European Travelers Embrace Longer Stays and Seek Undiscovered Gems
Brussels, April 25, 2025: A shift is underway in European travel habits as more and more travelers are opting for longer holidays and venturing beyond the traditional tourist hotspots. This trend, driven by a desire for more immersive experiences, a growing awareness of overtourism, and a pursuit of value, is reshaping the continent’s tourism landscape.
Recent reports indicate a clear appetite among Europeans for extended getaways. A significant portion of travelers are now planning holidays of seven to twelve nights, marking a notable increase compared to previous years. This preference for longer stays suggests a move away from quick city breaks towards more in-depth exploration and relaxation.
Coupled with this desire for longer durations is a growing interest in alternative destinations. While perennial favorites in Southern and Mediterranean Europe still hold appeal, there’s a clear rise in popularity for lesser-known locations, particularly in Eastern Europe. Travelers are increasingly drawn to the charm and authenticity of regions that offer a less crowded and often more affordable experience. This shift is also fueled by a desire to discover “hidden gems” and connect with local cultures in a more meaningful way.
Several factors are contributing to this evolving travel behavior. The increasing awareness of overtourism in major European cities is prompting travelers to seek out quieter and more sustainable options. By choosing less frequented destinations, they not only enjoy a more authentic experience but also contribute to a more balanced distribution of tourism revenue and reduce the strain on overcrowded hotspots.
Furthermore, value for money is playing a significant role. With rising living costs, travelers are increasingly seeking destinations where their budgets can stretch further, often finding this in less mainstream locations. The willingness to spend more per trip, coupled with longer stays in more affordable areas, indicates a prioritization of travel as a key personal expenditure, but with a more discerning approach to destination selection.
Climate consciousness is also emerging as an influencing factor. Some travelers are opting for destinations with milder climates or traveling during off-peak seasons to avoid extreme heat, which can be prevalent in traditional summer hotspots. This is further driving interest in more northerly or higher-altitude locations.
This trend towards longer stays and alternative destinations presents both opportunities and challenges for the European tourism industry. It necessitates a greater focus on developing and promoting sustainable tourism practices in emerging destinations while managing visitor flows effectively in established areas. By catering to the evolving preferences of European travelers, the continent can foster a more diverse, resilient, and ultimately more rewarding tourism sector for both visitors and local communities.