The Latest Trends in Europe Tourism for Value Conscious Travelers

Europe tourism witnessed a strong start in 2025, with international arrivals up 4.9% year over year in the first quarter, according to the European Travel Commission (ETC); despite these trends, travelers are increasingly value conscious. While statistics haven’t yet been released for the rest of the year, travel advisors are already identifying several trends that are shaping sales for 2026.

The ETC reports, for example, that value-for-money and off-peak travel are among the motivators for booking trips to Europe. That trend is confirmed by several industry experts, including Jason Block, CEO of WorldVia Travel Group in Roswell, Georgia.

“We’re seeing a significant shift toward off-season travel, with clients capitalizing on cooler months and smaller crowds to visit popular destinations,” he said.

Marcia Simon, owner of Friendly Group Travel in Westbrook, Connecticut, is noticing a similar pattern, adding that river cruises to Christmas markets “are in demand and often sell out.” She says demand for northern lights trips to Iceland and Norway is also rising, thanks to small-ship sailings and late-night land tours.

Simon also sees an increased desire to avoid crowds in heavily visited European destinations.

“Avoid overtourism by opting for smaller groups, shoulder seasons and day trips beyond the trampled highlights,” she said.

Alexis Sherry, an advisor at Livingston, New Jersey-based AS Travel Pro, an affiliate of Travel Experts, also reports that clients are increasingly interested in exploring beyond the most-visited sites.

“Italy is always at the top of demand, but interest has shifted from the big three of Rome, Florence and Venice to the Amalfi Coast, Puglia, Sicily and Sardinia,” she said, adding that, in Greece, “Santorini and Mykonos are popular, but demand is spilling into islands such as Paros, Milos and Crete.”

Beyond Simple Sightseeing

Today’s travelers are looking for much more than a “been there, done that” experience in Europe, according to Jennifer Falk Weiss of Atlanta-based JFW Travel, an affiliate of Travel Experts.

“Travelers crave hands-on access, after-hours museum tours, tracing family genealogy and immersive food experiences,” she said, adding that “luxury rail journeys and culinary vacations that put food as the focus” are trending with her clients.

Simon of Friendly Group Travel agrees about the allure of culinary travel and notes an increase in demand for a destination’s street food scene, rather than just finding the “best” restaurant.

“Of course, this depends on the client,” she said. “There are always luxury clients who want extraordinary culinary experiences.”

Another top trend? Wellness, according to Sherry of AS Travel Pro, especially when traveling for spas, yoga retreats and hiking.

Clients are also opting to extend time in Europe, says Block of WorldVia, prompted by the ability to work remotely and blend vacation with their professional lives.

Europe Tourism for Value Conscious Travelers + Europe’s Broad Appeal

No matter a client’s unique interests, the continent, overall, attracts a wide demographic of travelers and will continue to do so, according to these travel advisors.

“Europe is extremely popular for all ages, not just the older crowd,” explained Falk Weiss of JFW Travel. “I’m seeing milestone birthdays, multigenerational family trips, honeymooners and younger professionals prioritizing luxury travel there.”

Another key market for European travel? Those who wish to go at it alone, according to both Block and Simon.

Single travelers are everywhere, Simon says, noting that women particularly will sign up for small groups that attract other solos, and these clients frequently ask about single supplement penalties and waivers.

Mature clients are also proving to be a resilient market, she adds.

“Older clients are spending more and booking longer trips, which seems to be a carryover from the earlier post- COVID days,” Simon said. “‘If not now, when?’ is a prevailing attitude.”

Beyond Europe

Aside from Europe, advisors are witnessing interest in a variety of other destinations for 2026. The Caribbean region and African safaris are strong sellers for both Simon and Falk Weiss, while Falk Weiss also reports demand for Costa Rica, Peru and Japan. Sherry, meanwhile, describes Africa as a “huge seller” and also sees interest in Japan, especially for the cherry blossom season and winter skiing. Block says that Mexico, Costa Rica and the Caribbean are strong sellers for WorldVia, with Japan and Africa also attracting interest among clients.

This article originally appeared in AGENT AT HOME magazine and was syndicated online at TravelPulse.

Contact My Journey Begins Travel to plan and book your trip to Europe!