European tourists reshape travel preferences as cost and climate drive choices

A European Commission Travel survey finds that 81% of Europeans intend to travel before November 2026. While overall demand stays strong, travelers are increasingly selective, citing higher costs, overcrowding and weather conditions as key factors.

Southern Europe and the Mediterranean attract 61% of the preferences, with Spain (14%), Italy (12%), France (8%) and Greece (7%) ranking as the top destinations. More than half of respondents (52%) seek lesser‑known spots to avoid crowds, and 11% deliberately avoid heavily visited areas.

Safety tops the decision criteria for 20% of respondents, followed by climate (15%), cost concerns (22% cite rising travel expenses) and geopolitical worries, including the wars in the Middle East and Ukraine, which influence 10‑11% of travelers. The highest travel intent is among those aged 45‑54 (86%).

The shift prompts tourism operators to promote off‑peak packages, cultural and wellness experiences, and to use digital tools for better visitor distribution and capacity management.