major draw for travellers looking to explore more unique, natural phenomena. As such, the Nordic countries are gradually becoming key contenders for travellers who might have traditionally favoured more southern European destinations.

Looking at the overall travel intentions for the autumn months of September to December 2025, the report indicates that 55% of respondents from all surveyed markets are planning to travel internationally. However, this marks a 4% drop compared to the previous year, reflecting the shifting patterns in global travel. While interest in Europe remains steady for many, there are signs of decreasing enthusiasm in certain regions, particularly from Chinese travellers. Historically, Chinese tourists have been Europe's most eager long-haul travellers, but their interest has softened by 14 percentage points this year. Despite this decrease, Chinese travellers still exhibit higher interest in Europe than those from other regions.

On the other hand, travellers from the United States, South Korea, and Brazil continue to show strong intentions to visit Europe. Travellers from the United States report a 28% intent to visit, while those from South Korea express 33% intent. Brazil, in particular, stands out, with 46% of respondents planning a trip to Europe this autumn. While this is a slight decline from the 48% reported in 2024, it still positions Brazilian travellers as one of the most enthusiastic groups when it comes to visiting European destinations.

The report also highlights the economic factors influencing travel intentions, with high travel costs being the primary barrier for nearly half of the respondents (49%), marking a 3% increase from the previous year. Inflation and currency fluctuations are key factors shaping these decisions, with travellers from Brazil (67%) feeling the most financial pressure, while Chinese travellers (38%) appear less affected by rising costs. Younger travellers, particularly those aged 18-34, are more sensitive to the financial constraints, with 61% of them saying that high expenses deter them from travelling abroad.

When it comes to the length of European trips this autumn, the majority of travellers are planning to stay between seven and fourteen nights. However, compared to last year, the share of medium-length stays has decreased, with more travellers opting for shorter trips of up to a week. This shift in preferences could be due to various factors, such as rising travel costs, time constraints, or changing travel habits that favour shorter, more frequent trips rather than longer vacations.

The primary reason for travel to Europe remains leisure, with 75% of respondents citing it as their main motivation for visiting. Visiting friends and family is another significant reason for travel, particularly among Canadians (17%) and, to a lesser extent, Australians and Americans (both 12%). These trends align with previous years, but it is interesting to note that business travel has been on the rise. While leisure travel has seen a slight dip (down by 3% compared to last year), business travel has grown, increasing from 5% to 8%. Notably, a quarter of business travellers (23%) are expected to travel in groups, which could be indicative of changes in the nature of business-related travel and the increasing importance of networking and team-building events abroad.

Greece is leading the surge in long-haul travel growth for autumn 2025, driven by increasing interest from major markets like China, Japan, the US, and Brazil. This growth is fueled by Greece's rich cultural offerings, stunning landscapes, improved travel accessibility, and targeted marketing efforts.

the autumn travel season for 2025 presents a mixed picture. While some regions show declining interest in Europe, Greece is clearly benefitting from an upward trend in long-haul tourism. The Nordic countries are also gaining ground, and interest in European destinations remains strong in key markets, particularly among travellers from the United States, South Korea, and Brazil. Despite economic challenges, travel intentions for Europe remain high, with leisure and business travel continuing to be the primary reasons for overseas trips. However, the trend towards shorter trips and rising costs suggests that the travel landscape is continuing to evolve in response to both economic pressures and changing traveller preferences.

Greece Leads The Way In Long-Haul Travel Growth From China, Japan, Canada, Australia, South Korea, Brazil, Spain, Italy, And The US, For Autumn 2025 - Travel And Tour World