Cultural landmarks such as Athens’ Acropolis remain central to Europe’s appeal for long-haul travelers planning multi-country trips. Photo source: Region of Attica
Greece features among the European destinations long-haul travelers plan to include in their Winter and Spring 2026 itineraries, according to destination preference data published by the European Travel Commission (ETC), as global travel sentiment becomes more cautious amid rising cost and time pressures.
The finding appears in the ETC’s latest Long-Haul Travel Barometer 1/2026, which analyses travel intentions, preferences and barriers among travelers from seven key overseas markets – Australia, Brazil, Canada, China, Japan, South Korea and the United States. The data shows that while interest in Europe remains solid, long-haul travel demand is softening overall as travelers increasingly prioritize value, flexibility and closer-to-home options.
Multi-country trips shape winter and spring demand
According to the Barometer, 74 percent of long-haul travelers planning a European trip intend to visit more than one country, highlighting the growing importance of multi-destination itineraries, particularly during the Winter and Spring shoulder seasons.
Within this context, Greece appears on the ETC’s map of preferred European destinations for Winter and Spring 2026, reflecting its role within broader European travel plans rather than as a standalone choice. The trend aligns with rising interest in slower-paced travel, cultural experiences and itineraries that combine urban, coastal and nature-based destinations.
Greece is included among preferred European destinations for Winter and Spring 2026, with 11 percent of long-haul respondents indicating plans to visit the country as part of their European trip, according to ETC data.
Europe’s appeal holds despite softer long-haul outlook
Across all surveyed markets, 59 percent of respondents plan to take a long-haul trip in 2026, marking a five percent decline compared to last year. While the decrease is modest at the individual market level, it signals growing sensitivity to affordability, limited vacation time and value for money when planning longer trips.
Interest in visiting Europe stands at 42 percent, down slightly year-on-year. China and Brazil continue to lead demand, while Australia, Canada and the United States show a clearer shift toward domestic or regional travel, influenced by economic uncertainty and rising travel costs.
Safety emerges as Europe’s key competitive advantage
Despite softer demand, Europe continues to rank highest globally on safety, now the leading factor influencing destination choice for long-haul travelers. More than half of respondents cited safety as a key criterion, covering political stability, personal security and exposure to natural hazards.
Safety emerges as the leading factor shaping destination choice for long-haul travellers to Europe in 2026, followed by iconic attractions and quality tourism infrastructure, ETC data shows. Source: ETC
This perception is particularly strong among Chinese travelers and reinforces Europe’s position as a “reliable destination” in an increasingly uncertain global environment.
Europe continues to score highly on safety perceptions across key overseas markets in 2026, with strong ratings for political stability, personal safety and exposure to natural hazards, according to ETC data. Source: ETC
Booking behavior shifts toward flexibility
The barometer also points to more cautious booking behavior. Just over one-third of travelers have already booked a European trip for 2026, down from last year, with sharper declines recorded in China and South Korea.
Interest in fully packaged trips continues to ease, while semi-packaged and independently booked travel is gaining ground, reflecting demand for flexibility and personalized experiences.
Leisure travel remains the primary motivation for long-haul trips to Europe in 2026, accounting for 75 percent of planned travel, according to ETC data. Source: ETC
Leisure remains the main motivation for travel to Europe, although business travel has increased modestly, particularly from Australia and South Korea.
Slow travel and Wellness gain momentum
Culture and history remain the most popular planned activities, followed by gastronomy, city breaks and nature-based experiences. Slow travel continues to grow, rising to 26 percent in 2026, while interest in wellness travel, though still niche, is increasing – led primarily by Chinese travelers.
ETC data shows long-haul travel to Europe increasingly concentrated in late winter and early spring, highlighting growing demand for shoulder-season trips.
The ETC’s findings suggest that as long-haul travelers plan further ahead, destinations included in multi-country European itineraries – particularly during shoulder seasons – stand to benefit from evolving preferences for safety, flexibility and experience-led travel.
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