Europe Winter Travel Surges as 76% Plan Holidays and Poland, Spain, Germany Lead Tourism Demand

A strong appetite for winter holidays has been recorded across Europe, with 76% of Europeans planning at least one overnight trip between October 2026 and March 2027. The latest findings from the European Travel Commission (ETC) have revealed a 3% increase in travel intentions compared with the corresponding period last year, highlighting continued interest in domestic and international travel despite financial pressures, geopolitical uncertainty and changing holiday preferences.

The findings have been published in the latest Monitoring Sentiment for Intra-European Travel report, Wave 26, through which evolving travel intentions, destination preferences, holiday budgets and digital booking behaviour have been examined.

Particularly strong travel intentions have been reported in Poland, Spain, Germany and the Netherlands. Poland has emerged as the leading market, with 87% of respondents planning to travel, followed by Spain at 82%. Germany and the Netherlands have both recorded travel intentions of 79%.

Meanwhile, significant changes have been identified in the timing of European holidays. Although reduced interest has been reported for October and November 2026, stronger demand is being anticipated for February and March 2027.

Artificial intelligence has also become an increasingly important feature of holiday planning, with 40% of prospective European travellers using AI-powered tools during the inspiration, planning or booking process.

The findings have provided an important indication of how European tourism demand is being reshaped by technology, affordability, safety considerations and growing interest in destinations beyond established tourist hotspots.

European Travel Demand Climbs as 76% Plan Winter Holidays

A positive outlook for European tourism has been presented through the latest ETC travel sentiment findings.

Approximately three-quarters of Europeans surveyed have indicated an intention to take an overnight trip between October 2026 and March 2027.

The 76% figure represents an increase of 3% compared with the same period last year.

This improvement has been recorded despite continuing concerns about travel costs and geopolitical instability.

The results have suggested that holidays remain an important priority for many European consumers, even as greater attention is directed towards affordability and destination safety.

The growing interest has also been reflected in the number of trips being considered.

More than half of prospective travellers are planning multiple journeys before the end of March 2027, indicating that travel demand is not limited to a single seasonal holiday.

However, the figures represent stated travel intentions rather than completed bookings or confirmed passenger movements.

As a result, actual tourism activity will depend on how these plans are converted into reservations and completed journeys.

Poland Leads European Travel Intentions With 87% Planning Trips

Poland has been identified as the strongest European market for intended travel during the October 2026 to March 2027 period.

According to the ETC report, 87% of Polish respondents are planning an overnight trip.

A 5% increase has been recorded compared with the previous year, placing Poland ahead of the other markets highlighted in the findings.

Spain has followed with 82% of respondents intending to travel.

Germany and the Netherlands have both recorded travel intentions of 79%.

These figures have highlighted the strong demand being expressed across several important European tourism markets.

For travel companies, accommodation providers and destination marketing organisations, the findings may provide useful guidance when identifying potential customer markets.

However, the reported percentages describe travel intentions among surveyed respondents and should not be interpreted as confirmed booking volumes.

Spain, Germany and Netherlands Show Strong Winter Tourism Interest

Beyond Poland, substantial travel interest has been recorded in Spain, Germany and the Netherlands.

Spain’s 82% travel intention figure has placed the country among the leading European markets.

Germany and the Netherlands have followed closely, with 79% of respondents in each country indicating plans for an overnight journey.

The figures have reinforced the importance of these markets within Europe’s wider tourism landscape.

Demand from these countries may provide opportunities for destinations offering city breaks, cultural experiences, winter sunshine and seasonal holidays.

The strong levels of intended travel have also highlighted the relevance of continued tourism promotion during the colder months.

However, individual destination choices and booking outcomes will remain influenced by travel costs, weather expectations and safety considerations.

Young European Travellers Record the Biggest Increase in Holiday Intentions

Travel enthusiasm has been recorded across different age groups, although important differences have emerged.

Travellers aged 35–44 have demonstrated the highest overall intention to travel, at 79%.

