Spain, Greece, Italy, France, Croatia, Portugal And Turkey Highlight The Balance Between Mainstream Tourism And The Rising Appeal Of Unconventional European Escapes

Seven countries Spain, Greece, Italy, France, Croatia, Portugal and Turkey are spearheading efforts to reconcile the desire of holiday makers to stay in mainstream resorts with the development and promotion of the less-known, secondary regions of Europe. Hauk added that, although million still descend on destinations such as Barcelona, Rome, Paris and Athens, those countries are also turning towards a focus on lesser known districts. The goal is twofold, taking some of the stress off of the heavily trafficked hotpots and providing travelers with higher quality, more authentic travel. A growing contingent of offbeat escapes throughout Europe is changing the way the world traipses through the continent, inspiring travelers to look beyond the usual suspects and give local economies a chance in pockets of the continent long neglected.

Greece is rapidly establishing itself as Europe’s top destination for first-time visitors. According to the latest European Travel Commission (ETC) report, the country boasts the highest percentage of newcomers among Europe’s ten most popular tourism markets. This surge reflects Greece’s ability to captivate travelers seeking unique cultural experiences, stunning landscapes, and a fresh holiday alternative within the continent.

The ETC data reveals that 24% of Europeans planning trips for summer and autumn 2025 have not visited Greece in the past three years but intend to do so now. This figure puts Greece ahead of other major destinations, including Croatia (23%), Portugal (22%), and Turkey (20%). The statistics highlight how Greece continues to inspire wanderlust among European travelers looking beyond their usual vacation spots.

In comparison, Spain, Italy, and France dominate the market for repeat visits. Spain draws 25% of repeat visitors, with Italy capturing 20% and France securing 19% of travelers returning for another trip. Greece, however, registers 16% repeat visitors, slightly behind Turkey at 18%, Croatia at 15%, and Portugal at 14%. These numbers underline Greece’s strong momentum in drawing in fresh audiences across the continent.

Shift Toward Quieter and Unconventional Destinations

The Mediterranean remains Europe’s most coveted region for holidays, with Spain leading at 13%—a five percentage point increase from last year. Italy follows closely with 10%, while France takes 8%, and Greece secures 6%. While these countries maintain their allure, more travelers are now aware of the risks of overtourism in peak seasons.

This awareness has sparked a shift in preferences. An increasing number of Europeans are prioritizing less crowded, unconventional destinations over traditional tourist hubs. The ETC report shows 11% of travelers now deliberately seek quieter locations, up 4% from summer 2024.

Interestingly, 55% of Europeans are planning their summer 2025 holidays in offbeat or under-the-radar destinations. This figure marks a significant rise from the 48% recorded during spring 2025. At the same time, the appeal of mainstream tourist locations has waned, with only 45% of travelers choosing traditional hotspots.

This growing trend toward off-the-beaten-path travel signals a deeper desire for authentic experiences and a more relaxed pace, away from the pressures of overcrowded resorts and cities.

September Emerges as a Preferred Travel Month

Seasonal travel trends are evolving as well. While July and August remain the most popular months for summer vacations, chosen by 25% of Europeans, September has emerged as a strong contender. The month now attracts 22% of travelers, who are drawn to its milder temperatures, reduced crowds, and better value-for-money opportunities.

This shift toward off-peak travel reflects a growing willingness among Europeans to explore alternative timelines that offer equally enriching experiences without the intense demand and inflated prices typical of high season.

Strong Demand for Cross-Border Travel Within Europe

The appetite for travel across Europe remains robust despite economic uncertainties and global challenges. From June to November 2025, an impressive 77% of Europeans intend to travel, highlighting the enduring strength of demand for leisure tourism.

Out of these travelers, 65% plan to take cross-border trips across Europe, marking a 6.5% rise compared to the previous year. An overwhelming 91% of Europeans intend to stay within the continent for their travels, with only 8% considering trips outside Europe. This preference is likely tied to the higher costs and ongoing geopolitical instability in other parts of the world.

Domestically, 26% of travelers plan to explore their own countries, while 33% favor visiting neighboring nations. Interestingly, 32% of Europeans are setting their sights on more distant destinations within the continent. This trend reflects a growing appetite for discovering culturally rich and distinctive regions that remain relatively accessible and safe within Europe’s borders.

Spain, Greece, Italy, France, Croatia, Portugal, and Turkey are striking a balance between popular tourist destinations and the growing interest in off-the-beaten-path European escapes, aiming to reduce overcrowding while offering unique, authentic experiences that boost local economies.

Greece’s Tourism Outlook for 2025

Greece’s position as a leading destination for first-time visitors is no coincidence. Its mix of ancient heritage, breathtaking natural beauty, and modern hospitality makes it uniquely positioned to capture the imagination of new travelers. As Europeans increasingly seek authentic, less crowded, and value-driven holiday options, Greece stands out as an ideal choice.

This influx of first-timers is not only a boon to Greece’s tourism economy, but is also proof that the country can change to meet travelers’ evolving needs. From its tranquil islands and picturesque little villages, to its vibrant urban centres, Greece has something for every kind of holidaymaker, which is why it remains one of Europe’s most popular and versatile destinations.

The post Spain, Greece, Italy, France, Croatia, Portugal And Turkey Highlight The Balance Between Mainstream Tourism And The Rising Appeal Of Unconventional European Escapes appeared first on Travel And Tour World.