Travellers to Europe are increasingly favouring lesser-trod regions and quieter shoulder seasons, new data shows.
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As overtourism plagues popular destinations and climate change makes traditional holiday spots uncomfortably hot in summer, visitors are changing tack.
Research by Mabrian and Data Appeal has found that overseas tourists are particularly seeking out northern climes and nature-based experiences for their European adventure.
Coolcations on the rise
Classic destinations are still high in travellers’ bucket lists, the data showed, with regions like Lazio and Tuscany in Italy, Andalusia in Spain and Attica in Greece representing nearly a third of total overseas visitor stays in Europe in 2025.
However, destinations that experienced the strongest growth in demand showed another side to the picture.
The research found a rising appeal for northern regions such as southern Finland and Vestland in Norway.
Travellers are also favouring northern areas of European countries further south, such as Galicia in Spain, Trentino-Alto Adige in Italy and Normandy and Alsace in France.
This reflects the growing preference for ‘coolcations’, as spiking temperatures are deterring holidaymakers from destinations typically associated with summer breaks.
Overseas visitors also seem to be seeking quieter spots, as highlighted by the rise of Central European regions, including areas in Croatia and Poland, alongside the increasing popularity of less crowded coastal destinations in Greece (such as the Ionian Islands) and Türkiye (the Marmara Region).
Destinations that strongly represent European cultural heritage are also seeing growing interest, such as Central Anatolia in Türkiye and Galway County in Ireland.
According to the researchers, all of these emerging destinations share a key characteristic: while culture remains a transversal motivation for overseas travellers, nature and active tourism are the primary drivers behind the choice of these alternatives.
Overseas travellers favour shoulder seasons
The data also pointed to a growing counter-seasonal travel pattern. Overseas visitors are increasingly avoiding peak months – particularly July, and even more markedly August – preferring shoulder periods.
It again suggests a desire to avoid overcrowding and the summer heat.
“These data clearly highlight the opportunities for both territorial and seasonal tourism dispersion,” said a Mabrian spokesperson.
“It is essential that these alternative destinations provide a comprehensive range of tourist products and services, including fully operational accommodations designed to meet the preferences and needs of these long-haul travellers.”