Respondents aged 45–54 and those aged 55 and above have both recorded figures of 76%.

The most significant year-on-year increase has been reported among travellers aged 18–24.

Within this younger group, travel intentions have risen by 10% compared with the previous year.

The increase has highlighted growing interest among younger Europeans in overnight holidays and travel experiences.

For tourism businesses, the development may provide opportunities to reach younger audiences through digital platforms, flexible booking options and experiences suited to changing travel preferences.

The findings have also demonstrated that strong travel demand is being maintained across multiple generations rather than being concentrated within one age category.

Southern Europe Remains the Most Popular Destination Region

Southern Europe has retained its position as the most preferred destination region among Europeans planning travel during the winter period.

According to the ETC findings, 53% of intended travellers favour Southern European destinations.

Western Europe has been ranked second, attracting interest from 23% of respondents.

A 5% increase in interest has been recorded for Western Europe.

The popularity of Southern Europe has highlighted the continued appeal of the region within European travel planning.

Destinations offering cultural attractions, urban experiences and opportunities for seasonal sunshine remain relevant to travellers considering holidays between October and March.

Western Europe’s improved position has also suggested that greater attention is being directed towards destinations across different parts of the continent.

The findings may support destination marketing efforts aimed at attracting visitors during periods outside the traditional summer holiday season.

Christmas Travel Drives December Holiday Demand Across Europe

December has been identified as the most popular month for travel during the six-month period covered by the ETC report.

Approximately 23% of prospective travellers have selected December for their intended journeys.

The Christmas season has been identified as an important influence on this preference.

Visits to friends and family have become particularly prominent during December, accounting for 32% of travel motivations.

Across the overall survey period, the corresponding figure has been reported at 18%.

This difference has highlighted the importance of personal and family connections in shaping Christmas travel.

The seasonal increase may support demand for accommodation, transportation and other travel-related services.

However, the motivations behind December journeys may differ from those associated with conventional leisure holidays.

The findings have therefore demonstrated the importance of distinguishing family visits from other tourism activities when assessing seasonal travel demand.

February and March 2027 Gain Popularity as Winter Travel Patterns Change

A notable shift in the timing of European holidays has been identified in the latest ETC report.

Travel intentions for October and November 2026 have declined by 11% compared with the previous year.

In contrast, interest in travelling during February and March 2027 has increased by 8%.

March has also recorded a 6% increase in interest as a month for short breaks and holidays.

These changes have suggested that some European travellers are considering journeys later in the winter season.

For destinations and tourism businesses, the trend may provide opportunities to attract visitors during months that have traditionally experienced lower demand.

The shift could also support a more balanced distribution of tourism activity across the year.

However, the findings do not establish that travel has already been redistributed in practice.

The reported changes reflect intentions, and the final pattern will depend on completed bookings and actual journeys.

More Europeans Plan Multiple Holidays Before March 2027

The number of holidays being considered by European travellers has also changed.

According to the ETC report, 56% of respondents planning to travel are considering two or more trips before the end of March 2027.

At the same time, the share of prospective travellers planning only one journey has declined by 7%.

The findings have indicated that travel is being considered as a recurring activity rather than exclusively as a single major holiday.

For tourism businesses, multiple-trip intentions may create opportunities across different destination categories.

Short city breaks, cultural visits, family journeys and winter sunshine holidays may all be considered within the same travel season.

The trend has also highlighted the potential importance of flexible travel products and varied accommodation offerings.

Nevertheless, multiple-trip intentions should not be confused with confirmed reservations.

The number of completed journeys may differ as travel budgets and personal circumstances are finalised.

Hidden European Destinations Attract Growing Tourist Interest

A growing preference for less-visited destinations has been identified among European travellers.

Although established destinations with well-known attractions remain popular with 47% of respondents, increasing interest has been directed towards locations receiving fewer tourists.

Approximately 44% of surveyed Europeans have expressed a preference for destinations that are less popular among visitors.

This represents a 4% year-on-year increase.

A further 10% have indicated a preference for remote or off-the-beaten-track destinations.

