European Travel Commission reports 73% of Europeans plan trips, emphasising lesser-known destinations this winter

Credit: European Travel Commission

The European Travel Commission (ETC) has released its latest research on European traveller’s plans between October 2024 and March 2025. The data has revealed that 73% of Europeans are planning trips within this period, a 6% increase from this time last year.

Commenting on the findings, Miguel Sanz, President of ETC, said: “Today’s findings reveal a strong enthusiasm for travel among Europeans, highlighting their focus on travel budgets even after the peak summer months. Alongside this enthusiasm is a growing interest in exploring lesser-known destinations, presenting unique opportunities for off-the-beaten-path locations. Younger generations are particularly keen on discovering hidden gems. By embracing these diverse travel choices, we can promote responsible tourism while supporting local economies and preserving cultural heritage”.

What does the European Travel Commission’s data reveal?

New data reveals a growing enthusiasm for travel across all age groups in Europe, with the most notable increase among younger Europeans. Travel intentions among the 25-34 age group have risen to 75%, reflecting a 9% year-on-year increase. Similarly, 64% of 18-24-year-olds now plan to travel, up by 8%, while 78% of those aged 35-44 show a 7% rise. Younger travellers are planning to hit the road more often, with a strong preference for City Breaks and relaxing Sun & Beach vacations.

Older travellers in Europe are also eager to travel, with 75% of those aged 55 and overexpressing a desire to do so, marking a 4% increase in their plans. Almost half (45%) plan trips lasting more than seven nights, particularly seeking out experiences rich in Culture & Heritage or Nature & Outdoors. These older travellers tend to prefer familiar destinations with reliable tourist infrastructures.

Europe’s most popular travel destinations continue to dominate the rankings for Europeans planning their trips this autumn and winter. Topping the list are Spain and France, each chosen by 7% of respondents, followed closely by Italy at 6%. Germany, Austria, and Greece are also among the favoured destinations, selected by 5% of those surveyed.

The report also reveals, for the first time, the types of destinations Europeans want to explore within their chosen countries. The data shows that 51% of respondents are shifting their focus to lesser-known spots, likely to avoid overcrowding in popular places. Specifically, 38% seek out less touristy locations, while 18% plan to explore remote, “new” areas with minimal infrastructure.

Younger generations are leading this trend, showing a clear preference for off-the-beaten-path experiences. Among Europeans, Polish (50%), Spanish (45%), and Dutch (44%) travellers are particularly opting for quieter, less-travelled locations, leading the shift toward hidden gems.

As 2024 draws to a close, European travellers are showing decreasing concern about travel costs in their holiday planning. Now, 19% express worries about trip expenses, a drop of 3% from the previous year. The most common budget, selected by 27% of travellers, is €500-€1,000 per person per trip. Close behind, 26% plan to spend a higher amount of €1,500 to €2,500, reflecting a 3% increase from last year.

Despite a decrease in concerns about travel costs and inflation, 15% of respondents remain worried about their overall financial situation. Other significant concerns include the ongoing Russo-Ukrainian war, troubling 13% of respondents, and tensions in the Middle East, which concern 9%. While worries about extreme weather events have decreased by 4% from last year, 10% still express concern. Additionally, 9% worry about potential travel disruptions from strikes or staff shortages, and another 9% are anxious about overcrowding at their chosen destinations.

When it comes to selecting holiday destinations, safety is the top criterion for 18% of Europeans, followed by stable weather and bargains, both at 12%. Friendly, welcoming locals are also a priority for 10% of travellers.

Check out the full report here.