Increasing travel interest among Europeans lean towards less bustling locations
In an exciting turn of events, the Mediterranean continues to be the most sought-after region for summer holidays in 2025, with Spain leading as the top choice. However, a significant shift in travel preferences is underway, as 55% of Europeans are planning to explore less popular or off-the-beaten-track destinations.
This growing interest in lesser-known destinations could be influencing the popularity of air travel, as it provides access to a wider range of options. In fact, air travel remains the most popular mode of transport, valued primarily for its speed and affordability.
The mid-to-high range of travel budgets (1,500 euros to 2,500 euros per person) is now the most commonly cited, up by 3% compared to summer 2024. Accommodation and food & drinks top the list of holiday spending priorities.
Greece is highlighted as a top summer 2025 pick, attracting a rising share of first-time European visitors. Southern European destinations such as Spain, Cyprus, Malta, Portugal, and Croatia have shown significant increases in tourist arrivals and revenue. Central and Eastern European destinations like Latvia, Lithuania, Hungary, Estonia, and Romania have also experienced strong growth, aided by improved connectivity and rising interest. The Nordic countries, particularly Norway and Denmark, show remarkable growth in overnight stays by travelers, especially from the US.
Travellers over 45 prioritise comfort and quality dining, while those under 35 are more experience-focused. Interest in domestic and neighbouring country travel remains steady, but a growing share (32%) are looking beyond neighbouring countries to more distant destinations across Europe. September is emerging as a strong contender, with 22% of Europeans planning trips that month.
Most Europeans intend to travel between June and November 2025. Despite economic uncertainty, a vast majority (91%) of Europeans intend to travel within the continent, while just 8% are considering trips beyond Europe. Travel demand is highest among Europeans aged 55 and over (82%), followed by those aged 45 to 54 (79%) and 35 to 44 (78%).
Miguel Sanz, President of ETC, comments that Europeans prefer quieter destinations and trips outside peak seasons. This trend points to growing popularity for smaller and off-peak destinations across Europe, with a rise in tourist spending by about 13% compared to 2024.
Sources: [1] European Travel Commission (ETC) [2] European Tourism Indicators (ETI) [3] European Travel Trends Watch (ETTW) [4] National Tourism Organisations (NTOs) [5] International Air Transport Association (IATA)
In response to the growing popularity of lesser-known destinations, one might envision a shift in travelers' lifestyles, seeking to explore home-and-garden environments of these off-the-beaten-track locations. As the mid-to-high range travel budget (1,500 euros to 2,500 euros per person) becomes more common, it is possible to assume that some of this income will be allocated towards enjoyment of the local home-and-garden or lifestyle aspects, including dining experiences and exploring the culture, thus further supporting the travel industry.