The findings have highlighted an important development in European destination selection.

Greater attention is being directed towards locations outside traditional tourism hotspots, creating potential opportunities for smaller communities and regional businesses.

Accommodation providers, local guides, restaurants and experience operators in lesser-known destinations may benefit if this interest is converted into actual travel.

The trend has also been linked to wider discussions concerning tourism congestion and the distribution of visitor spending.

Safety Becomes the Leading Factor in European Holiday Decisions

Safety has been identified as the most important destination-selection criterion among European travellers.

According to the ETC report, 20% of respondents have prioritised safety when considering where to travel.

Pleasant and stable seasonal weather has followed at 15%.

Attractive travel deals have been identified by 14% of respondents as another important consideration.

The findings have demonstrated that destination appeal is being influenced by practical concerns alongside traditional tourism attractions.

For travellers considering winter holidays, confidence in destination conditions may play an important role in final decisions.

Stable weather expectations and affordable travel offers have also remained relevant.

Tourism businesses and destination organisations may therefore need to communicate clear information about travel conditions, services and pricing.

However, the relative importance of these factors may vary between traveller groups and destination types.

Rising Travel Costs Remain the Biggest Concern for Europeans

Financial pressure has been identified as the leading concern among prospective European travellers.

Approximately 37% of respondents have expressed concern about travel-related costs.

Geopolitical instability has been ranked second, with 23% identifying it as an important issue.

These concerns have been recorded despite the overall increase in travel intentions.

The findings have suggested that interest in travel remains strong, but greater consideration is being given to affordability and external conditions.

Accommodation prices, transport expenses and other holiday costs may influence whether intended journeys are ultimately booked.

The importance of attractive deals has also been reflected in destination-selection preferences.

For tourism operators, transparent pricing and competitive packages may become increasingly relevant when converting interest into reservations.

However, the report does not establish how many prospective travellers will cancel or change their plans because of financial pressures.

City Breaks and Cultural Tourism Lead Winter Holiday Preferences

City breaks have emerged as the most popular type of intended holiday during the winter period.

According to the ETC report, 19% of respondents favour city-based travel.

Culture and heritage holidays have followed at 18%.

Sun and beach holidays have also attracted 18% of intended travellers.

The findings have highlighted the diversity of experiences being considered across Europe.

Urban destinations may benefit from interest in architecture, cultural attractions, dining and short-stay experiences.

Heritage destinations may also attract travellers seeking historical and cultural activities.

Meanwhile, winter sunshine holidays have retained their appeal among those interested in warmer destinations during the colder months.

The balance between these categories has demonstrated that winter travel demand is being distributed across several different tourism products.

Artificial Intelligence Transforms European Travel Planning

Artificial intelligence has become an increasingly prominent feature of European holiday planning.

According to the ETC findings, 40% of prospective travellers have used AI tools during the inspiration, planning or booking stages.

The use of digital technology has been particularly strong among younger respondents.

Among travellers aged 18–34, 56% have used generative AI or AI-based trip-planning platforms while preparing their journeys.

The figure has been considerably lower among respondents aged over 55, with 26% reporting similar usage.

These differences have highlighted the varying levels of AI adoption across age groups.

AI-powered tools are being used alongside established digital channels to research destinations, compare travel options and organise itineraries.

For tourism businesses, the trend has reinforced the importance of maintaining accessible and accurate digital information.

However, the findings do not establish that AI has replaced conventional booking platforms or travel advisors.

Instead, artificial intelligence has been incorporated into a broader range of travel planning resources.

Search Engines and Travel Websites Remain Essential

Despite the increasing use of artificial intelligence, established digital platforms have retained their importance.

Online search engines have been used by 59% of European travellers surveyed.

Travel websites have followed closely at 57%.

These figures have demonstrated the continuing relevance of conventional online research during holiday planning.

AI platforms have increasingly been used as an additional source of inspiration and information.

For destinations, hotels and travel companies, visibility across multiple digital channels remains important.

