European travel demand rises, with Greece among top destinations

The study is based on a survey of 6,000 respondents across ten key European markets, conducted in September 2026.

According to the findings, 76% of Europeans intend to take at least one trip over the next six months, representing an increase of three percentage points compared with September 2025. Meanwhile, 64% plan to travel to another European country, while 56% intend to take more than one trip.

Southern and Mediterranean Europe remains the leading choice among travellers, attracting 53% of respondents, compared with 23% for Western Europe, which recorded an increase of five percentage points.

Greece ranks seventh among Europe’s most popular destinations, accounting for 4% of preferences for the next intra-European trip. France, Spain and Italy lead the rankings with 10% each, followed by Germany at 8%, the United Kingdom at 5%, and Austria at 4%. Portugal also accounts for 4%.

Greece features among the five most popular destinations for British travellers, with a 7% share, and French travellers, with 6%.

A notable shift is also emerging in destination preferences, with 54% of travellers opting for less popular or more remote locations, an increase of four percentage points year-on-year.

City breaks account for 19% of travel preferences, while cultural tourism and sun-and-beach holidays each attract 18% of respondents.

Regarding trip duration, 43% of travellers plan stays of four to six nights, while 49% expect to spend between €1,001 and €2,500 per person.

Despite the positive outlook for travel demand, financial pressures remain the leading concern for 37% of respondents, followed by geopolitical instability, cited by 23%.

The survey also identifies growing adoption of artificial intelligence in travel planning, with 40% of Europeans reporting that they use AI-powered tools and platforms.