Published on
November 6, 2025
Traveling for leisure promoted by friends and family still is the main motivator for Europeans. People say the level of encouragement received from family and friends is at an all-time high. European families maintain their primary leisure activities around travel. This is also promoted by the availability of low-cost travel and high air traffic. The closing of the summer holiday period in Europe does not impact the intent to travel. In fact air travel Europe shows an increase for the months of autumn October and November for the last quarter of the year. Reported findings indicate October is the month which brings in for the last quarter which is also the autumn period as the most popular month to travel in all of Europe.
Off-Season Travel Gains Popularity
According to the ETC‘s latest findings, 73% of Europeans plan to travel between October 2025 and March 2026. This figure has remained consistent from the previous year, signaling a strong and resilient desire to travel, even as the seasons change. The increase in off-season travel is especially pronounced in Southern Europe, with the Mediterranean region seeing a significant surge in interest. In addition, 63% of Europeans are looking beyond their home countries, marking a 3% rise in international travel within Europe compared to the previous year. This shift points to a growing trend of Europeans seeking new and diverse travel experiences during the off-season months.
Resilient Travel Budgets: A Strong Focus on Travel Spending
Despite financial uncertainties and global economic concerns, travel remains a top spending priority for Europeans. The report reveals that 82% of Europeans are maintaining or increasing their travel budgets, far ahead of other leisure activities. This indicates that, even amidst financial constraints, Europeans are committed to allocating funds for travel, seeing it as an essential part of their lifestyle. However, for those who are not planning a trip, financial limitations (36%) and a lack of time (27%) remain the primary barriers.
A Shift Toward Fewer but More Meaningful Trips
One of the key findings of the report is the shift in travel behavior, particularly among older Europeans. While overall travel intentions remain high, the number of trips planned has decreased. Nearly half of Europeans (45%) plan to take only one holiday in the next six months, a seven-point increase from last year. Only 34% expect to travel twice, and just 16% plan three or more trips, marking a six-point drop. This decline in trip frequency suggests that Europeans are focusing on fewer but more meaningful holidays, prioritizing quality and experience over quantity.
The data shows that mature travelers, particularly those aged 45–54, are the driving force behind this trend. Older travelers are also more likely to prefer a single, well-planned trip compared to younger adults. Among those over 55, nearly half prefer taking just one holiday, a stark contrast to the roughly one-third of younger adults with the same preference. This shift reflects a change in mindset, with an emphasis on memorable, immersive travel experiences rather than the frequency of travel.
The Rise of Immersive, Single-Destination Travel
Another significant trend emerging from the report is the increasing preference for single-destination travel. About 60% of Europeans plan to stay in one destination for the duration of their trip, signaling a desire for deeper immersion in a specific location. This preference is particularly evident among city-break (71%) and sun-and-beach (68%) travelers, who are choosing to settle in one place rather than hopping between regions.
This growing demand for immersive travel experiences reflects a desire to connect more deeply with a destination’s culture, people, and lifestyle. For cultural and heritage travelers (44%), as well as nature and outdoors enthusiasts (42%), multi-destination trips remain popular, as these types of vacations often require exploring multiple regions within a country. Regardless of the type of travel, there is a clear shift towards more thoughtful and enriching travel experiences, encouraging a deeper connection with the chosen destination.
The Role of Transportation: Air Travel Dominates
When it comes to transportation, air travel remains the preferred mode of transport for Europeans. With 57% of Europeans opting for air travel (+4 points from last year), it is by far the most popular way to reach destinations, particularly for international trips. However, car travel remains a strong second choice, with 25% of Europeans planning to travel by car, and a small but growing number (4%) opting for electric vehicles. Train travel, while still a key mode of transport for some, continues to play a secondary role (13%).
The convenience and speed of air travel are particularly important for Europeans planning trips to Southern Europe, where destinations like Spain, Italy, and Greece are attracting large numbers of tourists during the off-season months. For those looking to explore more local or regional destinations, car travel offers flexibility, while environmentally conscious travelers are increasingly choosing electric vehicles as a greener option.
Southern Europe Sees Off-Season Travel Surge
Southern Europe has emerged as the standout destination for off-season travel, with 52% of Europeans planning to visit the Mediterranean region between October and March, marking a seven-point increase from last year. Spain has experienced the sharpest rise in popularity, with a 12% increase in travelers heading to the country, followed by Italy and France, both of which continue to attract a strong number of visitors. This rise in demand for Southern Europe reflects the appeal of its mild winter weather, beautiful landscapes, and affordability, making it an ideal destination for European travelers looking for warmth and comfort during the colder months.
In contrast, Eastern Europe has seen a drop in interest, with only 4% of travelers planning to visit the region, a significant decrease of six points year-on-year. This shift suggests a broader adjustment in travel behavior, with more Europeans opting for destinations that offer both value for money and pleasant weather during the off-season months.
A Balanced Approach: Iconic Destinations vs. Hidden Gems
Travel decisions continue to be shaped by a variety of factors. Safety remains the top consideration for 20% of Europeans, while pleasant and stable weather has gained importance, rising three points since last year. In addition, attractive deals and destinations with a lower cost of living are increasingly important, influencing Europeans’ choices on where to travel.
Interestingly, the report also reveals a balance between visits to major tourist destinations and off-the-beaten-path locations. Half of Europeans intend to visit iconic tourist hotspots, while the other half are seeking out lesser-known destinations that offer a more authentic, local experience. This trend highlights a shift toward a more diverse and thoughtful approach to travel, where travelers are looking to explore both the well-known attractions and the hidden gems of Europe.
A Resilient Travel Market with Shifting Preferences
The European Travel Commission’s most recent report sees optimism in the region’s tourism industry, reporting strong travel intentions along with a growing interest in off-peak travel. Southern Europe stands to gain the most with Spain, Italy, and France expecting increased visitors during the winter months.
As Europeans travel more, businesses in the tourism industry will need to understand and incorporate the new market demands. With greater interest in experiential travel, more extended holiday periods, and a less frenetic travel approach, the various components of the industry – hotels and airlines in particular – will need to recalibrate their offerings. High-value, flexible travel packages will be necessary to ensure continued market viability.
