Mabrian and Data Appeal recently analyzed a major change in European tourism. Long-haul travelers from outside the continent drive this shift. The report shows how demand from Australia, Canada, China, Japan, South Korea, and the United States changes the region. These visitors spread tourism flows more evenly across places and seasons. They move past crowded, famous travel sites. They go to newer, real destinations instead.
Traditional Icons Still Dominate, but a Shift Is Underway
Famous regions in Italy, Spain, France, and Greece still lead. They account for almost one-third of long-haul stays. Big cities and Mediterranean coasts still attract global visitors. But the study sees a change in European tourism. Travelers now explore different areas. They look for unique nature, real culture, and active experiences.
Northern Europe has become more popular. This includes Scandinavia and northern parts of Spain like Galicia. It also includes Trentino-Alto Adige in Italy, Normandy and Alsace in France, and Portugal. These places used to get less attention during summer peaks. Now they appeal to people as cooler, less crowded choices compared to the Mediterranean.
Central Europe also sees more interest. Regions in Croatia, Poland, and quieter coasts in Greece and Turkey attract more people. Places like Central Anatolia in Turkey or County Galway in Ireland appeal to travelers who want real experiences away from crowds. Culture matters to everyone. But nature and active tourism set these new spots apart. Hiking, cycling, and outdoor adventures are popular.
Enhanced Connectivity Fuels the Trend
Better air connections help. Direct flights from the six main markets to Europe grew by 5.2% in 2025. The United States leads with over 36.4 million seats. Canada has 8.7 million, and China has 6.8 million. Asian markets grew quickly. China rose by 12.3% and Japan by 9.2%. Australia jumped by 59.4% from a smaller start. These flights make Europe easier to reach. They also support travel during quieter months. Asian visitors often prefer these times to avoid summer crowds.
The European Travel Commission and Tourism Economics predict future numbers. By 2029, one in ten visitors to Europe will come from these six markets. About half will come from the United States. This growth makes long-haul demand important for lasting tourism success.
Traveler Profiles and Preferences Vary by Market
Visitors from far away act differently. This helps various places:
- Couples travel most often from America, Canada, and Australia.
- Solo travelers are more common from Japan, South Korea, and China. This includes business trips.
Choices for places to stay also vary:
- Americans and Japanese prefer five-star hotels more often.
- Australians and Japanese choose four-star options.
- Canadians, Americans, Chinese, and South Koreans like both three- and four-star properties equally.
These trends show chances for destinations to adjust what they sell. Options range from luxury stays to mid-range comfort mixed with real experiences.
A Strategic Opportunity for European Tourism
The report views long-haul demand as helpful. It reduces crowds in busy areas and evens out seasonal peaks. Europe attracts visitors to different regions and quiet times. This creates fairer economic gains. It lowers stress on popular sites. It also promotes business all year.
New destinations must prepare to succeed. They should build: Varied experiences that mix culture, nature, and activity. Facilities and infrastructure operate past the summer months.
Top accommodations and services match the needs of long-distance travelers, including reliable transport, English support, and real local experiences.
Experts noted that intercontinental travel demand drives the variety in European tourism. Travelers are moving from crowded, famous travel sites to quieter areas. This trend offers a path to a stronger, more inclusive, and sustainable future for the industry. Travel connections will improve, and promotion will increase. Europe's smaller regions are ready to grow in the coming years.
