Rising Interest in Nordic Destinations as Europe Holds Firm in Global Travel Market

Europe remains the preferred destination for long-haul travelers due to its reputation for safety and stability, despite a general decline in global travel demand. The European Travel Commission’s latest report highlights increased interest from the US and South Korea, while China shows a notable decrease. The Nordics are gaining popularity, with multi-country itineraries becoming more common.

The European Travel Commission (ETC) and Eurail BV’s Long-Haul Travel Barometer (3/2025) reveals that Europe continues to be viewed as the safest travel destination globally. Despite a slight decline in overall long-haul travel demand from September to December 2025, Europe’s appeal remains strong, particularly among travelers from the US and South Korea. However, the report also notes a decrease in interest from China, Brazil, and Canada, reflecting broader economic and political uncertainties.

Travel Trends and Market Sentiment

The barometer indicates that 38% of long-haul travelers plan to visit Europe in the coming months, a figure consistent with 2024. While China remains a significant market, the percentage of Chinese travelers planning European trips has dropped from 83% to 69%. Economic caution is prompting a shift towards short-haul travel among Chinese tourists. Meanwhile, Brazil’s interest in Europe has slightly decreased, with high travel costs impacting decisions. Conversely, Australia has seen a modest increase in interest, rising from 33% to 37%.

In North America, Canada’s interest has declined from 39% to 35%, while the US has shown a notable increase from 23% to 29%. South Korea also reports a rise in interest, from 27% to 33%. Although Japan still has the lowest rate at 20%, it has improved from 17% in 2024, indicating a slow recovery in sentiment towards Europe.

Safety as a Key Factor

Europe’s reputation as the safest region globally is a significant factor influencing travel decisions. The region scores highly on political stability, personal security, and minimal risks from natural hazards or terrorism. Safety remains the primary consideration for travelers, followed by attractions and tourism infrastructure. This perception of safety is crucial in maintaining Europe’s appeal amid global uncertainties.

Economic Considerations and Spending Patterns

Affordability is a major barrier to travel, with 42% of respondents citing costs as a concern. Younger travelers are particularly sensitive to travel expenses, with 61% highlighting this issue. Most visitors plan to spend between €100 and €200 per day, with fewer willing to exceed €200 compared to last year. This trend is evident among Chinese and Brazilian travelers, as the number of those expecting to spend more than €200 has decreased significantly.

Nordic Destinations and Multi-Country Itineraries

Interest in Nordic countries is rising, with Norway, Finland, and Iceland seeing increased attention. Norway’s interest has grown from 9% to 12%, Finland’s from 7% to 10%, and Iceland’s from 5% to 8%. These destinations are particularly appealing during the Northern Lights season. Additionally, multi-country itineraries are popular, with 73% of travelers planning to visit more than one country. Chinese travelers, in particular, plan to visit an average of 5.5 destinations, up from 3.8 in 2024.

Travel Modes and Sustainability

There is a noticeable shift in travel modes, with increased use of trains and cars, while full-service flights have declined by 18%. This trend is most pronounced among Chinese visitors, reflecting a preference for flexibility and sustainable travel options within Europe.

Conclusion

Miguel Sanz, President of the European Travel Commission, emphasizes the importance of maintaining Europe’s safety and stability as key attractions. He also highlights the need to address affordability to keep Europe accessible to younger generations. The growing interest in Nordic destinations suggests an opportunity to diversify demand and distribute tourism more evenly across the continent. The full report is available for download on the ETC’s website.