Europeans Seek City Breaks and Culture & Heritage Trips, as Three in Four Plan to Travel this Autumn and Winter
ETC's Wave 26 report finds 76% of Europeans plan autumn/winter travel, with AI tools used by 40% of planners and rising interest in off-peak and lesser-known destinations.
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76% of Europeans plan to take an overnight trip between October 2026 and March 2027, up 3% compared to last year.
Despite lower travel intention for October-November (-11%), Europeans show a growing interest (+8%) in travelling during February-March 2027.
40% of Europeans planning to travel use AI tools in the inspiration, planning, or booking stage. This increases to 56% for 18-24 year-olds.
Three quarters of Europeans (76%) intend to travel between October 2026 and March 2027, up 3% compared to the same period last year, according to the latest “Monitoring Sentiment for Intra-European Travel” report (Wave 26) by the European Travel Commission (ETC). Poland records the strongest intention (87%), representing a 5% increase, followed by Spain (82%), and Germany and the Netherlands, which both stand at 79%.
Travel appetite extends across age groups. Travellers aged 35-44 lead with 79%, ahead of those aged 45-54 and 55+ (both 76%). Travellers aged 18-24 record the largest year-on-year increase in travel intentions, surging 10%. Southern Europe remains by far the most popular destination region (53%), followed by Western Europe (23%), which is seeing a 5% increase in interest.
Christmas leads demand as more Europeans plan several trips
December is the most popular month to travel during this period (23%), driven by the Christmas season. During December, visiting friends and family is a more prominent reason for travelling at 32%, compared to 18% overall. Autumn holidays in October and November are less popular in 2026 than in 2025, but intentions rise again in the new year, as Europeans show a growing interest in March (+6%) getaways.
56% of those planning to travel are now looking at taking two or more trips by March, with the share of travellers planning just one trip decreasing by 7%. This reinforces the strong sentiment to travel amongst Europeans and provides a positive outlook for winter destinations.
Less-visited destinations gain ground, while safety, stable weather, and costs remain central to destination appeal
Though established destinations with well-known attractions still draw in 47% of travellers, interest in less-known locations is catching up. 44% of surveyed European favour locations that are less popular among tourists, up by 4% year-on-year, while a further 10% prefer remote or off-the-beaten-track destinations for their next trip.
Safety is the leading destination-selection criterion (20%), followed by pleasant and stable seasonal weather (15%) and attractive deals (14%). Looking at European’s main concerns in relation to travel, financial pressures lead (37%), followed by geopolitical instability (23%).
Travellers choose city and heritage trips, with digital tools central to discovery
As winter approaches, city breaks (19%) and culture and heritage trips (18%) again rise to the fore of Europeans’ travel intentions. Sun and beach holidays maintain their appeal as winter sun destinations, favoured by 18% of intended travellers.
Most Europeans are now using digital tools, including AI platforms, to find information, compare prices and build itineraries. Younger Europeans are at the forefront of AI-assisted travel inspiration, planning and booking. Among travellers aged 18 – 34, 56% used generative AI or AI trip-planning platforms when preparing their trips, against 40% of the overall sample, and just 26% of those aged over 55. Online search engines (59%) and travel websites (57%) remain the most widely used digital tools among European travellers.
Budgets edge up, but costs will influence final booking decisions
Trip lengths remain steady, with 43% planning four to six nights, and 32% seven to twelve nights. However, planned budgets are edging upwards, as 49% of travellers allocate €1,000-€2,500 per person. Slightly higher budgets alongside stable trip lengths may reflect an allowance for rising costs rather than longer holidays. 55% of travellers have yet to book their trip, meaning that many plans may remain provisional. Final spending and trip arrangements may therefore remain sensitive to costs as plans take shape.
Responding to the report, Eduardo Santander, Chief Executive Officer of the European Travel Commission, said:
The findings of this report underline the ambition of the Commission’s new Sustainable Tourism Strategy: travel remains at the heart of the European way of life, but traveller behaviour and industry dynamics are constantly shaped by external factors. It is particularly encouraging to see an increase in intention during February and March, typically quieter periods of the year, as well as a growing interest in off-the-beaten track destinations. These two trends combined could be leveraged to reduce tourism congestion and create new opportunities for local businesses in established and developing destinations alike. At the same time, concerns around cost and safety are clearly shaping travellers’ choices, highlighting the importance of offering reliable experiences and services for all budgets.
This project is co-funded by the European Union.
The full report can be downloaded here.
About European Travel Commission
Established in 1948, the European Travel Commission is a unique association in the travel sector, representing the National Tourism Organisations of the countries of Europe. Its mission is to strengthen the sustainable development of Europe as a tourist destination. In the last several decades, ETC has positioned itself at the forefront of the European tourism scene, establishing its expertise and building up partnerships in areas of tourism, based on promotion, market intelligence and best practice sharing.