Spain Leads the Holiday Booking Race as Europe’s Favourite Destinations Face a Surprising Travel Shake-Up in 2027

Spain is set to top the world holiday booking market in 2026, with Barcelona, Madrid and Mallorca dominating the European market. But increasing demand for South Africa, Australia and up-and-coming European locations means that the future of the global travel industry in 2027 looks a little more competitive. With growing popularity for destinations such as South Africa, Australia and new cities across Europe, Spain may continue to be the go-to destination for travel bookings. However, an increase in demand for long haul adventure holidays, short city breaks and culture-focused trips mean the competition for tourists across the globe could become even more competitive in 2027, according to the eDreams ODIGEO Year in Travel 2026 report.

Barcelona and Madrid Put Spain at the Heart of International Holiday Demand

Spain’s popularity extends across different types of tourism, from cultural city breaks to Mediterranean coastal escapes.

Barcelona claimed the leading position in the global booking rankings, with Madrid following in second place. Paris secured third position, ahead of Palma de Mallorca and London.

The results demonstrate Spain’s ability to attract travellers with different holiday interests. Barcelona offers historic architecture and seaside attractions, while Madrid draws visitors through its cultural institutions and lively neighbourhoods.

Palma de Mallorca provides a different experience, combining island scenery with access to Mediterranean beaches.

Meanwhile, Paris, London, Tokyo, New York City and Bangkok generated strong online search interest.

South Africa and Australia Attract Growing Numbers of Long-Haul Holiday Bookings

While European destinations dominated overall reservations, several cities in the Southern Hemisphere recorded particularly strong growth.

Durban experienced an 80 per cent increase in bookings, making it the fastest-growing destination identified in the report.

Melbourne followed with growth of 57 per cent, while Cape Town registered 55 per cent.

Johannesburg recorded a 50 per cent increase, and Sydney completed the leading group with 48 per cent growth.

The destinations combine urban attractions with opportunities for outdoor recreation, coastal experiences and cultural exploration.

These figures indicate rising demand within the company’s booking platform, rather than equivalent increases in total international visitor arrivals.

Smaller European Cities Challenge Established Tourism Capitals in Hotel Booking Growth

The accommodation sector revealed another important shift in travel behaviour.

Barcelona, Madrid, Paris, Rome and Amsterdam remained the most popular destinations for hotel reservations within the analysed booking data.

However, alternative European cities achieved some of the strongest growth rates.

Cagliari recorded a 78 per cent increase in hotel bookings, followed by Dublin at 76 per cent and Tirana at 74 per cent.

Madrid also registered reported increases of 30 per cent in flight bookings and 63 per cent in accommodation reservations.

These developments suggest that travellers are increasingly considering destinations offering distinctive cultural experiences beyond Europe’s busiest tourism centres.

United Kingdom Holidaymakers Turn Towards Quick Escapes and Domestic City Experiences

British travellers showed a strong preference for shorter stays throughout 2026.

According to the research, 68 per cent of hotel bookings from the United Kingdom involved visits lasting just one or two nights.

Barcelona, Amsterdam and Paris remained leading international choices for accommodation.

Domestic destinations also experienced notable increases in reservations.

Manchester recorded growth of 112 per cent, while Belfast registered a 56 per cent rise.

The findings highlight the continued importance of convenient city breaks, allowing travellers to explore restaurants, cultural attractions and entertainment without taking extended holidays.

They also indicate potential opportunities for regional hotels and domestic tourism operators.

France and Portugal Reveal Strong Demand for Mediterranean and European City Holidays

French travellers continued to explore destinations across Europe and North Africa.

Marrakesh secured first place in their booking rankings, followed by Barcelona and Lisbon.

Porto, Palma de Mallorca, Djerba, Madrid, Rome, Istanbul and Nice also attracted significant interest.

Portuguese travellers demonstrated a different pattern, with Paris emerging as their leading destination.

Barcelona and Madrid followed, while Rome, Funchal, London, Amsterdam, Ponta Delgada, Geneva and Zurich completed the most popular choices.

The findings underline the continued appeal of European capitals, Mediterranean destinations and island holidays within these markets.

Albania Gains Visibility as Italy and Germany Maintain Strong European Travel Connections

Italian travellers placed Barcelona at the top of their 2026 booking rankings, followed by Tirana and Paris.

Other leading destinations included Catania, Madrid, Olbia, Amsterdam, Milan, London and Ibiza.

German travellers showed particularly strong interest in Spain, selecting Palma de Mallorca and Barcelona as their two most booked destinations.

Istanbul ranked third, followed by London, Vienna, Madrid, Paris, Lisbon, Athens and Tirana.

Albania’s capital appearing in both markets highlights its growing presence in European travel booking patterns.

For 2027, Bangkok leads early German reservations, while Paris, Madrid, London and Barcelona remain prominent among Italian advance bookings.

Spanish Domestic Holidays Remain Strong Despite Growing International Travel Opportunities

Spanish residents continued to favour destinations within their own country during 2026.

Seven of their ten most booked locations were domestic, including Madrid, Barcelona, Palma de Mallorca, Tenerife, Malaga, Sevilla and Gran Canaria.

Paris, Rome and London represented the main international alternatives.

This preference reflects the range of experiences available across Spain, including historic cities, coastal resorts and island destinations.

The strong domestic booking pattern also demonstrates that international tourism growth does not necessarily reduce demand for holidays closer to home.

For Spanish tourism businesses, domestic and international customers remain important parts of the wider visitor market.

Tokyo and Bangkok Signal Changing Global Travel Ambitions Ahead of 2027

Early search activity for 2027 highlights growing attention towards Tokyo, London, Paris, Orlando and Cancun.

Bangkok also features prominently in advance-booking trends, particularly among German travellers.

Alongside destination preferences, major entertainment events and sporting competitions are influencing travel searches.

Digital booking technology is also evolving, with artificial intelligence increasingly being explored as a tool for personalised travel planning.

Together, these developments indicate that future travel demand could become more varied across destinations and holiday types.

Spain remains a central player in the current booking landscape, but the growing appeal of alternative European cities and Southern Hemisphere destinations suggests that international tourism opportunities are expanding beyond traditional favourites.