As international tourism continues to grow, European travellers are once again dreaming (and planning) their next adventures. But which destinations capture their imagination the most? The Destination Appeal Ranking holds the answer.
📌 This ranking measures the desire to visit a country in the future, focusing only on destinations that respondents have not yet visited. It offers a snapshot of tourism potential from the perspective of the European traveller.
🏆 Top 10 Most Appealing Destinations for Europeans:
1- 🇮🇹 Italy – 70.5%
Italy tops the list thanks to its unique blend of history, art, cuisine, and scenic beauty. Iconic cities like Rome, Florence, and Venice draw cultural travellers, while regions such as Tuscany and the Amalfi Coast captivate with their natural charm. Its strong cultural identity makes it a timeless magnet for Europeans.
Italy tops the list thanks to its unique blend of history, art, cuisine, and scenic beauty. Iconic cities like Rome, Florence, and Venice draw cultural travellers, while regions such as Tuscany and the Amalfi Coast captivate with their natural charm. Its strong cultural identity makes it a timeless magnet for Europeans.
2- 🇬🇷 Greece – 70.1%
Greece enchants with turquoise islands, ancient history, and a Mediterranean climate. Many dream of visiting Santorini, Athens, or Mykonos. Its cuisine and warm hospitality further enhance its appeal.
Greece enchants with turquoise islands, ancient history, and a Mediterranean climate. Many dream of visiting Santorini, Athens, or Mykonos. Its cuisine and warm hospitality further enhance its appeal.
3- 🇪🇸 Spain – 69.5%
Spain combines rich cultural diversity, sunny beaches, lively cities, and excellent tourism infrastructure. Popular destinations like Barcelona, Seville, and the Balearic Islands are consistently high on travellers’ wish lists. The festive atmosphere, gastronomy, and mild year-round climate contribute to its strong appeal.
Spain combines rich cultural diversity, sunny beaches, lively cities, and excellent tourism infrastructure. Popular destinations like Barcelona, Seville, and the Balearic Islands are consistently high on travellers’ wish lists. The festive atmosphere, gastronomy, and mild year-round climate contribute to its strong appeal.
4- 🇵🇹 Portugal – 67.9%
Portugal has gained significant attention in recent years for its balance of tradition and modernity. Lisbon and Porto offer vibrant urban culture, while the Algarve and Madeira stand out for their natural beauty. Its compact size, affordability, and authenticity make it especially attractive for travellers seeking a well-rounded experience without straying too far from home.
Portugal has gained significant attention in recent years for its balance of tradition and modernity. Lisbon and Porto offer vibrant urban culture, while the Algarve and Madeira stand out for their natural beauty. Its compact size, affordability, and authenticity make it especially attractive for travellers seeking a well-rounded experience without straying too far from home.
5- 🏴 Scotland – 66.8%
Scotland appeals to travellers drawn to wild nature, Celtic heritage, and cinematic landscapes. The Highlands, Edinburgh, and the many castles evoke a magical and mysterious atmosphere. Its growing presence in film and literature (such as Outlander and Harry Potter) also fuels interest.
Scotland appeals to travellers drawn to wild nature, Celtic heritage, and cinematic landscapes. The Highlands, Edinburgh, and the many castles evoke a magical and mysterious atmosphere. Its growing presence in film and literature (such as Outlander and Harry Potter) also fuels interest.
6- 🇨🇦 Canada – 65.5%
Despite the distance, Canada represents a dream destination for many Europeans, with its vast natural landscapes, crystal-clear lakes, and modern cities like Vancouver and Toronto. Its reputation for safety, multiculturalism, and natural harmony reinforces its status as an aspirational destination.
Despite the distance, Canada represents a dream destination for many Europeans, with its vast natural landscapes, crystal-clear lakes, and modern cities like Vancouver and Toronto. Its reputation for safety, multiculturalism, and natural harmony reinforces its status as an aspirational destination.
7- 🇮🇪 Ireland – 65.5%
Ireland charms with its lush green scenery, Celtic roots, and emotional closeness to much of Europe. Dublin, the Cliffs of Moher, and the Wild Atlantic Way are just some of the gems that attract visitors. Irish hospitality and a strong musical tradition make it particularly endearing.
Ireland charms with its lush green scenery, Celtic roots, and emotional closeness to much of Europe. Dublin, the Cliffs of Moher, and the Wild Atlantic Way are just some of the gems that attract visitors. Irish hospitality and a strong musical tradition make it particularly endearing.
8- 🇳🇴 Norway – 63.8%
Norway's appeal lies in its unique natural landscapes: fjords, northern lights, mountains, and lakes. It’s a destination that evokes peace, sustainability, and connection with nature. The Nordic lifestyle is also admired by many Europeans.
Norway's appeal lies in its unique natural landscapes: fjords, northern lights, mountains, and lakes. It’s a destination that evokes peace, sustainability, and connection with nature. The Nordic lifestyle is also admired by many Europeans.
9- 🇦🇺 Australia – 63.7%
Australia is a far-flung but fascinating destination. The Great Barrier Reef, Sydney, the outback deserts, and its laid-back lifestyle make it a long-term travel dream. While it requires more planning, it remains one of the most desired destinations due to its exotic appeal and diversity.
Australia is a far-flung but fascinating destination. The Great Barrier Reef, Sydney, the outback deserts, and its laid-back lifestyle make it a long-term travel dream. While it requires more planning, it remains one of the most desired destinations due to its exotic appeal and diversity.
10- 🇺🇸 United States – 63.0%
The U.S. maintains strong appeal thanks to its diversity of landscapes, iconic cities, and globally influential culture. New York, California, Florida, and its many National Parks represent very different travel styles — all intriguing. It’s a destination that blends familiarity with aspiration.
The U.S. maintains strong appeal thanks to its diversity of landscapes, iconic cities, and globally influential culture. New York, California, Florida, and its many National Parks represent very different travel styles — all intriguing. It’s a destination that blends familiarity with aspiration.
✈️ What Does This Ranking Tell Us?
Europe clearly dominates travel desire, with 7 out of the top 10 destinations located within the continent. This reflects the continent’s cultural and historical richness, as well as the ease of access within the Schengen area.
Italy leads the ranking, solidifying its status as the most desired destination among Europeans who have yet to visit. Its food, art, and landscapes make it an all-time favourite.
Greece and Spain round out the top three, confirming the Mediterranean’s strong hold on the European imagination.
Outside of Europe, Canada, Australia, and the U.S. remain strong aspirational destinations, despite the longer distances and higher travel costs.
🌐 Why Does Destination Appeal Matter?
Understanding which destinations generate the most desire allows tourism professionals to anticipate trends, design targeted campaigns, and prioritize source markets. For countries appearing in the top ranks, it’s a clear signal of opportunity: the desire is there — it just needs to be turned into action.
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