TOURISM: Travel remains a top priority for Europeans – Preference for trips outside peak seasons

Europeans are not willing to compromise on travel and they increasingly prefer quieter destinations and trips outside peak seasons – Image: ETC

Travel remains a top priority for Europeans, with 77% planning to take at least one trip between June and November 2025. Despite ongoing economic pressures, most intend to maintain or even increase their holiday budgets in the coming months, according to the latest report from the European Travel Commission (ETC).

Travel demand remains high across all age groups, with the strongest intentions seen among Europeans aged 55 and over — 82% of whom plan to travel. This is closely followed by those aged 45 to 54 (79%) and 35 to 44 (78%). While travel intent is somewhat lower among 18–24-year-olds, 66% still plan a trip, despite more commonly facing financial and time-related barriers.

Commenting on the findings, Miguel Sanz, President of ETC, said:

Europeans are not willing to compromise on travel, and they increasingly prefer quieter destinations and trips outside peak seasons. Destinations should take advantage of this trend by promoting less crowded, off-the-beaten-track experiences, particularly during shoulder months, and by enhancing their sustainable marketing efforts aimed at European travelers.

Europeans open to off-peak travel

July and August remain the most popular summer holiday months, each chosen by 25% of Europeans. However, September is emerging as a strong contender, with 22% of Europeans planning trips that month. This strong preference for early autumn travel suggests that a significant share of travelers are open to off-peak options, motivated by milder weather, fewer crowds, and better value for money.

Regional travel on the rise

A vast majority of Europeans (91%) intend to travel within the continent in the coming months, while just 8% are considering trips beyond Europe — a limited figure likely linked to higher costs and ongoing geopolitical uncertainties abroad.

Within Europe, interest in domestic (26%) and neighbouring country travel (33%) remains steady. However, a growing share of Europeans (32%, up 5% from last summer) are looking beyond their neighbouring countries to more distant destinations across the continent. This shift could be motivated by a rising appetite for culturally distinct experiences that still offer the familiarity, safety, and ease of intra-European travel.

The Mediterranean remains the most sought-after region this season. Spain leads as the top choice (13%, up 5% from year-on-year), followed by Italy (10%), France (8%), and Greece (6%).

Spain leads as the top choice for Intra-European travel – Image: Tour Espana/Art & Culture at the Guggenheim/Bilbao

Summer travel shifts toward quieter and less crowded destinations

Europeans are becoming more aware of the uneven distribution of travel flows across some destinations and throughout seasonal peaks. Concern about “too many tourists” at preferred locations has risen by 3% since summer 2024, alongside a growing emphasis on choosing less crowded destinations — now a priority for 11% of travelers, up 4% from last year.

In line with these preferences, 55% of Europeans plan to spend their 2025 summer holidays in less popular or off-the-beaten-track destinations, compared to 48% in spring 2025. Meanwhile, interest in traditional tourist hotspots has declined proportionally, now chosen by 45% of respondents.

Against this backdrop, air travel remains the most popular mode of transport (53%), valued primarily for its speed (27%) and affordability (21%). However, the growing interest in lesser-known destinations may be shaping mobility choices, with more Europeans — 32%, up by 4% year-on-year — now opting for car travel, favoured for its flexibility, comfort, and easier access to locations not well served by public transport.

Budgets hold steady as travelers prioritize value and comfort

Despite persistent economic uncertainties, 62% of Europeans plan to keep their travel budgets steady through November 2025, while 22% expect to spend more — highlighting the value placed on travel in their lives.

Overall, Europeans’ holiday budgets remain similar to last year. However, there has been a notable increase in the share of travelers planning to spend between €1,500 and €2,500 per person on their next trip. This mid-to-high range is now the most commonly cited, up by 3% compared to summer 2024.

When it comes to spending priorities at the destination, accommodation (32%) and food & drinks (24%) top the list. Yet, preferences differ by age group. Travelers over 45 tend to prioritize comfort and quality dining, while those under 35 are more experience-focused — allocating more of their budgets to activities, shopping, wellness, and lifestyle upgrades. (NAN/ETC 5-09-25)

Full summary can be downloaded here