Poland, the Netherlands and Austria Lead a 54% Shift Toward Quieter European Winter Trips

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A rising number of Europeans will be seeking quieter destinations and less-visited destinations when they travel in the 2026-27 autumn and winter. The European Travel Commission (ETC)’s latest report shows that 76% of Europeans intend to take at least one overnight trip in October 2026 to March 2027, and when considering where they intend to visit, 54% said they will prefer less popular tourist destinations or remote and less-visited places. The complete ETC report, Monitoring Sentiment for Intra-European Travel Wave 26, published 9 November 2026, investigates travel intention and preferences across the 10 European source markets of the report. It clearly demonstrates an increasing demand to steer away from the well-trodden tourist hotspots, although destinations with more familiar, renowned attractions will still draw a significant proportion of Europeans. This doesn’t mean that 54% of respondents said they would prefer less-popular destinations, or that there was a 54% increase compared to the previous year. It is 54% of respondents who would prefer less popular, or remote destinations – the number of people – so a four percentage-point increase, rather than a five and a half per cent increase. A helpful source for tourism stakeholders such as destination managers and travel operators to understand how Europeans are currently approaching the market.

The 54% Figure Reflects a Preference for Quieter Places

One of the report’s most notable findings concerns the type of destinations Europeans want to visit. While 47% of respondents still favour major tourist destinations with well-known attractions, 44% prefer locations that are less popular among tourists. A further 10% specifically favour remote or off-the-beaten-track destinations.

Together, the latter two groups account for 54% of respondents, suggesting that quieter alternatives have a substantial place in European travel preferences. However, the year-on-year change is more modest: the share favouring less-popular destinations has increased by four percentage points. The additional 10% represents a separate preference for remote locations, not a further annual increase.

This distinction matters for tourism businesses and destinations interpreting the figures. The findings do not show a sudden 54% surge in demand. They indicate that more than half of surveyed travellers prefer either less-visited or remote places, compared with 47% who favour established hotspots. The slight difference in the total reflects rounding.

The shift may create opportunities for smaller towns, rural communities, nature-based attractions and destinations that have traditionally received less international attention. These places can offer alternatives to crowded city centres and heavily visited landmarks, particularly during periods when travellers are seeking a different pace or more local experiences.

Netherlands, Switzerland and Poland Lead Interest in Lesser-Known Places

The survey also highlights differences between European source markets. Among travellers showing a preference for less-known or remote destinations, the Netherlands records the strongest combined interest at 61%.

Switzerland and Poland follow, both at 60%. Belgium and Austria complete the top five markets identified in the report for this preference.

These figures describe the preferences of travellers from those countries when choosing destinations for their trips. They do not mean that 61% of visitors to the Netherlands, for example, are seeking quieter destinations within the country. The distinction is important because the research measures outbound travel sentiment across the participating source markets.

The results offer useful signals for destination marketing organisations. Tourism authorities seeking to attract Dutch, Swiss and Polish visitors may find opportunities in promoting lesser-known attractions, regional experiences and destinations beyond the most familiar tourist routes.

For local businesses, the findings also underline the importance of making smaller destinations easier to discover and visit. Clear online information, reliable transport details, accommodation availability and bookable local experiences can help convert interest in quieter locations into actual trips.

Three in Four Europeans Intend to Travel

The wider travel outlook remains positive. The ETC survey finds that 76% of Europeans intend to take at least one overnight trip between October 2026 and March 2027, up three percentage points compared with the same period a year earlier.

Poland records the strongest overall travel intention at 87%, followed by Spain at 82%. Germany and the Netherlands both register 79%, placing them among the leading source markets for planned autumn and winter travel.

These overall travel-intention figures should be distinguished from the rankings for interest in lesser-known destinations. Poland, for instance, performs strongly in both measures, while the Netherlands also appears among the leading markets for general travel intention and for quieter destination preferences.

The research covers ten major European source markets: Germany, the United Kingdom, France, the Netherlands, Italy, Belgium, Switzerland, Spain, Poland and Austria. Fieldwork took place between 15 and 30 September 2026 and included 6,000 respondents, of whom 4,555 were considered likely to travel during the following six months.

The findings therefore provide a snapshot of intended behaviour rather than a count of completed bookings or confirmed arrivals. Actual travel decisions may change as people compare prices, assess transport options and finalise holiday arrangements.

City Breaks and Cultural Trips Remain Popular

The growing interest in quieter destinations does not mean that established city attractions are losing their appeal. City breaks remain the most popular trip type, accounting for 19% of travel intentions. Culture and heritage holidays follow at 18%, matching the share for sun-and-beach trips.

This mix suggests that European travellers are balancing different holiday priorities. Some are looking for urban experiences, museums and historic sites, while others want warmer weather or destinations away from busy tourist centres.

December is the most popular month for travel during the survey period, attracting 23% of planned trips. Interest in February and March 2027 is also increasing, with the ETC reporting an 8% rise in travel interest for those months. This could provide opportunities for destinations hoping to extend their tourism seasons beyond the traditional summer peak.

The trend is relevant to both established and emerging destinations. Major cities can encourage visitors to explore neighbourhoods and attractions beyond their busiest districts, while smaller destinations can develop cultural, nature-based and community-led experiences for travellers seeking alternatives.

Safety and Affordability Still Shape Travel Decisions

Despite strong travel intentions, cost and safety remain important considerations. The ETC identifies financial pressures as the leading concern among Europeans planning trips, cited by 37% of respondents. Geopolitical instability follows at 23%.

When choosing a destination, safety is the most important consideration for 20% of respondents. Pleasant and stable seasonal weather ranks second at 15%, followed by attractive travel deals at 14%.

These concerns could influence whether travellers ultimately choose established destinations or explore less-visited alternatives. A quieter destination may appeal to visitors seeking a different experience, but accessibility, accommodation costs, transport connections and reliable local services will remain important when making a booking.

The report also finds that 55% of travellers had not yet booked their trips when surveyed. This means that a significant proportion of the stated demand was still provisional at the time of the research.

Opportunities for Europe’s Tourism Industry

The results give a helpful guide to European tourism authorities and industry when it comes to planning for the 2026-27 winter season. Just over half (54%) of respondents said they would be considering travelling to a less popular or more remote destination in the final stages of planning, indicating interest in quieter places is already high, but overall travel intention (76%) means demand is clearly still strong. Managers can therefore seize the opportunity to promote alternatives to leading destinations, without impacting too heavily on the assured quality and sources of visitation, by providing more regional information about travel, online visibility, accommodation and activities managed locally. As a guide to international promotion, the results in source markets would also appear to be of some use. Respondents from the Netherlands, Switzerland and Poland have some of the highest levels of preference for less popular or less well-known destinations, while Belgium and Austria also rank among the top ten most popular source markets. So the ETC’s Wave 26 survey reveals a European travel market which is not turning its back on the major attractions but one that is increasingly open to other options, in the form of city breaks, cultural holidays and quieter destinations. The challenge for the industry will be to find ways to spread visitors more equally and ensure local benefit.