Turkey leads European travel market as summer vacation prices drop

A market analysis of 23 popular summer destinations shows that prices are broadly lower than a year ago, with the steepest discounts in Turkey and the Spanish Canary Islands. In August, a four‑star hotel package for two from Vienna is 18 % cheaper in Antalya and 21 % cheaper in Tenerife. Overall, 16 of the 23 examined locations are cheaper than in the previous season, and demand for last‑minute trips has surged, especially to Croatia (+80 %) and Egypt (+73 %).

Separate Eurostat‑based research confirms Turkey as the cheapest European holiday spot overall, offering the lowest costs for food, hotels and services, while Portugal provides the best price‑quality balance. The OECD’s April 2026 purchasing‑power data shows a euro buys 1.75 € worth in Turkey, far outpacing Greece (1.23 €), Spain and other Eastern European destinations. By contrast, the Swiss franc and Denmark offer far less buying power.

These findings suggest that travelers seeking cost‑effective vacations this summer are most likely to find value in Turkey, the Canary Islands and other Eastern European locales, while traditionally pricey markets such as Switzerland remain expensive.