The landscape of travel and hospitality in Europe is being reshaped. One in two travelers is now seeking authentic experiences away from mass tourism, while nearly two-thirds are choosing to travel during shoulder or low seasons rather than peak periods.
At the same time, European tourism is evolving toward a model driven by new values and aspirations, centered on authenticity, sustainability, meaningful connections with destinations, engagement with local communities, and environmental protection.
These findings come from a new study by the European Travel Commission (ETC), which examines the profile of the responsible European traveler. The research identifies distinct travel behaviors and aims to help National Tourism Organizations optimize their marketing strategies and tourism product development.
The analysis outlines five traveler profiles:
- Off-beat Destination Seekers, who actively avoid crowded destinations.
- Gen Z Remote Adventurers, who combine travel with remote work.
- Hassle-free Holidaymakers, who prioritize comfort and convenience.
- Impact-aware Travellers, who demonstrate greater environmental awareness.
- Eco-responsible Explorers, the most environmentally conscious group of all.
According to the study, 64% of Europeans already adopt at least one responsible travel behavior. These travelers show a strong intention to travel and are willing to spend significant amounts on their trips.
Specifically, eight out of ten respondents plan to take a trip within Europe, while four out of ten expect to spend more than €1,500. These travelers are more likely to choose alternative destinations, stay longer, and travel outside the traditional high season.
For example, 51% are opting for less popular destinations, while 10% are choosing more remote areas. Their trips also tend to be carefully planned, with 50% selecting stays of more than seven nights and 67% traveling during shoulder or low seasons, helping to distribute tourism flows more evenly throughout the year.
This trend extends across various types of travel experiences. While 22% prefer sun-and-sea holidays, 15% choose city breaks, another 15% favor cultural experiences, and 15% seek nature-based activities. Additionally, 10% prioritize wellness-focused trips.
When selecting a destination, travelers continue to value several key factors. Safety remains the most important consideration for 45% of respondents, followed by reliable weather conditions (35%), attractive travel deals (30%), and the hospitality of local residents (28%).
The issue of overcrowding is also becoming increasingly important. One-quarter of respondents (25%) stated that they are concerned about excessive visitor numbers, while 26% consciously prefer destinations that are less crowded. Interestingly, only 15% reported being concerned about the personal environmental impact of their own travels.
“The European tourism sector is evolving not only in terms of trends but also in terms of values, reflecting a clear shift toward more conscious travel choices,” explains Konstantinos Triantafyllis, General Director of tourism marketing strategy company MINDHAUS, which contributed to the study.
“This shift creates a new demand framework in which experience and quality play a decisive role in shaping tourism value. In this environment, it is crucial for destinations to respond effectively to travelers’ changing expectations and strengthen their long-term competitiveness through more sustainable development strategies.”
The analysis is based on responses from approximately 24,000 Europeans who participated in the ETC’s ongoing Monitoring Sentiment for Intra-European Travel (MSIET) survey between October 2024 and March 2026.
Content Manager: Ambassador Mykonos Promo – Kostas Skagias
