Europe’s Travel Trends Shift Towards Lesser-Known Cities

This summer, travelers are opting for less-frequented European destinations over the traditional tourist hotspots.

Data from Chase Travel indicates a surge in tourism to cities like Brussels, Munich, Zurich, and Warsaw. While London, Paris, and Rome remain popular, these secondary cities are seeing significant increases in visitors.

Rising prices in Mediterranean hotspots like the Amalfi Coast and record heat waves across Europe are driving this shift. Average luxury room rates in Europe have soared to over €1,578 in 2023, almost double the 2019 rate of €835. These rates are expected to rise by another 9% this summer, influencing travelers’ choices.

Travelers are looking for better value in destinations where rates are more affordable. For example, five-star hotel rooms in Brussels are available for less than €465 in early June, compared to nearly €835 in Paris. Additionally, travelers are seeking cooler destinations to escape Europe’s heat waves. Last summer saw temperatures reaching 48°C in places like Sardinia, while Zurich’s average highs of 24°C offer a refreshing alternative.

Crowded conditions last summer have also led to increased interest in northern European destinations. Virtuoso reports a 33% increase in bookings to the Netherlands, a 31% increase to Austria, and a 26% increase to Germany.

Amsterdam, however, is facing challenges despite its popularity. The city ranks fifth among Chase’s fastest-growing destinations, prompting the government to launch a campaign to discourage mass tourism.

For those still drawn to traditional hotspots despite high prices, weather, and crowds, Rebecca Masri, founder of the luxury travel app Little Emperors, suggests traveling after Labor Day. She notes that the high season for places like Italy and Greece now extends into September.

Here is a list of the fastest-growing summer destinations in Europe :

Brussels (73% year-on-year growth)

Munich (63%)

Zurich (59%)

Warsaw (55%)

Amsterdam (54%)

Vienna (53%)

Shannon, Ireland (53%)

Zagreb, Croatia (51%)

Prague (49%)

Budapest (48%)