European tourists shift to sustainable, off‑peak travel, avoiding crowded spots

A new study by the European Travel Commission (ETC) and MINDHAUS, based on responses from about 24,000 Europeans, shows a clear move toward more responsible tourism. Sixty‑four percent of respondents already practice at least one sustainable travel habit, and eight in ten plan a trip within Europe, with four in ten budgeting over €1,500. More than half (51 %) prefer less‑popular destinations and ten percent target remote areas. Half of travelers choose stays longer than seven nights, and 67 % travel during shoulder or low seasons to reduce crowding.

The research identifies five traveller profiles – Off‑beat Destination Seekers, Gen Z Remote Adventurers, Hassle‑free Holidaymakers, Impact‑aware Travellers and Eco‑responsible Explorers – each reflecting different priorities such as authenticity, flexibility, comfort, environmental awareness and low‑impact activities. Concerns about overcrowding (25 % of respondents) and personal carbon footprints (15 %) are also highlighted.

According to Konstantinos Triantafyllis, Managing Director of MINDHAUS, “European tourism is evolving not just in trends but in values, reflecting a clear shift toward more conscious travel choices.” The findings suggest hospitality providers will need to offer longer‑stay packages, flexible pricing and sustainability‑focused services to stay competitive.