Published on
August 21, 2025
UK tourists are at the forefront of a major travel shift, with German holidaymakers following closely, as off-peak tourism gains momentum across Europe. Travelers are increasingly drawn to autumn and winter getaways in Turkey and Greece, while Spain and Italy are adjusting to changing demand as traditional summer peak crowds lose appeal. TUI AG, Europe’s largest tourism services provider, reports rising bookings beyond the high season, driven by travelers seeking better value, milder weather, and more relaxed experiences outside the busy summer months.
TUI AG, Europe’s largest integrated tourism services provider, has recorded a notable shift in booking patterns for 2025, with growing demand for off-peak travel to Greece and Turkey extending well into autumn, while short winter city breaks are increasingly favored by travelers across key European markets. This evolving preference marks a clear break from the long-established tradition of crowd-heavy summer holidays in the Mediterranean.
Stronger Interest in Greece and Turkey Beyond Summer
Traditionally, both Greece and Turkey have thrived on their summer season appeal, with millions of visitors arriving between June and August to take advantage of the beaches, resorts, and warm Mediterranean weather. However, TUI’s booking data indicates that travelers are increasingly drawn to shoulder seasons, namely spring and autumn.
The shift is being driven in large part by travelers from Germany and the United Kingdom—two of TUI’s strongest markets—who are consciously avoiding the challenges that come with peak season travel. These challenges include overcrowded tourist sites, extreme heat during July and August, and higher seasonal prices on flights and accommodation. By traveling in September, October, or even into November, holidaymakers are able to enjoy a more relaxed atmosphere, favorable weather conditions, and better value.
Greece remains a cornerstone for TUI, with the company responsible for bringing more than three million tourists annually to the country. The islands of Crete, Rhodes, and Kos, alongside Athens and Thessaloniki, are reporting steady growth in bookings outside the traditional summer peak. Turkey, meanwhile, is strengthening its position as an attractive and budget-friendly alternative, particularly appealing to travelers seeking quality packages at lower costs compared to western Mediterranean destinations. The Turkish Riviera, Istanbul, and Cappadocia are seeing an extension of their tourism season, benefiting from this shift in demand.
Winter City Breaks on the Rise
In addition to extended Mediterranean travel, another noticeable trend in TUI’s reports is the growing popularity of city breaks during the winter season. Destinations such as Barcelona, Rome, Vienna, and Istanbul are emerging as key draws, with travelers opting for shorter stays focused on cultural experiences, shopping, and gastronomy.
City trips appeal particularly to younger demographics and working professionals who prefer multiple shorter holidays over one long summer vacation. The rise of low-cost flights and the convenience of customizable itineraries have made these getaways more accessible. TUI is responding to this growing market segment by enhancing its winter city-break packages, combining accommodation deals with curated cultural activities and local experiences.
Shifting Traveler Preferences and Market Insights
Recent surveys conducted by TUI highlight that the majority of German and British tourists now prioritize value, comfort, and authenticity over the traditional summer-only vacation. Avoiding extreme heat has become a major factor, particularly after record-breaking heatwaves in southern Europe during recent years. Additionally, economic pressures and inflation across Europe are prompting many families to look for cost-effective travel solutions without sacrificing quality.
Turkey, in particular, is benefiting from its positioning as a more affordable Mediterranean option. With its wide variety of all-inclusive resorts, cultural landmarks, and natural attractions, the country provides significant value for money compared to destinations such as Spain or Italy. Greece, on the other hand, continues to attract travelers with its blend of history, culture, and natural beauty, but the off-season appeal is now being recognized as an equally rewarding experience compared to summer.
TUI’s Upward Financial Outlook for 2025
These shifts in consumer behavior are directly influencing TUI’s financial performance and outlook. The company has revised its 2025 revenue forecast upward, with expectations that operational profits will outpace revenue growth. This optimism reflects both higher demand during non-peak months and an increased willingness among travelers to book more flexible, customized packages.
Dynamic packaging has become central to TUI’s growth strategy. Unlike traditional package holidays that offer a fixed flight, hotel, and tour, dynamic packaging allows travelers to personalize their journeys by selecting flights, accommodations, transfers, and activities independently, while still benefiting from bundled pricing and TUI’s network advantages. This approach provides customers with greater flexibility while simultaneously enabling TUI to maintain premium pricing structures.
Currently, dynamic packaging makes up about one-quarter of TUI’s offerings, but the company projects that by 2026 this will expand to half of its portfolio. This significant increase is expected to drive stronger profitability, as travelers are often willing to pay more for customized experiences tailored to their needs.
Positioning for Long-Term Growth
TUI’s strategy reflects a broader transformation within the global tourism sector, where flexibility, sustainability, and authenticity are becoming the new cornerstones of travel. Off-peak travel not only benefits travelers through better prices and less crowded experiences but also helps destinations spread tourism more evenly throughout the year, reducing strain on local infrastructure and communities during peak months.
For Greece, this extended season can help stabilize income for local businesses and employees who often rely heavily on summer tourism alone. Similarly, in Turkey, attracting visitors in spring and autumn allows the tourism sector to maximize the use of its infrastructure year-round, supporting regional economies and enhancing overall visitor satisfaction.
TUI’s ability to recognize and respond to these evolving patterns puts the company in a strong position to maintain its dominance in Europe’s tourism market. By expanding its offerings, embracing dynamic packaging, and focusing on emerging travel behaviors, the group is not only meeting customer needs but also securing long-term profitability.
The evolving preferences of European travelers are reshaping the tourism landscape, with Greece and Turkey emerging as prime beneficiaries of the growing appetite for off-peak travel. At the same time, the rise of winter city breaks demonstrates how consumer behavior is diversifying beyond the traditional summer holiday model.
UK and German travelers are driving Europe’s off-peak tourism boom, with rising demand for autumn trips to Turkey and Greece, while Spain and Italy adapt to shifting holiday trends.
TUI AG’s strategic response—through tailored packages, dynamic travel options, and an enhanced focus on year-round tourism—demonstrates both adaptability and foresight. With demand continuing to grow outside the summer season and financial forecasts on the rise, TUI is setting a clear course for sustainable and profitable growth in 2025 and beyond.
