Türkiye is not in the top 5 in most European countries.

According to a new report from the European Travel Commission ( ETC ), 77% of Europeans are planning a trip in the next six months. This rate is the highest since the pandemic. Striking data was shared on holiday trends, preferred destinations, and travel habits, particularly in the summer months.

Türkiye ranks 8th

According to the report, Spain is the most preferred destination in Europe at 13 percent, followed by Italy at 10 percent, France at 8 percent, and Greece at 6 percent. Turkey is the eighth most preferred destination in Europe at 4 percent.

In the top 5 in only three countries

When it comes to the top five destinations most preferred by major European countries, Turkey generally appears to be off the list. While Turkey is not in the top five in Austria, the UK, the Netherlands, France, Italy, Spain , or Switzerland , it ranks fourth in Germany , fifth in Poland , and fifth in Belgium .

Travel Trends: Dynamics are changing

• High Travel Demand: 77% of Europeans plan to travel in the next six months. This is the highest rate recorded since December 2022. • Holiday Priority: 76% of respondents prefer summer holidays, a 6% increase compared to last year. Interest in business travel, however, fell to 5% (-4%). • Autumn Demand: 47% of Europeans are considering holidays in August and September (an 8% increase compared to 2024).

• Intra-European Routes: 65% of respondents want to travel within Europe. Of these, 33% will travel to neighboring countries and 32% will travel to more distant destinations (up 5% from last year).

Popular routes and alternative search

• The South and the Mediterranean Take the Spotlight: 57 percent of summer vacationers choose Southern Europe and the Mediterranean (a 7 percent increase from 2024). • A Passion for Exploration: 55 percent of respondents target lesser-known or non-touristy areas, while 45 percent choose popular destinations.

• Single Location Trend: While 53 percent of holidaymakers plan to stay in a single place, 42 percent will visit more than one location within the same country.

Planning and spending dynamics

• Single Holiday Preference: The proportion of people planning only one trip in the next six months increased to 43 percent (+6 percent). Multiple trips decreased to 53 percent (-7 percent). • Budget Increase: The proportion of people planning to spend €1,500-2,000 per person increased from 25 percent to 28 percent. • Preference Criteria: Safety (19 percent), good weather (15 percent), and attractive deals (14 percent) determine travel decisions.

• Expense Items: Accommodation (32 percent) and food and beverage (24 percent) will be the biggest expense items.

Concerns and risk perception

• Cost Concern: 39 percent of Europeans are worried about travel costs. • Geopolitical Impact: 48 percent of respondents said they would avoid tense areas even if there was no direct threat.

Recommendations for destinations and businesses

For Destinations:

1. Importance of Lesser-Known Regions: To meet demand, investment in booking accessibility, low-impact tourism infrastructure, and authentic experiences is essential. 2. Cultural Routes: Collaborations with towns, museums, and transportation should be increased for multi-stop tours. 3. Emphasis on Security: The perception of trust should be strengthened with tourist police, emergency signs, and multilingual staff.

4. Climate Resilience: Shaded areas, water stations and green infrastructure investments should be prioritized against extreme temperatures.

For Businesses:

• September Opportunity: Flexible working and service continuity should be ensured to capture late-season demand. • Repeat Visitors: Shoulder season offers should be highlighted through email marketing in countries like France, Spain, and Italy. • Gen Z-Focused Strategies: Young people should be targeted with mobile payments, social media engagement, and affordable packages.

• Highway Tourism: "Breakfast tourism" should be revived with an emphasis on local delicacies and hospitality at rest stops.

The report reveals that destinations and businesses need to develop flexible and data-driven strategies to manage the changing behavior of European tourists.