With summer approaching and autumn right behind, a new travel spirit is coursing through Europe. In the Wave 22 “Monitoring Sentiment for Intra-European Travel” report from the European Travel Commission (ETC), a remarkable 77% of Europeans plan to travel from June through November 2025—a definite bogey of optimism for uncertain economic times.

Hottest destinations like Spain (13%), Italy (10%), France (8%), and Greece (6%) are still top favorites. But a powerful countertrend gathers strength: more than half (55%) of Europeans now prefer off-the-beaten-track sites. This is a massive rise from just 48% spring 2025, a watershed that shows a sea change in the way that people are approaching the continent.

Travel Demand Stays Strong Across All Ages

ETC data reveals that Europe’s older generations are most willing to travel. Top of the list are citizens aged 55 and above, where 82% are intending to travel this season. Close behind are the 45–54 (79%) and 35–44 (78%) age groups. Even among Europe’s young people aged 18–24, among whom budgetary and time constraints are to be expected, we discover that 66% of them are intending to travel.

This acrosstheboard enthusiasm is a reflection of cultural sentiment: travel is a luxury but a vital part of life. All age groups still leave some room for it—even as prices, fueled by inflation and economic troubles, stay high over most of the continent.

Growing Interest for Less Crowded Places

Europe’s traditional favorite destinations may be seeing a small dose of reckoning. As the report reveals, 11% of travellers now put a priority on unscheduling overcrowded destinations, a 4% rise from the previous year. Panic of having “too many tourists” is also up 3%—an indisputable sign that overtourism is having an impact on decision-making.

As a consequence, lesser-trodden towns, countryside, and off-the-map coastal towns are gaining popularity. These locations offer unique, often more authentic cultural experiences—and people are responding positively. This benefits not only the visitor but more equably shares tourism revenues to less-toured areas outside of well-worn hubs.

When and Where: Shifts in Travel Patterns

Whilst travel remains most popular months for July and August (each being preferred 25% of the time), September is becoming more favorable, with 22% preferring expeditions for this month. This growing popularity for shoulder travel is being induced by ground level and experiential reasons—comfortable weather, lesser crowds, and value for money.

On a geographical front, 91% of Europeans will be shifting intra-continental, affirming intra-European tourism dominance. Domestic migration stabilizes at 26%, while visits to distant countries are 33%. What was noteworthy was that there was a rising trend for long-haul intra-European travels, of 32% investigating other than immediate neighbors, 5% from 2024.

Travel Modes Mirror Destination Swings

Aviation remains the most favorite, with 53% of the respondents preferring it for speed (27%) and affordability (21%). Nevertheless, increasing popularity of off-the-beaten-track areas is having an impact on mode of travel. Car travel increased to 32%, a 4% increase from the previous year, primarily due to the advantage of visiting places not served by public modes of transportation.

Budgets Hold Steady As Value Leads Despite continued economic constraint, 62% of travellers are set to maintain travel expenditure, whilst 22% are prepared to spend more. This time, the most common category of spend is €1,500–€2,500 per person, which shows a modest increase from summer 2024.

With respect to expenditure priorities:

Accommodation (32%) remains the top budget category.

Food and drink (24%) are second.

Experiences, wellness, and shopping are of greater importance for younger segments, but for older segments, greater expenditure is seen on food and comfort.

What This Means for Destinations

ETC suggests that the destinations of Europe position themselves alongside these fluctuating trends through:

Emphasizing off-peak, less crowded destinations, especially shoulder months.

Enhancing sustainability programs to entice eco-conscious visitors.

Infrastructure investment and accessibility for new travel regions.

Miguel Sanz, President of ETC, said: “Our new data shows that, even against shifting economic and social trends, Europeans are not going to sacrifice travel. Destination marketers can benefit from this trend through promoting off-the-beaten-track experiences.”

The Human Side of Travel: True Stories

Think of Helena, a Finnish retiree. In September, she heads for the Azores, tempted by the archipelago’s pristine landscapes and peace. “I don’t want queues, I don’t want crowds,” she said. “I want nature, silent mornings, and reasonable food.”
Jonas and Marie, a German couple of around 30, are traveling through Romania’s Maramureș region, seeking folklore, distant wooden churches, and gracious village hospitality. These personal plans are a reflection of the overall trend. People want substantial travel, and they’re more mindful of where they’re going and when.

Conclusion:

Reimagining Europe’s Tourism Travel in 2025 is not only back—it’s evolving. Europeans are seeking authenticity, comfort, and calm, and are more discerning with their choices. In a context of more than 3 in 4 having at least one trip lined up during the season, the future is bright—for not only travellers, but for new destinations on the continent. Matching growth with sustainability now is the imperative, so Europe can remain a joy to discover for generations.