The way people are planning their travel is changing, with the destination no longer the key consideration for some, but rather crowd levels, cultural connection and opportunities to be active, shows a new report.
The European Travel Commission research shows more than 55% of European travellers are actively seeking less popular or off-the beaten-path destinations, and the commission is not alone in these findings.
Booking.com reports an increasing desire for quieter destinations, with some 43% of travellers saying they would holiday specifically to feel closer to the natural world, and 25% turning to ‘quieter’ hobbies on vacation.
Skyscanner data also shows travellers are increasingly prioritising trips that reflect personal interests, rather than traditional sightseeing itineraries, stating that in 2026, travellers are curating trips that feel more in tune with who they are and what they love.
“With the cost of living still top of mind, trips in 2026 are being built with purpose,” it states.
“They’re shaped around passions, priorities and a personal sense of ‘worth it’.”
. . . Destinations
As for what European destinations and what travel styles cater well to these trends, active trips lead the way with tour operator UTracks explaining that the focus of these holidays is not on ticking off landmarks, but on ‘how you move through a place and how it makes you feel’.
Regions such as coastal Portugal and rural and alpine Italy are recommended, alongside France and southern Spain.
