73 percent of Europeans plan to travel between October 2025 and March 2026, and 63 percent of them intend to go abroad, which represents an increase of 3 percentage points compared to the previous year. Just a few years ago, autumn and winter trips were the domain of a few. Today they have become a permanent element of the European tourism landscape. September and October are no longer months of winding down the season; they have become a fully fledged part of the tourist year. The number of travellers who deliberately avoid the July and August rush is growing, with more people choosing quieter dates, lower prices, and milder climates. This is no longer a passing trend but a lasting change in the way people think about holidays.
According to data from the European Travel Commission, as many as 41 percent of Europeans declare that they plan holidays outside the peak season, in spring or autumn, while 26 percent prefer to travel in winter. In the first quarter of 2025, Europe received 125 million international tourists, representing a 5 percent increase compared to the same period in 2019. This growth is particularly visible in southern Europe, which was previously dependent on the summer tourist peak. Spain recorded a 6 percent increase in international arrivals in the first quarter of 2025 compared to the same period in 2019, while Malta and Lithuania recorded even more pronounced growth, with increases of 19 and 21 percent respectively. These countries show that the off season is becoming not only an alternative but a main driver of tourism growth in Europe.
The main reason Europeans are giving up peak season holidays is the desire to avoid crowds and extreme heat. In the era of climate change, traditional summer resorts are becoming increasingly unpleasant. Heatwaves that regularly hit southern Europe in July and August mean that a Mediterranean holiday is ceasing to be a pleasure and becoming a challenge. Tourists are increasingly looking for cooler destinations or choosing dates when temperatures are still bearable. This phenomenon is called coolcations, or holidays in cooler climates, and is gaining popularity among travellers from around the world.
The second key factor is travel comfort. In September and October, Spain, Greece, and Italy still see temperatures reaching 25 degrees Celsius, the sea remains warm after the summer months, and tourist numbers drop dramatically. These are ideal conditions for people who want to explore, relax, and enjoy the charms of visited places without constantly pushing through queues. More and more travellers are opting for longer, well planned trips lasting seven or more nights, moving away from short city breaks in favour of a deeper exploration of the places they visit. Over 60 percent of Europeans plan to stay in one destination rather than moving between regions, indicating a preference for deeper local immersion.
As Jaroslaw Grabczak from the travel agency eSky.pl notes, Poles are increasingly and more willingly travelling outside the peak summer season. We are observing over a 20 percent increase in bookings for September and October. This is no longer a seasonal fad but a visible permanent shift in the way our compatriots think about travel. Similar trends can be seen across Europe. The Mediterranean region currently attracts 52 percent of European travellers, an increase of 7 percentage points compared to the previous autumn winter season. Spain recorded the largest increase in popularity, up 5 percentage points to 12 percent, while Italy and France maintain a stable position with 8 percent each.
Savings that matter. Prices drop by dozens of percent
The costs of travelling off season are significantly lower than during the summer peak. When peak demand disappears, flight and hotel prices drop. You can save dozens of percent. For example, weekly flight and hotel packages to Rimini or Calabria start from 900 zlotys per person, while offers in Greece and Spain cost around 1,300 zlotys per person. These are amounts that are unattainable in July or August. In winter 2026, hotel rates in analysed destinations are significantly lower than in summer 2025, with average reductions of 24.6 percent for three star hotels.
Savings do not only apply to accommodation and flights. In off season months, tourist attractions, food, and local transport are also cheaper. For many Europeans, especially those with lower incomes, the possibility of travelling off season is the only chance for a holiday. In 2025, 27.5 percent of the EU population over 16 years old could not afford a one week holiday once a year. Off season trips, although still requiring planning, are becoming more affordable. Attractive offers and destinations with lower costs of living shape travellers’ decisions across Europe.
The growth in tourism expenditure in 2025 is estimated at 9.7 percent, while the growth in arrivals was only 3.2 percent. ETC President Miguel Sanz noted that this gap between expenditure growth and arrival growth allows destinations to focus more on value than on volume. This means that off season travellers often spend more on quality experiences, which is beneficial for both local communities and the tourism economy.
Mature travellers and new quality. Preferences are changing
The shift in the tourism calendar goes hand in hand with a change in the traveller profile. The largest group among those choosing off season trips are mature Europeans, particularly those aged 45 to 54. They show the strongest travel intentions this season, while younger adults are slightly less inclined to plan trips compared to the previous year. Over 60 percent of Europeans plan to stay in one destination rather than moving between regions, indicating a preference for deeper local immersion. As the ETC emphasises, with age, traveller behaviour becomes more selective, with a growing preference for fewer but more meaningful holidays. Nearly half of people over 55 now prefer one trip, compared to about one third of younger adults. This shift suggests a focus on quality and value rather than frequency.
The conscious traveller, a person who during trips rejects mass resort tourism in favour of authentic experiences, is no longer a niche but a mainstream. As many as 64 percent of Europeans can be classified in this group. More than half of those surveyed choose less popular destinations, and one third of respondents state that the main motivation when planning this year’s holiday is to escape overcrowded cities. As many as 44 percent of conscious travellers choose neighbouring countries, and more than one third prefer to go on holiday within their own country. There is also growing discussion about people who choose train travel and completely give up flying. This shows that the change in the tourism calendar is only one element of a broader transformation that also encompasses travel methods and destination choices.
Overtourism and adaptation to climate change
The change in the European tourism calendar is a response to two key challenges: overtourism and climate change. Many European cities and regions, such as Dubrovnik, Barcelona, and Amsterdam, have been struggling with excessive tourism for years, which leads to environmental degradation, rising property prices, and a decline in residents’ quality of life. In response, local authorities are introducing restrictions, such as limiting tourist numbers, regulating cruise ships, and creating restricted traffic zones. At the same time, they are promoting off season travel as a way to spread tourist flows throughout the year.
The European Travel Commission indicates that the high level of travel interest, stable budgets, and growing interest in southern destinations outside the peak season can help distribute tourist flows and reduce seasonality. This is a period in which longer, more immersive experiences can be promoted while helping to spread tourist traffic and alleviate seasonal pressures. As Ged Brown, founder of Low Season Traveller, notes, what is happening in Europe is a preview, not an exception. Any market that still relies on a single seasonal peak should read what Europe is learning now, because the same pressures are already on their way. Global tourism could double over the next 20 to 25 years, meaning many markets will have to face similar challenges within a generation.
The future of tourism in Europe is increasingly shaping up as a year without a season. This is not only a response to the challenges of overtourism but also an expression of changing traveller preferences, with people seeking authenticity, comfort, and value. For southern regions, this is an opportunity to transform from summer destinations into year round ones. For northern destinations, it is a chance to attract tourists in the months when their appeal is greatest. For travellers, it is an opportunity to discover Europe in a new, quieter, and more sustainable way. The shift in the European tourism calendar, driven by conscious travellers, mature generations, new priorities, and climate pressure, is becoming one of the most important trends of the decade. This is no longer a seasonal fad but a new normal that is permanently changing the way Europeans travel.
Photo: Pixabay
