This summer, travelers are rethinking their European vacation plans, opting for less-visited cities over traditional hotspots due to soaring prices and record temperatures.
According to data provided by Chase Travel, popular destinations like Brussels, Munich, Zurich, and Warsaw are experiencing significant year-on-year tourism increases. However, London, Paris, and Rome remain the top booked cities.
Industry experts attribute the shift towards secondary cities to inflated prices in Mediterranean favorites like the Amalfi Coast and unprecedented heat across the continent. Luxury room rates in Europe surpassed $1,700 in 2023, nearly double the figures from 2019, and are expected to rise by an additional 9% this summer, affecting travelers’ booking preferences.
Misty Belles, Vice President for Global Public Relations at Virtuoso, notes a growing desire among travelers to explore destinations with more reasonable rates. This sentiment is echoed by findings from Chase’s data.
With temperatures reaching record highs, travelers are also seeking relief from Europe’s heatwaves. Last year was the continent’s second-warmest on record, prompting a shift towards northern European destinations like the Netherlands, Austria, and Germany, with booking increases of up to 33%.
While traditional hotspots like Italy remain popular, travelers are increasingly considering alternative destinations. However, Amsterdam’s rapid growth in tourism has raised concerns, leading the government to launch initiatives discouraging mass tourism.
Rebecca Masri, founder of luxury travel app Little Emperors, suggests shifting travel plans to later in the season, as the traditional European summer now extends into September.
As travelers adapt to changing dynamics, the summer of 2024 marks a shift in European travel trends, driven by economic factors and climatic conditions.