Home » EUROPE » Spain, Italy, France, and Greece Lead the Growing Trend Toward Off-Peak Travel, Sustainable Tourism, and the Rising Demand for Quiet, Lesser-Known Destinations That Are Shaping the Future of European Tourism

Thursday, July 17, 2025

A Growing Commitment to Purposeful Travel

Europe’s tourism outlook for mid to late 2025 is showing remarkable resilience and adaptability. Recent findings by the European Travel Commission reveal that an impressive 77% of Europeans are making plans to travel between June and November 2025. This statistic is particularly encouraging given the ongoing economic challenges many face across the continent. More than just a rebound, this trend reflects a shift toward travel that is thoughtful, intentional, and increasingly eco-conscious.

Travellers today are not simply looking to check destinations off a list; they are more mindful about the impact their journeys have on the environment and local communities. This evolution toward sustainable tourism represents a meaningful change in the way Europeans are approaching leisure and discovery.

Travel Enthusiasm Across Generations

The desire to explore in 2025 extends widely across all age groups, proving that travel remains a shared passion regardless of stage in life. Among Europeans aged 55 and above, travel plans are at a high, with 82% intending to take trips during this period—making them the most eager group. Those aged 35 and older also demonstrate strong intent, with over 75% planning to travel.

Interestingly, younger adults aged 18 to 24, who often contend with time and budget constraints, are not far behind; 66% expect to travel. This suggests that despite economic pressures, younger Europeans continue to value travel as an important life experience and a way to broaden their horizons.

These patterns signal that the tourism industry must increasingly customize offerings for a diverse clientele—whether that means creating flexible, adventure-filled itineraries for youth or comfortable, leisurely packages for older travellers. Meeting these varied needs will be key to future growth.

The Allure of Hidden Destinations

A standout development is the rising preference for less crowded, off-the-beaten-path locations. Over 55% of travellers now express interest in avoiding the usual tourist-heavy areas, favoring instead lesser-known locales where they can enjoy more authentic and tranquil experiences.

Nonetheless, the Mediterranean region continues to be a magnet for European travellers. Spain has experienced a 5% increase in interest, making up 13% of planned trips, closely followed by Italy (10%), France (8%), and Greece (6%). Despite this, concerns about overtourism have risen by 3% compared to the previous year. Consequently, 11% of travellers now seek out peaceful, less frequented spots—up from 7% in prior surveys.

This changing demand opens the door for less-explored regions across Europe to attract visitors seeking meaningful and sustainable travel. It urges tourism providers to focus on quality over quantity, developing offerings that promote conservation and local culture rather than mass tourism.

September’s Rising Popularity as a Travel Month

While the summer months of July and August remain the most popular, each accounting for 25% of travel intentions, September is quickly gaining traction with 22% of Europeans eyeing this month for their holidays. The appeal of shoulder-season travel lies in its combination of pleasant weather, thinner crowds, and more affordable prices.

Travelling outside of peak periods benefits not only the visitor but also local destinations, easing pressure on infrastructure and allowing communities to sustain their tourism economies year-round. This trend provides the industry with a strategic opportunity to create targeted campaigns and special offers that encourage travel during shoulder seasons, smoothing out demand spikes and promoting more balanced tourism flows.

Changing Transportation Preferences

Although air travel still dominates with 53% of Europeans planning to fly, its popularity is driven mainly by its speed (27%) and cost-effectiveness (21%). Yet, the share of travellers opting for car journeys has grown by 4%, now making up 32% of planned travel.

Many appreciate driving for the freedom it provides—offering the ability to explore remote or less accessible areas at one’s own pace. This mode of travel is especially appealing to families and older adults who prioritize comfort and flexibility. Furthermore, car travel aligns well with a broader desire for sustainable and independent tourism, allowing travellers to avoid crowded transit hubs and customize eco-friendly routes.

Balancing Budgets and Travel Dreams

Despite inflation and rising travel costs, Europeans remain committed to making trips a priority. About 62% of travellers plan to maintain their current spending on travel through November 2025, while 22% expect to increase their budgets for holidays.

This resilience is notable given that popular destinations, particularly for UK tourists, have seen price surges exceeding 20% in just one year. These rising costs are nudging travellers to adapt by opting for shorter vacations, seeking out less expensive destinations, or selecting value-packed bundled offers.

Some clear budget-driven trends include:

  • Increased interest in regional or domestic travel within Europe
  • Growing demand for all-inclusive packages that offer convenience and cost savings
  • Preference for eco-friendly and affordable accommodations

Travellers are becoming more savvy, striving to balance their wanderlust with economic realities.

What This Means for the Travel Industry

This evolving travel environment presents both challenges and opportunities. As interest grows in alternative destinations, more flexible travel windows, and varied transport choices, the tourism sector must respond strategically by:

  • Promoting lesser-known regions to alleviate overtourism and diversify visitor distribution
  • Investing in infrastructure improvements in emerging or rural areas to support increased demand
  • Crafting marketing efforts to encourage shoulder-season travel and reduce pressure during peak months

The rise in car travel calls for enhanced road networks, development of eco-friendly lodging options, and services designed to support independent travellers. Tourism providers will need to prioritize authentic, sustainable experiences that resonate with the values of today’s conscious travellers.

The Global Ripple Effect of European Trends

The shift in European travel preferences is not confined to the continent. As European travellers redefine how and when they journey, tourism authorities worldwide are likely to take notice and adapt by:

  • Implementing visitor management strategies to prevent overcrowding in popular destinations
  • Highlighting alternative and under-visited locations around the globe
  • Promoting green travel initiatives and responsible tourism practices internationally
  • Encouraging travel during off-peak seasons, such as early autumn or late spring

These changes are signaling a broader transformation—a move toward a more sustainable, balanced, and thoughtful global tourism model. Europe’s approach to post-pandemic travel recovery could well set the standard for the future of the industry.

The travel outlook for Europe in the latter half of 2025 paints a picture of a vibrant and evolving market. Increasingly, travellers seek experiences grounded in sustainability, authenticity, and flexibility. This trend challenges the industry to innovate, diversify, and focus on responsible tourism that honors local cultures and ecosystems.

By embracing these emerging travel preferences, European destinations and businesses have a unique opportunity to create richer, more meaningful experiences that resonate deeply with modern travellers, ensuring the continued vitality and sustainability of the tourism sector across the continent and beyond.