The Mediterranean remains a magnet despite extreme seasonality and climate change
Latest data Eurostat The European Travel Commission (ETC) confirms that interest in travel to Europe is reaching record levels, but also that destinations are facing unprecedented operational challenges and demand imbalances.
Record optimism and resilience to economic pressures
As many as 81 per cent of Europeans plan to travel between June and November 2026, representing a four percentage point increase compared with last year. This wave of optimism is led by travellers aged 45 to 54, among whom as many as 86% plan a holiday. Although rising costs (22%) and personal finances (17%) remain primary concerns, travel budgets remain stable. The majority of Europeans (29%) plan to spend between €1,500 and €2,500 per trip, primarily on accommodation, food and activities.
The geopolitical situation is also having a stronger influence on decisions; concern about the conflict in the Middle East has doubled to 14%, while 11% of travellers express concern about the war in Ukraine. Despite all the challenges, two-thirds of Europeans are planning intra-regional trips, while more than half of them intend to take two or more holidays in the next six months.
Managing the extreme summer peak challenge
As the desire to travel grows, the structure of European tourism suffers from deep seasonality. Eurostat data for 2025 show that almost a third (31.1 per cent) of all overnight stays in the EU occur in just two summer months – July and August. This concentration is driven by climate, geographical location and fixed school holidays.
Croatia holds the European record with a staggering 54.5 % nights spent in that short period. It is followed by Bulgaria with 43.4 % and Greece with 41.6 %. The contrast is most obvious when comparing the peak and the weakest months. At the EU level, August records 3.6 times more overnight stays than January. In Greece, this ratio is 20.5 to one, while in Croatia August brings in a staggering 41.1 times more overnight stays than January. At the opposite end of the spectrum are Malta (21.9x), Germany (24.0x) and Finland (24.1x), which manage to maintain a more even year-round flow of traffic.
Climate factors are changing habits, but not preferred regions
Southern Europe and the Mediterranean They remain the first choice for 61 per cent of travellers, an increase of four percentage points. Spain (14 per cent), Italy (12 per cent), France (8 per cent) and Greece (7 per cent) remain untouchable at the top of the list. However, the climate is increasingly changing on-the-ground behaviour – 76% of Europeans admit that climate factors influence their planning. As a result, 16% actively seek destinations with milder temperatures, while 15% avoid areas prone to extreme heat.
The shift towards an earlier start to the season is also noteworthy, with demand for travel in June up by three percentage points. Air travel still holds the lead as the preferred mode of travel for 53 per cent of respondents.
The search for hidden destinations as a new opportunity
Although traditional destinations retain strong appeal, the number of travellers wishing to avoid crowds is growing. The majority of Europeans (52 %) now prefer lesser-known, "off-the-beaten-track" locations. Avoiding overcrowded places is crucial for 11 per cent of respondents, while 9 per cent cite overcrowding as their main concern.
European travellers are not travelling less, but more thoughtfully, balancing safety, budget and weather conditions. For destinations, this presents a clear task: instead of chasing volumes during peak season, the focus must shift to dispersing guests away from main attractions and extending the season throughout the year.
