European Travel Commission study finds Europeans favor sustainable, off‑peak trips

A new European Travel Commission (ETC) study of about 24,000 respondents shows a sharp shift in European travel preferences. One in two travellers now seeks authentic experiences away from mass tourism, and a majority move holidays to off‑peak periods to avoid crowds.

Sixty‑four percent of Europeans already practice at least one responsible behaviour while travelling, and eight in ten plan trips within Europe. Over half (51%) prefer less‑popular destinations and half of all trips now last more than seven nights. The survey identified five traveller profiles – Off‑beat Destination Seekers, Gen Z Remote Adventurers, Hassle‑free Holidaymakers, Impact‑aware Travellers and Eco‑responsible Explorers – all emphasizing sustainability, local connection and longer stays.

“European tourism is evolving from trends to values, reflecting a clear transition toward more conscious travel choices,” said Konstantinos Triantafyllis, managing director of tourism‑marketing firm MINDHAUS, which helped conduct the research.