As Europe prepares for a busy 2026 travel season, more than half of travelers say they’re heading away from the usual hotspots. From Slovenia’s alpine lakes to Stuttgart’s blend of industry and culture, experts point to a rising demand for quieter, more authentic European experiences.
The European Travel Commission reports that 55% of Europeans plan to spend their summer holidays in less popular or off-the-beaten-track locations in 2026, up from 48% in the spring. Concerns about overtourism, climate change, and the desire for genuine local encounters are driving this change. While 61% of tourists still prefer famous landmarks, value-seekers and authenticity-driven travelers are increasingly exploring smaller cities, shoulder seasons, and alternative regions.
Iconic destinations like Paris, Rome, and Barcelona remain popular, but overcrowding and rising costs are pushing many to reconsider their plans. Industry data shows that shoulder-season travel—spring and autumn—is gaining traction, with 77% of Europeans planning trips between June and November 2026. Cooler-weather "coolcations" are also trending, particularly in countries offering mountains, rivers, and lakes as relief from summer heat.
Slovenia has seen notable growth as travelers seek hiking trails, high-altitude lakes, and cultural experiences beyond the usual capitals. Its focus on sustainable, small-scale tourism makes it especially appealing to those avoiding crowds.
Tourism in Stuttgart is rising sharply, thanks to its unique mix of business and culture.
Home to Mercedes-Benz and Porsche, the city draws automotive enthusiasts to its museums while offering a vibrant arts scene, an opera house, and Germany's second-largest beer festival. Its valley setting, surrounded by hills, adds to the appeal for outdoor leisure.
The Polish capital continues to climb as a destination, blending historical landmarks like the Old Town and Royal Castle with a lively cultural scene and modern infrastructure.
Museum renovations, art biennales, and UNESCO-recognized Grand Place highlight Brussels' cultural pull. At the same time, eco-friendly hotels and electric transport options position it as an attractive stop for sustainability-conscious travelers.
For travelers seeking to avoid Spain's crowded Mediterranean resorts, León dazzles with its architectural gems and mouth-watering tapas. It's a well-traversed city with plenty of history.
Smaller nations with distinctive cultural or geographic identities are beginning to benefit from the off-path travel wave, showing strong potential for growth.
Travel specialists emphasize that offbeat destinations meet two key needs: escaping overtourism and addressing climate concerns. Alternative seasonal travel, such as cooler-weather trips to northern or mountainous regions, is booming.
According to experts at Tripmasters, a personalized travel agency, demand for customizable itineraries reflects this broader shift: "We're seeing travelers look for ways to blend famous highlights with smaller, lesser-known stops. Flexible planning tools and expert support help make these more complex itineraries easy to access."
The European Travel Commission notes that 35% of travelers have already chosen less popular spots within Europe, while another 13% plan to visit off-the-beaten-path destinations in the near future. With these numbers rising, 2026 is shaping up to be the year when second-city tourism, seasonal shifts, and "coolcations" move from niche choices to mainstream trends.
For those seeking guidance on crafting an itinerary that balances iconic sights with hidden gems, consulting with experienced travel experts such as Tripmasters can provide valuable insight into planning seamless, memorable journeys.
