The 2026 Europe season is off to a formidable start, with travel advisors reporting that sales are significantly higher than last year. It should come as no surprise that perennially popular Italy remains high on client wish lists, while destinations such as Norway, France, Greece, Ireland and Scotland are also drawing jet-setters.
“I’ve hit my highest goals already, and it’s only May,” said Becky Lukovic, founder of Bella Travel Planning, an affiliate of Travel Experts, adding that 2026 may be one of her best years ever. “This year, Italy has been king, with Greece and France a close second. These are just destinations people want to return to time and again.”
Travelers Return to Old Favorites — and Go Deeper
“Some people dive deeper and visit new places, and some treat the usual destinations like old friends, wanting to return to their favorite shops and restaurants,” Lukovic said. “With Italy, people’s eyes light up when you talk about it; there’s just something magical in the water — and in the wine.”
Similarly, McLean Robbins, founder of Lily Pond Luxury, an affiliate of Travel Experts, is experiencing robust bookings to Italy.
“Italy is still the clear heavyweight,” she said. “It never really goes out of style among luxury travelers, but 2026 demand is especially strong in Northern Italy, the Amalfi Coast, Rome, Tuscany and Lake Como.”
Robbins notes that Europe is not cooling for clients — it’s maturing.
“The demand is still very strong, but travelers are becoming more selective,” she said. “They want fewer places, better access, stronger hotels and a trip that feels designed around them, rather than pulled from a greatest-hits list.”
Paris serves an anchor for visits to other French destinations. (Source: Ioan Panaite / Adobe Stock)
France Remains a Reliable Luxury Staple
Other strong European sellers this year include France, with Paris serving as an anchor.
“Paris continues to be one of those cities clients want to return to again and again, but we’re also seeing it paired with the Riviera, Provence, Normandy, Burgundy or even other countries,” Lily Pond Luxury’s Robbins said. “Clients like the glamour and polish of France, but they’re also asking for more intimate experiences — private guides, exceptional restaurants, fashion, art, gardens and countryside hotels.”
Ireland and Scotland See Strong Growth
According to advisors, other thriving destinations this season include Ireland and Scotland. These destinations offer a beautiful combination of scenery, culture, golf, castles, country house hotels and relatively easy access from the East Coast, Robbins says.
“For high-end travelers who may have already done Italy and France several times, the British Isles can feel luxurious, but still a bit more relaxed and personal,” she said.
Nordic Countries and Central Europe Gain Momentum
Lily Pond Luxury is also witnessing a decided interest in Nordic countries and central Europe, according to Robbins. The agency is seeing more interest in places such as Norway, Vienna, Prague and Budapest, Hungary, she says.
“Some of that is practical — cooler summer temperatures, beautiful hotels, culture, design, food — but it’s also a desire to go somewhere that feels slightly less obvious than the classic Mediterranean circuit,” Robbins said.
Greece remains popular, she adds, particularly for couples and milestone trips. But clients have become more discerning and sophisticated in how they want to experience the destination.
“They’re not just asking for Santorini and Mykonos by default,” she said. “They want the right island for their travel style, better pacing, excellent boating, strong food and hotels that feel truly five-star rather than simply photogenic.”
The challenge on the hotel front?
“The best hotels and guides are commanding serious rates, so the value is increasingly in how well the trip is designed,” Robbins said.
Capitalizing on Longer Itineraries
For her part, Megan Rodrigues, owner of Together We Travel, an Ensemble affiliate, says her sales have doubled this year.
“Many of my clients are opting for longer itineraries to make the flight times and cost ‘worth it,’” she said. “For example, instead of staying one week in London, they are staying three weeks and adding Ireland and Scotland to the itinerary. Similarly, instead of spending one week in Italy visiting only Rome and Florence, my clients are adding time and heading north, as well.”
Kristy Mosolino, owner of Wishes Travel, an Ensemble affiliate, is also observing an increase in travelers wanting to maximize their time in Europe, noticing that clients often extend trips by an additional week to incorporate more immersive, on-the-ground experiences.
“With the cost of flights so high, it makes sense for them to stay a little longer to tick more off their bucket lists,” she said.
Norway Emerges as a Surprise Standout
While Italy remains the No. 1 European destination for Together We Travel’s Rodrigues this year, another hot seller — which she says came as a bit of a surprise to her — is Norway.
Norway is on many travelers' wish list this year. Pictured, Bergen (Source: Collette)
“A few years ago, I rarely heard clients mention the fjords, but now they call me specifically about this destination,” she said. “I think people want to travel in a new and unique way. They don’t want to travel with the masses.”
Mediterranean Cruises Shift Beyond the Classics
Mosolino of Wishes Travel, who is also witnessing strong European growth for her agency this year, is additionally seeing a rise in cruise bookings. She says Greece, Croatia and other Mediterranean cruise destinations are dominating business this summer.
“We are seeing a shift beyond the traditional hot spots like Santorini, Mykonos and Athens,” Mosolino said. “Clients are increasingly interested in more experiential and off-the-beaten-path destinations, such as Croatia and Montenegro, and other ports like Malta and Corfu, Greece.”
All said, it’s clear that Europe is flourishing beyond peak-season travel.
“What used to be a quiet spring — offering value to cost-conscious travelers — now feels just as busy as the summer months,” Rodrigues said. “There was literally no ‘off season’ last year, and my clients are adjusting accordingly.”
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