Visitor numbers are up but not evenly across Europe

Europe’s summer travel landscape is evolving as people seek unique experiences, authentic local culture and destinations that feel like hidden gems. 

 

While iconic hotspots like Spain, Greece, and Italy continue to attract millions of visitors, a growing number of travellers are venturing beyond the usual favourites in search of somewhere different.

 

Our latest Amadeus Travel Intelligence data shows that summer travel to Europe is up by a moderate 4% on 2025, driven primarily by short-haul intra-European travel, strong leisure demand, and the growth of new destinations across the continent. 

 

The result is a more diverse European travel market where established tourism leaders continue to thrive while emerging destinations in Central and Eastern Europe gain momentum.

 

Nine out of the top ten source markets for travel to Europe in July and August are within Europe, with the US the only non-European market to make the top rankings. 

 

The UK remains Europe’s largest source market, accounting for 15.5% of all air bookings, while Germany and the US continue to deliver steady growth. Among the major markets, Italy is one of the strongest performers, with bookings up 8.6% on last year.

 

However, the standout growth story is Poland. Bookings by Polish travellers have surged by 21.6% year on year making it the fastest-growing major source market and highlighting the growing strength of regional travel.

 

The European market is becoming increasingly driven by Europeans travelling across the continent. For hotels, appealing to regional travellers with targeted campaigns is a great way to capture this new demand and continue to drive growth. 

 

The rise in intra-European travel points to a wider pattern.

 

One of the biggest trends shaping travel this summer is the increase in short-haul trips. Travellers are prioritising affordability, convenience and shorter journey times over long-haul holidays.

 

This is reflected in booking patterns. More than half of European trips (51%) now last between six and 13 nights, a segment that has grown by 4% year on year. 

 

For hotels, offering deals for additional nights, such as ‘book six nights and get the seventh at a discount’, is becoming an opportunity to drive revenue.

 

Unsurprisingly, leisure travel accounts for 97% of all air bookings across July and August, with leisure volumes growing by about 4% year on year. 

 

Europe’s most-established destinations continue to perform strongly, of course.

 

Spain, Greece, and Italy remain the most-booked countries and seem not to show signs of losing their appeal. Spain continues to lead the way, with bookings up 5.5%, while Greece has enjoyed another impressive summer with growth of 9.2% year on year. Italy has followed close behind, with a 7.6% increase in bookings.

 

These destinations continue to deliver the combination of warm weather, stunning scenery and well-developed tourism infrastructure that many travellers look for.

 

However, at the same time, they’re beginning to face growing competition from a new wave of emerging destinations where demand is growing significantly faster than the European average.

 

The fastest-growing destinations include (% growth year on year):
•    Slovakia: +65.7%
•    Macedonia: +30.9%
•    Slovenia: +28%
•    Albania: +25%
•    Montenegro: +23.3%

 

These destinations are seemingly benefiting from three factors – improving regional air connectivity, a better-value offer than traditional holiday spots, and growing demand for travel that is a little off the beaten track.

 

Zooming in on cities across Europe shows a similar pattern. Bratislava has emerged as one of Europe’s fastest-growing capital cities for travel, with bookings up 104% year on year. Brasov in Romania has seen bookings increase by 164% as travellers explore Dracula’s Castle and the region’s history.

 

These trends point to travellers seeking destinations beyond those most popular.
Europe’s summer travel market appears to be becoming a more diverse landscape, where established Mediterranean destinations sit alongside rapidly growing markets across Central and Eastern Europe.

 

Hotels that can effectively target regional audiences, inspire travellers and showcase local offerings will be best positioned to convert demand.

 

Having the data to understand these shifting trends is the first step to taking advantage of them.

 

Javier Campo is Amadeus senior vice-president for hospitality, Europe