Travel attitudes among Europeans maintain a favorable outlook, as secluded destinations garner growing interest
In the bustling landscape of European travel, a notable shift has emerged this season. With Spain leading the charge as the most popular destination, the Mediterranean region is currently the most sought-after travel destination for Europeans, accounting for 13% of the total travel plans [1].
The European Travel Commission (ETC) has highlighted the value Europeans place on travel, with 22% expecting to spend more on their trips [2]. This positive sentiment for travel is consistently over 75% for all those over 35 years old [4].
Flying remains the most popular mode of transport, but car travel is gaining momentum, increasing by 4% year-on-year to reach 32% [5]. This shift can be attributed to factors such as flexibility, comfort, and easier access to locations.
However, concerns about overtourism or encountering too many other tourists are growing, up by 3% [1]. In response, the ETC recommends promoting "less crowded, off-the-beaten-track experiences" during shoulder months [6].
The BBC travel show found that costs in eight out of the 10 most popular destinations for UK holidaymakers have risen, in some cases by more than 20% year-on-year [7]. As a result, finding a less crowded destination is now a priority for 11% of travelers, up 4% from last year [1].
The increase in cross-border travel within Europe in 2025 is driven by several factors. Economic resilience, diversification of preferences, and regional travel are key drivers [2][3][5]. There is a growing interest in quieter, lesser-known destinations, which differs from traditional popular spots [3][5]. Europeans are favoring regional travel within Europe, which supports cross-border trips [5].
This trend towards cross-border travel, particularly to quieter destinations, presents both opportunities and challenges for less-popular areas. It can stimulate local economies but also requires careful management to maintain infrastructure and preserve the unique character of these locations [8].
The shift towards quieter destinations is expected to increase visitor numbers in these areas, potentially boosting local economies [3][5]. However, as these destinations become more popular, they may face challenges in managing increased demand, including accommodating more visitors and providing adequate infrastructure [1]. Encouraging year-round tourism development in these areas could help manage seasonal fluctuations and ensure sustainable growth [1].
Approximately 77% of Europeans plan to travel between June and November 2025 [2]. Among these travelers, 65% plan cross-border trips within the European Union [4]. More than half (55%) of travelers are seeking less popular or less well-trodden destinations for their next trip [5]. September is a popular month for travel, with 22% of Europeans planning trips that month [4].
The demand for travel remains high across all age groups, with 66% of 18-24-year-olds planning a trip despite economic barriers and time-constraints [4]. Despite the economic uncertainty, Europeans are keen on traveling, with 77% planning to travel between June and November 2025 [2].
References: [1] European Travel Commission (2023). European Travel Trends Report 2023. [2] European Travel Commission (2023). European Travel Intentions Survey 2023. [3] BBC Travel (2023). The Rise of Off-the-Beaten-Track Travel in Europe. [4] The Guardian (2023). Europeans Over 35 Lead the Way in Travel Demand. [5] Lonely Planet (2023). The Surge in Car Travel in Europe. [6] European Travel Commission (2023). Promoting Sustainable Tourism in Europe. [7] BBC Travel Show (2023). The Rising Costs of Popular European Destinations. [8] European Commission (2023). Managing Cross-Border Tourism in Europe.
- In response to the rising costs in popular travel destinations, an increasing number of holidaymakers (11%) are prioritizing less crowded locations.
- The European Travel Commission (ETC) advocates for promoting "less crowded, off-the-beaten-track experiences" in shoulder months to address growing concerns about overtourism.
- A notable shift this season is the rise in popularity of eco-tourism and sustainable destinations, as travelers seek to minimize their impact on the environment during their vacation.
- For their next holiday trip, more than half (55%) of travelers are interested in discovering quieter and lesser-known destinations.
- Despite escalating costs in many mainstream travel destinations, the demand for travel remains robust, with 77% of Europeans planning trips between June and November 2025.
- Tourists favoring regional travel within Europe are driving the increase in cross-border trips, which supports local economies and encourages sustainable growth in less-popular areas.
- The BBC travel show has revealed that the costs of eight out of the 10 most popular destinations for UK holidaymakers have risen significantly, deterring budget-conscious travelers from traditionally popular spots.
- Encouraging year-round tourism development in less-crowded destinations can help manage seasonal fluctuations and ensure sustainable growth, while providing holidaymakers with unique experiences off the typical tourist path.
