With a significant gap separating it from its main Mediterranean competitors, Greece ranks among the preferred destinations for travellers from seven long-haul markets this autumn, at a time when interest in travel to Europe is waning but Mediterranean destinations continue to attract strong interest.
According to the new Long-Haul Travel Barometer 3/2026 survey by the European Travel Commission (ETC) and Interrail, Greece ranks fifth, with a preference share of 15% among those interested in visiting Southern and Mediterranean Europe, compared with 52% for France, 35% for Italy, 25% for Spain and 19% for Portugal.
The findings take on added significance as 67% of prospective visitors to Europe say they plan to travel to at least one country in Southern or Mediterranean Europe between September and December, highlighting the region’s potential to attract travellers beyond the summer season.
The survey examines the intentions of travellers from seven markets outside Europe: the United States, Canada, Australia, Brazil, China, Japan and South Korea.
The findings are based on 5,799 responses collected in August 2026 and reflect travellers’ intentions, not actual arrivals or bookings by destination.
Interest in Europe wanes
The new survey points to a deterioration in the overall travel outlook in long-haul markets, with costs continuing to influence travellers’ decisions.
Specifically, 50% of respondents plan to take a long-haul trip abroad between September and December, compared with 55% over the same period in 2025.
Similarly, the intention to travel to Europe has fallen to 34%, from 38% last year, a decline of four percentage points.
Despite the fall, Europe still accounts for about two-thirds of overall long-haul travel intentions, maintaining its relative standing among respondents’ preferences.
The picture varies considerably by country of origin. China continues to record the strongest interest in Europe, at 54%, compared with 69% in 2025, followed by Brazil at 45%, a level close to last year’s. In South Korea, the figure stands at 36%, up from 33% last year, although the change is not considered statistically significant.
Interest is lower in Canada, at 30%, and in Australia and the United States, at 27% each, while Japan remains in last place at 12%.
More have already booked flights
Despite the decline in overall travel intentions, those planning to visit Europe appear more determined to make the trip.
Specifically, 52% of prospective visitors to Europe have already booked flights, compared with 42% over the same period in 2025.
Among all respondents, however, the share who have already booked flights to Europe remains unchanged at 17%. This means that the rise in confirmed bookings among interested travellers has not been matched by an increase in bookings as a share of all respondents.
China is a case in point: 37% of respondents there have already booked flights to Europe, compared with 33% last year and 26% in autumn 2019.
Cost remains the main deterrent to long-haul travel, although its impact appears less pronounced than last year.
Among those not planning such a trip, 44% cite high travel costs, a fall of five percentage points. Similarly, among those planning a long-haul trip but choosing a destination outside Europe, 30% cite cost as an obstacle, compared with 42% in 2025.
Fewer multi-country trips
Another notable trend is travellers’ propensity to combine several European destinations in a single trip.
According to this year’s survey, 66% plan to visit at least two European countries, while 34% plan to visit just one. The average number of countries per trip is 2.7, rising to 3.2 for Australians.
In last year’s survey, 73% of prospective visitors said they planned to visit more than one country, seven percentage points higher than this year’s figure.
Meanwhile, air connectivity continues to play a decisive role in travel between European countries. Some 45% of travellers prefer low-cost airlines and 44% full-service carriers.
Rail travel also features prominently, with 40% planning to use multi-journey rail passes and 39% individual tickets.
Spending
Another finding is that more than half of prospective visitors to Europe will be travelling to the continent for the first time.
The share of visitors planning their first trip to Europe stands at 53%, rising to 61% among Chinese travellers and 57% among Americans.
First-time visitors to Europe show a stronger preference for organised package holidays, at 52%, while those who have visited the continent before tend to organise their holidays more independently.
Leisure remains the main reason for visiting, cited by 73%, while 58% plan to stay for seven to 14 nights.
In terms of spending, 37% of prospective visitors budget for daily costs of between €100 and €200 per person, while 28% expect to spend between €50 and €100. As for how they plan to allocate their travel spending, 50% of respondents cite food and drink as a priority and 47% accommodation, followed by shopping at 36%, activities at 32% and transport, also at 32%.