Holiday destinations urged to promote less-crowded shoulder months 

Europeans are not willing to compromise on travel despite ongoing economic pressures, new research reveals.

 

More than three quarters (77%) plan to take at least one trip between June and November.

 

And most intend to maintain or even increase their holiday budgets in the coming months, travel sentiment report issued by the European Travel Commission (ETC).

 

Travel demand remains high across all age groups, with the strongest intentions seen among Europeans aged 55 and over - with  82% planning 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, two thirds (66%) still plan a trip, despite more commonly facing financial and time-related barriers.

 

September is emerging as a strong contender to the peak months of July and August, with 22% of Europeans planning trips then. 

 

The strong preference for early autumn travel suggests that a “significant share” of travellers are open to off-peak options, motivated by milder weather, fewer crowds and better value for money, according to the ETC.

 

Concern about overtourism 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 travellers, up 4% from last year.

 

In line with these preferences, more than half of Europeans (55%) 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%). 

 

But growing interest in lesser-known destinations may be shaping transport 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.

 

ETC president Miguel Sanz said: “Our latest data shows that, even amid shifting economic and social realities, 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 travellers. 

 

“This approach allows us to meet visitors’ changing expectations while fostering a more balanced and resilient tourism sector across Europe.”

 

The 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, according to the study.

 

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

 

A “notable” increase in the share of travellers planning to spend between €1,500 and €2,500 per person on their next trip is reported. 

 

This mid-to-high range is now the most commonly cited, up by 3% compared to summer 2024.