Three in four Europeans are preparing to travel over the coming autumn and winter months, with city breaks, cultural experiences and heritage-focused holidays emerging as leading choices. According to the latest report from the European Travel Commission (ETC), 76% of Europeans intend to take at least one overnight trip between October 2026 and March 2027, reflecting a three-percentage-point increase compared with the same period last year.
The findings point to a positive outlook for European tourism, with travellers showing interest in both familiar destinations and places beyond the conventional tourist trail. While December remains the most popular month for travel, February and March 2027 are also attracting greater attention. The changing preferences indicate that European holidaymakers are increasingly looking for meaningful experiences, cultural discoveries and opportunities to travel outside the traditional peak season.
The findings are part of ETC’s latest Monitoring Sentiment for Intra-European Travel (Wave 26) report, which examines travel intentions, destination preferences and holiday planning behaviour across 10 major European source markets.
European Travel Intentions Rise for Autumn and Winter
The survey indicates that travel demand remains strong across different age groups, with Poland recording the highest intention to travel at 87%. Spain follows at 82%, while Germany and the Netherlands share the next position at 79%.
Travellers aged 35–44 demonstrate the strongest appetite for travel, with 79% planning a trip during the six-month period. Meanwhile, intentions among younger travellers aged 18–24 have recorded the largest year-on-year increase, rising by 10%.
Southern Europe continues to dominate destination preferences, attracting 53% of prospective travellers. Western Europe follows with 23%, recording a five-percentage-point increase in interest.
December leads the monthly travel calendar, with 23% of respondents planning trips during the festive period. Visiting friends and family becomes a particularly important motivation during this month, accounting for 32% of travel intentions, compared with 18% across the overall survey.
Another notable development is the growing interest in multiple holidays. Around 56% of prospective travellers expect to take two or more trips by March 2027, suggesting that travel demand is extending beyond a single seasonal getaway.
City Breaks and Cultural Holidays Lead Travel Preferences
City breaks have emerged as the most popular type of holiday, attracting 19% of Europeans planning to travel during the period. Culture and heritage holidays follow closely at 18%, sharing the same level of interest as sun-and-beach getaways.
The findings highlight the continued appeal of urban destinations, historic attractions, museums and cultural experiences, even as travellers look for warmer destinations during the winter season.
The growing preference for cultural tourism also creates opportunities for destinations to promote their architectural heritage, local traditions, food experiences and historical landmarks. For European cities, this could translate into stronger demand beyond the conventional summer tourism calendar.
Lesser-Known Destinations Attract More Attention
European travellers are increasingly interested in discovering destinations that offer a different experience from heavily visited tourist hotspots. According to the ETC survey, 44% of respondents favour locations that are less popular among tourists, marking a four-percentage-point increase compared with last year. Another 10% prefer remote destinations and places away from established tourist routes.
Although well-known destinations continue to attract 47% of prospective travellers, the growing interest in alternative locations could encourage more balanced tourism distribution across Europe.
Safety remains the leading consideration when selecting a destination, cited by 20% of respondents. Pleasant and stable weather follows at 15%, while attractive travel deals influence 14% of destination choices.
For tourism authorities and local businesses, these changing preferences present an opportunity to promote emerging destinations, encourage regional exploration and generate economic activity in areas that traditionally receive fewer international visitors.
AI and Digital Platforms Transform Holiday Planning
Technology is becoming an increasingly important part of the travel decision-making process. The report reveals that 40% of Europeans planning to travel use artificial intelligence tools for inspiration, itinerary planning or booking-related activities.
Younger travellers are particularly receptive to these technologies. Among Europeans aged 18–34, AI adoption reaches 56%, compared with just 26% among travellers aged over 55.
Traditional digital channels remain equally relevant. Online search engines are used by 59% of prospective travellers, while 57% rely on travel websites to research destinations, compare prices and organise their holidays.
The growing use of AI-powered travel tools reflects a broader shift towards more personalised and convenient holiday planning. For tourism businesses, maintaining accurate digital information and a strong online presence will become increasingly important as travellers adopt new ways of researching and booking trips.
Travel Budgets Increase as Affordability Remains a Concern
Despite encouraging travel intentions, financial considerations continue to influence holiday decisions. The ETC report identifies financial pressure as the leading concern for 37% of respondents, followed by geopolitical instability at 23%.
Around 49% of prospective travellers are allocating between €1,000 and €2,500 per person for their upcoming trips. Meanwhile, 55% have yet to finalise their bookings, suggesting that prices and other external factors could still affect their travel arrangements.
Most travellers are planning stays of four to six nights, accounting for 43% of respondents, while 32% are considering holidays lasting between seven and twelve nights.
Commenting on the findings, ETC CEO Eduardo Santander highlighted the importance of the growing interest in February and March travel, alongside the increasing preference for less-visited destinations. He noted that these trends could help ease tourism congestion and create new opportunities for local businesses in established and emerging destinations alike.
As European travellers rethink when, where and how they take their holidays, the upcoming autumn and winter seasons could bring opportunities for destinations that offer more than conventional sightseeing. The rising popularity of city breaks, cultural experiences and quieter locations suggests that travellers are placing greater value on what they experience during a trip. For Europe’s tourism industry, the challenge will be to respond to these expectations while keeping holidays accessible, safe and attractive across different budgets.
