Younger Travellers Increasingly Seeking Less Popular Destinations in Europe, Study Shows

Younger generations are looking to explore lesser-known places in Europe, displaying a decreasing interest in touristy destinations. Although Spain and France remain popular destinations, their tourist attractions are no longer the most sought-after places.

According to a study by the European Travel Commission (ETC), the majority of respondents from European countries want to travel in the upcoming months, as 73 per cent of them have travel plans, Schengen.News reports.

Miguel Sanz, President of ETC, said that strong enthusiasm is noticed among Europeans who plan to go on new vacations after the summer holidays.

Alongside this enthusiasm is a growing interest in exploring lesser-known destinations, presenting unique opportunities for off-the-beaten-path locations. Younger generations are particularly keen on discovering hidden gems. By embracing these diverse travel choices, we can promote responsible tourism while supporting local economies and preserving cultural heritage. 

Respondents from the United Kingdom have the strongest indicator for future travel, with 84 per cent wanting to travel, followed by Germany (79 per cent) and France (78 per cent). Compared to the same time in 2023, respondents from these three countries have shown an increased interest in travelling.

Study Reveals That Travel Demands Are Increasing, Especially Among Younger Generations

The data by ETC reveals that younger generations have more interest in travelling than older people. Groups between 25 and 34 have 75 per cent more travel intentions, which is a rise of nine per cent compared to the previous year. Some of the most preferred activities for this age group are city breaks and relaxing sun and beach vacations.

Travellers of other age groups also have more travel intentions than they did before and what stands out for these kinds of travellers are seven-day long trips and interest in experiences related to culture and nature. These travellers remain loyal to popular destinations, unlike the younger generations.

France & Spain Remain Top Destinations

These two countries are travellers’ favourite destinations and have been the same throughout the years, with seven per cent of respondents picking these places for their next trips. Italy follows with six per cent of respondents showing interest in this destination, while Germany, Austria and Greece are ranked below, with five per cent of respondents picking these countries.

In addition, more than half of respondents (51 per cent) said they want to travel to less popular places – escaping the overcrowded destinations.

Among Europeans, Polish travellers are the ones that seek quiet places the most – 50 per cent of respondents, followed by Spaniards (45 per cent) and Dutch (44 per cent).