Accurate destination descriptions, clear pricing and accessible booking information may help travellers compare options.

The findings have also suggested that travel research is becoming more diversified, with information being gathered through several platforms before booking decisions are completed.

European Holiday Budgets Increase as Travellers Plan Spending

A gradual increase in planned travel budgets has been identified in the ETC report.

Approximately 49% of prospective travellers have allocated between €1,000 and €2,500 per person for their intended trips.

The figures have indicated that substantial holiday budgets continue to be considered despite concerns about rising costs.

However, the increase in planned expenditure has not necessarily been associated with longer holidays.

Trip durations have remained relatively stable.

The higher budget allocations may therefore reflect an allowance for increased travel expenses rather than an intention to purchase additional services or extend stays.

For tourism businesses, the findings have highlighted the importance of providing value across different price categories.

Four to Six Night Holidays Remain the Most Popular

Trip duration preferences have remained broadly consistent among European travellers.

Approximately 43% of respondents are planning holidays lasting four to six nights.

A further 32% are considering trips of seven to twelve nights.

The figures have demonstrated the continued importance of short and medium-length holidays.

For accommodation providers and destination businesses, these travel patterns may influence package design, pricing and seasonal promotions.

City breaks and cultural trips may be particularly relevant to travellers seeking shorter stays.

Longer holidays may provide additional opportunities for destinations offering a wider range of activities and experiences.

However, the report has not established a significant overall increase in trip length.

The rise in planned budgets has therefore been interpreted cautiously.

More Than Half of European Travellers Have Yet to Book

Although strong travel intentions have been recorded, a substantial proportion of planned journeys remain unconfirmed.

According to the ETC report, 55% of prospective travellers have not yet booked their trips.

This finding has highlighted the difference between expressed travel interest and confirmed tourism demand.

Travel plans may still be influenced by changing prices, availability, personal circumstances and destination conditions.

For tourism businesses, the unbooked segment may represent an opportunity to attract customers through competitive offers and clear travel information.

However, the same figure also indicates that a significant share of expected demand remains provisional.

Final booking decisions will therefore be important in determining how the reported travel intentions translate into actual tourism activity.

European Travel Commission Highlights Sustainable Tourism Opportunities

The latest findings have also been considered within the European Travel Commission’s wider approach to sustainable tourism development.

Eduardo Santander, Chief Executive Officer of the European Travel Commission, has highlighted the growing interest in February and March travel as an encouraging development.

The increased preference for less-visited destinations has also been identified as an opportunity for tourism businesses and local communities.

Together, these trends have been associated with the potential to reduce pressure on heavily visited destinations while supporting tourism activity in developing locations.

The findings have also been linked to the ambitions of the Commission’s new Sustainable Tourism Strategy.

Greater distribution of visitor activity across destinations and seasons has been identified as a possible benefit.

At the same time, the importance of safety, affordability and reliable travel services has been emphasised.

The report has therefore highlighted the need for tourism growth to be considered alongside destination management and changing consumer expectations.

Europe Winter Tourism Outlook Remains Positive for 2026–2027

A strong outlook for European winter tourism has been presented through the latest Monitoring Sentiment for Intra-European Travel report.

With 76% of Europeans intending to take an overnight trip between October 2026 and March 2027, continued demand has been indicated across multiple markets and age groups.

Poland has recorded the highest travel intention at 87%, followed by Spain at 82%, and Germany and the Netherlands at 79%.

December has remained the most popular travel month, while growing interest in February and March 2027 has suggested potential opportunities for tourism activity outside traditional peak periods.

Less-visited destinations have attracted increasing attention, and artificial intelligence has become an important part of holiday planning for younger travellers.

Nevertheless, financial pressures, geopolitical instability and safety considerations continue to influence destination selection.

With 55% of prospective travellers yet to book, the conversion of travel intentions into completed journeys will remain a significant factor in determining the final winter tourism performance.

The findings have reinforced the importance of affordability, digital accessibility, destination diversity and sustainable tourism planning as Europe moves through the 2026–2027 travel season.

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